Bookselling is a unique profession in so many ways, but one that truly stands out is just how many people dream of having their own bookstore. We’re talking people spending years visualizing their bookstore, identifying books they’ll sell, and dreaming of the store filled with people who come to enjoy a heart-felt conversation.

This contribution to our inner lives and the inner lives of our neighbors and friends is one of the main reasons people get into the business. It’s also a big reason people choose to become booksellers after retiring from other careers.

Happy 20th anniversary to the river’s end bookstore in Oswego, New York!

One of our friends and colleagues in the book business is celebrating 20 years of being in business. The river’s end bookstore (yes, all lower case) in Oswego, New York was created by Bill Reilly who came to us when he had just retired from the New York world of magazine advertising. He was ready to relocate in upstate New York and begin a new chapter in his life.

Bookselling became his new career.

Since that moment, Bill has helped transform Oswego’s central business district in his corner space that makes a big impression when you drive into town. Bill added momentum and energy, enthusiasm and ideas to the business district. He has worked in collaboration with the university, local schools, and charitable organizations to help build community around books and ideas.

Twenty years ago, the space needed a real transformation since it was an historic building that had been used as a clothing store for years. I remember the shag carpeting, fitting rooms that needed to be demolished, and a drop-ceiling that was a throw-back to the ’70s when heating oil prices soared.

Bill wanted to have a beautiful bookstore that the locals would appreciate. He wanted to lift up the downtown district. He wanted to make a difference.

He certainly has accomplished this.

Bill’s wife Mindy joined the business after she retired from the university after working extra hours in the bookstore since it opened. Together, they have hosted authors, helped schools, worked with the university, and worked hard to live the dream.

Today, Bill and Mindy celebrate twenty years of bookselling and we are thrilled that their son Emile will carry on the tradition.

Bookselling, although demanding and challenging, can offer such rich rewards. For many, it starts with a dream and then can lead to making a difference. What a way to spend the next chapter in life.

Congratulations, Bill and Mindy and the booksellers at the river’s end bookstore! You have lived your dream in a beautiful way.

 

 

 

With Small Business Saturday the perfect opportunity to remind people of your start-up and the importance of small business to the local economy, why not do a pop-up shop?

Start-ups do pop-ups for a variety of reasons, mostly for visibility and the opportunity to learn from your customers while you’re still making critical decisions about your selection, programming, etc.

A pop-up shop allows you to learn from customers and begin learning store operations.

A pop-up shop allows you to learn from customers and begin learning store operations.

We learned the importance of being mindful the “intense” opportunity. In a limited amount of time you will arrange tables, merchandise your selection, set-up cash register operations, handsell books, ring up sales and gather customer information.

Then, when it’s all done, you’ll box up what’s left, haul everything that’s left back home, close out your register, look at what sold, and let all those customer conversations sink in.

It’s trial by fire.

At our pop-up on Saturday, the good news was people showed up! Our location is a destination, people aren’t just going to stumble upon it. Marketing was key so we sent out an email promotion, posted it on social media, and put signs up on the road beside our tiny Amelia Park Town Center.

Friends and neighbors came; they wanted to buy. Although the internet connection worked via our cell phone to the laptop so we were able to accept credit cards, the receipt printer decided to take the day off.

So, here’s what we learned:

  • Your troubleshooting and stress management skills you’ve built throughout your career will help you push through anything that comes your way. (We electronically ordered from both wholesalers with one failed transmission that led to duplicate shipments. Two books arrived damaged.)
  • Present a bit of everything you think you’ll carry in your store, then see what sells. The wholesalers offer non-book merchandise, so try out some things you think might sell.
  • Talk with people about what they like to read and tell them you’ll carry books those kinds of books.
  • Books change lives and people want to tell you their stories. Listening is such an easy way to build a relationship.
  • Say a few words about why the book the customer has picked up is noteworthy or special; show them beautiful books; tell them about what you heard the author say in a radio interview. People buy stories and beautiful things.
  • People will be incredibly patient and kind. These are your neighbors and they want you to succeed.
  • Some people will want something you don’t happen to have that day. Write it down and go find it and order it for them. They will be wowed by your interest and  initiative. When you make it easy and go the extra mile for someone, you are gaining a fan.

Pop-up Bev Pat JeffFor me, the technical aspects of running a store on an off-site laptop, getting all of the electronic parts to perform and learning all of the operational aspects from creating a purchase order to receiving books, selling and running the close-out report provided a training ground.

Even with a pop-up, you have the opportunity to learn all of the things you’ll soon be doing on a daily basis.

From marketing to operations, it’s all good learning.

It’s the week of Thanksgiving and I welcome the opportunity to take a deep breath from the long list of things that still need to be done before launching Story & Song Neighborhood Bookstore Bistro.

Today I was at the shop while the electrician was wrapping up. Dan worked a very long day, was covered in dust from the acoustic tiles and sheetrock, and was ready to embark on a 40 minute drive back home. Yet he took a moment to let me know a few things about the audio lines, then to tell me just what a “cool thing you’re doin’ here.”

Small Business Saturday Banner jpeg

I’m grateful for:

Dan and the fact that he’s telling others about this bookstore where you can come listen to music.

Our contractors showing up during a holiday week.

Our banker gave us an update today and said how much she was excited about seeing the bookstore once all of the renovations are completed.

Successful electronic order transmissions to both book wholesalers for our pop-up bookshop this Saturday.

David Sax, author of The Revenge of Analog: Real Things and Why They Matter, and his wonderful piece in Sunday’s New York Times, “Our Love Affair With Digital Is Over.”

My colleagues, the good souls who own independent bookstores

The countless members of the community who have gone out of their way to tell us how thrilled they are that we’re opening a bookstore, then ask when we’ll be open.

Small Business Saturday

Thanksgiving

And I’m grateful to have Mark as my partner in life and in business. It makes a difference when you have support for your values and priorities.

If you’ve embarked on a dream to open a bookstore, may you always take a moment to refresh your energy by taking note of the reasons to be thankful for the opportunity to do something rewarding and enriching with your time, energy, resources, and talent.

If you’ve been following the business news on the many retail store and chain closings in this first part of the year, it may seem like good news for start-ups, but not so much.

Live music sponsored by the Centre Street merchants of historic Fernandina Beach, FL

Live music sponsored by the Centre Street merchants of historic Fernandina Beach, FL

The closings still appear to be about two main shifts: 1) away from big-box footprints, and 2) and to online shopping for products that can be considered commodities.

Are books commodities today? Well, to some people … those who know what they want, want it fast, want it at the best available price, and don’t value the in-store experience of shopping in a bricks-and-mortar bookstore.

Yet the competitive advantages for indie bookstores is generally about a thought-filled selection, staff recommendations, mindful displays, events, and that special feeling of being in a sanctuary for those who read, value local businesses and their contributions to culture and the local economy.

Indie bookstores tend to do best in Main Street destinations, not big-box developments and strip malls. These are quaint villages and clusters of cafes and shops that offer unique merchandise and a delightful browsing experience. These are places people love to linger, meet up with friends, and enjoy the moment. Their rents tend to be higher because they are tend to always in demand.

So, while the new vacancies in malls and strip centers are many, the over demand will likely not push rents lower in Main Street locations.

It’s still true that much of a retailer’s success is about location. While the big-box spiral down continues, this is an opportunity for Main Street merchants to regain local business by showing there are a lot of things you simply cannot get while shopping online.

Whether I’m reading the news from the National Retail Federation or listening to the nightly business news, it seems so many retailers are struggling. Blame the internet, overhead, or too much space, but retail is challenged.

Yet the news coverage of indie bookselling is quite the opposite. Travel magazines and any publication that spotlights a community will often call out area bookstores right along with the cafes and diners that celebrate local foods.

As students of retail, it’s interesting to explore the similarities and differences … notice the trends and spot the opportunities.

Business investors like to assess “scale”, referring to economies of scale and extra profits that come with volume and shared overhead. Growth is a constant expectation as are efficiencies realized from new uses of technology.

Main Streets and independent businesses are the spiral up for our economy and quality of life.

Main Streets and independent businesses are the spiral up for our economy and quality of life.

Corporate strategies have their place. So do the ideals, practices, and values of independent businesses.

In an opinion piece entitled “The Myth of Main Street” published by The New York Times, Louis Hyman stated, ”Small stores are inefficient” and added that shop local campaigns and vibrant downtowns are elitist. The tagline to the article reads, “Don’t listen to President Trump. Going back to the good old days will cost us.” A month after reading this piece, I’m still saddened by the narrow view of “costs”.

For decades, the U.S. has received an endless flow of cheap goods from other parts of the world that have filled the Wal-marts and dollar stores across the country. The issues regarding worker abuse and the harm inflicted on the environment have been well reported, yet those costs don’t enter the equation since we’ve been on a spiral down in terms of services jobs and low wages, only increasing the demand for cheap goods.

Independent businesses and booksellers for sure are about the spiral up.

Serve your community, offer quality that is difficult to find in most corporate retail stores, answer the phone, be there to assist customers with recommendations, host programs and events that bring the community together, then

buy with increased accuracy because of first-hand market knowledge, utilize just-in-time inventory efficiencies, increase wages and share profits, keep Main Street alive and lively. Most importantly, contribute to the local economy.

Efforts that contribute to the spiral up happen every day on Main Street. There’s a tangible difference between cost and value.

You, too might be getting these calls … they begin with a woman who, for the first few seconds, seems real, even likable.

She has a little giggle and wants to know if you’re on the line. She sounds like she could be you neighbor or maybe your hairdresser calling to confirm your appointment. But, then you realize the voice was carefully crafted and is recorded.

Networks of computers make calls and capture customer information in today's world of digital marketing.

Networks of computers make calls and capture customer information in today’s world of digital marketing.

Mark and I both have been on the receiving end of these calls lately. Initially, they are amusing, until you realize you’ve been tricked. Telemarketing has never really had a great reputation, but with a large volume of calls, the response must be enough to keep them calling. What a way to do business.

Companies are investing big money in technology to form customer relationships. It seems our business executives are enthralled with technology and all that it can do. It feels a bit like the era when IT consultants told publishers the future was in electronic books. Money and attention from traditional channels were redirected towards technology. The initial response was promising, then the sexiness wore off. Many readers have already returned to the authentic, real, printed book.

I think of the executive who is skeptical about the focus on technology, but likely over-ruled by the technology believers at the board room table. When so much of our lives already involve gadgets and screens, will people grow to prefer immediate, perfect automated responses to human interaction? Or, will we search for some level of human interaction with others who are not family, co-workers, or neighbors?

Marketing now encompasses a growing number of strategies. In the end, it’s our decision about what is best for our type of business and what feels appropriate for our customers. An ad in the community theatre’s program, your personal letter to customers in your store’s newsletter, your contributions to social media, personal conversations with customers in the store … a valuable mix for today’s world.

Like most of life, balance is best. And in bookselling, still skewed towards authentic, not recorded, connections.

Our work has become even more clear during this presidential campaign. We need to step up our advocacy for the values and qualities that make us decent human beings who contribute to the greater good of the world.

Yesterday, as I was preparing dinner, I listened and watched Michelle Obama’s comments during a campaign presentation. She was right, this was not the time for a typical speech. These are not normal times.

Our work grows more important.

Our work grows more important.

Over the summer, I’ve been reading the publications from the Southern Poverty Law Center, an organization that is “dedicated to fighting hate and bigotry and seeking justice for the most vulnerable of our society.” For years they’ve produced a publication entitled Teaching Tolerance. The letters from teachers, Q&A responses about challenging situations emanating from this campaign season, and the heightened concerns teachers have for children has been chilling. Stories of playground behavior and language illustrate that children see, hear, and are affected.

On TV and radio, children have heard the spewing of hateful, disrespectful language and incitement of violence. And, we as adults have needed to discuss this because it is simply unbelievably surprising and sad.

We are better than this.

The effort needed to counter-balance these destructive words seems to grow in importance with each new day of the campaign.

Booksellers have a perfect audience with every story time and an opportunity with each little customer. I grew up with Captain Kangaroo and remember learning to say “please” and “thank you” and saw how a captain in a big mustache would be kind and civil with a little bunny rabbit. My storybooks taught me those same lessons.

The work to right this ship is immediate and probably ongoing. The media will need to continue to report the news, but we can work to be models and safe havens of civility and respect.

Like many others who a part of a book group, my book group has become a vital part of my life. Having spent decades in the book business, it’s also been a fascinating portal into not only what others love to read (and why), but to see how they prefer to read.

Over the last decade, I’ve seen several of my book group friends switch to e-books. Each month, I bring my print volume.

The feel of a book creates a different kind of reading experience.

The feel of a book creates a different kind of reading experience.

This week, one of the e-book pioneers told me she’d recently read a printed book and is going back to print. “What is it that is drawing you back to print?,” I ask. Without specifics, my friend and neighbor explains that, “it’s a totally different reading experience … it’s more real and it’s simply a better experience than reading on a screen.”

Even though she has all of the Amazon perks from being a long-time Kindle user, she’s limiting her e-book reading to travel. Otherwise, she’s going back to print and buying those books at our local indie bookstore, who hosts my neighbor’s knitting group.

The IT professionals forecasted that e-books would be the dominant format by now. What clouded the judgment was the fascination with technology as innovations were radically changing our lives. Now, there’s been time and space to compare both experiences. And, people are choosing what feels best and most rewarding.

With a six percent growth in unit sales January through June of this year versus 2015, my neighbor is not alone. Reading is more than accessing type immediately.

Print books are a beautiful invitation to shut out the distractions that surround us and enjoy the weight of a good story or immerse ourselves in the topic we choose.

Not that readers who have been reading e-books will choose to return completely to print, but readers are acknowledging the reading experience is different … and better … with print.

Last week during BookExpo America, which was held in Chicago this year, we took a retail field trip to visit five Paz workshop grads who have recently opened or purchased existing bookstores. What a delightful way to spend the afternoon.

RoscoeBooks is a purely delightful neighborhood bookstore you want to visit because it feels so good to be there.

RoscoeBooks is a purely delightful neighborhood bookstore you want to visit because it feels so good to be there.

RoscoeBooks has been in business for two years and is surpassing financial projections. Owner Erika Van Dam sensed her neighborhood wanted a real indie bookstore, and, she was right. As soon as you enter the space, you know this store is staffed with people who love books because the very first bookcase is filled with staff recommendations. Travel throughout the store and you find staff recommendations everywhere. No matter your age, the children’s department is such a draw with its colorful mural. At 2142 W. Roscoe Street, RoscoeBooks is the center of the neighborhood with a friendly space loaded with delightful reads.

These chairs at City Lit Books invite you to sit and relax.

These chairs at City Lit Books invite you to sit and relax.

City Lit Books is a few short blocks from the Logan Square train stop and in the center of a most desirable Chicago neighborhood. Residents can walk to a poetry open mic night, author event, or simply to sit in the comfy chairs by the fireplace and pick out some new books to read. We love to see staff recommendations, meet booksellers who are authors themselves, and especially love seeing displays of customer recommendations. Teresa Kirschbraun has created a community hub for readers and writers, poets and dreamers of all ages.

Esther preps for a special event at Read It & Eat.

Esther preps for a special event at Read It & Eat.

We couldn’t wait to see Esther Dairiam’s Read It & Eat, a culinary bookstore with a full kitchen for hosting amazing food-centric events. Esther did a fabulous job choosing colors and finishes to dress up the historic space at 2142 N. Halsted Street. The air was filled with a delicious aroma as Esther was prepping for the next day’s special event. We browsed the selection of books … everything you’d ever want to know about food for home cooks and restaurant professionals.

Portraits of famous authors were drawn by an artist on staff at the iconic Women & Children First Bookstore.

Portraits of famous authors were drawn by an artist on staff at the iconic Women & Children First Bookstore.

The iconic bookstore Women & Children First was purchased by employees Sarah Hollenbeck and Lynn Mooney last year and they have been busy making their own mark. The whole store has gotten a fresh coat of paint, the children’s department has come to life with a new carpet and colors, and we loved the series of hand-drawn portraits of visiting authors that were created by a talented artist on staff. We applaud Sarah and Lynn for stepping forward to keep this store alive and well into the future and are thrilled that this next chapter in their lives includes owning a beloved business. You’ll find them at 5233 N. Clark Street … remember to check the events schedule if you’ll be in town since they often host the major authors on tour.

Hardcover bindings cover a focal point wall at Volumes BookCafe.

Hardcover bindings cover a focal point wall at Volumes BookCafe.

Our last stop was Volumes BookCafe at 1474 N. Milwaukee Avenue. Sisters Kimberly and Rebecca George have created an invigorating bookstore that invites you to order a glass of wine as you shop and leave with a great cup of coffee once you’ve found your next great read. We loved the delightful touches in the store … book art created with used book pages and covers. In the kids area, a small family could snuggle up in the seating area and read together.

Travel Chicago and it’s easy to see there is no shortage of creativity when it comes to developing an indie bookstore. Bravo, new bookstore owners! Your neighborhoods and communities have very special places to gather because of your bookstores!

For years, the discounters have expanded their footprints and gained market share. Now, there’s a plethora of cheap quality everything in national chain stores and online outlets. Where do you find quality these days? What about unique and interesting?

I recently sought out to replace our old and fraying bedspread and it proved more costly and time-consuming than I ever imagined. Since we live in a warm climate and I’m of a certain age, I did not want polyester or any kind of fabric blend that included synthetics. A white cotton coverlet … shouldn’t be that difficult to find. After two tries online, with disappointment in the quality and return shipping in both instances, I waited until I was in a city with a department store where I could feel the fabric.

While online shipping can be a convenience, you have to know what you want and how to drill down to find it. Even then, you’ve got to trust your source.

Indies can win trust and loyalty by providing quality, uniqueness, and service.

Indies can win trust and loyalty by providing quality, uniqueness, and service.

We are now learning that convenience and cheap isn’t always what we want or need. I want business I can trust to be smart in their selections so I don’t have to plough through hundreds of items online.

I’m not alone.

This trust is why customers of indie bookstores are loyal. Venture into the bookstore and you know you can discover something good to read. Find a perfect gift when you’re on the run. Grab a fun card (that isn’t at the grocery store). And trust your bookseller will offer to help you need some help deciding. Add a smile and a “thank you for your business” and the whole experience is way more gratifying.

As Marie Kondo, author of The Life-Changing Magic of Tidying Up, has taught us, quality is better than quantity.

Indie businesses should play up the “smart” part of what they offer because it is a tangible competitive advantage when the hidden costs to “cheap” … our time, satisfaction, jobs, and our environment … are now becoming clear.