First, why would you care about hitting the library market? Because in a slow book sales season, as we've seen in the past few months, libraries are a great way to get to your reader.
What they buy: Each library gets a budget and they can spend it any way they want. Unlike Barnes and Noble, where their book purchases are often dictated by publishers or a sales order from their corporate office, libraries operate independently of each other. Libraries will generally buy hardback and trade books and tend to shy away from mass market paperbacks, but if you're in the latter category, don't let this deter you. There's still a lot of wiggle room when it comes to library orders and a few creative ways to get into their system.
Getting to know your local library: if you want to get into your local library it's important to get to know them, so dust off your library card, stop by and introduce yourself. Get to know who you're selling to.
Library websites: if your local library has a website, see if there's a place to make book recommendations. If you have local fans, encourage them to do the same on their library websites.
Library events: if you've been trying to get into your local bookstore to do an event but haven't gotten much traction, why not consider doing a library event (or two)? It's a great way to get "into" your local library, become acquainted with them, meet your local readers, and well, you know - get more exposure for your book. Many libraries also have reading groups that you might be able to participate in.
Reviews: most libraries look to review sources for their selections as well. Consider submitting your book to the following publications for review: Library Journal, Publishers Weekly, Booklist, Kirkus Reviews, and Forecast. These publications are largely ready by libraries and often librarians will buy based on a good review in one of these publications. You don't need to get reviews in all of them (though wouldn't that be great?) - getting a review in one of them should be more than sufficient to catch the eye of a ready-to-buy librarian.
Popularity: librarians like to stock what's popular, even locally. So if you're doing a lot of local events, talks, or speaking gigs, make sure and let your local libraries know. Also, if you're going to do TV or radio be sure and alert your library, thus giving them sufficient time to order the book.
Libraries might not seem as "glamorous" as the store window of Barnes and Noble, but libraries have considerably more staying power. Once your book is in their system it's in there for as long as your book is in print and the library sees there are readers for it. Also, consider the reorders as your local library will (hopefully) bring in more than one copy. Libraries are a not-to-be-overlooked part of your marketing campaign, and if you missed the review window, don't fret. You might still be able to gain some interest via events and local popularity!
Reprinted from "The Book Marketing Expert newsletter," a free e-zine offering book promotion and publicity tips and techniques. http://www.amarketingexpert.com/
For more in-depth information about selling to libraries, along with contact information for top library systems, wholesalers, and review journals, check out The Savvy Book Marketer's Guide to Selling to Libraries. http://tr.im/gHBZ
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