A recent article I wrote for Yarn Market News on the value and promotion of independent designers and publishers has recently been published. I had some great contributors (not all made it in.) It’s the first article that I’ve written that’s been published in my name. Pretty cool.
I was really excited and honored to do this article. The topic is near and dear to my heart. I have a thing for the underdog and anyone with an entrepreneur’s spirit. However, in writing this article it became clear that designers that have taken on the role of self-publishing do so for love of what they do (designing) and to share their knowledge through their books. It means they can add more to the end product vs. less. However, writing and self-publishing a books is a daunting task of time and money (that they invest themselves). Marketing it is another. Those that I interviewed all have some strategy and are committed to working with shops, distributors and events in promoting their books. But they need your support LYS’.
I also spoke with several shop owners in the interview process (apologies that not everyone made it in either) and learned that many do not have a book buying strategy. I was surprised. Why not? Books, booklets and knitting patterns are the lifeblood of selling yarn in the shop. This was brought home to me when I worked at Noe Knit (now closed) in San Francisco. Sure we had customers come in with a project in mind, but 80% of that time they didn’t. Invariable once we sorted skill level, time and what they wanted to knit we headed for the book section and then to the yarn. We were fortunate; we had a great selection to choose from. But then we had a book buying strategy as well as loose leaf and pamphlet strategy. Not only did it help sell yarn, but it also meant repeat customers.
How do you sort a book buying strategy? Listen to your customer. Ask them what they would like to see. Paying attention to what your customers are knitting. Check out Ravelry KALs. Follow fashion trends. Work with your distributors to understand what books are hot (and not). Create knitting KALs with authors (both self- and commercially-published authors) online or at the shop. Invite them to teach. Loo to choose books that represent your shop, customer and philosophy. The possibilities are endless. Once you’ve sorted what might work for you, create a one page strategy. Reference it each time you place an order. Be flexible though, adjust it if you need to.
Most importantly if you love a book, email or call the author! They’d love to hear from you and most are more than willing to go the extra mile to help you! Remember LYS’ far surpass the number of designers on the market. You most likely know of them before they know of you! Who knows, they may have a one page marketing strategy on how to sell their books in your store.
Here’s a list of several self-published authors to check out:
Cat Bordhi, Passing Paws Press
Margaret Fisher
Chrissy Gardiner, Sydwillow Press
Annie Modesitt, Mode Knit Press
Janel Laidman, Rustling Leaf Press
Janet Szabo, Big Sky Knitting
Books coming in 2010:
Cookie A
Chris de Longpre, Knitting @ Knoon
Disclaimer. Two of the above mentioned are clients of Urban Fiber Design.