Book clubs, sometimes called reading clubs or reading groups, are a place where like-minded literature lovers can connect over a shared interest. For authors, they’re a place where you can expand your readership, make personal connections, and – hopefully – generate some sales.
If you find the prospect of going up to a group of people and throwing your book at them a little intimidating, don’t worry. We’ll break it down into some easy approaches that will help you get your book seen.
Why book clubs are helpful for book marketing
Book clubs are a great way to reach a wider audience for one simple reason: they’re made up of people who like books!
Book club discussions mean more sales for you as the author. Even if not every member buys a copy of your book (although some likely will), their demand will encourage libraries to begin stocking more copies. Book clubs are also good places to generate word-of-mouth promotion; once they devour your thought-provoking read, they’ll recommend it to their friends, leave glowing reviews, and maybe even post about it on social media.
Where to find book clubs
New book clubs and reading groups are arising all the time, which is great for us as writers. Here are a few places to start looking.
Your local library
If you were to join a reading group, where’s the first place you’d look? Probably your local library! These venues are specifically devoted to connecting books with readers, and many will organise weekly or monthly book clubs. Introduce yourself to the librarian, check your library’s website and noticeboards.
Your favourite bookshop
Bookshops are another really good place to connect with reading clubs, especially if they’ve been established for a while. They may have noticeboards or community mailing lists. Go in and ask them if they know of any local book clubs (and bring them an ARC while you’re at it! You’re just being neighbourly, after all).
BookClubs.com
Did you know there’s an entire database devoted to book clubs?! You can search for specific genres or audiences, as well as digital or in-person groups. They also have a space for book clubs that are led by authors or feature author visits, so you already know those groups are open to a conversation.
Meetup.com
The original shared-interest networking space, Meetup.com is a great place to connect with readers who really get you. You can find casual groups all over the world as well as in the digital space. These less structured communities can be a bit more open to shaking up their established structures with an author-led event.
Join our email list for authors
Join our email list for content and opportunities to help you develop your writing, promote your books, and build your author business.
How to get a book club to pick your book
So now we know where to find these passionate readers. But how do we get them to choose us as their focus? There’s no tried-and-true formula, but here are the things you can do to get to the top of the pile.
Develop a compelling pitch
Did you think your pitching days were over now that you’ve been published? Not so fast, writers. It’s always a good idea to have a strong pitch in your back pocket.
Pitching a book club is a little different than pitching an agent or publisher. Instead of focusing on marketability, focus on the sorts of things that would be relevant to this audience: powerful themes, complex characters, and socially relevant ideas that resonate in the world today.
Try to keep this pretty short: around 50 to 100 words is a good rule of thumb.
Write a dedicated reading group guide
A reading group guide helps get the ball rolling in a discussion. Include a list of questions and activities that readers can explore individually or as a group. Try to aim for a mix of analytical, introspective, and creative. 10 to 15 questions and activities is a good range to aim for.
Here are a few examples:
Analytical: How did this character change over the course of their journey? Is their arc dynamic, or static?
Introspective: Did you sympathise with this character’s choice in Chapter 17? What would you have done in their place?
Creative: Imagine a film adaptation of this book. Who would you cast? Is there anything you would change to make it more cinematic?
If possible, try to include this guide in the back of your book. Definitely post it in a dedicated book club space on your website so that readers can easily find it.
Offer guest appearances
Now that you have your pitch materials ready, reach out to some of these clubs and offer to come in for a chat or a Q&A. You can talk about your inspiration, your writing process, or even join in with the group to discuss the questions you raised in your book club guide.
Getting to meet a real writer is always exciting, and a novel break (get it?) from the everyday.
Be approachable
Finally, make sure that you’re available and easy to connect with. Posting your book club guide on your website is an important step; also make sure you have a contact page and a note at the bottom of the book club guide with a link or email address. People can be a little nervous about reaching out, so consider posting something like “I love connecting with my readers. Click here to book me for your reading group or event!”
Also try to be active on social media and maintain a fairly regular newsletter. By reminding readers that you’re there, you subtly nudge them into making a connection. And isn’t that what telling a good story is all about?
Now get out there and get those book sales! (And love. Book sales and love.)
Fija Callaghan is an author, poet, and unapologetic daydreamer. Her work has been shortlisted and longlisted for a number of short story prizes, and you can find her writing in publications like Gingerbread House, Crow & Cross Keys, Corvid Queen, and Mythic Magazine. When not writing or helping other writers get the best out of their work, she can be found haunting her local bookshops or watching the tide come in.
Join our email list for authors
Join our email list for content and opportunities to help you develop your writing, promote your books, and build your author business.