Discoverability - it works both ways

One of the things I've learned from exploring the very specialist world of Christian bookshops, is that names are very important. If you're in a strange town, and perhaps the shop you're looking for has been moved , even  if it is only a few yards up the road, or the shop numbers have altered, it can be very difficult to find what you're looking for. This is especially true if you have one eye on the traffic and the Satnav, and the other on the shop details. A shop definitely needs clear signage, but it is also helpful if the name  makes it clear what is sold there. In other words, it should 'do what it says on the tin.'

I had never visited Stroud before last week, despite the fact that my husband's family obviously originate from the area. I had the impression that it was quite a 'New Agey' sort of place as far as shops are concerned, and being on the small side, height wise, it took me a moment or two to locate the christian bookshop, even when the SatNav told me I'd arrived. Although The Centre has a hanging sign at right angles to the wall, if you're looking straight ahead, it isn't that easy to spot for a stranger.
.

However the locals obviously know where to find it, since the  shop has been in existence for over 30 years and has strong support from the local churches - some 60 of them from the wider area use it regularly. One of the titles I noticed were a row of 'Friendship' books - compilations of material that I have often seen on the bookshelves of my mother's friends. When I queried whether that sort of thing still sold, Alex Luffram, the recently appointed manager was very positive about them. He told me that 40 had been bought in for last Christmas and when he checked his stock lists there were only two left.

Most authors would be delighted to have two copies of a given title of theirs on the shelves, which all goes to point up another facet of 'discoverability'. Know who your core customers are and make sure that you cater for them [or in the case of authors, know who you're writing for.].

 I gather that some bookshop managers lean towards stocking titles that  they like themselves, but while it is easier to put your heart into selling books and other items that you feel really positive about, you won't sell many of the Puritan  writers if your local Christians favour  writers 

who appear mainly on the God Channel or vice versa. 'All things to all men to all men, that we may win some." Wasn't that how Paul saw it?

Discoverability - the KEY to Marketing for Bookshops and Authors

A church minister, whose church was in the town centre, was lamenting to a friend about the reluctance of so many men to come through the doors of his church. His friend waved a £10.00 note  under his nose . 'See that betting shop over there?"  he said "I want you to take this money and put a bet on the next race."

Thoroughly uncomfortable with the idea, the minister refused and his friend asked him why? 'Well I'm opposed to gambling on principle" he replied  "and I've never been into a betting shop. I haven't the first idea about how these places work, so I wouldn't know what to do. Besides, one of my congregation might see me go in and wonder what on earth I was up to!"

That is certainly the underlying reason why many men don't want to be seen going into church, but to a certain extent it can be true of christian bookshops too.Our bookshops are full of 'treasure' but sadly most people who walk past are totally unaware  of the riches within. They feel that they wouldn't know what to look for in a 'religious' shop, and would be embarrassed to ask. So how do we increase the 'discoverability' both of our shops and of the books and other items within them? 

One of the important things is the appearance of the outside of the shop. Clean windows, eye catching window displays, and attractive signage will draw people in. When I was looking for the Light bookshop in Stonehouse, Gloucestershire, the bright modern name caught my eye as I drove past. Invited to 'come into the Light,' I felt welcome and intrigued. and the sight of gifts and cards made  it seem like a 'normal' shop and 'safe' to go  in.

Ruth Creighton has dreamed of running a christian bookshop for many years, and when her family had grown up she and her husband had a long search for suitable premises for before discovering their shop, built on what had been the foundation of a Congregational church on a High Street Shopping Parade.  Initially they lived in Gloucester but have now found a home in Stonehouse

Both Ruth and her husband Keith are no strangers to stepping out in faith. They are also involved with an unusual  ministry to truck drivers, which offers support, 'goody bags' friendship and a listening ear at the many truckstops up and down the country www.ongloryroad.com  

Ruth [pictured left] wishes they had room for a coffee shop, but the kettle is always full and ready for use, and her warm personality and listening ear means that many come into 'The Light' for a card or a gift, and leave having shared problems, joys and perhaps discovered a book which can help them to see life in a different light.

Marketing for the Technically Challenged and Totally Terrified - Bookshops,Bunyan and The Word

Bedford is a town you tend to pass as you drive up the A1 or M1. Which is a pity because apart from having a multi-racial and multi lingual population - 100 languages spoken at the last count - it is the place where one of the most famous books in the English language was written. 

Pilgrim's Progress, a book that is second only to the bible in sales terms, was penned in Bedford gaol, when John Bunyan was imprisoned there for preaching outside of the established church.

It's always a great encouragement to me as a writer, that although few if any of Bunyan's sermons are remembered, it is what he wrote in prison, for the entertainment of his children, at what was probably the lowest point of his life, that has lasted and changed lives. 

So 'Books' are certainly 'Us' in Bedford and there has been a Christian bookshop here since the late 1970's. Initially it was housed in a room above a local GP's garage,tucked down a country lane. How people found it is something of a mystery, but find  it they did and The Pilgrim Christian Bookshop flourished within the limitations of its situation.

After two or three years it was moved into Bedford, fairly near the centre. Staffed mainly by volunteers it had a coffee shop upstairs which served to draw people in. My father was one of those who helped out and during his stint on a Monday morning my sales increased by about 100% since he turned them all face out on arrival! 

Scripture Union took the bookshop over when the Karach's retired and moved to Norfolk, followed by Wesley Owen and then the Living Oasis chain. Sadly it closed then for a while, before Joy Denny felt God giving her the vision for restoring the witness that a bookshop can give to any town, and the Word Bookshop was opened in a popular shopping area near Bedford's beautiful Embankment.

It is a small shop but crammed with stock and supported by at least 30 of the churches in the town. Joy has had bookselling experience, since she managed The Pilgrim bookshop for some years in the early part of it's life, and perhaps this is why she has seen steady growth in support and sales. But she is also aware of where the needs are. 

While I was in the shop a lady was asking for a bible to give to someone who was doing an Alpha course at the King's Arms,one of the town's bigger churches. Rather that give her any version Joy rang the church office to ask what was being used in the course. Sadly the receptionist didn't know but, when pressed, promised to ring back.

 I wonder if that is a 'Tip for the top' for other shops. Perhaps a register of the bible versions used by the churches running Alpha in YOUR locality would help you to serve enquirers well. And the Gideon booklet of 'where to help when' is available from your local branch of the Gideons, to tuck inside and make this Book of Books more accessible to a new reader.

Marketing for the Technically Challenged and Totally Terrified - York a city of surprises

York is a fascinating city with sudden surprises around every corner. And one of these is the Barbican Bookshop.

A family business, it was started by Dick Rollinson in 1961. Originally it was housed in The Walmgate Bar, one of the four medieval entrances to the city, but moved to the City centre in 1967.The premises are an Aladdin's Cave of books housed in 10 rooms. 

A real browsers paradise, the Barbican bookshop specialises in books on York and Yorkshire, Aviation and Railways, Christian books and  second hand volumes on a huge variety of topics.

In 1972, Pickering and Co joined the firm, selling books in the Shambles for nearly 30 years until the lease ran out. The  two stores then merged on the Fossegate site in 2000.

Les Bingham was very happy to see a Lion author in the flesh, having stocked my books for many years. Although now semi-retired, I persuaded him to let me take his photo with my latest offerings, which he did with cheerful grace.

 In four years time the shop could be celebrating its Jubilee, although Les was cautious about counting on that, in these harsh economic times. How sad it would be if they didn't make it to that special anniversary. The Barbican bookshop is obviously needed in York. The Cathedral shop has hardly any Christian books and is certainly not a competitor. So what is needed is for the Christians in York and the surrounding area, to 'man the barricades'  by shopping there themselves and recommending this treasure store of good reading to their friends.
Lets say it all together ...

Marketing for the Technically Challenged and Totally Terrified!

The late Edward England, who published many significant Christian books during his time as Director of Religious Publishing at Hodder & Stoughton, often said to his authors:

"It isn't enough to have written a book. It isn't enough to have had it published. You have only succeeded when the writer, publisher and bookseller work together so that the book is written, published, bought, read and acted upon.'

That is obviously true, and sounds great - in theory! But where do you start? A drop of ink may make a million think, but unless the 'million' know that your book exists, the thoughts that you might hope to provoke aren't going to blossom.

 In these days of the social media, it's tempting to think that a few well aimed tweets, blogs and Facebook updates will do the job. But physical bookshops do still exist, thank God, and there's still no substitute for REAL people who are out there, passionate about sharing the good news that books can and still do change lives. 

With that it mind, my first stop on 'Marion's Meet and Greet' tour was Lincoln to visit Melanie Carroll at Unicorn Tree Books in Lincoln's covered market. 

Melanie is stocking my two new titles 'Dear God It's Me and It's urgent ' and 'It's Just You and Me Lord' in a bookshop that must be the only one to be in the form of an open square, with its walls, both facing inwards and outward, made of books!

Melanie stocks both general and christian books; new and second hand, as well as cards and other gift items. I didn't like to ask, but I assume that the 2nd hand books form the  outside walls, in case any passer by  fancies reading a book without paying for it!

And why The Unicorn Tree? This is the name of a group of tapestries, as famous as the Bayeux, featuring a Unicorn, which is, according to Melanie, a symbol of Christ.

A unique name for a unique shop, right where people are in the heart of Lincoln. Do visit it if you're in the area - you'll be glad that you did!

From Russia with love

Our Russian Waterways cruise from St Petersburg to Moscow had been amazing. Now we were homeward bound in Moscow’s busy Domodedovo airport. But after 12 days of sight seeing, my husband’s trusty tripod stick, on which he could perch and take the weight off painful knees while waiting in line, was rather the worse for wear, and the line waiting for Security clearance seemed endless.

We had somehow become separated from the rest of our Tour Group and we were both wishing that we had asked about a wheelchair.  Unbeknownst to me, Gordon breathed a prayer for help. ‘Lord! Help! I don’t know how I’m going to manage this.’

A Russian lady in a blue jacket, who was standing behind us, commented on the long wait and we agreed that it was even worse than London. We turned to face forward again, silently estimating how much longer it would take us to reach the unsmiling individual who manned the barrier. Suddenly our acquaintance tapped Gordon on the shoulder. ‘Come’ she said firmly, beckoning us forward. We followed her cautiously, wondering if she was some undercover security official. She marched us firmly to the front of the queue, brushing the other passengers aside, said something to the Security clerk and we were ushered through the barrier like VIP’s.

Our next task was to get our Passports stamped by Emigration. There were two lines, one for Russian nationals and one for foreigners. You can guess which queue was the longest!  We had just joined it, resigning ourselves to another long wait, when our blue jacketed friend re-appeared. ‘Come’ she commanded. We demurred, pointing out that we had British passports, and the line to which she was attempting to usher us said ‘Russian passports only.’ But she would have none of our protests. Our fellow  travellers stepped aside meekly, and our passports were checked without comment. As we turned to thank her, I asked if angels always wore blue jackets in Moscow airport. But she was no longer there.

I have a feeling that God sent an angel to help us that day. What do you think? have you ever had a similar experience? If so I’d love to hear about it!

Mothers and Others

Maypole dancing and Morris men, ‘well-dressing’ and students who climb to the top of church towers to greet the dawn with song, before leaping into the river in Oxford and Cambridge, still happens here in England. Although this time of year can be cold and grey, we optimistically celebrate what we hope will be flower-filled days full of sunshine.

A village four or five miles from where we live, has its own Maypole and yesterday we saw the children preparing to dance around it, with garlands of flowers in their hair. An activity probably more popular with the girls than the boys! But the custom of leaving a bunch of flowers on a neighbour’s doorstep or in a porch to celebrate May Day was new to me … until this year. And it got me thinking. If I could give a bunch of flowers to someone who has made a significant difference to my life, who would I choose?

My mother would have been 100 years old this year, and she lived, always quiet and self contained but loving and giving, until she was almost 95. But I’ve been gifted with a second 'mother-figure' in my life. When my father’s job took him to Malaysia, at a time when there were no 12 hour flights to bring families together, and children tended to return ‘home’ for boarding school education when they reached their teens, I needed a ‘guardian’. Someone who would liase with the school and provide a home and family during the holidays.

My guardian, affectionately known as A.R, was a childhood friend of my mother, as unlike her as chalk is to cheese, but very special, so full of fun, possibility thinking and ‘get up and go’. She welcomed me into her home and family, was a second grandparent to my children and has blessed my life in so many ways. Now 98, she is waiting ‘for the call up yonder’ as she puts it, a little confused at times, but her example, and touch on my life at important moments, has helped to make me who I am, and I will send flowers to her care-home this weekend.

How about you? How many ‘unsung heroes’ have you had in your life? A teacher? A neighbour? A mentor, a grandparent or even someone who has written something that has made a difference to you? Who will you be sending a note or some flowers to celebrate the joy they have brought to your life. Mother’s Day is a chance to say thank you – to Mothers – and to ‘Others!’