One of the most read articles in the history of SKTCHD was How to Sell Your Comic: A Retailer’s Perspective, in which retailer John Hendrick of Dublin’s Big Bang Comics shared the things creators can do to better sell their comics to to comic shops. It’s understandable why that would be. Moving the needle with comic shops is often a mystery to creators and publishers alike, as there are thousands of retailers and the right way to connect with each of them largely depends on which one you’re talking to at the time. Still, Hendrick provided a useful guide with many universal tips, and I know for a fact that it was used heavily when it was first published.

But that article was published in 2016, and the world — and direct market — has changed considerably since then. While there’s still plenty of use in Hendrick’s guide, the industry has evolved significantly between now and when he originally wrote that piece just over ten years ago. More than that, we’re at a time that finds creators routinely struggling to connect their work with shops, which made it feel important to tool for them. That’s why I decided to put together a follow up that is built from multiple perspectives rather than one, as I reached out to an array of retailers — including Hendrick himself — and asked them, quite simply, what can creators do to better connect their work with retailers?

This was one of those pieces where I went in expecting to get one thing and ended up with something different entirely, though, as the retailers who participated provided a varied guide with some surprising tips in there for creators. And this time, each shop’s answers are running in full, with participating retailers listed in alphabetical order by first name.

Aaron Trites, Now or Never Comics, San Diego

The thing I always appreciate the most from creators is accessibility. Matthew Rosenberg is the king of this. Every time he’s got a new book to promote he sends out an email blast volunteering to do just about anything possible to help shops set the books up for success. He’s appeared in the shop for a signing, he’s sent us signed bookplates, he’s sent us stickers to give away…all because he offered and we asked. Knowing that a creator is willing, or excited, to collaborate with us makes a huge difference, but having that direct line of communication is where it starts.

Eitan Manhoff, Cape & Cowl Comics, Oakland

Creators should make it personal. I know this is easier said than done, but big bulk bcc emails don’t get a ton of attention from me, at least if I don’t know the person. But a phone call, a personalized email, or a visit when a creator is in town can really go a long way. Many times, I’ve been ordering a new book and thought, “Those guys were so nice, I need to pump this order a bit to show some support.”

Also, if you’re sending an email blast you must avoid the big wall of text. Nobody has time for that. I need to see the cover of the book and some interior art along with a couple snappy lines that tell me what type of story I’m looking at.

Also also, let me know what you’re going to do to promote the book to my customers. Pre-orders are the name of the game, and I need to see some pre-order activity on a book if we’re going to take a real shot on it.