Indie Focused Brick and Mortar, The BookFunnel Podcast Episode 13

Apr 8, 2025

In this engaging conversation with Donovan Scherer, owner of Studio Moonfall and an author-illustrator, discover how he turned his graphic design passion into a thriving indie bookstore. He shares insights on supporting local authors and hosting community events. Explore his tips on marketing, merchandising, and maximizing distribution through IngramSpark. Donovan also discusses his colorful new book about chubby animals, all while providing a virtual tour of his bookstore, packed with unique opportunities for authors. Perfect for indie enthusiasts!

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ADVICE

Email Consent in Anthologies

Get explicit consent for every mailing list in shared promotions.
Create separate landing pages or use a bundle page for each author.

ADVICE

IngramSpark for Bookstores

Use IngramSpark for bookstore distribution to give higher discounts.
This allows bookstores flexibility for promotions and better margins.

ADVICE

Batch Promo Emails

Schedule marketing and promo emails 12 months in advance.
Enroll books and connect social media posts for automated execution.

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Join us for an insightful episode of The Book Funnel Podcast as we sit down with author and illustrator Donovan Scherer, owner of Studio Moonfall. Discover the unique journey of how Donovan transformed his passion for graphic design into a thriving independent bookstore in Kenosha, Wisconsin. From local events and merchandising tips to leveraging Ingram Spark for better margins, Donovan shares invaluable advice for indie authors looking to expand their reach. Plus, get a virtual tour of Studio Moonfall and learn how to get your books featured in this author-centric store. Whether you're an indie author or just passionate about books, this episode is packed with actionable insights and inspiration!

00:00 Introduction
00:45 Welcome to the Book Funnel Podcast
01:14 Meet Donovan Scherer: Author and Illustrator
02:06 Studio Moon Fall: From Graphic Design to Bookstore
03:12 New Book Release: Chubba Mold
04:27 Illustration vs. Writing: Creative Processes
06:05 Author Updates: Current Projects and Challenges
15:53 Tips from the Trenches: Self-Publishing and Marketing Advice
31:18 Speeding Up the Writing Process
31:31 Exploring Voice Recorders for Writing
32:40 Studio Moonfall: An Author's Haven
34:38 Supporting Independent Authors
36:32 Tour of Studio Moonfall
40:15 Merchandising Opportunities for Authors
48:53 Navigating Bookstore Sales and Returns
01:01:42 Organizing Local Author Events
01:06:16 Challenges of Hosting Events in a Small Bookstore
01:07:02 Building a Local Fan Base for Authors
01:08:22 Importance of Merchandise and Frequent Events
01:08:59 Hosting Author Signings and Events
01:11:53 Consulting and Hiring Illustrators
01:16:55 Genres Suitable for Coloring Books
01:20:12 Author Submissions to Studio Moonfall
01:26:38 Origin Story of Studio Moonfall
01:30:48 Creating and Marketing Diverse Products
01:35:40 Incorporating Games into Book Marketing
01:40:29 Final Thoughts and Farewell

[More About Donovan Scherer & Studio Moonfall]
Studio Moonfall Website: https://studiomoonfall.com/
Author Submissions: https://studiomoonfall.com/resources/...
Donovan's Books on Amazon: https://www.amazon.com/stores/author/...

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