Twenty years ago it was difficult, if not impossible, to get a book signing at a major chain store or library, if you weren’t a well-known author from a traditional publishing house.
Thank God that has changed but not without some tribulations. First, let me quickly review the old arrangement. To be an author, especially one of high-esteem, was looked upon as a prestigious accomplishment and deserving of special attention. Weeks ahead of the book signing, bookstore staff prepared for the event by advertising in major newspapers, community papers and putting posters in the store and around the community. A stack of the author’s books would be on displayed in a prominent place to encourage sales. On the day of the event, a special section was reserved with a podium for the author and chairs for the audience. The author would read an excerpt from her book, answer a few questions and then sign until her fingers hurt.
Well those days of special treatment are still reserved for prestigious writers, but for all others, signings are totally different. Book signing today is about selling twenty to thirty books within a two hour span. You arrive at the store and there are no visible signs of posters advertising your signing. You quickly approach the sales clerk who is waiting on a customer only to be told, “Oh yeah, I be with you in a moment.” You wait patiently as she continues to finish with the last customer. Then out of no where a table and chair appear and they are placed near the entrance door of the store. The clerk brings over a stack of your books and arranges them on the table and says, “Good luck.” Most places will provide you with a bottle of water.
Not all book signings are quite this tactless. The ones you plan that include contacting your fan base are more exciting. However, in case you are a new author and don’t have a fan base here are a few tips to create a winning experience.
1. Put an ad in free neighborhood community newspapers about your signing.
2. List your book signings on the Event Calendar of authorsden.com.
3. Send an email blast to book clubs in the city you are signing in.
4. Send an email blast to your friend’s network on myspace.
5. Carry your own large poster of your book cover to be prominently display on an easel.
6. Have a guest book were customers can easily get to it.
7. Always have bookmarks, postcards or other free gifts to give to your buyers.
8. Stand at the door and with a big smile hand out a postcard to potential buyers.
9. Let the potential buyer hold the book and look through it. Holding the book oftentimes end up in sales.
10. Have a great pitch line for the book. Be up close and personal. Pitching the book gives the potential buyer the personal touch.
11. Most stores require that the person purchase the book before you sign it.
12. Make sure you spell the person’s name right.
13. Give a big thanks and encourage the person to write an online review for you at authorsden or amazon.com
14. Also thank those who chatted with you but didn’t buy the book. Many times they will purchase the book later.
15. Pat yourself on the back when you sell out, and even if you sell only a few books still give yourself kudos for getting out there and promoting your book.
16. If you have someone to help you be sure to get someone who is upbeat, friendly and don’t mind working. They can stand at the door or walk around the store handing our fliers and encouraging potential buyers to come to your table.
17. Get to know the manager of the store and the event coordinator. They will invite you back for more signings.
18. Have fun.
You can have a great book, but if you don’t promote it no one will know about it. There are certain things that you don’t want to do at your book signing. More about that in the next article.
