Location, location, location. Your most lucrative book signing may not be in a book store! Creative thinking pays off when considering where to promote your book.

Be creative when considering a venue for a signing. Don't limit your thinking to bookstore signings. Is your book about gardening, flowers, or horticulture? Why not hold an event at a large garden supply outlet? Everyone there will have at least a bit of interest in your subject.
Are you writing of an exciting period of music or interesting musicians? Then consider one of the big local music stores for the seminar.
Are you a professional seminar leader? In addition to selling your books at the back of the room, why not sign your books in a nearby bookstore?
Here is an opportunity to really show your creative talent. Go out and persistently look for ways to promote your book and the event in which you are the star. Almost any time is a good time for a book signing!

Your book should appeal to a broad segment of the public when considering a signing in a bookstore. For instance, a book for left-handed bowlers would probably not draw a large crowd. However, if you were to find a convention of southpaws your book might generate a lot more interest.
It is important to realize that even if you feel passionately about your topic, not everyone is as interested in it as you are. Keep a proper perspective about other people’s level of enthusiasm.
Strike a balance between your ambitions and the needs and capabilities of the organization hosting your event. From the bookseller's point of view, you are in their store to entertain and educate their clients. Booksellers are interested in building their reputation in the community and a relationship with authors. For many, the initial sales resulting from your signing is of secondary concern.
Your event is not only geared to publicize your book, it will also publicize the store and should bring them new customers who will be inclined to return.
Your job is to sell to the public the belief that you are the author, this is the book, and this is the place to obtain it. These residual sales will add not only to your bank account, but will also enhance your reputation with the bookselling community.
Like a good stage manager, block out your moves and actions to achieve maximum results from your efforts. Give it your very best shot.

From Book Signing to Best Seller, ISBN 09661414-3-1