Do you need new ideas for your next book signing?
When I published my first book, Unspeakable Journey, I thought book signings would be simple and exciting. I imagined my friends and their friends lining up to get a copy of my book to read. I thought readers that loved the book would invite their friends to future book signings, and the process would happen again at the next signing. I did not expect to sell thousands of books at my first book signing. I did not even think I would sell hundreds, but I thought slowly people would hear, be excited and come to talk about Unspeakable Journey and get a signed book. So let me just tell you…that did not happen.
I have to say, book signings are tough business, and that is why many first time authors do very few of them. It is not easy to get them scheduled, tough to get people to them and difficult to engage with readers. Should these reasons make you quit? NO! And here's why: bookstores need to know about your book to stock it, readers need exposure to your book to read it, and interested bookworms need a convenient place to pick up a book. So, here are some reliable suggestions for how to approach a book signing.
First, remember that bookstores, coffee shops, cafes, etc. are not obligated to schedule a book signing for you. A book signing may help them with business, but it may not. It is a privilege for an author to have an opportunity to sell and display his/her books; therefore you should treat them with the greatest respect. Call ahead to the venue to talk with the manger that scheduled the event, make sure that they have everything they need, and offer promotional materials and posters to help them promote the event.
Next, you need to promote the event. I list all my book signings on Goodreads.com, my website, my Facebook fan page, and Twitter. People cannot attend your event if they don't know you are having it. For my first few book signings, I even sent out push cards inviting friends and family. I had a small email list of people that had commented or asked questions about the book, and I sent them information about the book signing as well. You will have to invite a couple hundred people to a book signing to get 20-30 people to attend, so plan accordingly.
When you get to the store, be courteous to all the staff. You may even want to pick up bagels or bake cookies for them. This is a great way for you to show appreciation for helping with your event. Every time I make an effort to show my thanks, the staff always seems surprised. Little acts of kindness to the store manager and staff will be reciprocated in future opportunities for your book, and that is what you want and need.
Your table display needs to be interesting and engaging. Many venues will provide a table and books. I always have a tablecloth, small easels to display books, a cardholder for business cards, and book marks. An inexpensive foam board sign of your book cover can be custom printed at many of the office supply stores. Also, people will be more likely to pause at your table if you have a drawing for an itunes gift card, or a tray of candy or cookies, so consider adding something like this to your display. All of these things will help draw attention to your table.
When I am at a book signing in a bookstore, I have noticed that patrons do not think I am an author. Most people think that I am part of the staff offering to sell them something. If you sit at your table and watch people go by, no one will approach you. They just don't process why you are there. (I cannot begin to tell you how many times I have had someone ask me where the restrooms are.) You have to get up, move around and pass out bookmarks that have information about your book. Most customers in a bookstore will accept a bookmark. If they take one, I say, "Hello, I am the author, and I am here talking about my book and signing copies." Almost immediately, they are interested. They always look more closely at what I have handed them, and some will ask me a few questions. Many will continue with their shopping, but a portion pick up the book and read the back cover. Once you get someone to engage, you can share with him/her about your book.
I don't really try to sell my book. I just love to talk about it with potential readers. I usually share recent comments from readers and reviewers, and answer questions. When someone is interested and asks me to sign a book for them to buy, I get really excited. They don't know me, or feel obligated to buy my book. They buy it because it is something they want to read. Book signings are work, but they can be very rewarding. If you have a positive attitude and set your expectations on a realistic goal, you can accomplish it. My goal at each book signing is always to sell all the books that a store orders. I don't always meet that goal, but most of the time I get close, and often the store will have me sign the remaining few and keep them for their shelves.
I do not have all the answers to having a successful book signing, and I am still learning. Just remember to relax and look for opportunities to talk about your book to someone new. I hope some of these suggestions give you ideas on how to improve your next book signing. Do any other authors have suggestions that have worked for them?
