Is having a book signing event worth it?

[Jan]

My author friend spent a lot of money buying books and doing a book signing event and didn't feel it was worth the cost. What do you think?

[Emma]

Depends what you mean by 'worth it'. If you go into such an event with your soul aim being profit, then.... perhaps not.

However, if you want to meet people who love your books, socialize and connect with other authors in your genre, and have a damn good time you can put down as a business expense then... hell yeah they're worth it.

I'll be at ShiMMer 2023, can't wait!

[Lee]

I did two book signings, both at different branches of Waterstones. No, I din’t sell many books. But as an experience, I’d say go for it. I sold 7 at one branch and 3 at the other. Each took two hours out of my life, but I saw my book in the shop window display & now I have several copies on the shelf with a ‘signed by the author’ sticker on them. A cheap thrill, but a thrill none the less!

I’m going to contact all the indie bookstores in my county over the summer and try and arrange a little book signing tour. I might not sell many, but I have to at least show willing. I’ve 200 copies out of 400 left to sell & I don’t think I would’ve reached that number had I not done everything in my power to make it happen.

[Jan]

I didn't know there were "indie bookstores" - how do you find them? How many books did you pre-buy for your events.

[J.]

I have had a few in-store signings. I've found that the best events are those that might be tied in with a holiday shopping event, a street fair, a panel discussion or anything else that drives traffic. Also, I would not expect the venue to provide any advance publicity beyond, maybe, flyers - in advance of an event, I always sent around press releases to all local media, print and local radio.
Another way to approach a signing is to combine it with an author talk about writing and publishing at the local library, especially if the library already hosts book or writing groups.

[Cindy]

I have exactly zero book stores, independent or otherwise, in the county where I live. The nearest book store of any kind is a hundred miles away. I have given books to the three libraries in my county. Only one acknowledged with an article in their newspaper about me. I guess I'm not good at self-promotion.

[J.]

I think that in advance of the book's release, you should send a short press release to any local media, newsletters, radio stations. If you have a library, community center, community college that hosts a book club, a writing club, has a speaker series, you should pitch yourself. Also, you might want to reach out to any other writers in your area and pitch a group panel discussion or author event to your library.
I don't know about your library, but around here, the events are what drive traffic and libraries are actively looking for ways to bring people in - there are so many ways people can get access to books now, that libraries can't count on "the stacks" to bring in traffic.

[Lee]

When I say Indie bookstores I mean not Waterstones, Barnes & Noble etc.

My publisher printed 400 copies and Waterstones bought a batch through wholesale. I was also given 60 or so author copies. I sent some to bloggers, to some celebs, others I’ve sold face to face and I’ll likely use them for the indie book shops, IF they agree to hosting an author signing.

[Cindy]

Lee -- questions: how do you approach indie book stores? Do you call or show up in person to introduce yourself? And then if you get a store who will host a signing, do you get them to order through Ingram or do you supply the books yourself, and if so, what do you offer the store as compensation for their trouble? I'm so NOT good at this self-promotion part.
Actually, I would like to hear from anybody on this.

[Jan]

Lee - if you have a publisher, then you’re not an Indie Author, since my understanding, correct me if I’m wrong, is Indie means self-published. And he printed 400 copies plus gave you 60? Sounds like you had no problem with book signing copies. That would cost me >$5,000.

[Lee]

Cindy - I’ve yet to contact the smaller bookshops, so I’m not sure how they’ll go about it. I’m really no expert. Ideally, in person would be best, but I will probably do the next best thing and phone.

Jan - I embarked on a partnership deal with the publisher, so not traditional, but not fully self-published either. It’s not a vanity press as they are an actual publisher with their own catalogue of published books which go through a screening process. It’s basically traditional, but the writer shares the financial risk - in my case they covered 65% of the cost and I covered the rest. Anyway, I thought this was more about book signings and if they’re worth it, regardless of whether you’re trad, self-published or, in my case, hybrid.

[Jan]

Lee - Interesting ... can you give me a link to your publisher so I can learn what they do for writers. Do you feel the cost was worth the results? My question was about book signings and worth, so if the cost of the publisher were included, can you give me a ballpark about how many books you sell per year using your arrangement?

[Lee]

Jan - sure. My publisher is The Book Guild https://www.bookguild.co.uk/

Yes, the cost was worth the result. I had a full copy edit, professional cover design, typesetting, ebook/kindle versions, international distribution, marketing, they organised the printing, pricing, ISBN, they had a sales team who tried to get the book into high street bookshops, they produced a bio, a press release, plus I had access to unlimited advice. All I had to do was proofread the final manuscript. They've published hundreds of books, so they know the business. As you can imagine, I learnt a lot during the process.

400 paperbacks were printed, and so far I've sold nearly half of them (my book was released end of March this year).

I did a lot of work myself on promotion. I got in touch with book bloggers myself. You can pay for book blog tours, but seeing as I know my way round social media, I thought I'd save money (I have more time than money!) and approach them myself.

Because I had a publisher who would send out ARC copies and a press release (and wasn't a self-published author) I managed to get around 35 bloggers onboard (I saw a detailed Facebook post of a self-published author who didn't have much luck with bloggers, and only managed to get about 4 or 5 to read and review their book. I believe this is because they didn't have the added wallop of having a publisher).

You still have to do all you can to promote a book, and I believe it's worth trying book signings and talks and anything else at your disposal (book promotion website, produce a book trailer, interviews, articles, podcasts etc.)

I hope that helped!