Today's post is courtesy of book marketing maven: Penny Sansevieri
Despite the fact that bookstores are closing, authors still want
signings and events. Now, more than ever, calendars fill up quickly for
events and space is even more precious than it has ever been in the
past. What do you do when you have a book signing and no one shows up?
Sure, that may sound like the beginning of a great joke, but for many of
us, it’s our worst nightmare. Here are some tips on how to have a great
event to help bring together existing fans and drive new readership.
I learned this the hard way during my own book signing years ago.
Though I had sent marketing materials in advance the store manager
hadn't put any of them out. No posters, no bag-stuffers, nothing.
Needless to say I learned the hard way that book signings are more than
events, there needs to be a strategy behind them and as an author, you
should be prepared to get up and talk to people. Don’t just sit there
and sign—we should all be so lucky that the lines for our book are so
long that we barely have time to jot down our signature in our book and
move to the next fan. Generally, though, this isn't the case.
The Buddy System
Some authors like to have another person there signing with them to
drive additional interest to the event. I've done it both ways, and they
each have their merits. First of all, the buddy system will probably
bring in more people since you are essentially doubling your publicizing
efforts (or at least you should be). You can turn a simple book signing
into an event. One of you can be having a book discussion or workshop,
while the other author is signing. It’s a great way to draw a crowd and
keep a crowd. Also, often it’s easier to get publicity when there’s more
than one author present. This type of book signing works well for
unknown authors if you have a specific program or want to have a book
signing that lasts all day. In fact, many bookstores now offer a night
that celebrates new authors so ask them if they do this. Often you’ll
find that they will pull together as many as seven authors. While this
may seem like a lot, it’s really a fantastic way to drive a larger crowd
to the event.
No Sitting On The Job
As I mentioned previously, don’t just sit there and smile. Get up, move
around and engage people in conversation. Would you believe I’ve been
told that some shoppers are actually intimidated to just walk up and
talk to an author? But, if you speak to them first you’re breaking the
ice, and maybe, making a sale. Take your focus off of yourself and your
stack of books and put it on the people in the store. As with anything
in marketing you’re really selling yourself. Get up from your chair to
greet people as they enter the store. I usually have a small flyer made
up with the cover of my book and a blurb about it, and I tell people I’m
signing books today. Smile and talk to them and hand them a book. If
you tell them about your novel, be sure you have your short and punchy
elevator pitch ready. The last thing you want to do is take up a ton of
their time when they are there to shop. Get them excited about it—let
your passion shine through. Passion is a very contagious thing.
Go See What the Competition is Doing
Have you ever visited someone else’s book signing? I did because I
wanted to see what it was about, to see what other authors did. Some of
your best ideas or taboos will come from watching other people. I
remember the first one I went to, I entered the store and there she was,
the smiling author, pen ready and stack of books looming over the
table. I wondered if I were just a customer that happened into the
store, what would make me walk up to her unless my specific purpose had
been to attend this signing? Then, I wondered what I could do to draw
that traffic. Face it, no matter how much publicizing you do, unless
you've got a spot on
Good Morning America to talk up your
signing, most of your foot traffic will probably just be shoppers. If
you’re really lucky you’ll see some frantic people in search of
last-minute gifts, and autographed books make great presents!
Be Unique!
If your book involves anything that you can tie in with a theme or a
prop, all the better. I went to a book signing for an author who
specialized in period romance. This particular novel was set during the
1600s and she dressed in a gown fitting to the time. She also had a
castle backdrop that a neighbor painted for her. Her neighbor was an
aspiring artist, so not only was she doing the author a favor but the
neighbor got to showcase her work as well. People really love this kind
of thing. I mean anyone can sit at a table and smile, but sitting there
(or likely standing) in a corset for four hours takes real passion. Give
some thought to what you can do to develop a theme or prop for your
signing. If the store will let you, you should bring in food, too. This
is especially great if it ties into your signing. And you don’t
necessarily have to show up in costume, but try to do what you can to
set yourself apart from the rest.
A Few Final Notes on Book Signings
Be cautious of pay periods when scheduling a date for your signing. For
example, I will always try to schedule mine around the 15th or 30th of
the month. I live in a Navy town and since they never fail to get paid
on those dates, it really helps to boost my sales. Also, check to see if
the store has a newsletter. If it does, offer to write a short article
on your book or discussion topic that will draw more attention to your
signing. Keep the article interesting and helpful without giving away
everything you plan to share with your guests. Or, if your book is
fiction, share an interesting excerpt from it. Sometimes bookstore
newsletters are printed by their corporate offices, but generally they
print them in-house and they are always in need of “filler” items.
Also, contact your local TV stations and speak to the producer. Call the day before (if your signing is
on Sunday call them
on Friday)
and let him know you've sent a press release regarding your signing
(you have, haven’t you?). If they need a sixty-second filler, you can
offer their viewers some helpful tips on XYZ. Or, if your book is
fiction, play up the “local author makes big” angle. Local stations love
that. Speaking of media, if you can get yourself booked on a radio show
the day before or preferably the morning of your signing you’ll really
help to boost interest. If you get some on-air time, consider giving
away a few of your books during the show. And remember to tie your book
and event into something topical and relevant!
Finally, have fun! It's your big day and you've earned every glorious minute of it!
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Reprinted from "The Book Marketing Expert newsletter," a free ezine offering book promotion and publicity tips and techniques.
http://www.amarketingexpert.com
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