Seven Tips to a Successful
Author Book Signing and Writing Event
Part of being a successful
independent author and writer involves selling your published material,
either in terms of books, ebooks, articles, or other forms of writing.
Selling your published writing involves much more then simply getting
it published, it involves people – namely readers – buying
your books and published writing. This involves marketing
your books, your writing, and building up a readership. One of the
best ways to market your books and writing is through author book signings
and writing events.
In fact, book signing and writing events are one of the primary vehicles
for the published author to get out and meet the public, and they can
be your ticket to both sales and increased publicity - all thanks to
your local retail outlet.
The following seven tips outlined below will help you schedule more
effective (and enjoyable) events, sell more books, and reach more readers
than ever before.
1 - Research Your Potential Book Signing and Writing Event Locations
Keep in mind that sometimes (more often than not as a matter of fact)
the best place to sell books ISN’T in a bookstore. Rather, it
is at specialty niche stores, conferences, and other venues. Craft book?
What about hobby or fabric stores? Cookbook? What about a local gourmet
shop? Business or finance book? Any local seminars coming up that you
could “piggyback” with? History or historical fiction? How
about your local historical society functions?
Each location has a specific focus, clientele and “ambiance”
that contribute to its success. These traits are determined by the store’s
location, the inventory focus, the personality of the manager and her
or his team, and the appearance and atmosphere of the store itself -
and these factors drive what products sell within this store. Make sure
ALL of these factors support YOUR topic and your book. For example,
a store focusing on children wouldn’t be the place to pitch your
latest investment strategy guide.
Start local before you go global. You’ll have the most success
where you have the greatest chance of being recognized.
Likewise, each and every venue will have specific presentation opportunities
and needs. Make sure you understand where author or writing events are
typically held within the store, and what area is available for your
presentation. Find out who is in charge of coordinating author events
and get to know them - get on their mailing list of events so you can
see what the store is typically presenting to their customers. Ask them
what they want in an author. Match their needs and wants to what you
have to offer, and don’t waste each other’s time by forcing
your book to fit their world.
2 - Be Professional In Requesting An Event
It goes without saying, but if you want anyone to read your writing
and buy your books, you have to act professionally. The same holds true
in requesting an event. Respect the store managers - you need them far
more than they need you, keep your ego in check, ask them if you can
present your idea for an author event, and ASK FOR THEIR FEEDBACK. They
will be far more inclined to want you in their store if they feel involved
and invested in your success - it doesn’t mean make them do your
work, but use their experience and knowledge to make your event a success
(they probably know their customers better than you do).
Create and use the best possible marketing materials - build a professional
media kit that includes a press
release, reviews, some of your published
articles, a print out of your cover, a poster, postcards, author
bio, author photo, marketing info and calendar showing other events.
Send this rather large packet of goodies to the appropriate person at
the store - you should have this person’s name from your research.
NEVER send a media kit to a generic address, it will just get thrown
away and you will have wasted a bunch of money.
3 - Help Drive Attendance And Thereby Book Sales
Book signings and writing events really have only one goal as far as
the store is concerned – to get more people into the store and
to spend money. It isn’t a public service. Let the manager and
events coordinator know what you can do to help drive customers to the
store - as I said, an author event is designed to sell books and boost
bookstore attendance. If all you are doing is capitalizing on customers
already in the store, then what value is your signing to the store?
There are lots of ways you can help the store bring more faces to your
event:
- provide a copy of your mailing list to the store so they can mail
their newsletter with an announcement of your event
- offer to mail / email info about your signing to THEIR list, or
provide materials they can send to their list (they may not want you
having total access to their customer list — which may violate
some privacy/spam requirements)
- help drive media coverage of your event - local papers, radio,
etc - by sending them a press
release announcing your event. Ask the manager about what forms
of advertising they prefer you use and which work best for their store
- call the local paper the week before your event and ask if they’ll
send a local editor or cameraman over for your event.
The goal is to coordinate and cooperate - combining your efforts with
those of the store will bring far greater results.
4 - Create An Interesting Presentation Or Performance
It’s not just about sitting at a table and hoping that your signature
will create interest and sell books. In today’s multimedia rich
world, sitting and chatting to prospective readers won’t get you
much interest.
Don’t just ask for a signing - think about what else you can do
to draw traffic into the store. Is there a tie in with your book that
you can use to create interest? Any current events that make your book
timely? Be highly creative - think outside the box. Got a cookbook?
Bring prepared food and teach the group how to make one of your recipes.
Got a fiction story? Dress up like a character and do a reading or re-create
one of the scenes. Conduct a “seminar”. Offer advice. Whatever
it takes to draw NEW customers into the store. It’s not enough
to just capitalize on the traffic that is already there - that doesn’t
make the store owner any more invested in your success, and most of
those people aren’t there to buy your book anyway.
5 - Remember The Details Of Selling Books
Don’t neglect the details of inventory and actually selling books
- and remember that for you, the goal is as much about author awareness
as it is selling books. Good awareness and planning can contribute to
an additional 50 or 75% increase in your event book sales. A few things
to remember:
- You need to have books in the store for your event, so help the
store get a good deal on stocking 10 to 30 units and make sure they
are in-stock before your event. Offer extra units at a good discount
— if they buy direct from you and pass along some savings to
the customer.
- Make sure you understand the store’s stocking policy for
author events. Will they bring in extra inventory for the promotional
period surrounding your event? Do they keep extra after the event?
(Don’t be surprised if they only keep a few… be prepared
to have some returns). How long will they keep you in inventory?
- Ask the store manager if they’d like you to autograph the
remaining copies.
6 - Tie In Callback Or Side Opportunities
Can you schedule another appearance while you are there? It’s
a long shot, but often worth a try. However, don’t advertise your
“next appearance” at your current event, or people will
put off buying your book. Does the store have multiple locations at
which you can conduct additional events?
Make sure you get the names of your attendees - ask them to fill out
cards to receive your newsletter (you have one, right?)
7 - After Event follow up
- send a “thank you” note to the store
- ask for their feedback
- ask to schedule another event (though this is a long shot) - or
be part of an event that the store may be sponsoring or in which it
may be involved (a community event or even another author event)
- keep in contact with the key person at the store - by visiting
in person once a month or so (the best) or call / email
- send a complimentary note to the store’s district manager
or corporate home office about the event
Never underestimate the power of an author appearance; most stores need
events that can help drive additional customers to their store. Try
to hit weekends, but remember that weeknights are good for many topics.
Concentrate on what helps bring customers in to the store and you will
be more successful. Decide carefully where you prospect for events -
make sure that what you offer (and the topic of your book) suit the
needs of the store. It’s always easier to start local and then
move outwards in radiating circles - this gives store personnel the
chance to have actually heard about you from other sources.
Follow these simple steps and you will find yourself scheduling more
author book signings and writing events and conducting them more successfully.
Combined, this will create even greater demand for you, your books,
and your writing.
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