Have you had a disappointing book signing? Here are some ideas that will result in a more successful event:
• Arrange for a signing at an interesting venue related to the theme of your book—plant nursery, small airport, charming gift shop, real estate office, winery, grand opening of a craft shop, beauty shop or car dealership… you get the idea. One author I know held a book launch party for her children’s book on kindness to animals at a pet spa. I’ve signed books at an outdoor bookstore. I’ve known others to do book signings at a children’s store, cupcake bakery, coffee house, restaurant, craft shop and zoo.
• Use your email list to promote the book signing. Contact everyone you know in your geographic area and personally invite them to your signing. Send the initial invitation 10 days to two weeks prior and then follow-up a week in advance. I would then make phone calls three to four days ahead of the signing.
• Promise something special: a gift to all (or the first 10) who arrive; a demonstration related to the theme of your book—how to frost and decorate cupcakes, how to prune a rose bush, how to write a Haiku or how to make wine, for example. If you have connections—and all authors should make important connections—entice a Hollywood celebrity or a celebrity in your field or genre to attend the event.
• Make sure the event is announced in all local newspapers and at your social media pages.
• Create posters to post in strategic places—most prominently at the venue at least a week prior to the event. If your book features an animal theme—a therapy dog or a cat who solves crimes, for example—hang posters (with permission) at all veterinarian’s offices, pet stores, animal shelters, wild life preserve offices, groomers and so forth. Use your imagination. Don’t forget to hang them at local bookstores and libraries, as well.
• Hand out fliers. If the signing will be held at a retail business, ask the manager to insert a flier with each purchase during the week prior to the event.
• Visit corporations and other businesses and invite employees to attend your signing. You might get permission to visit the lunch room and talk to employees about your book. Handout discount coupons to employees for the purchase of your book if they attend the signing.
• Attend other signings and schmooze with authors at book festivals and flea markets. Meet and offer support to other authors and they will be more likely to support your events. This should go without saying—but start this practice even before you are ready to do your own signings.
• Join up. I suggest that writers join writers groups and participate. Since most writers are readers, too, make sure you promote your event assertively to your fellow members. In fact, members of clubs and organizations not related to writing would probably be interested in attending your book signing even if it is out of curiosity. Group meetings are excellent places to generate excitement and commitment for your upcoming signing. Dress in attire appropriate to the theme or topic of your book and share something from the book, a plate of cupcakes, a recipe, your steamiest chapter, homemade burn ointment, a newspaper article on the original crime you’ve written about, etc.
Whether you are signing a mystery novel, adventure series, romance, your memoir, a how-to, self-help, historical, true crime or informational book and whether it is an ebook or a print book, use these suggestions and you will have a more successful book signing.
Tomorrow, we’ll talk about how to conduct yourself and sell more books at the event.
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