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Have you ever walked into a bookstore when an author is scheduled
to do a book signing and found no one there? Do you shy away from autograph tables, perhaps fearing that someone may ask you to buy
a book? Consider the other side of the equation. A book signing is an opportunity to learn about the author and what makes a
person undertake the challenge of writing a book. If you're an aspiring author, you can learn from another author's experiences.
If you're a reader, you can delve into background information about the book. You might even get a glimpse of those parts that
were edited out before the book went to print. Every book signing is an opportunity to
learn—without obligation to buy anything. To have a successful signing, authors need to be like stage
managers, blocking out their moves to achieve maximum results.
Certain activities must be included in the production. The stage
must be set, publicity broadcast in every media possible, and the
performer prepared.
The stage does not have to be a bookstore. Be creative when
considering a venue for a signing. Is your book about gardening,
nutrition, or money? Why not have an event at a large garden
supply outlet, a spa, or a banking institution? Are you writing
about an exciting period of music or interesting musicians? Then
consider one of the big local music stores for the seminar. On
the other hand, if you're a speaker or professional seminar
leader, why not sign your books in a nearby bookstore in addition
to selling them at the back of the room when you give your next
presentation?
To help publicize a book signing, coordinate it with a special day, like
grandparents day, or some topical holiday that has special meaning in context
with the subject matter of your book. Several Internet web sites offer hundreds
of dates, from well known to bizarre, you can use for a public relations
opportunity. Think of different and innovative ways to connect your book and
your ideas to something that is already scheduled to happen in the area. For
instance, if your book has anything to do with women’s health, you may tie in to
a local Race for the Cure event, which supports research on breast cancer. Or,
dream up a day of your own. Invent a day of your choice to publicize your book.
"Today is national TAKE CHARGE day!" Couple a book signing with seminars or
speeches you have already scheduled, a family reunion, or other special event.
Where would your target audience likely meet or be together? Find that place and
go there! Use strategic planning to accomplish as many goals as possible.
Know your book. Some in your audience may have already read it
and want to pose specific questions. Prepare comments, anecdotes,
and insights in advance. Greet your public enthusiastically and
welcome their questions. If you're not comfortable meeting a group
of strangers, consider joining a Toastmasters Club in your area to
gain experience. This is a very inexpensive way to get compassionate
feedback on your presentation skills and specific recommendations for
improvement. http://www.toastmasters.org
Book signings can be exciting for writers
and readers and
profitable for both.
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