Then, again, there are five good reasons why all authors should do a book signing and a book-signing tour.

By conducting a book-signing you will:

1. Gain recognition.
When you do a book signing in a bookstore, you will be interacting with the people who sell your books to the general public. It’s an opportunity to develop a rapport with them, tell them about the book, and convince them that you are an expert on the subject. Then when someone asks for a book on your topic, they are likely to recommend yours. Don’t settle for bookstores. Look for places where readers of your book are likely to gather and schedule an event there. That place might be a store, craft shop, pro shop, spa, festival, or health care center. Do some brainstorming with your staff and friends. 

2. Gather input from readers.
When you step into the book-signing arena, you have an opportunity to interact with readers. You are the center of attraction, since you are the author/expert. By providing a mini-seminar or discussion, you give a sneak preview of your book and your expertise. Add a question and answer segment and you will learn what interests the readers most. It may be the beginning of a sequel.

3. Have an event that is newsworthy—clippings for your scrapbook & poster board.
Book signings provide an event that is newsworthy. This is especially valuable if you are not yet a celebrity. Celebrities do book signings for primarily the same reasons emerging authors do, an opportunity to be noticed and quoted and appear in the media. When you gather comments of those who have already read your book, you can post them, with permission, until you get print media coverage to add to your display. People are very interested in knowing what other people think of your work. Create a foam board for publicity. Place reviews, readers’ comments, excerpts from your book, and your photo. Stand the board on the autograph table on an easel so that passersby can see it prior to your signing.

4. Conduct media interviews.
The most successful book signings have the most publicity. Since your schedule is generally set up at least six weeks in advance, you have time to approach radio talk show hosts and producers, television stations, and newspapers to let them know that you will be in their city. A well-thought out Media Release is a must. It should contain information about the book, the author, and the event. It helps to sell the interview if the topic or the author can be connected to locale in some way. For example, if the book has been endorsed by someone in the city or the author once lived in that city.

5. Expand your contact list.
Book signings are a great way to expand your mailing list. Use a sheet of paper on the autograph table with column headings like: Name, Email address, Phone number. Usually, the less information you request, the more names you will collect. You can get more information as you develop a relationship with these individuals. It is a good idea to provide something free, such as a bookmark, with a quote from the book and your contact information on it.

For more information see From Book Signing to Best Seller: An Insider's Guide to Conducting a Successful Low-Cost Book Signing Tour

ISBN 0-9661414-3-1 Paperback  or eBook 

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