A book signing need not be a dreadful experience

A book signing can be terrifying. It’s like throwing a party and being certain no one will come.

But there are ways around this. The myth is that book signings don’t make money and are a waste of time.

“Work at it hard, and it is easy, work at it easy, and it is hard.”

Depending on the market and genre, an author can sell anywhere from none to 100 copies at a book signing.

“Let us help you sell you and maybe a few books too”

Here are some ideas to help you know what to expect, and what you can do to help make your book signing a success.  Remember these are only ideas and some of you may find it to be a bother and a bore but others may really find this to be of great worth.

What to do ahead of time – Before the book signing

• Send the bookstore a 4-5 page summary of your book.  There are too many books to expect the bookstore to have read your book.   They do try, but the summary helps them help you.
• Have the publisher do full color bookmarks, posters and postcards or do them yourself, every publisher is different.
  • A brief paragraph of what the book is about.
  • Be sure to include the price, the ISBN, and your website.
  • List a few endorsements on it as well as.
  • Get some to the store ahead of time and ask them to put them up around town and on the counter.
  • Mail out postcards to your family and friends get extras (150-250) to the bookstore to give away as well and send out as well.
  • Bring extras with you to the signing.
  • Send the bookstore your endorsements.
  • Do a press release about the event, about you and about your book
    • Send it to the local newspapers, radio stations and TV stations.
    • Send it at least three weeks in advance to all media within a 50 mile radius.
    • Include a photograph of yourself and a book cover and your bookmark and a free copy if you can.
    • If you are doing a talk instead of just a book signing, include your topic and a little bit about the book.
    • Give them a special invitation to attend your book signing and if you are in town to do a keynote or seminar, invite them to attend at no charge.
    • Include your phone number and the contact person, address and phone number of the book store. Editors may call you and the bookstore for more information.
    • Call the radio stations no less than a month in advance and request an interview the week of the signing if you can.   Promote the book signing.
    • Call the local newspaper and request that someone come and take pictures for a “feature article”- Be sure to request this – Suggest that they interview the book store manager. If they like you, they will almost always say great things you and your book.
    • The bookstore should also do a Press release.  Between your press release and theirs – lots of free advertising for the event is possible.
    • BLOG – BLOG – BLOG   if you do not have a blog get one.  Blog about the upcoming event and, how excited you are to visit the Store.  Use the bookstore name and address as often as you can
    • Make phone calls to friends, acquaintances, business associates and club affiliates and anyone else who might be interested in attending your presentation or signing.
    • If you have a favorite Author that works well with you let us know.  Most Bookstores can usually accommodate multiple authors at the same time.
    • Call, and keep calling. Call the bookstore. The first call is to set up the signing. Subsequent calls are to find out if the store has ordered your books, if they’ve got you on the calendar. Ask if there’s anything you can do to help. Do not apologize for bothering us your book signing helps our  business.

What to do and bring to the book signing

• Dress comfortably but nicely for the signing.
• Bring Business Cards, Book Marks, Posters and, a sign for out front of the bookstore. Anything else you can think of to call attention to your table is also great!
• “Autographed copy” stickers if you have any.
• Pens (bring your favorite)
• The bookstore should have ample quantities of your book on hand but bring a backup supply too (just in case).
• Any past books you have previously written, even if they are out of print.  Buy some used copies, ask the bookstore if this is okay to bring.
• A wrapped candy to give away (always a good idea to get people to stop by) this will help call attention to the table, and then ask if you can take the wrapper.  Bingo instant contact.

What to Do at the book signing

• If you have a website let us know, we will make arrangements to have a computer available and invite customers to interact with your website while you sign their book or even signup for your email list right there.
• Hand out your bookmarks to everyone who comes in the store.  If those you introduce yourself to show the least bit of interest, hand them a book. They will almost always take it. Tell them to look at it and bring it back to the table when they have had a chance to look it over.
• Talk, talk, talk. Don’t be afraid to smile and wave and greet customers. A cheerful, “Hey, come over here and check out my books!” Many of them will walk over like obedient zombies.
• If the person you’re talking to isn’t a fan of your genre, try to recommend books in a genre they are interested in: “Oh, my husband loves True Crime! Have you tried any of Ann Rule’s books?” You might not make a sale, but you’ll make a positive impression… and who knows where that could lead?
• Sign a book mark for someone who lingers at the table but does not buy my book. Remember your mission: “Spread good will!” Many people will come back to the store and buy your book after you have left.
• Bring a camera and have your picture taken with the manager or other key people in the store.   Most people don’t do this. You may want to use several of the photos in publicity in the future.   Post the picture after the event on your blog and/or on Facebook.
• Have a Polaroid camera handy at your table. When someone buys your book say, “Let’s have our picture taken together!” Have someone from the store take a picture of you and your new customer. Give it to them and sign and date the back of the picture. Suggest they use it for a book mark. This increases the odds that your book and the picture will become more of a conversation piece.  (Someone suggested taking a picture with a digital camera, getting their e-mail address and asking permission to send them the picture by e-mail. This will also help build your e-mailing list for future book announcements or for your blog).  This really works.
• Ask the manager how many books they would like for you to sign before you leave so they will have some on hand. NOTE: Generally speaking, they cannot return any books you sign, so always ask! If the signing went well or even if it didn’t, and you impressed the manager, they will usually have you sign a bunch before you leave.
• Have copies of reader’s reviews available at your table. Hand them to anyone who shows the least bit of interest in your book and say, “Here’s what other people who have read my books have to say.
• Talk about other authors’ books; authors you know.
• Come up with a special way of signing your name every time you sign your books.   Adding something special like, “Happy Birthday,” or “Happy Anniversary,” etc., will also make them very proud to show the book to their friends. Signed books are treasured much more than non-signed books!

Don’ts

• Don’t just sit at the table.  Be different! Reach out and touch someone! Don’t wait for them to come to you. I always tell the person booking the signing not to worry about putting a chair behind the table. This will always get their attention. Let them know you will be the store’s official greeter while you are there. Walk around the store with several copies of your book and introduce yourself to everyone.  (This is entirely up to you, but the more friendly you are to the public the more success you will have.  Remember you are selling you).  Many people think because you wrote a book, you are unapproachable. Prove them wrong. It builds relationships. Be exceedingly friendly! Book signings are no place to be shy.
• Never assume the book is for the person buying it. Always ask for the correct spelling. Even John can be spelled, “Jon;” “Kelly: Keli, Kellie, Kelley, etc.

What you can expect from the bookstore

• Posters placed in the store and around town, if provided by the publisher or Author
• Postcards mailed to customer list, if provided by the publisher or Author
• Pens will be provided. But remember to bring your favorite.
• We will have ample quantities of your book will be on hand.
• Ice water will be provided.

Some final words

It is important for you to understand that the purpose of book signings is not necessarily to sell books, but to make the book store customers aware of your books.

Another important point to understand is that books do not sell themselves! People sell books! It’s equally important to spend some of your time at your signing to schmooze the staff at the book store. They can help you continue to sell your books long after you have gone!

Book signings are an opportunity to build relationships with the book sellers and book readers.

Attend other author’s book signings! When they have a spare moment, introduce yourself. Find out what works for them and what doesn’t. Exchange tips.

Contact information

Bookstore

Donnie Morris – Manager/Owner – donnie@confettiantiques.com

Confetti Antiques & Books

273 North Main Street

Spanish Fork, UT 84660

801-798-0137

Local Newspapers

Daily Herald  – South County  – Marci Conover -  cconover@heraldextra.com – 801-489-5651

PO Box 717

Provo, UT 84604

Spanish Fork Press  – Lana Creer-Harris – sfeditorial@heraldextra.com – 801-798-1011

280 N. Main
Spanish Fork, UT 84660

Springville Herald  – Pat Conover – springville@heraldextra.com – 801-489-5651

Nebo Reporter – Christi Babbitt – nebo@heraldextra.com –  801-465-7910

Spanish Fork News (Sentinel) – editor@spforknews.com – 801-794-4964

Namen

280 N. Main
Spanish Fork, UT 84660

Payson Chronicle – 801-465-9221

145 East Utah Ave

Payson, UT 84651

801-465-9221

Radio Stations

KTCE – Payson – 801-412-6040

KENZ – http://www.1075.com/ – Orem – 801-485-6700

KSRR  – Provo – 801-224-1400

KEYY  – http://www.keyy.com/ – Provo – 801-374-5210

KHQN – Spanish Fork – 801-765-1480

TV

Spanish Fork 17 – Bryce Walker 801-798-2817