Tips for More Successful Book Signings

Over the last 10 years, we’ve done a lot of book signings and events for our authors and clients. Here are a few tips to make things go smoothly.

Two to three months before the event, make sure the publisher and yourself are supporting publicity for the event. Some bookstores want co-op money for the PR to support the event. For many, this is effective. Talk over with the event coordinator how much this costs and what you get for the money.

Send out media releases to the local papers (don’t forget the free local arts paper!). Don’t just push the signing. Build the story around something in the book and its relevance to the location (is it a mystery tale set in that town? A “how to” beneficial to the paper’s/radio/TV station’s listeners?). Be prepared to do a guest spot on TV or radio. Mention the signing as a place where readers can connect with you.

Get in touch with that area’s book bloggers and do an interview/guest blog in advance.

Tout the signing at least once a day for the 10 days preceding the event on Twitter, Facebook, and other social media.

The month before the signing, make sure you or your publisher has a sufficient quantity of books in the wholesale system to support a bookstore buy of at least 12 books. Alternatively, you can do consignment with the bookstore (many chain bookstores won’t allow this). But always show up to the signing with at least a case of books in your car and a blank consignment agreement, just in case demand exceeds bookstore supply.

Arrive at least half an hour early. If you don’t have a clear idea how to get there, or are driving in from out of town, aim for an hour early. Just in case something goes wrong, have the event coordinator’s phone number on your phone. Call if it looks like you’ll be late.

Bring business cards and book postcards/bookmarks. Have them with you at all times – yes, even in the bathroom.

Dress professionally or in costume as befits your book. This is your business. Dress for success!

Don’t use perfume/cologne. Or if you absolutely must, be very sparing. You don’t want your odor to meet the customer first. Also, many people are allergic to perfume/cologne. Don’t make your potential buyer sick!

Create an index card with a short message the clerks can read over the PA every 15 minutes for your signing. Something like, “Looking for a great mystery? Today we have author so-and-so signing her book, The Mystery of Whatever in the front of the store until 4 o’clock.”

Don’t just sit at the table with your books. Get up, carry a copy of your book around the store (but try not to be a bother. Yes, it’s a fine line). Greet each incoming customer and ask them what kind of books they like. Your title just might fill the bill!

Don’t sit and read the paper or write (yes, I’ve seen both). No one will approach you if your body language is screaming “go away!” Many authors do this because they are actually shy, and being gregarious is difficult. Your book won’t sell if you don’t make the effort! Also, this is a self-fulfilling behavior: “See, publisher? I told you a signing wouldn’t sell books.”

If you do sit down at the table, stand up when you’re approached to let the person know you’re interested in them. Conversely, if the person is in a wheelchair or is a little person, sit down. No one likes to be towered over. For children, you might sit to the side of your table, so you can appear more approachable to the kid.

Don’t have a prolonged conversation with any one person. Remember, you’re here to work. If you have a gabfest with a friend, relative or the like, you are ignoring other people and sales! Again, remember, this is a not a social situation. This is business. I’m not saying you can only have a 4 word talk with someone. Keep all conversations on the short side. Make time for those interesting chats after your book signing.

Bring your own pens (3 or 4 in case of multiple break-downs). The bookstore is under no obligation to provide you with a writing implement. Many authors use Sharpie pens for a signing. I have no idea why this is the “in” thing to do. If the paper in the book is slick, the ink will transfer to the opposing page, making a mess. Use them if you want, but any working pen will do.

Don’t just scrawl your name as big as Sarah Palin does. No one cares about a book that is simply signed. They want personalization. Have a saying related to the book ready. For my book Captain Mary, Buccaneer I write “Yours in swashbuckling adventure reading” and then my full name. You can skip this if you’ve made some sort of connection with the person. Instead write something related to your chat: “I loved talking to you about our teacher back in grade school!” and then your name.

Bring a pad of paper. You will meet people to follow-up with, so you’ll want to write down their contact info.

Some folks will want you to sign the book to them (or a friend/relative). Ask them how to spell it, even if it’s simple (that’s B-E-N, Ben, right?). Even simple names can have odd spellings (Mylie for Millie, Dohn for Don, etc).  Write down the name on your pad before you attempt to personalize with their name. There’s nothing worse than a scratched-out mistake for a signed book – you can’t sell it!

Some bookstores will ask you to sign a number of books before you leave. Offer to come back and sign books that have been purchased instead. Once the book is signed, it’s not really salable in the book distribution system.

Always write a thank you note afterwards to the event coordinator. Thank all the clerks as you are leaving, too.

All that having been said, I am not a fan of book signings. They’re too static, too non-interactive for today’s customer. I’d rather see authors create an event around their book – a demonstration of a “how to,” a talk about the main theme of the book, even fiction writers can do talks on the research they did, the process of getting published… the sky’s the limit. I like events that use multiple authors, as this brings in more people (don’t be afraid to do gigs with authors from different publishers. Everyone wins!).

I’m also not convinced that bookstores are the only place to do these. If your book is about construction, see if you can do a talk at the local hardware store (and sell the book). I’ve advised one guy to hold poetry slams at the baggage carousel in the airport. Think outside the bookstore box!

Where have you held a successful book event that wasn’t in a bookstore? Inquiring authors and publishers want to know!