Book Signings

I love to set up book signings. It’s not that I sell a lot of books but it’s a great opportunity to create a media event. When local media such as newspaper, magazines, radio and television cover your book signing, you can include the media on your website.

The first thing you want to do is find a book store who will be willing to host the event. The smaller local bookstore has the best potential. You’ll want to find out if they will want an even 50/50 split on the books you sell. Some will offer at 60/40 split with you receiving the 60%. Let them make the offer. Only once has a bookstore offered to buy my book, typically they want one copy at no charge prior to the book signing. Approach the owner or the manager and ask if they have book signings. They will typically know the type of book signing which will work for them.

Most often, it will be a matter of the bookstore sending out a notice to their database talking about a local author being available for a private book signing.

They will also want you to participate in inviting people you know. The idea is to drive traffic to the store.

You’ll want to create a poster for the store to put in the window; set up an event on your Facebook site; Twitter the announcement to your followers and look for local groups like book clubs or women’s groups who would support your book signing.

The day of the event, make sure you know if you will have an ideal atmosphere to read from your book or if it will strictly be a signing. The store will typically provide cookies and tea.

Book Marketing

Book Signings are one of the first stops when new authors finally have their book in their hands. In truth, books signings should be scheduled for only two reasons. You want to announce to all those who know you “I AM an author!” and you want to bask in their admiration of the amazing accomplishment you have achieved.
The second reason to have a book signing is to capture media attention. One of the tactics I use with my authors is to find a well known bookstore and ask if they will sponsor the book signing event. I also mention that we will be on local TV, radio and mentioned in the local papers which will bring the bookstore extra foot traffic. This is always a bonus to them.
The reasoning behind book signings is to gain the media attention. The more the better, the more often the better.
I know most authors droll over shelf space in bookstores, but in reality, bookstores are nothing more than libraries that allow you to take books home and never bring them back. The sad reality is that more people bring books back (23% according to booksellers.com) every year. They can be earmarked, have writing in the margins and missing pages and as long as the consumer has a receipt, the books store is generally likely to give the consumer a refund.
However, author’s marketing has taken a turn for the positive during the past two years. We now have access to several resources such as websites like Amazon, Facebook, Self-Growth and Goodreads just to name just a few, where authors congregate. You can enlist their help in cross promoting each other’s books through an email marketing campaign. It’s very effective.
Another strategy is to interview other authors in your genre. They send a notice to their database proudly proclaiming the interview date and the details in which their loyal audience may listen for free! Yes, free!
The benefit for you as an author is you’ll be able to capture the other author’s database! It comes back to the more people who know who you are, the more sales you’ll make.
One of my favorite marketing tactics is speaking. I will speak to any size audience and sell an average of 25% either books, CD’s or previous recorded teleseminars. Each time you speak, you will want to record the presentation. Every author you interview you’ll record the call. Every teleseminar you conduct, you’ll have another product. Every product you have leads to more sales.
I’ve also managed to create a series of workshops based on my books for organizations and churches. I offer them 50% of the proceeds. They do all of the promotions, I show up and create a new audience of those interested in my topics.
You’d also be amazed at how easy it is to be booked on talk radio programs. I will typically have four interviews a month and sell between 25 and 100 books each interview.
Any author who spends ten to fifteen hours a week marketing their book will realize better than a full time income within a few short months. It takes a plan and then the discipline to follow through with the plan consistently.
Please feel free let me know if you have any questions.

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