Book Reviews
Upcoming Events Calendar
Return to Homepage
Subscribe
|
35 Ways to Make Your Next
Book Signing an Event!!
By Larry James
Here are some tips and suggestions that have helped me increase the number of
books sold at a book signing. Many are my own, and some were suggested by other
author friends. Each book store has its own distinctive personality. Although I
do not attempt to do all of the suggested tips at every signing, it is important
to adapt as many as you can to fit each store's personality. Believe me, doing
so will increase the opportunity to sell more books.
DO - Write your own announcement for the
book stores intercom. Make it short and brief. Give them several
versions,
because they usually announce that you are there several times. Don't hesitate
to remind them to make the announcement again if it's been awhile since the last
announcement. They will often get busy and forget. Every half hour should do
it. If you do lectures or give speeches about your book and are in town for a
keynote or seminar that is open to the public, include information about that
too. Let the book store choose to include it in the announcement or not.
DON'T - Don't just sit at the table they
have for you. Most authors do that. Be different! 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.
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 are finished. On average, I more than tripled my
book sales at signings by implementing this tip!
DO - Have an attractive two color or four
color book mark designed by a graphic artist and print thousands of them. You
can give one to everyone who comes in the store. List a few endorsements on it
as well as a brief paragraph of what the book is about. Leave your address off.
Put the price and the ISBN on the bookmarks. Book stores often have
their own book marks and are reluctant to have you give yours
out if they think their customer is going to
you directly.
I often will sign a book mark for someone who lingers at my table but does not
buy my book. Remember your mission: "Spread good will!" Many people will come
back to the store to buy your book after you have left. Send the book store
several hundred book marks, and suggest that they include them in the bags of
people who buy books before your book signing.
- BONUS TIP: I include
book marks for all three of my relationship books plus a business card in every
piece of correspondence that leaves my office. The utility companies send
statement stuffers to you, so why not send one back? When paying bills, slip in
one of your book marks with your check.
DO - Get to know the "Community Relations"
person. They are the ones who will book you again if they like you. I've been
back to the same Barnes and Noble store three times in the last 9 months in the
Phoenix area.
DO - Remember to call at least two months
in advance if you want to be included in their in-store flyer.
DO - Go to Kinko's and have your book
covers enlarged in color to an 11 x 17 poster, laminate them and have them put
them on a poster type board with a stand up thing on the back. Always bring them
with you to the signings! Anything else you can think of to call attention to
your table is also GREAT!
DO - Ask them for a media list (radio, TV,
etc.). Some don't have them, but the ones who do will usually share it or tell
you where to get it. It makes calling the radio and TV stations easier. If they
don't have a media list, ask them which stations they would recommend that might
be interested in an interview. When they know you are also doing stuff to
promote the signing, usually they do more too!
DO - Ask for a community list, i.e.,
Chamber of Commerce, Society of the Arts, etc. Send them a news release about
your book signing (and seminar or keynote, if applicable). You never know where
your speaking engagements may come from. Check first with your meeting planner to
get permission, then add a personal note to the news release inviting them to
come and hear you speak.
DO - Although the stores send news
releases, send your own as well. This increases the chance of getting
coverage.
DO - Call the radio and TV stations no less
than a month in advance and request an interview the week of the signing. Send
them a news release about your book signing. 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. Remember to send them a promotional copy of
your book.
DO - Put several of your books "face-out"
when they aren't looking! I often will also put the books of my author friends
"face-out."
DO - Send them your endorsements. Print
them in an attractive large font and on a white piece of paper. They will often
use them on posters, etc. Also send several book "covers." Request that they
put up a special display, including poster, at least a week in advance of the
signing. Most do, but it doesn't hurt to ask.
Send your picture (color is best) to join the book cover on the poster. Sometimes
they use it, some times they don't. At least it gives them an option. Offer to
send any additional information they may need.
DO - Talk to people. Many people think
because you wrote a book, you are unapproachable. Prove them wrong. It builds
relationships. Be exceedingly FRIENDLY! Booksignings are no place to be
shy.
DO - 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.
DO - Bring a camera and have your picture
taken with the manager and other key people in the store. If you want to call
attention to yourself, pay attention to other people. Most people don't do this.
You may want to use several of the photos in publicity in the future.
DO - 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.
DO - To help call attention to my book Red
Hot LoveNotes for Lovers, I put a crystal bowl on the table and fill it with
small, individually wrapped packages of "Red Hots." Dove chocolates are another
favorite. People will stop and read the book poster (while they are unwrapping
the candy) and look over your book marks and books. Ask them if you can take the
wrapper. . . Contact!
DO - Especially in your own home town, take
a sign-up sheet (name, address AND phone number) for those who may be interested
in being on your mailing list. Don't have a mailing list? Start one! You'll be
glad you did.
DO - If you are in town for a keynote or
seminar, bring some seminar flyers to hand out. It doesn't have to be fancy,
just who, how, what, when and where will do! Invite the Community Relations
person to attend your seminar for free. Many won't take the time to come, but
it's a nice touch!
DO - Call the local newspaper and request
that someone come and take pictures for the "feature article" you will also
request. Suggest that they interview the book store manager or community
relations person. If they like you, they will almost always say great things you
and your book.
I did this at a signing in Topeka, KS (my former hometown) and even though the
article came out after I left, it was great PR, the store loved it, and follow-up
sales were great. Remember to send them a promotional copy of your book.
DO - Get there no less than 15 to 20 minutes
early and if you can, stay late. At a signing in Tucson, I sold more books
in the extra 30 minutes after the signing than in the previous two hours.
DON'T - Don't complain if you don't sell
lots of books. Signings make those who bought your book feel good, but they
really don't sell lots of books while you are there, UNLESS you create a presence
WHILE YOU ARE THERE!
I've sold as few as none to as many as 56 in a two hour period. According to
book store managers, on average, book sales for a non-celebrity author will range
from about 4 to 7. If you sell more, you're doing great!
DON'T - Don't show your disappointment if
you don't sell very many books. It only creates bad will. Nuff said!
DO - Send the person who booked the signing
a brief "thank you" note. I'm told that authors seldom do this. I've had
several people call me to thank me for sending the note.
DO - Talk about other authors books;
authors you know. I have a story in A 2nd Helping of Chicken
Soup For the Soul
and always ask the manager to put those books on the table too. I sign on page
18 under my name. I know my friends Mark Victor Hansen and Jack Canfield, the
"Chicken Soup" guys, don't need my help, but the customers love it! My dear
friend, Greg Godek's book, 1001 Ways to Be Romantic often shows up on my table.
He mentions one of my books in his book.
DO - Come bearing gifts! Give the community
relations person (or the person who booked the signing) a rose, small bunch of
flowers or a tiny box of chocolates. They will not forget YOU!
DO - If you are coming from out of town,
always call to let them know you have arrived.
DO - Talk to the community relations person
and request a brief meeting with their employees prior to the signing to very
quickly give an overview of your book so they can be aware and help sell it when
people ask for that kind of book.
DO - I am a professional speaker as well as
an author. If there is a book publishing association or National Speakers
Association chapter or similar organization in the city of the signing, let them
know you will be in town. Attend their meeting. If you know enough ahead of
time, request to be on the program.
DO - When people stop by your autograph
table, as you are introducing yourself, hand them a copy of your book. Many
people will not pick up your book, but most will take it if you hand it to them.
If they begin to read it, that's your cue to keep quiet. My book sales at back
of the room and at book signings have increased significantly since using this
tip.
DO - If you have a laptop computer, make
arrangements with the book store for a phone line to the book signing table.
Often a 25 foot phone extension wire from Radio Shack will work. (I bring my
own). Display your computer in a prominent area and invite customers to interact
with your website while you sign their book. ALWAYS hand them something with
your URL printed on it. This is a sure-fire attention getter!
DO - Communicate with the bookstore by
writing on postcards that show your book cover OR have numerous extra book covers
printed and use the front part of the cover as an oversized postcard. While they
do require extra postage, they keep your book in front of them as a constant
reminder!
DO - MOST IMPORTANT: Have FUN! Let people
know you are there to have fun, even if you don't sell any books. The manager of
the store often feels worse than you do, because they are afraid you won't come
back. Have fun! Create attention!
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 smooze with the people who take the money from the customers who
buy your books. Get to know 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. I
consider book signings as an opportunity to SELL the book sellers on recommending
MY books when someone asks for a good relationship book!
On several occasions, after handing the booksellers my 4-color book marks and
telling them a little about myself and my books, the booksellers have actually
bought signed copies of my books. If I happen to sell and sign a few books to
their customers while I am there. . . I am grateful! I consider that a
BONUS!
Several more things. . . as an author you should ALWAYS sign your books. Some people are too
shy to ask for your autograph. Sign it anyway! Simply ask, "Here, let me sign
that for you. Whose name would you like in it?" Always ask.
Never assume the book is for them. In the beginning, I wasted several books
by assuming that the book was for them. I also always ask for the correct
spelling. Even John can be spelled, "Jon, "Kelly: Keli, Kellie, Kelley,
etc." If you sell your book by mail order be sure to include a blank on your
order form for the person's name to whom the book should be signed. Remind
them to PRINT the name. I also ask if they would like for me to write a date
under my signature. Many people like to remember when they met you.
Authors often trade books with other authors. Remember to sign your books to
them and ask them to return the favor.
DO - Ask the Community Relations Coordinator
to make up some "Author Personalization Slips" (1/4 page sheets of paper with your
photo and/or book cover on them with a message that says: "If you would like for
(the author's name) to personalize your book for you, please PRINT the name
you would like inscribed below." This will speed up the process and help keep
you from having to ask, "What name would you like in the book?" or "What is the
correct spelling?"
Come up with a special way of signing your name everytime you sign your books.
For many years, I have signed books, "(their name), Celebrate Love! Larry James."
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!
Copyright © 1999 by Larry James. All Rights Reserved.
Larry James is a
professional speaker and author of How to Really Love the One
You're With: Affirmative Guidelines for a Healthy Love
Relationship, LoveNotes for Lovers: Words That Make Music
for Two Hearts Dancing! and Red Hot LoveNotes for Lovers.
In February, 1996, Larry joined the staff of Dr. John Gray, Ph.D.
author of Men Are From Mars, Women Are From Venus.
He was Dr. Gray's personal choice to host the popular
"Mars & Venus Chat Room" on America Online for nearly three years.
He is a personally trained facilitator of Dr. Gray's "Mars
and Venus Seminars."
Larry has appeared on ABC TV's "The View" with Barbara Walters and more than 400 radio talk shows.
He can be reached at: Larry James, CelebrateLove.com, P.O.
Box 12695, Scottsdale, AZ 85267-2695. 800-725-9223.
E-mail: LarryJames@CelebrateLove.com.
WebSite:
www.CelebrateLove.com.
|
