Book Signing TipsBook Signing Tips

These tips were sent to me from other authors who had used them while doing book signings.  I don't know who actually wrote most of them so if you find any that were yours, let me know and I'll post your name beside them.   Make 11x`14 poster of author, books and say, Meet The Author to be placed on table Have flyers, bookmarks, postcards, business cards, cover books, and perhaps bowl of candy on table to give away Send sign for window to the book store three weeks before signing Be sure to send out a media alert to local print and radio that you will be in town Be sure to meet and greet all the STAFF you can at any store; they become your allies and will hand sell your book; bring a Polaroid camera and have your photo taken with staff, ask them to post it on the staff info board...add a  note that you enjoyed your visit Be sure to autograph any books left behind Send a thank you note (with a picture if you don't have a Polaroid and used a different type camera Remember that your book gets pulled out of the stacks and put up front even for a short time....well worth it B&N generally will put you in their newsletters, put up a sign or two a week or so in advance....repetition, repetition, repetition, all helps sell books  Charitable contributions will get you in the doors of many chains.  also -- most corporations make allowances for this sort of thing. When you host a signing in a non-bookstore setting, you are accomplishing two things: 1) You are targeting your readers by matching their interests with  the topic of your book and 2) You are the unexpected guest - and this will add far more to your "star quality" - people will want to stop and talk. In a bookstore you're getting many a dozen people stopping by your table whose interests may range from religion to children’s' books to Do-It-Yourself.  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. Personally write the blurb for their newsletter. Provide it without waiting for them to ask.   2.       If those you introduce yourself to show the least bit of interest, hand them a book. They will almost always take it. 3.       Tell them to look at it and bring it back to the table when they are finished 4.        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. 5.        Sign a book mark for someone who lingers at your table but does not buy your 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. 6.        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. 7.        DO - Remember to call at least two months in advance if you want to be included in their in-store flyer. 8.        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! 9.        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! 10.    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. 11.    DO - Although the stores send news releases, send your own as well. This increases the chance of getting coverage. 12.   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. 13.    DO - Put several of your books "face-out" when they aren't looking! 14.    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. 15.    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. 16.    DO - Talk to people. 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. 17.    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. 18.    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. 19.    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. 20.    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. 21.    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! 22.    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. 23.    DO - Get there no less than 15 to 20 minutes early and if you can, stay late. 24.    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! 25.    DON'T - Don't show your disappointment if you don't sell very many books. It only creates bad will.   26.    DO - Send the person who booked the signing a brief "thank you" note. I'm told that authors seldom do this. 27.    DO - Talk about other authors books; authors you know 28.    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! 29.    DO - If you are coming from out of town, always call to let them know you have arrived. 30.    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. 31.    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. 32.    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! 33.    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! 34.    DO - Make arrangements to have the book displayed at the cash register. Most book stores have plastic book stands for this. Hand the manager a book and ask "How about displaying this one on the counter by the cash register to remind buyers that the author is here?" You might want to print up a small bookmark type sign that says, "Buy this book between 2 p.m. and 4 p.m. today and have author Larry James personally sign it for you. Ask for details." 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!   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   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?"  Call the store in advance to talk about setting up a display and taking consignment books. When giving a talk, work from notes. I read a speech and it was fine, but I quickly saw that in such an intimate setting, a completely written speech takes you away from your audience too much. You need to keep eye contact with them. When I finished reading and just started taking questions, the audience *really* warmed up.   Take a nice pen. I couldn't believe this. I showed up at a signing without a pen. Fortunately my husband keeps nice pens in his pocket.   I took a signup sheet to get an announcement e-list started and nobody signed it. Now I realize I should have handed it to an audience member and let people pass it around rather than waiting for them to come up and find it on the table. Provide a flyer a week in advance. I don't know if all stores are this way, but their posters/flyers suck. They are almost unreadable and you have access to a book jacket image which they don't.   Make a little stand-up table poster. I felt like it sort of marked my territory and made it easier for people to find me.   Have a pile of bookmarks to give away.   Send a press release to the local NPR station. They have a community "bulletin board" and I actually got some air time. Military Bases If you're trying to get your books into bookstores, don't overlook the military bases. They have a wide variety of books available for families, not just the unlisted. Here's how you submit your info.      Go to www.aafes.com then click on, "About Aafes,"  then "Doing business with Aafes," then click Books, Newspapers and Mags. BONUS TIP #1:  I include bookmarks 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 several of your bookmarks along with your check.   BONUS TIP #2:  When junk mail arrives, keep the "postage-paid" envelope and throw everything else away. I had tiny notes printed that say, "You were kind enough to send us your stuff. . . professional speaker, author & relationship coach, Larry James invites you to check out his stuff at www.CelebrateLove.com, a site designed to help you fit the pieces of the relationship puzzle together in a healthy way." Next, I paperclip the note to several of my bookmarks and drop their "postage-paid" envelope in the mail on my next mail run. Hey! Why not? It only takes a minute and "they" are paying for the postage! DO - If you are on a tight budget, use your printer to print out some mini-flyers on white paper. Include your book cover image, a brief description about the book, a brief author bio and customize them with the book store's name, address and phone number at the bottom. 3 or 4-up on an 8 1/2 x 11 page works well. Cut them on your paper cutter and you're ready to go. You can also hand out reprints of excerpts from your book or articles with your contact info on the bottom. Remember to include the copyright info   DO - Four-color postcards which feature your book covers OR the home page on your website are great give-aways   Once your book is published. Begin gathering reviews and blurbs. A collection of reviews and reader comments is motivational and sometimes necessary to capture the interest of some bookstore managers.  Develop a city by city (or store to store in your local area if you are less ambitious) strategy.  From the Internet, gather names, addresses, and phone numbers of stores you believe would be receptive to your book.  It doesn’t have to be just book stores, but gift stores, department stores, grocery stores and others. The chains have bookstore locator searches you can use to locate stores in your targeted areas and will provide all needed information. Prepare a checklist to follow when you contact them. Call the store and ask to speak to the manager. Contact them by telephone. Email is a good follow-up tool, but do not rely on it to nail down business. Tell him/her that you are local author, and that your book is in their system. Tell the manager you would like to arrange a book signing and provide your ISBN. He or she will look the number up, usually at that very moment to verify that they can order it. The manager will offer to set up a signing (have your calendar in front of you when you call) or will direct you to their in-house worker in charge of publicity and events. Offer to send each store a packet with all the information on your book, including any news stories or press releases so the store can do some publicity.  Send with this your bio, reviews and a photo of yourself.    Stores are open to the idea of signings by POD authors because they DO generate store traffic. If they're not interested in signings, the manager is new or deluded and out of touch about the book business anyway.   Most signings last from two hours to ten.  To get the most out of your book signings, try to set it up for two days.  That way people who may not have the money on them to buy your book, or are too busy to stop the first day, may come back the second one to buy. Unless the store provides it, bring an easel and a large poster of you and your book to the signing. I also bring a small letter-size ad that I slip into a plastic sheet/picture frame. (You can find these at Wal-Mart for a couple of bucks.) Generally the store will place you and your books in a high-traffic area at a small wooden or coffee table with your books stacked there. If they're smart, they will display your book at checkout registers as well. If they haven't thought of doing this, ask them if it is possible. After the signing, sign any leftover books. Take a photo or two of the signing and offer to write up an article on the manager's behalf for their trade magazine. This is a win/win situation if you can make this happen. BOOK SIGNING CHECKLIST: (Not necessarily in this order) 1. Store's address, phone, email and directions 2. Manager's name and direct email 3. Publicist/Events Director name and direct email 4. What will the store do for publicity? Can media contacts be provided to the author? What stations is the store advertising with presently? These contacts are usually more than happy to help you with publicity: Newspapers, radio stations, TV stations, weekly small papers, outside signs, mail-outs, bulletin boards at libraries and college English departments, etc. Do not hesitate to suggest some of these to manager. One employee on the phone for a day could contact a lot of people. Do they have an email newsletter or local book club members list?  Author events are key.    They give you a great hook to get local publicity.  If you do a free talk on any subject, many local TV and radio programs and major daily newspapers will give you publicity.  I'm not suggesting that this approach will work for everyone or every book, but if you can get up in front of a crowd and tell them something useful for 30 minutes, I think this is a great way to get your foot in the door at bookstores.       Consider flea markets/fairs/garage sales, craft shows...For $25.00 or less (depending on the fee charged by the coordinator), you can sell your books directly to the public and autograph them...Of course, you will have to lower the cover price of your book, but when you consider other avenues that cut into your profits from the door, this is not so bad...The girl scouts and boy scouts have book fairs, join in those.   Sponsor a booth at the annual festival in your town - and the surrounding six or seven towns. By doing so you get your name in brochures, on signs, and in the newspaper.  join your chamber of commerce and get your name in their listings and handouts. Thinking outside the box makes you more money than all those folks thinking alike! And having your name as a contributor, sponsor, or chamber member when the newspaper prints a picture of a ribbon cutting or business public announcement, can reach a mighty diverse bunch of folks! 1. Review Your Book      This may sound sneaky to some, but you should always, always review your own book. If it makes you feel more comfortable, when it asks you who you are, simply put "the Author." But I wouldn’t. After all, Amazon posts plenty of "publisher’s comments" and "editorial comments" about YOUR book; reviewing your own book is simply more of the same. And a review--any review--generally boosts your Amazon ranking, at least over a book that has NO reviews. So don’t let your book page be a sitting duck for the "lowest ranking of the genre" award. Review it, review it well, and review it NOW!  What makes library talks so great? Librarians are grateful you'll speak for free (assuming, of course, you have credentials and an interesting topic). I've known some wonderful CRCs at bookstores, but they have to fend off authors (at least here, in metro DC) and are hardly excited at the thought you'll give a free talk.   You can sell your books. (Probably. Check if they'll let you sell books, tastefully, afterwards. It's OK here!)   Unlike those mixed-bag bookstore signings, you're not one of 12 events for the week. You may be the only one that week or even that month.   For book sales after you've fascinated the group, how do you think it compares, being the only vendor around or being in a bookstore surrounded by thousands of other titles?   Acoustically and energy-wise, you have your own space in a library room. Not some corner where people wander over to snooze in comfy chairs, cruise for dates, sit reading other titles daring you to be more interesting, etc. Don't get me wrong--I actually enjoy bookstore events (and I've been asked back often, because they're fun for everyone) (and my last one set a personal record of about $700 in sales). But libraries have so much to offer.    A presentation at a library ups your chances of having the branch library, or even the system, order copies of your book. Colleges are another source of Signings and Speaking .At every college they have funding to pay speakers to come in and speak on any topic.  They also pay well and you’re allowed to sell your books.  Make sure to take someone with you so they can man the table with your books while your talking.  Even after a speech, people will come up to talk to you so you really need someone else to handle the book sales.  Make sure to get a listing of names and addresses of those who buy your books so that you can send a flyer when your next book comes out. Contact each college you want to speak at and send them information on your book, and what you’d be speaking about.  Perhaps a reading if your book is a poetry book.  Schools If your book is aimed at kids, many schools will ask authors to speak to the kids.  They also pay expenses and a set amount.  Not as much as the colleges pay, but if you do enough of them, it can add up quickly.  There are listings of schools, catholic schools and other schools so depending on the subject matter, contact the schools that fit your book.