Many new authors, through lack of experience, assume that they need only show up at a signing and simply sign books for buyers. There is nothing lonelier, however, than sitting at a table or in a booth watching potential customers pass by oblivious to your presence. To attract customers, try some of these ideas.
Posters
Even if your signing is in an established bookstore or cafe, have a large (2 x 3) colorful poster of your book cover on display. Table sized (11 x 18) posters are also useful in catching a customer's eye.
Most print shops can make these. Be sure to have the poster mounted and laminated. An easel is perfect for holding the poster, although table sized ones often come with an attachment on the back to hold the item upright.
Promotional Material
Give something to your potential reader. Often times, just handing the customer a brochure, flyer or card, will prompt a conversation which can result in a book sale. You can easily design and print your own materials, but if you are going to print a large amount, you'll find it cheaper to have your printing done professionally. Here are some things you can disseminate:
- Flyers advertising the book. Be sure to include a picture of the book
- A business card with website or other ordering information
- A postcard with book cover and ordering information
- Cards appropriate for the book topic; a recipe card for a recipe book, a health tip card for a book on health, a financial tip card for a financial book, etc.
- Bookmarkers advertising the book are also a popular give-away item
Avoid gimmicky ploys, like distributing pens and pencils engraved with the book's title, unless you have a large advertising budget. A filled candy bowl on the table largely attracts children. If the book is written for children, this may be fine, but you won't appreciate having sticky little fingers flipping through the pages of your novel otherwise.
Power Point Presentations and Readings
Some authors have a power point presentation playing on a laptop while signing. Others find that giving a short reading or presenting information about the book stimulates sales. If you've penned a nonfiction book, giving presentations to interested groups is an excellent strategy to promote the book also.
Community Event Signings
An popular venue for many authors is a community event, such as a book fair, swap meet, home show or festival of some type where individuals are allowed to rent vendor space.
If you've rented space, there are a few items you'll need to plan for.
- If this is an outdoor event, you'll probably want a tent. These can usually be rented, or you can purchase one if you plan on doing lots of event signings
- You'll need tables and nice table coverings
- Pack duct tape, pins, extra pens and some type of small weights to hold your flyers, cards, etc. down if it gets windy
- Take a chair
- Take a small cooler with plenty of water and snack food, a sandwich, etc.
- Don't forget to take posters and other advertising paraphernalia
- Remember to take a cash box with an adequate amount of change
- Take bags, even used grocery store bags will do, to put purchased books in
- Be certain to check with the event sponsors to see if you need a business license or a sales permit
- Be ready to start on time. Often the best sales of the day are those at the opening hours
- Be prepared to walk about the booth, smiling and talking with customers. Not everyone will buy your book who stops, but no one will buy if you sit silently glued to your chair
Make a Sales Goal
Go to each signing with a specific goal in mind as to how many books you want to sell. If you're doing a private vendor's booth, know in advance how many you need to sell to break even, which includes
- paying for the booth
- covering the cost of the books
- covering travel and related expenses
You won't always make your sales goal, but this doesn't mean the signing wasn't worthwhile. Often signings are valuable networking opportunities. You'll meet many interesting people and learn a great deal from each event.
After you've packed up and gone home, review the details of the day.
- What things went well
- What do you need to improve on
- What did you not have that you needed
- What will you do differently next time
- Evaluate whether this event was worth doing, or whether the venue was wrong for you
- Most importantly, write a thank you note to everyone who paid by check, whose address is on the check, thanking them for their support and interest in your work
The True Purpose of Signings
Remember the true purpose of signings. Sales are important, yes, but the real purpose of signings is face and name recognition.
Doing a signing is an effective way of selling your book, but not everyone is temperamentally suited to the reality of face-to-face rejection. And the truth is your sales pitch will probably be rejected more often than accepted, at least in the beginning. Every author/salesperson must find their comfort zone in presenting themselves and their work to the public. The key is not to get discouraged the first time out. With continued exposure and practice your book sales will improve.
John Kremer's 1001 Ways to Market Your Book may be a helpful resource for other sales ideas.
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