The Publishing Process: Marketing Part 3- Book Signings
By this point in your marketing process, you should hopefully have a great, eye-catching cover and someone in place to help guide you through getting your name out there. Now, you need to focus on setting up events where you can see people and get your name out there. One of the most basic events a writer can set up, is the one we will be discussing today- the book signing.
If anyone has ever waited in line to get an autograph, you have experienced the basic concept of a book signing. It is a great way to meet readers, talk about your book, sell some copies, and get a nice ego boost as well. However, these events take time to set up, and even more time for new authors since unlike the people you have waited in line for, you are probably not famous yet. The first part of getting a signing is to first find places that you can host a signing in. As I mentioned before, you do not want to spread yourself in areas that are far away, so you should first examine your local area for spots you can use. These can be anywhere from libraries to bookstores to even schools. And again, if you use places that you have some history in, you have a better chance of being able to set one up.
Now even with a local setting, you will still need to sell the signing itself (which may also involve spending money for an event). After all, these places are going to be giving you their time and space, and don’t want to give them for nothing. Therefore, be able to promote the signing to the owner. Have a strategy for how you will help to raise awareness for the event, and what exactly makes your book a standout. And while you don’t want to do this in great detail, it is not bad to invite a few people to the event. It will guarantee the event will have an audience, which will help to assure your promoter their will be a draw. So try to use methods like newspapers, online media, and as much word of mouth as you can.
Once you have an event set up, then you need to start making preparations. Obviously, you need to make sure you have copies of the book to sell at the event, as well as some signs and decorations for the inside. You should make sure you have a general number of how many people will be at the event, and plan accordingly; being short on books will greatly hurt your image to fans and to promoters. And obviously, you need to have some way to keep money from the book sales safe. Your first step can be to get another person to handle the cash, so you can focus on the event. It might also help to get some additional devices, like a portable credit-card reader, to accent your intake.
The most important thing you need however, is a speech. As much as you will be sitting and signing, you aren’t going to grab loyal fans by just sitting there. After all, when you go to a signing, you want to speak to the person, even if only for a few seconds, and try to ask them something. And you should be able to talk about your work and grab their attention. So before the signing, write out a speech where you discuss the book. You can talk about your influences, the process of writing and publishing, read passages from the book, anything to explain how you came to this point. And if there is time, have a q & a section for the event. Readers like nothing more than asking about a novel, and this gives you a chance to connect with them, as well as learn the vital skill of thinking on your feet.
A signing can be a great deal of work, and even scary to a first timer. But they are essiential to all writers’ promotion, and should not be half-assed in anyway. Using local places is a great way to get started, and it will help you to later set up events in places where you are less known. But most importantly, they can be a great deal of fun for the authors. I can personally attest to the joy of being asked great questions about a book I had poured so much work into, and hearing people give such positive feedback. So when the time comes, look around you for places, use your connections, plan things out as much as possible, and be ready to conquer your stage fright.