Are you terrified by the words book signing? Fear not! As a book signing road warrior (45 stores in six months) and your fellow author, I would like to offer you a few fresh ideas to help get your campaign off the ground.
When you are ready to begin prospecting for venues to sign in, research every bookstore in your state. Once you create your signing strategy, open your calendar and start making calls. When I get the manager or owner on the line, I give them my pre-planned commercial. I tell them my name, book title and genre, a brief description of my book, and finish by asking what information they require to consider an author for a book signing.
A few managers simply have asked for my ISBN and booked me on the spot, while most ask for additional information. For those that request additional information, I send my sell sheet, business card, sample reviews and a cover letter in the mail. I always keep track of every contact and I follow-up within a week to set up a signing time. When I call back, many accept my request. A few pass on the opportunity. Don’t be discouraged if you receive a negative response. Politely thank them and go on to the next call.
With the date set, I send the store bookmarks and a poster for promotions. Then I conduct media research. I contact the features department of the local newspaper and producers of radio and TV news programs. (You’ll find that many stations are eager to feature someone interesting!) Many media sources have online event listings, so request that your appearance be listed. If you have a web site, update the information too. I keep the bookstores abreast of all the articles and appearances so employees become excited about the signing as well.
I have one rule: never sit and hand out bookmarks. Roam the store, greet customers and place either a copy of your book or a signed bookmark in their hand. Set up colorful posters, copies of your press kit, bookmarks and a big bowl of sweets. Consider taking pictures of the individuals who purchase your book to make the event memorable. When the signing is finished, give each employee a signed bookmark and autograph any remaining books. Let them know that you appreciate any hand-selling that they do for your book. When I follow these steps, managers, without fail, ask me to return soon!
Don’t forget the important step of sending a thank-you note to the store staff and those responsible for media coverage you receive. A thank you goes a long way, and you’d be surprised how many authors fail to complete this simple task. In the note to the bookstore, I always include photos taken of the staff at the signing so they remember the day.
Note details of the signing for future reference. Touch base with each store periodically through updates and press releases. This past holiday season, each one of my contacts received a Christmas letter. When the press release went out for my second book, Sarah, I sent a Valentine. These little touches assure future signings for the remainder of my series.
I’ve embraced every suggestion along the way, determined to overcome all obstacles and rise above average. I’ve poured all of my enthusiasm into every recommendation because this is my dream. If you haven’t already, go after yours!