The following are 10 tips I’ve have found from various sources and my own experiences that work very well in increasing success rates at book signings and book selling events. While you are more than welcome to disregard them I strongly recommend that you are least read them and consider them before considering what you will or will not implement at your next event.  It is important to note as well that these are not magic bullets either and shouldn’t be looked at as things to get you that instant blockbuster signing or event. They are simply tools and concepts that, if used, have proved in the past to have increased the likely success of an event. People are still going to be people and still have free will as to what they will and will not do, be and not be interested in.  Even when “big name” authors show up for signings not everyone shows up who hears about it and even those that pass by when it is going on don’t always take an interest. So keep that in mind as you read the following tips and go about on your own book event adventures.

    1) Keep in Contact with the store/event location. In most cases it won’t be a bad idea to just drop by the event location a few weeks before it is scheduled to make sure everything is in order.  If you aren’t able to due to distance or other reasons then you can at least give them a phone call or email to stay in the loop.

    Check a month before, to make sure they have the books coming in, have the proper promotional material, and/or are aware of what is going on and are promoting it for mutual benefit. Then check back about two weeks before the event to make sure there aren’t any problems that need to be addressed.

    2) Arrive early. Get to the event location at least fifteen minutes early to see how things are set up–if they are set up– (not every location might have everything ready for you when you arrive). Get a feel for the area you are in too, looking over the store/location and/or crowd if possible to know what type of people and day you can expect.

    3) Make sure you have some basic supplies. Some pens, scratch paper, and something to drink are all things you should have at the ready. You never know if a pen will walk away, run out of ink or something else so it’s good to have a few on hand. Having scratch paper along is helpful to take notes and practice spelling out someone’s name. Not everyone spells a name the same and so it will be helpful to get the right spelling before you put it inside a book.

    You’re going to get thirsty talking too so it’s a great idea to have something to drink to keep you comfortable for the long haul.

    4) Be clean. To garner as large a potential audience as possible it’s important to put forth your best image. This just means you should try to be as presentable as possible to people.   Basically, that just means, besides basic hygiene, make sure you are dressed in a descent outfit that fits the venue and doesn’t reflect negatively on you. This doesn’t mean you have to wear a suit and tie, as not ever venue will be ideal for this sort of attire, but just make sure you have clean clothes on that preferably are neutral in nature (no slogan t-shirts or other possibly offensive garb). If you’re curious about what might or might not work for a certain venue check with the person in charge of the event/store. The main idea is to just look as approachable as possible.

    Part of that approachability is making sure you refrain from smoking or drinking prior to the event. Research has shown that people are not that keen on being around the smell of smoke either on a person’s breath or their clothing. Smelling like you’ve just come from a bar is also not the best way to reach the widest amount of people possible. Even if you didn’t drink that day, alcohol is released through the pores and gives off an aroma that some people might not like and could make up their mind for them whether they would pick up your book or not. People are fickle and so you don’t want to give them any reason to turn you or your book down if you can help it.

   5) Have some goodies. This is crucial for bringing people to and keeping people at your table/area. Candy is welcomed by just about all. It might be a good idea to have both some chocolate and hard candy for those that don’t or can’t eat chocolate.

    Just put the candy in a nice bowl in a noticeable place and watch the people stop by to take a piece. While they are there to pick up a piece you can say “hi” and tell them about yourself and your book.

    You can also offer the candy to those who might walk by. This way you can get the people to your table without asking them to buy your book as they walk by your location. It’s a safe introduction to the table, which, if handled well, could lend itself to a sale.

    Goodies can also be something beyond candy. Again, freebies are hard to turn down for many. The concept of handing out something related to your book is even better. For the most part a business card, bookmark, and sample of the first chapter are fairly safe things that can be brought to any event and handed out to maximum effect.

    6) Keep you publisher plugged into the events. As you plan and set up events on your own in local areas and venues keep in touch with your publisher, telling them what you are doing so they can help promote it and encourage more coverage and support when and where possible. There's no guarantee your publisher will be able to do a lot for every venue you sign up (as some things you set up might be just too localized for them to be of any great help to you) but they may be willing to provide support the best they can for as many venues you set up.

    Keeping your publisher informed can also help them in setting up future events and promoting larger events in your area and with distribution and sales to larger chains and retail outlets. For example, knowing that you have set up and had five successful events in your local area could help them in talking to stores in that region to order in more books and promote it more in that region. They also could use that information to keep from repeating the exposure and/or saturating the market in that area.

   7) Plug the next big thing. When you have a signing/event make sure you talk about the next big thing or things you’re doing. These could be upcoming book signings or events, another book that’s coming out, a podcast you’re putting together, or a whole other range of things that will let the people know that you are more than a “one hit wonder” when it comes to best-selling books. It also allows for repeat sales and traffic as many authors will tell you that if a person doesn’t buy a book at one of your events they could very well come back later to another event and buy there. However, they would have to know when that next event is and where to come see you again. Thus the need to tell them by promoting the next big thing.

    Also, let everyone know you have a website (and if you don’t look at getting one).  On that website you have have samples of the book to read, perhaps even links to purchase the book and a working calendar so they can see where you’ll be next. This is a very simple process of reinforcement that can work in your favor and garner more good will and sales from all sorts of channels.

   8) Sell. This isn’t a dirty four-letter word but a concept you have to understand if you want to have some people buy some books. If you are going to sit down behind your table and not even look up at people as they walk by then don’t expect anything to happen at these events.

    Even if you aren’t a “people person” just by standing up behind your table has been shown to increase the notice of passersby who will at least take a moment to stop and see what you are doing there. Saying “hi” to people as they pass once in a while is another way to get people to stop and look. Offer them some candy (see tip #5). This isn’t selling but it does bring them in.

    The bottom line to selling the book can often come down to answering the following two questions. No matter where you go these questions will always be the same. Answer them well and your chances of selling your book greatly increase.

#1: “What is your book about?”

   

    This is a constant question.

    To answer it you should have an “elevator speech” prepared for your book. Just have a short minute or so synopsis about what the book is about. The concept is that you just stepped into an elevator with George Lucas and he’s wondering what your book is about cause he might be interested in making it into a movie. However, you only have length of the elevator ride to tell him about it.

    Keep it simple, condensed and powerful. Sell the good points of the tale without having it sound too much like a sales pitch and you’ll do fine. When you do get your elevator pitch worked out practice it to make sure it comes naturally to you. However, make sure it doesn't sound like you’re reading it from a cue card. A good way to do this is to pause a moment before you answer.

        “So what’s your book about?”

        (Pause-- count to three in your head)

        “It’s about two fish that live in the ocean and...”

#2: This second question takes a few forms but it is really a combination of two thoughts: “What’s the rating level of this book?” “What’s the reading level of this book?”

    In today’s culture many parents want to know the appropriateness of books for their children to read. So have a basic understanding in place to tell them. If you think the reading level is a bit hard for 10 year olds, then let them know. Now just because parents are looking for an appropriate book for their kid doesn’t mean that books written for an older audience aren’t getting off either. Some adults might not want to read books with certain topics in them or issues, etc., so having a “rating guide” and “reading level” in your head is helpful to have as well.

    For example, if your book is filled with intense violence you might wish to say it is a “PG-13” to “R” rating. If you feel it has a few concepts and/or words that might be a bit too heavy for the younger reader you could perhaps promote it to a higher age group of readers.

    Please keep in mind that this doesn’t mean that this rating is a permanent thing or even a totally accurate reflection of your book. It is just a tool to help you overcome a person’s objections and place them in a better spot to consider purchasing your book.

    9) Keep things in perspective. It’s important to remember that the people showing up at your event are doing you a favor and not the other way around. If you treat them with respect and sincere appreciation for their interest, even if they don’t buy a book, you have garnished some clout and notoriety of another type, which will pay larger dividends to you down the road.

    10) Have fun. Remember you should be having fun at this. If you aren’t, people will notice and not to many, if any, will want to talk with you let alone pick up, look at, or even buy what you’re promoting.

    Enjoy the interaction with people and seeing people actually taking an interest in your work. Writing is such a hermit-like endeavor and so it’s a great time to get out and meet new people, take in some honest feedback from what people think, and actually get to enjoy the fruits of your long, hard labor.

    You’re a published author now, why not enjoy it?

Copyrighted ©2008 Chad Corrie. All rights reserved.

No part of this essay may be used in any form without written permission by the author.