| How would you like to sell more copies of your
book? Would you like to read excerpts from your book to a captivated
audience?
Book signings are the cornerstone of an author's post-publication
foundation. But how do you set them up?
Organizing book signings, readings, and public appearances is
one of the most important parts of a successful marketing campaign.
A book signing or reading is a bookstore event that features
you and your latest book. This is your opportunity to meet potential
buyers face to face. Plus it adds a personal touch to your promotion
efforts. Many customers may feel more motivated to purchase a
copy of your book if they hear it explained or read from your
point of view. And the opportunity to get a copy signed by the
author doesn't hurt, either!
Independent book stores and larger chain retailers both organize
book signings. Your chances for finalizing an appearance are greater
with the independents. They have to compete with larger chains
and are therefore more willing to support local authors. In order
to pinpoint potential book stores, check your local newspapers
or see if book retailers in your area offer a "calendar of
events" or post upcoming events on a public bulletin board.
By asking around for the owner of the store or the communications
manager you can typically find the appropriate person with whom
to discuss your event. In many cases, both the large and small
retailers will have their events planned weeks or even months
in advance. Plan early.
When you have a list of people and/or stores you plan on contacting,
prepare your pitch. Have a small script that outlines what your
book is about and why people would be interested in meeting you
or reading the book. The store manager or PR person will most
likely ask. If your subject matter is timely, all the better!
Remember, this is the point during which the store manager or
book buyer will be screening your presentation skills, either
over the phone or in person. If they are not captivated by your
presentation, they will have very little faith in your ability
to captivate a crowd. Be extroverted and dynamic.
It also helps to be concise. Understand that these are busy people.
You want to sell them on your event fast. Have your press release
and/or sell sheet ready. It's helpful in case they ask for a copy
or if they ask about specific information about the book. They
may want to know the retail price, the retail margin, and the
ISBN number immediately so they can order a review copy themselves
prior to deciding. Advise them of the publication date after which
they can order the book wholesale through the Ingram or Baker
& Taylor databases, or retail from your own webpage address.
Provide them with your URL. They might be impressed enough by
your initial marketing initiatives to go forward with the book
signing.
Offer to help them with promotion. Especially if you're targeting
smaller book stores, they will be more interested in offering
to host an event if they know you will be absorbing some of the
burden of marketing it. Tell them all your friends and family
will be attending the event (and then make sure to invite your
friends and family!), and if it's within the scope of your marketing
budget, offer to advertise in the local paper at your expense.
Remember, the easier it is for the book store, the more likely
they'll say yes.
Follow-up with prospective book stores who have not confirmed
dates. Selling yourself and your book is a number's game, and
as any salesperson will tell you, the amount of contact is directly
proportionate to the amount of sales. So be persistent without
being annoying. If, after three or four unsuccessful attempts
with a particular store or person, move on to another prospect.
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