Book signings are old fashioned but will never go away, unless all tree die one day. Some people claim that no one showed up. Others say it was great; probably because they promoted it, sent invites, etc.
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I used to work at a brick and mortar bookstore. I would set up the signing and introduce the author. (bennies of being a writer and an employee). One of the things I would do is tell the author to do is make yourself available to your readers. I would also wonder the store talking up the author to customers. I know they felt that if they approached the author they would feel obligated to buy. In addition, a problem in the Midwest is approaching a stranger and talking to them isn't something we were taught. Being the go between, I'd introduce the customer to a very interesting person and it usually led to someone else joining the conversation.
If you have a signing, bring someone along to introduce you to the customers. A fellow author has her husband hand out bookmarks to customers as they enter the store. Another, thing don't sit behind the table make yourself available.
If you are entering an area that isn't home, contact Sisters in Crime, Mystery Writers of America, Romance Writers of America, Society of Children Book Writers and Illustrators, and the libraries for other writers groups to see if you can get some of the members to support you. You can trade the support for a guest speaker shot too, (another opportunity). Send invites to the groups, librarians and any niche groups that your books might fit.
One of my possible books has a skeleton key that keeps reappearing; I plan to bedazzle a variety of skeleton keys. Okay, I beaded one as inspiration to keep my writing going. I planned to hand them out at book signings for the books. A gift for the customer and perspective reader attach some information on yourself and your book. It will help generate sales as well.
I've had a few book signings, all very successful & sold out all copies. I find I do best in person -- I can sell books face to face. The general wisdom, which I believe, seems to be this: unless you are a famous author, book signings tend not to deliver much beyond their short event horizon. The key ("famous author") is that you should be a news item. That means either your title is topical and newsworthy, and is getting media mileage in your town or region, and/or you are a famous name locally or nationally. The point is that people tend to invest a lot of hope in these events, but in and of themselves they are not a career maker or saver. As with all marketing, a lot of factors have to work simultaneously to really make it work. I actually had my name and title in lights on a former movie marquee at the former Loma Theater in San Diego, now a Bookstar. It was fun. Over 2 days (total about 10 hours) we sold about 60 copies of The Generals of October. Overnight, clerks had to scramble to all B&N stores in greater San Diego to grab more copies.
Actually, now that I think of it, I had a very successful signing at Bay Books in Coronado for Dead Move: Kate Morgan and the Haunting Mystery of Coronado a few years back. The owner told me that she had not expected much turnout for my 6 p.m. talk, but we were standing room only, out the door, and running to borrow chairs from other businesses up and down the block. By contrast, a bestselling ITW thriller writer I shall not name, who had been expected to have a huge turnout, had almost nobody show up. It's all a toss of the dice. But that book was flying off the shelves in Coronado until the economy went south, and it still sells steadily there in that particular niche, bubble market. I could probably do another signing there now that I have a Third Edition. But again, I got no newspaper coverage--San Diego is still a sleepy, backward old military town where new ideas are to be dreaded and avoided. Give it time...
Done book signings and an entire tour of Southern California. Had a lot of fun and spent a lot more money than I made. It's better to do the speaking gig as a precursor to the book signing. Sales go way up that way.
I did several book signings within the first year after my book was published. Attendance ranged from 4 people at a small independent bookstore in Duluth (I live in the Twin Cities) to about 25 people at a local Barnes and Noble store. Like Ernie, I don't think they are a very effective to sell books. However, there are several reasons for doing them as a marketing effort, one that offer benefits beyond the actual book signing event itself: 1) You can list the event in your paper's literary calendar which is effective free publicity; 2) even better, convince the newspaper to do an article on you/your topic and have the editor mention several upcoming events, including a book launch party, presentations/workshops, and bookstore/library signings. When I did this, one of my presentations sold out (and yes, I charged for the hour long event!) and we had a waiting list of over 30 people, so set up another event.. and sold tons of books); 3) The bookstore itself will include your book signing in their newsletter, plus many of them will create a nice poster, including your photo and book cover, if you send it to them, which promotes you/your book for a week or so in advance of the event. 4) If you are traveling and willing to take a day or two to do book signings, you'll expand your market geographically with little effort. 5) Your website should include a calendar of your upcoming events. As you get more readers, they'll want to know where they can hear you speak so will be checking your calendar of events. So will the meeting planners you'll hear from or you will contact regarding proposals for speaking events. Book signings help fill your calendar up. And be sure to include those "private book club" events, which, like Ronald, I also enjoy very much. They are a terrific way to deepen your relationships with readers, who will be even more excited to tell others about you and your book. After doing many of these for free, as a new author, I now ask for donations for the nonprofit organization where I work, and people have generously contributed (plus I"m also increasing awareness and the donor list for that organization, but that's another topic).
If you decide to do book signings, don't count on the bookstore to do all the marketing. Get the word via postcards, evites, social media, etc, including when you travel so your friends can help promote you to their out-of-state networks.
Based on my experience, giving presentations, workshops, classes and retreats is a much more effective way to sell books. And you can charge for those events, unlike with book signings. So create a terrific 45-60 minute presentation that offers excellent information and benefits to your audience and watch your book sales soar!
Mary, I am also from the Twin Cities. I'd love to grab coffee and chat about how to cross promote each others books.
Jason
HI Jason,
I'd love to connect and share ideas. Please email me at mary@marytreacyokeefe.com and let's set a time for a visit! I look forward to learning about your work.
Mary
Ten years ago when my first book, "A River of Stones" came out I did a few book signings. The best one was held at Barnes & Noble where I was working at the time. I did a short presentation, read a little from my book, and then had a signing. Now, a few years later, I am focusing my marketing a bit differently. I've had one book signing during a Chalk Art Festival event--I signed in front of the used book store, another signing was held at a salon. I think it's important to jazz the signing up a bit and to think outside of the box.
I have just had a book signing for my first novel, Hidden Refractions which will be released July 17th. I feel the event was quite successful but that may be because I sent invitations and held the signing at my home for friends and neighbours. I have three more signings scheduled and hope that each will draw in a slightly different crowd. Since this was a pre-release event, it allowed people to purchase the book earlier which is great for me and seemed to be exciting for them!
Can't believe people are reading my book!!!!
There are multiple ways to promote your book these days, especially with the Internet and TalkRadio, but book signings are still important to me. Some are a great success, and some are somewhat boring. Barnes & Nobles goes ALL OUT, and vender/bookstore hosts will take these signings very seriously and put forth a lot of effort to promote your book and get sales for them. Book signings may seem old-fashioned to some, but I think that they will always remain important to do.
I used to do book signings many years ago. Generally, they can be quite boring.
Today, I find them a waste of precious time even though I only work two or three hours a day.
There are hundreds of ways to market books that are much more effective than book signings.
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