For some authors it’s uncomfortable to approach bookstore owners they don’t know. If speaking with complete strangers and presenting in front of a group doesn’t come to you naturally, a signing is definitely a step outside your comfort zone. For many, the idea of ‘pitching’ your novel brings sweat to the brow and a very queasy stomach. Yet, I’ve found that public events are my most rewarding opportunity to increase my fan base and sell more copies. Readers encourage me to keep writing my series. As much as I might crash on my couch at the end of a day, I know it’s usually worthwhile. In my mind, book signings and events are like pebbles in the water, widening my scope of repeat reads.
Here are my tips that may encourage you to step away from the safety of your laptop and introduce your work to the outside world.
1. Review your back of the book blurbs or series concept and reduce them down to a short introduction of your book, your series, and yourself to make starting conversations easier. When I say short, I mean short. Rewrite your intro down to less than twenty words. Bookstores are often shorthanded. Managers don’t have time for long-winded conversations. You’ll only have a few minutes to introduce yourself and your work. If you are a local author, use that as your first phrase. That always tweaks a manager’s interest. Then concentrate on your book’s appeal. Its uniqueness. Perhaps tie it into a popular book in your genre that might help the manager picture your book on their shelf. Before you use your introduction to a stranger, practice it. Get confident. That doesn’t mean you might fumble but you’ll likely sound like you believe in the appeal of your stories.
2. If I’ve made you a bit worried about your book introductions, I’ll remind you that as important as they are, they aren’t all that matters. Professional speakers will tell you that you only have thirty seconds to capture attention of the bookseller or the reader. Words are seven percent of the message your project. Thirty-eight percent of your message depends on your voice. If you’re warm and interesting, they’ll give you their limited time. Believe it or not, your face is fifty-five percent of your message. You don’t have to have the smile of Tom Cruise or the beauty of Anne Hathaway. Let your public know you’re happy to meet them.
3. Start local. Build an Excel sheet list of area bookstores and shops in a thirty-mile radius. In the world of Google, it’s easy to find the names of shop owners and get a good idea of which businesses like to hold signings. One of my best locations is a gift shop that has a book section. Does the store hold weekly, monthly, or perhaps a group author event? Take a few notes before your call so you sound as if you’ve done your homework on their store and are aware of their stock.
4. Expand your list with those larger or more distant locations that carry novels like your own. If they specialize in gothic or fantasy, yours may not be a fit. Don’t waste your time. Move on. Sometimes stores hold a variety of events, each concentrating on a different genre. If that’s the case, contact the store owner and ask that your books be considered. They often will give you a timeline for when to contact them for an upcoming event. Some will put you on a waiting list.
5. Once you’ve introduced yourself to a store owner, get their name and email address. Send them a thank you with your bio attached and a signature with a live link to your website. Remind them of your interest in their store. Put them on a tickler file. If you are particularly interested in that location, email them quarterly and call them bi-annually. You may be the author they couldn’t fit in during the spring but would love to have next fall. They simply needed your reminder.
8. Start to expand your horizons with area organizations. Join countywide, even statewide, organizations by following them. As you notice potential events enter them onto your Google calendar with reminders. Recently I participated in a very popular church spring market with dozens of vendors ranging from flowers to pottery, to homemade quilts. The interests were varied and it attracted thousands of visitors. Lucky me, I was one of only two authors who ran book signing tents. It was two days of standing on my feet, but I met dozens of my readers and met many new ones.
9. Consider the potential return for your investment before you agree to attend. Do you provide your own tent, table, chairs, decorations, and pay an entry fee? You may decide the event is unlikely to generate enough sales to cover your costs no less your driving time, meals, and labor.
10. Be honest with yourself as to what stores or events are a match for you. I’ve tried huge statewide author fairs. Overall, the effort and the often four- or five-hour drives outweighed the sales. I remember traveling three hours to arrive at six-thirty am to set up, pay a fee, and finally a breakdown time of six pm. Within the first hour I realized that the attendees were unlikely to be interested in traditional mysteries. I crossed that event off my list. Now I do a better job of studying the other author attendees ahead of time. Live and learn. You may find huge events work for you.
11. Try to get comfortable as you encourage strangers to stop by your table. I rarely sit. Picture yourself at a party with strangers. How would you encourage conversations? Is it the football shirt they’re wearing? Their dog? Break the ice for them. Don’t get caught scrolling through your phone instead of striking up conversations as people pass by. I’ve also gotten better at not judging a book by its cover. The young man in camouflage may actually be a cozy buyer, if not for him but his sister. I’ve held many Barnes and Noble signings. Managers are happy to hear from me from one year to the next. They remember me as someone who chats with the public. You are taking up their store real estate if you don’t make a friendly effort.
12. No matter how successful the signing is or isn’t, send the store contact a handwritten thank you note afterwards. You’ll stand out among authors that send an email or none at all. Remember you are building a relationship into the future.
13. A couple of marketing suggestions: have a pop-up banner to bring to each signing for either at your table or outside the store entrance. Bring a newsletter sign-up sheet. That is the #1 way to grow your newsletter or social media followers. Make a checklist of what you need to bring to your signing. I print one out each time. Have your own tablecloth in your book cover theme color. Dress for success. People expect to meet an author dressed appropriately. Be sure to post a signing announcement before the event on social media. A live reel is even better. Post a photo during the event or afterwards about how much you enjoyed meeting new fans. Sometimes I get more results from the posts than the actual events.
Do you have a favorite idea that helps you gain signings and sales? I’d love to hear them in your comments. If you would like my checklist to use, email me at judylmurray@gmail.com.
Best of luck! Judy L. Murray
Award-winning author of The Chesapeake Bay Mystery Series
http//:www.judylmurraymysteries.com
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