Authors can contact a bookstore’s community relations manager to schedule book signings. To get the most mileage out of the event and to make sure that the signings are scheduled on the best dates and at the best times, authors should meet with the manager and review their book’s recent marketing events. This includes activities like radio and television interviews, newspaper and newsletter write-ups and highly trafficked blog entries. Work with the bookstore manager to schedule the signings around a flurry of marketing and promotion events.
Book Writers Should Connect With Local Media
Mention the book signing during radio, television and print interviews. Give the name and street address for the bookstores where the signings will be held. Also provide the specific dates, times and section of the bookstore where the signings will be held. Authors who have websites can list their book signings on a special page at their site. This will allow Internet browsers to learn about upcoming book signings.
Writing a one to two page press release about the book signing is another way to plan for a successful signing. Distribute the press release to local media outlets including newspapers, newsletters, blogs and radio and television stations. The more frequently authors connect with local media, the more familiar media persons will become with them, a fact that often increases the amount of media exposure an author receives. The Gebbie Press and the Associated Press directories are excellent sources from which to gather fax numbers and email addresses for local media.
Authors Can Get Book Buyers Into Bookstores
Focus on getting readers into the bookstore one week prior to the book signing. Create a buzz around the book and the signing. Create and pass out fliers about the event. If the signing is free and open to the public, reach out to radio stations that announce community events free of charge. Ask to have the book signing included in the radio station’s upcoming list of community events. Talk radio stations often welcome community event announcements.
To increase the chances of having the signing accepted and aired by the radio station, tie the book signing into a current event. For example, if an author’s book is about using faith to overcome breast cancer like Denise Turney’s book “Portia” is, pass out free official and medically approved breast cancer screening pamphlets at the signing. Convey this information to the radio station. This can increase an author’s chances of having their signing aired.
Check with Student Affairs offices at community colleges and four-year universities. Ask if it’s permissible to post fliers about the upcoming book signing on their bulletin boards. This can help to bring in traffic from college students and professors who are looking for something to do.
Engage Readers and Have a Successful Book Signing
Once authors arrive at their bookstore signings, they should ask the store owner if they can post a sign that alerts visitors to the area where the signing will be taking place. They should also inquire about having the store clerks announce the signing every 20-30 minutes over the store’s audio system.
Be engaging. Truly and fully listen to readers and potential book buyers while in discussions with them. Focus on building relationships and creating personal brand with the store’s visitors. Remember that no relationship is a waste, even if it doesn’t lead to a monetary exchange.
Selling lots of books during book signings can be a challenge. However, with a little creativity, authors can experience successful signings if they alert the media to upcoming events, list the signings on their websites and blogs, and work with bookstore community relations managers to schedule signings on the best dates and times. Once at the store authors will benefit from engaging readers in lively conversation and focusing on building personal brand, activities that have a lasting impact.
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