7 FAQs About Book Signings
BY JO CONDRILL
Since I self-published my first book,
101 Ways to Improve Your Communication Skills Instantly, in 1998
and began doing book signings shortly afterward, many people have asked:
1. What do you get paid to do a book
signing?
It depends on where the book signing
occurs. Most bookstores do not pay authors to do a book signing. Linda
Ligon, Interweave Press, says that her authors are paid an honorarium by
craft stores. The "pay" is most often an opportunity to interact with
readers, increase the sales of your book, and enhance your status as an
expert.
2. How much money do you make on a
book signing tour?
It depends — and you may never know
precisely. It depends to a large extent on how well your events are
publicized because more people attend when excitement is created about
the event. It depends on your presentation and interaction with the
audiences. You may know how many books were sold during the event, but
that is not the end of the story. One bookseller says that more than 60%
of the sales are made after the author leaves the store.
3. Why would anyone go to a book
signing?
To meet the AUTHOR! In many sections of
the country, just being an author makes you a celebrity. You are the
authority. Having an autographed copy of your book sets the reader
apart. In one city a lady purchased several copies of 101 Ways to
Improve Your Communication Skills Instantly. With each request, she
told me something about the recipient so that I could tailor my comment
for that individual.
4. What's in it for authors who do a
seminar or talk on their book?
By presenting a mini-seminar or
discussion at a book signing, you demonstrate your knowledge on the
topic. You can elaborate on the contents and tell stories about things
that happened while you were in the writing process. You also have an
opportunity to develop a rapport with the readers allowing them to
experience you as a "real person." Event sponsors will like you because
you have provided a free service for their clientele. They will be most
likely to welcome you back with your next book.
5. What if nobody shows up?
Even celebrity authors occasionally
have a "no show," so don't give up! The most important thing is how you
react when nobody shows up. Keep smiling and draw on your positive
mental attitude. Often people will be in the aisles between the shelves,
not wanting to be the first to step forward. Walk over to the section
where your book would be, introduce yourself to people there, and invite
them to the presentation. Offer them a free flier or handout. After the
event sponsor has read the introduction you provided, wait a few
minutes, and then begin your presentation at the appointed time with a
welcoming message. If a microphone has been provided, use it. If no one
shows up after two or three minutes, bring your talk to a close with an
invitation to people milling about to visit the table later. Usually,
managers will ask authors to sign some extra copies. Be gracious and
uncomplaining. Later, review your actions and see what might be improved
upon.
6. How do you find the time to set
up a tour?
Conducting a book signing is like
presenting a play. There are several roles-the author designs the tour
(venues and dates), prepares a mini-seminar, discussion, or speech, and
does the signing. The support staff makes the contacts and provides
publicity material, orchestrates the travel details, and does the
follow-up to be certain that everything is synchronized. A separate
person or company may be involved in the publicity effort, depending on
the expertise of the support staff.
7. Assuming that you have had "no
shows," what's the best book signing event you have ever held?
It is seldom that a "no show" occurs.
The best book signing event I have had was at a large Barnes and Noble
bookstore in El Paso, TX, where I signed
Take Charge of Your Life. The event was preceded by interviews
on three television shows (affiliates of national networks) and a radio
interview. The El Paso Times newspaper published an article about
the book on the day of the signing. It was on the front page of the
"Living" section with a color photo of the book cover. That evening,
after the bookstore staff brought all the chairs in the store into the
presentation section, people were standing along the sides. Most of the
audience stood in line long after the presentation to talk with me and
get their books autographed. You, too, can have such events. We can help
you.
Jo Condrill is an award-winning
author, speaker, and consultant with over 25 years of experience in
business, government and volunteer organizations. She is the author of
Take Charge of Your Life: Dare to Pursue Your Dreams, and
co-author of
101 Ways to Improve Your Communication Skills Instantly, and
From Book Signing to Best Seller: An Insider's Guide to Conducting a
Successful Low-Cost Book Signing Tour.
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