5 Reasons Not to Do a Book Signing
BY JO CONDRILL
Whenever someone suggests you do a book
signing and you do not want to, here are five reasons you can give them:
1. It's not worth the time; there's not
enough money in it.
2. Speaking is where the money is.
3. You have more important things to
do.
4. When you do a book-signing, maybe
nobody will show up and you'll feel foolish sitting there all alone.
5. There are other ways to sell books.
Then again, there are five good reasons
why all authors should do a book signing and a book-signing tour.
By conducting a book-signing you will:
1. Gain recognition. When you do
a book signing in a bookstore, you will be interacting with the people
who sell your books to the general public. It's an opportunity to
develop a rapport with them, tell them about the book, and convince them
that you are an expert on the subject. Then when someone asks for a book
on your topic, they are likely to recommend yours. Don't settle for
bookstores. Look for places where readers of your book are likely to
gather and schedule an event there. That place might be a store, craft
shop, pro shop, spa, festival, or health care center. Do some
brainstorming with your staff and friends.
2. Gather input from readers.
When you step into the book-signing arena, you have an opportunity to
interact with readers. You are the center of attraction, since you are
the author/expert. By providing a mini-seminar or discussion, you give a
sneak preview of your book and your expertise. Add a question and answer
segment and you will learn what interests the readers most. It may be
the beginning of a sequel.
3. Have an event that is newsworthy
and gather clippings for your scrapbook and poster board. Book
signings provide an event that is newsworthy. This is especially
valuable if you are not yet a celebrity. Celebrities do book signings
for primarily the same reasons emerging authors do, an opportunity to be
noticed and quoted and appear in the media. Gather comments of those who
have already read your book and can post them, with permission, until
you get print media coverage to add to your display. People are very
interested in knowing what other people think of your work. Create a
foam board for publicity. Place on it reviews, readers' comments,
excerpts from your book, and your photo. Stand the board on the
autograph table on an easel so that passersby can see it prior to your
signing.
4. Conduct media interviews. The
most successful book signings have the most publicity. Since your
schedule is generally set up at least six weeks in advance, you have
time to approach radio talk show hosts and producers, television
stations, and newspapers to let them know that you will be in their
city. A well-thought out Media Release is a must. It should contain
information about the book, the author, and the event.
5. Expand your contact list.
Book signings are a great way to expand your mailing list. Use a sheet
of paper on the autograph table with column headings like: Name, Email
address, Phone number. Usually, the less information you request, the
more names you will collect. You can get more information as you develop
a relationship with these individuals. It is a good idea to provide
something free, such as a bookmark, with a quote from the book and your
contact information on it.
Add the adventure of book signing and
book-signing tours to your marketing list to create memorable moments
that far exceed routine marketing methods.
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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