DO BOOK SIGNINGS REALLY WORK?
This is a tough question, and the answer will vary from author to author. In fact, most authors would probably say “No, book signings do not work.” Of course, you’d have quite a few say the exact opposite.
Why is there such a divergent view of book signings?
It is all in the marketing and presentation of the author and book. Let’s take a look at a few different genres and ways they are handled.
Children’s book signings are not usually popular; however, if you, as the author, offer to read your book during a story time, you will sell books. Why not offer a signing then? Because most children’s books are well loved and used and fall apart. It is not a bad thing at all, but not one conducive to book signings. Do the story time, sell the books, and forego the signing.
One of the best ways to make your book signing successful is to have the bookstore market along with your own marketing endeavors for the book signing. Also, if you have a large following locally, more people will show up to the signing. So prep for this. Before you even publish your book, start networking in the local area, especially with those people in the field if your book is non-fiction or through the library or reading groups if your manuscript if fiction. Find out what people are reading and become known. What will this do? It will provide you with a group of people willing to come to your book signing and buy your book. It will also help your word-of-mouth marketing prior to the books signing. In addition, if you are well known in the area, the local bookstore is more likely to market your event for you or in tandem with your own marketing efforts. Even local bookstores often have a pretty good marketing budget and know that sales of your book would be beneficial for them.
Another great way to have a successful book signing is to sell your books at public speaking events where you present ideas from your book. Remind your audience that you are selling signed copies of the books that goes into much more detail than your presentation. This will help you sell more books and increase your bottom line. Larger conferences oftentimes will have a bookstore and will handle the sales for you. Usually, this comes at a cost to you in that the conference will retain a percentage of the monies from your book sales, which is only fair given they are taking care of the logistic of the sales for you, freeing you up from having to attend to that task. These larger conferences may also have a book signing option available to you, too. Take advantage of it!
However, there are a few things to avoid we it comes to book signings.
Don’t try to build a following with book signings, and never use the big box bookstore. Look at the stores where well-known authors have their signings. Most are locally owned bookstores that have worked with the authors from their first book. These locally owned stores know that if they build a relationship with someone who has the potential to become a bestselling author, they are likely to be able to grow themselves. Sure, a lot of times they want to help authors in the community, but it is not completely altruistic in nature. It is a give and take one in which both hope to gain from and help the other.
So, do you want to do a book signing?
It all depends on you and what you have going on already in your network. Some people only use their public speaking events. Some only use local books stores. Some will have successful book signings; others will not.
There is no formula that promises a successful book signing. However, a lot of marketing and a lot of networking can’t hurt.
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Content credit: C. Storm