Book Signings at Bookstores Get an Underserved Rap for Being Unproductive

Many bookstore signings result in few sales, leaving the author mistakenly thinking he or she has wasted their time. (Unless you are famous, never do just a signing at a bookstore, always make it an event. Come up with a talk or other presentation that will attract a crowd of people interested in your subject and have the bookstore promote it accordingly.)

Even if you don’t sell any books at the event other positive things will occur:

• The store will bring in twenty to thirty copies of your book when they would have normally brought in zero to two.

• The staff will usually build a display of your books two weeks before your event. (Be sure to call to make sure they have enough left two or three days before the event.)

• The bookstore will put up a sign a couple of weeks before your event with your name and the book’s title on it.

• The bookstore will mention you, your book, and your event in their newsletter.

• The staff will become familiar with your book and will hand-sell it when people come in asking for recommendations. (Ratchet this up by introducing yourself to all the staff members who are there the day of your event.)

• Most local newspapers run an event calendar at least once a week in which you and the name of your book will be mentioned.

• On a slow news day, you may get TV or newspaper coverage. (Increase your chances for this by faxing a notice of your event to each of the local TV and newspapers’ news desks the morning of the event.)

• If you sign any remaining copies, the store will likely add a sticker that says “Signed Copy” and display them prominently.

• Bookstore sales are reported to BookScan, a company that collects sales figures relied upon by chain buyers and others when deciding which books to buy or promote. Any sales you have before, during, and after your event will help make your book stand out as popular.

• Even if you only sell one copy of your book because of this event, every book is an ad for itself and other sales may result.