by Elizabeth S. Craig @elizabethscraig
It’s funny that writing promo usually equals signings in the minds of non-writers.
Frequently, I’ll have an acquaintance or friend ask me if I’m planning to have a signing at one of the local bookstores. Or they’ll suggest a bookstore in another town that they’re familiar with.
I’ll always try to summon up some enthusiasm and a polite response, but usually I’m shrinking away a little. Signings are my least favorite form of promo.
The problems with signings:
It’s randomly targeted marketing instead of directly targeted. You’re basically just hoping that someone who walks into the store that day is interested in having a signed copy of any book.
The signing table that the store provides is usually not in a great spot.
You’re having to basically do direct sales. If you sit there mildly at your little table without saying a word, you likely won’t have any sales at all.
Making a tough situation better:
Don’t sit at the table. Stand up or even walk around a little.
Have something to do…handing out bookmarks is a good thing to do (and can be a conversation-starter).
Plan the signing in a good location. This could mean having it in the town you grew up in (where you still are acquainted with lots of people, but maybe they haven’t had the perfect opportunity to buy your book). This could also mean thinking outside the box and having the signing at a local craft fair or venue other than a bookstore.
Goodies for the bookstore staff are always popular.
Goodies for the shoppers are popular, too. You can just put a little basket of individually-wrapped candy on your table and many more people will come by. Some writers are especially clever and will have little tie-ins for their books attached their giveaway.
Before you leave your signing, ask the store if you can sign the leftover stock (and if they have some “autographed copy” stickers.)
Unless you’re a big name, signings are usually not the best way to sell a bunch of books (although I’ve done well at signings in the town I grew up in…because my mother drums up business among her friends!) Online promo is a free way to reach readers all over the world—who are interested in either you or the genre you write.
How do you feel about signings? Have any additional tips to share?
Book signings would be great if the author is well known. Otherwise, it would mean socializing a lot and for a writer um….
Love your posts–always.
Teresa
Elizabeth – Signings can be great ways to interact with people but you’re right; it’s a challenge. You’ve offered some great ideas to make them work. I’d also add that it doesn’t hurt to do a little advertisement for your signing. I’ve put flyers up in coffee shops and other places where there are likely to be readers, and that can help.
I feel pretty much the same way you do, Elizabeth. I think the author has to be famous for it to really work.
Karen
Besides connecting with new readers, there’s another aspect to signings that may be even more important–connecting with the owners, managers, and staff of bookstores, who will continue to hand sell your books long after you’re gone if you make a good impression on them. To me, those connections are much more valuable than the few direct sales you make at the event.
Also, a signing tour can be more fun and less expensive if you share it with another author who has a complimentary book to yours. I just did that with fellow mystery author Ann Parker, whose historical mystery is set in Colorado as my contemporary one is. If you’d like to see photos and a 2-part trip report from that 8-events-in-8-days tour (and 3 stock signings) to get ides on how to put together your own book tour, go to: http://bethgroundwater.blogspot.com/
I hope you don’t mind me posting a link on your blog, Elizabeth, but I think it might be helpful to your readers. Love YOUR blog, BTW!
So far those I had at Boarders were great. When I tried to do any other venue, I sold one at best. I hate that Boarders was closed–my last book signing, people walked out with more than one copy, and I sold 20 books that night.
Now I have to see what B&N will do for me. I know the same people will come for the second book, but I’m anxious as to how this one will go.
I am hoping, as an indie writer, to use local bookstore signings as a way to get my feet wet with marketing. Of course, I grew up helping my sister sell her silver jewelry at the local farmer’s market, and traveling around to various artisan shows, so I do have some experience in this field … and unlike a lot of writers, I really enjoy it! I love talking to people, telling them about a book (or jewelry) they might not have known about before, helping them figure out if it’s right for them, or if they want TWO copies – one to keep and one to give … yeah, I’m a bit of a salesman at heart, I guess. And as you said, with local signings, even if people don’t know you personally, they are always more willing to support an independent artist/writer/what-have-you from the region than they would be someone from far away. Especially at independently-owned bookstores! Or coffee shops – those are a good place to do signings, too.
I’d love to have a successful book signing.
That’s about the limit of what I know, other than that given the particular circles I’m a part of in the gaming community here and how generally small Ireland and Dublin are, I could probably get some support. If you’re a part of any sizeable community like that, it has to pay off to spread word of your book through them, right?
Book signings don’t appeal to me at all. Unless it’s a famous author on tour and it makes it worth the time. I see the time and effort being spent on promotion that yields better results.
But I think doing a book signing is also when of those milestones that writers are attached to.
I haven’t had any signings since Borders closed down and B&N has been acting very snooty to me lately. But you are so right regarding walking around, talking to people, and handing out goodies. Muy importante! Which reminds me, I need to stop by Vista and order bookmarks.
I would love to try a signing when the time comes. However, here in Cyprus I will have to target the ex-pat community. Advertising would be via on-line forums and with only one English bookshop in town I would not be very busy.
I think I would be better off using a local taverna and offer village wine. :)
I usually walk right past the author, though I do peek to see if the book might be YA.
This brings back too many memories of being a drug rep and having to do hospital displays. They were meant for the physicians, but they always took the long way route to wherever to avoid them. The only people who would visit were the bored patients who were walking around in their hospital gowns (and revealing too much).
super-interesting post! I’ve never done a signing, but I’ve attended them when it was an author I liked. I remember the B&N in my hometown used to do them all the time and publicize. Then the smaller bookstore where I previously lived was the same way. I think they can be helpful, but you’re right. Online is free and can be more effective. Best! :o) <3
I could imagine my embarrassment if no one turned up. So even though I sometimes envy paper book writers because they can give people a signed copy, I can´t say I envy you public signings :)
I’d be terrified no one would show up – or that I wouldn’t be able to handle those awkward introductions or silences. *shudder*
I am not a really outgoing person, so signings are not high on my list.
Man, the idea of them stresses me out to no end. It terrifies me. I can see the reading, as there is an activity, then people line up to get their book signed, but just the signings? Man… not so much. I mean I’m sure I will dive in at some point, but… SCARY.
Elizabeth, I too don’t like actual signings so I call all my book things “events” since I’m not really out there in a book store and doing “book signings”. Most of the events I’ve done are homeschool conferences, teachers’ conferences, or local festivals that have lots of artisans or other things that will help local authors get known. I’ve done a couple of bookstore book signings but they haven’t done as well as I would like.
Dorte, now there is a program for esignatures – it’s called kindlegraph (and no you don’t need a kindle to list your books and you don’t even have to have a kindle to request the kindlegraphs). It’s a free service for all readers and authors; all that is necessary is a valid email address and a twitter account. As an author, you use either the AISN or 10-digit ISBN (numbers and letters included) to put your books in your own author page where folks can request the kindlegraphs.
It’s a way to connect with readers and hopefully will start making a name for itself. The guy who designed the service used to work for amazon.com and so wanted a way to make ebooks a little more personal.
I’m about to do a book launch for my YA paranormal mystery and will be doing some giveaways, maybe even a couple of books or ebooks with attached kindlegraphs.
I hope all you published authors will check out kindlegraph (http://www.kindlegraph.com) and list your books there, even if they aren’t ebooks. See you all in the postings – E :)
Elysabeth Eldering
Author of Finally Home, a YA paranormal mystery
“The Proposal” (an April Fools Day story), a humorous romance ebook
http://elysabethsstories.blogspot.com
http://eeldering.weebly.com
http://www.kindlegraph.com/authors/elysabeth42
Lorelei–I think my Borders is being taken over by B&N…is yours? And I think Books A Million is buying some, too.
Journaling Woman–Ha! Yes, and I can only socialize about 10 minutes and then my coach turns into a pumpkin…
Margot–That’s a really sensible idea. I think I’ve done that in the past…maybe at the library. It did work well, too.
Louise–I think I need to take you with me when I do a signing!
Paul–I’ve had maybe 2. And quite a few lousy ones! But I’m willing to blame myself for those.
Oh, definitely! I would think a strong online community…gamers, techies, moms…those are the best kinds of friends/supporters.
Laura–I think I did feel that way at first…there’s something so *real* about a signing. But then my social awkwardness kicked in…
Stephen–Vista is where I get my stuff, too.
Glynis–Now wine would make your table VERY popular! Why didn’t I think of that?
Stina–Ha!! Oh, that’s *exactly* what it’s like! I do have people coming up to me, but they ask me where the nonfiction section is or where the restroom is. I have that employee look, not a writer look!
Karen–I think so, too. Or else maybe have a lot of friends who want to come out and support him.
Beth–You’re right about that. And cookies help! I did see some of your tour, which looked like a lot of fun. I think doing signings with other authors definitely beats the stress. A couple of times when I’ve done them, though, I was guilty of chatting with the other author instead of drumming up sales! That’s the downside, I guess.
Thanks for the link, Beth!
LTM–I think one of the best signings I had was with Avery Aames. Well advertised, it was a dual-author signing. It just went really well. I think bookstore support can really help.
Alex–I think most writers aren’t.
Hart–Or panels. See, panels are great! But signings? Ugh. But that’s just me…
Dorte–I really dread signings! Maybe the e-future won’t include them!
Jemi–Yes, both of those things have happened to me! Ha!
Elysabeth–I think you’re really smart to consider other venues for signings. Targeting homeschoolers and school libraries sounds like a great move.
I’ve heard about Kindlegraph…the only thing that concerns me is having an electronic version of my signature floating around out there. Just the security and the concern over identity theft. Do you know if there are any mechanisms in place to reduce that sort of copying?
A few weeks ago, I attended a local fair and among the tables of homemade goodies sat three writers. Two didn’t even make eye contact when I approached their table, even after I picked up a book. One sat behind her table and gave me one-word answers when I asked about her series. Result – no books bought by me that day.
I’ve done lots of bookstore signings and I find it helps to have a goal for each before I arrive. Then I can measure the event against my goal instead of feeling vaguely disquieted when customers don’t mob my signing table with the same enthusiasm they’d give, say, James Patterson. Goals that have worked for me in the past are things like: collect 50 new mailing list members; meet 50 new people; sell x number of books; pass out x number of bookmarks. When I’ve had a goal to sell x number of books, the “x” is usually all the copies the bookstore has on hand. Yes, it’s a challenge!!
I’ve been doing signings for 10 years now and I’ve switched almost exclusively from book store signings to library talks. Instead of telling individual readers about my latest book, I’ve found that people who attend my talks are generally familiar with my books, enjoy a 30-40 minute presentation, and I generally sell dozens of books in the 15 minutes before my talk and more after my talk. When I travel, the libraries pay me to speak and I always book at least 3 talks in each city to maximize my time away from home. It has been much more profitable and rewarding than sitting at a table trying to catch the attention of people equating an author with a salesperson…
I’ve never had a book published, so of course, no signings. They seem horrible. Like you said, it’s random market. You don’t know who will come in the door, if the store gave you enough press, or if you’ll just sit there feeling uncomfortable. I like your suggestion that it’s better to be at a more specific location, or a book fair, or a place that’s relevant to the story. And, food is always a great ice breaker!
Karen—Now that is bad. I’ve seen the same thing myself, though. I *like* doing multi-author signings, but I’ve found that either A) it’s intimidating to readers to approach a table with several authors (they wonder if they’re expected to buy all our books) or B) the authors enjoy talking to each other too much and forget why they’re there
Diane–I like that. Of course, I’d be setting my goals super-low! But I like the fact that you’re looking at the signings from more than one angle (mailing list, etc.)
p.m.–Yes! I do love the library talks. And book clubs. I’d rather do 20 book clubs than one signing. Ha!
Mary–Food does seem to work really well. I think there are elements you can control that will help to have a better signing…but they’re still tough!
I’ve done group signings for an anthology. That was fun because we created a mini-ruckus. But I might not have so much fun with just myself. Online anything would be much easier.
Do you sign as Elizabeth or as Riley?
Cold As Heaven
I used to love signings!
Now, they are so frustrating and not cost effective. EBooks have taken a big chunk out of print book sales. Meeting an author isn’t a novelty anymore. Not when everyone is an author these days!
I’ve always roamed and greeted and handed out bookmarks and had candy and decorations on the table. Those things do make a difference.
I did one store appearance this year, but outside of Book ‘Em next year, my only appearances are speaking gigs.
Cold as Heaven–I sign as Riley. Except when I’m signing an Elizabeth book. Or when I’ve messed up. I’ve had to buy a couple of my books at a store when I signed Elizabeth instead of Riley…
Diane–And I think of you as a promo expert, so I appreciate your weighing in. I find speaking gigs more productive too, but I wasn’t sure if it was my avoidance mechanism kicking in or not. Glad you’ve had the same experience.
The best luck I’ve had with signings has been at a locally owned book shop, where the author is placed at a table right by the entrance. The owner puts a notice in the paper and even offers the author a coffee, so it’s a welcoming environment. My typical sales were around six copies, but a friend sold over 30 once, but he is well-known in town and is very outgoing.
In general, I’m not a fan of signings unless they are local. Once I drove 120 miles and sold two copies.
Unless you can get some media coverage ahead of time, it has not been very productive for me. Newspaper articles seem to get the best turn-out. Very few people seem to come as a result of seeing me on a morning show, although that does seem to boost the Amazon ranking. Coming to town for a signing is a reason that the local newspaper will do a story on you when otherwise they wouldn’t, so you can’t discount the extra publicity, whether they do the story before or after the signing. And more people show up when the publicity says you’ll be giving a talk, rather than just signing.