by Elizabeth S. Craig, @elizabethscraig
Thursday, my daughter reminded me that she has a particular book assigned to read for a summer reading project for school.
My children now usually read books on ereaders, but I’ve found they have a tougher time using ebooks for school projects. They like to underline important passages and flip through the book looking for specific parts. Although they can do that on an ereader, they haven’t gotten used to doing it.
So yesterday, I went to the bookstore in search of Hoot by Carl Hiaasen.
I’ll admit—I haven’t been in a bookstore for a long time. In fact, considering how much we all read in our family—it’s been a very long time. We’re downloading everything we read.
Sure enough, the staff in the bookstore had changed since the last time I’d been in. My heart was beating fast. I had a new book out—it released June 5. Penguin always arranges excellent shelf-placement. I knew there would be plenty of copies. And I knew I should sign them while I was in the store. I knew that an “Autographed Copy” sticker on the outside of a book will sell books.
I’d made excuses twice in the last couple of weeks and passed two bookstores in the car that I should have popped into.
I took a deep breath and I went to the “New Book” tower that was right by Barnes and Nobles’ café, in the middle of the main aisle. Sure enough, there were several copies there in prime location. I gathered them up and waited at the customer service counter.
A young guy came up. “Hi,” I said, clearing my throat. “Do you have any ‘autographed copy’ stickers? I’m—well, I’m running errands and I thought I’d sign my books while I’m in here.”
He looked at the book cover and then at me. “You’re Elizabeth Craig?”
“That’s right.” I fumbled in my pocketbook for my driver’s license (although my picture was in the back of the book…duh) and he said, “Oh, that’s okay.” He pulled up the title on the computer and said, “You’ve got a couple of other copies over in the mystery section. I’ll get them.”
“Thanks.”
He did and I signed the books quickly. I always, always feel like a total fraud. I don’t know what an author looks like, but I’ve always suspected they look more like Ernest Hemingway than I do. And they probably don’t decide to sign stock on the spur of the moment and while sporting disreputable looking tee shirts, shorts, flip flops, and an unacceptable lack of make-up. Heck, maybe he wouldn’t have recognized me from my picture in the book.
And then there’s the fact that sometimes I sign the stock in that store under a couple of different names. The staff in that store that I do know usually call me ‘Riley’ when I walk in.
And–there’s the fact that I’m embarrassed my nearest bookstore doesn’t know me. That’s because I download my books on an eReader…which will likely mean their jobs will eventually evaporate. It doesn’t exactly make me feel good.
He watched me as I signed the books. I failed at the small talk.
“Are they selling well?” I finally asked in a small voice.
He looked at the computer again and the reorders. “Seem to be.”
The thing is, signing stock is easy. It doesn’t get any easier than that. And it still frazzles me.
But when the store suggested that I do a signing there, I smiled. “No thanks. That is—well, I’m just swamped right now. But thank you. I might have to take you up on that another time.”
Because signings are total torture. The only way I’ll do signings now is when I’m with other authors. And I know I’m not supposed to do group signings because they’re not profitable—potential readers are usually reluctant to approach a whole gaggle of writers at a table. They might not want to buy all the books at the authors’ table. They worry that might hurt the feelings of the writers of the books they don’t choose.
So signings are hit and miss. Signing stock all over the place means filling up the car with gas a lot. How can we reach people all over the world—for free? Without feeling like a fraud? Without thinking we should be dressed up?
Social media.
I used to feel guilty about the fact that I don’t make many in-person appearances. But now? I think my time is better-invested in platform building.
As a midlist writer, why would I want to do a signing? Readers aren’t going to come to a bookstore just to see me. Not realistically. That means I’m counting on the chance that random people who have walked through that bookstore door for a SF/F, a romance, a beach book, or a kid’s school summer book project, will want to buy a book just because I’ve signed it. A book in a genre they probably don’t read.
To me—that’s just an inefficient use of my time. If there’s one thing the new world of author promo has taught me, it’s that we have to invest our limited time into what works.
For me, that’s not meeting readers face-to-face. If anything, my decidedly unpolished social skills and introverted nature are more likely to scare off potential readers.
Exceptions—reader conferences (like Malice Domestic or Book ‘Em) and book clubs. Places where the readers want to meet writers. Not just random shoppers in bookshops.
But—I happen to know that several regular commenters here have really nailed in-person appearances and have maximized them to pull in new readers and make sales. I’d love to hear from y’all….maybe it’ll at least get me out of my house to sign stock in the other Charlotte area stores. :)
In person promo? Social media promo? Which do you like and why?
Interesting post and yes, whatever works best for you.
Side note: At Auckland writers and readers festival (NZ), I dislike getting an autograph from one author when there are other authors sitting next to him/her. I don’t like hurting their feelings.
Wow, I’d never thought about the “gaggle of writers” and the fear of hurting other writers’ feelings. It makes total sense though.
Thanks for the post!
Elizabeth – I am a big fan of social media platform building too. It really is an efficient and easy (and fun – really!) way to get the word out there. The other thing is that it reaches readers more reliably. No matter how well that bookstore would promote your reading if you did an in-person signing, not everyone who would want to read Quilt or Innocence would be able to make it. But nearly everybody can access social media these days. And an author can plan a social media platform carefully and make the impression s/he wants to make. I think it’s great to speak to book clubs and do some in-person things as you say. I’d love to do more of that. But in general, social media works quite well.
The paragraph about feeling like a total fraud is hilarious.
Um, I worry a little about social media and society. I am so introverted and I easily hide behind my blog and FB and email and…, but it’s probably not healthy. But, I imagine a book signing is grueling.
So, asking you to come to Spfd MO (to the Barne) to sign your books is out? :))))
I’m going to read Hoot BTW.
T
Totally totally with you here. The whole bookstore signing thing is a holdover from a past that no longer exists. A complete waste of an author’s time, unless we’re talking bestselling status then it’s a great way to “meet your fans.” But for an unknown or midlist author, pointless.
As a reader, I love bookstores. So as a writer, I honestly love them too. I haven’t published anything yet, so it’s impossible for me to speak from experience, but I love the thought of being able to be in-person, at a bookstore, both bringing more business to them and getting my face and name out there. Part of this for me, though, is I am such an enormous proponent of supporting local businesses and communities (the natural result of having lived and worked in a small community most of my life), and so the thought of doing anything that makes you, as a writer, more a part of your real-life community, I find great.
Having said that, in practical terms, you really are going to get much better results from social media marketing. Sad but true!
Back before the internet, when I was into marketing, the rule was to do five small things a day, which would build up into a great marketing campaign.
Online, those five small things are super easy. Not just a tweet or an FB update, but you can upgrade the links on your blog, and do things like that as well.
I guess it’s just easier to maintain a presence, you know?
I’m so glad to find “real” writers wear t-shirts, shorts and flops when they go out. lol I always feel bad I’m not “dressed” enough when I tell someone I’m a writer. I don’t know why. Maybe from watching Merv Griffin interview Danielle Steele way back when and she always wore her feather boas and silky pantsuits. I feel like I need to “look” the part of a romance writer, you know.
Every author needs to assess which promotional measures best suit his or her personality. I’m with a small traditional publisher so when my first book was released, I waited until some 5 star reviews were in before I contacted bookstores. In the interim, I signed at wineries, candy stores (my protag loves chocolate and amazingly, so does her creator), Girl’s Night Out events (I sell tons of books when alcohol is involved). Eventually Borders heard about me and invited me to do a signing on the one year anniversary of my release. By then, because my series is set in the gold county near Sacramento (a well populated area) I had a decent following and sold 45 books.
I also bring “dead body” cookies to my author appearances and now I’m known as the corpse cookie mystery writer.
Those signings usually lead to many book club appearances and keynote speaking engagements. I also incorporate social media and I’m slowly building up my national following.
The most important thing is to have fun with it all!
I don’t even remember the last time I was in a bookstore.
I used to love book signings. I’d do 50 year sometimes. Now I don’t. Like you, I can’t pull people in – I have to rely on my ability to tackle them at the door and convince them to buy a book. And it just isn’t cost-effective anymore.
Joanne–It makes for an uncomfortable situation, doesn’t it?
Rachel–I’ve heard it from readers personally. And I’ve also seen readers apologize at author signing tables for not being able to afford more than 1 book. And I hated that we put readers in the position of feeling bad about themselves.
Karen–In my experience, the readers who come in during signings are either looking for something very specific, want to browse the sections of the genres they enjoy reading most, or are there to kill time. None of which usually involve getting a book signed!
Margot–You summed that up beautifully. Yes, the only way I can meet the actual readers of the book (the ones I’ve already got) is by social media. Looking on maps that show my sales, most of them are concentrated in areas that are across the country from me. That’s why I’m on Pinterest and Facebook and put my email address out there for readers to find me–I try to make it so that I’m approachable.
Louise–I appreciate your thoughts on this, Louise! And your reasoning is probably the strongest argument for *me* to get more involved locally with the bookstores. I used to spend so much time there–that was before my deadlines really escalated and my children became so busy with different activities. In many ways, I miss the time I spent there. I have the feeling, though, that I won’t be able to re-develop the relationship I had with them for at least a few more years–and I wonder at that point, if they’ll still be around.
Anne–Ha! Well, if you see me in a boa and a silky pantsuit, you’ll know I’ve had a mild stroke…
Diane–And you’re a better salesperson than I am! No, not cost-effective at all.
I guess it depends on our strengths. I look at Mike Mullin with a book out with a small press and he has toured and done amazingly well. He puts on a karate performance and sells books. And he’s midlist. But that’s his strength. He’s speaking at schools. With adults books it’s different.
I think tours work best when you already have a huge fan base that want to see you!
I’m actually looking forward to the in person promo (I say this now). But I can completely relate with your not sure what they expected. I was on the phone w/ my agent the other day when my 5yo (after much coaching not to do this very thing) had a meltdown. Yes, I’m the author with unruly children sometimes. ‘Tis life.
~ Wendy
Laura–Good point. Children’s book writers might want to get out to schools, libraries, and other venues.
Wendy–Ha! Oh, that’s typical. And the agent was probably jealous! I think they envy the writers their casual lives.
The first time I ever spoke to my quilting mysteries editor, she called me on my cell phone and I was at the swimming pool. It wasn’t a scheduled call and I’m not the best on the phone anyway, but matters weren’t helped by all the splashing and yelling going on in the background. :)
Teresa–I think the healthiest writers have got to be the ones who absolutely *love* promo of all kinds and who interact well with readers on all levels. I see those folks sometimes when I’m out. If only!
The times book signings have worked best for me were the times when I signed in the town I grew up in…because Mama rounded up half the town to go! Even then, it was grueling–I couldn’t remember folks’ names. I’d left town, effectively, in 1989 and couldn’t remember a blessed name…
Teresa–Oh, and Hoot looks cute. Sounds like it’s going to be an environmental tale? Daughter is looking forward to it.
I do miss book signings very much. But the times have changed and writers must evolve or fall by the wayside. I enjoy social media too. But I miss the real interaction of meeting new people.
Stephen–You need to make it to a conference–a conference where *readers* are in attendance. Those can be few and far between.
Social media! Not into personal appearances at all. Of course, you already knew that…
Alex–Ha! I do know that about you. :)
The Daring Novelist–Exactly! And I know what you mean about the pre-internet stuff. For me, it was promo before social media got big–and it meant postcards, bookmarks, calling stores…I was a wreck.
Cindy–You’re the kind of writer who makes me envious! I wish I were a different type of person (more outgoing. Better socially). Than I am. I love to hear about these creative approaches to promo and writers who have fun doing it!
Wow, I think we may be yin and yang :) In a couple of weeks, I will be driving nearly 10,000 miles…to visit bookstores and bookseller fairs like SIBA. My first novel isn’t out yet, but in seven months, I have dreams of doing events at any bricks and mortar that holds a book, whether I meet a bunch of readers, or spend two hours chatting with the bookseller.
That said, I love the power of online stuff as well, and the thrill of meeting people in Saskatchewan when I’m in NJ is just that–thrilling.
I guess I’m glad both exist and wish you much suggest with the methods you enjoy. If you ever do want to a dual author event somewhere, though…I’ll be traveling and I’m game!
I think it’s also important for new writers to remember that the power of an in-person event isn’t necessarily selling books. Even [insert #1 NYT bestseller] isn’t likely to sell more than 2 or 300 books in a night. Not bad, but not money to buy the kingdom. Meeting a bookseller, though, and supporting the store, chatting for a while, dropping off a treat, buying a book yourself–well, that bookseller may just know someone who would love your book. Maybe two someones. Or two hundred. And those readers will tell other readers, and in the words of the gum commercial, and so on and so on.
Thinking of what happens in a single night is probably underestimating the power of F2F, which only gets more powerful as fewer people do it.
My prediction is there will be a resurgence, a wave of real time interactions like Cindy spoke about above. I think human beings hunger for that, as wonderful as social media can be.
OK, that’s all! Sorry to go on and on. Great topic for a post.
This is actually kind of a cute story, Elizabeth :)
I don’t think I’ve ever seen “Signed Copy” stickers on books in my area. Apparently they don’t bother to do that around here. Personally, I really only care about a signed book if I collected the signature personally (a memento of getting to meet the writer).
I still have to publish, but I think I will go for a combination. I love social media, but I love meeting my readers. That said, it means that I won’t be doing signings either. I’d want to find a way to meet readers who actually read my book instead of trying to lure people to buy my book because they might hurt my feelings if I don’t.
:-)
Great post today, Elizabeth!
On signing with other authors: I dropped out of a group because when we signed together, we were all seated at one table and my sales were pitiful – I do far better when I am alone. I find I am much more approachable.
I stopped signing in book stores several years ago unless they had a room for me to speak. I do primarily libraries, historical societies and keynote talks. People come to see me and hear me speak and they don’t feel pressured to buy anything (though they usually do.) I find when I am in book stores, I feel like customers think they’re being subjected to a sales pitch. And I am not a salesperson. I’m a writer.
I have spent as much as 8 months on book tours in a 12-month period. I love them, to be honest. It does reach the point where I am tired of hotel rooms. But I love meeting fans who have enjoyed my books.
Last year I developed a heart condition that prevented me from doing the physical book tours for awhile. I am now trying virtual book tours and I find it depends largely on the specific blogspot or website I’m on, whether it results in sales.
I know other authors who spent upward of 3 or 4 hours a day on social media. But my sales are far better than theirs so I don’t think it always results in people buying the books.
You definitely have an advantage because Penguin can get placement for your books in the stores. I am with a mid-size publisher who doesn’t have that clout.
Thanks for mentioning Book ‘Em. I do think we get a lot of readers at that event who want to meet the writers in person – and they do leave with armloads of books.
Thanks for a great blog today, Elizabeth!
Interesting post, and fun to read, Elizabeth! I was right there with you!
Although I have a Kindle and use it, I still love browsing through books in a bookstore. And unless I’m traveling, I also much prefer paper books, especially for nonfiction. I have about 35 nonfiction books on the craft of writing, all marked up and flagged. So much easier for me to find a certain topic and to quote the author in one of my craft blog posts! All I need to do is look for my flags and underlinings! So I really hope “real” bookstores will continue to exist for a long time!
Your story totally cracked me up! I’m not “there” yet, but I think I would totally freak out in person.
Jenny milchman–That’s inspiring—-I do wish I could be like you. It would make my promoting so much easier in so many ways. I’m thinking I must be very neurotic!
Dual author signings might work better than multi!
Callie–Your local writers are even worse than I am! Ha! And I totally agree with you–only meaningful if I read the writer.
Jenny–What you’re saying makes a whole lot of sense. I think it’s tough for me for a variety of reasons–one that I’m very sensitive that I’ve got something to sell and that makes my relationship with booksellers a very uncomfortable one for me…because I’m not a natural salesperson. If I could get over that, it would help!
I’m interested in your thoughts about the possible resurgence of in-person promo! Hadn’t thought of it that way.
Misha–If you’re someone who could enjoy in-person, you should do it–and you will probably do well! I think some of my misery must show on my face when I’m doing events–and that doesn’t help my sales, either.
p.m.terrell–You’re so good to do in-person! I hope you’re feeling better–I know you’re missing that connection.
For me, it’s hard to leave my children and to justify the cost of the signings.
Frequently, it’s tough to see an actual dollars and cents connection between social media and sales. When I sell well, I assume it’s because of what I’m doing online. But maybe there are other factors at work, too. Hard to know.
The shelf placement is a Godsend, I’ll admit–but how long will bookstores last? 10 years? 20?
Jodie–That’s the hardest shift, I think–textbooks and reference reading. So much easier to mark in the margins.
Julie–That’s me! Freaked out. :)