Karen Bouchard here.

At Illumify, we have a lot of Spring 2020 books on the verge of release! And that means a lot of book signings and events.

If you’ve got a book signing in your future—or hope to have one someday—I’m here to give you some road-tested tips on making your book signing event a success.

By the way, I'll include a link to watch the video in one of the following points. It's a fun little video that shows exactly how easy it is to share information about your book with people in the store. 

 

1. Order this book.

There's an amazing little book on the topic of book signings. The author’s perspective will forever change how you look at events like these. The book is Love and the Art of Bookstore Book Signing by P.A. Ritzer. You won’t regret reading it.

 

Order the book on Amazon.com

 

2. Make a spreadsheet.

Do an internet search for bookstores in your community and surrounding cities. Make a spreadsheet listing any store within a distance to which you are willing to drive. On the spreadsheet include columns for the name of the bookstore, phone number, address, manager’s name and email, event director’s name and email. In fact, here's a spreadsheet you can download right now:

 

Download Spreadsheet for Book Signings

 

3. Call bookstores. Say this.

Call each bookstore and ask to speak with the manager or with the person who schedules author events. Explain that you are a local author and that your book is available in their system (if, in fact, it is. If a bookstore cannot purchase your book through their system, they may still be willing to host an event if you bring books). Have your title and ISBN number at hand. If they agree to host an event, ask how many books they will be ordering (many bookstores order 20-30 books for an event) and how long it will take to have the books in their store. Schedule your event after that.

 

4. Arrange a visit to the store right away.

Arrange to meet the manager or event director at the store. Scope out the place. Find out where they plan on putting your table. If possible, arrange for a table near the front entrance or cash registers. This is a good time to ask questions about marketing and offer help.

 

5. Ask what you can provide to help the store promote the event.

Be prepared to provide an author photo, a photo of the cover of your book, your bio, and a brief description of the book.

Ask if they will be creating a poster that will draw attention to your table. Most stores do this. If they don’t plan on providing a poster, bring your own stand and poster showing the cover of your book and your face.

Ask if the store is active on social media. If so, offer to write social media posts for them promoting the event. The stores I've offered this to have loved it! Once, I created a Bookfunnel page and linked to that page from the social media posts I wrote for the bookstore so people could download the first chapter and read it before coming to the event.

The point is, do what you can to make their job promoting your event as easy as possible.

 

6. Ask if you can supply fliers to help promote the event.

One Barnes & Noble I worked with let an author bring in little fliers promoting the event, then had their cashiers put a flier in every bag of purchased books for several weeks ahead of the event.
 

7. Ask if you can provide refreshments at your event.

I’ve had many of our authors stock a table with chocolate, cookies, mini sandwiches, and other refreshments at their book signings at Barnes & Noble and other retailers. While some bookstores have a no food policy, others love the idea. So feel free to ask.

 

8. Print bookmarks on Vistaprint

A couple weeks before your event, visit Vistaprint.com and design and order bookmarks that show the cover of your book, and give a compelling description of the book as well. If you want to see examples of what these can look like (and what to do with them) watch the video mentioned below.

 

9. Bring a wingman

On the day of the event, if possible take a "wingman" with you. Have this person stand near the front door and hand people a free bookmark as they come in.

Your wingman should look and act friendly and professional. He or she shouldn’t try to sell them on your book. Instead, simply hold a bookmark in an outstretched hand and say something simple and nonthreatening like "Here's your bookmark.” Your wingman is there to serve incoming customers, not sell them on anything. If they like what they read about your book, they'll show up at your table. That's when you get to do the selling.

 

Watch this video to see how easy this job is

 

Almost everyone takes the bookmark. As they are first entering the store, they're on a mission and probably don't want to stop and talk--but they'll take the bookmark if there's no engagement or conversation that comes with it.

But as they walk around, they read the bookmark. And if it interests them at all, as they're done shopping and heading back up to the front of the store, they'll come to the table and talk to the author about the book.

It's a really non-threatening way to introduce your book to people in the store and, if it piques their interest, they'll be back to talk.

 

10. Take a sign-up sheet for people to get on your email list.

But give them a good reason to do it. You could host a raffle, offer to email them a free ebook or digital resource related to your book topic, or tell them some cool benefits you provide in your monthly e-newsletter.

 

11. Sign any extra books.

I always ask permission to do this, and I’ve never had a bookstore say no. Many stores will put books autographed by local authors in a special display or prominent spot.

 

12. Repeat the process.

Keep it up. Every signing that you do—whether or not you sell a lot of books—gets your name and title in front of people. They might not buy your book the first time they see it promoted, but the more they see your name, the more likely they are to take action.

 

Wherever you are in the writing/publishing/marketing journey, here's to an amazing year!

 

Karen

 

Karen Bouchard

Book Acquisitions

Illumify Media

 

If you'd like to talk to someone about

your 2020 writing and publishing goals, reach out.