How to Schedule a Book Signing

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by Tracy Hunter

How to Schedule a Book Signing

How would you like to sell more copies of your book? Would you
like to read excerpts from your book to a captivated audience?

Book signings are the cornerstone of an author’s
post-publication foundation. But how do you set them up?

Organizing book signings, readings, and public appearances is
one of the most important parts of a successful marketing
campaign.

A book signing or reading is a bookstore event that features you
and your latest book. This is your opportunity to meet potential
buyers face to face. Plus it adds a personal touch to your
promotion efforts. Many customers may feel more motivated to
purchase a copy of your book if they hear it explained or read
from your point of view. And the opportunity to get a copy
signed by the author doesn’t hurt, either!

Independent book stores and larger chain retailers both

organize
book signings. Your chances for finalizing an appearance are
greater with the independents. They have to compete with larger
chains and are therefore more willing to support local authors.
In order to pinpoint potential book stores, check your local
newspapers or see if book retailers in your area offer a
“calendar of events” or post upcoming events on a public
bulletin board.

By asking around for the owner of the store or the
communications manager you can typically find the appropriate
person with whom to discuss your event. In many cases, both the
large and small retailers will have their events planned weeks
or even months in advance. Plan early.

When you have a list of people and/or stores you plan on
contacting, prepare your pitch. Have a small script that
outlines what your book is about and why people would be
interested in meeting you or

reading the book. The store manager
or PR person will most likely ask. If your subject matter is
timely, all the better! Remember, this is the point during which
the store manager or book buyer will be screening your
presentation skills, either over the phone or in person. If they
are not captivated by your presentation, they will have very
little faith in your ability to captivate a crowd. Be
extroverted and dynamic.

It also helps to be concise. Understand that these are busy
people. You want to sell them on your event fast. Have your
press release and/or sell sheet ready. It’s helpful in case they
ask for a copy or if they ask about specific information about
the book. They may want to know the retail price, the retail
margin, and the ISBN number immediately so they can order a
review copy themselves prior to deciding. Advise them of the
publication date after which

they can order the book wholesale
through the Ingram or Baker & Taylor databases, or retail from
your own webpage address. Provide them with your URL. They might
be impressed enough by your initial marketing initiatives to go
forward with the book signing.

Offer to help them with promotion. Especially if you’re
targeting smaller book stores, they will be more interested in
offering to host an event if they know you will be absorbing
some of the burden of marketing it. Tell them all your friends
and family will be attending the event (and then make sure to
invite your friends and family!), and if it’s within the scope
of your marketing budget, offer to advertise in the local paper
at your expense. Remember, the easier it is for the book store,
the more likely they’ll say yes.

Follow-up with prospective book stores who have not confirmed
dates. Selling

yourself and your book is a number’s game, and as
any salesperson will tell you, the amount of contact is directly
proportionate to the amount of sales. So be persistent without
being annoying. If, after three or four unsuccessful attempts
with a particular store or person, move on to another prospect.

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