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40+ Ways to Make Your Next
Book Signing an EVENT!!
Part 3 of 4
Larry James
DON'T - Don't show your disappointment if
you don't sell very many books. It only creates bad will. Book signings and presentations will rarely exceed your expectations.
The Community Relations Coordinator (CRC) will often be apologetic if the response wasn't good. This is
your chance to thank them for the opportunity and ask for another book signing in the
near future. Nuff said!
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"As a former publicity director at Doubleday, Villard and
Morrow, I didn't think there was much I didn't know about book signings. However your piece on "40+ Ways to
Make Your Next Book Signing an Event" had a few new pointers for me. Thanks. I'm writing to ask if I
may quote a few items from your article in my book."
Jacqueline Deval, Publisher
Hearst Books
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DO - Talk about other author's books;
authors you know. I have a story in A 2nd Helping of Chicken Soup For the Soul and
always ask the manager to put those books on the table too. I sign on page
18 under my name. I know my friends Mark Victor Hansen and Jack Canfield, the
"Chicken Soup" guys, don't need my help, but the customers love it! My dear
friend, Greg Godek's book, 1001 Ways to Be Romantic often shows up on my table.
He mentions one of my books in several of his books.
DO - Plan to give something away (anything except your book - you want them to buy that).
Have them sign a "guest book" or "free drawing" card with their name, complete mailing address (e-mail address, too) and
phone number to qualify. Announce the winner at the end of your book signing. People love the idea of a chance to win
something free, and it often causes them to linger in the store longer.
DO - Print out a small "Recommended Reading" list. List several categories and
make sure your book and website are listed in the first topic. Sign beside your book title and name to call attention to it. Don't
be afraid to list other competing titles. If you publish an eZINE be sure to offer
a FREE subscription at the bottom of the list.
DO - Don't have an e-mailing list? Start one! You'll be glad you did.
Consider sending an "opt-in" eZINE on a monthly basis to your e-mailing list.
Design a special sign-up sheet (name, address, e-mail and phone number) for those who may be interested in receiving your eZINE.
DO - Come bearing gifts! Give the community
relations person (or the person who booked the signing) a rose, small bunch of
flowers or a tiny box of chocolates. They will not forget YOU! Dan Maddux, CEO of the American Payroll Association
advises: "If it has your name on it, it's not a gift; it's promotional material." It's good to remember that.
DO - If you are coming from out of town,
always call to let them know you have arrived.
DO - Talk to the community relations person
and request a brief meeting with their employees prior to the signing to very
quickly give an overview of your book so they can be aware and help sell it when
people ask for that kind of book.
DO - I am a professional speaker as well as
an author. If there is a book publishing association or National Speakers
Association chapter or similar organization in the city of the signing, let them
know you will be in town. Attend their meeting. If you know enough ahead of
time, request to be on the program.
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"Your "40+ Ways to Make Your Next Book Signing an Event" is awesome!
I recently had bookmarks printed up, due to your having mentioned that, and gave them out at a business networking
meeting. The response was phenomenal. Now I have a speaking engagement in February, highlighting my book that I
would not have had otherwise. I've also used your suggestion of including bookmarks in outgoing correspondence.
Thanks for all your suggestions. They're invaluable!"
Jean Bailey Robor, Author
The Love Poems, Volume One
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DO - Instead of doing "just a book signing," arrange to give a brief talk or presentation.
Remember to check with the store prior to your presentation to make sure they have the area for the talk set up prior to you arriving.
Will you need a microphone? Lectern?
Prepare handouts for your presentation. It could be an article you've written, a report, a sample chapter, a recipe
or anything that relates to your book. Remember to list all your contact information and especially your website.
Provide a camera-ready promotional sheet and seminar announcement that booksellers can print 2-up on an
8 1/2" x 11" paper. Include a small section of companion books; two or three books that are
similar to yours that you recommend reading. In the seminar, refer to those books as you discuss your own book.
Pick your book up and read from it. Suggest that the bookseller display your book, and companion books on
a special table along with a plastic stand to hold your promotional sheet.
Provide a 2 to 3 sentence mini-review or endorsement of the books you recommend and include your name
and book title after the review. Make them available in printed form and suggest that the booksellers
tape them to the shelves where those books are displayed. Be sure to remember to make one for your own
book with someone else's endorsement or review.
- BONUS TIP #1: Here is a sample endorsement:
"Ian Percy is one of my favorite 'Top 10' speakers. His words are sprinkled with the flavor of passion, the
ingredient that can inspire us to integrate more spirituality into our personal lives and our relationships.
The 7 Secrets to a Life of Meaning is highly recommended." -
Larry James, CelebrateLove.com, Speaker, Relationship Coach and Author of
"How to Really Love the One You're With."
- BONUS TIP #2: Write reviews for authors and give them permission to use
them in their promotional materials. Reviews sell books, create buzz, affect future reviews and provide flap copy.
Writing a review for someone else gets you publicity! My book reviews are on the front and back covers of numerous other author's books.
P.S. If you are asked to review a book that you don't particularly like, rather than focus on the fact that you didn't like the book,
write about who would. There is an audience for every book. Simply state what the book was about, then you can mention who would probably like this book and why.
Take your time. Use a Thesaurus. Make it a grrreat one! You don't have to ask permission. . . just do it.
Because of a review I wrote recently, I was asked to write the forward
for the book, "25 Words or Less" and
"Confessions of Shameless Dating: Using The Power of Effective Self-Promotion To Attract The Right People."
Shameless self-promotion? Perhaps.
AND. . . it gives you and your book great publicity!
I always end my review with - Larry James, CelebrateLove.com, Speaker, Relationship Coach and Author of "How to Really Love the One You're With."
DO - When people stop by your autograph
table, as you are introducing yourself, hand them a copy of your book. Many
people will not pick up your book, but most will take it if you hand it to them.
If they begin to read it, that's your cue to keep quiet. My book sales at back
of the room and at book signings have increased significantly since using this
tip.
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"While I was surfing the net I found your
article on "40+ Ways to Make Your Next Book Signing an Event." Your
article has made things so much more clearer than any I've read to date. It
not only sounds interesting, but also fun."
Brenda Marlene Woolsey, Author
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DO - If you have a laptop computer, make
arrangements with the book store for a phone line to the book signing table.
Often a 25 foot phone extension wire from Radio Shack will work. (I bring my
own). Display your computer in a prominent area and invite customers to interact with your website while you
sign their book. ALWAYS hand them something with your URL printed on it. This is a sure-fire attention getter!
DO - Communicate with the book store by
writing on postcards that show your book cover OR have numerous extra book covers printed and use the front part of
the cover as an oversized postcard. While they do require extra postage, they keep your book in front of them as a
constant reminder!
DO - Always place a stack of your books at the check-out. Ask the cashier to remind anyone who
shows an interest in your book that you are in the book store and will be happy to personally sign it.
DO - Ever have a signing and there is no poster telling the store's customers you
were going to be there, or no publicity in the newspaper, or the store didn't remember you were coming, or they forget
to order extra books? Whatever you request the CRC to do, very tactfully print an itemized list for them to follow.
Print a checklist for yourself containing these items so you can follow-up with your contact and make sure each item
is accomplished prior to the book signing.
Double-check to be sure the store plans to design posters and flyers to advertise your signing. If not, do this yourself
and deliver them to the store at least a week in advance of the event. I have saved several book signings from disaster
by always having an extra box of books in the trunk of my car in case their book order didn't arrive in time or they
forgot to order. In one case, the CRC was so embarrassed that she let "me" sell the books I brought and keep all the profit.
DO - Attend other author's book signings! When they have a spare moment, introduce yourself.
Find out what works for them and what doesn't. Exchange tips. Print out this list and give it to them (a little shameless
self-promotion for me, eh?).
• • •
Copyright © - Larry James. Larry James is a professional speaker and the author of three relationship books, "How to
Really Love the One You're With: Affirmative Guidelines for a Healthy Love Relationship," "LoveNotes for Lovers:
Words That Make Music for Two Hearts Dancing" and "Red Hot LoveNotes for Lovers." Larry James also offers
"Author & Speaker" coaching. Contact: AuthorsandSpeakersNetwork.com, P.O. Box 12695, Scottsdale, AZ 85267-2695.
LarryJames@AuthorsandSpeakersNetwork.com -
www.AuthorsandSpeakersNetwork.com
• • •
• If you would like to talk one-on-one with Larry James about author/speaker issues related
to this article, you are invited to arrange for a private coaching session by telephone. Go to Author & Speaker Coaching
for specific details.
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