Bookstores sometimes feature author signings and events. This can be a good opportunity to do more than sell books. You can also personally connect with your readers and spread the word about your book at a grass-roots level.
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Marketing Yourself in Bookstores:
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Scouting for Opportunities. Some bookstores feature authors, and some don’t. Keep an eye out for stores that welcome writers with books in your genre, and put them at the top of your list of prospects.
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| Talk to Events Managers. You can get the names of events managers for bookstores by telephone — few of them keep full-time, in-store hours. |
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| Differentiate Yourself. Bookstores that feature authors usually have their pick of all authors — famous and pre-famous — who will be in town. Be ready to compare yourself, favorably, to the competition. Be as flexible as you can about dates. |
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| Turn Signings into Events. Signings may or may not bring potential buyers into bookstores, so be prepared to do more than sign books. Turn your in-store appearance into an opportunity to share your expertise with shoppers. |
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| Follow Up. Once you’ve elicited interest from an events planner by telephone, be prepared to send him or her a copy of your book, media kit, and personal letter. Then follow up by telephone once the package has arrived. |
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| Supply Your Books. Ultimately, you’re responsible for ensuring that the store has enough books for the signing. Ask the events manager how many books will be needed, and offer to send them in advance or bring them along with you. |
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| Bring Your Own Buyers. Events managers want more than interesting authors for their in-store events. They want shoppers. Get commitments from friends, relatives, and associates who can attend the event, and pass the count along to the events manager. The more people you can bring to the store, the better. |
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| Be Selective About Signings. Since you have to bring people to the bookstores, focus on bookstores in the cities and towns where you have friends, relatives, and associates. One bookstore per city or town may be enough. |
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Alert the Media. Find out what the events manager will do to let local newspapers, and radio and television stations, know about the signing. Be prepared to do more. The calendar sections of newspapers in the area will list your event, if you provide the editors with sufficient lead time (two months is usually enough).
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Relax and Have Fun. People are coming to the signing to support you, be entertained, or learn something. They’re not there to judge you or confront you. Smile, and enjoy the opportunity to interact with your readers. Leave the stress outside.
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