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Strength
in Numbers at Signings
Dr. Judith Briles
Several of our CIPA
members have had book signing events. Some featured brand new books and
some celebrated books that have been around for awhile. Some include
talks/mini-workshops, where others are only signings. And some are in
traditional bookstores and others in non-traditional settings.
As soon as our webmaster,
Shannon Parish, knows of a signing, it’s scheduled on the CIPA website for
viewing by members and non-members. It’s up to the author or publisher to
get information to her in a timely basis. For signings within bookstores, a
special eblast is sent out to membership—the CIPA Brigade Charge—two days
before the event.
As an author who has
participated in more book signings than I have fingers and toes, here’s some
Do’s and Don’ts that will make an event more successful for both you as the
attendee, the author and the book store.
For the author/publisher:
1 Do make sure that the bookstore has
ordered a sufficient quantity of
books. If you have multiple titles, encourage it to have those available.
At a recent signing at the Tattered Cover, 75 copies of the main book were
ordered with 5 to 10 each of my other key titles. At the signing, multiple
copies were sold of each.
2 Do bring extra books
for signings that you can drive to. I was at
one store that only had a few copies of my book. That’s a disaster in the
making when you prep, get psyched up for and show up and find that there are
only five books—five books don’t make much of an impression on anyone.
Don’t be caught off-guard, carry inventory with you. Invoice the store
after the event—you’ll get your check.
3 Do be pro-active.
Don’t expect people just to “show up”. You’ve got to be the key factor that
they come. Send post cards, emails—anything to encourage them to come. As
one friend said, “I got 5 emails from you…I figured I had to show up.”
4 Do make it festive.
I’ve brought balloons, cookies, colored napkins—even photos of a new
granddaughter born the day of one signing. Remember, your book is a
celebration. Don’t just sit behind a desk expecting the world to come to
you. The only folks who get to truly sit are the literary celebs whose name
along brings in the crowds—you know…the ones that the book store says that
tickets will be available starting at 5.30PM.
5 Do think about give-aways.
They could be several “ahas” said during the presentation, something to
nibble on, or something you made up special for the occasion. Member Joan
McWilliams passed around a basket of origami peace cranes to everyone who
attended her signing. Sure enough, everywhere you looked, these bright
colored birds caught your eye.
6 Do give books away—to
the media, reviewers, key people who can help build a book buzz, those who
might hire you for a talk. Don’t give books to friends. I know, I know,
it’s wonderful to give books to friends…but…much better for your friends to
buy a book to support your sales. If you give books to friends, do it with
“strings attached”—if you like it, buy another and pass it on.
Out of the blue, I got a phone call from a
manager who read a blurb in the company HR newsletter that mentioned my book
and that I had spoken at one of their events the previous year. The manager
wanted to know if I could come speak to her group in Dallas in January on
the topic. Their funds were limited to $3,000 for a speaker plus expenses
and they would like to get a copy of the book for everyone. I told them I
was sure that I could arrange a discount with the publisher—would 20% work
for her? Yes indeed—so $3,000 plus a guaranteed $2,100 in books sales—no
returns and all expenses covered. A good day.
For the attendee:
1
Do go to author events.
It’s grand that you are there…but signings need more than bodies. Sure, 100
show up…but did books get sold? A book store will notice that there is
anywhere from 20-100 extras in the store…but did they buy books? Was the
author effective in her presentation? If book sales are low in relation to
the number who came to see or hear the author, it could be interpreted that
the book sounds boring, the author is weak, etc. Definitely not a good
thing.
2
Do bring your friends
with you—we authors love meeting new people.
3
Do interact
and ask questions if the opportunity arises.
4
Do greet the author…please!
But, don’t hang around just chatting…the exception would be if you have a
bunch of books and he’s signing each one. Otherwise, the chatter takes him
away from interacting with other possible buyers.
5
Do study what works
and what doesn’t so that you can use (or not
use) when you have a signing. Note how the book table/display is set up, how
the author interacts, and how the audience reacts. If the author engages
total strangers, what techniques did she use? Did the author have a
“mini-pitch” that could be said in 15 seconds or less?
6
Do buy a book(s).
That’s why authors want you to come to the event. Lots of them. It’s a
win-win-win. Win for the author: book sold. Win for the book store: book
sold. Win for you: minimal investment (an hour or less of your time) to see
what you can do to enhance your book signing experiences when it’s your turn
to come to bat.
Book signings can be a
real challenge. As the author/publisher or attendee, you want them to be
successful. It can be the highlight of your week. CIPA members who support
other CIPA members will get both encouragement and support when needed.
Don’t forget—what goes around, comes around.
# # #
Judith Briles is CIPA’s Past President and
the author of 24 books, 6 of them published by her imprint,
Mile High Press, Ltd.
Her books have won more EVVYs than any other publisher/author and have been
translated into 10 languages. |