Congratulations! You have not only written a book, but you have it published. If you have a mainstream publisher, you will most likely be given some type of publicity schedule which will include book signings
at book stores. If you are self-published, you will be setting up your own promotional tour. Clients always tell me how excited they are to be invited to sign books at a store. After the event, I get calls describing their disappointment that no one came to hear them speak. They feel embarrassed and insignificant. Not to worry, this is the name of the signing game.

Unless a writer is already really, really famous, it is possible that the only person at the book signing will be you, the store clerk, and the friend or family member who tagged along to be your support system. I am the author of four books (Chicken Soup for the Gardener’s Soul, Be the Star You Are! ,The Business of Show Business, and Miracle Moments) with the distinction of being on the New York Times best seller list for over six months. Yet, I have had the glory of signing hundreds of books with lines of people out the door and also the infamy of meeting only 2 people at a signing. On my radio program, Starstyle(r) Be the Star You Are!, I have interviewed celebrity best selling authors in a variety of genres and without exception, all have experienced at one time or another “no shows” at signings. Standing alone happens to all of us.

My “new rule of thumb” when it comes to signings is this:

When I have a new book out, I will do book signings while touring or for the first few months after publication just to get the excitement going.

After that time, I will only do book signings if I am in the area for a PAID event, like a speaking engagement or television program. Although I enjoy meeting people, it is very expensive for any author to spend so much time, energy, and money traveling to book stores. The public thinks we get paid to appear, alas, we don’t!

If I am walking down the street and see a book store, I will pop in, introduce myself and ask if they have any stock they would like me to autograph. If they carry my books, I have always been asked to autograph them, if they don’t have books, I leave a postcard with information on ordering the books to encourage the buyer to bring the book into the store. Employees usually enjoy meeting an author and sometimes this visit may inspire a sale or two.

However, many authors and their publicists erroneously believe that if an author signs all the books in stock that these books can not be returned to the publisher. In the “old” days if an author autographed the books, they were non-returnable. That is no longer the case.. When you do a book signing, the book store will order books either from the publisher, distributor, wholesaler, or you (if you are self-published and it’s an independent store). Unfortunately, ALL books are returnable from book stores, even those that are signed. Personally, I disagree with this policy, as do publishers, but this has been the standard in the industry for years. Until enough people complain about this issue, this policy will not alter, however I personally will only sell to book stores on a pre-paid, no return policy basis.

What often happens is a store will order a large supply of books for an author signing-let’s say 100 plus based on your excitement to appear at the signing. (Remember, the book store has nothing to lose by ordering large quantities.) Suppose only a few people come to the event and then only three books sell. The store may continue to display your book for a month afterward, then they return all remaining stock, signed or not, for FULL CREDIT. Some stores will wait months before returning the goods. If you have a publisher, the returns look bad on your account and are deducted from any royalties. If you are self-published, you have lost money on the shipping, have to issue a refund check, store your books, (which may not be in pristine condition), then re-balance your income statement. If you are trying to re-sell these books at an event, attendees do not want pre-autographed books as they want personal autographs.

My experience suggests the following when doing a book signing:
1. Know the demographics of the area. This will give you an idea of who may come to your lecture and signing.
2. Contact the event manager to get a feel for how many people usually attend signings and lectures.
3. Suggest the store stock an amount approximately 25% more than their average audience, unless you are a well known author with a big following, then of course, more is better.
4. If you are driving, carry 2 or 3 cases of your books in your car. If you are flying, carry 5-10 copies in your suitcase if you have the space. If the store runs out, you can sell the store copies on the spot.
5. Make an effort to do book signings in places OTHER than book stores. Then you can make a policy that all books are non-returnable and have them stock as many as possible. Interestingly enough, authors sell more books in gift shops and other venues than in book stores. There is less competition from other books in specialty outlets.
6. Before signing stock at a book store, ALWAYS ask the event manager how many copies they want signed. Bring stickers with you that say “Autographed Copy”. Be nice to all the store employees. Talk to them, tell them about your book, show interest in their passions. Many employees are aspiring writers and authors and appreciate the opportunity to learn from someone who has been published. If they like you, they will suggest your book to potential customers. I have even had employees buy my books on the spot.
7. If you have time, send out press releases to all media in the area 3 or 4 weeks before the event. Sometimes your publicist will do this for you or you can hire someone to do the PR work.
8. Get to the signing early and talk to customers. Invite them to come listen to you speak. Also, always have something FREE to give away. Book marks, candy, and useful tip sheets are inexpensive but worthy
gifts. . Make sure to include a price list with an easy way to order your book so that they can buy at a later date.
9. Have fun and be gracious. We never know who we will meet or what the future holds.

Carry on! Be proud! Enjoy the moment. Watch your expenses, payments, and returns. You are an author and this is the beginning of a lifetime of promoting. Think big and reach for the stars. You will turn your
passion into profit. Keep signing!

Cynthia Brian, ASID, is a popular speaker, dynamic writer, and savvy media personality appearing regularly on radio, TV, and in print. Often referred to as “the Renaissance woman with soul!”she is the New York Times best selling author of Chicken Soup for the Gardener’s Soul, author of Be the Star You Are!(r), The Business of Show Business, and Miracle Moments(r). When she’s not writing or performing, you’ll find her
in the garden! Tune into her weekly syndicated and archived radio program. at http://www.worldtalkradio.com/show.asp?sid=118
www.star-style.com where authors and experts are interviewed and promoted.
Cynthia Brian
Starstyle(r) Productions, LLC
PO Box 422
Moraga, Ca. 94556
925-377-STAR (7827)
www.star-style.com
www.starstyleproductions.com
www.bethestaryouare.org

Last 5 posts by Cynthia Brian

• Qualify your Leads - October 11th, 2005
• Service with a Smile - September 11th, 2005
• E-mail Etiquette - August 11th, 2005
• The Gift of Asking - May 11th, 2005
• Return of the Lost Client - January 11th, 2004