MARKETING MATTERS: The Good, the Bad, and the Better Book Signings, Part 2

Blogger:  Kathleen Y’Barbo, Publicist

Location:  The Woodlands, Texas PR Office

Weather: Warm and sunny

Part 2 – Planning and preparation
Imagine the perfect book signing. You, the author, arrive to find the line of adoring fans snakes around the building and spills into the parking lot. Slipping in the back door–to avoid the crowd, of course–you are quickly ushered to the prominently placed table where your latest bestseller is stacked high. These copies will be gone, of course, once the adoring mob purchases them all. And then it begins, the endless signatures, the photos with fans, and of course the hovering assistants ready to care for your every need.

In this scenario, the worst thing that might happen is a hand cramp. In reality, however, this sort of dream signing rarely happens. There will be times–and it happens even to the big names–when even your relatives don’t show up.

So what can be done to at least find middle ground for your next book signing? The key is in the planning. Begin well ahead of time–at least four to six weeks–by setting in motion your publicity plans. Start by meeting with the bookstore manager to go over a list of books that will be available for your signing and make a note to check on these titles in a few weeks. This is an important first step because things can go wrong. Books go missing, titles are wrongly ordered, etc.

The next step is to create a press release for book signings that can be updated and revised as new signings are scheduled. Check your mailing list to see that your names and email addresses are up-to-date. Be sure to offer your release to the bookstore manager for use with the store’s contact list. Offer to create flyers, postcards, and bookmarks for the event. Some publishers will do this for you, so don’t be shy about asking your in-house publicist. You did tell him or her you were having this signing, right?

With two weeks to go, send out your press release to local media, writers’ groups, and bloggers, and prepare to respond to interview questions in a timely manner. Provide a press photo, a question-and-answer-type interview, and plenty of contact information so that you may be easily found.

One week before the signing, follow up with a reminder email to those on your mailing list. Consider doing a give-away such as a gift card or free book, and be sure to mention it in this email. Meet again with a bookstore representative to go over final details such as the table arrangement, what sort of items you should bring with you (tablecloth, decorations, etc.), and to make sure the books you intend to sign are indeed in stock.

Planning even extends to the day of the signing. Arrive early and bring two sets of treats: one for the bookstore staff’s break room and the other for your table (more on that next week). And the most important thing to plan for? Those “God-instances” where people you don’t know show up and good things you never planned happen.

As Proverbs 16:3 states, “Commit to the LORD whatever you do, and your plans will succeed.” Amen!
Next week I’ll talk more about the details of conducting a book signing. In the meantime, tell me how you plan ahead for a great signing. What worked? What didn’t? I can’t wait to hear your stories.