How to Arrange a Book Signing

Book signings can be an important part of your book marketing plan.  One-on-one meetings with fans are not only important for sales and public relations; they can also be a valuable affirmation of your efforts as an author.

What follows are five basic steps you can use to help secure a book signing event, while at the same time marketing your book and your name.

Step 1: Choose a Location

You can base a book signing location on factors such as the author’s region of influence, the book’s location, and other factors (such as the size of a media market).  Sometimes it pays to start close to home. Regional authors, for instance, can establish a customer base and fan following in their own backyards.

Once you’ve selected a location, you should generate a list of potential venues where you could host a signing and/or a reading.  Obvious choices would be local, independent, and chain bookstores, but you may also find opportunities with regional libraries, museums, cafes and restaurants.

Step 2: Marketing Your Book—and Yourself

Now it’s time to convince the venues that it is in their interest to have your book signing at their location. There’s no substitute for a personal visit.  Stop into the store and ask to speak with the manager. Bring a copy of your book and mention the aspects of the story that will have special resonance with customers.  Remember, you both want to sell books and the manager wants your signing visitors to stay and shop for the offerings of other authors as well.

If the venue is too far away to visit, call the manager and offer to send them a copy of your book as well as a press kit.  Also, try to schedule readings and signings far in advance. If your book gets more publicity, the venue may ask you to bump up the date.

Step 3: Promote your Book Signing

Although you might be able to count on the signing venue for some promotional support for your appearance, you should only use that as a starting point.  Give yourself the responsibility to do the lion’s share of marketing for the event.

Start by networking among your friends, including those on social networking sites.  You want your signing to have viral appeal.  Next, research local radio stations to determine if they will include your event in their regular community calendar announcements.  If your budget allows, you might consider purchasing an ad in the paper.

The more promotional ideas you employ, the better your chances of a good turnout for your event.

Step 4: The Event

The day you’ve been preparing for has finally arrived. Be sure to dress appropriately in order to convey a professional appearance. Bring plenty of books (including copies signed in advance), plus extra pens and a snack in case you get hungry.

Consider the right location for your display table. You don’t want to be hidden away.  If the venue feels right, you might also consider reading selections from your book aloud.  No one can do a work justice as well as the author.

After the crowd has lessened, feel free to stroll around the store, mingle with customers and engage them in conversation.  Mention your book and offer to sign a copy for free. 

At the conclusion of your signing, thank your audience, the staff and the manager.  A prepared letter of appreciation is another welcome touch. Your professional manner will be remembered should you want the same venue to host a similar event in the future.

Step 5: Next Steps

Ideally, after your first signing event, there will be many more to come. Each success acts as a reference you can use in coordinating the next one. 

As you check venues off your original list, begin expanding your reach and target new locales. What began as a simple local series of book signings could take you places you never dreamed.