Not long after I released my first book, I started doing book signings. They are a great way to hawk your new releases, get exposure for yourself, and generate buzz for your work. However, I found there was little information about what to actually expect during them. I found plenty of resources about what to bring to them, how to sit or stand or pitch, but I could not find anything about the real interactions with people I could expect, and being the socially awkward person I am, that was the information I most needed. So having completed (or maybe survived) my first dozen or so book signings, I thought I would share some general observations. Perhaps it will help someone find the information that I couldn’t before my first signing, and maybe it will give some veteran book-signers a laugh. So, in no particular order, here are some observations from behind the book-signing table.
1) Many people will be too lazy to even glance at the back of the book. This was one thing I did not realize, so when people started coming up and asking me, “What’s this about?” I fumbled for a good synopsis I could deliver quickly and naturally. Be sure to have a well-practiced summary you can pitch in under 20 seconds. 30 seconds is when most people will start to give you that glazed fish-eye look, so keep it short, simple, and try not to let it sound too rehearsed.
2) See what people like, and tailor your pitch to fit. My usual tactic is to talk to passing people and say, “Hi! Do you like fantasy?” If they say no, I don’t bother them any more. If they say yes, I’ll usually ask what kind of fantasy is their favorite. I’m pretty well-read in the fantasy genre, so I try to draw parallels between my book and the ones they say they like. I find this to be a very successful tactic, because it’s both a sales pitch and a conversation, so it encourages them to linger and look over my table.
3) Some people will be a little too chatty and sometimes about nothing to do with anything you’re selling. Occasionally, I will have people talk to me just because I am there, and since I’m tending my table, I can’t escape. I’ve had people stand at my table for 20-some minutes to tell me about everything from sports, their phone, the trouble in the Middle East, to (my personal favorite) the local cicada population. Try to be polite, but be aware the longer they stand there, the more likely it is they are keeping potential buyers away. I notice a lot of people look at my table with interest but will not approach if there is someone else there actively talking to me. Be polite, but if they’re not talking about your work, try to find some other business to take care of that will encourage them to move on, such as checking your inventory or needing to answer a (possibly fake) phone call.
4) If you have candy, any kids in the venue will return like boomerangs, often for 2-3 pieces at a time. I have a small candy dish on my table, and I wouldn’t say it helps my sales, but it’s nice to have something to offer the people who approach, even if they don’t buy anything. Adds a certain sense of hospitality. However, be prepared to cut off candyholic kids after their second or third visit to your table. Parents are not amused if I have provided their kid with a sugar high for the afternoon, and since parents are usually the ones with the money, I want to keep myself in their good graces. Also make sure you mention what kind of candy it is, in case a child has allergies.
5) What age range? If you write anything other than adult books, be prepared to give an age range for your book, because you will be asked many times. I tell people mine are for 12+ unless the child is an advanced reader. I often ask the parent if the child has read Harry Potter, and if yes, then they could probably handle the reading level of my book. So, try to have an age in mind, and something on a similar reading level the parent might be familiar with.
6) People will ask very personal questions. How are your sales? How much did it cost to do this? How much have you made? For the sales question, I usually just answer, “can’t complain.” As far as I’m concerned, no one needs to know my sales numbers or my profits but me. Not until I can brag about one million copies sold or something. Anything short of that probably won’t impress people, so there is no reason to share. For the cost, I’ll answer that honestly, since putting out a book through Createspace really doesn’t cost me anything other than the time to prepare it. I can pay for extra services, and I occasionally do, but that’s another thing that’s not the average passerby’s business. Be polite, but respect your own privacy.
7) Who’s the publisher? Since I’m self-published, this can be a tricky question, as some people will snub self-published work and others will celebrate it, so I usually try to size up the person to guess what they would respond to better. Sometimes I will answer, “I do it myself through Amazon,” other times I will say, “An indie publisher, Sun Hawk Press.” Neither of those statements is untrue. This is one instance where it pays off to buy your own ISBN numbers and establish your own publishing imprint.
8) How long did it take you to write it? I feel like for a lot of authors– myself included– this is a difficult question to answer, because many of us spend our whole lives working on our craft, and go through multiple drafts/total re-writes/revisions of any given book. Sometimes I still fumble with this question because the first version of my first novel was written as a short story when I was 8, the first novel version of it when I was 14, and then I re-wrote it from scratch twice between age 16 and 22, so I honestly have no idea “how long” it took me to “write” it. I usually just tell people the series has been a work in progress for most of my life.
9) People will ask if (or assume) it’s free. I find this to be especially true in libraries. People will occasionally pick it up, look over it and then try to walk away. Many of these people will act surprised or indignant when I ask them to pay for it. Make sure to keep a close eye on your wares.
10) People will be surprised to know that you wrote it, especially if you are young like I am. Many people mistake me for an employee of the venue, a representative of a publishing house, or just some random person sitting in the lobby for a rest. When I tell them I’m the author, they’re stunned. Even with a large sign on my table that says “Visiting Author” many people still don’t realize it’s me until I tell them. So, make sure the people you talk to know who you are.
11) “So it’s like…” When I say I write fantasy, people automatically assume that makes it like Harry Potter, or Lord of the Rings, or whatever fantasy book they are familiar with. While this can help you sell your book, you also need to be able to tell them what distinguishes your book from other things they have read.
12) Some people will disapprove of your work even though they know nothing about it. This seems to be especially true for fantasy. Even though my books have spiritual and Christian undertones, some people assume that all fantasy is Satanic, corrupts the youth, and promotes witchcraft or other “sinful” acts. Generally I do not engage these people, just politely bid them a good day. There have been occasions where I had a particularly persistent visitor– I once had a woman berate me for “pandering the devil’s propaganda” and say of my red-eyed protagonist, “anything with eyes like that is no creature of God!” These people can be difficult to handle, but do stick up for your work, and make sure you know how to reach the venue’s staff and security if need be.
13) Some people will ask you for money. Sometimes these are homeless people, other times they are kids wanting something from the vending machine, or sometimes they won’t even tell you what they want it for. I have only ever given someone money on one occasion. The rest of the time I apologize and tell them I need the cash in my box to make change for my customers.
14) People will say they are interested in buying your book and are going to get their wallet/purse/money and then never come back. I guess some folks are too embarrassed to say my book didn’t interest them, so they try to ditch me instead of just saying “no, thank you.” Some people actually are going to get their money, but get sidetracked on the way and take half an hour or more to come back. Sometimes it’s hard to tell who’s ditching you and who will actually return. This can be very inconvenient if they do this when your signing is soon to end, so be sure to tell them you will wait for 10 minutes or so, but you’ll have to be leaving soon.
15) Have cards people can take. Some people will be very excited to meet you and really want your book, but will not have the money at the time. Have something you can give them with the titles, your website, etc. on it so they will be able to find and buy your book later. You can also give these cards to people who may not like the book themselves, but know someone who would. I’ve also been asked to sign these cards by children or occasionally adults who want my signature, but can’t buy the book at the time. Just for reference, I use Uprinting for all of my cards, flyers, bookmarks, etc. I find they have the best prices and provide excellent quality.
16) Don’t display what payments you accept. I got a Square credit card reader for my phone recently (which is very cool; I highly recommend it) and was very excited to be able to accept credit card payments. Square sent me two nice-looking stickers with the accepted credit card logos, and I thought it would be great to advertise that I offer that form of payment. Wrong. I realized an hour into one of my signings that this sticker was tanking my sales. I took down the little “payments accepted” sign and sold a total of 20 copies in the remaining two hours I was there. People seem to balk if they immediately see you want money. Lure them in with your display and charm and then tell them how they can buy it.
17) Offer bundle deals. This encourages people to buy more than one of your books. I’ve offered a 3-for-$25 deal and have had lots of success selling the first three books that way.
What to bring
1) A tablecloth, because most places do not provide one, and your table will look much better if it’s not just sitting there naked.
2) A minimum of 5 books for each hour you will be at the venue. Most of my signings last about 3 hours, so I bring around 15 copies of each book. I also keep a box of extras in my trunk just in case. I’ve had to go for the extras only once, but I was glad I brought them.
3) Extra copies of the first book if you have a series. I either sell sets of my series or just the first book. It’s rare that I sell single copies of the later books.
4) Decorations for your table. I have a few pages of scrapbook paper I set my books on, and a number of little trinkets and charms that I scatter across my table. There are endless varieties of paper and other things you can get at craft stores to spruce up your table for a low cost. An aesthetic table with lots to look at will draw in more curious people.
5) One large, eye-catching thing. Some authors use a large poster of their book cover. I have a life-sized cutout of my main character, which I had made with Party Standups, just for reference. People love him (except for easily frightened children, and the close-minded people mentioned in #12 above) and almost always come over for a closer look at him.
6) A locking money box (and the key!), and your credit card reader, if you have one.
7) A sign or counter card stating who you are, and flyers or cards with your titles and website on them for people to take.
8) If you’ve appeared in any newspapers, magazines, etc. try to incorporate them into your display.
There’s a lot that goes into preparing for a book signing, and a lot of different types of people to handle, but I’ve found if I have an appealing display and make an effort to engage the people who walk by, the signing will be a success. I typically sell anywhere from 10-20 books per signing (which tend to last 2-3 hours). I have also met some wonderful people by making these appearances. I have been invited to speak to school groups and forums, and made connections I would have never had if I had not been out engaging the public with my work.
Above all, one of the biggest perks to doing book signings is a feeling of legitimacy. For new authors, and self published ones in particular, sometimes one doesn’t always feel like a “real” author. There are few things that can cure that like meeting a child who tells you you’re living her dream, or having an elderly man tell you that people like you give him hope for the future. That feeling alone is worth putting in the work to make public appearances.