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Sandra E. Graham

Your First Book Signing?--How to Make it Work

Having your first book published can be a writer's dream-it can also be a nightmare. Some writers think that once their book is out in print, that their work is done. Sadly this is just the beginning of the really hard work. If you had thought you were through the toughest part by getting your piece finished, edited, re-edited again and again, book cover selected and approved, and finally cradling your first printed copy in your hands; well, think again. Now come the mailing of galleys, or book copies, for review-and I'm talking not just four or five copies, which you have had to purchase yourself, but hundreds. Some publishers require their authors to mail out at least five hundred copies which could mean tens of thousands of dollars expenditure to a first-time-new author.

You have created a Book Marketing Plan which must then be approved by the promotions department of your book publisher. Then there is the scheduling of events-radio interviews, group talks, television interviews (if you have the right connections), creating websites, sending out thousands of emails, requesting reviews from Aunt Tillie to Ex-president Clinton-all in the name of getting your book out in the public eye. And last, but not least, is the Book Signings.

But don't let all this terrify you beyond redemption, however. You can always hire a publicist who, for a certain fee, will do some of the work for you. But, bottom line is, the author has to do more work now than they would ever have dreamed possible. You have traveled around the immediate area, the county, the state, the country and made your book known to as much of the buying public as you can cover without going broke from gasoline and hotel expenditures. You will want to donate copies of your book to different school and public libraries as a way of getting your book into the public eye. Of the five hundred copies you have given away or mailed out for reviews, you will probably have received approximately twenty five or fewer acknowledgements. If you have survived all this, then you are probably ready to schedule your first book signing.

First of all, you will want to evaluate your options. Most publishers will tell you that bookstore book signings are not profitable for the newly published author, as bookstores collect a hefty forty percent of the sale on each book sold. If you feel confident in yourself and your book, which well you should, you will probably want to purchase a short-run of your book, approximately 300 to 500 copies, at a reduced price for resale at your book signing.

Since bookstores aren't a viable option, you may want to consider restaurants. Most restaurants are more than happy to have an author (even new authors) grace their establishment by scheduling a book signing. It not only draws customers to their restaurant, it draws attention to the author's book just by the advertising, whether a book is sold or not. Class reunions are another good source of advertising through book signings, as are department stores, malls and libraries.

After you have chosen the place for your first book signing, you will have to plan the advertising of the event. Check the internet for sign making establishments in your area and get quotes for large outside banners and, at least, 20 inch by 30 inch posters to place in the establishment's entrance and maybe one to hang behind the table where you will be seated. Pick a good location to set yourself up in the store where you will not interfere with business, but will be visible to the patrons.

Make good use of your computer by designing your own banner and posters and emailing them to the sign maker to get a more accurate quote. Also, you may want to make little tent-shaped business cards with your picture, your book cover picture, and your website name and information as to what bookstores carry your book, to place on all the tables before the establishment opens if you are having your signing in an eating establishment or class reunion. Patrons can take these with them if they prefer to wait until a later date to purchase a book or would just like more information about you and your writing. Banners and posters should be put up at least a week prior to the scheduled signing.

While waiting for your banners to be made, you will want to touch base with local media who will advertise the upcoming book signing as a community event. Here again, the internet will come in handy. Most radio, television, and newspapers have a website where you can list community events at no charge. They also list contacts that can answer any questions you have about listing your event or scheduling a remote broadcast from the establishment that is sponsoring your book signing. They are, usually, just looking for special interest programs to run at no expense to you.

You will want to send out emails to everyone on your email list. Invite everyone, even those who already have a copy of your book. Their support will be greatly appreciated in the end. You can also pass along a little of the discount that you received when you made your short-run purchase; because, in the long run, the advertising will do more good than the book sales. And for all those who don't have email, call them. Call everyone you know and have them call or email everyone they know and so on and so on. Do whatever it takes to get the word out, and as they say---"build it, and they will come."

Now, picture yourself seated behind a table with a stack of your books on each side and maybe a stack of bookmarkers that you have made up yourself on your computer advertising your books and website, your pen is poised to make that first signature and your cheeks are pink with excitement. Your very first book signing has begun. Now would be a good time to have a family member or friend discretely snap a photo to send to your publisher. You are on your way. Good luck!

Sandra E. Graham, author , Amos Jakeyand Nicolinathru American Book Publishing. Visit my website: http://www.sandragraham-articles-books.com

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