All the Ways to Make Your Book Signing a Success
There was a time during the coronavirus pandemic when you wondered if in-person events like book signings would ever resume. Well, the good news is that this book publicity mainstay is alive and well again. If you're an author looking to promote your work, it can be an excellent way to meet fans and help a retailer draw traffic to their bookshop. If you plan a signing event, it's wise to make some advance plans and promotional work to help make it a success. People are out of the habit of attending in person and there is competition for their attention, so make sure you are promoting.
The most successful (and well-attended) book signing events receive promotional support from the author and store. You reach more people with invitations when you join forces and leverage everyone's contact list. The same goes for media contacts; everyone can contact theirs with a request for coverage or a calendar listing. Starting with a save-the-date announcement can be an excellent way to kick off the publicity effort. It can continue with social media and blog posts that reach fans and customers. Make sure to include information about the event that will spark interest and encourage attendance.
The in-store event promotion will receive a boost from promotional materials that may include posters, bookmarks, cards, and counter signs. If your budget allows, you can produce them for the store or offer to share the production cost. If you're a novelist signing your book, you'll want items in the store to represent the story or characters. It may be as simple as reproducing your cover art in various formats. If you've had merchandise produced, the store may be willing to sell it during your appearance. It's a nice touch; fans often love t-shirts, mugs, hats, and tote bags. All are known to be popular items.
PR people remind authors about the need to make their appearances at events. Offer more than a signing. You can give a brief talk or make a short presentation to begin the evening. Even die-hard fans will be more enthusiastic about attending than they know there is more to do than requesting an autograph. While some outgoing people may work well off the cuff, preparing is generally better. When you're organized with your presentation, you'll be likelier to remember the important things to say and be more professional and compelling. Expect the event to be shared on fans' social media.
