Preparing for a Book Signing

So you finally secured a place to have your first book signing. How exciting, eh? Oh, what's that? You're a little apprehensive. Afraid no one will show up? How embarrassing would that be? Here are some tips to help you have a successful signing, no matter how many people show up. 

First of all, always know the venue or at least know their primary customer demographics. Who are their clientele? What are they looking for when they enter that particular store or environment? Be accommodating to their interests. 

My first venue to promote my newest book "Where Two Rivers Meet" is not a bookstore, but a coffee shop. Yep, you heard me right. A coffee shop that sells exotic gifts, not books. What was my publicist thinking? The manager cannot pre-order any copies of my book since she is not set up in the appropriate system. Therefore, I will have to provide my own books from my author orders. Note to self: make sure to order a few extra copies.

The first thing I did was contact the owner of the store and set up a meeting to preview the area for my signing. She took me through a closet, literally. I felt my stomach sink as I walked through it, thinking oh my gosh, surely she isn't going to put us in this tiny room. But then it opened up to a larger room toward the back. A private room with beautiful stained glass doors that open up to the main coffee shop sitting area. The interior of this shop is oddly laid out with different rooms and hallways, but all connected. You really need to know where you're going in order to meet someone. I knew immediately signs would be necessary to help attract and guide people.  

Signing Preparation Tips:

1. Contact a local print shop to order posters with the book cover and a white block at the bottom to include removable signing information. This way you can reuse the posters for future signings.

2. Invite friends to help you with set-up needs. Never go to a signing alone. Take your husband, sister, son, or best friend, just don't go alone. It's just awkward and looks better to have one or two other people there when strangers walk up and start looking at your book. They won't feel under attack. In fact, you want them to feel comfortable to peruse your book as long as they want to without interruption.

3. Decorate the table, but do not clutter. Keep it clean and simple. Just a couple of book stacks with one displayed on a stand and one larger poster style photo of your book cover either on the wall or on an easel. Make the room inviting. Greet your potential customers and make eye contact, but don't overwhelm them. Simply acknowledge them, maybe introduce them to your companions and engage them in conversation.

4. Always offer free baked goods: cookies, finger foods, cake, but clear this with your venue management first. Some folks tend to go overboard and make this a full-blown party with a huge cake, balloons, etc. Remember your venue and why people come there. In my case, this is a very popular coffee shop with return
customers who could complain. I must honor their time and purpose for being there. Not stuff a piece of cake in their mouths and bombard them with information on my book, which they may not be interested in at all.

5. Offer a giveaway gift basket, which includes your book(s), a coffee cup, pen, coffee samples, notepad, bookmark, gift card, anything related to your book or just fun stuff. It doesn't have to be big. Offer this giveaway to anyone who signs up to your email list. Then send an email out to everyone who signed up, thanking them for attending your signing, telling them about any future signings or books. Direct them to your website and always offer another free ebook or other in the future if they subscribe to your website.  

Tips for Promo

When promoting for a signing, ask how you can help the venue bring in new customers. This is what they need and look for from you, the author. They are a business too, so it's not just all about you and your book. How are you going to help them in their business, which will make them open to have signings in the future? In such case as mine, I will encourage people to grab a latte or coffee or check out the exotic gift shop after they check out my book. Or if they walk in with a drink, I'll offer them a cookie and chat a while about my book. It's all about networking. Be friendly and approachable. 

Prepare your payment processing applications through http://squareup.com and have some extra cash on hand to make change, if your venue will not be processing payments for you. 

Send email announcements to friends and family, book clubs, and writing groups. Be sure to include any parking information. Such as: parking is limited, but you can park across the street for free. 
Promote on your social networks and local media.
Send out evites to your social network groups.
Make sure your press release announcements get to the local media and follow up the week prior to your signing. 
Check in with the venue management the day before to confirm your signing arrangements and let them know what time to expect you there. Plan on getting to the venue at least an hour prior to your signing to set up your area.
Assign a parking director to direct people if parking is limited.
Assign a greeter at the door to help direct people to the signing room. 
Assign tasks to your companions and helpers, so they feel needed and aren't just loitering about the venue. 
Clean up after yourself. Be courteous and appreciative to your host and venue site.
Send a thank you to the manager of the venue. Handwritten is best, but email is acceptable though not as personable. 

Pray and ask God to direct the footsteps and paths of people to your signing. It certainly doesn't hurt. Saturday's are busy days for folks and usually a book signing is the last thing on the agenda. So pray for God to lead them your way at the right time. Keeps things exciting. You might even run into old friends unexpectedly. Whether you have two, ten, twenty, or more people show up for your signing, you will be blessed for having done it. 

If you can make my signing for "Where Two Rivers Meet," I'll gladly share more tips with you.  Just in case you can't, you can order a signed copy directly from me for only $15.00. This includes S&H. Contact me at londahayden@gmail.com for an order form.