An author in one of the writers’
groups in which I participate posted that she had a book signing at a store and
no one showed up. She was very
disappointed, and I can understand that.
Who wouldn’t be? But she, and
you, need to realize that this kind of thing happens all the time – it’s
completely common for writers who have yet to become a household name.
At my first book signing, I expected
to have a line – albeit small – because there had been so much press leading up
to it – people had to be curious, right?
Wrong. A few people did show up,
and I did sell a few books – but there was NEVER a line. I directed a lot of people to the Harry
Potter books and the food court, as I mentioned in my previous post. (Book Signing Basics)
All is not lost, however. A book signing or other event is the perfect
excuse to do a broad press campaign. Every news outlet in your area should have
received a press release and/or announcement with the details of your upcoming
event. No one who reads the news story
will know if no one shows up – and at least that way your name got out in front
of a lot of potential readers. So
always, always press the heck out of your event beforehand. If not for the event, then for yourself – how
many opportunities do you have to make the news for the same book?
As far as no one showing up - you
can’t take that kind of thing personally.
This author was under the impression that the store would share in
advertising the event since that had been her experience in the past. She’d been quite successful and pleased with a
recent signing at a library. But
libraries are different – they have people dedicated to events and
publicity. They have public programs and
relationships with the news media. Book
stores may or may not – and they probably won’t do any press for you. Luckily this author didn’t slack and did a
really good job pressing the event. Her
releases were published in a number of papers.
In my opinion, that’s a win.
Since you will pretty much be ‘on
your own’ – take the initiative. Print
up some flyers or posters announcing the signing and bring them to the store a
couple of weeks in advance. These don’t
have to be fancy – just a photo of your book cover(s), a photo of you, the date
of the signing, and maybe “Meet the Author” across the top. Make sure your name is in a large font,
too. Name recognition is
everything. Have the management hang
them up in the store. Leave book marks
on the counter. If there are any
bulletin boards in the area – gas stations, community centers, convenience
stores – hang those flyers there as well.
People do stop and look.
Why won’t people come up to your
table? People are weird. Many of them
don't like to go up to authors at signings. They feel like you’ll pressure them
into buying your book. They feel like if
they talk to you they SHOULD buy your book.
People don’t want to feel guilty.
Tomorrow, you might sell a lot of books because you were there today.
“Sure, Brooks, you’ve got eight titles. This kind of thing doesn’t happen to
you.” Well, I didn’t always have eight
titles. I started out with one. In fact, I was very nervous this exact thing
would happen to me. I’d been selling on
average no more than FIVE books per signing.
Then came my first signing in urban Virginia.
There really hadn’t been any press on me in that area since it was more
than two hours from where I lived – and it was no little farming town, either. No one in this densely populated city knew me
or even cared to know about me. I’d
spent SIX hours driving around the weekend before the event hanging my flyers
everywhere I could find a spot: bus
stops, gas stations, restaurants, telephone poles at intersections – you name
it. Now that I think about it – it was
kind of pathetic. I didn’t know the area
and I wanted as much exposure as possible – so at the time it seemed like the
right thing to do. I was scared to DEATH
that the book store would think I was a total loser if no one showed up. It was a big chain and I really wanted to
make a good impression.
Then, I got an idea. I can be pretty wily when I want to be. I called a couple of friends. I arranged with them to come to the signing,
stop at my table, and I would slip them twenty dollars with a bookmark so they
could go to the register and purchase a book.
Expensive, right? Well, yes. Stupid, right? Well, as it turns out, no – it took SO much
pressure off me that I actually enjoyed my signing.
Another thing I can't stress enough
is to have something interesting on your table to draw people over. Since
people are weird - it's so important to have an icebreaker. Pick something key
(or not-so-key if it's tough) in one of your books and put it up there. If
you're like me, you probably already have it for research or inspiration anyway
(or just because you're warped). Even though grenades aren't used in my books,
I have three different types. I used to set those out. Fantasy authors can put out
big sparkly crystals - history authors can put Civil War figurines, etc. - go
as big with stuff as the book store will let you. The key is to make people
curious enough to come over and talk to you. If you can get someone to come up
to your table, people will see you don't bite and that will encourage others.
Depending on the store, you may be
allowed to put out food – cookies, candy, whatever. Everyone loves free food. I’ve seen some people detour just to get it. If it’s a treat that has some sort of relevance
to your book – even better.
So, don’t get discouraged – it’s
just the lumps you take starting out. As
long as you give it your best shot – it never counts as a loss.
