So why do it? There are obvious benefits to doing book-signings, such as meeting prospective book-buyers in person; the market research that can only come from talking directly to your audience; the local exposure you’ll experience and the overall promotion that’s part of this entire activity, but there are hidden benefits in doing book signings that are even more valuable than everything I’ve just mentioned!
HIDDEN VALUE #1 – EFFECTIVE DISTRIBUTION
It’s a known fact that distribution is a problem for publishers of all sizes. The reason is simple: with nearly 800 new books published every day (that’s almost 300,000 a year!) bookstores have to be very selective about the inventory of titles they choose to keep on their shelves. But, you can use book-signing events to force your book into distribution because when a bookstore agrees to schedule a book signing, they will automatically order a significant number of copies to sell in their store!
HIDDEN VALUE #2 – FREE ADVERTISING AND PROMOTION
Let’s face it – stores are highly motivated to promote book signings, as these events drive in customers and stimulate sales. So promotional mailings to customers, announcements in newsletters, coverage in newspapers, media interviews, internet banners are all promotional actions some bookstores use to draw attention to your arrival; priceless promotions that cost you nothing!
HIDDEN VALUE #3 – FREE MERCHANDISING
Another tool stores use for promoting a scheduled book signing is high profile display materials (provided by you or your publisher). These display materials, and your book are usually set up in the front of the store, about a week prior to your event. What great positioning for you and your book, and the exposure to all those customers who walk through the store is priceless!
HIDDEN VALUE #4 – WORD OF MOUTH PROMOTION
After all the advertising you do, it’s word-of-mouth marketing that will either crown or drown you. The smart author knows this. When authors are at book signings they have the opportunity to meet the store employees. Those authors smart enough to recognize the value of this opportunity will take the time to introduce themselves, shake hands, talk about their book in memorable “sound-bites” and make each employee feel singled out and important (as they are!).
Needless to say, the next time a customer comes into the store asking for a book on your topic, they will be proud to recommend your book and boast that they shook your hand!
Book signings are definitely a worthwhile investment of your time as long as you understand their value is not just signing autographs! I strongly suggest doing as many as you possibly can, including stores located within a 100 mile radius. If executed effectively they will greatly increase your author profile and can create awesome buzz.
For 20 years Marsha Friedman has been a leading authority on public relations as CEO of EMS Incorporated. Go to guaranteeednationalpr.com to claim your free “Power of Public Relations” video today!
