Book Signings: Part I

It’s May, and summer reading clubs and book groups are popping up all over the place! How do you get in on that action? Just follow these steps:

1. Determine where you want to go

Your local area is important, especially if you are just starting out as a new author. Without the name recall of a seasoned best-selling author (you’ll get there!), it’s harder to get into bookstores where you don’t have a local connection or a history of successful events. Focus on places you have ties to (where you grew up, where you live now, where you went to school, etc.), and then when you have established a record, branch out.

2. Research the stores

The following are some great web sites to use to find independent stores by city or zip code. List the stores you can travel to and then do some online research to figure out if they are a good fit for your book. Most stores have web sites these days, so you can find out if they carry a broad range of books or only a specific genre. Check their calendar of events to see if it looks pretty open or if you’ll need to schedule way in advance.

–Book Sense
–American Booksellers Association
–Bookwormz

3. Start calling

Calling is always the best first move. You should plan on visiting also, but dropping by unexpectedly means you run the risk of showing up when the person you need to talk to is not there or too busy.

—Who do I talk to?

The Community Relations Manager (CRM), store manager, or event coordinator is best.

—What do I say?

–Whether you are a new or local author

–Your book’s publication date

–That you would like to meet to discuss an author event

–Let them know if you have any specific event plans (such as a theme) and that you will help promote the event.

*Tip: Many stores run themes around certain months or holidays. Be sure to find out what themes the stores you’re interested in are doing and see if your book ties in. It’s a great way to get into a crowded holiday calendar.

—When should I call?

This depends on the store and the time of year. If your book is released around any holidays, it’s best to call as early as possible because bookstore event calendars fill up fast around this time. Generally, you want to give the store 6–8 weeks, but many can fit you in earlier.

4. Meet with the CRM

If the CRM was interested, plan a quick visit to meet in person. Face to face is a great way to catch their reactions to your book and for them to feel more connected to you and willing to help you out. You can also check out the store while you are there and get a feel for where the signing will take place (if you don’t know where, ask the manager to show you).

—What do I bring to the meeting?

–A copy of your book

–Your book’s sell sheet (a sheet with basic book and purchasing information)

–A press kit if available

–Any marketing pieces you have created (flyers, bookmarks, postcards, buttons)

–A list of the plans you have for the event (so that the manager will know you will be working hard to promote it)

5. Tell your publisher and publicist about the event

When you have a final event time, hopefully 4–6 weeks prior, be sure to let your publisher know the details so they can inform the distributor. Otherwise, the wholesalers may not have stock when the bookstore places the order for copies, and your signing could be delayed.

Your publicist also needs to be informed early on to be able to contact media in the area and get the event listed on local calendars.

Look out for “Book Signings: Part II,” which will go through the steps of following up with the store and holding the event.