Book Signing Event Tips for Self Published Authors
You're so excited about your brand new self published book. Congrats on that! To celebrate and announce your accomplishment, you've taken a page from the traditional publishing playbook and want to host a book signing. I know this sounds like a wonderful idea. But I'd like you to slow down a moment and realize that a book signing can be a more complex event than you realize. Let's see how...
What is a Book Signing?
In the traditional book publishing model, a book signing event is done to help promote a newly published book and its author to increase sales of the book. Self published authors have that same goal.
A book signing may include an in-person presentation by the author to discuss or read parts of the book, share how he came to write it, his life story, or any other topic that he (or the publisher) thinks will resonate with fans. Whether a presentation is done or not, the main feature of these events is fans lining up to meet and greet the author and get him to sign a purchased copy of the book. A signed copy, particularly by a celebrity author, can have increased collectible value and is a special memento for fans. So one can easily see how these events help boost sales.
Book signing events in the traditional publishing model are cooperatively produced efforts between the publisher and the organization selling or promoting the book. In the self publishing arena, these events are produced by the author himself, or with the help of friends and sponsors.
Don't Expect Bookstores to Host Your Book Signing (But Some Might)
As discussed in Why Isn't My Self Published Book for Sale in Bookstores?, self published books have little chance of being actively promoted or sold in large chain retail bookstores or even independents. Likewise, these outlets are usually not interested in hosting or promoting a self published author's book signing if they are not selling the book on their shelves. So don't be disappointed if your pitch to your area's bookstores about a signing event for your self published book gets a shrug or "No, thanks!" from the manager.
The exception for self published works might be smaller, independent stores who wish to support local authors or authors that would attract their target customers. In these cases, they may ask the author to pay a fee to host the event or share revenues from sales at the book signing. Don't be surprised if they ask for a guaranteed minimum number of book sales or attendees for your event.
When approaching any bookstore, always be ready to show how your event will help them make money! The "they'll buy other books while they're here" pitch is weak. People attending a book signing usually are attending for that reason and may only plan on buying the featured book.
Also, don't expect bookstores, even those who are amenable to hosting your event, to actively promote your book signing unless that is part of your arrangement with them. I talked with an independent bookstore manager who noted that some self published authors who approach her for book signings are hoping that the store will do all the promotion and they just show up. Sounds like those authors think they're already celebrities. Remember, self published means self marketed, too.
As with any other business agreement, confirm all arrangements in writing! Consult a business attorney to help draft these agreements so that they properly protect everyone's interests.
Remember, self published means self marketed, too.— Heidi Thorne
Book Signing Venues Other than Bookstores
If bookstores aren't going to work, other commercial venues (restaurants, conference centers, etc.) can be considered. But remember that the costs to host these events can quickly spiral out of control and negate any book sales revenues from the signing... maybe even cause a loss!
And, no, the solution is NOT to host it in your home or someone else's. This is the most risky of options! Realize that if someone gets hurt or injured while at your event, homeowners insurance (yours or your host's) may not cover the damages because your book signing could be considered a business event, not just a friendly party. Contact homeowners and commercial insurance providers for details on coverage.
Surprisingly, libraries are usually not an option. Because libraries are often branches of local government, they may be prohibited from hosting events that include or encourage sales or promote a business.
Another issue with venues is the transportation situation. You may think that charming little independent neighborhood bookstore is a perfect setting for your book signing. But if the parking or traffic situation is a nightmare, it will lower your turnout.
Eat, Drink and Be Careful!
Related to the event liability issue is that of food and drink. Serving food you made yourself or is the facility providing it? Serving wine or alcohol? Again, a book signing is a business event. Every time you add food and drink to the agenda, you up your liability. Again, contact your business attorney and insurance providers to discuss ways to secure necessary protections and minimize risk.
Keep Your Books (and Sales!) from Walking Out the Door
Attended a book signing at a small bookstore where stacks of the author's book were placed on a couple of counters. Saw event attendees wandering around with the book in hand. But to my knowledge the sales process hadn't really started and it was pretty unclear how it would work. I wondered how many of those copies went right out the door, lowering the author's and bookstore's revenues.
Actually, I've had something similar happen myself when I sold books at business events. At one event, I was featuring a copy of my latest book on a book stand. Then at the back of my display table, I had a stack of books available to make sales. As I was talking with one visitor, another visitor wandered to the back of the table and grabbed a book. Luckily, I saw it out of the corner of my eye and gently told him that those were for purchase. "These aren't free?" Oh my! It was embarrassing for the visitor and I felt awkward having to explain.
So what these incidents have taught me is that you have to have procedures and safeguards in place to preserve your sales. Consider the following:
- Keep a display copy out for those who want to page through it prior to purchasing. But keep the supply for purchase out of sight or otherwise secured and monitored.
- Clearly communicate, with signs and announcements, how the purchase and signing process will go. Not only is this a security measure, but it will save time and cut down on the chaos, too.
- Set up the area so that the flow of book purchase to signing table to exit is smooth and keeps things moving.
- Consider charging a fee for the event, but include a copy of the book in the price. This can help defray any event costs and make sure all books are paid for.
- People coming to the event with an already purchased copy of the book to be signed present a unique challenge. How do you know if they've purchased it previously or just swiped it from the bookstore or your inventory for sale? Limiting availability of the title to the secured signing event area while the event is going on can help prevent theft. If you or the bookstore have properly secured the supply of books for event sales and have a structured purchase procedure, it should be more obvious when people walk in with their previously purchased book.
Book Signing Event Checklist
- Get agreement in writing with any person or facility hosting the book signing.
- Contact personal and/or commercial insurance providers to secure event liability coverage.
- Keep a supply of signing pens ready! Select pens that won't smear or otherwise damage the pages of the book.
- Have enough books on hand for anticipated attendance.
- Secure your inventory of books.
- Print attendee list (if RSVP is required).
- Display signs showing attendees the book price, how to purchase and book signing procedures.
- Set up book signing area to optimize traffic flow from book purchase to signing table to exiting the area (or event).
- Smile and be friendly to your fans! They're the reason you're there.
Disclaimer: Both the publisher and author have used their best efforts in preparation of this information. No representations or warranties for its contents, either expressed or implied, are offered or allowed and both parties disclaim any implied warranties of merchantability or fitness for your particular purpose. The advice and strategies presented herein may not be suitable for you, your situation or business. Consult with a professional advisor where and when appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other damages, including but not limited to special, incidental, consequential or punitive, arising from or relating to your reliance on this information.
© 2016 Heidi Thorne