Book Marketing 101 - Setting up Author Events and Book Signings — Get the Most from Book Publicity
We all have at one time or another had the fantasy of our books being absolutely indispensable to readers - and that our genius is immediately recognizable even without the benefit of creating awareness or self-promotion. Well, for some very famous authors this may be true - but then again, publishers still spend millions of dollars promoting even the greatest writers’ books. Having your book recognized for the high quality endeavor that it is, and selling some in the process, really is ALL about an awareness of both you as an author and your book. One of the hard truths of the self-publishing industry is that authors must work diligently to create a market for their books - and all without the multi-million dollar budgets of the big publishers.
Author Events are the primary vehicle for the self-published author to get out and meet the public, and they can be your ticket to both sales and increased publicity - all thanks to your local retail outlet. This article will be your quickstart guide to developing and setting up winning Author Events and Book Signings.
Follow the steps outlined below, and you’ll find yourself scheduling more effective (and enjoyable) events, selling more books, and reaching more readers than ever before.
1 - Research the target locations
Keep in mind that sometimes (more often than not as a matter of fact) the best place to sell books ISN’T in a bookstore. Craft book? What about hobby or fabric stores? Cookbook? What about a local gourmet shop? Business or finance book? Any local seminars coming up that you could “piggyback” with? History or historical fiction? How about your local historical society functions?
Each bookstore has a specific focus, clientele and “ambiance” that contribute to its success. These traits are determined by the store’s location, the inventory focus, the personality of the manager and her or his team, and the appearance and atmosphere of the store itself - and these factors drive what products sell within this store. Make sure ALL of these factors support YOUR topic and your book. For example - a store focusing on children wouldn’t be the place to pitch your latest investment strategy guide…
Start local before you go global. You’ll have the most success where you have the greatest chance of being recognized.
Each and every venue you discover will have has specific presentation opportunities and needs. Make sure you understand where author events are typically held within the store, and what area is available for your presentation. Find out who is in charge of coordinating author events and get to know them - get on their mailing list of events so you can see what the store is typically presenting to their customers. Ask them what they want in an author. Match their needs and wants to what you have to offer, and don’t waste each other’s time by forcing your book to fit their world.
2 - Be absolutely professional in requesting an event
It’s almost funny how many authors begin to think that just because they put pen old vintage trucks antique truck to paper they deserve to be treated like royalty. Respect the store managers - you need them far more than they need you, keep your ego in check, ask them if you can present your idea for an author event and ASK FOR THEIR FEEDBACK. They will be far more inclined to want you in their store if they feel involved and invested in your success - it doesn’t mean make them do your work, but use their experience and knowledge to make your event a success (they probably know their customers better than you do…).
Create and use the best possible marketing materials - build a professional media kit that includes a press release, reviews, articles on topic that support book (both your own and other sources), a print out of your cover, a poster, postcards, author maternity resignation template letters bio, author photo, marketing info and calendar showing other events. Send this rather large packet of goodies to the appropriate person at the store - you should have this person’s name from your research phase. NEVER send a media kit to a generic address - I guarantee you are better off having
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