Book Signings: The Highs and The Lows
Two words can strike fear into the hearts of most writers:
Book signing.
We’ve all seen the terrified and/or embarrassed authors, sitting behind a rickety card table in the far corner of a Barnes & Noble or an independent bookstore. A dozen or more of their books are stacked to one side, with one copy set up on a stand, cover-out, so passersby can glance at it before instantly deciding they want nothing to do with it or the poor author.
If you’re an experienced writer, you know what I’m talking about.
Dom Testa speaking at a signing for Comet’s Curse at The Tattered Cover Book Store in Highlands Ranch, CO.
If you’re in the process of becoming a publisher writer for the first time, you’re about to get an education.
On the surface, it sounds glorious. “I just published my first book, and the local bookstore has agreed to let me sign books this Tuesday afternoon!”
Then you get there, buzzing with nervous energy, and you set up your little space. You arrange the books more than once, trying to display your darling in the best possible configuration. You line up a series of pens, maybe a flyer or business cards, and—if you’ve really done your homework—a bowl of candy.
Bribery works. Not with everyone, but it works.
Those are some of the highs: Scheduling your first signing, setting it up, and living off that high.
The lows?
Well, it’s entirely possible you’ll sell one book. Or two. Or maybe even none.
And, when you’re packing up all the items you brought with you, and you see that the stack of books hasn’t been reduced by much, it can be absolutely deflating. You may even wonder if it’s too late to discard your dreams of bestseller lists and go back to working at a restaurant.
But here’s the real dope from someone who’s seen the highest of highs and the lowest of lows:
Don’t read too much into those first signings. And, while we’re at it, let me share one or two suggestions that might reduce the sting of despair.
I can tell you I’ve had signings with nearly 300 people—the line stretched out the door, and I thought (briefly) I was the second coming of John Grisham or Stephen King.
But my publisher also scheduled me into a signing at a small, indie bookshop in Houston without marketing it at all and without telling a soul. Even the store managers were slightly surprised when I showed up.
On that afternoon, I faced three rows of empty chairs. The only people who showed up were the store managers, an old high school friend of mine who stopped by for moral support, and some strange dude who just happened to wander by. It was so bad it was funny.
Almost every author you’ve ever heard of has done a book signing with a similar turnout. Boulder writer John Shors has one of the funniest stories ever about a first signing where, in the beginning, there was literally no one there. Dude had me laughing out loud.
So now that you know it happens to the best and worst of us, maybe you won’t be too hard on yourself if you only sell one book. But mostly I want to share two important elements of a successful book signing.
How to improve your book signing
One: I’d only schedule a signing if the book has at least a chance of appealing to a somewhat broad audience.
Dom discussing cover art during a book signing for Comet’s Curse.
You’ve written a romance novel, or a mystery, a thriller, or a business book that resonates with a lot of people? Your pool of prospective readers is deeper.
You’ve written a history of Slovakian coal miners from the 19th century? Well, it might be fascinating—but I’m sorry, other than friends or family, no one is going to queue up for that. It’s a tough business, man.
And number two: What are you actually doing at the bookstore besides signing your book?
The answer is: You’re giving a talk.
I don’t do many book signings these days, but, when I do, I make sure to give people a reason to show up other than to BUY MY BOOK, PLEASE.
Instead of just sitting behind that card table, I have the store set up a lectern and, if they can swing it, a screen for slides. I then use the opportunity to not simply talk about my book, but to reach out to the writer inside everyone else.
Because, in case you hadn’t realized it yet, millions of people have at least toyed with the idea of writing something. They may not have told anyone, keeping their dream hidden away like a deep, dark secret—but they’ve certainly thought about it. The problem is that few people know how to go about it.
That’s where my talk (and, perhaps, yours) comes in.
People wandering around a bookstore may not stop at a folding table to chat with a stranger, but if a podium is set up and it looks like it’s an actual “event,” then many will sit down and listen, especially if it’s a topic that tickles their inner fantasies—like writing a book.
During my quick sessions (usually only about 20 minutes or so), I talk about my personal writing experiences, how I was a closet writer (just like everyone in the crowd), and how I finally got the nerve to submit my work. Then I answer every question customers have about writing, editing, publishing, selling, anything. I may not know everything, but I can steer people to sources to fill in the blanks.
Use your book to tell your story
The examples I share regarding my own publishing history incorporate the details of how I wrote THIS particular book. That plays on the curiosity of the crowd. If they want to write a book someday, but they also happen to love spy thrillers, they could very well be game for purchasing the first book of my Eric Swan spy series.
The book talk, instead of simply a book signing, is a much more rewarding format for them and for you. Book readers and book writers, you see, are really the same species, and often it only takes a nudge to move a person from the first category to the second.
So, to recap, the best advice I can give for a book signing:
Make sure it’s a book with more than a tiny sliver of interest, and
Offer something of value, rather than just asking people to part with their money. Teach them something.
Oh, and still bring that bowl of candy. Every time.
* * *
If this article gave you an a-ha moment or encouraged you to get off your butt and write that book, then there are two things you could do. One, you could check out Dom’s book called The Color Of Your Dreams, which is essentially a primer on how to get off your ass and publish your first book.
You could also buy Dom a tea or a beer right here. It would be very appreciated.
