Creative and thoughtful planning will help you fill the house for your book launch, book signing, or next big literary event.
As both a writer and a musician, I regularly see how getting people to come to live events is about more than the quality of art being presented. For better or worse, creatives like musicians and writers must often adopt a marketer’s mindset to help gather the audiences their works deserve.
This point was hammered home by a recent Washington Post article entitled “Margaret Atwood, Stephen King rally around new author after no-shows at signing.” The article describes how new author Chelsea Banning felt understandably deflated when only two people showed up at her first book signing, even after dozens RSVP’d “yes” online.
Table of Contents:
• It happens to the best of us
• Make a written plan
• Engage partners to help you promote
• Start promoting early
• Differentiate your event
• Look for press opportunities
It happens to the best of us
The article describes how Banning posted about the experience on social media — and then heard from multiple blockbuster authors reassuring her that they, too, had dealt with disheartening attendance rates in their creative pasts.
As Margaret Atwood wrote, “Join the club. I did a signing to which Nobody came, except a guy who wanted to buy some Scotch tape and thought I was the help. :)” The first takeaway here? If you publish a great book and nobody shows up for you to sign it, you’re in world-class company.
That said, both new and established writers can benefit from taking thoughtful and active steps to increase attendance at their book signings. Here are some ideas to help you get started.
Make a written plan
Haphazard, improvised efforts may help you fill your event with people eager to hear you speak and buy your book — but to optimize your chances for success, take the time to come up with defined goals, a clear timeline, and a reasonable budget. The more you plan ahead and the less you leave to chance and last-minute scrambling, the more likely you are to share your words with a full house.
Engage partners to help you promote
Are you working with a bookseller, literary organization, publisher, and/or theater to stage your book signing? If you have any partners helping to organize the event, be proactive and talk with them about promotion. Perhaps they have dedicated marketing people who could assist in spreading the word; maybe the bookstore hosting you has good connections with local community organizations that would be open to mentioning you in their newsletters. Engage collaboratively and see what happens.
Start promoting early
The earlier you can get your book signing on people’s radars, the better your chances of having them pencil it in to their calendars, anticipate the event, and decide to show up.
Early notification can be effective in many different forms. Casually mentioning your event on the phone or in person, sending a note to your mailing list, and posting to social media can all be good starts. Plant the idea in people’s heads however you can so the next time they hear about your book signing, it will reinforce the event in their minds.
Differentiate your event
Do what you can to make your event something more than “I have a new book! Come buy it!”
Can you tie your book to a meaningful cultural or social undercurrent that will stick in people’s memories? Is there some tidbit from the book’s origin story that might catch someone’s attention? Will you have special guests, a live performance of some sort, or something else that makes your event unique?
Avoid hooks that might seem gimmicky — hiring a clown for your event when your book has absolutely nothing to do with clowns might not work in your favor — but if there’s an interesting “extra” facet you can offer that gels with overall themes of the event, go for it.
If your book centers around food and cooking, could you offer free tasting samples of relevant dishes? Or if you’ve written a forensic crime drama, could you convince a retired detective or investigator to speak with you at your event about gritty, real-life details?
When it comes to differentiating your book signing, brainstorm ideas, discuss with trusted friends, and see what feels both realistic and engaging when it comes to getting audience members through the door.
Look for press opportunities
Research which publications list literary events in your area and see if they will include details for your book signing. Similarly, keep an eye out for bloggers, newspaper or magazine writers, or any other sort of media voice that might be open to amplifying the buzz about your event.
Unless you’re very lucky, very connected, or already a name-brand public figure, focus on low-hanging fruit. The chances of a first-time author getting a book signing written up in The New York Times are pretty minuscule, so instead, look for smaller-scale opportunities to get your event mentioned in a positive way. Even the smallest bits of publicity from the most local of publications can add up and have an impact.
As with direct outreach to fans, friends, and community members, start early and follow up consistently. Some publications, both print and online, have months-long lead times, while others can get new content posted within minutes. Optimize your chances of success by knocking on the door as soon as you are able, and continue to check in politely as your event draws nearer.
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Thank you for this !!!!
Did all that and more. Got three people. Enjoyable event, nevertheless.
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I had an excellent article in a local newspaper for my first signing. Sadly I couldn’t do it because my husband got very ill that morning and I had to call 911. It was scheduled for pre-Christmas so I lost out on a lot. People said they came but I wasn’t there.
For the next signing I emailed everyone in my neighborhood. Two people showed up. My next door neighbor bought two books (even though I would have gladly given them to her, but she insisted). For the next two signings I sold two and eight. I learned two things. I stand up and greet people and offer them a bookmark. (My bookmarks are 2 1/2 X 5 with all personal information on front and all book covers depicted on back.) Since my signings are in a local supermarket I had the customer service person make an announcement several times. But the personal touch when people enter saying, “You look like a reader!” and “Do you like to read?” and (spreading my hands) “These are all my books” encouraged people to engage. I also had a basket of cute magnets (all sealed because it’s illegal to give unsealed in my venue) with a sign saying Buy Three Books – choose a gift.
The next signing is close to my son’s birthday and St. Patty’s Day. I will have a sign saying Buy a Book-Get a Free Birthday Card. People love free. (Buy inexpensive cards and magnets at a dollar store.)
Decorations are IMPORTANT. For pre-Valentine’s Day my table covering was red with a string of hearts in front. For St. Patrick’s Day all will be green with a cute green wreath. SIGNS – I could only afford two on metal stands, but soon I will go for a big banner. Colorful is important – it draws attention.
My books are all Women’s Fiction/Romance. The thing that surprised most customers is that I am the author of 17 books. (They thought I was a vendor just selling books.) Although I don’t emphasize that I’m a Christian author when I tell potential customers my books are all clean they are more interested.
Engage potential customers in conversation. My favorite sales are to a grandfather for his 14 yr. old granddaughter (when I assured him my books were appropriate – not children’s, but fun and clean) and a woman who told me, “In 2020 I read 20 books. In 2021 I read 21 books. In 2022 I read 22 books. Your book will be my first in 2023.” You can also remind people all your books are available on Amazon. (One author I met says she makes a lot from that referral.)
I am edgy and nervous before each signing but once I am there and start greeting people I’m having fun. Fun is important.
Bonnie Engstrom, Author
Publisher: Winged Publications
Thank you ! My first book is now being published . I’m also a Christian writer
Hi Michael, I’m a first time author. I’m hoping to have my book published by next year. So, I really needed this blog. Thank you do much for all the information.
Good luck !!!! I’m in the same stage as you ! Much to learn !