Celebrity
Book Signing
Dear
Associate,
It
was 7 o'clock on a Wednesday evening at Borders. The fans
gathered in the rear for a chance to experience their celebrity
author. She came in without music, fanfare or a formal greeting.
The announcer directed the first group to line up on one side.
Lucky number one in line received the first door prize and
the hoopla began.
After
submitting your book proposal and signing with a book publisher,
it's time to promote your book. Besides media appearances,
joint venture deals, online and offline marketing campaigns,
niche industry and association distribution channels, and
seminar promotions—you'll want to connect with your public
at a local book signing.
Depending
on your topic and professional reputation, these may involve
half-day events. They may seem like work, but they allow the
public to fall in love with you in person. And take home more
of your life-changing resources.
How
to host a dynamic book signing...
1)
Create the proper ambiance. The tablecloth should balance
with your book cover graphics. The backdrop could be mobile
shelves containing your books face forward and spiced with
balloons and other decorations.
You
may want to bring a bucket of candy for children, random door
prizes, and complimentary promo items. A banner hung behind
you will draw more attention from onlookers. And posters of
you hung inside the bookstore and displayed on the front windows
can add to the excitement.
2)
Work with support staff. The local bookstore may provide
a runner to prepare each book's actual message for you to
write. They may position a staff member in front of the line
to enforce the who's-up-next rule. And they may provide the
public address announcer, a ticket administrator, and others
for general assistance.
The
local radio station may provide their personal event staff.
They may bring radio personalities and studio staff waiting
in the wings to assist either you or your fans. They may have
a go-to person who directs traffic, announces the rules, and
takes photographs. And if you write on a controversial topic,
they may provide security to deter hecklers and double as
escorts.
3)
State your protocol. One simple solution is to have it
printed on the numbered tickets passed out to all participants.
List the size of each group allowed in line. State whether
photos are allowed—and if using flash is permissible.
Will
you sign an unlimited amount of books? Do they have to order
your latest book (from the host store) to receive your autograph?
Will you sign backlist copies? Be clear with your protocol
and you'll reduce repeated questions.
4)
Engage your audience. Smile at us. Laugh with us. Humor
us. Make us feel like never wanting to leave you. Give us
all of you so we can shout it to all our friends.
5)
Ride in style. If you want to make a lasting impression
for your fans, your entrance at the bookstore should be memorable.
Allow a chauffeur to open the door for you. Don't be bashful.
Remember, you are the celebrity everyone came to see.
If
your book is about the military, arrive in a camouflaged Hummer.
If it's about prosperity, a nice stretch limo will do. Or
if it's a western, then horses with a covered wagon may be
the ticket.
6)
Dress appropriately. Your attire will say a lot about
you. So dress as professionally as you can for your topic.
This may include wearing make-up or jewelry.
If
your topic is on poverty in America, then wearing a sharp
business suit may not be suitable. If you're a performer writing
about life as a nightclub dancer, dressing in your work outfit
may not be appropriate. Dressing congruently with your topic
adds to your credibility. Going overboard to test the borders
of decency can destroy it.
7)
Capture names. This an oversight committed by many published
authors. If you're an author, then you are in business. Businesses
need to make money to survive. And one under-utilized method
many successful authors are cashing in on is building a list.
You
can easily do this by holding a raffle. Since you are the
star, fans love to possess some memorabilia you own. Maybe
it's a teddy bear, a grammar school lunchbox, or the clothes
you wore at your high school prom. Have us fill out a card
with name, e-mail, phone number, and shipping address. See,
that was easy!
The
prime directives for your book signing are selling books,
resources, and allowing your fans to fall deeper in love with
you. They will want to take a little part of you home with
them. Create this magic and you will have adoring fans for
life.
Warm
Regards,
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