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The Truth About Book Signings

by marshafriedman123

So why do it?  There are obvious benefits to doing book-signings,
such as meeting prospective book-buyers in person; the market
research that can only come from talking directly to your
audience; the local exposure you'll experience and the overall
promotion that's part of this entire activity - but there are
hidden benefits in doing book signings that are even more
valuable than everything I've just mentioned!

HIDDEN VALUE #1  -  DISTRIBUTION IN EVERY MARKET
It's a known fact that distribution is a problem for publishers
of all sizes.  The reason is simple - with over 170,000 new books
coming out each year, bookstores have to be very selective about
the inventory of titles they choose to keep on their shelves. 
But, you can use book-signing events to force your book into
distribution because when a bookstore agrees to schedule a book
signing, they will automatically order a significant number of
copies to sell through in their store!
	  
HIDDEN VALUE #2  -  FREE ADVERTISING AND PROMOTION   
Let's face it - stores are highly motivated to promote book
signings, as these events are known to be a successful action for
driving in customers and stimulating sales.  Book signings after
all are two way streets: they draw attention to you, but you also
draw attention to the store.  So promotional mailings to
customers, announcements in newsletters, newspaper ads, media
interviews, internet banners are all promotional actions some
bookstores will take to draw attention to your arrival -
priceless promotions that cost you nothing!

HIDDEN VALUE #3  -  FREE MERCHANDISING
Another tool the store uses for promoting a scheduled book
signing is through high profile display materials (provided by
you or your publisher) that are set up at a table in front of the
store, usually about a week prior to your event, with a prominent
display of your book along with any other high quality
promotional material you can provide them.   What great
positioning for you to all those customers who walk through that
store.

HIDDEN VALUE #4  -  WORD OF MOUTH PROMOTION
After all the advertising you do, it's word-of-mouth marketing
that will either crown or drown you.  The smart author knows this
and will try to infect bookstore employees every opportunity they
can.  When authors are at book signings they have the opportunity
to meet all the store employees there at the time.  Those authors
smart enough to recognize the value of this opportunity will take
the time to introduce themselves, shake hands, talk about their
book in memorable "soundbites" and make each person feel singled
out and important (as they are!).

Needless to say, the next time a customer comes into the store
asking for a book on your topic they will be proud to boast about
your book and that they shook your hand.

HIDDEN VALUE #5  -  VALUABLE MARKET KNOWLEDGE
Going through the process of scheduling and executing successful
book signings can open your eyes to not only the world of retail
publishing, but also the door to the secrets of your market.  You
will be researching the cities that are suitable for your
promotion which in turn will give you valuable marketing
information.  You will find out where your book is most relevant
and where the most demand may be.

Finding out this information will enable you to fine tune your
marketing plan and target the best markets, saving not only your
valuable promotional dollars but your valuable time!  
-
Book signings are definitely a worthwhile investment of your
time as long as you understand that they are so much more than
just signing autographs!  Not only are they a publicity goldmine,
if executed effectively they will greatly increase your profile
on a local level and create an awesome buzz.

Marsha Friedman has been a leading authority on publicity for
authors for nearly two decades as CEO of Event Management
Services, Inc (EMSI).  If you would like to receive her free
Ebook "How to Be a Great Talk Radio Guest" visit
http://www.emsincorporated.com.

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