I'm an introvert. I get my energy from time spent alone or with an intimate group of friends. Large crowds unnerve me, make my self doubt rise to the top. But this is something I put aside when it comes time for the annual round of book signings. I greet people, make small talk, ask questions.
My very first signing was at the Christian Book and Gift in Rochester, Minnesota. The bookstore manager ordered dozens of books thinking fans would be beating down the doors. No such luck. I don't know if I sold one or two books, but that was about it. After driving an hour and a half each way and spending half the day away from my family in the process. Every signing I've had in the Twin Cities has been a bust--some have failed to sell even a single copy of my books.
The day after my first signing I had a signing in my hometown and sold over 300 copies in a two hour time period. Every signing in my hometown has resulted in hundreds of copies sold. But not just in my hometown. In neighboring Montgomery, Fairmont, Mankato I've had sell out sessions as well.
I can't say exactly what the difference is except that the
big fish, small pond axiom is very true. When the signing is an "Event" people are much more likely to turn out. If I merely hold a short reading with a Q & A time afterward people come. Especially in small towns where such events are a rare occurrence. Big towns have that kind of thing all the time. It's no big deal when an author comes to Rochester or the Twin Cities, but in rural America it IS a big deal.
Some key aids I've discovered are these:
1. Say hello first and don't talk about yourself or even your books. This might sound odd, after all you're trying to sell your books, right? But the truth is people would much rather talk about themselves (just read Dale Carnegie's
How to Make Friends and Influence People). When I show people that I'm truly interested in them, they are invariably more interested in my books. This is a much easier route for my introverted self anyway. I'd much rather discover a new friend any day than try the hard sell.
2. While your publisher will tell you to sign all the copies for the bookstore to sell afterward, don't assume this is what the bookstore wants. After all, if you sign all the copies the bookstore loses the option to return unsold volumes. It's called respect. And if you want a long term relationship with that bookstore owner you'll need to show sensitivity in this regard. When I appeared in Rochester I knew the salesman had misrepresented the potential sales to the manager. The one saving grace was that she wouldn't lose all that money if she could return unsold books. If I'd gone ahead and signed everything I'd have left her with no options. As it was she still wanted me to sign a good hundred copies and she did eventually sell them, but this is something that should be left up to the store. Always ask first.
3. Pre-publicity is key. Radio interviews and newspaper articles prior to the signings will remind folks to show up. I like to donate giveaway copies to the radio station prior to my interviews--the more people hear your name on the radio the more they'll remember who you are, and if they're giving copies of your book away every hour...well, you get the picture. My local radio dj is invaluable in this regard! Other publicity I've utilized--our city publishes a monthly newsletter so my signings at the local library get press there. I have thousands of bookmarks printed with each new book and send these out to bookstores and libraries; it's just another reminder. And floats in the local parade in conjunction with Friends of the Library--this was just plain fun.
4. Don't take it personally. Even best selling authors have awful signings. Once I'd traveled to a suburb of the Twin Cities for a signing at a Waldenbooks. They'd been selling the Lake Emily books by the bucketload and wanted to know if I'd come. As I sat in the store's entry to the mall I greeted passersby. An elderly man stopped to peruse my books. He read the back cover copy of one title and said, "You take yourself too serious." I tried to brush it off but he insisted, "No really. You need to change your writing." I was crushed. This man didn't know me, didn't know that in everyday life I LOVE to laugh. He'd judged me. That hurts. I felt like crying. Half an hour later another man stopped. He had kind eyes that looked so much like my father's (my dad died four years ago tomorrow). He told me stories about growing up in the same North Dakota town as Liberace. He was sweet and his kindness helped heal the hurt the previous man had left behind. In a small way it was like having my dad with me for a few brief moments and I treasured it. The point is that we don't know where others are, what kind of day they've had. Sometimes strangers vent at you and it has nothing at all to do with you. Sometimes people are plain mean. I've had people say point blank to me, "I hated your book." In print these unkind words are much easier to ignore. In person it's much harder to cope. Don't apologize for your writing, but allow people to not like it--that's their option. You don't have to like the shape of their nose either!
5. If it's a "low percentage" signing don't say yes. Once you know which signings have a greater chance for success only say yes to those. Don't drive four hours each way and stay overnight if the odds are low you'll sell more than a dozen copies. It doesn't make sense financially. I don't attend signings where dozens of other authors are signing--people have only so much money to spend on books. If readers have all kinds of choices the odds are lower they'll buy mine. Much better is the threshing show where I'm the only novelist--hundred of husbands drag their wives along; she's bored, he's gazing at motors (the perfect recipe for book sales!).
6. Don't allow publicity to take precedence over your family life. As Forrest Gump would say, "That's all I have to say about that."
More later,
Traci
