Events by Anonymous
By Jerry D. Simmons | June 27th, 2006 | No Comments » (Click to add yours!)
There are a few misconceptions about bookstore events. The first is that they can only be set up by a publicist. In fact, some of the most successful authors around set up their own events, based on their travel schedules and availability. It’s remarkably easy to do: just call the store, ask to speak to a manager, and they can work with you to figure out how to do it. Even if you don’t have time for a bona fide event, you can sign stock, meet the booksellers, and build relationships. One author I have worked with launched his own all-out assault on a region by driving to every bookstore in that region on weekends and signing stock. Now, with Google maps and GPS, you can always find the bookstores in a given area.
A second misconception about events is that they are all about sales at the events, and any event without a crowd is a failure. Not true. In order to publicize an upcoming event, the bookstore must have multiple copies of the book, include the book in their newsletter, or in-store signage, and after the event, they have signed stock, which has its own sales hook–customers who love signed books. Yes, of course it’s awkward for an author to sit at a table with a stack of books and no customers–it’s awkward for the store, too. But it does happen to every single author out there at least once. Look at the positives–you have greatly increased your book’s visibility in the store (for sometimes weeks on end that you never would have achieved without doing an event), you’ve increased the book’s value by signing copies, and you’ve been able to meet, and hopefully influence, some of the booksellers that are actually selling your book. Remember, booksellers are your customers, too! You need to sell them on why your book should be hand-sold above all others, and why they should keep your book on hand at all times.
Even if you aren’t doing an event, try stock signings (arranged in advance, to be sure the store has stock) in areas where you plan to travel, or in your own area, and meet the booksellers. Anything you can do to stand out from the crowd in a good way will help you for your entire writing career.
Anonymous is currently a New York publishing executive at a major company.
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