 |
|
The source of the best business, financial and legal news |
|
|
||||
|
||||
|
||||
|
|
|
|
|
 | |
| |
 |
Business Informations |
|
|
|
Book Signings Are Pure Gold
So you've written a book, had it published by a publishing company and you are now facing the dreaded book signing or book launch. Your palms sweat at the thought of facing droves of people and actually having to talk to them. You are a writer, not a salesperson, right? Wrong! If you do not have the guts and determination to sell your own work, then why should anyone else do it for you? Book signings are your lifeline―your best friend―and they are pure gold. Before you step out into virgin territory and cross that boundary that is called a book signing, endless questions will bombard your brain. How many books should you expect to sell? What if you don't sell any books? And what if someone should ask that one little question that makes you quiver and shake in your shoes: "What's your book about?" In Canada, according to many of the managers at Coles, Indigo and Chapters bookstores, an average book signing is approximately $100.00 in retail sales. So if your book retails for $20.00, then selling 5 books would be considered okay. However, many authors have gone home without even one sale. Approximately 80% of authors will sell $100.00 or less; 15% will achieve $100 - $300.00 in sales; and only 5% of Canadian authors will see more than $300.00 in consistent sales. So where are the hundreds of book sales that you hear about in the news, and the long lines of people anxiously waiting all night? Unless you are J.K. Rowling, Stephen King, Nora Roberts or you are on the New York Times Best Selling list, the reality is there won't be a lineup longer than a family of four, and $100.00 in sales represents a good Canadian book signing event. Now that is not to say that you can't sell more. What makes a good book signing? YOU DO! You set the tone by how you lay out your display on the table, how you dress and stand, how you think about signings, how you approach people, and how excited you are about your book. You represent your craft, your talent and your product. So how can you achieve sensational sales? Follow these simple guidelines and watch your sales soar: Tables should be covered with clean tablecloths. Books should be displayed in stands and not left in stacks on the table. Signage should clearly state why you are there and who you are. Posters with your book covers, book reviews and excerpts can be displayed if you have the use of a wall or a tabletop easel. Draw people in by giving away a prize. Have them fill out their email address on the entry form so that you can invite them to sign up for your e-newsletter. And NEVER, EVER GIVE AWAY YOUR BOOK. If the prize is your book, do not be surprised when your sales are non-existent. Why should they buy when they can win it? Present yourself in a friendly, approachable but professional manner by dressing accordingly. It is also important to dress according to the image you present as a genre or expert writer. For example, if you're writing a book on riding with the Hell's Angels and the photo on the back of your book is of you in black leather pants, don't show up in a three-piece suit. However if you're writing steamy romance novels, don't expect to show up wearing a dress with a ripped bodice. Professionalism is key. Dressy casual always works. And during Christmas time, glitter attracts attention. If nothing else, people will stop by just to see what all the sparkle is about. Body language can make or break a sale. If you stand with your arms crossed, no matter how comfortable you are, people will assume you don't want to be bothered. They will think you are unapproachable and will steer clear. You will get the same reaction if you turn your back. NEVER turn your back to talk to someone behind your table. Many sales have been lost by this thoughtless gesture. Stand with your arms loose by your sides or clasped loosely in front or behind your back. This shows that you are relaxed and easygoing. Monitor the crowd by sitting for short durations. Every crowd is different. Some prefer to check out your table while you sit. But never hide behind your table! Once you or they initiate conversation, stand up, smile and sell them on your personality. When you are preparing for an event, make sure your attitude is turned UP! Attitude is contagious! If you are excited about your signing, everyone you meet will be excited. If you are dreading it or telling yourself you hate book signings, everyone will see that and your sales will take a nosedive. Love those book signing events! They are pure gold! There are golden opportunities at every event. Media will often contact an author they have seen at a signing. I have personally had four interviews within two months because of a chance encounter at a signing. And there is no better way to become known than by public exposure. Everyone you meet should be approached with respect. Treat them as if they are the President of your Fan Club. Have a handout ready to give to anyone who passes by, but do not be the pushy credit card salesperson. Look for eye contact. Smile and greet them. Then offer something to draw this potential fan to your table. Business cards, brochures and entry forms for a contest work wonders. Talk to them while they fill out the form and tell them: Who you are, What you are doing, Where you'll be next, When you'll be there and Why they should buy your book now. Know exactly what to say when someone asks: "What is your book about?" Think of a movie trailer for your book. How would the announcer describe it? Be prepared by writing down a script and practicing it before your signing. Be enthusiastic, positive and animated, and your audience will be intrigued. When the opportunity presents itself, hand them a copy of your book to feel and look at. The action of placing that book in their hands will dramatically increase your sales. Invite them to read the first page or chapter. Then let them know that you would be happy to autograph the book for them. High, consistent sales depend on three things: a good product, knowing your target audience and having a great attitude. If your product is full of obvious typos and glaring errors (especially on the back cover), you've wasted your money and your potential fan's time. Make sure your books have been edited by three pair of unbiased eyes before you self-publish. Nothing will turn off a sale faster than improper use of punctuation and spelling missteaks. Know your target audience. Know exactly who would buy your book for themselves and who would buy it as a gift. And always monitor your attitude, reminding yourself throughout the day that every person you meet is a potential sale. Follow the guidelines above and remember that the most important aspect of any event can be summed up by two words: HAVE FUN! Relax and enjoy the fact that you are a published author and that you have a book that is worthy of public adoration. If you have an exceptional product, are positive and lively, know your target audience and follow these steps, then you will be one of the few authors in Canada who will consistently sell more than $300.00 per book signing. You must BELIEVE in your book in order to effectively sell it. You must also believe in yourself, in your skills as a writer. You must become a shameless promoter. Why should you feel shame? Your book is worth promoting, right? Enjoy every opportunity you have of turning a book signing into pure gold. "Fear is contagious. So is courage. Courage can't help you, unless you allow it to." ~ Cheryl Kaye Tardif © 2005 Cheryl Kaye Tardif Cheryl Kaye Tardif is the author of Whale Song, Divine Intervention and upcoming new release, The River. She has appeared on television and radio, and has been featured in newspapers and magazines across Canada and the US. A former motivational speaker for a well-known international company, she has inspired people to achieve goals they thought were impossible, and she uses her motivational skills to encourage others. According to bookstore managers, Cheryl has the highest and most consistent book signing sales in Edmonton, and has often surpassed $500.00 in sales for one signing. She is also the owner of http://www.BookAdz.com, a site that promotes Canadian and American authors, and she is the creator of A.F.T.E.R. ~ Authors For Tragic Event Relief, http://www.aftercanada.com. For more information, email Cheryl at cherylktardif@shaw.ca or visit her website: http://www.cherylktardif.com.
MORE RESOURCES:
Publisher vs Self-Publishing: 3 Book Publishing Strategies - 3x24 - Your Newspaper and News Magazine
Book-Marketing - Google News |
|
|
|
RELATED ARTICLES
Dont Clone your Book or Business Marketing Remember that the miracle of cloning sheep has its drawbacks. The main one--dying young. Discover 3 Easy Ways to Promote Your Articles Are you using these methods to promote your articles?If not, you are missing out on some easy ways to get more traffic. Ways that require no additional work on your part once they are set up. Make your Book Stand Out From the Crowd: Know your Audience Most authors say, "Everyone will want my book, and when I take it to Oprah, it will sell millions, and I'll make millions, too." Not exactly true. How to Send Press Releases to Newspapers About Your New Book There are over ten thousand daily, weekly and monthly newspapers in the United States and Canada. For the first time author they are a valuable source of free publicity. Five Book Back Cover Mistakes and How to Solve Them Did you know that your back cover information is, after the cover, the best way to sell more books? And, that most authors, emerging and experienced, miss this opportunity to engage more potential buyers? Your book's front cover and sizzling title must impress your buyers in four-eight seconds. If they like it, they will spend ten-thirty seconds or so on your back cover-a great opportunity to convince them that your book is necessary for their pleasure or success. Online Book Promotion Beats Traditional Seven to One - Part 2 Think of Your Promotion Time and BudgetMost one or two-book authors don't have a large marketing budget. Marketing their speaking leaves them little time to write and promote their books. FSBO Author believes in Bookswaps Hi Noel,I absolutely love your website, As an MS sufferer I intend to buy your book and get "Back onto my feet." My motto this year is, "Again Alive In 2005!"I have published a book also. Ready, Set, Go Sell Your Book In The Real World! We hear a lot these days about more books actually being sold 'outside' the traditional bookstore. Think about it. Titles (and Subtitles) Sell Books! Does a title really sell a book? The short answer is, yes. If a book does not attract a reader initially, it will be overlooked and not purchased. Marketing Your Book on Radio Have you listened to radio lately? If you have, chances are you've heard an author talking about his or her latest book. According to the "Let's Talk Radio Marketing" Website, "Radio advertising has proven to be one of the most cost-effective means of reaching your target audience. Online Book Promotion Beats Traditional Seven to One - Part 1 While traditional marketing can work for the book author or publisher, the return is dim for the huge effort it takes. You must promote 90% of the time to even get a milligram of attention. Marketing for Writers When Writing Just Isnt Enough Many writers write for the experience. Others dream of having a number one best seller. How Many Ways Can You License Your Tips Booklet? You've been thinking about writing a tips booklet. After all, it's shorter, faster, and easier than writing an entire book. Authors Should Be Optimistic A client wrote me recently and asked what I thought of his using a publicist to promote his book - to the tune of $4,000 per month. In my usual blunt fashion, I responded by telling him most self-published books never sell more than 100 copies, that 2000 sales is considered excellent in the industry and that the number of people who sell between 50,000 and 100,000 can probably be counted on one hand. Five Secrets of Winning Book Proposals Working in the publishing industry comes with a high expectation, especially from complete strangers. After the causal 'hello' progresses to 'what do you do,' and my answer is 'I am a publisher,' the words, like fairy dust, work magic; and in the eyes of my conversation partner, I'm transformed into a glamorous Advice Goddess-would I mind reading this stranger's book proposal?Cornered in frozen foods at the grocery, black-tie events or at the bus stop, I've been 'pitched' as we say in the business, with such book proposals as: A Cat's Tale of Christmas; Old Testament Aphrodisiacs; Break Out (after being committed to a mental institution by jealous relatives, the story of one man's quest for revenge); and Suck it and See: A Guide to Tropical Fruits. Increase Book Sales: When a Sale Is No Longer Just a Sale Do you have books sitting in your garage that you haven'tsold yet and looking for ways to move them? Then you willwant to know about these five outrageous ideas that aren'tdifficult and can be just plain out fun. Dede Hall, author of The Starving Student's Cookbook hadvery poor sales for her books. Buzz-Based Book Marketing Once upon a time, people went to bookstores when they wanted to buy a book. Or at least, that was the theory. Speaking for a Publication Why write a book and get attention and loads of contacts?Expertise can sometimes be defined by the articles, columns, responses and books you write. It does not take a lot of effort to write the articles and columns but it does take effort to write a book. Book Titles that Make Big Bucks Do you know how readers decide to buy a book? 1) They get a referral from a friend. 2) They see an interesting book title on the best-seller list. 7 Vital Book Promotion Tips As a literary publicist I often am asked about publicity tips, tricks, and the magic behind my work. It's not magic.
|
| home | site map |
| © 2006 |
|
|
|
|
|
|
||||
|
||||
|
