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DO - Although most book stores will send a news release about your book signing, send your own as well. This increases the chance of getting coverage. Send it at least two to three weeks in advance to all media within a 50 mile radius. Include a photograph of yourself and a book cover. Tell all about your book, yourself and if you are doing a talk instead of just a book signing, include your topic title and a little bit about it. Include your phone number and the contact person, address and phone number of the book store. Editors often will call you or the store for more information.

One more thing. Always "confirm" that the book store will send a news release to the media. I make a note to call them at least "three" weeks before the signing to remind them and make sure they are going to send it. Most media require receipt of a news release at least two weeks prior to an event. I no longer will do book signings at stores who are not willing to send news releases about my book signing.

DO - Send postcards made from your extra book covers (you did have extra covers printed, didn't you?) and make phone calls to friends, acquaintances, business associates and club affiliates and anyone who might be interested in attending your presentation or signing.

DO - Call the radio and TV stations no less than a month in advance and request an interview the week of the signing. Send them a news release about your book signing. Give them a special invitation to attend your book signing and if you are in town to do a keynote or seminar, invite them to attend at no charge. Remember to send them a promotional copy of your book.

DO - Doing a brief lecture at your book signing? The possibility of having teachers or professors at your book signing is exciting! Ask the bookstore's CRM (community relations manager) to invite local area instructors who likely have interest in your book (or do some research and personally invite them yourself). If such attendees like your book, they may be in a position to order multiple quantities for next semester. (Thanks to Jeff Davidson, author, The Complete Guide to Pubic Speaking for this tip).

DO - Put several of your books "face-out" when they aren't looking! I often will also put the books of my author friends "face-out."

DO - Send them your endorsements. Print them in an attractive large font and on a white piece of paper. They will often use them on posters, etc. Also send several book "covers." Request that they put up a special display, including poster, at least a week in advance of the signing. Most do, but it doesn't hurt to ask.

Send your picture (color is best) to join the book cover on the poster. Sometimes they use it, some times they don't. At least it gives them an option. Offer to send any additional information they may need.

DO - Talk to people. Many people think because you wrote a book, you are unapproachable. Prove them wrong. It builds relationships. Be exceedingly FRIENDLY! Book signings are no place to be shy.

DO - Ask the manager how many books they would like for you to sign before you leave so they will have some on hand. NOTE: Generally speaking, they cannot return any books you sign, so always ask! If the signing went well or even if it didn't, and you impressed the manager, they will usually have you sign a bunch before you leave.

DO - Bring a camera and have your picture taken with the manager or Community Relations Specialist and other key people in the store. If you want to call attention to yourself, pay attention to other people. Most people don't do this. You may want to use several of the photos in publicity in the future.

To take this idea a step further. . . make sure your book is in the picture! Next, buy an inexpensive frame, and mail the photo in the frame along with a handwritten, personal note suggesting they hang the picture in a conspicuous place in the store. You might also suggest that they start an "Authors Photo Wall (or Hall) of Fame." The Community Relations Specialist will be more than happy to have their picture with you hanging in the store and you and your book will get more frequent recognition.

DO - Have a Polaroid camera handy at your table. When someone buys your book say, "Let's have our picture taken together!" Have someone from the store take a picture of you and your new customer. Give it to them and sign and date the back of the picture. Suggest they use it for a book mark. This increases the odds that your book AND the picture will become more of a conversation piece.

Someone suggested taking a picture with a digital camera, getting their e-mail address and asking permission to send them the picture by e-mail. This will also help build your e-mailing list for future book announcements or for your eZINE.

DO - To help call attention to my book "Red Hot LoveNotes for Lovers," I put a crystal bowl on the table and fill it with small, individually wrapped packages of "Red Hots." Dove chocolates are another favorite. People will stop and read the book poster (while they are unwrapping the candy) and look over your book marks and books. Ask them if you can take the wrapper. . . Contact!

Another variation of this idea is to have custom-made fortune cookies made with a brief, clever saying relating to your book on one side of the fortune inside and your book title and website on the other.

DO - Have a local printer make a small booklet (3 or 4 pages) featuring the first chapter or excerpts from your book and hand them out at your signing. Ask their name and sign the booklet. Remember to list your name, address, 800 & local numbers, your e-mail address and your website.

DO - If you are in town for a keynote or seminar, bring some seminar flyers to hand out. It doesn't have to be fancy, just who, how, what, when and where will do! Invite the Community Relations person to attend your seminar for free. Many won't take the time to come, but it's a nice touch!

DO - Have copies of reader's reviews available at your table. Hand them to anyone who shows the least bit of interest in your book and say, "Here's what other people who have read my books have to say." Make extra copies for give-aways. One of my books is called, "LoveNotes for Lovers," so I say, "Here are some LoveNotes from some of the people who have read my books." When someone begins to read the reviews, remain quiet. Amazon.com is a good source when people post impartial reviews of your book. Most people hold Amazon.com in high regard. If no reviews are posted, send the link to your book to your friends and encourage them to post reviews.

DO - Have extra copies of your book cover printed and have a stack available at your table. Make sure everyone leaves the book store with a giant book cover "postcard." Ask them to mail it to a friend. Be sure you sign the book cover whether they buy your book or not. They also make great follow-up "postcards" if you have a guest book at your signing table that asks for an address.

DO - Call the local newspaper and request that someone come and take pictures for the "feature article" you will also request. Suggest that they interview the book store manager or community relations person. If they like you, they will almost always say great things you and your book.

I did this at a signing in Topeka, KS (my former hometown) and even though the article came out after I left, it was great PR, the store loved it, and follow-up sales were great. Remember to send them a promotional copy of your book.

DO - Get there no less than 15 to 20 minutes early and if you can, stay late. At a signing in Tucson, I sold more books in the extra 30 minutes after the signing than in the previous two hours.

DON'T - Don't complain if you don't sell lots of books. You must realize that signings and book readings or presentations will rarely exceed your expectations and hardly ever meet your highest goals. Signings make those who bought your book feel good, but they generally don't sell lots of books while you are there, UNLESS you create a presence WHILE YOU ARE THERE!

I've sold as few as "none" to as many as 56 in a two hour period. According to book store managers, on average, book sales for a non-celebrity author will range from about 4 to 7. If you sell more, you're doing great!

Go to Book Signing Tips - Part 3

Copyright © - Larry James. Reprinted with permission. - Larry James is a professional speaker and the author of three relationship books, "How to Really Love the One You're With: Affirmative Guidelines for a Healthy Love Relationship," "LoveNotes for Lovers: Words That Make Music for Two Hearts Dancing" and "Red Hot LoveNotes for Lovers." Larry James also offers "Author & Speaker" coaching. Contact: AuthorsandSpeakersNetwork.com, P.O. Box 12695, Scottsdale, AZ 85267-2695. LarryJames@AuthorsandSpeakersNetwork.com - www.AuthorsandSpeakersNetwork.com

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