10 Reasons Why People Attend Book Signings

This is the survey result of 325 people conducted by myselfso I can improve at my own book signings. After completingthe survey, I saw the wealth of insight it had given me. Ifelt it was important to share it with a wider audience. Ialso interspersed some personal experiences.

The survey was conducted by Catherine in-person with peoplewho attended book signings at area bookstores in NorthernVirginia metro area between January 2004 and September 2004.A total of 325 people completed the survey.

Here is their response to one of the questions: Why do yougo to book signings?

If you are wondering how this can help you in marketing yourbook. These 10 items are extremely important. They tellwhat authors need to give to their audience in order toincrease their books sales and to connect with the audience.When you know what you audience wants, what they expect, theguessing fades and transforms into a great book signingevent.

Here are the top ten responses in answer to the firstquestion:

1. People desire to be acknowledged for taking their timeto come -- by you, the store, and others that came.Participants who have either already read the book, come tomeet other like-minded people. They have a social intentionand you need to give it to them. Most book signings don'thave any social aspect to them so create one. When youinclude ways, you will definitely increase sales. Peoplewant connection, they don't want to be ignored. Get themto talk to the people around them. Introduce one person youjust met to the next person to them. There are manytechniques or create some of your own. A seasoned authorlearned to do this over time. Learn to do it sooner.

2. Curiosity. People are normally curious about authorsand how they write, or how they got their book published.Tell them about your journey with all this. For the wanta-be or gonna-be writers there because their vision includeswhat you are doing, give them that feedback. It createsimmediate connection. Even if they didn't come not to buyyour book, usually they will change their mind, just becauseyou settled their curiosity.

3. Entertainment. Yes, you need to be entertaining.People do want that and they stick around (meaning theydon't get up and walk out) if they get it. Show energy, usehand gestures, and please stop reading from the page (numberone pet peeve). Over and over again, I saw people leavewhen the author continued to read his presentation from thepage. People don't expect perfection. They had a heavyweek, or day, and they want some way to lighten it up. Evenif your book is a heavy topic, lighten it up. Comicalanecdotes about yourself are great!

4. Oh, the old, "what's in it for me" discussion. What arethe benefits for them to read the book? Is there someinformation that will help shift their thinking on anything?Use testimonials, ones that have some meat on their bones.Yes, you may need to make some assumptions on where theaudience is at. Go ahead and do that. Create a few thatcover a wider perspective and it will deliver to a wideraudience.

5. There is nothing wrong with encouraging more sales. Whoelse might be interested in the book. Their boss, friends,sister, who? Go ahead, give gift ideas. What holidays orevents can you tie the book to? Is Christmas, Mother's Daycoming up? Tie your topic and the holiday together if youcan. Mention the type of people who like to read this sortof book. No, don't say everyone and anybody. This issometimes hard for authors because they attach it to"selling." Drum roll...heaven forbid...selling. When anaudience is so enthralled in a book and its story, theirmind isn't on buying two books. They walk out with one andthen when turning page three or five, a flash appears,"Ooops, I should have bought one for my boss." I guaranteeyou that it is very unlikely they will return to thebookstore to buy another copy at that point.

6. Do some things where you make extra connections with theaudience. Just don't sit behind the table. Stand up, shakehands -- no limp ones either, and look them directly in theeyes when you ask them, "Who would you like me make this outto?" Ask if they would like another book made out tosomeone else?

Here's a SECRET tip. It makes a BIG connection. TheJapanese do this all the time. Put down the pen. When youhand over the book, hold it cover up facing them with bothhands, present it to them slowly, purposely, as if it'sworth a million dollars and a very special gift. Look deepinto their eyes at the same time (okay this part isdifferent than the Japanese), and say silently in your heartand in your voice, "Thank you." Watch them light up. Ofcourse, smile.

7. As mentioned earlier, audiences come with a hiddenagenda -- to have a good time. To enjoy themselves. Createthat space of joy and lightness for them. Don't think youdon't have any control. The store wants you to succeed.Share with them what type of experience you want theaudience to have. Ask for recommendations, ask for thingsthat haven't been done before too. Give inspiration inlanguage, in thoughts, and in stories. Stories that pullsthe heart strings. If there isn't one in the book, findone.

8. There is nothing wrong with giving away a trinket, toy,item, that comes from one of the characters. Or even itisn't directly and just somewhat related. You don't need tospend lots of money on promotional items. Think. Thismight require approval by the host store. You will usuallyfind that as long as it usually doesn't cost them anythingand it increases book sales, they will encourage it. Give agift if they buy two or three copies. Find a unique magnet,or something funny, something that doesn't cost much but itjust ads to the incentive to buy more than one. Sometimesthe book store is returning something and can give you aremainder sale price. Ask.

9. You can't say thank you too many times. Remember tosmile, say thank you, and be there with a loving and openheart. This creates an attractive energy and pulls peopletowards you.

10. Share tidbits about how the idea of the book came toyou. Did you write 15 minutes a day, a certain word count?Did you get help from others, who? Did you struggle withsome part or something? Was there someone there for youthat inspired your journey? Please not the spouse commentall the time. To singles this is boring and people said aturnoff. Share tidbits about your childhood. There is achild in all of us. Share your childhood with youraudience. Especially funny screw-ups.

Well, I hope you enjoyed learning what audiences want atbook signings. This process was definitely an eye-openerfor me. It gave me a real taste of people and theirexpectations. Maybe another future survey would be to getpeople to tell me why are they leaving early.

© Copyright 2004, Catherine Franz. All rights reserved.

Catherine Franz, a Certified Professional Marketing &Writing Coach, specializes in product development, Internetwriting and marketing, nonfiction, training. Newsletters and articles available at: http://www.abundancecenter.comblog: http://abundance.blogs.com

More Resources

Unable to open RSS Feed $XMLfilename with error HTTP ERROR: 404, exiting

More Book Marketing Information:

Related Articles

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.
Promotion - Credibility Extras
For many of us, marketing our titles is one of the most tedious tasks of being an author. Even authors who published with large New York houses are expected to take part in marketing and promotion.
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.
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.
Book Promotion Myth -- The Best Place to Sell Books is a Bookstore
When authors think of their audience buying books they think of bookstores. This myth sends authors taking the long, arduous road to seeking out an agent, a publisher, hoping their book will become a best seller.
Book Marketing 101 for the Self-Published Author -- Getting Started
No matter what any publisher or marketing company tells you (even the traditional publishing houses), you, the author, are almost 100% the reason your book will sell.It is your belief, excitement, enthusiasm, and energy that will get a reader excited about buying your 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.
Publicity for Buzz Marketing for Authors
Congratulations, you've written a book and even gotten it published! Now, all you have to do is get people to buy it.Getting people to actually enter a bookstore with the purposeof buying your book is not easy because you're not a "brandname" yet.
Marketing Virus - Every Writer Needs to Catch It
For you writers aspiring to greatness, you might need a virus, before you can be great! You need a Marketing Virus. Every unknown writer needs a virus that will spread like the deadliest bug known to man.
Book Publishing Without Pain
When I meet an author with a great book concept, one who's definitely the right person to write that book, right away I'll often encourage her to self-publish. This is because I know that, if that author is thoroughly invested in what she has to say, and if she is determined to create a buzz about her message, she'll discover5 Fantastic Benefits of Self-publishing1.
The Value of Negative Publicity
Extremely harsh criticism helped boost my book sales. I explain what they said, what I did and what results I experienced.
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.
Distribute Your Self-Published Book - Part 1
Where is your book now? With a distributor? In a book store? Or, did it already die an early death after a few months? New self-published authors often believe they need a distributor to sell a lot of books. They want to use Ingram or Baker & Taylor because they think they need to get their book into the "brick and mortar" bookstores like Barnes and Noble.
Comments From A Book Reviewer
For the past several years I have been reviewing books for my own site, Bookpleasures.com, as well as many other sites.
Top Ten Ways to Promote Your Books Through Flyers
A flyer is an excellent, inexpensive way to promote your book. What makes one flyer so much better than another? Use these top10 tips to make your flyer stand out from the crowd.
Interview with Book and Marketing Coach-Judy Cullins - Part 1
To know what to do at the right time in book writing, publishing, or Internet marketing, consult a coaching expert who has lived it all for 20 years--Judy Cullins. Q 1- Would you say there is a difference in marketing tactics for different genres? If so, what kind of promotion would you suggest for, say, authors of children's books, mystery/romance, or non-fiction? If there is no discernible difference, what do you see as the best method of book promotion? A 1- The best promotion is a natural promotion--that authors will actually do.
Top 5 Book Selling Tips
TIP # 1Online reviews are paramount in importance when it comes to drawing attention to your book. And the best part is, you're in control of your own destiny!If you haven't yet submitted your own review on sites like Amazon and Barnes & Noble, what are you waiting for? This should be one of the first steps for every published author.
Your Book Marketing Plan - Winning Strategies and Tips
Many authors hit a roadblock when it comes to putting together and implementing a book marketing plan. You know you need to have one, you have a vague idea of what it needs to include, but pulling it all together into a step-by-step plan of attack is not nearly as easy as it sounds.
Top Ten Getting Started Tips to Market Your Book and Business
Want to sell a lot more books? Want clients calling every day to find out more about your service? Most emerging businesses forget the #1 way to promote anything--the Internet. Specifically, writing and submitting articles.
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.