| Meeting potential readers and trying to sell your book | | | | if you've been to Rhode Island and someone is |
| can feel overwhelming for an author, especially an | | | | wearing a t-shirt that says Rhode Island on it, you |
| introverted one. Authors tend to forget that readers | | | | can use that as an icebreaker). Being friendly is a |
| are often pre-determined to like them because being | | | | soft-sell-you're selling yourself as a nice person, and |
| an author implies that you are a "celebrity" in their | | | | that will help to sell your book, even if you don't |
| eyes. Since readers are likely already warmed up to | | | | mention your book. Once you make people feel |
| want to talk to you about your book, here are some | | | | comfortable with you, they are likely to ask you |
| simple tips for making contact with potential readers | | | | about your books and then you can sell them. |
| that will help you to sell books. Since most shy | | | | 6. Don't Hide |
| writers probably aren't going to be out doing public | | | | Recently, I went to an event where numerous |
| speaking right away but might be coerced into doing | | | | authors were signing their books. I knew one of the |
| a book signing, I'll focus primarily on how to build | | | | authors quite well-had spoken to him on several |
| rapport with potential customers at your book | | | | other occasions, but I didn't speak to him at this |
| signing. | | | | event. Why? Because he had his laptop propped up |
| 1. Visualize the Event Before You Go | | | | on his table and was busy typing away. Twice I |
| I can't begin to tell you how important it is to | | | | walked past him and not once did he look up so I did |
| visualize the event before it happens. It will calm your | | | | not talk to him, and I certainly didn't buy his book. No |
| nerves and prepare you for success. So many | | | | one wants to feel they've interrupted a writer, not |
| authors are nervous about their first book signing-will | | | | even to buy one of his books. I've seen other |
| anyone come, will I sell any books, will people not like | | | | authors sit and read books and never glance up. I |
| my books-that they forget to enjoy themselves. | | | | understand you're shy, but what these behaviors tell |
| Make sure you are prepared to go early so you're | | | | the audience is, "Don't bother me." Trust me, they |
| not rushing around at the last minute to get ready. | | | | won't, and you won't sell any books. |
| Then spend five or ten minutes sitting quietly and | | | | 7. Don't Build an Invisible Line |
| envisioning everything going smoothly from arriving | | | | Some authors sabotage themselves when speaking |
| early to talking to readers and selling books. You will | | | | to their public. While you may not be shy, something |
| then go to your signing feeling calm, excited, and | | | | as simple as introducing yourself as "Mr. Richardson" |
| ready to succeed. You can use the points below to | | | | or "Ms. Lovelace" is going to turn customers off |
| help you visualize how to make the event successful. | | | | more quickly than if you say you're "Fred" or "Ellen." |
| 2. Arrive Early | | | | Readers want to be treated like friends, and formal |
| Nothing is worse than being late, or at least being | | | | names create a distance with readers. Body language, |
| nervous about being late. Give yourself plenty of | | | | looking bored, or ignoring customers by not saying |
| time to arrive early. You'll want time to get used to | | | | hello will also build invisible lines which make customers |
| the location, to feel comfortable there, to set up | | | | feel you don't really want to talk to them. |
| your table, place your books on it, lay out | | | | 8. Sell Yourself |
| bookmarkers, put up a poster, whatever is | | | | In selling your book, you need to sell yourself. When |
| necessary. You will feel better from being prepared | | | | you meet people at book signings or other events, |
| and that will make you more open to meeting people | | | | they will do business with you if they like you, so be |
| calmly rather than feeling stressed because you're | | | | personable. Rather than say, "My book is about" say, |
| unpacking books five minutes after the book signing | | | | "I wrote this book because of an interesting |
| is supposed to start while a customer stands waiting | | | | experience I had." Tell them about yourself. Give |
| for you to talk to him. | | | | them an interesting presentation about you-your |
| 3. Build Rapport With the Staff | | | | book is only an extension of you. Make them want |
| Whether it's a public speaking event or a book | | | | to know more about you, which in turn will lead them |
| signing, getting there early also gives you the | | | | to wanting to purchase your book. |
| opportunity to befriend the staff. This contact is | | | | 9. Give Them Something Tangible so They |
| extremely important. I can't tell you how many times | | | | Remember You |
| I've gone to book signings where the store staff | | | | Even if people don't seem inclined to buy your book, |
| have told me horror stories about other demanding, | | | | be friendly. Hand them book-markers, offer them |
| late, or rude authors whom they haven't invited back. | | | | candy if you have some at your table, or at least a |
| You want to make friends with the staff. If you | | | | brochure. Few people will refuse to take such items if |
| make a good impression, the bookstore employees | | | | only to be polite. More importantly, they have |
| or conference planners are just as likely to say good | | | | something to bring home with them. Many will throw |
| things about you to your potential readers. Being | | | | away your marketing pieces, but when they clean |
| friendly with them will also make them more likely to | | | | out their pockets or shopping bags, it will at least |
| lead customers over to where you are signing books | | | | remind them one more time about your book. |
| and to recommend your books to customers in the | | | | 10. Stay in Touch |
| days and weeks following the event. | | | | The best way to stay in touch with your readers is |
| 4. Greet the Audience Individually Beforehand | | | | to invite people to sign up for your email newsletter. |
| If you are speaking in public, it's a good idea not only | | | | Always have a signup sheet on your table, and don't |
| to get there early but to engage the audience | | | | be afraid to ask people to sign up. That way, you |
| members individually so you have friends listening to | | | | can stay in touch with them in the future through |
| you. Don't hide in a nearby room so you can make a | | | | monthly updates or just to let them know when you |
| splashy (cheesy) appearance or sit up front looking | | | | are doing a book signing or have a new book out. |
| uncomfortable. Stand by the door and shake hands | | | | For the shy author, a newsletter will allow you to |
| or walk among the audience, introducing yourself to | | | | stay in touch with your audience without having to |
| people and getting to know a little about them. Ask | | | | talk to them in person and you may be better at |
| them why they came and what they would like you | | | | presenting yourself through writing in the newsletter |
| to talk about. Remember, you're the guest | | | | than speaking to them. Plus, you're building a |
| speaker-you're a celebrity in their eyes-they will love | | | | relationship with those readers so they will keep |
| the personal attention. Even if they are shy, they will | | | | coming back, and next time you do a book signing, |
| remember you and like you. I once was asked to | | | | people on your newsletter list will show up-ready to |
| speak to a group of teachers, which included dinner | | | | buy your book so you won't have to work so hard |
| before my talk. I sat next to a woman who was not | | | | at selling. |
| a member but just a guest of the group. I heard | | | | Follow my advice to overcome your shyness in |
| afterwards from one of the teachers present how | | | | meeting your public, and then follow it again and |
| privileged the woman had said she felt to sit next to | | | | again. Do as many book signings and public speaking |
| the guest speaker at dinner even though she wasn't | | | | events as possible. The more you do, the more you |
| a member of the group. | | | | will become comfortable being a public figure. |
| 5. Prepare Remarks and Comments Beforehand | | | | Remember, people are already pre-programmed to |
| If you're shy, thinking of things to discuss beforehand | | | | like you just because you're an author, a celebrity, so |
| can really help to break the ice. It may be as simple | | | | you have nothing to fear. You wouldn't want to |
| as commenting upon the weather, about a recent | | | | meet your favorite author, only to have him or her |
| event in the community, bringing up something about | | | | only say two words or ignore you completely, so |
| your book that will relate to your audience, or even | | | | make sure you give your potential readers an |
| simply planning to notice things about people that you | | | | experience that will delight them and that they will |
| can comment on (not their personal appearance, but | | | | long remember, simply by your being friendly. |