There are obvious benefits to doing book-signings, such as
meeting prospective book-buyers in person; the market
research that can only come from talking directly to your
audience; the local exposure you'll experience and the
overall promotion that's part of this entire activity
....but there are hidden benefits in doing book signings
that are even more valuable than everything I've just
mentioned!
HIDDEN VALUE #1:Distribution in Every Market. It's a known
fact that distribution is a problem for publishers of all
sizes. The reason is simple — with over 170,000 new books
coming out each year, bookstores have to be very selective
about the inventory of titles they choose to keep on their
shelves. But, you can use book-signing events to force
your book into distribution because when a bookstore agrees
to schedule a book signing, they will automatically order a
significant number of copies to sell through in their store!
HIDDEN VALUE #2: Free Advertising and Promotion. Let's face
it - stores are highly motivated to promote book signings,
as these events are known to be a successful action for
driving in customers and stimulating sales. Book signings
after all are two way streets: they draw attention to you,
but you also draw attention to the store. So promotional
mailings to customers, announcements in newsletters,
newspaper ads, media interviews, internet banners are all
promotional actions some bookstores will take to draw
attention to your arrival - priceless promotions that cost
you nothing!
HIDDEN VALUE #3: Free Merchandising. Another tool the store
uses for promoting a scheduled book signing is through high
profile display materials (provided by you or your
publisher) that are set up at a table in front of the
store, usually about a week prior to your event, with a
prominent display of your book along with any other high
quality promotional material you can provide them. What
great positioning for you to all those customers who walk
through that store.
HIDDEN VALUE #4: Word of Mouth Promotion. After all the
advertising you do, it's word-of-mouth marketing that will
either crown or drown you. The smart author knows
this...and will try to infect bookstore employees every
opportunity they can. When authors are at book signings
they have the opportunity to meet all the store employees
there at the time. Those authors smart enough to recognize
the value of this opportunity will take the time to
introduce themselves, shake hands, talk about their book in
memorable "soundbites" and make each person feel singled
out and important (as they are!).
Needless to say, the next time a customer comes into the
store asking for a book on your topic - they will be proud
to boast about your book and that they shook your hand.
HIDDEN VALUE #5: Valuable Market Knowledge. Going through
the process of scheduling and executing successful book
signings can open your eyes to not only the world of retail
publishing, but also the door to the secrets of your
market. You will be researching the cities that are
suitable for your promotion which in turn will give you
valuable marketing information. You will find out where
your book is most relevant and where the most demand may be.
Finding out this information will enable you to fine tune
your marketing plan and target the best markets, saving not
only your valuable promotional dollars but your valuable
time! - Book signings are definitely a worthwhile
investment of your time as long as you understand that they
are so much more than just signing autographs! Not only
are they a publicity goldmine, if executed effectively they
will greatly increase your profile on a local level and
create an awesome buzz.
----------------------------------------------------
Marsha Friedman has been a leading authority on publicity
for authors for nearly two decades as CEO of Event
Management Services, Inc (EMSI). If you would like to
receive her free Ebook "How to Be a Great Talk Radio Guest"
visit http://www.emsincorporated.com .
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