Imagine your dream author signing. Are you center stage? Is there a line out the door? Has your hand cramped from signing so many books? Paparazzi at the door? Adoring fans with quotes from your book tatted on their skin?
I hate to tell you this, but that dream might be a bit farfetched.
The unfortunate truth of it is this: you are not Stephen King. You’re an indie author. And although your imagination can supply you with the author singing of your fantasies, the indie bookstore you’re working with cannot.
The reality is that people won’t likely be coming to your author signing for you. (Unless, of course, you personally invited them.) You have to assume that most of the people walking by your table don’t know you or your books yet.
Instead of letting this discourage you, use this to your advantage. Every person who walks through the door is a potential new reader. Your job is to 1.) make connections with readers, 2.) land the first impression, and 3.) develop a lasting relationship (in that order).
Over the next few weeks, we will be discussing each of these three steps in depth. As a bookseller, I’ve witnessed many-a-author-signing and I’ve seen what it takes to make one successful and how to avoid your signing being a total flop. I’ll be sharing advice, tips & tricks, and real anecdotes from my lived experience with authors in the store.
If you’re not an indie author, consider passing this on to one you know. If you don’t know any, come to an author signing at The Second Story and make a new friend! Or, skip down to the anecdotal section to hear all the tea.
How to Have a Successful Indie Author Signing When No One Has Heard of Your Book (advice from a bookseller)
Step One: Make meaningful connections with readers first, sell second.
Not many people read poetry. In fact, it’s unusual for any poetry book (even reputable ones) to sell more than 100 copies in their lifetime. So, tell me why a poet from Bartow, Florida was able to sit at my table and sell over 20 copies in a single afternoon?
Connection.
Brandon Johnson is a brilliant connector. When people came into the store, he didn’t jump at them and say, “I wrote a book, you should buy it.” Instead, he made a connection with them first. He commented on their book selections, pointed out their interests as advertised on their t-shirts, made conversation, and showed genuine interest in the people that came into the store.
How does this work?
Some writers discuss the book pitch– and do not be misled, you are pitching your book at these signings– as similar to the process of dating. You would not go up to someone and say, “hey, wanna f*ck?” even if that is, ultimately, your goal. You need to flirt first, show some interest, and make a connection.
If you’re bad at dating, don’t worry. The good news is that the people walking into a bookstore already have common ground with you. They’re looking for a book, and what do you know! You have a book to sell them!
But before you pitch your book, you’ll want to strike up a conversation. An easy default in a bookstore setting is to ask them what types of books they like, or even better, if there are any recent books they have read and would highly recommend. Chatting about a shared love of books warms up the connection, initiates eye contact, and creates natural segways into discussing your book.
When the poet, Brandon, was here for his signing, he asked a woman, “Do you read poetry?”
She laughed awkwardly, “Oh God, no, sorry,” while taking uncomfortable steps back.
He persevered, “What is it you like to read?”
She told him she loved gardening and nature. They discussed local nature centers, favorite birds, and then, once he had earned her attention, Brandon discussed with her the themes of nature that appeared in his poetry collection.
The woman, who had just scoffed at the thought of reading poetry, sat down at his table, flipped open his book, and beamed.
When she left the store, she left with a signed copy of his poetry book and a hand to her heart, grateful to have made a meaningful connection on what could have been an ordinary day.
The moral of the story is this: People don’t want to buy a book they’ve never seen before, but they do want to buy books from people that make them feel seen.
You can’t connect with every customer, but you sure can try. And I promise it will make a difference.
Anecdotes from The Second Story
I already offered an example of an author signing done right, so I’ll leave you with one done wrong.
Once, an author came to my bookstore and set up their table and unhappily slumped behind it, shoulders drawn and head down. Boy, did I feel awkward. Imagine sitting in a room with a grumpy teenager for four hours, only they’re an adult and they asked to be here, and you know they will judge you if they don’t make a ton of money today. Yuk.
When customers entered the store, I would smile and gesture to the local author, “We have a local author here today…” Like really, I’m tossing you a bone. Make eye contact with the customer, stand up, grunt, anything. But no. This author glanced up from their phone with a look of displeasure and a hesitant nod. If the customer approached the table, those few brave souls that don’t mind slaying dragons, the author would hesitantly rise and share minimal details about their book, all without a smile.
Honestly, it felt like they thought this was a punishment.
Some people bought books, though, which really goes to show that you have to work harder to sell nothing than you would to sell something. At least there’s that.
Exercise
If you’re looking to genuinely improve your business craft as an indie author, these exercises are designed for you. Pick one or do them all and be sure to jump back in to share with us what you learned, what you’re trying, or any questions you still have.
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Go to a local author signing and do some character research. In your handy-dandy notebook (or your notes app), record some notes about what they did. Focus on connection. Did they initiate with you, or did you have to initiate conversation with them? Did you only talk about their book, or did they show any interest in you? What was your overall impression? Note how many people go to the table and how many leave with books.
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Journal about what you want a reader to experience when they first meet you and your book. Do you want them to be excited? Feel seen? Who is your ideal reader? How can you attract them? How could you convince someone to take a chance on your book if they don’t normally read that genre?
Next time we will dig into the second step of a successful author signing: landing that first impression. If you like what you’re reading, be sure to subscribe so you never miss an email. Then, share with a writer friend. When one of us succeeds, we all do.
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