In last week’s email, we discussed the unfortunate reality that for an indie author, people won’t likely be coming to your author signing for you, which means that every person who walks through the door is a potential new reader. Therefore, your job is to 1.) make connections with readers, 2.) land the first impression, and 3.) develop a lasting relationship (in that order). We spent last week discussing how to make connections with readers, gave some examples of connections that worked, and closed with some exercises that can help you improve your business craft as an indie author.
How to Have a Successful Indie Author Signing When No One Has Heard of Your Book (advice from a bookseller)
Step Two: Land that first impression with an unpassable display
If you set the table, they will come.
So, you’ve started a conversation with a random stranger in a bookstore at your author signing event. You’ve made eye contact; you’ve broken the ice. Now what?
Marketing, baby.
Here’s the truth about books: people buy what they’ve seen over and over and over again, whether that’s online, or in bookstores, or at the library. A majority of people will not take a risk on book they have never seen. How, then, can you, an indie author with limited reach, entice them to stare a little longer at your precious book?
It’s all about the table.
Your table must align with your brand.
Ugh, I know. Brands suck, and I would like to argue that we are people, not products. But for the sake of your success in this business, I must urge you to recognize that whether or not you like it, your authorship has branded you. We’ll get into it more in a future series, but for now, let’s keep it simple.
Your brand is, essentially, the vibe of your book. Is your book spooky? Funny? Full of mythical creatures? Is it a romance? Self-help? A series of hopeful guided journals?
You’ll need to create a display that radiates the brand of your authorship. When in doubt, look at your book cover. Take the major colors and images from the cover and replicate those on your table.
I’ve seen some authors bring electric candles & worn wooden boxes to create leveled tiers. I’ve seen some bring 3D printed goods that match the book, or crocheted dragons (for a dragon fantasy). Some have large, pull up signs with their book covers and face, just so there is no confusion about who they are and why they are here. All of these features work to draw the reader into your orbit.
What doesn’t work: sitting down.
I have watched many authors flounder at a book signing because they look unapproachable, in spite of a crazy cool display table. If you must sit, be sure to keep an open posture and an eager smile. Scowling down at your phone does not translate to book sales. This can be hard for first time authors, especially, who struggle with nerves and a sense of imposter syndrome, but you must push through. Every time it gets a little easier.
You are your first impression. At a book signing, your book, cover art, and that crazy plot twist in chapter 23 are secondary to the person standing behind the table.
You must entice the reader. If this scares you, remember that readers are often like writers: shy, cave-dwelling creatures that prefer to live out their days in imaginary realms. You have a lot in common.
Don’t feel you need a perfect set up the first time. Do what you can afford and keep it simple. However, I recommend visiting other author signings to see what they do, make a connection, and maybe find your new favorite book.
Anecdotes from The Second Story
One local art historian came to The Second Story with a bright smile. She was selling a novel about an 80-year-old woman turning into a bird on her birthday. Magical Realism is not our most frequented genre here, but she made a ton of sales that day because of her personality.
Her table was decorated to match the theme of her book, she included hand-painted bookmarks with each purchase, and, after each purchase, gave the reader a small pack of sunflower seeds. This gift, given after the purchase of the book, solidified a positive first impression.
She gushed about her book, sharing that it was her debut novel written during COVID, and when she pitched the major plot points joy was visible in her eyes. She was warm, kind, and enthusiastic.
When she left, I felt positively about her and made a point to keep her book in stock. She, in turn, made a point to highlight my bookstore on her personal blog and share about us on social media. She was a phenomenal author to host.
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. 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 Sleuthing. You already know what I’m going to say. VISIT A LOCAL AUTHOR SIGNING. Bring your handy-dandy notebook. What’s the table set up? How’s the author’s body language? If there are no author signings near you, visit a local bookstore or library and make note of their displays. What works to pull you in? What isn’t working?
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Take time to draw up your dream author table display. If money wasn’t a factor, what would you want? After you dream up your ideal display, consider how you might keep some of those ideas in a more affordable way. Visit a local thrift store and see what speaks to you.
Next week we will dig into the third step of a successful author signing: developing a lasting relationship. 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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