Why a Book Signing is a Newsperson's Nightmare

The book signing: a standard for any author. After all, what better way to get your name and book out there than to appear at a book store, giving autographs to an adoring public.

Wrong!

For a publicity seeker, a book signing is really the kiss of death. It's not newsworthy. It focuses on the author, not the book buyer. It's boring. And I hate to say it: no one really cares, except for the author and maybe his or her mother.

But you can make something out of this nothing. The key is to make this non-event a real event.

1) Focus on the customer. You know who your target market is for the book, now take advantage of it. Make sure your event is in the part of the bookstore where your market shops.

2) Don't hide behind a desk. Get out there and talk to your target market. Find out their needs and wants and offer some tips to help.

3) Hold a mini-workshop. Offer quick 20-minute workshops (which you can publicize in the media) based on your knowledge and use the book as a reference.

4) Use postcards to promote. Postcards are a hot commodity when marketing a book. But again, think about the customer. Add some tips or advice to the postcard to get them interested; then tell them about the book signing.

5) Create your own holiday. Pick any day and make it your own that relates to your book. For example, the authors of "Become Your Own Great & Powerful: A Woman's Guide to Living Your Real, Big Life" (including me), got together and created International Tiara Day, which celebrates every woman's leadership capabilities to find her own path to success. Don't forget to share this with readers and the media.

6) Give some books away. During every talk and every event, give at least on signed copy of your book to a lucky participant. It creates good will, and who doesn't want the chance to win something?

7) Don't forget the book store employees. Books do not sell themselves. People sell books. It's equally important to spend some of your time at your signing to schmooze with the people who take the money from the customers who buy your books. Get to know the staff at the bookstore. They can help you continue to sell your books long after you have gone.

About The Author-- Shannon Cherry, APR, MA helps businesses, entrepreneurs and nonprofit organizations to be heard. Subscribe today for Be Heard! a FREE biweekly ezine and get a FREE special report. Go to: http://www.cherrycommunications.com/FreeReport.htm

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