Books, shelves, and signings.
For almost as long as I've been writing, I've been friends with Linda Keller. Linda is the Community Relations Manager and Field Trainer for Barnes & Noble, training new CRMs from the east coast to the Midwest.
As the 2006 Central Ohio Fiction Writers' Bookseller of the Year and 2007 RWA Steffie Walker Bookseller of the Year, she uses her 18-year knowledge of the industry, love of the romance genre, and her regular workshops "The Other Side of the Bookshelf" and "Crucial Things to Know BEFORE You Publish" to help published and unpublished authors understand the publishing process as it relates to the retail and wholesale side of the business. Linda shares information designed to guide writers toward finding a publisher, submitting their manuscript, the consequences of publishing choices on their career, the process of publishing and more.
In addition to coaching the craft/industry side, Linda breaks down in easy to understand language the retail side of the book culture offering best practices for signings based on over 100 booksignings in 8 years, including at least three yearly multi-author signings hosting over 25 authors each time. She has hosted over 80 fiction-writing workshops presented by published authors and industry professionals and continues to encourage writers and actively assist in their education.
P.S. I'm going to liberally sprinkle the blog with photos of booksigning arranged by Linda.
(back)Linda, Patricia Sargeant, Paige Cuccaro, Ann Christopher
(front) Elizabeth Bevarly, Toni Blake
I don't mean to overwhelm you with ME but hey, I'm in most of the photos because... well, they're my photos.
And now I give you... drumroll... Linda Keller!
Hello Quillsters,
and a big "thank you" to Lori for inviting me to guestblog this weekend. As a bookseller who loves the romance genre and a lot of the authors who write it, I thought I'd cover books, shelves, and signings from a bookseller's perspective.
Books don't just 'show up'.
As much as we'd like for that to be the process, the reality is most published books have to be ordered by the stores. We can't know every new book, and while the publishers play a part in pushing some titles, when your Aunt Martha comes into the store looking for your new release, unless someone tells us about the book, it may not be on the shelf. The good news is bookstores are in the business of selling books.
This is how it often plays out from the major publishers.
Their sales' reps contact book retailers and offer up their list of new releases, attaching all the marketing and promo buzz to get the books on a fast track to the public. Business relationships with various distributors are the key to acquisitions for the brick and mortars. We love typing in an isbn and having a boatload of stock showing in various warehouses. For stores, this is where books come from. Some books are "modeled." They have consistent sales records with the store/company and they are coded so the computer knows to order books for replacement whenever one is sold. Modeled is good.
For smaller presses, the process is different.
Some retailers want to see the book before deciding to carry it in their stores, and of course, the biggest deal breaker is whether the book is returnable. If the books aren't selling, they have to be returned to allow for more shelf space for the next round of new titles. So, if your publisher isn't making your title returnable through the same process stores order books, you've eliminated a large part of your career plan. As many as 600 boxes of books can be delivered to a store in a week, and they all have to find homes out on the floor. A title that isn't selling, is returned.
Calling or sending bookmarks and promo material too far in advance runs the risk of getting lost or worse – forgotten.
Three or four weeks before the pub date will generally suffice, but the store manager may not be the one to contact. He or she is busy running the store. Asking for an Event coordinator, Assistant Store Manager or Merchandise Manager may be a better choice. A great selling point is letting the store know you're local and have a large following. Offer to stop by and sign stock. Stores generally won't order more than three or four books, as long as they're returnable, but that beats a blank shelf. Next time you're in your local bookstore, have some friendly conversation. You'll become familiar to the booksellers and they love to talk about what they do. Besides, everyone has the same goal…sell books.
So, your book will soon be released and friends are asking if you're doing any signings. Are signings worth the effort?
Is visibility important?
Of course it is. Each time your name is in front of the public, that's a good thing. Successful signings can't always be gauged by the number of copies sold. Take a glance at the bigger picture.
Signings are usually planned several weeks in advance of a signing date.
Is there a sign posted with your name and either the cover of the book or it's title? Repetition works, so if the sign has been in the store for a couple of weeks, it stands to reason customers have walked by it more than once. Hopefully, they at least glanced at it each time…and saw your name.
Having a smaller sign or a shelf talker with the book in a visible place is equally important. Your name now becomes associated with not only the book, but with the date and time of the signing. A word of caution – it is always proper etiquette to ask the store's permission to put your own shelf talkers with your books. Doing it without permission smacks of brazenness, and a better partnership is created to never cross the line of good manners.
This is where the glass is both half empty and half full.
The store is selling your books for you, and it's also your responsibility to sell your books for the store. Have a handle on the local media outlets and make them aware of your event. Ask the store if they have a media list. They will be grateful you're savvy in sharing the publicity. If you're signing in your hometown, or a location where you're known, create a mailing list and send out postcards. Pick a strong area to begin your signings, research and gather media information. You can never have too many media contacts. Remember, visibility is the key.
Think ahead. This may be your first book, but you want a good experience for the store so they'll want to host book two, three, four…
Some authors have told me their local bookstores won't do signings. Every store manager makes those decisions based on their own store and customer demographics. Some books just won't sell in some stores, no matter how much publicity and promotion is done. The market just isn't there. And unless the customer base changes, or you change the genre you write in to fit the customer base (is it still the book of your heart??), store signings will be difficult. BUT, that doesn't mean there aren't other avenues of promotion for you within your community. And always maintain a good relationship with your local store. Like editors, store managers can move from store to store.
Okay. Your signing is scheduled and now you have to get reallllllly serious. It's time to Work the Room.
We're going to assume a couple of things have taken place.
1. You have a good relationship with the bookstore.
2. You sent out postcard invitations for the signing and did promo to the media.
The bookstore said it was okay to bring some wrapped candy, so you have a nice bowl, the candy, your bookmarks, business cards (NEVER leave home without them), and maybe a small flyer about your next book…or something else book-related.
Dress appropriately. Ninety percent of the time, a suit is way too much. Business casual is your best bet. If you are familiar with the store's customer demographic, dress to fit the style of the customers. This is a judgment call and one you have to make for yourself. Just remember, the book should be on display, not you.
I suggest bringing a friend or family member along to be your "plant" off and on during the event. Buy them a coffee and let them wander the store, but the idea is for them to show up occasionally and converse with you - the author - to draw some interest.
ASK WHERE THE RESTROOMS ARE, BECAUSE SOMEONE WILL BE ASKING YOU. I guarantee it.
Please, don't sit at your table. If you are the only one signing, stand a foot or two away from the table. Let your stack of books be on the opposite side away from you. A customer will avoid picking up your book, looking at the cover and reading the back, if they think laying it back down will make them and you uncomfortable. Give them a chance to appease their curiosity in comfort.
Never, ever, ask a customer, "Would you be interested in buying (seeing, looking at, touching, etc) my book?"
Your signing is about friendliness and graciousness. It isn't about trying to sell 50 books, but getting the customers to remember YOUR name. A nod, a smile, a "Hi, how are you folks doing this evening? Would you care for a bookmark?"
If they happen to glance at the books, proudly let them know it's your first (or tenth), then let them take the lead in the conversation. Or not.
I've never lost an author yet, so take a deep breath and have fun. If you happen to make some minor mistakes, I promise they won't be on the cover of the New York Times the next morning.
Begin thinking like a professional NOW. Groom those relationships. Attend signings. Ask questions.
Now, answer these…and be honest.
Writers: Why are you writing? Is it to make money? See your name on a book? Tell your story? To get rid of the little voices in your head that the meds won't fix ?
And who will be interested in what you have to say? What will make you stand out from the rest?
Readers: Are you a regular attendee at signings? Or do you shy away from them? Has store promotion ever encouraged you to attend a signing? What author are you MOST wanting to see at a signing? What's the farthest you ever traveled for a signing?
Remember everyone, this isn't just about romance. It's about the written word. It's about holding a book or touching a person. It's about a responsibility by virtue of what you do. It's about leaving something of substance as you pass by.
Linda Keller
Literary Consultant
2006 COFW Bookseller of the Year
2007 RWA Steffie Walker Bookseller of the Year
posted at 10:53 AM
