Book Signings Catch Readers’ Attention

Why do you write?

It’s a legit question, and the answer is no reflection on the writer’s ability or dedication. Some people write to create a family history – a legacy for future generations. Others write for their own pleasure. It’s a hobby, not a business. And then there are those who write to get the worlds they build into the minds of readers and, hopefully, make some money doing it. It’s a business, not a hobby.

For those in the last category, whether traditionally or independently published, it isn’t enough to get a reader to buy one book. Your main goal is to induce a reader to love your book enough to not only buy the rest of your backlist but to get their friends to buy your work as well. Do that enough times with enough readers and, after a while, you create a profit engine – an audience building critical mass.

But in a world where there are millions of titles, how do you catch one reader’s attention, let alone enough to create a stable audience?

I’m not going to lie and say there’s one way. There isn’t. There are a lot of ways. But book signings are one method, for three reasons.

Reason One: Networking works.

Writing the book is a solitary occupation, but selling books is a group effort. In today’s publishing industry, authors are expected to have their own marketing engine, and fueling that engine is a lot easier when you have a large group pitching in. From newsletter swaps to blog hops to those enticing 99¢ multi-author book sets, one person cannot do it all. Networking at book signings broadens your sphere of influence, allowing you to do more marketing for less money, creating a wider profit margin.

Reason Two: It’s all about publicity, Baby.

A reader needs to see your book, on average, seven times before they are moved to purchase. Even if they don’t attend the signing, seeing your name on the attending author list lends a level of legitimacy and familiarity that increases the likelihood that the reader will remember you as an author they wanted to try. Next time they see your book, whether at the signing or on a visit to Amazon, recognizing your name increases the odds that they will make a purchase. When they do attend the signing, getting a signed paperback becomes a bonus that is hard to resist.

Reason Three: Face Time = Super Fans.

You’ve heard of them. Those wonderful readers who fall in love with your work and will read anything with your name on it. They subscribe to your newsletter, play an active role in your reader group, and even (hang on tight) LEAVE REVIEWS! Signings provide space for the real-life interaction that turns an online observer into an IRL reader with a vested interest in your success. They not only like your work – they like YOU and want you to succeed. From there, leaving a review or telling a friend about the great book you wrote is effortless and fun for the Super Fan.

There are a lot of different ways to market your work – and you should never use just one. But, for collaborating with other authors, generating publicity and recruiting super fans, book signings are a one-stop-shop.

I’ve been a featured author at signings up and down Florida’s gold and green length. One of the best I’ve been privileged to attend is FWA’s I ♥ Books. This reader/author event is designed specifically to introduce writers to readers and vice versa. It is happening in Gainesville on May 11, 2019, and I hope to see you there.