The first marketing tool authors should work on is the book signing party. To get access over marketing tools, entrepreneurs interact with sign business franchises to get unique solutions. In order to be successful, authors need to have several elements in place before the event takes place. These include.
- Making a guest list
- Designing and mailing invitations
- Securing facilities
- Refreshments
- Posters and bookmarks
- Books
- Signed stickers
- Pens
- Cash
Making a Guest List
Be sure to include family and friends and not just those in town. Use this event to notify those family members and friends who live out of state so that they may purchase the book elsewhere. Neighbors and colleagues should also be invited. The people invited, the more exposure, the more sales.
Designing and Mailing Invitations
Make the invitations simple but attractive. Be creative. Here are two easy formats that can be used.
- Postcard: This can have a picture of the cover and copy from the back cover on one side. The other side will be the address. Most office printing stores can do these fairly cheaply.
- One Page: This format allows for more information about the book and the author. A map can also fit on the page if one is needed. Printing this at home saves on costs, and the original can even be copied to make the cost even less.
Add a statement at the end of the invitation to encourage guests to invite a friend or friends. Remember, the goal of a signing party is to sell books and to create a following of loyal readers.
As with any party invitation, mail at least 2 weeks prior to the event. It is not necessary to have guests R.S.V.P.
Securing Facilities
Most self published authors will be holding a book signing event at some place other than a bookstore. Ask friends or relatives that live in a complex to check on the availability of their clubhouse. These are usually free, and users only need to clean up when the event is finished. As with bookstores, the venue should be reserved as early as possible.
If a bookstore signing event is desired, keep in mind that chain stores often schedule 3-4 months out. Independent bookstores usually schedule 1-2 months in advance.
Refreshments
Make this element fun and not a lot of work. Menus may range from simple to elaborate. Some ideas are listed here.
- Wine and cheese — a traditional fare
- Veggies, fruit, dip, and cookies — quick and easy
- Meat and cheese platters — quick and easy but costly
- Buffet — a more elaborate menu that can feature cold and hot foods
- Coffee, soft drinks, bottled water, alcohol
Don’t forget plates, cups, silverware, and napkins.
Posters and Bookmarks
These are a great way to event advertise. Posters can be put up inside and outside the venue. Bookmarks are a simple tool that are convenient to use and carry. Allow plenty of time to take delivery of these from the publisher or to have a print shop make.
Books
Order enough extra copies so that everyone could buy two book. Most people will only purchase one book, but there will be others who purchase multiple copies. Nothing could be worse for a book signing than to run out of books!
Signed Stickers
Nothing adds more to a book’s appeal than a “signed copy” or “autographed copy” sticker on the front. Check with local printers like Office Depot and Kinkos.
Do-it-yourself stickers are quick, easy, and look nice. Pick up a pack of gold notarial 2″ seals from an office supply form or order direct from Avery office supply. The template for home printers can be downloaded from Avery. It is easy and quick to print out the number needed.
Pens
- Avoid wide tip permanent markers and Sharpies as these are difficult to write neatly with and will bleed through pages.
- Use ultra fine point permanent markers like Bic Mark-it. These look nice and don’t bleed.
Cash
Have plenty of change and small bills. Go to the bank the day before.
Keep in mind the time frame involved. Mail invitations early. Plan to allow for the shipping of books and other marketing tools. Reserve the facility early. Prepare simple and quick refreshments and remember the little things like stickers, pens, and cash. If done successfully, this event can provide a big boost to authors’ marketing plans.