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Are Book Signings Good for Business?
© 2006 Cynthia Brian
Are you scheduling book signings at bookstores or other retail outlets to sell your books and if so, is it profitable to your
business?
I am no longer scheduling signings at bookstores for a variety of reasons. My experiences have included having stores order
too many books, too little books, and no books at all. They have ordered through distributors, directly through me, and directly
through the other publishers for whom I have written.
I pride myself on being a savvy marketer and always send posters, bookmarks, flyers and other materials in advance of every book
signing to help the store do pre-publicity at no cost to them. I make it my responsibility to contact the media, including
doing radio, magazine, and newspaper interviews coordinated with the signing and send out email and postcard
blasts to customers. In addition, I follow up with emails and phone calls to make sure books are in the store and that the store
is displaying the book.
On the day of the signing, I show up with flowers, table decor, and many free giveaways including candy, homemade cookies,
sachets of potpourri, packets of garden seeds plus postcards, bookmarks, product info. A few extra books are always tucked
in my roller suitcase, just in case.
Although I've had some stores be well prepared (Barnes and Noble in Walnut Creek and Fairfield, California come to mind),
the majority of the stores both independent and big box, although delighted that I was appearing, made little to no
effort other than setting up a table. Returns take months and payments on books even longer. As I write this I am still
waiting for payment that is overdue by six months on a large amount of books sold at B. Dalton and an independent, Little
Professor in Utah. (The independent has not returned the unsold books, either) It took almost 8 months to get paid for
a book signing I did in Hawaii and more than a year for the unsold books to be returned.
Since I am a people person, the book signings are always a success from the standpoint of meeting readers and store
employees whether there are 1 or 500 in attendance. However, the time I spend preparing, marketing, traveling to, and
begging to get paid is not worth it any longer to me. My belief is that as long as bookstores buy on consignment with
full return privileges, as well as have authors appear free of charge, they have no incentive to order the correct amount
of books nor pay in a timely manner. I cannot run a profitable business with this model.
Where I make the most money and get more repeat business is through back of room sales where I sell at full retail,
premium sales to groups and businesses, nonreturnable stores sales and through online stores. Speaking engagements are
the most profitable venue providing significant honorariums, paid travel expenses, and an audience who WANT to purchase my
books. As a small publisher and an author, it's not cost-effective for me to promote through book signings at
bookstores.
Many authors, especially self-published authors are just grateful to have a bookstore carry their book. And that’s
wonderful for an appropriate amount of books, however, when stores start buying books, not paying for them and not
returning the over stock for months, this practice is not beneficial to anyone. Taking a cue from members of the
Independent Book Publishers Association, the only way I will sell to bookstores in the future is the way I sell to
everyone else-payment in advance, no returns.
My “ rule of thumb” when it comes to signings is this:
When I have a new book out, I will do book signings while on tour for the first few months after publication just to
get the excitement going. After that time, I will only do book signings if I am in the area for a PAID event, like a
speaking engagement or television program. Although I enjoy meeting people, it is very expensive for any author to spend
so much time, energy, and money traveling to book stores. The public thinks we get paid to appear, alas,
we don't!
The bottom line is, I love book signings, just not on my nickel.
---
Cynthia Brian, ASID, is a popular speaker, dynamic writer, and savvy media personality appearing regularly on radio,
TV, and in print. Often referred to as “the Renaissance woman with soul!”she is the New York Times best selling
author of Chicken Soup for the Gardener’s Soul , author of Be the Star You Are!®, The Business of Show Business,
and Miracle Moments®. When she’s not writing or performing, you’ll find her in the garden! Tune in to her weekly
syndicated and archived radio program at
http://www.worldtalkradio.com/show.asp?sid=118
- www.star-style.com
where authors and experts are interviewed and promoted.
Cynthia Brian
Starstyle® Productions, LLC
www.star-style.com
PO Box 422
Moraga, Ca. 94556
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