Successful Signing and Speaking Engagements

by Robert Collins

If there’s one thing I’ve discovered while writing and publishing a series of tourism books, it’s that having a book available for sale does not mean that copies will sell. You have to go out and make those sales happen.

You can begin by contacting various media outlets to try and get word of the book to potential readers. But I’ve found out the hard way that you have to do a lot more than that. You have to do book signings to give the media a story, and you have to speak to groups, talking directly to those potential readers.

“Wait,” I hear you saying. “Isn’t my publisher supposed to arrange those things? Can I set up a signing? And what groups, other than fans, are going to want to hear about my novel?” Short answers: Not really; yes; and, you’d be surprised.

The only way a publisher could set up a signing is if you’re a major writer going on a nation-wide tour. (Some regionals also arrange signing tours but only for their biggest stars.) Most of the time it’s up to you to decide if you want to hit the road, and it will be your job to make arrangements.

Actually, setting up a book-signing is pretty easy. Libraries and bookstores love to host authors; it fits in well with what they try to do and gets them more attention. A signing isn’t something that takes up a lot of space or requires them to spend money. The trick is to find a good time for your event.

You’ll have to rely on them when planning a time. Some places, especially bookstores, will have experience with signings and similar events. They’ll know the best time for you to hit the crowd you’ll need. If a location doesn’t have any experience, just ask what day of the week and time of day they see the largest number of people.

Don’t rule out any particular day or time. I’ve been to libraries that see traffic pick up just before noon, when the local seniors’ center opens. I’ve been to others that do well as soon as school closes. Locales in larger cities have more people coming in during evenings and on weekends. You must be flexible.

As soon as you have a day and time, make some publicity flyers. Don’t rely on your location to do publicity unless they tell you they will, and even then do some work yourself. Post flyers wherever you can -- restaurants, stores, museums -- anyplace where you think your readership lies. Leave at least one, maybe two, with the local newspaper, then talk to a reporter. You might or might not get an advance story, and it might not be much, but you never know. The same goes for local radio and television stations, but don’t get your hopes up. Rely on your flyers to get you the most attention from the general public.

When the big day comes, arrive early and leave late. Be as polite as humanly possible to everyone you talk to. Keep in mind a few short phrases that you can write quickly, like “Nice to have met a fellow fan” or “Thanks for stopping—read and enjoy.” And, unfortunately, bring something to do because you may not see very many people.

There is one last thing you must do to insure success: repeat as necessary. If you’re lucky, you might sell six books at a single signing. It takes a LOT of signings to get books sold. And you’re not at all likely to hit everyone at one event. If your new SF epic takes place in the Upper Arkansas River valley two-hundred years in the future, then you need to appear in every town of any size in that area, at the very least.

The greatest problem with book signings is that they’re hit- or-miss affairs. You just sit there, waiting for eager readers to walk in.

You need to take your books to them. You need to speak to groups. Groups that are fans of what you write (or what you’ve just had published) are your first priority. However, those groups may not have large memberships, and in some areas are few and far between. Beyond the fan outfits are many clubs and organizations with broader bases who are dying for new speakers and programs.

Start with a community’s “heavy hitters”: Lions, Kiwanis, Optimists, Soroptomists, and business and professional women’s clubs. These groups usually meet weekly and therefore are always looking for speakers. Next are historical societies, church groups, book and library clubs, and others that meet less frequently, say on a monthly basis. Not all of those smaller groups will be appropriate for you but some will. Use your imagination!

Getting in touch with these groups is actually quite easy, if you know how. Begin by asking the person you’re arranging your book-signing with if she knows any groups that would want you to talk to them. Also ask the Chamber or Commerce or City Office for a list of local clubs and organizations. Keep in mind that what you’re getting will be the names of club presidents, and some clubs will have “program chairs” who actually book speakers, so don’t be surprised if you have to make extra calls.

Should you ask for a fee? Nope. you’re unlikely to get one, unless you’re talking to a very large organization. On the other hand, most of these groups meet for either breakfast, lunch, or dinner, and will be happy to pay for your meal. And rare indeed is the group that won’t let you bring some books to sell.

Should you coordinate your speaking engagements with your signings? On the face of it, of course. The engagements are prime spots to also promote your signing. But my own experience has been different. When my last book Touring Sumner County came out, I spoke to about five groups in Wellington (the county seat) before I did my signing. Sales at each were very good. But I didn’t sell one copy at the Wellington signing (at the museum). The night after, I spoke to the historical society and sold ten books!

My feeling is that it just doesn’t matter. All you really need to do when scheduling yourself is try to keep events in one town as close together as possible.

Now that you’ve booked yourself a few engagements, what are you going to say? Whatever it is, keep it short and simple! I did my “Touring Kansas Counties” spiel in 10-15 minutes, tops. What I also did, when I finished the spiel, was to ask for audience questions. I never know what my listeners are interested in, so I don’t even try to anticipate them. I just answer as best I can, and try to keep things moving when it gets slow.

It’s up to you to write the books. It’s up to you to sell your material to publishers. And it’s up to you to make sure the public buys and reads your stuff. So get out from behind that desk and hit the road!

Robert Collins is the author and publisher of nine local travel booklets and the author of four railroad books published by South Platte Press.