Group Signings for Fun and Profit
by Robin Bayne

Have you ever stopped by your local bookstore and happened upon a single lonely author, smiling eagerly from an isolated table full of books?

At first glance it seems like a writer's dream: the book signing. And then there's reality: events no one knows about, books not in stock, a table in the back of the store near the restrooms. One way to avoid such occurrences is by hosting a group signing.

Variety is Key

I write for small presses, so book signings are a real challenge. I enjoy organizing these events, so I plan multi-author signings whenever possible. I believe that the key to success, especially for new authors, is to include a variety of authors together at one event. I typically invite one very well known author, of any genre, who is pleased to accept because she doesn't have time to organize these herself. She is my "headliner," and when the bookstore or library makes posters or runs ads, her name goes first.
 

Then I invite more local published authors from a variety of genres. Most write some sort of romance, but some write in other genres such as mystery, western, paranormal, women's fiction and non-fiction. The more genres we include, the more chance there is that our customers will pick up books for experimental reading or gift giving. When customers pick up a mystery from my friend, they may pick up a copy of my Christian novel as well. I often have a young male come up to my table and ask if his girlfriend will like my books. I have no idea, but I say sure and usually make a sale. This works particularly well during the holidays, but I did learn an important lesson a few years ago: don't arrange group signings in the library during December. Everyone is at the mall shopping, not spending a leisurely afternoon among the stacks.

As you line up your authors, don't exceed the limit specified by the store or library. Some really can't handle larger events.

Bookstore Contact

Have each author contact the store manager or event coordinator to make sure their books will be stocked. This is really important for small press authors, as the store may order them or request that the author do so and bring them for the signing. Some stores will also keep unsold copies on consignment, and these arrangements should be made prior to the event.

Event Considerations

Promoting the event is essential. Ask your confirmed authors to put notices of the event in their own newsletters, writing chapter newsletters, on their sites and blogs and on their group lists. Advertise as much as possible. It doesn't hurt to invite family members to come and hang around as well.

If the store asks you to have a "reading" event, you will all need to have short selections ready to read to the customer audience. It's a tough call as to whether a reading type event sells more books—I believe sales really depend on customer mood and a bit of luck. Even the weather can play a role in customer traffic. So concentrate on things that are within your control.
 

Group Signing Checklist

Before the Event:

¨ Promote event on your blog/website
¨ Promote event on your group lists/chapter newsletters
¨ Decide how you will sign your books
¨ Create business cards, flyers, bookmarks or other giveaway items
¨ Make sure your books will be available for the event

Bring to the Event:

¨ Tablecloth, if store is not providing
¨ Cards, flyers, bookmarks, giveaways
¨ Decorative items for display on your table
¨ Notepad to record customer info
¨ A nice pen to sign with
¨ Flyers with info on getting published and web links
¨ Throat lozenges or mints, bottled water
¨ A camera to take photos and promote for the next event
¨ Autographed Copy or Local Author Labels for book covers
¨ A box of your books, just in case

Do show up early, with the items you bring for signings, and have your cards or flyers ready to hand out. If you have electronic books to feature, have your laptop computer set up and ready for a demo. Individually wrapped candies are always a hit. And yes, you may be asked for directions to the restroom, so it doesn't hurt to be prepared.

It's comforting to plan ahead of time how you will sign your books. Play around with catchy phrases that relate to your stories. Here are a few I have used instead of the typical "Happy Reading" or "Enjoy!"

• For The Will of Time (time travel)—Thanks for traveling through time with me, Robin Bayne
   
• For A Matter of Life (romance)—Reading: it's a matter of life. Thanks, Robin Bayne
   
• For From Now On (romance)—Hope you will enjoy my stories from now on! Robin Bayne

The Fun Factor

Relax and try to enjoy the signing. It can be stressful, waiting and smiling, but this is where the group event is so preferable. Walk among the author tables, talk and socialize, because when it's obvious you are having fun, customers will be drawn to you. When readers approach you, whether to buy or just chat, ask them to give you their e-mail or mailing address (have a pad handy!) and your mailing list will be started. It's also helpful to have something to hand back to the customer with their signed book; such as a card, flyer or bookmark. Be sure to smile at your readers, even if you're nervous. Often the customer is also nervous over meeting a "real author" and you want to put them at ease. If you're feeling tense, talk about the books of the author sitting next to you. It creates conversation and more sales.

When your time is up, before you leave find the manager and ask if she would like you to sign more books for their stock. Have "autographed copy" or "local author" stickers ready to apply.

Parting Words

After the event, be sure to send a written thank-you to the store manager or event planner. Even if you didn't see their work, much went into making your event a success. Even if you don't sell a single book, you've done much to get your name out there. Then don't forget to follow up with all the customers who provided their info—you can thank them for stopping by or save their information for your next release.