I smile and make sure everyone gets their "minute" with me.
I never EVER forget that they don't have to buy my book!
They went to some trouble to get there and certainly deserve a bit of my time and appreciation. There is usually plenty of time to chat or tell a story or joke a bit. After signing I THANK them, and I
mean it.
Forget ivory tower pretension--be friendly and cheerful! Then they go home with a warm memory. ("Oh, Gillhoughly wasn't stuffy at all, had so many funny stories--we had a great chat!")
I ask how to spell their name, even if it's a common one, and that gives them a chance to say, "oh, I just want a signature only." Otherwise, spell the name right. It gives the moment some personalization.
If you talk with them for a minute you can ask if the book is a gift for someone, then offer to write in "Happy Birthday to ___ from (me)." Usually they protest, but I can tell they're thrilled and then later they can present a unique prezzy.
If they're trying your writing out for the very first time it only takes a minute to put in "To __ , hope you enjoy! ___." That personal note is a cool thing readers love: you took a bit of time to TALK to them.
A bad impression can put people off forever. I got the autograph of a writer I liked a lot until I met him. He acted like he was god's own special gift to literature, never once looked me in the eye or cracked a smile, dashed off his name, and all but tossed the book back like I was an idiot for liking such trash. I went away seething and ultimately gave the book (unread) and its negative memory to a friend. I didn't mention the writer's sheer boorishness, and I've not read him since. What a jerk!
On the other side, I drove 70 miles to get a favorite British mystery writer's autograph. The store was packed, and he was only able to just put in his signature, but he handed the book back with a warm smile and a "Thank you, luv," that left me all melty.
Don't expect the store to be teaming with anxious buyers. At my first signing I had two shoppers and sold one book in a four hour period. (See "Get the word out" below.)
The ONLY time I had real crowds was when I shared with a much bigger name. Ray Bradbury (some years back) comes to mind!
And dang straight I got HIS autograph! I also put my hands together and bowed repeatedly and intoned, "I'm-not-worthy-I'm-not-worthy..." which made him laugh.
He was very, VERY nice about signing. He was tired and he wanted his milk shake, but he still made the effort to be friendly and gracious. What a pro! His book has a place of honor on my shelves.
Ditto for James Doohan. The store was PACKED, but he gave a minute to each and every fan, joked with them, posed for pictures, and stayed beyond his signing time to make sure everyone went away happy. I'm sure that cut into his dinner hour and resting time, but he had a beaming smile for all.
Details--if there are books left over--trust that there will be--the bookstore will ask you to sign them and those will get "autographed" stickers on them. They're sent to other stores in the chain.
Don't pre-sign a book. Let the reader know you waited especially for them before you picked up your pen.
I was signing my historical series and did it with a real quill pen and a bottle of ink. That went over VERY well! For fun, I had a friend dressed up like the hero in a dashing period costume. He walked around the store with his pet greyhound. I think the dog went over better than the book! (I cleared ALL this with the store, first!)
It's also a HUGE help to have the books at one table, while you sign at the next. Shy types may not want to check out the book with you watching. They feel like they're expected to buy, then. Books at another table takes the pressure off. Then they can find out if it's something they'd want to read, and can walk away if it's not their thing.
If you're at a death-signing--no one shows--chat with the store staff. Just because your big signing was scheduled on the same day as the town's founder's day fair and the manager put the wrong date and time in the paper is no reason to complain. I signed books for the (embarrassed) manager, and later sent her a nice address book as a prezzy. She wants me back when my next one comes out.
A warm thank you note to the management afterwards is a must. They might want you back again!
Freebies! -- Have a full color bookmark or something like it to give away. It should have the book cover and your website address on it. I have 4x6 full color postcards to hand out.
They have small pics of of my covers on each side and the web addy. You can get 5K of them for FREE (just the shipping cost, which is under 40.00) at this site
www.clubflyers.com if you don't mind using just one side and clubflyers has their ad on the other. There will be other sites that offer low prices for postcards & bookmarks.
Even if a browser doesn't buy your book you can hand out something for them to check later or give to a friend.
A bowl of Hershey Kisses is a good thing to have on the table, too! (Or sugar free candies.)
Advance notice: As soon as you're absolutely certain of your book's release date, call the bookstore about a signing. They appreciate being able to schedule well in advance. If there's a hitch on the release date, let them know ASAP.
Share the spotlight! Ask the bookstore if there are other writers scheduled for signings and see if you can come, too. (If it's a REAL big name on a special tour, they may say no.)
If you're the star, ask if they would like other pro writers you know to come in as well. It's more fun to have your buddies along!
Many, many times I've signed with 3-5 other local writers. The bookstores like this as it makes things more of an "event" and there's a party vibe in the air. At the last one the manager had a big sheet cake with the main author's book cover on it. She had as much fun as the writers! At another one I brought the book cover sheet cake myself to share with the store employees and any customers who were there.
Buy books while you're there! Save up and buy while you're at the store. The manager won't mind!
It's okay to buy books from the other writers at the signings. It is not obligatory, but if you're really interested in the book, the other writers get a kick out of validation from another pro.
Get the word out! Ask friends and family to show up. Even if they don't buy YOUR book they can shop for others in the store. The management loves "collateral sales."
Contact the other writers (if they have a contact e-mail on their websites), introduce yourself, and see if their friends and family can also show up. If you're in a local club or writer's group ask members to come by as moral support. (It prevents a "death-signing.") You want lots of people milling about!
Be open to an after-signing coffee or lunch with the other writers. Keep the whole day open on your schedule in case there's an informal gathering of the other writers afterwards. I've tagged along to some of these and made life-long friends. When there wasn't anything on, I'd make one of my own. "Hey, I was gonna grab a snack at the coffee bar and unwind, it'd be great if you could come!"
You are NOT in competition with the other writers. Readers can read the books way faster than we can write them, so there's no contest here. Make friends with those other writers--you might learn something! If they have signings in the future they might want you along, too.
Blog about it! Post notices on your website.
Be aware of your audience. I've had my books mistaken for Young Adult because of crappy covers. If a mom says "this is perfect for my child" mention if there is adult material in the book! I've had this a lot. One time the mom assured me her kid was over 21, then I went, "no
way you've got a kid that age!" She went away VERY happy!
Be diplomatic--if the event is focused on another writer don't horn in on their spotlight. Yes, I did a signing with the legendary Bradbury, and I was well aware I was a supporting player; he was the star. If I'd been pushy it would have only made me look like an idiot. You're there to promote, not be a spectacle. You're a guest in someone else's home, so running amok ain't the done thing.
I was at such a signing when an utterly oblivious Publish America "writer" decided she was the star, and you could hear her clack-clack-clacking voice all over the store. Those of us who had actually sold something did a lot of tongue-biting. It would have been very unprofessional to take her down a peg in public. The PA twit was never invited back by the store BTW. Afterwards the manager started inquiring about writers' publishers, and rejected all PA
victims writers as a matter of course.
Basics--polite, professional, dress nice, and look like you're not in a hurry even if you are. They didn't have to stroll over, after all.