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One main way to promote a book and an author is through book signings. Even if not one book is sold, the author has "spread good will," and has promoted himself or herself. Often people, who attend a signing but don't buy a book at that time, will return to the store later and buy a copy.
How does one set up a book signing? What does scheduling one entail? Let's look at some information.
Next week's editor will be Holly Jahangiri  .
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Booking Signings Info
Setting up bookings/signings and following through is an important part of promoting and marketing a book and, more important, an author. Giving presentations, speeches, readings, and such are other ways to promote an author, but that process needs to be addressed another time.
Some suggestions for arranging book signings:
1. Gather reviews and blurbs to send to bookstore, perhaps prepare a media packet to send to each location.
2. Set up contact schedule / strategy (city by city or store to store). Include a list of stores, mangers (when known), addresses, and phone numbers.
3. Set up a checklist to follow when contacting a bookstore. (see below and sample letter)
4. Write or call the store and address the letter to the owner or manager or ask to speak to the owner or manager.
Tell the manager you would like to arrange a book signing, give name of author and provide the ISBN for the targeted book.
Notify owner/manager that books can be provided if he/she prefers not to order.
Offer the option of sending email or via USPS information about the book that the store can use for publicity purposes. (see media kit example)
Most signings last about two (2) hours, so be sure and set date and time (perhaps set two or three choices and then affirm which works best).
In follow-up contact, ask that the signing table not be immediately inside the door.
Follow-up by phone or email if no response at the end of two weeks.
If a manager is not interested, call back in a few months. A new manager may be interested.
5. Once a date and time are set, ask the manager/owner how many books are needed or if he/she will order how many, and, if ordered, how long will the order take to arrive. The signing needs to be scheduled after an order arrives. If the author is bringing the books, then that information isn’t needed.
Call before the scheduled date to verify the number of books or whether or not the order has arrived. (Even if the owner/manager is ordering books, author should bring at least a box of books.)
6. An author should bring an easel (unless the bookstore provides one) and a large poster of the author and the book) is a good option. Also having a poster on an attached easel to sit on the signing table is wise.
Check List for Signing
Once a book signing is scheduled the following items are needed or should be done, listing in a notebook or in computer file with space for notes is advisable:
1. Note store address, phone, email, and directions to find. Be sure store has the author’s information also.
2. Note owner’s or manager’s name and direct email address.
3. Note publicist/events director’s name and direct email address, if store has one.
4. List possible contacts in the city where signing will occur. Check with book groups, writing groups, etc. for mailing lists.
5. Ask for community list such as Chamber of Commerce, Society of the Arts, schools, colleges in the community.
6. Find out what the store will do for publicity. As if media contacts can be provided to the author/publisher. Ask what TV and/or radio stations the store advertised with at present.
Publicity should/could be newspapers, radio stations, TV stations, weekly small papers, outside signs, mail-outs, bulletin boards at libraries or college English departments, etc. Suggesting some ideas to the owner/manager, if he/she doesn’t have the idea already is possible, even helpful.
Call radio and TV stations no less than a month in advance to request an interview for the week of the signing.
7. Ask what the author/publisher can do for publicity. Establish a timetable for publicity from both sources (store and author/publisher).
Interviews are said to help signings better than any other advertisement.
8. Make sure author knows what materials he/she should bring to the signing: large sign / poster, flyers, books, bookmarks, review blurbs (printed copies), favorite pen (and a spare or two), any special marketing materials, and a camera.
9. How many books the store will order or want brought.
10. How will store pay for extra books (store may keep books on consignment).
11. Find out if the owner/manager needs a review copy?
12. Note date and time of singing and contact store about a month before hand and then two weeks in advance and finally two days before. Be sure to ask about news release no later than two weeks before event.
13. Send out postcard announcements at about two (2) weeks before signing.
14. If the store isn’t planning on designing posters and flyers to advertise, provide them for the store at least a week in advance of the signing.
15. Send a news release to local papers at least two to three weeks in advance. Include photo of author and cover image, a brief bio, about the book, include contact person’s name, address, and phone number of the book store as well as author’s phone number.
16. Contact local papers and request at the signing a photographer take pictures and interview the author and the store owner/manager for a “feature article.”
17. Have a guest book for visitors to sign, including email addresses.
18. Have ¼ page sheets of paper with a message, “If you would like for (the author) to personalize your book, please PRINT the name you want used.”
19. If author is coming from out of town, he/she should call store and notify the owner/manager of arrival.
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A Few Words from Our Readers
tuffyt
Great news letter. Very informative.
I'm very glad when someone finds a newsletter to be helpful.
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Kate - Writing & Reading 
Thank you for this insightful guide to reading like a writer^_^ Being a more discerning reader and reviewer can only make me a better writer ~ whether it be poetry, prose, op-eds. Learning to write a detailed book review (without giving away the ending) will definitely help me focus on how I can improve my own writing skills and technique. Many thanks!! Keep Writing! Kate
Thank you for letting me know that what I wrote was helpful.
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sparklegirl
I really found your newsletter to be quite enjoyable, it almost seemed as if I were reading a story or someones writings. It seemed as though you tried a little harder to put your newsletter together than most of the other newsletters I've read.
B.L. Houghtalin
Thank you for the descriptive newsletter. It was most informative, and appreciated. Keep up the useful information. B.L. Houghtalin
You neither one put an editor's name in your comments, but since they were sent after my last newsletter came out and they were so complimentary, I really hope you meant me. Thank you for me or for whomever you meant.
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StephBee 
Vivian, I absolutely loved your topic this month! It really provided me with a structure how to review a book. It was very helpful and full of good tips. Two Thumbs up! Steph
Thank you, Steph.
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A thinker never sleeps
Thanks for highlighting reviews in this weeks newsletter. It was just what I needed, but I find it difficult to write reviews without using too many spoilers and in entering review competition that's often what they don't want. Have you any advice?
Think of a review as a teaser, a way to interest people in reading the book (or other work). Maybe keeping that idea in mind will help.
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eldora_rae
This is very helpful for me. Almost wished I had it when I was in school. :) It's very clear and understandable.:)
Thank you. Perhaps it's clear because I taught for so long and tried to make ideas understandable for my students.
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monty31802
Thank you, Viv, for another informative newsletter.
I know I have to improve on in-depth reviews,needed to be reminded.
I think sometimes we all need to be reminded. Every time I write a newsletter, I also am reminded.
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Becky Simpson
Hi, I enjoyed reading your newsletter, and found it very informative. Reviews are very important to any author as it gives them a feel for what others think of their work. This can allow us to verify our effectiveness.
Is our work understood? Does it touch others? Does it speak to some need in others. Although there are some such as me that merely write to excise the devils that plague them.
Your effort here is well written and should help many of us understand the process of reviewing much better, not for only off the shelf products but for others' works here on Writing.Com. Thanks for writing it. Hugs
Thank you for your comments, Becky. Miss seeing you around.
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Until next month, I hope you find that your writing and reading enjoyment increases.
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For Authors: March 07, 2007 Issue [#1578]
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