Events such as book signings are extremely important to your book's success. However you measure authorship, whether by book sales or name recognition or the amount of interviews you have been receiving of late, fact of the matter is that you have to be in the public eye if you hope to keep an audience’s attention. A book signing may be the first of many events you organize, host and ultimately weave into a successful marketing strategy.

Here are five basic steps you can follow to secure and advance through a book signing event while marketing your book and your name at the same time.

Step 1: A Plan

That’s right – you need a plan. Millions of books are published each year, and if you want yours to stand out among the others, you’re going to need a marketing strategy. Let’s start by selecting an area you want to target.

Consider where you live. You may want to organize a reading or signing in your hometown. Regional authors can establish a customer base and fan following in their own backyards.

But if your story largely takes place in Savannah, you may want to arrange an event there and travel around Georgia for a time. Where and when is up to you and so is how you approach different book venues.

Once you’ve selected a location, now generate a contact list of all the potential venues where you could host a signing and/or a reading. Local, independent, and chain bookstores stand out among the most prominent venues, but don’t neglect other ideas you may have. You may want to research regional libraries, museums, cafes and restaurants, among others.

If you see a connection to your book, don’t be afraid to pitch the idea to a director or manager. What’s the harm? Even if they don’t go for it, you’ve probably piqued their interest enough to expect a visitor to your book on our Web site.

Step 2: Attack

Make a list of the marketable points of your book. Say it’s a novel that takes place in Chicago (a point!), references local history and even a local legend (another two points!). These points and more could be the last item a venue representative needs before he or she is convinced.

Now visit the venue. If you’re in the neighborhood, stop into the store and politely ask to speak with the manager. Bring a copy of your book and mention those selling points. Remember that they want to sell your book as well, and your initial pitch will determine whether or not they think you’re a good bet, both business and reputation-wise.

If the venue is too far away to visit casually, then call. Again, be sure to mention the finer points of your book and you as a writer. Offer to send them a copy of your book, a press release. (The Wordclay team can help you create a press press release.)

Avoid being too strong – you don’t want to bully or intimidate anyone. (As soon as you start to be unkind, you’ll either be shown the door or the phone line will go dead.)

Once you’ve opened the lines of communication between you and your desired venue, suggest a date. Schedule readings and signings far in advance. If your book gets more publicity, the venue may ask you to bump up the date.

Step 3: Promote your Book Signing

You’re probably thinking: Promotion? I thought the whole reason for a signing was to promote my book?

And you’re right. You’re signing will definitely get the word out about your book, but you also have to consider how massive you want the buzz about your book to be. If you organize a book signing and tell only your close friends, the only new people who’ll learn about your book are those browsing the store by chance.

You have to promote your book signing. You want a presence at your venue. You want as much hype as you can generate about your upcoming appearance. Have your friends tell their friends. Research local radio stations and see if they’ll mention your event. Purchase an ad in the paper. You might consider the numerous posters and flyers options Wordclay has available at the Services Store, and post them in bookstores, libraries, coffeehouses and other appropriate locations. The possibilities are endless!

The more people who know about your upcoming event the better your chances are of selling your books. Who knows? Sell enough copies and the venue may ask you back for another signing in the future. After all, they make money when you draw a significant number of people to their store. It’s just good business!

Step 4: The Big Day!

Put your best foot forward. Dress appropriately with a professional appearance. Bring your books, extra pens, copies signed in advance, and a snack in case you get hungry. Expect the best, but prepare for anything..

Suggest the best location for your display table. Perhaps near the door so you can captivate customers as they enter. Or maybe you want a more casual air and request your table in the bookstore café. If the opportunity arises, don’t be afraid to read a poem or a section from you book aloud. No one can read your work with as much feeling and resonance as you can.

Don’t remain stagnant in the store either. After the crowd has died down, stroll around the store and engage customers in conversation. Mention your book and offer to sign a copy for free. You’re trying to be remembered after all, by both the venue and your audience.

Once you’ve finished your signing, be sure to thank your audience, the manager and the staff before you leave. You may want to give the management a prepared letter of appreciation as well. Think of this as the professional period at the end of an elegant sentence. How you behaved and how you marketed your book will heavily impact whether or not they will consider hosting another signing for you.

Step 5: The Aftermath

The more events you organize and successfully host the more references you’ll have to draw on. Other venues will notice right away if you’ve already done two, three, four, however many other past events, and recognize your ambition as well as you professionalism. Be sure to mention your previous experience with events when you approach another venue and suggest alternate dates.

Your marketing is ongoing, and only works as long as you work. In order to sustain and increase your book buzz, you’ll need to consistently and methodically target new locales. This marketing process can be as much fun as it can be rewarding, and you will determine the future success of the many books you have to come.

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