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| Jeff Bailey and Victor Polencia |
I’ve
had several discussions, lately, about the relative value of author book
signing events. Some of the authors expressed the opinion that signing events
are a total waste of valuable marketing time. Others believe that book signings
are potentially the most effective use of marketing time. Still others, have
opinions somewhere in between or no opinion at all. I went online and googled
‘book signing’ and found much the same wide variety of opinions. Even an
assortment of YouTube videos didn’t shed any light on the question.
As
I sat trying to decide where to search next for the definitive answer, I
realized that everyone had an opinion but few were saying on what criteria they
based their opinions. My new question became, what result did those authors expect from the book signing events? What
were they looking (hoping) for?
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| Jeff Bailey |
As
each author told me what their expectations were from their book signings, I
began to see a correlation between different sets of expectations and the
resulting different degrees of satisfaction. From the range of correlations, I formed
my own criteria of what to expect from an author book signing.
One
set of expectations was that ‘customers would line up for autographs and dozens
of books would be sold.’ This might be a valid expectation for James Patterson
or Clive Cussler. However, for authors like us, this is not a reality. For
those authors who expect crowds of adoring fans and a sold out inventory, they
will probably be disappointed and see no value to a future book-signing event.
Another
set of authors knew that potential for sales and autographs might slim. This
second set of authors also expressed the opinion that time was too valuable to
waste it at book signings. Yes, I agree with them book signings are very time
consuming considering the potential return in visibility. There always seems to
be some other task that might be more productive. I’ve seen some of this second
group being ‘less than’ engaged at book signing events. At one event, I saw an
author sitting at his table reading a paperback book. He had a dozen copies of
his book on the table and nothing else. Several customers walked by and looked
at him but he never engaged. I walked to his table and picked up a copy of his
book. He did stand up but he didn’t put his reading material down. I asked him
to tell me about his book. He had no polished answer. He fumbled around. I
bought his book and got him to sign it. I learned nothing about him as an
author. I keep his book as an example of how not to conduct an author book
signing. I still have the book today. No matter how low his expectations, I
wager that he was always disappointed.
The
third, and largest, group of authors had a much more positive view of the
author book signing. They appreciated having their posters in the windows,
their banners raised behind their signing table, and their book-markers on the
checkout stands. This group engaged. I’ve watched them make eye contact. They
are enthusiastic and interested. They hand a copy of their book to anyone who
stops to chat.
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| Justina Chen, Jeff Bailey, Steve sheinkin |
I
have to admit that I’m part of this third group, as unrealistic as it might
seem. I enjoy engaging with readers and potential fans. I like talking about
myself and my books. Even more, I like asking about themselves. What kind of
books do they like? What are they reading? So, you’re thinking about writing a
book? What did you do when you worked in the nuclear industries? I enjoy the whole process.
I
know that my posters, banners, bookmarkers and books are seen by potential
readers. Exposure is everything. I meet someone interesting at every book event
I attend, from book signings to book fairs to library events. Not only do I like
the experience, sell some books, get some exposure, and meet some people, but I
get energized. I recommend author book signing events. I’ve even met and
engaged people standing next to me at another author’s book signing. My only
problem is that I must limit myself to one or two signing events (mine or others)
a month. Being ever practical, I still have to leave time for other marketing
efforts (blogs, webpages, and videos) and for writing.
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| Jeff Bailey at book signing |
Now
back to my original question, ‘are author book signings worth the effort and
time?’ Of all the opinions out there, ‘Who’s right?’ Short answer – they all
are. All of the opinions are correct based on the criteria that each author is basing
their opinion. I’d like to see all the blogs, videos, and webpages with an
opinion about book signings say ‘why’ they have the opinion that they do. It
would have made my search a lot easier. I could have looked for someone who
shared my expectations and then read them (or watched them) to see if they
shared my evaluation. That’s the blog that I want to read.
Jeff
Bailey’s latest release: The
Defect. Future
releases by Jeff Bailey include I’m
a Marine, The
Chilcoat Project, and Wine
Country.
