An autographed book is perceived as having more value. While there are several ways to capitalize on this fact, the most obvious often doesn't work. Autograph parties sound glamorous; in reality they are boring! When you're stuck in a store for two or three hours and hardly anybody shows up, it's both embarrassing and time wasting. For non-celebrity authors, we aren't high on autograph parties. Author appearances, on the other hand, can be effective. Offer to do a mini-seminar. These value-added 20- to 30-minute presentations on the topic of your book pull more people. (It's also a nice showcase opportunity for your speaking talents.) If the bookstore is a chain with a solid customer mailing list or an assertive independent that specializes in the type of book you have (such as business, Christian, mysteries, or New Age), you may pull a sizeable crowd. With that kind of potential support, this activity makes sense. Something we've found that also works well for most authors is to simply stop in various major bookstores when you're in town and sign your books. (Hopefully you—or your publisher if you're trade published—has made advance sales of books into the area you'll be visiting.) The bookstore, in turn, flags them with gold labels announcing "Autographed Copy." This distinguishes your book from the competition. Especially for gifts, people like to purchase a signed copy. It seems more exclusive. If you're signing books for individuals at a store, or doing back-of-the-room sales, it's a good idea to decide ahead of time on a standard phrase that's general enough to fit anyone, yet has a personal feeling. When we're asked to autograph our Complete Guide to Self-Publishing we typically inscribe something like, "Warm wishes for a successful venture!" Of course, you'll address it to the person by name (make sure to double check the spelling so you don't ruin a book), then sign it with both your first and last name plus the date. By using the above strategies, you needn't be captive to an "official autograph party" to capitalize on the sales benefits derived from autographing books. Happy signing! © Copyright 2005 Marilyn Ross Marilyn and Tom Ross are the coauthors of 13 books including the best-selling Complete Guide to Self-Publishing and the award-winning Jump Start Your Book Sales. Through phone consultations and ongoing coaching/mentoring, Marilyn empowers authors and self-publishers to realize their dreams. She can be reached at 719-395-8659 or Marilyn@MarilynRoss.com. Visit http://www.SelfPublishingResources.com for free meaty information on writing, self-publishing, and book marketing strategies.
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