While
I was at my neighborhood Barnes and Noble for a session of writing over coffee
– and buying another book about books, I came across several authors doing
simultaneous book signings. There were
three or four of them, each sitting around their own table and folding
chair. They were local authors hoping to
seduce passerbys to buy their books while utilizing the opportunity to speak to
customers. Good idea.
Why
not expand the idea to everywhere?
Authors
should see if they can set up a table in the back of other stores, not just
bookstores. They can approach colleges,
non-profits, government agencies, and any locations where people gather. Just by being in front of people you have a
better chance of selling your book than if you were nowhere to be found.
Call
it the folding-chair book marketing campaign.
Go
ask your local coffee shop if you can set up a table in front of their stores.
Talk to a supermarket or pizza joint and see if they’ll allow you to set up a
table, maybe even cutting them in on some of the profits.
You
have nothing to lose. You may end up
selling some books and promoting your brand to neighbors and community members.
Of
course, you should seek to setup a table based on a few factors, including:
·
Is
it a high-traffic location?
·
Do
those patrons tend to buy books?
·
Is
your book’s subject matter going to appeal demographically to those who frequent
the business you are seated by?
In
some situations, it makes sense, to set up a table with other authors. It increases the chances someone will visit
the table, wanting to check out a number of books – possibly yours. The more authors that are involved, the more
your group will promote the event.
Think
about the time of day or day of week that you’ll set up a table. Some days or times will be dead, others will
be busy and provide an opportunity.
One
of the best places to set up a table could be at a fair or conference, where
your books directly relates to the theme of the event. Don’t look to sell poetry at a hedge fund
manager conference and don’t expect children’s books to sell at a liquor store.
Map
out your town – or nearby towns – and think of logical gathering spots of
people – malls, parking lots, restaurants, theaters, sports arenas, churches,
schools, etc. and see where and when you can pull up a chair and table and find
your readership.
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