Let’s talk about book signings.
As an author, are they worth it?
I guess that depends on what your aim is. If you’re going to sell books and make money, then I’d have to say no. While there are definitely authors who do sell lots of books and make a decent profit at signings, most of us are going to lose money. At best, on a good day, you’ll break even. Of the eight I’ve done this year so far, I’ve broken even on one, and made small profits on three. I lost big money on one—RARE London.
Signings are expensive. Table costs alone can range from $150 to $800. On top of that, there’s accommodation if the signing is interstate or overseas, flights/transports costs, food, and buying stock (which, to be honest, I actually don’t count when doing the math on a signing, as I’ve always stock on hand, thanks to the fact I sell a lot of books via my website and from my Facebook pages).
Of course, there’s also all the other bits and pieces to think about. Bookmarks, stickers, pins, tablecloths, banners, bookstands... it all adds up.
But for me, selling books is not the main reason for doing signings. For me, it’s all about connecting with my current readers (and signing all the old, dog-eared trad books they’ve dragged along to the event) and snaring new readers. It’s advertising, and practically the only form of it I do.
And it comes with the bonus of catching up with fellow writers that I only ever see at these events.
Of course, I can afford to take the hit financially, thanks to the long career I had in traditional publishing and a really good readership who followed me into my indie publishing adventures. I still make between 200—300k a year as an indie, have no dependents, and own my home, which gives me a freedom many other authors don’t have.
So, what would be my signing advice to anyone considering it?
Don’t do signings if you’re uncomfortable making small talk with people, hand-selling your books, or sitting at your table for hours on end watching readers pass you by.
If you’re a newbie author not making a lot of money on your books as yet, I’d suggest sticking to ones that are close to home (within driving distance).
DO NOT overstock your table—for the most part, six copies of your first in series will suffice, while three or four of the rest is all you need. If you’ve lots of series like me, bring along the first couple in a series and the latest.
Special editions.
If you can afford foiled covers, it’s worth doing them, as readers love them. I’ve just started doing special edition paperback foiled covers, and they sell like hotcakes. But if foiling isn’t in your budget, then do regular hardcover special editions with pretty alternate covers that are only available from you at signings. The bonus with ‘regular’ special editions is the cost—you can get them from Ingrams and charge regular hardcover prices, whereas foiled editions have to be shipped in from overseas, either in bulk or from Bookvault. Cost-wise, that puts them out of the budget of many readers.
Bling
Readers are magpies, and they love bling. If you can’t afford foiled books or special editions, then make sure you have bookmarks, stickers, at the very least. I often get holographic or glitter stickers from Vistaprint or Stickermule because they catch the eye, but BannerBuzz here in Victoria is great for bookmarks and stickers as well (plus they can often be much cheaper.)
Discounts
Another good idea is to give readers discounts for bulk buying. It’s amazing how many times I’ve converted a sale from two books to three because I offer discounts on three or more books bought at the same time.
If you’ve got an online store, then offer limited-time discount codes on your eBooks or audiobooks via coupon codes. I’ve just started doing this with one series on my Payhip site and have seen an uptick in sales after signing events.
Use QR codes on bookmarks and other promo items—the easier you can make it for readers to check out your store or website, the better.
Always bring water. Always bring snacks, especially if you have food intolerances. It’s amazing how hungry you get at these things.
Latest release...
Of Blood and Fire
Book 3, The Drakkon Kin Trilogy
Can an improbable alliance between human and drakkon save their world from utter destruction?
Princess Bryn Silva never wanted the crown this way.
With her parents dead and Esan’s military devastated, she’s thrust onto a throne she once wanted, but is utterly unprepared to fill.
Worse still, her husband, Damon—heir to the throne of Zephrine—has vanished, leaving her to face the storm alone.
As the gilded riders, hungry to claim Arleeon’s fertile lands as their own, rain death and destruction from their armored birds, the greatest threat to both Bryn and Esan might come from the one man who should be their staunchest ally.
Because Aric Velez—Damon’s father—has returned, and plans to use her inexperience to claim the throne and become the ultimate ruler over all Arleeon. And he doesn’t care what he has to do to see his ambitions realized.
As the losses mount, the race to find a means of defeating their foes becomes ever more desperate. But can the drakkon kin ever hope to win a war when they are so outnumbered?
Or will Bryn be forced to face an impossible choice: sacrifice everything she loves, or watch her kingdom burn.
Keri Arthur
Visit Keri's website: keriarthur.com
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