Make sure that you bring an easel and a large poster of yourself and your book.  If you have a positive newspaper clipping, put it in a frame, and keep it at your signing table; if you do not have one, create a flyer with some blurbs from online reviews and frame it.  Bring some promotional items to give away, like bookmarks.  If the bookstore has not already placed your book (or books) by the registers, it is prime real estate for an impulse purchase, especially when the store is promoting you, so ask them if it is possible for them to do so.

For a Signing:

• Don’t forget to bring pens!  It is a signing, so it is important that you are able to actually sign copies of your book, without looking unprepared by relying on the bookstore.
• After the signing, sign any unsold books so the store has autographed copies .

For a Reading:

• Don’t wing it!  Make sure that you have selected your passages in advance.
• If you have not read the passages that you have selected to an audience before, rehearse the passage at home a few times.  After you are comfortable with it, try reading it for friends or family members.

When the signing is over, don’t forget to give the people who have graciously accommodated you some recognition.  Thank the manager who helped you schedule your signing, and, if it is appropriate, offer to take pictures with him.  If it is a small bookstore, ask the manager if he or she would like you to write up a blurb for their newsletter or website.

A little preparation can go a long way towards your success with readers, shoppers, and the bookstore.  While it is important to be prepared, don’t get so caught up with the details and making sure the event is perfect that you forget to enjoy the moment that you have worked hard to get to.

Larger bookstores will often schedule their book signings months in advance, so make sure that you contact the bookstore well ahead of the time that you are hoping to hold the event.  Start by making a list of stores and phone numbers.  It is easier to start by approaching small, local bookstores who will have an interest in a local author or smaller chains.

Call them, ask to speak to a manager, and, when you get them on the phone, tell them that you are a local author and that your book is in their system.  If they are not already carrying your book, make sure that you schedule your signing after they get your books in. Please note that, with a few exceptions, bookstores will not have your self published book in their system unless it is “returnable” and carried by a major wholesaler such as Ingram and Baker & Taylor.  “Returnable” means that bookstores can return any unsold books for a full refund with no penalty or restocking fee. (Most, but not all, self publishing companies provide a Return Program for an additional fee.)

It is important that you are able to show that there is interest in your book, so be armed with an arsenal of reviews, reader comments, and blurbs about your book.  Bookstores will want to ensure that you will draw a crowd to come into their store, so you should be prepared to pitch the manager or event planner on your book and why they should have you.

If you are unable to secure a bookstore, consider holding a reading in a unique atmosphere, like a coffee shop or restaurant.

Obviously, you want a crowd, not only to increase sales and exposure, but also to ensure that the bookstore will welcome you back in the future, when you release your next book.  Use the resources that are already at your disposal by promoting the event on your personal and fan pages on various social media platforms.  Invite local media to the event or offer to send them review copies to build hype for the event—pitching them will be just as tough as pitching the bookstores, so don’t be blue if you don’t hear back or you receive a polite “Thanks, but no thanks.”  In many cases, your local news outlets allow users to add events to online community calendars, so find as many of them as you can, and submit the details of your event.

When the big day comes, remember to relax, have fun, and enjoy your big moment.

See my follow-up article on Author Tips for the Day of Your Book Signing or Book Reading.

With self-publishing, you take control of your own destiny. Make your book a success yourself!

Here are a few questions you may want to ask yourself before you self-publish:

1. What is your motivation and purpose for publishing your book?

Writing a book is a lot of work. Publishing one is even more work. Is your purpose clear and sufficiently well conceived to sustain you through the experience? If profit is a motive, then the venture must be treated as a business. Typically, from start to finish, a writer will spend 10% of his or her time writing the book, 15% publishing it, and 75% marketing and promoting the finished book. Keep your purpose clear!

2. Is your book written for a specific market niche or group of people?

It is more expensive to promote a book to a wide general audience. Marketing costs are less when the target audience is specific, definable, and accessible.

3. Do you have a way to sell books direct?

Selling books direct (at retail price to your target audience) is the most profitable way to recover your initial self-publishing investment. The standard heavy discounts to wholesalers and bookstores can be costly for slow-moving books. In fact, without a solid marketing plan, selling books to bookstores can be the least profitable way to distribute your book. Think of alternative ways to distribute your book: Organizations, associations, corporations, conventions, fundraisers, and back-of-the-room sales after lectures or workshops, to name but a few. These are known as special sales markets.

4. Are you willing to go out and promote your book?

A general rule for authors: A book stops selling when the author does. No matter who publishes your book, you are responsible for creating the demand for it. A book will not sell well sitting on a bookstore’s shelf, unless interest is generated for your book. Don’t forget: Writing a book is about 10% of the effort, publishing it is about 15%, and marketing it is 75%!

5. How many copies do you think you will sell?

Beyond your friends and family, who will be interested in your book? Knowing your market and how to reach those people are important questions to answer before you invest in self-publishing. The fact is that 95% of all books published sell fewer than 7,500 copies. With print-on-demand publishing, though, you will not incur the added expense of printing thousands of copies of your book, only to stockpile them in your garage.

6.  What is Print-on-Demand (POD)?

At its simplest, print-on-demand (POD) publishing means that whenever a book is demanded (ordered, bought, requested), a copy of the book is printed to fill that specific demand.  The relatively recent advent of print-on-demand technology is what makes self-publishing such a great option for many authors.   You can now publish your book without a big upfront investment.