For the independent author every marketing opportunity is a challenge and every challenge is an opportunity. In my case, one of the biggest hurtles is a book signing event. While exciting to consider, it’s always a daunting experience for me.

You’ve seen it played out before. Welcome to your first book signing event. An excited store owner steps up in front of the crowd, raises her champagne glass high in the air, and toasts the momentous occasion. You speak a few endearing words. Then, a line of eager readers, each holding one of your books, forms to seek your autograph. At least, that’s how the scene is portrayed in those TV movies.

Well, as my loving wife once told me, “Come home to reality.” In my experience there are two types of book signing events. Neither will make you wealthy. In one scenario the shop owner may invite you to come in, supply you with a location and table, and eagerly await the assembly of family and friends you have drawn into her store. On the other hand, the owner may have scheduled an event that showcases the offerings of a dozen or so authors who will be lined up and competing for the time and attention of regular customers. In either case, it is up to you to attract attention to your particular spot in the store.

Grab Their Attention

Consider a few ways one might encourage such interest. An attractive table cloth instead of the bare surface of the table will help catch their attention. A small dish of candy (no peanuts) might draw them in, especially if your book is about children. A supply of bookmarks with the book’s cover pictured on its face, and where information about where the book might be purchased, is a terrific giveaway. Also, I always try to display my books in such a way that the full cover can be seen from about 10 or 12 feet away. In contrast, an empty table with a stack of books to be sold and the author in a conversation with someone else will seldom attract attention. Likely, the shopper will look, nod, smile and move on.

As a buyer, I have often felt uncomfortable walking up to a display of any sort when the sales person is present and waiting. I know they want me to be interested and I don’t want to disappoint them. Translating that thought into my own situation, I prefer to step away from my display. I’m always nearby and watching. When someone stops to look and appears interested, I approach and give them my “elevator speech”. Everyone needs an “elevator speech.” At that, they might re-read the back cover, open to the first page or ask a specific question. The point is that I have their attention. Whether they buy or not, I hand them a bookmark and thank them for stopping.

However you plan your book signing strategy, this type of event is a vital portion of your ongoing marketing efforts. While you may sell only two or three books, (Try not to be disappointed.) at least you and your books are being seen in public. Don’t pass up the chance to participate in these public events.

It is, after all, your own enthusiasm, wherever you go, that will lead to increased book sales.