First, there’s the struggle to book the gig. Bookstores and libraries often need three to four months’ advanced inquiry to plan. With few successful signings, many are reluctant to agree to an event by an unknown author. With everything that has been going on with store closures and the pandemic, stores have not been able to HAVE author events in person. But they WILL start booking author events sometime in the next year.

When that day comes, you may find yourself at a folding card table off the main aisle, with a hopeful stack of books and several Sharpie markers. Customers will hurry past the “event” trying not to make eye contact while you say hopefully, “Would you like a signed copy of my book?”

As the hours drag on a few friends may show up, children may wander into the author signing space tugging their uncomfortable parents with them, but it is not what you dreamed of when you put pen to paper.

Book tours can be so much more than this. Let’s look at three ways you can turn your future book signing into a profitable and exciting event.

DON’T DO SIGNINGS

Don’t hold a book signing. Hold an event instead. Every author has an area of expertise they can speak about. Novelists do research for their books, true crime authors take reams of notes, nonfiction authors spend years developing their expertise before they put it into a book. Use your research and knowledge to create a talk or a series of talks on a topic that will interest people. No matter what sort of book you’ve written, a lecture on a unique [AJ4] topic will draw far more people than a book signing. Children’s book authors can do a storytime reading[AJ5] . Novelists can talk about the traditions and culture of their book’s setting. Memoirists and experienced writers can offer guidance to other writers, editors, and students.

TEACH A CLASS OR WORKSHOP

Consider offering a series of free workshops at a store or library. If you’ve written a book about personal finance, you can easily put together a 45–60 minute workshop. Creating worksheets or exercises from your book is easy once you identify the topic and the focus. Ask yourself, What is one specific problem I can fix for a member of my community? The next question is: Do several members of my community share this problem? And finally, what can I teach them? Just like that, you’ve got a workshop started.

Contact stores and libraries and offer your workshop in conjunction with book sales. Some stores and most libraries will not allow you to require a book purchase, but a good workshop will inspire sales. If you insist on a book purchase for the workshop, consider renting a small conference room and hold the workshop there.

BREAK IT UP

Instead of a single two-hour event, hold six to eight mini events in the same time frame. Organize your event into short readings, several lectures, or small presentations. If your event isn’t a hands-on workshop, there is no reason to hold only one event during the long time frame. If your event starts at 1:00, have a store employee announce at 1:00 that you will be doing a short reading at the back of the store. Do your reading for five minutes and answer any questions from anyone who stopped by. Then ask if anyone would like a signed copy. At 1:20, have the store announce that you will be doing a presentation at the back of the store. Read or present for three to five minutes and again answer questions. End the session again, by greeting those who have come to listen and ask if anyone would like a signed copy. Repeat every 20 minutes until your time is done. Several announcements over the course of a few hours in the store will grab more listeners and many more potential customers.

What works for one author may not work for every author. There are many ways to turn a painful, boring book signing into a success. Find YOUR formula, and use it at every author event you book.