For both authors and their readers, the book signing is the highlight of any event. It’s where special connections, expressions of gratitude, and memories are made. We’ve gathered some simple tips to help you stay organized, avoid last-minute stress, and take advantage of the powerful impact an excellent book sale and signing can create.
Why are Book Sales and Signings Important?
An important component of any author event is the opportunity to purchase a book and have it signed by the author. Most authors insist that event contracts require a book sale, and attendees typically expect to be able to purchase books on site when meeting an author. Not only does it provide a personal interaction, it creates an opportunity to support local independent booksellers in a meaningful way.
Independent Bookseller Partners
Partnering with a local independent bookseller allows hosts to have books on hand without out-of-pocket expense. Most booksellers are happy to bring a stock of books, a credit card machine and staff members to manage sales at your event. This is a simple way to save money, support local businesses and uplift the author.
Tips for partnering with a local bookseller:
- Reach out to your local indie bookseller. The store locator on Bookshop.org can help you find one nearby!
- If locating one isn’t possible, reach out to AU and we can help connect you.
- Independent booksellers require several weeks’ lead time to order event stock. Arrange for your sale 2-3 months in advance so they have time to order books and help publicize the event. Make sure they include a selection of the author’s backlisted titles.
- Collaborate with your bookseller partner to drum up enthusiasm with local readers. For example, you could print and provide bookmarks that include event details that can be given away in the shop.
- Make sure your event is listed on the bookseller’s calendar.
- Communicate all of the event details, including expected audience size, well in advance. That way the bookseller can help make sure you’re best prepared!
Book with Ticket Option
Selling books as a “ticket” for the event is a great way to encourage book sales, bring in revenue, and support the author that you’re hosting. Your local independent bookseller is once again a great resource – but you can also manage the sale directly.
Tips for selling books as entry:
- Order books in advance (through local bookshop or AU).
- Set up pre-sale ticketing system though a registration interface such as Eventbrite, which is free to use for managing the book with ticket registration.
- Consider a tiered ticket option for those whom the cost of a book might be a barrier. Entry to a pre-event reception for those who buy books might be a good solution.
- Book with ticket events are very attractive to authors, especially around the release of a new book, when book sales are most important.
Authors Unbound Bulk Book Sale
If partnering with an independent book shop isn’t an option for you, or if you have a separate budget for a bulk book purchase for giveaway, AU can help. We offer discount prices on bulk orders and arrange for free drop shipping.
Tips for bulk book purchases through AU:
- If a bulk book sale is an option for you, be sure to mention it to your AU agent when you’re working on event details. Bulk sales often allow for deeper fee discounts, and are a very compelling component of any invitation.
- Bulk orders usually range between 25-500 copies, but we can help you place an order for as many as you need. The more copies you order, the steeper the discount.
- A bulk order within proximity to the publication date can pave the way for fee discounts as well!
How To Run a Signing Line
Readers don’t drive to events for a transaction; they come for the experience. A genuine 30-second exchange can turn a casual reader into a champion of literary events who returns to every future author visit, provides glowing event feedback, and shares their positive experience with friends.
Tips for running a successful signing line:
- Place book sale and signing table at a location where a line won’t block venue exits.
- Provide one or two book signing escorts, who can hand out post-it notes for personalization, flap the books to the right page for signing, and help manage the line.
- Be sure to provide a glass of water, several pen options, and hand sanitizer for the author’s use.
- Create a QR code to your social media accounts, and encourage attendees to share their photos by tagging your event.
- Honor the readers who aren’t able to buy a book. Have a free bookmark or signed bookplate to give them. They remember how you made them feel, and they come back.For large audiences (more than 250 attendees)
- We suggest limiting personalization and allowing only one copy per attendee.
- Consider hiring a professional photographer who can snap shots and provide a website where the images can be downloaded.
- Create a separate registration process for book signing with a free virtual ticket. This will help you predict how many people to prepare for, and make sure everyone gets a moment with the author.
