How to Maximize Book Readings and Signings

by Cathy Fyock @CathyFyock

You’re invited to a book reading or signing. What’s your strategy to maximize book sales? 

First, a reading should never be just you talking or reading. Ask questions. Get your audience involved and engaged. What issues does your topic touch upon? What are the points of disagreement or opportunities for sharing different perspectives? If you're just reading or lecturing, you won't make many sales.

Hold the book and read from it. Be specific when you read a story or excerpt. Say, “As you’ll find on page 47 . . . “ to show the value!

Next, offer something in addition to your book that you might give away. Bookmarks. A checklist. A template. A meme. You get the idea. This allows them to approach you and engage in a conversation, making it more likely to sell books.

Analyze your numbers. When I’m speaking and selling, I generally can sell 10 to 20% of the room. Take just the books you need plus a few more. 

Offer a special price to incent buyers. I often offer a deal, since my cost per book is much less because I'm self-published.

Get the names and contact information for those who do attend so that you can build your tribe. Offer something of value in exchange for their contact info (for example, a checklist, template, or meme). Then connect with them regularly and encourage them to subscribe to your blog or newsletter.

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Cathy Fyock is The Business Book Strategist, and works with professionals and thought leaders who want to write a book as a business development strategy. Since starting her business as a book coach in 2014, she has helped more than 160 professionals become published authors. Her most recent book is The Speaker Author: Sell More Books and Book More Speeches. She can be reached at cathy@cathyfyock.com or 502-445-6539.