New Media Book Signings with Pizzazz

New Media Book Signings with Pizzazz
by
Anita Moore

Out of all the promotional tools I've tried at book signings, this one is by far the most popular, which makes it one of my favorites. When pitching a book signing tour to booksellers, I of course have my latest fiction title in mind, but for the customers, I tell the manager I have a special ice breaking giveaway that turns dull book signings into exciting ways to introduce myself and the age of electronic media.

I then explain to the bookstore manager I'd like to bring to the book signing free sampler diskettes (electronic book samples) to engage customer interest. I introduce myself with this tool. Even if the bookstores doesn't carry electronic books, any idea that draws customer interest has them agreeable, and a good majority of bookstore haven't seen an electronic book so they are curious as well. And if by chance they hear from you e-book samplers were a big success at another bookstore, then you've sparked a competitive nerve and they are all for it. Sometimes they are so excited about it, they send out a special book signing appearance notice to newspapers to promote your event. In the very best cases, as in my own experience, the store manager lands you a special TV show appearance with a local network.

On the day of the book signing, as soon as I make eye contact with the customer, I switch from my author hat to sales and marketing hat and cheerfully ask the potential customer, "Have you heard about the new electronic books?" Ninety-nine percent of time, they look at me as if I'm speaking a foreign language. I take it from there and tell them, "Well, this is what an electronic book in disk format looks like," while I hand them a disk sampler, telling them they can take it home and try it at their leisure. If they say they don't have/use a computer, I tell them then use it as a stocking stuffer or give it as a nifty little conversational gift to someone who does.

For a real attention getter, while they are looking at the disk and reading the label, I tell them some impressive tidbits they may not have heard, like how the Los Angeles School District is considering switching to electronic books in the classroom. Or I wow them by explaining that 100 books can fit in one handheld reading device (I have a picture sample of an electronic reading device handy). Then, you suddenly have interaction with them asking questions. Once you've got their participation, you can switch back to your author hat and tell them about your book. (If it is also out in electronic format, you might tell them where they can find/order electronic books on-line if they can't find it in bookstores yet.) I bring their focus back to me by talking about my latest release as I reach for the stack at my elbow. This marketing tool can work whether you're electronic published or not. Imagine reading an excerpt of a book at your computer . . . For someone who has never done this, it's like opening up a magical door.

Of course you will want to put an excerpt or sample chapter of your recent release on the diskette as well as anything else you think a potential reader would want to know.

Ordering information? You bet. ISBN, URL and copyright date and symbol, most definitely. The disk label can even have a color sample of your book cover, you can print these yourself if you have a color printer, and on the label you should also have simple user instructions. I format each disk on my PC, simply by copying WORD files that have my information stored. You can even save to sampler disks a jpeg file of your cover. When you tell the customer there is cover art on the diskette they think that is fabulous. Color of any type on diskette may just be that edge you need to propel them to the computer once they get home.

For each diskette, I make sure the reader can access from a choice of three formats. Word file, HTML file, and Rich Text Format file. I don't care if these files are secured by alarm bells or special coding, because I'm using them only as promotional marketing tools. What is anyone going to be able to do with a sample chapter or excerpt anyway? By offering reader three file formats you are demonstrating how books can come in many different ways, while they can pick and choose at their computer which format they want to read from. And if e-books are just too technically challenging for them, of course, you have your latest paper-print release handy.

Whatever you do, make marketing tools fun as well as useful, grab the customer's attention and enjoy your book signing. If you're a real big hit, then that bookstore manager will remember you and want you back for future releases. Ummm...can't you just see the potential sales already?

For ideas and a free sampler diskette from Lindsey Publications, please send self-addressed, diskette size envelope, with 55 cents postage affixed to: Lindsey Publications, PO BOX 504, Ft. Lupton, CO 80621. Note: for special cardboard diskette mailers or padded envelopes you will want to add appropriate postage. Please allow five weeks for delivery.

Anita Moore also writing as Desiree Lindsey is a best-selling, award-winning author of two erotic-historical romances. Her debut novel, Prisoner Of Passion, has been featured on WB2 Today Show, garnered a five-star review, finaled for the prestigious Award of Excellence and the Booksellers' Best Award, and hit top 4 on two electronic bestseller lists.