Book Marketing and Book Promotion Using Book Signings

signingAs a book publicist I have a strong opinion about book tours.

Authors tend to think they are a great idea because they see celebrities and politicians like Larry King, Spike Lee, Rachael Ray, Hillary Clinton and other big names out on the circuit and think that’s the way to promote a book.

Frankly it’s just ONE way to promote a book and is an element in the overall marketing of a book. The reality is that unless you are well known it’ll be you, the flower vase along with your book at the little table waiting for people to approach you. Now don’t get me wrong, book signings can be very useful and even if you don’t sell books it gives the media a reason to write about your book right now in order to promote the event. Without that reason to do the story right now, they have plenty of other books to write about since most reviewers are deluged with dozens to hundreds of books every week. And that’s where I believe book signings and book tours are most useful.

In fact, book stores that have turned down a client will happily book them knowing a mention of their store will be in an upcoming article. Westwind Communications has obtained media coverage and then pitched a book store with a guaranteed mention if they book the author. This technique usually works. How can they refuse? The PR for the book signing, which is very difficult and time consuming for them is already done.

Book stores want enough lead time to put an announcement in their newsletter, get a press release out to their contacts, create flyers and in-store promotion. They hate last minute plans, and who can blame them? So it’s important to work a few months in advance if possible. But should you get a media interview and you know it’s going to hit on a certain date then it makes sense to pitch a book signing to the area book stores and then get back to the media outlet to add that appearance in at the end of the story.

Book stores also like to have the book available in “their system” before booking an author signing. This means that the book has to be available on their computer when they look it up so it can be ordered through regular channels, IE their own system, Baker and Taylor etc. There are exceptions to everything and sometimes an author can bring books into the store and sell them giving the store the profit from each book as it would expect. But, that tends to throw a monkey wrench into the mix and the big national chains tend to shy away from this for one reason or another. Sometimes I believe it’s the extra paperwork it creates.

In the case of a short notice booking you may have better luck going to smaller independent book stores where the owner is on site. It’s there where they may seize the opportunity. They tend to be more open at a chance to book an author for an in-store appearance. We recently promoted a book signing in a pastry shop. There were no other books competing with my client and the local paper covered the event. FOX-TV Boston saw the story and brought the cameras out for a full fledged in-home interview. All from a book signing in a small pastry shop. Go figure.

Scott Lorenz is President of Westwind Communications, a public relations and marketing firm that specializes in book marketing and author publicity. His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC Nightly News, The New York Times, Nightline, TIME, PBS, Los Angeles Times, USA Today, Washington Post, Family Circle, Woman’s World, & Howard Stern to name a few. To discuss how Westwind Communications helps authors get all the publicity they deserve and more call 734-667-2090 or email For more information visit