My special guest today is Elaine Viets who is celebrating the release of her new book The Fashion Hound Murders: Josie Marcus, Mystery Shopper
Today Elaine tells us about her experience at a book signing. Over to Elaine…
The book signing sales were so-so. The chain store had done everything right: nice signs, a notice in the newsletter and a quiet place in the back to talk to readers. There were free cookies from the café, mostly uneaten. And a stack of unsold books.
“Must be the weather,” said the store manager.
Or the game on TV. Or some big event downtown. A so-so signing happens to every author. But I wanted to do something about it.
When the official signing was over, I asked the manager, “May I have a table by the door?”
“Why?” she said.
“Because I’m going to sell books,” I said.
We piled my books onto a V-cart and hauled them up front by the main door. We dragged over a table and a chair. I arranged my books on the table and my face into a smile. I was ready for the guerrilla signing – unplanned, unscheduled, no-holds-barred selling.
“Hi,” I said to the next customer through the door, “do you like mysteries?”
“No!” She scurried past as if I were trying to steal her purse.
But the second woman did like mysteries – especially new series. She bought a signed copy of my mystery, “High Heels Are Murder.”
The third woman said, “I’ll think about it.” I figured she was a lost cause, but ten minutes later she came back and bought a hardcover “Murder Unleashed” and a paperback “Shop Till You Drop.”
Guerrilla signings are not for the shy and sensitive. Expect rejection, even insults. “I don’t read genre crap,” sneered a woman.
The risks are worth it. If you like improv, you’ll have a good time – and so will your readers.
“How much do you get if I buy the hardcover?” said a man.
“Me, personally?” I said.
“Yep.”
“About two bucks a book.”
“And if I buy the paperback?” he said.
“About sixty cents,” I said.
“What if I just gave you the sixty cents direct?” he said.
“That would take all the fun out of it,” I said.
He laughed and bought the hardcover.
That’s another thing you learn at guerrilla signings – men buy hardcovers. Maybe it’s because they make more money, or they don’t budget, but men are more likely to buy hardcover novels on impulse. Women will buy a paperback, but hesitate to give themselves the luxury of a hardcover. They will, however, buy the hardcover for a gift.
“I’ll give this to my mother,” said one woman. “After I read it first.”
“Not in the bathtub,” I said.
“Will my fourteen-year-old daughter like this book?” a worried mother asked.
“It’s the most stolen book at an East Texas high school library,” I said.
Mom bought the book.
“Can I buy the whole set?” said another woman.
“Yes, ma’m. These aren’t fish. There’s no limit.”
She laughed. “In that case,” she said, “I’ll take a set for me and one for my sister.”
“I’ll take a set, too,” said the woman behind her.
That’s another rule – the more you make people laugh, the more they’ll buy.
Guerrilla signings can also be humiliating and boring. Sometimes they don’t work. I’ve spent two hours answering questions about how to find an agent and pointing people toward the restroom.
But this time, the guerrilla signing was a success. I tripled my book sales. The store was delighted. And I had a good time. My favorite sale was to a man in his thirties with a boyish grin.
“If I buy this book, will it get me sex with my girlfriend?” he asked.
“I can’t say, sir. But I guarantee you’ll make one woman happy.”
He bought the book.
To learn more about Elaine’s Josie Marcus, Mystery Shopper series and her Dead-End Job series visit her website. You’ll also find excerpts for each of her books. The Fashion Hound Murders: Josie Marcus, Mystery Shopper
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This was a fun, interesting and informational “interview.” I will remember your pointers when I get my first book in print.
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by Nessa November 4th, 2009 at 4:54 amElaine, you have a wonderful sense of humor. No wonder you can pull off a gorilla signing.
by Alice Audrey November 4th, 2009 at 9:05 amLOL! I don’t usually like mysteries, but you would have sold me with humor like that … in fact you did! :)
by Amy Ruttan November 4th, 2009 at 9:46 am[...] The most excellent and incredibly highly regarded Elaine Viets has stopped in at my good friend Shel…. She’s talking about book signings and at points, she had me laughing out loud. [...]
by West Of Mars — Win A Book! » Blog Archive » Guest Author: Elaine Viets November 4th, 2009 at 9:58 amFellow Sister here, Elaine. I loved this piece. Just loved it.
So… I posted about it over at Win a Book. You do guerrilla signings, I do guerrilla linkings, I suppose.
by Susan Helene Gottfried November 4th, 2009 at 10:00 amWhat a great post, and what a great sales lady you are Elaine – Kudos to you!! Thanks for having her as a guest Shelley!
by Mel Teshco November 4th, 2009 at 3:21 pmLOL – I’ve heard that it’s always wise to learn the location of the restrooms if you’re doing a booksigning. I look forward to trying out some of these techniques.
by Shelley Munro November 4th, 2009 at 3:50 pmSounds like a great read and on a subject that needs more exposure.
by sandra cox November 4th, 2009 at 7:11 pmNice to meet you, Elaine!
by Helen Hardt November 4th, 2009 at 8:38 pmI enjoyed your post very much.
by Linda Henderson November 4th, 2009 at 10:07 pmLOL! Great story, Elaine! You’ve got a terrific sense of humor, and I’ll be looking for your books!
by Fedora November 4th, 2009 at 10:58 pmHow could anyone have resisted you? Maybe you should make all of your appearances guerilla signings!
by Jenyfer Matthews November 5th, 2009 at 2:28 amElaine, what a delightful post! And full of great ideas. Thanks for sharing that — and hello, Shelley! It’s been a while :-)
— Sierra
by Sierra Dafoe November 5th, 2009 at 6:23 amI’ve been wondering about signing stock after the fact, but to hand sell with humor does work better.
The problem is getting people to come over. You solved that by putting yourself right in their path.
One of my co-signers at a store solved that by throwing chocolate at people as they came through the door. LOL. Great ice breaker.
Ash
by Ashlyn Chase November 5th, 2009 at 6:31 amHi Sierra – I hope the move went well.
Ashlyn – I think you’d be great at selling with humor. I also think throwing chocolate would work well. I couldn’t resist anyone with chocolate!
by Shelley Munro November 5th, 2009 at 12:23 pm