TIP: Candy makes them stickier

On one of those ridiculous hot days when brains are sodden, Ms. Obie Joe listened to campaign staffers worried about getting coverage of the next evening's rally.

"Send every newsroom a cake. Preferably sheet cake, with the time, date and place spelled out in perfect icing," said Ms. Obie Joe.

"Cake? What does cake have to do with moving them tomorrow?," said the earnest staffer.

Ms. Obie Joe, having worked in many a newspaper newsroom, knew the arrival of cake shook the staff awake. We'd descend upon the cake, curious or hungry, and before the knife sliced many pieces, you can bet a few of us knew the date, place and time (as picked up a copy of the news release).

True, the cake trick worked a bit more effectively for a nonprofit's event rather than a political event (maybe a bottle of whiskey would be better suited), but the truth is the same. Sweets are sweet.

At your next book signing, put out a bowl of candy -- make sure it's the good stuff, not the Dollar Store lead filled junk -- and watch as many more stop by to take a look at the book. Our advice may seem simple, but it's an extension of how each Author can approach any event: with an appreciation for the fans and those yet to be your fans.

Accosting your potential buyers

Seeing a lowly author sitting at a table for one, a stack of books on one end, and on the other end, a sharpie pen ready for autographs, and not a fan in sight, gives Mr. Obie Joe the heebie jeebies. Apparently many bookstores, particularly chain stores, feel the same way, which is why many authors are banned from securing a booking unless you's somebody, or knows somebody.

There is a way, though. Make your reading/signing an event. Granted this is easier to do if you've got a nonfiction title, but even a fiction title can do it (see the enormous turnout for some YA titles). One author we're working with has a pop culture book. For his appearances, he's planning a quiz show format. He'll ask people in the audience, and he'll solicit people walking by. If the lucky accostee has the correct answer, the author awards a prize. Even without a spinning, glittery wheel, he's got an audience for his appearance, and then his book.

Think of a way to make a "show" from your book. If your book is about tea party sets, pack 'em up and bring them to the store to make an educational session. The amazing publicist Lauren Cerand mixes music, books, and other performances in her Upstairs at the Square events at a Barnes & Noble in NYC, and the crowds it attracts, both in loyalty and numbers, is amazing.

As wonderful as you authors are, by yourself, you're not enough for a successful bookstore appearance.

Are bookstore signings worth it?

Unless the bookstore event could garner at least 100 people in the seats, the author refused to commit to the bookstore's reading and signing.

Hmm. The quick retort would point out that unless this author was a namebrand, chances were the attendance numbers were a gamble. But the author had a point: unless the resources were there to effectively market the event and author's name, what would be the point of an event? Each player has their part to shoot for that 100+ attendance reading:

The Bookstore:
• In store promotion
• Community notification via media, newsletters, etc.
• Regular reading series that would guarantee a base audience

The Publisher:
• Dollars for co-op advertising
• Shelf ads
• Postcards for placement next to cashier
• Publicist for booking media

The Author
• Friends & family call list, invitations sent out
• E-mail invitation to every community Author interacts with
• Availability to do any media
• A spectacular performance

Recently we negotiated with a powerful bookstore in Arizona who wanted a $250 fee before booking an author's event. Mr. Obie Joe understands the fee, but wonders a need for the fee if everyone did their part.