"As authors, we know that booksignings are a critical part of publicizing and selling our books. Whether you consider yourself a speaker who writes, or label yourself a writer who spaks (like Leslie Charles, author of Why is Everyone So Cranky?,) it's important to remember that at a booksigning, you are, first and foremost, a speaker. The secret to success at a booksigning is to treat each one like a speaking engagement.

Step 1: Do the Advance Work and Set It Up Right from the Start
Most chains and bookstores have an employee whose sole focus is to book authors for events. At Barnes and Noble, they are called CRC's: Community Relations Coordinators. These people are a gold mine of information and should be treated just like speaking prospects. Interview them, build rapport with them, learn about the best time to do signings and what sells at the store. Discover what their PR and promotional efforts entail. Will they send out a press release? Will they advertise for you? Will they create an in-store poster with your photo and the book cover? Will they put your book in the window or at the cash register? Are they open to having you do a short talk along with the signing? They generally love this and want 15-30 minutes. A good presentation can mean the difference between a few curious browsers and a sell-out of your book that day.

Once you've built a rapport, send a press kit with your photo, bio, and information. Write a press release for them that has all the specifics, so that it's easy for them to promote you. Barnes and Noble stores have in-store newsletters and often have used my release word for word.

Step 2: Come Prepared and Arrive Early
Plan on arriving at least one hour ahead to scope out everything and make any necessary changes. Bring a small, thoughtful, theme related gift to the CRC. (My book is titled Fired Up! and I bring heart-shaped candles.) The CRC will be surprised and delighted. Check out the exact placement of the talk and signing. If it's terrible (upstairs in the back where no one will find you,) ask to be moved. Choose a high traffic area like near the café or front entrance. Bring a blow-up of the cover and display that in front of the table with your books. Also, have extra boks on hand in case the store runs out. On three separate occasions, the store bought extra books off me on the spot. (Warning: be sure to get cash or a purchase order at the time; otherwise, you'll never get paid for these sales.)

Step 3: Set the Stage for Success
Once you have the right location, set the stage properly. Put a book on every seat. Pre-sign several books, with a short, meaningful phrase that reflects the book's content. It should come from the heart and be powerful for the reader.

Now start working the crowd. The CRC makes a storewide announcement 15 minutes and then 5 minutes before your talk. People will start milling around the area, and this is the time to meet and greet them. Welcome them warmly and ask them about their lives. Engage them like you do your speaking audience. Invite them to join you. When you're ready to start, have the CRC intorduce you with your short bio. Then you're on. It's a mini-platform and you know how to do this well. Start with a signature story from the book and envelope the audience with your warmth, wisdom and expertise. Have them turn to the page where the story can be found and read along with you. Be interactive and reference their questions. If the book is relevant to their lives, they will buy and you will have had a successful event.

Step 4: Follow-Up Like the True Professional You Are
The signing and talk has gone very well, you've sold out of your books and you think you're done. But you're not. The true professional thanks the CRC personally as they leave and then writes a thank-you note later. The true professional adds the CRC's name and address to their database and stays in touch. You never know when you'll be invited back or get a referral for a speaking engagement. Good business is about building relationships and CRC's are no exception.

Once you've done all your follow-through, it's on to the next event. As you are planning, remember that most of all to have fun! There's nothing more exciting to an author than seeing his/her book displayed prominently at a major store. To have readers extol the virtues of your book and tell you how it has changed their lives is incredibly satisfying. but that can't happen if they don't know about it. So book those signings and sell those books!