How to have a great bookstore event.

I just finished speaking at Pacific Northwest Booksellers Association's (PNBA) fall tradeshow in Portland, Oregon. I was invited to be part of a panel put together by Cynthia Frank, president of Cypress House who is also on the board of PNBA. With me was Gerry Donaghy, the New Book Purchasing Supervisor at Powell's City of Books (The largest new and used bookstore in the world.), and David Ash, publisher of Basho Press. Our topic was about working with bookstores--how to approach them about carrying your book, in addition to how to have a successful bookstore event.

A lot of great information was shared in that room. Gerry spoke of what the bookstore looks for and how you, as an author or pubisher need to present your pitch in a way that speaks to the staff and management of the store (Remember, they are thinking about their customers. Be sure you can answer, "Why you, Why now?") He shared a number of horror stories about how NOT to go about getting your book into the bookstore (For example, don't have "available at Amazon.com" on your flyer or pitch letter.), in addition to powerful examples of what worked for some authors. David Ash is an author and publisher who has done many events at bookstores all over the country and offered some excellent points on how to make sure it's a win/win situation while you're at the event.

My piece was on how to have a successful bookstore event and how to work with the bookstore to ensure that happens.

Successful Bookstore Event Tips Include:

* Pitching an event--not just a signing. A signing is......boring. What will you do at your event? Make it interesting and engaging to people.

* Show how you and your book will benefit the customers of the store. Believe me, that's what the store manager, event coordinator, and community relations person is thinking about. What will my customers get out of this?

* Explain what you will do to help drive traffic into the store: Inviting friends and family, generating media interviews in the local paper, radio, TV and local bloggers, invite business associates and neighbors to the event.

* See if the bookstore has a media list and who they might be willing to contact on your behalf. Usually they will send all the calendar editors a press release of the authors they have coming to their store. You will want to let them know you will contact the others. They know who in their market likes to interview authors and are quite free with this information because your appearances will benefit everyone.

* Make sure you provide the event coordinator with whatever items she or he may need for any in-store promotion. Also be sure to provide blurbs and anything else needed for additional marketing efforts.

* Keep the bookstore informed of any media you generate. Be sure you have the address and phone number of the bookstore when you do your interviews so that you can invite the audience to attend your event.

* Leave early for your event at the bookstore. You never know when you might run into traffic and you definitely don't want to be late.

* Events usually run about :30 minutes and then there's time for Q&A and the actual signing.

* Remember, bring an extra carton of books in the trunk of your car just in case they run out.

* Have a couple of different quips to use when signing books. You don't want to be sitting there trying to think of what to say!

* Another reason for book events is to get the staff to fall in love with you. In the future when someone comes into the store looking for a book similar to yours, you want them to recommend your book.

* Remember, some things are just out of your control. If bad weather keeps people from attending your event, stay upbeat about it. It's no one's fault and you will be remembered as being gracious.

Having a successful book event is not big secret, but knowing some helpful tips ahead of time, will keep you from learning them the hard way. Here's to a great event!