Mixing Business with Pleasure

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Mixing Business with Pleasure... And Benefit from Book Reading and Signing Events

By Alex Shapiro

As freelance writers, we spend a lot of our time searching for potential markets, and for promotional and networking opportunities. We are interested in books and consider our visits to different bookstores to be field trips or research wanderings. Most of these bookstores have flyers with their monthly scheduled events.

Sometimes we can mix business with pleasure... and attend various events at bookstores in our area, for example book reading and signing events, even if we don't recognize the author. So, how can we benefit from such an event?

Book readings and signings help authors promote and sell their books-- that's evident-- but they can also help the writers in the audience, especially those who are still striving to make themselves known.

So you decide to attend a book reading and signing, even if you don't recognize the author's name. It's for the best, because these authors have to actually read from their works in order to attract potential buyers. You'll have to do the same while on your way to the best seller list.

Here are a few words of advice from a writer who attends and takes part in her neighborhood bookstore events.

Try to show up early. Find time to chat with the bookstore manager and exchange business cards if you haven't done so yet; you may want to schedule your own event at that particular bookstore in the future. Maybe even introduce yourself to the author, who usually is already there.

Pay attention during the reading. Questions and answers will follow, together with commentaries and opinions of the storyline or various topics referred to in the book. Don't be shy to ask questions and get yourself noticed (in a positive way). Authors love questions and comments, a sign the audience is interested in their work.

The reading and opinion exchange represent, maybe, the most important part of the event. They determine a potential signing... and, therefore, sell. Know the advice that in writing, "less is more"? Well, it holds true here, too. The best readings excel not in the actual reading, but in the book presentation and discussions taking place afterwards. That's a way to increase audience's interest in actually buying and reading the book.

Take notice of the author's dress code, voice, and stage presence. Observe how the author presents the book and handles the audience, engaging potential readers and buyers in story-related conversations. You can use the free "tips" when your time comes.

At the end of the event, especially if you are interested in the topic or, maybe in the author's day job (some are lawyers, scientists, medical doctors...), hang around to congratulate the author in person and take the opportunity to say a few words about yourself. Exchange contact information-- it's a good idea to always have your business cards handy-- and ask about a possible future interview, maybe related to the author, the book, or day job. You can use the material in different magazine articles or online, or as reference for your own book, and so on.

If you buy the book, read it and send the author a thank-you e-mail. Most of the time, you'll get a response and a reminder relative to future collaboration.

If, for whatever reason, you end up at a disappointing reading event-- either because of the subject or the author’s endless readings-- do not despair. Take it as a learning experience and as a "don't do it" tip. Never-ending readings at such an event are inappropriate and inconsiderate for the audience and for the bookstore manager (as the event takes more time than initially scheduled).

So, indeed, you can benefit in more than one way from a book reading or signing; you can have a good time, enjoy a good book, expand your network, and open yourself to new projects and possibilities. And even in worst-case scenarios, learn how not to do things... which is better to learn from others than on your own.

Alex Shapiro (pen name) is a freelance writer and author of Poetry of the Soul collection. To contact her, visit her site, at www.mediabistro.com/alinaoswald.