10 Reasons Why People Attend Book Signings

This is the survey result of 325 people conducted by myself
so I can improve at my own book signings. After completing
the survey, I saw the wealth of insight it had given me. I
felt it was important to share it with a wider audience. I
also interspersed some personal experiences.

The survey was conducted by Catherine in-person with people
who attended book signings at area bookstores in Northern
Virginia metro area between January 2004 and September 2004.
A total of 325 people completed the survey.

Here is their response to one of the questions: Why do you
go to book signings?

If you are wondering how this can help you in marketing your
book. These 10 items are extremely important. They tell
what authors need to give to their audience in order to
increase their books sales and to connect with the audience.
When you know what you audience wants, what they expect, the
guessing fades and transforms into a great book signing
event.

Here are the top ten responses in answer to the first
question:

1. People desire to be acknowledged for taking their time
to come -- by you, the store, and others that came.
Participants who have either already read the book, come to
meet other like-minded people. They have a social intention
and you need to give it to them. Most book signings don't
have any social aspect to them so create one. When you
include ways, you will definitely increase sales. People
want connection, they don't want to be ignored. Get them
to talk to the people around them. Introduce one person you
just met to the next person to them. There are many
techniques or create some of your own. A seasoned author
learned to do this over time. Learn to do it sooner.

2. Curiosity. People are normally curious about authors
and how they write, or how they got their book published.
Tell them about your journey with all this. For the wanta-
be or gonna-be writers there because their vision includes
what you are doing, give them that feedback. It creates
immediate connection. Even if they didn't come not to buy
your book, usually they will change their mind, just because
you settled their curiosity.

3. Entertainment. Yes, you need to be entertaining.
People do want that and they stick around (meaning they
don't get up and walk out) if they get it. Show energy, use
hand gestures, and please stop reading from the page (number
one pet peeve). Over and over again, I saw people leave
when the author continued to read his presentation from the
page. People don't expect perfection. They had a heavy
week, or day, and they want some way to lighten it up. Even
if your book is a heavy topic, lighten it up. Comical
anecdotes about yourself are great!

4. Oh, the old, "what