Why Book Signings Aren’t What They Used To Be

By Steven Womack

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Buckle up, Buttercup: it’s story time!

Today, I’m putting on my Professor Peabody hat and inviting you to join me in The Wayback Machine, where we’ll journey back thirty years or so, to a time when being a working novelist was a whole different gig that it is now.

I started my first novel when I was eighteen, which was entirely too young for anyone to think they had anything to say about anything. Still, the combination of youth and arrogance knows no bounds, so I pressed on, determined to be the great writer I knew I was somewhere inside. Now if I could only convince the rest of the world…

Then life took over. And in one of the great ironies of my life (and the older I get, the more convinced I am that irony is one of life’s more primordial forces), after starting my first novel at the age of eighteen, it would take me precisely eighteen more years to sell one.

Even after the sale, it took a couple of years to get the book out. Then, as now, the wheels of traditional publishing grind very slowly.

So in 1990, I became a published novelist. Not only that, my first novel was a hardback published by one of the great publishing houses of New York, St. Martin’s Press. And like all newly published novelists, my first concern was when can I start doing book signings!

I loved going to book signings, loved meeting authors who’d written real books. Bookstores were my happy place and now my dream of getting to go to my happy place from the other side of the signing table was coming true. My hometown, Nashville, was a wonderful book town then. There were lots of independent bookstores around, as well as the big chains like Borders and Barnes & Noble.

One of the local independent chains was Mills Bookstores (chain? well, there were three of them), so I reached out to them, and they very kindly offered me a signing at their flagship store in Hillsboro Village. I met a fellow there—Michael Sims—who had moved to Nashville a few years earlier and would later go on to a spectacular writing career himself. He and I have been friends ever since.

Even then, publishers didn’t put a whole lot of marketing or promotion into most debut novels. So I took it upon myself to publicize and promote my first book signing. I worked up a database of a couple hundred of my closest friends and family, then merged the database with a Word document and sent out personalized letters inviting them to my very first book signing, which took place on a warm Sunday afternoon.

And it was astonishingly successful. In an incredible leap of faith, Mills had ordered around 130 copies of a book no one had ever heard of, by a writer no one had ever heard of. The store was packed, the event went on for—if memory serves me—at least three hours. I spoke for a bit, read an excerpt from the book, then signed literally every copy in the store. By the end of the afternoon, Michael was pulling display copies out of the front window to sell.

At the end of the day, I thought I got this…

Now, over thirty years later, I still haven’t had a book signing that successful. Most of my book signings have been like one I did with Sharyn McCrumb at a Little Professor Bookstore in Birmingham, where someone walked up to our signing table (and right up to it, since there was no line) and asked if I knew what the lunch special was today.

Book signings were events back then. They still are for some writers, if you’re a star. Stephen King can draw a crowd wherever he goes. If you’re a genre writer and have developed a huge following in your field, then you’re good to go. Celebrity book signings still work, and locally famous true crime books or other spectacle-type gigs still work.

But if you’re just a working stiff writer, on a self-financed book tour in a town where nobody knows you (yep, I’ve done plenty of those), book signings aren’t worth what they used to be. There aren’t as many bookstores today, so your options are more limited. The two great independent chains that were in Nashville back in the day—Mills Bookstores and Davis-Kidd Booksellers—are long gone. As a result, writers sometimes have to compete for limited signing slots at the few bookstores left. One bookstore I know has an application on their website you fill out if you want to sign at their store, and I know a number of writers they’ve turned down. And some independent bookstores, when they schedule a signing for a well-known author, actually charge admission to people who want to go hear their favorite writer drone on.

If you’re an indie-pubbed writer, then it’s even more disheartening. Bookstores, like everyone else, still have some old-school, ingrained prejudices against “self-published” writers (see last months column).

Even David Gaughran, an Irish writer who’s been a pioneer and an expert in the indie pubbing movement, wrote in his latest blog that getting out there to press the flesh—book readings and book fairs—are “F Tier” marketing strategies for authors today.

“F Tier” means a waste of money and time.

The days when books were primarily hand-sold, person-to-person in brick-and-mortar bookstores are long gone. You might sell a few books here and there, but it’s not going to move the needle on your actual numbers or your Amazon Sales Rank—and sad to say, that’s what counts these days.

So if you want to do a book signing, then do it for the right reasons: you want to hang with friends, family, fans and fellow book lovers for a pleasant afternoon or evening. Have a good time, boost your ego, have a glass of wine.

Then get up the next morning and go back to work. That paper’s not gonna sling itself.

Setting Goals

By Katherine Hutchinson-Hayes

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As a new year unfolds, many of us may sense the need to set objectives for our writing, regardless of whether we’re novices or experienced. There’s also a business aspect to our writing careers, which requires us to focus on how we present ourselves. To achieve this, we may need to polish our editing skills, improve our social media presence, attend conferences to network, and stay updated on the latest market trends.

We can inspire and uplift our readers through writing, providing them hope, guidance, and encouragement. However, doing this requires more than talent and passion. We need a clear understanding of where we’re going and a well-defined plan. This includes identifying our target audience, developing a marketable brand, building a platform, and engaging with our readers through various channels. We should be willing to continually grow and improve our craft, seeking feedback and guidance and staying current with the latest trends and techniques in the industry. With dedication and perseverance, we can achieve great success as writers and positively impact our readers.

Setting goals is a crucial aspect of our journey as authors. It helps us to stay focused and keeps us motivated and accountable for our progress. By aligning our objectives with our values, we can ensure our efforts are directed toward what matters. To help us, here are tips to keep in mind while creating goals that are in line with our values:

1. Seek guidance: Starting with a strong foundation is essential. Whether seeking clarity on a specific goal or looking for general direction in life, mentors can be a powerful tool for gaining insight and inspiration. Before starting anything new, it’s wise to seek guidance from those with more experience and ask for help from them to lead us forward.

2. Establish a clear vision: Clearly define what we want to achieve. Once we comprehensively understand our end goal, we should write specific things we want to achieve. This should be measurable and achievable to track our progress and stay motivated. Setting clear and attainable objectives usually increases the chances of success and allows us to prioritize our focus.

3. Align goals with our values: It’s vital to ensure our objectives align with our beliefs to share our message with the world effectively. This means that before embarking on any writing project, we should take the time to reflect on our values and beliefs and ensure our aspirations are aligned. This way, we can create content that resonates with our audience and positively impacts the world. Ultimately, our writing should be guided by our desire to make a difference in the lives of those who read our work.

4. Break down goals into smaller steps: When we create aspirations for ourselves, it’s easy to feel overwhelmed by the enormity of the task. However, we can make them more achievable by breaking them down into smaller, more manageable steps. We must create a detailed plan outlining specific actions to move closer to our aim. By breaking things down this way, we can feel more in control of our progress and motivated to keep going, even when faced with challenges.

5. Hold ourselves accountable: To take responsibility for achieving our goals, we set objectives and hold ourselves accountable to them. Another key tactic is to schedule regular check-ins with ourselves and those we trust to evaluate our progress and determine whether we are on track to reaching our desired outcomes. Through this action, we can identify areas we may need to adjust our approach or put in extra effort to stay on target.

6. Celebrate our success: Celebrating small achievements along the way helps to reinforce positive behavior and maintain our motivation to continue working toward our targets. We can learn from our failures by reflecting on what went wrong and using this information to improve our strategies. Adopting a growth mindset and viewing failures as opportunities for growth can turn setbacks into stepping stones toward success.

As writers, we can accomplish unprecedented success and leave an indelible mark on the world through our words. By setting goals, channeling our creative potential into our literary endeavors, and dedicating ourselves wholeheartedly to our craft, we can make meaningful contributions to society. Let’s relentlessly strive with unwavering passion and dedication to create works that inspire, motivate, and transform lives. Let’s unleash our full potential and reach the pinnacle of our literary journeys, leaving a legacy that’ll inspire future generations.

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Author, speaker, educational consultant, and editor–Katherine Hutchinson-Hayes, Ed. D., has had her hand in leadership for many years. She loves speaking to groups, delivering messages with quick wit and real-life stories. Katherine is a freelance writer/content editor, a content editor/writing coach for Iron Stream Media and a sensitivity reader for Sensitivity Between the Lines. She is a review board member and contributor to Inkspirations (an online magazine for Christian writers) and her writing has been published in Guideposts. Her work in art/writing is distinguished by awards including the New York Mayor’s Contribution to the Arts, Outstanding Resident Artist of Arizona, and the Foundations Awards at the Blue Ridge Mountains Christian Writer’s Conference (2016, 2019, 2021). She is a member of Word Weavers International and serves as an online chapter president and mentor. She belongs to FWA (Florida Writers Association), ACFW (American Christian Fiction Writers), CWoC (Crime Writers of Color), AWSA (Advanced Writers and Speakers Association), and AASA (American Association of School Administrators). She serves on the board for the nonprofit organization Submersion 14 and is an art instructor for the nonprofit organization Light for the Future. Katherine is the host of the podcast Murder, Mystery & Mayhem Laced with Morality. She has authored a Christian Bible study for women and is currently working on the sequel and prequel to her first general market thriller novel, “A Fifth of the Story.”

Punctuation Is Power - Part 4: Finding your style: Free your mind and readers will follow

By Angela K. Durden

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Ernest Hemingway wrote a novel you may have heard of called The Old Man and the Sea. It is described as a brilliant short novel, but before editors got hold of it, it was neither brilliant nor short. In fact, it meandered here and there. What a mess. It took an editor to find the story and chop out the crap, after which Ernest could finish it to become the brilliant, short novel we all know and love. 

Part 3 of my series ended with the recommendation of getting an editor who was not in love with a particular style manual and forcing your story into a predetermined mold that may not fit. Hemingway was well served by just such editors. This column is about finding a style and training readers to it.

Many new writers, not having a technique or approach of their own, attempt to copy the writing style of an author they love. For writers endeavoring to learn the foundational elements of storytelling, pacing, power, scene setting, and so forth, there is nothing wrong with that. Like a musician practicing scales of chords and note patterns of famous works and then learning to vary those themes with his own flavor, a writer must can emulate the masters until that deeper understanding of interplay comes.  

Delve into your heart of hearts and answer this question: Why do you write?

For myself, that answer is: Because I can’t not. Words are my thing and have been since I began learning to talk. Semper fidelis—always in the service of words.

Still, the question can lead to a huge list of follow-ups we don’t have time to cover here. King Solomon said in Ecclesiastes 12:12: “To the making of many books there is no end, and much devotion to them is wearisome to the flesh.” And this is a business that demands attention and can weary a soul.

That being said, it is important to know your own reason. There are no right or wrong answers to the question. But if you find you are wanting to write in order to sell your work for a large, anonymous crowd of readers—that is, you want to sell it in the retail marketplace and be in the business of book sales you will want to bring the best version of your work to that arena and make it stand out from other books also vying for readers’ attentions. 

A book may feel like a baby, but it is a product. So, how can you find your own voice and train a reader to like it, understand it, want more of it?

Finding your own voice is a mysterious process. It cannot be taught, but it can happen. Training a reader is easy. Once you’ve found your voice, now you refine it on the page. Once you’ve got the story pretty close to finished, the hard work of checking the flow begins. 

Then and only then you will question the use of every punctuation mark you’ve put in. You may find a long, run-on sentence that is convoluted and meanders down paths no one can find, yet each part seems important. You must now decide if it needs to be broken up into fragments and whole sentences of varying lengths, or something else entirely. 

What I like to do is copy that one sentence (or graph) and paste it twice into a blank document. The first I will leave as my reference to the original. The second I then play with. Break here, here, and here? Comma there? Colon or semicolon? Then I paste the original sentence in for a third time and play again using both the original and the new edits as reference. Comparing how the meaning and pacing has changed, I change the order of the words, use a thesaurus, maybe work in some alliteration, and look for clichés and repetitions.

After about the third time of doing this, an Aha! moment may arise and you’ll see that maybe the original was perfectly fine, but that the problem was the graphs leading up to it. You rework those portions and bingo, bango, bungo, you got some words worth keeping. 

That’s just one method. However, at this time something seemingly magical will happen. You will begin to find your voice. Like the musician practicing his scales, chord progressions, and inversions, and thus seeing all the variety he can produce, you won’t be afraid of words any longer because the words will know you are treating them as equals and respecting the power they bring to your tale by punctuating with powerful effect and affect. 

Now, once you start punctuating to tell you story your way, make sure you follow that same style throughout the book, and guess what? By about the end of the second chapter, the reader will learn to follow along, simply and naturally enjoying the story.

Punctuation should never get in the way of a tale. Those marks are the workhorses that make the story look good, but they never take center stage away from the star, your story.

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Author, editor, publisher, and more: learn about Angela K. Durden here and here and here.

Finding Your Niche as a Writer

By Linda Hughes

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It seems easy enough. You know what types of mysteries sell and make a lot of money, so you figure that’s what you’ll write. But then things start going wrong: It’s a struggle to finish a book, your beta readers are less than enthusiastic, agents reject your queries, or nobody buys your book.

Does that mean you’re a terrible writer? Maybe not. Here are some things to consider before you hang it up and schlep back to that former job you walked out on.

1: Are you certain about the requirements for the genre and subgenre you’ve chosen? They are very specific in most cases. For example, you might think you’re writing a cozy mystery but you have a character who likes to cuss. That’s not a cozy, which doesn’t allow blatant sex, violence, or profanity. Therefore, if you’re marketing it as a cozy mystery, readers and agents are disappointed. They aren’t getting what they want. That doesn’t mean you’re a lousy writer; it means you need to find the genre and subgenre that fit your writing and market to readers who want that type of story.

2: There are several subgenres for mysteries, which is the genre I’ll use as the example here. What they’re called depends on where you look, but let’s assume you want your book to be listed on Amazon. If you’re not sure about genres and subgenres, this helps:

• Go to Amazon, click on “Books,” don’t type anything in the search box but click on the magnifying glass. Scroll down to “Departments” and click “Mystery, Thriller & Suspense.” There you will find Amazon’s version of subgenres, which they call subcategories.

• Click again on the left hand column, on Mystery, for another drop down list, showing more Catagories.

• The most popular subcategories for Mysteries are Cozy, Hardboiled (no holds barred), Police Procedural (usually from a police detective’s point of view, the “POV”), Private Investigator (who can be a retired police detective), and Women Sleuths.

• Click on each subcategory. Books that are bestsellers in each one will pop up. Click on several books and examine them closely. Read the descriptions, look at the covers, and read the reviews. Which books in which subcategories are most like yours? That’s where your book belongs. You can also research the requirements for each genre and subgenre using Google or any search engine, but examining the actual books is a great starting point. Reading some of those books is even better.

• Here’s where it gets a bit confusing: When you set up your book in Amazon, you are allowed to list it under two categories or subcategories. But if you have an Amazon Author’s Account (highly recommended), you can email customer service and ask for eight more. The more slots it fits into, the more exposure your book gets. However, don’t use them all if they aren’t a genuine fit. Readers search for books by category, and will be mightily disappointed if they pay for a book that doesn’t meet their expectations. They’ll let you know about their dissatisfaction in reviews.

3: Most important is that you find the right subgenre fit and therefore market your book to the right readers.

4: However, after all that research, what if you still aren’t sure of the subgenre you prefer for writing mysteries? You could experiment with short stories or blog posts. Try different POVs. Practice. (I know, you just want to publish and make money. For most of us, it doesn’t work that way. We need to work on honing our craft.) As you write, be aware of which type of story you most enjoy working on. What you enjoy is going to produce your best book.

5: Don’t be afraid to be a genre-switcher or to write different books in different genres and subgenres. Again, if each book sticks to its category’s requirements and is marketed to the right audience, it has a better chance of success. That certainly has worked for Nora Roberts, known for her romance novels, who also writes mysteries under the pen name J. D. Robb. A pen name is optional, as today’s contemporary readers are quite accepting of genre-switching, as long as they know what they’re getting.

6: Lastly, consider the possibility that you need to learn more about how to write a good story that is marketable. There are countless resources available to help you learn about good writing and about managing the business of writing. The annual Killer Nashville International Writers’ Conference is an excellent place to start. Whether you’re an aspiring or established writer, this gathering offers not only education and inspiration, but camaraderie, as well. It’s my favorite writers’ conference every year. Here’s the link: https://killernashville.com/killer-nashville-writers-conference/

Finding your niche as a writer means you’re willing to explore and ready to enjoy the craft of writing. As writers, we work hard – that’s true – but we also revel in the experience. So explore, learn, do the work, and write that great story that brings you joy. (And may it bring you a bundle of cash, too!)

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Linda Hughes is a #1 bestselling co-author and award-winning author of twenty books and three screenplays. She loves to genre-switch amongst mysteries, historical romantic suspense, and family saga. Her latest is a romantic novella, Lilac Island. Find her on Amazon at: https://www.amazon.com/Linda-Hughes/e/B000APKVGI