Whether you self-publish your book or are published by a publishing house, you know that the majority of promotion for your book falls squarely on your shoulders. In the “old days” the traditional bookstore book signing event was paramount to every author’s marketing plan. Over the years, authors have found that it is increasingly more difficult to secure book signing events in bookstores. Authors not only clamor to get space for their books on the bookshelf, but jockey for space on the bookstore’s floor for book signings. The more well known the author, the greater chance for securing a bookstore book signing event.

Don’t despair! If you use your imagination and apply a little “smarts” to match venue with your book topic, you can attract success with book signing events. Here is a five-step process to increase book sale profits by appearing in unusual places:

Step One: Identify viable venues for your book

Topic + audience + opportunity = sales. What’s your book about? Who are your readers? Where do your reading audience members hang out? Answer these three questions and you’ll soon develop a list of potential places for book signings. For example, if you write a book about computer troubleshooting, what better place to set up a signing than in a computer store on a busy weekend afternoon? Have you written a children’s book with puppies or kittens in the story? Target pet food and supply stores as potential partners for hosting a book signing. If you’re a romance novelist, “Victoria’s Secret” comes to mind. And your autographed book of poetry will make a great Mother’s Day gift… from a Hallmark store event.

Step Two: Approach venues with book signing benefits in hand

What you gain from a book signing is obvious: book sales. Yet, to attract the interest of a potential venue, you need to focus on what that venue will gain from your book signing. For example, the store will receive free publicity from any of your marketing efforts, including media, and, of course, a percentage of the sales made that day. The longer your list is of benefits to the store, the greater your chances of striking a book signing agreement. You may have great success with small and independent stores and businesses simply because you will likely be dealing directly with the owner or manager and can avoid the “red tape” associated with franchises and corporations. Yet, don’t dismiss approaching large businesses and stores. Many have the authority to approve a handful of events each year to provide community support, eliminating the need to get corporate approval.

Step Three: Get books into the store

The inventory process for small stores is fairly easy since you are dealing directly with the owner or manager responsible for inventory acquisition. Corporate and franchise businesses have a much more complicated approval process for adding your book to inventory. However, you may be able to work out a simple, temporary consignment arrangement. The store buys a certain amount of books to cover the book signing and can return the rest for a full refund. Be sure to suggest the store keeps a small inventory of signed books for people who may miss the actual book signing schedule but come to the store looking for the book. If consignment sales go well, your book may automatically be added to inventory.

Step Four: Devise a simple, low-cost (but highly effective) marketing plan

Marketing your book signing is not expensive or difficult—it simply takes a little preplanning. Print up inexpensive flyers or bookmarks for the venue to use as bag stuffers a few weeks prior to the book signing. Be sure to discuss this idea with the venue ahead of time to make sure there is agreement to use them. Invite the venue to send out an announcement about the book signing to its customer mailing or emailing list and put a notice on its (and your) website about the upcoming event. You can also hand out bookmarks during the event to buyers and non-buyers alike—make sure the venue’s name and your website are both included on the bookmark.

Remember to market your event to the media. Local media are happy to promote local authors and your unusual location for the book signing will be of specific interest (another benefit to mention to the venue). Contact media well in advance of the event AND on the day of the event.

Step Five: Follow up and gratitude

Once the event is over, be sure to express your appreciation to the store for hosting your book signing. Follow up with a handwritten thank-you note. The impression you leave with the venue will be remembered when you’re ready to promote your next book!

Once you start identifying and approaching appropriate venues for your book signings, you will wonder why you ever bothered to chase the elusive bookstore event!