There are two reasons why authors do book signings: to sell books and to sell themselves. Well-known authors are celebrities who easily attract an audience. But even lesser known or new authors can gain much and they offer much to the people who attend their book signings. There’s usually some presentation — at a bookstore, a library, a workshop or book fair — wherein the author shares insights into the book or the writing process. The presentation can be a formal talk to a group or a brief one-on-one chat.

An author’s signature on his or her book increases the value of the book for collectors. Some autographs are rare but at the other end of the spectrum you find authors who autograph as many copies of their books as possible. One notable example is James Ellroy, crime fiction writer (L.A. Confidential, The Black Dahlia, others), essayist and producer who reportedly signed every copy of the 65,000 first run of My Dark Places.

For authors, there’s an art to having successful book signings. It should be viewed as part of the marketing journey, not as a destination. Pity the poor author who thinks that merely showing up at a book signing will draw throngs of admiring book buyers. As with all other aspects of book marketing, this effort requires a lot of prep work: think of the book’s unique selling points that relate to the book signing venue; create compelling news releases to local print and broadcast media; make sure your website is up to date; work with the event organizers to post information online; perhaps offer a free book through a contest run by the venue or local media; send personal invitations to select target groups, if appropriate; etc.

It’s equally important for authors to have a plan for the venue – location, table, seating, pens, where in the book to sign and how to sign. Some suggestions are offered at Writing World.

For authors, I say “Go, get ‘em!” Contact book stores, libraries, schools or seniors centers (if appropriate) and book clubs, anywhere that people who read gather. Keep up on book fests where your participation may include a book signing. Your fans — current and future — are waiting.

For booklovers, I also say, “Go, get ‘em!” Check the literary section or upcoming events in your local newspapers and library newsletters. Get on the mailing lists of neighborhood bookstores. Check clubs and community groups that bring in speakers. You might end up with a book by a future Hemingway, King, Austen, Rowling, Shakespeare … or Ellroy!