One author's experiences with book tours.

The first time I was asked to go on a signing tour to promote a new novel, I greeted the news with enthusiasm. "Wow, I've finally made it! Only big-name authors go on book tours!" However, by the 10th red-eye flight, the 20th rushed drive-through burger en route to a too closely scheduled signing and the 50th fan who asked, "Do you see UFOs, too?" I began to wonder whether I'd have been better off devoting the same amount of time and energy researching and writing another novel.

Since 1994, 25 of my novels have been national bestsellers and I have been on several book-signing tours. Last year alone I made 40 scheduled public appearances, including a grueling 27-cities-in-28-days U.S./Canada tour for my humorous spy-thriller Ai! Pedrito! (Bridge, $25). On one stop of that tour, I established the Guinness World Record for "largest single-author book signing in history" signing thousands of hardcover copies in one night, and in other stops (same tour, same book) I sold only a couple of copies while listening to crickets chirping in the background.

Why are some book-signings phenomenally successful, and others incredible disasters? Surprisingly, the difference is often less a matter of actual dollars spent, than of attention.

No appearance can be well attended if the public d sn't know it's happening. While some stores do little more than tape a flyer in the front window announcing an upcoming signing (with predictable results), I have had much better luck when a store advertises in the local newspapers and sends cards to its customer mailing list.

Even if a store d sn't have the funds for that, it's easy to get a free mention in the community events listing of local newspapers, radio stations and TV stations. For some of my best-attended signings, the store manager even thought to tap into the area's science fiction fan groups to help with volunteer promotion. Stores have staged their own contests with giveaways (reading copies, posters, coffee mugs, T-shirts) donated by the publisher.

In most cases, bookstores set up a prominent display of my books in the front store window, along with a poster announcing the signing. One innovative store teamed up with a nearby movie theater playing current science fiction movies; they placed displays in the lobby, and I did autographings both at the bookstore and later in the theater itself just as the X-Files movie let out. [Anderson wrote three X-Files novels for HarperPrism: Antibodies, Ground Zero and Ruins.] Several intrepid managers have run off flyers at the local copy shop (500 flyers for $20-$25) and handed them out at the cash register in the weeks before my appearance.

None of these things cost much money, but they make a big difference.

Please keep in mind, though, that the author has come to your store as opposed to another bookseller; oftentimes, this means he or she is making a special trip to your city just to make that appearance.

On one stop in my recent tour, the manager of a military base exchange had been extremely enthusiastic in requesting an appearance; he promised posters, ads in the base paper, announcements over the store intercom during the entire preceding week and a spot on the outside marquee. The publisher's rep and I added a day to the tour, flew from out of state and rented a car so we could do this particular signing. When we arrived, though, we discovered there had been no advance publicity at all, not even a display of the book; the colorful 24"x36" posters the publisher had sent still sat in mailing tubes in the storeroom. The manager said, "Oh yeah, you're here today"; then he took us to the back where we had to carry out cases of the book and set up our own table. Not surprisingly, we sold very few copies.

I know some authors who refuse to do book signings anymore, considering it more profitable to stay home and write than to sit alone in a store that has invested no time in preparation or publicity. "You have to advertise and promote the event, or don't bother hosting it," one author told me. "Nobody wins."

Rules for Signings

In today's market, a writer often has to wear many hats, not just as a storyteller, but also as a tireless promoter and a good public speaker -- in short, an all -- around entertainer. Here are some of my personal rules as an author, based on my experiences doing hundreds of signings:

  • Be professional. Dress well, behave well and be friendly to fans and store managers. Thank them, talk with them, make it a personal experience. It d sn't matter how bad your day has been, if you snap at a loyal reader, he or she will never forget it. On the other hand, with 20 seconds of pleasantries, a handshake and a smile, you could go from being "an author" to that reader's "favorite author."

  • Try to talk personally with each store prior to the appearance. I like to touch base, check to make sure everything is on track, tell the manager I'm looking forward to the upcoming signing, let them know what other books I've written and spot any potential problems.

  • Do everything possible to bring warm bodies in the door. When I have relatives or friends in the area, I give them a call or send e-mail. I have received thousands of letters from readers; every one of those addresses g s into a database, and before I travel to a distant signing, my wife [author Rebecca M sta] and I send out courtesy postcards to inform fans in the area about the event. If they were enthusiastic enough to write me a letter, it's more than likely they'll want to meet me in person.

  • Take advantage of accompanying media-good-morning TV shows, local newspapers, radio interviews. Ultimately, these spots can sell more books than the actual signing itself.

  • Ask to be situated toward the front of the store, near the entrance that has the highest foot traffic. People who stop, look and talk often decide to buy a book on impulse. If authors get stuck in a corner at the back of the store, none of the customers even know they're there.

  • Because I've written for so many publishers, I try to make sure-regardless of which one sends me on tour-that at least some of my prominent backlist titles are available. This includes numerous Star Wars, X-Files, original science fiction and thriller novels. Some publishers worry that mentioning these novels will steal attention from the newest book they are trying to promote. In practice, though, quite the opposite is true: When fans of my other work come to a signing, I can often hand-sell them on the new novel. I can't do that if they don't show up at all.

On a tour for one of my high-tech thrillers, the publisher's publicity made no mention of my other popular bestsellers and focused entirely on a single novel. Before my signing, one store received numerous calls from customers asking, "Is that the same Kevin Anderson who writes Star Wars and X-Files books?" Unfortunately, since the press kit had mentioned nothing of my other credits, the store manager turned them away. If I'd had a chance to tell those readers about my new novel and why they might like it (using comparisons to the books they did like), many of those devoted fans would have picked up a copy.

  • Stay at the signing until everyone has been through the line at least once. Unless other commitments absolutely forbid it, I always do this, regardless of how long the signing was originally scheduled for. Even hugely popular authors such as Dean Koontz and Terry Brooks sit for extra hours until every person who showed up gets an autograph.I strongly discourage scheduling long signings, however. One hour is usually enough to handle even a good-sized crowd; often it's not, and I stay for as long as it takes. In my experience, scheduling the signing for two hours or longer d sn't bring in more people; it just spreads out the same number over a longer period of time.

  • Sign as much of the leftover stock as the store manager wishes. I'm amazed at how many books are sold immediately after an appearance. Store managers tell me that many customers are too shy to meet the author in person, but they do want an autographed book. "Signed copy" stickers on the remaining copies help the book move very well in the following week. Some stores, especially chains, distribute some of these signed copies to sister stores in the area.

  • If time permits, do "drive-by signings" at other bookstores in the area. Even if I don't have a scheduled appearance, I can still drop in, introduce myself to the manager and sign any copies of my titles in stock. Customers here don't get to meet me in person, but they still have the opportunity to pick up an autographed book.

Promotion Venues

Successful appearances can't be based just on one book or even one tour. Over the years, I have worked hard to build a following by doing exhaustive (and exhausting) publicity month after month after month. Even mega-sellers such as Dean Koontz and John Grisham make a point of going to the stores that supported them early in their careers. Since the publication of my first novel 10 years ago, I have regularly appeared at my hometown store, Goodenough Books, in Livermore, Calif. They were happy to host a signing for my initial science fiction paperback (that sold only a few copies for their store); now they are even happier to host standing-room-only crowds and sell 100 or more books in an evening.

I promote my books in many different venues, from online chats to local TV, radio and newspaper interviews. In addition to actual bookstores, I have appeared at military bases, book festivals, libraries and public schools. I was the first fiction author the Target department-store chain had ever hosted; there, I reached a very different audience than if I had gone to a library or an independent bookstore. (In fact, I sold 12 copies to a single customer who had never before considered giving autographed books as inexpensive gifts.)

Some of my signing tours have taken me across Germany and to beautiful Hawaii. Others sent me to less exotic places in the heartland, such as Topeka, Kans., and Tulsa, Okla.-both of which were attended by great crowds; some people had driven three hours to come to the signing, because authors rarely go to such out-of-the-way places (unlike New York or Los Angeles).

As I write this, I am mentally gearing up for the next big book-signing tour. In fall 1999, I will be promoting a prequel to Frank Herbert's science fiction classic Dune, co-written with Herbert's son Brian. Bantam has a large promotional budget for the book, and we plan to make the most of the lessons learned along the way.

Booksellers, publishers and authors -- all three are important players in making a signing tour a success, and each has an important role. A smoothly run, cooperative promotion effort will reach the greatest number of customers -- and sell the most books.

Anderson has more than 100 million books in print in 23 languages. His work has been nominated for the Nebula and Bram Stoker awards.