What’s a non-bookstore event? Well, obviously it’s anything outside of a bookstore but more than that, it’s a unique location, likely in your city or town. We’ve done events at video stores, electronics stores, grocery stores, restaurants, coffee shops, even Hallmark stores. When you start to dig into this market, the possibilities are really endless. It’s just a matter of finding a place that will make sense to host your event.
Reprinted from “The Book Marketing Expert newsletter,” a free ezine offering book promotion and publicity tips and techniques. http://www.amarketingexpert.com
If you’re tired of hearing “no” every time you try and secure a book signing, take heart. Signings have become a lot more challenging since more books than ever are being published each year and stores are cutting back on events. What’s an author to do? If you’re hungry for an event and not willing to wade through the endless submission process of a bookstore, consider doing events in non-bookstore markets.
What’s a non-bookstore event? Well, obviously it’s anything outside of a bookstore but more than that, it’s a unique location, likely in your city or town. We’ve done events at video stores, electronics stores, grocery stores, restaurants, coffee shops, even Hallmark stores. When you start to dig into this market, the possibilities are really endless. It’s just a matter of finding a place that will make sense to host your event.
Picking the Right Venue
The first piece of this is picking the right venue. The venue can depend on a few things; first, you might look at the topic of your book to help generate some ideas. We once had an author who wrote a book on wine/movie pairings – pairing the right wine with a movie. I placed this author in a Blockbuster Video and the results were tremendous. I had another author with a computer book and I placed him at a computer store on a busy Saturday afternoon. He sold out of some 65 copies of his book in one afternoon. Another great venue is a Hallmark or some other gift shop. Why? Because people are going to a gift shop or Hallmark for one thing: a gift. Autographed books make great gifts.
Selling the Idea to the Venue
This will take a bit of work because it’s likely that the venue has never even entertained the idea of doing an event, let alone an author signing. You’ll need to make sure they are clear on the WIIFM (what’s in it for me): tell them you’ll be promoting the event, marketing it to the media (which we’ll cover further on in this article). Make sure they know that you’ll handle the book orders (meaning getting the books to the store) if need be.
Yes, there is a lot more legwork involved for these events, but the payoff is huge. You may have to sell the books to them on consignment; what that means is that they take the books and can return to you whatever they don’t sell. Encourage the venue, however, to keep a stock in their store after the event in case people come by when you’re gone. I’ve done this before, and nine times out of ten the books never get returned to the author and are sold instead. Also, in many cases the store will often reorder and before you know it, you’re part of their inventory.
The other piece to this is to try, whenever you can, not to go through their corporate offices. Much like doing an event at Starbucks (which I’ve also done) and Hallmark, a pitch to corporate could take weeks and even months to approve. Most stores have the ability to approve from 3-5 events per year, meaning that they can have events at their store without having to go through the corporate offices. Most major corporations do this so that the stores can provide community support without getting bogged down in tedious paperwork for event approval. If you can avoid the red-tape of a corporate approval, do that whenever you can.
Selling the Books
As I mentioned, you will likely have to do a consignment. The inventory part for most major stores gets tricky, and if the books have to be approved for inventory, you’ll end up going through corporate again. More red tape. Try to work with the venue as much as you can so you don’t have to create an inventory of your books. The upside, however, is that if the inventory process is easy, you will be on their reorder list for the future!
Marketing the Event
This is the easy part, believe it or not. Local media loves local authors and while that’s a good foot in the door – the unique venue location will virtually seal the deal. Market yourself to media well in advance of the event and then again the event day. Also, if you’re doing an event in a mall, see if you can get the other stores to participate by doing bookmarks or bag stuffers. Bag stuffers, by the way, are a great way to help the store market your event. You could also do a custom bookmark. With printing so cheap these days, it might be easier to have event-specific bookmarks made up that you can give to the store to help them push the event to their patrons.
Make sure you get the store OK first, before you hand them bag stuffers and bookmarks. Also ask if you can create a poster that includes your book cover and the event information. See if you can get a placement on the venue website and perhaps a notification sent to their mailing list. Unlike bookstores that crank out author events all the time, a unique venue that doesn’t see author events all that much will be much more receptive to promotional ideas.
More Venue Ideas
Once you take your eye off of the bookstore focus, the opportunities for book events are endless. Consider the following: street fairs, farmers markets, gyms, yoga studios, wineries, art stores, Starbucks, coffee shops, restaurants, grocery stores, airports. Yes, I said airports. I’ve traveled a great deal and almost every time I go through the San Diego airport, Dallas Fort Worth or San Francisco, I see an author signing their books. Look out for this: if you’re not paying attention you could miss it while rushing to catch your flight.
Other Benefits to Doing Non-Bookstore Events
The benefits of these types of events are pretty significant, especially if speaking and events are part of your marketing tool kit. Book events held in these exclusive markets will not only take you off the track of competing for space in a bookstore, but because they are unique they will draw much more attention both from the media and readers.
Having a traditional book signing is always great. It will help you get into the bookstore market and might even get your book on their shelf. But if bookstores aren’t open to an event, don’t let that discourage you from planning one. Being unique will not only help you gain more attention, but it will help to keep you out of the rejection funnel that often comes from competing in a high-traffic market. Also, venue events outside of bookstores are a fun way to build an audience, get your feet wet doing events and speaking and grow your career as an author!
Lhamo La-tso or Lhamo Latso, the small oval ‘Oracle Lake’, is where senior Tibetan monks go for visions to assist in the discovery of reincarnations of the Dalai Lamas. Other pilgrims also come to seek visions. It is considered to be the most sacred lake in Tibet. It is also known as “The Life-Spirit-Lake of the Goddess”, the [...]
Lhamo La-tso or Lhamo Latso, the small oval ‘Oracle Lake’, is where senior Tibetan monks go for visions to assist in the discovery of reincarnations of the Dalai Lamas. Other pilgrims also come to seek visions. It is considered to be the most sacred lake in Tibet. It is also known as “The Life-Spirit-Lake of the Goddess”, the goddess being Palden Lhamo, the principal Protectress of Tibet. Other names include: Tso Lhamo (mTsho Lha mo), Chokhorgyelgi Namtso (Chos ‘khor rgyal gyi gnam mtsho) and Makzorma (dmag zor ma) and, on old maps, as Cholamo.
Oracle or Vision Lake
It is said that Palden Lhamo, as the female guardian spirit of the sacred lake, Lhamo La-tso, promised Gendun Drup, the 1st Dalai Lama in one of his visions “that she would protect the reincarnation lineage of the Dalai Lamas.” Ever since the time of Gendun Gyatso, the 2nd Dalai Lama, who formalised the system, the Regents and other monks have gone to the lake to seek guidance on choosing the next reincarnation through visions while meditating there.
The particular form of Palden Lhamo at Lhamo La-tso is Gyelmo Maksorma, “The Victorious One who Turns Back Enemies”. The lake is sometimes referred to as “Pelden Lhamo Kalideva”, which indicates that Palden Lhamo is an emanation of the goddess Kali, the shakti of the Hindu god Siva.
- “Lhamo Latso . . . [is] a brilliant azure jewel set in a ring of grey mountains. The elevation and the surrounding peaks combine to give it a highly changeable climate, and the continuous passage of cloud and wind creates a constantly moving pattern on the surface of the waters. On that surface visions appear to those who seek them in the right frame of mind.” – Reference: The Search for the Panchen Lama by Isabel Hilton.
It was here that in 1935, the Regent, Reting Rinpoche, received a clear vision of three Tibetan letters and of a monastery with a jade-green and gold roof, and a house with turquoise roof tiles, which led to the discovery of Tenzin Gyatso, the present 14th Dalai Lama.
Monks from the Panchen Lama’s Tashilumpo monastery looked into the waters of Lhamo Latso lake and saw the upper half of a horse, the lower half of a goat and the Tibetan syllable ”grwa”. Those and other signs led them to a nomadic area called Lhari, and in it a young boy named Gedhun Choekyi Nyima. He bore birthmarks on his back similar to the symbols seen in the waters of the lake. He was born in the year of the horse. And he could instinctively point the way to Tashilumpo monastery. – Reference: In Search of the real Panchen Lama – The Sydney Morning Herald.
Geographical Setting
The lake is in Gyaca County, Lhokha to the southeast of Lhasa, Tibet, and a four-hour hike from the Gelugpa Chokorgyel Monastery at an altitude of about 5,300 m. (17,388 ft) and covers an area of only about 2 square kilometres (0.77 sq mi).
Chokorgyel Monastery itself is about 115 kilometres (71 mi) northeast of Tsetang and about 160 km (99 mi) southeast of Lhasa, at an altitude of 4,500 m (14,764 ft).
The old path from Chokorgyel Monastery used to be paved to make access easier for the senior monks wishing to visit the lake. Half way along is a diamond-shaped pond fed by glaciers known as Yoni Lake. On a ridge near the top of the pass overlooking the lake a ritual shökde or throne was built for the Dalai Lama, where he once sat to divine the future while gazing into the lake about 1 kilometre (0.62 mi) in front and 150 metres (490 ft) lower down. Nowadays it is buried under a mound of silk scarves (hadak).
Many pilgrims come each year to Lhamo La-tso believing that, with proper devoutness, and after fasting for three days and refraining from talk, they will be rewarded with a revelation of their future in the skull-shaped mirror of the lake.
Previously there was a temple to Maksorma (rGyal mo dMag zor ma) or Machik Pelha Shiwai Nyamchen (Ma gcig dPal lh Zhi ba’i nyams can), an unusually peaceful form of Palden Lhamo, at the eastern end of the lake which is now marked only by prayer flags and offerings left by pilgrims.
There is a kora or pilgrimage walk around the lake.
Mix six teenaged girls and one ’60s fashion icon (retired, of course) in an old Victorian-era boarding home. Add guys and dating, a little high-school angst, and throw in a Kate Spade bag or two … and you’ve got The Carter House Girls, Melody Carlson’s new chick lit series for young adults! The Carter House experiences a shake-up as one of its own returns home after an unnerving disappearing act.
With six teenage girls living under one roof, things are bound to get interesting. Mix six teenaged girls and one ’60s fashion icon (retired, of course) in an old Victorian-era boarding home. Add guys and dating, a little high-school angst, and throw in a Kate Spade bag or two … and you’ve got The Carter House Girls, Melody Carlson’s new chick lit series for young adults! The Carter House experiences a shake-up as one of its own returns home after an unnerving disappearing act.
Then, friction grows as a school Homecoming Queen race heats up, turning friends and housemates against one another. DJ, Eliza, Taylor, Kriti, Rhiannon, and Casey show they have plenty of lessons to learn as the votes roll in. Some grow smarter and closer to God, while others seem to make the same mistakes over again.
Despite all their differences and disagreements, the Carter House girls continue to grow together, forging a bond that strengthens through hardship. Hearts CAN change and friendship paves the way for at least one girl to move closer to God.
Product Description
Meet twenty-two-year-old Cherry Pye (née Cheryl Bunterman), a pop star since she was fourteen—and about to attempt a comeback from her latest drug-and-alcohol disaster.
Now meet Cherry again: in the person of her “undercover stunt double,” Ann DeLusia. Ann portrays Cherry whenever the singer is too “indisposed”—meaning wasted—to go out in public. And it is Ann-mistaken-for-Cherry who is kidnapped from a South Beach hotel by obsessed paparazzo Bang Abbott.
Now the challenge for Cherry’s handlers (über–stage mother; horndog record producer; nipped, tucked, and Botoxed twin publicists; weed whacker–wielding bodyguard) is to rescue Ann while keeping her existence a secret from Cherry’s public—and from Cherry herself.
The situation is more complicated than they know. Ann has had a bewitching encounter with Skink—the unhinged former governor of Florida living wild in a mangrove swamp—and now he’s heading for Miami to find her . . .
Will Bang Abbott achieve his fantasy of a lucrative private photo session with Cherry Pye? Will Cherry sober up in time to lip-synch her way through her concert tour? Will Skink track down Ann DeLusia before Cherry’s motley posse does?
All will be revealed in this hilarious spin on life in the celebrity fast lane.
Reviews
“Carl Hiaasen [is] Florida’s most entertainingly indignant social critic . . . He presents us with Cherry Pye, a 22-year-old pop star whose every display of narcissistic excess will send a frisson of horrified delight up your spine . . . The outlandish events soar on the exuberance of Hiaasen’s manic style, a canny blend of lunatic farce and savage satire.”
—New York Times Book Review
“Does anyone remember what we did for fun before novelist Carl Hiaasen began turning out his satirical comedies one after another after another? . . . Star Island is a concoction worth the time of any reader who wants quality entertainment.”
—San Francisco Chronicle
“Hiaasen reclaims his groove in Star Island, a wicked, fizzy sendup of American celebrity culture . . . A very funny book about life in the fast lane.”
—Boston Globe
“Fans of Carl Hiaasen will feel right at home when they plunge into Star Island. There’s the familiar collection of deliciously tawdry characters, each angling for a piece of the action in Florida . . . And there’s the fast-moving plot, and the writing that makes you laugh out loud . . . Hiaasen has turned out another gem. Readers of his previous novels can settle in for more wacky fun in the Florida sun.”
—Associated Press
“A wild and fun Sunshine State ride.”
—New York Post
“Hiaasen is at his gleeful best skewering the morally bankrupt. He has plenty to poke fun at here, from a reprehensible real-estate developer with an excruciating groin injury to twin publicists Botoxed within an inch of their lives. This is classic Hiaasen—demented, hilarious, and utterly over the top.”
—Booklist (starred)
About the Author
Carl Hiaasen was born and raised in Florida. He is the author of eleven previous novels, including the best-selling Nature Girl, Skinny Dip, Sick Puppy, and Lucky You,and three best-selling children’s books, Hoot, Flush, and Scat. His most recent work of nonfiction is The Downhill Lie: A Hacker’s Return to a Ruinous Sport. He also writes a weekly column for The Miami Herald.

Joy J. Kaimaparamban is the author of
I did mention it in previous posts; there are a myriad of programs available – mostly for PCs – to support the novel writing process. I will not go into details and list them here, because my experience is that most of these writing tools have their specific insufficiencies, predominantly represented by lack of word processing power.
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