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!
“The Truth About the New Rules of Business Writing is filled with insights into improving all your written business communications. From everyday letters, e-mails, and reports to Web site content, proposals, and new media, you’ll discover what it takes to make every written word count. A valuable resource, written in a concise and easy-to-read format, that you’ll turn to again and again.” - Jerry Allocca, President, CORE Interactive
“An Elements of Style for our time…accessible, step-wise advice for communicating ideas to modern readers, whether of e-mails, promotional materials, or the printed page.” - Susan Gilbert, President, Interactive Elements Inc.
“The essential skill of today’s businessperson is the ability to communicate clearly and persuasively. We are now often judged solely on the basis of our written communications. The Truth About the New Rules of Business Writing will make you a much better communicator. It’s packed with examples, checklists, and easy-to-follow guides. This book has plenty of smart ideas you’ll immediately apply to e-mails, letters, reports, Web, and social media. If you want to instantly improve the quality of your writing, this is the book to read.” - Victor Urbach, President, The Optran Group; Publisher, The Urbach Letter
“Times have changed. Business has changed. The Truth About the New Rules of Business Writing really does speak the truth for today’s marketplace. It covers all the ground, including things like e-mail and social media. It should be required reading for people starting careers, looking to move up the ladder, or even when they start a business. It will be required reading for my sales team!” - Jim Josephson, Vice President, U.S. Sales, Energy Advantage Inc.
“Filled with clear, practical principles and examples, The Truth About the New Rules of Business Writing is an essential guidebook for businesspeople who want their writing to get results. This useful reference book takes the fear out of putting fingers to the keyboard. Keep it on your desk because you’ll refer to it often.” - Julie Freeman, ABC, President, International Association of Business Communicators
“All my clients are getting a copy of The Truth About the New Rules of Business Writing. It’s packed with practical tips that even the most experienced writer can use. It’s an easy read, but don’t let that fool you. My new mantra is, ‘Is it say-able?’” - Karen Susman, The Networking ToolboxTM, Speaker, Trainer, and Author
“Business is about communication, and Natalie and Claire have given us a crucial and invaluable tool. Whether you’re writing a simple e-mail or a multimillion dollar proposal, The Truth About the New Rules of Business Writing is a must read!” - Jeff Goldberg, Professional Speaker, Trainer, Coach, and Author
“The authors ofThe Truth About the New Rules of Business Writing understand that your true business abilities are transmitted to your colleagues and clients through your e-mails, memos, documents, and reports. If your writing is drab and old-fashioned, confusing or conflicted, you’re in need of a writing makeover. This sharp, concise, and useful book gives you a step-by-step guide to making your writing shine with the clarity and impact that’s demanded in today’s competitive business environment.” - Deborah K. Herman, Founder and Publisher, Building Long Island
“Good writing starts with good thinking. This book shows you how to do both–and in a way that’s effective for our electronic present.” - Peter Krass, President, Petros Consulting LLC
“The Truth About the New Rules of Business Writing is a masterfully crafted guide of best practices for effective and practical business writing in the 21st century. A dynamic writing duo, Canavor and Meirowitz provide an eloquent communication tool for print and digital media in today’s evolving, fast-paced global society.” - Jessica McAleer Decatur, Director of Public Relations, St. Joseph’s College, Long Island Campus
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.
Mark Twain once said, Get your facts first, and then you can distort them as much as you please, and this is all what writing a novel is about. As a novelist you have the liberty of distorting facts to fit them into your story line. At the same time, though, you’d like your novel to be believable. You don’t want to lose credit by taking too much liberty.
Mark Twain once said, Get your facts first, and then you can distort them as much as you please, and this is all what writing a novel is about. As a novelist you have the liberty of distorting facts to fit them into your story line. At the same time, though, you’d like your novel to be believable. You don’t want to lose credit by taking too much liberty.
Tom Clancy once wrote about a nuclear explosion that destroyed Denver, Colorado, and that is absolutely acceptable. After all, it’s called fiction writing. His story would be unbelievable if had described Denver’s harbor located at the Gulf of Mexico. That would be part of insufficient research.
Little details like the location of the MI5 headquarters in London, the types of Chinese military uniforms, the history of the Hopi tribe, the behavioral patterns of wolves, etc. can be easily researched through the vast Internet resources, namely search engines. Reading books on the topic helps, of course, too. Traveling to the location of your novel would help to get a better look & feel of the life and culture there, but let’s face it, unless you have the travel budget of a Dan Brown you won’t make it to Jerusalem or to Lhasa in Tibet. So, in a nut-shell, good research should be an important part of writing your novel. The foundation, still, is your story line.
The “problem” I found with extensive research, though, is the cataloging of references. You may have located some interesting information, but it applies to a chapter that you haven’t written yet, and it may take weeks before you get there. As a result, all of my research literature is filled with little paper bookmarks with notes written on them. Sometimes I write down notes on my computer and save the file as “research.doc”. All in all, I use many .doc files in a folder, dedicated to the current novel, on my computer. They all contain information contributing to the story line.
The best tool to keep track of Internet references (i.e. websites) is Microsoft’s Excel (or the Mac or OpenOffice equivalent). I will not go into further detail about search engines such as Google, Bing, Yahoo, etc. I’m assuming you are familiar with search engines.
The following screen-shot shows an excerpt from an Excel file I used for my first novel, The Bleeding Hills.

I use the tabs on the bottom to describe the topic, in this case Bloody Sunday, Irish History, Town of Derry, etc. The first column in a sheet contains a short description of the resource (i.e. hyperlink), and the next includes the actual hyperlink. Maintaining an Excel file proved to be an invaluable tool for my research.
As I mentioned in another post, Let’s Write A Novel – Are You Prepared?, I deem it absolutely necessary that each author, published or not, maintains a blog. Not only will it provide a startup boost in terms of people getting to know you, but it is also a perfect tool to store and publish your research. Have a look at my article series The Panchen Lama Controversy which represents part of my research for my third novel, The Eleventh Incarnation.
I hope I could provide some hints, and, since I am not the ultimate source of wisdom, please leave a comment below. I am sure there are more ways of researching, and I would like to read about it.
The Monty Python Code
For those who happened to stumble upon this article per search engine, this particular post is part of an article series Let’s Write A Novel. My intention is to challenge those authors who write about writing a novel. About 99% of these books are filled with inspirational blubbering. Their strongest feature is a strong, but misleading title. The rest is pure fraud.
In our little project we are going with mainstream taste, and we are going with Dan Brown. The title of our work will be The Monty Python Code. Any resemblance to The Da Vinci Code is, of course, purely coincidental.
To follow our writing project go to Let’s Write A Novel – The Monty Python Code.
So, you had an idea. You want to write a novel. The story line is already in your head, and you are itching to get your hands on that keyboard. In your mind you have already sold thousands of copies, and you are thinking about who will play the lead role in the movie version. Been there, done that, and still like it…
So, you had an idea. You want to write a novel. The story line is already in your head, and you are itching to get your hands on that keyboard. In your mind you have already sold thousands of copies, and you are thinking about who will play the lead role in the movie version. Been there, done that, and still like it…
The harsh reality is that most aspiring authors never finish the first draft of their novel and some start a second before the first one is not even close to completion. I personally managed to finish my first novel and publish it, but I also started writing my third novel after the second was only half finished. The major problem is that we all have too many good ideas, and it is hard to focus on one story, especially when writing it turns out to take more time than we estimated. I once calculated that, due to abundance of ideas, I could (theoretically) write four novels per year… if only I could write eight hours per day. In reality, I do have a daytime job and a family. The thought of quitting my job and leaving my wife and son didn’t appeal.
Before I explain a solution to the problem, let me add more obstacles to this Mission Impossible. First, a good novel should have at least 60,000 words, and that will take time. When your work is finished you need to hire an editing service to review and improve your work. Otherwise you won’t have the hint of a chance to be accepted by agents or publishers. Editing will cost you $800+. I have written several posts on this blog about the daunting task of finding an agent or publisher, or, in case you self-publish, market and sell your first novel. I will not go into further details; again, I wrote several posts about it. Promoting and selling your first novel is the most difficult task in the business world. Even traditional publishers won’t help you there, unless you have a Dan-Brown-Potential. So, writing should not be your only talent.
The solution to the problem is first of all perseverance, focus, and a major investment of time, blood, sweat, and tears. You may notice that I did not add talent to the formula. Talent does definitely help, but all aspiring writers believe they have it, and I won’t judge who has and who does not.
From my personal experience I can say that writing my first novel was nothing short of exciting. It was a trip into a different dimension, a different life and time. I had a good outline of my story, but it also took some surprising turns that I did not expect. A story develops while you write it, and that simple fact is absolutely fascinating. For that experience alone it was worth writing it.
So, here, based on my personal experience, are some tips:
- Don’t expect your first novel to be a bestseller. I always say that the best marketing tool for your first novel is the release of the second.
- Write for yourself, not for commercial success. Have fun!
- Write plenty! The more you write the better your style will be in the end. You don’t necessarily need to write on your novel all the time. Watch people or events and write a story about it. Post it on your blog.
- That being said, run a blog! This very website is my personal blog…
- Read plenty! Read online versions of the New York Times, Washington Post, etc. Read from Hemingway to Sarah Palin (Yikes!). Reading will help improving your style.
- Pace yourself to 3,000 to 5,000 words a week (some do better, some do worse).
- Don’t edit your own writing over and over. You’re losing too much time. Keep the editing for the time after your first draft is done.
- Find a place and time to do your writing on a regular basis.
The Monty Python Code
For those who happened to stumble upon this article per search engine, this particular post is part of an article series Let’s Write A Novel. My intention is to challenge those authors who write about writing a novel. About 99% of these books are filled with inspirational blubbering. Their strongest feature is a strong, but misleading title. The rest is pure fraud.
To follow our little writing project go to Let’s Write A Novel – The Monty Python Code.
Last, But Not Least
I know there are many more aspects on this topic, and I am not the source of all wisdom. If you want to contribute helpful information, please do so by any means. Any comment, whether you agree with me or not, is appreciated. The only request I have is to, please, keep a professional tone.

Joy J. Kaimaparamban is the author of 
![Recommend [frogenyozurt]](http://s3.amazonaws.com/arkayne-media/img/badge/logo-recommend-badge-medium.png)