Public Relations After an Event

We all think about invitations and press releases and publicity before a bookstore event, but what about afterward? Politicians call it “taking care of your base,” and it’s good manners as well as good business. You probably have an e-mail list from which you issue invitations to your bookstore events. Pay attention to everyone who … Read more

Don’t Invite a Brush-Off!

Don’t Invite a Brush-Off! “Do you have that new book by So-and-So?” In my shop, the answer to that question will usually be no unless So-and-So is an outstanding northern Michigan author. New books are a small percentage of my store inventory, and about a quarter of those, fiction or nonfiction, have Michigan themes and content … Read more

Is It Advertising, Or Is It a Donation?

Booksellers, you know what I’m talking about. The high school yearbook committee, women’s club, civic theatre, etc. are eager to beat down the bookstore doors when it comes time for them to sell advertising, but are your business budget dollars well spent in these venues? Effectiveness of advertising can be looked at in a couple … Read more

Generating a Crowd for an In-Store Event

“How do you get people to a book signing?” The houseguest who asked this innocent question may have regretted it, because my answer was lengthy and detailed. Nothing can be left to chance for a successful event! PRESS RELEASE. This is my foundational campaign piece, and I write it carefully, with important facts in the … Read more