This week we are talking about how to sign a book in a way that helps readers fall in love with you.

There is an art to signing books, and it is one of the things that separates authors who struggle to build their careers from authors whose books fly off the shelf. We will cover best practices and common mistakes authors make when signing books and how to correct them.

Do I just sign my name?

Jim: Many authors do not think of book signing as something important, yet it matters because book signings are often the most personal connection an author will have with a reader. That makes it a great opportunity to create a memorable experience.

It is also an opportunity to do it wrong and potentially alienate someone who could have become a new friend and advocate. You never want someone to walk away from a book signing talking negatively about you.

What I am about to suggest can add a little stress to signing books, but the first point is this: do not just sign your name.

I see many authors grab the book, smile, sign their name, hand it back, and that is it. The reader walks away thinking, “That’s nice, I got the book signed.” You can do much more without much extra effort.

Write a brief phrase that makes the signature feel special. I keep three or four short phrases memorized. They are easy to remember and quick to write. I rotate through them so that I am not signing the same thing in every book. I try to write something slightly different for each person.

This also helps when someone buys multiple books at once and hands me three copies. I do not want to write the same message in each book, so having several go-to phrases works well for me.

Where should I sign the book?

Thomas: There is another small detail that many authors do not know. Technically, when you sign the title page, you are supposed to cross out your printed name. The idea is that you are replacing the printed version of your name with a signed version. It shows a bit of sophistication for readers who know to look for it.

It is similar to knowing which fork to use at a formal dinner. It is a small touch, but it can be a nice bonus for some readers. Essentially, you are signaling that the printed name has been replaced by your signature. I learned this in etiquette class, although it may be a British convention.

What do I need to include?

Jim: Another important tip is to write the reader’s name. People love their names. Old sales advice tells you to use someone’s name during a conversation because it matters, and that is true here as well. Put their name in the inscription.

Before you write it, ask how to spell it.

Thomas: That is so important, especially with women’s names. There often is no standard spelling.

Jim: That is true. Over the years I have seen many ways to spell Cindy. I have met Lisas who spell it L I S S A. It may look unusual, but that is how they spell it. Always ask for the spelling. It helps avoid mistakes and shows care.

Jim: If you do not know the person and have just met them, one of your prepared phrases works well. But if you do know them, you should personalize it a bit more.

I once bought a book from an author I knew fairly well. We had many conversations over time, not just a brief encounter. When I handed her the book, she wrote, “God bless,” and signed her name. For some reason, that felt disappointing. After all that familiarity, it would have meant much more to write something like, “Great to see you again.”

Even a simple phrase such as, “Great to see you again. Keep believing and go for your dreams,” can go a long way for someone you know.

How can your signature reinforce your brand?

Thomas: Those are great examples of phrases, and authors are welcome to borrow them. That said, the more closely your phrase aligns with the theme of your book, the better. This also helps you know which phrases to use if you are signing multiple books with different themes.

Jim: Exactly. You are branding yourself when you do this, especially if you do it consistently. You want to reinforce the message you care most about. Often, I will write something personal and then sign with “Much Freedom,” because freedom is the central theme of all my books. It reinforces that message one more time.

How can you turn a signing into a real connection?

Jim: One more thing you can do is make a connection with the reader. If someone buys your book and asks for a signature, they admire and respect you. You have a chance to turn the moment around and make it about them instead of you.

Ask simple questions such as, “How is life going?” “What has been the best part of your day?” or “Where are you from?” Often, they will say something that allows you to make a connection. You might respond, “You’re from Dallas? I have a connection there,” or, “You’re from San Diego? Let me tell you about…”

At that point, it becomes more than meeting an author. It becomes a genuine human connection, and that can pay huge dividends over time.

Why does a personalized signature matter to readers and authors?

Thomas: Because now it becomes, “Wow, I got to meet James L. Rubart, and he signed my book with a personal message.”

Another benefit is that personalization helps prevent resale. There are two kinds of people who ask for signed books. One is a reader who genuinely enjoys your work and wants a personal connection. The other is someone who has no intention of reading the book and only wants a signed copy to resell at a higher price online. Customizing the inscription discourages that kind of resale, which can undermine your sales.

Jim: That is a very good point. The last thing I would add is to be yourself. It is okay to let your personality come through at a book signing. There is no single right or wrong way to do it. I will give you an example.

Paul Young and I have done a couple of book signings together. You may know him as William Paul Young, the author of The Shack. At our first signing together, Paul asked if he could sit at the end of the table. I agreed, but I did not understand why at the time. I soon learned that after signing each book, Paul stands up and gives the reader a hug.

It is one of the most genuine and heartfelt things I have ever seen. That is not my personality, I would not hug everyone, but for Paul it is authentic. He allows himself to do that, even though it takes extra time. If someone starts talking to him, he fully engages. There have been moments when I have had to remind him that we needed to keep the line moving, but I love that he stays true to who he is.

How can longer interactions actually help marketing?

Thomas: Lines attract lines. Spending a little more time with each person can actually draw more people to the line. This may sound counterintuitive but think about an amusement park. If there are four rides and three have short lines while one has a long line, which ride looks more interesting? The one with the long line, because people assume it must be worth the wait.

That does not mean interactions should feel forced or artificial. They need to be genuine. But do not rush someone along just for marketing reasons. Allow the conversation to happen. It helps your marketing rather than hurting it. As long as you give each reader a similar level of attention, people waiting in line are not likely to be upset.

Jim: That is an excellent point. Restaurants that understand marketing do something similar. If a restaurant is empty and someone calls asking for a reservation, a savvy restaurant will hesitate before saying yes, even if they have plenty of space. People want to go to the place that feels in demand, not the one that feels empty.

The same principle applies to book signings. There is a balance to strike. You do not want only two people in line, and you do not want 400 people waiting forever. You want enough of a line that people think, “This is the place to be,” but not so much that they decide it is not worth the wait. Most of us would love to have that problem, but it is still something to manage thoughtfully.

Why don’t authors usually pre sign stacks of books?

Thomas: This is why most authors do not keep stacks of pre signed books. Readers are not there just to grab a signed copy. They want to interact with you. The signature is simply the physical evidence of that interaction.

Should I include a bookmark or business card?

Jim: Give readers a bookmark if you can. A bookmark advertises your other books, and readers may actually use it. When they finish the book and think, “I really liked this,” they do not have to wonder what else you have written. The information is right there, creating another connection.

Thomas: Have business cards handy as well. You do not need to give one to everyone, but occasionally someone will come up whom you want to follow up with. Maybe they host a radio show or want to explore another opportunity. In those moments, you can hand them a card and say, “I would love to follow up with you. Send me an email,” with your personal email address printed on the card.

Jim: Remember, when you are signing a book, it is not about you as the author. It is about the reader. Your goal is to do everything you can to make it a great experience for them.

Thomas: To learn how to create an effective author business cards, listen to our episode on How to Sell More Books Using Bookmarks and Business Cards