Hi Writers!
I had a wonderful conversation with a fellow motivational speaker at a conference today, and something he said sparked the inspiration for this blog post. He’s in the process of finalizing his next book and gearing up for an upcoming tour. As we talked, he shared his excitement about visiting new cities—places where he may not yet be known—and posed a thought-provoking question: How do I show up and create a buzz for my book in a place where I’m not widely recognized? I understand his concerns and thought I’d share some thoughts in today’s post.
You’ve written your book, celebrated its launch, and now it’s time to hit the road. But there’s one big question many authors face before they start their tour: What if no one knows me in the town I’m visiting?
Traveling to promote your book in a new city or community can feel nerve-wracking—especially when you’re building your author brand. But here’s the truth: every well-known author started exactly where you are. Success on the road doesn’t just happen—it’s built through thoughtful planning, genuine connection, and strategic follow-up.
Here’s how to prepare for your next book signing or tour stop, even when you’re not a household name (yet).
1. Do Your Research Before You Go
Start by getting to know the city or town where your event will take place.
- Learn about the community. What are the local interests, values, and reading habits? A coastal town might love beach reads; a college town might gravitate toward self-development or social issues.
- Identify local influencers. Connect with bloggers, book clubs, community leaders, or small business owners who might resonate with your message.
- Engage early. Start engaging with the bookstore or event host on social media weeks before you arrive—comment on posts, share their content, and show genuine interest. This helps build familiarity before you walk through the door.
2. Promote Your Stop Like a Local
Even if you’re new to the area, you can still market locally.
- Partner with the venue. Bookstores, libraries, and event hosts often have loyal followings. Ask them to include your event in their newsletter, social media, or window displays.
- Run a small ad or local feature. A quick press release to a community newspaper or local online publication can get your name in front of hundreds of potential attendees.
- Use social media location tags. When posting about your event, tag the town, the bookstore, and local hashtags (e.g., #AustinAuthors, #ChicagoEvents). This increases visibility to local readers.
- Collaborate with other creatives. Consider inviting a local author, musician, or artist to join your event for a cross-promotion opportunity.
3. Make the Event Experience Memorable
When people do show up—make them glad they did.
- Open with warmth and authenticity. Share a brief story about why your book matters to you and how excited you are to meet readers in their community.
- Be interactive. Instead of a long lecture, create moments of engagement: Q&A sessions, short readings, giveaways, or photo opportunities.
- Show gratitude. Thank your attendees, the host, and anyone who helped spread the word. A little gratitude goes a long way in turning strangers into supporters.
4. Have a “Tour Kit” Ready
A well-prepared author always travels with a toolkit:
- Books (extra copies in case the venue sells out)
- Signage and display materials (banners, bookmarks, or postcards)
- A Square reader or payment app (for direct sales)
- Mailing list sign-up sheet or QR code (to collect contacts for your newsletter)
- Personalized thank-you cards for the host or key supporters
Small touches like professional signage or a branded table setup can make you look like a seasoned author, even if it’s your first tour stop.
5. Leverage Every Stop for Future Opportunities
Don’t let the connection end when the event does.
- Follow up. Send thank-you emails or handwritten notes to the event host and attendees who joined your mailing list.
- Share highlights. Post photos and short recaps on social media—tagging the venue and attendees—to show momentum.
- Ask for testimonials. If the event went well, ask the host for a short quote or endorsement to include in your future outreach to other bookstores or event planners.
6. Shift Your Perspective
Remember: you’re not just promoting a book—you’re building relationships. Even if only five people attend your first signing, those five can become your strongest advocates. Every tour stop is an opportunity to introduce yourself, refine your message, and create a memorable impression.
You may not be known in a new town yet, but with authenticity, preparation, and persistence—you absolutely can be remembered.
Final Thought:
A successful book tour isn’t about filling every seat. It’s about connecting with new readers, building your presence, and sowing the seeds for long-term growth. Every conversation, every handshake, every post-event photo contributes to your author story—and that story travels farther than you think.
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