How about a bookmark?

This weekend I dusted off and tested the QuickBooks card reader, put some dollar bills and nickels in a zipper bag, and packed twelve books and some props in a box. Then I headed to my local library for a “Local Author Sign and Sell.”

It was two hours on a Saturday adjacent to a farmers market. But we were in the library basement on a muggy day when the air quality was in the toilet because of the Canadian wildfires. We had virtually no traffic. Sure, the dark fantasy authors sold a copy or two, but that was about it. I couldn’t even give my bookmarks away.

I promoted it on my Facebook author page, personal Facebook page, and Instagram. But that’s always a crap shoot because a lot of my followers are not local.

On an intellectual level I know that book signings and author fairs are not an efficient way to sell your book. Yet I fall for them every time. I have done three — two at local independents and one at Books-A-Million in Dover, Delaware.

I’ve also done a very well organized and publicized author fair, sponsored by a Wilmington independent bookstore. They bought twenty of my books and I sold sixteen. I abandoned ship early that day because of the scorching heat.

And I participated in a Sapphic pop-up book store at a Women’s Fest in Rehoboth Beach, where I sold fourteen. A ready-made audience, even though my novel is not spicy.

The day I launched The Salt and Light Express, in October 2025, I sold fifty-eight books. Many more sales were a direct result of the word of mouth and publicity from that event.

What was different about that event?

It was all mine. I had control over the venue (my church) and the promotion. I arranged for food and music and photography. I sent out Constant Contact newsletters inviting people to RSVP. It was promoted on the church Facebook and Instagram feeds and on my own feeds. I discounted the book from $17.95 to $15.50. I engaged the speakers and wrote a media release that was published online and in the local paper.

I turned it into a fundraiser for our church food ministry and asked attendees to bring money and/or food items. I told them what specific items were needed.

I purchased a fabric backdrop of Bryce Canyon that fit with the theme of the book and created a large welcome sign on an easel. I had people organized to take money and credit cards and write down the names I would sign.

About eighty people showed up, many of whom had already purchased the book.

I made a donation to the food ministry, which took in quite a haul that day. The singer/songwriter graciously donated her time. The photographer charged $100. The church did not charge me. I paid for the sign, which I’ve used many times, and the card reader. The backdrop was about $30; I’ve reused it as a tablecloth at author events. The bookmarks, still in abundant supply, were about $50 from Canva.

My point in sharing all this detail is control. You could be an unwitting victim of a poor location, promotional laziness, or unprofessionalism. A venue may think one Facebook post will do the trick; it won’t. If you can’t control everything, at least take control of the promotion and don’t rely on the store or event to do it for you.

One book store put me out in a darkened hallway at a table. I had to make my own sign with a Sharpie. Most passersby had no interest in books. I sold four in three hours.

Books-a-Million had to cancel the first signing because they didn’t get the books ordered. Communication was mostly me freaking out in emails because they were non-responsive. On the day of the event, there were monsoon conditions. The store did not announce that I was there, took no photo for their social media, and never checked in on me. I sold about eight, signed the rest, and left. That may sound a little passive—and it was. But they were Books-A-Million. I kept expecting them to step up.

There is a lot of advice out there about book signings and whether they are worth the time and trouble. Here’s one that offers pointers for both the author and the venue.

Browseabout Books in Rehoboth Beach is a serious independent book store. They partner with the local library for well-known author events and they also have a robust local author program. They publicized my signing, but I still beat the bushes with a newsletter and social media. I sold nine books that November Saturday, but they also have sold signed copies of my novel to local book clubs and others.

That day also generated my favorite review by someone I don’t know personally:

I met Lee Ann Walling at a bookstore in Rehoboth Beach, DE while shopping with my family. What drew me to her signing table was the joy that came from the two ladies as they chatted with shoppers. I asked about the novel and within minutes, I decided to purchase a signed copy. The first thing I love about reading is a book that takes me into a world that I know nothing about. The second thing I love is learning something new while enjoying the story. This novel did both. At the time of my purchase, I was reading an international best seller and put that one aside to read this novel. When the novel ended I felt like I had made new friends - I am both happy for the characters and will miss them, that is what great writing does. Thank you Lee Ann Walling.

I do not have the sales gene. It’s painful for me to engage people who may have no interest whatsoever in my book. The book is borderline literary fiction so it is not trope-y. It takes a few more beats to pitch. There’s that moment when they’re looking at the blurb on the back and they’ve just heard your short spiel . . . and you’re waiting. Will they nod? Or will they slip it back on to the pile?

When that connection happens with a reader, though, the discomfort and anxiety disappear. At least until the next shopper comes along.