Public appearances are the foundation of a writer’s sales success just as much as a concert tour is for a musician or musical group. Organizing readings, book signings and other promotional events is a major part of a marketing campaign for your newly published book.

Book stores, college campuses, book expos, libraries, and hotel meeting/banquet halls are the usual locations of book signings and readings. These events are your best opportunity to connect with your potential readers. Readers are more likely to purchase a book from an author they’ve made a personal connection with. As a hopeful author, it would be a mistake to underestimate the power of a public appearance.

The first thing to do is come up with a list of book stores and other venues where you might be able to schedule an event. If you are a new author without much of a following, you might find it more manageable to start with places in your region. This might include not only local book stores, but coffee houses, and schools in the area. Contact each venue by telephone initially and inquire as to whether the venue schedules promotional events like book signings. Second, ask for the contact information for the person who is in charge of scheduling these events. With book stores, this person is usually the owner or manager (although, the larger chain stores typically have a special person assigned to scheduling these events).

If you don’t have any experience reading and performing before a live audience or if you’re presentation skills are a bit rusty, you may want to do a practice run at an open mic or two as a “tune up” before scheduling a big event.

In contacting the venues on your list, be prepared to pitch your book to them and provide any information they request including ordering information and the publication date if the book has not yet been published. It’s almost a given that the person you talk to will request some kind of media kit, but you should send them a copy of your press kit even if one is not specifically requested. And even though independent booksellers are more likely to be interested in a local author, do not be discouraged from contacting your nearest Barnes & Noble or Borders as they schedule many of these promotional events — they are good at it, and they don’t just feature big name authors. If your pitch is engaging enough and they like your book, they will more likely than not be interested in you and your book. It is not only necessary to interest them in your book, however — you must also demonstrate your own commitment to marketing your book. You do this not only with a well-prepared media kit, but by following-up with the event organizer. Be disciplined. Be knowledgeable. Return phone calls, faxes, and emails and, if you schedule a meeting, be on time. Be neatly dressed and well-groomed.