The survey was conducted by Catherine in-person with people who attended book signings at area bookstores in Northern Virginia metro area between January 2004 and September 2004. A total of 325 people completed survey.

Here is their response to one of questions: Why do you go to book signings?

If you are wondering how this can help you in marketing your book. These 10 items are extremely important. They tell what authors need to give to their audience in order to increase their books sales and to connect with audience. When you know what you audience wants, what they expect, guessing fades and transforms into a great book signing event.

Here are top ten responses in answer to first question:

1. People desire to be acknowledged for taking their time to come -- by you, store, and others that came. Participants who have either already read book, come to meet other like-minded people. They have a social intention and you need to give it to them. Most book signings don't have any social aspect to them so create one. When you include ways, you will definitely increase sales. People want connection, they don't want to be ignored. Get them to talk to people around them. Introduce one person you just met to next person to them. There are many techniques or create some of your own. A seasoned author learned to do this over time. Learn to do it sooner.

2. Curiosity. People are normally curious about authors and how they write, or how they got their book published. Tell them about your journey with all this. For wanta- be or gonna-be writers there because their vision includes what you are doing, give them that feedback. It creates immediate connection. Even if they didn't come not to buy your book, usually they will change their mind, just because you settled their curiosity.

3. Entertainment. Yes, you need to be entertaining. People do want that and they stick around (meaning they don't get up and walk out) if they get it. Show energy, use hand gestures, and please stop reading from page (number one pet peeve). Over and over again, I saw people leave when author continued to read his presentation from page. People don't expect perfection. They had a heavy week, or day, and they want some way to lighten it up. Even if your book is a heavy topic, lighten it up. Comical anecdotes about yourself are great!

4. Oh, old, "what’s in it for me" discussion. What are benefits for them to read book? Is there some information that will help shift their thinking on anything? Use testimonials, ones that have some meat on their bones. Yes, you may need to make some assumptions on where audience is at. Go ahead and do that. Create a few that cover a wider perspective and it will deliver to a wider audience.

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