It's getting harder to arrange a book signing at book stores unless you're a big name author, but it's still worth doing. The point isn't necessarily to sell a lot of books on the day, it's to get the book store to stock your book and perhaps put it in the window or otherwise feature it.
Of course the author's greatest fear is that nobody will show up, which is why you can't just sit back and hope. Some of the actions you can take:
* Instead of just doing a signing offer to give a short talk. If you're a really good reader, you can offer to read an excerpt from your book but frankly most authors are not great readers. Try it and get an objective reaction before you decide.
If you've written a non-fiction book the topic usually is obvious--the same thing your book is about. If it's fiction, you might talk about the setting, the writing process, or a famous writer who inspired you.
* Approach the local newspaper and radio station well ahead of time and see whether they'll do an interview with you. They are much more likely to be interested if you offer to give away a few copies of your book to their readers or listeners. Your appearance at a local bookstore gives them a hook, and a talk is an even better one. Try to find a local angle. For instance, if you've written a detective story you might talk about famous crimes associated with that area.
* If allowed and the time of day is right (after 5pm), provide free glasses of wine and some nibbles. People who might otherwise not approach your table will come if there's free wine.
Arrange for someone to pour the wine and keep it to one glass per person (maybe if they buy more than one copy of your book you can make an exception....). That stops self-pourers from having half the bottle.
* Chat with the staff before the official start time. If it's allowed, make sure they get a glass of wine and some snacks first. If you make a good impression on them they're likely to keep your book in mind in the days after the event.
* If it's OK with the bookstore manager, have a friend stand just inside the entrance and hand out a bookmark or a little leaflet about your book and say something like, "Hello, I just wanted to let you know there's an author here tonight, in case you might be interested." Make sure that anything you hand out has your website, Facebook, and Twitter or other social media links on it.
* Get some friends to show up, but don't hang out with them in a way that deters strangers from approaching you. I've seen this happen--the author laughing and chatting with friends, and potentially interested strangers not daring to intrude.
* Smile and chat, don't sell. If someone comes within talking distance, smile, say hello and ask them something neutral like, "Is this your regular bookstore?" or even, "Nice to see some people still coming to bookstores instead of just using Amazon," or comment on some feature of the store. After a bit of chat, people may well ask you something about your book. Again, avoid the hard sell. Don't be offended if they ask you the way to the toilets; if you have a leaflet, give them one and say, "Here's some reading material."
* If possible, offer a bonus to people who buy your book on the night. It could be a poster, a booklet, or even just a nice bookmark. Have a sign nearby that gives the name of the book, your name, the price, and the bonus if there is one. If you're giving a talk, post the time it starts and finishes so people will be aware that it will be short.
* If buyers ask you to dedicate the book to them, check the spelling of their names before you start writing. Even common names sometimes have unusual spellings.
* Have at least two or three things in mind that you can write in addition to signing your name. It can be as simple as, "I hope you enjoy it!" or (in the case of a mystery) "Don't peek at the ending!" Keep it short and if a couple of people obviously are together and both having you sign a copy, don't use the same phrase with both.
* Another one that seems obvious but worth noting: take along several pens. If any of them are valuable, be careful not to hand the pen to the person along with the signed book. This is not the best time to use a fountain pen because the ink will take time to dry and is likely to smear.
* If the bookstore wants you to sign some copies to leave behind, do that while you're sitting there--it gives you something to do while nobody is approaching you. Even better, have your friends approach you with these books but of course don't write any dedication, just your name. Then let them give back the books out of sight. Hey, it's called priming the pump!
* Use social media before and after the event. Before the event, invite people to attend and ask them to let you know whether or not they are coming. If they say they are, they're more likely to show up. Have a friend take photos at the busiest time--even three people standing around the signing table can look like a crowd if the angle is right. Put the photos on your site, it helps show that the event was successful and may encourage other bookstores to do it as well.
This may seem like a lot of effort and most likely you won't sell more than a dozen copies on the night, but your larger objective is to make a good impression on the staff, show your publisher that you're willing to work to promote your book, and draw people to your website--especially if you're going to be writing more books.
Unfortunately it's now the policy of some chain bookstore to charge the author or publisher for hosting a signing. You'll probably have more luck with independent bookshops, but it's worth also checking with the manager of your local branch of a chain. If you offer extra value, like a short talk, some copies to give away on the night, and perhaps refreshments, they may be willing to make an exception.
