Dress to Impress Readers

Writers are expected to promote their work at book signings and other public functions. Appearance matters. Ed Easely, author of Crimes Against Commerce and A Matter of Tastes, says that once you've written a book, "you're a package now, as much as soup as a candy bar - like it or not. Polish that image and project it. I think how you appear in public, whether it's a signing, on TV, or during a print interview should reflect the public image you want to support your marketing strategy."

The correct way to dress to impress readers and increase success as a writer depends on what type of book you are promoting. Consider the situation experienced by Karen M. Campbell, a writer, editor, proofreader, and paralegal from California who attended a book signing for a lawyer-turned-author:

"[Mr.] X showed up for an evening book signing wearing an Army-green fishing vest. It was convenient for him because there was a pocket for his mints, a pocket for his pens, a pocket for his business cards, and so on. Although this was maybe his third or fourth book, there wasn't much of a crowd, so I was sitting there talking law to him to pass the time and we kept getting interrupted by people who thought the book was about fishing because of the way he was dressed. I don't think he sold a single book to anyone who wasn't there specifically to meet him. Whether the fishing garb attracted the wrong crowd, or whether people who would have been interested in a legal novel didn't wander over because it was 'obvious' that this book was about fishing, I think his 'unusual' clothing worked against him."

Dress in a way that matches the type of book being promoted and you will attract more potential readers. If the book is about gaining financial success, dress like a banker or CPA - in a suit with shiny shoes, with hair that is smoothed back and neat looking. Men should have a freshly shaven face or a neatly trimmed mustache or beard, and woman should wear evenly applied make-up in neutral colors. Romance writers may want to wear flowing dresses and soft colors and their make-up can also involve pastels. Hair should be left down and long if possible. For this genre, play up feminity (assuming you are female!).

Writers of science fiction or fantasy books can dress creatively. Doranna Durgin, who is the author of more than 20 books across the science fiction, fantasy, and mystery genres, says, "Coming at it from a multi-genre point of view, I try to dress casual-nice, but with personality. It depends somewhat on the venue. For bookstore signings, it's generally a jacket over jeans or casual pants, or else a nice top that I think has personality to overcome any lack of formality. I tend to be a little funky myself and I think that's fine. I'm not above combining unusual pieces of clothing. For instance, I have a long dress I leave unbuttoned from the waist down and wear over lightweight yoga pants, but it's something I would tend to wear more at science fiction/fantasy venues than a more generic situation.

"In all venues I go for clean lines, no 'fru fru,' colors that compliment my own coloring, a light but definite touch on the make-up (depending on the distance from the audience - I've done mostly close venues), comfort, and personality. Lots of times that personality comes from the jewelry or what I do with my hair. I want people to come away thinking about what I've said or about my books, not about whether I had a bird's nest perched on my head and what was I thinking by using that much mascara, anyway?"

For non-fiction books, Campbell suggests, "wear something eye-catching that reflects the topic of your book. If you've written about cats, get a hair bow, scarf, or vest from cat print fabric." Campbell also suggests props like bringing "a huge stuffed cat to sit on your table."

How to Look Your Best

1. Get a free make-over at a department store and take notes so that you can copy the look.
2. Attend make-up parties or have your "colors done" by a sales consultant to get free advice and sample products.
3. Go to book signings, lectures, and other public appearances of successful authors in your genre and copy their style.
4. If your book involves real-life subjects like finance, observe people who work in the field in restaurants, public functions, and on television and make a note of how they dress.
5. Take advice from editors and others who are promoting your book. They have done this before and want you to succeed.