| I encourage customers to buy books directly from me | | | | a huge profit. Or maybe they just like the connection to |
| by noting on my Web site that the books are | | | | an almost-famous author. |
| personally signed by the author. Another author said | | | | Even if you don't sell books, you may be able to use |
| that, although she didn't mean to offend, she didn't | | | | this personal touch to reach more customers. |
| know why anyone would want my signature. After all, | | | | Craftsmen, artists and designers often sign their work. |
| I'm not famous. | | | | Do you produce a product you could sign? Even if |
| Well, I didn't take offense at her observation. In fact, I | | | | your business is installing air conditioners, would saying |
| was a little surprised by the phenomenon, too. The fact | | | | that "all of our installers sign their work," be a powerful |
| is that I get a lot of feedback from customers about | | | | message to customers about the pride your installers |
| how much they like getting an autographed book. | | | | put in to everything they do? |
| They respond to the personal touch. Maybe they are | | | | Putting your name to something means that you have |
| hoping that I will become famous (or infamous!) one | | | | pride in it. Backing that up with a signature adds a |
| day, and they will be able to sell the book on eBay for | | | | personal touch to which customers will respond. |