Most authors know they have to do book signings and meet their audience. Often they are required to read from their book and give an interpretation of their writings.
Authors will sell more books when they read and engage their audience, but they will sell more books by having a speaking engagement that is more of an event. No matter what the book is about, there is a way to turn the topic into a seminar.
What I like to do is help authors create a program they can take into the community and create a steady stream of income to support them.