This article was originally published January 7, 2016 on the Operation Awesome Blog.
With so many writers these days focusing all their marketing efforts on-line, they’re putting themselves in a corner and limiting their exposure. Off-line sales are where the bread and butter is at if you play your cards right.
I’m talking conventions, which are basically glorified book signings.
Since 2007, I’ve been tabling at Central Canada Comic Con here in Winnipeg, a giant comic book convention. This show is also a big part of my paycheck, and my books fit right in because I write nerdy stuff like monster stories, superhero fiction and sci-fi.
A lot has been learned about having a successful show over the years. Here are some basics to get you started:
Have an eye-catching display. When competing against so many other booths and tables, you need to stand out. Bring a tablecloth because not all shows provide them. Use signage, big ones, like 11”x17” set up on stands so folks catch sight of your book’s cover or what the deal of the day is. Want to really stand out? Get a big banner printed up, one you can put behind you. This can display your name and what you do. It can feature your book covers, a web address. Lots of options.
By all means, lay your books flat if you want, but if you prop them up on book stands, all the better. It raises them above the table and draws the eye. Simple picture frame stands work fine. I use iPad ones because they compact better for transport.
Have a series? Lay them out in order of reading.
Write in multiple genres? Organize them as such on the table. Makes it easier to direct the customer to what’s what.
Big sales point. Offer convention-only pricing. I do ten dollars a novel, five bucks a novella. I make sure the customer knows the convention is the only place to get the deal. Get my stuff at a store or on-line and you’ll pay more. Everyone likes saving money.
You can also bundle your books. Have a series? Instead of three books at ten beans each, how about three for twenty-five? You can also do a buy-two-get-one-free thing. Whatever works for you provided you come out in the black all things considered.
3. Book Stock
Better to bring more books than necessary. Nothing worse than selling out and having someone want something. With time and experience, you’ll learn your top sellers and will stock up accordingly. For a first-time show, I recommend at least fifteen copies of each title. If you only have one book out, bring at least twenty.
4. Miscellaneous Items
Scatter bookmarks and business cards around your table. If someone doesn’t buy something, at least you can send them off with a card for a potential after sale.
Be courteous, be nice, give the customer the time of day. Don’t be a fake. Answer their questions honestly. Be active. Don’t squirrel yourself away behind your table. Say hi to people as they walk past. Smile. And, please, don’t do the lonely-author thing where you sit there staring at folks, the look in your eyes saying, “Please come talk to me.” Just be cool. Relax. With time and experience, you’ll find what works for you in your personable approach. Ultimately, be yourself. This isn’t a show.
There’s so much to expand on regarding the above, but space doesn’t allow it. Why not sound off in the comments below and exchange tips and tricks with your fellow authors? I’ll tune in when I can and do the same.