Advice for Writers Events

Recently our own Joseph Walker posed an interesting question on the Short Mystery Fiction Society list:

 In a few weeks I'm going to have a table at a local author event in my town. Specifically, I'll be one of 25 authors in the parking lot of the (awesome, btw) local indie bookstore, for four hours.

 I've certainly heard many horror stories from writers about attending such events and selling no books, or just one or two. So, any advice? How do I make the most out of this? I'll have about 20 copies of my collection, and I've got a little banner to display on the table and bookmarks to give out. What else can I do?

I thought it was a great question, and of particular interest to me because I will be at a similar event next month.  Joe got many responses and with his permission and that of the other writers, I am sharing some with you.

Chris Dreith: Since it's going to be held outside, have a patio umbrella or a tent constructed over your table. If it's an umbrella, make sure it's a bright color. They are a hassle to set up, but make sure it's weighted at the base so it won't blow over.

 If it's a tent, bring something to hang from it, like a colorful flag, ribbons, or even a wind chime. Print the cover of your book on a sheet to hang behind you. Make yours different. (Don't forget to bring tools. Stapler, plastic ties, cords, carabiners, whatever you need.)

Bring heavy items to hold down papers, etc if it is windy. These items could also be used as conversation starters. Maybe a heavy brass dog holding down a K9 book or a piece of granite for a mountain based mystery. 

 Position your table so it is in the shade, but also you and possible buyers are also in the shade.

If you need to stay seated, bring a tall stool to park on so you are at more eye level with people who pass by. 

Get away from the back of the table often to view it from the passerby's viewpoint. Keep it clean and organized (that shows pride in your work).

If you have someone seated at your table with you, don't spend your time talking with them. It's off-putting to try to get the salesperson's (in this case, the authors) attention if they are deep in conversation with someone else seating behind the 'barrier' table.

Wear something comfortable for the weather but make it unique and memorable. Top hat? Colorful vest? Print the cover of your book on a T-shirt. 

Wear a name tag.

Smile. Look folks in the eye. Talk to them. You don't have to ask the same opening questions that everyone else does. (What do you like to read?) Take into consideration the person's facial expression and body language. For example, you might find something different to say to a young parent pushing a baby carriage and another kid stuck in a backpack compared to an older person pushing a cart carrying a poodle with a bow.

 Have a bag ready for trash. Keep your table and space around it clean.

 You can have the cover of your book printed on candy wrappers. (Contact me for info). A friend of mine prints a cookie recipe on a card with her book cover on the opposite side, puts said cookie and card in a clear bag with a ribbon to close the top. I somehow don't see you doing that (she has help from her daughter's Girl Scout troop. LOL) but if you do decide to bring any type of food, make sure it is approved by the organizers.

Make sure your swag is unique enough to keep. 

Understand what your goal is. If it is to sell many books, you will need to cause enough of a stir that folks will buy from you instead of wandering around to buy from someone else or going into the bookstore. Maybe reduce the price of your books  (slightly) than what the bookstore charges? Offer a 2 for 1? Offer to appear at a local bookclub for free (they don't need to know you might not charge anyway). Cause some action. 

If your goal is to get known, consider printing up a calendar of where you might be appearing. A library, a zoom presentation, etc. Have a sign up sheet for your newsletter.

Susan Oleksiw: The tables I’ve seen (and done myself) that have the most traffic (if not the most sales) have a table cloth, candy, and even flowers—something to draw people in and give them something to ask about or look at before they remember it’s about books and writing. You can even invite people to sign up for your newsletter or enter their name in a jar for the chance to win one of your books (a freebie!). 

Linda Kay Hardie: Stay alert and interested. Engage with the folks walking by. Like, "Hi, what do you like to read?" or "Hi, we're all local authors, signing and selling our books," or "Hi, this is my collection of short mystery [or crime, whatever] stories. Would you like a free bookmark?"   

Many people don't know what's going on, no matter how much publicity the authors and the bookstore have done.

 Chat with anyone who slows down. If they stop at your table, hand them your book. Tell them a funny [or strange or interesting] anecdote about how you came to write/publish one of the stories. 

 If they answer your question about what they like to read, pitch one of your stories. "You like westerns? My story in here called [title] is a western murder mystery set in Pahrump, Nevada."

 And this time of year: "Books make great gifts. It's not too early. Do you know a reluctant reader? Short stories are good because they're quick to read." And then pitch. If their teen grandson doesn't read much, mention a story he might like ("Thieves use video games to plan a bank robbery."). Or granddaughter. Or brother-in-law.

Kristen Gibson: Try to take a few minutes before the event to meet the bookstore staff and other authors, chat or ask visitors about their interests to see if it matches something you've written or even another author's at the event-others may then be encouraged to send someone your way.  

Bobbi Chukran: Make sure they know you’re local. Put a little sign on your table “Signed Copies by Local Author.”

Steve Liskow:  I prefer to join events with no more than five or six other authors (preferably in different genres so there's less competition) but that's no guarantee. Last month, I was at an outside event with 80 (yes) authors and sold eight books. 

I  have my bio and author picture in a picture frame.

I wouldn't have candy or flowers because your books aren't cozy or children's books. It's the wrong tone.

Since you're going to be outside for four hours, wear a hat and bring sunglasses. Bring a few hard candies or a protein bar, and maybe a water bottle. 

When you arrive, be sure to find out  where the bathroom is.

You should have a chip reader and Venmo or PayPal on your phone. Also bring lots of dollar bills for change. I price my books at a dollar amount including tax so nobody has to deal with coins. 

Noreen M. Cedeño: I have been at events where authors displayed a QR code leading to purchase links with the URL to their website listed beneath the code. A certain percentage of people will take a photo of the link or will use the QR code to buy the book online. I was surprised by the number of people who pulled out their phones for the QR code.  

 All you have to do is print a sheet of paper with your QR code and website link and place it on the table (or in a clear plastic flyer stand if you have one). 

Kevin R. Tipple: If you are doing the QR code thing, have something that announces your actual internet link. Many of us do not QR anything.

 James H. Lewis: I found at my last event that keeping people at my table who were NOT buying my books created interest in others. ("If there’s someone always at his table, his books must be interesting.") 

 

James M. Jackson: Before things start, get to know a bunch of authors placed near you, so when you ask what people like to read, and it isn't something you write, you can point them in the right direction -- some authors will get the idea and point people your way (also you get to know someone to watch your table when you have to use the facilities). 

I rarely sit down, except to inscribe a book. It's easier to engage people if you are standing at their level. If I can catch their eye, I have permission to speak.

 

Dave Zeltserman: Bring your Edgar Award nomination certificate. It will be a good conversation starter and should attract some attention.

 Be friendly, talk to people, but don't be pushy.

 Teresa Inge:  I keep small swag bags on my table, bookmarks, a table runner with my logo, and my books on a table top book rack from Amazon. I also keep my table items simple since it’s just easier for me. One note, sometimes anthologies and short stories are a hard sell but I never let that deter me. I have a standard response when readers tell me they either don’t like or have never read a short story. I let them know with short stories they can read a couple in one setting, get to know the characters and outcome, and discover new authors that they might have never read before! They usually buy from me but I think it’s also a connection between the author and reader. 

 Judy Penz Sheluk: Sometimes you'll sell a lot of books. Sometimes you'll sell none. As long as you've made connections with readers, networked with other authors, consider it a success. You never know where a chance meeting will lead. Case in point. Many moons ago, starting out, I did Word on the Street (huge event) in downtown Toronto. It took me 90 minutes to get there (no train service on Saturdays from the town I lived in at the time). Paid $35 for parking. Sold 1 book where my profit was about $10. But the author next to me was Nate Hendley, who later became a multiple award-winning true crime author. I won't say we became friends, but we made a connection that lasted. Fast forward 8 years and Nate offered to blurb my true crime coming out later this month. 

John A. Tures: 1) Bookmarks are great. I designed my own! Make sure you have that QR code on them, and that it works.

 2) For my table display, since I am writing about a fictional third-party movement, I display political ties and buttons. I have patrons come over just to check it out, for politics interests and because it's unique. Having something different does catch peoples' eyes,

 3) Just tell yourself "I am here to sell three books, finding three devoted fans." Your chances of selling 10 are better that way. If you tell yourself "I won't be happy unless I sell at least six," you'll be lucky to sell 1-2.

 4) Keep track of their contact info, with their permission. It's good for selling sequels.

 5) I ask about taking selfies with buyers. I get a lot of takers. But I'm a shameless extrovert.

 6) As always, remember why you're doing it all. My wife, who has stuck with me throughout this, and is very supportive of my writing and a great helper, is now mostly wheelchair-bound. I hope to make enough from sales to take her on one last vacation abroad, before it's too late. So each time I pack up my 2004 Chrysler at 6am with a load of boxes of books, I remember what it's all for, let her sleep in, and do my best to make some readers happy too in the process.

MB Dabney: It doesn't hurt to have a bowl of candy. But always tell kids they must ask their parents before they can have any.

Roger Johns: (1) try to get a position on what will be to the customers' right, as they approach the selling area. Most people are right handed and tend to look to their right as they enter a space, so you're likelier to engage readers from a position on their right, as they approach. And near the door—it's a natural stopping point—where you'll have a chance to engage them, before they've made their purchase decisions.

 (2) Have a short, interesting pitch you can deliver while you’ve got their attention, and a closer to help them decide in your favor, if they haven’t made a decision by the time you sense the contact is coming to an end, such as: “If you have a friend/loved one who reads ——-, an autographed book makes a great gift”. 

 (3) Don’t sign your books with the same signature you use to sign your checks. And if they want the book inscribed to a particular recipient, ask how the name is spelled, before you write it in the book.  Bring a narrow point Sharpie, breath mints, and hand sanitizer. Consume liquids sparingly. 

 (4) Some folks like to talk to authors, but don’t buy books, so if a long talker is keeping others from approaching you, have a polite way to move them along.

 Robert Lopresti: Does all this good advice make you want to join the Short Mystery Fiction Society? It's free!  Click here to sign up.  And when you get up to a certain level of popularity, you can do  this at author events: