by Trace Conger, @TraceConger
Book events are a great way to sell books. You’re in a target-rich environment, surrounded by buyers who are eager to find their next favorite book.
Aside from sales, book events are a fantastic way to raise awareness of your work, engage with readers/fans, garner signups for your author newsletter or email list, and talk shop with other authors.
If you’ve never participated in a book event (or even if you have) you might be wondering what items to bring to maximize your sales. Keep the following 10 items in mind and you’ll be on your way to selling more books and winning more fans at your next event.
1. Books
This might seem like a no brainer, but some authors attend book events to promote a digital book or a book that isn’t yet available for sale. Handing out cards with a URL to your ebook isn’t going to cut it. Event attendees are looking to buy then and there (not on your website later).
Be sure to display your wares in an attractive way and consider using a small display stand to showcase your book(s).
2. Credit card reader
I can’t count the number of sales I’ve seen authors lose because they don’t accept credit cards. Providers such as Square and PayPal offer free credit card readers that plug into your smartphone. These services are free to use, although they take a small percentage of the sale (Square for example takes 2.75%). I’d rather turn over a small portion of a credit card sale than miss a sale altogether because I can’t swipe a card.
Be sure to include a small sign on your table indicating which cards you accept.
3. Change
Even if book attendees prefer to pay in cash, they might not have the exact amount. Be sure to have bills and coins available to make change.
4. Quality signing pens
Buyers will want you to sign your book, so be sure to keep a few good pens with you. Remember that pens only run out of ink when you really, really need them to work, so be prepared with extras.
5. Email sign-up sheet
As a savvy author, you should already be cultivating an email list for book promotions. Keep a sign-up sheet on your event table so you can capture attendees’ email addresses.
If you’re offering something as an incentive for signing up—say a free ebook or short story—mention it on the sign-up sheet. Remember that presentation is everything; so take ten minutes to print out a few sign-up sheets that look professional (I attach mine to a quality clipboard). You’re so much better than a legal pad.
6. Banners and other signage
This one is tricky because events have different regulations on what signage you can and can’t use. I’ve attended some where they’ll let authors erect a ten-foot vertical banner, and others where authors couldn’t use anything over 24-inches tall. Banners can be expensive, but quality imagery can set you apart from the other participating authors and boost your brand.
7. Tablecloth
No one likes a naked table. Most events will provide a table and a tablecloth, but it’s worth confirming with the event prior. Even if the event supplies one tablecloth, consider having another on hand. Remember, while you’re not really “competing” with other authors, you are competing for eyeballs, so the goal is to make your display as attractive as possible.
8. Bookmarks/Postcards/Business cards
I always bring branded bookmarks and postcards (with my book information) to hand out. Not everyone who comes to my table is going to buy a book, but I still want to give them something with my book title(s) and URL on it. Media reps also collect these materials since they might be interested in following up with you after the event.
9. Sweets
One thing attendees like more than books is candy. Providing candy is a great way to attract people to your table and initiate a conversation. Plus, it gives you something to eat when the crowd dies down and you’ve missed lunch. As with everything else, be sure to check the event guidelines, as some events won’t allow any food items. Since presentation is key, I always keep candy in an attractive wooden bowl, not just spread across the table.
Fun fact: I recently participated in an event where the author next to me offered a free slice of cake with every book purchase. I wouldn’t take that approach myself, but it speaks to his creativity.
10. Dolly/suitcase/cart
Even if you’re just keeping to this list, you’ll have a lot to carry. When I attended my first event, I had to park ¼ mile away from the venue and carry everything from a parking garage. That got old very quickly. Now, I use a collapsible, wheeled cart to transport my items from my vehicle to my table.
Having a cart makes packing up easier and will save you thousands in future chiropractor payments.
As a final tip, keeping a checklist of your preferred items ensures you won’t forget anything when packing for an event. Otherwise, something always falls through the cracks.
I’ve provided the basics here, but you might also prefer taking promotional swag (coffee cups, etc), raffle items, or plastic bags (for customers buying multiple books). The list can go on and on.
How about you? Got any other tips to help authors prepare for an event? Throw them in the comments.
Smart list! Sweets seem like a clever way to pull people in to your table.
This is a really useful list, with lots of good advice! Thanks, both. And about sweets? There’s nothing like it to draw people over…
Margot, to be honest, I think this pulls more potential readers to your table more than anything else (okay, maybe the book cover plays a key role too). A lot of authors and attendees are intimidated to initiate a conversation, and having something to entice them over really helps break the ice.
Super tips! Where do you do your book events, Trace?
Thanks K.B. Since I’m based in Cincinnati, I tend to focus on events in the midwest. My most recent event was the Dayton Book Expo (in Dayton, OH). I also routinely attend the Mad Anthony Writer’s conference (crime) and Context (S/F/H) in Columbus. Aside from mass events, I also do local signings at bookstores in Cinci.
For me, one of the best things about being an author is interacting with readers. While I love doing it online via forums and blogs, nothing beats a face-to-face conversation at an event.
After over 300 book signings, I agree with his list. I finally got a credit card reader and it was so easy to use. I also recommend hitting the Dollar Store for your candy. A $3 bag of Kisses will vanish in 15 minutes.
L. Diane, that’s a ton of events! I can’t compete with that volume, but agree that having a card reader certainly helps sales. I’m one of those people who rarely carries cash (and expects everyone in the world to accept credit cards). I’ll admit that I’ve even passed on buying a few books at events because they didn’t accept credit cards. Yes, it’s my own fault for not having cash, but they didn’t have an ATM at the venue, so I had to skip the sale. It’s so convenient with today’s technology, that I think it’s a detriment not to accept them. Of course, I’d prefer buyers pay in cash so I don’t lose anything to transaction fees, but it’s better to lose a small portion than the entire sale.
Trace–
What a great checklist. I will print this out in hopes that, soon, I’ll need it.
Hope it helps, Barry. It’s defiantly easy to forget something in all the chaos of packing for an event. Once, I was a mile away from a venue when I realized I didn’t bring change. I ran through a McDonalds and bought a cup of coffee, paid with a $20, and asked for singles and coins as change. Luckily they helped me out.
Trace, thanks so much for this helpful post. I didn’t realize PayPal had a credit card reader, although I’m familiar with Square. Great info to have!
This is very timely for me. I’ll be doing my first event this weekend and this list is a tremendous help. Thanks.
That’s great Robert. Best of luck to you.
Love these ideas! I haven’t ever thought of bringing change. That’s a great idea.
It’s great to meet Trace! I was at a book fair and had to make three trips from my car to my stand which was outside in 100 degree heat. I parked close to a mile away. I learned the hard way to buy a cart.
It’s great to meet Trace! I was at a book fair and had to make three trips from my car to my stand which was outside in 100 degree heat. I parked close to a mile away. I learned the hard way to buy a cart.
Stephen Tremp
http://www.stephentremp.com
I’m going to have to come back to this when I’m ready for such an event. Great advice. I had a giggle at, “pens only run out of ink when you really, really need them to work.” So true!!
I can always appreciate sweets at a book signing event :)