One of the biggest investments in time and money is book signings and other related events such as launch parties, book fairs and bazaars.
These might include events at which you speak, teach or do a reading. It seems one can always find a book event of some kind.
Under the auspices of promoting books I'm writing press releases, ad copy, designing ads, blogging, posting on social media, sending out materials and/or books, and a dozen other tasks that take my time and attention. Since two of my books have zombies in them I am frequently asked to do zombie related activities (like makeup demonstrations). I have also done many, many “tabling” events. They all involve selling and signing my books.
Now, let's get back to that issue of "time and money investment." Most events require a “tabling” fee. These range widely in price anywhere from ten bucks to hundreds. My experience tells me an average fee is between $40 and $80 for most “author/book fairs” or bazaars. I have paid more (when I knew a book keenly matched an event’s target audience) and I have, on occasion, had to pay nothing.
Do you always get what you pay for? The answer is: no. Sometimes a free event will garner great sales, other times, none. Sometimes an expensive event will garner great sales, other times, leave you in the hole. So, how do you know? You don't. You can never be sure, but here are…
1. If selling books is your primary goal, don't bother. You will very likely NOT get rich at tabling events unless you already have a best seller and/or a ‘name.’ These events are generally designed to line the pockets of some sponsor, not yours. YOU take all the risk while they have the assurance of taking your fee, regardless of whether or not you sell a single book. Most of these types of events take a ‘shotgun’ approach and don't have specific readers or genres in mind.
I’ve averaged four or five sales at most ‘shotgun’ type events, so I'm usually in the red when paying out fifty bucks upfront, especially if any travel is involved. (I'm learning to stay close to home.)
Now, let's get back to that issue of "time and money investment." Most events require a “tabling” fee. These range widely in price anywhere from ten bucks to hundreds. My experience tells me an average fee is between $40 and $80 for most “author/book fairs” or bazaars. I have paid more (when I knew a book keenly matched an event’s target audience) and I have, on occasion, had to pay nothing.
Do you always get what you pay for? The answer is: no. Sometimes a free event will garner great sales, other times, none. Sometimes an expensive event will garner great sales, other times, leave you in the hole. So, how do you know? You don't. You can never be sure, but here are…
FIVE TIPS I’ve learned from experience:
1. If selling books is your primary goal, don't bother. You will very likely NOT get rich at tabling events unless you already have a best seller and/or a ‘name.’ These events are generally designed to line the pockets of some sponsor, not yours. YOU take all the risk while they have the assurance of taking your fee, regardless of whether or not you sell a single book. Most of these types of events take a ‘shotgun’ approach and don't have specific readers or genres in mind.
I’ve averaged four or five sales at most ‘shotgun’ type events, so I'm usually in the red when paying out fifty bucks upfront, especially if any travel is involved. (I'm learning to stay close to home.)
However, there are other benefits to these events. The more of them you do the more you become known. They are great for networking with authors and fans, and, sometimes, with agents and artists. They can be fun and they are always good practice at how to present yourself.
2. The more authors and books there are at the event the less likely you are to take home a piece of the pie. Sometimes true, but not always. Sometimes large, well known book events attract large groups of people who buy books, so that can be a plus. Other times it just means more competition for limited funds. Well-established events do generally fair better for the authors than newer events. (However, if you don't support new events they won't become well-established.)
I suggest that you plan and put together your OWN events and tours—especially when launching a new book. It's best to begin in your own hometown where family and friends will come out and support you. Work with a bookstore, library, school or coffee shop where you do business to host your event. Scratch each other’s back for mutual benefit.
3. Know your audience and choose events where you know they are likely to attend. Match your topic and genre to a specific readership. This is hard to do; it takes some research. For example: school and library children's programs might be the best place to connect your picture book for kids (though you'll want parents—who have the money—to attend the event as well).
If you write sci-fi or fantasy, Cons can be a good place to table, but fees can be high and competition can be fierce as well, so you'll have to put everything you've got into making it work. If you have a non-fiction book on a certain topic is there a group or conference you might approach?
4. Do your own promo. Don't rely upon the sponsor's PR. Even if they have an “advertising budget’ (and they often don't since they are trying to make as much money as they can off your fees), your attention to this matter will sweeten the pot. Send out your own press releases to local media. Don't highlight the event; highlight yourself or your book or an aspect of interest. Though, do mention the event(s) you'll be attending. And, it goes without saying, blog and post in your own forums.
5. Speaking engagements can be your biggest selling events. Once you've delivered an address, seminar, workshop or other presentation you've become ‘the expert.’ You will be looked up to, your book will be sought, and attendees will want a signed copy. It will feel good.
Find your niche. Learn to speak in public. Sell your expertise, not your books. Often you will be paid an honorarium to speak and be able to sell your books on top of that. I've been paid to speak at conferences. Sometimes I've been well taken care of, other times my honorarium only covered my airfare, but book sales made up for my meals and accommodations and I got to attend a couple days at the conference taking in other’s seminars.
BONUS TIP: Choose events where the sponsor only takes a percentage of the books sold rather than charging a participation fee. There is usually a standard bookseller 60/40 split, but you pay only when you sell, nothing up front. One annual event I put together with a local indie bookstore charges a nominal fee of $15 (much of which actually goes into promotion) then takes a dollar on each books sold.
1. Have an attractive table/booth. Theme the look to your genre/books. Have some depth, color, levels. Use some signage behind your table. Add light or video (people, like moths, are drawn in). Have a candy dish and/or other give-away trinkets like bookmarks or inexpensive themed items. I give ‘gold’ coins and Mardi Gras necklaces out to kids because of my books Bayou setting and topics.
2. Be warm and friendly. Be ready to talk, ask questions and listen. Prepare to inspire others aspiring to write. Be excited about reading, books and (let's not forget) readers. I know this step is hard for a lot of writers who consider themselves to be ‘shy.’ It is hard—take it from an Aspie*—but it's essential that you're ‘on’ if you're going to do these events.
3. Have your elevator pitch down. Have a ten second synopsis for your book; two quick sentences that will hook a reader. Follow your pitch with a question that will open dialogue. Practice not sounding ‘canned.’ Be ready to follow up with a brief ‘sell’ customized to your customers (their answers to your question should help you know them better).
4. Stand and engage. Don't sit and hide behind your table. Trust me.
5. Get the book in their hands. Offer a copy during your pitch, then, when they take it, pick up another so they can't hand theirs back. Don't ask if they want one; ask if you can sign it for them.
6. Have a ‘deal.’ It has got to be that ‘one time offer’ they can't get anywhere else. Buying now saves them time, trouble and money. Better than Amazon, better than a bookstore, better now than later (which could easily be never).
7. Expect and prepare to sell. Attitude is half the battle, the other half is being prepared to do business. You don't want to lose a potential sale by not having change or not being able to take plastic (credit and debit cards). Get a phone or tablet with WiFi and data (cell service) and a card reader/scanner. Yes, it cuts a bit (1% or so) into your profits, but some profit is better than no profit. Volume counts, so get out there and move books…wisely.
2. The more authors and books there are at the event the less likely you are to take home a piece of the pie. Sometimes true, but not always. Sometimes large, well known book events attract large groups of people who buy books, so that can be a plus. Other times it just means more competition for limited funds. Well-established events do generally fair better for the authors than newer events. (However, if you don't support new events they won't become well-established.)
I suggest that you plan and put together your OWN events and tours—especially when launching a new book. It's best to begin in your own hometown where family and friends will come out and support you. Work with a bookstore, library, school or coffee shop where you do business to host your event. Scratch each other’s back for mutual benefit.
3. Know your audience and choose events where you know they are likely to attend. Match your topic and genre to a specific readership. This is hard to do; it takes some research. For example: school and library children's programs might be the best place to connect your picture book for kids (though you'll want parents—who have the money—to attend the event as well).
If you write sci-fi or fantasy, Cons can be a good place to table, but fees can be high and competition can be fierce as well, so you'll have to put everything you've got into making it work. If you have a non-fiction book on a certain topic is there a group or conference you might approach?
4. Do your own promo. Don't rely upon the sponsor's PR. Even if they have an “advertising budget’ (and they often don't since they are trying to make as much money as they can off your fees), your attention to this matter will sweeten the pot. Send out your own press releases to local media. Don't highlight the event; highlight yourself or your book or an aspect of interest. Though, do mention the event(s) you'll be attending. And, it goes without saying, blog and post in your own forums.
5. Speaking engagements can be your biggest selling events. Once you've delivered an address, seminar, workshop or other presentation you've become ‘the expert.’ You will be looked up to, your book will be sought, and attendees will want a signed copy. It will feel good.
Find your niche. Learn to speak in public. Sell your expertise, not your books. Often you will be paid an honorarium to speak and be able to sell your books on top of that. I've been paid to speak at conferences. Sometimes I've been well taken care of, other times my honorarium only covered my airfare, but book sales made up for my meals and accommodations and I got to attend a couple days at the conference taking in other’s seminars.
BONUS TIP: Choose events where the sponsor only takes a percentage of the books sold rather than charging a participation fee. There is usually a standard bookseller 60/40 split, but you pay only when you sell, nothing up front. One annual event I put together with a local indie bookstore charges a nominal fee of $15 (much of which actually goes into promotion) then takes a dollar on each books sold.
When you DO table follow these SEVEN TIPS:
1. Have an attractive table/booth. Theme the look to your genre/books. Have some depth, color, levels. Use some signage behind your table. Add light or video (people, like moths, are drawn in). Have a candy dish and/or other give-away trinkets like bookmarks or inexpensive themed items. I give ‘gold’ coins and Mardi Gras necklaces out to kids because of my books Bayou setting and topics.
2. Be warm and friendly. Be ready to talk, ask questions and listen. Prepare to inspire others aspiring to write. Be excited about reading, books and (let's not forget) readers. I know this step is hard for a lot of writers who consider themselves to be ‘shy.’ It is hard—take it from an Aspie*—but it's essential that you're ‘on’ if you're going to do these events.
3. Have your elevator pitch down. Have a ten second synopsis for your book; two quick sentences that will hook a reader. Follow your pitch with a question that will open dialogue. Practice not sounding ‘canned.’ Be ready to follow up with a brief ‘sell’ customized to your customers (their answers to your question should help you know them better).
4. Stand and engage. Don't sit and hide behind your table. Trust me.
5. Get the book in their hands. Offer a copy during your pitch, then, when they take it, pick up another so they can't hand theirs back. Don't ask if they want one; ask if you can sign it for them.
6. Have a ‘deal.’ It has got to be that ‘one time offer’ they can't get anywhere else. Buying now saves them time, trouble and money. Better than Amazon, better than a bookstore, better now than later (which could easily be never).
7. Expect and prepare to sell. Attitude is half the battle, the other half is being prepared to do business. You don't want to lose a potential sale by not having change or not being able to take plastic (credit and debit cards). Get a phone or tablet with WiFi and data (cell service) and a card reader/scanner. Yes, it cuts a bit (1% or so) into your profits, but some profit is better than no profit. Volume counts, so get out there and move books…wisely.
For more about tabling successfully, you might read Working the Table: An Indie Author's Guide to Conventions by Lee French and Jeffery Cook.
*Asperger's Syndrome is a high functioning form of autism which may manifest in diminished or skewed social skills.
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