Like them, you've
surely heard stories of authors sitting at events where no one shows up and no
books get signed or sold. In part, this can happen because we all spend so much
time and energy on our online marketing that we slight our offline marketing
efforts. Reversing that trend can be very profitable.
Marketing the event
itself is important, and not just through social media. If you’re going to be
in a store, give the store some help promoting you. Create some flyers that
will pique peoples’ interest. I like a tri-fold that shows my book covers and
synopses. I create them on my own computer in Word and bookstore workers can
drop one in every bag. If you don’t want to take that much trouble you could
just order a bunch of bookmarks and ask the store to use them as bag stuffers. Don’t
listen to people who tell you bookmarks are old fashioned. People still love them.
When the time comes, plan
to give a talk rather than just a signing. Sometimes people who have no interest
in an author sitting at a table may be drawn into a discussion.
Your event might get
more attention if it takes place in a unique place. I've known of writers to
speak in gyms, greeting card stores, electronics and video stores. I've done it
myself in bars and restaurants on slow nights. Anyplace that’s not a bookstore,
like those bazaars and festivals I mentioned, gives you the advantage of not
competing with a thousand other writer’s books.
Wherever you plan your
event, make friends with the people in charge. For the festivals, welcome their
suggestions for your display. Ask if a reading for the whole event might be appropriate.
You might consider donating a book as a door prize. Showing yourself to be a
team player can result in better placement at the event or being a featured
vendor. If it’s a store, see if you can
leave those bookmarks and pamphlets at the Information desk in addition to the register.
And it can’t hurt to let the folks at nearby stores know about your event. If
you draw a crowd it helps them too.
Events often benefit
from some sort of special. Consider offering two books at a small discount. You
can add a less expensive book, or even an ebook that you send to their Kindle
or Nook. And, price aside, make your books easy to buy. Especially at festivals
and fairs, be sure to bring enough change, round your prices to whole dollars, accept
checks and be able to take credit cards. I use the free software that allows me
to photograph a credit card and load the payment directly into Paypal. You can also swipe the card or just punch in
the number.
Don’t short yourself
during gift giving season. Remember that getting your name, face and book title
out there is almost as important as selling books so make the best of live
in-person events. You might even find it to be fun! I do.
