Succeeding at a SFF/Comic Con as an Indie or Small Press Author
For two years, I've been attending SFF and Comic Cons as an author. I've hit up about fifteen and at some have done better and some worse, but I always left with a profit. That has astounded several of my peers, including ones with names much bigger than mine, so, I thought I'd discuss what I discovered.
The Table Your table should look neat, clean, and serious, but not too corporate. People who come to Cons are looking to interact with artists and author. Your first impression shouldn't be Fortune 500, but something a little cooler.
The basics include dressing your table with a tablecloth (most Cons provide this), displaying a book/author banner, and figuring out a pleasing arrangement that makes it easy for you to hand your book to the reader, but also makes it easy for them to approach it.
You can go beyond the basics. Some people dress their table with figurines, cards, crystals, etc. I put out a laminated oversized sheet of endorsements from authors and Goodreads reviewers. Plus, some CDs and artwork.
Your table looks represents how you want to be perceived. Balance is key. You don't want an empty table, but you also don't want one that's overwhelming. Some tables look like a van just dumped a crateload of books on it. It makes the table look like a used book store and while I love used bookstores... the pile seems to inspire either avoidance or a desire for deep discounts.
My basic table is probably a little overcluttered, but everything is in its section and no piece steps on the toes of another. Each piece is there for a purpose and guests find only a few of each piece displayed.
Eye Contact It sounds pretty obvious, but you'd be amazed at how many authors fail at this. When anchored to your table engage when you receive one of two types of eye contact. The first is eye contact with you and the second is eye contact with your stuff. If they slow say "Hi," invite them to visit your table. You'd be surprised, but many Con Goers feel like they're intruding and so keep that window shopping distance. It's often a comment that brings them in because they want to feel welcomed. Eye contact and a smile is a good start.
If they ignore you or move on don't pursue. Let them wander. Remember, this weekend is more about them than us. They're there to have fun, escape, collect, and revel. No one wants a hard sell. Chances are... you don't want to be a hard seller.
Chat It's not just about your books. It's about engaging.
Find out what your guest likes to read. Point them to authors who might be a better fit, tell them about books you like in their genre. Talk craft. Ask them about the cool panels and shows they've seen that you missed out on being anchored to your table.
Share a piece of yourself You never know what makes a connection. It might be writer's craft, backstory, cool trivia. Tell stories. You're a writer, if they hear you share a fun story well-told they'll know you can spin a good story. Leave room for them in the story. They're not your audience, but folks your are chatting with.
That said, be real. Don't be a con at a Con.
The Elevator Pitch Hopefully, someone will start asking you about your book. Be able to tease it. Prepare a thirty second (or less) sketch of why your story is fun, exciting, romantic, scary, etc. Find out what it is in your writing that appeals to your audience and let them know it's there, but also let them know that yours isn't a cookie cutter piece (unless it is) that mirrors a hundred others.
One great thing about Cons is you get to see how people react to your pitch. Improvise based on what you see. They'll tell you what's working and what's not. Edit as you go.
Also, while chatting about your story, hand it to them. Invite them to flip through your book. No one knows if a book is worth reading without reading it.
Join Panels and be active. The more credible you seem, the more fun you seem, the more they will hunt you out. Remember, as a small fish author, readers are taking a chance on you. Do they choose you or the Hugo winner? Give them every reason to believe that risk will be rewarded.
Go beyond the book. Not everyone can do this, but one reason I've always done well at SFF Comic Cons is because I bring more than one product. I have my books, but I also bring CDs of my radio work with the Muppets as well as some of my paintings and associated refrigerator magnets. I don't have something for everyone, but I have lots of eye candy. If something on my table makes them laugh I ask them which piece. Who doesn't like sharing a laugh?
On my table, each object connects to the others. The one-liners and jokes on the magnets offer an insight to my sense of humor. If I can make them laugh with a magnet, my books might provide them enjoyment too. The CDs vet me. If I worked with the Muppets or NPR, someone pretty established believed in my writing and so maybe they can too.
Most importantly, Have a good time Con Goers are there to enjoy themselves. You should too. If you look mopey, if you are texting on your phone or tapping on your laptop, if you constantly fret about making the table, people will sense that. They are there because they love fantasy not tragedy! So, enjoy the cosplay, smile at their stories, share the common love of the genre you share. Remember how cool it is that you get to take part in an event like a Con (and it is cool). Find reasons to laugh.
Be Generous Your tablemates are your partners and not your competitors. Root for them, help them out, chat with them too. Be thankful to the person who picks up your book and not just the person who buys it. Praise other peoples' work.
Remember, there's a universe of books out there and most peoples' bookshelves are pretty full. Worse, their money is finite. The fact that they find your book worth a look is a compliment.
Be Kind. The golden rule is golden for a reason. At every Con, you will find a person who wants to visit and chat. They will stay at your table for ten or fifteen minutes without any intention of purchasing. Sometimes, you will even meet Creepy Con Guy. Find a way to disengage while being kind.
On the brighter side, be kind to the child whose amazed that she gets to meet an author. Remember what it was like when you were that young and got to meet someone "famous." The Con floor is no place to be a Diva or be rude. You're there to do business, but also to be part of every Con Goers great escape. Be kind to everyone. It's a small world and you never know who someone is or who knows someone. Besides, it's just the better way to go.
I hope your Con experience is a good one. Lots of authors lose money at Cons or sell very few books. Remember to profit not just in money, but experiences, networking opportunities, etc.
************************************************
Well, that's it for now. If there's something you do that works or something you've seen that doesn't... let me know. I'm still learning, I'm still swimming upstream, but I have gotten to the point where every Con I go to I see a few familiar faces who are excited to see me. People that have bought one of my books and want to talk about how much they enjoyed it and see if I have a new offering and that feeling... the feeling you get when hearing someone talk about your book may be the greatest profit you get all weekend.
The Table Your table should look neat, clean, and serious, but not too corporate. People who come to Cons are looking to interact with artists and author. Your first impression shouldn't be Fortune 500, but something a little cooler.
The basics include dressing your table with a tablecloth (most Cons provide this), displaying a book/author banner, and figuring out a pleasing arrangement that makes it easy for you to hand your book to the reader, but also makes it easy for them to approach it.
You can go beyond the basics. Some people dress their table with figurines, cards, crystals, etc. I put out a laminated oversized sheet of endorsements from authors and Goodreads reviewers. Plus, some CDs and artwork.
Your table looks represents how you want to be perceived. Balance is key. You don't want an empty table, but you also don't want one that's overwhelming. Some tables look like a van just dumped a crateload of books on it. It makes the table look like a used book store and while I love used bookstores... the pile seems to inspire either avoidance or a desire for deep discounts.
My basic table is probably a little overcluttered, but everything is in its section and no piece steps on the toes of another. Each piece is there for a purpose and guests find only a few of each piece displayed.
Eye Contact It sounds pretty obvious, but you'd be amazed at how many authors fail at this. When anchored to your table engage when you receive one of two types of eye contact. The first is eye contact with you and the second is eye contact with your stuff. If they slow say "Hi," invite them to visit your table. You'd be surprised, but many Con Goers feel like they're intruding and so keep that window shopping distance. It's often a comment that brings them in because they want to feel welcomed. Eye contact and a smile is a good start.
If they ignore you or move on don't pursue. Let them wander. Remember, this weekend is more about them than us. They're there to have fun, escape, collect, and revel. No one wants a hard sell. Chances are... you don't want to be a hard seller.
Chat It's not just about your books. It's about engaging.
Find out what your guest likes to read. Point them to authors who might be a better fit, tell them about books you like in their genre. Talk craft. Ask them about the cool panels and shows they've seen that you missed out on being anchored to your table.
Share a piece of yourself You never know what makes a connection. It might be writer's craft, backstory, cool trivia. Tell stories. You're a writer, if they hear you share a fun story well-told they'll know you can spin a good story. Leave room for them in the story. They're not your audience, but folks your are chatting with.
That said, be real. Don't be a con at a Con.
The Elevator Pitch Hopefully, someone will start asking you about your book. Be able to tease it. Prepare a thirty second (or less) sketch of why your story is fun, exciting, romantic, scary, etc. Find out what it is in your writing that appeals to your audience and let them know it's there, but also let them know that yours isn't a cookie cutter piece (unless it is) that mirrors a hundred others.
One great thing about Cons is you get to see how people react to your pitch. Improvise based on what you see. They'll tell you what's working and what's not. Edit as you go.
Also, while chatting about your story, hand it to them. Invite them to flip through your book. No one knows if a book is worth reading without reading it.
Join Panels and be active. The more credible you seem, the more fun you seem, the more they will hunt you out. Remember, as a small fish author, readers are taking a chance on you. Do they choose you or the Hugo winner? Give them every reason to believe that risk will be rewarded.
Go beyond the book. Not everyone can do this, but one reason I've always done well at SFF Comic Cons is because I bring more than one product. I have my books, but I also bring CDs of my radio work with the Muppets as well as some of my paintings and associated refrigerator magnets. I don't have something for everyone, but I have lots of eye candy. If something on my table makes them laugh I ask them which piece. Who doesn't like sharing a laugh?
On my table, each object connects to the others. The one-liners and jokes on the magnets offer an insight to my sense of humor. If I can make them laugh with a magnet, my books might provide them enjoyment too. The CDs vet me. If I worked with the Muppets or NPR, someone pretty established believed in my writing and so maybe they can too.
Most importantly, Have a good time Con Goers are there to enjoy themselves. You should too. If you look mopey, if you are texting on your phone or tapping on your laptop, if you constantly fret about making the table, people will sense that. They are there because they love fantasy not tragedy! So, enjoy the cosplay, smile at their stories, share the common love of the genre you share. Remember how cool it is that you get to take part in an event like a Con (and it is cool). Find reasons to laugh.
Be Generous Your tablemates are your partners and not your competitors. Root for them, help them out, chat with them too. Be thankful to the person who picks up your book and not just the person who buys it. Praise other peoples' work.
Remember, there's a universe of books out there and most peoples' bookshelves are pretty full. Worse, their money is finite. The fact that they find your book worth a look is a compliment.
Be Kind. The golden rule is golden for a reason. At every Con, you will find a person who wants to visit and chat. They will stay at your table for ten or fifteen minutes without any intention of purchasing. Sometimes, you will even meet Creepy Con Guy. Find a way to disengage while being kind.
On the brighter side, be kind to the child whose amazed that she gets to meet an author. Remember what it was like when you were that young and got to meet someone "famous." The Con floor is no place to be a Diva or be rude. You're there to do business, but also to be part of every Con Goers great escape. Be kind to everyone. It's a small world and you never know who someone is or who knows someone. Besides, it's just the better way to go.
I hope your Con experience is a good one. Lots of authors lose money at Cons or sell very few books. Remember to profit not just in money, but experiences, networking opportunities, etc.
************************************************
Well, that's it for now. If there's something you do that works or something you've seen that doesn't... let me know. I'm still learning, I'm still swimming upstream, but I have gotten to the point where every Con I go to I see a few familiar faces who are excited to see me. People that have bought one of my books and want to talk about how much they enjoyed it and see if I have a new offering and that feeling... the feeling you get when hearing someone talk about your book may be the greatest profit you get all weekend.
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