How to Sell More Books at Conventions and Conferences
Several author friends attended Heather Graham’s Writers for New Orleans Workshop in New Orleans, December 12-15, 2013. The workshop is really a benefit; money raised during the dinner show and silent auction goes to the public library system to replace the books that were lost during Hurricane Katrina. New York Times Bestseller author, Heather Graham--a big fan of the Big Easy, with several of her books set there--established the benefit and workshop as a way to bring people back to New Orleans after the devastation from Katrina.
The workshop is a “boutique” conference. It’s quite easy to walk up to any of the wonderful authors attending and strike up a conversation, or to join them in the Carousel Bar for a true “round” of drinks. If you go, be sure to try a Pimms Cup. Simon and Schuster editor, Adam Wilson, introduced me to these wonderful concoctions at the very first Writers for New Orleans Workshop and the drink has become a favorite of mine and of most of the attendees.
Graham has done a great job of establishing a workshop that is user-friendly and informal, and best of all: very educational. Panels range from: Booksellers, Readers, Editors and Agents, and New and Upcoming Authors, covering everything from sex to negotiations.
In one particular panel, of great interest to all, the subject was “What Do Readers Want?” The panel was made up of readers from all walks of life and hosted by Kaitlin Richardson, a twenty-four-year old reader and fan. The room was packed with everyone from publishers and agents to editors and authors, as well as many fans. Everyone wanted to hear what the panel and the other readers in the room wanted from authors and what trends the readers were looking for in the books they purchased. One question that piqued every author, agent and publisher’s interest was: “How do you, as a reader, find new and unknown authors?” The answers included many of the sources that one might expect: Facebook, Goodreads, Amazon. Surprisingly not one of the readers said that reviews or book blurbs got them to purchase a book from an unknown author. Interestingly, one reader on the panel said that a new book with all “good” reviews turned them off. The room roared in agreement on that one.
One way that readers discover new and upcoming authors caused a “light bulb” moment for me and others. To stand out, the readers’ agreed, was for authors--especially new authors-- to attend conventions, workshops or conferences. The readers almost unanimously agreed that they would be more likely to buy a book from a new author at a conference or convention if they had met that author while at the convention or had had some interaction via a panel or reading with the author, during the convention.
At the book fair--which took place on Sunday morning after a two hour informative and entertaining presentation from “Rambo” creator, David Morrell, hosted by Graham herself--I wandered around the large ballroom in which the book fair was being held, taking note of the authors that were selling books and . . . those that were not. Graham, F.Paul Wilson, David Morrell and other name authors were of course selling well and each had a nice line in front of their tables. But what I found most interesting, was who else was selling. Just one stroll around the room, and it was clear to me that the newer authors who had actively engaged the readers, writers and publishing professionals who had attended the panels prior to the book fair, were far outselling those who did not engage the attendees.
I sat right next to David Morrell, who, of course, had a line at his table long before the doors “officially” opened. To tell the truth, I was a bit concerned by the placing of my table, thinking that the line of fans would be only interested in David Morrell and once they had a signed copy of his newest book, Murder As A Fine Art, would meander off and I would never see them again. Well, that didn’t happen. They were buying from Morrell and many stepped away from his table and moved straight to me. I had two books at the book fair: Ripper - A Love Story and my non-fiction, Stop Saying Yes - Negotiate!. I had participated in a panel on negotiations and one other on writing with a partner. Both, were great fun and I learned quite a bit, all while passing along a tidbit of my own wisdom. I had also taken the time during the workshop to visit with most of those attending. Pimms Cups came in handy when breaking the ice and so did talking about my horse. I found that talking about me as a person--not just as a writer--and then asking the fans about themselves, and not just about what books they read, had a way of bonding us. That bonding made it easier for the fan to make the decision to try (buy) my books over those of other authors who did not extend themselves during the workshop.
The conclusion is clear. Authors who socialized and met readers sold better--much better--than those authors who did not. I understand that it is not easy for everyone to socialize at conferences; some folks are just better at it. But if you want to sell, and you’re new and unknown, it’s a skill set you must learn and develop.
Here’s a suggestion: sponsor a panel on socializing and networking at the next workshop you’re attending, and help others who may also have a difficult time making the most of the “social factor” when selling books. My advice: go to conferences and workshops, and network, but not solely with the publishing pros. Instead, spend a good deal of time with the fans and the readers. You will probably make some new friends and I’m certain you will find that the “socialization” will pay off at the book signing--and beyond.
The Third Hour
The workshop is a “boutique” conference. It’s quite easy to walk up to any of the wonderful authors attending and strike up a conversation, or to join them in the Carousel Bar for a true “round” of drinks. If you go, be sure to try a Pimms Cup. Simon and Schuster editor, Adam Wilson, introduced me to these wonderful concoctions at the very first Writers for New Orleans Workshop and the drink has become a favorite of mine and of most of the attendees.
Graham has done a great job of establishing a workshop that is user-friendly and informal, and best of all: very educational. Panels range from: Booksellers, Readers, Editors and Agents, and New and Upcoming Authors, covering everything from sex to negotiations.
In one particular panel, of great interest to all, the subject was “What Do Readers Want?” The panel was made up of readers from all walks of life and hosted by Kaitlin Richardson, a twenty-four-year old reader and fan. The room was packed with everyone from publishers and agents to editors and authors, as well as many fans. Everyone wanted to hear what the panel and the other readers in the room wanted from authors and what trends the readers were looking for in the books they purchased. One question that piqued every author, agent and publisher’s interest was: “How do you, as a reader, find new and unknown authors?” The answers included many of the sources that one might expect: Facebook, Goodreads, Amazon. Surprisingly not one of the readers said that reviews or book blurbs got them to purchase a book from an unknown author. Interestingly, one reader on the panel said that a new book with all “good” reviews turned them off. The room roared in agreement on that one.
One way that readers discover new and upcoming authors caused a “light bulb” moment for me and others. To stand out, the readers’ agreed, was for authors--especially new authors-- to attend conventions, workshops or conferences. The readers almost unanimously agreed that they would be more likely to buy a book from a new author at a conference or convention if they had met that author while at the convention or had had some interaction via a panel or reading with the author, during the convention.
At the book fair--which took place on Sunday morning after a two hour informative and entertaining presentation from “Rambo” creator, David Morrell, hosted by Graham herself--I wandered around the large ballroom in which the book fair was being held, taking note of the authors that were selling books and . . . those that were not. Graham, F.Paul Wilson, David Morrell and other name authors were of course selling well and each had a nice line in front of their tables. But what I found most interesting, was who else was selling. Just one stroll around the room, and it was clear to me that the newer authors who had actively engaged the readers, writers and publishing professionals who had attended the panels prior to the book fair, were far outselling those who did not engage the attendees.
I sat right next to David Morrell, who, of course, had a line at his table long before the doors “officially” opened. To tell the truth, I was a bit concerned by the placing of my table, thinking that the line of fans would be only interested in David Morrell and once they had a signed copy of his newest book, Murder As A Fine Art, would meander off and I would never see them again. Well, that didn’t happen. They were buying from Morrell and many stepped away from his table and moved straight to me. I had two books at the book fair: Ripper - A Love Story and my non-fiction, Stop Saying Yes - Negotiate!. I had participated in a panel on negotiations and one other on writing with a partner. Both, were great fun and I learned quite a bit, all while passing along a tidbit of my own wisdom. I had also taken the time during the workshop to visit with most of those attending. Pimms Cups came in handy when breaking the ice and so did talking about my horse. I found that talking about me as a person--not just as a writer--and then asking the fans about themselves, and not just about what books they read, had a way of bonding us. That bonding made it easier for the fan to make the decision to try (buy) my books over those of other authors who did not extend themselves during the workshop.
The conclusion is clear. Authors who socialized and met readers sold better--much better--than those authors who did not. I understand that it is not easy for everyone to socialize at conferences; some folks are just better at it. But if you want to sell, and you’re new and unknown, it’s a skill set you must learn and develop.
Here’s a suggestion: sponsor a panel on socializing and networking at the next workshop you’re attending, and help others who may also have a difficult time making the most of the “social factor” when selling books. My advice: go to conferences and workshops, and network, but not solely with the publishing pros. Instead, spend a good deal of time with the fans and the readers. You will probably make some new friends and I’m certain you will find that the “socialization” will pay off at the book signing--and beyond.
The Third Hour
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