10 Items for a Successful Book Event
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.
Trace Conger is an author in the crime, thriller, and suspense genres. His debut novel, THE SHADOW BROKER, follows Finn Harding, a disgraced PI, as he straddles the fine line between criminal investigator and criminal. Conger lives in Cincinnati. Find him online at www.traceconger.com.
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