Written By Leigh Lincoln
Over the years, I’ve chatted with other authors about their success. I hear, ‘I sell online’, ‘I do social media’, or ‘I do interviews’, or ‘I’ve done a few events and signings’ but nothing led to an increase in sales for them. For the simple reason, none of these things are either/or items. To be successful as an author, you have to do everything, and treat being an author as a business! I do Facebook Lives from events, I have a website, and I do interviews.
However, events have been and always will be my main focus. There are many reasons for this. Yes, I’m aware many think that no one buys physical books anymore, but that’s not true. Print books aren’t dead! Three out of every four books sold are print, that’s a huge market.
In addition to this, readers want quality, connection, and what’s real. One of the best ways to introduce a potential new reader to my novels is face to face, by having an honest conversation. At almost every event that I do, I’m the only author there. I’ve had so many people tell me I’m the only author they’ve ever met!
Ready to dive in and sell at events? Here are a few tips and tricks I’ve learned along the way.
1. Know your ideal reader
Is she/he young/old, rural/city, affluent/low-income, vegan/meat-eater? The more you know the better! Trust me, I once tried to sell my inspirational novels to a bunch of drunk people at an Irish Festival, which didn’t go well. They were not my ideal readers!
2. Based on your ideal reader, find your perfect event type
Fiction may sell well at craft markets and holiday markets. Non-fiction may sell well at women’s expos and health expos. Children’s books may sell well at homeschooling events and school fairs. Book fairs, coffee shops, bookshops, etc. are also options for all types.
Where to find events: Facebook events, Eventbrite, wheretheshowsare.com, festivalnet.com, or many other great websites – search by state and date. However, my favorite way and how I usually start is ChatGPT/Bing Chat. Type in ‘What are the festivals, events, fairs, markets in (blank) town in (blank) month.’ This tool generates a great list that can be used to narrow down the field.
3. What to take
Table/tent (if not provided), books, giveaway (eBook/audiobook works well because it can be emailed after the event), business cards with QR code to your website, banner with QR code to website, cash, payment processor (PayPal/Square), craft items if organizer insists that books aren’t an art or a craft (which does happen occasionally). 4. How to sell
Number one rule, don’t try to sell! Be chatty, upbeat, and friendly but never pushy. Ask how they’re enjoying the event, what they like to read, or something similar. Try to make the conversation about them and what they need/want. Then use what they’ve said to tie into your book if possible. And never sit behind your table. Sand in front and talk to as many people as possible. Keep an eye out for those who appear to fit your ideal reader profile, you want to make sure to say ‘hi’ to them.
5. Events are great places to network
Chat with other vendors! Find vendors with small gift shops or art galleries with customers that align with your ideal reader. Have a conversation and see if they would be willing to place your book in their store.
A small shift in your mindset can result in success. No matter where you are, every moment is an opportunity to sell a book. You don’t have to be at an event, giving a speech, or doing anything more special than buying groceries. If someone asks how your day was, mention something about your writing/author life. Always have books in your car, have business cards on you, and pass them out to everyone!
In summary, I challenge you to attend one event a month this year – start small, start local. Don’t ever repeat events, something is going on in every state on any given weekend! By selling a book to someone, that person may recommend your book to ten friends. Go start making connections! Contact
Leigh Lincoln www.leighlincolnauthor.com /leighlincolnauthor1 @lincolnleigh @leighlincoln6
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