​The Writer’s Institute April 15-17 was exhausting and I can’t really explain why.  I found that I was tense during the entire conference which was manifested by shoulders as tight as a brass drum.  I tried taking ibuprophen with no relief.  Next I tried to use an analgesic rub which provided temporary relief.  The real problem was internal stress I had about the conference; I was conflicted and didn’t want to address the issues.
As I wrote in last week’s blog, I enjoy meeting other writers and learning about their writing life.  I was also successful in recruiting 22 people to be guests on my radio program, Conversations with Wisconsin Artists.  Attending the writer’s conference also inspires me to reflect on my writing life.  After this conference I reflected on the direction, arc and plot of my manuscript on the third novel in the Ian Murphy series.  When I began writing the first novel, more than 15 years ago, I couldn’t imagine writing more than one book, let alone, three books in a series – a trilogy.  I’ve thought about developing a presentation on how I accidently wrote a trilogy, but I have to finish the third book before I take on such a task. 
On Sunday evening I decided that I would take a break from writing for a week.  It takes a lot of self control and suspending self-judgment for me to take a break.  I wanted to give myself the time to determine how I wanted the story arc to be to finish the novel.  I had a vague idea how I wanted my protagonist to resolve his issues and transform himself.  I took last week off from writing to add details to my general ideas. 
I began with an end point that I knew I wanted and then worked backward on how Ian would get to that point.  I tossed a variety of ideas around for days.  After four days I had constructed the rough outline of events and a final conclusion.  At that point I knew it was time for me to consult Brigid to determine if my ideas worked.  I was pleased that she validated my approach and blessed my idea of having Ian break new literary ground by writing a memoir based stage play.
All writers must learn to listen to that little internal voice that talks to you.  All of us have our own way of listening to the universe.   I am especially fortunate to have Brigid to by my side guiding me along the path.   

​Last week I attended the Wisconsin Writer’s Institute presented by the UW-Madison Division of Continuing Education.  In the last 16 years I’ve only missed one conference.  One of the reasons I like to attend the conference is to meet other authors. Specifically, I don’t mean to network.  To me networking implies intentionally meeting people that will benefit your own career.  Networking is selfish.  I just like to meet other authors to share experiences and learn from them.
On the first morning I sat with a group of people who looked engaging.  To my right I met a man attending the conference from Hong Kong.  I asked him why he chose the Writer’s Institute among all of those across the country as long as he was traveling from Hong Kong.  He chose this conference because of the critique services available and the variety of agents available to talk with.  I asked him to share the plot of his novel, he did, but all I remember was that it was complex.
On my left sat a retired teacher who wanted to learn how to write children’s books.  His way of giving back was to use his experience as a teacher to write engaging children’s books.  Next to him was a Japanese man who wanted to write about his Grandfather’s experience living in America during World War II.  His grandfather wasn’t in one of the camps but did have some interesting experiences.  The man sitting across from me wanted to write his autobiography but he didn’t say much about it.  A woman at our table was writing a memoir about her nine year battle with cancer.
One of the most frequently asked questions is:  have you published?  When I shared with those at my table that I had published two historical fiction novels they fell silent for a moment and then bombarded me with questions.  I shared as much as I could before the morning keynote speaker started.
I met a playwright who specializes in writing 10 minute plays.  The discipline it takes to write an entire play, which I learned is about 10 pages of script, is beyond belief.  It makes flash fiction look as easy as falling off a log.
I met an editor who is as passionate about starting a co-op grocery store in her community as she is about her profession.  I found it refreshing that she used her skills in writing and editing for another purpose, such as a creating a co-op.  Writers too are multi-dimensional and engaged with their local communities.
During the second day of the conference there is an opportunity for authors to sell their books.  A total of 30 attending the conference dragged books and promotional material to a room provided with small tables and a name placard.  I strolled through the “bookstore” and stopped to talk with many of the authors.  One author gave me her book only asking that I promise to write a review of her book on Amazon.  Who could resist? I cannot forget the desperation in her voice.  I asked when the book was launched and if she self-published.  She had launched her self-published book in February not been successful in gaining attention.  An experience I know well.  I’ll post a review in the next month and e-mail her to let her know I kept my promise.
Memoir has become very popular and at least half the people I met were working in that genre.  There was an agent’s question and answer session.  The agents explained that they are not interested in memoir because it meant you would only write one book and they wanted to represent someone who would write two or more books.  Have the agents forgotten about Frank McCourt?  I thought there view of memoir was harsh and crushed the hopes of many in the room.
I don’t know how many of the 350 or so attendees have published either traditional or self-published but my guess is less than 5% based on my less than scientific survey.  The one thing we all share, however, is the dream.     

​Many authors have at best a reticence and at worst a fear of being at a table, competing with a number of other authors, to sell your books at an author event.  I want to share a few strategies and techniques with you to make your author event successful.
First, determine prior to the event how you define success.  I strongly suggest that your definition NOT be how many books you sell.  In the past two years I’ve attend at least two dozen events and the only certainty is that you can’t tell what will be good sales days and which ones won’t.  As an example, the first day of the Irish Book and Music Celebration in Chicago last year I didn’t sell more than two books.  I was discouraged and wanted to drive back to Wisconsin Sunday morning.  I decided to return early Sunday morning with the option of leaving by noon if there wasn’t traffic past my table.  Guess what?  I sold out Sunday morning and still left by 12:30.  Who would know?
I don’t make my goal book sales directly.  My financial goal is to cover direct cost from book sales.  It is important that there are other goals other than financial.  My other goals for a book event include:  having good conversations with readers; meeting and engaging with other authors to share experiences; and, making connections with others who can help in your journey like book reviewers, book club members, organizers of other book events and etc.
From an author’s perspective, a book event is the one time you will be able to meet readers and talk about your work.  Since I write historical fiction there is a gateway for a conversation to talk about the historical period or the location of the novel.  An author can be selfish and talk about themselves and their work.
People love to meet authors.  For most people writing is a mystery and want to talk with the person who accomplished the feat of writing and publishing a book.  As a friend of mine likes to ask:  where do you come up with all those words?  Take advantage of the fact that people are interested in who you are and how you do what you do.
A few simple techniques will help you begin the conversation.  First, recall from last week’s blog how the table was set up.  The idea is to catch the reader’s eye with your display.  As people walk by your table watch their eyes.  You can detect that moment they pause and you can actually see they are interested or curious.  At that point start a conversation with a question.  Each event I try a different question.  Some I’ve used are:  Do you like to read historical fictions?  Are you familiar with The Troubles in Ireland?  Do you like a good Irish story?  Would you like to read a brief review of my book(s)?  Would you like to read the back of the book blurb?  Would you like a book mark?  Would you like a piece of candy? You get the idea.
Another technique is that while tiring, I always stand, I don’t sit behind my table.  When you stand you’re showing the attendees that you meet them at their level and want to engage them.  Sitting behind the table requires the attendees to look down at you and having a conversation is much more difficult.  Yes, it can be tiring.  After many events the calves of my legs ache.  Stand anyway, it shows the attendees respect and interest in them.
The final technique is that I NEVER ask people if they want to buy my book.  That states the obvious and pressures them into making a decision.  I let the attendees say:  “Yes, I’ll buy the book.  How can I pay?”  There is so much variety at a book event and I would guess not more than 10 percent of the attendees will be interested in your genre. 
After the attendee agrees to buy the book I offer to sign it and always ask how to spell the name they want in the book (often the book is a present so it’s not the buyer’s name).  Also, I ALWAYS write a several sentence message, not just a signature.  The buyer will watch me write in their book and when I hand it to them they read my message immediately.  The reaction is always a smile and “Thank you.”  You’ve now made a real connection with a reader and that’s the best part of author events.  
      

​Tis the season for writer conferences, library book sales, and festivals galore in Wisconsin and throughout the Midwest.  There are many opportunities for authors to make presentations and have an opportunity to sell your books and make direct contact with readers.  I know that many authors, especially independent authors shun the chance to directly sell your books.  My advice is to overcome your fear and introversion and take advantage of an event that allows you to directly meet with readers.  This will be a two part series.  Today’s blog will cover how to prepare to sell your books at an author’s event.  Next week I’ll talk give you tips on how to capture the readers’ attention and engage them in a way that leads to sales.
In most cases authors are provided with a stand 3’ x 6’ table.  I suggest you have a table cloth to cover the table.  A tablecloth is useful because it can attract readers and help you establish a theme for your book display.  Since I write about the Troubles in Ireland, my table cloth is a Kelly green.  It also helps cover the table so that you can hide book boxes and other things underneath the table without looking sloppy.  Second, have a simple display.  My display has two posters and books at either end of the table.  I set one book on a bookstand and then place no more than four copies of each book behind each book stand.  The book placed on the stand is for browsers to pick-up and thumb through or read the back of the book blurb.  I have seen many authors stack 20-30 books on the table. In front of each book stand I fan out about ten bookmarkers.  I’ve watched readers walk by these tables and it must be overwhelming because nine out of ten times they don’t stop.  I keep a small supply of books on the table so show scarcity.  In the center of the table I place a small bowl with finger candies or Halloween size candies.
You need some display to attract readers to your table.  In the past I’ve used 30”x24” signs of my book covers.  These do attract readers but are cumbersome and take a lot of space.  Recently I hired marketing guru Valerie Biel www.valeriebiel.com to design two 8 ½ x 11 “ table posters for me.  They are dramatic and take up a small amount of space on the table.
You should adapt your table display to the event.  For example, when attending the Irish Book and Music Celebration I place copies of my book review published in the Irish American News.  The Irish American News is published in Chicago and attendees are familiar with the paper and the reviewer, Frank West. 
Finally, you should have a sign letting readers know what payment you accept.  I accept, cash, credit or check.  For cash transactions make sure you have change to cover all book sales.  For credit I use a Square.  The Square takes a small percentage for each transaction but is easy to use with your smartphone and deposits are made directly into your account.  There is a version of the Square that accepts the chip card but it costs $40.00.  You can get a refund after a lot of transactions.  Personally, with occasional sales, I found the standard free Square reader works great. 
I purchased a 15 x 14 x 12” plastic tote with a locking lid and fit all of these items in the tote.  So I use one tote and one box of books and I’m ready for the show.
If anyone has questions or comments, please e-mail me at:  [email protected].