Prepping for Author's Event #2

​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.