What I learned preparing for my in-person event.
Gain Insights from Experienced Authors
The first author sales event I noticed was shared by A.P. Goodman on her author’s page. She had banners, signs, and small trinkets related to her Magdalena Basil Trilogy teen reader books. The display was impressive, and I took note of every detail, down to how she stacked her books. As a novice, seeing an author who was clearly experienced in attending events was invaluable inspiration. The second author from whom I picked up ideas was Rob Neto, author of Beyond the Grate. Rob is everywhere, holding signings at Barnes & Noble locations, independent bookstores, and other venues. Months ago, Rob advised me to make eye contact with attendees and talk about something other than my book. That eased my anxiety about approaching total strangers and doing the unthinkable—telling them what my book was about. So, seek out wisdom from those more experienced. Authors who’ve cracked the in-person event code are like Yoda!
Contact the Locals
Reach out to nearby bookstores, local events, and festival organizers in your area. Sign up for local county/city social media pages where events are regularly announced. Events don’t have to be book-related. Craft fairs, farmers' markets, seasonal festivals, and local business gatherings are often eager to welcome vendors of all types. While some charge a fee, many don’t. Which event you choose will depend on your budget.
Order Books in Advance
If there’s one common mistake I’ve noticed when authors plan events, it’s last-minute—or worse, lost—shipments of books. If your event is scheduled for April, get your books delivered by March. Shipping delays from printers, distributors, and publishers can happen, and having to cancel an otherwise well-planned event would be disappointing. Order books well in advance of any sales event and sign up only after you’ve received your shipment and checked multiple copies for printing errors. This will ensure smooth planning with minimal stress.
Offer Treats
Cookies, cakes, candies, or other easy-to-hold treats subtly invite potential readers to stop
by and engage. Free treats related to your storyline provide an opening to discuss your book. In Whims of God, Mama Nash raises bees and sells blossom honey at local festivals. At my display table, I provided a basket filled with honey-flavored hard candies. Guests took a few pieces and stayed to chat. I find hard candies are ideal as they’re easy to handle and pocket, but any treat related to your book could work well for engagement. A note for children’s books: Make sure treats aren’t small enough to pose a choking hazard. Lollipops might be a safer option for younger visitors.
A Little Bling
Like treats, offering bookmarks, stickers, or other items related to your book is another way to prompt engagement. Along with the book, I offered bookmarks and tote bags (both from Etsy shops) for sale, either individually or bundled. Ordering metal bookmarks in bulk and adding beads myself cut down on overhead, and while I only sold five (at $5.00 each), I made back their base cost. Tote bags were pricier, and I made the mistake of printing them with only my book’s cover on the front. While my book cover is pretty, sayings or quotes about reading would likely appeal more to general audiences. That’s a mistake I’d caution against. I offered good-quality cardstock bookmarks with my website and logo on the front for free, tucking them inside books at purchase—a nice touch.
Questions for the Organizer
The organizer for my event, Carly McCurry, editor of The Cute North Georgian Magazine, reached out in August to invite me as a vendor at last month’s festival. She was detailed in her invitation, but there were questions I should have asked. One was about the space available. My table is six feet long, but I wasn’t sure how much space was allotted per vendor. This time, my space was ample, but if it hadn’t been, I would have needed a smaller table. Be sure to ask, “How much floor space am I allotted?” before setup. And bring a comfy chair or cushion to sit on—your back will thank you.
Payment Methods
With so many apps available, payment methods vary widely. In our small town, cash is still common, but it helps to offer other convenient options. I created an 8x10 graphic in Canva with QR codes linking to my book’s direct purchase page, CashApp, and Venmo accounts. I had it printed as a photo at Walgreens and picked it up the next day. Putting the graphic in a standing frame made it accessible. I did the same for eBook shoppers, creating a QR code linked to my eBook page. Shoppers could scan it with their phone and make a purchase with a click, and it worked well.
Have a Friendly Opener
Despite social interactions, I’m not very social. But life keeps putting me in situations where I need to engage. Initiating conversations isn’t my strength, so I came up with a question to entice shoppers closer: “Do you like Southern Fiction?” Before going into full-on “Chatty Cathy” mode, read body language—don’t shout it like a carnival barker. While some shoppers meandered, others moved quickly, signaling a clear “Don’t bother me!” vibe. I respected that. The slower walkers were more apt to engage, and those are the potential readers we want. Nearly everyone who stopped for a chat purchased a book, and we had a pleasant time discussing reading, the event, and even the weather.
Table Setup
Retailers design layouts based on consumer psychology. When designing websites and content years ago, I did the same. Books, however, pose a unique challenge. Selling food can trigger a hunger response, but reader interest requires more subtle nudges. Visual appeal is essential. Invest in a banner or two—it will add to your budget, yes, but it’s reusable. I was fortunate to be stationed near the festival doors. One of the first things shoppers saw upon entering was my “Whims of God” banner attached to the front of my table. This caught their attention. Once at the table, they read the quote on a vertical banner to their left, then glanced at two books displayed prominently on stands. Nearly every visitor who stopped by chose a book and read the blurb on the back. Nearly. Every. One. Those banners are indispensable, and I’m considering buying another.
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