Meet Me At The (Book) Fair

 

Our Guest Blogger today is Christina Hamlett with loads of advice for book authors who participate in  Book Fairs. Read on...!

MEET ME AT THE (BOOK) FAIR

By Christina Hamlett

Who among us hasn’t scoped out garden, home or bridal shows held at convention centers?The basic structure of a “meet, greet, browse, purchase” forum is the same model used by bookfairs. Authors and readers, however, aren’t the only ones attending these events; publishers,agents, librarians, educators and vendors catering to the writing community are likely to be onthe premises, too, and looking to forge networking opportunities of their own.The question is: With so many writers under one roof, how do you distinguish yourself and attract potential buyers?

FINDING THE RIGHT VENUE

The first step is to find a book fair which fits your title(s), target audience and any ancillaryservices you provide (i.e., consulting, workshops, etc.). Do your homework before you plopdown a registration fee or waste an entire afternoon watching attendees pass you by.Start local. Check with your city librarian, bookstores, and Chamber of Commerce eventscalendars. Do you belong to a chapter of published writers such as Sisters in Crime, HorrorWriters Association or Novelists, Inc.? Consider organizing your own event and incorporatepanel discussions with participating authors.Looking to expand your visibility? The Combined Book Exhibit (https://www.combinedbook.com/) is a savvy resource which identifies squillions of book fairs worldwide. CBE membership is free and provides subscribers with a monthly newsletter, book fair event information, registration deadlines, fees, and types of books the organizers are seeking.

AMONG THE CHOSEN

Not every book pitched to a book fair by you or your publisher will result in an invitation toattend. It’s often a matter of first come/first served and finite space; specifically, only so manytables and booths to go around within a 1-3 day timeframe.Sponsors typically look at whether a book is compatible with other titles in the line-up as wellas whether it has won awards, sold a million copies, been translated to other languages, etc. In addition, entry distinctions are made for traditionally published works, self-published titles, and electronic formats including audio books and CDs. In advance of the event, ask the following questions:

A. How much display space will you have? While established authors are usually giventheir own table/booth, new kids are sometimes clumped together by genre.

B. Do you have a choice in slot selection? If possible, pick a spot on the main aisle, notone within a horseshoe or tucked into a far corner. Browsers typically eschew commitment; if they have to go off the beaten path, they’ll be wary to approach. And while a spot near the entrance means you’ll be the first author seen, it carries the risk of being mistaken for the visitor information booth.

C. Where should you park to unload your books?

D. How will cash/credit card transactions be handled?

E. Should you bring your own table coverings? Are there accessible electrical outlets? Can you hang anything on the walls?

PROMOTION AND PROPS

Use social media to publicize your upcoming appearance. Entice people to attend by offeringdiscount coupons, freebies and special raffles. Invite family and friends to be your onsite shills. When people see a small crowd gathering, curiosity compels them to amble over and make sure they’re not missing something. Design eye-catching brochures, postcards, business cards, bookmarks and logo pens. No one wants to feel as if they’re being pressured to spend money on the spot. They want to mull. They want to visit websites. They want to comparison shop. Book fair visitors approach booths withthe same mindset as diners at a buffet. If your freebies are within easy reach and no one is policing what they take, they’ll feel comfortable taking a little smidge of everything. They must also feel comfortable not having to take anything if it doesn’t appeal to them. You wouldn’t,after all, go chasing after someone at a restaurant buffet and demand to know why they passed up a perfectly lovely platter of diced beets. Create a professional-looking banner or poster which conveys your genre at a glance. Whileauthors often use artist easels for this purpose, it’s critical they not be placed anywhere thatpeople are going to trip over them. (Clattering sounds tend to frighten off buyers.) Affix “Autographed Copy” seals to books you sell. It’s a classy touch.

SHOWTIME!

Arrive early. This allows time to set up properly and get acquainted with fellow attendees.Bringing an assistant? Choose someone outgoing and enthusiastic who knows your book(s) aswell as you do. If you’re off in the bathroom when prospective customers ask a question about your work, they shouldn’t be met with a blank stare, a shrug, or “I dunno. I’m just sitting here to make sure nobody steals stuff.” Be engaging! Make eye contact, start a conversation, share anecdotes about your book(s)’ development. If practical, make an interactive demo part of your presentation. Seriously. Authors sitting behind stacks of books aren’t as exciting a draw as a booth where something fun is happening. Offer a free dance lesson, teach them how to make origami birds, do magic tricks, have your assistant read stories from a picture book for the younger set. Whatever the tie-in, a participatory component speaks volumes about memorability.

FINAL NOTE

The worst thing to do at a book fair is try too hard to sell books. Your priority should be to sell yourself as the best qualified expert to write that book. If visitors warm to your personality and are entertained/enlightened/educated in even the most brief exchange, yours is the name they’ll remember…and yours are the books they’ll want to add to their shelves.

Former actress and director Christina Hamlett is an award-winning author whose credits to date include 47 books, 266 stage plays and squillions of articles. She is also a script consultant for stage and screen and a professional ghostwriter www.authorhamlett.com