One of the fun things about being an author is the opportunity to talk to readers (current and future) at events. I’ve been selling books at live events for about ten years now and love it. I still have a lot to learn, but I’ve come a long way from those early days of one book and one or no sales for hours of my time. I have about twenty products now and have made around $500 at several events and just broke $800 for the first time. I’m trying for larger events and gross sales now, but I wanted to share what I’ve learned and things that I take with me to make the events better.
This first part is a modified version of the chapter on live events in my reference Pen to Print: A Beginner’s Guide to Self-Publishing. If you’re only interested in the list of items I actually use at events, feel free to skip on down to that.
Benefit of live events
The fun of meeting new people.
New marketing opportunities.
Selling books!
Getting the chance to work on your book’s pitch as you tweak it with every potential customer interaction. This is huge. Figuring out a good pitch, and who is and isn’t your audience, are incredibly helpful.
Cons to live events
They cost time and money and setting up/taking down can be physically taxing.
They may be poorly attended or just not have the right audience for your books.
It can be intimidating to try to interact with and sell to strangers.
You may not sell much while other vendors do an amazing business.
You may need a special license to sell and be required to remit sales tax.
What in-person events are there?
Craft fairs, holiday markets, local author book events, book stores, comic cons, Renaissance fairies, and writing conferences are all good places to consider selling your book.
You can find out about live events through vendor friends and Facebook arts and crafts vending groups and libraries and bookstores.
Logistics of live events
If you’re going to a bookstore for a signing: will they order copies of your book for the store that you then sign? Or will you bring books? How is this helping both of you? How well is it being marketed? If they want a 50/50 split, will you actually make anything?
Always try to find out if the expected crowd is large enough for the sales you want. Small events are fine, especially if you’re starting out, but return on investment is something to consider.
Beware scams, as some people advertise fake events to get event fees and information. One larger event I attended even had people pretending to be event staff asking for tips to help with parking.
Try to bring a booth buddy (or make friends with the surrounding vendors) to help you set up and give breaks for the bathroom and eating.
Order your books at least a month in advance to make sure you have them in time.
Find out if you need to bring tables, chairs, tent, or just books and display items and whatever you need for the checkout procedure.
Determine if you need a hotspot or wifi or can you use your phone to take cards. Ordering wifi through the event location will be expensive.
Be sure to get change and/or set up a payment method (such as Square or Venmo).
What to say to potential customers?
It’s a good idea to have some way to greet people walking by and draw them in to your table. Treat them first like people you want to say hello to rather than simply sell to. You could ask, “do you enjoy reading [your genre}”? or “Would you like a bookmark?” or “How are you enjoying the event?”
Have pitches ready for each of your books.
Be ready to answer questions such as, “Which is your first book?” or “Which is your favorite book?” or “Which do you recommend starting with?”
Come with a good signature ready. You might just sign your name, but if you want to personalize it, think of things to say beforehand to make things easier for yourself. You could say “Happy reading” or something more genre-specific, like “Don’t be the next body” (for mystery novels), for example.
Have an exit planned whether they buy a book or not. For example: “Thanks for stopping by. Enjoy the rest of the event.” “Thanks for your purchase. Enjoy the book.” Having something to say as people leave or as you hand a customer their book is always good, especially for those of us without the gift of gab. And while most people will just leave or say thank you and leave, every once in a while you get the poor kid who just stares at you until you realize he’s waiting to be dismissed. It’s good to have something in your pocket to pull out to help him on his way.
Here’s a general list of good things to bring to a live event: (A specific list is given later)
1. Your books. The amount needed varies by venue. I’m sorry I can’t give a solid number! Probably no more than twenty total copies at a small event. Genres sell differently; the number of event guests varies, so you might ask an author who’s been to the event before or the event coordinator what is normal.
2. Payment methods: cash, a card reader, an app. Most authors don’t take checks. If you plan on using a card reader, get your products set up in it beforehand and make sure you will have Wi-Fi or cell phone data to use it (though some may work in an offline mode). I use a Square card reader. I also use Venmo. Price information – Price tags, a card with information, or a poster.
3. Display: Tables, chairs, and tent. Some events provide things and some don’t. Display stands, boxes, etc. to display and organize your books. You can purchase book stands (like those used in stores) or use boxes or crates. You can use picture frame holders to display single books as well. Tablecloth. You might need a nice tablecloth to cover the white, plastic tables you’ll be at for some events.
4. Marketing: Bookmarks. You’ll also want bookmarks so people can take home a reminder of your book. Business cards. These are for professional contacts (not random strangers at your table). A QR code directing readers to your ebooks and audiobooks or website. This can be on your bookmarks or a separate card or sign. This is great for those who prefer these formats, as they can purchase them immediately. Your elevator pitch and other marketing copy.
5. Self-care: Water or a snack for yourself. Comfortable shoes. Floor mat. A booth buddy. A tote bag or backpack so you can bundle up your most essential things (like money and card reader and phone) when you need to go to the restroom – or when there is a fire emergency and you’re told to leave the building.
Things to Bring to a Live Event
There are myriad ways to set up your display for live events, and I do not claim to much artistic talent, but here are a few images of my setup at different events and a list of items I recommend. Do note that I did not start out with all of this. I grew my collection as I began to do more events, and especially, as I grew my number of books (between my books, anthologies, and hardback editions, I have around twenty products). You do not need all of this at once.
Disclosure: I use affiliate links. If you purchase the item using the links provided, I get a small commission. You are not charged extra but get to help support an author! In most cases, these are products I have purchased (I bought my tubs, tent, and tables elsewhere, for instance, but these are similar products for example purposes).
Here are a few photos from events over the years. See how my display has grown! Don’t give up!
Folding table I have two 6-ft white folding tables (https://amzn.to/43tpcpt). You can buy them from Home Depot or Lowe’s. Depending on your display size, you might also consider a 4-ft or 8-ft.
Tablecloth I have a deep purple crushed velvet tablecloth that I love not only for the color and feel but because it does not need ironing. I bought mine (as a cut of fabric) from a fabric store years ago. I just bought a fitted one for my next event to make sure it hid the tubs under my table (https://amzn.to/4khmNUq). This one will only fit my 6-ft table, however, and some events provide tables that might be another size. I also ordered an 8-ft one from CV Linens (https://www.cvlinens.com/products/velvet-90×132-rectangular-tablecloth-black). It’s a good idea to have a spare tablecloth for other size tables. Fitted Spandex tablecloths are also popular (https://amzn.to/4391ZHP). Black is a common color. Some authors order tablecloths with personalized banners on them.
Plastic Tubs These are a must for me because I am sensitive to the smell of cardboard and can’t keep it in the house or car with me for long. I have a variety of sizes, medium to large. I cannot lift fully packed tubs (I’m not sure the tubs would hold up with that much weight either), and often remove half the books before carrying the tubs to the car for events. So that is something to consider when choosing size, as is whether or not you plan to store tubs under the table during events. I’ve gotten mine from various places, but here is an example similar to one I have: https://amzn.to/43ghApc
Utility wagon This was a great investment. Not only can you haul little ones around in it to their endless amusement, but it really helps getting heavy tubs of books and tables from car to vending space in fewer trips. I got mine from Walmart, I think, but this is a similar one on Amazon for example: https://amzn.to/3YJxfMk
Canopy tent If you’re planning on doing outdoor events, a tent is a must. The popup tents are easy to put up, and I can do it by myself. Tent weights are needed too. I don’t have one, but a side wall to block the sun would be nice. Some events (such as a themed Renaissance faire) might require a certain color canopy, so check into that if you’re planning on a specific event. https://amzn.to/43dsKLb
Anti-fatigue comfort floor mat I just bought one of these after a miserably long day at an event. I’m looking forward to comfortable feet at my next event! https://amzn.to/4mxy5Gn.
Seating Some events provide tables and two chairs. Some don’t. Folding chairs (https://amzn.to/44xnODm; these resemble a friend’s chairs that I like) or camping chairs would be a good idea. I actually have been using a foldable storage ottoman I bought at Aldi (it looks like this: https://amzn.to/4kjMOmi). It folds down flat and provides pretty storage space.
Wire display rack This 4-tier wire display rack has been extremely helpful in organizing my display as I grew my number of books. https://amzn.to/3Fb5sO9
Book ends From decorative to plain, these are useful for display. These are similar to mine: https://amzn.to/3SAgM9C
Wire book stand These are invaluable for displaying books and fold down well. https://amzn.to/3FhcYaa
Power bank Many vending spaces do not have electrical outlets or charge for them, so having a power source for your phone or other electronic devices is a necessity. You don’t want to miss card-based sales because your phone or Square reader is dead! I have an Anker Power Bank (https://amzn.to/4dh9Wzv) but just purchased a Jackery (https://amzn.to/4knNTcN) for more power and connection options.
Square card reader You can get a free card reader to plug into your phone when you sign up for Square. I used that for a while, but I have since purchased a separate reader so it does not need to be connected to my phone. https://amzn.to/44BRzmA
Bags Customers appreciate being handed their lovely signed books in a bag, and it makes you look more professional. I use Kraft paper bags. You can order various sizes to fit your books. The 8×4.25×10.5 inch size has worked well for me. https://amzn.to/3GSLkks
Pens Everyone has their favorite pen. I love Pilot G2 pens, and especially the ones with the floral design (https://amzn.to/3Syz0Iz). Ultra Fine Sharpies are also a great option for signing books (https://amzn.to/4m9Zq0R).
Sign holder You might want to use a picture frame you already have (this is what I do) or clear acrylic sign holders (for example, https://amzn.to/4ma0RMN) to hold a price list or informational poster.
Wooden crate These are easy, popular decor options. I purchased mine from Lowe’s, I think, but they are available many places. https://amzn.to/4dcOfAm
iPad with Square app My iPhone is great, but I love the larger iPad screen and Square favorites for easy checkout. https://amzn.to/4kBvc5H
Miscellaneous Small bookshelves or other decor for your table. Something to hold your bookmarks. This is up to you. Finding items to fit your books can be a lot of fun.
Here are some of the things I have found useful for events. I hope it inspires you and gives you confidence for your events! Happy book selling!