This is addressed to all the new and aspiring authors reading this. Of course if you’re a veteran writer, you’re welcome to read this too.
When you look at the picture, what do you see?
Opportunity?
Sales?
Networking?
A big headache?
All of the above?
I prefer all of the above because while trade shows like the one in the picture provide a great opportunity for exposure and a chance to make sales and even network with fellow authors on site, it can be a big headache and more often than not, a sizeable blow to your ego – especially if you’ve made meager sales in an 8-10 hour period standing around, promoting your book at the show. All of the guerilla marketing techniques you tried haven’t worked, and you’ve had enough of strangers passing by your table, picking up your book only to see it back on the stacks with gratuitous words such as ‘nice.’
Don’t worry, I can relate. I’ve been there in that small corner where after the show was over my book selling partner and I vent all the way home about anything that comes to mind, especially when you notice a fellow author ‘clean up’ in a booth several feet away from you. Hey, you’re just getting started right? You’re not as popular as Author X across the way. But how can you get a few customers on your side? What can you do to help yourself get that added exposure you need? Here’s a few tips that I think could enhance your chances the next time you step out in a trade show, hoping to sell a hundred, no thousands of books which realistically almost never happens.
The first thing you have to do is to look at the trade show as an opportunity for maximum exposure, not for sales.
I know, you’ve heard the ‘exposure’ thing many times before and what I see young and new authors make is a basic mistake that I too, in my first year had to learn. Plain and simple, you want an audience right? The way to go about that is to not only have your business cards, flyers and perhaps banner ready to go, but you need a sign up sheet as well. Anywhere that creates graphics such as Kinko’s, Staples, or even your neighborhood copy shop is a good place to build your standing. The graphics won’t do it every time, but if you want to stand out in a sea of thousands, a good 3X6 banner should attract at least one person’s attention. When that person walks by and they don’t have the money to buy a book right now, you should have that sign up sheet ready and take down their information to place on your spreadsheet at home.
“But Charles, what if I’m just walking around and don’t have a table?”
Simple. Buy a note pad, preferably a large one, and take down an interested customer’s info. You should always use the power of the sign up whenever you have a book signing, workshop or event. As I’ve found out, it’s not making the sales that day but it’s a different set of numbers as far as signing up as many people as you can. Maybe you sign up a hundred people, but ten are genuinely interested in your book and plan to buy it. That’s ten more customers you would have missed had you not taken advantage of taking names down with email and snail mail addresses. So start making up your lists and check them twice, three times. You’re building your audience.
Another major tip is to seek out your audience by leaving your table and taking cards from other vendors or exhibitors. From my experience, I found that the person selling clothes across from you may be an avid reader or the seller on the other side of the isle is part of a book club. In other words, you’ve got to go to them rather than they come to you. You can’t just stand there in your booth and expect the entire crowd to flock to your table. They don’t know you; you’re just a rookie unlike Author X on the other side. It also helps to introduce yourself, be friendly and even have some of your own cards on hand to pass out, even a copy of your book. When you become the assertive author, it shows potential customers you’re serious about your work and in turn, will convince them to buy. One word of caution though; if a fellow vendor acts if they’re not interested, leave. They’re doing the same thing you are and that’s selling product. Your day is too short to focus on just one person, so move on and speak to someone else.
Here’s the most important tip of all, and crucial if you want to be successful in a trade show. SMILE! A fellow author once kidded me when he said “you’re always smiling.” You have to if you want to make a sale. Look, would you rather approach a table with a vendor with a big frown on his face looking as if he/she is about to jump you at any second or would you rather approach a table with an exhibitor with a big smile on their face, kicking back and fancy free? Your attitude affects your volume. I remember during a two day period at a business expo I was so frustrated with not making a single sale in the six hours I was there, I developed an attitude. A fellow author pointed this out and I quickly had to regain myself. It does happen though, you get frustrated and ready to whoop some a – but you have to grow a thick skin and realize that not every event you to go, you’ll have as many sales as Author X. The next day I was determined to enjoy my time, no matter what. As you probably can tell, I sold a fair amount of books and added a few contacts for future networking opportunities. Whatever the experts say about the power of positive thinking, it does work especially if you’re a new author trying to get that foot in the door.
It’s hard with as many writers publishing books as there are vendors and patrons at a trade show and the picture above shows again, it’s an opportunity and a challenge at the same time. My last advice is to go out and have fun, no matter how much you paid for your space. Yeah, I know the return won’t match the payment but if you want to take those baby steps, ‘pay your dues’ and all that, you have to start somewhere and if you work a trade show, take a deep breath and vow not to get discouraged but look at it as an opportunity to talk up your book and build a new audience. Do that, and you’ll stop reaching for the Advil less.
Good luck!
Charles Chatmon
Authors N Focus
