Connecting with Readers at Book Sale Events

 

By Emily Golus

 

Perhaps you’ve seen her at your local fall festival, the desperate author, sitting at a table with a stack of books she keeps nervously re-arranging. If you make eye contact, she immediately jumps into a hard sales pitch, trying to guilt-trip you into buying a book you know nothing about. 

 

In-person sales events—at book fairs, holiday markets, or conventions—can be painfully awkward, OR they can be a great way to engage with new readers. The difference is in your approach. Here are a few tips to make your sales events less about desperation and more about connection. 

 

Don’t try to be a slick salesperson:

Let’s face it. Many of us writers are introverts and have had little interest in sales or public speaking. Now we’ve got a book to sell, and perhaps a well-meaning person is telling us how to shill an item. Maybe they swear by high-pressure tactics (guilt, slick pitches, little tricks to get someone to agree before they’re ready). Without much sales experience, we may feel like this is a necessary evil.

 

But here’s the thing: if YOU don’t like being sold to this way, neither will your readers!

 

As with so many things in life, you want to treat others the way you want to be treated. Don’t focus on manipulation or tactics you wouldn’t want as a customer.

 

Talk about your book, not about yourself:

Put yourself in a potential customer’s shoes. Which sales pitch from an author is more appealing?

 

1.      “I wrote this story, and it was inspired by this dream I had one night and my life’s goal is to be a successful author so would you buy it from me to support my goals?”

 

2.      “If you love pirate stories with lots of adventure, a dash of humor, and sassy female rogues, then check out my lighthearted historical fiction series!”

 

As a reader, I want to read the book that’s designed for me to enjoy, not just to give a stranger an ego boost.

 

It’s important to have a practiced “elevator pitch” so you can describe your book quickly and confidently. Make sure it focuses on your book, and why you believe it will delight and entertain your reader. (A big part of this is knowing who your audience is, what they enjoy most about your genre, and how your book excels or stands out.) Avoid the temptation to make the conversation all about yourself and your writing process.

 

Don’t force the sale:

If you have a great sales pitch that hits the right reader the right way, you might get them to buy the book then and there—but many people don’t just buy a book sight unseen.

 

As a reader, if an author at a table has a really intriguing-looking book, I’m probably going to sneak off, check the Goodreads reviews on my phone, and make my decision. Maybe I’ll return to the table later, or maybe I’ll order it online when I get home.

 

Be aware that it can take several “touches” before someone will buy your book. The solution isn’t to try to force them to buy your book before they’re ready. That can backfire by making you seem manipulative—a huge turnoff for many readers.

 

Make it easy for them to find you again. If someone seems intrigued but not ready to purchase, encourage them to sign up for your newsletter or follow you on Instagram.

 

Physical handouts are even better, such as bookmarks or business cards. I have flyers with pictures of my books and QR codes that lead right to my Amazon listings.

 

Focus on connection:

In my early days of doing in-person markets, I looked at the success of my booth based entirely on the number of books I sold. Truth be told, I almost quit. The numbers early on didn’t seem worth the effort it took to set up. But in my second year, I started to get repeat customers—readers who were invested in my books and eager for more—and the lightbulb in my head went on.

 

I was showing up at events and taking the time to talk to readers. Sure, I was pitching my book, but I was also having conversations about fantasy and creativity. I listened to what my audience—especially my target market of young adults—wanted to say.

 

Sometimes a reader would return to my table by the end of the event to buy a book. Sometimes they wouldn’t (at least not right away), but I made a connection. And every once in a while, a visitor to my table would become a loyal reader whom I’d get to interact with again and again—through my newsletter, social media, or in person at future events. Many continued to buy books as I released new ones, and some happily spread the word about my work. Some even joined my writing networks and became personal friends.   

 

Here’s the key. If you focus less on forcing purchases and more on connecting with readers, you have the potential to win some loyal followers and sell books.

 

I hope these tips are helpful. Happy book-selling, friends.

Photo by Donna Mae Moltio on Unsplash

Emily Golus is an award-winning fantasy author with nearly 20 years of professional writing experience. Golus aims to engage, inspire, and show how small acts of courage and love create meaningful change. Her books feature diverse cultures, authentic characters, and cinematic fantasy settings. Her first novel, Escape to Vindor, won the 2018 Selah Award for Young Adult Fiction, and a spin-off novel, Crack the Stone, won the 2024 Kudos Award for Fiction and was named a Realm Award finalist.

 

Golus lives in Greenville, S.C., with her husband, Mike, who is her greatest supporter. They have two active little boys and enjoy hiking, making Thai food, and exploring small towns in the Carolinas. For Vindor book news, visit WorldofVindor.com and EmilyGolusBooks.com, and follow her at Instagram.com/WorldOfVindor.