Readers go to book fairs to buy books – so why not make it yours? Most authors cringe at the idea of talking to strangers about buying their books – but the experience is worth it. The goal of this post is to give you the motivation to try a fair and give you the tips and tricks to make it as painless as possible. Not only can you make money, but conversations with readers are invaluable fodder for pitching new ideas, understanding where the market is headed, and giving you the confidence boost you need to write your next book.

Motivation

I was skeptical when Kat Hamrell suggested the first book fair I attended (Karma Community Market, Blue Springs, MO). Why would I drive to the east side of Kansas City when I can just run another Facebook ad? Thankfully, I’ve learned over the years to listen to Kat, and on an abnormally warm spring day, I found myself lugging two boxes of books and a table into a small storefront in Blue Springs. The inside of the place had twenty or so authors busy setting up displays, each with four-foot tables, tablecloths, and stacks of books. We were shepherded into the back of the event into a small room off the main floor. Kat and I had done some planning and had brought a few other items to sell beyond the books – stickers and bookmarks. As we nervously prepared the table, a friend snuck out for coffee. He returned excitedly reporting a line had formed outside Karma that wrapped around the block! 

What happened next was an exciting, exhausting day in which for three hours I attempted to try to pitch my books to readers. In those hours I pitched both of my books over a hundred times. My strategy evolved from an awkward, “Hi, I’ve got books?” to a strategy of engagement and pitching. “What are your favorite genres?” and “What’s the last book you really liked?” By the end of the event, we’d sold out of both boxes of books and drove home talking the entire way about how different people responded to tropes, pitches, opening lures, and our list of newsletter sign-ups.

Since that first fair, I’ve attended half a dozen more – most with less traffic but all with enough sales, signups, and conversations to make it worth my time. I can’t stress enough how valuable it is to realize that “no spice” might be a selling point or that describing your main character as “morally grey” is a better hook than the technology pitch you initially used. It’s incredible to watch a young person walk up to your table and see a little of themselves in you.

JB Garner, the author of numerous books, including “Indomitable” and an indie writer in the coveted 2%, wrote this about book fairs, “They are absolutely worth the time, especially if they aren’t big cost/travel costs involved. Every sale is a chance to get a long-term reader.” Whether you want to make a living as a writer or just want to get your work out there, book fairs provide an opportunity to create lifetime fans with whom you can make a lasting connection in just a few minutes talking about your passion – your books. So it’s not just about the sale but all the other potential sales one creates.

The Dos and Don’t of Fairs

Alright, what’s the downside? The truth is not everyone has great sales at book fairs. Many authors create sales tables with a pile of books between them and their potential readers, and they sit with deer-in-headlights expressions on their faces throughout the event. These folks create such a social barrier that even potentially interested readers simply pause momentarily and then walk past their table. Don’t do this. 

Instead – create a table in which you have some books (but not a mountain) out with your fantastic cover art facing your potential readers. Buy cheap picture frame holders, or get a small poster of your book cover or (a more expensive route) a standing banner of your cover or characters to make your table unavoidable. Try to stand or lean forward if you’re seated, and show with your body language that you want to engage with the crowd. At more crowded events, or those with a quicker flow to them, you want to decrease the social barrier to interact with you as much as possible. Prepare some starter ‘lures’ to catch a passerby into conversation with you. I generally ask questions about books or genres, but I’ve seen folks give away cheap stickers and bookmarks to get folks to engage with them. Who’s going to say no to “Do you want a free sticker?” 

Once you have a reader in front of you – inevitably, the conversation will turn to your books. This is where you get to fumble in your pitches. Don’t be dissuaded if you don’t land right away – just engage with the people in front of you and try to pay attention to which words work on which people. When do the people in front of you get excited? When do they reach for your book and start reading it? Who is more likely to pull the trigger and why? What was the moment that the person decided to buy your book? Each interaction is an opportunity to learn about your readers and your books. 

One note here – never force a sale. If someone walks up and says, “I love historical fiction,” something I just don’t write – I will just admit it. I don’t try to sell them on my cyberpunk dystopian. They’ll respect that, and you may get a sale for their grandson who loves video games, or it’s an opportunity to send them to your new friend whose neighboring booth contains the history of Laura Ingalls Wilder’s last days (true story). You never want to trick anyone into buying your book if it’s not a good fit – that’s how you get bad reviews.

As you’ve closed the deal on your book, don’t be afraid to offer a deal on a second book or a postcard for the next book in your series (with your socials). For those you think are a great fit, or if you need something to distract them while your square reader is giving you issues, hand them a sign-up sheet for your newsletter or sign up to be a beta/ARC reader. Work on turning that one sale into a long-term conversation with them.

Readers come to book fairs because they want to support mostly indie authors. They enjoy buying local and the idea of supporting an author. So be yourself – whether nervous or funny, confident or awkward – your genuine, authentic self is what they crave. So try to remove your self-doubt and talk to people.

Final Thoughts

Fear is the great mind killer that stops many writers from finishing their manuscripts, submitting them for publishing, or hitting the publish button on self-publish platforms. Book fairs are absolutely worth overcoming your fear if you want to perfect your pitch, understand your readers, generate newsletter lists, or talk to your fans. Unless you’re an NYT bestseller – I would suggest they’re one of the most powerful tools you have as a writer to generate lifelong fans and relationships. -MJ