After a recent event at which authors were set up at tables to sell their books, one of the authors commented on how disappointed she was with the way the event had been planned, marketed, advertised, laid out, managed, and handled. No wonder she had sold only four books all day! She could only hope they would do a better job next year or she would never come back.
I had noticed this author during the event. She’s someone I know and like. Her table looked pretty good and so did she. Her titles were appealing and her book covers attractive. What could have really gone wrong?
The Problem
Well, for one thing, she had sat back about three feet behind the table, arms folded, a couple of her grandchildren and other family members and friends stopping by throughout the day to sit with her and chat. I couldn’t imagine what she had expected. Frankly, I was surprised that she had sold anything, having likely not engaged anyone passing by.
It is said that most writers are introverts. Even so, we are not hostile to others. We talk with the people we know and like. We get along. We have friends. In my Disney role as a business program facilitator, I was often scheduled at the front of the room with an introverted teammate who engaged audiences large and small. They were fabulous, but when the program ended, they couldn’t retreat fast enough to be alone. Yet, they did the job and did it well. So, how can we as writers do the same? May I offer a few tips that many have found useful even for the deepest of introverts.
Don’t Talk About Your Books
How crazy is that? People at these events are there to buy books, aren’t they? It would seem so, but in reality, they are likely interested in buying you first. Doesn’t matter how attractive your covers are, if they don’t like you, they may not even stop. They decide pretty quickly by the way you look, the expression on your face, eye contact or the lack of it, your posture, how disconnected you appear from the moment and from them.
What exactly are you doing as they are walking along? Are you looking off? Fussing with something? Glancing at your phone? Reading? Talking to the person at the table next to you? You don’t engage them; they don’t engage you. They may stop, glance at a book, even pick it up, then walk off. You may come to believe there is something wrong with the book or with them when, in fact, the problem is you.
Stay Up!
True, you may have to rest later. Okay. But for now, look alive. Change expressions. Smile. Think of your cat, your grandkid, the new puppy, the glass of wine you’ll enjoy when this delightful ordeal is over. Don’t check out. Sit closer to the table. Stand, if you have to. Pretend that someone just handed you a big, beautiful bouquet of flowers or a gold medal. First and foremost, pay attention to the people passing through and not to the friend or family member who may want to monopolize your time.
Never Say Never
But please do not attempt to engage people right off the bat by talking about your books. Believe it or not, that part may have to come last. Instead…
Pay a Compliment
One of the best ways I know to get in the game is to pay someone a compliment. Now, the first thing that may go through your mind is that this sounds phony. If that’s the case, I would encourage you to re-think that mindset. Compliments can be wonderful. And there is almost always something sincere you can say to a complete stranger to compliment them: “I love that shade of pink.” “Your eyeglasses look great; I need a new pair.” “I wish I could get my hair to curl like yours.” Okay, I know. These are girly. Guys can figure it out. Right?
I can’t tell you how many books I have sold to a person who had been wandering past just by paying them a compliment. Same with this one…
Make a Comment
This might be where the guys are more comfortable. Many people wear shirts with some kind of name, logo, slogan, or even insult on them. How about: “Hey, I’m with you—that (sports team name) does stink.” “I like your (school name) shirt. My son is a freshman there.” “Yellowstone—that’s my favorite program.”
These are conversation starters that you might find yourself comfortable with. The person may keep walking or may stop and chat for a minute. May buy a book or two. Don’t be surprised. Finally…
Ask a Question
Someone may pause at your table. You can still pay a compliment or make a comment. You can also ask, “What do you like to read?” Ah.
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PS: Did you know that Florida Writers Association maintains a list of book fairs on its website?
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