How to Sell Books at Pop Culture Conventions
Standing at my table during a pop culture convention, I watched as a man in black slacks and a collared shirt stood in the center aisle, staring at me in the distance. A reader asked me questions as I explained my fantasy series.
My peripheral vision watched the mysterious man who seemed intrigued by my booth. The reader and I talked for a few more minutes. They purchased a book and went on their way.
As I reset my display, filling the hole made by the missing book, the mysterious man approached. He explained he was with a marketing company starting a group of invite only conventions. The man was looking for creators who appeared professional.
He pointed out my display, book covers, the way I talked with people. The man had been watching for several minutes. Almost in a creepy sort of way, but not entirely.
- He approached because I had what every author needs — professional covers.
- He approached because of my professional display.
- He approached because I was friendly to people, interacting with them instead of ignoring them.
Professional Covers Drive People to Your Table (And Books)
Many authors do not create covers that draw people to the table. Attendees who stop at my table mention how the covers drew their attention. They aren’t flat, monochromatic covers with hard to read text. These are professional, eye catching covers.
The covers pull on passing eyeballs, calling out, “Come here. Come look at me.”
When I see those eyeballs peering at the books, interested in their content, I call out, “Do you like fantasy books?”
Sometimes they reply, “No.”
Sometimes, “A bit.”
Other times, “I read them all the time.”
Occasionally, we experience the rude, scoffing individual who just keeps walking. Not everyone is friendly…
The covers bring the reader to the table. I ask them questions, explain my books, talk to them about the convention, and build a relationship. More often than not, they buy a book. If they don’t, they typically return later after perusing the entire convention.
The comments are always the same. They are the 3 quick things authors can do to sell more at conventions.
Have great covers.
Have a great display.
Be friendly.
As a side note, your story should be something readers in the genre get excited to read, but for the purposes of this article, I’m focused on your interaction with the reader to sell the book. Obviously, if you don’t have a good story, the book won’t sell.
A Professional Display Attracts People
As a designer, I used those covers to create my own marketing materials — bookmarks, prints, and big signs displaying my work. The covers lit the booth up, giving it color and interest. My displays immediately told people who I am and what I do. Behind the booth, someone (myself or my partner) was always standing, reading the crowd, and engaging potential readers.
The table was designed to attract people. Just laying books on your table won’t do the trick. You need signs, stands, bookmarks, and displays people can see in the distance.
Sell Yourself, Not the Product
Many authors are stuck in the “If I write it, they will read it” mindset. That doesn’t work. We need to promote and get our books in front of people — digitally and physically.
If you are physically in front of people, you need to sell yourself.
Forget the book.
Forget the story.
Sell yourself and you can sell anything.
With almost 15 years in digital marketing, I’ve spent the last 10 working for myself. Time and time again, I see people selling their service or product, not themselves.
The most successful people I run into, colleagues, agencies, friends, all sell themselves, not the product or service. Freelancers who focus on the product end up heading back into the world of employment very, very quickly.
We began our comic-con experiences several years ago. I remember saying, “It would be awesome to sell something here one day.” I didn’t realize I would and that I would be selling books.
As a marketer, we would walk around the conventions and find the booths doing everything wrong. Creators would ignore us. Book covers wouldn’t speak to us. Authors would simply not be at their booths.
Worst of all, if we did stop at a booth, the author would stare at their phone. I estimate this happened 75% of the time.
Way too often.
If you want to sell books in person, you should always be attentive and ready to engage people. Ask them questions as they walk by while looking directly at them.
Stand.
Be friendly.
Demands and Anger Sell Nothing
Recently, one author demanded my partner buy her book after being asked about the story. My partner politely told her she wasn’t interested in the genre. The author grew angry, pushing harder and harder, stating she had wasted her time explaining the story. Needless to say… we didn’t buy the book.
At the end of the convention, this author was in tears. We felt bad for her, because she didn’t understand how to build relationships.
Demands and anger will get you nowhere.
Be friendly, open, and understand not everyone wants to buy your book. Build a relationship with the potential reader, and they’ll become a reader. Think of meeting potential readers as meeting new friends.
That applies to anything, build a relationship and sales will come.
An Attendee Might Not Buy Your Book, but They Might Recommend It to a Friend.
First, you have to sell yourself to them, make a lasting impression, and give them a reason to mention you after the fact.
I can’t count the number of times someone has said, “I don’t read Urban Fantasy, but can I take a bookmark? My daughter/niece/friend reads.”
If you attend conventions, make sure you have professional covers, a professional display, and a professional attitude. Use those 3 guidelines to sell yourself and you’ll sell books at the convention with ease.
Will writes the action-packed urban fantasy series The Fae Awakening to fuel the army fighting his depression. The series follows Hunter as he teams up with Fae creatures — ogres, brownies, goblins, and more — to take down unicorns covered in fire, chase their monstrous friends, and stop dangerous enemies at all costs.
Read Sugar High, a Fae Awakening short story about goblins and a sugar addicted porcupine robbing an ATM, available on Medium.
