Jenn Lessmann

One of the first rules of marketing any indie author learns is to identify your ideal reader. You build an avatar of the person you’re writing for: their age, gender, socioeconomic status, interests, habits, and anything else you can think of that will help you visualize and personalize your audience. Then you use that avatar to target readers with bonus content, social media, and ads.

Sometimes, meeting your reader where they are means reaching out in person. Authors often consider book fairs, readings, and library events first, but many readers’ interests go beyond bookish events. If your ideal reader is the kind of person who attends Comic Con, farmers’ markets, or craft fairs, it makes sense for you to be there, too. Middle-grade fiction author Melisa Torres, who writes about young gymnasts, attends youth gymnastic events, offering signed books to the All-Around winner of each session.

Attending these niche events gives authors an opportunity to broaden their reader base but may require a shift in mindset. Instead of being one of many authors pitching an audience who are already interested in purchasing books, you may be the only one selling them, for better or worse. “One thing you do have to be prepared for is not everyone reads, and not everyone will read your genre. So don't be offended when people aren't into books. I once had someone tell me they would rather go to the dentist than read a book at a big regional vendor event,” says Liz Delton, Fantasy author.

In speaking with several authors who have found success in less reader-focused venues, a few tips stood out. Here are some things you should know before you register for the next street festival.

What to Bring

  1. Table setup

Depending on the venue, you may need to bring your own table, chairs, and/or tent. Decorate your space to draw attention, and use levels to display your books with visual interest. Provide clear and accurate signage with your prices, socials, and a way to sign up for your newsletter; consider creating a poster or business cards with a QR code to make it easier. Make it clear you are the author, as guests may be excited to meet you. Lean into that published author mystique.

  1. Books

Since you’re probably engaging with a cold audience, emphasize books that offer easy entry into your collection, usually first in series. Bring fewer copies of the rest, but have them available for readers who like to purchase complete sets. You may also want to have some books pre-signed and packaged for guests who are in a hurry. Have a stack of Post-Its and a pen nearby for people to write down the name they’d like you to use for inscriptions. Experienced authors suggest you bring more than you think you’ll need so you don’t sell out, but the exact number will depend on you (your display and sales techniques), your books (covers and blurbs), and the event (how well it matches your reader profile).

Pro Tip: “Track your own analytics. Keep track of the size of the event, demographics, and which books sold. Figure out the percentage of books sold in relation to the size of the event. Then you can fine-tune which books, and how many, to bring next time,” Torres says.

  1. Goodies

Giveaways like candy, bookmarks, pens, and business cards will help people remember you and encourage them to stop. Guests who don’t buy your book may take something to pass on to reader friends. “Kids love stickers and bookmarks. Even if your books aren't for kids, if the kids stop, the parents stop,” says Lori Briley Fairchild, author of YA and children’s books. Selling secondary products like stickers, pins, and character art increases your potential income and provides opportunities for bundling with your books, which adds value to in-person sales.

  1. Water

Remember to hydrate, even if the venue is indoors. Sales events can be physically taxing, and you want to keep your energy up to welcome anyone who stops by your table.

  1. Money

You’re here to sell books, so make sure you have a reliable way to accept cash. You’ll need a bank to make change and somewhere to store it securely. Or go cash free with a Square device, PayPal, or Venmo. Just make sure to bring chargers and a source of backup power in case you aren’t near an outlet.

What to Do

  1. Plan ahead

Some events need to be registered well in advance, so start tracking deadlines early. Consider trying different events as opposed to repeatedly visiting weekly or monthly markets to avoid seeing some of the same people week to week. Choose events that relate to your niche, where the other vendors sell products that align with your brand. If the entry fee is a challenge, consider sharing a booth. Be on time, and prepare to stay until the end. Acknowledge that events can be physically and mentally draining, and plan for rest time and recovery afterward.

Pro Tip: Don’t leave for lunch. Mystery and Sci-Fi author Judith A. Barrett says she gets the highest traffic at farmers’ markets and arts and crafts shows between 11 a.m. and 1 p.m.

  1. Make a strong first impression

When at your booth, stand up if you’re able to, or bring a tall stool to make yourself more visible and approachable. Put your phone away unless you’re actively using it for a sale.

Embrace your brand, and be consistent with it. Dress for the occasion in comfortable clothes and good shoes, but remember where you are and consider how you might use your appearance to grab attention or start conversations: costumes at a renaissance faire, graphic tees with geeky references at a con.

Smile. “Don't get mad every time someone passes by your table or doesn't buy anything—it will add up to a miserable experience for you and everyone who interacts with you. First impressions are everything!” says Audrey Hughey, founder of the Author Transformation Alliance and IAM staff writer.

  1. Hone your pitch

With any in-person event, you only have a few seconds to grab a reader’s attention, but if you’re attending an event that isn’t built around books, you’ll need to know your angle. How do your books relate to the vibe of the event? What do your characters have in common with the other vendors and guests? Gauge interest, make a connection, and give people space to participate in the conversation instead of launching into an extended spiel.

  1. Employ psychology

Check your breathing. Long exhales stimulate your vagus nerve, signaling your nervous system to relax. Once you have your own energy under control, observe the event attendees. What do you notice about the demographics, relationships, and interests of the people making purchases? Ask open-ended questions to encourage them to stop and talk. Engage them in conversations about the details you’ve noticed—“Nice Iron Man shirt! Which Marvel movie is your favorite?”—and listen to what they say. Look for commonalities to personalize their experience, such as, “Your granddaughter likes to read? I write YA books! How old is she?” Mirroring some of their body language may subconsciously build rapport.

  1. Stay positive

Acknowledge and include everyone who shows interest in your table, even if it’s just a simple shift in your stance when someone new comes up. Non-author-focused events may be hit or miss for immediate sales since you’re not facing an audience entirely composed of readers, but you never know when people will take your card and give it to a friend or purchase something as a gift. Befriend the other vendors when you aren’t talking to your guests. On top of promoting a positive attitude and fostering a welcoming space, you may make a connection that leads to more events and more sales. After all, vendors are readers, too.

Pro Tip: For more guidance, Epic Fantasy author Angel Haze recommends Ben Wolf’s Power Author: Mastering Live Events.

Jenn Lessmann

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