Authors at Reader Events: Stand up and Stand out to Sell More Books
For authors who enjoy connecting with readers in person—making a sale, signing a book, and sharing the story behind the story—author-hosted booths at a reader event or conference can be a thrill. They can also provide a boost to your business, giving you a chance to speak directly to target audiences and spark more sales for both your frontlist and backlist titles. But hosting an author booth requires planning and preparation in order to truly succeed.
Before I became an author, I spent two decades producing technology trade shows and conferences—and though it was a different field than publishing, the face-to-face sales skills I learned have carried into the book world at in-person events and conferences. When I became president of the Writers & Publishers Network (WPN) in 2014, the group had long participated in The Los Angeles Times Festival of Books with a small booth. Authors typically had two-hour time slots, just like many other groups at the event. But when the festival moved from the University of California–Los Angeles (UCLA) to the University of Southern California (USC) in 2016—making the layout more walkable and visitor-friendly—we expanded the booth to give authors an entire day to sell.
Why the change?
Many authors are intimidated by the idea of pitching their work or have little experience in sales. It can take time—and space—to get comfortable. And with more than one hundred fifty thousand book lovers attending the festival, the opportunity it presents for attracting new readers is huge.
The first year at USC, I observed everything. The authors who stood in front of their tables, smiled, and engaged passersby made sales. Those who sat behind the table all day, barely making eye contact? Not so much.
Selling your book doesn’t require you to be pushy, but it does ask you to share your passion. If you’re proud of your work—and willing to tell people why—it shows. If you’re not excited, why should anyone else be?
The same could be said about authors’ table displays. Posters, decorations, and any other materials need to be eye-catching enough to stand out from the other booths in the area, but they also should match the genre and tone of your work in order to pull in the right readers. Finding a balance between an effective use of space and overcrowding your displays is a must.
The Display: Less Clutter, More Impact
Fine-tuning your physical display can make the difference in being stood up or standing out at an author event. Your table should feel welcoming, not overwhelming. To start, consider including these elements to fill out your display.
- Books: Have no more than six or seven copies of the primary book you are selling visible. If you have backlist titles, keep only three of each on the table. Display one upright in a stand, and keep extras under the table to replenish as needed—this subtly signals to customers that your books are selling.
Pro Tip: Don’t build a wall of books and sit behind it. That’s intimidating and acts as a barrier. Plus, it signals to readers that no one is buying them. Keep the table open and friendly. Remember, readers may be shy, too, and they come to meet authors, not stare at piles of unsold stock.
- Table sign: Include a table sign with your cover image, a brief description, standout reviews, and award icons. Add a QR code for your ebook and/or website. If you’re building a mailing list, include a sign-up sheet. If you have multiple books, highlight the newest, and add the others with cover images in the lower half of the sign.
- Handouts: Stick to compact formats, such as bookmarks or postcards—avoid full-size flyers. Make these eye-catching and easy to slip into a purse; even if a reader doesn’t buy your book now, this increases the chance they’ll look it up when they get home.
- Candy bowl: Yes, really. A small treat can pull customers in and start a conversation. Offer some to those who linger.
- Retractable banner: Invest in a tall retractable banner—at least seventy-eight inches. Think of this as a beacon: It can be seen from over one hundred feet away and can echo the key info from your table sign, including title, genre, cover, reviews, and QR code to your ebook. This type of visibility attracts curious readers, and most online printers offer these for under $100.
Approaching People: Start the Conversation
Here’s the hard truth: No matter how attention-grabbing your table is, most people will walk right by your display if you don’t engage. It doesn’t take much, and in many cases, you can follow a simple script to get the conversation started. Smile. Say hello. Ask a simple question, like whether they like to read your genre. This immediately invites the right readers.
From there, ask what authors they enjoy. If their taste aligns with your book, tell them they’re in luck. If not, hand them a copy and say, “Well, you might like my book” anyway. As they look it over or read the back, deliver your fifteen- to twenty-second pitch. Don’t memorize the blurb; this is your chance to offer some extra detail that may spark their interest. As the day unfolds, notice what resonates with people, and adjust your pitch accordingly.
“I asked if they liked mysteries or thrillers,” Teukolsky writes. “When someone said yes, I handed the book to her. ‘Read the back cover,’ I said, ‘and page through it.’ The matte cover, the feel of 350 pages—it all mattered. She stroked the cover, tentatively flipped pages, and then said, ‘I’ll take it.’ That day I sold 39 books, even though it rained all morning.”
“This is a rare chance to meet actual readers,” writes Peter Blaisdell. “Don’t be a wallflower. Invite people to explore your books. Sure, some won’t respond—but some will. Those are potential lifelong readers.”
The Formula for Booth Success
Create an attractive, uncluttered display. Include upright books, a brief sign with essential info, a few handouts, and a tall retractable banner.
Greet and engage. Smile. Ask genre-related opening questions. Offer the book to hold. Adjust your pitch based on feedback.
Be present, not hidden. Stand; don’t sit behind a fortress of books. Show enthusiasm. Listen. Let your passion for your work shine. If mobility is a problem, have your display on one side of the table, and sit with nothing in front of you. Say hello to everyone who stops to look or ask what type of books they like to read.
Take notes and learn. Every interaction is a data point. What questions do people ask? What parts of your pitch light them up? Use this to improve your next interaction with a reader, your next event—and your next book.
Final Word
Selling books in person is a celebration of your work and your best chance to meet readers who might become lifelong fans. “Greet everyone,” writes Lisa Diane Kastner, founder of Running Wild Press. “Give away postcards featuring your books. Slip them into every book you sell. Ask attendees what stories excite them. They’re here because they love books—so talk to them.”
Show up. Smile. Speak with heart. And whatever you do, don’t hide behind your books.
People won’t bite—promise.
Kathleen Kaiser’s five-decade career spans music, technology, and the arts. She began her career as a rock journalist in the late 1960s, later transitioning into PR and into tech during the digital revolution. Today, she is President of the Writers & Publishers Network, a national literary nonprofit. Kathleen is the author of five books—four on the music industry, plus a novel and a collection of plays. Her writing has appeared in publications across the United States, Japan, the United Kingdom, and Italy, as well as regional Southern California publications. A sought-after speaker and producer of writing events, she creates educational webinars and co-hosts the podcast Talking Book Publishing with poet and book marketer Adanna Moriarty. She is the co-founder of ProBookLaunch.com, a book marketing assistant. Learn more at KathleenKaiser.com.
