Marketing can be tough, especially since you signed up to write great stories, not market them. But when you're self-published, you have to put yourself out there for people to buy your books. One effective way to do this is by selling your book at in-person events.
I came across an author, Tonya Duncan Ellis, who has had remarkable success, selling hundreds, if not thousands, of books at these events. How she does it is impressive, and I thought it would be great to share her approach with you because my dream is to see you shine.
Here is her framework:
1/ Deciding Where To Sell
Tonya knows choosing the right venue is crucial.
She looks for locations with minimal competition to increase her sales potential.
Consider non-book related events such as:
Farmer’s markets
Holiday markets
Sporting events
Car shows
Also consider unconventional locations such as:
Bakeries
Coffee shops
Hallmark stores
Grocery stores with special commission plans
2/ What You Need
Ensure you have the necessary setup and materials for a successful event.
These includes:
Table, tent, two chairs
Tablecloth with your logo
Customized banners
Rolling cart for supplies
Payment system (like Square)
Small bills for change
Wire book rack for book display
About 50 books to sell
Holiday décor (mini tree, paper hearts) for festive events
Consider offering event discounts to boost traffic and sales, and use signs to promote these discounts.
3/ Make Friends
Network with other vendors at events.
They may have connections or family members interested in your books.
4/ Get on Your Feet
Stand up and make eye contact with potential customers to engage them.
Don't sit down and use your phone because it might make people think you're not interested and you might miss chances to sell your books.
5/ Have a Bribe
Entice people to visit your table with small treats.
Candy works great, but you can also have:
Raffles
Stickers
Coloring pages
Small giveaways
Free bookmarks
6/ Grow Your Email List
Growing your email list is important for staying connected with your readers and promoting your books.
Have a sign-up sheet where people can write down their email addresses to join your mailing list.
Or even better…
Consider using an iPad or tablet for sign-ups, making it easier for people to join your list.
And btw…
It’s important to let people know how often they can expect to hear from you and what kind of content you'll be sending.
Whether it’s:
Book Updates: New releases, upcoming books, and sneak peeks.
Event Announcements: Upcoming book signings, readings, and appearances.
Exclusive Discounts: Special offers and promotions for subscribers.
Behind-the-Scenes: Insights into your writing and illustration process.
Freebies and Giveaways: Free coloring pages, bookmarks, or book excerpts.
Personal Stories: Anecdotes and stories from your life that relate to your books.
Writing Tips: Advice and tips for aspiring authors.
Fan Features: Spotlight on fans, including photos of them with your book.
Q&A Sessions: Answers to frequently asked questions from readers.
Monthly Newsletters: Recap of recent events, highlights, and what's coming next
7/ Take Pictures
Don’t forget to capture photos and videos of customers purchasing and holding your books that you can use later on your social media or ads.
8/ Make the Most of It
Even slow days can lead to valuable opportunities like media features, school visits, or positive reviews.
Stay engaged and enthusiastic about your work to attract interest.
Implementing these strategies can significantly enhance your success at in-person events.
That’s it for this week. See you again next week.
Check out her article that inspired this newsletter here!
Cheers,
Alex.
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