How to Rock an Author Festival with a Self-Published Book

LocalAuthorBookFestival

Last weekend I had the pleasure of visiting a local author festival with a teacher friend of mine. By my eye, it was about 60 – 70% local self-published authors. Let me tell you, my indie heart about exploded at the sight!

Big props to the Westerville Public Library and their community coordinator, Erin, for celebrating local over method of publication. It was a wonderful event! They had food trucks throughout the day. There was cute swag to purchase, which the proceeds supported the library. Everyone was cheerful despite the heat. They even had a local community hot jazz band playing which kept my little swing dance feet bouncing. This was their fourth year, and I fully intend to be a part of their fifth!

However, I was a little disappointed in some of my fellow indie authors’ table displays. Some were engaging, some were lackluster, and some looked 100% thrown together. I don’t want that to happen to you. With the help of my teacher friend’s commentary of what caught her eye or scared her off of each booth, I’d like to share what I learned in a short hour.

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Sell a quality product

I know this is a given but go with me here. When you go to a festival, you’re more likely to blend in than stand out. Especially when your competition is other self-published authors. Your mission, should you choose to accept it, is to look like you aren’t an indie publisher at all. Have a compelling, professionally-designed cover. Have good back cover copy. Have pretty pens to autograph your book. Have a nice display (we’ll get into this later).

Beyond having a quality product, also have a  nice packaging when you sell your product. My friend bought a children’s book and it was handed to her in a Ziploc bag. Now, that’s not terrible by itself, it shows a thoughtfulness that the author didn’t want anything to happen to the book in transit. However, the inside of the bag was wet. No bueno.

Tie a ribbon around it, throw a bookmark in it, or drop it in a nice paper bag… maybe stamped with your logo or social media info? If you can make it look like a gift of some kind, do it. Everybody loves presents!

Accept multiple forms of payment

In this day and age, you have to assume people aren’t carrying cash anymore. Services like Square Up and PayPal Here are convenient for small businesses like indie authors. They are also well worth the small transaction fee to ensure you make a sale. I’m relying on PayPal Here for now because it also processes checks so it’s just a bit more flexible.

Our poor author from above had to rely on the other author at her table to accept my friend’s credit card payment. And then had to borrow a pen to sign the book. It was a little awkward.

Have a booth buddy

boothBuddy
Maybe this is your spouse, child, friend, assistant, whatever. When you’re engaged in a discussion with a potential customer and another person wanders over, you have a back up person who can answer questions or sell a book for you. This also ensures your booth is manned if (when!) you’re asked to go to a different part of the festival to read some of your work.

In this photo, the wife of John Margeson, an author-illustrator, did a fantastic job selling the product and showing how proud and happy she was for him. He was inside doing a reading, but she still caught our attention and we were sad we missed him because he had an easel set up to do caricatures.

Build an attractive tablescape

In a world where Instagram exists, we indie authors really need to step up our game. The word “tablescape” can be traced back to a 2009 portmanteau of “table” and “landscape.” When I joined Instagram with a dedicated author profile, I was shocked and awed that people spend so much time taking photos of books with flowers, pearls, tea, and other pretty things. Why can’t we do that at author festivals?

tablescape

The morning of your festival, go to Walmart and pick up some flowers and throw them in some dollar store vases… as long as they don’t clash with your book topic. I mean, you wouldn’t want bright pretty flowers if you wrote a tragic story. Use your discretion and do something that grabs the attention of passersby.

The tablescape above was simple and adorable. I had to take a photo! I might be buying some copies for my animal friends as Christmas present. Especially since there is a special Christmas book, and he had little Santa hats on the cat figurines!

bannersMy teacher friend pointed out that the tables that had a vertical element grabbed her attention. To her, it showed the author took that extra step to market their products. They were “professional” in her eyes. We both loved the mini banner displays of cover art that a couple of the authors had. One author told me they had them printed at FedEx Office. I suspect you have to go into the store to get this because it took me a while to find that PDF.

Anyway, we both liked it when we could read details about the book without having to talk to a human being. Maybe we’re both introverts, or maybe we’re both regular book buyers. No one wants to feel pressured to buy anything, and the longer you speak to a seller, the more obligated you feel to buy something.

I’d rather not have someone buy my book out of obligation, so I’ll do my best to have sell sheets in acrylic holders with the back cover copy in large text, along with the price and accepted forms of payment.

Engage your reader

Last, but certainly not least, engage your reader. Something about the authors who sat behind their table just felt off-putting that day. Maybe because it made them look tired (poor posture?), or overheated… I don’t know.

I do know that every author we spoke to was standing, or leaned forward in their chair to “grab us” from across the table. It was much easier to chat with the authors who stood to the side of their table, because then they could move around and explore their tablescape with us, rather than dictating to us. Even the authors who stood behind their tables, fiddling with their bottle of water, were more engaging than those sitting down.

For some reason, the authors who sat at the table writing seemed… intimidating or scary. Perhaps because speaking to them would have felt like interrupting a creative session. And I guess that’s kind of my point. When you go to a festival, you’re not wearing your creative author hat anymore. You should be wearing your marketing hat. When I say marketing, I don’t mean sleazy, “buy my book, guys and gals, you won’t regret it!” I mean engaging your audience.

Capture emails

Spanking of engaging your reader, have a note pad where interested readers can sign up for your mailing list. You can ask for their name and email, or, keep it simple with just the email. Next time you’re at a festival, email your list a couple of weeks in advance so people can visit with you again!

Anyway, I hope these observations helped! Let me know in the comments about other effective techniques that worked for you at an author festival or otherwise.

5 New Resources on Worderella.com

Thanks to chatting with my educator friends, I am realizing that the young adult fiction from when I was a young adult… is more like middle grade or children’s historical fiction these days.

This was kind of a breakthrough for me. I’ve been browsing books by Laurie Halse Anderson, Margaret Peterson Haddix, and Amy Timberlake to really help me understand this publication space. I’ve been busy running around the my Worderella.com website refocusing content.

It’s still a work in progress, but I did want to highlight that I’ve added five resources to help readers and educators when they visit my website…

1. Children’s Titles

Young Reader Picture Book

My heart loves to write for children, and I do have a picture book published under another name. I’ve brought the title over to this website, knowing that I plan to publish more books under my Kroll name.

The story is called Beatrice Learns to Dance, and it’s a lovely little story about a robot determined to learn how to dance her way. It’s meant for young readers… 3 – 5 years with a parent, or 5 – 7 on their own.

2. Discussion Guides

For readers who need help connecting to a story, I’ve added a couple of discussion guides per each publication. The questions are meant to help developing readers connect deeper with the content. If you have good questions, let me know and I’ll add them to the list!

3. Bibliographies

I do a fair amount of research to inform my Victorian fiction for teens. Rather than leaving all that research in the back of the book, I wanted to highlight the bilbiographies on the website. This is something I’ve meant to do for years, but never got around to it. Once I started my design exploration of other children’s historical fiction author websites and realized this can be common (especially since students are often asked to do a small project in conjunction with their reading), I was sold.

4. Suggested Reading

And lastly, I’ve always wanted to list other books kids and teens should read if they like my books. Some of the books on my suggested reading list are ones that inspired me when I was young, some are my books, and some are books I’ve found thanks to my educator friends.

Have more suggestions? Let me know in the comments!

5. Author Visits

P1060926I love to chat about reading, writing, and publishing with students. They ask some really great, insightful questions! I’ve visited my elementary school a couple of times since becoming a published author. I’ve also visited the classrooms of my educator friends, and I’m in talks to partner with next year’s class so I can get some brutally honest beta-readers for my work-in-progress.

Since my daytime job is fairly demanding, I can only visit schools in the Central Ohio area. If you have an educator friend looking for a guest speaker, let me know!