Today, we have Episode 7 of the Beyond the Book Podcast featuring the amazing urban fantasy author,
. Anna shares with us how to reach new readers AND make money at book signings.But, before I get into some of the big takeaways from the episode, I want to share with you something I’ve been a small help with behind the scenes.
As many of you know Author Nation is the largest conference for indie authors in the world (takes place November 3 - 7 in Las Vegas).
Reader Nation is a multi-genre book convention featuring hundreds of authors and thousands of readers. It takes place on Friday, November 8th, and I’m super excited to be a volunteer on the Reader Nation team!
James Patterson (yes, you read that right), A.G. Riddle (one of my favorite authors ever), Willow Winters, and a ton of other amazing authors will be at Reader Nation in Vegas.
And the best part? You can be one of the signing authors right along with them!
You can apply for a table here.
And if you have any questions about Reader or Author Nation, let me know! I’ve been a volunteer for various author conferences for the last 6 years. I love the author community so much, and it’s going to be a blast to see so many of you in Vegas this year 💙.
And with that… let’s dive into this episode of Beyond the Book.
Of course, I recommend listening to the podcast in full because it has so many amazing insights. However, if you are strapped for time and want the low-down in just a few minutes scroll on.
Here’s the Beyond the Book Breakdown 😊.
The 5 Steps to Print Money at Book Signings
Step #1: Pick the best events for you.
Anna recommends not just looking at book signings but looking at unconventional events for authors such as farmer’s markets, Christmas markets, and local fairs that would attract readers who are interested in your stories (think renfaires, prepper events, and more depending on your genre).
Set the radius that you are willing to travel for events. This will help you keep events you travel to within budget (overnight hotels will require an extra expense that may make it harder to profit).
Besides using Google, you can join local vendor communities, newsletters (B-Side is great for people in Boston), and even follow local creators online so you know what events are going on in your area. You can even ask other vendors at events that you attend to see what other events they recommend.
For first-timers, Anna recommends starting at a small event where you are in a comfortable environment. The goal isn’t selling a ton of books, it’s getting used to what signings are like!
Step #2: Setting up your table at the event.
When getting started, less is more. You just need:
#1: You and your books, plus a laptop, tablet, or notepad that you can use to capture reader emails to add to your mailing list.
#2: A tablecloth (it does not need to be custom branded, and you can buy one online or in a retailer like Big Lots for under $5)
#3: A point-of-sale (POS) system so you can accept credit card payments from customers (Square is free to get started on and will even send you a free card reader, although you can use their app)
As you can see it’s pretty cost-effective to get started selling at events! As you go to more events, you may want to upgrade your set-up. Here are some of the things you can think about getting, according to Anna:
Bookmarks and other swag (such as stickers)
Cards with QR codes so readers can order your eBooks
A banner from Vistaprint or another printer that shows off your books and catches readers’ attention
And anything else you want to add! I’ve seen authors go wild at the signings I’ve been to (everything from cut-outs of characters with a pole on their crotch you can throw rings on… yes… to giving away candied walnuts branded to characters in their books)
Step #3: Ordering inventory for the event.
Anna recommends bringing 10 copies of each first in series to smaller events and 5 of the second in the series. For any books after the second in series, you can bring a few for bundles (aka people who want to buy an entire series at once).
For larger events, she recommends bringing double the amount of books you’d bring to a small event. In my opinion, it depends. I had one event at a Teen Book Festival in Rochester where I sold 40 copies of one book and wish I had brought 100 (I sold out before the morning was even up). So mostly, talk to other authors attending the event, use services like Beventi or the Signing Store for Reader Nation to get pre-orders, and gauge your final order based on that! But for local events not focused on books specifically, Anna’s advice is incredible.
I’ve always used a print-on-demand provider such as Kindle Direct Publishing, Lulu, Bookvault, or Ingram Spark to print books before signings (I have most experience with KDP and Lulu).
Step #4: Pricing your books for profit.
Even numbers are always preferred for event pricing, just in case anyone uses cash (this means $20 instead of $19.99).
Don’t be afraid to price your books higher at events than your normal pricing. After all, readers are getting their books signed and get to meet the author! That’s a big plus.
Note: You’ll want to make sure you are remitting any sales tax to authorities if it’s applicable. Now is not a time for me to get into everything that sales tax entails, but if you’d like me to do so at some point, I’d be very happy to do a deep dive in another article.
Step #5: Selling to readers at the event and having fun!
“Each person who approaches your table or even just walks by, that’s the person you’re interacting with right now. And you’re going to have a pleasant interaction, damn it.” – Anna McCluskey
Make readers feel special. Anna is introverted, but was in the event and hospitality industry for 2+ decades. Think about how you feel when you walk into your favorite coffee shop, and make your future readers feel like that.
Even if someone doesn’t look like they are interested in your books, you can still talk to them. They may have someone in their life who loves your kind of book that they can buy a gift for.
Come up with a simple, one-sentence hook to spark a friendly, conversation with people. For Anna, it’s: “How do you feel about fantasy books?”
And there’s the breakdown of this episode of the Beyond the Book Podcast. You can watch it on YouTube here.
AND Anna recently started a community focused on helping writers level up their storytelling called Rising Quill. It’s completely free to join, and checking it out would be a great way to thank her for sharing such incredible insights with us today 😊.
I’ll be back soon as we near the BIG Pencil Party happening from 4 pm ET to 5 pm ET on Friday AND I gear up to launch the Author Marketing Superpowers eBook and Audiobook completely for free this weekend.
In the meantime, don’t forget…
Together we are boundless,
Michael Evans
The Author Sidekick
Share this post