6 Steps on How To Pull Off a Successful Book Event

One of the best ways to connect with readers and get your book into their hands is by doing in-person events. Unfortunately, this tried-and-true method of reaching our audience came to a sudden halt during the pandemic, and while Zoom was a lifesaver for many, it could never bring the same energy as face-to-face interactions. Now that in-person events are making a comeback, it’s time for a refresher course on how to draw a crowd.

(The WD Interview: Tiffany D. Jackson)

When I was initially invited to an out-of-town “Meet the Author” event in Delaware for my new book, I panicked. I didn’t know anyone in the area and wasn’t sure how I was going to bring people into the store. I didn’t want to drive six hours each way just to sit there and not sell books. I also knew that the bookstore wasn’t going to spend too much time and money advertising my event, so I had to come up with a plan on my own to make it a successful day. Here’s what worked.

Once you’ve been invited to an author event, reach out to local media outlets. This includes newspapers, magazines, the local library, the chamber of commerce, radio stations, and even podcasts that might be popular in the area.

If you’re not a local author, it might be difficult to make connections, but even if you only land a few spots, you’ve reached potentially new readers. I am not local to Delaware, but I’ve been visiting every summer for almost 20 years, so I made sure to mention that in my pitch letter. If you are local, make sure you explain how you are connected to the area. Ideally, you’ll land an interview, but even if they just add your event to their calendar page, that’s still a win.

Now that you’ve reached out to local outlets, it’s time to focus on your social media strategy. I did a Facebook search and found local reading groups, local women’s groups, online book clubs, and the local Facebook Marketplace. It’s important to read the rules before posting because self-promotion is usually frowned upon. But, if you spend time in these groups, you might find a way to mention your event. You can also reach out directly to the administrator of book groups to see if they would be open to choosing your book for their next pick or even setting up a giveaway.

Next, head over to an easy-to-use website like Canva to design a free poster for your event that is social-media ready. Canva is an amazing tool for getting the word out. I always include a photo of myself, the book cover, a very short blurb, and the time, date, and place. You can check out my Instagram page to see some of the media I’ve created with Canva.

The bookstore will hopefully have copies of your book, but it’s a good idea to find out how many they are ordering and always bring a few extra just in case you run out. The event space will likely provide a table for you, but not much more. It’s up to you to make your space so irresistible that people can’t help but be drawn to your book.

I always have a tablecloth, brightly colored bookmarks to hand out, a small basket of stickers for kids, a summary of the book including blurbs, and tiaras! There is a tiara on the cover of my book, and it plays an important role in my story. Find a theme that goes with your book and see if you can come up with ideas for inexpensive bling.

The event space usually has a designated spot where you will be set up, but sometimes you may have a choice. At Browseabout they asked me if I wanted to be outside in front of the store, or right inside by the entrance. Being outside meant I could potentially grab people walking by but being inside meant that I would be greeting people who are already coming into the bookstore to buy books. I chose to be inside right by the door.

This meant that every person who came in had to walk right by my table. I seized this opportunity by introducing myself, welcoming people to the store, and asking if they would like a bookmark. Some people said no and kept walking, but most people stopped to check out my book, and many walked away with a copy of Knocked Down in their hands.

Once people are standing at your table, it’s time to make that all-important connection. This means you should be 100 percent focused on them. You are here for one reason only, and that’s to sell books and find new readers.

Many authors are not naturally extroverted, so it can be difficult to make small talk. It helps to have some questions and conversation starters planned in advance.

Some questions you might ask people who stop by to look at your book are:

The trick is that in order to get people interested in your book, you have to get them to be interested in you! Make sure you are conveying positive energy. If you want other people to be excited about your book, you should show that you are, too.

Once you are engaged in conversation, be bold and hand them your book! Yes, actually putting the book in a potential customer’s hands makes a huge difference in whether they will buy it or not. I always offer to let them check out the book, flip through the pages, and carry it around the store with them until they decide.

Some people are shy about coming up to an author; they might feel intimidated, but if they see other people standing around chances are they want to know what is so exciting. This is when having a built-in crowd comes in handy.

When I posted my event on social media, a few people that I had never met responded that they might stop by. Some of them had already read Knocked Down and wanted to meet me, others just wanted to show their support. A lovely woman who had read my book came by and while there, told everyone who stopped by how she laughed out loud, felt like she knew the characters, and kept turning pages while reading Knocked Down. Having that kind of endorsement is priceless, and because of her, I sold quite a few books just in the few minutes she was there.

If possible, bring your own support person to hand out bling, help keep you organized, and yes, stand at your table and tell others what an amazing book you’ve written.

In-person events can be daunting, especially when in a new town where we don’t know many people. But selling our books is a business, and as authors we have to actively engage and connect with our audience. That day, at Browseabout, I ended up staying an additional hour because I was so busy signing books. By the time I left, the bookstore had sold out of every single copy of Knocked Down, and quite a few of WE GOT GAME! Now that’s a successful book event!

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