by Barbara Florio Graham
One tested way to sell books is at an author reading. It’s an opportunity to invite family and friends who might buy books for others, even if you’ve given them complimentary copies. Most important it’s a chance to introduce yourself to book buyers, who often attend readings as a way to find out about current books.
Consider other venues besides bookstores. When you hold a reading at a bookstore, they will sell books for you, but take their usual commission, often 40-45%. That’s fine if you’ve been published by a traditional publisher, but if you’ve self-published, this is a big cut of your profits.
It makes sense to explore other venues. Do you have a friend who owns a business? One of my mentoring clients decided to launch his murder mystery at a butcher shop! It was owned by a close friend, who agreed to put posters in a prominent spot and invite all his clients.
The butcher provided nibbles and my client bought a selection of non-alcoholic beverages. The place was jammed, and most people bought at least one book. Family and friends of the author were pleased to meet a specialized butcher, and became patrons.
A restaurant or coffee shop you frequent regularly may be happy to have you hold a reading. Those who attend will not only buy something to eat or drink, but may also be introduced to a new venue where they might return in the future.
Libraries often welcome authors. Schools can be tricky. Many will welcome a reading, but not allow you to sell books, so this may be an opportunity to pass out bookmarks or flyers instead.
I know someone who writes historical novels and has sold hundreds of copies at retirement homes. He schedules readings right after dinner, and many residents buy books for themselves or to give as gifts.
If you’ll be reading at a large venue, consider asking a friend or family member to handle sales. That will allow you to spend time talking to buyers and signing books.
Publicize
You need to plan reading far enough in advance to publicize it effectively. Use all the means at your disposal, including social media.
Prepare posters and put them everywhere, including at the venue. Also prepare flyers to hand out at meetings and other gatherings. These don’t have to be large or in color. Print two or four to a page with just the essential information.
Write a carefully-crafted media release and send it out to local media well in advance. Don’t forget community newspapers, whose deadlines may be as much as six or eight weeks ahead of your date.
About 10 days before the reading, call local radio stations and specific TV programs to ask if they received your media release, and to request an interview.
All those details, including how to prepare for interviews, are in my book, Five Fast Steps to Low-Cost Publicity. You can purchase a copy from me, or contact me for specific advice by emailing me at BFG@SimonTeakettle.com I offer a more reasonable hourly rate for online mentoring than many other publishing or publicity consultants.
Prepare
It’s important to prepare and rehearse. Select a passage from your book that will engage readers. This is often not the first chapter, but rather an action scene that will entice listeners to wonder why that happened, or what happens next.
The passage should be short, just a few pages. Your introduction should also be brief, not a summary of the entire book, but rather the back cover blurb or the teaser you’ve used on your website.
Ask a friend to listen carefully. Are you reading too quickly? Are there words or proper names he doesn’t understand?
Is the passage too long, too descriptive, too difficult to understand?
Have your friend stand quite far away, and make sure your voice will carry that distance.
Do not read from the actual book. Instead, copy the passage and print it out in a very large font, double-spaced. I often insert paragraph breaks after every sentence, which slows you down.
Cut the print-out into sections that will fit on 6×9 index cards, and tape these in place. If you have more than a dozen cards, the passage you selected is too long!
Practice with the cards, holding them in front of you so you aren’t looking down, which not only obscures your face but muffles your voice. You should be able to look out at your audience, with the cards held just below the faces in front of you.
Write your own introduction, and even if you give it to the host in advance, bring an extra copy with you. This intro should be about the book, not about you. Audience members really don’t care why you wrote this book, or any details about your life. They can check the bio on your website for that.
Select something to wear that is both comfortable and attractive. I’m always surprised at how many authors attend readings in jeans and a sweatshirt. You don’t have to dress up, but if you want to be taken seriously, you need to look like a successful business owner in casual wear.
A man should wear dress pants and a dress shirt, preferably in a pastel or bright color. A jacket is optional. No tie, dress shoes. A woman should consider dress pants as well, as that allows for comfortable low shoes. Add a feminine top in a bright color, but not in a pattern that’s too distracting. Jewelry shouldn’t distract the audience from focusing on your face and what you’re reading.
At the Reading
Check out the venue in advance, and then arrive 45 minutes before the reading. Get rid of any outerwear, and put down any purse or other bag, so your hands are free to greet people as they arrive.
Make sure you have water nearby, and a few tissues either in a pocket or in the folder where you’ve put your cards. You’ll want to tuck a pen into that side pocket as well.
Some authors bring along props or things to give away. It can help to wear a costume piece or two (nothing elaborate, perhaps just a hat) if your book is for kids, and to bring along a stuffed toy to represent an animal character in the book but don’t go overboard.
I know children’s authors who brought along lollypops, and had parents complain that they didn’t want their children tempted by sugary treats. Giving both children and adults colorful bookmarks is a much safer choice!
After the reading
Linger as long as you can, to chat with people who bought your book, but avoid eating or drinking until all the strangers have left.
Then, don’t forget to thank everyone who helped you, and write a nice thank-you note to the venue as well.
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Author of Five Fast Steps to Better Writing (20th anniversary edition), Five Fast Steps to Low-Cost Publicity, and the award-winning Mewsings/Musings, Barbara Florio Graham is a publishing consultant and marketing strategist who offers mentoring, contract review, and online courses. Her popular website, http://SimonTeakettle.com contains a wealth of free information on writing and publishing.