How I Went from Dreading Signings to 7x'ing My Booth Fee

Two years ago, reader conventions terrified me. I remember walking around ApollyCon and seeing huge crowds gathered around some authors... and empty tables in front of others.

I was convinced I’d be the empty-table author. So convinced, in fact, that I let fear talk me out of signing. Thankfully, my friends had other ideas.

They basically strong-armed me into doing a signing with the promise of a peaceful writing retreat in the woods afterward. (Know your audience. They knew exactly what bait would work.)

I’m so glad they did. Because that first signing taught me the difference between the crowded tables and the empty ones wasn’t always the size of the author’s career.

It was the author’s behavior.

The authors with readers lined up were almost always:

• Standing up.

• Off their phones.

• Talking to readers walking by.

• Smiling.

• Looking approachable.

They weren’t necessarily talking about their books. They were talking about books.

“What have you bought today?”

“Who’s your favorite author?”

“I love your cosplay!”

“Oh my gosh, that special edition is gorgeous!”

The busy authors were genuinely interested in the readers.

Then, when someone asked about their own books, they didn’t launch into a five-minute synopsis of the entire plot. They had a short, fun pitch ready to go. Just enough to spark curiosity.

The second thing I noticed was visual.

The authors with the “pretty books” had an advantage.

• Special editions.

• Foiling.

• Sprayed edges.

• Beautiful interiors.

• Illustrated covers.

Those books commanded higher prices because readers viewed them as collectibles. That meant those authors didn’t have to sell as many books to have a successful weekend.

Fast forward to this past weekend.

I attended a much smaller fantasy convention. Maybe 200 readers. Probably fewer.

The booth fee was $250.

Over two days, I made back more than seven times my investment.

Why?

I did the same things I’d watched successful authors do.

1. I stayed on my feet. Well... mostly. I actually brought a bar stool that was tall enough to make it look like I was standing while secretly giving my feet and backside a break.

2. I engaged everyone who walked by. Not by trying to sell them. By talking to them. I asked about the books they’d already purchased. I complimented costumes. (Fantasy readers show up looking amazing.) I asked what they’d enjoyed so far. We talked about reading. The books came later.

3. My table also helped. It was full of pretty books. Special editions. Hardcovers. Foil. And for my standard paperbacks? I turned them into Blind Date with a Book packages. Decorated with little hints about the story inside. Suddenly, even my regular books became an experience.

I came home with lighter inventory...

...and heavier pockets.

Yes, I’m bragging a little. But I’m also hoping you’ll steal everything I just told you. Because if you’re getting ready for your first signing—or your fiftieth—these are the lessons I’d pass on.

• Stay on your feet whenever you can.

• Get off your phone.

• Look like you’re happy to chat.

• Ask readers about them before talking about yourself.

• Have a short, intriguing pitch instead of a full plot summary.

• Make your table visually inviting.

• If your books aren’t special editions, make them feel special in another way.

And above all...

Don’t hide behind your table. Your table isn’t a fortress. It’s an invitation.

The books might bring readers over. But you have to be the one to make them stay.

And don’t forget to follow my Diversified Author Blueprint Kickstarter. I’m currently documenting my processes for selling across various platforms and strategies so that I’m not dependent on one retailer or algorithm.