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| Because we need all the help we can get, eh? |
Before we get into the nitty gritty this week, don't forget to sign up for my weekly newsletter to get all my updates right in your inbox. Lastly, to be sure you're following all of my followables, check out my LinkTree!
#1: Check Your Signage
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| You need to make sure people see you, after all. |
If a tree falls in the forest but no one actually sees it or hears it, did it actually fall? The question, of course, asks whether something truly happened or existed if it was outside out ability to perceive it. Something you may wonder that answer yourself if you're sitting at your table, but people just walk by without actually noticing you're there.
One of the chief ways to get people's attention is, of course, with signage.
Whether you have a tall banner that stands next to (or behind) your table, a printed drop cloth that announces who you are and what you do, or you just want to have small signs describing the different categories of your work like your books were pieces in an art gallery, properly labeling your products while also putting up a few, noticeable items ensures that folks will, at the very least, see you.
For some extra benefits, make sure your paper signs are laminated. This allows you to use them over and over again going forward, and it saves a lot of prep time going forward. You can even use Velcro backings to get them up where you want them, if you're looking to utilize your vertical space!
#2: Check Your Freebies
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| Go on, take one with you. Hell, take two, they're free! |
If you're selling at a convention then your goal is to move as much of your stock off your table and into people's hands in exchange for some hard cash. However, anyone who's sold at a con before (or just been an attendee) knows that people don't usually walk up and buy your book the first time they see your booth. A lot of the time they may not even have the money on-hand to buy what you're selling, even if they're interested.
That's why it's important to have some kind of freebie to ensure you leave a mark on someone before they leave.
The most obvious freebie is that you should have business cards for your table. It's something you can hand to anyone who pauses and makes eye contact with you, after all, and it ensures they have all your necessary information. Some authors swear by bookmarks or even pens featuring their books, since people like useful items. Given that we exist in the digital age, a lot of us also have QR codes (you can make your own here for free), and this lets folks bookmark your work without carrying around yet another cumbersome piece of cardboard in their pockets. A lot of us also set out bowls of candy, because attendees are nothing if not happy to snatch up a snack (though I imagine that's going to be less common while Covid is so close in our rear windows).
#3: See What Is (And Isn't) Provided
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| I can't believe I had to bring my own thingamajig... |
A lot of the time we assume that certain amenities are just going to be available when we reserve a space as a dealer... but you know the old saying about assumptions. As such, read over what you are expected to bring, what will and won't be provided, and prepare accordingly.
As a for instance, does your convention actually give you a table to use? Does that table have a cloth covering it? Are you given chairs, and how many? Will there be power outlets in your space if you need them? Does your merchant space cover your badge, or do you need to get those things separately? A lot of this stuff seems obvious, but you'd be surprised how many events will just leave basics like this off the cost of a table, and then expect you to spend even more.
This applies to your hotel accommodations as well, especially if you're planning on staying in the hotel where your convention is taking place (or if your hotel is connected to it, as many conventions are too big to take place in a hotel). Does your room come with parking, for example? Is breakfast included? Is there a lower rate for you if you attend the convention? This part of things is exhausting, but it's necessary if you want to avoid sticker shock when you finally get your bill.
#4: Read Over Load-In/Load-Out
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| Crap... was I supposed to go this way? |
This is a big one, and it's something that I've found affects big booths and small ones. Because conventions run on order, and you can't have people running hither and yon messing up the flow of everything. As such, most shows are going to have specific requirements for merchants when it comes to getting their stuff in and out of the dealer space. Usually it's going to require you going to a loading dock of some variety, offloading stuff and trucking it through the back hallways, instead of just walking in through the front door like you would if you were an attendee.
Where you need to go, and when you need to go there, is only part of the convention setup, though. You should find out if you can bring your own cart (collapsible carts like this one are a godsend if you don't have one, by the by), or if you are allowed to do your own unloading (as some places will have union representatives at the dock who need to handle actual transport). Being prepared for these details can save you a lot of time and frustration, and ensure you aren't a frazzled mess when the day comes to actually meet the public.
#5: Make Sure You Have Your Organizers
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| Oh crap, I know I've got more of those... somewhere... |
One of the things I've learned over the years is that organizers are what will turn your table from being something that's just there, to being a space people notice. From folding book stands that will ensure people are facing the cover of your latest offerings, to collapsible shelves, nothing makes your table look more professional than putting your work on a small pedestal so passersby can see it.
In addition to actually segmenting and organizing your table, though, it's important that all of these things fold up for ease of storage. Sounds obvious, but I've seen lots of folks who find displays that look amazing, who forget they actually have to pack them up and move them from one show to another, and that can lead to... difficulty during setup. And since most of us want our set up and strike down time to be more like Nascar than This Old House, something that can be packed or unpacked in minutes is definitely preferable.
#6: Get Change, Test Your Payment Systems
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| This is critical. Seriously. |
In the old days, conventions were largely a cash-only business. As such, it's important to get enough singles for your average Friday night at a strip club, along with some fives to make up the difference if you have a solid, even count for your book costs. Today, of course, we have digital payment systems that run off your phone, and you can get a Square for free. You should make sure it runs smoothly on your phone at least a week ahead of schedule, and that you know exactly how much to charge to negate the Square fee.
Nothing is more frustrating than losing a sale because you don't have change, or can't take someone's credit card for it. Nothing.
#7: Realistically Assess Your Prospects
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| No, Jane, we're not getting out of the red on this one. |
While this one might be one of the first things you should do, I figured the last entry is the one that sticks with people the most. Because, and I say this with the utmost sincerity; it is damn near impossible for an author to break even on a show if they don't already have a large audience, or they're getting most of their associated costs comped for it.
I talked about this back in To Be Clear, I Don't Make Money at Conventions, but it bears repeating. Because there's a laundry list of things you need to get into a show, and every one of those things increases the amount of sales you have to make in order to break even. There's the cost of the table, the cost of your hotel room, the cost of your travel, your food, your badge, and any other incidentals you incur as part of your selling.
Before you sit down at your table you should know what this convention is going to cost you, what your earnings are when it comes to your book and merch sales, and how many sales you need to make in order to break even. Because if you can volunteer to be on panels to get your badge costs comped, you have a free hotel room because of points you earned as a frequent traveler, or the show is in your town so you don't have to travel far, then you can cut down on those costs in order to make it more likely you come out ahead. At the same time, though, you need to be realistic about what you're pouring into a show, and what you can expect to get out of it.
With that said, it's also important to remember that not all sales happen on the convention floor. I talked about this some time back in Conventions Are An Investment (Treat Them as Such), but it bears repeating. Because some of the people who don't buy a book now may check you out later. Some people who get one book may come back for the rest of your catalog once they finish their initial purchase. And even if someone doesn't buy at this convention, you're more likely to become a part of their landscape the more often they see you. Once someone grows familiar, you have further chances to add them to your fan base. Not only that, but a lot of authors will collect names and emails for their newsletters at conventions, in addition to meeting fellow authors, having discussions with publishers, and so on, and so forth.
While it's nice to make money at conventions, these are really the places you go to sow the seeds of future readers. Try to sell all the copies you can, but remember that's just a part of what you're actually doing at a show like this.
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That's all for this week's Business of Writing!
If you'd like to see more of my work, take a look at my Vocal archive, or at My Amazon Author Page where you can find books like my noir thriller Marked Territory, its sequel Painted Cats, my sword and sorcery novel Crier's Knife as well as my recent collection The Rejects!
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