You have probably heard contrasting opinions about self-published authors attending book fairs: should they exhibit or not? Does it help sell more books, or not? Can indie authors really benefit from these events?
There is no definite answer to these questions, of course. Some authors have gotten great results from showcasing their titles at book fairs, while other might tell you they didn’t get the response they were hoping for. But one thing we can agree on: it can’t hurt. Stepping out of your comfort zone, also called “hiding behind the pc” - which authors are great at doing - can do no harm whatsoever. You might sell some books, or you might not, but in the long run it’s not as if staying at home will get you anywhere either.
If you think that participating in a book fair is not for you, I’m going to make you re-think that. Nowadays more and more authors are making sure they participate in as many book events as possible throughout the year: whether it’s just a small conference to hand out some marketing material, or an international book fair were they can rent out a whole booth… anything as long as they are there!
“Book Fairs:
Where Self-Publishers Meet Their Audience”
I know most of you right now are probably rolling their eyes thinking “I can barely afford a trip to the town’s writers festival, how do you expect me to rent a booth at an international trade-show?”. Truth is, you are probably right. International book fairs, like BEA or LBF or the Buchmesse etc are extremely expensive, plus travel and accommodation skyrocket the cost of attending. But not many know about services offered by companies like “Book Marketing Solutions” who provide low-cost services to participate in these events: for as low as $289 you get your title showcased at their booth, full onsite and online promotion, inclusion in the catalogue, assistance before and after the show, and much more… and there is no need for you to travel all the way there!
So, now that the monetary issue is out of the way, let’s see why I believe indie authors should be present at book events (or at least their books should be):
- Networking: Book fairs are the perfect venue to meet other authors and publishing experts. You can meet industry professionals whose services you might need in the future… or who can simply give you some advice. If you have time, book a meeting with an agent or editor, you don’t have to go back home necessarily with a signed contract, but meeting these people face-to-face if a great thing. If you can’t physically attend, but can showcase your title with one of the services I mentioned before, make you sure they will send you a list of people who have attended the show and have shown interest in your book. It’s still a great way to follow up with potential readers. Also, you can do some networking during show dates via Twitter or Facebook by actively participating in online conversations, making sure you mention that your books can be found at *insert booth number*.
- Gain exposure & get discovered. If you want to reach potential readers, then this is the place to do it. Most readers don’t necessarily remember the author, but they will remember a cover that really stands out. So it’s important for your book to be visible around the fair, so visitors who stop and look around to see what’s new in the publishing industry can easily find what books they will want to read in the future… some might even buy the book directly at the venue! Create some unique giveaways just for them, or special promotions so they will be encouraged to keep in touch with you (ie. subscribe to your mailing list, follow your author page, etc).
- Marketing. This is all about publicity. Marketing is the key to selling, but I’m sure you already know that. Everything you do at the show is directed towards marketing: hand out brochures or flyers, give out media kits to bloggers/agents/publishers, sell books (or give away some copies for free), whatever you do, it’s all marketing.. which in the long run will increase your sales and exposure.
- Sell rights. International book fairs are the perfect place to find agents looking for books to bring into new markets. If this is your intent, make sure that your author kit and marketing materials are translated at least in the fair’s local language (I’ve know about Italian authors who attended BEA with promotional materials only in Italian… needless to stay that was pretty pointless). So if your book is in English but you want to attend, let’s say, Bologna Children's Book Fair you should have your marketing material in Italian.. it really helps to stand out.
These high profile events are the most important marketplace to sell books, media, rights and licences worldwide… yet not many indie authors are represented. Don't miss the chance to attend these shows in 2016! |