In-person events provide a valuable opportunity to connect with potential readers. Many events offer authors the opportunity to sell books at a book table. However, too often, authors simply stack their books on the table and hope for the best.

If that sounds familiar, you’ll be glad to know there’s a more effective way to sell books from your table.

I recently spoke with Sarah Hickner, an in-person book sales pro. She’s the author of multiple books, a podcaster, and a faithful listener of the Novel Marketing podcast.

Thomas Umstattd, Jr.: How did you get started with in-person selling?

Sarah Hickner: One way I met new customers was by setting up a table at festivals, stores, malls, and anywhere I could find a spot. I set up at county fairs, beer festivals, and all kinds of events. To make it all worth my effort and time, I had to get really good at attracting people to my table, selling myself, and building relationships.

Thomas: Yeah, we tend to think our own book is amazing, so if people just see it, they’ll want to come over and learn more. But the problem is, the strangers walking past your table don’t know you, they don’t know your book, and they have no idea how amazing it is.

How do you draw people to your table so that you have a chance to tell them about your book?

Sarah: I’m a big fan of giveaways because they create an easy opening for conversation. I always have something on hand, like postcards, bookmarks, or other small items. When people walk by, I can simply say, “Hey, did you get your bookmark yet?”

It’s a great way to draw them in. Many authors assume people are avoiding their table, but I think most passersby are just lost in their own world. They might be looking the other way, thinking about someone they’re meeting, or reflecting on the last book they bought at the festival. They’re not intentionally ignoring us; they just haven’t noticed us. That’s why having a simple way to engage them is so powerful.

Thomas: Bookmarks can be very cheap to give out if you get enough of them printed, and people love to receive bookmarks. Every book needs a bookmark, so I love that as a giveaway. I even recorded an episode about the effectiveness of bookmarks.

Have you done a giveaway of a larger ticket item?

Sarah: I always do an “enter to win” giveaway to grow my email list. It’s one of my go-to strategies. But if you’re too quiet about it, or if your giveaway is small and not eye-catching, hardly anyone will enter.

A big, attention-grabbing giveaway makes a huge difference. I’ve shared a table with others where we each contributed an item, creating a massive, exciting prize. We all got to share the email list and gain new contacts. People saw the giveaway, noticed the “enter to win” sign, and naturally came over.

This is a simple and effective way to draw people to your table. But to be honest, if you’re just giving away an ebook with a small sign or a single book, it rarely draws people in.

Thomas: The coolest version of this I ever saw was at a conference where a company had a big-screen TV running a rotating PowerPoint about their business. People could enter to win that same giant TV.

It was brilliant.

They had flown in for the conference, and bringing a big TV on a plane would have cost hundreds of dollars in baggage fees. Instead, they went to Costco, bought a $300 TV, which is cheaper than most smartphones, used it for their display during the event, and then gave it away as a prize.

To win, attendees had to be present and take the TV with them, meaning the company didn’t have to deal with packing it up. It was a smart, multi-purpose investment. The TV attracted attention, served as their display, and became a giveaway that saved them the hassle of transporting it. That’s what I call making $300 work multiple times over.


How do you start a conversation about your book?

Sarah: The next step is to start a conversation. This is where many authors struggle. Either we don’t talk enough, or we talk too much. In sales, it’s surprisingly easy to talk someone out of buying your book if you overdo it.

If you’re at an event where you’re the only author, such as a horse show or a Christmas parade, you can get away with talking more. But at a book festival, where every author is eager to talk about their books, you need to be more strategic.

The best way to start is by asking a question. At a book festival, I like to say, “What kind of books do you like to read?” I learned from your podcast, Thomas, that selling to the wrong audience can lead to bad reviews, so it’s important to find out if they’re even the right readers for your book.

At general events like parades or holiday festivals, where not everyone is there for books, I ask, “Do you like to read?” If they don’t, they can keep moving, and I don’t waste their time or mine.

Asking a question does more than just filter out the wrong audience. It makes people feel heard, and most people love talking about themselves. Instead of jumping into a sales pitch, I focus on getting them engaged in conversation first.

How does listening help you tailor your sales pitch?

Thomas: Listening also helps you tailor your sales pitch. If you have three or four books, each with a few unique selling points, that gives you a dozen different angles to talk about. You determine which one to use by asking a few questions. You can quickly find out what interests the person. If they mention they like romance, you can say, “This book has a romantic subplot.” Even if it’s not a full romance novel, you’re highlighting the aspect that appeals to them. This approach allows you to adapt your pitch to each potential reader.

Spending too much time trying to convince a non-reader to start reading is a waste of time, especially when real readers are walking by your table. That’s why it’s smart to first determine if there’s even a good fit.

Sarah: Yes, I’ve also found that having an audiobook is really helpful. Most of my friends and I share tables at horse events, and I’m the only one with an audiobook. A lot of people stop by and say, “Oh, I don’t really read, but I listen to audiobooks all the time.”

When that happens, I hand them a postcard with a QR code and say, “Well, my book is on audio. You’ll probably love it! I narrated it myself, and it has great reviews.” Even though I’m not making instant cash like I would if I were selling directly, it still works as marketing. Over time, it brings in more audiobook listeners and builds my audience.

Is your audiobook exclusive to Audible?

Sarah: My audiobook is not exclusive to Audible, which has been a constant debate for me. I distribute it through Findaway Voices because I like having it available at libraries and other platforms. However, most of my sales come from Audible, and I know I’m leaving a lot of money on the table by not going exclusive. So, I’m always torn between the two options.

Thomas: Since you’re not exclusive to Audible, you can actually sell your audiobook directly. We covered how to do this in the Bookfunnel episode. You can create unique codes, print them on the back of cards, and sell them at events. People pay you, you hand them the card, and they enter the code into the Bookfunnel app to download the audiobook straight to their phone.

It’s a great option because you get cash upfront and deliver the audiobook instantly. However, even with this option, I’ve found that about 80% of people would rather scan a QR code and buy it on Audible. If they have credits burning a hole in their pocket, it’s an easy sell.

Another thing I like about your approach of asking lots of questions is that it makes people feel important. People enjoy talking about themselves. When they share what they like, it puts them in a good mood and makes them more likely to buy what you’re offering.

Sarah: When I was in college, I read How to Win Friends and Influence People, and I’ve read it once more since then. My biggest takeaway from that book is that the person who talks the most is usually the one who feels the best after the conversation. So, I always try to ask people questions and give them a chance to talk about themselves. I want them to feel good when they walk away.

When I was doing direct sales, I knew that if I could make people feel good, they’d be excited to answer my call. But if I came across as just another pushy salesperson, they’d avoid me at all costs. I take the same approach with my books, and I’ve seen it work time and time again at big shopping events. Because I focus on making people feel important instead of pressuring them, many will circle back. Not everyone, of course, but at almost every event, I’ll have a few people who take a postcard, walk away, and then later return to say they’re interested. Some tell me they need to think about it and then come back to buy.

I like to think of sales the way I did when I worked at the Gap in high school. When I start worrying about people not buying my books, I remind myself how many customers walked into the Gap and left without purchasing anything. I never took it personally. Some people came in, spent $20 on the clearance rack, and left. Others would drop $800 in one visit.

When I start feeling anxious about sales, I remind myself to stay open-handed and kind. If people have a good experience, they’re far more likely to spend their money with us. In the end, it’s all a numbers game. The more people you talk to, the more books you’ll sell.

How does visual appeal affect book sales?

Thomas: The Gap is good at making their store visually appealing. For authors, visual appeal means that a good book cover is essential. Having a great book cover should be your first priority. Otherwise, none of these strategies will work.

If you designed the cover yourself, it’s not a good cover. Unless you’ve studied design, specifically product design, your book cover isn’t as effective as it could be. This isn’t just about art; it’s about the science of visual appeal. Cereal box companies test designs in grocery stores. There’s real data behind what works and what doesn’t, and unless you’re one of the top designers in the field, your cover isn’t as good as it could be.

The second way to evaluate your cover is through split testing. If you’re running ads, you’ll quickly learn whether your cover is effective. A good cover gets clicks and converts those clicks into sales. Authors who invest in ads tend to refine their covers faster because they receive immediate feedback.

Split testing your book covers is a great way to compare two versions and see which one performs better. What doesn’t work well is asking your author friends for opinions. They’ll analyze a large version of your cover on their computer, but that’s not how real readers experience book covers. In reality, your cover appears as a small thumbnail alongside a dozen others.

What do you link to in your split testing ads if your book isn’t out yet?

Thomas: I would create a landing page on your website that says, “Coming soon!”  Tell them why your book will be amazing, and include a sign-up form so they can be the first to buy the book when it comes out.

Some authors just send them to the homepage. In some ways, it doesn’t matter where they land, but if you’re going to spend money on ads, you might as well use it to grow your email list.

A well-designed landing page with some text about the book is a great strategy. I would include all the cover versions you’re testing on that page so visitors can see their options. You can even add a message like, ‘We’re still deciding on the final cover!’ and include a simple survey where people can vote. I wouldn’t assign point values to the survey; just let readers choose their favorite.”

How can you use your book cover to make the table look good?

Sarah: The first and most important thing is making sure your books are front-facing. I can’t tell you how many times I’ve walked past an author’s table only to see their books lying flat. Stand your books up!

Even if you don’t have a display easel, you can curl the inner pages slightly to form a triangle so the book stands on its own. The key is to have your covers visible so people walking by can instantly see your book. A quick glance at the cover can make all the difference in grabbing their interest.

The next most important factor is height because most people naturally look at eye level. I learned this firsthand when I was very pregnant and attended a conference. I had to use a wheelchair, which was a completely new experience for me.

I was shocked at how often people cut me off or nearly ran into me. It wasn’t that they were trying to be rude; they just didn’t see me because I was below their line of sight. That experience made me realize that if your books are too low on the table, people walking by simply won’t notice them. Elevating your books to eye level makes a huge difference in catching attention.

You can get great collapsible bookshelves that keep your books front-facing, or you can get creative. Since my books are horse-related, I go for a rustic look by using old wooden crates to display them.

The key is to get your books up to eye level so people can see them. Otherwise, it’s like me when I was pregnant in a wheelchair—out of sight and overlooked.

Thomas: You can get a three-pack of book stands on Amazon for just $8 (affiliate link), so there’s really no reason not to have them. If you can afford a table and copies of your book, you can afford book stands. But keep in mind, even on a stand, your book isn’t at eye level.

I love the idea of getting creative with ways to elevate books to eye level. Some people opt for a screen-printed banner at eye level instead. What are your thoughts on that approach versus physically raising the books themselves?

Sarah: Use all of these methods, but don’t overcomplicate things. A cluttered display can overwhelm potential readers, and as the saying goes, ‘The confused mind does nothing.’ Keep it simple. The more you overload people, the less likely they are to take action.

I have a big banner that’s taller than I am. I’ve seen banners featuring an author’s face. As a consumer, I don’t care how cute you are. I’m not buying your book because your face is on a banner. I get the reasoning behind it. No matter which book you have on display, the banner ties everything back to you. But that’s not what draws people in.

What catches my attention is a banner featuring a scene from the book or a striking book cover or something that instantly tells me whether I’d be interested in reading it. Depending on how many books you have, you may end up with multiple banners for different titles. I have several books, but my banner features my main book. I spent years writing it, invested in a great cover, and put the most effort into it. That’s what I want to highlight.

I’m a big fan of banners because they can be placed next to or in front of your table, making them highly visible. And since mine is taller than I am, it grabs attention at different levels. It’s eye level for a six-foot person. While I absolutely believe in having a banner, I also believe in keeping your books elevated; both work together to draw people in.

Thomas: Especially for fiction, a photo of the author’s face isn’t going to sell the book. If you’re writing about weight loss, a memoir, or something in the business or nonfiction world, then featuring your face might make sense.

For fiction, focus on what makes your story compelling. Showcase your characters, setting, or whatever is most visually striking about your book. If your story has dragons, put them on the banner because that alone is enough to draw me in. If I see dragons, I’m coming to your table.

Sarah: I want to push back a little on the idea of putting your face on a banner for a memoir. I write memoirs, but the truth is, no one cares about me, at least not unless they already know me. I’m not famous, so my face alone isn’t going to sell books.

Honestly, I don’t think an author should put their face on a banner unless they’re famous. If you’re Brad Pitt, go ahead and put your face on the banner. I’d buy your book just for the chance to meet you. But for the rest of us, it’s better to highlight what makes the book itself compelling.

Thomas: I actually agree. People need to already know who you are for your face to have any draw. They have to recognize it first. Everyone knows what a dragon is, and everyone knows what a horse is, but if you’re not a well-known figure, putting your face on a banner isn’t going to help.

Plus, you’re already standing there in person. Your face on the banner doesn’t add any new information or make your book more appealing.

Sarah: I completely agree about using a scene on a fantasy banner. A couple of years ago, I was at a festival, and as a fantasy reader, one author’s banner caught my eye. It was an image of a scene from his book. There was no book cover, no title, and barely any text. I think there was a QR code off to the side, but it was so small I couldn’t even see it from where I was standing.

Still, I stared at that banner for the entire festival. I try to be careful about spending money at these events since I’m there to sell books, not buy them. But after two days of looking at that scene, I had to know what was happening in that book. I ended up buying it just because the banner drew me in so much.

I’m a huge fan of using scenes on banners. They can be incredibly powerful.

What are some mistakes authors make at these events?

Getting Distracted

Sarah: One big mistake is staring at your phone. I was at an event with a friend, and she decided to walk past every table to see what each author had to offer. She told me that literally half of the authors didn’t even look up or make eye contact. They were too busy looking at their phones.

She was a potential customer, yet they weren’t paying attention. I could see the disappointment on their faces when their books weren’t selling, but they were too distracted to engage with people walking by. If you’re not present and engaging, you’re missing sales before they even have a chance to happen.

Thomas: This is a problem in two ways. First, they’re missing opportunities to engage with people walking by. But even worse, if I am interested, I feel like I’m interrupting. If someone is glued to their phone, I assume they’re busy, and I don’t want to bother them. So, I tell myself, “I’ll come back later.”

But then I don’t come back later, and now they’ve lost a sale. That phone can be seriously toxic to book sales.”

Dominating Conversation

Sarah: On the opposite end of the spectrum, I once shared a table with an author at a festival who had five books. Every time someone made eye contact with her, she launched into the entire plot of every book. People were stuck at our table for 20 minutes at a time, and by the end of the weekend, she had only sold three books.

But the problem didn’t stop there. It hurt my sales and the sales of the entire row of authors behind us. After getting trapped in such a long conversation, people became wary. They were afraid of getting stuck again, so they walked right past the other tables without stopping.

The key is to ask questions, figure out what the reader is interested in, and match them with the right book. Then, have a short, engaging pitch ready. If you tell them the entire plot, why would they need to buy the book?

How can I create a short and compelling pitch?

Thomas: I have created a couple of worksheets to help you craft concise pitches for your book.

One of the great things about attending events like this is the opportunity to test your pitches. Maybe you’ve come up with four different ways to pitch your book, but you’re not sure which one works best. Well, now you can try a different pitch on each person and see what resonates.

You might discover that one pitch works well for a certain type of reader, another works for a different audience, and one completely flops so you know never to use that one again. This real-life feedback helps refine your approach, boosting your in-person sales stronger as well as improving your ads, marketing, and email pitches.

Selling in person can be uncomfortable. Most authors are introverts, and we’d love for someone else to do the selling for us. But Mark Twain and Charles Dickens had to sell their books. Every author has to sell, and a lot of that happens face-to-face.

The Trickle-Down Effects of In-Person Sales

Thomas: The good news is that learning to sell in person doesn’t just help at events; it makes all your marketing better, including your online efforts.

Sarah: Yes, that’s actually one of my favorite parts of having a book table. Many people think it’s just about selling books and walking away with whatever profit they made, but it’s so much more than that. There’s a long-term trickle-down impact that goes beyond immediate sales.

Personal Connections

At the last big event I attended, my college had a table. They weren’t selling anything; they were just giving away free items. They likely spent hundreds, maybe even thousands of dollars on the table and giveaways, with no direct return. Their goal was to make people aware of the college and connect with potential students.

When you’re at an event selling books, you get that same marketing benefit while also making money. It’s the best of both worlds. You’re promoting yourself and your work while still being able to take home earnings at the end of the day.

I tend to go to Kentucky a lot for events because my book is horse-related, and Kentucky hosts some of the biggest horse events. One of my favorite examples of the long-term impact of in-person events happened this past summer. I was at an event there, and I left a little disappointed because my sales weren’t as high as I had expected.

Fast forward a few months, and I was back in Kentucky for another event. A girl walked up to my table, saw my book, and said, “Finding Gideon! I just finished that book!”

I told her I was the author, and she said, “No way! I just finished it!” We took a picture together, and it was such a fun moment.

I asked how she found out about it, and she said her friend had met me at Breyerfest, which was the event where I had been disappointed in my sales. Her friend loved the book so much that she posted about it on Facebook, and because of that, this girl bought a copy. It was such an eye-opening moment. I knew in-person events had a ripple effect, but hearing it firsthand made it so much more real.

A similar thing happened again just this past Sunday. I was at a Christmas parade when a young girl came up to me and said, “Your book is my favorite book!” I was thrilled and asked if we could take a picture together. Afterward, as I walked away, I overheard another mom say, “I didn’t realize that book would be appropriate for my preteen daughter.” Suddenly, she was interested in buying it.

There’s something powerful about these moments. When readers get to meet an author and have a positive experience, it creates excitement. Now, it’s Christmas time, and that girl is likely talking about my book with her friends simply because she got to see me again. That kind of personal connection makes my book more than just a name on the bottom of a cover at Barnes & Noble. It becomes something special that readers want to share.

Increased Readership

Thomas: When book sales start to slow down, it’s usually because everyone in your social circle has already made a decision about your book. They’ve heard about it, and they’ve either bought it or decided not to. We all live in bubbles, and eventually, the initial excitement dies down like a ripple in a pond that has reached the edges.

But when you attend an event in a new place like Kentucky, where you don’t normally live or market your book, you’re throwing a stone into a new pond and creating fresh ripples. You’re reaching an entirely new audience. That ripple effect can continue spreading, leading to more readers and more word-of-mouth recommendations.

This is why authors who actively attend events and put in the work tend to see strong, ongoing sales. They keep expanding their reach, finding new readers, and growing their fan base. Over time, each book launch becomes bigger than the last because they’ve built a broader and more loyal audience.

Additional Reviews

Sarah: That’s so true, and I also believe that in-person events have helped me get more reviews. On Amazon, only about 5% of buyers leave a rating, and even fewer write an actual review.

But when I read my reviews, many of them mention meeting me in person. I think people are tired of constantly being asked to review things, but when they’ve met the author, they feel a stronger connection to the book and are much more likely to leave a review.

What are some mistakes authors make at their book tables?

Hiding

Thomas: Another mistake is sitting behind the table rather than standing in front of it.

Have you ever had a conversation where one person is sitting and the other is standing? It feels uncomfortable. In most cases, one of you instinctively adjusts by standing or sitting to make the conversation more natural.

When one person is looking up at the other, it creates an odd dynamic, almost like a child-to-adult interaction, which only adds to the awkwardness.

If selling directly already feels uncomfortable for you, don’t make it worse by sitting while potential readers are standing. Stand up and stay at their eye level, and the interaction will feel much more natural.

Sarah: If you’re standing behind your table, you’re unintentionally hiding and making yourself less approachable. In crowded events, staying behind the table might be necessary, but at most events, there’s plenty of space in the aisle. If you stay back, many people won’t even notice you because the aisle is so wide. Step out, be visible, and engage you’re your potential readers.

Bad Shoes

Another mistake is to wear the wrong shoes.

Thomas: Shoes need to serve a purpose. Their fundamental purpose is protecting your feet, not looking good. Get shoes that can protect your feet and be comfortable to stand in all day long.

Sarah: Comfortable shoes are a huge deal at events. Before every event, I put a lot of thought into which shoes I’ll wear. Fortunately, since my books are horse-related, I tend to dress like a horse girl, and many boots designed for barn work are made to be supportive and comfortable for all-day wear. I usually wear my barn shoes. The key is to wear something you can stand in for hours. Over the weekend, I was at an event where it was 20 degrees. I had to decide between my insulated shoes, which keep my feet warm but are heavy and unsupportive, or my more comfortable, supportive shoes.

I chose the supportive ones, and while my feet were cold, my back didn’t hurt at the end of the day.

Thomas: Sales is work, just like writing is work. Respect your craft, but also prepare yourself to do well by dressing to set yourself up for success.

How do you receive money from people who come to your table?

Thomas: What kind of payment options do you give people?

Sarah: I have a small frame displaying my Venmo QR code, which is one of my favorite payment methods. Venmo is widely used, almost everyone has it, and it doesn’t take a percentage of the transaction.

I also keep a Square card reader for credit card payments and accept a lot of cash. To make transactions smoother, I price my books in a way that’s easy to handle. I slightly increase the price so that sales tax is included. That way, I’m not dealing with loose change or even small bills. I only take $20 bills, which means at the end of a book show, I come home with a pocket full of them. It makes everything so much simpler.

Thomas: Dealing with pennies adds so much friction because you have to make change. You have to do calculations, and that’s time that you could spend with the next person. Price your books and bundles so they’re easy to sell. You want your price to be divisible by 20.

Do you create bundles to sell?

Thomas: Do you offer product bundles, like three books for $40 instead of $20 each, so that readers save $20 by purchasing the set?

Sarah: I always offer some kind of deal. Right now, I either do a ‘Buy two, get one half off’ promotion or include a free activity pack when someone buys two books. I like to have an extra incentive to encourage purchases.

One time, I received a shipment from Amazon where most of the books were damaged. They were readable but not sellable. Amazon refunded me and didn’t want the books back, so I got creative. I ran a ‘Buy one, get one free’ deal and called them ‘Little Library Copies.’ I made it very clear that these were damaged books I couldn’t sell, but they were still perfectly readable. I encouraged buyers to take one for free to place in a Little Free Library, share with a friend, or donate. It turned what could have been a loss into a fun, valuable promotion.

Thomas: Another great option, depending on your genre, is to create a themed gift basket. For example, you could bundle your book with a bath bomb, scented soaps, perfume, or a candle. Candles are a popular add-on for book bundles.

Thinking outside the box can make your offering more appealing. A great resource for this is AliExpress.com, where you can find cheap things from China. Many of the products you see on Amazon were originally purchased from AliExpress and are being resold at 10 to 20 times the price. By sourcing items yourself, you can add a lot of value to your bundle without spending much.

For example, you might find a deal like 50 candles for $100, which would allow you to add a candle to your bundle.

Sarah: I actually started participating in ‘Blind Date with a Book.’ The idea is to wrap a book in brown paper and decorate it with stickers, bookmarks, annotation tabs, a pin, or other little extras. It creates a fun, mysterious gift package.

I didn’t know how to wrap books like that at first, so I just looked it up on YouTube. It’s surprisingly easy. I ordered everything I needed from Amazon, and now I have pre-wrapped books for every event. I charge a little extra, and people love it, especially during the holidays. But it works year-round because people are always looking for unique birthday gifts or special surprises.

It’s an adorable way to package your book and make it even more appealing to buyers.

What are some other things you can bundle with a book to make it more appealing?

Sarah: I have a coloring book and a journal designed to teach kids how to write their own short stories. When the journal first came out, I was so excited that I had custom pencils made. They turned out so cute, but I wasn’t sure what to do with them.

Eventually, I bought small pencil bags from Amazon and put together little activity packs. Now, when someone buys two books, I gift them a free pencil bag. It works beautifully as an upsell. If a customer picks up one book and is about to buy it, I say, “If you grab one more, you get this cute activity pack for free.” Almost no one buys just one book when they know they can get a freebie by spending just $10 more. Since these are my lower-priced books, the extra purchase quickly covers the cost of the pack, and I still come out ahead.

I’ve also seen many authors do something similar with their series. They often offer a freebie when readers buy the whole set. Some will include a small gift, while others give away a prequel when someone purchases the full series. It’s a great way to encourage bigger sales while adding extra value for readers.

Thomas: I love that, especially if the prequel novella only exists as an ebook because that ensures you get their email address. You can say, “If you put your email address in here, I’ll send you the prequel novella for free.”

Suddenly, they’re eager to enter their email address onto your iPad. It’s a great way of growing your list while giving away bonuses.

Sarah: If you’re a fantasy author, consider offering a free map. Many of my fantasy author friends also have amazing character artwork, which can be another great freebie. You could also offer a free character illustration or a map as a bonus when readers sign up.

Thomas: You could also offer a large, physical map that readers can get as part of a bundle or for an extra $5. This works especially well for audiobooks because readers can unroll the map and immerse themselves in your story world while they listen.

I love this kind of brainstorming. No matter what your book is, start thinking outside the box. Go beyond just the book itself. There are so many fun and creative extras you can bundle in, depending on your genre.

Sarah: I love getting creative with the items I hand out to draw people to my table. At a book festival, almost everyone is giving away bookmarks, so yours needs to stand out. By the end of the event, attendees will have a stack of 40 bookmarks, and no one needs that many. So how do you make yours the one they actually keep?

You can either create an exceptionally unique bookmark that people want to hold onto or think outside the box entirely. I’ve received a few amazing bookmarks over the years, and I still have them.

For my horse-related books, I could include a recipe for homemade horse treats. At horse events, people would keep that because they’d think, “I’ll make these one day.” It becomes like those recipes printed on boxes. Our grandmas kept the cornbread mix box because it had that recipe on it, and every time they saw it, they felt like they needed that exact brand to make it.

There are so many creative ways to make your giveaway memorable. Think beyond just handing out a generic item. Make it something useful, interesting, or unique to your book that people want to keep.

Thomas: I love the idea of a recipe card, especially if it’s pre-cut to fit into a standard recipe box. You could even include perforated edges so people can easily tear it out and store it. That makes it something practical they’ll keep.

Food-themed giveaways are a fantastic option for many genres. If you write fantasy, you could create a recipe for a dish from your story world. For mystery novels, you could have a fun ‘how to make poison’ recipe with a disclaimer to leave out the poison. There are so many creative ways to tie food into your book and make your giveaway truly memorable.

Sarah: If you write rom-coms or similar genres, many characters have a favorite meal or recipe that helps define them. Authors often use food to add depth to a character’s personality.

If your character has a favorite dish, consider turning it into a recipe card. In my book, I drink a lot of sweet tea, so I’ve thought about creating a ‘How to Make the Perfect Sweet Tea’ card. Now, if you’re from the South, you’re probably rolling your eyes, but on the East Coast, no one seems to know how to make proper sweet tea.

A simple, character-inspired recipe can be a fun and memorable way to connect readers with your book!”

Thomas: If you’re looking for more guidance on selling books directly—whether you need coaching or just want to fully embrace the direct sales approach—I highly recommend checking out Sarah’s course, How to Sell More Books from a Table.

This course walks you through everything, from setting up an eye-catching table to engaging with potential readers. Several members of the Author Media Social community have taken the course and loved it. In fact, the buzz around it is what led me to invite Sarah in the first place.

What encouragement do you have for that person who’s scared to sell in person at a table?

Sarah: I have two key pieces of advice. First, I created this course because I know many authors are introverts, and I wanted to provide tools to make talking to people easier. Some days, the idea of talking to people makes me sweaty and nervous, and other days, I could strike up a conversation with a brick wall.

At book events, where there are people everywhere, it’s natural to feel anxious. That’s why this course is designed to give you simple, effective strategies to draw people in. You don’t have to use all of them, but these are techniques I’ve used to make interactions feel easier and more natural.

Second, one mindset shift that really helps is to imagine every person you meet is wearing a sign that says, “Make me feel important.” When you treat people that way, they’ll naturally be drawn to you, and many will want to support you by purchasing your book.

Of course, preparation is key. Make sure you have books in stock, a way to collect payments, and everything set up to make buying easy. If people want to buy but you’re missing a payment option or don’t have enough stock, you’re making it harder for them. But if you’re prepared and you focus on making people feel valued, they’ll be far more likely to connect with you and walk away with your book in hand.

Check out Sarah’s course, How to Sell More Books from a Table.

  • First session is free here.
  • Get $25 off the course by using code NOVELMARKETING

Bonus Tools!

After we recorded this interview, I made a couple of tools that may help you with some of the things we talked about.

Book Cover Analyzer

With the Book Cover Analyzer, you upload your book cover image, and the AI reviews it. It can be very helpful to know if the AI thinks your book fits in your genre or not. It may also provide recommendations on how to make the cover more effective. 

Book Pitch Generator

The second tool is a book pitch generator. You answer four simple questions, and it will generate your back cover copy, a one-paragraph pitch, and a one-sentence pitch for you. In our initial tests, it has performed surprisingly well, and I encourage you to check it out.

These tools are in beta, and while they are, you can use them for free. You can find these and other AI tools on AuthorMedia.social on the AI board. Look for the Book Description Generator and the pitch generator for nonfiction books as well. You’ll also see all the discussion about the tools and results from fellow authors. As authors use the tools, we’ll continue to fiddle with getting them tuned correctly.

Featured Patron

J. A. Webb, author of Fragments (Affiliate Link)

A Thrilling Christian Fantasy Adventure: think Ayn Rand and George Orwell meet Frank Peretti. Check it out at J.A. Webb’s website.

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