Shore Leave was a few weekends ago, but I was a big backed up, and I wanted to do more than just update you on how it went (spoiler alert, it went well).
I met some great new readers. Here’s a picture I took with a few. One was so kind, she continued to update me on where she was in the book each time I saw her. (She’d made it to Chapter 10 of Caught when I last saw her.) I’m happy to say I usually expect to sell enough books to make back what I paid for the table. This was true for Shore Leave as well. I even managed to get some autographs for my mom (she was a big Star Trek: The Next Generation fan).
I met several wonderful people at the panels I was on, two of whom (I happen to have their cards on my rat’s nest of a desk) were Kelli Fitzpatrick and Derek Tyler Attico. They weren’t the only people kind enough to let me hang with them during the panels, but I have their names handy, and I wanted to give them a shout out. Andrew Hiller was also just a few tables down from mine, and having him to chat with on occasion is always a good time. He was the one who gave me the opportunity to sit on panels he was unable to attend.
I’m still working and learning when it comes to actually selling my books, but one of the things I like to do is peel back the curtain sometimes. You have to have a lot of conviction to just be a writer. Creating a book and revising it until it’s ready to publish is a mission of faith all by itself, but then putting yourself out there can be daunting. Remember, I’ve said conventions are my number one way to generate sales.
True though it may be, one still has to be willing to put himself out there again and again. To help put it into perspective, I had a thought and acted on it (a bad habit of mine).
I decided to start tracking statistics.
I did that so people planning to do conventions knew that getting a table can work and be fun, but you have to be willing to work at it.
How I work. People are wonderful, and I think of them as compassionate people that are, at the very least, interested in the same things I’m interested in. Marketers (Steve, help me out here if I’m off) call this the funnel process, but I think of my process more like a series of doors.
Every person who walks by receives a little handout from me. People like cool, free things. I have cool chapter icons and covers, so I hand them out. When I do so, I simply say, “If you have a moment, I’d love to talk to you about my work.” That’s door number one.
When a person tells me they’re interested, I give them the pitch to each book. Then I tell them the sale I’m having (I always have a sale of some sort during a convention). That’s door number two.
If people like the pitch, I put whichever book in which they’re interested in their hand. That’s door number three. If reading the first few pages doesn’t grab them, they probably say thanks but no thanks.
Every now and again, they show some level of interest. That’s usually when I direct them to door number four. I tell them about the electronic versions of my books and tell them about whatever e-sales I’m running. A great number of my online sales come from this. I can’t get the numbers for The Journals of Bob Drifter yet, but I sold eight more copies of Caught in this manner.) Yes, I want to make money, but what I want more is for people to like and enjoy my work. I don’t care if they buy the 99-cent (when it’s on sale) version of Caught, the free (with an credit) Audible version of Bob , or whatever. I write stories for people to enjoy, and I consider it my job to give them every option to choose from.
The thing is, it’s pretty daunting to hand out that many cards or book covers just hoping someone’s willing to give you a bit more time.
That’s when I decided to just keep count:
The first time I tracked it, I handed out seven book covers before someone listened to my pitch. The good news is, that person bought my book.
The next time, I handed out 12 bookmarks and gave five pitches before someone bought a book. Sound pretty rough? Well, I don’t think 1-out-of-12 is all that bad myself. I’d actually be thrilled if that were the case.
I had to hand out 74 book covers and give 15 more pitches before I sold my next book. I won’t like folks, that was a pretty epic sledgehammer to my confidence. I had that “I’m the nerdy kid at a junior high dance” feeling. I kept at it. Why? Well, for one, what else was I going to do? Also, you’re going to get a lot of rejection and doubt in this field. You, frankly, need to be willing to fight through it.
The next time was a bit easier. I handed out 29 book covers and gave five pitches. Believe it or not, that fifth pitch sold two books.
Average it up and it took me about 31 book marks and seven pitches to generate one sale. I don’t know what other authors do (and I’d be curious to hear about it in the comments below), but that’s actually a pretty good day for me. I would have done much better had I not left about 20 editions of Caught on the convention floor at AwesomeCon. (Just left them there. I completely forgot them.) For one, Caught was much more in demand at Shore Leave than it was at AwesomeCon (different audience). Also, bundling my two books as a deal tends to generate a few extra sales. Learning that made me want to crawl in a hole and cry for a while, but I had things to do.
I don’t consider myself super aggressive or even remotely aggressive. I try to be friendly, and I only communicate with people I think are at least willing to talk to me. My point is, you have to put yourself out there. I don’t think of it as 116 people didn’t want my book. That sort of thinking is poisonous. I considered each person I spoke to a new acquaintance made. Each sale was a victory in and of itself. If those sales result in good reviews, that’s all the more awesome sauce for my cool-guy taco.
So if you’re at an event, and you start to feel like that poor junior high kid who bought a brand new pocket protector just for this dance, get out on the floor and shake your tail feathers. Remember you love what you do, and you like people. The ones who get up and dance with you will be all the more special for it.
Thanks for reading,
4 thoughts on “Conventions from a Different Perspective: Shore Leave”
Good idea, tracking your data like that! Wish I had a head for numbers to think that way!
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I’m sort of a fan of stats. I’ve always liked tracking information that way.
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Wish I was, but we all have our special talents. I’ll let you know when I find mine! 🙂
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Sorry I’m late to the party 😀 Your series of “doors” is exactly how the “marketing funnel” works. Whatever helps you conceptualize it, man!
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