Denver Comic Con From One Writer's Perspective:
So you’re trying to sell a book without pictures at Comic Con. How’s that going for you?
Before the Con
Everyone tells me “You’re a writer. You should blog more.” The problem is that I rarely take the time to compose anything that I really think would make a great post. However, fresh off the heels of the Denver Comic Con, I think I may be able to offer some insight that other writers may find useful. I will share with you the things that I wish I had known heading into my first “con.”
But first a little background. I am the author of two self-published novels;
one dark horror (Chamberlin) and the other contemporary fiction about a
superhero (Call Me Rockstar: The Story of a Not So Super Hero). My titles felt like a natural fit for the
Comic Con scene so the day that the
application window opened I applied for a table to sell my wares . Unfortunately they
were full so I was put on a wait list.
(How could they be full instantly you ask? I’ll get into that later.) So I put aside my goal of getting in front of
sixty thousand people and tried to forget that I didn’t make it. Flashing ahead several months, the con started on a Friday at 10:00AM. Around 4:00PM that Friday I got a call that
there were some no shows and I could have a table. Elated, befuddled, stressed and surprised
were just some of the feelings I had. I
rearranged my family schedule and my day job and went for it. Lesson #1: Sometimes a wait list turns into
an opportunity. I wish I had realized this
ahead of time because when I said yes it was with the realization that I was
completely unprepared. Luckily I had
enough product on had to make a go at it and I could improvise the rest. I spent the night getting everything in order
and if anyone really cares I’d be happy to share my list of essentials.
Due to my daughter’s track meet I did not arrive
at the con until 2:00PM on Saturday – four hours after it started. It’s important to not let that happen. Under any other circumstance that would have been
completely unacceptable. Having an empty
table is bad for the show, bad for the patrons and exceptionally bad for your
neighboring vendors. But given the
circumstances my turnaround time of less than twenty-four hours was pretty
good.
At the Con
It’s all about the presentation. Everything about Comic Con is visual. It’s all bright and flashy; from the costumes to the products for sale. And those that were selling had the formula down. Most had very professional promotional materials and well thought out layouts. I had just a few items that I had thrown together and a sliver of display experience. I was small ball. I was a very little fish in a big pond full of professional sharks. Here’s a picture of me at my display on Saturday.
I stood there for five hours and sold one book. But I learned an awful lot and I’ll provide my sales lessons later.
Reviewing the day with my super supportive wife that night
she made the keen observation that I did not have enough product out and I
looked even more amateur that I really was.
So with the help of my marketing team (who resemble my three kids) my
Sunday display looked much better.
Not only did it look better, it garnered a lot more
attention. Lesson #2: Presentation may
not be everything, but it is the gateway to everything else. My customer engagement was up by an order of
magnitude and my sales followed suit. By
the end of the day I had sold enough books to cover the cost of the table. Success!
For me personally, in this unique situation, that was where I had set
the bar. This brings us to Lesson #3: It’s really hard
to sell novels at Comic Con. The quote I
put in the subtitle was from a customer.
He came up to me and said: “So you’re trying to sell a book without
pictures at Comic Con. How’s that going
for you?” We both laughed but
we also both knew he was right. As I
mentioned above everything about Comic Con is flash. The table to my right was super
bright comics and the table to my left was incredibly good art
(props to A.J. Moore who was also just a really nice guy). And there were tons of people selling graphic
novels. But when It came to books with
words there was just a few of us. Black
and white in a sea of color. Old school
paper in a sea of digital media. Lesson
#4: Hand out as many cards as you can and push the digital version of your
work. As of Sunday night my ranking on
Kindle was up significantly for both books.
On the Sales Floor
I’m not a salesman and I sure as hell am not a closer. But I did take notes on everything I could over the day and a half I spent there. While I call these lessons they are really just my observations. The author across the aisle from me may have very different perspectives.
Lesson #5: You have less than one half of a second to engage
a potential customer. As the river of
people passes by your booth, and I mean thousands of people over the course of
the day, they struggle to absorb it all.
If you are lucky they will look at you propaganda. For me the most successful eye catcher was
the poster showing the cover of Call Me Rockstar; people love the yellow
shirt.
So if you are lucky enough to catch their eye one of two things will happen. They will either intentionally avert their gaze to indicate that they have no interest or they will glance up to see who is at the booth. Because they are walking that glance will only last a fraction of a second and this is when you need to draw them in. “How’s it going today? “You a big reader?” Anything to try and engage them. Now the real work begins.
So if you are lucky enough to catch their eye one of two things will happen. They will either intentionally avert their gaze to indicate that they have no interest or they will glance up to see who is at the booth. Because they are walking that glance will only last a fraction of a second and this is when you need to draw them in. “How’s it going today? “You a big reader?” Anything to try and engage them. Now the real work begins.
Lesson #6: Perfect your elevator pitch before the con but be
ready to adapt at the con. If you are
lucky enough to get them to your table the first question 90% of them will ask
is “what’s your book about?” Using what
I observed on Saturday I changed my pitch a bit on Sunday and I believe this
also helped boost my sales. But I still
don’t love it so I will be working on refining it in the very near
future. I also found that men and women
responded to different verbiage so by the end I had two slightly different
versions. I’d also suggest reading a
book on sales. (That’s what I intend to do.
If anyone has any recommendations please put them in the comment
section.)
Lesson #7: There needs to be something simple to tell
customers what you are selling. This may
sound obvious but it is more nuanced than you may think. My neighbor across the way had a sign by her
books that simply read: “Do you love science fiction?” It was genius in it’s simplicity. Passers-by knew immediately what her book was
without any engagement at all. At my
table they either had to read the back cover or engage me directly. Both took time that most people were not
willing to invest. A simple sign that
read something like “Warning! Dark
Horror” next to Chamberlin would have been hugely helpful.
Lesson #8: Genre hopping confuses people. I knew this could be a problem the day I
started my second book and boy was I right.
I think I come off as someone who either can’t make up his mind or
couldn’t cut it in the first genre. I
know that I am neither of the above but shoppers don’t. The short product descriptions that I
mentioned in lesson 7 may have helped alleviate this a little but I doubt
it. I think the completion of the sequel
to Rockstar will be my best remedy to the genre problem.
Lesson #9: More product equals more sales. Again, this is deeper that it sounds at first
blush. There is a perception among
readers that the more prolific a writer is the better he or she is. I get it.
It’s easy to look like you’re not really committed if you only have a
small body of work. There also appears
to be a huge base for series. Fiction
readers seem to really like it when they can bond with characters over multiple
books.
Lesson #10: People in costume don’t buy books. I know there are rare exceptions but really,
they are just there to be seen and are probably not worth engaging heavily.
After the Con
Would I do it again? Absolutely. In fact I’ve already signed up for 2015. I found the con was exceptionally well run and the staff was great to work with (Thanks Ryan and Keyra!). I had a great time and I gained extremely valuable experience. Fortunately I will have the opportunity to do it next year which brings me back to how I didn’t, and then did, get a spot in 2014. It was explained to me that they give precedence to those that have already participated and they held true to that paradigm. At the close of the con on Sunday night they allowed the current vendors to reserve and pay for their 2015 spots. Before I had a spot I hated the policy. Now that I have a spot I love the policy. In both cases I respect and understand the policy. And this leads me to my final lesson. Lesson #11: Expect the worst but prepare for the best. Yes preppers, I know that is backwards. What I mean is get your marketing materials together even if you don’t think you’ll need them. You may get surprised like I did. But even if you don’t, your book will still be there and someday the opportunity to promote it will show up.
Sales are great but let’s face it: it’s really about
getting your work out there and improving your fan base. I hope you found this post
informative and useful. If you did,
please share it. If there’s anything I
didn’t address that you want to know just leave me a comment and I’ll try my
best to answer.
Thanks,
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