A lot of authors attend their first events and leave disappointed, deciding to never do any again. Why? They went in with the wrong expectations right from the start. Events are not about sales, the sales are secondary. You are not going to make money at book signing events. At the very best, you may be able to break even, if you’re lucky. For most, we lose money.

So why do we do them?

The biggest and best component of book signings and why they are SO important for authors is networking. They are a smorgasbord of networking unlike any other option you can do online. Most takeovers and things online, people are showing up just for the giveaways and aren’t really interested in actually purchasing books. Some aren’t even readers, they’re just giveaway chasers!

At book signing events everyone there (including the authors!) is a reader. Most came to purchase, even if they came with limited funds. So they are already there to learn more about books, interested in reading, and ready to get to know some authors that are new to them. You aren’t blasting your spiel out to a universe full of people created by an algorithm that might not even match what you need. This is your audience.

Think about it this way… at in person events, you’re one in 30-80. Online? One in millions. Your odds of getting seen online even with throwing tons of money at ads are miniscule. In person? You WILL be seen. At events, there are multiple types of networking going on.

Readers-
First, you are networking with readers. They may be fans of your genre, they might not be. But every reader is a chance to get your name out there. If they’re not interested right then, they may later be shopping online for a friend who is! Or they may one day get a hankering for something new, remember you, and decide to give your books a try. Every new person you can reach at a book signing event is a potential new reader.

Also, many are digital readers. They’ll take your card or swag and look you up later to buy the Ebook or read on Kindle/KU. Those are NOT missed sales, they’re simply sales/reads in another form. Bonus- if they read one book in digital form, they usually read more. These readers are the GOATs, because that one piece of swag can sometimes mean they read your entire backlist.

Never show disappointment to readers who only stop by to grab a card, pen, or piece of swag! If they’re digital readers, they might just spend more in the future than the person who bought ONE signed book at the event!

Authors-
Authors are readers too! At every event, I inevitably leave with at least a few books. I just can’t help myself! Not only that, but networking with other authors expands your reach massively. Author friends expand your tribe. Need takeovers? Want to join anthologies? Want people to post about your new releases? Want to potentially be able to share a room at a future event? Just need like-minded friends for commiseration and writing sprints?

You need author friends! Every author has their own core fans. When you have a great author tribe, you can depend on them to help when you need something posted, or when you need your reach broadened for something. And they can count on you.

Being able to meet in person and get to know one another is a huge bonus and you’ll make so many friends at events that you’ll start to look forward to seeing at every one you go to. Plus, one thing I do at events is take a little swag from each table. When I later do my giveaways, I tuck author swag into them from other authors. This helps give them a little extra reach they didn’t even know they were getting, kind of like a fairy godmother they didn’t know they had.

Vendors-
Some events allow vendors as well. This is cool because it lets you get to know others in the business. Who makes those cool suckers? Those sinfully scented candles? Where’s those bags of swag coming from? Who is that model everyone is drooling over? And which damn table is giving out those delicious looking cupcakes?

You can get cards from swag makers, photographers, graphic artists, models, and so many other people if that particular event allows vendors. The bonus of seeing them at an event is being able to see what they’re offering right at the table, instead of only online. Sometimes, seeing things in person is the best way of figuring out what you’d like to offer for your own readers.

Bloggers-
Don’t forget that some events attract bloggers! They’ll show up at your table as regular readers, but they are bloggers and reviewers who run their own blog sites, groups, and reading pages online. Making friends with them is a huge boost. If a blogger gives you their card, it means they like what you are showing off, and think you’ll fit great with their audience. Pay attention and keep that card! Bloggers are great to have in your pocket, especially for new release posts, review tours, getting eyes on a giveaway, and things of that nature.

Event Organizers-
Don’t forget our awesome event organizers, too! At every event, they are paying attention. When you’re a great author who takes care of your table, is polite and courteous, handles yourself professionally, pays on time, etc, they take notice. I don’t even request for events now, they just add me to the dang groups and I’m like… “What the heck is this…?”

Then I realize it’s a new event and go fill out the form if I’m interested. But I’ve earned it because I’ve always been a good attending author, donate to the giveaways, pay on time, and don’t make things difficult for them. They keep track of those awesome authors and when we need extra time to pay or extra considerations, they’ll be more likely to work with us if they know we’re one of the good ones.

Remember-
So yes, at every book event, we want to get book sales. They’re super exciting, and it’s always hugely satisfying to sign a book and watch a reader walk away with one of our books in hand. To date, I’ve never NOT sold a single book at an event. Sure, sometimes I’ve only sold one or two, but I’ve never not sold anything. Still, I knew going in that the networking was the biggest part of the events, so I’ve never been disappointed in any event I’ve gone to.

It’s very important to go in knowing what your goals are and keep them in perspective so you can get the most out of your events and not leave upset and disillusioned. You may not make a ton of sales, but you made a ton of impressions- which is the first step to expanded reach and potential longer term sales.