Marketing is About Making Connections, Not Book Sales

Over the weekend, I sold three books, two scrunchies, one bonnet, and two stickers at an author event in Philpot, KY, just outside of Owensboro. I made back my vendor fee plus three times that amount! Not bad for a small event that was held for the first time in a small city. I can't complain.

While I was really happy with my sales (because who doesn't love to make money?!?!), I was even happier about something even better than money!

Okay, don't get me wrong. Money is great and definitely a necessity in life, especially with the rising costs of EVERYTHING! However, at this event, I got something even better that will help me grow my business and brand.

My table setup just happened to be next to the Daviess County Public Library, where I was able to connect with the manager of Community Engagement during the event. We not only had great conversations throughout the day, but I also found out that they host author events. My new connection also had a few other organizations they could put me in touch with that would be a good fit for my books. Now that's a win!

But it gets even better!

I also had another librarian from a different county stop by my table and not only purchase a signed copy of my book, Stacy Learns to Love Her Wavy Hair, and You Can Too!, but also give me their contact information so I could reach out to them because they are looking to host author visits and book signings. Woo Hoo! That's two librarians I connected with at one event.

And that's not even the best part!

I know, what else could be a win?

Well, I had 13 people drop their names and email addresses into my collection box so they could receive a free copy of my Curl Confidence Mini Kit.

That means 13 people are now subscribers to my email newsletter, which goes out once a week. In it, I share hair tips, upcoming events, book and product releases, recognitions, and more. I now have direct access to my audience.

Several of these individuals had heard of and seen my brand, The Frizz Girls, in social media posts for over a year. (Yes, the event organizers promoted the event for an entire year, and 59 people paid for VIP admission to shop early before it opened to the public…for a first-time event!) They stopped by my table to make a purchase and sign up for my email newsletter.

So, while my six sales at an event may not seem impressive to authors who average 20+ sales, many of these same authors are not taking advantage of ways to continue marketing their books after the sale.

As an author, it's really important not only to make book sales but also to find ways to market your book(s) to attendees and continue doing so long after the event is over.

I'll now be able to reach a wider audience in new cities when I do author/illustrator visits, thanks to my two library connections. Although sales are what I want, I've got my eye on something much bigger: global brand exposure.

Your turn: What’s the best thing you’ve walked away with from an event besides sales? Drop it in the comments! And if you want help turning your next event into long-term book marketing, book a 30-minute call with me.