You say Potato, I Say Potato, You Say Tomato, I Say Book Sales
By Guest | May 17, 2012 |
Kath here. We’re thrilled that novelist Liz Michalski is back to guest with us! Liz’s last guest post with us was just terrific, and we’re so pleased she agreed to return and discuss a quite unusual way of marketing your book. Her haunting debut novel Evenfall has received praise and buzz. Booklist says, “EVENFALL is a story of strong women, young and old, looking for acceptance and redemption in their own distinct versions of home,” and Romantic Times calls it, “(an) excellent debut is a touching tale of regret and treasured memories.”
Over the years we’ve had many people share their tips for grassroots marketing, but Liz’s method is one I’d never considered . . . and yet it makes perfect sense! Take it away, Liz!
You say Potato, I Say Potato, You Say Tomato, I Say Book Sales
This summer when you visit your local farmer’s market, keep an eye out: You might just find me nestled into a space between the free range eggs and the organic honey, selling copies of my book.
Two summers ago, after I’d sold my novel but before it came out, I was cruising the farmer’s market nearest me, scoping out the boxes of raspberries and sweet plums. I’d been visiting this particular market for years, so when the owner asked me what was new, I proudly blurted out the details of my triumph. She congratulated me, then asked if I’d thought about selling my book at the market.
I hadn’t. But a farm figures prominently in my storyline, so it seemed like fate. After accepting her invitation on the spot, I got busy and contacted several other markets, landing appearances at a half dozen last summer, and requests for me to return this year. The visits are a lot of fun, but they do take some preparation. Here’s what I’ve learned:
- Find a connection. You don’t have to have a story about a farm to sell your book at a farmer’s market, but having some tie-in helps when you are pitching to the market masters (the term used for the person who organizes the market). Is your book about a foodie? Are you a local author? Is your story set in the state in which the market is held? Find an angle that helps connect you to that market.
- Ask what equipment you’ll need. Every market I appeared at had different rules. Some provided a table and chair for guest vendors like myself, while others required me to bring my own. See if a tent is provided — if not, consider bringing your own, since it can get awfully hot if your spot is in the sun. I found an inexpensive tent model at a discount warehouse store. (As a bonus, it does double duty on beach days.) On windy days, be prepared to weigh it down.
- Check on fees. Some markets don’t charge guest vendors. Others collect a fee from each person. At the markets I attended, the cost ranged from free to $15. What you are charged may influence your decision about which markets to visit, so find out up front.
- Figure out finances — where you’ll get your books from, how much you’ll charge, and how customers will pay you. My local bookstore gives me a courtesy discount, so I usually put in an order at the beginning of the season. Buying this way — rather than just selling the books my publisher sent me — allows each book to count toward my sales rank.
- Last year, I stuck to simply cash or checks for payment, but this year I’m considering using Square card reader, an app many of the regular vendors use. It allows customers to pay with a credit or debit card, via a small device that attaches to your iPhone or iPad.
- Plan your table. Visit a farmer’s market and you’ll see the care vendors use to display their vegetables — many booths look like displays out of a foodie magazine. Your table should be no different. Use a clean, cheerful tablecloth. Get your hands on a display poster of your cover that you can prop on an easel (remember to secure it in case of wind). Stack books in a pleasing row — keep extras in a box hidden under the table. Use fun accessories to display extras like bookmarks and cards – I keep mine in a Depression-era cigarette case I picked up at a flea market. The goal is to make your table a place people want to check out.
- Practice good karma. Come a little early and meet the other vendors. I don’t always make a purchase at each stand, but since I have to grocery shop anyhow, I try and buy what I can. I also usually purchase a small treat, like cookies or candy, to put out on a plate at my table for passing browsers, along with a card from the vendor who baked them. Plan to gift the market master with a signed copy of your book as well.
- Ask about future opportunities. Some markets hold annual Author Days, to which local writers are invited. Others have educational sessions, at which a Q&A on writing could fit in nicely. Still others hold holiday bazaars. Check the schedule and mention your interest.
- Connect, don’t sell. Unlike a book signing, a market doesn’t always give you a chance to engage with readers. People may not always stop at your table. Sitting there alone can be discouraging. Keep smiling. Practice your pitch, so when someone does stop to ask what your book is about, you can tell them clearly and confidently. Make it a conversation — ask what they like to read, what they’ve read lately. Remember, what’s important is that you’re meeting people in your tribe — readers who, with any luck, will remember your name and your cover down the line.
To find a farmer’s market near you in the United States, check out this link: https://www.ams.usda.gov/AMSv1.0/FARMERSMARKETS
So, WU readers, you tell me — what’s the most unusual place you’ve ever sold or purchased a book?
Image by laudu at Flickr’s creative commons.
Many thanks to today’s guest.
You can read more WU guest posts by visiting this link.
Liz,
What an interesting idea. Thanks for sharing your tips. Craft fairs would also be a good venue. This is useful outside-the-box thinking. Thanks again, Liz.
Ditto what CG Blake said. I would never have thought of connecting with a farmer’s market (or craft fair) but I can see how it would make sense now!
Thank you, CG. And you are right, craft fairs would be a good similar venue as well. I may have to check them out…
So, my lemonade/book sale stand down at the corner probably wouldn’t work.
Depends on what’s in that lemonade, Dane. : )
Great idea, and great fun, Liz! It makes sense as far as generating word of mouth at a local level. Our farmers’ market is totally a community gathering spot, where year-rounders and second-homeowners come together. Ours is a place where people come to eat brunch or lunch, to hear local musicians play, and to see old friends, as well as to buy produce. Thanks for the idea and for sharing the details you’ve gained through experience.
Your local market sounds great, Vaughn — I wish I could visit it! My favorite market near me is the same way — a really fun place where people can meet, catch up, and try something new.
I never thought about this one. We have several farmer’s markets around here. Thanks for the idea.
Patti
I hope it works for you too, Patricia!
This is such an Unboxed idea, Liz. I’ve never seen this done, yet it seems obvious in retrospect, especially for authors who have t-shirts, coffee mugs, or other spin-offs.
Thanks, Jan. I have run into a few other authors at the markets, but it is still pretty rare here as well.
What a brilliant idea. People shopping at a Farmers Market are typically interested in supporting local businesses and it stands to reason that many of them would be interested in your story based on the farm setting.
That was my thinking too, Roxanne. Plus, they tend to just be fun to talk with about almost anything. : )
A friend of mine has the Square card reader for her small business and loves it. I just signed up for one too. Gotta sell those books!
Great idea for the farmer’s market.
My co-author and I are sharing a booth this October at a Christmas market with a lady that sells enchilada sauce. We’re paying a smaller portion for the booth, but figure we’ll get lots of attention since everyone in Texas loves enchilada sauce. Okay, so that’s generalized, but most of us are Tex-Mex-aholics so we have high hopes for the 4 day event.
Good luck this summer and stay cool!
What a great idea — Robbyn — I love the idea of pairing up with someone! Plus it helps take some of the pressure off. I’ll definitely have to look into this…
Here’s another approach: for my Vampire Kitty-cat Chronicles novel, I placed a little stand and three copies on the counter of a local animal hospital on a consignment sales basis (they get 40%). They’ve sold 10 copies and asked for more. So last week I placed it at another animal hospital and a pet store. Today I go to another pet store to see if I can get it in there. It’s kinda fun. Oh, and I’m now signing the copies on sale.
That’s a neat approach, Ray, and I love how you thought outside the box to find a market. I wish you many sales!
What a cool idea. I’ve thought of doing something unusual like this and now that I think of it again, I’ll do it! But putting some strategic copies of the book with a special website printed inside where whoever picks it up can win something. I’d leave it in a subway, in the back of a taxi, or on a shelf at the supermarket. The only catch is that when they finish it, they leave it somewhere for someone else to find. Love the tomato idea.
Thank you, Bryan, and I love your idea too! What a special surprise for a lucky reader!
Awesome! And it gave me a great idea as to how to do something similar with mine. I would have never come up with this on my own. Thanks so much! I’m hopping on the phone as we speak.
Glad to inspire you, Anne! And if you have any questions or there’s anything I can do to help, feel free to drop me a line!
Also, having read Liz’ book, it’s all about food! I mean, not ALL about food, but it is one of those “Do NOT read this book when hungry!” because the food descriptions are so mouthwateringly good.
What a great idea!
Thank you so much, Lisa!
Very original! Great idea!
Farmers’ markets are a novel direct sales opp like trade shows. The marketing lesson in that you’ve identified a group overlapping with your interest – attendees to the markets – which is worth noting. Can you join in any advertising along with the market, capture web traffic by getting a link on their site?
Thanks, Sophie!
Bill, those are great questions to explore. One of the markets is very tech-savvy and sends out regular emails to the attendees, highlighting those who will be at upcoming markets. The others are a little more low key, but it is definitely worth my asking. Thanks!