I’ve seen this happen more than once.
Two authors at the same event. Same kind of table. Same kind of books. Same foot traffic.
One goes home frustrated, convinced events “don’t work.”
The other leaves with a handful of sales—and a list of new readers they can reach again.
The difference isn’t luck. It’s what they thought they were there to do.
Most authors show up to events trying to sell books. That’s the mistake.
The difference between going home with nothing versus going home with a shorter stack of books and a longer email list isn’t luck. It’s preparation. And it’s knowing why you’re really there.
Events are not a sales channel
If you sit down and do the math—table fee, travel, time, materials—you will almost never justify an event based on book sales alone.
That’s not failure. That’s reality. Events aren’t built for direct ROI. They’re built to connect you with readers. Readers who:
* didn’t wake up planning to buy your book
* don’t know who you are
* may not even know what genre they like
With all that in mind, is it surprising when they don’t immediately buy our books?
What events are good for is something much harder to measure—and much more valuable:
* recognition
* curiosity
* word of mouth
* and, if you do it right, email subscribers
That last one may be the most important metric you should care about when evaluating events.
In this episode…
* How to vet an event before you say yes (Google them — seriously)
* What the actual costs look like
* What you need on your table
* Why your email list matters probably more than your book sales
* The mindset shift that changes everything
If you’ve been putting off your first event — or walking away from them wondering why they never seem to work — this one’s for you.
Pro tip:
For any event you’re thinking about, you have to ask: Who is bringing the audience?
If the answer is that the authors are expected to promote themselves, you’re not being invited to an event. You’re being asked to supply customers.
Sometimes that’s worth it.
Often, it’s not.
What’s been your BEST experience with author events?
Any you’d skip? What do YOU look for?
Support the show
Find Tara’s books on Amazon: https://www.amazon.com/stores/Tara-Lush/author/B00O5M5T5G
Find LL’s books: https://llkirchner.com/books
Show notes
Episodes referenced:
* Episode 16: Going wide (coming soon!)
* Episode 14: Newsletters (coming soon!)
Platforms & tools discussed:
* Canva
* Code Monkey (QR code generator)
What we’re reading:
* Tara: How to Start a Cult by Jodi Rainsford
* LL: The Silent Patient by Alex Michaelides
Coming next:
* Episode 16: Newsletters
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