Why the Elevator Pitch is Necessary When Selling at Book Events

I remember when I first learned about the “elevator pitch” at a writers’ group meeting. Over the years in speech class and on the job, I’ve learned how to speak in front of a crowd. However, an elevator pitch is a different beast on its own.

First, this conversation tends to be one-on-one verses to a crowd of people. This means I must win over the individual within thirty seconds, or I may never see them again, much less encourage them to buy a copy or two of my books. I have to say just enough to hook them, but not too much where I’m giving the entire story away for free. This takes practice and lots of it.

I currently have thirteen paperbacks in my collection plus four anthologies in which I have one story each. It takes me about a minute and a half to give a short spiel about all of them. Friends who accompany me behind the table are often amazed at how I remember to say the same thing over and over again to each customer who walks up to my table. I laugh and tell them that’s why I have water handy.

So, how did I do it? One book at a time.

When I started out as a book vendor at events, I only had one book. I made up a blurb, but over time that blurb morphed into a statement that mostly seems to result in a raised eyebrow or a dropped jaw. As I added more books, I had time to add and update each blurb accordingly. After repeating them for years, I now have them memorized. The only ones I’d need to work on are the most recent releases.

How do I avoid getting bored?

I rearrange the order in which I present the books. I may also first ask the reader what kind of genre they like most, so it helps that I have a few different genres on display.

Without the elevator pitches, many people would merely look, nod, and walk away, never having even picked up a copy to read the book. I’m constantly people watching. If any of the covers make a person do a double-take, I say something to get their attention. Of course, it helps that I spend the better part of the day handing out bookmarks containing the covers of my books, a short blurb (not the same one I say), and information on how to connect with me or buy a copy online. Many people may walk away and buy later, some have returned to my table after reading the blurb on the back. That’s when I go all out with my elevator pitches.

This is not trivial to do, especially for the introvert, but if you practice, this art will soon be second nature. I’m not a natural salesperson, but my enthusiasm for my stories definitely makes up the difference.

Good luck out there!

Book Events and Why I Do Them

I try to attend a few book events each year. Most of them tend to be closer to the holidays when many people are looking for gifts. Although many people buy digital copies of my book, I encounter a great number of people who still enjoy the feel of a book in their hands. I also get to personalize my message when I sign the books for them.

There are times when someone stops by just to see what I have then later goes online to purchase the digital copy. If I hadn’t attended those events, these individuals would probably not have heard about my stories. Seeing digital sales go up after a book event makes me smile.

Being in person also helps me build my email list. I always put out a pen and paper with lines where the reader can leave their email address. This way, I’m only sending information to those who are interested in learning about future releases or events.

However, I think my favorite part of in-person events is being able to talk to readers about my stories. It’s one thing for them to read the blurb on the back of the book, but it’s a cool experience being able to express what it is that inspired me to write each story. They are able to ask questions, and I can find out what they want in a book which helps me point them toward the best match.

Having return customers is pretty neat too. They tend to tell me how much they enjoyed my story and ask me which they should purchase next. A few readers have already purchased copies of each book in my inventory, so this drives me to release the next book before the next year’s events. However, due to life’s hiccups, that doesn’t always happen. Nevertheless, my faithful readers understand and wait eagerly for the next book.

So, why do I continue to do book events? I’ve built relationships over the years.