5 Tips to Stand Out at a Book Fair

One of the most exciting aspects of writing a book is the opportunity to promote the book. Authors use a host of tools to promote a book including book talks, digital marketing, traditional media, and also book fairs and trade shows. If you elect the latter, you want will want tips to help you stand out and sell as many books as possible.

While book fairs and trade shows can be packed with people, loud and intimidating, they can also be a ton of fun. They are an opportunity to not only sell your book but meet new people.  With the right mindset and approach, you can turn energy from a book fair into meaningful opportunities for you and your audience. That’s why Spotlight PR, which represents a handful of book authors, is sharing five tips to help you confidently stand out in a sea of tables

and create an experience that makes readers remember you, and most importantly, your book.

Draw people to your table by creating an inviting, visually striking set-up. Use bold tablecloths that contrast with your book cover. Add height with vertical banners, book stands or a small shelf. Include pens, business cards, a clipboard, or any book-themed merchandise you might have. However, keep the table simple and tidy. Avoid clutter and anything that might distract from the main focus. Remember that the goal is to bring attention to the book and to you.

You don’t need a speech or even an elevator pitch to draw people to your table. Prepare a one-line hook. This quick message tells visitors who the book is for, what it offers and why it’s different from other books. For example, you could say something like “It’s a suspense novel about a woman who reveals a dark family secret—perfect for fans of domestic thrillers.”

We recommend printing postcards or small flyers that have information about you and your book. Then, recruit a volunteer to scour the book fair venue handing out as many postcards as possible. The postcards should have your table number on it so attendees know where and how to find you. This will allow you to draw in conference attendees and strike up a meaningful conversation. While you want to talk about your book, you also want to quickly describe why your book matters for your audience, and what they’ll gain from reading it. You could also offer a bookmark, a stick with a QR code to your website or social media, candy, and/or exclusive deals when they sign up for a newsletter or email list. The goal is to convert passersby into future readers.

Most people don’t appreciate a hard sell. Warmth and authenticity will go much further than an insincere sales pitch. Try to be as personable as possible, being careful to get up – if you’re seated – and interact with persons who come to your table. People will buy from authors who make them feel seen. Readers want to meet the person behind the book. If the fair is happening in your hometown, or the place you now call home, you can also capitalize on the local aspect. You can place a sign on the table that states, “Support a Local Author!”

Give a gentle nudge to browsers that makes purchasing the obvious next step. Offer a special discount or bundle, a signed copy, or a free bookmark with a purchase. Let them know that you accept digital payment options. The key is to make buying your book easy, immediate and rewarding to the reader.

You don’t have to be the loudest or the most extroverted person at a book fair to be successful. Instead aim to be intentional, prepared and authentic. With these strategies, you’re not just working to increase sales—you’re growing your audience and giving your story the spotlight it deserves. You’ve already done the hard part by writing a book. Now it’s time to shine. Reach out to Spotlight PR for a consultation.