5 Pointers for authors who want their bookstore talks to be a 10/10

Dear reader, 

Consider us at Logue Social your book talk aficionados. As stated in the title, we actually go to 3-4 book talks a week (yes, you read that right). As you can imagine, we have gained some wisdom from all of our time spent at book talks on what works and what doesn’t. Here’s some advice on how to maximize the experience for the attendees, get more attendees, and sell more books! So, whether you run a bookstore and regularly host authors, or an author about to go on tour, this article is for you.

Assume that no one in the audience has read your book and plan your book talk accordingly.

Many authors plan their book talks to appeal to those who have already read their new book. The glaring problem with this approach is that its a bad strategy for selling books. While you want to make sure your fanbase enjoys themselves , it’s important to use your book talks as an opportunity to grow your reader base by enticing attendees who may not have otherwise read your book. Also, because authors go on book tour right as their book is published, the number of people who have already completed your new book is small — even your most devoted fans may not have read it yet. Don’t shrink your audience. Note: the signing portion of the event is a great opportunity to engage in conversation about the specifics of the novel with any attendees that have already read it.

Give your attendees exclusive access.

Make sure you’re offering your audience something that they cannot find online, on your social media, or in one of your recent podcast interviews. Is there a chapter you were going to put in that you ultimately decided to leave out? Is there a fun character in pop culture that inspired your book’s heartthrob? Share that with the room. Also, consider what the people in the particular city that you’re speaking to may be interested in. If your book takes place in Denver and you’re speaking at a bookstore in Denver, dive into the setting of the book. If you’re speaking to a bookstore in Los Angeles, maybe talk about a movie or TV show that inspired the book. Remember, the farther away you get from a “one size fits all approach,” the better the book talk. 

The moderator matters. But don’t just go for the “who,” consider picking someone you have a relationship with.

Booking an outgoing moderator that you know and trust can make a world of difference. When the author has a prior relationship to the moderator, the book talk becomes much more personal and the audience typically gets to see to a different side of the author. Also, if the moderator knows the author well, they often bring up fun stories or moments with the author that the author themselves may not have thought to share. We know that this isn’t always feasible with everyone’s busy schedules, but if you have the opportunity to be in conversation with someone you know, capitalize on it. Having a moderator that the author has a relationship with is a sure way of giving “exclusive access” or putting on an event that won’t be replicated in other cities or other media.

A little treat for your attendees is always a nice touch.

Whether hors d’oeuvres, chocolates, drinks, or all of the above are your jam, attendees greatly appreciate something to nibble at and sip on while listening to you spill about your book. Extra points if the treat is in theme of the book.

Give some color into your journey to becoming a published author.

A bit of empirical data from book talks: many attendees are aspiring authors. We recommend devoting a few minutes to sharing insight on your journey to becoming a published author and any tips you may have. How did you sign with your agent? Did you submit your proposal or a full manuscript to the publisher? Did you get your book deal with the first publisher you submitted to (probably not)..

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Now, go forth and give the people the book talk of a lifetime (and we can’t wait to see you on tour!)

Would you like to read about other tips and tricks, or ask a specific question? Contact us on our website at the Contact page or dm us on Instagram @loguesocial 🙂