One of the things many writers don't think about when doing a signing, convention, or other event is that they need to setup things properly and look appealing to customers if they are to draw in people.  As several famous names have said, 90% of the sale is what people see.  If they don't like what they see, you'll have a hard time getting them to buy, even if they want it really bad.  So here's several things to consider when setting up or preparing for an event.

You
The first thing that's going to sell people on your book is you.  As corny as that may sound, you're a huge portion of that 90% that makes the sale, or brings people in to talk with you if you're only doing a signing, but not selling any books while you're there.  The first golden rule here is hygiene.  Now while that might seem like a given, I've actually seen authors at events who look like they just came back from a three week hiking trip in the woods.  And they smell the part too!

Now that doesn't mean you need to get primmed to the nines, but you definitely need to look professional.  Your level of dressiness also needs to be appropriate to the event.  At conventions for example, shorts and tshirt are more than welcome, as you're going to be operating in a casual environment.  If your book is a bit more highbrow, or serious, you may wish to dress up a little with a nice skirt and blouse for the women, and a shirt, tie and khaki pants for the men.  If you're a guy, you should also either shave, or have a well kept beard or mustache.  

Hair should be well done and neat as well.  Of course, if you're like me and don't have any, then that's irrelevant.  Either way, you need to look nice, be dressed for the event (casual, semi-formal, or formal) and the weather (hot/cold/rainy/etc) and carry a good attitude.  Be outgoing, even if you're not.  Be polite. (for some this is a stretch, but you still need to do it.  lol. )  And lastly, listen to the people who come to greet you.  Even though this event is about you, when they're in front of you, it's about them, not you.

Again, that seems odd to a lot of people, but when you consider this from a psychological standpoint, they're coming to your event for their own benefit, not yours.  Now I laugh at this point because I probably just blew titanic sized holes in a lot of people's egos.  But it's the truth.  And if you keep that perspective it'll make your event go better.  Because it'll keep your own ego, something that will want to rear its ugly head repeatedly throughout the event, from doing so.  Trust me when I say that it's best this way.  Ego does some nasty things to you in ways you can't even grasp.

The Table
When doing any kind of event, your table display is another big part of your visual sales appeal.  Presentation is key here.  Just like you're a representative of your book, the way you display also goes a long way towards selling it.  If you can get them in with the table display and your personal appearance, you've already made 70% of the sale.  The rest is merely closing the deal, which is easy in most cases.

A good setup depends on several things.  One, how many books you have.  In my case I usually take between three and five books to any event.  So I have to spread out a bit.  Two, what kind of table you're working with.  These can be long, short, round, square, and quite a few other shapes.  Here are several examples of me at conventions and other events, and the setups I've had to do: Kokomocon, Penguicon, Miller College and East End Gallery.

As you notice, each one is slightly different.  That's because each one required a different layout.  The first and second example show a good way to lay out your books on an 8ft x 2ft banquet table.  The third shows a good way to layout your book display for doing talks and lectures.  If you notice the three books are sitting on the table directly in front of me.  I keep them there for reference, and later hand them around for others to look at.  The last one for East End Gallery shows a possible way to setup your books when space is very limited.

Now, going back to my earlier article on The Event Toolbox, you'll notice in #1 and #2 I'm using my full display setup, including table cloth, author poster sign, price displays, book holders, business cards and holder, and more.  You will also notice that the books are evenly divided across the table with the poster display in the center, clearly marked prices and a clean setup with books and other display elements.  In #3 I'm only there with my books, and nothing else.  In #4 I'm there with just my books, a card holder, and business cards.  

So it depends entirely on the event for what kind of setup you do.  One thing that is not visible in these displays is a portable author banner.  These are usually 4x6, 2x4, 6x2 and so on, and give a nicely presented, but simple introduction to you and your books.  The two most common ways of displaying the banners are either the horizontal hanging type which you can hang from your table, or the wall behind you (depending on the location), or a 6ft vertical retractable display banner.

Now obviously my setup is designed to revolve around the fact that I have multiple books.  However, there are other possible layouts you can use.  If you only have one book, then you can spread them across the table, or stack them up.  Or if you're in an event where you're just one of several authors and your book(s) are part of a group book display, just plop it on a book stand and make it look nice, then put a stack of your business cards in the front.

But regardless how you do it, adapt it to the event, and make it look good.

Preparing to sell your Book
One of the first things you want to do at any event is to have some kind of quick, easy to memorize blurb of about 25-50 word which you can use to describe and pitch your book or series.  If you have one book, make your description for it.  If it's part of a series, have a blurb for each book, and one for the series as a whole.  Write it (or them) out in advance and memorize it/them if you need to.  If you have a more complex book like mine where it requires far more explaining, go with a few more words.  Just be sure not to give away the plot in the process of pitching it.  You want to entice them to buy, not spoil the book.

If you find that it's a bit too much to explain, or you don't want to be parroting the same thing over and over again all day (especially if your description is necessarily lengthy like mine is), write up and print out a simple paper flier and put them on the table for people to grab and read.  Be sure to also put one up in one of your 8.5x11" poster displays for those who don't want to bother with the stack of papers on your table.

Also, bring an appropriate cash box or pouch for the event.  Usually for smaller events a small cash clip or fanny pack will be enough.  For larger events, bring a nice, large, heavy duty cash box.  Also, as part of that you will need something called "till".  This is a starter collection of cash you will use for making change.  If you don't have it, you'll miss out on a LOT of sales.  

Selling Your Book
A general rule of thumb at any signing or event is to sell your book in even dollars.  This means that if your book retails for $4.99, sell it for $5.  Depending on your state, or locality, you may need to collect sales tax.  Typically what I've found is that, since this is a direct sale, you're going to make enough money (usually 50-70% profit on average for most publishers, less with mainstream houses) that you can afford to eat the sales tax.  This means that if you sell $200 in books, you will just take $12 of that and use it to pay your sales tax to the state.  

That will leave you with $188 left.  If you figure a rule of 50% for price to cost (again, it varies between books and publishing house, so I tend to go with the 50% rule, since most books that sell at $10 cost $5 a copy for you to purchase), you still walk away with $88 in profit, which is nothing to sneeze at.  Why?  Well, it's a little extra pocket cash, plus signings and events are not meant to make you rich.  They're designed to market yourself and make you better known.  So even if you don't make a dime at your event, if you walk away with 20 more fans, that's a huge plus, because if they like the book, they'll tell 10 of their friends, and soon your 20 books will become 200 additional sales.  

Seating, eating, and treating
Something to consider for outside event is clothing appropriate to the weather.  Also, always bring plenty of water.  One gallon of water is usually sufficient for an average all day outdoor event.  However, some days you'll need more.  I recently had an all day event where it got so hot that I actually downed 3 gallons of water for that day!  Yes, that was an extreme example, but something worth remembering as you may have one or two like that, and staying hydrated, even at an indoor event, is hugely important.

Having a good chair is also important.  For short events of a few hours, most will have chairs, and they're tolerable to sit in.  For long events, especially outdoor ones, get a lawn chair, or something that's very comfortable to sit in.  One I would recommend is the micro suede chair from "Bed Bath and Beyond".  It's big, extremely comfy, and will make any event where you have to sit a lot a breeze.

Also, wear good shoes appropriate to the event.  If you're going to be doing a lot of walking, heals for women, or wingtips for men might not be a good idea.  If you'll be sitting a lot, then that's not as big a deal.  Also, consider your food sources.  You can pack a lunch, order food in, have it delivered, or whatever you want.  But always know your food options, or have food on hand anytime you go to any event that is more than 3 hours.  

The snacks I mentioned including in your event toolkit may also come in handy as a way to mitigate your hunger if you find that you can't get away to eat.  Also, know where the bathrooms are.  The last thing you need is to have nature call and not know where you can run to.  

Conclusion
Well, that's about it for setting up the event.  Now all you need to do is go through with it.  Remember, you're here for the readers, not yourself.  So be kind, courteous, listen, smile, pay attention to your body language, as well as that of your visitors, and have fun!  Of all things at an event, it should never be treated as a drudgery.  You're getting a chance to meet potential buyers and readers.  That is a privilege in itself.  And again, even if you don't sell a single book, just being there will get you face time with the public and acts as hands on personal marketing.

If you have any questions about this post, please let me know.  If you're a writer and would like to learn hands on some of the tips, tricks, and other things you'll need to know to have successful events, check out my events section, as I will have author workshops coming up throughout the year where I and other authors will be going over everything you will need to know about having a successful event, as well as the reality of the publishing world.