The Author's Ultimate Guide to Book Festival Success

By J. Alexander Greenwood

Let’s be real: standing behind a table trying to convince strangers to buy your book can feel as awkward as giving a speech in your underwear. I get it—I’ve done dozens of these and just did it again last month. 

But here's the thing: seasoned authors know that book festivals aren't just about moving inventory—they’re about making genuine connections that turn curious passersby into loyal readers. Please note you won’t always sell a lot. Last year at a book festival I sold out every book—nearly 100—along with a sale of my series to a library system.

But get this: I only sold 7 books at a small festival the other day—bummer. However, I interacted with several folks and snagged some future podcast guests and got to hang around with writers. But let’s get to some tips to help you make the most of your book festival appearance!

Before You Pack Those Books: Strategic Planning

Define Your Festival Persona  

Are you the approachable mystery writer who helps readers uncover their next favorite whodunit? Or maybe the passionate historian bringing the past to life? Whatever your style, your festival persona should reflect who you are while showcasing what makes your books stand out. Not going to lie, once you settle on a persona, sometimes it’s hard to muster, but do try.

Design a Booth That Tells Your Story  

Ditch the flat table with books scattered around. Instead, create an experience:

• For Romance Authors: Set up a cozy reading nook with fairy lights and vintage love letters.
• For Fantasy Writers: Display a map of your fictional world and sprinkle in some "magical artifacts."
• For Mystery Authors: Stage a mini crime scene with caution tape and clues from your books.

Pro Tip: Height is your friend. Use a mini bookshelf or props to give your display some dimension and visibility.

The Money and Numbers Game  

• Bring 50% more books than you think you'll need.
• Proven price points from 50+ festivals: $15–$20 for paperbacks; $25–$30 for hardcovers
• Special festival deal: 2 books for $30
• Accept all forms of payment—cash, card, and digital.
• Make sure your mailing list and social media are letting folks know where and when you will be. Ask them to share I with their networks.

During the Festival: Creating Magic

The 5-Second Hook  

You’re not just selling a book—you’re offering an experience. Try these conversation starters:

• “Do you love [insert bestselling author]? I’ve got something you’ll enjoy...”
• “What was the last book that kept you up all night?”
• “Want to see something that will change how you think about [your book’s theme]?”

Whatever you do, don’t lead with: “Would you like to buy my book?” That’s like proposing on the first date.

The Introvert’s Guide to Selling  

Not a fan of small talk? No problem. Try these:

• Set up an interactive element at your table (a quiz, game, or "guess the murderer" contest).
• Use conversation cards to guide discussions.
• Take “social battery” breaks every couple of hours.

Turning Browsers into Buyers  

Here’s the trick: escalate the engagement.

• Make eye contact and smile—basic human connection.
• Offer something free (bookmark, candy, mini quiz).
• Ask a fun, engaging question about their reading preferences.
• Share your book's "origin story"—people love a peek behind the curtain.
• Seal the deal with your special festival offer.

The Hidden Opportunities Most Authors Miss

The Author Gold Mine  

Sometimes, the best connections aren’t readers—they’re fellow authors. Networking with other writers can lead to collaborations, co-promotion, and even breakthroughs. I got an invitation for a paid speaking gig at a literacy program!

Build Your Reader Army  

• Create an exclusive reader magnet just for the festival (bonus chapter, prequel story).
• Use a QR code for easy mailing list sign-ups.
• Offer a “VIP Reader” card with perks like discounts or early access to new releases.

Content Creation Heaven  

• Go live on social media during slow moments.
• Snap photos with readers (with their permission).
• Record short videos sharing your festival experience or behind-the-scenes moments.

Emergency Situations: Quick Fixes

• Card reader dies? Have backup options like PayPal, Venmo, or another payment app. I always take checks. Book readers have never stiffed me.
• Out of books? Offer pre-orders with a festival discount.
• Slow traffic? Use downtime for social media content creation.
• Losing your voice? Keep throat lozenges and water nearby.
• Bad weather? If you're outdoors, have clear plastic sheets handy to cover your table.

After the Festival: Maximize Your Success

24-Hour Follow-Up Plan  

• Email new subscribers their bonus content.
• Post highlights from the festival on social media.
• Send thank-you messages to key connections.
• Update your inventory and sales records.
• Take note of what worked—and what didn’t—for next time.

One Week Later  

• Share festival stories and photos in your newsletter.
• Reach out to authors for potential collaborations.
• Start planning improvements for the next festival.

The Festival Success Checklist

Must-Have Items:

• Books (more than you think you'll need)
• Square reader + backup
• Banner with your name/brand
• Business cards
• Mailing list sign-up (tablet or paper)
• Pens
• Camp chair
• Table
• Comfy shoes
• Phone charger
• Promo materials
• Emergency kit (pain relievers, throat lozenges, band-aids)
• Snacks and water
• Phone charger
• Cash box with change

Remember: everyone who stops at your table isn’t just a potential sale—they’re a potential champion for your work. Book festivals aren’t about the number of books you sell today; they’re about the readers you’ll keep for a lifetime. Stay authentic, stay prepared, and most importantly, stay excited about sharing your stories.

Your Next Step:  

Before your next festival, pick one area of this guide to master—whether it’s crafting the perfect pitch or creating a killer display. Excellence in just one area can take your festival experience from good to unforgettable.

If you've done book festivals, what worked for you?

Does this post help you see yourself participating in a book festival? Which of these area do you want to master?

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About J. Alexander Greenwood

J. Alexander Greenwood is an award-winning writer, public relations consultant, podcaster, speaker, and former journalist and broadcasting executive. He is best known as the author of the John Pilate Mysteries and host/producer of the Mysterious Goings On podcast and the PR After Hours podcast. Alex is also the author of the Amazon Top-Selling eBook/audiobook, The Podcast Option. You can read his blog at JAlexanderGreenwood.com.

Top image by J. Alexander Greenwood via Dall-E