It's no secret I've been doing a lot of author events this fall. I had a book tour for The Monster Within, which wraps up on the 29th with a signing at Moravian Book Shop, and I have two school visits planned for December 1. While I was at an event last month, a fellow writer asked me if I thought doing events was worth it. My answer was absolutely.
Do events promise to sell more books? Not necessarily. Yes, I was fortunate enough to sell well at my events, but let's be honest. Some events wind up being disappointing. But here's the upside. Events are about exposure. If your signing was mentioned in the paper, you've gotten exposure you wouldn't have gotten otherwise. If your author appearance is at a school, there's a huge audience you might not have reached before. I know some authors only book big events that guarantee lots of people and lots of potential sales. Me? I book big events, small events, and even non-selling events. Why? Because it's not always about the in-the-moment sale. Sure, it's great to sell out of the stock the bookstore ordered. Or to have a school district order class sets of your book. But there's more to it than that.
One thing we can't lose sight of after our book is out in the world is that while sales are great, so are connections. In fact, they are more important. Finding a librarian who books you for a school event and then asks if you'd be willing to come back and speak again is priceless. Think of all the students and teachers you'll reach. Booking an event where you can't sell but you can share your love of writing with others is great because there's no pressure AND people are more willing to listen to you if they know they won't have the awkward experience of having to say "not today" to purchasing a signed copy. And what I've found is that those people will then go home and look you up.
So, are author events worth it? Absolutely! For so many different reasons.