The past couple of conferences I went to, there was some chatter about author visits at libraries—namely, how do you get anyone to care about and come to your author event? (I’m assuming here you’ve found the money already. Top notch authors are almost always going to be quite expensive, so start budgeting now and looking for financial partners. Also, start locally if you’ve never done an author visit before. Cutting down on travel costs cuts the budget significantly). I’ve done a few author events at my library, and seen other well done events in action, so I thought I would share some of my hard earned wisdom with you, my dear and lovely readers.
1) Choose your author wisely.
Not every great book has an author worth visiting with. Harsh, but true. When selecting an author to bring to your community, you need to consider reputation, charisma, and speaking skills just as much as you consider the quality and appeal of the author’s work. People have already spent time with the book(s). You want to get them excited about spending time with a person. When choosing an author, make sure to….
2) Consider your audience.
Think about who your author writes for– lower elementary, upper elementary, middle school, or teen. Sometimes there is overlap. Andrea Beaty has both picture books and chapter books, and is great for Prek-5th presentations. Adam Selzer has middle grade, middle school, and upper YA novels, as well as adult nonfiction about Chicago history and hauntings that appeal to teens /and/ adults. You really want to target your audience, because this will tie in so much to your promotion of the event. You can have an author present for more than one audience, but make sure those events are clearly delineated. Also, think about your community– is it conservative? Artistic? Older? Younger? Make sure you have a population that will be interested in the person you’re bringing in.
This seems like a “duh” moment but it’s very important. It’s not enough to put a few lines in your newsletter or a picture on your webpage. You need to hustle. This is not a drill, people. Most authors worth having are going to be expensive, and you want to make the turn out worth everyone’s while. So target your audience. For me, I hit the middle schools–and I mean hit. At the two middle schools in our main district, I physically went to the school and presented a 15 minute, high impact promotion about the author to as many kids as I could. (At one school, I managed to see every student during the day; I was on my feet from 8-3 and it was amazing.) I’ll talk more about my specific promotion strategies at the end.
4) Get a bookseller.
If everyone’s done their job, there will be a hunger for your author’s work, and people will want to get their copies signed and maybe even take a picture. Also, you want your authors to make money so they can keep writing books. Partnering with a local, indie bookseller is imperative. Further, booksellers often have insider knowledge about when and where certain authors will be touring– if you form a strong partnership, oftentimes a bookseller can get you free author appearances for your library. They are more likely to do this for you if you have a record of bringing out good crowds for events, which you will if you follow these guidelines.
5) Make the event an EVENT.
You’re essentially throwing a party, so throw a damn party. Have a cake decorated to look like the book cover. If there’s a special or unique food mentioned in the book(s), serve it. Decorate. Have music that relates to the tone of the book playing before the start. Make sure to introduce your author with appropriate excitement and pomp. Hype everyone up. Throw your hands in the air. Whatever you have to do, do it. Bust out your best Neil Patrick Harris hosting the Tonys here, because that’s what it deserves.
Let’s walk through an example of an author visit that I worked on.
1) Choose your author wisely.
Adam’s visit to my library and local schools was already in the works when I began my job last fall, but I quickly jumped in and started implementing my master plan. Adam is a perfect visiting author. He is energetic, engaging, interesting, and an excellent performer. His books–A Tale Dark and Grimm, In A Glass Grimmly, and The Grimm Conclusion–are excellent and have high appeal factors for a wide variety of readers. Adam was also extremely gracious and easy to work with, providing me and my coworkers with lots of information we could use to promote his visit– including making a short video just for our middle schoolers.
2) Consider your audience.
From working with the schools and the school staff, we knew the personalities we were dealing with, and we knew that plenty of kids would be excited about seeing Adam. Word of mouth about his books spread quickly as kids talked it up to each other. We also knew the fairy tale element–fairy tales being one of the text types in the new Common Core State Standards–would lend the presentation a whiff of educmacational value, which doesn’t hurt when talking a program up to parents.
I’m lucky to have a great marketing department to work with, so they did a wonderful job of getting this event in the newsletter, on the website, and in the community (including a local newspaper blurb!) As the School Outreach Librarian, it was then my job to TAKE IT TO THE SCHOOLS. This is one of my favorite parts of the process, and while I’ve found a formula that works for me, be aware that your mileage may vary. Like any creative, personality driven library presentation you need to promote in a way that makes sense for your style, especially if you’re working with kids. You need to be genuine and genuinely enthusiastic. If you’re not, your promotion will fall flat, and no excitement will be generated.
My promotion formula is based largely on the author, as illustrated by this mostly gratuitous pie chart:
Start off with a quick, punchy book talk about the author’s works. I talked up Adam’s two novels (this was before the third one was released) and also showed an awesome book trailer in German, because everything sounds more awesome in German. Then, I segued into talking about Adam as a person and an author. I gave a brief biographical sketch, including–and this is important—pictures of Adam when he was the same as the teens I was promoting the event to.
I cannot state enough how cool this is. Even the most jaded eighth grader will guffaw when shown a picture of someone in their youth. Suddenly the teens can relate just a little bit easier to this person, just by seeing their dork-tastic 90’s hair and braces. Contrast this with a picture of what the author currently looks like, just so the kids know who they will actually be seeing at the event.
Also: food. Most people are into food and get excited about it. I ask authors their favorite foods then and now. Adam’s answer for his current favorite food was blood pie. I used this heavily in my promotion. “WHAT is a BLOOD PIE?” I asked dramatically. “You’ll have to come to the event to FIND OUT. Because we will be SERVING one.” Cue 45 middle schoolers groaning excitedly about BLOOD.
All of my presentations were about 15 minutes (yep, only 15 minutes). I wanted my message to be brief and intense. Between the BLOOD PIE and Adam’s middle school picture, and a gory 3 minute retelling of Cinderella, the teens were left with strong images and a strong incentive to attend the event. You can see my keynote slides here: gidwitz copy
4) Get a bookseller.
The bookseller we brought in sold out of paperbacks and sold almost all of the rest of the stock he brought with him. This made everyone happy.
4) Make the event an EVENT.
Our attendance exceeded expectations. We were hoping for around forty five people but had over one hundred kids and teens held in thrall by Adam’s presentation, which included a full telling of the fairytale “The Juniper Tree.” As promised, we served BLOOD PIE (berry pie with no top crust). No one was more surprised and delighted by this than Adam. “Wow. That was just something I made up,” he said. That’s me…the person who makes dreams come true. Especially when they involve BLOOD. We also had cookies decorated to look like the cover of Adam’s book. They were so gorgeous, one girl just held her cookie, crying that it was too beautiful to eat. Not mandatory, but forcing your author to pose by the food can’t hurt. You can see the BLOOD PIE to the left (to the left, all the blood pie is on the table to the left). We also had BLOOD PUNCH because BLOOD. BLOOD YOU GUYS. This entire post could have just been the word BLOOD.
So that’s how I (and my awesome coworkers) achieved author visit success. What about you?