When an author’s book event doesn’t draw a big crowd, it can be disappointing and confidence-shaking. Despite careful planning, which includes leveraging social media, collaborating with other authors, local promotion, and creative venue selection, the secret recipe to a successful book event remains elusive. At the recent BookUp Conference, I was both perplexed and comforted to learn that even top marketing managers in the Australian book industry are no closer to solving the mystery of sporadic and inexplicable low attendance at book events across our vast country.
Image (above): Author, Alan Isherwood at a recent event with a disappointing showing.
Image (above): Alan Isherwood at one of the more 'successful' book events. Big smile, ready to sign his book, Isherwood's Australia.
The consolation I take from this is that the success of a book event doesn’t necessarily reflect the popularity or merit of the author. Sometimes, people just don’t show up.
As a publisher, I strive to coach my authors to not only believe in the value of their work but to stand up and proudly promote it. The harsh reality of this industry is that if you don’t believe in your work or aren’t willing to promote it, no one else will. Even those authors who can afford a publishing agent and have a full schedule of book events nationwide aren’t guaranteed a crowd. And even if they do draw a large audience, that doesn’t always translate to strong sales.
It's a numbers game. As any performer knows, some events are hits, while others miss the mark. My point is that while you have the energy and drive, you must keep showing up and seizing every opportunity, even if it’s just for an audience of one or your reliable circle of family and friends.
Image (left & below): Happier times; Alan Isherwood launching Isherwood's Australia at Cairns Tropical Writers Festival earlier in 2024.
I’ve attended book events of all kinds. The ones I think will draw a huge crowd sometimes don’t, while others that seem like long shots surprise me with strong turnouts. Here are some strategies authors can use to overcome the disappointment of a poorly attended event and move forward positively:
Focus on the aspects of the event that went well. Maybe the attendees who did come were highly engaged, provided valuable feedback and bought a book! If you only had 3 in attendance but all 3 bought a book, that’s 100% success rate! I don’t know about you but I’d rather that than 1 sale out of a room of 50…
Remind yourself why you became an author and what you love about writing and sharing your work. This can help reignite your motivation and enthusiasm.
Use the opportunity to build deeper connections with the attendees who did show up. Smaller events can allow for more meaningful interactions and perhaps even friendships. You never know people’s motivation for attending your book event…
Acknowledge and celebrate the small successes. Every step forward is progress. Even if that means building a relationship with the venue manager. Perhaps it could lead to future events at a different time/day/venue where the venue manager has had more success.
For those who do show up, don’t be embarrassed to ask for their feedback. Be sure to ask them how they heard about the event and if they could suggest more ways to promote it and draw a bigger audience. This can provide insights into what worked and what can be improved for future events.
With feedback from the venue manager, attendees and your own analysis, you will be able to analyse why the attendance was low. Was it the timing, location, marketing, or something else? Use this information to make adjustments for future events. Start planning your next event with the lessons learned straight away. Don’t feel disheartened, even the worlds biggest entertainers experience fears of low attendance and overall audience satisfaction.
Images (above): Alan Isherwood at some of his hugely successful book events with great attendance.
Every book event, regardless of attendance, is an opportunity to learn and grow. By focusing on what went right, staying true to your passion for writing, and using constructive feedback to refine your approach, you can build momentum in your author journey. Even when things don’t go as planned, resilience and a positive mindset will keep you moving forward. The key is to keep showing up, embrace the process, and celebrate progress—no matter how small. After all, success isn’t always measured by the size of the crowd but by the connections you make and the impact your work has on those who are present.
For a comprehensive look at publishing and self-publishing your work, check out '6 Steps to Self-Publishing' through my online bookshop www.crystalleonardi.com/bookshop
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