Okay so who am I to write any of
this?
I'll tell you. I'm an IPPY Award winning writer/creator and publisher. I've been a regular civilian, a member of the press and a pro at
cons. I've done big cons and small cons, I've had great shows and bad shows. I've
also had good and bad placement at cons, I've been in small press booths and
artist's alleys and I've sat arms length from legends like Joe Rubenstein and
Phil Jimenez.
I have an imprint, TJ Comics
(www.tjcomics.com) and I've written an handful of creator owned books including
Patriot-1, ExtraOrdinary and Steel Creek, with more on the way. I ran a
successful Kickstarter for Patriot-1 and I love comics.
Sure, I haven't written for Marvel
or DC yet (seriously, call me guys), but I've been making comics for the better
part of a decade.
I LOVED Derpygurlnyc’s list of dos and don’ts at cons and it really applies to all artists and writers. You should
read her post. It's pretty on point. I don't really want to totally reiterate a
lot of what she said, but I do want to add to it. As a writer, this is going to
be a bit more geared towards writers and publishers, but it applies across the
board.
Have a banner.
Writer, artist, publisher, letterer, no matter how you identify yourself you
have to have a banner of some kind that identifies what your table is. It
doesn’t have to be you per se, but it should be what you are selling, be it a
book, imprint... or you. Not having a trade show banner at a trade show defeats the purpose. They are ridiculously important.
Get a stand to prop your book(s) up. It seems like a no brainer, but it isn't always. The wise
sage Greg Pak once blogged about this and what a difference it makes, and he’s
absolutely right. I didn't start doing it until last year myself and I
immediately noticed a difference. If you have a table at a con, you have a 6
foot bookstore, treat it as such.
Be respectful to your neighbors, hell, even partner with
them. The first thing I do when I arrive
at my table for the first time is introduce myself to the people on my left and
right. They are in the same boat as you (unless they are a big time creator
with a line already wrapping around the aisle - but they were once where you
are). See what they are selling, what they have to offer and partner with them
if you are so inclined to attract attention to your general vicinity. Onrie Kompan touched on this is his follow-up to derpygurlny's article.
Be positive.
Another big item that Onrie touched on. Maintain a positive attitude, it can be
difficult sometimes - I'm guilty of it - but it's important to stay upbeat.
It's also important to keep the creators around you in the same frame of mind.
Look, sometimes cons can be disheartening and discouraging, but you have to
stay above it all. Adapt, join forces with your neighbors to do something to
make your aisle more active and the place to be. You don't want to lose the
sale because of a shitty attitude. And hey, you never know when the next person
you're talking to is a talent scout from a major publisher or a legit Hollywood
producer... just putting that out there.
Encourage people to flip through your book. 9 times out of 10, when someone literally stops or slows
down to look at your booth/table, they are interested in whatever they see.
It’s usually obvious to tell what they are looking at, so always make eye
contact and encourage them to flip through the book. You'll be able to make
your pitch, the potential customer will actually see the book and you might
even get a sale. At the very least, give them a card or some kind of gimmick
with your book's info on it.
Have some variety.
Currently, I have a military/spy graphic novel (which is my flagship title), a
superhero book and an Eastwood-esque Western. The superhero book and the
western I do low, on-demand print runs to have them at cons. My next graphic
novel is zombie/horror satire. Yes, it's an expensive endeavor, but you also
don't want to be a one-trick pony. You can also have multiple price points on your books. I have two editions of Patriot-1, one is a limited edition so it's a bit more expensive. But Patriot-1 at a minimum is $20. The western is 2 issues for $6 or $4 each. The superhero book is $5. Prints are $10. I have multiple price points and they remain flexible, but there is variety. If you only have one book, that's fine, see
the next point.
Have a business plan and a plan for the future. I'm moving away from single issues as my primary line of
products for my overall business plan. Graphic novels are more feasible and
cost effective. However, I do like to have single issues I print
specifically for cons. But I also make sure I have the next issues in
production before I sell the one I have for cons. The first issue of my
superhero book is in production (the one I have now is a "zero"
issue). The next two issues of my western are done, they just need to be
lettered. A book not by me but published under my imprint is coming as a
graphic novel.
My first comic was that
aforementioned zombie/horror satire, it stalled after three issues because the
artist started working at Marvel. After a couple years and a couple artists
that didn't work out, I decided to stop selling the three issues and rewrite
the book as a graphic novel with one brand new artist.
Whether you have an imprint like I
do or not, you're running a small business and you need to have a plan. You need
to offer something new every year you do a particular show.
Sell prints, support your artists. If you aren't
an artist and just a writer like me, consider making and selling prints of
covers or commissioned artwork from your book's artist (so long as they are
cool with it, of course). A lot of con-goers collect artwork, especially this
day and age and it's important to have something to offer. Also, see the
"Have Deals Ready" point below. Also sell prints to support your
artist if you feel so inclined. I employ a lot of international artists that
can't make it to cons in the states, so I try to work out agreements where I
kick back a portion of the sales on prints, because they are all part of my
team.
Cosplayers are not the enemy. I've heard it for years now. "Cosplayers are taking
away from the comics" or "they only care about pictures with
cosplayers." I love cosplayers, honestly. The only time I'm really
bothered by them is when they are clogging up the flow to my table by taking
multiple pictures. In my experience, I've always been able to just politely ask
them to move to the side and they obliged. Also, do you have an original
character? You realize a cosplayer could be a strong marketing tool for the
future, right? Give them a promo image or something of that nature, encourage
them to cosplay as your character - you never know.
Take some time to explore.
This may sound counter-productive, but it's very important to take 10-20
minutes and walk the floor, particularly in artist's alley. Get out there and
meet people. I've made some great friends doing that and we often compare notes
and sales and trade advice. Go meet fellow creators, ask them how their con is
going, check out their work, you might even find something that inspires you.
We are a community and we are strongest when we band together. Sure, we're
essentially competing with each other, but we've also got to support one
another.
Try something different.
I can't draw, but I love to. So I started doing "sketches by a writer"
this year for fun. I got the idea from Vito Delsante and its honestly kind of
fun. That, and I plan to donate a majority of the sale to the Hero Initiative. It's
different, but I'm not afraid of trying new things and putting myself out
there. I have a snarky sign explaining the thing, it draws some attention.
Give stuff away.
Have something a person can take with them, even if they don't buy your main
product(s). For example, I do bookmarks - they are cheap and easy and you can
literally use them like a business card. You can also find a range of options
for magnets, shot glasses and other promotional items that are relatively cheap
and not only promote yourself, but your work as well.
Have deals ready. Buy
the book, get a print for 50% off. Buy the book get a free extra. Buy this book
get that book for less. $4 per issue, or 10 for all 3... etc. Be ready to wheel
and deal, don't live and die by the
cover price. You want to maximize your effort, time and sales, but you also
want a repeat customer. Another thing I do, particularly because I wrote a
military-centric book, is give veterans and active duty a discount on it. It's
a small thing that I ultimately feel good about at the end of the day, and
sometimes that's what counts.
Social media is your friend. To reiterate derpygurlny's point about social media, use
Twitter, use Facebook, use Instagram. It's free marketing and it's an easy way
to let people know where you are via the almighty hashtag.
Believe in your project.
Look, I might offend some people out there with this statement (of course I
will, it's the Internet), but quality varies a great deal in indie comics. You
can have high-quality, top shelf, major publisher quality work in both writing
and art, or you can have something that is not quite ready for prime time. I'm
not trying to discourage anyone from making comics and art and living your
passion, actually quite the opposite. YOU are selling your book. Not Diamond,
not a retailer, not comiXology... YOU. You must sell it with the same passion
and drive that led you to create it. We aren't in it for the money, we're in it
for the love of story and art and if that comes across to a potential customer,
they are more likely to give your book a chance. YOU have to be the book's
biggest fan, and you have to sell yourself and your idea and sometimes that
outweighs everything else.
Have fun.
Seriously. Fucking have fun. You're making comics so you're already awesome.
