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I’m getting married in a little under two weeks, and a few nights ago I had my first anxiety dream about my upcoming wedding. It went like this: my wedding and the American Library Association Annual Conference (ALA) had been scheduled for the same time. I was arranging books at our exhibit booth in my wedding dress, and when I tried to leave to head to the altar, an author appeared for her signing. She demanded that I stay and fix the lighting, which she said was not flattering. I woke up in a cold sweat.

It doesn’t take Freud to figure out where this dream came from. As any marketing person can tell you, conferences take an immense amount of work, planning, and mental energy. As it turns out, weddings do too. The good news is that I’ve learned a lot in my eight years of planning and attending conferences that helped me stay sane throughout the wedding planning process—and there’s a lot that wedding planning can teach about conferences, too. Here are a few tips that I’ve found to be true for both events:

Always be prepared. Long-term planning is essential, but I’ve found that in order for events to go off without a hitch, a lot of time needs to be dedicated to thinking through the minute details because seemingly small things can throw a wrench in even the best-laid plans. Are any of your dinner guests gluten-free? Do you need a reminder to change your watch when you get to a new time zone? In which part of the convention center is the exhibit hall located? How many pens have you brought for your signing? What will you do if your powerpoint was not uploaded as promised?

If you are an author attending a conference, think through all the items you will need and make a list, so you remember to bring them all with you or make sure your publisher has them. If you have an itinerary, look over it carefully and get any questions you have answered early, before the conference starts. The more time you set aside ahead of time to think through the details, the less likely you are to be caught by surprise on the day of your event.

You can’t make everyone happy. In wedding-land, it’s notoriously hard to satisfy everyone and make decisions without some feelings getting hurt. You’d think that conferences would be less emotionally wrought, but I am hear to tell you that’s not always the case. Your book is your baby, and it’s natural to feel disappointed when it doesn’t draw the attention or sales that you hoped it would. Not all signings go well, and not all panels pull a standing-room-only crowd. Not every author gets his or her own publisher-sponsored cocktail party. When it comes to conferences, everyone is working with limited time, attention, and resources. Try to go in with managed expectations, and remember that you’ve created a beautiful piece of art. Even if it doesn’t attract all the attention you hoped it would, it is still something to celebrate and be proud of. And if you connect with just a few new readers who are excited, you never know where that might lead.

Use Institutional Knowledge. When I started planning my wedding, nothing helped me more than speaking with friends who had gone through it before. They pointed me in the right direction, kept me sane, and even shared their spreadsheets with me. If you are an author going to a conference for the first time, don’t reinvent the wheel: use your publisher and peers to help you plan. If you have never done a signing on a conference floor before, ask for some recommendations of ways to break the ice with people walking by (we have some great recommendations from authors here, here, and here). If you are going to a dinner or another event for the first time, ask fellow authors or publishing staff what they use to start conversation or keep it going. What kind of materials are helpful to bring along? If you ask questions you’ll find that people are happy to share their knowledge and experience with you, so you don’t have to start from scratch.

Don’t lose sight of the big picture. In conferences and weddings, it’s easy to get bogged down in the small details. But at the end of the day, what’s your goal? If it’s a wedding, your goal is probably (hopefully!) to get married. If it’s a conference, your goal may not be quite as clear, but it’s worth thinking through. Do you want to introduce your book to new people? To connect in person with key contacts? To meet your editor for the first time? To sell copies at your book signing? To drum up new school visits? If you can figure out which goal or goals are most important to you, it’s easier to plan your conference experience around that. Decide where you want to allocate your time, energy, and resources. Let your publisher know what you hope to accomplish, so you’re all on the same page. Your goal can help you navigate the conference craziness and come out sane on the other side.

Whatever you do, don’t let the stress of event planning take away from the joy of the event, whether that means getting married or sharing your book with the world (next time ALA is based in Las Vegas, you could do both at once!). Keep calm, keep your eye on the prize, and you’ll get through just fine.

It’s that time of year again! The annual ALA conference is just around the corner and we would love to meet you! We’ll be in at Booth #1469!

See below for our signing schedule as well as a few other events we’ll be participating in:

SIGNINGS AT BOOTH #1469

PANELS

Join LEE & LOW representatives at the following panels:

Hope to see you there!

Another year, another successful ALA annual! We were so excited to be in San Francisco this year, especially in light of the recent SCOTUS ruling on gay marriage! What better city to be in than the one that elected Harvey Milk to public office and issued marriage licenses to same-sex couples in 2004, kickstarting a fight for LGBTQ marriage rights in California?

We started off the conference with some great news: Foreword Reviews named us Indie Publisher of the Year 2014! We were thrilled and humbled by this honor. You can see what they said about us here.

We had a full signing schedule, including award-winning authors and illustrators, and a couple of debut authors. Another highlight was getting to meet many of our Children’s Book Press authors and illustrators who are based in California. We’ve often only emailed back and forth with them, so it was nice to finally meet in person!

We were also excited to see Frank Morrison honored at the Coretta Scott King breakfast for his illustrations in Little Melba and Her Big Trombone! He wrote a moving speech about breaking out of the mold, as Melba did:

I was dazzled by this six year old [Melba] hearing the rhythm and beats in her head. I believe this is true for all artists. First you have to have the love, then passion, next discipline, tenacity, and bravery. I truly believe this is what took Melba from performing on the steps with her grandfather in front of a dog at seven years old to performing in front of thousands on stages around the world. Let’s all encourage our youth to recognized their gifts and if they don’t fit the cookie cutter,

Break! The! Mold!

Publisher Jason Low participated in an Ignite Session with a presentation called “Diversity’s Action Plan,” a five minute talk packed with big ideas about how to create change in the publishing industry. If you missed it, you can watch all 5 minutes right here:

One key takeaway: we’re asking people to sign a petition for publishers to participate in our Diversity Baseline Survey, which will measure staff diversity in the publishing industry and give us a benchmark for improvement. If you haven’t signed yet, please take a minute to do so. We’ve now surpassed 1,500 signatures!

Valynne E. Maetani, debut author and winner of Tu Book‘s New Visions Award, was at the Pop Top stage to talk about her new YA mystery novel, Ink and Ashes. Afterwards, she signed books at our booth, and completely sold out!

It was a lot of fun to meet everyone and enjoy San Francisco, and we’re looking forward to Orlando next year!

What were your ALA highlights? Let us know in the comments!

This post is part of an ongoing series at The Open Book answering questions about book marketing and publicity.

With the 2015 American Library Association (ALA) conference just around the corner, many first-time authors are probably starting to get nervous, wondering what’s in store for them. Going to your first trade conference, book event, or signing can be incredibly daunting. It marks a transition from the very private and solitary process of creating a book to the very public process of interacting with readers directly and getting your book out into the world. This is by no means easy, but being in a public space with your book can be incredibly rewarding. Here are a couple things to keep in mind as you make the transition:

1. Your primary goal should be to let people know about your book.  Signing at a well-attended event like ALA is as much about visibility as it is about book sales. Your goal should be to engage with as many people as possible to let them know who you are and what your book is about. Sales often come naturally out of this engagement; and if they don’t, don’t be discouraged. Many book sales don’t happen on the show floor, as most librarians and other professionals order books through their systems. But a good conversation with a librarian can lead to copies being ordered for his/her branches.

2. Have something to hand out with your information on it. Many publishers create bookmarks or postcards for new titles – you should ask your publisher before the signing what materials they will be bringing. If they are not bringing handouts, or even if they are, you may also want to create your own postcard or brochure with more information and your own contact information. If you are looking to build your school visit business, consider creating a brochure about what you offer. This is a perfect opportunity to spread the word.

3. Come up with a one-liner “elevator pitch” about your book. The most common question people will ask if they stop at your signing is, “What is this book about?” Even though you have labored over your book for a very long time, this is sometimes a hard question to answer if you haven’t practiced. Before the conference or signing, have friends and family help you shape a one-sentence quick description of the book that you can offer to pique the interest of passersby.

4. Share more if someone looks interested. Your one-liner should draw people in, but if they are lingering and paging through your book, don’t be afraid to offer more information. Tell them about the process, the research you did, or what inspired you to write this story. Ask them questions about their interest and to build connections (“This book is about a jazz musician. Are you a jazz fan?”; “This book takes place in California – are you from California?”). These lines may sound cheesy, but delivered earnestly they can form a welcome bridge to further conversation.

5. Don’t be afraid of the actual ask. If you’ve been engaging with someone for a while and they seem reluctant to put your book down, it’s OK to ask them, “Would you like a signed copy?” For some authors, this can be a little scary, but the more you do it, the easier it will get. Some people will say yes; some will say no. Remember that it’s not a judgement on you or the quality of your book either way. If they say no, follow up by handing them a postcard or brochure to take with them. That book sale may come at a later time.

6. When you are signing, be fully present – even during lulls. There are so many things going on at once during major conferences that competition is fierce, and you may well find yourself with a lull during your signing when no one is at your table. This is normal, and even very experienced authors sometimes face this. Don’t feel bad or be embarrassed – this is just a reality of book signings. During quiet periods, you can talk to the staff helping with your signing but be sure to stay open and receptive – i.e. don’t retreat to your phone, or turn away from the aisle. You never know when someone interested may wander past, and if you’re checked out, you will likely miss them.

7. One person brings more. It is a truth universally acknowledged that crowds breed more crowds. You may go a few minutes with no one at your signing, followed by a line of 7 or 8 people all at once. One interested person will attract others who are wondering what’s going on. Embrace this chaos. If you do have a crowd forming, respect the line and make sure you’re not spending too much time talking to any one person. If someone wants to have a long conversation with you, politely tell them, “I’m sorry, I need to sign for the next person but perhaps we can continue this conversation at a later point.”

For some great insights from the author end, I encourage you to read this series we asked experienced authors for their advice on planning a successful book signing:

How to Plan a Successful Book Signing Part I
How to Plan a Successful Book Signing Part II
How to Plan a Successful Book Signing Part III

Apart from these things, just remember to bring your lucky signing pen and you’ll do fine! The more events you do, the more comfortable you’ll get, and you may find that these opportunities to interact with readers inspire and motivate you as a creator in new ways.

More Marketing 101 posts:
Five things to do before your book is released
What to put on your author website

Another year, another fantastic ALA Annual, this time in Las Vegas! While “what happens in Vegas, stays in Vegas,” we thought it would be OK to break that code, just this one time, in order to share our experiences with you.

Even though the weather was hot (hello triple digits!), attendance was high and spirits were up! We teamed up with the folks of the #weneeddiversebooks campaign to hand out buttons, which were a huge hit! In fact, School Library Journal reported that, “If you ran into a youth services librarian at the American Library Association (ALA) Conference in Las Vegas, odds were good that they were sporting a colorful ‘We Need Diverse Books’ button.”

#weneeddiversebooks buttons!

We kept a white board in our booth, and got some great answers from librarians on why we need diverse books:

We need diverse books because…

Quite a few of our authors and illustrators made it out to Las Vegas and our schedule was packed with signings! Don Tate, Glenda Armand, Frank Morrison, René Colato Lainez, Karen Sandler, Mira Reisberg, John Parra, Susan L. Roth, Cindy Trumbore, and Emily Jiang all stopped by the booth to sign books. In true Vegas style, we kept the party going at the LEE & LOW table!

Don Tate stopped by to sign copies of It Jes’ Happened

We were also pleased to host our second Book Buzz panel, “Moving the Needle: Diversity in Children’s Books and How to Make a Difference.” It’s been one year since our successful Book Buzz with Cinco Puntos Press last year, so we wanted to check in again with librarians about what has changed, what hasn’t, and how to keep moving forward.

Publisher Jason Low on ALA’s Book Buzz panel on increasing diversity in children’s books

During the panel, publisher Jason Low talked about some highlights from the diversity movement over the past year. He emphasized that Lee & Low has stuck to its original mission by continuing to make an effort to publish debut authors/illustrators as well as authors/illustrators of color. “Of our 2014 titles, three out of seven are by debut authors and five out of seven are by authors or illustrators of color,” Jason said.

He pointed out some some great milestones from the past year, including the success of the #weneeddiversebooks movement, Lee & Low’s infographics on diversity going viral, the First Book Stories for All project, and more diversity in the Marvel Universe.

Jason also announced that Kirkus Reviews will be seeking to diversify their reviewer pool, and said that several other major review publications have expressed an interest in doing the same. Diverse reviewer pools mean that books can be evaluated for cultural accuracy and that reviewers bring a wide range of perspectives to the table.

In the end, Jason said, we need to get from Diversity 101 stories—stories focused simply on the lack of diversity in children’s books, in very basic terms—to Diversity 102 stories, which address both the complexity of the problem and the range of possible solutions. He encouraged librarians to keep moving the conversation forward within their own communities, and to help parents and teachers build inclusive book collections by creating inclusive, diverse summer reading lists and other recommendations.

Two more big highlights this ALA were award ceremonies for a couple of our books! Cindy Trumbore and Susan L. Roth, the dynamic author/illustrator team of Parrots Over Puerto Rico, were honored at the Sibert Award Ceremony and we couldn’t have been prouder!

Cindy Trumbore and Susan L. Roth at the Sibert ceremony! They’re all smiles with LEE & LOW editor Louise May (left), Sibert committee chair, Cecilia P. McGowan (center), and LEE & LOW publisher, Jason Low (right)

Additionally, Killer of Enemies was honored at the American Indian Library Association Youth Literature Awards (AIYLA) ceremony. Tu Books publisher Stacy Whitman attended and shared these photos of children and teens from a local tribe who came to dance at the ceremony:

Native American dancers at the American Indian Library Association Youth Literature Awards ceremony

American Indian Youth Literature Award for Killer of Enemies

While we won’t miss the 110-degree heat, we had a great time meeting so many wonderful people and we can’t wait for next year.

If you were at ALA, what were your highlights?

It’s hard to believe that the ALA Annual Conference is just around the corner, but we’re looking forward to a fun-filled weekend in Las Vegas! We have an exciting signing schedule, which you can check out below:

SATURDAY, JUNE 28

• 10:00 am – 10:40 am: Don Tate (It Jes’ Happened)
• 11:00 am – 11:40 am: Glenda Armand (Love Twelve Miles Long)
• 12:00 pm – 12:40 pm: Frank Morrison (Little Melba and Her Big Trombone)
• 1:00 pm – 1:40 pm: René Colato Lainez (From North to South/ Del Norte al Sur)
• 2:00 pm – 2:40 pm: Karen Sandler (The Tankborn trilogy)
• 3:00 pm – 3:40 pm: Mira Reisberg (Uncle Nacho’s Hat)

SUNDAY, JUNE 29

•  10:00 am – 10:40 am: John Parra (Gracias ~ Thanks)
• 11:00 am – 11:40 am: Susan L. Roth and Cindy Trumbore (Parrots Over Puerto Rico)
• 2:00 pm – 2:40 pm: Emily Jiang (Summoning the Phoenix)

MONDAY, JUNE 30

• 10:00 am – 10:40 am:  Susan L. Roth and Cindy Trumbore (Parrots Over Puerto Rico)

We’ll be at Booth 626 and we look forward to meeting many of you! We hope you can also join us on Sunday from 3:30-4:00 pm for our Book Buzz conversation on diversity: “Moving the Needle: Diversity in Children’s Books and How to Make a Difference.”