[dc]2[/dc]014 meant a big step for me: taking my comics and cartooning to conventions and shows. Selling my wares and services, trying to make new fans, making connections in the comic world, drinking a lot of coffee, eating more bad food.
I wasn’t a stranger to conventions by any means: I went to several while promoting and selling my novel, The Magic of Eyri, a few years ago (not a comic, a regular novel).
This year was different. Before, all I sold was my finished novel (and later, promoted the accompanying podcast).
Now though, I had much more to sell and explain to potential fans and buyers.
My table at GrandCon. Yes, I know my sign is crooked.
Detailed recaps of my appearances are here:
- MSU Comics Forum Recap: Artist Alley
- SPACE Recap, part 1: Artist Alley Business
- Free Comic Book Day 2014 Recap
- Cherry Capital Comic Con Artist Alley Recap
- GrandCon 2014 Artist Alley Recap
Today, I will try to condense what I learned during my first year. Reading other artists’ posts about their experiences helped me, so now it is my turn to help.
In no particular order:
1. Not Every Convention Is Created Equal
What sells at one convention, might not sell at another. I could sell a bunch of mini-comics at a Free Comic Book Day event or the MSU Comics Forum, but I won’t sell nearly as much at another convention. It happens.
If you didn’t have much luck at a certain convention, skip it next year and try a different one. Better to have a smaller group of conventions you always do well at (and have fun), then a lot where most are not that great (because, attending conventions can get pricey–especially if you need a hotel).
Keep track of what sells best at what show for next time.
Yes, next time.
2. Experience Matters
Experience is a big advantage at a convention. I saw this first hand, with other artists and myself. Experience is a double advantage: fans remember you from the year before and want your latest stuff, and you are better at selling your wares, and perhaps most importantly, yourself.
Want numbers? A bunch of artists filled out a survey about conventions and the data is available here. You will see how the more experience an artist has at a convention, the better they (usually) do.
3. Location
Location matters. There are so many factors which can affect your convention weekend, and where you set up is one of the biggest.
I try to get a table near my artist pals if I can. It not only gives you someone to talk to, but you can help promote each other.
Check out that artist survey again for interesting information about being in the (higher priced) vendor area versus the (cheaper) artist alley.
Unlike other factors, location is rarely something you can control at a convention. One convention you could be next to a big name, and the following show you’re in a corner far away from the main traffic.
4. Have an Elevator Pitch
Be able to sum up your comics in a fast and easy way. I hate comparing myself to other work, but it is just something you have to do at a convention. You are fighting for a convention goer’s time and the faster you are, the better.
I say some variation of: “I write and draw a weekly comic with cartoony gag humor like MAD Magazine.”
When I sold Magic of Eyri at shows, I said: “It is like Monty Python and the Holy Grail meets Wizard of Oz.”
Both of these are simple, easy to remember, and give a broad idea of what I’m offering. If the person at my table shows more interest, then I can get more detailed (talk about characters).
5. Body Language and Tone
Stand up and sound excited. I try to stand up behind my table, when I can (invest in an anti-fatigue mat, I did). I use the ‘superhero pose’ too: hands on my hips, chest out. Laugh, sure, but it helps.
Tone of voice is something I always try to work on, and smiling. I suffer from Resting Grumpy Face, which doesn’t help at all. I should make a sign: “Everything is fine, I just look this way.”
A trick I learned was to smile while I talk—it does help you sound better.
My dry, mono-tone voice isn’t the best for face-to-face selling, but it is something I’m working on improving. Standing up helps with this, as it helps keep me awake (which is a challenge during a long day at a table).
6. Interact
Talk to convention goers and your neighbors. Yes, this might mean being a bit of a ‘carnival barker’ at times, but find out what approach works best for you. Try talking to people—especially your fellow artists.
Make connections, talk shop. You are more than likely to run into one or more of your neighbors again at other shows (especially if you hit the bigger shows in your state).
7. Talk, Don’t Just Sell
Don’t start with prices. I found I enjoyed talking with people more, and had better success, when I didn’t start with listing how much an item cost.
Instead, I tried to just explain an item in more detail. For example: “I hand cut all these sketch cards from a big sheet of watercolor paper,” or “each of these sketch cards is an original, made with ink and watercolor paint.”
Sound like a person, not just a salesperson.
8. Business, Business, Business
When you sell at conventions, you are a small business. It took me a few conventions to realize this fact.
Like any business, you need to keep track of what you spend, what you earn, and other, boring soul-sucking stuff. You also need to figure out what to charge, which is perhaps the most difficult.
Regarding what to charge, in my experience it required trial and error.
Try to keep your prices close to what others are charging for similar items (ex: a color 11” x 17” print). Trust me, other artists notice if you are undercutting them, we talk to each other. When in doubt about a price, start higher, and if the price doesn’t work, go lower. If you stay firm on anything, let it be original art and commissions, but adjust prices for prints/stickers/etc. if needed. Or don’t if it works for you (like I said, this is tricky).
Track your sales. Track what you spend on items (even pens for sketches). Track promotional stuff for your table. Track everything.
Small investments can pay off. My $5 watercolor paint kit paid for itself at least 30 times over. I bought a new dry erase board (on sale for under $10) before GrandCon to use for signage, and it helped me get three commissions (thus paying for itself and then some).
9. Learn By Doing and Observing
Experiment with your table and watch what other artists do. I’m not saying draw like other artists, that’s a whole other area I could talk about. I mean, look at what other artists offer at their table, how they interact with fans, and also what they charge.
Heck, go one step further and ask other artists for advice. I did and still do.
10. Be Nice
Seriously, be nice. Be nice to fans, to other artists, and convention runners (and volunteers). I don’t claim to be perfect. I’ve had my cranky days at shows, but I always try to be nice, even to people who don’t buy something at my table.
More information tomorrow, by which I mean bullet point lists for skimmers, because this post is already too long.
