An in-store experience - Jo-Anne Berthelsen

I enter the bookstore and find a table already placed in a strategic position for me. On it are copies of my memoir Soul Friend and my sixth novel The Inheritance, along with one of several posters around the store advertising my visit. I notice the comfortable chair behind the table and am thankful—this is my fifteenth in-store book signing and I know they can be tiring.

I get out a bundle of bookmarks supplied by my publisher and try to set them out in an attractive way, along with my own business cards and a copy of each of my five earlier novels. There are none of these in stock now, but I like to have them there to show anyone interested.

The young manager comes to ensure I have everything I need and offers me some coffee, but I am too eager to move around meeting people and hand out bookmarks. At first, it is slow going—there seem fewer customers than usual. Every half hour, a staff member announces my presence over the PA system and I am grateful. But I also laugh when I hear him call my latest novel a ‘Koorong classic’!

Eventually, a lady I spoke to earlier approaches me.

‘Would you please sign both your books? We’re going away on a long trip and I’m trying to find some good books to take with me.’

Feeling relieved, I tell her she is my first customer. But I also remind myself it’s not only about promoting my books. I have prayed for some ‘God conversations’ in that bookstore and am looking forward to seeing what shape these take.

I soon find out. I meet an African pastor and chat about his home country. I give him my card and he gives me his, telling me he would love me to speak to the women at his church. Not long after, a lady comes by with her teenage daughter. As I explain how I began writing in my fifties and how I believe God can weave all our life experiences together to accomplish the next thing we are called to do, her eyes fill with tears.

‘That’s just what I needed to hear today,’ she whispers.

She buys both my books and asks me to write her daughter’s name, Lily, in one. I pray for Lily as I do –both seem so open and vulnerable.

The hours pass. I meet a teacher who remembers hearing me speak at his school and encourage him. I relate to someone from our own church who seems so lost and sad, giving her a hug in the middle of the store. I talk up a friend’s book I see someone thinking of buying (Integrate by Adele Jones). I manage to sell a few more of my own. As my day draws to an end, I am grateful for those sales, but even more grateful for those God moments along the way. I have done my best to be sensitive in all my conversations and actions—the results are in God’s hands.

Yes, I know in-store book signings can be discouraging at times, but I still believe they are well worth the effort. What about you? How do you feel about such events, either as an author or a customer?

Jo-Anne Berthelsen lives in Sydney but grew up in Brisbane. She holds degrees in Arts and Theology and has worked as a high school teacher, editor and secretary, as well as in local church ministry. Jo-Anne is passionate about touching hearts and lives through both the written and spoken word. She is the author of six published novels and one non-fiction work, Soul Friend: the story of a shared spiritual journey. Jo-Anne is married to a retired minister and has three grown-up children and four grandchildren. For more information, please visit www.jo-anneberthelsen.com.

Book table observations

Over the past six years or so, I have spent quite a few hours in Christian bookstores promoting my books. Last year alone, I made eight author visits to Koorong stores, most of which lasted for at least five hours. Also, on several occasions I have been allocated a book table at conferences and each year, at one of these, I share a space with staff from a Christian bookstore who have a whole range of books on offer. In all these settings, I have had ample time to listen to and observe potential customers as they make their selections.

In an actual bookstore context, I often see customers for whom the whole experience is obviously an enjoyable outing. They are not in a hurry and are happy to come and chat to this unknown author giving out bookmarks and find out about her books. And they can always graciously remove themselves without choosing any when I comment how many other books there are in the store. You see, I like to give people an ‘out’. Perhaps I’m not at heart a good salesperson, but I don’t want people to be embarrassed or pressured into buying. Often these encounters lead to some precious ‘God conversation’—something I always ask God for before I enter a bookstore to promote my books. The whole enterprise is worth it just for those moments.

Then there are those customers who are in a hurry and don’t want to be diverted. They know what they want in that bookstore—and it definitely isn’t any of my books! I’m sure I myself have fitted into this harassed customer role at times. Some might not be in a hurry but are still on a mission. They enter the store in a focussed manner, clutching their list of desired books. They might even be a little suspicious when I explain what sort of books I write, while they hold my bookmark rather gingerly as if debating whether to take it or not. Some might even look askance at my novels.\

‘But are they true stories? I don’t read fiction.’

At which point, I hasten to show them my non-fiction book Soul Friend. It comes in handy.

Then there are those who do read fiction but have made up their minds long ago which authors are worthwhile reading. In a conference setting recently, I watched as a customer stood gazing down at the novels on display at the official bookstore opposite my table. She proceeded to proclaim loudly how disappointed she was because there were no novels by Francine Rivers or certain other famous authors left and how she loves their books and wouldn’t read anything else. Now everyone is of course entitled to have favourite authors. After all, I don’t want to be told who I should like and not like. Besides, I suspect this person did not realise there was any author within earshot—albeit a humble Aussie one. But ... well, let’s just say I find such experiences somewhat character-building!

Despite this, I aim to persevere with my promotional adventures. For me, it is such a privilege to be able to offer something to others that I believe in with all my heart and that I trust God can use. But how about you? Have you too made some interesting observations as you promote your books? Or as a reader, how do you respond to those lovely, hopeful authors at book tables?

Jo-Anne Berthelsen lives in Sydney but grew up in Brisbane. She holds degrees in Arts and Theology and has worked as a high school teacher, editor and secretary, as well as in local church ministry. Jo-Anne is passionate about touching hearts and lives through both the written and spoken word. She is the author of six published novels and one non-fiction work, Soul Friend: the story of a shared spiritual journey. Jo-Anne is married to a retired minister and has three grown-up children and three grandchildren. For more information, please visit www.jo-anneberthelsen.com or www.soulfriend.com.au.