Richard Devin's Blog

StokerCon 2017 was a great experience. I learned a great deal of wonderful information from the panels and workshops. But not all is to be gained from just panels and workshops. These 14 tips may just help make the next conference you attend-the best ever.

1. Challange the Panaleist - don’t be dick about it, but voice your opinion. It can lead to lively discussions and a host of differing views.
During one particular panel I attended the panelist and the audience got into a very informative discussion all because one person in the back of the room stood up and offered an opposing view. She did it in a completely complementary way. Yes, it was a challenge to the panelists but it wasn’t a confrontation.

2. Don’t write while at a conference - write at home. The conference is for networking, meeting and forming new business friendships.
While sitting at the bar one night I mentioned to a fellow writer that I brought along my tablet but I hadn’t gotten in a word of writing during the conference. His response, “Write when you get home. Conferences are for meeting, networking, sharing and learning.”

3. Go to the bar (even if you don’t drink) hang out, walking around, introduce yourself - it’s the best place to meet new folks in a casual, no pressure atmosphere.

4. Some of the best advice is to be had while standing in line.
While standing in line for a book signing, the folks ahead of me were have a conversation about characters and what is the best way to introduce them to the reader and how to describe them.The guy behind me interjected “Don’t tell the characteristics of the characters in your story, ie: he was tall, dark hair built as though he could bench 350 with ease. Instead describe them in ways they make you feel. “He was 6 foot 6 and looked as though he would beat the shit of you just because he was having a bad hair day.” That presented the reader with a mental image of his/her own, one that they would carry throughout the story.

5. Go to panels that DON’T interest you. It’s amazing what you can learn from something that you think you’re not interested in.
I discovered this by accident. I went to panel and found that I was in the wrong room. I thought about quietly getting up from my seat and heading for the door, instead I stayed and glad I did. It wasn’t a subject that I had any interest in, but I left that panel with great interest.

6. Find your alone time.
It’s great to be going from early morning to late at night hobnobbing with wonderful writers, agents and editors, but it is equally important to find your down time. Don’t be afraid to forego a panel or workshop and take a nap, or a walk.

7. Bring the right business cards.
I always have business cards with me but at StokerCon 2017 all I had was the business cards from the company I work for. Sure it has my information, but it associates me with the company I work for and not as a writer. As soon as I got home I was online to order business cards that represented me and my writing.

8. Invite others to join you.
While I was with a small group hanging out on the deck, a guy took a seat at a table a few feet from ours. I noticed his StokerCon badge dangling from his neck. I got up and introduced myself to him and asked him to join us. I introduced him to the “gang” and his face light up… thrilled to sitting with a couple of his favorite authors. As it turned out, he was a movie producer looking for content.

9. Go it alone.
Wander out of your comfort zone. Instead of hanging all night with those folks you know. Meander away and stand off by yourself, or walk around the room, I’ve meet so many new people that way.

10. Compliment someone.
You may have seen them at one of the panels or workshops or sat in on a reading of their book. Let them know how much you enjoyed it.

11. Sit out with the smokers.
II don’t smoke, but some people do, go and sit outside with them for a few minutes of conversation. It’s often quieter and the conversations are more relaxed.

12. Go to the gym.
I exercise regularly, but even if you don’t. Hit the gym for a quick run or workout. You’ll energise yourself and release any pent up negative energy and you just might meet a fellow writer or two.

13. Smile and say hello.
You’re going to be seeing these people for the next few days. Smile and say hello on day one and you’ll be surprised that by the last day, you’ve actually had great conversations with them.

14. Talk to people or at least be polite to people you don’t like.
I’ll admit it. I need to be better at this. There will always be people, be it fellow writers, an agent who turned you down, a publisher who rejected you, a editor that hated your work, or just the guy who’s an asshole, that we will inevitably run into during a conference. I learned that it’s easier to be polite, say hello and go about your day, rather than avoiding eye contact and skirting around them as though you don’t even know that they are there.

One author’s journey to self-publishing to forming a publishing company and back.

It seemed like such a good idea—I already had accounts with the major platforms to print and distribute my book. I created a publishing imprint, 13Thirty Books, and had a book on Amazon, Smashwords, B&N, iBooks etc. —why not take what I have and create a publishing company for not only my books, but for others also?

Like I said, “It seemed like a good idea.”

In Search of a Publisher

Agents said it was an intriguing idea and a fresh take on the classic Cynderella story. Editors were excited by the story line, characters, writing and the blending of romance and horror. The marketing/sales teams... not so much. Every time the book made it up to Sales—they came back with we don’t know how to sell it. The book nearly made it to contract with 3 major publishers—3 times!

It was an exciting and exhausting time. I wrote Ripper-A Love Story in about 10 months. I submitted and waited... submitted and waited... submitted and waited for nearly three years.

Time to Self-Publish

Frustration with the Marketing/Sales departments lead me to exploring the (at the time) relatively new idea of self-publishing. I had mixed feelings about self-pub, but I wanted to get the book out into the market and being tired of the “traditional” route, self-pub was the next best process.

I began the journey with hours of research, taking into consideration the different platforms, rules, style guides and reviews. I read half a dozen books on formatting, printing, creating and selling your book via Amazon and Kindle. I spoke to others who had experimented with self-pub for their input.

A few weeks later I had a cover designed, an editor hired, quotes and accounts set up for 13Thirty Books (the name of the imprint) with Createspace and Amazon (the two were not connected at the time). I was ready to launch the first book into the world of the self-published. The trade paperback was printed via Createspace. It was a relatively easy process. Through Amazon’s Kindle Direct Publishing I had the e-book. Both would appear for sale on Amazon, Createspace and the other channels that Createspace offered. Smashwords would come into play later, after I had mastered the Createspace/KDP platforms. To be honest, at the time, I was only concerned with having the book available on Amazon, I didn’t know enough about the markets or the other platforms available to understand the impact those channels, platforms or markets could have had on the book.

Now I was about to have the first book published and available through my own 13Thirty Books.

The Best Day

The first box of freshly printed books from Createspace arrived. It was awesome to hold and feel and smell a book that I created.

Now What?

Because of the “connections” and “relationships” I had, Ripper-A Love Story started to sell quite well right off. The book would go on to sell over twenty thousand copies, 800 on a single night when we announced the pre-sale at a romance convention.

I need to back track here so you’ll understand a bit better where I started and how I got here.

Lance Taubold, my writing partner on Ripper-A Love Story and I, had met Kathryn Falk of Romantic Times at a small writer’s conference in Long Beach CA (I didn’t want to go, but Lance assured me that it would be fun and after all Fabio was going to be there. I didn’t know who Fabio was but I went along anyway.) We arrived and found ourselves to be the only two males in the room... except for Fabio and his agent Paul. Lance had been a big fan of romance (among others, he reads more than 300 books a year) and wanted to meet a couple of the authors that were attending this conference. That’s when we met Kathryn. She invited us to sit at her table with Fabio and Paul. Before long we were in deep conversation as though we had all been friends for years. Kathryn invited us to the Romantic Times Convention being held in San Diego later that year. Lance jumped at the opportunity and few months later found himself sleeping in the closet in Kathryn’s suite at the RT Convention. Yes, you read that correctly... in the closet. He had agreed to help with the newly formed RT Cover Model Competition hosted by Fabio and with the hotel being sold out, Kathryn invited Lance to stay with her... only problem, she had a few others crashing in her suite also... so Lance found himself in the closet.

The next year Kathryn asked Lance if he knew of any directors (we were living in LA at the time and we were actors) who might be able to direct the RT Cover Model Competition for that year’s RT Booklovers Convention (That’s how I got involved). That year the first Romantic Times Mr. Romance Cover Model Competition debuted to a standing room only crowd of very enthusiastic romance readers, writers and fans.

As the director and co-director of the cover model competition, Lance and I got to meet many wonderful authors (and now lifelong friends) of romance. We got to know not only the authors but their publishers, agents and PR folks as well. We would have long dinners and lots of drinks—we got to know the publishing side of publishing very well.

Our First Book

Writing wasn’t new to me. I had written several plays while living in New York. My play My Mother’s Coming, received the coveted, Foundation for the Vital Arts Award and was produced in New York by the Foundation for the Vital Arts and later on in Los Angeles where we had a sold out – extended run in.

So, we wrote Ripper-A Love Story.



As Ripper was selling nicely we asked the local Barnes & Noble if we could do a book signing in the store. The store was having an author showcase in just a few weeks. We got in and had a wonderful time. Lance spent a great deal of time with the readers and other authors, I spent a great deal of time speaking to the Barnes & Noble store manager and District Manager who happen to be that day. The retail aspect of publishing was something I knew little of, so when the DM asked if I had any questions, I went right to it. I found out that I needed to find out a lot more!

A few months later our great friend (and one of the nicest people in publishing) Heather Graham was on a book signing tour and she was going to be singing at a B&N in Las Vegas. I got on the phone and spoke with the manager of that particular B&N asking if we could sign our book, along with Heather’s. She agreed. We went in with Heather and were greeted to a long line stretching out of the store. Of course, it wasn’t for us, but it made the pictures of that book signing we posted on line look super awesome!

The Birth of 13Thirty Books, LLP

Lance’s best friend was helping out with Heather’s signing. Later during dinner, he said “Why don’t we turn 13Thirty Books into a real publisher and publish for other authors who might be in the same situation you are?” The idea was born and soon 13Thirty Books, LLP (no longer a self-pub) was up and running.

Lance, his friend, and I filed the legal papers, formed a Limited Liability Partnership, set up bank accounts and registered 13Thirty Books, LLP. As a 3-partner company—our responsibilities were many. So many in fact, that I found myself spending countless hours at the computer... not writing, but working on the company and other people’s books. We published 6 books that first year. That takes a lot of time and energy. Lance handled the acquisitions. Our friend handled the accounting (he was a CPA major). Everything else was mine. I work for a major casino company in the marketing department. It was obvious that I would take over everything marketing. I didn’t mind. I loved the business aspect of publishing and the company was doing quite well. 13Thirty Books, LLP won the IBPA Benjamin Franklin Award for Best New Non-Fiction for the book On Two Fronts, during our first full year in business.

The following year we added about 10 more books to our calendar. Soon, we were attending conferences and convention and book signings not only as authors but as sought after publishers. We had set up 13Thirty Books, LLP not so much as a profit driven company but one that would be to the authors benefit. The company only kept a small percentage of sales-just enough to keep us out of the red. The Partners were only paid royalties from their own books and an occasional small (I mean small.) dividend. We were in it to produce books by authors we had met or who were referred to us. Our hope was to give new voices a platform. We were succeeding in that and in that successes... I was losing my own voice.

Losing My Way and Finding It Again

I keep a journal of book ideas. A quick line or two, what we called a “TV Guide” log when I was a theatrical agent in LA. That journal was nearly full of ideas. That’s when it hit me... the journal was full, but I wasn’t writing. The publishing company was taking so much of my time that I had little time and energy left to write. I did manage to get a few short stories out for the anthologies we were producing. That kept me going for time, but honestly that left me discouraged as I didn’t have the hours needed to write what I wanted to write.

And so, the decision to leave.

In December of 2016 I left 13Thirty Books, LLP as a Partner.

After 3 years of being a publisher—I was ready to get back to being a writer.

All’s Well That Ends Well

I learned so much from this journey. Information that will make me a better author... not writer... author. Writers write but an author: writes, markets, publishes and sells books. I’m happy being an author again.

And now with a journal full of ideas (3 already in the works) I’m back on the computer putting words to digital paper, creating worlds and characters and stories.

I’ve always been interested in how other writers write. Not the mechanical aspects, such as using longhand or a computer, or speaking the words into a word processing program, (although that too is interesting and perhaps fodder for a later blog), I’m more interested in the first draft process.

Some of the folks in the writing group which I belong to are fastidious about a perfectly clean first draft, where every comma and period are in their respective places. I, on the other hand kind of “dump” everything onto the page.

Admittedly, my first drafts are a bit of mess, as I take the thoughts from my brain and place them onto to the page, and I have some work cut out for me as I go back to clean up that first draft, but that’s when the “magic” happens for me.
I wrote a screenplay with a good friend some time ago. We were optioned for a couple of years, but the screenplay didn’t make it to the silver screen. It was a good overall experience and I’m very proud of the screenplay, but the learning curve of working with him was difficult. At first, he wanted to make each page as good as it could be before moving on, and I wanted to get the ideas on the page and come back later to fix it. In the end, we compromised by first writing a complete scene filled with errors and then going back to clean it up. It took us longer, in my opinion, to get the first draft onto the page, but yes, we did have a clean first draft when we were done. But at what expense?
Have you ever looked up from your keyboard to find a page filled with characters doing things you hadn't thought of them doing? Isn't that cool?

When working on my thriller, The Third Hour, now available, I found out that the main character, who is a priest, was an atheist! How did that happen? The character just took over, then one day, I’m writing, and there it was. Would that have happened to me (and the character) if I had been all too consumed with a clean first draft? For me? No.

With Ripper- A Love Story, (April 2013, 13Thirty Books) I wrote the first draft, and then, Lance Taubold, my partner on the book, came in and re-wrote the first draft adding his point of view and characters. It was a great process to watch as another writer took the words I had written and filled them in, giving them more life. It’s almost like Frankenstein’s monster; alive, but barely and then another strike of lightning, in this case, words, and the creature becomes more alive.

I tried once, while taking a writing class, to put down a really clean first draft. It drove me crazy, but that is what the professor wanted, so I did it. Never again.

Write the way which is right for you. The method to the madness doesn’t really matter. Get the words down. Build the story. Let the characters grow in the manner that most befits your style.

Barnes and Noble recently hosted an author meet and greet, and book signing for The Third Hour. It was a warm sunny Saturday afternoon with customers streaming in. Barnes and Noble had the tables set up perfectly, right inside the front door adjacent to the check out and close to the cafe. People could not miss us.

On Two Fronts authors, Sgt. Adam Fenner and Lance Taubold were in attendance. Their book had just received some very good press and had just won the Benjamin Franklin Silver Award - Best First Non-Fiction, that, combined with the work both authors had done with social media and Barnes and Noble’s own advertisements would certainly (we hoped) have at least a few people lining up to buy a book and meet the authors.

I was also there, signing my book Ripper: A Love Story and my newest,The Third Hour, I too had made sure to hit the social sites with news of our signing and I Tweeted about it at regular intervals. I arrived just a few minutes before the event was scheduled to start. I was very happy with the placement of the table. It was tastefully covered with a nice tablecloth that hung about halfway down the table. Stacks of books that Barnes and Noble had ordered were placed on the table. It was a great start, but from my perspective, the table setting wasn't quite ready to receive customers.

To the casual observer, everything was in place and ready to go. For me . . . there was a bunch of work to do. I work for the world’s largest gaming company, in marketing, so I can not help but to look at every opportunity to sell from a marketing professional’s viewpoint. Now, I like writing books, and I do like to do book signings, but I love marketing. So, before we even greeted one customer, I set out to make a few simple changes that would guarantee that we presented ourselves at our best, so that we would sell as many books as possible. And you too, can take on these simple marketing maneuvers to maximize sales at your next signing.

Number One - Ensure that your table is in a great location. Not hidden behind rows and rows of boxes or shelves, or in some far off corner of the store. We had a table in a great location, but the table itself wasn’t inviting. It needed to be merchandised. The first thing we did was clear off the table and start with a clean slate. The table cloth that Barnes and Noble had provided was fine, but it was hung in such a way that anyone walking in the door to the store could see under the table. When an author was sitting down, a customer would be looking at their feet and the boxes stored underneath. It looked sloppy. We re-hung the tablecloth so that it completely fell to the floor at the front of the table. Then, we leaned large foam backed posters of book covers from books published by 13Thirty Books. Now, we were not only “selling” the books that Barnes and Noble had ordered for the signing, but many of the other books from the publisher and the front of the table looked clean and neat.

Number Two - Next, we “merchandised” the table with books, signage and marketing material. Our books had been stacked and fronted when we arrived--that was ok, but it made the layout look a little too messy, so we moved the books back from the table front, stacking them strategically around the sides of the table, allowing plenty of room for the author to sign. Then we placed several books in table-top stands so that they were clearly visible to anyone even glancing our way. In between the stands we placed a few bookmarks, small foam board backed book covers, and other marketing material so that people waiting for their book to be signed would have something to pick up and handle and also learn more about the upcoming books from the publisher. What we didn’t have on the table were cell phones, water bottles, coffee cups, food or anything else that would distract from the task at hand--selling books! We all have cell phones. And during a long day of signing, we need coffee or water or a bite to eat, but it does not all need to be displayed along with the books that you’re there to sell. Keep them off to the side, behind you, or under the table.

Number Three - We stood behind the table. We only sat down when we were signing. That’s right, the rest of the time we stood. Why? Because you don’t greet company sitting down. You stand up, invite them in and provide a warm welcome. People are much more apt to come to you if you are up and welcoming them. Sitting down behind your table puts a wall up between you and your potential future readers.

Number Four - We got to work. It wasn’t enough to have a clean well merchandised table, and authors at the ready. We needed to let people know who we were. While Adam and Lance stood at the table, I worked the door. As every customer walked in, I greeted them with a “Hello, we have some new and exciting authors signing today. A Jack the Ripper romance and a soldiers’ story of serving in Afghanistan.” At the same time, I handed each person walking in a business card of each of the books we were signing. As a side note: we use business cards instead of bookmarks to pass out as they are much cheaper and easier for people to carry around. And I just didn’t hand out the cards in a random fashion. I made sure that the cards were face up in the correct position so that the customers coming in could easily read them at a glance. And I placed the card for RIPPER - A LOVE STORY on top when a woman was entering, and the card for ON TWO FRONTS or THE THIRD HOUR, on top when a man was entering. Yes--I know, that’s profiling. And that’s exactly what marketers do. Now, with business cards in hand, customers would look to the table where Lance and Adam immediately said hello and invited them over.

By following these simple steps we made the environment in which we made “selling” more inviting, and in the end . . . We sold books! In less than the three hours that we were scheduled to sign, we sold out of all the books Barnes and Noble had in stock.

Think of your next book signing as if you were a “store front” or a “display counter” and merchandise your space so that you maximize your sales position, and like us, you too will be invited back.

Several author friends attended Heather Graham’s Writers for New Orleans Workshop in New Orleans, December 12-15, 2013. The workshop is really a benefit; money raised during the dinner show and silent auction goes to the public library system to replace the books that were lost during Hurricane Katrina. New York Times Bestseller author, Heather Graham--a big fan of the Big Easy, with several of her books set there--established the benefit and workshop as a way to bring people back to New Orleans after the devastation from Katrina.

The workshop is a “boutique” conference. It’s quite easy to walk up to any of the wonderful authors attending and strike up a conversation, or to join them in the Carousel Bar for a true “round” of drinks. If you go, be sure to try a Pimms Cup. Simon and Schuster editor, Adam Wilson, introduced me to these wonderful concoctions at the very first Writers for New Orleans Workshop and the drink has become a favorite of mine and of most of the attendees.

Graham has done a great job of establishing a workshop that is user-friendly and informal, and best of all: very educational. Panels range from: Booksellers, Readers, Editors and Agents, and New and Upcoming Authors, covering everything from sex to negotiations.

In one particular panel, of great interest to all, the subject was “What Do Readers Want?” The panel was made up of readers from all walks of life and hosted by Kaitlin Richardson, a twenty-four-year old reader and fan. The room was packed with everyone from publishers and agents to editors and authors, as well as many fans. Everyone wanted to hear what the panel and the other readers in the room wanted from authors and what trends the readers were looking for in the books they purchased. One question that piqued every author, agent and publisher’s interest was: “How do you, as a reader, find new and unknown authors?” The answers included many of the sources that one might expect: Facebook, Goodreads, Amazon. Surprisingly not one of the readers said that reviews or book blurbs got them to purchase a book from an unknown author. Interestingly, one reader on the panel said that a new book with all “good” reviews turned them off. The room roared in agreement on that one.

One way that readers discover new and upcoming authors caused a “light bulb” moment for me and others. To stand out, the readers’ agreed, was for authors--especially new authors-- to attend conventions, workshops or conferences. The readers almost unanimously agreed that they would be more likely to buy a book from a new author at a conference or convention if they had met that author while at the convention or had had some interaction via a panel or reading with the author, during the convention.

At the book fair--which took place on Sunday morning after a two hour informative and entertaining presentation from “Rambo” creator, David Morrell, hosted by Graham herself--I wandered around the large ballroom in which the book fair was being held, taking note of the authors that were selling books and . . . those that were not. Graham, F.Paul Wilson, David Morrell and other name authors were of course selling well and each had a nice line in front of their tables. But what I found most interesting, was who else was selling. Just one stroll around the room, and it was clear to me that the newer authors who had actively engaged the readers, writers and publishing professionals who had attended the panels prior to the book fair, were far outselling those who did not engage the attendees.

I sat right next to David Morrell, who, of course, had a line at his table long before the doors “officially” opened. To tell the truth, I was a bit concerned by the placing of my table, thinking that the line of fans would be only interested in David Morrell and once they had a signed copy of his newest book, Murder As A Fine Art, would meander off and I would never see them again. Well, that didn’t happen. They were buying from Morrell and many stepped away from his table and moved straight to me. I had two books at the book fair: Ripper - A Love Story and my non-fiction, Stop Saying Yes - Negotiate!. I had participated in a panel on negotiations and one other on writing with a partner. Both, were great fun and I learned quite a bit, all while passing along a tidbit of my own wisdom. I had also taken the time during the workshop to visit with most of those attending. Pimms Cups came in handy when breaking the ice and so did talking about my horse. I found that talking about me as a person--not just as a writer--and then asking the fans about themselves, and not just about what books they read, had a way of bonding us. That bonding made it easier for the fan to make the decision to try (buy) my books over those of other authors who did not extend themselves during the workshop.

The conclusion is clear. Authors who socialized and met readers sold better--much better--than those authors who did not. I understand that it is not easy for everyone to socialize at conferences; some folks are just better at it. But if you want to sell, and you’re new and unknown, it’s a skill set you must learn and develop.

Here’s a suggestion: sponsor a panel on socializing and networking at the next workshop you’re attending, and help others who may also have a difficult time making the most of the “social factor” when selling books. My advice: go to conferences and workshops, and network, but not solely with the publishing pros. Instead, spend a good deal of time with the fans and the readers. You will probably make some new friends and I’m certain you will find that the “socialization” will pay off at the book signing--and beyond.

The Third Hour