ABA:
It’s Not A Swedish Disco Group

By Mary Shafer

Every writer dreams of seeing her/his work in the bestseller racks, but with the markets increasingly closed to non-agented writers, how is one to break out of the pack and get noticed? One way to get the attention of book publishers is to make a personal appearance on the floor at the American Booksellers Association (ABA) convention. The ABA is the largest national organization devoted to the interests of book retailers. Each June they hold a national convention for their members to network with each other, attend seminars and “schmooze.” This year and until 2001, the venue for this literary extravaganza is Chicago’s McCormick Place, a huge, modern facility on Lake Michigan. An easy 90-minute flight from Philadelphia or a moderate long-weekend, round trip (about 15 hours one-way from Bucks County), it’s not out of the question for Bucks County writers who feel the time is now to show their work to publishers.

Punctuated by publicity breakfasts and appearances by the year’s hottest best-selling authors, the event is attended by representatives of book and gift stores, printers, publicists, agents, less well-known authors, publishing support services, and most important of all, book publishers themselves. As a would-be author, you really want to visit the booths of these last people, since they are your potential customers.

This is mainly a publicity and marketing event, so the people you’re most likely to meet in publishers’ booths are editors and sales personnel. The editors are there to talk to booksellers about what it is they would like to put on their racks, to judge what the competition is doing, and to gauge the general mood of the industry. For them, this is something of a mixed bag: It’s work, but it’s also a looser structure than back at the office, so many of the editors are in a more relaxed mood. This is why, aside from the lack of obstacles such as security guards, secretaries and closed doors, it’s such a great opportunity to approach people you might not ever otherwise have access to.

Most of the publisher’s booths are remarkably casual in atmosphere. Many times, you can locate an editor simply by approaching someone who looks like they belong there and asking. I’ve never had anyone turn me down for at least an introduction to the person I was looking for.

It’s great if you can score a personal interview, but don’t be put off if no one has the time. These people are making contacts available only once a year, and they have their own agendas. Approach them politely and respectfully:
• Be prepared. Have all your materials handy. (See “What To Bring.”)
• Make eye contact immediately, shake hands firmly. Introduce yourself and ask for a few moments of the editor’s time. If s/he agrees, get right to the point of your visit. These are busy people.
• If they don’t have time, ask to leave your materials with them (make sure your manuscript carries the “C-in-a-Circle” © copyright mark).

Getting Lucky
If you do have the good fortune to meet with an editor, remember all the rules of a good interview, and make a good first impression:
• Be pleasant to meet with; have good personal hygiene.
• Show understanding of the industry.
• Stress brevity; you won’t make any points by being pushy.
• LISTEN. Don’t be tempted to talk too much. You can learn from these people, even if they’re not interested in your stuff.
• After presenting your materials, ask for the editor’s business card and request that s/he take some time to consider your manuscript and get back to you. Contrary to what a lot of writers believe, editors are human, and the first-person contact of this situation may be enough to make them seriously consider your book manuscript. After all, it’s a lot easier to ignore a query in an envelope than it is to turn down cold a real, live person with a face and a name.
• If you have already pitched your manuscript to someone else, tell this to the editor. It’s only fair they know they’re not the only ones interested.
• After returning home, immediately write follow-up notes to the editors you met with, thanking them for their time and consideration. Also write to those editors whom you met but couldn’t spend time with. Repeat to both your request for a reply call. Let them know, politely, that if you don’t hear from them within a few months, you will follow up yourself.

What to Bring
Take a briefcase to hold all your essentials and the publishers’ catalogs and business cards you’ll acquire at the convention. Softside briefcases are lighter to carry and more flexible in what they’ll hold. Bring your own snacks and drinks; on-site food service is exorbitantly expensive. Most importantly, have some professional marketing materials to leave behind.
• At the very least, have an attractive, clean-looking business card that includes your name, phone number and address. Better yet would be a subtle color, two-pocket folder containing: the first three chapters and a full synopsis of your latest book; your professional writer’s resume and/or biography; and a business card mounted in the slits on one pocket (if the folder didn’t come that way, cut your own slits with an X-Acto® knife). This is meant first for your presentation and secondly as a “leave- behind” the editor can keep on file for future reference.
• Can’t afford custom printing? Blank, full color stock for coordinated letterhead, business cards, etc. is available from direct-mail sources like Paper Direct, Beaver Prints and Quill Office Supply. Use a desktop publishing program to design your pieces and run them through your laser printer for a professional look without the high cost of four-color printing. If you don’t own a computer, find a friend who does or visit your local copy shop, many of which rent computer time.

One caveat: if you really don’t have any aptitude for design, best to admit it, bite the bullet and take your rough layout with exact copy in place to a local quick-print shop, which will have someone on staff with design experience. Bad, amateurish design can distract from an otherwise professional presentation, and that’s not the message you want to send. After all, you made the trip and put forth the genuine effort to meet these people. They will be impressed with your dedication. Don’t blow it because you cut corners on your materials.
• Avoid bringing too much along; write ahead of time to obtain publishers’ writer guidelines. You can find contact names, addresses and exactly what they want to see by consulting a current copy of The Writer’s Market, from Writer’s Digest Books. With this information, you might even be able to set up appointments ahead of time.

Being There
Like any business convention, there is somewhat of a carnival atmosphere about this one. Bright colors, glaring lights, a clamor of noise and the echoes created by the cavernous, warehouse-like halls can combine to make even the most jaded traveler feel a bit disoriented. Take it easy and don’t push yourself too hard; the two days allowed are enough to see everything and everyone you need to. Eat well, get enough sleep, and don’t be tempted to indulge in too much nightlife. You’ll get plenty of exercise walking the floors, so rest when you need to

Dress professionally but comfortably. It’s no use to be visually stunning if you’re too worn out by non-functional attire to see anyone. What is currently referred to as “office casual” would be appropriate. To get through a two-day trek that could easily put 15 or 20 miles on your feet, high heels, pantyhose and binding dresses are out for women. Wingtips, stiff suits and ties for men should be reserved for the booth reps. And remember, Chicago in June is warm and humid, so count on the airflow of cotton and other natural fibers to keep you cool. The venue is air-conditioned, but the halls are crowded and close, and the walk in from the parking lots can be long

Knowledge is gold in any field, so take advantage of the free educational seminars offered at the show. They’ll help you learn more about the field, and you can make contacts; often the big decision-makers attend these sessions either as presenters or audience and are usually quite accessible during these less-harried parts of the convention.

Working Out Trip Logistics
• Write to the ABA at: 828 S. Broadway, Tarrytown, NY 10591, or call them at 800/637-0037 to request convention information. Registration application and fee must reach the organization by the end of April.
• You’ll need to arrange for travel accommodations and meals. If you’re not fortunate enough to have friends you can stay with in the area, special hotel rates are available to ABA attendees at locations surrounding McCormick Place. They also provide shuttle service to and from the event throughout the day. Information on these hotels is provided in the promotional booklet you’ll request in the step above.