Author Events - The Power of Face-to-Face Connection
Creating a multi-layered marketing strategy
Hi everyone, Caroline here!
In our 'Wins of the Week' last week, I shared that I had just completed my first in-person event for 2025, speaking at the International Melbourne Comedy Festival after a performance of Improvised Austen.
In person events are an important part of my marketing strategy. I’ve done over 150 events, and today I'm going to share how the personal connections you make face-to-face can transform your author journey.
In our digital age, social media is undeniably a powerful and essential marketing tool for authors, one I believe in so strongly that Melissa Makarewicz (a social media expert) and I established The Austen Pathway specifically to help authors navigate these platforms effectively as part of their marketing strategy. While a strategic social media presence is foundational to author success today, it represents just one dimension of a truly comprehensive approach.
There's another powerful component that deserves equal attention: the irreplaceable value of face-to-face interaction. An author marketing strategy that combines both digital expertise and in-person connections, is a powerful way to build not just breadth (reader numbers) but also depth (a core of 'superfans' who will actively support you and your work).
Long before social media or even mass publication existed, Jane Austen recognized the significance of personal connection. Her novels are studies in human interaction, filled with meaningful conversations, social gatherings, and the subtle dance of relationship building.
In Jane's world, the drawing room was where reputations were built, connections were forged, and authentic impressions were made. Her heroines didn't succeed through distant communication alone, they thrived by making genuine, in-person connections. Elizabeth Bennet's prejudice against Mr. Darcy began to dissolve not through letters, but through direct interaction at Pemberley. Emma Woodhouse's matchmaking schemes required her presence in the community, and Anne Elliot reconnected with Captain Wentworth through renewed personal encounters.
Jane herself understood the value of these connections. While she may have been reserved in large gatherings, her letters reveal how she treasured meaningful conversations with individuals who appreciated her wit and intelligence. She built her most loyal relationships, the ones that would ultimately champion her work, through these personal interactions.
Having spoken at over 150 events worldwide, I've experienced firsthand how these face-to-face interactions create a foundation for authentic connection that digital communication alone cannot match. Literary festivals, bookstore readings, library talks, and writing conferences are the modern author's drawing room and spaces where relationships are formed and deeper connections are nurtured.
When I speak at events, I'm not simply delivering content; I'm inviting the audience on a journey through authentic storytelling that draws them into the world represented in my book. With a carefully crafted narrative, I connect them with the essence of my story and why my book matters to them.
Classes with the London Academy of Music and Dramatic Arts in my youth provided me with techniques I use to this day: knowing precisely when to pause, when to accelerate, when to drop my voice to a whisper. These deliberate choices heighten the listening experience, creating moments where I can anticipate exactly when my audience will laugh or when they'll experience that gasp of poignant surprise or empathy.
I carefully tailor each presentation to resonate with that specific audience, understanding that what connects with a literary festival crowd might differ from what engages a historical society. With considered use of images, videos, event space, marketing materials, and immersive elements, I create a complete experience.
By the end, my audience feels not only entertained and educated but also warm and genuinely connected, both to me and to my work. This multi-dimensional approach creates an encounter that simply cannot be replicated through a screen.
The moments after a presentation are just as valuable as the talk itself, perhaps even more so. This is where the real marketing magic happens, as audience members move through a natural engagement funnel at accelerated speed.
While some attendees will inevitably rush off to beat traffic, the majority will wait in line for that personal moment of connection. During book signings, I give each person my complete, undivided attention. I listen carefully to what resonated with them from my talk and tailor my response and book dedication specifically to their interests. These brief yet meaningful exchanges create lasting impressions that digital interactions simply cannot match.
The most dedicated attendees will patiently wait until the very end, when I step out from behind the signing table for photographs and deeper conversations. These extended interactions often lead to profound connections where people feel genuinely invested in my success and journey.
Each interaction represents a step deeper in the engagement funnel: from awareness (hearing about the event), to taking action (attending), to purchasing a signed book, to joining my mailing list, to committing to support my author journey in meaningful ways (like promoting me as a speaker to their networks). What might take months to develop online can unfold in a single evening of face-to-face connection.
The results speak for themselves. From every single event, without fail, I walk away with a handful of new, deeply committed supporters who will go out of their way to follow my story, participate in my initiatives, and champion my success. After speaking at over 150 events, this has created an invaluable network of dedicated advocates that forms the bedrock of my author platform.
The people who have most ardently supported my endeavours for over a decade, my most dedicated community members, first met me in person at an event. These connections evolve into something far more valuable.
These are the champions who don’t hesitate to:
Join your ARC (Advanced Reader Copy) team, providing valuable early feedback
Defend your authenticity when questioned on social media, without you having to say a word
Privately message you about a typo in your latest post so you can correct it before others notice
Share ideas and opportunities that align with your goals
Make introductions to valuable connections who can help advance your work
Enthusiastically amplify your launch announcements across their networks
Volunteer their time and assistance at your events, helping with setup and managing book sales
As humans, it takes many online interactions to create these bonds, but in person, meaningful connections can form in just minutes of face-to-face interaction. What might require months to develop virtually can happen almost instantly when you meet a reader in person and give them your undivided attention.
This initial face-to-face connection creates a foundation, but the relationship doesn't end when the event does. I strategically deploy multiple touchpoints to nurture these budding relationships. Social media engagement, personalized email follow-ups, exclusive Substack content, and virtual events all work together to maintain and deepen these connections over time.
The power lies in this hybrid approach and using digital platforms to sustain and build upon relationships that began in person. With each thoughtful interaction, whether online or offline, these connections strengthen, transforming casual readers into dedicated supporters who feel genuinely invested in your author journey. The in-person event may be the catalyst, but a well-crafted digital strategy ensures these valuable relationships continue to flourish long after the book signing ends.
What makes these in-person events particularly valuable is the real-time feedback loop they create. As I interact with audiences, I'm constantly observing which stories resonate most deeply, which anecdotes prompt laughter, and which themes spark meaningful questions. I see the light in someone's eyes when a particular passage moves them or notice when attention shifts during certain topics. These observations have proven invaluable in refining both my creative work and my marketing approach.
I've often returned from events with fresh inspiration for my writing and a clearer understanding of what truly matters to my readers. This direct knowledge has helped me polish my storytelling, fine-tune my messaging, and develop marketing strategies that speak directly to what my audience genuinely connects with. The result is a virtuous cycle: better understanding leads to more resonant work, which leads to deeper connections at future events.
Author events primarily connect you with your audience. Literary festivals, however, when chosen strategically, offer a unique concentration of opportunity. Beyond connecting with readers, these events allow you to:
Network with fellow authors who understand your journey
Meet event organizers who might invite you to speak at future functions
Connect with industry professionals who can open doors
Combat the isolation that often accompanies the writing life
Being an author can be a solitary profession, and these face-to-face opportunities help build the support network that sustains a creative career. The key is approaching these events with intention and developing your networking skills, something that improves with practice and strategic planning.
A Few Tips for Meaningful Connection
While there's no substitute for a well-developed strategy (which we'll discuss in our Q&A session for paid subscribers later this week), here are a few foundational approaches:
Perfect your storytelling: Craft a presentation that takes each specific audience on a journey, not just a recitation of your book's plot or writing tips, and practice presenting it as a storyteller.
Make time for individual interaction: The book signing isn't just about sales; it's your opportunity for one-on-one connection with potential superfans.
Follow up thoughtfully: Connect on social media with people you meet, referencing your in-person conversation to solidify the relationship, send follow up communications to attendees, and thank the organisers of the event.
Strategic planning and thoughtful execution of these in-person opportunities can transform your author career, building a community that supports you in ways algorithm-driven connections simply cannot match.
A sustainable author business requires a balanced marketing approach with multiple layers. Social media provides international reach and daily connection points, building breadth in your audience. Virtual events engage readers who may never have the opportunity to meet you in person. But face-to-face interactions create depth and loyalty at an accelerated pace that digital connections simply cannot match.
The most successful authors leverage all these approaches, understanding that each serves a different purpose in building their platform:
Social media: Builds awareness and regular touchpoints with your audience
Virtual events: Creates deeper engagement with a broader geographic reach
In-person appearances: Rapidly develops profound connections and superfans
Jane Austen's heroines didn't find happiness by retreating to their writing desks alone. The Bennet sisters ventured into society, engaging in meaningful conversation and creating authentic connections.
In a world increasingly dominated by digital interaction, the author who steps out from behind the screen to engage directly with readers holds a powerful advantage. These face-to-face connections form the foundation of a community that will support, defend, and champion your work for years to come.
Over a decade of addressing audiences large and small across Europe, Australia, and Asia (with my first U.S. speaking engagement coming later this year), I've refined the art of using speaking events as a strategic growth tool. When integrated thoughtfully with social media and digital marketing, these in-person connections provide audiences with unforgettable experiences while systematically building my creative business.
I understand that many find public speaking intimidating. As a professional coach and mentor, I've helped countless authors and creatives build their confidence, develop compelling presentation skills, craft memorable stories, and harness the power of face-to-face interaction. The key lies in developing an integrated strategy tailored precisely to each event and audience.
Here at The Austen Pathway, I look forward to helping you master in-person events and fast-track the growth of your author business.
One final thought worth considering: not all author events are created equal. During our upcoming Q&A session for paid subscribers, I'll delve deeper into the different types of author events and how to select the right opportunities for your specific goals. I'll also share my methodology for tailoring content and strategy to different venues and audiences.
For those seeking more personalized guidance, you can always book a one-on-one coaching session where we'll develop strategies specifically designed for your author journey and business goals.
Caroline
Caroline Jane Knight is Jane Austen's fifth great-niece and CEO of The Austen Pathway, helping authors and creatives Master Your Marketing and build sustainable sales. Having spoken at over 150 events worldwide and built multiple successful businesses, Caroline brings unique insight into building authentic connections that drive sustainable creative careers.