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Caimh McDonnell is the author of the Bunny McGarry trilogy (not a trilogy) and the Stranger Times series (definitely a series) and his latest RING THE BELLS is one of my favourite books of the year.
In this festive special, we discuss: How travel triggers story ideas The value of short stories Why calling something a trilogy is a bad idea And why itโs crucial to take note of when youโre writing good stuff, and much more!
Gavin G Smith writes gripping science fiction and his latest is ALIEN CULT, a terrific murder mystery noir set in the ALIENS universe.
We Discuss: Writing for other people’s IP, including games and film novelisations The crucial difference between a consistent universe and fan service Why he might enjoy research too much And why it’s more important than ever for authors to value their work…
Iโm Mark Stay, author of the Witches of Woodville series and The End of Magic trilogy and Iโve been sharing what Iโve learned from doing 42 comic cons in 2025.
Missed the previous episodes? Click on the buttons belowโฆ
There have been four episodes so far and that was supposed to wrap things up, but Iโve had a couple of people ask about the logistics of doing comic cons overseas, starting withโฆ
KATHERINE FRANKLIN
If you go abroad, how much of a pain is transport and customs/tax?
MORGAN DELANEY
My wife often suggests I try conventions but I live in Foreign*. If I wanted to do a convention I’d have to also pay for flights on top of all the other costs. That’s an extra 200-300โฌ at least. Do you reckon that’s still worth it? Oh, and I’d need to pay for somewhere to stay as well if I wanted to visit more than one day, which I assume is the goal?
*Thatโs a Discworld reference before you write in!
TRANSCRIPT
Iโve never sold overseas and so I asked a couple of writer friends who have, starting withโฆ
Talking about selling at a comic con in NY: I can get a flight and hotel for under a grand and I’d be surprised if I didn’t get that back.The Americans are crazy for their books and you can charge more as they think we sell them cheap in the UK!
I have been talking about possibly splitting hotel costs with other authors
I sent my books to someone I know over there. But I don’t want to bother them again so checked with the hotel and they accept delivery and will store them until I arrive. Or you can arrange delivery to the venue much like you would for a London Con if you didn’t drive them there yourself.
For me, not knowing anyone is what made me feel the most out of my element. Just saying hi to other attendees ahead of time makes the whole ordeal a lot less daunting. It also opens up sharing logistics with others, like sharing vehicles for deliveries, and working out accommodation options
Sign up for opportunities during the event:
Whether it be attending/hosting panels, giving workshops or any other opportunities during the event, I recommend signing up for whatever you’re able to (including things that may make you nervous!), since the experience makes the step of attending abroad feel all the more worthwhile, and will introduce you to all the more people
Region-specific landing pages
If you have a website or Linktree, I suggest having links to pages specific to the region you’re attending, if possible. For example, if you have a QR code to purchase a product, it’s worth having a region-specific version with you to make the process easy for customers. We’re also more likely to have purchases if customers don’t have to find their local currency or wonder if it is available for purchase in their region at all!
Local printing
Whether printing art or books, I find it far easier to research local printers who can print close to the event, rather than arranging shipment from my own region. This has also been far cheaper for me. The caveat to this is arranging a place to store the books until you arrive in the country. There are typically warehouses that charge per day and per package (and again, this is a cost that other attendees would likely be happy to share).
Have fun!
Bit of a different one, but equally important in my opinion. The whole experience of travelling to another country for your passion is incredible if we allow it to be. Between arranging logistics and all the work during the event, take some time to enjoy the country itself through the food, sights and general novelty. It’s too easy to get so lost in the experience that it goes by like a blur and feels like it never even happened by the end of it. Don’t forget to stop and “smell the roses” on the way!
My thanks to Elinor and Alex for those insights!
For questions about tax: itโs a minefield. Consult a professional. This is where my expertise expires. If youโre running this like a business, then get an accountant.
And thatโs it: all that Iโve learned from doing 42 comic cons in a year. And Iโll certainly be doing more in 2026. Find me at markstaywrites.com for updates or sign up to my newsletter. I hope youโre found these videos helpful and if you see me at a comic con do please say helloโฆ and buy a book or twoโฆ or three. Iโve got ten. Happy reading!
Easy to wrap and great value. Signed books, even more so… and if you’re looking to feel good about yourself, you can buy signed copies direct from the author, like… here… https://witchesofwoodville.com/the-village-bookshop/
Iโm Mark Stay, author of the Witches of Woodville series and The End of Magic trilogy and welcome to this fourth episode where Iโm sharing what Iโve learned from doing 42 comic cons in 2025โฆ
Missed the previous episodes? Click on the buttons belowโฆ
These are quick fire questions on books: what to stock and how to sell them, engaging with the punters, selling merch, promoting the event and moreโฆ
TRANSCRIPT
ANDREW GUILE
How many books do you need to sell to make it worthwhile?
It depends on the costs and the size of the comic con. I go into the formula of that a bit more in the first episode of this series. But the way it works is I set myself a target based on what I need to cover the basics. I always breathe a sigh of relief when I cover the table cost. In 2025, I sold an average of 28 books per event, and thatโs with 9 books for sale.
IAN WATSON
Is it worth having a table at a convention if you’re a debut author with only one title to sell or should you really wait until you have a catalogue?
KATHERINE FRANKLIN
How many books did you start with on your first table (titles, not units)?
When I started ten years ago it was with just one book โ Robot Overlords โ and it was hard work. Not a money spinner, but the tipping point was getting three in a series. After that, I was making good money.
JULIAN BARR
How do you pick which books to bring?
My main focus is the Witches of Woodville series and the End of Magic trilogy, because youโre not just selling one book, youโre selling 3-5. I will always try and have a copy of Robot Overlords or Back to Reality handy, especially at the bigger events, but there may come a point where there just isnโt room on the table.
JENNIFER TAYLOR-GRAY
What are some good opening lines to interact with potential readers?
HEIDE GOODY
What would you typically say to a customer who strolls past? Any tips for getting them to engage?
Just ask if people are having a good day. Offer bookmarks.
When pitching, start macro, then get micro. For example, Iโll say, โIโve got fantasy or witchcraft: what might be more up your street?โ
And make it clear that these are your books: people are often surprised to discover that you are the author. And they definitely warm to you knowing that youโre the author. So Iโll say something like, โThis is my series, The Witches of Woodvilleโฆโ
Once they express an interest in a particular book, have a pithy description ready: maybe memorise the blurb or shoutline on the back of the book? Something short and sweet: for the Witches of Woodville Iโll say that itโs a cross between Dadโs Army and Bedknobs and Broomsticks, and if I get a glimmer of recognition or a laugh, then Iโll offer moreโฆ
Do NOT start rambling about the plot in depth: the last thing you want is to bore them to tears. Youโre selling the sizzle. Wear your marketing hat. It means being reductive about your books, but thatโs the gig.
And hand them a copy of the book. Theyโre not always sure if theyโre allowed to touch the books. And I learned this as a bookseller: itโs much more difficult for a customer to put it down once they have it in their hot little hands.
KATHERINE FRANKLIN
Do you find that additional goodies or ‘lures’ do well? E.g. merch, sweets, games?
JENNIFER TAYLOR-GRAY
Do you have anything interactive on your stall or just books?
I keep it simple. Mainly because there isnโt much room. When I started, I would have a bowl of Jelly Babies to lure people in, but post-Covid thatโs not really as appealing, and I was starting to feel like the Child Catcher from Chitty Chitty Bang Bang.
AL Billington, author of the Beast Be Gone series, has D&D dice and offers a prize if you roll a 20, and his table is always crowded, though he did tell me that some people think they have to pay to roll the dice and that giving away bookmarks seems to be more effective…
By the way, he did a similar summary of what heโd learned from doing comic cons in 2024, and itโs really good. There’s a link below so you can check that out if you wantโฆ
My friend Phil Oddy, author of the excellent Entangled series, sells branded mugs and badges alongside his books. He saysโฆ
I’ve never sold a mug. I almost sold one, once. But people do comment on them and I think they elevate the table a bit. I do get a lot of people complimenting my covers and they show those off in a different way. I might have more luck if I dropped the price a bit (they’re almost as expensive as the books and if you’re a new customer, why would you spend that much on a mug for a book that you don’t know if you like yet?) Maybe once I’ve got a bigger fanbase…?
The badges are great, though. They definitely bring people to the table – they like to rummage through the bowl and find the different designs… which is then a good way into a conversation about the cryptic slogans I’ve printed on them because those all link back to the books. They also are a good way to add a few pounds onto someone’s total spend (I have a bundle which is 3 books + novella + a badge and the badge makes ยฃ35 a sensible price point based on how I price everything else – although I’m going to have to rethink it all now the series is 4 books!) I have sold badges on their own to people who seemed keen but say they’ll buy later, or will buy the ebook, or have run out of money because it’s the end of the con. They were very cheap to buy and have definitely been worth it. I’ve got some more designs in mind, so will be increasing the range for 2026!
Thank you, Phil! I might have to invest in some badges in 2026โฆ
I have seen tables that are littered with merch and, frankly, the books get lost. Put yourself in the position of the customer wandering from table to table: they have just a few seconds to discern just what it is youโre offering, and if your book is just one of many objects scattered about the table, then itโs going to be overlooked. Keep it simple!
JENNIFER TAYLOR-GRAY
Do you stand/sit/hover?
I stand. I appreciate that not everyone will be able to stay upright for 6-8 hours, but I just find that sitting makes the lure of the dreaded smartphone all the more tempting, and before you know it youโre slouched over and doomscrolling through social media.
Standing means Iโm alert. I watch as people approach my table (I have a much better idea of who reads my books now, so I know who to look for) and then I offer a bookmark or ask them how theyโre doing.
And Iโve never managed to hover. Itโs a neat trick if you can pull it off.
JENNIFER TAYLOR-GRAY
Is there anything youโve tried and decided is a complete waste of time?
I did a food festival once. A big one. People just werenโt expecting to see authors โ and there were a few of us in a large gazebo โ but sadly it didnโt work. Total waste of time. Local fairs, Christmas fairs etc are a good place to test the watersโฆ but not food festivals.
I did a Renaissance Fair this autumn โ all outside โ and the weather was very dicey: I was sheltering under a gazebo. I did well, but if the weather had taken a turn for the worse, then it would have been a disaster. Theyโre doing the same thing next year, but have upped their prices to MCM comic con levels, so I donโt think Iโm going to risk it this year.
And this next thing isnโt a waste of time, exactly, but my first batch of bookmarks didnโt work. They had a link to sign up to my newsletter, but people arenโt going to sign up until theyโve read the books (and the books have a prompt in the back anyway)… It soon became clear that what people wanted was to know what the books were about, so I switched the newsletter stuff for Goodreads reader quotes and now the bookmarks are much more effective.
ANDREW GUILE
What do you think is the biggest factor that helps make the event a success (e.g. your stunning banter? What jumper/t-shirt you chose that day?! The number of books – in a series – that you have? Your banners? Where your table is positioned in the hall?)
Having a quick and pithy pitch really helps. Having a simple multibuy offer also makes a difference: make it clear that theyโre getting a good deal.
Sales patter (banter) helps: if readers like you, theyโre more likely to give the book a try. Be positive, best foot forward etc. No snark. No grumbling. Enunciate. Tummy in, tits out.
The T-shirt thing is interesting. I did get some Witches of Woodville branded shirts, and they didnโt make any difference. However, my HHGTTG โDonโt Panicโ shirt draws the right kind of reader. You have to remember that no one knows who you are. And youโre surrounded by the biggest brands in the world โ Star Wars, Marvel, DC, Pokemon โ so you have to work harder to convince people to take a puntโฆ and if you can show that your writing might be a bit like the thing they like, then that canโt hurt.
Regarding the number of books: three is the magic number. One is hard work. Two isnโt really a thingโฆ but three is when people say things like, โOoh, Iโm looking for a new series!โ and buy them all! And you should offer a multibuy discount. Itโs worth it.
The banners are great. As I mentioned in the video of the tour of my table, the thing Iโll do next time is have the quotes at the top, because the ones at the bottom are hidden.
Table positioning: this can make a huge differenceโฆ If Iโm mid-row, thatโs fine. A corner table can be a sweet spot. By the door can be good or bad depending on the flow of the crowd: you soon become an expert in motion dynamics doing this gig. Most people will do at least one circuit before they start to make buying decisions (another reason why itโs so important to hand out bookmarks: they need to remember who you were!).
At Newmarket Racecourse, they put me by the front door at the bottom of the stairs: this made me look like some guest of honour and I did nothing to dissuade people of this notion. Had a very good day.
Bigging it up at Newmarket Racecourse
JULIAN BARR
What do you do if you sell out of stock?
You have to turn a negative into a positive. I put up a Post-It note declaring โSold out! Sorry!โ and grin and bear it. Iโve only once completely sold out: when I was only selling Robot Overlords, so I packed up and went home early. That was a long time ago,
Also, if youโre traditionally published, make sure that you let your publisher know what youโre doing. Send them an estimate of how many books youโre going to order in the next 12 months and ask them to print accordingly. The last thing you need is to book a big, expensive comic con only to discover that your book is reprinting the week after. I learned that lesson the hard way.
JULIAN BARR
How do you deal with the crushing rejection when someone looks at your stuff, shrugs, and walks off?
It happens so often that you shrug it off. You endure a lot of humility with this gig. Sometimes youโll get people saying, โIโve never heard of you!โ to which I smile and reply, โYou have now!โ Itโs rare that anyone is genuinely rude, but as with anything in life, just let it go: you’ve got no idea whatโs going on in their lives to make them behave like that.
But I wonโt pretend that there havenโt been moments where itโs been dead, or humiliating, and Iโve thought, โI bet [insert name of famous author here] doesnโt have to put up with thisโฆโ
TRACY BUCHANAN
What do you recommend doing in the lead up to promote your stand and drive people to it?
Not much beyond the usual social media/newsletter stuff. Itโs not like a bookshop or library event, in that most of the people attending the comic con wonโt be your readers (a lot of them donโt read at all!) and they wonโt have heard of you. Youโre trying to create new readers, so just make the most of the folks who are there (if that makes sense?). Whatโs nice is that by the end of this year, I had people who had bought books earlier in the year coming back for more, and they had signed up to my newsletter etc.
Thank you everyone for your questions. I hope you found that useful.
This was supposed to wrap up after four episodes, but Iโve had a couple of people ask about selling at comic cons overseas, which Iโve not doneโฆ but Iโve asked a couple of writer friends who have, so if that intrigues you, thereโs a special bonus episode HEREโฆ
Iโm Mark Stay, author of the Witches of Woodville series and The End of Magic trilogy and welcome to this third episode where Iโm sharing what Iโve learned from doing 42 comic cons in 2025โฆ
Missed the previous episodes? Click on the buttons below…
Letโs talk about table displays, setting up, running the stall and getting to and from the venuesโฆ Weโre going to start with some excellent questions, then in a separate video, Iโll take you on a tour of my tableโฆ
TRANSCRIPT
ALLEN STROUD
Have you tried/are you open to collaborating with other authors to make the running the stand a little easier for lunch breaks, etc?
JULIAN BARR
What do you pack in your “survival kit” for the day?
Do you bring a buddy to help run the stall? If so, do you pay them? If not, well… what do you do if you need to pop off to the loo?
JENNIFER TAYLOR-GRAY
Any tips for travelling with lots of books? (Iโve only done one and that was local to meโฆ it was amazing but without a car not sure how other ones are possible).
Thank you all for these questions. Letโs take them one at a timeโฆ
Do I take someone with me to help run the stall and cover for breaks? Generally, no. Other authors might bring their partner along โ and most cons offer two passes/wristbands as part of your fee โ but my wife works hard enough as it is without me dragging her to a comic con just because I need a whizz. That said, we traders do look after each other and will keep an eye on a neighbouring table if someone has to rush off to do something unmentionableโฆ
And, yes, thank you for inquiring into my toilet habitsโฆ Iโve learned to not drink tea or any other diuretic drinks while selling. I sip water. Sip, donโt gulp! For lunch, I usually get little sausage rolls or similar small snacks. Something you can nibble quickly. Iโd love a big sandwich, but if youโre mid-bite and a customer comes along and youโre wiping mayonnaise off your chin etc itโs not a good look. I also have low-calorie snack bars and an apple. And I graze. From, say, 11 onwards, I have a little nibble every half hour. Iโm sure some nutritionist out there will tell me this is a terrible thing, but I have the attitude that Iโm there to sell: I live in fear of wandering off and missing a sale.
The only time I make an exception is when Iโm at something like the MCM and Iโm doing a panel. That means that Iโm away from my table for over an hour, and one of my kids will cover the table for me and ask people to return later.
And to answer Jenniferโs question about travelling to/from cons without a carโฆ
I only ever use my car, so I asked a few author friends who use public transport to get to comic cons and other eventsโฆ
IAN HUNTER: Travelling to a comic con or event via public transport can feel like a daunting task. Here are some of my top tips to help you feel prepared!
Packing
Suitcases are good options for keeping books secure. You can cut a box to fit the inside and pad it out. A suitcase with a hard shell gives more protection from bumps, but it also helps keep your stock waterproof. Using a case with four wheels (and using them all rather than tilting), means your case is better balanced with less chance of a wheel breaking mid-journey.
Size vs Weight
If youโre travelling away for more than a day, or the event is a big one, you might want to take more stock and need a bigger suitcase. No problem, you may be tempted to think. I can wheel the suitcase! Absolutely always ensure you can also lift the packed case first. If you canโt lift the case off the ground, you will struggle with things like getting the case on and off a train or bus. Worse โ lifts could be out of order (transport alterations mean you might encounter this despite planning the journey). Even if you find help, a case of books etc. is no light task.
Other considerations
Flat-pack displays help with space.
Carry items you might want fast and easy access to in a backpack/small bag so you donโt need to open the suitcase mid-journey. Carry delicate items the same way so you can protect them more easily.
If staying overnight, taking a separate sports bag (which you can balance on top of the suitcase) means you can leave the heavy suitcase at the event and only take the essentials to your accommodation.
With large and heavy luggage, ensure you tell a taxi company when ordering (so they donโt arrive with a car without enough boot space). Be prepared to accept that the luggage section on a train etc. may already be full, so you might need to stay with your luggage between carriages and sacrifice your seat.
Allow extra time for connecting trains etc. Partially due to potential delays. Partially because there could be queues for lifts.
Remember that it might feel like a mission, but with a bit of careful planning it can work. Either way youโll learn for next time. Youโve got this!
I got this from the wonderful Joe Dawson, author of The Goodness Potion and its Side Effectshttps://joedawsonbooks.com/
JOE: Remember you have a chance to advertise and market until the second you close your front door. I have an upright trolley with clear boxes with the books in, on the inside I have paper taped with the book title and a QR code, and I have made sales on the tube/ DLR, since people will be looking at the big bulky thing anyway. (But it also means you have to keep a smile on your face regardless of whatโs happening around you- oh the problems of being a celeb on the tube).
For Joe, the con starts the minute he leaves home and until he returns. While Iโm stuck in traffic, heโs still selling books!
My thanks to Joe and Ian for sharing those top tips!
ALLEN STROUD has another great questionโฆ
Do you use a POS solution for payments? If so, what’s worked for you?How do you manage setup and take down on your own?
That sounds like a cue for a tour of my table, so letโs do that now…
LINKS
For the Amazon links I can earn affiliate payments…
Iโm Mark Stay, author of the Witches of Woodville series and The End of Magic trilogy and welcome to the second episode where Iโm sharing what Iโve learned from doing 42 comic cons in 2025โฆ
Letโs talk about costs, sales targets and cashflow. Ooh, exciting! This episode all stems from one very long question fromโฆ
ZOร RICHARDS, author of Tell it to the Bees and Garden of her Heart (not an author of fantasy or science fiction, but she sells at craft markets)
Zoรซ asks: What do you class as a good day/event?
TRANSCRIPT
Iโm Mark Stay, author of the Witches of Woodville series and The End of Magic trilogy and welcome to the second episode where Iโm sharing what Iโve learned from doing 42 comic cons in 2025โฆ
Letโs talk about costs, sales targets and cashflow. Ooh, exciting! This episode all stems from one very long question fromโฆ
ZOร RICHARDS, author of Tell it to the Bees and Garden of her Heart (not an author of fantasy or science fiction, but she sells at craft markets)
Zoรซ asks: What do you class as a good day/event?
Iโm not after sales figures, rather the formula you use. This is what Iโm using, and Iโd love to know if it aligns with yours.
โข Costs for debit card sales (each sale incurs a small fee)
โข cost of books ordered (like me, she gets author copies from her publisher at 50% RRP)
Then Zoรซ tallies that against her:
โข targeted sales
โข actual sales
โข income from sales
And the final result is:
โข Total income from sales
โข Minus total costs
Zoรซ continues: Is this the right approach? I find myself wondering if Iโm doing well or wasting my time. I donโt have opportunities for comic con events as I write the wrong kind of books so mine are craft markets, which donโt always attract readers.
Thanks Zoรซ and thatโs pretty much the approach that I take: I tot up my costs, then estimate how many books I need to sell to cover those costs and target myself accordingly. You can tell I was a sales rep, canโt you?
I keep a spreadsheet with how much the table costs me and the estimated petrol expenses (I use the RAC calculator).
So I can tell you now that in 2025, I sold 1974 books, with a turnover of just over ยฃ20k, spent nearly ยฃ2.5 on petrol, and nearly ยฃ3k booking the events.
What I donโt track are those depreciative costs: the banners, the tablecloths, the bookmarks (and Iโll talk more about them when I do a tour of my table in the next episode)…
And I donโt track my biggest expense: stock (ยฃ6.4k in 2025),โฆ because itโs the expense that never stops and presents its own issue: cashflow.
Now if youโre just starting out, and only have one or two books to sell, go and fetch the smallest of your violins because this is where I complain about the expense of having to regularly stock up on 9-10 published books. It ainโt cheapโฆ
Like Zoรซ, I get my Witches of Woodville books from my publisher, Simon & Schuster, at a 50% discount. And I get my self-published books from Bookvault and they cost between ยฃ5-6 per copy.
What am I complaining about? That sounds like a good markupโฆ Well, Iโve realised that in order to have the stock arrive in time, I have to place the stock order two weeks ahead of the event.
So if Iโm coming off the back of two smaller, quiet events and then have to order for one of the bigger comic cons, and if Iโm doing this every weekend, then Iโm often out of pocket. Big time.
Yes, thereโs a good chance that Iโll make my money back in a couple of weeks at the bigger event, but it means that I often end up overdrawn and it gets a bit squeaky bum timeโฆ and thatโs why Iโm not doing this for the money. Because, by the time youโve totted up your expenses (Iโm also paying for editors and artists and other expenses through my company, including two salaries) and paid your taxes and your VAT bill every quarter, there sort of isnโt any left.
What I get instead are readers. 1974 books that I personally signed and handed directly to readers. Thatโs a much stronger connection than selling something on Kindle for 99p to someone in Buttmunch, Indianaโฆ Thatโs what I keep telling myself anyway. And no offence to the good people of Buttmunch. Go, Buttmunchers!
But hey, in 2026 the plan is to sell even more books! Iโve got a 5 book series, and now a completed trilogy, and more books on the way. So in the next episode, weโre going to talk about sales, and how to sell, and the tools for selling. Iโll even take you on a tour of my table. Ooh! Exciting, eh?