Reading The Room: How Authors Can Start Better Conversations
Try saying: “Hey, how’s it going?”
You’re likely rereading the sentence, thinking to yourself, “Did I need a communication coach to tell me that?” Maybe (no judgment). But likely not. It may not sound like a sophisticated networking strategy. It doesn’t immediately establish your credentials, explain the premise of your book, or demonstrate why someone should purchase your most recent passion project with haste.
And yet…that is precisely why it works.
At a trade show or author event, people are surrounded by endless competing requests for their attention. To adapt, these wary visitors become more discerning. A highly polished opening soon sounds less like the beginning of a conversation and more like the beginning of the next sales presentation.
"As a professional, the competing nature of establishing connections and subsequently making the sale can be daunting. You’re aware time is of the essence; catch their attention and make the sale."
However, a casual greeting creates ease. It gives the other person time to orient, respond, and decide whether they are open to continuing the interaction. It’s the non-negotiable foundation to connection.
The challenge, of course, is what comes next.
Many authors can manage the greeting but become uncertain once the other person says, “Good. How are you?” That brief exchange often leads to one of two outcomes: an awkward silence or an immediate book pitch.
A more effective introduction has two parts:
Begin with a simple, natural introduction. You could even repeat it for every interaction if that lessens your anxiety.
Use an easy conversation topic to initiate momentum. Don’t worry, the communication coach has a suggestion for that too.
"Choose that topic using the “HEFE” framework: Hobbies, Entertainment, Food, and Environment".
These four categories provide authors (now freshly awakened conversationalists) with a flexible set of discussion starters that can be adapted to any interaction.
Start With a Greeting, Not a Pitch
When someone approaches your table or makes eye contact during an event, you do not need to deliver a formal introduction immediately.
You can begin with:
“Hi, how are you enjoying the event?”
“Good morning. How has your day been so far?”
Easy and familiar. The other person does not have to work hard to understand the question or formulate an answer.
Your initial goal is not to communicate everything about yourself. Your goal is to establish psychological safety and make it easy for the other person to engage.
Once they respond, you can introduce yourself briefly:
“I’m [name]. I’m one of the authors exhibiting today.”
Or “This is my first time at this conference.”
Or “I’m here with a local author group.”
"Keep this portion short. A useful introduction gives the other person enough context to understand who they’re talking to without requiring a full professional history."
And yes, your full professional history likely contains a potpourri of valuable information and why your authorship would tickle their fancy, but it asks the listener to process too much too quickly. Save the details for later (once interest and/or connection has been established).
Use HEFE to Choose Your Next Topic
After the greeting and brief introduction, many people feel pressure to say something clever. You don’t need “clever.” You need a question that is easy to answer and appropriate for the situation.
HEFE provides four reliable categories:
Hobbies
Environment
Food
Entertainment
This portion of the response is not meant to produce a rigid script. It gives you a mental menu so you do not have to invent a topic under pressure.
H: Hobbies
At an author event, you may notice that someone is holding several fantasy novels or wearing merchandise from a particular series.
You might ask:
“What kinds of books do you usually read?”
“Are you a writer too, or primarily a reader?”
The most effective hobby questions are specific to something you can observe. This makes the question feel relevant rather than random or intrusive.
Avoid asking a broad question such as, “What do you do for fun?” immediately after meeting someone. Although the question is friendly, it requires the other person to search through their entire life for a suitable answer when all they wanted to do was skim a book summary.
E: Environment
The environment is often the easiest category because you and the other person are already sharing it. You can comment on the venue, event, crowd, weather, schedule, displays, etc.
Examples include:
“This event is much larger than I expected. Have you attended before?”
“That panel was packed. Were you able to get a seat?”
Environment-based conversation starters work because they require no prior knowledge about the other person. You are simply beginning with something you can both see or experience.
F: Food
Food is a familiar and generally low-risk topic, especially at conferences, festivals, or events where attendees are taking breaks or carrying drinks.
You could ask:
“Have you found any good food here yet?”
“Have you tried any of the vendors outside?”
Food questions work particularly well during slower moments, meal breaks, or informal gatherings.
However, the topic should fit the setting. Asking someone what they ate for breakfast while they are actively examining your book may feel abrupt. Use food when there is a visible cue or a natural reason for the question.
E: Entertainment
Entertainment includes books, movies, television, and other forms of media or recreation. For authors, this category often creates a natural bridge into discussing their product.
You might ask:
“What have you been reading lately?”
“Are you a fan of mysteries, or are you exploring something new?”
These questions can help you learn what the person enjoys before you introduce your own work. The transition feels natural because the book is being introduced as part of the conversation rather than imposed upon it.
Avoid Pitching Too Early
One of the most common mistakes authors make at trade shows is treating the first available pause as permission to begin a full book description. A person may ask, “What is your book about?” within the first few seconds. That does not necessarily mean they want a twelve-minute explanation.
Begin with a short answer:
“It’s a mystery novel about a police officer searching for a killer.”
Then pause.
The pause gives the other person an opportunity to ask another question. Their response will tell you how much detail they want.
On one hand, they might say:
“That sounds interesting. Is it based on a true story?”
Now you know they are interested in learning more.
They may simply nod and look toward another booth. That is also useful information. You can remain warm without continuing to explain. Your time is as equally valuable; it’s strategic to save your energy for those who are more likely to convert.
The Introduction Does Not Need to Be Impressive
A successful introduction does not have to be witty or perfectly polished.
It needs to accomplish two things:
Make the other person feel acknowledged
Create a natural opening for the next part of the conversation
Begin casually. Introduce yourself briefly. Then use HEFE to identify a topic that fits the moment.
“Hey, how’s it going?” may not sell a book by itself. But it can begin the conversation that eventually does.
Authors or organizations interested in customized networking, public speaking, trade show, or book-promotion training may contact Sydney Parriott of Speak Like a Professional to discuss individual or group training.
Sydney L. Parriott, MA, CCC-SLP, MBA
Owner & Professional Communication Coach
Speak Like a Professional, LLC
www.speaklikeaprofessional.com
(913) 214-6335
4050 Pennsylvania Ave, Ste 115 #167
Kansas City, Missouri 64111-3041
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