With promotion and sales I find that for webcomics buyers aren't the place where you get money. Patrons are. When you're at a convention selling books is necessary to cover costs, and that's cool, but every time someone stops at your table your main goal isn't to get them to BUY it's to get them to give you ongoing support.We're really new at the whole Patreon thing, but I've seen this used well for folks like Suihira, Owl Turd, Sarah's Scribbles, and more.
You can only sell a book to a person once. You can get them to pay out and support you every month for over a year. So when you're selling your product don't push the "BUY IT NOW" angle because it makes people shy away. With a webcomic they have the means to try before they buy, and most of the time readers of the comic will buy any and all of our products. Focus on getting readers, because readers love your work, want to see more and will ultimately support you more.
Our team keeps it chill and offers things other than just books. We have stickers, pins etc, but all of it is only related to the comic itself. When we're at cons we get on panels, we present workshops and help other creators by giving them tools to get their ideas off the ground. We've had more sales and more supporters gained by showing up at a panel for an hour because people want to talk to us and see the products we're making.
I do suggest initiating conversation though. Hiding behind your sketch book will not get people buying. You've got to turn on the extrovert switch and start glad handing. When people come by say hello, ask how their con is going. One of the best ones I use personally is, "So do you read comics?" And if they say yes, "Sweet! What are your faves?" If they're Batman and Hellboy fans I can talk to them about how my comic is based on "Batman Beyond and MadMax." Finding a familiar franchise that people know and mashing it with another familiar character or something helps. So Shrek would be like Disney Fairy Tales meets Mad Magazine.
What if they DON'T read comics? I hand them a card and say, "Well, you can start with us! We'd love to be your first comic and you can read for free online." Usually those folks come back, and they always buy. It's a slower game, but it works.
Make sure your table display is functional and open. Don't hide behind a tower of boxes/prints because it makes people scared to approach, or even unable to find you. If you want to show off prints put them behind you on a rack OR in a portfolio.
Another tip: Candy. Get a little brightly colored bowl and fill it with candy. People will usually take a piece of candy and a card and talk to you. We've gotten a lot of sales, readers and interest that way too. Every once in a while you'll get the jerk who swoops in and takes handfuls but they're rare. Most people are just thankful to have a little pick me up.
Additionally: Have a deal going on. We have two books that we sell at $15 a piece. So we do a deal where if you get both books we give people a free print that we have WAY too much overstock of. We move product that isn't selling as well, people get a good deal and everyone's happy.
At the end of the day money is necessary, but webcomics do not become successful without readers. When you're just starting out I highly encourage you to focus on gaining readers first. The money will follow.
