Increase Your Odds of Impulse Purchase
On Store Shelves
We’re all susceptible to the impulse purchase. That’s why the grocery and discount stores line the checkout lanes with goodies to catch your eye. It works - you buy more. Put this human impulse to work in your favor by using point-of-purchase displays to put your books in direct line of sight of people with their wallets already out of their pockets.
Sue Freeman, author and publisher at Footprint Press, Inc. gives this example: "We sell outdoor recreation guidebooks to trails for hiking, bicycling, and skiing. We’ve gotten them displayed on checkout counters in bike shops, gift shops, nature centers, wineries, coffee shops, and even gas stations."
"When we make a sales call we offer a free cs1 plastic counter-top display stand if they buy 5 or more books. With the stand (and some not-so-subtle suggestions), nine times out of ten, our books end up being displayed on the checkout counter. We tape a business card to the back of the stand, which gives the owner of the shop quick access to our reorder phone number."
"Of course, some shop owners say no – their counters are too crowded already. But, the ones who say yes end up selling many more books and we make our minimal investment in the display stand back very quickly."
This works for other genres of books also. Target which stores you approach with the free book stand idea carefully. If your book appeals to grandparents, target stores where grandparents shop. If your book is historical (fiction or non-fiction) target stores where people interested in that history might shop. Don’t limit your thinking to book shops. Think about what shops might be visited by your specific customers, then make a sales pitch to the shop owner. Offering a book stand is sometimes the tipping point that gets them to say yes rather than no.
Book stands that work well for this are the cs1, cs4 and cs6. Which one you choose depends on the height, width and spine width of the book you want to display.
At Exhibits, Book Signings, Festivals and Trade Shows
Use book stands to give your books a lift at festivals, exhibits book signings and trade shows. You've spent time and money to get there, and often shelled out money for the honor of setting up your table. If you spread your books on the table (as we’ve watched many authors do) and sit back as people wander past, sending only a fleeting glance toward your table, an opportunity is lost. Instead, capture that opportunity by using display stands to set your books upright at various heights. You've invested in designing captivating covers, so display them front-out to passers-by and let their glance light upon your covers, enticing them over for a closer look. This works well, even if you’re not an aggressive marketer. Some authors can engage people in conversation as they walk by, but many are too shy to do it successfully. Whether you’re shy or aggressive, displaying books on stands helps to entice potential customers to your table.
Here you want to display single titles so the cs2, cs14, and cs5 book stands work well, depending on the size of your book. If space is tight, the cs3, or wider cs15 double-tiered book stand works well to display 2 titles.
Back of Room Displays at Talks, Workshops and Seminars
And, if you’re giving a talk, seminar or workshop, having your books on display stands on a table in the back of the room is much more noticeable to attendees. They’re more likely to see them upon entering the room and stop to browse. Browsing often turns into buying.
Here also, you want to display single titles so the cs2, cs14, and cs5 book stands work well, depending on the size of your book. As mentioned if space is tight, the cs3 or wider cs15 double-tiered book stand works well to display 2 titles.
(Click on the photo or model number below to see details on each book stand.)
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Dawnstar Books produces video (VHS) seminars that guide authors through the publication/marketing/sales processes. www.dawnstarbooks.com
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