13 Essential Components of a Book Table

When you speak at an event, you’ll want to set up an attractive display from which to sell your books. Here’s how:

1. Find out how many people will be attending the event. At least three weeks in advance of your event, ask your publisher to drop-ship the appropriate amount of books to your event.
2. Take inventory of the books you’re bringing/having shipped so you can accurately track sold and unsold stock. You’ll need to report book sales to the IRS.
3. Bring a friend to man your table so you’re free to network.
4. Locate your book table in an easily accessible spot that gets lots of traffic.
5. Purchase book stands (you can find them at dollar stores or office supply stores) for your display copies.
6. Bring your own table covering. While many events provide table coverings, they’re usually a basic white tablecloth. Make your table stand out by injecting color. Purchase an inexpensive tablecloth that coordinates with your book cover, or visit a fabric store and purchase fabric to make your own.
7. Layer your book table. Rather than displaying your books in a flat row, bring a small box or two, cover them with your tablecloth or fabric, and arrange your display books on top of the box.
8. Invest in a poster. Purchase a poster that features your book cover and display it on an easel next to your table. This adds another layer to your display.
9. If you have a promotional video/book trailer or slideshow, bring a laptop or digi-player and run the video continuously. Be sure to ask the event organizer to place your table near an electrical outlet (and bring an extension cord).
10. Bring giveaways. A jar of candies, pens with your book title and Web site engraved on them, magnets, bookmarks, postcards, mouse pads—any kind of promotional item that ties in with your book’s theme and will entice people to step up to your table.
11. Give away information. Prospective book buyers love free tip sheets. Brainstorm three “top 10” lists based on your book’s content, create a one-sheet, print a bunch of copies, and invite browsers to take them.
12. Distribute business cards. Bring plenty of business cards. Purchase a business card display rack for your book table, and distribute your cards by hand, as well.
13. Collect e-mail addresses. Bring a container for collecting business cards or a sign-up sheet and encourage visitors to give you their e-mail address in exchange for being entered in a contest to win a copy of your book. Be sure to do the drawing in plenty of time for nonwinners to buy your book. When someone gives you their e-mail address, they are giving you permission to market to them.

Readers: Please share your own creative ideas for book tables.

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