By Athena Dean

The first time I spoke at a women’s group, they asked me if I wanted a table in the back of the room to display and sell my book.

I had no idea how to display my book in a way that beckoned potential customers to the table. I just laid out my books and scratched “$8.00 each” on a slip of white paper and placed it on the table next to a stack of my books.

I’ve learned a lot since then; here are a dozen tips to help you plan a terrific book table and display:

1.  Attend a trade show or craft show in your area with notebook and camera in hand. Browse all the vendor tables, and note the elements of displays that attract your attention – and those that don’t. With the vendor’s permission, take pictures of particularly appealing displays.

2.  Purchase small, folding easels (also known as plate stands) from a craft store or a dollar store so at least one display copy of your book stands up (don’t just stack all your books on the table).

3.  Go to the fabric store and find fabric that accents your book cover (not too busy or loud, but something that would make a nice background). Buy enough to cover a 6-foot folding table so the cloth extends all the way to the floor (so you can hide product & packing materials beneath the table). Have it hemmed all the way around. Some authors layer contrasting colors and fabrics on their table.

4. Look around the house for some sort of decoration for your book table, ideally something that goes along with your book’s theme. One of my friends writes a tea column for the local newspaper and has written books on tea. Her book table is decorated with antique tea cups and a beautiful teapot.

5. If possible, use varying heights to highlight certain elements on your table. Cover a lightweight cardboard or plastic box with the same fabric you use for your tablecloth, and perch a display atop it (the container can double as a packing case for your materials).

6.  Create a tabletop display that shows the cover of your book along with the price. If you accept credit cards at your book table, list the credit card logos on the display so potential customers don’t have to guess whether you take cards.

7. If there are other books on your “suggested reading” list or titles you quote from in your message, you might want to consider buying some copies direct from the publisher at a 40% discount so that you can offer additional product on your book table.

8.  Create a couple of one-page tip sheets (short excerpts from your book might work) and print plenty of copies. Give the tip sheets away to browsers. The tip sheets should mention your book’s title and include information about how to contact you.

9.  Pack plenty of business cards and bookmarks and encourage everyone to take them. People may not buy your book at the event, but if they take your business card or a bookmark, they will remember your book later so they can purchase it online or at their favorite bookstore.

10. Consider investing in a giveaway item, such as a pen with your book’s name on it.

11. Before your event, set up your display on your dining table. Experiment with different arrangements. Ask a trusted friend to critique your display.

12. Have a free drawing to build your database of names and addresses. Get a small basket and ask attendees to fill out a free-drawing slip that includes pertinent contact information. Once or twice during your meeting, have one of the attendees draw a name out of the basket and give away a copy of your book. People are much more willing to give you their information to win a free book than if you just put out a “Sign Up for My Free Newsletter / Mailing List” clipboard and expect people to do so.

Athena Dean is a Solutions Advisor for WinePress Publishing. She works with new authors who have a need for at least 1,500 copies printed on a traditional offset printing press.