When you are invited to speak at an event or host a book signing, you are usually offered a display table where you can sell your books. (If you aren’t offered a table, be sure to ask for one!). Here is a checklist of items to bring along to ensure you are well prepared.
=> Large rolling suitcase – This makes it easy to store and transport everything, including lots of books.
=> Plenty of books – As a rule, bring enough for 40% of the audience to purchase.
=> Order forms – If you have multiple books, consider bundling them together at a discount (people love bundles!). You may also want to offer special discounts on consulting, training programs or other products and services. Order forms also come in handy if you run out of books.
=> Credit card processing – You will miss out on sales if you don’t have a way to process credit cards. You can use your mobile phone and a free account with squareup.com, a credit card processing service that doesn’t charge monthly fees, but will take a standard transaction fee around 3%.
=> Business cards – Bring more than you will need, along with a card holder to display on your table. Alternatively, print a QR code on a sign that leads to a link to connect with you.
=> Tablecloth – This gives your table a distinctive look. You may want to bring a second tablecloth along and use it along with your book boxes, turned upside down, to add height to your table and create an eye-catching display.
=> Bookmarks and marketing collateral – Bring along handouts, postcards, or other items that you want attendees to have.
=> Book easels – Simple folding book easels allow you to display books upright. Check out www.displays2go.com for options.
=> Mailing list sign-up – There are several ways to approach this. You can have a sign-up sheet on your table or a way for attendees to drop in a business card. I like to use a small folding gift bag since it’s easy to transport and still looks attractive on the table. Also make sure to offer some incentive for signing up by holding a drawing for a prize (free book) or give away a report or ebook.
=> Signage – You don’t have to go overboard, though a professionally printed sign can be used repeatedly. You can have a banner created with grommets that can be tied up behind you in a trade show booth or as a standing banner with a collapsable tripod. You can also print a large foam-core poster to be showcased on a small easel. Additionally, you can print signage to promote book deals or bundles, such as “Buy five copies, get one free!”
=> Tape and scissors – It’s amazing how often these come in handy.
=> Pens – Be sure to have a nice pen for autographing books. I treated myself to a lovely Cross pen, though any pen with ink that dries quickly can work. It’s also helpful to have a few extra pens on hand, plus a Sharpie in case you need to whip up a sign.
Of course, you can add to this list and bring promotional items (pens, mugs, squishy balls), a bowl of candy, a bouquet of flowers, or anything else that will add appeal to your table. But the above list gives you the basics while keeping things simple, yet professional. Have fun at your event!
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