What is the purpose of the shelf talker? I think it allows the bookseller to have a voice for those times when one can’t attend to everyone in the store or when a customer prefers to “just browse” on their own. A well-placed shelf talker can draw attention to a gem of a read and point out to the browser that not only did you take the time to read this book, you also took time to pen your thoughts about it so others might read it, too.
Those amazing shelf talkers are beneficial to all. Until they’re not.
I believe shelf talkers have a shelf life. Well, maybe “shelf life” isn’t the right analogy. Perhaps “shelf space” would be better. There are only so many shelf talkers that will arrest my eye. Too many, and I do not see any — nor do I see the books they are supposed to highlight.
On a recent visit to Minneapolis, I found myself at DreamHaven Books. I think there was only one shelf talker in the entire store. It was printed on 8.5 x 11″ paper and was laminated. And it certainly captured my attention *and* my imagination. So much so that I took this picture of it.
Now, one shelf talker in the entire store is a bit extreme, but I actually prefer it to too many.
Today I recommend that you use your 300 marketing seconds to cull your talkers. Spread them out between the sections and let a variety of booksellers have a voice, but really give some thought to the books you’re highlighting. If a talker has been displayed for years and the employee doesn’t even work there anymore, it’s probably time to retire it to the file.