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. This is a way to place your books in the direct line of sight of people with wallets already in hand. Footprint Press sells guidebooks to trails for hiking, bicycling, and skiing. These books are displayed on checkout counters in bike shops, gift stores, nature centers, wineries, coffee shops, and even gas stations.

When making a sales call, we offer a free Plexiglas display stand if the retailer buys five or more books. See two example stands at http://www.footprintpress.com/stand.htm. With the help of a 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. We make our minimal investment in the display stand back very quickly.

Sue Freeman and her husband, Rich, established Footprint Press after leaving executive positions with Eastman Kodak Company, and taking a six-month hike along the Appalachian Trail from Georgia to Maine. Today, Footprint Press produces trail guidebooks for hiking, biking, bird watching, cross-country skiing, and snowshoeing. The company specializes in the Finger Lakes, Rochester, and Central & Western areas of New York State. Contact Sue by mail at PO Box 645, Fishers, NY 14453 or via e-mail at sue@footprintpress.com. You’ll find the company website at

http://www.footprintpress.com.