A leader of the Christian fiction community taught retailers how to tap into writers' passion for their craft and their fans and how to use book clubs to boost sales in her Making the Connection seminar.

Cynthia Ruchti, president of American Christian Fiction Writers (ACFW), said that by having book clubs meet in their stores if possible, or by facilitating and supporting groups as they meet elsewhere, retailers could "create a buzz that you don't have to pay for. It's a marketing tool for you that costs nothing, just that initial investment of your heart and your time."

Book lovers in general and fiction readers in particular were enthusiastic and shared that with others, Ruchti said. They were also often bloggers and used social media, helping to promote books and stores.

Guiding attendees through the process of setting up and running an effective book club, Ruchti suggested they find perhaps a part-time employee with a passion for books or a good "friend" of the store to lead the group. They could be hosted during slow periods of season and organized to fit in with school schedules for moms or held after hours.

Ruchti offered ACFW's help, saying that local authors would be happy to visit and speak at groups or arrange call-in telephone chats. She also plugged the organization's Web site, www.fictionfinder.com, which provides biographical and bibliographical information about members to help frontliners keep informed about titles, trends and themes.

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