Advertising doesn’t have to be expensive to be effective. A lot of in-store book sales come from walk in traffic. Even if you’re in a high traffic area getting people in the door isn’t always easy. Just because they’re there doesn’t mean they notice your store. To up the odds people do notice your store, or get them to travel the block over from the high traffic area to your quieter location, pull out the chalk. Really, it CAN be that simple. Draw them a little path to your door. Make sure when you’re standing at an arrow, you can see the next one. This probably isn’t something you want to do everyday since locals will quickly tune out your advertising if its ALWAYS there.