Tips for Hand Selling Tarot: Part 2

Barbara Moore — tarot expert, author, and consultant to publishers — continues her insightful series on hand selling tarot. This week, she discusses the all-popular Rider Waite Smith tradition and its significance in the tarot community.

Tips for Hand Selling Tarot: Know the Various Traditions
By Barbara Moore

Being familiar with the various traditions in tarot deck design will help you put the right deck in the hands of your customers. There are three main styles. The Marseilles style is the oldest but also the least popular, at least in the United States (it remains popular in Europe where the cards still used for game playing). This style has the familiar 22 Major Arcana cards and the four suits. However, the numbered cards, also known as the pips, are not illustrated. They simply have the requisite number of swords or cups, etc., on them. These are not popular because they don’t match our current method of reading, which includes psychological and intuitive responses to the art.

The Thoth tradition is based, of course, on Crowley’s Thoth Tarot. Again, this one is not as popular. Most of its fans use the Thoth Tarot, although US Games has recently published the Sun and Moon Tarot, which is a nice alternative.



The most popular tradition is the Rider Waite Smith (RWS) tradition. Most of the decks published in the U.S. follow this tradition. You have to be careful, though, when reading descriptions of decks. Many publishers will say that a deck is in the RWS tradition if they have 22 Majors and 4 suits, which, as you have seen here, describes ANY tarot deck. When a customer asks for a RWS deck, they mean something quite specific. A true RWS style deck is one that can be read “out of the box” by anyone familiar with the RWS cards. This means the images evoke the RWS images in terms of theme and/or composition. If a customer asks for such a deck and you hand them, for example, Lo Scarabeo’s Elemental Tarot, they will be disappointed. A better option would be Tarot of Pagan Cats. Some decks that fall into the RWS category take more freedom with the images. This is fine as long as it is mostly recognizable. The Wheel of the Year Tarot (again, from Lo Scarabeo) fits this category.

It is best to steer newbies toward RWS decks. First, most beginner books are based on this tradition. Second, if they are working in classes, meet ups, or online forums, these decks will allow them to participate more easily. These are good considerations to point out to new customers when advising them about deck purchases.

Then there are tarot decks that are completely unique and break new ground. These are for more adventurous readers. These decks include the aforementioned Elemental Tarot as well as other popular decks, like the Tarot of the Sweet Twilight. There is nothing wrong with these decks . . . just know that they are not RWS decks.

***

Next week, Barbara discusses significant factors that advanced tarot enthusiasts want to know about a deck before buying it.

Barbara Moore is the author of the guides to Mystic Faerie Tarot, The Gilded Tarot, the Mystic Dreamer Tarot, and Shadowscapes Tarot. She also wrote Tarot for Beginners. Her new book Tarot Spreads will be available in April 2012 and her latest deck, The Steampunk Tarot, will be available in Spring 2012.

In addition to teaching tarot classes and providing personal readings, she works as a consultant for tarot publishers Llewellyn Worldwide and Lo Scarabeo. She also contributes to Llewellyn’s Tarot Pathways blog, keeps a personal tarot blog, and a blog documenting the creative process of The Steampunk Tarot.


Don’t forget to check out our new Tarot Catalog, featuring a complete list of Llewellyn and Lo Scarabeo decks. Also featured are divination tools, such as pendulums, runes, and more.

NEW - Tarot Catalog for Booksellers

Have you seen Llewellyn’s new tarot catalog?

Check it out! Our new full-color catalog contains new 2011 decks from Llewellyn and Italian publisher Lo Scarabeo, including The Law of Attraction Tarot, Wheel of the Year Tarot, Gaian Tarot, Wizards Tarot, Voice of the Trees oracle, and more.

Perfect for browsing, this annual, full-color catalog features a complete backlist of tarot and oracle decks, nicely organized into eight categories, including Celtic, Pagan & Goddess; Faeries & Fantasy; and Esoteric & Egyptian. You’ll also find tarot books and a full selection of divination sidelines, such as tarot cloths, bags, runes, pendulums, journals, and more.

A print version of Llewellyn’s tarot catalog is available upon request (while supplies last). Please send your request to maryr@llewellyn.com.

COVR Award Winners

Each year, the Coalition of Visionary Retailers (COVR) selects winners that best represent mind/body/spirit products. The Visionary Awards are judged by retailers and seasoned professionals who evaluate each title based upon content, presentation, and their own knowledge of the industry. At the INATS banquet in June, four Llewellyn titles were honored.

WINNER, Wicca/Paganism


Witchcraft on a Shoestring
Practicing the Craft Without Breaking Your Budget
by Deborah Blake

From homemade tools to frugal feasts to thrifty home decoration, Deborah Blake offers economical tips and suggestions for stretching your dollar while enriching your practice. She gives clear, simple instructions for making your own magickal oils, runes, tarot cards, candles, jewelry, charms, and wands, all using inexpensive materials. Choose from over fifty ways to practice Witchcraft that cost little or no money, and try more than forty recipes for tasty sabbat dishes that cost ten dollars or less.

With a sprinkling of imagination and a touch of magick, you can add to your inner wealth of spirituality. After all, the best parts of being a Witch are always free.






Biting Back: A No-Nonsense, No-Garlic Guide to Facing the Personal Vampires in Your Life

by Claudia Cunningham
1st Runner Up, Conscious Living/Self-Help

Modern Wicca: A History From Gerald Gardner to the Present
by Michael Howard
1st Runner Up, Wicca/Paganism


Planetary Spells & Rituals: Practicing Dark & Light Magick Aligned with the Cosmic Bodies
by Raven Digitalis
2nd Runner Up, Magick/Shamanism

Tips for Hand Selling Tarot, part 1

Tarot has been a part of Barbara Moore’s personal and professional life for over twenty years. As a tarot expert, author, and consultant to publishers, she brings a unique and interesting perspective on the subject of selling tarot and what customers – from tarot enthusiasts to newbies – are looking for when shopping around for a new deck. Here’s part one of Barbara’s insightful three-part series on selling tarot.



Tips for Hand Selling Tarot, Part One
By Barbara Moore

A few decades ago, there were only a handful of tarot decks on the market. Now there are thousands available, from mass-market decks from large publishers to some print runs of handcrafted collectible art decks. Such variety and selection can be a mixed blessing, particularly to a beginner. For someone trying to pick out their first deck, the number of choices can be overwhelming. How can we help customers select the best deck for them?

Show Off the Art!
At Llewellyn, we know that the art is the main selling point of the deck. We carefully select the image that appears on the kit box cover. We design the packaging to show off as much of the art as possible. Tarot is a visual medium and if the art does not resonate with the customer, then that deck is not the right choice. Tarot speaks to us on several levels. One is the symbolic level. Here tarot works the same way as dreams. The images and the symbols create a bridge between the conscious and subconscious selves. This is how we access the wisdom of the Divine and our Higher Selves. Shelve your kits and decks so that the covers are face out. Shelf space is valuable, but this is one way to put it to good use.

Sample Decks

Buying a deck or kit is an investment for the customer, both of money and magical or spiritual energy. No one likes to buy a wand or a crystal or other magical tool without touching it. The same goes for tarot decks. Tarot, indeed any form of divination, is a magical and spiritual act and tarot cards are magical tools. Like shelf space, having sample decks, and I mean full decks not just a few cards, is an investment for your store, but it is one that will pay for itself in increased sales.

Being able to look at all the cards helps newcomers to tarot as well as more seasoned readers. Newbies can get a good sense of the images and how they relate to them and therefore feel more confident about their purchase. Seasoned readers usually have cards that are “make or break” ones in a deck. These are the cards they always go to first. If they click with them, they are more likely to buy that deck. If not, they probably won’t. If they cannot see those images, they are more likely to pass.

It may be argued that customers can look up images online and thereby save you, the store, such an investment. However, if they are online anyhow, they are more likely to purchase from Amazon, where they can get the product at a lower cost. Moreover, tarot is a tactile experience. There is something about holding the cards that is important. The weight of the card stock, the way they shuffle, how the size of the cards fits in your hands. Again, think of other magical tools. Touching them, connecting on a physical level is important.

***

Next week, Barbara discusses the all-popular Rider Waite Smith tradition and its significance in the tarot community


Barbara Moore is the author of the guides to Mystic Faerie Tarot, The Gilded Tarot, The Mystic Dreamer Tarot, and Shadowscapes Tarot. She also wrote Tarot for Beginners. Her new book Tarot Spreads will be available in April 2012 and her latest deck, The Steampunk Tarot, will be available in Spring 2012.

In addition to teaching tarot classes and providing personal readings, she works as a consultant for tarot publishers Llewellyn Worldwide and Lo Scarabeo. She also contributes to Llewellyn’s Tarot Pathways blog, keeps a personal tarot blog, and a blog documenting the creative process of The Steampunk Tarot.






Here’s one easy way to show off your tarot decks. Check out this Lo Scarabeo tarot counter display (ISBN-13: 978-0-7387-0857-7) that holds twenty decks -- FREE to stores that have a business account with Llewellyn. For more info, call us at 1-800-843-6666.

July New Moon is Out—Check Your Inbox!

For those of you who currently subscribe to our email newsletter for booksellers, The Moon, you may have noticed a few changes.

We've streamlined the look, included new features, and christened it with a new moniker: The New Moon. As with this blog, our goal is to really connect with you, our selling partners, each month and offer support, guidance, and resources with the aim of helping you grow and thrive in this ever-changing market.

Our third issue of the New Moon was mailed yesterday. If you did not receive a copy in your email inbox, you can also view it here: The New Moon, July 2011 Issue.

You can also visit our website to subscribe to The New Moon, ensuring that it reaches you each month (please note that you will need to log in/register to be able to join our mailing list).

Llewellyn's 2012 Calendars and Almanacs Are Here!

Llewellyn's 2012 calendars and almanacs appeared in our warehouse yesterday, and we could not be more excited! After we got our appreciative and anxious hands on our copies, it is truly great to see the finished products.

A look at Llewellyn's 2012 calendars and almanacs:


Llewellyn's 2012 Astrological Calendar: Bring astral wisdom and beauty to your year with monthly horoscopes, an astrology primer, and dazzling original artwork by John J. Blumen. Featuring horoscopes for each sign by Lesley Francis, and:

—A guide to the planets, signs, houses, aspects, and transits
—Travel forecasts by Bruce Scofield
—Best days for planting and fishing
—The Moon's sign, phase, and void-of-course dates
—Graphic planetary retrograde table
—Major daily aspects, monthly ephemerides, and 2012 eclipses

Llewellyn's Astrological Calendar—now in its eightieth year!—is the best-known, most trusted astrological calendar sold today. Much more than a stunning collection of original, evocative artwork, this calendar is jam-packed with astrological information to plan the year wisely. You'll find horoscopes, best days for planting and fishing, rewarding and challenging days, and travel forecasts by Bruce Scofield. There's also an astrology primer to help beginners use the vast amount of astrological data contained within.



Llewellyn's 2012 Astrological Pocket Planner:
Essential astrological information is at your fingertips with Llewellyn's award-winning Astrological Pocket Planner. Comprehensive and compact, this is the only datebook to offer three years of ephemeris and aspectarian data, from 2011 to 2013, with adjustments for Daylight Savings Time. Whether you're a beginning or advanced astrologer, this easy-to-use guide features all the astrological information you need to plan important events, set goals, and organize your life.

—Daily signs, Moon phases, and aspects
—2012 week-at-a-glance
—Planetary stations chart
—Moon void-of-course table
—Word time-zone map and conversion table
—Best days for planting and fishing



Llewellyn's 2012 Daily Pocket Planner: The world's leading planetary guide for over 30 years: Plan your days using cosmic energies—it's easy with the most trusted and astrologically detailed guide available. From scheduling a job interview to choosing vacation dates, and everything in between, this powerhouse of planetary data is your key to a smooth and successful year. You'll find a handy aspectarian—featuring Eastern and Pacific time zones, plus an easy-to-use conversion table for other time zones—along with plenty of space for making notes, and many other helpful features for daily, weekly, and monthly planning.

—Planet and Moon aspects and ingress times
—Moon sign, phase, and void-of-course periods
—Planet retrograde and direct station times
—Ephemeris tables that include Chiron and four asteroids
—Sunrise and sunset timetables
—Planetary hours with complete instructions
—A stargazer's guide to planetary sightings and eclipses in 2012
—Weekly forecasts by Pam Ciampi
-Bonus: Find out the best times to undertake any activity with "Opportunity Periods" by Jim Shawvan.



Llewellyn's 2012 Dragon Calendar: With searing gaze and breath of fire, these fearsome beasts of myth and legend burst into life through the sumptuously vivid artwork of internationally acclaimed illustrator Anne Stokes. Dare to enter the realm of dragons as you keep track of your days. Each month features major U.S. and U.K. holidays, moon phases, and stunning portraits depicting these powerful creatures as savage warriors, majestic guardians, and enchanted bearers of good fortune.




Llewellyn's 2012 Herbal Almanac: Inside Llewellyn's 2012 Herbal Almanac, you'll find a colorful array of practical ideas on how to benefit from nature's most versatile plants. Spice up your favorite pasta dish with Presto Pesto. Restore health with an aromatic herbal soup. Even learn how to keep bees and make herbal honey.

This friendly herbal guide features hands-on projects, fresh ideas, and advice for herb enthusiasts of all skill levels. You'll be inspired by thirty creative articles on herb use in five unique categories-gardening, cooking, crafts, health/beauty, and myth/lore-on everything from quick meals to urban gardening to making herbal crafts.

—Discover the culinary and medicinal uses of the carnivorous bog violet
—Beautify your home with cheery sunflower crafts
—Enhance your good fortune with an autumn luck bag
—Make and use herb-based organic fertilizer
—Explore the nasturtium's role in myth and literature, then create a hobbit garden


Llewellyn's 2012 Magical Almanac: Breathe new life into your magical practice with the bounty of practical spells, rituals, and divinations inside Llewellyn's 2012 Magical Almanac. For more than twenty years, this trusted guide has inspired and enlightened magical practitioners of all skill levels.

Get organized with the handy calendar section-shaded for easier "flip-to" reference. It features world festivals and holidays, 2012 sabbats for both Northern and Southern Hemispheres, and Full Moons. You'll find the Moon's sign and phase, plus each day's color and incense correspondences. Thirty-six original articles offer creative ideas for using elemental energy to maximize the power of your spellwork in 2012.

—Make your home a magical haven using sacred geometry
—Stir things up (in a good way) with a magical air altar
—Dispel negativity with a cord-cutting ritual
—Manifest, inspire, and heal with bathtub spells

Published annually for over twenty years.



Llewellyn's 2012 Moon Sign Book: For more than one hundred years, Llewellyn's Moon Sign Book has helped millions take advantage of the Moon's dynamic energies. This perennially popular resource features an essential weekly almanac that contains lunar gardening tips, timing guidelines for planting and harvesting, and inspiring quotations. Also exclusively in Llewellyn's 2012 Moon Sign Book:

—A monthly lunar aspectarian with Moon tables
—Detailed weather predictions for each region by renowned astrometeorologist Kris Brandt Riske
—New and Full Moon forecasts for 2012 by Sally Cragin
—A companion planting guide that features over one hundred plants
—Electional rules and dates for ventures in love, relationships, business, finances, and other areas

You'll also find fresh, topical articles that offer lunar insight into everything from parenting and weight loss to sustainable living and natural beekeeping. Discover how to improve your home's air quality with common houseplants, store vegetables and make preserves according to the Moon's cycles . . . and ultimately enjoy a fuller, more satisfying life.

The number one lunar guide to natural living since 1905.



Llewellyn's 2012 Sun Sign Book: Shed a little light on the coming year with the insightful, easy-to-use guidance in Llewellyn's 2012 Sun Sign Book. Featuring detailed horoscopes for each Sun sign by noted astrologer Kris Brandt Riske, this trusted astrological guide reveals which areas of your life have potential for great success and which may require extra attention in the year ahead.

You'll discover the best days each month for starting a class, making a career change, beginning a healthier diet, or rekindling your romantic life. Illuminating articles by popular astrologers offer a variety of ways to use practical planetary wisdom to enrich your life.

—Improve your health and energy with yoga postures that are optimal for you
—Discover what the Mayan calendar truly reveals about planetary changes in 2012
—Find a rewarding new "green" career that is most compatible with your Sun sign

Published annually since 1984.




Llewellyn's 2012 Witches' Calendar: Llewellyn's 2012 Witches' Calendar has it all: magical spells, correspondences, invocations, historical information, and folklore. For fifteen years, this treasury of Craft wisdom has provided both new and experienced Witches with everything they need to tune into the earth’s cycles and work their magic: the Moon’s sign and phase; planetary motion, including retrogrades; daily color correspondences; solar and lunar eclipses; even lunar gardening tips.

Featuring Jennifer Hewitson’s beautiful original scratchboard art, this trusted calendar offers more Witchy content than any other calendar on the market—a seasonal essay for each month and a special bonus section with eight in-depth articles, written by your favorite authors and fresh voices in the Wiccan/Pagan community.



Llewellyn's 2012 Witches' Companion: Keep on top of the latest witchy trends, practices, and discussions in the Wiccan/Pagan community with Llewellyn's insightful and thought-provoking 2012 Witches' Companion. Designed for busy modern witches, this book contains a treasury of simple, practical tips for living your craft each day with wisdom and flair.

Nearly two-dozen original articles deal with everything from popular debates and craft ideas to health and eco-activism. Gain fresh perspective and helpful advice on timely topics organized by theme: community, witchy living, witchcraft essentials, and magical transformations.

—The joys and challenges of being a Pagan parent
—When (and if) it's appropriate to dress "witchy"
—Easy recipes for delicious, magical meals
—Ways to save money while enjoying a spiritually rich practice . . . and much more!

Bonus: A sixteen-month calendar featuring Moon void-of-course data, plus spotlighted monthly national causes and ways for you to get involved.



Llewellyn's 2012 Witches' Datebook: Even a busy Witch can easily add a little magic to each day. Llewellyn's 2012 Witches' Datebook puts a wealth of witchy information at your fingertips so you can enhance your skills in fun yet meaningful ways. Cast a simple spell for peace, prepare a delicious batch of Brigid's Blessing Salad or Between-the-Worlds Blackberry Crumble, and keep track of meetings or movie dates.

—Moon lore and Esbat rituals, plus Moon phases for successful spellcasting
—Daily planetary and color correspondences to empower your magical work
—Wiccan holidays, Sabbat musings, and tasty seasonal recipes for celebrating the Wheel of the Year
—At-a-glance guide to the best days to plant and harvest
—Seasonal spells and magical workings

As always, your favorite authors share their Craft wisdom on a variety of helpful topics. You'll learn the art of "timecrafting"-how to stretch, contract, or bend time to suit your needs; discover how to add spark to any spell with candle magic essentials; find out how to empower your magic with the potent energy of the Dark Moon; and more!




Llewellyn's 2012 Witches' Spell-A-Day Almanac: Bring a spark of magic to every day with this one-of-a-kind spellbook. Designed for beginning witches and busy spellcasters, the bewitchments, meditations, and recipes in these pages are wonderfully simple yet powerful. Carry a mojo bag for prosperity, create a snow angel blessing, use flower fascination to attract good fortune . . . and much more. Tailored to each day's magical and astrological energies, these enchantments will help you honor holidays, achieve goals, and enhance your spellcraft.

Choosing the perfect spell or ritual is a snap—each is cross-referenced by purpose: love and relationships, health, money/success, protection, home and garden, travel and communication, and earth/world. You'll also find space for making notes, plus tips for creating your own spells.

—A magical terms glossary
—Pagan holidays and lore
—Daily color and incense correspondences
—Planetary influences for each day
—Moon signs and phases

New in this year's edition: the addition of void-of-course Moon data, lovely new artwork, and introductions by the contributors.

Contributors include many emerging and well-known witches and writers: Chandra Alexandre, Elizabeth Barrette, Deborah Blake, Boudica, Dallas Jennifer Cobb, Raven Digitalis, Ellen Dugan, Ember Grant, James Kambos, Magenta, Mickie Mueller, Paniteowl, Sue Pesznecker, Kelly Proudfoot, and Tess Whitehurst.



Llewellyn's 2012 Woodland Faeries Calendar: Add whimsy and magic to each day in 2012 with a little help from the faerie realm. Brighten your days with the sparkling energy of pixies and sprites, empower your dreams with the graceful allure of woodland nymphs. Llewellyn's 2012 Woodland Faeries Calendar presents your favorite traditional holidays as well as moon phase information so you can align your life with the rhythms of the natural world. Featuring original watercolor artwork by renowned fantasy artist Linda Ravenscroft.



Llewellyn's Sabbats Almanac: Samhain 2011 to Mabon 2012: Enrich your Craft year-round as you celebrate the wonder and enchantment of each and every Sabbat, from Samhain 2011 to Mabon 2012. Featuring new articles penned by a mix of well-known and fresh voices in the Pagan community, Llewellyn's Sabbats Almanac is filled with inspiring ways to nurture your spirituality.

Seek wisdom from the spirit realm with a Samhain Full Moon rite, whip up a feast to welcome Yule, brew herbal sun teas at Litha . . . and explore a myriad of other seasonally themed activities. For each Sabbat, you'll find:

—Simple recipes for delicious appetizers, entrees, desserts, and beverages
—Creative, low-cost arts and crafts projects
—Astrological influences with Full and New Moon rituals
—Extended rituals for groups and individuals
—Journal pages for keeping track of your musings and festival plans
—Ideas for celebrating the Sabbats as a family
—Fascinating Pagan folklore and customs

June New Moon is Out—Check Your Inbox!

For those of you who currently subscribe to our email newsletter for booksellers, The Moon, you may have noticed a few changes.

We've streamlined the look, included new features, and christened it with a new moniker: The New Moon. As with this blog, our goal is to really connect with you, our selling partners, each month and offer support, guidance, and resources with the aim of helping you grow and thrive in this ever-changing market.

Our second issue of the New Moon was mailed yesterday. If you did not receive a copy in your email inbox, you can also view it here: The New Moon, June 2011 Issue.

You can also visit our website to subscribe to The New Moon, ensuring that it reaches you each month (please note that you will need to log in/register to be able to join our mailing list).