The best advertisement for your writing, is your writing.
In this day and age, would you buy a book from an author you haven’t read before without reading a sample? Neither would I. This is why excerpt booklets are probably the most effective promotional item you can give out. They’re great for promotional baskets when you don’t have a book to give away. They’re great to put out at signings, somewhere far away from your table, so that readers have the chance to look at your book and decide if they want it without facing the pressure of your desperate author gaze.
Excerpt books allow you to entice your reader with your awesome cover. You can put all the information a reader needs to know about your book right on the back. Some enterprising authors group with other authors so as to reduce costs and give out more than a booklet–but an actual book–that samples various authors. However, if you’re lacking in that sort of organization, you can make excerpt books yourself at home as long as you have a good laser printer and a long-armed stapler.
I’ll admit that my first attempt at making excerpt booklets was a complete disaster. I used a local printer with an intention of cutting costs, but in spite of the printer’s best efforts and friendly demeanor, I ended up with covers that couldn’t be used, one bad print run, and a final product that was so late I had to pay express shipping to get it to the convention on time. Next time, I’ll probably only have the covers printed and scored off-premises and do the rest of the assembling myself at home.
No, really. The best advertisement for your writing is your writing.
My early disastrous attempts at building up a platform and mailing list involved giving away big prizes. Gift certificates, jewelry, gourmet stuff. Even e-readers. This is a road paved to hell. The folks who are signing up for these prizes aren’t interested in your books. They’re interested in the prizes. And the minute you give out the prize, they’re going to leave. I’ve come to believe that trying to attract followers this way is misguided because it isn’t a real platform of fans and readers. Henceforth, the only giveaways I will be running as an author will be for books. The kind of person who wants to win my book is the kind of person who wants to read my book. That’s who I want to attract.
There are two exceptions that I might consider to this new rule. The first is when authors get together to give out one big prize at big events. The second exception might involve some tiny trinket or thematic gift that is actually a gift for readers, and not just an ethical bribe. Like Roman glass earrings or pendants and charms.
Who needs bookmarks? You do.
Because I’m always going to conventions and because I own an e-reader, I seldom need or want a bookmark. It seemed like a ridiculous idea to have bookmarks printed up because who was going to take one? But I soon learned the error of my ways. Not only do customers go into bookstores and libraries asking for free bookmarks, but bookmarks are really just a form of business-card for your book. It will often be the only literature you can hand out to people when they ask about your novel. If you don’t have bookmarks with you every time you walk out in public, you’re missing opportunities. Luckily, they’re also pretty cheap to have made. You can get a designer to make one for you–which would be the smart thing to do–but I decided to do my own with a little advice from my designer friends. An important consideration for bookmarks is that they fit nicely into envelopes. You will be making a lot of trips to the post-office. Don’t end up folding your pretty bookmarks because you chose the biggest size for them.
Size Matters.
The first thing I had to learn–the hard way–is that most promotional items are sent out in the mail. If not mailed out, the items are inevitably hauled on airplanes to various conventions. Because of this, the smallest and lightest promotional item you can find is probably your best bet unless you want to pay tons of money in shipping and handling. One of the smartest things I did in choosing promotional items was look for tiny ankh charms. I used these ankh charms to stick to my excerpt booklets as an extra incentive to pick them up and boy did that work. Moreover, tiny charms fit easily in an envelope when I’m mailing things out to readers and don’t add extra postage. Readers have written to me with appreciation for a meaningful little gift. On the other hand, my name isn’t emblazoned on those ankh charms, so the charm is really only useful to remind existing readers of me. I’m unlikely to be winning converts. And if I were smart, I’d be giving out pins instead of charms, because of the way writers emblazon pins on their badges at conventions.
Go utilitarian if you’re going to go at all.
Authors who give out items bearing their name will tell you that they don’t expect someone to buy their book because they gave him or her a logo-emblazoned pen or lip balm. The goal here is to put your name on some item that the reader will use frequently so that your name is embedded in their brain the next time they go shopping for books. It’s a proven fact that, faced with an overwhelming number of choices, readers will gravitate to books by authors whose names are familiar to them. Moreover, it tends to take a person hearing an author’s name five to seven times before it sticks. Consequently, giving out items with your name on it that the reader might glance at a bunch of times while writing a memo or healing their chapped lips might seem like a good idea.
So, what about the rest of you? Any tips do you have about promotional items? What questions do you have?
All great info!
Very important to brand your promotion. I always want my promotional items to enhance the readers’ experience and immerse them more into the world of your books. I love your Egyptian artifacts <– archaeology term used on purpose here. Lots of cool factor. 🙂
Don’t give out stuff that is useless. Like key chains. What would people want to use? Yes, book marks are good because they are something to show people.
As you know, I like to give out post it notes w/ my name on them. I also have some expensive little blank notebooks that I have in my purse to give people. I also give them at book signings and talks. Notebooks have several book covers on the front, front list inside, back list inside back. Review quotes on back cover. I used to give out more, but they’re too expensive.
Rebecca
Great suggestions!
Excellent post! I’m still so early in the game that I’ve not had anything to promo. I will say, from the cons that I’ve attended, the swag that works best for me are the ink pens (these do get used beyond the con and have gotten me to look up and buy from those authors), postcards (which I guess you could argue are like shorter, fatter bookmarks) and post it notes (again these get used).
I will admit (guiltily) that I rarely eat the chocolate, never pick up things like seeds, and got angry at the mini-letter opener that poked a hole in my purse.
Oh my, Sasha. That’s a very good point. Point, get it, get it? 😛
Great post, Stephanie. Thank you. I once got some fabulous-smelling lotion with an author’s name and carried it around for months in my purse. Still remember her name!
Ohhh, lotion. That must have cost her a pretty penny but now I find myself wanting to find out just how much 😛
It was a small bottle but very nice! Loved it. Wish I still had some.
Right, forgot about pens! I actually kind of like pencils, too. (For editing.)
Rebecca
Great idea about the bookmarks. Do you recommend them instead of regular business cards, or along with them? I\’ve read several writers who recommend business cards, but I\’m leery because you can\’t really do anything with them. Bookmarks can convey the same information but they can actually be used.
I would have business cards just as a matter of course–it’s good for networking, but not for marketing 😉
One of my readers just suggested posters!
I got sort of crazy with promo items when my children’s book came out but I am learning what to reorder and what to forget. Business cards and bookmarks are a must! Business cards give you the most bang for your buck. I hand them out to cashiers wherever I shop, I send them with checks when I pay bills, I give them out to interested parties I meet wherever I go, I leave them at restaurants with my tip, I send them out with internet orders, I tack them on community bulletin boards, etc….
I also had beautiful brochures and rack cards made which I think are worth the effort. The rack cards announced that my book was being carried by the hospital gift shop, and I left them at businesses all over town. The brochures have a picture of my cover, title, website address, brief bio, and customer comments under a title that reads “What People Are Saying”. These I leave at businesses and hotels (in the brochure rack for local attractions). I also send them in the mail with query letters, and anywhere else I can think of.
Posters are good for hanging in book store windows before a signing event. I agree with Rebecca about no key chains however. Since mine is a children’s book, I also have tote bags, notebooks, and note pads with my book cover and website. I’m making a gift basket for a radio give away that will have a tote, a copy of my book, a hat, a mug with cocoa packs inside, and a notebook. The only reason I have a couple of hats and a mug is because they were free samples with orders from Vista Print. I probably wouldn’t order them on my own.
My absolute favorite item however, happens to be fridge magnets with a portion of my book cover(a beautifully dressed chicken climbing a tree), my book title at the top, and my web address at the bottom. People seem to love fridge magnets and they are just as good as business cards, maybe even better because they are less likely to get thrown away!
This was great information. But has any one had good results with t shirts with their book logo on it?
I’ve used my covers not on t-shirts but the calico/eco-tote bags you put your shopping in and boy have they attracted some attention.
I bulk order the bags – hundred or two hundred – and do the iron-on transfer/print out of book covers, then have a day ironing them onto the bags. With all costs counted they average $3.50 per bag (Aussie dollars here).
They’re great as giveaway prizes in the build up to your book coming out. And they’re mobile advertisements. 🙂
Thanks for the article, it was definitely helpful. Now I’m trying to get a group of other just-starting e-book publishers in my genre together to make a book sized sample set. It would be even easier for us than for you, printing them out. Thanks!
As both author and reader, I *love* bookmarks. They’re a terrific, low-cost give-away (as an author) and super useful to me as a reader. One caveat though. I was recently at a conference with friends who still have younger children at home. Any bookmark they received that had clench cover art, menage art, etc, went straight into the trash. Easier to discard than to face uncomfortable discussions with the kids (or, as happened to one friend, a surprise visit from a nosey nun!). It was an eye-opener for me.
Promotional products do work as the bottom line is as you stated is the goal is to put your name on some item that the reader will use frequently so that your name is embedded in their brain the next time they go shopping for books. Have you ever noticed that some of the advertisements on TV are annoying but you will find yourself singing or thinking of their jingle. That is the point of using a giveaway. Your name will pop into their mind.
My book released last year in September, and being a new author and such promotional items really help get my name out there to potential readers. At my book signings I always bring along bookmarks and business cards, and I find that those two items go quickly at events -they’re simply things people can take with them regardless of if they buy the book or not.
I’m still searching for other promotional items I can purchase (that aren’t too expensive), but as of currently it seems VistaPrint has the best prices and materials for authors.
If anyone uses any other sites that are helpful I’m open to suggestions 🙂
Great post and I’ve loved reading through the comments! I’m going to my first RWA Nationals this summer and my debut novel will be released next year. I’m thinking bookmarks are a must along with…something. LOL I think I have some shopping to do! Thanks for the information!
Just wanted to thank you for this post. My publisher just asked me “what swag do you want” and this kept me from going off the deep end of “ooo, the possibilities” 🙂
That’s lovely! My publishers never ask this 😛
Stephanie, I found this article in my darkest moment today. Agonizing over upcoming book signings and what promos to do (with very little budget to work with). These are great ideas and fantastic article! Very helpful!
Hugs! 🙂
Xoxo
Great post! As a children’s author, I’ve contacted the illustrators and asked them to draw very simple coloring sheets for each book. On each sheet, I’m sure to put book info and links to buy. I’ve made puzzles for the children, too. For the Word Search puzzles, I use key words from the books. All the activity sheets are also available for download on my blog (http://topsyturvyland.com/).
For my ‘grownup’ writing, I made a sample booklet with devotions I’d written. Those went over really well.
This was my favorite sentence in your post, “They’re great to put out at signings, somewhere far away from your table, so that readers have the chance to look at your book and decide if they want it without facing the pressure of your desperate author gaze.”
That ‘desperate author gaze’ cracked me up! Been there. 🙂
Thanks for the post written from experience. I’m also learning a lot from the comments!
Neat idea!
Terrific article. I have individual bookmarks for each of my children’s books. Dabbling with the idea of the pens. Thanks!
Good luck!
Thanks for the information!! It helped me out so much. While I am not a writer, I am a graphic design student. I had to create a mock book cover, media kit including a promotional item. I was a little stressed about what to use. My roommate (who is my idea guy LOL) suggested a bookmark, but it thought it was a cheap idea, but after reading this it makes so much sense. Every time I buy a new book to read, I get a new bookmark and scavenge any free ones. Thanks for the help!!
You’re very welcome!
March 2015
My debut book will be available but I wanted ideas on promotional products which people actually would use.
I love the idea of book marks, rack cards, and excerpt booklets for the public. I might throw in a complimentary ink pen too.
Thank you for writing the article……great advice!
Thanks so much!
I really enjoyed reading your very frank and helpful suggestions, as well as those of other authors. I am a self-published newbie and trying to scrape funds together for a launch, as well as other events. I like the bookmark idea although I too wondered if it was a bit lame in the technology age. What I wante to find out was how you create an “excerpt booklet” especially when the children’s story is already short!?