
I’ve been going ‘round and ‘round on this. Should I spend the money, waste the time? Should I make zillions of bookmarks, buy pens with my name on them? Is it worth the time it takes to make a ton of promotional magnets, or postcards? Does any of it translate to hard cold sales?
Who knows?
None of it’s ever made me buy a book.
Many of the diehard promotion addicts are quick to say, “It’s not just sales you’re going after, but
name recognition.”
So a pen with my name on it will make someone remember me? Really? Okay. Without looking, what’s written on
your pen? (Yah...thought so.)
To be fair, it’s well known that advertising runs in threes. I.e. the average person doesn’t ingest the content of an ad, a tv commercial, a name on a pen, until they’ve seen it
at least three times. So, that pen you got at a conference...you’ll probably have to “see” it three times before you remember who’s on it and even then the chances are the information will slip from your conscience minutes later.
Bookmarks? I’ve seen some really nice ones, glossy, professional looking with info on a specific book and/or author. Here, let me grab one of the best ones I’ve received to give you an example.... Oh wait. That’s right. I threw it away. (Harsh? Yes. But, realistic.) I’ve literally received hundreds of promotional bookmarks. HUNDREDS!! Never, not once, ever, as beautiful as some were, did I ever buy a book because of a promotional bookmark. What author names were on the bookmarks? I dunno. So much for
name recognition.
I’m lucky enough to be on speaking terms with several of the authors I read regularly and I asked them what promotional crap they invested in. Their answer? None. And these are New York Times bestsellers.
So how’d they do it? How’d they make the NYT’s without pens with their names on them?!?! Unanimously, each of them said they got on email loops, and chats, and went to conferences. They got out there and met people, told them about their books and word spread.
Then I realized that’s how I found each of them. Someone else mentioned their books, said they were great (usually took about 3 people mentioning them<--
SEE!
Three!) and then I went to check them out myself. It didn’t hurt that they each wrote a damn good book, but what got me to them wasn’t printed on a bookmark or pen. No problem remembering their name after I read their book either. Go figure!!
The other thing all these NYT authors had in common ...
Websites. I think every writer (at least in the last 15 years) has wondered, at some point, whether they should have a website. Le’me help you out. Here’s the answer.
YES! If you want to be a writer, if you want to sell your books, if you want some of that “name recognition”,
YOU SHOULD HAVE A WEBSITE.
Any questions?
Can you be a writer and sell books and build name recognition,
without a website? Sure. You can fill a bucket with water using a thimble, but why would you?
More and more, publishers and agents check the web for a writer’s presence BEFORE they sign them. No, they DO NOT troll the internet looking to “discover” writers. That’s not what I meant. Wake up! You’re not Cinderella.
However, when you send in that partial, or make a great impression at your pitch session, they often DO make a note of your name and see what’s out there about you or by you. How much of an effort are you making to launch your career, how serious are you about being a writer, how many stupid things have you said or done that’s now floating in cyberspace for all to see? (Yeah...they find the bad stuff right along with the good, so watch what you say, and what you put out there...this isn’t your living room—it’s the
world’s living room. Keep your clothes on and be polite.)
After you're published a website is a 24/7 salesmen. Readers and potential fans can get to know you, what you write, see your covers, read excerpts and ingest more name recognition then grabbing your personalized pen, bookmark, notepad, magnet or jar opener twenty times.
So, as far as promotion goes, a website is a must, and so is getting out there and becoming part of the book reading and buying public. But mostly...write a damn good book people will talk about.
The rest? Well here’s my take. Postcards, bookmarks with excerpts or blurbs, anything I can actually put vital ordering information and book content on will go mostly to booksellers...not buyers. People who buy hundreds of books to
sell and can’t rely solely on word of mouth.
The other stuff, stuff that’s fun or useful, like first chapter booklets, plastic vampire teeth, a cute or funny pin, my paperclip office angels, any novelty type thing that relates to my book or to me as a writer, I’ll give for conference goodie bags and giveaways. These I see as gifts. These I’ll do if I have extra money or extra time. I don’t expect to see any return on them and what I invest, financially or time wise, I invest freely, because it makes me feel good to do it.
So, if you find something from me in your conference goodie bag, Merry Christmas, and Happy birthday. You’re welcome.
Now, I’m off to write a damn good book.
~Till next time!