A few years ago, the Sisters In Crime organization published a little booklet titled, "Shameless Promotion For Brazen Hussies." I don't know if they still have it in their publications. I couldn't find it listed on their website publications but I'll briefly talk a bit about promotions.
This will have to be a short article because I'm dealing with vertigo and don't know how long I can last here. Most of my problem is what I've discovered on google. It does have a name, Benign Paroxysmal Positional Vertigo. It mainly happens for only seconds when I lay down or get up from that position. And it's an inner ear problem. Okay class, back to promotions.
Some of the information in the booklet will more or less be out of date now, however, there are a few ideas that might help. If you can come up with a clever idea to give to bookstores, book buyers and fans that promotes your book and you have a little money to spend on your book, then by all means do it.
For example: a few years ago, Dean James and I co-edited a book titled DEADLY WOMEN. It had interviews, articles and histories about, written by, for and featuring women mystery authors. For some reason I came up with the idea of a pink record using the known duo of surfer singers Jan and Dean. I mean Dean and I just happened to have the perfect names for that. We had a jar gripper opener made (you know those little rubber thingies that help you grip the lid of a jar to open it.) Any way it was a pink square with black lettering. I found a company that made promotional ideas for companies. The middle of the gripper had what looked like a black 45 rpm (anyone remember those) record. Around the center hole of the record was printed "The best of Jan & Dean. '97" In tiny font on one side of the middle hole of the record was printed Published by Carroll & Graf. Opposite that was printed Due Date, November '97. At the bottom of the record and underneath the center hole was printed DEADLY WOMEN and under that in smaller font it said, with Ellen Nehr. (Ellen had originally been scheduled to edit with me, but she passed away and we tagged Dr. Dean James, who at that time was a co-manager of Murder By The Book bookstore in Houston, TX. My husband and I owned Mysteries & More bookstore in Austin. Outside the printed black record in one diagonal corner of the gripper was printed "Get A Grip" with the ISBN number of the book. Again the book title, DEADLY WOMEN in a larger font than on the record was on the opposite corner. And underneath that in smaller font, Edited by Dean James and Jan Grape with Ellen Nehr. Across the bottom of the gripper, again in smaller font was printed: The Major Surfers and not "a little ole lady among them." Underneath that still in the small font but in all caps: Mary Higgins Clark, Elizabeth Peters, Margaret Maron, Marcia Muller, Nancy Pickard, Minette Walters, Joan Hess and many more of today's top mystery authors. We ordered 500 I think, because it was cheaper. We mailed them to bookstores, took them to conventions and handed them out handed them out at book signings. I still run into someone who says they still have their jar gripper. I still have mine and would show you a picture of it if I knew how to scan with this computer. I can't even get it to print. I love to hate technology.
Alright you say, but that was years ago. What about nowadays? Two items I got recently that had nothing to do with books but were items that are quite useful and there's no reason you couldn't come up with something similar. First I have a little fan that is shaped like a Frisbee but is flexible. It's metal edges twist into a little round thing about the size of a drink coaster and now fits into a little bag to be slipped in your purse or shirt pocket. When needed you pull it out of the bag and it pops open. It's an advertisement for a legal document website. It came in green and in purple. I have one of each. It's probably more useful for a female than a male yet it's very handy. The other useful item (and from two different advertisers) is those little microfiber type cloth glasses lens cleaners. One is from the same legal document website and the other is from a bank where I have an account. All you have to do is go online and look for promotional items online and come up with a useful item and have your book cover printed on it along with due date, ordering information, etc.
When we had our bookstore we got author postcards, bookmarks, pens, pencils, drink cozies, key rings, a couple of ball caps, T-shirts, pins with book covers and a huge assortment of promotional materials. I can say without a doubt, booksellers are thrilled to have little promo items like this. And so are your readers. You can give away a smaller item like a No. 2 pencil or an emery board to everyone who drops by your signing and save your larger items like caps, cozies and such for the people who actually buy your books. Is it worth spending money on items like this? I think so if you really want to have your name and your book title to get word of mouth recognition. And bookmarks are still useful items.
If you're doing a signing at a book store or an event, it's especially nice if you have a poster made they can put on display prior to your signing. Be sure to add the day and time and location of your signing. Even during the signing, if the store will put the poster on an easel or close to the signing table. Most print shops will do those large blow-up picture sizes for you and you can attach to a poster board. Often the best thing is to ask your publisher to do some blow-ups for you. It doesn't really cost them that much to do it.
Now the other main thing in my opinion is to do something especially nice for the book store where you are signing. If there's is a female you have been dealing with, how about taking her a rosebud or two? If it's a man who is the signing coordinator, how about some fresh baked cookies or candy?
You really want your bookstore to be happy you were there, especially if it's your local bookstore and even more especially if it's an independent bookstore. At least two months before the signing, send a press kit to the store with a recent photo of yourself and either an ARC or if the book is out, a copy of the book. If possible send a press kit to your local newspaper. I know newspapers are slowly dying out but most cities and towns still have one. They might do a write up on you. To increase your chances, tell them a little something about your book so they might find a hook and do a story. If your character is a lawyer or a doctor find something different to make your book more interesting than others. Like if your character has a memory problem, send some memory tags that the character uses to help. Or if your character is a jazz lover, you're probably already a minor expert on jazz and can write a paragraph or two to send with your press kit.
Use your imagination. You're a creative person. I know an author who had baked goods or cookies to all her bookstore signings. She shipped them to the stores who were out of town. Her main character was a caterer and she generally had recipes in her book. The first time Mysteries and More had Sue Grafton sign at our store, she suggested we advertise a peanut butter and pickle sandwich contest for fans and she would taste, declare a winner and then our store gave an autographed copy of the book. I think it was for L. For those of you who are not Grafton fans, her character Kinsey Millhone LOVES peanut butter and pickle sandwiches and often eats them. It was a big success. We probably had a dozen or so entrants, Sue dutifully tasted each one and found her winner. People called and asked if they should use smooth or crunchy PB and what kind of pickle, sweet or dill or what. She had said to tell them to use whatever they liked or what appealed to them.
And last, but not least, if you have a bookstore signing, don't forget to write a thank you note. Same with a newspaper or magazine reporter. Do whatever you can to get word of mouth going about your book. I think you can get more sales from that than from all the social media. But of course, do the social media too.