Off Line Strategies For Book Marketing and Promotion

I’m a big fan of using the internet for promoting and marketing books. Most of the methods outlined on this site deal with low-cost or free ways to market and promote one’s book via the World Wide Web. However, that does not mean one should not also promote and market their books off line; that is, with cheap or low-cost methods that result in a physical product. Although the internet is the fastest growing market – and one of the easiest mediums to use to reach your audience – more traditional marketing methods can still be highly effective.

Below I’ve outlined a few of the easiest and cheapest ways one can use off-line marketing and promotion for their books and writing.

Business Cards – Despite being around for well over a hundred years, business cards are still a key part of being a successful independent writer. Not only do they provide a means of presenting both your website (also called an author platform) and contact information, but they can also be used to market your book. One side should contain all of your contact information (full name, mailing address, email, and website or blog URL), while the other side should have a full-color version of your book cover on it.

Stationary - Make sure all your business stationary carries your contact information on it. However, you can also add what is known in the industry as a byline or caption. This is basically a short sentence that sums up your book or writing. It can also contain a call to action. Everyone knows the New York Time’s byline: “All the news that is fit to print.” Now just come up with one for yourself – make it short and catchy so that people are more likely to remember it.

Promotional Gifts - From key chains to promotional pens, window stickers to Frisbees, your name, book cover and title, URL, and other information should always have a prominent place.

Print, Audio and Video Advertising - It’s not enough to simply place a phone number and address in your advertising. If you have a website you may discover it is actually more important to place your web address in the advertising then other traditional contact information. The Internet provides a sense of window shopping, and potential customers may be more inclined to visit your website than they are to pick up the phone and give you a call.

Receipts - When sending ordered product you should make sure you place sufficient contact information on invoices and receipts that you would normally enclose in the package. You might also consider ordering boxes with pre-printed Internet information or applying business stickers where applicable.

Catalogue - It is not uncommon to find business catalogues (either print or online) containing phone numbers and Internet URL contact information on EVERY page. That may seem like overkill, but it can be done in such a way as to be acceptable, and your potential customer will appreciate not having to do a lot of searching to find out how to find you. Simply put it at the bottom of each page in 8pt size font (any smaller and it will be hard to read).

Magnetic Car Panels - Many businesses have discovered a convenient billboard through the use of magnetic panels that attach to the side of company vehicles. The use of these is almost like free advertising - and the magnetic sheets are easily moved from one vehicle to the next. Make one up with your book cover, title in big letters, and your website URL so people can easily remember it later.

T-shirts – T-shirts are one of the best low-cost marketing and promotion techniques out there. Print up a couple shirts with your book cover and website URL on the back and wear them around town – at the grocery store, coffee shop, etc. People look at what others are wearing all the time, and this will help get your book title in front of millions of eyeballs.

There are a lot of other ways to promote and market your book and writing off-line, but the few mentioned above are cheap and easy to do. The more you get your name, book title, and website URL out there, the more likely you are that people will remember it and actually look you up. I like to use VistaPrint for most of these items. They have very low cost options (most of these can be done for under $20 dollars), are fast, and always have great free promotions going on.

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