Credibility Extras

© 2009 Get It Together Productions

For many of us, marketing our titles is one of the most tedious tasks of being an author. Even authors who published with large New York houses are expected to take part in marketing and promotion. Many articles and several books have been written to give us guidelines. One thing all marketing experts stress is the importance of being professional.

Here are several extras that other industries use, and we authors should too, to boost our professional credibility. Remember consumers are your clients. Treat them as such.

LOGO: What kind of logo for an author? Pens, stacked books, computer keyboards? Think more of your product and develop something that reflects the subject of your books. This is not something to use when you query for publication or representation, but AFTER you have a finished, marketable product.

PAPER GOODS

• Invest in professional letterhead. Use your logo and give concise contact information, including e-mail and web sites. It should be 24# paper with matching envelopes. Use this for regular letters, and for any invoices you send out.
• Along with this letterhead, you should have attractive or matching business cards--again using your logo. Do not put your address on the business cards. Telephone, e-mail and web site is enough. Hand out these cards to anyone who glances your way.
• Do you have bookmarks? Many printing companies and copy centers have templates to make these, or you can do you own: using colorful card stock. In eitiher case, one side put your logo, list your contact information (P O Box is recommended) and perhaps a friendly comment; on the reverse side, list your titles and a short (25 words max.) review by a third party. Use them for handouts, and include them with every book you sell.

It's also important to make certain your books are in the public eye. An easy way to do this is with fliers. Keep at least two varieties in your car (along with a tin of push pins): A flier for your local region should advertise your book, your web site and you as a commodity (speaker, workshop leader, et cetera). It should list the places your books can be purchased. AND A flier for when you travel away from home will highlight your titles and where they can be found online.

Design the fliers with thoughts to the time of year, the region or some other feature that will make them stand out. On both fliers, be certain all the contact information is in large non-frilly type. Mention any specials you can think up. FREE GIFT could mean an inexpensive bookmark thrown in, and you can encourage buyers to your site by featuring autographed books.

Put these fliers on bulletin boards in libraries, churches, supermarkets, colleges--any facilities that relates to your subject matter. Drop them off with local radio and TV stations, especially if you're available for interviews. Send copies to your regional newspapers.

Developing fliers isn't difficult with today's basic computer software. The best size is 5"x7". You can enhance a simple, white-paper printout by mounting it on a larger sheet of colored construction paper.

Fifty of each flier is a good start, and shouldn't cost more than $5.00 (for black and white)—a bit more if you use commercial facilities.

FOLLOW UP: If you have negotiated for your titles to be carried in independent bookstores and gift shops, it is a nice touch to send a thank-you note right after the books are placed. Also send thank-you notes to the coordinators of any book festivals or bazaars you attend. And don't forget these helpful people during the holidays. Send a greeting card—and tuck in your business card.

These professional touches will keep your name fresh in the minds your the public and help build a larger clientele—your fan base. The cost is slight, and if you're persistent with these easily done extras, your returns will be considerably higher.