Author Swag and Freebies...

I’ve been thinking a great deal about promotional items for authors as I’ve recently signed up to appear at two multi-author signings. This raises two questions: ‘What do readers expect in the way of ‘author swag/freebies’ when attending such events?’ and ‘Which items will hit home with them?’

Whenever I’ve given a talk to a group, presented a workshop, or attended a local literary festival, I have always provided bookmarks, postcards and ‘signed by the author’ stickers to grace the cover of any book sold. 

But are these the best promotional items and do they garner any sales? And how many of them end up in the bin.

Unless you have a proven sales record and are a multi-publisher author earning big money like James Patterson or J K Rowling, most publishers no longer provide a budget for such items; in fact, all promotion is often down to the author.

Paper promotional items are relatively inexpensive form of swag. So how do you go about providing the perfect bookmark or postcard?

Anyone with access to a computer and printer can produce a bookmark; but bookmarks that say everything about you as an author and your novel. These need to look professional if they are to connect with the reader and seduce them into buying your book. So don’t use a stock image, use the cover of your book, tagline and website address.

Most likely you will wish to hire a designer, but don’t panic, you’re not going to have to pay huge agency fees. A quick search of the Internet reveals many sites and graphic artists offering such services, but before you sign up or part with your hard earned cash, ask to see samples of their work.

 I recall the first writer’s conference I attended in America some years ago. The conference bag was crammed full of bookmarks and postcards. Did any of them fly home with me? Only those for novels I was interested in reading. The rest ended up in the bin. 

Paper is cheap and ‘everybody’ uses it. So if I can consign fellow author’s bookmarks and postcards to the dustbin, what chance do my own paper promotional items have of making it home with a reader?

These days however, it seems that anything goes when it comes to author swag/freebies, especially at conferences and large events such as the Romance Writers of America annual conference.

• ·      Pens
• ·      Mugs
• ·      Key Rings
• ·      T-Shirts
• ·      Tote bags
• ·      Coasters
• ·      Fridge Magnets
• ·      Notepads
• ·      Computer Mouse Mats
• ·      Chocolate
• ·      Lip Balm
• ·      Small bottles of hand cream/sanitizer
• ·      Badges

The list is almost endless.  While there is no doubt some of the items on the above list are useful, (especially tote bags for all those books your reader buys) but do they really say anything about YOUR book?

All these items cost money, and when the average author earns around £11,000 annually, finding something that readers will think is clever, and which entices them dig into their wallet to purchase your book, are difficult.  Setting a budget for such items is essential, as no author would wish to spend more than they are likely to earn in sales at such an event.

So, not only does my promotional item have to be unique and say something about my book, it has to be relatively inexpensive and useful. Before you empty your savings account and splash out on 250 T-shirts, pens and mugs etc, (remember, the more you buy the cheaper the individual cost per item), work out who your audience will be and where you are going to use your promotional items.

Rather than just handing out postcards at my next signing event, I am going to place a sticker on the back of some with the message ‘Email me and request a free copy.’ It will be interesting to see how many requests I receive. 

In the meantime, I would love to know what other authors provide by the way of swag/freebies. What do you use as give-aways? How have they supported your sales?

Writers Conferences - how to get the best nourishment.

Back in July I was fortunate to attend the Romantic Novelists’ annual conference in Caerleon, South Wales. This is the first genre specific conference I’ve attended, and while I’m no expert on the conference scene, I was keen to mingle with my fellow romantic suspense authors, listen to industry professionals and agents.

My conference pack offered a cornucopia of workshops, agent appointments, and industry panels, and I was hard pressed to choose which suited my needs best. Was my time best spent listening to a published author share techniques for developing your story hook? Or would it be better listening to a lecture on time management? All of which made me think what advice I would give to a first-time conference attendee.

Often when you sign up for a writers conference, which let’s face it, aren’t exactly inexpensive, few details, other than the venue and date, are available. The name of the keynote speaker and details of the workshops and agent appointments are sent with the conference pack after you have paid the fee. Personally, I find this a little disconcerting. After all, you wouldn’t order dinner in a restaurant without first looking at the menu or go to the movies without knowing what was showing.

So, when attending a writing conference whether genre specific or not, you need to focus carefully on what’s available. If you have any doubts on whether the conference will be suitable for your style of writing and genre, contact the organiser before you pay the fee. He or she should be able to give you some more details, even if the some of the speakers are yet to give details of their workshops. Select the sessions that fit your needs. For example, if you’re struggling with the plot of your novel, your time is best spent in a session dealing with the technique rather than pitching the idea for your as yet unwritten novel. Know the content of each session before you arrive at the conference venue.

Conferences, especially those in the USA, are filled with editors, agents, publishers and booksellers. Take time to talk to them, although I don’t recommend accosting an agent in a lift and pitching your book. But do listen to what they say. These are industry professionals. They know how the market works and what is selling and what is not. Ask any well thought-out question and note down the answer. Many presenters offer hand-outs, a list of key points from their session.

Take time to meet your peers and identify a potential mentor/critique partner. He or she can give you feedback on your writing and help you when your plot stalls. A good mentor will not write your book for you, but should give you constructive criticism.

Don’t be afraid to approach published authors and ask them how they did it and where they get their inspiration. Many are willing to share such information when asked politely, but again, pick your moment with care. No one wants to be cornered in the ladies room!

Avoid comparisons. Comparing your writing progress with that of other delegates serves no useful purpose and will only depress you. Remember, every published author was once like you, only dreaming of seeing their writing in print. And besides, just because someone boasts about their completed a manuscript there is no guarantee that it will be accepted for publication.

Finally, enjoy yourself. Most conferences present opportunities to socialize and make friends.