Support for Indie Authors discussion

This is about "swag" or printing and taking bookmarks, cards, etc., to book signings. I've done that in the past, but I can't tell that it makes any difference to sales. What's your perspective on the value of all this stuff. Is it worth the cost? Is it necessary?

When I asked my reader group and a couple of other book groups on Facebook about swag they all love it!! I have a few things made up and use them for giveaways, I send a Christmas bookmark with my Christmas book on it to readers who want one instead of a card and that was very popular. So from personal experience I would do it even if it “doesn’t” bring sales because my view is readers buy “us” and when we build good relationships with them they’ll be loyal readers forever! Just my thoughts!

I can't say I've ever personally bought a book based on bookmarks or swag, but I think it's one of the fun parts of having books published. They aren't really necessary or money-makers though.

I agree with Marie, I don't buy based on swag. However, I have joined lots of author's email lists because of a chance to win free swag--the more it relates to a book, the better, like bookmarks or kindles or free ebooks.

As to using it, I don't know how much it will actually affect sales, but I have gained subscribers at events (even though they didn't buy) because I handed out free bookmarks with my website on it. It's definitely not necessary, in my opinion, but I think at least some is worth it. You don't have to spend a lot to get bookmarks made, and can choose whether you want to spend much in shipping. I think the biggest benefit from swag is getting new fans and keeping your current ones happy. It should pay off in sales later down the road. But that's just my two cents. ;)

I'm doing an event at a Middle School and I designed a bunch of stickers with the cover of my book on it. I also bought some really cool coloring books, notebooks, gel pens and stationary to give away. I wanted to do a giveaway for my YA/middle-grade audience that promotes creativity and imagination. I'll update this post after the event and let everyone know if it impacted book sales at all.

I use bookmarks in place of business cards. If I'm at an event or venue where leaving them out is appropriate, I do. Otherwise, they are mostly a bonus for folks who order paperbacks or a way to quickly give someone interested a means by which to check out my work. I don't have any "swag" beyond that. Granted, I'm old and the word swag will always mean a type of window dressing and not promotional merch. ;-p

Just last night, I placed an order on Vistaprint for bookmarks, postcards, and a couple posters. I will be participating in my first craft fair in May with my two published books, and I want to get people interested in my next two that are coming out this year.

So I used images from all four books, and included my website, contact email, and Amazon author page (which I threw into a custom bit.ly). I plan to have an email sign-up sheet which I will use during the event to give away the posters. --I haven't figured out if I'll have someone copy down names on pieces of paper or do a cover-my-eyes-and-point at the list.

I'm also considering printing out coloring pages. I'm in gathering-up-materials mode and hoping I'm not forgetting anything basic and no-brainer!

Becky wrote: "Just last night, I placed an order on Vistaprint for bookmarks, postcards, and a couple posters. I will be participating in my first craft fair in May with my two published books, and I want to get..."

Don't forget your business cards!

Coloring pages - what a great idea. Are you all that talented artistically or do you have another source?

Tephra wrote: "Don't forget your business card!"

I'm not sure I want to do business cards just yet; I don't have a logo, just a business name. I'd like to either have a logo or pick one of the illustrations, but I'm not sure. Mind you, if I run out of bookmarks/postcards, I'll resort to writing my website really quick-like on pieces of paper and make a note for next time! :)

Jenna wrote: "Coloring pages - what a great idea. Are you all that talented artistically or do you have another source?"

One of my books is, in effect, a coloring book, so for that I was just going to print out a couple of the illustrations on 8.5"x11" pieces of paper with the name of the book/my name/etc.

How much is too much to give away?

Jane wrote: "When I asked my reader group and a couple of other book groups on Facebook about swag they all love it!! I have a few things made up and use them for giveaways, I send a Christmas bookmark with my ..."

Great ideas. Thanks.

Becky wrote: "Tephra wrote: "Don't forget your business card!"

I'm not sure I want to do business cards just yet; I don't have a logo, just a business name. I'd like to either have a logo or pick one of the ill..."
I do have biz cards that I always on hand and have done bookmarks. Guess I'll order some more based on what I'm reading. Funny, I just picked up the proof of my coloring book, and in it I offer to send them PDFs of a few of the pages if they contact me via my website.

Great idea for kids.

I'm spring chicken either. Wouldn't have thought of calling it swag except my "younger" romance author friend called it that!

Ya’ll actually inspired me to design and order bookmarks for my debut today. Thanks. Ok, well one of you ... somewhere up there in the comments hours or days ago. Wish I remembered your name but don’t have time to scroll. One and a half glasses of Rosé is all I could handle tonight, apparently. But thank you!

Great thread...my own perspective based on a couple of reasonably successful B&N signings that I've done, is that anything (including swag) may help, but usually I'm more focused on just showing folks the actual book. That seems to be my best calling card (though I do have cards if anyone asks - they usually don't).

Related thoughts about signings (based on my admittedly limited experience)...at your signing, assume that customers are keen on going about their business and aren’t necessarily eager to spend time learning about anything that’s not a bestseller. Therefore, be approachable and ready to engage with potential readers. In a busy bookstore, if possible, don’t just sit behind the table and wait for the world to approach you. Instead stand in front of the table (thereby removing a physical and psychological barrier) and invite folks to give you a few seconds of their time to introduce your work to them. However, do it gently; no one likes a pest. If someone expresses little interest in you or your book, back off. Try to strike the right balance between overbearing salesmanship and passivity and also accept the inherent awkwardness of trying to interest total strangers in your work. After all, why the hell should anyone buy it? You’ll need to articulate a cogent reason at the signing.

In addition – really important – don’t invite family and friends along for moral support. They already know about the book and seeing you surrounded by a phalanx of family well-wishers will inhibit communication with your real audience: potential readers who don’t know you or your work from a hole in the ground.

Peter wrote: "Great thread...my own perspective based on a couple of reasonably successful B&N signings that I've done, is that anything (including swag) may help, but usually I'm more focused on just showing fo..."

This is great advice! Though I've not done a book signing event yet, I spent the last eleven years promoting a non profit. I must have manned every kind of booth, table, tent, set up, etc imaginable. We set up at churches, stores, college campuses, massive conferences, city sidewalks, and art hops...you name it! I followed the same rules. Be engaging and friendly, but not too anxious. Listen way more than you talk. Get them to talk about what they love and find shared interests (or even curious comments) to build on. Be funny if you can. Always humble :)

Swag is a great thing, but only if you are able to make it actually add value to the recipient. If you have ever been to a trade show, you'll know that you leave with a million reusable water bottles and pens.

Then you throw them all away :)

I recently put together a few bags for some bloggers I hope to promote with. My book is dark crime fiction, so I included:

A copy of the book.
A gun-shaped bookmark.
A little bottle of whiskey and a nice glass.
A bottle opener.

All of them were designed with the world of the story inside and looked pretty cool.

Was it worth the cost? Well - I don't know yet. But I'll definitely do an update!

Very nice idea with gunshaped bookmark. For gifts to bloggers, this all sounds great. Of course, little bottles of whiskey would be too pricey for just you basic giveaways!! Let us know how it goes.

William wrote: "Swag is a great thing, but only if you are able to make it actually add value to the recipient. If you have ever been to a trade show, you'll know that you leave with a million reusable water bottl..."

William - WOW, that's some amazing swag! I really want a gun-shaped book mark now. :) Thanks for the ideas. (Currently I have a mystery in the works, so my head is spinning with awesome ideas.)

Follow-up thoughts to my post above inspired by a recent B&N signing a few weeks back:

- While swag may work sometimes, I didn't use any, just me at a signing table with a case of books that the store ordered ahead of the event. Customers either bought the book or they didn't (I managed to sell out the store's supply of 25 books @ $14.95 per trade paper). Instead of swag, I focused on a super-brief, 20 second verbal description of my book to folks who passed my table.

- Besides walk-in customers, I also tried to spend time with store staff so they were at least vaguely familiar with my book. Hopefully, they'll recommend it.

- Despite the fact that I'd done a signing at this store in January, I didn't run into anyone who'd seen me before, so repeating a visit (assuming store staff is cool with it) can work.

Best luck everyone!

I carry bookmarks with me everywhere I go and hand them out like popcorn. If I see someone in a restaurant reading a book, I give them a bookmark. I leave them at checkout counters, and at the library. Last year I took a train trip from Texas to Michigan and back, and handed out bookmarks to fellow travelers and train personnel all along the way. They were a great way to start a conversation. For me, they are better than a business card.