The holiday selling season has already begun. The garland is out, the silver bells are hung, and the faces of retailers are bright with visions of dollar signs in their heads. Most holiday planning was started months ago, and you’ve probably had your holiday marketing strategy in place for a while now. This is prime selling time for your book. In case you still need a few more ideas to round out your plan, consider these activities:
-- Set up a promotional calendar for December. Consider using four or five different offers to drive sales. Test offers to find out what works. Adjust your plan to accommodate success and failure of the different offers. Post offers to your Web site or use them during in-store events. Promotional ideas to consider include:
• Portion of profits from the day’s sales go to a local shelter
• Buy one copy as a gift, get a second copy half-off
• 25% off each copy (in-person purchase only)
• Buy one copy, get a $3 gift card to America’s favorite coffee shop
-- Offer regional retailers bag stuffers or promotional flyers announcing your title. Offer an incentive to each cashier who hand-sells the most copies of your book. On the flyer, be sure to include:
• Compelling copy tailored to gift-giving using a tasteful, festive design (An example might be, “Perfect gift for the avid historical artifact collector!”)
• In case the book buyer doesn’t buy in-store, make sure to include ordering information. Be sure to drive them to authorhouse.com, amazon.com, etc. for purchase.
• Indicate the Dec. 12 cutoff date for guaranteed book shipment in time for the holidays.
-- News editors are always on the lookout for lighthearted content during the holiday season. If your topic fits the bill, contact your local paper or news magazine to get on their gift-giving idea list. When you pitch your book, make sure to tie in how or why your book would make the perfect gift. Be aware that most major media outlets will already have their scheduling complete for the rest of the year. However, some regional and local news media may have additional flexibility. If not, use the point of contact to establish a relationship and ask if it would appropriate to make additional contact after the holidays are complete.
-- Create a small blurb for your e-mail signature line that automatically appends to your sent mail. An example might be, “Looking for the perfect gift this holiday season? Consider (Book Title) for all the fiction readers on your gift list. Please visit (www.linktoyourbook.com) to purchase now!”
-- Offer to speak or provide entertainment for civic organizations’ holiday meetings, dinners and events.
-- Offer your local library a special reading and book signing session tailored for the holidays. Make the event family-friendly, if appropriate. Sell copies on-site and circulate ordering information after the reading. Make sure to have an assistant on hand to help with order taking and money handling. Consider offering gift wrapping as a complimentary service. What would be a better gift than a copy of your book? An autographed copy of your book, of course!
-- If appropriate, consider pitching your book to corporations as a premium or gift to employees or clients.
-- If you have a Web site, consider creating a few online pay-per-click campaigns specifically geared to holiday keywords.
Amidst this busy holiday selling season, find time to promote your book well. The advantages of a successful holiday selling period will build momentum well into the New Year.
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For more helpful ideas and tips on how to market your book, please visit the AuthorHouse Bookstore by clicking here to get a copy of Your Voice in Demand: The AuthorHouse Guide to Marketing and Promoting Your Book.
