Why Bookmarks?

Bookmarks have a built-in audience, are low-cost, versatile, and a favorite among authors. So why not?

By Jennifer Minar

Whether you were published by a glamorous New York City publishing house, or you opted to strike out and start your own imprint, you are largely responsible for the promotion of your own books.

Yes, you heard it right. The success of your book will depend largely upon you and your efforts, which means that as an author--one who actually wants to sell a decent number of copies--you will also become your own best promoter.

But promotion doesn't have to break the bank to be effective. In fact, there are several low-cost promotional tools that you can work into your overall marketing plan. In this article, we'll focus on one favorite among authors: bookmarks.

Popular and Cost-Effective

When used in conjunction with a comprehensive marketing plan, bookmarks serve as a cost-effective promotional tool. In fact, according to Carolyn Howard-Johnson, author of The Frugal Book Promoter, bookmarks are the most commonly used promotional item for selling books.

Think about it. Your audience reads books, and unless they're dog-earing pages, they're using bookmarks. And unlike business cards, they're more easily at hand when someone is reading--or has just finished--a book.

Bookmarks are also an attractive option for those with limited promotional budgets. Most vendors will print bookmarks, and even assist with layout, for as little as two cents each, depending on how many you buy.

Ways to Utilize Bookmarks

Depending on your book, your goals and your personality, bookmarks can be used in a countless variety of situations.

They are flat and lightweight, which makes them easy to carry around. For this reason, you can carry a few with you wherever you go. You never know who you will strike up a conversation with while you're out.

They can be used in lieu of business cards, tucked into review copies, passed out at book signings, displayed on bookstore counters, and even handed out at appropriate venues.

In his popular book, 1001 Ways to Market Your Books, John Kremer recommends leaving bookmarks behind at doctor's offices, airports, and on bulletin boards. He also says that booksellers give away more bookmarks than any other in-store promotional item.

Bookmark 101

Before going to press, decide on a pithy message that encapsulates the essence of your book; one that will fit nicely into the space available. You will also need a high-quality image of your book cover, and if space allows, you may want to include one or two short recommendations, preferably from recognizable names.

Lastly, include information on where a potential buyer can find your book. For instance, if it's listed online at Barnes and Noble or Amazon (and it should be), let the potential customer know.

Resources

Go to your favorite search engine and search for bookmark printers, or ask friends for a reference. Check out the vendors' offerings, compare prices, and study examples of their work. Here are four companies that I found using my own personal search.

www.OnlinePrintHouse.com
www.psprint.com
www.iconix.biz/bookmarks.htm
www.ModernPostcard.com

Good luck. Here's to selling more books!

Jennifer Minar is a Los Angeles-based freelance writer and the editor-in-chief of www.WritersBreak.com. She can be contacted at jminar@writersbreak.com.