One of the benefits of working as a publisher is the ability to watch different marking campaigns and see how they work. Quite a few of my authors are having good results using bookmarks to promote their books.

Bookmarks used to be standard items in every library, school, and home. Did your teachers admonish you to stop bending the corners of a book page and to use a bookmark instead? Mine did. Books were expensive and to be treated with care.

Even if you never use a bookmark while you read, consider using bookmarks to promote your book. They are inexpensive to print, easy to carry, and provide plenty of advertising space. If you have a stack of bookmarks with you, you can easily hand one to people as you have a conversation about your book. If you are a bit daring, you could insert your bookmark into related books in a bookstore or library. You could also distribute bookmarks at networking events as part of your introduction.

You may also wish to insert two bookmarks into the packages of the books you ship, asking buyers to pass the extra bookmark along to someone who would enjoy your book. Word of mouth is the most powerful form of advertising and providing an extra bookmark is a nice way to encourage it.

If you are interested in creating a bookmark to promote your book, you can use a local printer or PrintforLess.com. I suggest getting pricing information from at least two places so that you can make a comparison.

editor's note:  Resource for bookmarks--

Bookmarks - Custom Printed (25 qty) Full color, double sided, design online yourself! Now you can design full color custom bookmarks without having to break the bank. Single or double-sided, vertical or horizontal. Printed on quality 14pt. glossy stock or choose matte or linen paper upgrades. Promote your business, club, school or commemorate any event with custom bookmarks. Size: 2in x 7in. Quantities start as low as 25

(also see Where to Design and Purchase Bookmarks for inexpensive DIY How-to's)

Use heavy paper so the bookmark is sturdy- 120-pound card stock is the standard for bookmarks, with a glossy coating.

You will be able to decide if you want a full- color front with a black and white back or color printing on both sides. The decision will impact your costs.

For example, if you get your bookmark printed at PrintforLess.com, you will pay 20 cents per bookmark for color on the front and black and white print on the back. Color printing on both sides will increase your costs to 30 cents each, but will look more attractive.

Be thoughtful about the text you use on your bookmark. It is important to have a graphic of your book cover, your website address, and then some useful information related to your book.

Create a bookmark that readers will post on a bulletin board or stick on a refrigerator door. Use humor, share an inspirational quotation, or provide a list of handy tips.

Your bookmark then becomes a billboard for your book. Free advertising at it's best.