by Connie Cox

Before I actually had promotional bookmarks printed and handed them out myself, I thought that bookmarks were a waste of money.  I’ve since experienced proof that they are not—as long as you give them to the right folks for the right reasons.

 When Bookmarks Don't Work

Authors giving promotional bookmarks to other authors, to editors, or to anyone else in the industry  doesn’t work.  After a writer’s conference, hotel trash bins are full of nice, expensive bookmarks that didn’t receive a second glance.

When Bookmarks Might Work

Dropping off a handful of bookmarks with your favorite bookseller might work if:

• The bookseller will handsell your book
• The bookstore has a large customer-base that exactly fits your book
• The bookstore is supporting your advanced publicity efforts prior to a booksigning
• The bookmarks are displayed near the stacks were your book is shelved (longshot)
• The bookmarks are on the table near the reading area of the bookstore (longer longshot)

That handfull of bookmarks probably isn't working for you if:

• The bookmarks never get displayed
• The bookmarks are dumped on the counter next to the cash register--too late for the reader to make a decision to go back to the shelf and select your book
• The bookmarks are stuffed into the bags when the customer makes a purchase

When Bookmarks Do Work

However, putting promotional bookmarks into the hands of those who really want them is certainly worth the time and money.  I found this out with my debut book, Taking Flight.  Here are three effective ways I used them.

1. The most effective feedback I got was when I printed my teaching schedule on the backs of my bookmarks.  Having my debut book on the front gave me credibility.  Having my classes lists on the back gave me students—lots of students.  A student who had taken a free Writer’s Way class I gave (more on volunteering and pro bono speaking in a different article), took a handful of  my bookmarks to her writing group.  She gave me high marks for speaking.  I picked up enough students from those bookmarks to have a two successful summer adult education classes, one for beginning writers and one for intermediate writers.    Note that these are SUMMER classes that I taught as non credit courses at my local community college.  The administrators were amazed and delighted at the unusually large turnout for summer courses. 
   By the way, I’m teaching the spring semester, too.  Yes.  I’m making bookmarks.

   Added Advantage:  Having the teaching credentials on the backside worked much better than quotes when I handed them out to readers, too.  That was a side benefit I didn’t expect.
    

2. Which brings me to handing out bookmarks.  I always have bookmarks in my workbag or in my purse.  I know for sure that they have resulted in several sales, because the recipient could stuff the bookmark into his/her pocket or purse.  Bookmarks are too big to get lost like a business card and small enough to not be too much of a bother. 

   Here’s one example of how I give my bookmarks to people who want them:
   
   My debut book has airplanes in it.  My husband flies as a hobby and is a member of two different pilot’s organizations.  These pilots are our friends.  We dine together.  We play together.  I get great research and stories from them that went into my book.  I was grateful.  They were always glad to help.  They want to buy my book.  Their friends also want to buy my book  (Okay, it’s a good book—4/12 stars from Romantic Times for a sweet Southern romance is rare.)   They don’t always want to write down the name, the ISBN, etc.  Bookmarks take care of that.  Plus, I’ve got a great cover thanks to my publisher Avalon Books-with an airplane on it.  Just their style--and  my sale!
    

3. I like to speak—about anything, really.  I led a 12 week Artist’s Way course at my church because I needed the spiritual lift.  Most of us were professional artists and we all exchanged information, that is still having a wonderful ripple effect 6 months later.  Even better, I met some really nice people and had some wonderful artistic breakthroughs. 
   I gave bookmarks to everyone who attended.  They gave me theirs.  We bought each other’s books.  They belong to other groups and I’ve been asked to speak at these meetings.  More bookmarks.  People want to see if I know what I’m talking about so they buy my book.  Nice, huh? 

   Create Opportunities
   I also like to speak to writers who are trying to figure out how to write.  I was so lost, so clueless, that I welcome the change to pass it forward in honor of all those who were kind enough to show me the ropes  I have set up a few freebie lectures at coffee houses, who seem to love to have someone come in and bring in a bit of a crowd. (which leads me to press releases—still another article).  You guessed it---I hand out bookmarks with both my book and my class schedule.

Convinced?  I am!  I’m seeing the proof every day.

Here's where I get my promotional bookmarks- for less than $10-great quality, fast service--very easy to design myself with no software needed

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 Click link to check out very low prices

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What do I put on my promotional bookmarks? (will be posted soon)

Should I make my own bookmarks or have them made?   See:Where to Design and Purchase Bookmarks