Think Outside the Book Cover for Promotional Ideas

You've written a book, ordered the usual promo items - like bookmarks or postcards, and detailed a press release that you hope will have booksellers racing to purchase your books for resale.

It's a traditional route many authors take.

But have you thought outside the book cover? How many potential markets have you not considered?

An August Publisher's Weekly report notes that traditional book store sales fell 1.9% in June 2011 to $1.02 billion.

"LuAnn," you say, "that's a fairly decent amount of money."

And I hear you. I'd like to get my share of that chunk of change, but the bottom line is that over half of book sales come from non-traditional sources.

Where did you make your last book purchase? A book store? A discount club? Online? An author's presentation?

When planning your promotional strategy, you've got to think outside the perimeter of your book. I believe I've found three markets that you may not have considered

• Can your book be used as a textbook? I've taught writing courses for the local community college. I don't use a required textbook, but I do RECOMMEND a book about writing that is one of my favorites. The campus bookstore stocks it. Now, I'm not sure this particular author considered that her book could be used in a college course, but, it's an avenue worth investigating if your subject matter lends itself as primary and even secondary source material.
• Have you visited the library? Libraries tend to be an untapped resource, in my opinion. I've presented multiple talks at a local library and I've attended enough author presentations to know that they bring books to sell. It seems like common sense: if people are interested in listening to you discuss your book, they more than likely want to read your book. So, have you asked the librarian about making a purchase? My mom is a librarian, and I know she usually makes sure the book is available in the library. She also checks out Quality Books to see what's available.
• How many catalogues do you receive via mail? My parents seem to be catalogue magnets, receiving these quirky direct-order compendiums. When I'm at their house, I'll flip through these mailings. Guess what? Many of them offer books. If you can find a catalogue that sells merchandise relating to your subject, you may be able to offer your book in that publication.

In this economy, authors need to be proactive when it comes to promotion. Don't only consider the usual suspects when planning a marketing campaign. Extend your vision beyond the book cover.

by LuAnn Schindler. Read more of LuAnn's work at her website.