Promotional Materials – What Works?
To promote my book, Oilspill dotcom, I have designed business cards, fridge magnets, postcards, a big magnet on the door of my car, and now T-shirts. It is not clear to me what works and what does not, but I’m sure having a lot of fun with them.
I believe I can attribute at least one sale to each of these promotional tools, but my favorite so far happened on Labor Day. A dear couple that lives around the corner has kindly taken it upon themselves to create a neighborhood community. We get together every few months and celebrate living in Berkeley. In a world of intense social networking, of full calendars and work deadlines, it is refreshing to get together with people with whom you share nothing other than geography, and with whom there is no particular agenda.
So come Labor Day, this wonderful couple invites the neighborhood to a potluck in their garden. Armed with a salad of locally grown vegetables, my family and I stroll to our hosts’ house.
I just so happen (well, strategically planned a week beforehand) to wear my Oilspill dotcom T-shirt. One of the guests asks me what I am wearing and I begin to explain. Our host, upon hearing our conversation, promptly returns inside his house and brings out his copy, which he then makes sure everyone sees, while exhorting my novel.
For 10 minutes or so, I am the main attraction: me, Alon Shalev, the author. And best of all, someone walks us back home when we leave, to purchase a copy.
Now I devour marketing books, especially those ‘guerrilla’ or ‘grassroots’ marketing books. But if I learned anything that Labor Day weekend, it is that there is nothing as powerful as word-of-mouth, and no asset like a friend who believes in you.
In these days of detachment, when the mass media and Internet control so much of our social connections, all transpiring through a screen, the question I have is how can we facilitate more face-to-face opportunities to pass on the message we want to share? Or to change the world? Or even to promote something that we believe in…like a struggling author’s work?