Try these fresh marketing ideas to hook your audiences and sell more books!
- Send a personalized letter with reader reviews or comments about your book.
- Produce a buck slip or sell sheet about your book and include it in a membership mailing — or ask a sponsor to include it in one of their mailings.
- Develop a cross-referenced list of titles. When you ship a book, insert a sell sheet about a related title.
- Test a new campaign (email and/or print) to learn what inspires your target audience to act and improve your response rate. Variables can include:
- Different email subject lines
- A new offer or price point
- A different call to action
- A new list or segment
- Enhanced personalization
- Acquire new lists. Review your sales for common titles, organization types and business functions. Based on these demographics, look-alike list services can help you identify and purchase lists.
- Add a PURL (personalized URL) to your email or direct mail piece that links directly to the web page for your book. This creates a customized experience for the recipient and supplies you with new data.
- Offer a free PDF of a section of your book in exchange for information (e.g., an email address or a response to survey).
- Offer a discount for prepaid book purchases. You can do this through discounted or prepaid gift cards — e.g., $200 for $250 worth of books. A great way to boost profits, as prepaid sales are rarely fully used.
- Create incentive programs, rewarding customers with “Book Dollars” to use toward a book, other merchandise or a retail gift card. Ideas include:
- Starting a frequent buyer program (e.g., a punch card for a series of titles)
- Printing a trading card for several books and distributing them to customers and prospects (in mail campaigns, with association mailings, at events, etc.). Those who get the full collection win.
- Asking customers to write a review for a book
- Soliciting “likes” for posts on Facebook or LinkedIn, or comments on a blog
- Start a “squares” grid for the Super Bowl, March Madness or other sporting event, assigning each of your best customers a square. Email them showing the prizes they could win. Great PR and client appreciation!
- Send a thank you email, postcard or letter to each buyer and give them the opportunity to write a review of the book (be sure to include a link to your review page).
- Post book reviews to social media, along with a “Buy Now” link to your site.
- Add a “Buy Now” link to each of your authors’ blogs.
- Set up a blog for each book you sell to generate comments and build SEO for your site. Convert the bloggers to brand ambassadors.
- Create book-themed promotional items to build awareness of your titles and/
- or as gifts to send with shipments.
Cross-Media Book Marketing CampaignTo increase interest in your books and better target your marketing, try this integrated marketing approach.
• Initiate a PURL
• Based on their answers,
• If you develop a new
book based on their
suggestions, send a
personalized letter or
postcard to relevant
respondents. Include a
picture and description
of the book and copy
that reads, “You spoke,
we listened… The topic
you are interested in is
|• Once the responses are
compiled, you can further
engage customers by
creating content that
matches their request.
• You can also promote
books based on the
responses you collect.
For example, “75% of our
members think this topic
is of critical importance
Campaigns like this provide immediate feedback on who should receive follow-up information and what information they should receive. It also identifies those with no interest, which helps reduce printing and postage costs.
The result will be more engaged customers and prospects — and, ultimately, more sales for your association.