The BookMark . . . publishing industry information and tips from BookMasters.

Volume 5, Issue 7 July 2007

The BookMark is our free monthly newsletter featuring news and information of use to publishers, authors, retailers, and others involved in the publishing industry. On the first of every month, The BookMark will deliver useful tips, helpful news, and upcoming events directly to your electronic in-box. If you would like to receive a free copy of the The BookMark in your monthly e-mail, please visit http://www.bookmasters.com/subscribe.htm and complete the subscription form.

IN THIS ISSUE: Industry News & Events

The Best Book Marketing Tool in the World

BookMasters Attends BookExpo America

Upcoming Events

The Best Book Marketing Tool in the World
by Scott Ginsberg

Advertising is expensive.
Brochures get thrown away.
Cold-calling sucks.
Internet pop-ups are annoying.

What’s an author to do?Two words: "Free books." The greatest marketing tool in the world.Now, I’m not talking about standing on a street corner with a box of books and a sandwich board handing out free copies to every person who walks by! That’s a waste of your time and money. The truth is, giving away free books is more strategic than you think. It requires a plan. This article will explore five effective ways to get the most bang for your book.

The Guy Sitting Next to You on the Airplane
Imagine having a friendly conversation with the person next to you on an airplane. After the two of you tell each other about your respective jobs, he asks for one of your business cards. You reach into your briefcase and say, “Actually, here—enjoy this copy of my book! I’d be happy to sign it for you too.”

Wow. You become an instant celebrity. An author! Aw shucks, I never met an author before, the guy thinks. And while you might not think it’s that big of a deal, to the unassuming stranger sitting next to you, it is.

And think about this: When was the last time you met someone on an airplane, got back home, and then told everyone about that person? Probably never. Well, guess what? If you give someone a free copy of your book, that’s exactly what they will do.

My, What Large Envelopes You Have
FACT: It’s a lot harder to throw a piece of mail in the trash if there’s a signed copy of your book inside. Why? Because it’s valuable (unlike every other annoying piece of direct mail that person receives on a daily basis).

According to Dan Poynter’s bestselling book, The Self-Publishing Manual, “When your book first comes out, prepare yourself to send out at least 200 free copies.” That might seem like a lot for the first time author, but think of it this way: What if each person you sent that free copy to bought another 20 copies for their office? Or friends? Or book club? That’s 4,000 more books sold. All because you sent out that measly 200 copies first. Nice.

The People You Serve
If you’re an entrepreneur, businessperson, service provider, or consultant, don’t forget to send a free copy of your book to every client you’ve ever had. Even if you’re not working with that client anymore, throw a book in the mail for $1.59 with a quick note and your business card. You never know; they might call you back and hire you again!

For customers and clients you still work with, sending them a free book will reassure their confidence that they’ve hired the right person. Because you’re the go-to person. The expert. Furthermore, you will enhance your level of value and therefore increase your customer’s level of loyalty.

Reward Courageous People
If you’ve been hired (or invited with no pay) to give a speech about your area of expertise, don’t forget books! And not just to make available for sale after the program, but also as gifts. Try to give at least one book to an audience member as thanks for his or her question or feedback during your program. Everyone else in the audience will be jealous that they didn’t win a free book, which will ultimately boost sales in the back of the room!

Key Players
Write a list called “Top 50 People Who NEED to Read a Copy of My Book.” Send a free copy along with a letter explaining who you are and why that book is of importance for them. For example, if you’ve written a children’s book, consider sending copies to various teachers or principals. You never know, they might buy 1,000 copies for the entire school!

Or if you’ve written a spiritual book, send copies to local or well-known pastors and faith leaders. They tend to have vast networks, and if they like your book, who knows? Maybe they’ll tell everyone about it.

You Never Know
Although I’ve only been writing books for a few years, I’ll be the first to tell any fellow author: Free books are your best marketing tool. I can trace tens of thousands of dollars of business to a single free book I once gave to a stranger at a conference! You just never know!

And because of that, because “everybody is somebody’s somebody,” you owe it to yourself. You worked hard writing that book. Now it’s time to share it with the world. And sometimes all it takes is that ONE free copy to start a marketing snowball that lasts for years to come!

Ultimately, Dan Poynter was right: “Your book is the last business card you’ll ever need.”
Scott Ginsberg, aka "The Nametag Guy," is the author of three books and a professional speaker who helps people maximize approachability and become unforgettable. To book him for your next association meeting, conference, or corporate event, contact Front Porch Productions at 314-256-1800 or e-mail scott@hellomynameisscott.com.
If you would like additional information on advertising and promotions, please contact BookMasters' Marketing and Distribution Department at 1-800-537-6727 and ask to speak to a sales representative for assistance. Visit www.bookmasters.com/atlasdistribution/index.html for more information on services we offer!

BookMasters^® Attends BookExpo America

As we have for many years now, BookMasters^® exhibited at the Book Expo America (BEA) again this year. The convention was June 1-3 at the Jacob K. Javits Convention Center in New York City.

According to the BEA Web site’s post-show report, more than 37,000 people attended the show this year from all 50 states, every Canadian province, and 83 other countries.

Account Executives Sue Bray, Emily McQuate, Cathy Purdy, and Shelley Sapyta represented BookMasters at the Expo, promoting the extensive menu services we offer. Visitors to our booth kept our sales team hopping throughout the weekend, giving us the chance introduce publishers to our many services. Book distribution was a hot topic again this year, as was book manufacturing.

The convenience of printing and distributing “under one roof” was, as always, a big attention-getter at the show. Throw in our composition and design services, and publishers saw that the clichéd “one-stop-shop” really does exist at BookMasters^®!

Amanda Dowdy and Matt Wurster were at the BEA as well, representing AtlasBooks^® and displaying some of the titles we distribute. They worked hard developing new outlets to promote our publishers’ books and to garner attention for many of our hot titles. We hosted several author book-signings at the show and were pleased to have Lee and Chad from Aspirations Media with us at our booth for the weekend.

It was a pleasure to see so many of our long-time friends and colleagues at the show in New York and a joy to make many new acquaintances. Next year, the BEA will be May 30-June 1 at the LA Convention Center in Los Angeles, California.

July 5–8, 2007
Tokyo International Book Fair, Tokyo, Japan
http://web.reedexpo.co.jp/tibf/english/

October 10–14, 2007
Frankfurt Book Fair, Frankfurt, Germany
http://www.frankfurt-book-fair.com

November 9–11, 2007
Miami Book Fair International, Miami, Florida
http://www.miamibookfair.com

November 10, 2007
Kentucky Book Fair, Frankfort, Kentucky
http://www.kybookfair.com

This calendar was up-to-date and accurate as of July 11, 2007. Information was culled from a number of sources. BookMasters cannot be held liable for the accuracy of the information within. Please visit the listed Web sites for more information.

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© 2001 — 2007 BookMasters^® © 2001 — 2007 The BookMark All Rights Reserved

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Volume 5, Issue 7 July 2007 The BookMark is our free monthly newsletter featuring news and information of use to publishers, authors, retailers, and others involved in the publishing industry. On the first of every month, The BookMark will deliver useful tips, helpful news, and upcoming events directly to your electronic in-box. If you would like to receive a free copy of the The BookMark in your monthly e-mail, please visit http://www.bookmasters.com/subscribe.htm and complete the subscription form. IN THIS ISSUE: Industry News & Events The Best Book Marketing Tool in the World BookMasters Attends BookExpo America Upcoming Events The Best Book Marketing Tool in the World by Scott Ginsberg Advertising is expensive. Brochures get thrown away. Cold-calling sucks. Internet pop-ups are annoying. What’s an author to do?Two words: "Free books." The greatest marketing tool in the world.Now, I’m not talking about standing on a street corner with a box of books and a sandwich board handing out free copies to every person who walks by! That’s a waste of your time and money. The truth is, giving away free books is more strategic than you think. It requires a plan. This article will explore five effective ways to get the most bang for your book. The Guy Sitting Next to You on the Airplane Imagine having a friendly conversation with the person next to you on an airplane. After the two of you tell each other about your respective jobs, he asks for one of your business cards. You reach into your briefcase and say, “Actually, here—enjoy this copy of my book! I’d be happy to sign it for you too.” Wow. You become an instant celebrity. An author! Aw shucks, I never met an author before, the guy thinks. And while you might not think it’s that big of a deal, to the unassuming stranger sitting next to you, it is. And think about this: When was the last time you met someone on an airplane, got back home, and then told everyone about that person? Probably never. Well, guess what? If you give someone a free copy of your book, that’s exactly what they will do. My, What Large Envelopes You Have FACT: It’s a lot harder to throw a piece of mail in the trash if there’s a signed copy of your book inside. Why? Because it’s valuable (unlike every other annoying piece of direct mail that person receives on a daily basis). According to Dan Poynter’s bestselling book, The Self-Publishing Manual, “When your book first comes out, prepare yourself to send out at least 200 free copies.” That might seem like a lot for the first time author, but think of it this way: What if each person you sent that free copy to bought another 20 copies for their office? Or friends? Or book club? That’s 4,000 more books sold. All because you sent out that measly 200 copies first. Nice. The People You Serve If you’re an entrepreneur, businessperson, service provider, or consultant, don’t forget to send a free copy of your book to every client you’ve ever had. Even if you’re not working with that client anymore, throw a book in the mail for $1.59 with a quick note and your business card. You never know; they might call you back and hire you again! For customers and clients you still work with, sending them a free book will reassure their confidence that they’ve hired the right person. Because you’re the go-to person. The expert. Furthermore, you will enhance your level of value and therefore increase your customer’s level of loyalty. Reward Courageous People If you’ve been hired (or invited with no pay) to give a speech about your area of expertise, don’t forget books! And not just to make available for sale after the program, but also as gifts. Try to give at least one book to an audience member as thanks for his or her question or feedback during your program. Everyone else in the audience will be jealous that they didn’t win a free book, which will ultimately boost sales in the back of the room! Key Players Write a list called “Top 50 People Who NEED to Read a Copy of My Book.” Send a free copy along with a letter explaining who you are and why that book is of importance for them. For example, if you’ve written a children’s book, consider sending copies to various teachers or principals. You never know, they might buy 1,000 copies for the entire school! Or if you’ve written a spiritual book, send copies to local or well-known pastors and faith leaders. They tend to have vast networks, and if they like your book, who knows? Maybe they’ll tell everyone about it. You Never Know Although I’ve only been writing books for a few years, I’ll be the first to tell any fellow author: Free books are your best marketing tool. I can trace tens of thousands of dollars of business to a single free book I once gave to a stranger at a conference! You just never know! And because of that, because “everybody is somebody’s somebody,” you owe it to yourself. You worked hard writing that book. Now it’s time to share it with the world. And sometimes all it takes is that ONE free copy to start a marketing snowball that lasts for years to come! Ultimately, Dan Poynter was right: “Your book is the last business card you’ll ever need.” Scott Ginsberg, aka "The Nametag Guy," is the author of three books and a professional speaker who helps people maximize approachability and become unforgettable. To book him for your next association meeting, conference, or corporate event, contact Front Porch Productions at 314-256-1800 or e-mail scott@hellomynameisscott.com. If you would like additional information on advertising and promotions, please contact BookMasters' Marketing and Distribution Department at 1-800-537-6727 and ask to speak to a sales representative for assistance. Visit www.bookmasters.com/atlasdistribution/index.html for more information on services we offer! BookMasters^® Attends BookExpo America As we have for many years now, BookMasters^® exhibited at the Book Expo America (BEA) again this year. The convention was June 1-3 at the Jacob K. Javits Convention Center in New York City. According to the BEA Web site’s post-show report, more than 37,000 people attended the show this year from all 50 states, every Canadian province, and 83 other countries. Account Executives Sue Bray, Emily McQuate, Cathy Purdy, and Shelley Sapyta represented BookMasters at the Expo, promoting the extensive menu services we offer. Visitors to our booth kept our sales team hopping throughout the weekend, giving us the chance introduce publishers to our many services. Book distribution was a hot topic again this year, as was book manufacturing. The convenience of printing and distributing “under one roof” was, as always, a big attention-getter at the show. Throw in our composition and design services, and publishers saw that the clichéd “one-stop-shop” really does exist at BookMasters^®! Amanda Dowdy and Matt Wurster were at the BEA as well, representing AtlasBooks^® and displaying some of the titles we distribute. They worked hard developing new outlets to promote our publishers’ books and to garner attention for many of our hot titles. We hosted several author book-signings at the show and were pleased to have Lee and Chad from Aspirations Media with us at our booth for the weekend. It was a pleasure to see so many of our long-time friends and colleagues at the show in New York and a joy to make many new acquaintances. Next year, the BEA will be May 30-June 1 at the LA Convention Center in Los Angeles, California. July 5–8, 2007 Tokyo International Book Fair, Tokyo, Japan http://web.reedexpo.co.jp/tibf/english/ October 10–14, 2007 Frankfurt Book Fair, Frankfurt, Germany http://www.frankfurt-book-fair.com November 9–11, 2007 Miami Book Fair International, Miami, Florida http://www.miamibookfair.com November 10, 2007 Kentucky Book Fair, Frankfort, Kentucky http://www.kybookfair.com This calendar was up-to-date and accurate as of July 11, 2007. Information was culled from a number of sources. BookMasters cannot be held liable for the accuracy of the information within. Please visit the listed Web sites for more information. Recommend The BookMark to a friend. Click to Subscribe to The BookMark. If you feel you have received this newsletter in error, please click to Unsubscribe. Questions, comments, or content for The BookMark? Let us know. Suggest topics you'd like to see appear in The BookMark. Prefer a text only version? Subscribe. © 2001 — 2007 BookMasters^® © 2001 — 2007 The BookMark All Rights Reserved