The Lawn Won't Mow Itself

ALWAYS SELL – ALWAYS PROMOTE

Standing in line at the grocery store? Paying your utility bill? Having dinner at the local diner? Getting together for bridge and coffee with friends? All of these situations are perfect opportunities to promote your book. Granted, there is a fine line between promoting and being a royal pain, but authors should not be shy about getting a word or two in about their book.

Scenario 1: You’re standing in line at the grocery and you have written a cookbook. The person in front of you has red bell peppers and cilantro in her cart. You both smile politely at each other – as we all do in the line at the grocery. “You know, I have the best recipe for stuffed peppers in my new cookbook,” you say. “If you like cilantro, you’ll also really like the recipe I have for stuffed pork chops.” Hand the person a business card, postcard, bookmark or other promotional piece that has ordering information about your book. Chances are, the clerk will overhear you and will also want information about your book. That’s two possible sales, simply by not wasting the time you’re waiting in line to pay for your ice cream and onions.

Scenario 2: Paying your utility bill. Although the Internet has made online bill paying easy and safe, most folks still prefer to pay their bills the old-fashioned way – with either check or cash. Stick a bookmark or postcard in the envelope with your check. That envelope will pass through at least ten different sets of hands before it gets filed and/or tossed. That’s at least ten additional sets of eyes that will see your marketing materials – for FREE. It won’t increase the cost of mailing your payments. It won’t cause the power company to shut off your electricity. And, you just might sell some extra books. Besides, aren’t the utilities the ones who are constantly stuffing their envelopes with advertisements? Turnabout is fair play.

On a similar subject, depending on how much money you want to spend, most companies that send out mass mailings will allow you – for a fee – to put your advertising piece in their envelopes. The power, telephone or gas company’s marketing and/or advertising departments can give your prices. Just imagine, everyone who cooks with gas, has electricity, and talks on the telephone seeing your advertising materials. Be warned, however, this can get expensive.

Scenario 3: Having dinner. You just enjoyed a lovely dinner at the local diner. Leave your bookmark with the tip. Or, put a couple on top of the napkin dispenser. Most of the time, the busboy will clean up the table, take the tip and leave the advertising piece. The next folks who come along will undoubtedly read what’s put in front of them. Also, leave a couple postcards at the register or at the payphone in the lobby. Even consider leaving a piece or two in the restroom.

Scenario 4: Getting together for bridge with friends. Use a copy of your book as a prize for the winners. It will cost you very little, and before long, everyone in the party will want one. Leave a copy of your book on the table, on the kitchen sink, on the bridge table. When someone picks it up, don’t be bashful. Get excited and tell them all about your book.

Remember, don’t be shy about promoting your book. And, most of all, think outside the box. Every place you can go and everything you do is a potential marketing opportunity.