Book Swag
Let’s Talk About Book Swag
An author I adore reached out to me recently to ask for ideas for book swag for her upcoming novel, particularly to entice book clubs to pre-order her book. At first I thought, I am the WRONG person to ask because I HATE book swag. But after sitting on it for a few days, I thought maybe I’m the PERFECT person to ask about book swag for that same reason. What would *I* want to receive? What would make me take a second look and not immediately discard?
Send me ingredients for a mocktail that is related to your novel. Include a nicely designed recipe card to make it a cocktail, if I so desire.
Introduce me to your characters with thoughtfully designed character cards that include a fun fact or quote. Make me want to get to know them even better by reading your book.
Include a QR code with a video message from the author tailored to the audience (in my case, media!)
Don’t send me stuff that will clutter my home like cheap jewelry, makeup, or cups. Most people don’t need or want more stuff.
I Don’t Love Book Swag and Here’s Why
As a book blogger, my mailbox is frequently filled with book mail, and it’s always exciting to receive new releases and ARCs (Advanced Reader Copies). Publishers and authors often include swag to make their packages stand out and to add a little extra something to the experience. While the intention behind this swag is appreciated, I’ve found that much of it ends up being disappointing.
Most of the time, the swag is cheaply made and not particularly useful. Things like flimsy bookmarks, low-quality stickers, or generic promotional materials often accompany the books. Unfortunately, these items rarely add value to my reading experience or my book collection. Instead, they usually make their way into the trash or recycling bin almost immediately upon opening the package.
Let’s Talk About Book Swag
It’s not that I don’t appreciate the effort; it’s just that I’d prefer fewer but more thoughtful items. Swag that’s functional, beautifully designed, or has a clear connection to the book can enhance my enjoyment and even help in promoting the book more effectively. Quality over quantity is key, and I believe many book bloggers and readers would agree.
Investing in flat, easy-to-mail items that are well-made and thoughtfully chosen would not only reduce waste but also leave a more lasting impression. Practical items like high-quality bookmarks, character cards, or beautifully designed prints can be cherished and used, rather than discarded.
In the end, meaningful and useful swag can make a huge difference in how a book and its promotional efforts are perceived.
How to Choose the Right Swag for Your Book
Creating effective book swag starts with understanding your end goal and keeping the recipient in mind. The type of swag that resonates can vary greatly depending on whether you're targeting bloggers and media outlets, book clubs, or individual readers. Here’s why figuring this out is crucial:
1. Bloggers and Media Outlets:
When sending swag to bloggers and media outlets, your primary goal is likely to generate buzz and secure reviews. Bloggers appreciate items that are not only high-quality but also practical and aesthetically pleasing, as they often showcase these on their platforms. Consider sending:
A custom box: Perhaps ditch the swag all-together and spend the money on a box that stands out. I receive A LOT of generic packages but a custom box always gets my attention (and has the added benefit of advertising the book to anyone who comes across the box as it is being mailed to me!)
Exclusive Content: A deleted chapter, author notes, or a signed bookplate can add a personal touch.
Promotional Materials: Items like postcards with book release dates, author interviews, or press kits that provide useful information for their reviews. This is useful for media outlets!
2. Book Clubs:
Book clubs thrive on discussion and community, so the swag should enhance their collective reading experience. Your goal here is to foster engagement and facilitate discussion. Think about including:
Discussion Guides: Thought-provoking questions and background information about the book and its themes.
Themed Recipe Cards: Recipes or drink pairings related to the book’s setting or plot to make their meetings more interactive.
Character or Scene Prints: Visuals that can spark conversation and deeper understanding of the story.
Downloadable Content: Access to exclusive digital content, such as a pre-recorded video from the author thanking the book club for discussing your book, an early chapter, short story, or author’s notes, sent via a code on a flat card.
3. Individual Readers:
For individual readers, the swag should create a personal connection to the book and enhance their reading journey. Your goal is to build a loyal fanbase. Suitable items might include:
High-Quality Stickers, Magnets, or Bookmarks: Items that readers can use to personalize their spaces or use while reading your book.
Exclusive Access to Digital Content: Codes for downloadable short stories, wallpapers, or author interviews.
Personalized Book Plates: Especially those signed by the author, making their copy of the book feel special.
Key Considerations:
Relevance: Ensure the swag relates directly to the book’s themes, characters, or setting.
Quality: High-quality items are more likely to be kept and appreciated, rather than discarded.
Practicality: Items that recipients can use in their daily lives or book-related activities tend to be valued more.
By tailoring your swag to the specific audience and keeping their preferences and needs in mind, you can create memorable and effective promotional items that not only delight recipients but also enhance their connection to the book. This thoughtful approach not only promotes your book more effectively but also builds a positive reputation for both the book and the author.
