I get swag occasionally and can confirm the feeling. It's like "oh my god, they like me!!!" haha. Especially love practical swag. I'm wearing a Quicksilver jumper (sweater) right now and will continue to do so until it gets worn out.
There was a time when the publisher would create tchotchkes (as we called them at Avon) to encourage indies to carry a book and use them for promotion. I can see why they don't know, with Amazon being 75% of the market, but I think they should be the one to be marketing to influencers, however more effective you are. That said, David Sedaris is famous for making them on his own dime and giving them out at signings (although not at the one I went to for BARREL FEVER), so this could be a winning strategy for you.
That said, if you're not alone as an author is having to create your own tchotchkes for marketing, it does suggest that co-op funds should be extended to authors.
Years ago, I heard through the Australian grapevine that some big-time authors have the amount of swag they'll receive from the publisher written into the contract (and how many hours of a publicist's time will be allocated). But times may have changed.
The publisher of my picture book provided bookmarks for a SCBWI Conference launch and some extras, and files for me to have more printed at my expense. I also had bookplates printed that I and illustrator Nina Rycroft signed, but bookstores had more than enough on their counter to add more giveaways, or a sign to say they were available with any purchase.
...Make sure that any item you will offer to sign will be printed in such a way that this is easy. If a printer adds varnish over an image or background, the product will look good, but any writing ink can smudge!
I loveeeee swag - specific swag - and figuring out what I want to merch out is my favorite part of the marketing process. As a beauty writer I usually get a bunch of free shit all the time anyway so figuring out what has really made an impact on me and what to learn from that to bring into the book market has been clarifying!
I know people will say yes to this question. However… heading to a conference once, I did the math and it was cheaper to buy author copies of my book and give the book away for free, then it was to buy wag and hope it lead to a book sale. Of course, it was one book in a series. Not sure I’d do it for a stand alone.
Swag is another form of marketing for your book. Do it. You need to create as many ways as possible to spread the word about your book.
Most people need to hear about something 6 to 8 times before they purchase it. So your book is something they’ll need to hear or see or read about or see some billboard or swag for 6 to 8 times. Think about that.
It’s a good investment, swag. If you’re going to spend years of your life writing a book, the least you can do is spend months of your life marketing it.
SWAG is such a weird, good word. I read in Sisson’s Third Epeolatric Language Fabricator Expression Locator and Burrito Maker that it is an anagram for:
I opted to walk the like between swag and marketing this time around—I made Snacking Dinners bookmarks to go with my books (and send to bookstores if I have relationships with them) but they also include a QR code to my Substack so people can continue the snacking conversation. We’ll see how it goes!
The primary swag I'm investing in right now is bookmarks. I figure people need bookmarks anyway, and even if they don't buy my books, they will be carrying that reminder with them everywhere they go 😊
I'm not sure this count as swag, but in 1996, the galley of John Lanchester's THE DEBT TO PLEASURE came wrapped in what I remember as a wooden box with lots of tissue paper and ribbon. That's the first Instagram-worthy mailing that I remember in those pre-Instagram days, and it made an impact considering that I still remember it almost 30 years later.
Ha! Going through this right now for my next novel. I've been in the biz for 15 years and for much of that time, I didn't even know if the publisher was doing any swag for the book. After the fact, sometimes. I've been told in the past that you didn't need swag for adult books. But you hit the nail on the head: today, the only promotion most novelists get is social media, and it's a visual medium. You need something to entice people to post about your book.
I get swag occasionally and can confirm the feeling. It's like "oh my god, they like me!!!" haha. Especially love practical swag. I'm wearing a Quicksilver jumper (sweater) right now and will continue to do so until it gets worn out.
Bookmarks. Readers feel guilty throwing them away : )
There was a time when the publisher would create tchotchkes (as we called them at Avon) to encourage indies to carry a book and use them for promotion. I can see why they don't know, with Amazon being 75% of the market, but I think they should be the one to be marketing to influencers, however more effective you are. That said, David Sedaris is famous for making them on his own dime and giving them out at signings (although not at the one I went to for BARREL FEVER), so this could be a winning strategy for you.
That said, if you're not alone as an author is having to create your own tchotchkes for marketing, it does suggest that co-op funds should be extended to authors.
Swag is always fun and engaging for the readers. Great story on swag here.
Years ago, I heard through the Australian grapevine that some big-time authors have the amount of swag they'll receive from the publisher written into the contract (and how many hours of a publicist's time will be allocated). But times may have changed.
The publisher of my picture book provided bookmarks for a SCBWI Conference launch and some extras, and files for me to have more printed at my expense. I also had bookplates printed that I and illustrator Nina Rycroft signed, but bookstores had more than enough on their counter to add more giveaways, or a sign to say they were available with any purchase.
...Make sure that any item you will offer to sign will be printed in such a way that this is easy. If a printer adds varnish over an image or background, the product will look good, but any writing ink can smudge!
I loveeeee swag - specific swag - and figuring out what I want to merch out is my favorite part of the marketing process. As a beauty writer I usually get a bunch of free shit all the time anyway so figuring out what has really made an impact on me and what to learn from that to bring into the book market has been clarifying!
I know people will say yes to this question. However… heading to a conference once, I did the math and it was cheaper to buy author copies of my book and give the book away for free, then it was to buy wag and hope it lead to a book sale. Of course, it was one book in a series. Not sure I’d do it for a stand alone.
Swag is another form of marketing for your book. Do it. You need to create as many ways as possible to spread the word about your book.
Most people need to hear about something 6 to 8 times before they purchase it. So your book is something they’ll need to hear or see or read about or see some billboard or swag for 6 to 8 times. Think about that.
It’s a good investment, swag. If you’re going to spend years of your life writing a book, the least you can do is spend months of your life marketing it.
SWAG is such a weird, good word. I read in Sisson’s Third Epeolatric Language Fabricator Expression Locator and Burrito Maker that it is an anagram for:
A) Souvenirs, Wearables And Gifts.
B) Something We Acquired Gratis.
C) Stupid Werewolves And Goats.
L) ShrugWear As Gifts. ¯\_(ツ)_/¯
I opted to walk the like between swag and marketing this time around—I made Snacking Dinners bookmarks to go with my books (and send to bookstores if I have relationships with them) but they also include a QR code to my Substack so people can continue the snacking conversation. We’ll see how it goes!
I love love love that zines are coming back!
The primary swag I'm investing in right now is bookmarks. I figure people need bookmarks anyway, and even if they don't buy my books, they will be carrying that reminder with them everywhere they go 😊
Oh my goodness, looking up Batcat RIGHT NOW. Currently working on an illustrated younger MG so this looks right up my alley.
Also your pencils look fantastic :)
"The point of swag is to get influencers (both formal and informal ones) to take pictures of it and post them on the internet." Aha moment for me!
I'm not sure this count as swag, but in 1996, the galley of John Lanchester's THE DEBT TO PLEASURE came wrapped in what I remember as a wooden box with lots of tissue paper and ribbon. That's the first Instagram-worthy mailing that I remember in those pre-Instagram days, and it made an impact considering that I still remember it almost 30 years later.
Ha! Going through this right now for my next novel. I've been in the biz for 15 years and for much of that time, I didn't even know if the publisher was doing any swag for the book. After the fact, sometimes. I've been told in the past that you didn't need swag for adult books. But you hit the nail on the head: today, the only promotion most novelists get is social media, and it's a visual medium. You need something to entice people to post about your book.