I’m sure you’ve heard the term SWAG and loosely know what it means—cool stuff given away for free to promote something. People love free stuff, and it’s a great way to advertise your books and reward your current readers or future readers. So, SWAG works well with book promotions, but it must relate to your book somehow: the cover, characters in the book or the setting.
Here’s where the term SWAG originated:
The freebie swag, sometimes also spelled schwag, dates back to the 1960s and was used to describe promotional items.
https://www.merriam-webster.com/words-at-play/what-does-swag-mean
When I first started my book business in 2014, I started with bookmarks for SWAG.
Bookmarks
A key SWAG item for authors is a bookmark, so I have created bookmarks for each book and given them away for free anywhere I can. I also include all of my bookmarks in any book order. I order them from overnightprints.com and have been happy with everyone. Most are two-sided which you pay extra for, but the newest one is only one-sided.
In 2020, I released the biography of the most famous square dance caller in the world, Marshall Flippo. I created a book pre-order system and had a monthly drawing for SWAG—items I purchased with his picture on them. Now that sounds expensive, but it wasn’t.
Inexpensive SWAG Sources:
I used two online photo companies:
I have bought from each of these fantastic companies regularly for several years, so the SWAG for Flippo’s book promotions cost me nothing but the shipping. Weekly I get advertisement from them, and often they offered several items for free—my cost, the shipping. So, I waited until one company offered the suitable items for free and ordered them. I stockpiled several for the Zoom Launch Party and gave them as door prizes.
Look at a sampling of some I bought:
I also made book bags, spiral notebooks, and coffee mugs. The most popular were the deck of cards and the coasters. In reality, the choices are limitless. If you do not receive emails from these companies, sign up for one or the other (or both if you create photo gifts). You’ll probably need to buy something to receive the emails with the free promotions.
Ultimately, the recipient of the SWAG connects it to your book and might encourage a sale or two. That’s its main purpose: advertisement for your book.
What do you do for SWAG? Share your ideas in the Comment section below.
Visit my website to find out about my new book, Coronavirus Reflections: Bitter or Better? and my other five books and three cookbooks: https://laradasbooks.com
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