Don’t you love Google? As I prepared to write this blog, I took a moment for a quick Google search. My search terms were simply “how effective is a bookmark as marketing material?” You may be surprised by what I found.
Regarding the effectiveness of bookmarks as a means for a business or brand to market, I repeatedly found these keywords and variations:
- Effective branding
- Best marketing tool
- Effective marketing tool
I don’t know about you, but if I were to create my own customized list of what I look to gain from my investment in any marketing material, each of these terms would be included. Aren’t we all looking for effective ways to market?
Hopefully, I have your attention by now.
Have you ever wished you could hire your own personal sales team? Wouldn’t that multiply your efforts, increase opportunity, sell more books, and produce results?
Bookmarks are your silent sales team.
Just as a sales force goes out with a mission, purpose, or goal, so should your bookmarks. What do you want this promotional piece to do for you? What is your call to action? Do you want these bookmarks to be passed along as means of marketing you as a speaker? Are you hoping to gain more book sales? What’s your takeaway?
Define your bookmark’s purpose before you begin the design.
Because your bookmark is able to get your name, message, brand, and product out into the world, focus on key information. Guard against too much content.
- Your name
- Your logo
- Your website
- Social media icons and/or handles
- Book and/or product information:
- Book title/cover
- Book tagline or elevator pitch
- Where your book can be purchased.
Remember: No one on the planet needs to be told to purchase a book on Amazon; we all know books are available there. You can use your social media, newsletters, and other means as a way to point your audience towards Amazon sales. Use a phrase similar to “Available at your favorite local bookstore.” (Keep reading more on this to come.)
- Use the back of your bookmark for meaningful content, and you’ll have strong reader takeaway. Example: If you’re author/speaker Becky Harling, a bookmark to promote her Moody Bible Study, Who Do You Say that I AM? might include the I AM statements of Christ on the back.
Bookmarks go where you can’t.
We can’t be everywhere and do everything. This is especially true when it comes to sharing the message God has placed on our hearts. But a bookmark can go nearly everywhere.
A bookmark can contain the same basic information as a business card while gaining you more exposure. It distinguishes you among a sea of business cards.
Readers aren’t necessarily looking to connect with you professionally. Most just want to find their next great read. Churches and other organizations looking for speakers want to know you are an expert on your message. Having a book on your topic reinforces your expertise and/or provides you the space to highlight a few of your strong audience takeaways or topics. Let’s face it; we all want to know “what’s in it for me.” Our readers and potential audiences are no different.
Bookmarks are more often shared than business cards. They are more frequently accepted in multiples than a business card or even a flyer. Bookstores, churches, ministries, counseling centers, and schools are just a few places that love to have bookmarks on hand to be picked up by their patrons or to hand out.
Bookmarks stay longer than you can.
Because bookmarks are useful, serving a functional purpose, they are kept longer than most other promotional items. They are touched more frequently. They can be put aside, resurfacing at a later time as a reminder of you, your message, or your product(s).
Bookmarks can be your marketing and promotional “secret sauce.” Don’t use them sparingly. You never know who might buy your book or schedule you for their event just because they discovered you through the power of a well-designed, focused bookmark.
If you are only able to invest in one marketing and promotional tool, make bookmarks your choice. What’s holding you back?
Are you registered for the Speak Up Conference yet? There’s a writing track and a speaking track. With five keynote sessions, five-panel discussions, and up to 42 breakout sessions, you’ll get a remarkable amount of information during the July 14-16 Virtual event. Need scholarship help? Contact Bonnie@speakupconference.com for information.