How do we prepare for the holidays?
Oh, look, I get it–after weeks and weeks of holiday-themed newsletters, emails, blog posts, and tinned Christmas music piped over the mall speakers, it’s easy for the season to lose its luster. And it’s true, after so many days and weeks harping on the same note (angelically, we hope) the holidays can begin to feel a bit … stale.
But that’s why we keep trying to come at it from different angles! Appropriately, too, since that’s what today’s post is all about: brainstorming new and fresh ways to prepare yourself as an author and your book too for this festive season. How do we best make use of the holidays and market our books to visiting friends and family, co-workers, neighbors, as well as the general community…without coming off as opportunistic…or worse, stale?
Here’s my suggestion:
Do what you love to do during the holidays, only find a way to be an author as well as an ordinary shopper, gift-giver, and so on. You don’t have to sacrifice anything, least of all that all-too-precious authenticity, in order to be both and do both.
Maybe you like baking cookies. I’m a traditionalist–gingerbread, snickerdoodles, sugar cookies, and sandies for me! But my family? Their roots go way back, to date-filled oatmeal cookies, cappuccino flats, Scandinavian almond bars, pfeffernüsse, orange and ginger shortbread, and all sorts of delicacies I’m not much good at putting together. (Dipping stuff in melted chocolate?? Only if it’s a spoon or my hand, thanks. Otherwise, the entire house gets decorated in splatter.) Here’s the thing, though: no matter what you like to bake, it’s a great excuse to make the rounds at your neighbors’ as well as pretty much any social gathering you can think of–potluck, luncheon, shower, office party, etc–and to spread the word about your book at the same time. Tuck a bookmark with a picture of your book on it into the basket of goodies, and voila! Word is spread, and without great expense while keeping you doing the thing you love best at the holidays.
Or maybe you’re a nice version of the Grinch, in that you want to do anything other than another holiday-themed thing. In that case, you can lift a page from REI’s #OptOutside campaign (only perhaps we should call this #GoodGrinch-ing? I’m sure you can come up with a better hashtag). Throw a party, any other kind of party that is, or maybe launch a little crowdsourcing campaign of your own where you ask others to partner with you in doing something bigger and greater than just buying your book. Like REI, can you transform a single consumer behavior–abstaining from shopping for a day, in their case–into a statement? Maybe you decide to start a matching strategy, where for a limited time, for every copy of your book that is purchased, you’ll gift a copy to local libraries? Or perhaps, for every three copies of your book that are purchased, you donate a shoebox to Operation Christmas Child? The possibilities are endless. The key is to remember that you yourself have to believe in the mission you’re setting out to accomplish, and that mission is more than just making bank. The great thing about this idea is, too, that it can be adapted to other times of year! (But you have to admit, it’s really well-suited to the holidays.)
There are so many ways to branch out during the holidays, bringing fresh air to the age-old necessity of marketing your book effectively while also maintaining your sanity (and integrity!) at a busy time of year.
Have you found a way to market your book around the holidays that doesn’t feel stale or opportunistic? I’d love to hear about your experience. Please drop me a line in the comments section, and I’ll include the best ideas in next week’s “In Your Corner” post!
You are not alone. ♣︎