Recently I had an interesting packet in my mailbox from Debbie Macomber. Though we’ve popped up on many an author’s mailing list, this one had some unusual inclusions that I thought were worth a mention.
First up, coupons. For a decent amount ($2) off Macomber’s upcoming hardcover books. Here’s the smart part: they’re only valid during the first week of a book’s release, when sales are especially crucial.
Next came stickers and a bookmark listing the dates of all of Macomber’s 2010 paperback and hardcover releases. You’re meant to put the stickers on your calendar, a nice touch.
Calendar stickers and a bookmark listing the dates of all 2010 Macomber releases
Finally, there’s a chatty, full-color newsletter that includes recipes, stories about Macomber’s family, and news about upcoming books. This is perhaps the most typical item in the package, but it’s well done and appealing.
A chatty newsletter full of photos, recipes and book news
Obviously mailing hundreds of envelopes full of $2 coupons is not the most efficient way for a new or midlist author to make it to the top of the bestseller list—but what about creating downloadable documents and sending out an e-newsletter containing links to items like these? That’s something that most publishers—or even authors—could fit into their marketing budgets.
I have been on Debbie Macomber’s mailing list for years and I always look forward to receiving it. I love to check out the blogs and websites of my favorite authors. Susan Wiggs is another author that has a very interesting blog filled with personal photos, stories and recipes. It’s the little things like this that I feel create a loyal following for an author.
“Mid-List Author”? Are you kidding me? Hannah’s List débuted at #5 on the NYTimes hardcover best-seller’s list. That’s mid-list?
Well, if you look at the headline you can see I’m aware Macomber isn’t a midlist author. Sorry if that wasn’t clear when I made my “midlist” reference, but what I was trying to say was that her strategy is something that just about any author can implement.