Guerrilla Marketing: Creative and Unconventional Tactics to Sell Books
Sometimes, following the standard playbook isn't enough. In a saturated market, book marketing requires creativity. It demands that you step outside your comfort zone and try "guerrilla" tactics—unconventional, low-cost strategies that grab attention. Drawing from the "Tricks of the Trade" and creative ideas listed by Smith Publicity, here is how to market with flair.
The Physical Drop
One of the most charming guerrilla tactics is leaving your book in the wild. Leave a copy of your book on a train, a bus, or a park bench. Put a sticker on the cover that says, "Free book! Read me and pass me along." This isn't about lost sales; it's about finding a reader who might love your work enough to buy your other titles or tell a friend. It turns book marketing into a treasure hunt.
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Strategic Donations
Donating books is a tax write-off, but it is also a marketing strategy if done correctly. Don't just dump books at a thrift store. Target locations where your specific audience hangs out.
- Children’s Books:Daycarecenters, pediatric wards in hospitals.
- Thrillers/Mysteries: Senior centers, waiting rooms.
- Non-Fiction: Prisons, rehab centers, or community colleges. Getting the book into the hands of readers, regardless of whether they paid for it, increases your visibility.
The FedEx Trick
When trying to reach high-level influencers, producers, or top-tier media contacts, emails often get ignored. Smith Publicity suggests a clever "trick of the trade": Send your book via FedEx or UPS. A courier package has a much higher open rate than a standard envelope. Furthermore, writing "Requested Material" on the envelope (if you have had even a brief prior interaction) increases the chances it bypasses the gatekeepers.
Collaborations and Partnerships
Book marketing doesn't have to be a solo journey. Partner with organizations that support the cause or theme of your book. If your book features a protagonist with a specific illness, partner with a charity dedicated to that illness for a fundraiser. If your book is about dogs, partner with a local shelter. These partnerships provide great PR angles and allow you to tap into the organization's existing donor base.
Creative Merchandising
Think beyond the bookmark. Design merchandise that people actually want to use. If your book is a cozy mystery, branded tea bags might work. If it's a sci-fi novel, digital wallpapers or tech decals. Billboards are usually expensive, but Smith Publicity suggests looking for "low-cost billboards"—perhaps in smaller towns or digital community boards.
Conclusion
Creative book marketing is about pattern interruption. It stops people in their tracks and makes them pay attention. Whether it's a costume contest, a book left on a subway seat, or a cleverly packaged FedEx delivery, these tactics show that you are an author who believes in their work enough to do something different to get it seen.