Thinking Inside The Box

In the comments section of a recent post, we began a discussion that bears bringing to the foreground, the question of what kinds of promotional items readers might find desirable (other than copies of your book, of course).

Terrie mentions giving away Yankees items because her short story in Murder New York Style has a large "Yankees" component. Clare mentions that many authors are auctioning off the ability to name characters, etc, in forthcoming books.

The picture here is of a new item I have in my store. (For detailed pictures of the parts of the set, see the product description.) I sell a lot of floral beads. I mean a LOT. And trying to find a fresh, new idea in floral beads is a challenge. But I love Kate Collins' frothy flowershop mysteries, and they seemed a natural match to my flower beads. Luckily, Kate agreed and signed six books for me to use in the project. But a book-bead combination seemed incomplete, so I added some matching silk ribbon along with "findings" for making a pendant, a bookmark, whatever. UPDATE: This sold within 24 hours to a woman who hangs out on the jewelry boards to which I belong. She's never bought anything from me before, nor has she read Kate's books, so with luck she'll like both our work!

Because regardless of what anyone in the publishing industry may think, I know that beaders are readers. And I'm looking to capitalize on the fact that they're looking for something new, both in beads and in books.

But I know my audience. I know I have to keep my price down a bit. Why? Because the people who buy this set will likely add their own talent, make some fabulous piece of jewelry, and then sell the jewelry with the book, and they have to be able to make a profit on that.

So, with luck, I hope several people will benefit from this venture: I hope to attract new customers and keep my customers who are looking for something new coming back for more, I hope to garner Kate a few new readers, I hope some jewelry artisans will be able to create unique items for their customers, and that, in the end, six people will end up with truly unique presents they buy for themselves or receive from others.

So I've been thinking about cross-promotion, and what unusual audiences a writer might find for her work. What's "inside the box" of your book? When you think about marketing, can you think of a group that might not normally be tapped who might be interested in your work? How can you get your novel into their hands, your name on their lips? (But keep this post from Heather Webber in mind: just because there's gardening in your book doesn't mean gardening clubs are your audience!)

"Niche" or "hobby" books, particularly cozies, have more obvious markets. But with work, I figure there has to be a way to find "different" markets for other kinds of books, too. So how about it, folks? Think inside your book...Where would you put your book that's not the standard bookstore aisle?