Beyond the Business Card
As a local history author, you know that your ideal readers aren't just browsing online bookstores – they're out there exploring museums, attending historical society events, visiting local landmarks, and participating in community activities. The key to reaching them is meeting them where they already are, and one of the most effective ways to do that is by incorporating your book information into physical items that naturally fit into their interests and daily routines.
Bookmarks That Tell a Story
Bookmarks are the obvious choice, but don't settle for basic. Create bookmarks that feature a compelling historical photograph from your book alongside a QR code or your affiliate link (and coupon code!). Consider making them educational tools themselves – include a fascinating historical fact, a "then and now" photo comparison (then on the front-now on the back), or a timeline snippet that gives people a taste of what they'll find in your full book. Libraries, bookstores, and coffee shops are often happy to display interesting local content, especially when it's useful to their customers.
Postcards with Purpose
Design postcards featuring historical images from your research – old main street scenes, vintage buildings, or notable local figures. On the back, include a brief, intriguing excerpt from your book along with your affiliate link (and coupon code!). These work beautifully at historical sites, visitor centers, antique shops, and local businesses. Many shop owners appreciate unique local content that gives their customers something special to take home.
Museum and Historical Site Partnerships
Approach local museums, historical societies, and preserved buildings about creating custom materials for their gift shops or information desks. Consider designing specialized bookmarks or informational cards that specifically relate to their site while promoting your broader book. For example, if your book covers the entire county but you're partnering with a specific historic house, create materials that highlight that location's chapter while directing readers to the complete story.
Event Materials That Work Double Duty
When you're speaking at historical society meetings, book clubs, or community events, think beyond traditional promotional materials. Create handouts that serve as useful references – perhaps a timeline of local events, a map of historical sites mentioned in your book, or a glossary of local historical terms. Include your book information naturally within these resources, making them valuable enough that people will keep and refer back to them.
Business and Organization Partnerships
Local businesses with historical connections make natural partners. If your book covers the town's commercial district, approach current business owners about featuring their building's history on custom materials. Create tent cards for restaurants housed in historic buildings, informational sheets for banks or shops with interesting pasts, or display materials for real estate offices showing the evolution of different neighborhoods.
QR Codes: Your Secret Weapon
QR codes have made a major comeback and are perfect for physical promotional materials. They allow you to bridge the gap between physical discovery and digital purchase seamlessly.
A free QR Code generator you can use is: https://www.qr-code-generator.com/
This website is super easy to use - just type in your link, hit download and that's it! Just double check your QR code to make sure it's correct before using it.
Making It Sustainable and Cost-Effective
Start small and test what works in your community. Print materials in smaller batches initially, and track which locations and types of materials generate the most interest.
Your publicist can help you design and/or have your items printed for you.
The Long Game
Remember that physical promotional materials work differently than online marketing – they're about building awareness and trust over time rather than generating immediate sales. The person who picks up your bookmark at the library today might not purchase your book for six months, but when they're ready to learn more about local history, your book will be the first one they remember.
Physical promotional items also have a wonderful way of getting passed along. That postcard might travel from a tourist to a local history enthusiast back home, extending your reach far beyond your immediate community.
The goal isn't just to sell books – it's to connect with people who share your passion for local history and help them discover the fascinating stories that surround them every day. When you put your book information into their hands through thoughtful, useful, and interesting physical materials, you're not just marketing; you're contributing to your community's ongoing relationship with its own history.