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By Elaine IsaakStreet Teams & Ninjas:
Free and Easy Promotional Tactics for Fans, Friends, and Chapter Members

(from July 2010 issue)

 

We all want to set off a great buzz campaign without spending a lot of time or money and harnessing fan energy can be a great way to start. In today’s world of small budgets and lack of publisher support for marketing, many published authors are talking about “street teams”—groups of dedicated fans, friends, or family members willing to go the extra mile to help make the author’s book successful. Even if you don’t have a big fan base yet, or you haven’t established contact with them, given the right direction, your RWA chapter or local writers’ group has the potential to become a street team.

 

When my first book was coming out, I drafted a “ninja” letter incorporating a variety of free and simple things my friends could do to help get the word out. I included the following list of suggestions. Most are totally free and very easy for street teams and chapter members to help promote their author-friends.

 

In-Person Efforts

• Ask about the book at stores, ideally a little before it comes out.
  
  
• Pre-order the book online or at a local store.
  
  
• Ask an employee to help find the book—calling it to their attention.
  
  
• Turn the shelf copies face-out.
  
  
• Place cards or bookmarks in works that might appeal to a similar audience or at the front of the store or library.

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