Author Swag and Merch: Does it Help Sell Books?

Should you create swag? How about merchandise? What is it? Does it help? I’ll tackle these questions, plus tips on how to get started.

These are marketing techniques. You can make them as simple or as complex as you want.

How Swag & Merch Can (Potentially) Sell Books

• They build a sense of belonging, exclusivity, and loyalty.
• They build a connection to the author.
• Personalized items, like signed bookplates, create emotional connections.
• They give your brand a deeper meaning, fostering brand loyalty and repeat customers.
• Digital swag can boost pre-order sales.
• Items like bags and mugs keep your book in the readers’ thoughts, so when the next book comes out, they’ll buy it.

Swag VS Merch

Swag

Swag is something free that’s given away., usually at book fairs and conventions, to help readers remember you and your book. Sometimes the reader will share it with others, which is free advertising.

Swag includes business cards, stickers, buttons, bookmarks, trading cards, notepads, posters, pens, even candy and hand sanitizers. The first five cost less to make and buy. However, the last five last longer and can make a bigger impression. To make a bigger impression, choose items that tie into your genre. For example, lip balm for romance.

Staples® or your local print shop can make business cards, notepads, notebooks, and Post-it Notes. The cost will vary and can get expensive. I printed my business cards through Staples. It was incredibly simple, inexpensive ($20 for 250 cards), and the results were fantastic.

For pens, pins, stickers, bags, etc., several authors recommended Imprint. I haven’t used their services, but I have received products from companies that do, and they look professional.

When you order swag, you typically buy in bulk, like 300 pens at a time. So, you should only buy them if you plan on going to a convention or book fair.

Is it worth it?

Business cards, absolutely, bookmarks as well. Maybe buttons. When I checked, they were about $28 for 50 two-inch buttons, not including shipping.

Does swag sell books? Also, a maybe. Suppose you sell five books after distributing 50 buttons. If your book’s royalty is $3, that’s a total of $15. You’d need 10 people to buy your book just to break even. The odds of that happening are low. Even so, buttons are quite fun!

The odds are different if you have several publications. The more books you have, the better your chances become.

FINAL THOUGHT

The low return on investment (ROI) makes this a poor investment for debut authors.

Digital Swag

This includes deleted scenes, bonus content, a look behind the scenes, maps, coloring pages, character art, recipes for food and drinks mentioned in the book, and a playlist. You can make all these available for download or post to your newsletter. And you can do this at no or little cost to you.

Digital swag is so fun to receive. I enjoy getting a closer look at the world of the author.

I created a website for my fictional town. At the end of my book, I have a travel poster for the town with a URL. The website includes places and things mentioned in the book and in upcoming books.

FINAL THOUGHT

Overall, the ROI is great. Worth it.

TIP: Swag should have your name and your book somewhere easy to spot on it.

Examples of merch I made

Merch

Merchandise refers to goods offered for purchase. It can act as advertising, but it’s really a side hustle. Merch includes all the swag, plus items like T-shirts, bags, mugs, water bottles, journals, and totes.

Merch can have your book info on it, but it’s often more creative, like “Team Edward” and “Team Jacob.” Your product could feature a quote from your book or have an illustration of a character, location, or item from your book. I’ve seen authors add to their inventory by creating designs about their genre or generic designs like “future best-selling author.”

You can sell merch on your website using Printify. Or you can sell through a print on demand (POD) shop like REDBUBBLE and TEEPUBLIC. I recommend doing one of those over printing and selling them yourself. That’s an entire business on its own!

Does merchandise help sell books?

No, it’s the other way around, your books will help sell merch. Merch is passive income. Once made and uploaded, you’re done. Will you make a lot of money? Maybe not, but you could make enough for a nice dinner now and then.

If you like to see some of the merch I made for my book, click here.

FINAL THOUGHT

Overall, the ROI is good. And it’s pretty cool to see someone wearing a shirt you designed.

Tips on Making Designs

Whether you make your design just typography, your book cover*, a doodle, or detailed art, consider the audience and the medium.

For shirts and mugs, opt for simpler artwork with a limited color palette. Complex designs or those with hundreds of colors often appear muddy or fuzzy when printed.

Always use a transparent .png at 300dpi.

*If you use your book cover, make sure you have the rights to put it on merchandise. If you used stock imagery for your cover, you must also have commercial rights to each image. Book covers work best on business cards, trading cards, notebooks, and bookmarks.

If you’re not a designer or artist, places like Canva and Kittl can help you design your image.

Have you created swag or merch? Any tips you’d like to share? If you have any questions, leave a comment.

H. R. Sinclair is an urban fantasy author and artist. She was born and raised in Southern California, but now lives and works in New England. Her debut book BLOODSTONE has a witch, a ghost, and a secret. Follow H. R. and learn more about her and her books by visiting her website. Her merch shop here: shop.

A Guilt Trip

Have you ever gone on a guilt trip? Have you ever given one? You must be nice if you give trips. I have never seen guilt trips show up on all those ads you see here, there, and everywhere though. Maybe it should just be guilt since you go nowhere. Actually, you could be going many places, which causes the guilt. I should just go jump off the dock above now, huh?

Thanks. but no thanks. Too cold. Plus, fish poop there. Seagulls do as well. People probably have too. Let's not feel guilty about avoiding pink eye, okay?

What am I going on about? Haven't I guilted you into it yet? I guess I should feel guilty that I didn't do my job. Pfffft to that. I'll just double down and beat it into the ground. No guilt here.

Do you ever let yourself feel guilty because you are doing other things instead of writing? Do you spiral afterwards? Does that rabbit hole need a flashlight? 

Nah. It needs a shovel. Fill in the hole and leave the guilt there. There is no reason to feel guilty about not writing enough if life is in the way. It doesn't matter whether it is in the way because you have work or are out enjoying it. It just doesn't matter.

You need to eat and pay the bills. You need to feed the kids, dogs, cats, etc. You need to do such things. So unless you are a millionaire author, there is nothing to feel guilty about when you are doing what needs to be done.

When it comes to enjoyment, you are doing such things to gain experience and because you enjoy them. I know. Imagine that. Joy from enjoyment. You can't spend all your time behind a computer. You are only able to do such things at certain times, ages, etc. So do them without guilt.

The writing will be there. You'll get to it when you get to it. No need for a guilt trip that literally goes nowhere. That is unless you are sitting in your underwear 24/7 for months on end and literally doing nothing or going nowhere. You can feel a little guilty in that case. You may also want to seek professional help.

Do you feel guilty when not writing? Do you realize it isn't something you need to feel guilty about? Ever taken a guilt trip? Where did you end up? Timbuktu? Was it cheap? I don't feel guilty asking.

Let's bury the guilt in that rabbit hole with a shovel because when you are the one buried you won't feel guilty about nothing. You'll be dead. Harsh, but true. I have no guilt saying it.

Write when you can and kick the guilt to the curb. 

The IWSG has a guest article at the My Story Doctor site! Quite the honor. We talk about dealing with negative, so please check it out.

Podcasting as an Author: Expanding Your Reach and Embracing Imperfection

By Tyrean Martinson

How I Got Started

For years, I thought about starting a podcast but I was unsure if I had the right equipment or expertise. When my church podcast started and I was asked to join, I realized I had the basic tools I needed—I just had to go for it. We had minimal equipment and no prior experience, but we learned as we went. That experience showed me that anyone can start with what they have, improve over time, and build something meaningful.

Start Where You Are—Perfection Not Required

Like writing, podcasting is a journey, and growth comes with experience. Your first episodes might not have perfect audio or flawless delivery, but they will have you, and that’s what listeners connect with. If you wait for perfection, you may never begin—so start with what you have and improve along the way.

In the current age, it’s more important than ever for readers to hear and/or see you being authentically human.

The Basics: What You Need to Get Started

Podcasting doesn’t require an expensive setup. Many successful podcasts started with minimal equipment and upgraded as their audience grew. Here’s what you need:

1. A Recording Device
Your smartphone is a recording device. If you’re starting with little to no budget, apps like Voice Memos (iPhone) or Voice Recorder (Android) work well enough. As you progress, investing in a USB microphone (such as the Blue Yeti or ATR2100x) can improve sound quality.

2. A Recording Space
Sound quality is just as much about the space around you as it is about equipment. The best recording space is quiet and free from echo—think small rooms with carpet, curtains, and bookshelves to absorb sound. If you don’t have a dedicated space, a car can be a recording studio due to its soundproofing.

3. Hosting and Distribution
Once you record an episode, you need a way to share it with the world. Free platforms like Substack now offer built-in podcast hosting, making it easy to get started. Other free or low-cost platforms include Anchor (by Spotify) and Podbean. If you feel comfortable with video, you can also record and upload your podcasts on Youtube, Rumble, or on Instagram and Facebook live.

Vocal Warmups for Podcasters

Just like singers and public speakers, podcasters can benefit from vocal warmups to enhance clarity, control, and confidence. Here are a few simple exercises to prepare your voice before recording:

Deep breathing exercises–Inhale deeply through your nose for four counts, hold for four counts, and exhale slowly through your mouth for four counts. This helps relax your vocal cords and improves breath control.

Tongue twisters—Practice phrases like “Red leather, yellow leather” or “She sells seashells by the seashore” to improve articulation and pronunciation.

I do these warm-ups every time I podcast because I have some speech differences—because I was partially raised by my grandmother who had a late cleft palate surgery and who also had a stroke. I spoke with her daily from the age of two onward, and I mimicked her way of speaking, along with mimicking my parents’ way of speaking—and my mom had one deaf ear, while my dad had a strong regional Oregonian accent. Knowing that I have those differences of speech, I work on my vocal clarity regularly, although honestly, there are days when I get complacent, and later… well, if I’ve recorded, I can hear it. Instead of closing my podcast down in embarrassment, I keep going and I keep working at it.

The Power of Podcasting for Authors

Podcasting is an opportunity to engage your audience in a way that shows your authenticity as a human. You can share insights into your writing process, discuss themes in your books, interview other authors, or even serialize your own stories. Podcasting allows for deeper conversations and long-form storytelling, creating stronger connections with readers.

Another benefit of podcasting is that it can prepare you to speak publicly. Many authors prefer not to publicly speak, but there are times - like at in-person book events - when it is helpful to be able to speak about our books. Podcasting can help us practice this skill from the comfort of our own individual space before we speak to people in public.

Where to Start Listening

Here are some podcasts that showcase the breadth of what’s possible:

The Creative Penn Podcast—Hosted by Joanna Penn, this podcast focuses on writing, publishing, and book marketing with a mix of solo episodes and guest interviews. She also hosts the Books and Travel Podcast.

Self Publishing with ALLi—A podcast by the Alliance of Independent Authors covering everything from self-publishing strategies to book marketing and industry news.

Mysteries, Monsters, & Mayhem—Hosted by Shannon Lawrence and MB Partlow, this podcast delves into all things creepy, mysterious, and intriguing—from true crime to cryptids, and everything in between. Each episode is served with a sense of humor, making for an engaging and entertaining listen.

The Truth About Storytelling—this is my podcast which I hope inspires writers, readers, and creatives. Each week, I delve into topics such as the writing process, sharing work, the perseverance required to continue creating, and finding joy throughout these endeavors. I also have the Tyrean’s Tales channel on Rumble, and have uploaded some episodes on Youtube.

Embrace the Journey

Starting a podcast as an author doesn’t have to be overwhelming or expensive. It’s okay to begin with just a phone and a free platform and build from there. The key is to start and keep going—because the more you podcast, the better you’ll become. Your readers (and listeners) don’t need perfection; they just need you.

Hit record, speak your story, and let the world hear your voice.