Whenever we send someone a book directly, or sell one at an event, we have an opportunity to include other things. Most commonly, these are bookmarks, which we also distribute wherever we can.
Business cards are also very useful to carry when you're meeting people, or standing around at a convention.
What are they good for? How can we make them maximally effective?
Bookmarks are the stand-alone representations of your books. They're popular as leave-behinds in bookstores or at group events, and are the obvious choice for inserts into your books when you sell directly (via online ordering or at trade shows/events).
There is debate about whether all bookstores want them, but many do. If you're not sure, ask.
What's the goal of a bookmark? To interest someone in buying another book. You can't list all your books on a bookmark, as though it were a mini-catalogue. That may seem plausible when you only have one or two books, but it defeats the purpose of seducing the reader with well-designed, professional information.
Instead, set up one bookmark for each series or important stand-alone book. Remember, when you start a series, you may not know how many books there will be, or what their names are. I created the bookmark above (using cover art from the first book) before I wrote a fourth entry and a story collection.
Focus on the first book of the series, name as many of the other books as you can without muddying up the image, and refer to “… and more” after that point. If you create a new bookmark for each series, you can be inventive about including a bookmark for series 2 in a book sale for series 1 to encourage cross-sales. Whenever you have any reason to mail something to someone, include a bookmark and a business card.
And since you may write faster than you use up a print run of bookmarks, future-proof them by using only digital contact information bits, not physical ones. I've moved since I made that bookmark, and I expect to move again before I run out of them.
Why business cards?
Let's be blunt. If you're in business and you don't have business cards, how do you expect to support a professional impression? A business card is a courtesy to a potential buyer or colleague or vendor. It keeps them from having to write down your contact information themselves.
Better yet, it's another opportunity to sell your product and seduce potential buyers.