At three months out from your launch, it’s time to design your print collateral—but not print it yet.
That restraint matters. A strong review, endorsement, or award may still come in, and you’ll want it on your materials. Give yourself the flexibility to strengthen your marketing before anything goes to press.
This is the stage to design your core pieces: postcards, bookmarks, banners, and table signage.
Start with What Works (Not What’s Easy)
By now, you should have at least a few solid blurbs. Use them.
Turn those endorsements into marketing tools you can hand directly to readers. In live selling environments, two formats consistently outperform everything else:
Avoid 8.5 x 11 handouts. They’re bulky, forgettable, and usually end up in the nearest trash can. If it doesn’t fit in a pocket or bag, it doesn’t travel home with your reader.
Design for Flexibility
Always leave space in your layout for additional blurbs, awards, or media mentions.
You will almost always wish you had.
Think of your collateral as a living asset, not a one-time print job. The more adaptable it is, the longer it will serve you.
Your Table Sign Is Your Silent Salesperson
If you’re doing book signings or events, invest in an 11 x 17 sign mounted on foam core or hard board, paired with a simple metal stand.
This is not a data sheet—it’s a hook.
What belongs on that sign:
What doesn’t:
People don’t stop for information. They stop for intrigue.
Go Big with a Retractable Banner
For bookstores, conferences, and library talks, a retractable banner is one of the smartest investments you can make.
At about 78 inches tall, it:
Keep the design consistent with your table sign—same cover, same tone, same message—just scaled vertically.
And don’t miss this: include a clear QR code.
When someone is interested, you want zero friction between curiosity and purchase—especially for ebook buyers.
Think Long-Term, Not One Event
Well-designed print materials don’t just support one launch—they support every event, signing, and appearance that follows.
Do this right, and your collateral becomes a reusable sales system:
Design once. Use it for years.
Author Print Collateral Design Checklist
✅ Core Must-Haves (All Pieces)
✅ Postcards (Top Performer
Pro tip: Matte finish is usually more readable than glossy.
✅ Bookmarks (Reader Favorite
Avoid: Too much text. Bookmarks are quick-glance tools.
✅ 11 x 17 Table Sign (Mounted
Do NOT include:
✅ Retractable Banner (78" typical)
Critical: Check safe zones so text isn’t cut off at top/bottom.
✅ QR Code Best Practice
✅ Print Readiness Check (Before You Order)
✅ Smart Strategic Extras (Often Missed)
Beginning as a music journalist turned publicist, Kathleen Kaiser’s career spans over 50 years of involvement in the most exciting industries of her generation. From rock and roll in the 60s and 70s to the digital/internet revolution of the late 80s, 90s, and 00s, she has been a marketing professional for Fortune 100 companies, small startups, and conferences/tradeshows around the world. She turned her focus to the literary community in 2008 when she released her first novel. Named Publicist of the Year in 2016 by the Book Publicists of Southern California for her contributions to the literary community, Kathleen maintains a small list of clients that allow her to continue her volunteerism. She produces webinars and launched the podcast Talking Book Publishing in April 2021. Kathleen Kaiser & Associates
