The $0 Marketing Strategy That Keeps Surprising Me

Once Breathing Freely was live for sales on books.by/haleighmathis, the last thing on my mind was, “How do I spread the word?“ Though, it was probably something I should have sat down and put serious thought into. Once I had sent the announcement to my Reader’s List and waited a few hours to post on social media, I was left twiddling my thumbs, thinking, “Now what?”

Granted, that thought was short lived because the Congrats! A Copy of Your Book Sold! notification kept the excited high front and center throughout launch day — I’m still in awe of the support I’ve received, thank you.

The following morning as I was getting ready for a doctor’s appointment, my mind was reeling through the flashes of possibilities like the rapid-fire slide show in the scene from Disney’s Tarzan.

What if this gets big? Like, movie big?

What if those sales where simply beginner’s luck?

What if the reader’s hate it?

I should probably do some local events to get the word out, but how, where and with what funds?

Oh, books signings would be fun!

Alas, a plan was formed, albeit a murky plan. I still didn’t know the first thing about organizing book signings. I shamefully admit to you now that I’ve never attended one that wasn’t for my own work. But, I didn’t let my inexperience or lack of knowledge stop me. If you know me, you know I love talking with people. All people. Especially strangers. Who better to blab to (and possibly overshare with) than a stranger you may never see again, or even better, a potential friend? Right?

After my appointment, I swung through the drive-thru of a local coffee shop, Dakota Coffee Works of Dothan, and ordered a latte to treat myself for a positive report from my doctor. Okay, fine. You caught me. I just wanted the coffee. After the lovely lady handed me the cup of good bean juice, I was about to pull away but caught myself and asked, “Hey! Do y’all happen to host small events like… book signings perhaps?” Her response was, “Umm, I’d have to ask. Why? Do you know someone needing a signing done?” I smiled softly and answered, “Yeah. I do. I published my first novel yesterday and —” She cut me off mid-sentence, “No way! Congrats! What’s it called?"

She wrote down all of my information, the title of my book, and promised to reach out after she spoke with the owner.

When I got home, I followed that same line of thinking and hopped on my hometown’s page and made a post inquiring if there were any local businesses interested and wiling to host a signing for a previous alumnus and former resident and that I was truly wanting to celebrate with the people who helped inspire my book in the place it’s modeled after. The comments caught wind.

The Emma Knox Kennan Public Library was tagged in multiple comments and one of the librarians reached out. An English professor at Enterprise State Community College (ESCC) also commented and invited me to have one there.

I reached out to my dear friends at Boulevard Coffee Company, business partners I grew close to while I owned and operated my own coffee shop, and asked if they’d be interested in hosting an event as well — they were my first yes, though we agreed to a date that was months away. (God knew what He was doing on that and a later date was a blessing)

A few days later, the librarian called me to lock in details. Not even five minutes after we hung up, Dakota Coffee Works came across my phone screen. Signing number two’s details were hammered out, as well. The next day, the English professor and I exchanged email correspondences to iron out the details.

And just like that, I had a mini book signing tour.

$0 spent, unless you include the latte.

The signings went better than I expected! With nothing to compare them to, I had one rule: Enjoy Yourself. And I did! I talked about books, not just mine, inspiration, thwarted plans, timing, and finding your way back to your dream.

Just before my last signing, I dropped some copies of Breathing Freely off at BLVD Coffee Co. to go on display to be sold (with the owners permission) during the two weeks leading up to the event. None sold, but that was okay. The signing still happened and I still had a good turnout and had a blast.

A few weeks after the tour ended, I thought about pulling the copies from BLVD to give them back their shelf space, but then I received a CashApp notification with a comment “Breathing Freely (My moms super excited)”.

Because I hadn’t set copies out anywhere else, I knew it was a customer at BLVD.

I decided to let the rest of the copies stay.

About a month ago, my daughters and I joined my mother-in-law on her work trip to Guntersville, AL. We stayed at the beautiful Lake Guntersville State Park Lodge. If you’ve never been, please, add it to your bucket list. The views are absolutely breathtaking.

I still needed to get my husband something for Father’s Day. He’s an outdoorsman at his core and my heart was set on finding something unique to Guntersville to support his hobbies. I looked up local outdoors stores and stumbled upon a recently opened shop by the name of Cast and Trail Outfitters.

The following morning, we had brunch as a family and then set out to find Cast and Trail. It was actually less than a mile from where we had eaten. Tucked away behind a gas station on the main strip was a mini shopping center which housed our sought after destination. The windows had been painted with cute signage and the displays were inviting. The atmosphere inside was a cross between boutique and Academy Sports — something a woman like me found to be visually appealing. It was cozy.

My kids decided to explore immediately, and with my mother-in-law there, I wasn’t worried with losing sight of them and something getting broken. The shop owner, Laci, greeted us warmly and kept the conversation flowing easily. I neared the front desk and was shocked to find pottery. Yes, pottery! Handmade, hand painted, beautiful mugs. One of which had a black dragon, mid-flight, and a smaller golden dragon. My head whipped to the owner and a slow, excited grin spread on my lips.

I had to ask.

“Is that… Tairn and Andarna from Fourth Wing?”

Laci’s smile was answer enough, but she graced me with, “Yes! Do you read?”

Our conversation went from casual to something resembling long-lost friends in about .2 seconds, flat.

While we were gushing over what we’ve read and sharing recommendations and personal reviews, my “middle” child, Hayden, chimed in with, “My momma wrote a book, too!”

I didn’t know what to do.

My heart squeezed at the admiration and pride in my daughter’s voice, but I didn’t want to shift the conversation to me. It seemed selfish.

I chose to smile and admit to the truth of Hayden’s words.

Laci congratulated me and I smiled and thanked her.

Then, Laci asked what my novel was about. I don’t know why this surprised me. Laci was obviously an avid reader, like myself. But I was genuinely shocked. Even more so when she pulled out her phone and asked where she could get a copy.

That conversation closed and I bought a few items for my husband, I opted out of a mug, even though I really did want the one with flowers.

Not long after we returned to the lodge, I received a books.by notification saying that Laci had ordered a copy.

I had to tell Hayden.

“Hayden! That lady at the shop, the one you told about my book? She just bought a copy, look!”

I showed her the notification and her face lit up as she yelled, “Yay! Momma, she bought your book!” (I’m tearing up about it again, now.)

I thanked Hayden for her little marketing moment and we hugged. I later received notifications that Cast and Trail Outfitters followed my page and the gratitude for the moment resurfaced tenfold. I followed them back.

Days later, we returned home and I couldn’t shake the feeling and the draw to one of Laci’s mugs, specifically the one with flowers on it.

I lost the fight and looked up the shop on Facebook and sent them a message asking if I could possibly pay for a mug over the phone and have it shipped. Laci’s response was quick and eager. With the desire to keep the memories tied to the mug about the spirit of our connection, I asked Laci to pick one out for me.

Yesterday, a box arrived at my door.

Inside it, carefully secured in bubble wrap, was a hand sculpted, hand painted mug with flowers on it.

I’m not at all knocking the benefits of paying for marketing, but what I’ve received in return from the organic option is much more than just sales. It’s been conversations that turned into friendships, strangers who became familiar faces, and moments that couldn’t have been purchased no matter the advertising budget. Those are the returns I never expected — and the ones I value most.

With a heart full of gratitude and a beautiful mug half-empty,

Haleigh