From Conference Swag to Christmas Cheer
How a convention giveaway becomes a bestselling mystery
Last year, my friend and fellow mystery author Joanna Campbell Slan had a brilliant idea. Instead of buying expensive ads in convention programs, why not write a pair of novellas, print them, and tuck them into the book bags of mystery fans attending major conferences?
It’s a tried-and-true publisher tactic. When I attended Bouchercon in Waikoloa, Hawaii, back in 2009, my Mahu mysteries were being published by Alyson Books. The publisher shipped boxes of Mahu Surfer and Mahu Fire to the Big Island, so readers could discover them firsthand—and I suspect that visibility helped me win the award for Best Police Procedural that year.
Joanna and I adapted that idea for the indie world. We co-wrote a brand-new book, Death at the Dog Park, to introduce readers to our canine sleuths—Kiki Lowenstein’s Gracie and my own golden retriever, Rochester. We shipped copies to three conventions—Left Coast Crime, Malice Domestic, and Bouchercon—and the books vanished from the giveaway tables almost instantly.
The experiment worked so well that we began selling Death at the Dog Park to readers beyond the conventions. We were surprised to gain so many readers and reviews (96 reviews with an average of 4.5 stars).
This year, we took the idea further with a holiday-themed sequel, Santa and the Slay Dogs. I’ve written many mysteries over the years—but this is my first Christmas story.
🎄 Five Things You’ll Love About Santa and the Slay Dogs
Adorable dogs, from Great Danes to Pomeranians—with a whole novella starring Rochester the golden retriever.
Charming holiday vibes at Eastern College and Kiki’s craft store, Time in a Bottle.
Two clever mysteries in one cozy collection.
Favorite sleuths reunited: Steve & Rochester meet Kiki & Gracie for a season of suspense and cheer.
The perfect mix of friendship, humor, and holiday spirit—plus a bonus Christmas craft project from Joanna Campbell Slan.
🛒 Available now: Santa and the Slay Dogs on Amazon
💡 Creative Corner: Turning Research into Reach
This newsletter often explores the intersection of creativity and business, so here’s another strategy that’s been working for me.
To help promote my nonfiction book After the Party: A Jewish Teen’s Guide to Finding Your Path, I brainstormed article ideas with ChatGPT—ways to turn the book’s themes into standalone essays. One topic, the little-known Jewish holiday Shmini Atzeret, intrigued me. I researched it, wrote an article, and sold it to the United Synagogue of Conservative Judaism. The piece not only earned me some extra income—it also links back to my book.
You can read it here: The Holiday You’ve Never Heard Of: Why Shmini Atzeret Matters
Since then, I’ve written two more articles in the same spirit—one about discovering Jewish identity in college, and another about the changing shape of family connections across generations. I’ll let you know if they lead new readers back to my books!
🐾 Until Next Time
Between canine sleuths and holiday cheer, it’s been a season of creative experimentation—and I hope these behind-the-scenes stories inspire you to try something new, too. With love and gratitude,
Neil
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