There is a truth in marketing that goes something like this:
A mediocre product with an excellent marketing plan will almost always outsell a great product with no marketing plan.
This applies
to books as much as anything else. How
many times have you read the hottest novel of the summer, only to find it was a
dud? Each time you read about a self-published author like Hugh
Howey or Amanda
Hocking, there was an ingenious marketing campaign behind them. Note that I
didn’t say it was an expensive marketing campaign from Madison Avenue. No, it
was a low-buck, guerilla marketing campaign that combined originality, sweat
equity and a never-give-up attitude.
According to this article in the Christian Science Monitor, the same is very true for book stores. All over the country there are small, independent book stores experiencing a renaissance in the wake of the demise of Borders and the consolidation of Barnes & Noble, and a little marketing ingenuity in the face of e-books.
Selling books will never be the same, but then we always knew that the only thing you can ever really count on is that things are will change.
See ya’ later.
WhatIfYouCouldNotFail.com by Tim Sunderland is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License.
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