Make New Friends, But Keep the Old

One traditional Girl Scout song says, “Make new friends, but keep the old. One is silver and the other gold.” I believe this is an important song to remember when it comes to marketing books today.

According to a 2009 study by the Book Industry Study Group, some interesting trends are underway. Two of the study’s findings were:

  • 67% of readers say they read reviews online versus in traditional print media.
  • 54.8% rely on Internet or online ads to find books.

What do these statistics mean for you, the author or publisher trying to market a book?

It’s really quite simple. If at least one-half of your marketing efforts are not being done on the Internet, you are losing out on sales.

On the other hand, if all of your marketing efforts are being done on the Internet, you are also losing out on sales.

People tend to fall into one of two camps. They either hang on to the old way of doing things, or they quickly dump the old way and completely embrace the new way of doing things.

Either camp loses when it comes to changing times like the one that book selling industry is currently experiencing.

Are print catalogs and snail mailings still important? Yes!

Are advertising and marketing on the Internet also important? Yes!

Take a fresh look at your marketing plan. How are you doing? Are you keeping the old and embracing the new, balancing the two? If not, you may need to make some adjustments to your marketing efforts. You want both silver and gold when it comes to book sales.


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