We live in a fast society. A Boeing 787 can fly around the world in 42 hours and 27 minutes. With Google Fiber, Internet connection speeds reach up to one gigabit per second. FedEx allows you to have a package delivered the very next day to almost any location in the world. China’s new Fuxing bullet trains travel at 350 km/h (over 200 m/hr).
We have become so accustomed to fast, that we expect it. Except not everything delivers fast results.
This is true of promotion and marketing efforts. Rarely, do these activities deliver fast results. After all, research shows that it takes on average:
- Seven to twelve exposures of a product before a person decides to purchase it.
- Nine months of regular blogging to develop a strong, loyal readership base.
- Seven contacts to secure a media interview.
I recently received a call from a woman who heard about a book that Christian Small Publishers Association (CSPA) represented at the CBA Unite International Retail Show last summer (in July 2017). The woman had recently talked with a gentleman who attended the show and told him of her need. He informed her that he had seen a book that met her need in CSPA’s booth at the trade show last summer.
The woman looked up CSPA on the Internet and gave us a call. She did not know that name of the book, but was able to tell me her need and I immediately identified which book the gentleman was referring to. I gave this woman the information on the book and the contact information for the publisher.
It has been six months since the 2017 CBA Unite show. Six months after viewing a book, a show attendee told this woman about a book he saw at the show that met her need.
Here’s the deal. Marketing activities usually don’t reap fast results. However, they do reap results for those who are patient.
Even though word spreads fast in today’s digitally-connected world, personal word-of-mouth can still take time. At the right moment, when faced with a need, a product or book is remembered and passed along.
Remember, marketing is all about exposure. It’s about introducing people to your books so that they know they exist. Your job is to get the word out. God’s job is to bring the harvest.
I have always said that promoting a book is a marathon, not a sprint. So, keep marketing. Keep spreading the word that your book meets a need that someone has. It may take months, but the people who need your book will hear and respond.
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