“I don’t advertise; it’s a waste of money.”
These words came out of the mouth of a small publisher I was conversing with at the recent CPE International. CPE stands for Christian Product Expo. It is a twice-yearly industry trade show where publishers and others producing products for the Christian market gather to showcase their offerings to Christian retailers.
This thought, that advertising is a waste of money, is a commonly held belief. Yet, it is inaccurate.
If advertising did not work, would businesses continue to spend billions of dollars on advertising? Think of all the places you encounter paid advertising:
- Radio ads
- Television ads
- Display boards (think public transportation and sports games)
- Google ads
- Website ads
- Social media ads
- Amazon ads
And this list does not even cover everything. The truth is advertising works.
However, paid advertising in and of itself is not a sufficient marketing strategy. Every business and every publisher and author needs a comprehensive marketing plan. Why? Because people need multiple exposures to a product or service before they will buy.
Advertising is just one strategy; and it does work. In fact, as organic traffic from web search engines continues to decrease, so will book discovery. In response, authors need to engage in more old-fashioned marketing and advertising tactics (think print).
Christian Indie Publishing Association (CIPA) had a booth at CPE International where we represented some of our Members’ books. At the show, a retailer came to our booth asking to place an ad for a book that was featured in our catalog. This particular book was not even on display at the show. The retailer had seen an ad for the book in two periodicals—one being the annual Christian Indie Publishing Association Product Catalog (our annual cooperative catalog featuring our Members’ books). This is just one small example of the power of advertising.
You can view pictures of CIPA’s booth at CPE International in the video below.
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Photo courtesy of RitaE.