Black or white. Hot or cold. Night and day. Rich or poor. Digital or print.
When approaching marketing, many authors have an either-or mentality. They either invest in digital or they invest in print.
The most successful book marketing is not an either-or mentality, but a both-and mindset. Print and digital work together to bring the best results.
A popular journal for church leaders recently switched to a digital-only format. Previously, the journal had been mailed to subscribing church leaders. With the switch the publication is now only available for reading online.
In moving to a digital-only magazine, it would make sense that the entire process would become digital. In other words, subscribing church leaders would be reminded to read the online journal via their email.
However, the creators of this publication knew better than to embrace an either-or mindset. They knew that switching from a print publication to a digital publication would cause them to lose a number of readers unless they embraced a both-and mindset.
So, instead of moving to all digital, this publication decided to mail print postcards to subscribers each month to remind them to read the latest edition of the journal online. Then, the publication polled their subscribers to find out what they thought of this new model: a postcard reminding them to read the publication online.
About 1,000 subscribers responded to the poll and 92% reported that they were fine with the postcard reminder to view the latest issue of the publication online. Only about 8% reported that they preferred the print copy mailed to them.
Here is the takeaway lesson from this situation:
Print informs our digital activity.
Have you noticed that signs and billboard include URLs? Have you seen URLs in other printed ads? We don’t live in an either-or world. We live in a both-and world where what we see in print influences what we do in the digital world.
What does this mean for book marketing?
Just like authors and publishers must embrace both-and for producing books in both digital and physical format to reap the most sales, so too, you must embrace this mindset for marketing. Use print to drive readers to purchase your books in the digital world. Combine both print and digital marketing strategies for the best success.
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