One
thing I’m noticing with the way some authors are marketing their books is that
they are taking a less physical approach, mainly due to technology. But that’s not necessarily a good thing.
Okay,
so what do I mean about being physical? We’ve become a click-and-push-button
society and our marketing strategies have become lazy. Some authors think they can blog, Facebook,
Tweet, or e-mail their way to glory.
Sure digital media and social media are key ingredients to a
comprehensive, holistic approach to book promotion but we can’t leave out what
I call the physical work.
Here
are some examples of it:
·
Going
to book signings and making speaking appearances.
·
Taking
a road tour to promote a book.
·
Meeting
people to sell them on buying in bulk.
·
Holding
a book launch party or event.
·
Physically
mailing books to influencers, the media, and those you seek help from.
·
Handing
out fliers, business cards, and attention-getting premiums.
·
Networking
in person and not just online.
Some
authors know nothing of those practices, as if they were born without
feet. They say, why visit a place when
you can skype, send a video, or share images in a webinar. They say why resort to expensive mailings
when you can send unlimited emails for free.
They believe the physical world is secondary to the digital one. But I think we need to strike a happy balance
between clicks and bricks.
Our
social lives need a balance as well.
Sure you can keep up with friends via a FB posting but you also should
get on a plane to see them or go out for lunch with your aunt.
We
can’t live isolated lives that revolve around what passes through our
devices. Nor can we live without
them. Promoting a book – and embracing
the human touch with our friends and family – require a physical element.
Authors
that mail physical cards as opposed to sending thanks via email create an
elevated component to the interaction.
Additionally, authors that send colorful press packets may leave a
better impression than the one who sends a link to their website’s media
page. It is not a matter of choosing one
over the other, but rather it’s important that we realize we need both in good
measure.
Humans
require touch and an engagement of all their senses. Digital can enhance, replace, or supplement
some experiences, but it often can’t give you what you crave most – human
interaction.
Maybe
none of this matters. Robots are taking
over every job and invade every transaction, interaction, and communication
that humans have. Maybe it won’t even be
authors who choose between the tech or touch worlds – we’ll just have our
virtual reality selves go out and live for us. Avatars will rule!
The
author that finds a way to employ a great blend of cutting-edge technology with
old-school physical interactions will find him or herself in the driver’s seat
– until it’s replaced by a driverless car.
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