Monday, May 1, 2017

Why Authors Need To Get Physical With Their Marketing

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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Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer. You can follow him on Twitter @theprexpert and email him at He feels more important when discussed in the third-person. This is copyrighted by BookMarketingBuzzBlog 2017©. Born and raised in Brooklyn, now resides in Westchester. Named one of the best book marketing blogs by Book Baby

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