The
other day I saw a full-page ad for Burger King. It was highlighting a promotion
for stealing McDonald’s customers away. If you are in or near a McDonald’s
(within 600 feet) and you use a special app to order a Whopper from Burger
King, you get it for a penny. What a steal – literally, right out of the mouth
of arch-rival and fast-food leader McDonald’s.
Does book publishing operate this way?
Should it?
When
it comes to how specific books are marketed or promoted, I can’t say that I
recall seeing anything like the BK-McD feud.
You just don’t see one author or publisher saying, “Hey, buy this book
for 10 cents, not my competitor’s.”
Of
course the main reason is that such a move would not be profitable. Authors and publishers don’t want price wars.
They all lose in that scenario. No one wins any kind of lasting market share or
has any chance of repeat business.
So
why do two corporate food giants battle it out so publicly? Because there’s a bit of brand loyalty that
develops. If someone tries a Whopper and
likes it, they may stick with BK long after the prices are jacked up. Plus, once you come in to get a Whopper for a
penny, you may spend money on other items – and bring a friend with you. Plus, in terms of market share., BK gets to deny revenue to McD’s they would
have otherwise earned.
Should
authors attack each other’s books more, especially when they are in the same
genre or about the same subject matter? Do
consumers want authors to trash talk another book? By putting one book down, it doesn’t ensure
readers will buy your book when so many other options exist. A writer’s goal is not to damage other
writers, but rather it is to build his or her base of followers.
Now,
what would be interesting is to see partnerships between authors and corporate
entities. What if BK offered a penny
Whopper along with a discounted copy of a good book to read while you consume
your cholesterol-ridden, calorie-charged, nutrient-deficient meal?
Or
how about some in-store events for authors that correlate with other
promotions? Why not a furniture sale
while an author of a book on home design or furniture gives a talk or is on
call to answer house decoration questions?
Look,
there are no laws or rules prohibiting you, the author, from opening doors and
finding new ways to promote your book.
If approaching a corporation seems daunting, start with your local indie
store – be it furniture, pharmacy, clothing – whatever. Find something that ties into your book’s
subject matter and present yourself as a relevant expert who can help
facilitate the store’s foot traffic.
It’s worth a try.
It
certainly beats selling your book for a penny while you bully other authors.
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