Marketing, PR and Advertising - on the Web
For years publishers have questioned the value of marketing, PR and advertising. Since every product is different, the burdens on publishers (and authors) to promote and market their products are challenging and much different than traditional brand marketing that other industries employ. We’ve often been disappointed with the effects of marketing, PR and advertising for books we have worked on, as it so often is clear that we do not have either the financial or marketing muscle needed to cut through the noisy media world to be heard. And there are so many books to compete against, and so few opportunities to touch readers in a meaningful way.
Word of mouth has always been and remains the best way to promote and market books. Booksellers used to perform this function; as did book reviewers. With the demise of the independent stores and the shrinking number of book reviews published annually, it seems more difficult than ever to find and build word of mouth about a book. And for most publishers, the costs of really making an impact are simply beyond their reach.
But marketing, PR and advertising on the internet is a completely equation. Independent publishers and authors are rapidly discovering that the web enables audience building for books and authors in ways never before imagined. We have definitely passed the tipping point of internet access and web usability. And while the actual tools we use to market, promote and advertise on the web are evolving with amazing speed, we can definitely help you find your way. Just by starting to use Google adwords, affiliate advertising, and outreach to web communities and blogs, you will quickly get a feel for the way the web has changed your ability to actively promote your books and authors.