When I was in the beverage business,
we knew that coupons posted on grocery shelves
were way more effective
than coupons mailed out to homes.
Prospects were in the beverage aisles,
they were looking for a beverage,
and often the 10 cents extra off made a difference
even if our product was 20 cents more expensive.
Now that I’m in the book selling business,
I see clearly that advertising
on a bookseller’s site is exponentially more effective
than advertising on even more popular
reader or author sites
(exponentially because advertising
on reader/author sites sell… well… no books).
If you have a dollar to spend on marketing,
spend it as close to the point of purchase
as possible.