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By-Pass Marketing and Book Selling

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According to a teleseminar, with featured speaker Jack Canfield, "Only one out of seven people in the United States go into book stores to buy a book."

To add to this statistical, an April 17, 2010 release from The Association of American Publishers states:

The Association of American Publishers (AAP) has today released its annual estimate of total book sales in the United States [for 2009]. The report, which uses data from the Bureau of the Census as well as sales data from eighty-six publishers inclusive of all major book publishing media market holders, estimates that US publishers had net sales of $ 23.9 billion in 2009, down from $ 24.3 billion in 2008, representing a 1.8% decrease. In the last seven years the industry had a compound annual growth rate (CAGR) of 1.1%.

Although net sales were down 1.8%, American book publishers still had net sales of $ 23.9 billion. So, where are all these books being sold if not in book stores?

From the above mentioned teleseminar, I learned of the term "by-pass marketing." What exactly does it mean? And, since only one in seven people buy books through bookstores, where exactly are the rest of the books being sold?

By-pass marketing is selling in places you would not expect to see books for sale. Canfield mentioned events I never even thought of. Putting on my thinking cap, I thought of a couple more.

Some By-pass Venues for Selling Books:

Bakeries
Nail salons
Gas stations
Beauty salons
Spas
Cleaners
Tailors
Doctor offices
Chiropractic and Acupuncture offices
Radiology offices
Local restaurants

You get the idea; sell anywhere you can. Think of establishments in your area where you have to wait for services or that get a lot of traffic. Obviously, it will help if your book is something related to the establishment, but even if it's not, give it a try. Talk to management or the owner and offer a percentage of sales or a set amount per book. This is a win-win situation for you and the establishment. They have absolutely no investment of money, time, or effort, therefore no risk. Yet, they have the opportunity to make money. This should be a no-brainer on their part. All you need to do is ask.

Remember: Nothing ventured, nothing gained.

By Karen Cioffi

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