According to an April 17, 2010 release from The Association of American Publishers:
Through this teleseminar, I learned of the term, by-pass marketing—Jack Canfield mentioned it. What exactly does it mean? And, since Canfield explained that only one in seven people buy books through bookstores, where exactly are the rest of the books being purchased?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 U.S. 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 percent.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.
By-pass marketing is selling in places you wouldn’t expect to see books for sale. Canfield mentioned venues I never even thought of. Putting on my thinking cap, I thought of a couple more.
Some By-pass Venues for Selling Books:
- Nail salons
- Gas stations
- Beauty salons
- 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. 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.
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