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July 6, 2009 / jasonpinto

May I suggest something?

My trips to the bookstore typically fall into one of these two categories:

 – I have a specific list of books that I want to buy

 – I have absolutely nothing in mind. I’m just happy to be there.

While it certainly is rewarding crossing books off of my wish-list, I do think it’s quite fascinating when you do not have a specific list of books in mind. You may wander around, and hope that you will stumble on something fascinating.

Well, it’s not so much that you “stumble” – rather, it’s what Barnes & Noble/Borders/etc… decide to put in front of you. For example, what do you see when you walk in the doors? Most likely, you see a “New Arrivals” section…. a “Recommended by our Employees” section… a theme-related section.

Now, if you are an author, of course you would rejoice to see your book featured in one of these sections. It tremendously increases the chances that someone will discover and purchase your book.

Well, what about your own marketing efforts? How much time and energy do you devote to consider the “placement” details in your marketing plan?

You most likely have great content – but you can only feature a tiny part of it. For example, you only have so much real estate on your home page. And you can only put so much text in your emails, mailers, and advertisements.

Never stop taking that for granted. If 90% of the people that check out your marketing materials only see 10% of what you have to offer, then you should certainly be testing and tinkering with the content that you place in those areas of high visibility.

You can’t force people to buy your product – but if you put the right content in the right place, well, that can sometimes prove to be the “push” people need to check you out a bit further.

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2 Comments

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  1. uxarchitecture / Jul 6 2009 9:17 pm

    Your bookshop strategies remind me of the distinction that information architects make between “finding” and “discovering”. It’s our job to help people find stuff that they need but wouldn’t necessarily think to look for.

    • jasonpinto / Jul 7 2009 12:10 pm

      Hi uxarchitecture,
      Thanks for the reply. I think you made a great point connecting that strategy to information architects.

      Thanks!
      Jason

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