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Remember the book Fifty Shades of Gray?

Even if you didn't read it, I'm sure you've heard of it.  It was, after all, the bestselling paperback of all time.

What most people don't know is that it was originally released in a digital-only format.  At the time, it seemed like the right thing to do.   After all, we now live in an online world, "digital is the future."  Plus, doing everything digitally and online is just so much easier.  Who wants to get their hands messy dealing marketing and publishing in the real, physical world?

Except one thing.  Fifty Shades sold poorly when it was offered in digital-only format.

Then, E.L. James was offered a contract to publish Fifty Shades in print.  You know - those things called books that are made from dead trees?  Many skeptics thought it would be a waste of money.   If digital is the future.....and Fifty Shades sold poorly in digital format, it would also sell poorly in physical form.  Besides, who would want want to be seen carrying around a print copy of such an erotic book?

Turns out though the skeptics were wrong.  The book The Content Trap makes the counterpoint:

Print has some advantages when it comes to driving awareness.  It's easier to be noticed in big-box retailers..., in supermarkets and airports.  It's easier to share with others.  It's easier to give as a gift... The result of moving to print?  Books sales went from several thousand e-copies to ninety million print copies in a year -- making it the best selling paperback of all time, and dramatically increasing e-sales too.

I often say that online, publishing has never been easier, but getting noticed has never been harder. 

And the reality is that, in many cases, real world activities are what drive online demand. 

The Content Trap calls this idea "Format Spillover".  In E.L. James' case - the physical print book (and the associated highly visible marketing that physical makes possible) created a huge format spillover that dramatically drove up demand for the digital e-book.

What this means for you:

You are going to struggle if you aren't participating in real world activities.  If you are only ensconced in your studio and your entire marketing plan consists of posting to your website, posting to social media, and relying on search engines, then it's going to be very difficult to truly generate new demand for your art work.  

Gallery exhibits, art fairs, juried exhibitions, open studios, paint outs and the like are still important.  Even print advertising makes a difference.  These things all exist in the physical world.  And because they are more difficult, more curated and more limited by space and budgets, they have an advantage.  A big one.  It's much, MUCH easier to get noticed in the real world than it is online.  And the interactions are more meaningful and deeper.

I'll repeat what I said earlier:  Real world activities drive online demand.

So take a page out of E.l. James' book and let physical to digital format spillovers boost demand for your art.

Sincerely,

Clint Watson