As Ruth has discusd lately, there seems to be a difference in the mind-set between people who prefer ebooks and people who prefer “paper” books. (Perhaps this is why they don’t get along?)
This difference in mind-set also means something else; you need to use different promotional tactics on the different people.
A friend asked me the other day why I haven’t paid the yearly $40 to make my paperback book cheaper. I could then sell it for the $11 price tag and make $4 a book, or drop the price significantly and keep my paltry royalty fees, but I choose not to. Why? Because, realistically, I’m not going to do the kind of campaign that sells paperbacks beyond the circle of “people I know”. Many of the people who prefer paperback do so because they are tangible, and they also respond better to what I’m going to call “tangible advertising”. By this I mean that you take the books, set up a table and there you are, in person, real and in the flesh. You hang up real, tangible flyers. You hand out tangible business cards. You give talks, you make real life appearances, you are “seen” and could be touched, assuming you’re that popular and don’t have any body guards.
The flip side to this is what I am going to dub “digital advertising”. This is where most of your campaigning is done online – whether through blogs, or on Facebook (not that I’ve figured out how to market there, mind you) or on forums, etc. The people who are most likely to respond to this kind of advertising are the people who are online a lot, and who use their computers for more than just checking their email.
(That isn’t to say, of course, that you’re not going to get cross over people, but no one group of people anywhere can ever be completely defined.)
In short, the kind of campaign you plan to do/want to do/are better at will be an indication of what you’re more likely to sell. So, why don’t I spend that $40? Because I doubt I’ve made $40 off of the paperback version, that’s why. I don’t like “in person” advertising. I prefer to hide in my cave and run amok online, and so ebooks are where I am going to be – and have been – more successful.
What are your strengths? Are you better “in person” or “online”? Have you sold more ebooks or paperbacks?