SPOS #156 – Marketing A Book In The Digital Age

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Welcome to episode #156 of Six Pixels Of Separation – The Twist Image Podcast. This week has ramblings about everything from Social Media and quarterly earnings to finding your passion in Marketing even when you’re feeling a little down on where brands (and people) are taking things. On top of that emotional rollercoaster, I am also asking for your help. My book, Six Pixels of Separation, will be available in September (it’s already available for pre-order) and my question is this: how would you market a book that was not aimed at your current target audience? Any help would be greatly appreciated. Enjoy the conversation…

Here it is: Six Pixels Of Separation – The Twist Image Podcast – Episode #156 – Host: Mitch Joel.

Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056.

Download the Podcast here: Six Pixels Of Separation – The Twist Image Podcast – Episode #156 – Host: Mitch Joel.


  1. Mitch,
    Regarding the marketing of your book, would it be sacrilegious for you to go old school? I face a similar dilemma, although I appreciate the ease, cost and reach of social media, my audience just doesn’t use it yet. Although they love an occasional email from me, very few are on any of the social media platforms. Direct mail has become much more compelling again and it’s possible to stand out in their homes or offices by NOT engaging them digitally.
    Mitch, certainly you have an establish platform, so getting to your target really shouldn’t be much of a problem. You produce quality content and you have advocates. For experimentation and fun, why not play with some guerrilla marketing techniques. Whatever you do, employ it regularly to get first in the heads, then in the hands of your target. With time and continued exposure, a few will let you into their hearts.
    Warm Regards,

  2. A couple of thoughts…
    I don’t think you could say to share holders “just let us work this out for a couple years and we’ll have 20 years of greatness.” I think.. we are fundamentally at the dawn of a new revolutionary period.. that’ll make the renaissance look like kids play.. and with this.. a rate of change that is even faster then things seem like today.. and I’m not sure you could put together a new business model.. based on what we know today.. and expect it to have a 20 year shelf life.
    I think what needs to be done is a fundamental rethink of how we manage and organize businesses..
    I mean I’d put it this way.. businesses coming kicking and screaming to new media / social media.. ..and now they come running.. now that they think its the new shiny thing.. what is it about them that made them take so long? If they had been more proactive.. many businesses wouldn’t be in the situation they’re in today…
    And that culture that made them slow to get in.. there internal systemic forces.. and all the other contributing factors… guess what? They’re still in the company DNA! So I don’t see how that’s not going to be an issue moving forward.. and how is big business ever to be agile enough?
    We are at the dawn of very interesting times!
    On the subject of the book.
    Here’s what I’d like to see you do.. I’d like to see you create some videos related to the book.. that I can show people… I’m not a marketer.. I’m a musician / artist.. and because I’ve been listening for.. err.. don’t know how long but.. I remember when you only had a small hand full of episodes out.. I’m generally pretty far ahead of musician / artists friends in thinking out this stuff.. and I’m pretty sure you’re new book has some value to these guys..
    It seems to me that there’s not a lot of stuff out there.. for folks in the sorta position I’m in.. and some of these friends are in.. so I would think there’s a good probability of really connecting there…

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