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Saturday, February 21, 2009

SES London in Pictures: The Greatest Book Sales Technique Ever

Perhaps the most heavily digitized conference per capita in SES history, with a variety of videographers and fancy photographers (you know, those people with the real cameras with big lenses) doing their bit... but to feature just one, check out these photos from Day 2 by Microsoft's own Mel Carson. I can't help but point out my favorites are the ones of me autographing copies of the 2nd edition of my book and handing them out to people on the exhibit floor. Thanks for the pro quality shots, Microsoft boy!

We gave away 250 copies and the rest of the attendees will just have to buy a copy! Thanks to the guys over at Acquisio's booth I had plenty of company for the grand psychological experiment in "the best way to give stuff away for free in the UK."

OK... I'll give up the secret. I was surprised that many attendees asked politely whether the book was actually free. (Some began pulling out cash to pay, and I stupidly refused. :) ) Many also wondered if I was actually the author. And then finally, many seemed to think there was a catch of some sort, with a "salesman" standing there (that'll teach me to wear a suit). When I went upstairs to speak on a panel, I left thirty copies all by their lonesome, with a note: "Yes, COMPLIMENTARY. Yes, FREE! Please help yourself. -- Andrew." They went much more quickly. So I tried it again. Left 25 copies out, went to get a coffee. Bam, books gone. And again: went for a glass of wine and some runny cheese at the cocktail reception, left out 25 books ... again, whoosh, people flocked over to grab their copy. After awhile, word seemed to get around that there was no catch, so as books were close to running out, of course a long lineup formed.

At least when it comes to giving stuff away, I have just proven that I am a topnotch salesman... when not physically present!

Posted by Andrew Goodman




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