A recent trip to a local brick-and-mortar bookstore helped me realize that even the best algorithms and email campaigns can’t replace in-person product discovery. On this trip, I noticed a book called The Content Trap sitting face-out on the shelf and couldn’t resist picking it up.
Great title. Intriguing outline. Normally I’d make a note to grab the ebook sample and consider buying it later. What I saw during my in-store flip test, however, convinced me I shouldn’t wait. So I made the unusual decision (for me) to buy the print copy, not the ebook.
As I walked out of the store, it dawned on me: despite all the daily book recommendation emails I get from Amazon and elsewhere, this one never hit my radar until I walked through that store. Actually, maybe one of those emails did mention it, but I never noticed because I receive so many book promo messages that they’ve turned into nothing more than inbox white noise. This seems to indicate the email marketing model could benefit dramatically from an overhaul.
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