This week's focus:

Recently, I was driving through downtown Atlanta when I stopped at a red light next to a commuter bus. The side of the bus displayed a Mercedes Benz automobile advertisement with a big QR code that said, "You'll be glad you scanned this code."  Curious, I whipped out my iPhone and scanned the barcode. But, instead of being glad, I felt mad. The QR code simply took me to the Facebook page of a local car dealer's website. There was no contest, no discount, no special promotion...nothing but a waste of my time. Unfortunately, I've seen this same boring example happen dozens of times with other QR codes I've scanned.

A year ago, I wrote an article touting the ability of QR codes to revolutionize marketing and transform print media into multi-media. But, the execution has failed to live up to the hype, and QR codes have failed to catch on with the general public...for good reason. Companies and marketers across America have basically killed consumer interest in QR codes, because they didn't link them to anything interesting. Why go out of your way to scan a QR code when it just takes you to the company's website? Why scan a QR code when there's nothing in it for me? Instead, give me something impressive, such as a special discount, exclusive behind-the-scenes access, funny video, etc. Make me glad, not mad, that I scanned the code.

QR codes have become an example of good marketing gone bad, because too many marketers forget a basic principle: people don't respond to ads unless they perceive there's something in it for them. QR codes had the potential to engage consumers in a really unique way. But, as consumers have realized that scanning a code just links them to a boring ad or lackluster website page, they do what any normal person does...they start to ignore them. It's too bad that so many companies have wasted this new technology. But, if you fail to offer a positive result to the consumer, then no new type of marketing will yield the intended result.

Stuff to Help Authors Sell More Books:

Marketing Teleconference for Authors - Tuesday, May 15th:

"Sell Books While You Sleep - The Power of an Author Website"

Get top notch instruction, and you don't have to be present for the live teleconference call. Everyone who registers gets a mp3 audio recording of the 60-minute call to listen on their own time. Register early for $49 at:

www.startawildfire.com/teleconferences2012.html 

Marketing Plan Template for Fiction and Non-Fiction Authors:

Over 100 purchased in the last three months! Get the 4-page template designed to help you think through the creation of a solid book marketing plan. Download for only $19.99 at:

www.startawildfire.com/marketingplan.html

Bestseller Website Tutorial for Fiction and Non-Fiction Authors:

A website is an author's most powerful marketing tool. Get the tutorial that walks you page-by-page to build a site that captivates readers and boosts your book sales. Download for only $24.99 at:

www.startawildfire.com/websitetutorial.html

New Book: "Sell Your Book Like Wildfire"

Rob's new book from Writer's Digest is the definitive guide on book marketing and publicity. The expected release date is late-May / early-June. Pre-order today for only $16.99 at:

www.startawildfire.com/books.html