Isa Mohammadi points out that despite the variety of books and opportunities for reading in Iran, people still show less interest in reading. He particularly emphasizes that the problem is not the price of books or their type, but rather the failure to convey the real reasons for reading books.
Books and the Reasons for Reading Them
Mohammadi says: “I have personally thought about this issue many times; in Iran, we do not lack books and opportunities for reading. It is true that book prices have gone up, but the point is that there are many excellent, free, and audio books available in libraries, yet there is no time or inclination to read them.” He notes that we cannot effectively convey the reasons for reading books, reminding us that most promoters of reading focus only on the books themselves, not on the reasons for needing to read them.
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Why Should We Read Books?
In the field of sales and marketing, there is an important principle that can help with this issue. Mohammadi explains this principle: “Those who are more experienced and specialized advise younger sellers and marketers that you are not actually selling a product. They are selling the 'reason' for their product's sale.” He gives an example of buying a refrigerator, pointing out that customers pay more attention to the reasons for purchasing it than to the product itself. For this reason, reputable brands influence customer choices.
This principle also applies in the field of books. Mohammadi believes that if promoters of reading can convey the real reasons for reading books to their audiences, interest in reading is likely to increase. He refers to one publishing house that has an interesting slogan: “Don’t think about how expensive the book is; think about how much more expensive not reading the book will be.” This statement somewhat reflects the importance of understanding the reasons for reading books.
Challenges in Promoting Reading
Mohammadi further points out the challenge of how to convey the feeling that not reading books is 'more expensive' to audiences. He asks, “How much can we really convey this feeling?” This question indicates the need for deeper thinking in the field of promoting reading and the culture of study. He believes that if promoters can express the reasons for reading more clearly, they can be more successful in increasing the number of readers.
In general, Isa Mohammadi emphasizes the importance of conveying the reasons and benefits of reading books while examining the reasons for the decline in reading in Iran, advising promoters of reading to focus more on these aspects.
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