The 170-page paperback book is aimed primarily at managing directors of print companies whose W2P activities have not achieved expectations or those who are looking to expand into W2P.

“Selling W2P is not the same as selling print and we want to show people what those differences are and how they can approach it differently,” said Rafferty.

“It can’t be marketed in the same way as traditional print. W2P is a business change process for the client and it should be sold like that.

“I think the book breaks down the sales cycle of pitching W2P and dispels a few myths that might help people to understand what they need to do and the things to avoid,” he added.

The book also includes data from two surveys carried out in August 2013 and January this year that highlights the prominence of local printers in various Google searches.

“The heart of the Google survey is to show how much online business is growing and that you needn't have the budget of the big boys to market yourself properly,” Rafferty said.

He said the book also addresses the B2C market, showing it to be more accessible to printers than some may think.

“Printers say they don’t want to go into the B2C market because they don’t have the budget and don’t think they will succeed. We are encouraging them to do a bit of search engine work to boost their prominence in the local marketplace.

“We are saying 'don’t just have a website - why don’t you turn your website into a web shop too?'”

A free copy of the book, which has an initial print run of 5,000, will be given to visitors at the W3P stand (N2-C175) at Ipex this month.

It will then be available on Amazon for £19.95 in April, with an e-book version available shortly afterwards.

Rafferty said further print runs would depend on initial uptake.