Book-Marketing Tip of the Week -- September 29, 2008

Books can be of value to your customers in two ways. First, the content must be important. Your customers should be able to use the information in your titles to help them improve, educate or entertain their customers in some way. Second, books have a high-perceived value. People generally hold books in high esteem and are reluctant to throw them away. They keep books, giving them a long shelf life in the customers' homes and offices. Fortunately, your customers can purchase books relatively inexpensively relative to their perceived value.

Beyond the Bookstore Tip of the Week - September 22, 2008

Segment your customer list by those who have purchased recently, those who purchase frequently and by the dollar value of their orders. Each group could be receptive to different repurchase incentives. You might inquire of those who have not purchased for a long time to find out why.