Book-Marketing Tip of the Week – September 28, 2009

People move through a series of stages before buying a product such as a book. First they are unaware that it exists. Once they learn about it they may not understand its benefit to them. After a series of exposures to your message they may (or may not) decide to buy it. Unfortunately, people are all at various points along this continuum at any given point, so your promotion must be consistent and frequent.

Book-Marketing Tip of the Week – September 21, 2009

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.

Book-Marketing Tip of the Week – September 14, 2009

The purchasing process in large companies can be ponderous; so let the system unfold without trying to force the issue. It takes time for these relationships to develop, perhaps six months or more.  And it can be frustrating when your contact is promoted or moved to another product line, but it may benefit you if he or she is now higher up on the decision-making ladder.

Book-Marketing Tip of the Week – September 7, 2009

If you are selling a subscription to your newsletter, or perhaps a continuity book program, you could increase the possibility of long-term acceptance based on a sample. For instance, you would offer the premier issue of your newsletter for free if the prospect agrees to a one-year subscription.