Book-Marketing Tip of the Week - June 28, 2010

The word product is a hard noun. It conjures thoughts of a physical product with a front, back, top, bottom and sides. The word content is a soft noun, with no shape or boundaries. In special-sales marketing, the product form is a variable. It becomes a marketing decision, based upon what will satisfy the most needs and sell the most units. It may be a perfect-bound book, or it may be a spiral-bound manual. A critical difference is that in bookstore marketing you are selling books, but in special sales you are satisfying needs with your content.