Book-Marketing Tip of the Week – February 27, 2012

Serve a narrow market more effectively or efficiently than competitors who are competing broadly, and you will achieve either differentiation from better meeting the needs of the target, or lower costs in serving the niche, or both.

Book-Marketing Tip of the Week – February 20, 2012

People do not want to buy bound pieces of paper with words printed on them -- they want advice, entertainment, hope, motivation, gain, protection from loss and other forms of emotional satisfaction. That is what you sell them. 

Book-Marketing Tip of the Week – February 13, 2012

With market segmentation your choices of marketing strategy, distribution system and communication channels become clearer.

Book-Marketing Tip of the Week – February 13, 2012

         There are three steps involved in the process of finding segments and communicating a message that will motivate them to buy. The first step is market segmentation, where you group potential customers. The second is market targeting. Prioritize the segments. Third, create a market position that communicates the reasons why people in each market would benefit by purchasing your titles.

 

Book-Marketing Tip of the Week – February 6, 2012

Value-based positioning is founded on the choice of product or service rather than on customer segments. Need-based positioning arises when you address the needs of a complete segment. A third theory of creating a brand image is access-based (i.e., segmenting customers who may be categorized in different ways). Access is a function of your customers' geography or size. Serving a small rather than a large geographic segment may be the best way to configure your marketing, order processing and after-sale service.