Book-Marketing Tip of the Week – July 1, 2013

Push marketing is directed at the channel members, helping them sell more books to the next higher level in the distribution network. On the other hand, pull marketing is directed at the ultimate consumer, making people aware of your title and getting them to buy it. While both strategies are important, push marketing is the preferred strategy in non-retail special-sales marketing and pull is the strategy of choice in retail marketing.

Book-Marketing Tip of the Week – June 24, 2013

Stop thinking in terms of books and start thinking in terms of delivering information in the form in which buyers want it delivered. Some publishers believe the key to increased income and profits is to publish more titles. However, the quest for a revolving front list can actually limit your profitability as it depletes your limited resources of time, energy, creativity, attitude and money.

Instead, find out if the people in your target audience want the information you have, whether fiction or nonfiction, delivered as a book, a booklet, in a 3-ring binder or as a DVD.  A book may be the best way to communicate your content, but at least be open to considering new product ideas. An open book and an open mind have a lot in common. They can both stimulate your thinking in unknown areas.

Book-Marketing Tip of the Week – June 17, 2013

Market incumbents/leaders are often displaced by challengers that create alternate channels of distribution for their brands and appeal to new customers.

Book-Marketing Tip of the Week – June 10, 2013

The essence of strategic positioning is in action -- performing unique activities or performing similar tasks in different ways.

Book-Marketing Tip of the Week – June 3, 2013

Focus on push vs. pull. Push marketing is directed at the channel members, helping them sell more books to the next higher level in the distribution network. On the other hand, pull marketing is directed at the ultimate consumer, making people aware of your title and getting them to buy it. While both strategies are important, push marketing is the preferred strategy in non-retail special-sales marketing and pull is the strategy of choice in retail marketing.