Book-Marketing Tip of the Week – December 30, 2013

Find your prospects' needs and articulate that in your slogan/positioning statement.

Book-Marketing Tip of the Week – December 23, 2013

A critical factor in an independent publisher's ability to thrive in the long run is the image it holds in the minds of its current and prospective customers. Choose the way you will position your brand in their minds. Decide how your advertising, publicity and selling efforts will interact to consistently project this new image.

Book-Marketing Tip of the Week – December 16, 2013

When things change quickly and when buyers face great uncertainty, they want to deal with a company they perceive has a vision of their needs and interests that goes beyond price and performance.

Book-Marketing Tip of the Week – December 9, 2013

Focus on the differences of your content, not on its sameness. Authors, particularly of fiction, sometimes describe their book as being similar to a current trend leader by saying, "It's the next Harry Potter," or "It's like The Da Vinci Code, but better."  Buyers do not want more of what they already have. They want to hear how your information is different from the better-known titles, and why it is better.

Book-Marketing Tip of the Week – December 2, 2013

When selling to a business, the starting place for your negotiations is the information that you can provide. If your prospect decides that your content has value, then you settle on the price and the form in which the content will be delivered.