Book-Marketing Tip of the Week – June 1, 2015

Instead of selling through bookstores exclusively, develop new markets for your content in corporations, associations and other non-traditional segments. The payoff to can be enormous. Consider the difference between Apple and Microsoft. Between 2001 and 2015 Apple has made significant moves to create or enter new markets by introducing the iPod, iTunes, the iPhone, the App Store, the iPad and the iWatch (and soon, online television according to the March 17 Wall Street Journal). Its sales and profits increased massively. Over the same period Microsoft's revenue went from nearly five times that of Apple to about half of Apple's. Close to 80% of its profits resulted from two businesses (Windows and Office) with no compelling market-creating moves.