Book-Marketing Tip of the Day – January 25, 2019

Eliminate boomerang books. Returns don't come from consumers. They come from people in your value chain (retailers, distributors, wholesalers). Why do they return books? Because they aren't sold. Why aren't they sold? Because people are unaware that your book is available, how it will benefit them, or don't know why they should spend their money on it instead of something else. Retail sales require "pull" strategy" in which you tell people how your content will benefit them and get them to go to the stores (bricks and clicks) to buy your book.