Book-Marketing Tip of the Day – April 30, 2019

"The two most basic survival skills for startups are understanding the concept of 'win-win,' and how to forecast profits and losses." (Wall Street Journal) These certainly apply to book publishing and book selling - two very different activities

 

Book-Marketing Tip of the Day – April 29, 2019

When asked who their target reader is, many authors reply, "I do not know," or "everybody who likes (their topic)." Either answer will reduce your sales and profits. If your book is for everybody, how much would it cost you to reach them frequently enough to make an impact -- if you could find a way to do so?  Define your target readers with the Five Ws: Who are they? What do they want to buy (printed, ebook or other)?  Where do they shop? When do they buy? And why do they buy (problem they want to solve)?

Book-Marketing Tip of the Day – April 27, 2019

Many first-time authors apply Wizard of Oz marketing. Once their book is published, they start with whirlwind activity but soon find themselves in unfamiliar territory. Initially, they are not sure where they want to go, but eventually find the right path to reach their goal. They reach it by thinking through the journey, having courage to do what is necessary with heart, passion and enthusiasm

Book-Marketing Tip of the Day – April 26, 2019

"That's how I've come to see rejection: As a push forward, not back. It is a motivator… At USC they like to tell a story about Steven Spielberg. He was denied admission three times. But he didn't give up. He just kept getting better. No matter how many rejections you receive, you only need one yes." Masada Siegel (Wall Street Journal)

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

Each book goes through a series of life-cycle stages from introduction to abandonment. Some go through the phases more quickly than others. Planning helps you properly introduce your book, maximize its profitable growth stage and extend its cash-cow maturity phase

Book-Marketing Tip of the Day – April 24, 2019

"Creative people often bristle at the suggestion that they have to stoop to market their ideas. It's pleasant to think that the idea's brilliance is self-evident and doesn't require the theater of marketing. But whether you're an author or entrepreneur, the difference between a brilliant new idea with bad marketing, and a mediocre idea with excellent marketing can be the difference between failure and success."  Derek Thompson, Hit Makers

Book-Marketing Tip of the Day – April 23, 2019

Each industry and organization has its own way of looking at the world. For example, publishers think people want to buy books. What buyers really want is the information in the book. How can it help them? To paraphrase JFK, ask not what your customers can do for you, but what you can do for your customers. How can you redefine your perspective and communicate the benefits you are really selling?

Book-Marketing Tip of the Day – April 22, 2019

Donald Sutherland was offered 2% of the royalties from Animal House or $35,000. He took the $35,000. Have you ever left money on the table because you wanted the sure thing? Book marketing is full of opportunities and risks. Do you play it safe in bookstores or venture into non-bookstore markets?

Book-Marketing Tip of the Day – April 21, 2019

How did the rabbit and eggs become the symbols of Easter? The word Easter comes from the ancient Norse word Ostara, which is what the Vikings called the festival of spring. The legend of a rabbit bringing Easter eggs is from German folklore, which tells of a poor woman who, during a famine, dyed some eggs, then hid them in a chicken's nest as an Easter surprise for her children. Just as the children discovered the nest, a big rabbit leaped away, and the story spread that it had brought the eggs. (The Little Book of Answers, by Doug Lennox)

Book-Marketing Tip of the Day – April 19, 2019

Describe what you do, not what you are. Instead of telling people you are an author (one of X million) describe an outcome: "I help parents raise healthy children." In a few words, tell how your content benefits the reader/buyer. Then close with your brand statement: You are the Chairman of Child Development, or the Professor of Productivity, or the Master Motivator or the Cigar Czar, depending on your topic.

Book-Marketing Tip of the Day – April 18, 2019

Hear the knock of opportunity. A leading school did a study that showed that its graduates performed well at first, but in ten years they were overtaken by a more streetwise, pragmatic group. The reason, according to the professor who ran the study was, "We taught them how to solve problems, not recognize opportunities." Where do/could you hear opportunity knocking? Could it be in selling your books to non-bookstore buyers?

Book-Marketing Tip of the Day – April 17, 2019

Book Selling University has courses to help you produce better books and sell more of them. Today's featured course is BSU-165:  How to Get Media Attention When No One Knows Who the Hell You Are (or not enough anyway), by Joanne McCall. See it and more at https://bit.ly/2IAQn55  View each course up to 5 times

Book-Marketing Tip of the Day – April 16, 2019

Consider the word "discoverability." How will people find your book? In a retail store, your book is one of many purchase options. People make an immediate comparison of your product (content, price, value). In corporate sales, you bring your content to the attention of buyers one at a time. Then their focus is only on your book.

Book-Marketing Tip of the Day – April 15, 2019

Only two things are guaranteed to us: death and taxes...  unless you sell through bookstores, then add "returned books" to the list 😊

Book-Marketing Tip of the Day – April 14, 2019

Be persistent. Two frogs fell into a bucket of cream. The first frog, seeing that there was no way to get any footing in the white fluid, accepted his fate and drowned. The second frog didn't like this approach. He thrashed around and did whatever he could to stay afloat. Soon his churning turned the cream into butter and he was able to jump out. How persistent are you?

Book-Marketing Tip of the Day – April 13, 2019

Some major retailers (Urban Outfitters, Origins, Lowes) are trying to combat online purchases by slowing down the shopping experience in their stores – a trend called "slow shopping." One way they are doing that is by adding a library and a cozy lounge. (Wall Street Journal). Why not have them include your book?

Book-Marketing Tip of the Day – April 12, 2019

Evaluate your 1Q results and make necessary changes to your plan/actions for the remainder of 2019 to reach your annual goals. Then give each a start date. This automatically creates your plan for each of the next nine months.

Book-Marketing Tip of the Day – April 10, 2019

"That's how I've come to see rejection: As a push forward, not back. It is a motivator… At USC they like to tell a story about Steven Spielberg. He was denied admission three times. But he didn't give up. He just kept getting better. No matter how many rejections you receive, you only need one yes." Masada Siegel (Wall Street Journal)

Book-Marketing Tip of the Day – April 9, 2019

Publishers place great attention on the figure at which to price their books, but too often they ignore the customers' perspective. Potential corporate buyers seeking a promotional product compare the available options (books, coffee mugs, golf shirts), so they evaluate your price differently. They weigh the perceived value of your content (for increasing sales or employees' productivity) against the asking price. If that value surpasses the requested expenditure, they will make the purchase.

Book-Marketing Tip of the Day – April 8, 2019

"That's how I've come to see rejection: As a push forward, not back. It is a motivator… At USC they like to tell a story about Steven Spielberg. He was denied admission three times. But he didn't give up. He just kept getting better. No matter how many rejections you receive, you only need one yes." Masada Siegel (Wall Street Journal)

Book-Marketing Tip of the Day – April 7, 2019

For some consumers, the dollar sign on a menu screams "watch your wallet." A Cornell University study found that guests at one restaurant, "given the numeral-only menu, spent significantly more than those who received a menu with prices showing dollar signs." Perhaps this could apply to the way you show the price of your book in your sales literature. 

Book-Marketing Tip of the Day – April 6, 2019

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Book-Marketing Tip of the Day – April 5, 2019

How long does it take for athletes to become proficient in their sports? How much longer to be great? Same with selling books. It takes time to succeed.

Book-Marketing Tip of the Day – April 4, 2019

"You don't have to be good at sales to be effective – just passionate," Guy Achtzehn

Book-Marketing Tip of the Day – April 3, 2019

An author's job is to make readers uncomfortable. The impetus for a person to think differently is to become dissatisfied with one's current circumstances.  

Book-Marketing Tip of the Day – April 2, 2019

Ask yourself: What if there were no bookstores? How and where would you sell your books? Your answer will lead you to special-sales opportunities among non-bookstore buyers.

Book-Marketing Tip of the Day – April 1, 2019

"I do the best I can. Everything else is everybody else's problem." Allison Janney