Open Enrollment | Subscribe to Book Business HERE
Connect
Follow us on
Advertisement
 

About Brian

Brian Jud is an author, book-marketing consultant, seminar leader, television host and president of Premium Book Company, which sells books to non-bookstore buyers on a non-returnable, commission-only basis and conducts on-site training for publishers' sales forces.

Brian is the author of "How to Make Real Money Selling Books (Without Worrying About Returns)," a do-it-yourself guide to selling books to non-bookstore buyers in large quantities, with no returns. He has written many articles about book publishing and marketing, is the author of the eight e-booklets with "Proven Tips for Publishing Success," and creator of the series of "Book Marketing Wizards." He is also the editor of the bi-weekly newsletter, "Book Marketing Matters."

Brian is the host of the television series "The Book Authority" and has aired over 650 shows. In addition, he is the author, narrator and producer of the media-training video program "You're On The Air."

Reach Brian at BrianJud@BookMarketing.com or visit his website at www.PremiumBookCompany.com

 

The Futurists

Publishing Pioneers
Is There a Future for Enhanced Ebooks? Booktrack Founder Says Yes.
Oct 30, 2014

Enhanced ebooks remain a hotly debated topic in the industry. Although many publishers, especially those serving the children's and education...



Joe Wikert's Digital Content Strategies

Joe Wikert
Content Reuse: 5 Key Questions to Consider
Oct 27, 2014

In the print-only days, once content was published it was rarely considered for reuse. Sure, there were the occasional "greatest...



The Learning Curve

Ellen Harvey
A Question of Price in the Amazon-Hachette Dispute
Oct 22, 2014

Last Friday Michael Tamblyn, president and COO of ereading platform Kobo, took to Twitter with a 32-tweet manifesto on the...



Hot Topic

Thinkers on the Leading Edge
Publishers Can Boost Discoverability with Newly Released Web Domains
Sep 12, 2014

A slew of new web domains are dramatically changing the face of the Internet by providing more tailored domains beyond...



Leading Thoughts

Forward-Thinking Industry Professionals
Why Book Publishers Should Pay Attention to the Developing World
Jul 30, 2014

Book sales in the U.S. and Europe have been stagnant for years. While publishers design creative campaigns to turn Twitter...



Literally Speaking

The Stories Behind the Stories We Publish

Lynn Rosen
A Vending Machine That Delivers Literature
Dec 26, 2013

In a trendy coffee shop called Elixr, on a side street off of Philadelphia’s toney Rittenhouse Square, there is funky...



Avoid the Christopher Columbus Method of Planning

 

Some independent publishers use what I like to refer to as the Christopher Columbus method of planning:

  • They do not know where they are going.
  • When they get there they do not know where they are.
  • And when they return, they do not know where they have been.

This is not a good way to run a business.

You can avoid this situation by writing a strategic, functional plan to market your books. Your plan should identify the most promising business opportunities. It should clarify your goals and the procedures you will use to move toward them efficiently. And it should integrate all the elements of a complete promotional mix into a strategic program to launch coordinated action. For a view of a new planning formula, look through these "ize"s.

Recognize. A basic premise for successful marketing is to find a need and fill it. You do this by researching three major areas.

  1. First, discover what product opportunities exist.
  2. Second, learn the demographics and psychographics of your prospective customers.
  3. Finally, determine your potential market's size, growth and competitive status in each segment in which you compete.

Crystallize. According to a proverb, a journey of 1,000 miles begins with a single step. But what if that step is in the wrong direction?  Start your trek by deciding where you want to go. Write a specific objective and the date by which you will accomplish it.

Strategize. With your destination etched in your mind, begin to plan how you will reach it. Start by creating strategies in each of the Four Ps of marketing:

  1. Product
  2. Place
  3. Price
  4. Promotion

Should your product be a printed book, an ebook or a DVD? Will you market it to retailers through the traditional distributor/wholesaler channels (bricks and clicks) or directly to non-retail buyers in corporations, schools and associations? Answers to these questions will dictate your distribution network and discounts which in turn impact your pricing strategy. Finally, describe how you will coordinate the elements of your promotion mix by manipulating your advertising, publicity, sales promotion and personal selling strategies.

Capitalize. There are hundreds, if not thousands, of actions you can take to market your book. However, most publishers do not have unlimited funds to perform them all. Therefore, you have to create your financial statements to determine how to allocate your existing money as well as when and how much you will need to borrow.

Energize. Without action, planning only gives the illusion of progress. Now it is time to put your plan into action. Marketing a book successfully requires perpetual promotion and it is up to you to do it. Perform each step according to the way you planned it.

Scrutinize. Action is not synonymous with accomplishment. You may be busy promoting your book but you may not be getting closer to your goal. Periodically assess your progress and make any changes that are necessary. Know where you are at all times.

Realize. This planning formula organizes and directs your thinking and actions to best exploit available opportunities. It coordinates and unifies your efforts to make your budget more efficient. And it helps you regain your bearings and look back to see how far you have come.

Decide where you are and where you want to go. Then set your course for smooth sailing toward a new world of publishing success.

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: