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 or visit his website at


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15 Tips for Negotiating Large, Non-returnable Sales of Your Books (Part Two: Tips 6-10)

Brian Jud, author of How to Make Real Money Selling Books, provides the second installment of his tips for negotiating large, non-returnable sales of books. This installment focuses on the specific strategy publishers should implement at the negotiating table.

15 Tips for Negotiating Large, Non-returnable Sales of Your Books (Part One: Tips 1-5)

Negotiating a large sale of your books with a professional corporate buyer is not easy, particularly when you are not experienced at dealing with them. The 15 tips described over the next three blog entries will help you navigate the variety of personalities and circumstances with which you will have to deal, now that you have made the transition from publisher to consultant.  Read More >>

What Is Important to Your Customer?

Once you have a good grasp of who your customer is - or customers are - the next step is to identify which of your products and services (or combinations of products and services) your customers value. The emphasis remains on aligning the benefits you provide with the diverse needs of different customers.  Read More >>

Who is Your Customer?

Who is your customer? Are you sure?

Your first response is probably, "That is a pretty silly question." Of course, your customer is the person who buys your books. But if you interpret the question differently, your answer could have significant impact on your business future, since it determines your business model and where you will invest your resources.

Should You Redefine Your Business Model?

Based on my 25 years as a participant in, and consultant to, the publishing industry, I estimate that more than 90% of independent publishers seek sales only through retail buyers (primarily bookstores), both bricks and clicks. If you are in that category, you are significantly reducing your ability to reach and sustain profitable growth.  Read More >>

Close More Sales Without Lowering Your Price

Once the decision is made to conduct a promotional campaign, the process to find the best item begins by talking with potential suppliers (coffee mugs, apparel, hats, books) for their ideas and prices. Once the buyers have reduced the list to a final few, they may ask the finalists to offer something more. Those not familiar with the negotiation process usually offer a price concession, and thereby lose the sale. Here are Ten Tips for Choosing a Tiebreaker and Closing More Sales.  Read More >>

How You Can Come Up With More Marketing Ideas

Traditional thinking has a powerful undertow. Well-meaning friends, colleagues or even family members may discourage you from "rocking the boat." But in today's rapidly changing marketplace, holding steady really means falling behind. Move, evaluate, adapt, strategize and move again. Act like a professional boxer as you bob and weave, looking for weak points in your adversaries' strategies on which to launch your competitive attack.  Read More >>