DIRECT SALES: Never Mind the Big Etailers?
25 Tips from Five Publishers on Selling Direct to Your Customers
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Put options in front of consumers. From the beginning, Shambhala put insert cards into each book sold, inviting customers to sign up for a catalogue mailing. "The mailing provided two benefits. It did sell books direct, and it was a very effective target marketing [vehicle]," Jacobs says, facilitating bookstore placements when subscribers would ask for titles at their local store. Seem old fashioned? Shambhala still publishes a successful print catalogue; they mailed 850,000 of them in 2011. "Catalogue advertising is the best targeted marketing to introduce a new book to audiences that might be interested," Jacobs says.
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James Sturdivant
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