Marketing

Guy Kawasaki Compares Google+ to Apple, Calls it a ‘Religious Experience’
May 23, 2012

Former Apple software evangelist Guy Kawasaki thinks that Google+ has a lot in common with Apple.

“When I saw Macintosh for the first time it was somewhat of a religious experience for me,” said Kawasaki during a talk at the Google+ Photographer?s Conference Tuesday. “Fast forward about 25 years and I had a second religious experience — which is when I saw Google+ for the first time.”

 

33 Tips For Profitable Publishing
May 18, 2012

The most expensive part of publishing is a mistake. If you can avoid the most common traps into which unsuccessful publishers fall, you increase your chance of success significantly. You may be on the right path to publishing success… but heading in the wrong direction. Let these tips be your GPS to becoming more profitable.

  1. There is no “one way” to market a book. There is no formula for book-publishing success. Learn what works best for you and your circumstances, create your plan and then give it your best effort.
  2. Understand marketing. Marketing is a process that begins with recognizing the needs of your potential customers, and then moves to developing, pricing distributing and promoting products and services to build profits by creating and expanding demand.
  3. Know your target reader. No book is saleable to “everybody who likes [your topic].” Use a PAR (Problem-Action-Result) statement to define the typical reader as carefully as possible in terms of gender, income, age, education and shopping preferences. This will help you focus your marketing activities.

Conference Recap: Taming the Giant—BISG Takes On Big Data
May 11, 2012

At the BISG ninth annual Making Information Pay Conference, held at the McGraw Hill auditorium on May 3, seven expert presenters took the assembled 200 industry professionals through a fast-paced three-and-a-half-hour session slicing Big Data down to manageable bites.

Not for the faint of heart, the event was focused on the message that Angela Bole, BISG Deputy Executive Director opened with. Citing a McKinsey Institute study’s warning of a critical shortage of expert analytical information workers she said that “It’s our belief that, as an industry, we need to harness the awesomeness of ‘deep analytical expertise’ in order to create the kind of book industry that’s truly capable of the innovation necessary to stay relevant over the coming years.”

Big Data, she said, “refers to the act of ‘taming’ the volume, variety and velocity of massive datasets.” It is what takes us to a place where we’re now able to develop holistic approaches to full-scale strategies that are analytical in the deepest sense of the term.”

50 Tips for Promoting Your Book: Tips 26 – 50
May 11, 2012

When you first publish, nobody has heard of the author or the book, so your initial promotion is the key to success. But if you focus only on social media you will miss many opportunities to reach prospective buyers. An assorted, persuasive and targeted promotional mix should maximize your sales, revenue and profits.

Promotion can use up your money faster than any other marketing tool. Use it wisely and your investment will pay off maximum dividends. These tips will show you how to do that:

  • 26. Sell your book as a premium.  A premium is an item the recipient is given for doing something or buying something, i.e., a free gift—your book— in conjunction for your action.
  • 27. Sell your book as an incentive. An incentive is something that you earn. It requires that you do something extra in order to deserve or be given that item. It is usually something of considerable value to the potential recipient – such as a coffeetable book.

50 Tips for Promoting Your Book: Tips 1-25
May 4, 2012

When you first publish, nobody has heard of the author or the book, so your initial promotion is the key to success. But if you focus only on social media you will miss many opportunities to reach prospective buyers. An assorted, persuasive and targeted promotional mix should maximize your sales, revenue and profits.

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Before Putting Anything Else on the Internet!
May 1, 2012

The tools we use to find content are changing and becoming more intelligent. Google can now distinguish between content that people find actually useful and content that has been perfectly optimized to game their system. Obviously, it is in Google's interest not to be gamed.

Marketing in the White Space: A different approach to market segmentation
April 27, 2012

Maket segmentation is the process of dividing your overall sales opportunity into unique, defined, manageable groups of people. You know this as a fundamental marketing technique, but if you look at it in a new way it is even more likely to increase your sales, revenue and profits.

Locating opportunities that are not immediately visible is what I call “marketing in the white space”—the undefined area surrounding the segments, the places where you can create new sales in uncontested market space where your competition is irrelevant. Here, demand is created rather than fought over, and growth may be profitable and rapid.

Maximize Your Trade Show Experience
April 18, 2012

I have exhibited or attended each of the last 22 BookExpo America shows, and I served my time as a trade-show manager for Fortune 500 companies. I understand what makes a profitable experience at such an event. My BEA experiences have shown me that book publishers could do a great deal more to improve the results they get from their exhibiting expenditures.

The exhibitors’ focus is on the authors because they are trying to sell their books. And that is where they go wrong. They could sell more books by translating how the content of the books can benefit the customers. Let’s take the focus off of glitz and put it where it belongs: consummating large-quantity sales and making the contacts that can lead to future sales.

Snoop Dogg to Release Smokable Book
April 10, 2012

Rapper Snoop Dogg is about to enter the book publishing market with a book that you can not only read, but smoke.

What?

Time reported that "Rolling Words: A Smokable Songbook" will be released from Snoop as a marketing campaign for his new Kingsize Slim Rolling Papers.

In a video for the book, Snoop Dogg says that the book reprints lyrics to his past songs like "G-Thang" and "Gin and Juice." He tells fans, "This thing can also be smoked with some of your finest, where you at or however you at."

Sex, Love and Romance, $9.99 a Month
April 9, 2012

In a move to build community and learn more about its customers, mid-sized publisher Sourcebooks is launching a romance e-book club that gives members e-books, discounts and access to online parties and live events for $9.99 per month.


The club, Discover a New Love, lets members choose one DRM-free e-book from a selection of four each month. (Right now, a 6-month prepaid membership for $9.99 per month is available.) Those who want to buy additional e-books can do so at a discount.