There is a fairly common marketing concept that can help you write a better press release, perform more successfully on the air, and sell more books in large, non-returnable quantities to corporate buyers. It is called a Customer Value Proposition (CVP) and it is a concise way to clearly and quickly portray to prospective buyers how your content can benefit them.
Stop selling your books and make more money.
This may sound like an odd notion to a publisher, but you can achieve the most success by not selling your book, but by selling the benefits potential customers will get from your book’s content. In other words, the form in which your content is sold is less important than the content itself—particularly to non-retail buyers (in corporations, associations, etc).
Frank Fochetta, the Vice President and Director of Special Sales and Custom Publishing at Simon and Schuster, agrees.
If you’re reading this, you’re probably at least tangentially aware of what happens among readers, writers, publishers, and booksellers when someone says the word “Amazon.”
People get emotional. Of course, Amazon’s Kindle has revolutionized the booming e-book market over the past few years, and you can obsessively check your sales against that crappy no-good Billy Collins any time you want, but now there’s also this new mobile app that allows would-be patrons to scan a book on the shelf of their local retailer to check its price against Amazon’s offering.
The year 2011 may well go down as the annum of the e-reader. Amazon, Barnes & Noble, Apple, Sony and Kobo went all-in for holidays to get their e-readers, tablets and apps into as many hands, purses and briefcases as possible. In 2012, we'll see the results of that push, as publishers anticipate the next step in the digital evolution. Book Business interviewed executives across a wide swath of the industry, from giant trade publishers to university presses, educational outfits and upstart indies. We found that while digital is on the march, print is far from dead, and the next bold move in the industry may be maximizing the synergies between the two.
One of the obvious advantages of Web marketing over the traditional kind (print, TV, radio, etc.) is that nearly everything anyone does online is trackable and measurable. Each post on Facebook, each tweet fired off at the end of the day, every newsletter sent, and even every inch scrolled down a Web page can be parsed, segmented and measured.
In a note to clients issued Monday, Hudson Square Research's Daniel Ernst reported on the results of a pre-holiday scouting trip he took to retail stores in New York and Connecticut over the weekend -- only a handful of shopping days before Christmas -- where he found "floor traffic up materially, but lines at checkout short."
Demand for tablet computers was strong, he wrote, with Apple's (AAPL) iPad maintaining its lead. Amazon's (AMZN) tablet sales, however, were a mystery.
World Book Night U.S. has announced the selection of its honorary national chairperson, Pulitzer Prize-winning journalist and bestselling author Anna Quindlen, and revealed the WBN 2012 U.S. book picks. In addition, World Book Night U.S. has opened the registration process for those wishing to become volunteer book givers.
Springer announces the Springer API (Application Programming Interface) Challenge 2.0, its second competition for original, non-commercial applications using its freely available metadata and content APIs. The Springer API Challenge 1.0 asked participants to develop applications that offer users new ways to find, visualize, and manipulate relevant data drawn from Springer’s large and growing content database. The Springer API Challenge 2.0 is a goal-directed competition to develop more specific solutions
Penguin Group (USA) announced today the release of its Holiday eSampler featuring excerpts from over 40 frontlist, backlist, and upcoming titles. Available for free wherever eBooks are sold, this collection provides readers with the opportunity to browse sample chapters of a variety of adult and young adult books across genres: from bestselling thrillers and critically-acclaimed
From the Fortykey website comes this screenshot of a clever marketing idea: Actually, the book looks pretty interesting: ABOUT “CARDANICA” “A delicious steampunk nightmare dripping blood and oil from every crevice.”Graham Edwards, Fantasy writer “Not since Harlan Ellison’s ‘I Have no mouth and I must scream’ has there been a better depiction of man at [...]