Marketing

18 Tips for Making Your Book a Winner
June 8, 2012

What makes a book a winner? There are several critical factors that cannot be missed. Discover how you can avoid the top mistakes most untrained authors make.

  1. Successful marketing starts with a high-quality book. Use professional designers and copy editors, even if you have a relative or friend who can do it less expensively. Good marketing will kill a bad book quickly.
  2. Find a need and fill it. Your content should address a market need. A conversation that begins “I read about a new trend…” will usually yield a better product than will a conversation beginning,” I saw a great manuscript today.”

Four Hours in the Totebag Capital of the World
June 8, 2012

If you have anything to do with the book industry, you are probably nauseated by the mere mention of that industry's annual tradeshow, which started on Monday and wraps up today.  But not everyone is some sort of book fanatic—some people just read books and are innocent about the disgusting process that brings them into being, like little children who don't know that babies are generated via

Steve Jobs' 14 Lessons for Book Publishers (Part One)
May 25, 2012

Much of the discussion about Steve Jobs’s biography centers on his management style, or lack thereof. But after reading the book, I found information that is relevant to the publishing industry. I will offer my interpretations of Steve Jobs’s philosophies and actions as they could apply to book publishing in two parts.

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.

Read This Article 
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.