As a publisher, you are responsible for producing a quality product at all levels: writing, editing, design, printing, customer service and marketing (pricing, promotion and distribution). Poor quality – whether in product and service – can destroy a publishing venture over time. Negative word-of-mouth communication whether in person, in blogs, on discussion groups and forums, or through social media spreads quickly and is difficult to overcome. While you cannot control what others say about you on these media, you can control the source of their pleasure or discontent by maintaining high levels of product and service quality. Here are Ten Aspects of Product and Service Quality.
At Bowker, we sell ISBNs. So we get a lot of questions about them. We've collected the ones that seem to be most useful to folks calling or emailing us.
Is Bowker the only place I can get an ISBN?
Bowker is the US ISBN Registration Agency. Each country has its own ISBN Registration Agency, as part of the ISBN standard ratified by ISO. If you are in the US, your ISBNs come from Bowker.
I just got my ISBN. Now what do I do?
The metrics that publishing companies use most often to track performance include financial measures such as changes in sales and revenue. But viewed in isolation, these may have little connection to your long-term commercial success.
The question most publishers periodically ask themselves is, “Did I achieve the goals that I set?” The numbers are easy to measure and compare -- you either reached your sales objectives or you did not.
Due to this perceived simplicity, publishers stop there and recalculate their objectives for the next period. The problem with this process is it measures something you cannot control -- sales and revenue. If you could control them, then reaching goals would be a given. But you can only influence the attainment of those metrics by the actions you take.
Book review ezine Shelf Unbound’s Writing Competition for Best Independently Published Book now includes a prize for sports-related works. In addition to best overall winner, the competition will present the Pete Delohery Award for Best Sports Book, which carries $1,000 cash prize. The winner, selected by the editors of Shelf Unbound, will be featured along with the winners and finalists of the larger competition in Shelf Unbound’s December/January 2015 issue, which is read by 125,000 book lovers in 65 countries. Entries are being accepted now through October 1.
Did you ever think about taking a long trip? If so, you probably thought about how you would get to your destination, perhaps traveling by car, plane, train or bus. Then you planned where to stay each night, what to pack and how much it would all cost. Finally you made a checklist so you didn’t forget to do anything and spend your money wisely.
That is the same process used to plan your book-marketing activities. First you think about what you are going to do, analyzing alternatives. Once you choose those that will maximize results, you write a plan as a reminder to perform each action in the proper sequence, at the right time and within your budget.
Direct mail is a targeted marketing weapon that that can help you sell more books, test new titles, and generate sales leads. When you have a finite, identifiable group of people who are potential customers for your books, direct mail may be the most effective and efficient marketing tool you can use to reach them. It gives you control of the timing, delivery and content of your promotion, a predetermined fixed cost and the means to forecast and measure the return on your marketing investment.
The foundation of direct marketing is to get people to act – to place an order for your book or to request more information about your consulting or speaking services. There are several basic propositions you can use by themselves or in various combinations overcome the recipient’s inertia.