Publishers want to increase sales with new books and new ways to market them. Yet in practice they wait for authors to submit manuscripts and then sell the published books through bookstores and online. The quest for innovation is lost to habit and tradition.
It doesn’t have to (and shouldn’t) be that way. There is a reliable, systematic process for developing new, different and more successful ways to publish profitably and simultaneously grow your business. The objective is to close the growth gap --- the area between where you are now and where you want to be. There are four basic steps in this process.
We all want to make a good first impression when calling on a sales prospect for a large book order. An order for thousands of books could be at stake. So the pressure is on you, and that alone could cause you to make a bad first impression. But there are other reasons, and some are beyond your control. The most expeditious thing to do is to control the impression you make on buyers. But if you don’t, you may be able to correct it. Here are Ten Ways to Make the Right Impression.
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?
Publishing companies need to innovate regularly to create new value for their customers. But innovation in itself should not be the final goal. Not only must you spot opportunities, but you should capture value so you get paid for it, too.
There are two kinds of innovation. One is in value creation and the other is in value capture. Many businesses stop the creative process when a good idea is developed, believing that once it is implemented it will generate money. But unless value capture –maximizing the return on your idea – is also contemplated, you can leave money on the table.
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.