Marketing & Publicity

Good marketing is an art. Knowing your audience is critical. Get the word out about your book in a compelling and interesting way.

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Mid-Year Marketing Measurement

by Brian Jud
Bowker | Wed Jun 14, 2017

When a helicopter is at rest, the dials on its dashboard are all askew with arrows pointing in different directions. But when that helicopter is flying straight and level, with no problems, all the arrows are pointing straight up. The pilot can glance at the instrument panel and quickly see if any dials are out of order, indicating that a problem exists. He or she immediately knows when something is wrong without wasting time evaluating that which is working correctly.

You can apply this same concept to your publishing efforts by setting up a system that quickly points out where marketing problems exist. Once you know what the problem is you can determine its cause and take steps to solve it.

Inside Publishing

Marketing & Publicity

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How to Double Blogger Requests for your Book

by Penny C. Sansevieri
Bowker | Wed Jun 7, 2017

You probably have found lots of discourse on the publishing industry that boils down to one thing – it’s hopping. We certainly talk about it a lot, what with more than 4,500 books published every day. That said, book bloggers are still reviewing and promoting books – and some books still generate a lot of buzz. If you haven’t tapped into the buzz yet – and want to know why, then we’ve written this article for you. Pitching bloggers, while not difficult, can be intimidating. Whether you don’t know how (and we’ll teach you), or you don’t like rejection, rest assured, book bloggers really do want to know about great books! So here are some of best practices for generating blogger interest!

Inside Publishing

Marketing & Publicity

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New Rules for Planning

by Brian Jud
Bowker | Wed May 24, 2017

Many independent publishers think of the word plan as a document beginning with your mission statement followed by an analysis of your business and a description of your markets, competition, strategies and tactics. Strictly speaking, that is correct. However, there is another approach to planning if your goal is to create a functional device to help you succeed.

Instead of creating a sequential plan as advocated in traditional marketing practice, simply create a set of rules under which you will operate. This approach does not consider the word plan as a noun -- a ponderous text usually valued in terms of its weight -- but as a verb, a process. The result is a description of how to proceed under various conditions, a set of policies that establish the parameters within which you will operate your business.

Inside Publishing

Marketing & Publicity

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Marketing Strategy Rules

by Brian Jud
Bowker | Tue May 16, 2017

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 you can use to plan your book-marketing activities. First you think about what you are going to do, analyzing alternatives. You choose those that will maximize results, write a plan as a reminder to perform each action in the proper sequence, at the right time and within your budget.

Inside Publishing

Marketing & Publicity

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Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 6

by Brian Jud
Bowker | Tue May 9, 2017

This is the sixth and final article in a series.

This completes my series of blog postings about the top negotiating traps in which you could unknowingly find yourself when dealing with a corporate buyer. Here is the sixth trap to avoid.

Negotiating Trap #6: Neglecting your BATNA (Best Alternative To a Negotiated Agreement)

Closing the order for a large-quantity sale of your books should not be your objective. Your goal should be to close an order that is in everyone’s best interests – especially yours. Your Best Alternative To a Negotiated Agreement (BATNA) is an alternative opportunity that could be better than the one in front of you.

Inside Publishing

Marketing & Publicity

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Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 5

by Brian Jud
Bowker | Tue May 2, 2017

This is the fifth article in a series.

This continues my series of blog postings about the top negotiating traps in which you could unknowingly find yourself when dealing with a corporate buyer. Here is the fifth trap to avoid.

Negotiating Trap #5: Trying to Speed Things Up

The process for selling large quantities of your books to corporate buyers sometimes takes on a life of its own, moving ahead at a pace that is usually slower than you want. Do not force the process to move faster. Allow it to unfold without making unnecessary concessions – or trying to force unwanted terms on your prospects -- to move it ahead.

Inside Publishing

Marketing & Publicity

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Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 4

by Brian Jud
Bowker | Tue Apr 18, 2017

This is the fourth article in a series.

This continues my series of blog postings about the top negotiating traps in which you could unknowingly find yourself when dealing with a corporate buyer. Here is the fourth trap to avoid.

Negotiating Trap #4: Sticking to a formula.

Every negotiation for a large-quantity book sale is different. Each has different objectives, people and budgets, so there is no one path on which you travel toward a successful deal. There is no “one-way” to negotiate a large sale of your books, but there are things that you should and should not do. Knowing when to do which is the key.

Inside Publishing

Marketing & Publicity

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Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 3

by Brian Jud
Bowker | Tue Apr 11, 2017

This is the third article in a series.

This continues my series of blog postings about the top negotiating traps in which you could unknowingly find yourself when dealing with a corporate buyer. Here is the third trap to avoid.

Negotiating Trap #3: Not seeking common ground.

You will run across varied personalities on your path to negotiating large-quantity sales of your books to corporate buyers. Some of these people will have a hidden agenda when dealing openly in front of their colleagues, and they may assume a more confrontational behavior. This may result from a desire to perpetuate – or establish – a reputation as “playing hardball,” and not compromising easily.

Inside Publishing

Marketing & Publicity

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Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 2

by Brian Jud
Bowker | Tue Apr 4, 2017

This is the second article in a series.
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Most publishers are not skilled negotiators, and may feel at a disadvantage when dealing with a person trained is salesmanship. Yet in most cases, a sale may be more likely if you know how to recognize and avoid the situations that could automatically disqualify you as a sales professional. In a series of six blog postings I will discuss each of the top negotiating traps in which you could unknowingly find yourself. Here is the second trap to avoid.

Inside Publishing

Marketing & Publicity

Read more about Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 2

Six Traps to Avoid When Negotiating Large-Quantity Book Sales

by Brian Jud
Bowker | Tue Mar 28, 2017

This is the first article in a series.
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Corporate executives can purchase your books in large, non-returnable quantities. However, the process to convince them to buy is not short, nor is it easy. These people are spending their company’s money, so they must justify their decisions to those higher up the organizational ladder. The decision makers negotiate with you to get the best deal and to confirm they know the answers to the right questions. Much of your sales success will be the result of making the buyers feel they are making the best decision.

Inside Publishing

Marketing & Publicity

Read more about Six Traps to Avoid When Negotiating Large-Quantity Book Sales

Marketing & Publicity

Mid-Year Marketing Measurement

How to Double Blogger Requests for your Book

New Rules for Planning

Marketing Strategy Rules

Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 6

Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 5

Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 4

Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 3

Six Traps to Avoid When Negotiating Large-Quantity Book Sales – Part 2

Six Traps to Avoid When Negotiating Large-Quantity Book Sales

Pages

Getting Started

Create a Culture of Quality in Your Publishing Company

FAQs about ISBNs

How to Write a Business Plan as Narrative (Part 2 of 2)

A Novel Planning Technique for Book Publishers (Part 1 of 2)

Do You Have the Write Stuff?