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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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.

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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.

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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.

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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

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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.

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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

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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.

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Are You Solving the Right Problem?

by Brian Jud
Bowker | Wed Mar 22, 2017

Problems are the bane of all businesses, and solving them is a constant battle as publishers fight to succeed. Spurred by a penchant for action, they quickly switch into solution mode and in many cases address the wrong issues. The secret to winning the struggle is not simply solving problems, but first knowing what the real problem is.

For example, a publisher may begin brainstorming with employees by saying, “We have a problem with poor sales. What can we do about it?” A staff wanting to appear enthusiastic and helpful responds with recommendations for solutions. These might include publishing more books, increasing publicity, changing distributors or selling through more bookstores. Unfortunately, low sales are just a symptom of the real problem, and the solutions offered are analogous to re-arranging the deck chairs on the Titanic.

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Top Ten Factors to Consider When Using Your Book as a Freemium

by Brian Jud
Bowker | Wed Mar 15, 2017

Should You Use Your Book As A Freemium? A premium is an item given away to attract, retain or reward customers. It may also be provided as an incentive to purchase a particular product. Can companies use your book as a premium? Yes, and you can earn substantial revenue that way. Can you use your book as a premium for your own business? Yes. When your book is a “freemium” it can generate a valuable source of revenue for your other services, such as speaking or consulting. Here are the Top Ten Factors to Consider When Using Your Book as a Freemium.

1. Your book has to have value in itself to recipients, meaning its content should be useful to them

2. The form should portray value – a high-priced hardcover book will have greater perceived value than a low-priced ebook

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Top Ten Reasons You Can Make More Money Selling Books to Non-Bookstore Buyers

by Brian Jud
Bowker | Tue Mar 7, 2017

Significant benefits accrue to the astute publishers that grow their businesses through non-bookstore marketing. Here are the Top Ten Reasons You Can Make More Money Selling Books to Non-Bookstore Buyers.

1) Increased revenue. Increase your sales in a marketplace somewhat larger in size than the bookstore market. You could double your sales with additional marketing effort directed to non-bookstore markets.

2) Recurring revenue. In non-bookstore marketing, your customers may place a standing order (a given number of books to be shipped automatically on some predetermined schedule). This recurring revenue improves the predictability and velocity of your cash flow.

Inside Publishing

Marketing & Publicity

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Marketing & Publicity

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

Are You Solving the Right Problem?

Top Ten Factors to Consider When Using Your Book as a Freemium

Top Ten Reasons You Can Make More Money Selling Books to Non-Bookstore Buyers

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?