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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.

Steps in Marketing & Publicity

  • How to craft your message
  • Social media
  • Search engine optimization
  • Go local
 

Top Ten Tips for Creating a Sales Proposal

by Brian Jud
Bowker | Mon Apr 20, 2015

When negotiating a large-quantity order your prospects will expect you to present a proposal. This is your recommendation of how to proceed, your solution to the buyer’s problem. Give them an answer to the unspoken question, “How will your product make a credible improvement over the existing or previous ways in which they have conducted promotional campaigns?” Here are the Top Ten Tips for Creating a Sales Proposal. 

1.    Give a summary of what you propose, why it will benefit the buyer and how much it will cost – all on one page.  

2.    An 8 – 15% improvement gets attention. If you predict a result that is too low, they are not interested. If too high, it is not believable. Make a reasonable and doable claim that is backed by credible data. Do not offer a guarantee.

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Expand From Your Core Business to Build Your Sales and Profits

by Brian Jud
Bowker | Fri Apr 3, 2015

The process of selling books has not changed much in many years. Publishers publish books that are sold through bookstores to their customers. Granted, the arrival of Amazon.com altered the dynamics of the playing field, but it is still the same field. 

Some publishers think more strategically and try to break from this crowded turf by differentiating their content from competitive titles. But that is still not enough. Long-term success will not be achieved through product differentiation alone, where the focus remains on the book and competitive titles. This strategy is akin to rearranging the deck chairs on the Titanic. 

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Get Your Book into Costco (and other specialty stores)

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by Penny C. Sansevieri
Bowker | Tue Mar 31, 2015

Authors ask me all the time: How can I get my book into Costco? To tell you the truth, it’s really not that complicated. But let’s look at the different ways that Costco stocks product:

Nationally: In order to be considered for national in-store distribution, you need to pass several (many) checks and your book needs to go to their book buyer who is super particular about what she buys for the stores. Product needs to move fast in Costco which is why you may see something one week but not the next. Books that are given national distribution meet a certain criteria - most of it having to do with sales and movie tie-ins. If your book doesn’t meet this criteria, take heart. There are other options.

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How You Can Come Up With More Marketing Ideas

by Brian Jud
Bowker | Tue Mar 24, 2015

Traditional thinking has a powerful undertow. Well-meaning friends, colleagues or even family members may discourage you from “rocking the boat.” But in today’s rapidly changing marketplace, holding steady really means falling behind. Move, evaluate, adapt, strategize and move again. Act like a professional boxer as you bob and weave, looking for weak points in your adversaries’ strategies on which to launch your competitive attack. 

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What to Do When Amazon Pulls Book Reviews

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by Penny C. Sansevieri
Bowker | Fri Mar 13, 2015

If you’ve ever had a review removed from Amazon you know how frustrating that can be. I’ve spoken to some authors who lost one and others who lost dozens. Each time it’s assumed that Amazon is the devil and that they get a certain amount of enjoyment from just randomly pulling reviews. While I was pretty certain this wasn’t true, I decided to call Amazon Author Central and get to the bottom of this.

The rep there was helpful and clear about their guidelines. Let’s look at a few:

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How to Get the Most From a Consulting Relationship

by Brian Jud
Bowker | Tue Feb 10, 2015

The most expensive part of book publishing and marketing is a costly mistake. You can avoid some errors through experience, which in itself can be costly. Or, you can hire a coach (consultant, advisor, mentor) to steer you through the marketing maze and minimize slip-ups that can have significant impact on your budget.

Those who seek advice and those of us who give it can work together to solve your marketing problems. However, a coaching relationship is not a one-and-done transaction, a singular event with the dispensing and accepting of wisdom. It is best utilized as a collaborative process, a mutual striving to better understand your unique challenges and craft the best path forward. This process has five stages.

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How to Sell Books On Home-Shopping Networks

by Brian Jud
Bowker | Tue Jan 27, 2015

Home-shopping networks (QVC, HSN) reach millions of people every day with information on a wide variety of products, including books. Before you try to reach these buyers, consider your books’ salability on television. Does your book …

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Four Steps to Greater Profits

by Brian Jud
Bowker | Mon Jan 26, 2015

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.

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How to Make a Good First Impression, or Correct a Bad One, With Prospective Buyers

by Brian Jud
Bowker | Wed Jan 21, 2015

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. 

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Seven Ways to Find New Book-Marketing Ideas

by Brian Jud
Bowker | Tue Dec 2, 2014

Innovation is not an event. It is a mindset. It results from a mind open to the possibility that there is (or could be) a different, better way of doing something. Few people find great ideas on a blank sheet of paper. Most of us need our imaginations channeled

The force behind innovation is insight – an imaginative understanding of an internal and external source that can be tapped to reach your objectives in ways that are different from those done by everyone else, or what you have done in the past.

Creativity can be powerful, but where do you find it? How do you tap into it? How do you recognize it? Many ideas arrive serendipitously, but they may be found systematically, too. Organize your creative sources in categories, just as you segment your market opportunities. Here are seven insight channels you can use to focus your imaginative powers, organize your thinking and find valuable ideas for growth.

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  • Obtain ISBNs (click here!)
  • Convert your file to ebook (click here!)
  • Acquire a bar code (click here!)
  • Increase discovery (click here!)
  • Purchase a QR code (click here!)
  • Register your copyright (click here!)
  • License your book’s content (click here!)
  • Find out who you write like (click here!)
  • Promote your book online (click here!)

Getting Started

Create a Culture of Quality in Your Publishing Company

Thu, November 13

FAQs about ISBNs

Fri, October 24

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

Wed, September 10

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

Fri, September 05

Do You Have the Write Stuff?

Wed, September 03

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