Demystifying Subsidiary and Foreign Rights, by Cynthia Frank; December 12, 6:00 pm ET; Register at http://tinyurl.com/lq6swzh
The recording of "How to sell more books in Personal Presentations," By Brian Jud, www.bookapss.org/Sellebrity.wmv
The recording of "Federal Government Assistance for the Publishing Industry," by Keith Yatsuhashi is at http://tinyurl.com/o6rgopa
The recording of "Book Promotion 2013: Keeping up with the Changes" by Dan Poynter is http://tinyurl.com/lalr7c2
The recording of "Ready For the Marketplace: What Will Stores Think of Your Book?" (By Amy Collins) is at http://tinyurl.com/n8o5yqd
The recording of "Make the Most of the Holiday Selling Season" is at http://tinyurl.com/mfrkb9g
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Marketing to Lovers and Haters. Is your topic one that elicits a “love-hate” response from people? It might be about health, dieting, wealth management or any topic that elicits polarized opinions. Your subject does not even have to be that controversial to generate opposite responses. For example, the top two most polarizing brands are McDonalds (33% love, 29% hate) and Starbucks, (30% love, 23% hate). The least polarizing brand is Amazon.com where 56% love it and only 3% hate it.
You do not need exact figures of the ratio for your brand, but you can get a good feel for it from reviews, or if your radio performances elicit callers with extreme opinions. If your brand brings out the best and worst feelings among your target buyers, there are things you can do to sell more books under those circumstance. Here are the Top Ten Ways to Market a Polarizing Brand.
 Make the Most of a Polarizing Brand, Harvard Business Review, November, 2013, pgs. 29-31
2. Editor’s note: I used this technique when I found a person on a listserve denigrating my special-sales catalog program with erroneous information. I joined the list and corrected the misrepresentation. The disparager apologized to all.
Much of the discussion about Steve Jobs’s biography centers on his management style, or lack thereof. But after reading the book, we found information that is relevant to the publishing industry. Here we will offer our interpretations of Steve Jobs’s philosophies and actions as they could apply to book publishing. Here is the fifth, and others will be presented over the next few weeks.
5) Jobs: "Put products and customer service before profits"
Some publishers have a profit objective each year, and understandably do all they can to reach it. Yet, that philosophy may not be in your best interests. That may lead to cutting corners to reduce costs to improve profits. Think in terms of profit optimization vs. maximization. This will generally lead to better long-term financial results. You can improve your bottom line in two ways: cut costs (without sacrificing quality) or increase the top line through product, distribution, pricing and promotion innovation. Focus on making great products and marketing them properly, and profits will follow.
 Steve Jobs, by Walter Isaacson, published by Simon and Schuster, 2011
Discover what your prospective customer needs -- which will probably be some combination of products and services. Then describe how you can help improve their sales, revenues, margins or brand image. Add value to their way of doing business.
For example, you may be trying to sell a barbeque cookbook to buyers at Lowe’s or Home Depot. They do not want to sell cookbooks as much as they want to sell high-priced, more profitable barbeque grills. So you could sell your cookbook by demonstrating to them how it could be used as en enticement to get people to buy the grills. They could use your book – rather than sell it – by giving one away with each grill purchased. This is the concept of cross merchandising.
APSS Conference attendee Laura Larson is “a huge fan of the "original" solution selling approach and recommends, The New Solution Selling: The Revolutionary Sales Process That is Changing the Way People Sell, By Keith M. Eades. Laura says, "Extremely easy for a non-salesperson like me to "get" and learn from, with excellent flowcharts and visuals to help understand how pats of the selling process fit together. Reading it also as a book editor, I found The New Solution Selling really nicely written, designed, and laid out as well. The Solution Selling Fieldbook is also very good--full of templates, etc.--but may be more suited for a "real" salesperson working in a specific sector."
”You all did a great job with the first APSS conference. Looking forward to next year's event. You'll have your hands full improving on year one's lineup.”
“You don’t have to do extraordinary things to get extraordinary results.”
There are many elements that go into producing and marketing a book successfully. APSS has reduced them to a list of the 150 most important things you can do to reach your goals. These will be presented in groups of five over a period of time. They may help you get unstuck in your marketing efforts, sell more of your books and build your publishing empire. Here are tips 51 - 55:
51. Successful marketing starts with a high-quality book. Use professional designers and copy editors, even if you have a relative or friend who can do it less expensively. Good marketing will kill a bad book quickly.
52. Remember the basics. Find a need and fill it. Your content should address a market need. The conversation beginning “I read about a new trend…” will usually yield a better product than will a conversation beginning,” I saw a great manuscript today.”
53. Good enough is never good enough. Do not settle for “almost right,” or “it should work.” Use the best people and test everything before you publish.
54 Have a good title. You have less than ten seconds to lure a potential buyer into your book.
55. Use a professional editor. Do not edit your book yourself. Even if you were an English major, use the services of a professional editor.
Marketing Fiction: 15 Steps Toward Success, by Joshua Ortega
4. Give yourself enough time to get galleys or advance readers’ copies out to the major pre-publication reviewers (such as The New York Times, The LA Times, Publishers Weekly, and Library Journal). A good review from one of them means instant credibility and some great marketing and sales opportunities.
Each of the remaining steps will be published here every Thursday for the next 11 weeks