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All Discussions Tagged 'marketing' (40)

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SPAN Staff

Sell books as you would Coca-Cola

How can you make more money selling to non-bookstore buyers? Consider this example. A consumer buys a 24-pack of Coca-Cola for about $ .25…

Started by Brian Jud

0 yesterday

SPAN Staff

Are you too smart to communicate?

There was an interesting article in the September 27, 2014 Wall Street Journal (“When Being Too Smart Ruins Writing,” page C3). Here is an…

Started by Brian Jud

0 on Monday

SPAN Staff

Focus on what you can control and increase sales

Many authors and publishers focus on the production process as the means of creating value. Their success is measured in terms of units mov…

Started by Brian Jud

0 Sep 24

SPAN Staff

Ask questions that can increase your sales

The metrics that publishing companies use most often to track performance include financial measures such as changes in sales and revenue.…

Started by Brian Jud

0 Sep 23

SPAN Staff

Or, try value-based positioning

The second way (one more to follow) to create a positive image in the minds of your customers is value-based positioning. This is founded o…

Started by Brian Jud

0 Sep 9

SPAN Staff

Discover how to be more strategically creative

Book publishers rightfully believe they grow their revenue and profits by performing innovative marketing activities. But thinking about cr…

Started by Brian Jud

0 Sep 5

SPAN Staff

Overcome obstacles in your marketing efforts

Much of the world has its defenses up to keep out new ideas. You need to become a warrior and do what is necessary to make your idea a real…

Started by Brian Jud

0 Sep 4

SPAN Staff

Define your books, not your buyers

Some publishers define their customers in terms of the people who purchase and read their books. Instead, define your books in terms of the…

Started by Brian Jud

0 Sep 2

SPAN Staff

Plan as you write

As businesspeople we recognize the importance of planning. As book publishers we understand the process of writing a book. What if you comb…

Started by Brian Jud

0 Aug 28

SPAN Staff

Use your marketing kaleidoscope

The marketing-planning process is similar to using a kaleidoscope. There are a finite number of pieces, but you can create an infinite numb…

Started by Brian Jud

0 Aug 27

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