Welcome to Marvelous Book Marketing Strategies, a monthly column based on book marketing expert John Kremer’s 24-Point Book Marketing Action List, a list John compiled specially for the participants in his Book Marketing Blast-Off seminars. The actions on the list range from writing press releases and networking, to contacting Oprah and getting to know your bank’s president. The underlying value of the list may be that it encourages you – the independent author and/or publisher – to focus on ACTION. As an independent author, self-publisher, or owner of a small publishing house, it all depends on YOU and your ability to GET THE JOB DONE. Self-promotion, guerilla marketing, and effective networking strategies are all vital elements of getting the BUZZ for yourself and your books that lead to SALES.
Each month we list one of John Kremer’s Marketing Action suggestions, and elaborate a bit on why it’s important and how to make each action happen effectively and efficiently. Prepare to TAKE ACTION, IMPROVE YOUR MARKETING, and SELL MORE BOOKS!
Book Marketing Action Tip #17:
"Do something this week to create premium sales."
"In this action list, I'm trying to get you to start taking action on some things you've been putting off. One of the things I've found most publishers put off is sales to corporations and other premium users. Why? Because it's not always easy to identify and contact a potential premium buyer."
A premium, for those unfamiliar with the jargon, is a prize, bonus, award or reward that’s given to induce someone to do something, whether it’s to buy a product, sell more products, subscribe to a magazine, sign up for a loan, or enter a competition. The corporate market has untold uses for buying books.
Sometimes a corporation gives away gifts for the public relations value. Gifts may go to an employee or a vendor at Christmas time or to celebrate an anniversary or as a thank-you for a loyal client. Every time recipients look at the book, it’s hoped, they will think fondly of the company.
The saying "a bookstore is the worst place to sell books" comes from comparing "normal" book retail distribution and sales to corporate sales, and one big difference: once a corporation buys your books, it keeps your books. Granted, corporations generally take a respectable discount of 50-55 percent, and as the size of order goes up, the profit per book goes down. For large orders of 20,000 to 25,000, for example, a corporation may take up to a 70 percent discount or pay a dollar or two above printing cost.Yet compared to a national distributor, which has the privilege of returning any or all books without penalty, it’s still a good deal. And, corporations pay a lot quicker than book distributors.
Yes, selling books to corporations does involve a hefty investment of time. A publisher needs to research the various corporations (see Kremer's Special Sales, Special Opportunities page), hound the corporation for a decision, and perhaps travel to the corporate site for negotiations.There have been cases, however, when a sale has taken only one phone call and a follow-up visit. (see sidebar.)
So, determine if your books have potential as premiums and get busy selling books in large quantities!
* * * * * Previous Marketing Action Tips: Tip #1: Develop a 25-Word Key Statement Tip #2 - Get Testimonials from at Least Three Famous People Tip #3 - Develop a free report and write a news release for it. Tip #4 - Write a free report. Tip #5 - Talk to at least one sales rep. Tip #6 - Talk to three bookstore buyers or owners. Tip #7 - Talk to at least one librarian.Tip #8 - Talk to at least five other retail owners or buyers.Tip #9 - Scout out related titles.Tip #10 - Schedule and do at least one radio interview. Tip #11 - Contact Oprah. Tip #12 - Contact the appropriate reporter at USA Today
Tip #13 - Contact the appropriate editors at Publishers Weekly.
Tip #14 - Contact five magazines in your target market.
Tips #15-16 - Contact 3 book clubs / Contact 10 catalogs
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Other John Kremer links:
John Kremer’s Book Marketing Website: www.bookmarket.com
John Kremer’s Book Marketing Tip of the Week: www.bookmarket.com/tips.html
John Kremer’s blog: openhorizons.blogspot.com
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