Blog - Sheridan

Three Steps to Generating Better Ideas

Publishing can be like trying to solve a jigsaw puzzle…after you first create the pieces. With a puzzle, you know what the finished product will look like as it is displayed on the cover of the box....

The View from the Top: Exploring the Five Levels of the B2B Book Selling Pyramid

Have you heard of Abraham Maslow’s Need Hierarchy? It describes a pyramid of needs through which people move as they are motivated to fulfill unmet needs. The foundation is made up of the very basic...

Stop Promoting and Start Communicating

Book marketers tell me they spend hours and significant sums of money promoting their books, but experience little results. They do not understand that the impact of promotion is not the number of...

The Scarcity of Paper – Pulp (non)Fiction

It’s no secret that the paper market is volatile; in fact, it has become increasingly unstable. Wood pulp costs continue to jump and impact paper prices. Mills have closed due to exorbitant raw material costs, among other factors.

Fresh from San Francisco: Session Notes from the 2018 AUPresses Conference

The Association of University Presses (AUPresses) Annual Meeting took place June 17-19, 2018 in the history rich Fairmont hotel in San Francisco. Speakers, panelists, attendees, and vendors came...

Catalog Mailers Infuriated by Supreme Court’s Wrong Decision in South Dakota v. Wayfair Case

The ruling by the Supreme Court will make doing business for small catalogers and small internet retailers infinitely more complicated and expensive. The blog post below, written by the American...

A Proof for Every Need

Proofs are a critical step in the book production process for many publishers. Not only do proofs provide you the opportunity to review your project one last time before it is printed, selecting the...

Define Your Target Reader to Move the Sales Needle

You could sell more of your books if you can answer two questions honestly. First, how often do people think about your book? Second, how often do people think about their own problems? You will...

A Meeting of the Minds

What do you need to succeed in book publishing? Your first thought may be money, particularly OPM — Other People’s Money. However, that is not as critical as you may think. Money will...

Take the “Junk” out of Direct Mail

Direct mail can receive a bad reputation from overuse and poorly designed mailing pieces. People tend to perceive direct mail as junk mail, and its internet equivalent as spam. However, when you...