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Stop Promoting and Start Communicating

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 press releases, emails, and media appearances that they conduct. It is...
A Proof for Every Need

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 correct proof type can help ensure your printer meets or exceeds you...
Define Your Target Reader to Move the Sales Needle

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 probably agree that people think more about how they can solve their...
A Meeting of the Minds

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 come when you do everything else right. The most important attributes...
Take the “Junk” out of Direct Mail

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 have a finite, identifiable group of people who are potential customers...
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