Books Blog - Sheridan

Ask, Don’t Tell: Selling Books to Corporate Buyers

Doctors ask questions to get information before making a diagnosis. Litigators ask questions of witnesses to build their cases. Journalists ask questions to generate information for their articles....

Publishers’ Book Manufacturing Needs Slow, but Non-Print Technologies Grow

Findings from Sheridan’s customer satisfaction survey show that publisher’s book manufacturing needs are slowing in 2018, while the need for single-copy print-on-demand (POD) and non-print...

Misunderstood Marketing

One of the most misused words in the publishing business is marketing. Some people think selling is marketing, but it is not. Others think publishing is marketing, but it is not. Marketing is a...

16 Tips for Conducting Radio Interviews by Telephone

Performances on radio talk or news shows can be workhorses of book-promotion activities. With radio as part of your communication plan, you can reach hundreds, thousands, or millions of people at...

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...

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...

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 printing, 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...