9780757002137

How To Make Real Money Selling Books (without Worrying About Returns): A Complete Guide to the Book Publishers' World of Special Sales

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  • ISBN13:

    9780757002137

  • ISBN10:

    0757002137

  • Format: Paperback
  • Copyright: 2009-09-30
  • Publisher: Square One Pub
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Summary

So you worked hard and published a great book . . . only to discover that its bookstore sales weren't nearly as big as you had originally imagined. You're now left feeling discouraged, with boxes of books piled up in your warehouse. But don't give up hope! Book marketing expert Brian Jud has put together this comprehensive resource to open your eyes to a new world of sales. The global book market generates almost $90 billion annually, and believe it or not, more than half of each year's sales are made in non-bookstore outlets such as discount stores, gift shops, museums, and schools. These special markets are everywhere, but are often ignored by publishers simply because they are unaware of their existence.

Author Biography

Brian Jud is president of the consulting firm Book Marketing Works. Established in 1996, the company's goal is to help independent publishers market their titles more effectively. Brian is also an award-winning author, whose titles have included Beyond the Bookstore (a Publishers Weekly title) and the bestselling Job Search 101. Additionally, Brian offers commission-only sales to buyers in special markets. He is also the editor of the Book Marketing Matters special-sales newsletter and creator of the Special-Sales Profit Center, which is a database that helps publishers sell more books to non-trade markets. Currently, Brian and his family reside in central Connecticut.

Table of Contents

Introductionp. 1
What Is Non-Trade Marketing?p. 5
Trade versus Non-Trade Book Marketingp. 6
How Long Will Your Book Sell?p. 17
The Sectors of Non-Trade Marketsp. 23
Content is Kingp. 26
Dual Distributionp. 27
Ask the Right Questionsp. 29
Non-Trade Retail Marketsp. 35
Discount Stores and Warehouse Clubsp. 36
Airport Storesp. 45
Supermarkets and Drug Storesp. 52
Cable Television Shopping Networksp. 58
Display Marketing Companiesp. 65
Museums, Zoos, Aquariums, and Parksp. 70
Gift Shopsp. 83
Specialty Storesp. 89
Book Clubsp. 99
Catalog Marketingp. 104
Non-Trade Non-Retail Marketsp. 111
Businessesp. 112
Associationsp. 127
The Academic Marketp. 137
Government Agenciesp. 149
Military Marketplacep. 159
Librariesp. 175
Do Your Homework Before You Start Sellingp. 197
Define Your Target Buyersp. 198
Segment the Mass Marketp. 201
Understand Your Competition and Differentiate Your Titlep. 207
Conduct Simple Market Researchp. 210
Perform Basic Test Marketingp. 215
Find Potential Buyersp. 220
Qualify, Classify, and Prioritize Your List of Potential Buyersp. 225
Match Benefits to Buyersp. 228
Start Sellingp. 233
Utilizing Distribution Partnersp. 233
Making the Initial Phone Callp. 240
Creating a Personal Sales Kitp. 245
Negotiatingp. 253
Promoting to Non-Trade Buyersp. 259
Seek Niche Reviewsp. 259
Raise Awareness through Niche Mediap. 263
Get Endorsementsp. 267
Participate in Award Competitionsp. 271
Implement Effective Mail-Order Campaignsp. 274
Sell Books through Speaking Engagementsp. 279
Conduct Author Eventsp. 284
Attend Trade Showsp. 288
Use the Internet to Your Advantagep. 297
Putting It All Togetherp. 305
Create a Compromise between Buyers' Wants and Needs and Your Ownp. 305
Write a Business Planp. 307
Set up a Publication Timelinep. 310
Prepare Yourself Mentallyp. 314
Case Studiesp. 317
Conclusionp. 323
Appendicesp. 325
About the Authorp. 330
Resourcesp. 331
Indexp. 365
Table of Contents provided by Ingram. All Rights Reserved.

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