How to Make Real Money Selling Books Without Worrying About Returns

by Jud, Brian

• ISBN13: 9780757002137
• ISBN10: 0757002137
• Format: Paperback
• Copyright: 2009-09-30
• Publisher: Square One Pub

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

Introduction	p. 1
What Is Non-Trade Marketing?	p. 5
Trade versus Non-Trade Book Marketing	p. 6
How Long Will Your Book Sell?	p. 17
The Sectors of Non-Trade Markets	p. 23
Content is King	p. 26
Dual Distribution	p. 27
Ask the Right Questions	p. 29
Non-Trade Retail Markets	p. 35
Discount Stores and Warehouse Clubs	p. 36
Airport Stores	p. 45
Supermarkets and Drug Stores	p. 52
Cable Television Shopping Networks	p. 58
Display Marketing Companies	p. 65
Museums, Zoos, Aquariums, and Parks	p. 70
Gift Shops	p. 83
Specialty Stores	p. 89
Book Clubs	p. 99
Catalog Marketing	p. 104
Non-Trade Non-Retail Markets	p. 111
Businesses	p. 112
Associations	p. 127
The Academic Market	p. 137
Government Agencies	p. 149
Military Marketplace	p. 159
Libraries	p. 175
Do Your Homework Before You Start Selling	p. 197
Define Your Target Buyers	p. 198
Segment the Mass Market	p. 201
Understand Your Competition and Differentiate Your Title	p. 207
Conduct Simple Market Research	p. 210
Perform Basic Test Marketing	p. 215
Find Potential Buyers	p. 220
Qualify, Classify, and Prioritize Your List of Potential Buyers	p. 225
Match Benefits to Buyers	p. 228
Start Selling	p. 233
Utilizing Distribution Partners	p. 233
Making the Initial Phone Call	p. 240
Creating a Personal Sales Kit	p. 245
Negotiating	p. 253
Promoting to Non-Trade Buyers	p. 259
Seek Niche Reviews	p. 259
Raise Awareness through Niche Media	p. 263
Get Endorsements	p. 267
Participate in Award Competitions	p. 271
Implement Effective Mail-Order Campaigns	p. 274
Sell Books through Speaking Engagements	p. 279
Conduct Author Events	p. 284
Attend Trade Shows	p. 288
Use the Internet to Your Advantage	p. 297
Putting It All Together	p. 305
Create a Compromise between Buyers' Wants and Needs and Your Own	p. 305
Write a Business Plan	p. 307
Set up a Publication Timeline	p. 310
Prepare Yourself Mentally	p. 314
Case Studies	p. 317
Conclusion	p. 323
Appendices	p. 325
About the Author	p. 330
Resources	p. 331
Index	p. 365
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