My newest article got published in a leading book publishing trade magazine latest issue. I am re-publishing it here:
Are you a start-up publisher, looking forward to increase your sales but have limited budget? Do you know that there are certain no-cost or low cost marketing strategies that may help publishers like you, to increase book sales with limited budget constraints?
Dear publisher, be prepared to explore marketing with a fresh perspective, as the next few paragraphs unveil the 10 marketing Bs in the business of publishing.
It is a well-known fact that you, the publishers, are the backbone of the publishing industry. Publishers are known for earning respect and recognition for the sponsored authors. Readers, the primary target of the publishing industry recognise the author but innocently under-rate the publisher’s hard work. Not limiting to this, the unpublished authors complain of manuscript rejections while the published authors stand dissatisfied with the marketing and distribution efforts poured in and decide to make a shift to another publisher for more vigorous marketing initiatives.
The no-cost or low-cost marketing tips for publishers (especially small ones), as discussed below, will attract more authors and boost up existing book sales:
- Backup: You should be able to provide the author with the backup for making a plunge in the industry every time. This is so because you understand the industry and influencers much better. Let them focus on their expertise, which is writing and you remain focused to yours, which is publishing.
- Bordering content: Work out appealing designs and layouts because this makes stand apart in the crowd. Presenting words in a printed form using readable fonts, eye-catching images and defining borders, beautifies the books, further. Grab reader’s attention with defined presentation and experience how they will not like to part away from the book.
- Blurbs: Include blurbs on the cover images. The blurbs entice the readers towards the book and helps in convincing them to pick up the book and check the contents. It preconditions the prospect to buy the book and thus enhances sales.
- Back cover: While limiting the printing expenditure, you can think of printing additional cover pages (including front and back cover both). They will serve as a complete book marketing kit within themselves. Back cover explains the content highlights, author bio, ordering information and publishers details along with an appealing cover image, what more could anyone ask for after this. You need not send complete book for every marketing exercise. Send the complete book only if the prospect or the influencer shows interest on receipt of the cover page.
- Budget: As you are having limited budget, it will be good if you plan different budget sheets beforehand. You can work on the sheet that suits the author’s marketing plans and at the same time is easy on your pocket too.
- Bombard: Do not bombard the media with long and boring words-laden book related press releases. Provide them with news connecting with book contents. Include the book excerpt, if possible. Note that a book is not news by itself.
- Buzz: While drafting a press release, include quotes from the main active personnel involved in the book development such as publishing house officials and the author itself. Sadly, a press release without quotes gives an impression of a business document and sometimes a research paper that is stuffed with data. Most importantly, the writing has to be in a reporting style format.
- Being online: Work on providing your authors with author portals on corporate website. This will not only attract additional traffic to your website but increase conversions also. Developing online software can also provide a common platform to both of you for coordinating book development procedures and monitoring the book sales as well.
- Book Trailers: Video marketing is the latest happening marketing exercise in the publishing world. Construct a video promotion channel exclusively for your publishing house, on video marketing websites on internet. Upload informational and inquisitive book video trailers for spreading a word through this viral channel. Surprisingly, you can make the book trailers, easily, without much ado and technical video making expertise.
- Business Cards: The influential power of business cards is unsurpassed in the publishing world. In addition to the basic corporate information, try to include all the brand names or the brand logos or best sellers on the other side of the business card. Exchange and drop business cards wherever you have a possibility to spot or discover a hidden talent.
These were the 10 Bs of marketing in the business of publishing. Although, there are more marketing strategies in addition to these, that can serve to increase sales and add-on to credibility to any publication house, these 10 marketing tips will definitely help in giving a head start to publishing business.
Friends, in my opinion, having being in this industry, no publishing house can survive without the interests of writers or authors in the publishing house itself. Although, some experts advocate that writers need the publishers much more than the publishers need the writers. Nevertheless, with the advent of e-book publishing and varied online marketing and distribution channels, the seats are interchanged. If you will not market the author, somebody else will.
Therefore, it is high time when you should revisit your plans and strategies to include authors as well for mutual benefits. The irony is that the reader is purchasing your book because of the author and his work and not because it is printed and published by you.
As the debate continues, reconnect with your authors and rejoice with new milestones….
The original article appears here.