Marketing - Day 3 - Think Commitment

In our publishing classes each quarter, I discuss the commitments a buyer makes versus the commitments a reader makes to you (the author). It's an important distinction because so many of you are choosing to publish your own work, and the behavior of book consumers is the same as it has always been no matter what formats you choose to offer: People buy books for themselves to read. People buy books to give to other people.

While I hear many authors ask virtually anyone in their path to "buy my book;" what most don't recognize, is that there is a much bigger commitment at work. Take a few moments to consider what you are really asking of your consumers; and remember that your buyer and your reader may or may not be the same person.

The commitment from the buyer is simple: You sell me a book, I'll commit $20 for it, and you deliver it to me in any form I want.  Done and done.

The commitment from the reader is complicated:  I'll commit the time to read it and think about what you say. I may also commit a portion of my self to actually making a change you recommend, or furthering an idea you suggest. In some cases, I may even change my life. You tell me I'll be either entertained, informed or educated and I'll commit the time to see if you deliver.  

Make certain that your book does deliver what you promise in your marketing, and be thankful for the valuable commitment your customer has made to you.

Publishing is Marketing 401

What's Your Marketing Perspective?

From a marketing standpoint, how a business is "oriented" sets the course for how they run their whole operation. Not only is it one of the most definitive marketing opportunities of virtually any industry, the publishing business has had a very defined evolution. Companies and their owners have philosophies, and those philosophies are in general categories of orientation: Product, Production, Customer/Market, or Sales. We are going to talk about the first three, and each term is linked to an expanded definition from another source on the web.

Product Orientation - (The product itself is the focus of the business) Simply put, in traditional publishing, the author hands over 100% of the editorial and creative control to the publisher (because they are spending the money). The publisher says to the author "Rewrite this or that. Here's your cover, ain't it grand. Oh, and here's how we are positioning your book. Have a nice day Mr. Author." Then he moves on to say to the consumer, "Here's this book. Buy it like this."

Production Orientation - (The way it is produced is primary focus) Along came the POD/Subsidy/Vanity and "so called" self-publishing companies (iUniverse, AuthorHouse, Xlibris, and the like), and the tables were turned. The editorial and creative control for publishing a book went right into the author's grasp...only problem is, the author doesn't often know what they are doing and more often doesn't want to spend the money to hire professionals. Author says to "publisher": "Print my book and put it on your wholesale listings." And then moves on to say to the consumer, "Hey I wrote a book. Buy it like this."

Customer Orientation - (Finally, the consumer enters the mix, and the market drives products by demanding high quality, pricing control, availability, formatting and even creative -- by voting with their credit card.) Now, in the most exciting time ever for publishers and readers alike, the consumer says "I want to read a good book, with a good story line that has been thoughtfully edited, and creatively packaged and is available in the formats I want to read it. I want this book as a Kindle, this book for my iPad, that book as a paperback, that book as a PDF, and so on. Don't have those formats, Mr. Author? I'll move on to another book, thank you."  

It's your time. It's the reader's time. Go on. Write your dream!

Find Your Niche Market Before Publishingby Lisa Pelto

“Everybody” is not a niche. When I speak to the author of a new book, I always ask them “Who Cares”? It’s not meant to be a rude question. If you can’t identify WHO your book will appeal to, don't waste your time and money publishing it. (Note: I didn’t say you shouldn’t write your book, you should; I mean you may not want to spend the money publishing it. That's the BIG question, kids.)

Be able to identify who your book buyer is (not necessarily who the reader is). Frankly, as a micropublisher, the buyer is more important than the reader. Why? One of the best markets for independently published books is actually the person who is buying a book for someone else. Steve Farner, author of Hey! I'm the Manager...Why Aren't You Listening to Me? describes how he found his niche:

"My book evolved from my management seminars and keynote talks. I had key stories, theories and concepts that I used in my speeches. Writing my book allowed me to hone my speaking skills by clarifying details of my stories. By putting things in writing, I was able to find clearer, more succinct ways to tell my story, and thus improve my entire product set. Now my major audience is corporations who are training their managers."

More questions you must ask yourself:

• Are you willing to share your expertise with enough detail and
  clarity to make the product valuable to your buyer?
• Are your target buyers willing to see you as the expert in whatever
  field you choose to write?
• Are your target buyers willing to shell out $20 for it?
• Does it fill a need currently not filled in the genre?
• What features can you add to make it fit the niche?
• How will you reach buyers once identified?

Lisa Pelto, President
Concierge Marketing
and Publishing Services