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A Lesson on Targeting–And On Redirecting the Conversation to Your Advantage Shel Horowitz’s Monthly Frugal Marketing Tip: December 2007 Shel Horowitz’s Monthly Book Marketing Tip: November 2007 [Note to Frugal Marketing readers: I believe the points in my last Book Marketing column are very relevant to marketing in general, even though some of what I cited is industry-specific. If you subscribe to both newsletters, you may have read this article ten days ago, though I've modified it slightly and added a third point.] I was just beginning to think about what I’d write in today’s issue when an email arrived with a rambling, incoherent book proposal for a genre I don’t publish in. It is clearly being sent to every publisher this author could find, although at least this person had the sense to send individually addressed e-mails one at a time. It’s not a coincidence that this showed up just as I was contemplating my monthly message. So, rather than hitting the delete key, I actually answered–and I’ll share my answer with you. There are three marketing points I want to make with this letter: 1: In any business communication–a book proposal, a joint venture proposal, a salesletter, even a press release–understand who is reading it and focus on what your audience has to gain from your idea Do your research, so that *you* understand the other party’s interests and markets. If someone who doesn’t understand the above approaches you inappropriately, think about how you can respond in a way that draws that person’s attention to how you can solve that person’s problem or satisfies his or her desires in a way that benefits you as well–just as I turned the conversation to why this author needs my book. Ultimately, marketing is always about a conversation. And now, on to my response. Dear (author’s name): Thank you for your proposal. It isn’t going to work for us, and I wanted to explain why. This is going to sound harsh–but you will be wondering why your proposal isn’t even being answered–and I’m going to tell you, because I believe you have a right to know, and that once you understand, you’ll be in a better position to do it differently, and perhaps eventually find the publisher you seek. I am guessing my response will be the only answer you get other than a form note saying thank you, not interested. If you want to be taken seriously in the publishing world, you need to do your research. You would see that my firm doesn’t publish books like this, and in fact doesn’t publish books by other authors. Just as you wouldn’t propose a business venture to a car manufacturer to make breakfast cereal, so you wouldn’t query a business book publisher with one author about a book that is not about business. No publisher wants to know that you’re sending this around to lots and lots of publishers. You want to make the publisher feel special, talk about the books they’ve done that are in the same market, show them you know something about their company–and with the Internet, it’s so easy to do this now. A book proposal should focus on why it is to the advantage of *the publisher* to take on this project. That means you look at how similar books have performed, you demonstrate the size of the audience, and you show the publisher how you intend to reach this audience through your speaking and writing, your personal networks, the publications with which you have relationships, etc. Your proposal shows a lack of understanding about the industry. Most publishers do not translate in-house; they sell the rights to a publisher that produces books in that language (and not all books get translated–there has to be a publisher interested in the destination country). And publishers don’t find you a “famous book store.” Most publishers reach bookstores through distributors and wholesalers, and those orders occur for the most part when you, the author, generate interest in the book through media interviews and other methods (I go into this in detail in my own book Grassroots Marketing for Authors and Publishers). I would suggest that you visit http://www.grassrootsmarketingforauthors.com and purchase a copy of my book Grassroots Marketing for Authors and Publishers. Orders from that website (either printed book or electronic edition) include several bonuses, including a five-chapter e-book called “How to Write and Publish a Marketable Book” (which I think would be extremely helpful to you). It also includes two actual marketing plans that you can use either to use as a model for your book proposal (though you would have to add an analysis of competing titles and your own credentials) or to map out a workable strategy for becoming your own publisher. Wishing you the best of luck, Shel Horowitz, Publisher AWM Books
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Shel Horowitz je Mjesečni štedljiv marketing Savjet: prosinac 2007 Shel Horowitz je Mjesečni knjiga marketing Savjet: studeni 2007 [Napomena štedljiv Marketing čitatelja: Vjerujem točke u mom posljednjem knjiga marketing stupcu su vrlo relevantni za marketing u cjelini, iako neki od onoga što sam naveo je za pojedine industrije. Ako se pretplatite na obje biltene, možda ste pročitali ovaj članak prije deset dana, iako sam ga mijenjati nešto i dodao trećine točku.] Upravo sam počeo razmišljati o tome što bih napisati u današnjem broju kada e-mail stigao s razbacan, inkoherentnom knjigu prijedlog za žanr ne objavi u. To jasno se šalju svakom izdavaču ovaj autor mogao pronaći, iako barem ta osoba imala osjećaj da pošalje pojedinačno obratio e-mailova jednom na vrijeme. To nije slučajnost da je ovaj pokazao se kao što sam bio contemplating svoju mjesečnu poruku. Dakle, umjesto udarca tipku Delete, zapravo sam odgovorio, a ja ću dijeliti moj odgovor s vama. Postoje tri boda marketinške želim napraviti s ovom pismu: 1: U svakom poslu komunikacija-knjiga prijedloga, joint venture prijedlog, Salesletter, čak priopćenje razumjeti tko to čita i fokusirati se na ono što publika mora dobiti od svoje ideje Učiniti vaš istraživanja, tako da * ti * razumiju druge stranke interese i tržišta. Ako netko tko ne razumije iznad pristupe li neprimjereno, razmišljati o tome kako možete odgovoriti na način koji privlači te osobe pozornost na to kako možete riješiti te osobe problem ili zadovoljava njegov ili njezin želje na način da vam pogodnosti kao dobro- baš kao što sam se okrenuo razgovor o tome zašto je taj autor treba moju knjigu. Konačno, marketing je uvijek o razgovoru. A sada, na moju reakciju. Dragi (ime autora): Hvala na Vašem prijedlogu. To ne ide na posao za nas, a ja sam želio objasniti zašto. Ovo će zvučati grubo, ali ćete se pitate zašto vaš prijedlog nije se čak i odgovorio, a ja ću vam reći, jer vjerujem da imate pravo znati, i da jednom shvatite, vi ćete biti u boljoj poziciji da to učini drugačije, a možda i na kraju naći izdavača što tražiti. Ja sam guessing moj odgovor će biti jedini odgovor ćete dobiti osim obrasca bilješku rekavši hvala, ne zanima. Ako želite biti uzeti ozbiljno u svijetu izdavaštva, što trebate učiniti vaše istraživanje. Ti bi vidjeti da je moja tvrtka ne objavljivati knjige kao što je ovaj, i zapravo ne objavljivati knjige drugih autora. Baš kao što ne bi predložiti poslovni pothvat za proizvođača automobila da bi žitarica za doručak, tako da ne bi upita izdavača knjiga poslovati s jednog autora o knjizi koja je ne o poslu. Ne izdavač želi znati da šaljete ovo oko puno puno izdavača. Vi želite da izdavač osjećati posebno, razgovarati o knjigama koje su učinili da su na istom tržištu, pokazati im da znaju nešto o svojoj tvrtki-a s interneta, to je tako lako to učiniti sada. Prijedlog knjiga trebala usredotočiti na zašto je u korist * izdavača * da se na ovom projektu. To znači da pogledate kako slične knjige su nastupili, što pokazuju veličinu publike, a vi pokazati izdavača kako namjeravaju doći do ovog publiku kroz vaš govor i pisanje, svoje osobne mreže, publikacije s kojima imate odnose, itd. Vaš prijedlog pokazuje nedostatak razumijevanja o industriji. Većina izdavači ne prevode u kući, oni prodati prava na izdavača koji proizvodi knjige na tom jeziku (a ne sve knjige prevedene dobiti-mora postojati izdavač zainteresiran u odredišnoj zemlji). I izdavači ne nalaze ti "poznati dućan knjigu." Većina izdavača doći knjižare putem distributera i veletrgovaca, a ti nalozi pojavljuju u najvećem dijelu kada, autor, generirati interes u knjizi kroz medijske intervjue i drugim metodama (I ići u to u detalje u svojoj knjizi grassroots marketing za autore i izdavače). Ja bih predlažemo da posjetite http://www.grassrootsmarketingforauthors.com i kupiti primjerak moje knjige grassroots marketing za autore i izdavače. Narudžbe iz tog web stranici (ili tiskana knjiga ili elektronička izdanje) uključuje nekoliko bonuse, uključujući i pet poglavlja e-knjige pod nazivom "Kako napisati i objaviti utržive knjigu" (što mislim da će biti vrlo korisne za vas). Ona također uključuje dvije stvarne marketinške planove koje možete koristiti bilo koristiti kao model za svoju knjigu prijedlog (iako će morati dodati analizu konkurentskih naslova i svoje vlastite uvjerenja) ili map out djelatan strategiju za postaje svoj vlastiti izdavač . Želim vam puno sreće, Shel Horowitz, Izdavač AWM Knjige