Target eBook Authors To Increase Your Profits
Yes, you read that statement correctly—you need to target online content creators because these writers rarely work with major publishers. Many marketers use free ebooks as a tool for lead generation, growing their email lists, and to increase their credibility. Independent authors outside of the advertising industry want to sell novels, poetry collections, or other creative works directly instead of relying on a third party provider. Both of these groups want a reliable printer because internet only campaigns don’t work as well as a multi-channel strategy. Printed books have their place in the marketing mix as personal promotional solutions for direct mail, trade shows, and client gifts.
How to attract ebook publishers
Online publishers are ripe for the picking, but you have to speak their language in order to earn their business. Put yourself in their shoes and your campaign messaging will fall into place. Chances are you’re going to get people from all levels of printing experience, so your staff should be prepared to offer one on one customer service. In fact, you will likely discover that the majority of digital marketers are totally unfamiliar with the commercial printing process. Digitals and creative writers tend to be DIY types, although they will probably welcome your technical knowledge on their project.
The CMYK newbies usually want to test the waters through short runs, which means printing lower quantities on your end. Don’t let the small amounts stop you because they’ll be back for another run as soon as they run out of copies.
Most popular printed ebook binding options
In general, writers want their self-published books to look the same as novels sold in stores. Remember that print equates with authority, so a professional appearance enhances this effect in readers’ minds. While saddle stitching is economical, the side stitching/stapling doesn’t really resemble typical retail products. This is especially concerning for a reseller as the quality issue could decrease the item’s perceived value. If you run into an e-marketer considering saddle stitching, steer them in another direction with a campaign consultation. Explain that readers may mention the stitching/stapling in product reviews, which may have a negative impact on book sales.
Wire-o enhances durability as well as flexibility, yet the aforementioned qualities are primarily important for visually-oriented material. For this reason, recommend wire binding to clients with graphic heavy or interactive elements in their book design. Online marketers are big on explaining data with charts, graphs, and infographics, so wire would be a good fit in this context. Show your marketer prospects that wire gives readers a chance to examine the data up close without tearing the pages or damaging the book’s spine.
Still, the most popular style is soft covers (paperbacks) with perfect binding. Pubs are attracted to the streamlined look of retail books and compact size. Quality is another factor; nobody wants to give away copies of a book that doesn’t seem impressive. Invest in a perfect binding machine for your printing company, and you’ll be able to provide a service that’s in high demand.
Hardcover book sales are on the rise, a fact you can point out to your prospects. Did you know that in 2013, hardcover sales growth beat out ebooks! Hardcovers aren’t quite as popular with digital pubs as they’re more expensive to make and sell. Nevertheless, it’s worth exploring your clients’ level of interest in self-publishing hardcover books. Hardcover books are still viewed as more prestigious and more impressive, even if the data is the same as what can be found in a softcover book.