Personas, sometimes referred to as Avatars, are an amazingly powerful tool for creating your marketing messages that are laser targeted. Do this well and you will have sold your first 1000 books in no time at all.
A big and common mistake I see way to often is Authors thinking that everybody is their target audience. Don’t beat yourself up over it as this issue is poorly addressed by 90% of small businesses around the World.
When we look at goals we need to understand what you want to achieve in the short, medium and long term. This underpins a lot of the marketing hooks that are needed in the three phases of publishing (Preparation, Publishing, Promotion).
Look at the successful businesses around you and you will notice one of the things they have in common is consistent branding along with attractive visuals. I look to Apple as being one of the best in the World at the visual manifestations of their brand. They even extend this into industrial design to create a complete package.
Intertype takes out the Best in Show award at the annual PIXI Awards that showcases the best applications of digital printing throughout the Asia Pacific Region.
Do you ever look at your competitors marketing and business activities and wonder how do they do it? Do you wonder why they are so much more successful than you and how you can get to be where they are?
In business if you get the basics right, you're well on your way to business success. And one of the basics is to do “the right thing”…always. This holds true for all industries including the Printing Industry.
There are many examples throughout history where books were written and published unsuccessfully... until they changed the title of the book. In fact, some authors have ONLY changed the title of their books and have become best sellers after their first printing sold just a few copies.
Having grown our printing and publishing business from scratch meant that many of our systems and procedures where in need of some tidying up and being properly documented. Having done so has put us on another growth cycle.
Building credibility is vital to business success. It is a key building block to building trust and we all know that people only buy from people they “know like AND trust”. If you lack credibility you're unlikely to make sale, it’s as simple as that.