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Martin Foner’s Publishing Newsletter

Because You’re Serious About Success… or You’re Not

Volume 22, Number 2

 

BULK SELLING & CUSTOM PUBLISHING,

AN OFFER OF COMPLIMENTARY CONSULTING,

EBOOK SALES WAY DOWN

 

Hello, Everyone…

As many of you know, I am a big fan of using bulk sales, special sales, and custom publishing as a major part of your sales and marketing plans, if your titles are appropriate for this type of selling. Today, I will cover the second of a few articles on bulk, special, and custom sales.

As well, while you are waiting for your complimentary analysis, each newsletter for March and likely into April, will continue this series on how to Bulk and Custom and Special Sell your products. This series was amazingly profitable for readers eight years ago during the nasty recession, and helped to keep more than a few publishers in business during that time… and I am confident it is time to revise and report on these potentials once again to all of you. We succeed together or we fail together… you choose.


*** HERE IS MY SPECIAL OFFER TO YOU. I am going to offer ALL publishers an opportunity to have ONE BOOK analyzed by me for its Bulk and/or Custom Sales potential, even give you a couple primary target markets to approach… AT NO CHARGE… COMPLIMENTARY… just so you will begin to have the idea of why Bulk and Custom Sales are so important to your survival. I have done this once before eight years ago. It was very strongly received with 500+/- books submitted to me to analyze. Yes, it took about six weeks to get to everyone, but I got a great deal of positive feedback… and we all need that.

Feel free to submit your book now. Send me an email with your book information, a link to it on your website, a copy of the Table of Contents, full size front and back covers, and your email and contact information. If you prefer to send me an eBook of your book, that is ok also, with the other information… to mfoner@nplconsult.com .

Subject line: Bulk-Custom Book Analysis

Remember, fiction, children’s fiction, romance, sci-fi, etc., anything of a fiction nature really doesn’t lend itself to this process, and I will likely reply with a blank page to those requests. Non-fiction works for the most part, informational, business, self-help, technical, are good.

I will analyze ALL the books I receive, other than those mentioned above, one per publisher, through the 31st of March. ***


In this series we are covering how to be successful with bulk sales, customization, and special sales. Let’s define the terms as I am using them.

BULK SALES are quantity sales, generally a minimum of a box of books or products, to non-trade buyers. Generally, these are not resellers, as such sales would be considered SPECIAL SALES. Selling 100 books to a law firm about divorce is a bulk sale.

CUSTOMIZATION is when you take a book/product and either put a different cover or add interior material for the benefit of the company/group who is customizing the product. Putting the name of the law firm on the front cover of the above divorce book and the firm’s contact information on the back cover is an example of customization.

SPECIAL SALES are bulk sales made within the trade, but generally for much larger than usual quantities, or some special situation that warrants specific favorable discounts and conditions for the buyer. If you operate a bookstore and usually purchase ten of a title, and your customer wants a ‘price’ on 100 books, you go to the publisher for a better deal. This is considered a one-time special sale.

In this issue let’s cover the philosophy of successful bulk selling.

Just so you, again, have some background about me, I have been focusing my larger publishing company on bulk and customized sales, and with clients, more recently, since 1985… over 30 years. I would say roughly I have sold between three and five million books through bulk and customized sales.

Success doesn’t change. You have to think. You have to follow up. You have to find customers who want a quantity of your titles for some reason.

When I used to conduct seminars on Special Sales, encompassing Bulk and Customized, or if I was or am pursuing bulk sales for one of my own titles, the process is always the same.

Sidebar… be aware that we are basically referring to non-fiction titles. Fiction, children’s, YA, and poetry, sci-fi, and others generally aren’t as successful as working with non-fiction books.

Ok… now ask yourself… Who would buy 10,000 of this book?

Then, stop and think and think and think.

Even if they are crazy connections, write them down.

Then, ask… Who would buy 1,000 of this book?

Stop and take time to think…the potentials should increase substantially.

Repeat this process at 100 books. There should emerge a good number of potential buyers.

Finally, assuming your book comes in a box of 16 or 20, ask yourself who would buy one or two boxes of your books?

By now, you should have a ‘category list’ of a couple dozen different potentials customer categories.

Let’s use an example of “25 Best Multi Day Bicycle Trips in New England”. While I can’t immediately think of any 10,000 book customers, the list of 1,000+ book customers is lengthy… here are a few samples…

  • Each state in New England Tourism & Visitor’s Boards
  • Each state in New England Hotel & Motel Associations
  • Each state in New England Touring Bicycle Associations

These are also ALL candidates for customizations.

Now, at 100+ books, we now get down to the locations of each trip and pursue more ‘local’ tourism, hotel/motel, and bicycle groups. Add to these, larger bicycle and sports outfitting stores, bicycle tour companies, and others.

Smaller companies and outlets would be good ‘box sale’ customers.

And speaking of box sales, gift shops bookstores, and every last individually referenced hotel, motel, restaurant, and other point of interest where bicyclists could stop.

Now, what I am not going to get into in this article are the other critical pieces of bulk sales success… because they are more project specific.

  • Pricing from 10,000 down to 20
  • How to present the opportunity to potential customers
  • How to get substantial reorders
  • The best presentation to sell customizations
  • Pricing for customizations
  • Special sales pricing vs ordinary trade discounts

So, yes, there are a number of things you still need and to consult with an expert about… but you have now received the basic thinking process in a nutshell.

And, if you would like to speak confidentially about the potentials of success with your titles and bulk, customized, and special sales… contact me at mfoner@nplconsult.com .

 

EBOOK SALES DOWN 21% 2016 OVER 2015

Yes, EBook sales are down 21% 2016 over 2015. The report puts some of the potential explanations (blame) on rising publisher prices for EBooks. Apparently, once the $9.95 cap was lifted, average prices seemed to increase.

My explanation… and I have been beating this drum for a long time… the market for Ebooks is maturing, and yes, pricing under $5.00 is an issue. But, over that price point, you might as well sell 100% physical.

There are a few exceptions. Very expensive physical books, books largely shipped overseas, and books NOT in a reproducible field.

Don’t go giving your product, work, and profits away. If you market correctly, customers will be willing to purchase physical books, and particularly if you are offering competitive free shipping.

Combining old fashioned sales and marketing efforts with new social media, video, and viral information will be a 1 – 2 punch customers cannot resist.

 

  

WHAT PUBLISHERS ARE LOOKING TO PURCHASE… AT LEAST WHAT MY CLIENTS ARE LOOKING TO PURCHASE

Currently, here’s what my clients are looking to acquire…

  • Content Driven Online Subscription – exactly what it says… if you have a magazine, subscribed content, or a large quantity of online content that could be monetized in this way, I have a client who is interested in either acquiring a going concern or creating it from current content

 

  • Relationship Related Non Fiction and Informational – topics dealing with relationships, human interest, people, and their issues

 

  • Pure EBook Companies, 100-1,000 titles+ considered – buyer is prepared to invest from a few hundred thousand to upwards of $3-$4 million, if the product line and revenues reflect this type of selling price

 

  • Interesting Craft, Hobby, and Personal Interest DIY and Non Fiction – client expanding into more personal crafts, hobbies, instructionals, DIY work, and related non-fiction, informational… is ok acquiring as few as a title or two or an entire company

 

  • Directories and Annuals – anything information that comes out semi, or annually, or biennially, in hard copy directory format, or online only… with or without paid advertising… small to large

 

*                           *                           *

Great Home for Sale in Los Angeles

Let’s cut to the chase. If you need a great entertainment home/larger home in L.A., this is it. PBS Celebrity Chef owned, (by my client, Tommy Tang), 3,800+ sq ft amazing house, drought resistant 1/3 acre oasis in the suburbs of a busy city. Too many features to mention here. Price is $1.195MM, roughly $100K under market. Go to www.6421orion.com and have a look. Then contact me at mfoner@nplconsult.com.

 

AND NOW A FINAL WORD FROM OUR SPONSOR (ME)

If you believe your publishing business, or any commercial business you own, isn’t up to what it should be creating or earning… then you should contact me at mfoner@nplconsult.com. I can help you grow your company to your goals and then help you exit profitably.

If you want to acquire another publisher, or line, or even a few titles, then you should contact me.

If you want to sell your company, or lines, or a few titles, contact me.

If you want to succeed as a self-publisher… contact me.

If you finally get the idea you need a Strategic Plan, then for certain and right now, you should contact me at mfoner@nplconsult.com.

© Martin Foner, 2017.   mfoner@nplconsult.com

 

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NPL Publishing Consultants, a division of Professional Publishers Group Corporation, Post Office Box 1010, Ventura CA 93002.  www.nplconsult.com


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