Received: from nobody by stodi.digitalkingdom.org with local (Exim 4.90_1) (envelope-from ) id 1faMlo-0000wF-Qi for lojban-newreal@lojban.org; Tue, 03 Jul 2018 07:59:08 -0700 Received: from mail-3-191.rch001.net ([52.124.3.191]:43512 helo=mail-1-191.rch001.net) by stodi.digitalkingdom.org with esmtps (TLSv1.2:ECDHE-RSA-AES256-GCM-SHA384:256) (Exim 4.90_1) (envelope-from ) id 1faMkn-0000tI-Kv for Lojban@lojban.org; Tue, 03 Jul 2018 07:58:07 -0700 From: "Martin Foner" To: "Lojban@lojban.org" Reply-To: Subject: Use Reverse Marketing Thinking to Succeed X-BPS1: 6751965 Feedback-ID: 6751965:2167565:RM X-BPS2: 73291 Message-ID: <565a9228-ccad-4327-8ced-902e8b4f80c6@a.sc02.rmdlvry001.com> List-Unsubscribe: , X-Mailer: RM Mailer (v5.4.855.0) MIME-Version: 1.0 Content-Type: multipart/alternative; boundary="=-e0+45YJguifUz4DvS9umFg==" Date: Tue, 3 Jul 2018 09:58:05 -0500 X-Spam-Score: 0.4 (/) X-Spam_score: 0.4 X-Spam_score_int: 4 X-Spam_bar: / X-Spam-Report: Spam detection software, running on the system "stodi.digitalkingdom.org", has NOT identified this incoming email as spam. The original message has been attached to this so you can view it or label similar future email. If you have any questions, see the administrator of that system for details. Content preview: Having trouble viewing this mail? Click here to view it in your browser. http://link.rm0004.net/v/R0WNvunuF8aqcXPmQttW7w2 Make sure that you always get our messages: Add mfoner@nplconsult.com to your contacts. Content analysis details: (0.4 points, 5.0 required) pts rule name description ---- ---------------------- -------------------------------------------------- 0.0 URIBL_BLOCKED ADMINISTRATOR NOTICE: The query to URIBL was blocked. See http://wiki.apache.org/spamassassin/DnsBlocklists#dnsbl-block for more information. [URIs: economist.com] -0.0 RCVD_IN_DNSWL_NONE RBL: Sender listed at http://www.dnswl.org/, no trust [52.124.3.191 listed in list.dnswl.org] 0.2 HEADER_FROM_DIFFERENT_DOMAINS From and EnvelopeFrom 2nd level mail domains are different -0.0 SPF_PASS SPF: sender matches SPF record 0.0 US_DOLLARS_3 BODY: Mentions millions of $ ($NN,NNN,NNN.NN) 2.0 HTTPS_HTTP_MISMATCH BODY: No description available. 0.0 HTML_MESSAGE BODY: HTML included in message 0.0 T_KAM_HTML_FONT_INVALID BODY: Test for Invalidly Named or Formatted Colors in HTML -1.9 BAYES_00 BODY: Bayes spam probability is 0 to 1% [score: 0.0000] 0.0 LOTS_OF_MONEY Huge... sums of money 0.0 T_MONEY_PERCENT X% of a lot of money for you This is a multi-part message in MIME format. --=-e0+45YJguifUz4DvS9umFg== Content-Type: text/plain; charset=utf-8 Content-Transfer-Encoding: quoted-printable Having trouble viewing this mail? Click here to view it in your browse= r. http://link.rm0004.net/v/R0WNvunuF8aqcXPmQttW7w2 Make sure that you always get our messages: Add mfoner@nplconsult.com = to your contacts. Click here to unsubscribe or update your email address. http://link.rm0004.net/subscription/?t=3DR0WNvunuF8aqcXPmQttW7w2 This email is being sent to Lojban@lojban.org. Use this link to be deleted or to update your email address http://link.rm0004.net/subscription/?t=3DR0WNvunuF8aqcXPmQttW7w2 This message was sent by NPL PUBLISHING CONSULTANTS, a Division of Pro= fessional Publishers Group Corporation | POST OFFICE BOX 1010 | VENT= URA, CA 93002 --=-e0+45YJguifUz4DvS9umFg== Content-Type: text/html; charset=utf-8 Content-Transfer-Encoding: quoted-printable
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Martin Foner’s Publishing Newslette= r

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

Volume 23, Number 9

Hello, Everyone&he= llip;

Welcome to the latest edit= ion of my publishing newsletter. A short list of topics:

  • The Impact of Canadian and Chinese Tariffs on US Publi= shers
  • If You’re Not as Successful as You Want to Be as= a Publisher… Then Use Reverse Marketing Thinking to Succeed
  • An Editorial About Democracy EVERYONE MUST REA= D
  • Critiques of BEA from Attendees
  • Bulk Analysis Offer Continues

The Impact of Canadian and Chinese Tariff= s on US Publishers

Again, I don’t care = about your politics, so please, no responses accusing me of anything. = I DO care about helping to keep you in business as a publisher. So, pl= ease, this is nothing political… as usual, this is business, pl= ain and simple.

For every aluminum or stee= l job being “saved” by these tariffs imposed by this Admin= istration, three pig farmers in the Midwest are being pushed to the ed= ge, or over the edge, of bankruptcy… and, as reported widely, o= ne had likely already committed suicide. Farming suicides have risen s= ome unbelievable percentage in the last few years and are expected to = skyrocket if bankruptcy becomes the norm.

Also, as reported by the C= BO, Congressional Budget Office, for every “saved” job, ro= ughly ELEVEN other manufacturing jobs will be lost because of tariffs.= Read that again. The Administration has made a decision that defies l= ogic, economics, or reason. This is a widely shared opinion of economi= sts.

Protectionist tariffs, his= torically, do not end well for the country attempting to protect itsel= f. Check the historical facts, don’t believe me.

Publishers, even tiny ones= , are going to have to fight this war on TWO fronts. Here they are:

  1. Canadian export paper tariffs. Tariffs have already (b= efore this week) been increased by the Canadians on roughly 25% of the= paper used in the US for printing by 9% to 11%. I have just returned = from a week in Canada and what I have heard is the combination of the = already imposed US tariffs and the threatened tariffs have sufficientl= y upset the Canadians to create another round of tariffs of their own,= instituted yesterday… with more to come… that could inc= rease printing paper costs for finished books by as much as 33= %. So, your $2.40 book may now cost upwards of $3.20. So much= for the upside to tariffs!

  1. Chinese finished books export tariffs. We haven’= t heard this yet, but the current round, expected next week, could inc= lude books. OR, more likely, the Administration catches wind of how ma= ny US books are being printed in China. OR even more likely, the Chine= se fight over intellectual property issues and decide to punish the US= .

In any of these three case= s if the Chinese want to cripple the US publishing industry, or the Ad= ministration wants to use its “tariff logic” on US publish= ers, tariffs of 50% to 200% are possible, based on other tariffs impos= ed and threatened so far. So, your $2.40 book may now cost anywhere fr= om $3.60 to $7.20. Ain’t this idea of tariffs just great? And yo= u thought they had nothing to do with you, didn’t you?

Conclusion… Not muc= h you can do about this threat to your business. In the old days, befo= re 2017, you could petition your Congressperson or Senator. But, since= then, the bad news is that the Administration doesn’t listen to= its own party’s people in Congress on any subject. And since th= is Administration is never wrong on anything… there is simply n= o way to explain the truth or reality.

HEY! If it makes you feel = better… Fake news! Til you get the bill…

If You’re Not as Successful as You = Want to Be as a Publisher… Then Use Reverse Marketing Thinking = to Succeed

Most publishers, small to = large, use a system for selecting future titles that goes like this: T= hey look at all the books, over the transom or solicited, and for any = number of reasons, select one or ten or a hundred to publish over the = next year or two years. This selection process is governed by a number= of factors often including any subject specialty of the publisher, wh= at’s “hot” in the reader’s marketplace, a comp= elling human interest or PR story, or a combination of these and other= factors.

In the industry, we call t= his “publish and pray”.

Ever since I first learned= about this concept back in the late 1970s, when I first started publi= shing, I have called this concept something else… STUPI= D!

Ok then, if ‘publish= and pray’ is stupid, then what is this Reverse Marketing Thinki= ng?

In a sentence… Stop= trying to sell customers what YOU want them to have… and start= selling them what THEY ASK FOR.

Yes, it means you have to = ASK your customers what they want… what they need for their wor= k…or hobby…or for fun reading… what they would bu= y in quantity…or for gifts… AND THEN PUBLISH IT AND SELL= THOUSANDS OF BOOKS!

It IS as simple as it soun= ds.

  • If you take orders over the phone (how gauche and 1999= ) then ask as part of the order taking process.
  • If you send a physical catalog or advertisement (equal= ly gauche and 1999) add the question to your order form.
  • If you have online ordering, add the question to your = online process, right on the order form.

If you sell almost exclusi= vely through Amazon or B & N… you’re 90% screwed in t= his program. Whatever reason you have chosen for not doing your own we= bsite and marketing is going to cost you dearly in marketing informati= on. Solid Gold Marketing Information.

But… only 90% screw= ed. You CAN place a page at the end of your book linking your reader t= o an online page to answer your question/s… offering a gift, a = discount, or prize for their information and participation. But, it wo= uld be much better to capture this info directly.

So, how do you know when t= o create a specific title?

When advance legitimate or= ders equal your cost of production and printing. Not useless bookstore= returnable orders, but customer commitments and real pre-orders on th= e table.

Example: $10,000 productio= n cost plus $4/book to print and fulfill. You would sell a $20 cover p= rice for $10 pre-pub pricing. Where’s breakeven? Roughly 1,700 u= nits.

So, when you hit 1,700 uni= ts in pre-pub sales… Legit… Then you can greenlight the = book and move forward.

Your risk?

A bit of admin time and a = bit of pre-pub marketing time and cost.

Downline risk?

ZERO. Your costs are alrea= dy covered.

Publish and pray?

For what? A profit? An ide= a? Some good judgment?

Reverse the process. Then = make money.

Bennett Cerf did exactly t= his. Roughly a hundred years ago. By sending out postcards as advertis= ements. He took an option on a title he thought would do well and prom= oted it for 60 or 90 days. If it sold and covered, he published the bo= ok. If it didn’t, he didn’t publish.

By the way, who is= Bennett Cerf and why does what he did a hundred years ago matter? He = founded Random House this way.

No, it isn’t an orig= inal idea… but I also built a $6,000,000 revenues publishing co= mpany from a start up this way in part. I say figure out how the succe= ssful got it done and repeat. It is bound to work.

Our Updated Bulk & Custom Website Ful= l of Amazing Titles

Is already UP and running&= hellip; but still needs a few fixes (broker listings page, a few title= s not yet included, some content changes, etc.). But, if you feel the = need to go and visit… and then of course, buy something…=

There are some truly great= titles in personal medical, health, and wellness, in DIY, in business= , in motivational, education, memoirs, and a dozen other topics&hellip= ; ALL available at Bulk pricing for use in your business as a premium,= as gifts for customers, or to be distributed to your staff.

www.ppgcpublishers.com=  

An Editorial About Democracy You Simply M= UST READ!

I will repeat. I don&rsquo= ;t care if you are a Trump supporter, a Hillary supporter, and Obama o= r Ron Paul supporter, a Paul Ryan, Ryan O’Neill, or Eugene O&rsq= uo;Neill supporter. Or a Eugene McCarthy, or Joe McCarthy or Charlie M= cCarthy supporter. Or an athletic supporter.

But, here is an article, a= n editorial, you simply have to read if you care about this country. N= ot party, not position, but care deeply about this country, your famil= y, and your life as you know it, personally and professionally. Read i= t a second and third time. And if it strikes a chord with you as it di= d me, do two things:

  1. Share it with as many people as you can. No commentary= . No casting aspersions. No grief. Just share it. The true patriots of= this country will understand without any explanation.

  1. Send me an email at mfoner@nplconsult.com with two words… DEMOCRACY MATT= ERS. I will keep you apprised of other articles and information and ne= w books coming out that pursue this goal.

https://www.economist.com/leaders= /2018/06/16/lessons-from-the-rise-of-strongmen-in-weak-states

This editorial comes from = The Economist, a weekly newsmagazine that covers the world from a cent= rist point of view since the 1850s…yes over 150 years. It is wh= at Newsweek and Time always wanted to be when they grew up and never g= ot there. They are neither left wing nor right wing, just smart and sa= vvy.

A Brief Critique of BEA from Attendees

“They keep taking le= ss and less space at the Javits every year.”

“Crowds were smaller= everywhere but the signing booths.”

“Small crowds made i= t easier to talk to people in the booths.”

“I go to catch up wi= th industry friends, but fewer and fewer of them are attending every y= ear now.”

“There seemed to be = less real buyers… less action.”

My Complimentary Offer to Review Your Tit= les for Bulk and Custom Potentials

*** HERE IS MY SPE= CIAL OFFER TO YOU. I am offering ALL publishers an opportunity to have= ONE BOOK analyzed by me for its Bulk and/or Custom Sales potential, a= nd even give you a report of a couple primary target markets to approa= ch… 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 befo= re eight years ago. It was very strongly received with 500+/- books su= bmitted to me to analyze. Yes, it took about six weeks to get to every= one, but I got a great deal of positive feedback… and we all ne= ed that. Currently, I have received well over 500 requests this year a= nd am continuing to review titles. It is fun… not to mention it= is super important to keep this industry, as we know it, alive and we= ll for the future. And one of the best ways of doing that is to keep t= he publishers in it alive and well. This has become, over many years, = an area of specialty for me… something I do exceptionally well.=

Read the below ‘bold= ’ paragraph carefully and follow its instructions:

Feel free to submi= t your book now. Send me an email with your book information, a link t= o 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 .

Use the subject li= ne: Bulk-Custom Book Analysis

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

I will analyze ALL= the books I receive, other than those mentioned above, one per publis= her, for now, through = the 31st of July.

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 .  I hav= e over thirty years of experience in Bulk and Custom sales… ten= s of Millions of Dollars in revenues… my largest indivi= dual unit sale was 250,000 units of one title, on one order. = We should talk if you want to succeed in Bulk and Custom selling. Many= dozens of publishers have done well from using the expert help I can = offer.

A Few Interesting Listings

I have a few listings way = worth a second look. And some worth a third and fourth look. I am goin= g to highlight a few of them in this issue. If you want discuss them f= urther, just email me  m= foner@nplconsult.com

ART REFERENCE PUBL= ISHER… Maybe t= he best known series brand of art reference books in the world. Compan= y is almost 60 years old and hasn’t done any marketing in the la= st 27 years and is still doing nicely on its name alone. New editions = come out once or twice a year. Profitable even on a very part time bas= is. This publisher won’t be on the market very long now that we = are promoting it. We originally had a buyer and that took the company = off the market for months. Now, it is on the market again and will sel= l quickly. If you are in the art world, you know the brand and it woul= d improve your stature to own this worldwide known brand. Aski= ng $249,000 (3.5X net) PLUS some arrangement on cost basis $500,000 in= ventory.

COMMUNITY CHRISTIA= N MAGAZINE… Mi= dwest US city… in business almost 20 years, part time activity,= full time net income. Was monthly for many years and when owner becam= e ill, went to bi monthly. Profit is strong but going back to monthly = will increase the net by 50% based on history. Netting now $80K, could= be easily up to $120K. Long ad history, strong community, and even st= ronger mass community appeal of the material. This one will go quickly= as we are promoting heavily in the geographic area to all kinds of ma= gazine and newspaper publishers. Asking 2X net/1x ad revenues = at $199,000.

CIVIL WAR REFERENC= E PUBLISHER, 1,500 TITLES

Yes, over 1,500 titles&hel= lip; mostly ebook, a few hundred are POD. There are another 300 not ye= t published. And of the 1,500 ebook, only about 500 are even available= somewhere, Amazon or elsewhere. This is a gold mine with a little bit= of elbow grease and labor. The Seller will agree to help out and agre= e to finish the 300 books not yet published.

Asking $249,000&he= llip; the 1,500 titles are worth that alone… without any revenu= es or profits.

INTERNATIONAL TRAV= EL GUIDES PUBLISHER, 30 TITLES

Including both internation= al and a few domestic guides. The Seller was going to simply quit busi= ness until he decided at the last minute to sell the company. SO, the = current numbers aren’t very exciting, but previously, they were = in six figures.

This publisher also has a = distribution agreement with Simon & Schuster…extremely valu= able to anyone wanting serious and in depth distribution in the trade.=

Asking $79,000 because of low numbers&h= ellip;worth every dime.

A Word from Our Sponsor

        &nb= sp;           &= nbsp;       

If you believe your publis= hing business, or any commercial business you own, isn’t up to w= hat it should be creating or earning… then you should contact m= e at mfoner@nplconsult.com. I can help you grow your company to your goals and then help you ex= it profitably.

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

If you want to sell your c= ompany, or lines, or a few titles, contact me.

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

If you finally get the ide= a how critical it is to have a Strategic Plan, then for certain and ri= ght now, you should contact me at mfoner@nplconsult.com.

© Martin Foner, 2018.=   mfoner@nplconsul= t.com

There should be an unsubsc= ribe button somewhere at the footer of this email, but if there is not= , simply email me directly at mfoner@nplconsult.com, and I will have you removed from future em= ailings.

While it is considered opt= out instead of opt in, if you don’t unsubscribe, we will consid= er you as approving us to continue to send you newsletters and related= publishing information. If you do not approve, you need to un= subscribe, not mark this spam or do other untoward things… just= unsubscribe is enough.

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

www.nplconsult.com  www.ppgcpublishers.com

=20

This email is being sent to Lojban@loj= ban.org.

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