1. Think new. Try to come up with fresh ideas that haven’t been done before. People like to try new things. New ideas can excite people more than ideas that have been done before even if they were successful. If you and your networks can’t dream up something new, use your creativity to give old ideas a new twist
2. Think inclusively. Create ways to bring people together in a way so enjoyable they will tell friends about it before and after the event.
3. Think big. Look at the promotional oppor…
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Added by David Hancock on April 2, 2009 at 3:44pm —
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One of the qualities common to successful nonfiction books is simplicity. They are based on simple ideas compellingly communicated by their titles, their covers and their marketing. So make your ideas clear, compelling and promotable, but keep them simple.
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Added by David Hancock on March 30, 2009 at 2:52pm —
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In their earnings conference call with investors, Barnes & Noble noted that "inventories declined $155 million or 11 percent compared to last year." They say they were able to "improve inventory turns to the highest levels in our history" and indicated "our in stock percentage of being in stock on key titles and back list did not suffer at all" as a result. Other supply chain improvements "resulted in reduced purchases from book wholesalers which of course carry lower markups." A good portio…
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Added by David Hancock on March 24, 2009 at 9:45am —
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1. Create books, products and services that you can market with pride and passion.
2. Remember that you are in the service of your ideas, your books and your readers.
3. Establish an annual marketing budget that reflects your belief in the importance of marketing and enables you to carry out your promotion plan.
4. Devote the same time, energy and imagination to promoting your books every day that you devoted to writing them.
5. Foster and sustain warm, giving relationships with your networks.
6…
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Added by David Hancock on March 23, 2009 at 12:12pm —
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Apple previewed the many changes on the way in the next version of the operating system (version 3.0) for the iPhone and iPod Touch. (Apple says there are now about 30 million devices running this OS). Notably for publishers, Apple will now allow the sale of App Store content from within a paid app.
SVP of iPhone software Scott Forstall said at the preview, "We've been listening, and some developers say there are other business models they'd like to support, such as subscriptions. Like magazine…
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Added by David Hancock on March 18, 2009 at 12:26pm —
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Your creativity—your ability to use your imagination to create new ways to promote your books—will impress publishers because they show little creativity when they promote their books.
Large houses publish hundreds of books a year, so they can’t devote enough time or money to creating the most effective marketing campaigns for every book they publish. Even the big books that receive far more attention than the rest of the list are victims of the cookie-cutter syndrome. As each book winds its wa…
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Added by David Hancock on March 17, 2009 at 4:55pm —
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Every book is four businesses:
1.
an enterprise that creates a product or service
2. a marketing business that sells what it produces
3.
a service business that understands that service is whatever customers want it to be
4.
a people business that makes the first three possible
The larger the business, the harder it is to establish and maintain personal relationships with customers, suppliers and employees. Although they may be poor in capital, entrepreneurial authors can be rich in human…
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Added by David Hancock on March 10, 2009 at 8:30am —
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The United States is in the midst of an entrepreneurial explosion, one of the most hopeful signs for the country’s future. As an author, you are an entrepreneur. Every book you write is a separate enterprise with its own fate and its own reckoning that balances income against expenditures. For entrepreneurial authors, the only business criterion that counts is profits.
Marketing is anything done to sell a product or service and maintain relationships with the people who make the business possib…
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Added by David Hancock on March 3, 2009 at 5:40pm —
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In every down economy, some authors lose money while others seemingly coin money. I want you to be in the latter category. The plain fact is that Guerrilla Author's have an advantage during tough times. They are able to work in relatively shorter time frames. Their penchant for information enables them to market more quickly and creatively to market needs.
The Guerrilla Author lives by different rules during a tough times than during boom times. The Guerrilla Author attacks when the com…
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Added by David Hancock on November 3, 2008 at 2:30pm —
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It's a hard step for a prospect to decide to buy from you. Guerrilla Entrepreneurs make that hard step a whole lot easier by offering prospects several soft steps.
Just imagine how difficult it is for a prospect to make the decision to buy what you are selling. That prospect has never purchased from you before, doesn't know all that much about you, and has been stung in the past by making purchasing errors from others.
Guerrilla Marketing makes that hard step a lot less hard by creating a seri…
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Added by David Hancock on July 9, 2008 at 4:14pm —
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Take a reality check to determine how clearly you understand what your prospects are thinking each time they look at your advertisement.
The owner of a small business takes a leap of faith and contracts to run a weekly ad in the local newspaper with a frequency of once a week for a full year. After five weeks, the results displease him so much that he cancels his contract.
Five ads in five weeks seems like a lot of frequency in marketing. Five exposures do, indeed, establish some momentum. But…
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Added by David Hancock on June 25, 2008 at 2:00pm —
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My good friend, and fellow Morgan James author, Jay Conrad Levinson just emailed me a reminder that I just had to pass on to you.
Here are some fundamental marketing rules for living life in the slow (but safe) lane that Jay and Mitch Meyerson taught me back in 2003 during my Guerrilla Marketing Training but a refresher is always welcome:
1. Ensure all marketing collateral (web and offline) are in synch - invest sufficient time and resources to ensure there are no discrepancies between them to…
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Added by David Hancock on April 7, 2008 at 1:00pm —
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Introducing for the first time ever...
GUERRILLA MARKETING DURING TOUGH TIMES
Featuring Morgan James authors Jay Conrad Levinson and Mitch Meyerson plus Six World Class Guerrilla Markeing Coaches.
Starting April 8th Jay will be co leading an intensive 8 week program with Mitch Meyerson, David Hancock's Guerrilla Marketing Coach and co-author of
Guerrilla Marketing On The Front Lines.
You know…
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Added by David Hancock on March 27, 2008 at 5:10pm —
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Six facets of thinking like an Entrepreneurial Author
