So I had to purchase The Elements of Graphic Design for publishing software. Instead of buying a brand new one from the bookstore I decided to search for a used one on Amazon. Low and behold, I found it. It was only $10.00 and according to the little blurb about it's physical condition, it was in "good" shape with only a few markings on some of the pages. I decided that that wasn't a big deal, so I made my purchase.
Ten days later my book arrived. I was excited at the time because my software class had already been going for a week and I was getting behind in the reading. As soon as I got in the door I opened the package. The cover looked better than "good." It was in perfect condition, not even bent corners from being in someone's backpack.
Then, I opened it up. It was horrible! Every, and I mean EVERY page was covered in highlighter, underlining, or my personal favorite, a combination of both. I looked over my order and made sure I had actually purchased the book I thought I had. According to the receipt it was indeed the one deemed in "good" condition with only a few markings.
I decided to just suck it up and not waste my time returning it. Honestly, I didn't have the luxury of even considering it because I had a lot of reading to do in it.
Then this past Tuesday I got an e-mail from Amazon asking me to rate the books I had ordered over the past month. I decided to be completely honest. I thought over exactly what I wanted to say and how I wanted to say it (considering you're only allowed so many characters for reviews) and then I went to town. I politely warned any other prospective buyers of this bookseller (I won't use their name)to be weary of any ratings that say "good" and "a few markings" and to consider a different seller because they will be disappointed when their eyes are assaulted by blazing yellow and black squiggly lines. I wasn't rude. Just honest.
Five minutes after posting my review I received an e-mail from the bookseller. He thanked me for my "well written" and "linguistically pleasing review" and asked if I would consider removing my comments if I were to receive a full refund (shipping and handling included). He didn't want his family run business to lose their five star rating. I politely replied to him saying that I would gladly remove my comment as soon as I was refunded and I asked that he or whoever writes their little book quality descriptions to be more honest.
I received my refund almost instantly and I e-mailed him again saying that I appreciated his customer service skills and he responded by saying that I was a valued customer and that they would consider my requests.
The moral of this little story is that it doesn't hurt to complain. I was polite and never demanded anything. I just wanted them to know that I was not satisfied with my book. In this case I got a full refund out of it. I didn't ask for a full refund, I actually asked him to send me a copy that didn't have any marks in it, but in the end that is was I got. It's important to advertise truthfully and not to guarantee that a product will be in "good" condition when it's not even in fair condition.
Friday, January 29, 2010
Monday, January 25, 2010
Brand Marketing v. Product Marketing
Brand Marketing and Product Marketing:
Brand marketing is the marketing of the broad "name" of a company. Product marketing is the marketing of each individual product that the company has.
For example: Microsoft is the brand and the iPhone, iPad, iPod, iPod touch,and all of the other items are the products that are individually marketed.
It's easy to imagine that publishers look at each individual book as the product they need to market, but that isn't always the way it goes. In reality, the author's name becomes the product. Unlike book titles, the author's name doesn't change. It's a steady, dependable factor in the sale of the book. The author's name also draws attention to new titles, especially if their previous publications were bestsellers or award winning.
I don't think publishers spend as much time marketing their name as they do the author's. The reason I think this is because I don't know many people who walk into a bookstore and say, "I'm looking for the newest title released by Penguin." More than likely, a person is going to ask for the newest book by Nicholas Sparks or some other popular author.
I think product marketing is more effective than brand marketing. People know what products they like even if they don't know exactly who manufactures or publishes them. If product marketing is done well, then the brand will succeed as well.
Brand marketing is the marketing of the broad "name" of a company. Product marketing is the marketing of each individual product that the company has.
For example: Microsoft is the brand and the iPhone, iPad, iPod, iPod touch,and all of the other items are the products that are individually marketed.
It's easy to imagine that publishers look at each individual book as the product they need to market, but that isn't always the way it goes. In reality, the author's name becomes the product. Unlike book titles, the author's name doesn't change. It's a steady, dependable factor in the sale of the book. The author's name also draws attention to new titles, especially if their previous publications were bestsellers or award winning.
I don't think publishers spend as much time marketing their name as they do the author's. The reason I think this is because I don't know many people who walk into a bookstore and say, "I'm looking for the newest title released by Penguin." More than likely, a person is going to ask for the newest book by Nicholas Sparks or some other popular author.
I think product marketing is more effective than brand marketing. People know what products they like even if they don't know exactly who manufactures or publishes them. If product marketing is done well, then the brand will succeed as well.
Sunday, January 24, 2010
Get them interested while their young
I grew up with a book in my hands rather than a Nintendo DS or a PSP and I owe this to my parents. Before I could even read I loved books. Taking a trip into town to go to the library was a weekly adventure that my mom set up for me and my older sister and brother. I don't think we ever missed a week and often we were there twice a week so I could go to "Story Time" and fall in love with some award winning children's book. While I was roaming the aisles searching for books I hadn't checked out before I wasn't wasn't thinking about some new electronic game that I could be playing, I was trying hard to pick books that had beautiful pictures and stories I had never heard before. Sure, there weren't nearly as many cool electronic gadgets fighting for my attention, but even when there were I turned to books.
I spent the last two years working as a full time nanny and part of my job description was to get the children interested in books. Rest time became my favorite part of the day, not because Anja was going to nap or play alone quietly, but because I had a full 45 minutes to spend one-on-one with her to just read--no other distractions.
Children's minds are so amazing and there are authors and illustrators who take this into consideration when they write. I search for these books and I have found that books with the Theodore Seuss Geisel award stamped on them do a fantastic job of captivating little kids with both illustrations and words. In a nutshell, this is the awards purpose. This award is given to authors and illustrators of beginning readers only.
It can be hard to get children to sit down and want to read, but if you have the right book, how can a child honestly say no. I recommend searching out these award winning books. They are written in simple language so kids can use them to learn how to sound words out or for sight recognition and the pictures are always beautiful.
If we want children to love to read as much as we do, we need to put in the effort. Set up a time just for reading and stick with it. As a nanny, it worked really well for me. Here's a link to the American Library Associations information on the Geisel award. Check it out.
"http://www.ala.org/ala/mgrps/divs/alsc/awardgrants/bookmedia/geiselaward/index.cfm"
I spent the last two years working as a full time nanny and part of my job description was to get the children interested in books. Rest time became my favorite part of the day, not because Anja was going to nap or play alone quietly, but because I had a full 45 minutes to spend one-on-one with her to just read--no other distractions.
Children's minds are so amazing and there are authors and illustrators who take this into consideration when they write. I search for these books and I have found that books with the Theodore Seuss Geisel award stamped on them do a fantastic job of captivating little kids with both illustrations and words. In a nutshell, this is the awards purpose. This award is given to authors and illustrators of beginning readers only.
It can be hard to get children to sit down and want to read, but if you have the right book, how can a child honestly say no. I recommend searching out these award winning books. They are written in simple language so kids can use them to learn how to sound words out or for sight recognition and the pictures are always beautiful.
If we want children to love to read as much as we do, we need to put in the effort. Set up a time just for reading and stick with it. As a nanny, it worked really well for me. Here's a link to the American Library Associations information on the Geisel award. Check it out.
"http://www.ala.org/ala/mgrps/divs/alsc/awardgrants/bookmedia/geiselaward/index.cfm"
Thursday, January 21, 2010
Direct Sales...
Question:
The vast majority of online consumer book sales are not conducted on publishers' web sites, but this hasn't stopped most publishers from targeting their web sites primarily at consumers. What do you think is the reasoning behind this? Do you think that book publishers can expect to see significant, ongoing growth in direct sales through their web sites? Should the presence or lack of strong direct sales affect the manner and extent to which publishers address their web sites to the general reading public (as opposed to their primary market of booksellers)?
Part of the reason I put Harper Perennial's website on my bad list was due to the fact that they blatantly ignored all of their markets except for the one that wasn't doing them much benefit--direct consumers. Their entire site was laid out for their benefit. I think publishers websites are designed with the hope of increasing their direct sales. They have chosen to target a market that they are the least successful at reaching.
I think it's a waste of a publishers time to put so much of their time into designing websites to increase direct sales. To be completely honest, I would never buy a book directly from a publishers website unless it was the only possible place I could get it. On the Harper Perennial website one of their new releases is The Burning Land by Bernard Cornwell. Their hardcover price is $24.99. This book was just released on January 19, 2010. Why would I pay that price when I could go to Amazon and get it for $11.00? I think this is exactly why consumers don't buy directly from the publishers website. The price is crucial and people are always hunting for a deal.
Even though direct sales are low, I still think it's important that the publishers website markets towards direct sales. For me, that just comes with the territory. Some people will buy their books this way while the majority will head to a bookstore or Amazon to do their shopping. Do I think they should keep that as their primary goal? No. Providing more information for booksellers seems like a more logical choice. If more time and energy was given towards them this would most likely increase sales elsewhere.
My opinion: a target market is a market no matter how small. Attention should be given to all, but publishers need to be realistic and prioritize their websites. It is important to reach the ones who are creating the most revenue first.
The vast majority of online consumer book sales are not conducted on publishers' web sites, but this hasn't stopped most publishers from targeting their web sites primarily at consumers. What do you think is the reasoning behind this? Do you think that book publishers can expect to see significant, ongoing growth in direct sales through their web sites? Should the presence or lack of strong direct sales affect the manner and extent to which publishers address their web sites to the general reading public (as opposed to their primary market of booksellers)?
Part of the reason I put Harper Perennial's website on my bad list was due to the fact that they blatantly ignored all of their markets except for the one that wasn't doing them much benefit--direct consumers. Their entire site was laid out for their benefit. I think publishers websites are designed with the hope of increasing their direct sales. They have chosen to target a market that they are the least successful at reaching.
I think it's a waste of a publishers time to put so much of their time into designing websites to increase direct sales. To be completely honest, I would never buy a book directly from a publishers website unless it was the only possible place I could get it. On the Harper Perennial website one of their new releases is The Burning Land by Bernard Cornwell. Their hardcover price is $24.99. This book was just released on January 19, 2010. Why would I pay that price when I could go to Amazon and get it for $11.00? I think this is exactly why consumers don't buy directly from the publishers website. The price is crucial and people are always hunting for a deal.
Even though direct sales are low, I still think it's important that the publishers website markets towards direct sales. For me, that just comes with the territory. Some people will buy their books this way while the majority will head to a bookstore or Amazon to do their shopping. Do I think they should keep that as their primary goal? No. Providing more information for booksellers seems like a more logical choice. If more time and energy was given towards them this would most likely increase sales elsewhere.
My opinion: a target market is a market no matter how small. Attention should be given to all, but publishers need to be realistic and prioritize their websites. It is important to reach the ones who are creating the most revenue first.
Friday, January 15, 2010
Blogging Tips

Blogging is brand new to me, so I've been reading articles about how to create a successful blog. They all say pretty much the same things. If you're a frequent blogger or a new one just like me, I hope these tips are helpful to you.
1. Update Frequently
Don't forget to post on your blog. If you want people to notice you, you have to make sure you're giving your blog the time and attention that you want from your audience(s).
2. Comment on Successful Blogs
Be a follower of successful blogs in your niche and comment on their blogs. This is an easy way to get your name and voice out there. Your comment leads to potential clicks to your blog. Successful blogs have found their audiences and are reaching them well. It's ok to use them for your benefit. When you're commenting, make sure your comments are well written and a great representation of you. The better your comments are, the more likely you'll gain more readers off of the already successful blogs.
3. Do Your Research
Use blogging directories to find the most popular blogs in your niche. There are quite a few of different directories you can use, I have listed several below.
- Technorati www.technorati.com
- Blog Catalog www.blogcatalog.com
- Blogarama www.blogarama.com
- Bloghub www.bloghub.com
- Blogging Fushion www.bloggingfushion.com
4. Gain Credibility
The best way to gain credibility is by providing original content on your blog. People want to read something new, not something reguritated. Hopefully people will like your originality and keep coming back to read more and more,which will build your web traffic. Don't steal something off of someone else's blog. There's no need to upset people. Always think about copyright laws.
5. Whatch Your Web Stats
You want to know who is coming to your blog. Knowing your audience well will keep you ahead of the game. With this information you can configure your blogs around your readers and possibly fill their needs in new ways. You can add a blog log widget to keep an eye on the web traffic you are gaining.
6. Cut Down on the Clutter
Keep your blog clean. Don't fill it with useless things. If you want people to visit your blog more than once, don't use flashing text and animated images that move all around. Simple is always a good way to go. Keeping you blog free of clutter will allow your readers to navigate it well and this will lead to being indexed in the blog directories mentioned above.
7. Create Offline Publicity
Use the marketing materials you already have. A good place to start is to add your blog web address on to your business cards. People are always looking for information and the more places you have your address, the more likely people are to see it. Do this tastefully though. Don't over do it. Keep it simple is a good motto.
The Good and the Bad Publishers' Websites

http://www.houghtonmifflinbooks.com/mariner/
The website for Mariner Books has their content information divided among three main audiences; booksellers/media, librarians/teachers, and reading groups. These audiences are clearly highlighted in the second main row of text on the website, which allows for easy access to the information that each specific website user would be interested in locating.
Booksellers/Media
For booksellers and media, Houghton Mifflin Harcourt has provided their users with images, catalogues, press releases, excerpts,forums, newsletters, and FAQs. The FAQ section provides the user with answers to questions about domestic trade and reference orders, accounts, and returns; special sales information, school supply and office product inquiries; distribution; international sales; subsidiary rights; review copy requests and publicity inquiries; library promotions; and electronic data.
Librarians/Teachers
All of the materials and information that educators and librarians would be interested in, are listed and made readily available for their use. There is a catalogue of home-based education books, a recent Mariner Books catalogue, reference resources, a long list of teachers resources, newsletter subscriptions for five different categories,and forums to share stories.
Reading Groups
Reading groups for fiction, nonfiction, and young adult can access featured reader's guides, newsletters, and forums.
About Us/FAQ
Of course the people of Mariner Books don't forget about all of the author's who are waiting to be published. Submission guidelines and information on how to find or be your own literary agent is available. I like that Houghton Mifflin took the time to suggest where to find a literary agent. This is more personal than just blatantly informing the author that they unfortunately aren't able to accept unsolicited manuscripts.
Houghton Mifflin even provides an address for readers or anyone who would like to write to an author. This could be an attractive aspect for author's who are hoping to receive fan mail.
The publishing house is also providing information to anyone who is searching for a job with them. This section is pretty basic and similar to most of the other publishers websites.

Unlike Mariner Books, Harper Perennial never states who their audiences are. They have two broad categories of "Books" and "Authors."
"Books"
The "Books" section provides basic information (ISBN, price, book description, publication date, and the formats that the book is avilable in)on new releases (books published in the past two months), a full list of titles, award winning books, publications to be released in the next ninety days, and reading guides.
All of this information is primarily geared towards current readers and prospective readers. Harper Perennial provides links to Olive TV, The Oliver Reader blog, the book army, FiftyTwoShortStories.com (a free story for each week).
"Authors"
The "Authors" section is very basic as well. There is a full list of authors and an events calendar. While this section is coined "Authors" it is also geared towards readers. There is a "hot chapter" and "author tracker" available for users to subscribe to. Both of these subscriptions provide users with information on upcoming events, promotions, and new books.
Mariner Books provides a huge list of press releases for the media to use as they like. Harper Perennial only provides users with essays and interviews from the authors.
Harper Perennial is attractive to look at and easy to use, but they fail to provide information for a well rounded audience. The potential author and the media are ignored. It appears that Harper Perennial is most concerned with their current readers and they market to them very well. In my opinion, ignoring all other markets isn't wise and beacuse of this, I have labled Harper Perennial as a bad website.
Sunday, January 10, 2010
Guerilla Marketing on the Internet
For my book summary/review decided to purchase Guerilla Marketing on the Internet, by Jay Conrad Levinson. Last quarter in book marketing and promotions with Kent we spent a little bit of time going over guerilla marketing, but we never looked at in depth and we didn't look at it in terms of the internet. Considering marketing is a huge part of the publishing industry and that marketing budgets tend to be minimal, knowing how to successfully market for free is crucial.
I wanted to choose a book that would be an asset and not just sit on my bookshelf and get dusty. While the internet is rapidly changing, I am hoping that the tools that Levinson provides in his book will be applicable even with all of the changes. I am confident that a guerilla marketing book will be beneficial to my career.
I spent quite a bit of time on author Jay Conrad Levinson's website (http://www.gmarketing.com/) reading articles and bits of news. All of the information on his site pertains directly to guerilla marketing, which provided me with detailed information that contributed to my decision to purchase Guerilla Marketing on the Internet. I read these articles assuming that his book will give an in-depth insight on the ins and outs of free marketing on the internet.
The cost of the book also played a significant role in my purchase decision. I am very interested in the topic and being able to purchase the book for under ten dollars sealed the deal. I have to work within my buget as well.
I read customer reviews and editorial reviews for the book and they were all positive. Most focused on the fact the Levinson has written quite a few books on the subject matter and really knows how to effectivly market guerilla style. His authority in the field is reassuring and compelling.
I am looking forward to receiving my book (in the next 7-10 days courtesy of Amazon) so I can start reading and take notes on how Levinson became such a successful guerilla marketer. Working on a budget is part of marketing (and life) so knowing how to utilize the internet will be influential tool.
I wanted to choose a book that would be an asset and not just sit on my bookshelf and get dusty. While the internet is rapidly changing, I am hoping that the tools that Levinson provides in his book will be applicable even with all of the changes. I am confident that a guerilla marketing book will be beneficial to my career.
I spent quite a bit of time on author Jay Conrad Levinson's website (http://www.gmarketing.com/) reading articles and bits of news. All of the information on his site pertains directly to guerilla marketing, which provided me with detailed information that contributed to my decision to purchase Guerilla Marketing on the Internet. I read these articles assuming that his book will give an in-depth insight on the ins and outs of free marketing on the internet.
The cost of the book also played a significant role in my purchase decision. I am very interested in the topic and being able to purchase the book for under ten dollars sealed the deal. I have to work within my buget as well.
I read customer reviews and editorial reviews for the book and they were all positive. Most focused on the fact the Levinson has written quite a few books on the subject matter and really knows how to effectivly market guerilla style. His authority in the field is reassuring and compelling.
I am looking forward to receiving my book (in the next 7-10 days courtesy of Amazon) so I can start reading and take notes on how Levinson became such a successful guerilla marketer. Working on a budget is part of marketing (and life) so knowing how to utilize the internet will be influential tool.
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