To sell more books profitably to non-bookstore markets, join book marketing and publishing expert, Brian Jud, as he shares powerful resources for book marketing success.
Brian is the Executive Director of the Association of Publishers for Special Sales. He’s a book marketing consultant and the author of multiple books including “How to Make Real Money Selling Books” and “Beyond the Bookstore.: How to Sell More Books to Non-Bookstore Markets.”
Excerpt from this week’s podcast “How to Sell More Books Profitably to Non-Bookstore Markets”
Q: I know that there are so many different topics that we could talk about within the book marketing arena. However, I thought that let’s start with something that you mentioned in your book ”How to Make Real Money Selling Books” and that is the topic of trade versus non-trade markets. Tell us what these means and what’s most important for authors to know?
A: The trade is primarily bookstores whether it’s online or brick and mortar. That is historically the way people thought they should sell books. In fact when I first started out, that is what I did with my initial books on how to get a job. I quickly found out that books are returnable. That they’re 60% discounts on distribution. That they get paid 120 days. I thought there’s got to be a better way. I thought, a really important point came to my attention that I thought, “Who else can use the information in my book?” By thinking that, the content was how to get a job. I thought that who else could use that information? The students, college students, state governments, even corporations. I started selling it to these other opportunities in larger quantities, non-returnable, in many cases at list price. I just thought that was a much better way to sell books.
The biggest opportunity is the non-retail sector in the marketplace to sell books to corporations, and associations, and schools, and the military, even government buyers. These people can buy in large quantities. The books are non-returnable and you’re paid sometimes even before the order, or the orders are shipped, or placed, or with placement. There are lot of benefits. If you look at it, the non-trade sector I break it into those areas of retail and non-retail. By looking at that way, the publisher author can really expand their opportunity significantly.
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