You have likely heard stories of publishers turning down books that later went on to become bestsellers. There are also tales of agents who missed seeing a book’s potential, only to be proven wrong when someone else made it a success. These accounts prove that having a book published with a traditional publisher is far from an exact science.
There are four variables to land a book deal. To find a traditional publisher, you need to have the right book, pitched by the right agent, to the right publisher, at the right time. That means you must have a well-written, interesting book, an agent who loves it, a publisher who will get behind it, and for all this to happen at the ideal time… read more>>
As businesses ponder future economic conditions and how it will affect sales and their bottom line, there are three ways to respond:
- Hunker down and hope tomorrow will be better.
- Take a deep breath and maintain business as usual.
- Increase marketing and promotional efforts to increase sales now and fill the sales funnel with prospects for later.
The first response is a quick path to disaster.
The second option, while a viable consideration, may not be the best one.
It’s the third possibility, however, that holds the most promise for the present and the most potential for the future.
Progressive business owners and managers will pursue the third choice. As they do, they will zoom past their competition while they hunker down or hold their breath.
The January issue of DM News (Direct Marketing News) had some interesting commentary about the advertising outlook for 2012.
They note that overall advertising expenditures are expected to outpace the US economy this year.
They also proclaim that online ads are expected to thrive in 2012, growing 11.2% to lead all forms of advertising. (This stat was shared by Stuart Elliott of The New York Times, citing Vincent Letang, executive VP and director for global forecasting at the MagnaGlobal unit of Mediabrands.)
This is good news. Advertising today paves the road for sales tomorrow. The overall economy will surely follow.
I remember reading a notable case study in my college marketing class.
It was about cereal rivals Kellogg’s and Post. Prior to the Great Depression, their marketing efforts and corresponding market share was comparable. But when hard times hit, Post reacted by pulling their advertising, whereas Kellogg’s doubled their efforts. When the economy rebounded, Kellogg’s market share surged ahead, while Post’s languished, never to again catch their rival.
While I would never tell someone to double their advertising, I am most willing to advise businesses against scaling back. When advertisers stop advertising, readers notice. (I know, because they often ask me about it.)
The absence of a regularly appearing ad where there once was one sends a negative message. It also fails to build and re-enforce the advertiser’s brand to potential buyers – and even places doubt in the minds of existing customers.
You never know when someone will be in the market for new equipment, software, or services, but when they are, you want them to contact you first.
Consistent advertising is the key to making that happen.
In the November issue of Folio magazine, Matt Kinsman reported that two print publications recently hit records for advertising revenue.
One was Premier Guitar, a relative newbie on the print scene at only four years old.
However, for the other magazine, The Atlantic, the record is much more impressive — given that they’ve been around for 153 years.
Imagine that, hitting a 153 year high in print revenue — and at a time when the economy is less than ideal.
Just imagine what will happen when things actually turn around. I’m ready — are you?