The paradox of insular language
7 months ago
Monday, November 29, 2010
Saturday, November 27, 2010
The difference between "push" and "pull" marketing in book publishing
Having worked with hundreds of authors I can say there are few who understand the differences between marketing a typical small press book and one published by a New York publishing house.
First, a major New York publisher has the ability of placing huge numbers of books in brick n' mortar stores while smaller presses try to avoid all the hoopla and instead publish books that appeal to a distinct market niche. This is because the book business differs from most because it is an industry that allows retailers to return unsold books for credit. And since small presses use distributors (rather than selling direct as many larger publishers do) a book that is returned is generally replaced by one from another publisher while books sold by the big houses are replenished by books they themselves publish. That in itself is huge when it comes to a publisher's bottom line.
What large publishers do is "push" massive numbers of books into the marketplace with the hope a good number will sell. If they don't they can always replace one book title with another.
Smaller publishers instead try to create demand for a book prior to producing large numbers with the hope customers will become interested and order a copy. Classic "pull" marketing.
For pull marketing to work a book needs to create interest through events (such as signings and speaking engagements) or occupy a distinct market niche that is search friendly.
Both push and pull marketing are viable ways to market books. The important thing for prospective authors for them to determine which will work best in their own situation. For example, if you have written the next great novel, but do not want to be bothered with marketing it, then you will want to hire an agent and pursue a major publishing house. If, however, you like getting up in front of a crowd, have a way to engage the public and realize your book has its own distinct niche, then you might better pursue a small press or self publish because you will be far more successful than if published by a major publishing house.
Bottom line: There are viable opportunities with both the push marketing of a major publisher and the pull marketing of smaller presses or self publishing. Key is knowing the difference between the two types of marketing and not trying to force the wrong kind of marketing into the marketplace.
First, a major New York publisher has the ability of placing huge numbers of books in brick n' mortar stores while smaller presses try to avoid all the hoopla and instead publish books that appeal to a distinct market niche. This is because the book business differs from most because it is an industry that allows retailers to return unsold books for credit. And since small presses use distributors (rather than selling direct as many larger publishers do) a book that is returned is generally replaced by one from another publisher while books sold by the big houses are replenished by books they themselves publish. That in itself is huge when it comes to a publisher's bottom line.
What large publishers do is "push" massive numbers of books into the marketplace with the hope a good number will sell. If they don't they can always replace one book title with another.
Smaller publishers instead try to create demand for a book prior to producing large numbers with the hope customers will become interested and order a copy. Classic "pull" marketing.
For pull marketing to work a book needs to create interest through events (such as signings and speaking engagements) or occupy a distinct market niche that is search friendly.
Both push and pull marketing are viable ways to market books. The important thing for prospective authors for them to determine which will work best in their own situation. For example, if you have written the next great novel, but do not want to be bothered with marketing it, then you will want to hire an agent and pursue a major publishing house. If, however, you like getting up in front of a crowd, have a way to engage the public and realize your book has its own distinct niche, then you might better pursue a small press or self publish because you will be far more successful than if published by a major publishing house.
Bottom line: There are viable opportunities with both the push marketing of a major publisher and the pull marketing of smaller presses or self publishing. Key is knowing the difference between the two types of marketing and not trying to force the wrong kind of marketing into the marketplace.
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