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This letter was sent to all major wholesalers and book distributors after the first returns from press kit mailouts came in. It was designed as a teaser. The letterhead was vital, and I was glad to have a rather distinctive looking full-page border on my stationery. I knew this would make subsequent mailings distinctive, and I felt that was important to the campaign's success.
It should be clear that the type and volume of publicity is rather meek, but still noteworthy. I knew that if I kept the updates coming and assaulted the trade buyers with masses of proven publicity, I'd eventually land the critical first order. And in a few cases that's precisely what happened.
Oh, the terms and discounts stuff? Well, after receiving some feedback, I discovered that the standard discounts were being taken as gospel and non-negotiable. I was using US figures, and the two major book chains in Canada didn't know that if they test-ordered two or three copies for each of their hundred-or-so stores that I'd give them discounts based upon a 200 or 300- piece order! A word to the wise should suffice...next time I'll definitely include a note that volume discounts can be applied to multiple orders on the same invoice.
RE: THE ULTIMATE SHOPPER
Trade Book Buyer:
We recently mailed you a copy of "The Ultimate Shopper" by Steve Winter. It has come to our attention that the terms and discount schedule included were erroneous and should not have been included in your package. Naturally, if you wish to acquire this title, terms are negotiable. We are receiving substantial publicity and we want this book in the stores.
If you have any questions regarding this problem, plese contact Rob Sxxxxx at XXX-XXX-XXXX weekdays for clarification.
In the meantime, please note the following addenda to the enclosed publicity update:
"Ultimate Shopper" radio shorts series reserved: CKBB Barrie, Ont.; CHWK Chilliwack, BC.
Television interview confirmed for June 9 on CFTO-TV "Toronto Today"; scheduled to air June 10 at 9:00 a.m.
Open-line guest appearance by Steve Winter on "Action Line", CKCK Regina, May 26; "Open Line", CFQC Saskatoon, June 8.
Broadcast interviews to be taped in London, Ont. for CIBX-FM's "Midday Magazine" June 17, CIQM-FM's Dick Williams June 2 and George Gordon, also June 2.
Please note that our promotional efforts in Canada for this book are ongoing through Sept. 15 at least. As distribution increases, the possibility of a cross-country tourand increased media exposure becomes greater. St. John's Nfld. is confirmed for the third week in July, with Nova Scotia and New Brunswick tentatively scheduled for July 27-31; Eastern Ontario August 3-5; Northern Ontario August 10-11; Manitoba, Saskatchewan and Alberta August 12-17; British Columbia August 18, 19; and make-up dates in Western Canada August 20-25.
The very best of fortunes,
Rob Sxxxxx Sales & Promotion
Addenda: Interview, mid-June: CKNX, Wingham, ON Series beginning June 8, Woodstock, ON Interview, mid-june: CBC FM network with Benita Hart
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