| |
|
 |
 |
|
   |
|
| Section Menu | SuperThrift Online | About the Book | The Promotional Campaign | Radio Shorts (mp3) |
|
I knew that a single four-figure order from just one distributor or wholesaler could put me into the black and give me enough operating capital for a serious assault on the US market. I worked the hell out of these markets both by mail and by phone and was completely stonewalled. A lot of mistakes made on my first sales kit had hurt my image badly and I needed some means of weaseling my way in (yes, if it meant weaseling, I was ready to do it) with a nice, fat order. Or even a small first order. Hell, even to have one of them return my calls might have made my week.
This letter was designed to beat back a lot of the negative response I was getting from wholesalers and book chains by demonstrating how I was handling this title's promotions, publicity and distribution as well as or better than any major publishing house. I don't think it hit the mark. It was two solid pages of tight text, no spaces between the paragraphs, and I know I lost a lot of readers with it. If I had it to do all over again, it would be a one-page, point-form outline.
Note that I attacked the main objection right in the first heading. I said what I believed the buyer was thinking. I thought it might ease some of the tension and get the reader into the letter by providing a strong point of mutual knowledge. I don't think it worked. I overplayed my hand in the very first paragraph by promising that we would establish profitable relations which would surely last for years, a promise there was no way I could keep, and a very amateurish business error.
FIRST BOOKS FROM SMALL PRESSES ARE A GAMBLE, AND OFTEN A PAIN!
That's why we want you to know what Living Skill Books is doing to make sure "The Ultimate Shopper" is the exception to that rule, a steady seller backed by solid promotion, and the first of many books with mass appeal from a progressive, accommodating publisher.
PROMOTIONAL EFFORTS
We can't sell books without promotion. We admit to a shoestring budget, but we think you'll be pleasantly surprised by our strategy...and our results.
Prior to publication date, broadcast-ready cassettes containing an eight- week series of professional "Ultimate Shopper" shorts were mailed to the top 200 radio markets in Canada with free broadcast rights in return for a mention of the book and its author. While we expect a few stations to run the full eight-week, 40-part series, we believe the author's narration will spark enormous interest and result in a substantial number of radio interviews. And radio sells books.
We're also seeking television promotion wherever and whenever possible. Consumer issues are perennial fare for magazine formats and we feel Steve Winter has the poise and intelligence to pull and carry considerable interest, as his journalistic and performing background might suggest.
We're covering our tracks when approaching the press by mailing to book review editors in major markets, and consumer editors in all daily markets over 10,000 circulation.
Steve Winter's background is in community newspaper markets, and we're including a circular in an upcoming Canadian Community Newspapers Association members' mailbag offering a 10-week series of features for consumers in smaller communities at no charge. All distributors and wholesalers will be notified of media carrying Steve's material as they are acquired.
Steve is a contributor to "The Canadian MoneySaver" and a small-business columnist in several US publications, and we'll naturally be angling for serial rights sales, or giveaways if necessary, in all relevant Canadian periodicals.
As momentum builds, Steve will be touring in support of the book, and we would like to promote in-store appearances with a $2 discount on the book, $1 to be absorbed by the publisher and $1 by the participating retailer. In order to increase publicity opportunities, Living Skill will also donate $1 from each sale generated by personal appearances to local food banks or social service groups in areas not served by food banks.
We're devoting our attention to Canadian distribution of this book exclusively until about June 15. Based on the results of our Canadian promotions, we'll be engineering a refined campaign for US distribution and promotion. Once again attention will be primarily devoted to media coverage, and this should create a natural spillover effect on Canadian sales.
We'll be pushing the book heavily in the college markets from mid-August to mid-September as an ideal back-to-school gift and again for Christmas sales, by which time we expect to have published Steve Winter's second book for Living Skill, a layman's guide to addictive/compulsive behavior with the working title "The Addicted Majority".
The sum total of these efforts should be an immediate heavy stocking demand in most Canadian markets with steady sales throughout 1987. It's our first serious entry into the retail market after concentrating our efforts in the past on direct-mail, and we think you'll agree that it's a solid campaign bound to produce results for both of us. We've set our sales target at 30,000 copies in Canada by the end of the year, and we're prepared to do what it takes to achieve that target.
OUR POINT-OF-SALE CLINCHER: THE PUBLISHER'S GUARANTEE
We feel this feature alone will clinch at least 20% of our sales. LIVING SKILL WILL BE SOLELY RESPONSIBLE FOR FULFILLING THE GUARANTEE, which can only be claimed from the publisher. We know the results of a guarantee in direct- mail, AND the cost. (We have not had a single refund request on any of over 20 publications offered on a money-back basis since December, 1985.) We expect a return rate of .5%, and a response to this unusual marketing move to create media interest as well.
STEVE'S EDGE
"My Card", included with your package, has been an instant conversation- starter wherever he's taken it. He's an aggressive self-promoter eager to exploit every publicity opportunity. We feel "My Card" is proof of his commitment, and that an author eager to promote his work is the best promotion any publisher could ask for.
LAST WORD
From initial indications, demand for "The Ultimate Shopper" is expected to be heavy, and we intend to make sure that it stays that way. We know that additional promotion will require capital, and we are therefore offering a 60% prepayment discount on all orders from 10 to 99 copies and a 65 percent prepayment discount for orders from 100 to 499 copis, FOB Toronto, for all orders received prior to June 1. We are encouraging all distributors to take advantage of these terms. Cash flow means cash for promotion, and that means more sales. And with current low interest rates reducing the value of your usual float, we think you'll find this offer even more attractive.
![[cublea.net home]](../../images/lgbtm.gif)
