The Marketing Mix that Sells Books
I never tell clients to do anything I am not willing to do. When I encourage my clients to market, market, market and never stop marketing, it's because I don't let my own promotion wane. Whether it's a book you're trying to make a best seller or a product or service that you're trying to sell, you have to continually market it. Few businesses enjoy momentum without pressure. Once in a while a company can't keep up with its growth. They cut down on marketing because they can't keep up with demand. And while that sounds like the pot of gold at the end of the rainbow, it can also cause a slow death. You have to find a middle ground to handle business growth. You have to find a scale-able business model that works when things are growing fast, and it doesn't kill your company if things slow down. When it comes to independent book publishing I've noticed an interesting business model that seems to work effectively for self-help books...