17d (edited) • Marketing Riddles
How books (and offers) are evaluated
I listened to an interview with a professional book buyer.
She works at a bookstore and her job is to choose which books for the store to stock.
She gets catalogues of all the new books from the publishers. Thousands of new books a year.
Her job is to evaluate each book and seeing whether it makes sense to buy for her bookstore.
Here's what she said she looks at:
- Format
- Price
- Name + cover
- Does it have a built-in audience?
- Affinity (local connection etc.)
- How the author and publishing company are promoting or planning to promote
- Dimensions and page count (will it fit on the shelf)
- Size of print run (gives her confidence this could be a big seller)
- Is it returnable or not? (risk reversal if the books don't sell)
- Comparable titles and sales
- Specific customers she knows who might almost certainly buy this
I thought this was interesting.
It's a list I'm planning to look at the next time I create an offer or a promotion.
A lot of this maps directly to the work of selling info products offers online, whether in book format or in other formats. It's how my customers evaluate my stuff.
I also thought it was funny.
I mean, there's one really conspicuous thing that's entirely missing from the list above. Any guesses what it might be?
11
10 comments
How books (and offers) are evaluated
skool.com/daily-email-house
Email daily, make a $1k offer, pay for a house.
Leaderboard (30-day)
1
🔥
+116
2
+51
3
+51
4
+40
5
+37
Powered by