I-Q & A ene-award winning book marketing marketingist Adrienne Sparks
Okokuqala, eceleni: ukushicilela imboni izincazelo ze-frontlist kanye nezincwadi zokubuyela emuva : Nakuba izikhathi zihlukile kubamemezeli abahlukene, incwadi ibhekwa ngokuthi "uhlu lwangaphambili" kusukela lapho selanda kukhishwa emakethe kuze kube yizitini namatshe noma amabhokisi esitolo samabhuku esitolo sangempela izinyanga noma ngaphezulu.
Isihloko se-backlist yincwadi evame ukuthengiswa izinyanga ezingu-6 ngonyaka.
Indlela Yokuthengisa Incwadi Esanda Kukhishwa
U-Valerie: Uyithengisa kanjani incwadi entsha? Iyiphi isu lokuphromotha?
U-Adrienne: Izihloko zangaphambili zidingeke ukuba "zithunyelwe" kubathengi, yingakho "ziqaliswa" emakethe . Kungenxa yokuthi abashicileli kudingeka benze abathengi bencwadi bazi ukuthi iyiphi incwadi entsha-futhi ubanike izizathu zokuthi kungani kufanele bayithenge.
Ngenxa yokuthi iningi lishicilelwa njalo ngonyaka, amabhuku angaphambili angabambisana nesikhala esitolo sebhulogi, amathuba okuphromotha kanye nabezindaba, kanye namadola wokuthengisa okufaka isandla ekuthengiseni kwabo. Kunenzuzo uma kuziwa ekwenzeni ibhuku lokukhangisa ibhuku ngoba imidiya yendabuko - njengabakhiqizi bethelevishini nabahleli bamaphephandaba - bafuna ukufaka into entsha nezindaba.
Kusukela kumbono wokumaketha, abamemezeli bazama ukuqwashisa ngezincwadi ezintsha futhi benze ukuthengisa ngokusebenzisa izindlela ezihlukahlukene, njengokuqinisekisa ukuthi amabhuku okugcina izitolo zezitini abonisa ibhuku ezindaweni ezihamba phambili futhi abadayisi be-intanethi babonisa le ncwadi e-e imikhankaso yokukhangisa -mail.
Indlela Yokuthengisa Ibhuku Lokubuyela Emuva
U-Valerie: Futhi uyayithengisa kanjani incwadi yokubuyisela emuva? Isu lihlukile kanjani?
I-Adrienne: Indawo yokugcina ibhokisi ye-Bookstore inqunyelwe, futhi kuphela izihloko zokubuyela emuva ezithengisa ngesilinganiso esibalulekile noma ziyingxenye yokukhuthazwa kwonyaka kuzothola indawo eshalofini elingokoqobo. Kodwa abamemezeli abaningi bendabuko bakhiqiza inqwaba yezimali zabo ezivela emuva futhi abanye basebenzise abathengisi abagxila ngokugcwele ekukhuthazeni izincwadi zokubuyela emuva.
Futhi, ukunyuka kwama-shopstores e-inthanethi, ukukhula kwe-e-izincwadi, nokusabalalisa kobuchwepheshe bokunyathelisa okudingekayo kuye kwaqeda ezinye iziqephu phakathi kwe-frontlist ne-backlist izincwadi. Indawo yemakethe yedijithali ibeka zonke izincwadi - ukukhishwa okusha nezincwadi zokulandelela ngokufanayo - esikhaleni esifanayo esingenamkhawulo esihlinzekwe ngehelithi le-virtual. Ukuthi izincwadi zokubuyisela manje ziyatholakala njalo, kanye nezinguquko kumikhuba yokuphequlula komthengi, zenze ukushintsha okuphawulekayo emikhankasweni yokushicilela umhlaba nokukhangisa. Lezi zindaba ezinhle zezinto ezikhona zokuthengisa ezincwadini ze-backlist.
Isibonelo somkhankaso wokukhangisa ibhuku lokubuyela emuva
U-Valerie: Uyini isibonelo somkhankaso wokumaketha we-backlist?
U-Adrienne: Lowo oza engqondweni ngumkhankaso wokudayisa kahle incwadi yombhali uKeith Thomson, iPirates yePensacola . Kwakuyizincwadi ezisekelwe emuva, kodwa ngokukhululwa kwe-digital yesikhathi sokuqala, sihlangene namasu okukhangisa amabhuku we-backlist ukuze wenze izethameli ezintsha zikwazi le ncwadi.
Manje, ngaphezu kwanini ngaphambili, amasu amaningi wokuthengisa oku-intanethi nokuqamba amasha asetshenziselwa ukukhishwa okusha kokuqala angasetshenziswa ngokuphumelela okukhulu ngezihloko ezichazwe ngokweqile njenge-backlist.
U-Adrienne Sparks we-Sparksarketing.net ungumxhumanisi wokuthengisa okwenzile imikhankaso yokukhangisa yabalobi bokuqala kanye nabathengisi abakhulu kakhulu beNew York Times , njengezitolo zikaPat Conroy noJonathan Lethem. Wathola umklomelo wonyaka we- Ad Age Entertainment womsebenzi wakhe kumkhankaso we- Da Vinci Code .