You're gonna be a star Put low cost print on demand to work for your brand

Posted by tom klein June 4, 2007

It’s hard to beat web publishing . . . unless you want to reach someone who travels or need to communicate something that’s more than a page or two long. If you have a complex product or service, it would be foolish to avoid the dead tree format – paperback and hardback books.

Consider writing a book to tell your entire story, and then using Print on Demand (”POD”)services to avoid the costs and hassle of inventory. At POD publisher Lulu, you can print 100 standard paperback books (each with 100 pages) for less than $500.00. Printing turnaround is a matter of days and the prices continue to go lower as quantities increase.

Give your sales force something to really think about beyond standard powerpoints from the sales meeting. Help your prospect or current customer understand a critical process or key element of differentiation. In so many cases, your brand would benefit from telling the whole story.

A vanity press or vanity publisher is a book printer which, while claiming to be a publisher, charges writers a fee in return for publishing their books or otherwise makes most of its money from the author rather than from the public. Availability of print on demand has made vanity publishing much less appealing.

Identify that combination of target and product that would really benefit from a longer, more detailed, more thorough explanation. Think what you would say to your Top 100 customers. Raise the bar on the value of your content - no boring 100 page sales pitches. You'll be rewarded with attention of someone who's very important to your business. Business Week's best selling business books


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