Starting the Sales Flow on a Shoestring Budget
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African-American women are the target market for our book Get on Top! by The Righteous Mother. When we published it in late 1997, we knew that starting the sales flow would be tricky because we didn’t have much money.
We placed an ad in Radio-TV Interview Report. This generated several radio interviews. Initially we didn’t see a large increase in sales, but we did find that many people had heard about the book.We printed up several thousand postcards with the book’s cover on the front and ordering information on the back; this costs a few hundred dollars.We printed a first run that we literally gave awayon the street. Inside these 1,000 copies, we included one or two of the postcards and some flyers. When women stopped to take a free book, we told them all about it and asked them to recommend it to someone else or to pass the book on if they liked it.We included a survey form at the back of Get on Top! that customers could return to us with their comments and suggestions. Each time we received a survey, we wrote the customer a personal letter, thanking them and encouraging them to buy our other books–Delilah Power!; The Mystical Seductress Handbook; and Sex Her Right!–and we’d include a discount coupon to sweeten the offer. Sales of these other books increased due to this effort, and although they haven’t been as successful as Get on Top!, they pro…IBPA Members – Click here to view the full article (login required).
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