Mosquito Marketing Blog

I have just learned of a great thing that I really must look into more. It is software for publishers, and it can help you manage data, accounting, sales, and help you with your business management.

According to SPAN Connection (July 2008), “In recent years in the United States, some 80,000 publishers have annually produced about 200,000 titles.”  While I don’t have that many titles, I find that as my publishing company grows and the more books I write and publish for other authors, the more time consuming and disorganized keeping track of everything becomes!

If anyone has any experience with this type of software, PLEASE leave your comments and let us know your thoughts and if it was worthwhile or not so great.

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Noelle Skodzinski, the editor-in-chief over at Book Business Magazine had a great editors note in the current issue of Book Business.  Since almost every business out there is suffering due to the credit crisis and crashing economy there is good news for authors and publishers.  Even though the costs of paper, fuel, shipping and everything else have been rising, book sales in 2007 grew in every segment except mass-market paperbacks and e-book sales increased 23.6% in 2007, with $67 million in sales and have seen a compound growth rate of 55.7% since 2002 according to the Association of American Publishers.

Keeping this in mind, now is the time to implement and work on your marketing strategies. Marketing your books now is so important and one of the first things publishers and authors “cut” to save costs. Don’t make this mistake. If you are strapped for cash try marketing your products, books and business using many of the free or low cost options available to you but don’t stop marketing!

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Do you have a marketing plan for your business or book? I write a marketing plan for every new book I write. I also write a marketing plan for every new product I want to sell and every business I open.

Many people don’t write a marketing plan because they just don’t know what is in a marketing plan. Here are some things that you can use to create a marketing plan outline for your book or business.

First you will want to analyze the total market for your book or services. Figure out which aspects of your book will appeal to different market segments. Then make a list of the features and benefits, in detail. You must also explain why you are different than your competition, explain why yours is better.

Make a list of these items and then elaborate on each one (you can also check out my marketing plans included on my websites and in my books and feel free to just use one of them instead of writing your own!)

Important parts of your marketing plan:

• Description of your target market
• Description of your competition
• Description of your book or services.
• What is your marketing budget?
• Where are you located and what are the advantages and disadvantages of your location?
• What is your pricing strategy?

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We all want new customers or to make more sales. What can you do to increase your sales and your customer list?

1. Know your business or book and know your potential customers needs. Find a need, then fill it!
2. Implement a marketing plan.
3. Know who your potential customers are and where they hang out, then put yourself there, in the magazines they read, in the shops they frequent, in the newspapers they read etc.

Try doing these 3 things and you will see a big difference in your client base and sales.

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If you have been in business for a while but are looking for some new ways to market your agency, especially during this economic crisis, try these 4 tips.

1. Introduce new products or services, and remember to send out a press release!
2. Add a new state or specialized type of debt collection to your agency, for example, obtain a license to collect in a new state or add credit card debt to your collection services.
3. Bundle collection products or services at a special price, maybe a letter service or accounts receivable outsourcing service.
4. Refine or update services that you currently offer, such as more frequent client updates or reports.

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The Federal Trade Commission has strict rules on when a business can use the telephone for soliciting customers.  Violation of these rules can result in a fine. The rules are:

• Call only between 8 a.m. and 9 p.m.
• Inform the customer that it’s a sales call.
• Describe the good or services you’re selling.
• If there is a prize involved, explain the odds of winning and that no purchase is required to win.

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Marketing is one of the most important things you do for your business or for your book.  A common mistake that is made is thinking that you only have to market in the beginning to obtain clients or make sales.  You have to market every day. Here are some things you can do to help you market your book or business:

1. Networking - Join a chamber of commerce or industry group.
2. Gives speeches, talks or seminars.
3. Volunteer at local events.
4. Create a gift certificate or coupon.
5. make yourself newsworthy by holding a contest or sponsoring an award.
6. Ask existing customers for referals.
7. Advertise in local papers and online.
8. Write articles and columns and post them on your website.
9. Send out direct mail in an unusual or lumpy package, include a sample.
10. Write press releases and submit online and to your local media.

Marketing does not have to be a chore, do one thing a day. Don’t get discouraged, results can take months or years.

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You will need to market your collection agency to get clients.  You first need to know who your potential clients are.  Who do you want as customers?

You can look in your yellow pages and local help wanted newspapers.  Any business that extends credit may need your services, including banks, oil companies, contractors, florists, printing companies, doctors offices, dental offices and more.

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Depending on your agency, you could have a variety of different options as to who your target audience is.  For example, if you have a medical collection agency or maybe you only collect on bad checks, you would not want to target business owners with your marketing. If you have an agency that collects consumer debt, your target audience could be business owners or credit cards. See what I mean?

Research who you want as a client. They are probably already using a collection agency so find out more about the agency that they are using and what that clients needs are.  Then follow-up and let them know what you can offer, that is different from that agency they are now using. Also, ask them what they would like to know about your agency or about you and what would make them try your agency.

If you don’t follow up the client will think you are not really interested.  If you are not persistant with them, you may not be with debtors.

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I thought this book by Jeffrey A. Landers was great, it focuses on everything people working from home have to deal with. It gives great information about more than just taming a Home office from Hell, it gives you tips on growing, and growing your business, for example, how to become a Nexpert and what to do with that status. There are great stories that give you good ideas and help you relate to what the author is explaining.

Many new entrepreneurs or business owners moving their business to their home really don’t know what a challenge it is to work from home. This book can help you deal with all the common challenges we face and help you grow and prosper in an organized and efficient way.

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