Promotion 101: Why Authors Shouldn?t Do Book Signings

Book signings seem to be obsolete these days. The good thing about this is an author shouldn’t really care. While book signings are slipping from existence, there are more creative options coming out for authors to promote each year. Many of them have brought in more books sales than a signing ever will for today’s author. Whether you decide to embark on a book tour or have a signing, is your decision. I would like to point out, however why you shouldn’t be disappointed if book signings do not bring you the success you seek. They usually don’t and this is normal. Book signings can be very disappointing. I’ve outlined reasons why you shouldn’t do book signings, instead of reasons why you should. I will also mention options afterwards that are not only better sales-wise but a lot more fun.

Book Signings Are Short-lived Sales

Book signings take a lot of effort to set up. Even if you do sell at a signing, which is highly unlikely these days, these sales are short-lived and most times forgotten. The most an author sells at a bookstore book signing is less than ten books. Some sell less than five. They say it’s important for an author to build a relationship with the people in the stores. Why? Not only do the workers care less about an author these days, unless you made a big impact, they won’t remember you from another author who signed at the store. If you...

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Vbmshops’ Market Segmentation In Retail Is The Answer To Success During Hard Times

Market Segmentation in Retail is the Answer to Success During Hard Times

For retail businesses to create a marketing edge during these hard times it is as simple as finding subtle yet competent differences between you and your competitors. A retail business that targets a specialty market which is geared to a specialty consumer will promote its products more effectively than a business aiming at the average “be all things to all people” consumer. What makes your business unique? How can your unique qualities be promoted and featured to your “targeted” customers?

This is the simple, yet powerful difference between VBMShops and the rest of the online retail marketplace. VBMShops has made market segmentation its main thrust and thus it stands out among the rest of the more traditional online retail venues.    

EBay and Other Ecommerce Sites & Undifferentiated Marketing

Most businesses treat the consuming public as a homogenous whole, focusing on what is common among consumers, rather than what is different. This is referred to as undifferentiated marketing and this technique relies on mass appeal and advertising. Undifferentiated marketing is successful when the competition is scarce or the product has mass appeal. In the world of ecommerce, eBay appeals to an undifferentiated market....

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