Thursday, October 28, 2010

E-Books Aren't Capturing College Students

Here's an interesting report from Judith Rosen at Publishers Weekly:

E-books and e-readers may be making headlines off campus, but a new study by OnCampus Research, a division of the National Association of College Stores, reaffirmed last fall’s OnCampus Student Watch study that 74% of college students prefer print. According to the study taken by 627 college students earlier this month, only 13% purchased an e-book within the past three months. And just over half, or 56%, did so because it was required for class.

“It seems like the death of the printed book, at least on campus, has been greatly exaggerated, and that dedicated e-readers have a way to go before they catch on with this demographic,” says Elizabeth Riddle, manager of OnCampus Research. “The college-age market is definitely a growth opportunity for companies providing digital education products.”

Nor did dedicated e-readers fare significantly better on campus. Only 8% of college students own a dedicated e-reading device, and 59% of students who don't own a device have no plans to purchase one anytime soon, i.e. within the next three months. Of those who did buy an e-book, the overwhelming majority, approximately 77%, read it on a laptop or Netbook. Currently the iPhone is the e-reader of choice with 23.9%, followed by the Nook at 21.6%. Nearly 15.7% read on the Kindle DX and the same number use the Kindle 3. Although 26% expressed interest in purchasing an iPad, only 13.7% own one, roughly the same percentage as the Sony Pocket reader.


My take: The moral of the story is that just because an idea seems hip and cool, it doesn't mean the hip and cool kids will necessarily adopt that idea. Remember how the "experts" last century predicted that we'd all have jet packs and flying cars by now.

Most people, young and old, are pragmatic-minded, and there has to be real value involved to make a significant change in the way you process important information, such as passing a critical college exam or transferring important business knowledge. People make decisions based on what they deem is in their rational self-interest. If you're an author or business leader trying to market your message, never forget this truth.


Article link: Print Books Still BMOC


Monday, October 25, 2010

Monday Morning Marketing Tip - October 25, 2010

Rob Eagar's Monday Morning Marketing Tip is written to help authors, publishers, and organizations spread their message like wildfire.

This week's focus:
When you receive a speaking invitation, you'll soon face the inevitable question, "How much do you charge?" Here's a secret: The longer you put off saying your fee amount, the more time you have to build your value in the eyes of the other person. Thus, the higher your chance of getting a higher fee.
If a leader pushes you for a fee early in the discussion, sidestep the request until you get a chance to explain your value. If necessary, you can buy yourself time to discuss the results you can create by saying, "I don't have a set fee. Instead, I offer options based on your needs. Tell me more about your goals for this event."
Ideally, you want to discuss your speaking fee AFTER you talk about the leader's needs and confirm that you can meet them. Once you complete that conversation, then you can mention an initial dollar figure or ask the leader to specify the allotted budget for speakers.



Upcoming Event Reminder - Time is running out!
Authors with marketing savvy sell more books...
it's time you became one of them.

Rob Eagar announces his new workshop:
How to Sell Books Like WildFire!
November 6, 2010 in Atlanta, GA
Only a few seats left...signup today.
Click here for details and registration


SocialTwist Tell-a-Friend

To receive Rob's Monday Morning Marketing Tip directly to your email inbox,
© Rob Eagar 2010. All rights reserved.


Monday, October 18, 2010

Monday Morning Marketing Tip - October 18, 2010

Rob Eagar's Monday Morning Marketing Tip is written to help authors, publishers, and organizations spread their message like wildfire.

This week's focus:
If you know about a subject well-enough to write a book, then you're probably familiar with some of your subject's annual conferences, retreats, or trade shows that attract industry leaders and influencers. If not, then conduct an Internet search, or ask the leaders that you know for a list of the major events they attend.

Consider attending at least 3 - 5 of these events per year as networking opportunities. Contact the event organizer, and ask if you could teach a workshop or sit on one of the discussion panels. Your goal is to get your name and expertise in front of the attendees. If those efforts fail, you can still meet a lot of leaders by attending the event's sessions, dinners, or extracurricular activities. Don't hide in your hotel room. Walk around and engage people with confidence knowing that you have real value to offer.

Action step: Make a list of 3 conferences you should attend in 2011 and contact the organizer about speaking or exhibiting opportunities.



Upcoming Event Reminder - only 5 seats remain!
Authors with marketing savvy sell more books...
it's time you became one of them.

Rob Eagar announces his new workshop:
How to Sell Books Like WildFire!
November 6, 2010 in Atlanta, GA
Space is filling up fast...signup today.
Click here for details and registration


SocialTwist Tell-a-Friend

To receive Rob's Monday Morning Marketing Tip directly to your email inbox,
© Rob Eagar 2010. All rights reserved.


Monday, October 11, 2010

Monday Morning Marketing Tip - October 11, 2010

Rob Eagar's Monday Morning Marketing Tip is written to help authors, publishers, and organizations spread their message like wildfire.

This week's focus:
The 10 Commandments of Author Marketing - How many are you breaking?

Thou shalt:
1. Tell people about the results your books create, not the topics you write about.
2. Test your manuscript on focus groups and get actual success stories before you publish your book.
3. Include your contact information on all of your marketing materials - or lightning may strike you.
4. Make sure your website lets visitors test-drive your expertise.
5. Refrain from blaming your publisher for being the devil. Only you control the success of your career.
6. Maintain a growing database of leaders and send them regular newsletters...righteous!
7. Honor the Sabbath. Carve out regular breaks in your schedule to recharge your mind and soul.
8. Renounce false prophets who claim they can make your book hit #1 on Amazon...for a small fee.
9. Abstain from idolizing your book. Take your material and turn it into spin-off products, such as audio, video, coaching, curriculum, etc.
10. Avoid false humility. Don't be afraid to tell people about your book when you know it can help them. That's the real point of evangelism.

Blessings be upon you and your books.



Upcoming Event Reminder - only 5 seats remain!
Authors with marketing savvy sell more books...
it's time you became one of them.

Rob Eagar announces his new workshop:
How to Sell Books Like WildFire!
November 6, 2010 in Atlanta, GA
Space is filling up fast...signup today.
Click here for details and registration


SocialTwist Tell-a-Friend


To receive Rob's Monday Morning Marketing Tip directly to your email inbox,
© Rob Eagar 2010. All rights reserved.


Monday, October 4, 2010

Monday Morning Marketing Tip - October 4, 2010

Rob Eagar's Monday Morning Marketing Tip is written to help authors, publishers, and organizations spread their message like wildfire.

This week's focus:
If you want people to buy your book, product, or service, sometimes they only need one reason to pull the trigger. However, it's your job to create that one reason and make it apparent.

For example, I wrote a book that has a page in it called, "31 Character Questions." This list of questions was designed to help the reader determine the character of the person he or she was dating. I found that whenever I mentioned this list from the speaking stage or during a media interview, my book sales immediately increased. Listeners would rush up to my resource table and say, "I want to buy your book to get those 31 character questions." My list was reason enough for some people to make a purchase.

Likewise, I recently attended an expensive training conference because the teacher included two months of personal follow-up in the event price. That feature was the primary reason that I chose to buy. How about you? Maybe you bought a pair of uncomfortable shoes because you couldn't resist how good they looked. Perhaps you frequent a restaurant because their menu is the only one around that offers healthy eating options.

Marketing your message is usually less complex than you think. You just have to give people one convincing reason to buy. Here's the secret: One of the best ways to create your reason is to understand what makes you buy the stuff that you purchase. So, take this week to create three common reasons why you've bought specific items in the last month. Apply that knowledge to your own products, and give your target audience one reason why they can't resist making a purchase from you.




Upcoming Event Reminder:
Authors with marketing savvy sell more books...
it's time you became one of them.

Rob Eagar announces his new workshop:
How to Sell Books Like WildFire!
November 6, 2010 in Atlanta, GA
Space is limited to the first 10 authors who signup.
Click here for details and registration

To receive Rob's Monday Morning Marketing Tip directly to your email inbox,
© Rob Eagar 2010. All rights reserved.