Welcome to our latest fortnightly eBulletin, posted here on 4 April 2017. In this issue:
Elizabeth is Marketing Director for the Schools Division at Cambridge University Press, but her background isn’t publishing.
In a former life, Elizabeth had once been in charge of marketing incontinence pads. The company focused on soft messages around comfort and absorbency but, says Elizabeth: ‘Research we’d done showed that the main concern was that of odour – people were scared of smelling of wee’. She recommended that a harder-hitting message of eliminating odour was used instead, but had to work hard to persuade the company. But an ad was developed featuring someone in a lift/elevator no longer concerned about odour because of the product. Market share not only doubled at the time of the campaign, but stayed at that level, the very best indicator of success.
(See why sharing one of my favourite tips, ‘Don’t ‘we’ on your reader’, triggered this memory?)
This is a great example of what can happen when we clearly identify a direct and compelling message to grab the attention of the reader.
This conversation happened during an in-house Copywriting Workshop at Cambridge University Press last month. If you would like to take a leaf out of their book and bring a tailored version of this course to your office, just hit reply or email firstname.lastname@example.org
Wiley Exchanges is described as ‘an online community designed to offer advice, ideas and collaboration opportunities for researchers, learners and professionals’.
This is an excellent example of a ‘typical’ post, an infographic to help researchers promote their articles which is dead easy to scan and absorb. Many of us already produce marketing checklists for our authors, but posts like this really improve the chances of authors realising they can and should be more involved.
This will definitely feature on future Academic Marketing Workshops! Will you be there?
Read 8 Simple Steps to Getting Your Work Noticed on the Wiley Exchanges site.
The most effective marketing we can ever do capitalises on the simplest, obvious opportunities that present themselves to us without asking. The author with press contacts, with an influential Twitter profile, or a network of contacts perfectly matched to the publication. Or the book with contributions from all the best people working in a discipline worldwide.
This week’s tip is to ALWAYS remember to look at the product and the author for the easy opportunities which will also deliver the best ROI.
Our Impressive Marketing Plans on a Small Budget workshop is the place to be to help you spot the opportunities in your titles.