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Marketability eBulletin

Welcome to our latest fortnightly eBulletin, posted here on 13 June 2017. In this issue:

Do you have specific plans for customer retention? Here's why you should

Marketing planning should not stop with plans for products or even for lists. A good plan will identify a strategy and tactics for communicating with each of your target audiences, for which some – but not all – will be about product marketing. It’s natural for the focus to be on growing your audience, but it’s also critical that you have a customer retention strategy. These people already know you, so it’s far easier to get their attention.

There are some persuasive stats on the Client Heartbeat blog:
  1. It is 5 to 7x more expensive to acquire a new customer than keep an existing one.
  2. Loyal customers are worth up to 10x the value of their first purchase.
  3. 86% quit doing business with a company because of a bad customer experience.
  4. 78% of online customers will recommend a company after a great customer experience.

SmartInsights have a new customer retention online marketing guide available to subscribers (it’s worth one person in your department subscribing for access to loads of excellent content), but they also have a useful summary to get your thinking started. The principles apply just as much to offline as online marketing.

Read for yourself on

Our Impressive Marketing Plans on a Small Budget workshop runs on 17 October in central London.


Three tips to help you get your own way when copywriting

Choosing which facts and benefits to highlight is only part of copy. How you go on to convey them, the tone you adopt and the precise vocabulary you use, is critical to engaging. And ‘good’ copy is subjective at the best of times. In publishing we ALL have a view and we’re not afraid to express it. Publishers can feel threatened by it, marketers can feel frustrated.

All of us face situations where we are confident in our copy but it’s rejected by a senior colleague or by an author. What happens next depends far more on the relationship between you, on the potential direct role of the copy on buying decisions, and on the company culture, than it does on the right or the wrong of the copy itself.

Three tips to help, the next time you’re in this situation:

  1. Be realistic about how important it is that your copy prevails. Do you expect it to make a big difference to your success rates? Or could you compromise on this one because there are bigger battles to fight and being accommodating sometimes helps your ongoing relationship?
  2. Support your argument with evidence – eg a similar tactic deployed successfully by a competitor.
  3. Test your proposed copy on sales colleagues (on the grounds that they’re closer to your audience), or on individual customers if you know them well enough. Their support of your approach will be very persuasive because they’re objective.

Our Copywriting Workshop is specifically designed for publishers and takes a pragmatic approach to the subject at all times.


Six sources of royalty-free images, with thanks to Wordtracker

Content without pictures is far less likely to be read (said not without a hint of irony), but gratuitous images are annoying. I’ll definitely be exploring these six free sources, none of which were known to me previously. Read the post on the Wordtracker blog.

Did you know that when we’re not running training courses we’re conducting marketing campaigns for publishers (including sourcing images from time to time)? If your in-house resources are currently over-stretched and you’d like to ask about outsourcing marketing projects, drop me an email:, or use the contact us button at the top of this page.
Read more about our marketing support options.


Tip of the week: The potential of a great image in an academic monograph

The publisher of a scholarly analysis of Jack the Ripper’s attacks spotted the press potential of a map illustrating the author’s findings which appeared in the book. This duly featured on press releases to the national newspapers and ended up on an early page of the Guardian newspaper with a caption referencing the book.

Journalists are under pressure to source great visuals as well as editorial, and they can be much easier to place. What undiscovered gems will you find in your upcoming titles?

Our Practical Publicity Workshop is the place to be for more like this.




Marketability (UK) Ltd

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Tel +44 (0)20 8977 2741