Welcome to our latest fortnightly eBulletin, posted here on 6 March 2018. In this issue:
I’m indebted to Jenny Lank at Bloomsbury Professional for sharing this with me. I’m a great believer in the power of storytelling as a copywriting technique, so this post on the Contently website was right up my alley.
Essentially this explains why stories have the power to draw us in and exclude distractions, which is precisely what we experience when we become hooked on a great book or movie. So in these days of fighting to get the attention of time-poor readers, this really is a technique we can’t ignore – in any context.
Read the fascinating article on the Contently website.
Our Copywriting Workshop runs next in London on 21 March and is THE place to be for more like this.
This is the 10th year of Sign-Up.to’s reports, which are especially useful if you’re an SME not based in North America. The report is the result of analysing over 1bn emails sent on behalf of clients in 2017, and is broken down into 29 different sectors, of which publishing is one. There’s plenty to digest here, but here are some of the stats that caught my attention. Note that a significant number of the publishers represented here are of magazines, whose emails may (or may not) perform quite differently to yours.
This especially applies to major reference works, bringing together multiple contributors, topics and chapters. All too often the product description is short on precise detail because the project is in development, and publishers feel naturally reluctant not to guess and get it wrong. But meanwhile it is essential for library budgeting purposes that the product records are available at least six months and preferably a year pre-publication.
The problem is that omitting key information such as page extent, number of contributors and chapters/entries/illustrations means the title being passed over by librarians wanting to assess value for money. Worse than this, the omissions suggest that the title may be vaguely conceived, that it’s too far from publication to commit to yet, or (worse) that you’re deliberately avoiding giving details that won’t impress.
Including circa/approximate details puts you back in the frame. It improves impact, helps librarians to assess, and does justice to your ambitions for it. And it’s grown-up: librarians do know that major reference works take time to develop. Just make sure that you:
Our Copywriting Workshop runs in London on 21 March, and is the place to be for more like this. This is our most popular in-company tailored course too.
Thank you to the attendee at a session I was running in Singapore last week for putting the case for internal mentoring and shadowing schemes. As an ex Marketing Director myself I’ve always been a big believer in looking at the experience that staff can gain in-house free of charge. Two of these include spending a day out with a rep visiting customers, and shadowing a member of staff at a similar level in another department, so both get to see the other’s role at first hand.
And naturally we think it’s then a great idea to consolidate this with coming along to our Introduction to Marketing in Publishing Workshop. Runs in London on 19 April.