Author : Helen Hecker

Many self publishers, book publishers, entrepreneurs, and home-based and small business owners are in the dark about mailing list rentals — how to order targeted, direct mailing lists - say for a direct marketing campaign, what to look for, and what to beware of And they often make a few expensive mistakes The following tips and trade secrets will help you avoid some of these mistakes and help you make better decisions when you seek out quality mailing list services

First of all, generally, you rent, not buy mailing lists They remain in the ownership of the mailing list company and are usually not for sale

Many business owners rent lists but don’t use them right away, which is a mistake Most lists change considerably in 30 days or less Some lists, like mailing lists of public libraries, prisons, hospitals, hospital gift shops, elementary schools, high schools, colleges, universities, daily newspapers, TV stations and radio stations will have very few changes They are fairly stationary so not as likely to move Bookstore lists, new age bookstores lists, organization lists, specialty lists, MLM lists and business mailing lists may have a high rate of return To avoid a lot of returns, rent the selected lists just prior to making your mailing

Be careful about renting any mailing list that goes to individuals: consumer mailing lists, seniors mailing lists, residential mailing lists, homeowners mailing lists and opportunity seekers mailing lists, for example With 20% of the population moving every year you may get significant returns

But do expect some returns As often as we mail using lists, we always get returns (called ‘nixies’ in the trade) from the post office People move, forwarding orders expire, people expire, post office boxes close, and businesses close their doors

Mailing list management and upkeep is expensive It takes a lot of time and labor for companies to compile, add to, clean and mail to their lists and other necessary maintenance They also use expensive mailing list software programs which can have costly bugs of their own

To help you plan ahead, before you order your mailing lists, ask when you can expect the order to arrive This can vary considerably from company to company Some companies can take up to two weeks or more

Mailing lists can usually be ordered in at least three formats - peel and stick (pressure-sensitive) labels or Cheshire (18 pound, spreadsheet-size computer paper–less common these days) or on a floppy disk (used less often these days) or CD You order peel and stick labels if they’re going to be affixed to your mailing piece by hand Or if you know how to import the lists you can order them on CD If your mailing house is going to do your mailing they’ll probably prefer the floppy disk or CD - check with them on this before you order

Mailing houses used to require the Cheshire format instead of peel and stick labels before the advent of computer technology and CD ROM They have machines that cut the printed Cheshire sheets into labels and glue them to the envelopes When ordering lists on CD, specify the format you want to use for conversion, usually ASCII comma-delimited You must know how to import it when you get the disk though The mailing lists will always be for one-time use only even if they’re on a CD or disk And some mailing list companies offer instant downloads of lists

Also if a mailing house is going to do your mailing, they may want the labels to be merged if there is more than one list, or bar-coded, which will save considerably on postage If you can’t answer their technical questions, have your mailing house call your mailing list rental company to work out the final details

Consider the cost to mail out your mailing piece You might want to test a small number on the list first if you have an expensive or heavy package

When you do mailings First Class, you’ll get returns from the post office at no additional charge If you mail Third Class (bulk mail), you won’t get returns They will be tossed out at the post office, UNLESS you’ve printed ‘Return Service Requested’ on the envelope Then each return (nixie) will cost additional postage (based on first class), or ‘Change Service Requested’ (cost based on piece regardless of weight ) Make sure to check current costs with the post office because they change their rates AND rules periodically

Always send any nixies back to your mailing list company, even if there aren’t enough for a credit, which is almost always offered This is a good practice especially if you plan to mail again to the same list soon They usually have a time limit as to when they can accept the nixies for credit because the lists you rented will become outdated fairly soon

When you contract to rent a list, some mailing list companies may require a sample mailing piece This is so the company can determine if you’re mailing a competitive or objectionable piece

The business of mailing list rentals is based on the honor system to a degree, but this honor system also has a built-in alarm: owners protect their data by planting decoy names (seeds) in the mailing lists they rent If a renter contracts to use a list on a one-time basis and uses it a second time, the decoy will receive the unauthorized mailing and report the misuse to the list owner The decoys are often friends or relatives of the staff of the companies Also, many mailing list companies employ companies that specialize in tracking or monitoring mailings to detect any misuse Since decoys are different for each list order, the renter who abuses a contract is easy to trace

Mailing lists are protected by copyright and trade secret law Any violation of a list agreement is strictly upheld by the courts Once a list rental contract has been broken, the list owner has legal recourse to sue for compensatory and punitive damages Punitive damages could amount to as much as three times the value of the list and more

All list owners have good reason to be so protective of their data List rental is a multibillion-dollar business There are literally thousands of lists available for rental in the United States alone

If all else fails, you can enlist the help of a mail list broker Brokers usually collect their fees from the mailing list company Check this out first

In any case caveat emptor! In any case you can reap rewards handsomely from sending out fliers, press releases, press kits, review copies of books and other materials via the direct mailing lists you choose

These tips and trade secrets should help self publishers, book publishers, entrepreneurs, home based or work-at-home and small business owners make better decisions when working with mailing lists, mailing list rentals and mailing list companies

Helen Hecker helps book & self publishers, heads Twin Peaks Press, a PR, offline-online marketing, mailing list, consulting, publishing co. Do AP press releases. Publish books, ebooks. ‘Helen Hecker’s Biz Hotline’ for biz owners. Free co-op mailing service. Since 1982.
http://www.TwinPeaksPress.com

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Author : Helen Hecker

Publishers know they can save a lot of money joining others in joint or cooperative mailings Co-op mailing is not a new concept or idea, but finding other publishers who want to mail to the same lists isn’t easy

A free service is helping publishers sell more books through cooperative mailings with other publishers Publishers submit listing information, as to what kind of mailing they want to do, the nature of the books or items they want to promote, and contact information DVDs, audiobooks, CDs, software and other items work easily here too The information is published each month free in a newsletter for entrepreneurs and publishers - ‘Helen Hecker’s Biz Hotline ‘ We aren’t involved in helping with any arrangements you decide on We only help you find others who are interested in joining with you by publishing the information in the newsletter, free

You arrange with others and send out your fliers in co-op mailings to, for example, public libraries, independent bookstores, new age bookstores, children’s bookstores, hospitals, hospital gift shops, elementary schools, high schools, college libraries, college newspapers, colleges & universities, various departments in elementary schools, high schools, colleges, and universities, to medical libraries, military libraries, museums, and Christian and religion-related lists, etc

You arrange with others and send out your press releases to daily newspapers, editors, travel columnists, health columnists, medical columnists, weekly newspapers, major magazine and trade publications in the genre field of the book - business, health, medical, disability, travel publications, etc I’ve mailed several of my own press releases, successfully, in one business-size envelope third class ( bulk mail) for many years, promoting several of our books, videos, DVDs, titles and services and reaping a ton of orders for us in return We’ve had thousands of write-ups -articles, items and features in many publications over the years I think the envelopes are opened in the mail room and the editors never see the envelopes that press releases come in Also they’ll never know if it arrived by priority mail, first class or third class (bulk) mail

For many years I ran a sideline fee-shared cooperative mailing service to help our publishing company branch and other publishers, promote titles and sell more books through press releases to the print media (newspapers and magazines, for example) and news releases to the broadcast media (radio station talk shows, TV shows, Oprah, Today show, Good Morning America, etc ) Also we sent fliers to libraries, schools, hospitals, hospital gift shops, newspapers, independent bookstores, new age bookstores, etc

The costs to do a co-op mailing are established by you and your co-op partners, for the amount necessary to do the mailing, then divided up and paid for well in advance of the mailing This would include the cost of buying and printing #10 business-size envelopes, the cost of renting the labels, postage cost determined by the weight of the piece and other factors, and cost for the mailing house to do the mail out All fliers are shipped directly to the mailing house with instructions on the box as to which mailing it’s for The lead person gives them instructions so they know the boxes are coming

We’ve always had good results from cooperative mailings and many others have reported they have too Publishers need to know what markets their genres fit into No two books or products are exactly alike So one can’t compare the outcome for titles of books in mailings others have done, to their own titles and potential outcome

Doing co-op mailings is a good way for book publishers, self publishers, (entrepreneurs and other types of business owners too) to distribute their press releases and fliers, and to save a lot of time and money And this free cooperative mailing service is a good way for you to find other publishers with the same marketing goals

Helen Hecker helps book & self publishers, heads Twin Peaks Press, a PR, offline-online marketing, mailing list, consulting, publishing co. Do AP press releases. Publish books, ebooks. Helen Hecker’s Biz Hotline for biz owners. Free co-op mailing service. Since 1982.
http://www.TwinPeaksPress.com

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By thoughtsearch.com

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Author : Helen Hecker

It’s one thing to write a book, but an entirely different thing to write one that’s saleable, viable, and marketable Whether you’ve just published a book or have a book that isn’t selling, now is the time to get to it; start marketing today! Your book selling, book marketing, and book promotion planning should begin before the manuscript is completed

Make sure your press release spells out the ‘who, what, where, when, and why ‘ Using press releases can be a very effective marketing tool if used properly Using press releases for marketing or promoting your book or book’s website has become increasingly popular as publishers discover the powerful benefits of using press releases

Mail a press release to at least 1000 print and broadcast contacts just prior to publishing your title and again and again after you publish; you can never send too many Mail a press release to all the trade journals in your field over and over again; you can use the same release Send out at least 10 press releases to the print and broadcast media in your area every month

Invest in press release submitting software and set aside time every week to send out a press release online to the press directories Make sure you have at least one good press release, written in AP style that you can send out for the lifetime of your book

Submit articles to online article directories that focus on your book’s topic to drive customers to your website It’s important to publish a website that focuses on your title; you’ll be able to refer editors and customers and all interested parties to your book information with the click of a mouse Get as many testimonials about your book, as possible, from experts in the field relating to your title, not customers; use on your fliers and back of books

Make five telephone calls a day that relate to marketing your book Make sure not to overlook the Internet; get yourself interviewed or profiled for sites both about writing, publishing and about the topics covered in your book Why not give away your book in a raffle at a local function to get more recognition for your book

Your sales letter or flier should include an eye-grabbing headline, the benefits to the buyer, the book features, book sales information and testimonials Contact non-bookstore booksellers and offer to leave books on consignment Create an online contest and list it in online contest directories to drive traffic to your website

Print and online publications provide longevity to your marketing campaign in terms of having something tangible for people to reference ongoing Remember to make sure your book is listed in Books-in-Print; don’t assume it’s already listed Make sure your sales letter or flier is first class; this is your formal presentation of your title to the prospective buyer

Build a web site that provides another avenue for ordering, a virtual online press kit and link exchanges with sites that relate to your topic Women buy more books then men; see how you can fit your book into the women’s market

Make sure to promote and market your book each and every day, both online and offline If your book fits a specialty market, find a store that fits the genre and offer to leave books on consignment; many publishers have sold thousands of books this way

Don’t delay another day if you’ve fallen by the wayside; make sure to focus on promoting, selling and marketing your book each and every day If you apply yourself every day and you promote your book like crazy, you can achieve that ultimate goal of selling thousands of copies of your book, many self publishers have With well chosen book marketing and book promotion, online and offline, you’ll reap the profits you deserve for your efforts by way of the Internet and in your mailbox

For more information on book marketing tips and selling more books go to http://www.TwinPeaksPress.com founded in 1982, specializing in help for authors, self publishers, ebook and book publishers with tips, advice and resources, including information on media, library and other mailing lists, and press releases - online, wire service and offline distribution

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Author : Helen Hecker

Assuming you’re a self publisher or book publisher and you’ve already published your book, you need to immediately implement a strong, no-holds barred, book marketing and promotion strategy to sell your books fast Your book selling, book marketing, and book promotion planning should begin before the manuscript is completed Self publishers need to have a good marketing plan to sell books and should be written prior to writing your book and in place a year prior to publishing your book

Your book press release should not be written as you would a sales letter or flier, it should be written for the editor and tell about your book in a factual way, no opinion or glowing remarks Press releases can generate thousands of dollars in sales when picked up by national trade or print media Using press releases can be a very effective marketing tool if used properly

Make sure you have at least one good press release, written in AP style, which you can send out for the lifetime of your book Send out the same press release to the editor of your local daily newspaper every week until you are called for an interview or are written up When picked up by wire services, a press release can easily end up generating hundreds of mentions for your book

Mail a press release to all the trade journals in your field over and over again; you can use the same release Don’t underestimate the value of a good press release for making book sales

When you get a nice write up or feature about you and/or your book, have it laminated and set it up on an easel at trade shows Create an online contest and list it in online contest directories to drive traffic to your website Remember to make sure your book is listed in Books-in-Print; don’t assume it’s already listed

Get as many testimonials about your book, as possible, from experts in the field relating to your title, not customers; use on your fliers and back of books Market your book to your number one market first, and then go after the secondary markets If your book fits a specialty market, find a store that fits the genre and offer to leave books on consignment; many publishers have sold thousands of books this way

Build a web site that provides another avenue for ordering, a virtual online press kit and link exchanges with sites that relate to your topic Submit articles to online article directories that focus on your book’s topic to drive customers to your website It’s important to publish a website that focuses on your title; you’ll be able to refer editors and customers and all interested parties to your book information with the click of a mouse

Make sure not to overlook the Internet; get yourself interviewed or profiled for sites both about writing, publishing and about the topics covered in your book Every day it’s important to focus on a variety of marketing approaches Offer to trade writing a monthly column in a trade publication in your books’ genre, in trade for display ads on the same page

Local radio shows and television appearances are good but are often forgotten within hours of the broadcast; make sure to make or get a copy of any television broadcast for future promotions Make five telephone calls a day that relate to marketing your book

Print and online publications provide longevity to your marketing campaign in terms of having something tangible for people to reference ongoing Make sure your sales letter or flier is first class; this is your formal presentation of your title to the prospective buyer

Make sure to test, test, and test some more before you lay out large sums of money The success of any book marketing effort depends on a good book and just plain hard work; its been done many times before and you can do it too I hope this article has provided you with helpful tips to accelerate your book marketing and book promotion efforts

For more information on book marketing tips and selling more books go to http://www.TwinPeaksPress.com founded in 1982, specializing in help for authors, self publishers, ebook and book publishers with tips, advice and resources, including information on media, library and other mailing lists, and press releases - online, wire service and offline distribution

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