Why custom publishing works
February 12, 2010
Custom publishing holds the secret to its own success in its name. Its 75% of the word customer. The transaction starts as the customer says “yes” to the idea of getting what they want without baggage. Then they say yes to a sequence of chapters. If there’s five chapters, that five yesses, six overall. Once the product is built, there’s another yes to add to the shopping cart. That makes seven.
Custom publishing works by breaking down a sale into smaller transactions that each build value for a customer. A repeat sale is, in my experience, about 90% more likely as a result.
If you’re writing non fiction, give customers a non-linear option on your content. Think ITunes – do they want the album, or just a sweet little song?
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Ben Dawe's Publishing Blog 
February 12, 2010 at 9:51 am
Very nice thinking, Ben. Can you recommend examples for us to review?
Best, Robin 🙂
February 12, 2010 at 10:27 am
Sure. My Macmillan curriculum business is http://www.flexibooks.com.au. There’s also Pearson Custom – http://www.pearsoncustom.com/.
Most majors have a branch in this space – especially in education and academic publishing. But as yet, music seems to have led the granularity
charge hardest. Non fiction seems to be an opportunity – if you have broad enough content – and a vehicle to sell direct.
February 7, 2013 at 2:44 am
I seem to go along with every aspect that has been written within “Why
custom publishing works Ben Dawe’s Publishing Blog”. Thank you for all the information.Thank you-Maureen