Throughout the history of books, there has existed an avenue of immense opportunity to impact the education, trends, goals, morals and buying habits of the consumer.

Publishing a book and putting it into the hands of the intended reader should not be underestimated as a cornerstone of influence.

In a bookstore setting typically the customer comes in seeking a book for the purpose of entertainment or education. They generally have a vague idea of what they're seeking and if it's not on the shelves, they leave empty-handed and the bookseller now has an opportunity lost. Shelf space is valuable and should not be loaded with the same, over-publicized offering every corner drugstore is stocking. In our entertainment-hungry society, consumers are looking for the unexpected.

For the business world, there is a seldom-explored avenue directly to customers available via book publishing. It can be particularly helpful in industries where the consumer does not easily identify with the core product, or when issues of propriety may impede open publicity. As example, a funeral home may find it difficult to present themselves in advertising. It would be unseemly to say they offered bargain pricing, superior embalming or a new line of caskets. However, they could offer a branded version of a book written about estate planning, retirement living or caring for elderly loved ones. They achieve visibility, potential bookstore distribution and goodwill without eliciting the distasteful spectre of dying.

Another less drastic example might be a chain of auto parts stores. With all of the individual product branding and the multitude of competition, it is difficult to make an impression as a franchise itself. The solution could be to make available a book on 50s classics restoration and include coupons, franchise locations, helpful hints and website exposure for home delivery of parts. The book could be given to customers who purchase $100 or more in store merchandise over a six month period, as well as becoming a purchasable product at the store's checkout.

Contact us for ideas that will work for your company, or if you are a bookseller interested in stocking books that set you apart from your competition.