By: Penny C. Sansevieri
Most of us meander into a bookstore, maybe grabbing a latte from the nearby coffee vendor and saunter up and down the aisles looking for our desired title. Bookstores are great and I’ve always said if I were ever to get locked in a store overnight, let it be a bookstore (preferably one with a handy Starbucks inside). But bookstores are so much more than that.
For the savvy author, a bookstore is a great way to not only get to know your market, but to research your competition and get a better understanding of the sales space. This is one of the best and least expensive ways to do your market research. Making your bookstore your research laboratory is a fantastic way to position yourself for success, regardless of how you are published.
Know Your Market
First off, if you’ve written a book for which there is no market (read: there are no books that cater to this audience), you may have a problem. Unless you are already a brand, meaning that you’re a published author with a significant following, it’s unlikely that you will be able to create such momentum for a yet unserved market that a publisher will consider you. If it hasn’t been written there is likely a reason why. Now there are always exceptions of course, my other book: Red Hot Internet Publicity is not a title that I would have published in 1976, mostly because there was no Internet back then. So yes, new markets are developing all the time but it’s key to wait till those markets emerge, otherwise you’re selling to an audience that doesn’t exist. This also goes to creating a new genre for your book. You should fit into an existing genre and find the best one for your market. This is also key since sometimes books can straddle different markets. A change in title can take your book for women wanting to succeed in business and move it from the business category into self-help and/or spirituality. Be clear on where your book belongs. Remember a confused mind won’t make a choice, so if you confuse your reader, you’re likely to lose a sale.
Who Else is Sharing Your Shelf Space?
Understanding what your market is and who else is sharing your shelf space is key. What are their books like and have you read them? This is all part of your market research: know your competition and know who shares your space. It is not just important to know other competing titles; this is key for marketing and media positioning. Also, you should take note of all other recent titles in your category and go visit their websites. If you’re really eager to watch your competition you could also get Google Alerts on their name or book title to see how much traction they are getting. I will usually do this for any major author in my market as well as all of their book titles. Not only can you keep an eye on their hit rate, but these sites and media targets could be good for you as well.
Every Book Tells a Story
Each book in your genre will tell you a little something about the author and publisher. Now I’m not talking about the contents of the book itself, I’m talking about things like the cover, book jacket, book size (both dimensions and page count), as well as endorsements, back cover copy, etc. Getting bookstore shelf space isn’t easy. Generally bookstores won’t keep books on their shelves that aren’t selling, so getting to know books that are doing well in stores can really benefit your title as well. Learning from books that are out there is a great way to position yourself for success.
Books that make it into and onto a shelf in a bookstore need to “look” the part. Yes, your book may be the best out there but if it doesn’t meet the needs of the genre, it simply won’t get put on a shelf. In order to play in the publishing sandbox you must play by the rules. While it’s nice to be a maverick and to hear stories about authors who “bent the rules” and claimed success, if you read the backstory to any success, you’ll find that following the rules and playing to the market is key to success. There are 1,500 books published each day. Yes, you want to stand out but you also want to look the part.
Bookstore checklist
Here’s a checklist to get you started in your bookstore research. You’ll want to expand on this as you find more titles or more ideas to research. I suggest for example adding in URL’s from the book jacket so you can research the author’s website, etc.
- What genre does your book fall into?
- Is there a sub-genre and if so, what is it? (for example, my books fall into reference/writing, writing being the sub-genre)
- List the top five titles and authors in that market:
- Key points each book has in common? (for example, all cookbooks you noted had nutritional analysis on each page)
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Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a best-selling author and internationally recognized book marketing and media relations expert and an Adjunct Instructor with NYU. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns. She is the author of five books, including Book to Bestseller which has been called the “road map to publishing success.” AME is the first marketing and publicity firm to use Internet promotion to its full impact through The Virtual Author Tour, which strategically works with social networking sites, blogs, micro-blogs, ezines, video sites, and relevant sites to push an author’s message into the virtual community and connect with sites related to the book’s topic, positioning the author in his or her market. To learn more about Penny’s books or her promotional services, you can visit her website athttp://www.amarketingexpert.com. To subscribe to her free ezine, send a blank email to: subscribe@amarketingexpert.com Copyright © 2010 Penny C. Sansevieri
Bob O'Connor, top selling Infinity author of: The Perfect Steel Trap Harpers Ferry 1859
Bob O'Connor, of Charles Town, WV has been a successful author since 2006.
He has published four book with Infinity including "The Perfect Steel Trap Harpers Ferry 1859"; "Catesby: Eyewitness to the Civil War"; "The U.S. Colored Troops at Andersonville Prison"; and "The Virginian Who Might Have Saved Lincoln". "The Virgninian..." is also available on audio books, through Spoken Books Publishing, a division of Infinity Publishing.
All except "The U.S. Colored Troops..." are historical fiction.
According to O'Connor, "The Perfect Steel Trap Harpers Ferry 1859" continues to be his best selling book. It is the historical fiction account of the John Brown raid, trial, execution and the seven raiders who got away. It was published in 2006 and was named a finalist in the Best Book Awards for that year. "John Brown has always been a interesting historical figure that people all over seem fascinated with." That can be said of the author too, who has studied John Brown for nearly 40 years.
No matter where I go and what the topic of my talk (I speak on Lincoln's bodyguard, slavery, John Brown, and the U.S. Colored Troops) a couple people at every event purchase "The Perfect Steel Trap...".
What makes Bob O'Connor successful? "First, my books are very readable because I tell a good story. Secondly, I market my books everywhere. I have been to 70 book events in 2011 in sixteen states, and over 500 since 2006. What most new authors don't know is that when their book is done, the work is just starting. For "unknown" authors, they must promote their book wherever there is an opportunity."
What's next in the hopper for O'Connor? He is finishing his next historical fiction book, "A House Divided Against Itself" which is about two brothers, one a Union soldier and the other a Confederate soldier, who faced each other twice on battlefields in the Shenandoah Campaign in Virginia. That will be published by Infinity Publishing in September.
Tony Hough, top selling Infinity author of: Halcyon Fury
Halcyon Fury marketing: My first action was the obvious - I sent a book launching announcement to everyone on all my email lists and Facebook friends. Fairly soon a couple of outstanding reviews appeared on the book's Amazon website posted by readers. I tagged the book into Amazon's "Sea Stories" subcategory hoping for better visibility there, and lo and behold it is listed now at #4 among 207 in that subcategory (when arranged as "recently popular"). Hopefully that will feed on itself and produce more sales. I have contacted a number of independent bookstores in northern Michigan where the story is set; several were not interested, but Horizon Books in Traverse City was immediately interested, and scheduled me for a signing on August 13, 2011. It seems to be selling there. I am in the process of contacting local newspapers, radio and TV stations to seek coverage in the Grand Traverse area. Also, the book has been put on the coming year's schedule by two book clubs in Clarkston, MI, where I live. As far as nationally, I have done nothing yet (except for the Amazon stuff), and have not figured out what to do at that level.
I created a blog about my writing and my background for what I write, the link is included in all of my marketing messages (seafaring1.blogspot.com).
Richard A. Price, top selling Infinity author of: Glycemic Matrix Guide to Low GI and GL Eating
There are four reasons for the success of my book Glycemic Matrix Guide to Low GI and GL Eating which can be emulated by other authors.
(1)Your book must be useful for your readers. For non-fiction books, this means to have a concept that will change someone's life or allow them to accomplish something much easier. My concept of the Glycemic Matrix is the ultimate tool for selecting foods that will have the lowest blood sugar impact for a diabetic. The Matrix is a grid which charts the glycemic index for foods on the vertical axis, and what I call Glycemic Density on the horizontal axis. Glycemic density is the glycemic load in a gram of food. This allows for the greatest hunger satisfaction with the least glycemic impact. The foods on the upper left hand corner of the Matrix have the least blood sugar impact, and the foods on the lower right corner have the highest blood sugar impact. The foods immediately along the two axis are also fairly healthy selections.
(2) Be prepared to spend at least $5,000 over a five year period without turning a profit. After my first five years, I was still showing a net loss of over $6,000 for the three books that I have had published by. Things are starting to look much brighter now.
(3) Always maintain an Internet presence. For me, this took various forms over the years. At first I had my own Internet site. When it did not seem to be profitable, I looked for free options. Sometimes, I only gave away snippets of my ideas. Sometimes, I allowed the entire book to be viewed without being able to be copied or printed. Finally, I became willing to allow my entire book to be spread all over the internet. This seemed to be the most effective way of all. Currently, my books are posted at www.scribd.com/RichPrice and they also appeared on many other "pirated" locations.
(4) Do a lot of old fashioned legwork such as magazine article submissions, writing to people of influence, library book signings, and book placements. In the beginning, this didn't seem to be very effective. In fact I gave up about two years ago, but continued to maintain an internet presence. This best selling status was a complete surprise. Now that I have obtained this level of success, I see the need to go back to this old fashioned legwork. Recently, I checked with our local library. My books are "best sellers" there too, hardly ever being found on the shelves. I need to place many more copies of my book in local libraries and regional book stores.
By: Penny C. Sansevieri
We've all heard this: capture email addresses on your website so you can market to them again. So we do, we capture email addresses and then we wonder what to do with them. What if you don't really have news? Do you mail the list anyway? How can I monetize my list, and how much is too much?
We've had The Book Marketing Expert Newsletter for over eight years now and the newsletter, bursting in content, is one of the best promotional tools my company has. We've never done a single piece of advertisement for my firm, all of it has come from word of mouth, online, and our newsletter.
The key to a good newsletter list is simple really and the biggest piece of this is you've got to have something useful to say. While your friends and family might enjoy hearing about your latest book signing, people who happened onto your site and subscribed to your ezine might become bored with this information and unsubscribe. If you have a list or are considering starting one, consider these tips to get you going and help you maximize your newsletter.
- Timing: How often you send the newsletter will really depend on your crowd, but I don't recommend anything less than once a month. I know some people who send a quarterly newsletter and that's fine if you don't really have much to say, but if you're looking for content so you can send the newsletter more frequently, then read on; I have some ideas and ways of maximizing the use of content for your newsletter.
- Distribution: How will you send your newsletter? If your plan is to email it, forget it unless you have less than 100 subscribers. Anything over that and you should consider using a service like Aweber or Constant Contact. These places will handle your subscribes and unsubscribes for you. If you start mailing to a list larger than 50 from your email service, you run the risk of getting shut down for spam.
- Easy Opt In: Make it easy for people to sign up. Make sure there's a sign-up on your website, preferably the home page and then a mention of it again on your most popular page which, for most of us, is our blog. The opt-in will take new subscribers to your welcome page (which we'll talk about in a minute) and handle sending your new readers right into the mailing list.
- Ethical Bribe: So what will you give readers to get their email? It might not be enough just to tout that you have this fabulous newsletter; in fact, often it isn't. Have something that they'll want, a key item: e-book, tip sheet, whatever will entice readers to sign up for your newsletter. Here's a hint: give them something they'll have to keep referring to again and again so that your name and book stays in front of them.
- Free: There are some folks in the industry who try to charge for their newsletters. Listen, I get it. A newsletter is a lot of work, but if done properly, it is a key promotional tool and therefore, should be free. Magazines can charge for subscriptions, you can't. Make it free. Don't even put a value on it. I know folks who do this, too. I think the value of the newsletter should be evident in its content, not in the price you chose to put on it.
- Welcome pages: After someone signs up for your newsletter, what will they see? A simple thank you page on your website is a waste of an opportunity. Make sure there is a welcome page that shares their freebie (the ethical bribe) and tells them about one or two of your products. It's also a great idea to offer a special on this welcome page as a "thank you" for signing up to your mailing list.
- Check your facts: The quickest way to lose subscribers is to publish a newsletter full of factual mistakes. Do your fact and link checking prior to it going out. Seriously. It's important not just to the credibility of your newsletter, but to you as well. I mean who wants to buy something from someone who can't even be bothered to check their facts? Also, please get your newsletter edited. I've seen some newsletters with a disclaimer that they are unedited. If you aren't an editor and can't afford one, see if you can get it done for free and then blurb the person in your newsletter as a way to reciprocate. Remember, everything is your resume. Would you send a CV to a potential employer that was full of typos? I didn't think so.
- Promote: This is key because once you decide to do a newsletter you'll want to promote it. You can do so by adding it to your signature line in email (“sign up for my newsletter and get a free …”), you should also never go to a book event without a sign-up sheet, and add your newsletter info to the byline of any article you write that gets syndicated online.
- Collaborate: If you're strapped for content and time, why not open up your newsletter to other collaborators? Our newsletter, The Book Marketing Expert, is a collaboration of a lot of voices. We have publishing tips, website tips, social media tips, and the main article. It's a great way to let others have a voice in your newsletter, which helps to promote them - and the best part of this is that if you have a collaborative newsletter you can all promote it to the different people you touch in your travels. This will help increase your sign-ups exponentially because you're hitting that many more people. Your collaborators should be in the industry, but specializing in different areas. This will give your newsletter the flavor and interest it needs. Don't worry about sharing your newsletter space with others, we've done it this way for years, and it's a great way to build lots of useful content.
- Be generous: Give lots of good information. By giving away good information people will want to read it, and when they read it you will build a readership and loyal following, not just for your newsletter but for your books and products as well.
- Balance: The key to a good newsletter that will not only get read, but passed along, is balance. By this I mean balance giving with selling. My general rule of thumb is 95% helpful information and 5% selling; while that number may seem low trust me, this is a great balance. Yes, you can offer specials and offers to your readers, but that's the 5%.
- Content creation: While it may seem daunting to have to write content for a newsletter every month or every two weeks, you can use and reuse this content because not everyone will find you in the same place. What I mean by this is that some folks will find you on your blog, others might find you on Twitter and still others will find you by searching online and happening on an article you've syndicated. Once I create content for The Book Marketing Expert Newsletter, that content is then redistributed and reused in places like our blog, my Twitter account (@bookgal) our Facebook Fan Page (http://www.facebook.com/pages/Author-Marketing-Experts-Inc-AME/43882181670?ref=ts) or on my page at The Huffington Post (http://www.huffingtonpost.com/penny-c-sansevieri). Use and reuse your content, though not too much. I generally will use my articles in one or two other places and that's it, but the point is that they can be used again.
The idea behind a good newsletter is one that not only brings your readers in, but keeps them interested. It's the marketing funnel we marketing people love to talk about so much, once you get someone to sign up, stay on their radar screen with helpful content. Once you do, you'll find not only loyal readers, but loyal buyers as well.
Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a best-selling author and internationally recognized book marketing and media relations expert and an Adjunct Instructor with NYU. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns. She is the author of five books, including Book to Bestseller which has been called the “road map to publishing success.” AME is the first marketing and publicity firm to use Internet promotion to its full impact through The Virtual Author Tour, which strategically works with social networking sites, blogs, micro-blogs, ezines, video sites, and relevant sites to push an author’s message into the virtual community and connect with sites related to the book’s topic, positioning the author in his or her market. To learn more about Penny’s books or her promotional services, you can visit her website athttp://www.amarketingexpert.com. To subscribe to her free ezine, send a blank email to: subscribe@amarketingexpert.com Copyright © 2010 Penny C. Sansevieri
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By: Penny C. Sansevieri
Sorry for the buzz kill title of this article, but instead of spreading pixie dust as many marketing articles do, I thought I'd take a hard look at the realities of self-defeating behavior and some of the things authors might buy into that will sabotage their careers. Over the years I’ve written a lot of articles on how to be successful, but to be successful you must first learn how to fail up, meaning that you learn from what you did wrong, take full responsibility for it and move on. Lessons in publishing are often costly, both in time and dollars. I don’t presume to tell you that you should avoid making any mistakes, but many of them are avoidable. Here are a few for you to consider.
Not learning enough about the industry
The first piece of this is simple: get to know the market you are in. This is a bit of a dual message because I’m not just speaking of the market you are promoting to: your area of expertise, but also to the publishing industry at large. Who else is publishing in this area? What are they publishing? Is your area of writing hot or a fading trend? These are all good things to know before you jump headlong into your area. Getting to know your market can help you not only avoid expensive errors but also possibly incorporate trends into your book that could help to leverage its success. How to learn about the industry? Read up on it at sites like Publishersmarketplace.com, subscribe to the free or paid newsletter the site offers. This will give you a good sense of what’s selling, who’s buying, what’s being published. Publishers Weekly is another good resource. If you can’t afford a subscription try their online site at publishersweekly.com, or check out your local library to see if they carry any copies. This is a great industry resource.
Not Accepting Feedback
A couple of weeks ago an author who has sat in on a number of my classes, both online and off, asked me numerous times how she could get onto Huffington Post as a blogger. I told her I would try to pursue a Huffpo blogger for her to get feedback on her work. I did this as a favor because, well, she was relentless in her pursuit of this and I had to admire that. So, I finally got a blogger to review her work and the critique came back not so good. In fact it was terrible. I sat on it for a day, wondering if I should share it with her. I finally decided that if she was so relentless about her career, she would be equally relentless about crafting a perfect message, right? Not so much, actually. When I forwarded her the feedback she shot me off an email saying that many other people loved it and that astrologically this was a terrible time to accept feedback so she would dismiss it. Some moon phase or something. I honestly can’t recall. No, I’m not making this up. OK, listen, full confession time here. I have a friend who calls me whenever Mercury is retrograde, “don’t buy anything electronic” she says, and I listen. Well, sometimes. Anyway, point being that I get that we’re all driven by a different drummer, but if someone takes the time to critique your work why would you not try to learn from that? Look, I know not everyone is going to be spot-on with their feedback, but take from it what you can and move on – better yourself, better your writing.
Feedback is a crucial part to any writer’s career. If someone who is more knowledgeable than you about the industry you are in is willing to give you feedback you should listen. Really. In a room of one hundred authors I can pick out the successful ones. You know who they are? They are the ones who aren’t so wrapped up in their egos that they aren’t willing to listen and learn.
Not Surrounding Yourself with Enough Professionals
Let’s face it, your mother and immediate family will love anything you write. These are not the people who will offer you the kind of guidance that will further your career. Yes, they will (and should) love and support you through this work, but you need professionals you trust by your side giving you advice, wisdom, and direction. You don't need to keep a group of experts on retainer, but you need to know who they are so you can call on them when you need help.
Not Doing Their Research
What would you think of a store owner who opened a yogurt shop in downtown San Diego only to find that five other stores were opening within months of his, one of them a very successful franchise with a huge following? Wouldn’t this make you sort of wonder why on earth this store owner would do that, I mean open a store without doing the proper research? Then why on earth would you launch head first into publishing without knowing your market – I mean the publishing market? So many authors learn the ropes after their book is out, and by then it’s too late. Well, not too late really because you still have a book, but late in the sense that you can’t really do anything about mistakes made and the money it’s gonna cost you. There are a ton of online resources out there. Get to know them, I’ve listed a number of them in this article and there are more, many more. The Internet is abundant with free content. Use it.
Measuring Their Success in Book Sales
Many of you might be shaking your head wondering how I could possibly say this, but it’s true. Book sales, even in the best of economic climates, are sketchy and planning your success or failure around them is a very bad way to market your book. Here’s the reality: exposure = awareness = sales. The more exposure you get, the more awareness there is for the book, the more sales you may get. But this equation takes time and in the midst of this marketing many other really great non-book-sale-related things may happen. An example of this is an author who didn’t really sell a lot of her books as she was marketing, but found that her speaking gigs started to pick up. Each speaking gig netted her about fifty book sales, and because of the market she was in, many of those book sales turned into individual consulting gigs that brought in much more revenue than a single book sale ever could have. Get the picture?
The other reason I say this is because book sales can be tough to calculate, many reporting agencies don’t report sales for three to six months. I know this sounds crazy but it’s part of the reason why publishing is such a tricky business. So, if you’re doing a huge push in December and you look at your statement in January and find that you’ve only sold 3 books, it might be because you’re looking at sales figures from September or October when you weren’t doing any marketing at all.
Still not convinced? Then let me share my own story with you. As of today, Red Hot Internet Publicity has been out since July of 2009. I suspect to date it’s sold 5,000 or fewer copies. Not impressive, is it? Does that number bother me? Not at all. Want to know why? Because out of the copies sold I have probably brought twenty to thirty new authors on board who will likely be authors for life. Also, I got a teaching gig at NYU because someone handed someone at NYU this book and all of a sudden - there you have it. So if I measured my success by book sales, you bet I’d be depressed. Thank God I don’t. Book sales aren’t what drive my success. The same should be true for you. Start measuring your success in other ways and book sales will come. I promise.
Seth Godin aka brilliant marketer addressed this in a recent blog post too: http://bit.ly/9n1Y9v
Not Understanding How New York Publishing Works
We may not like how the corporate publishing model works, we may find fault with it, but to understand it is to understand how the industry works. For example, knowing the publishing seasons and why Fall is the biggest time for New York publishers to launch a book and perhaps the worst time for you to send your book to market if you've self-published.
Also, know that that corporate publishers don’t publish to niches, or rarely do, so if you’re publishing to a niche, you may have a real leg up.
As for bookstores, the big six inNew Yorkpretty much own most of the shelf space in your local Barnes & Noble, so if you’re vying to get in there, you are going to have to do more than show up with a book in hand and a winning smile. You’re going to have to promote yourself to that local market and gain enough interest for your book that people start asking for it in bookstores.
Understanding the corporate publishing model means knowing and researching your industry and again, not just the industry you are writing for, but the market of publishing in general. Knowing what’s selling, what’s not – who’s buying, who’s closing their doors. Knowledge is power. Arm yourself with it and you’ll have a much more successful campaign.
Playing the Blame Game
If something goes wrong, own it. Unless it's really not your fault, unless you were taken for a ride somehow, swindled or whatever. Own it. Take responsibility. Here's an example. Recently an author came up to me after a class I taught and said she'd pitched 200 bloggers and only 5 of them wanted her book. What was wrong with them? Well, maybe it wasn't the bloggers at all. Bloggers are busy, busier than they've ever been so your pitch has to be strong and your book exactly right for the blogger you are pitching. If you're not getting a lot of pick up on your pitch you might need a new pitch and/or you might need a new set of bloggers. Don't assume it's someone else's fault. Investigate what happened and take a critical look at the results. If you don't feel you can be objective, hire someone to sift through the data. Assuming success eluded you because of someone else's lack of interest or follow through might be undermining your campaign and you could be missing out on important data that could really help turn your campaign around.
Believing in the Unbelievable
There are no guarantees. No one can promise book sales, fame, or Oprah. Period. End of story. If someone is promising you these things, run, or if the offer seems too good to be true it likely is. If all else fails ask someone you trust. I get folks asking me all the time about campaigns, programs, and marketing opportunities. Feel free to do the same. Whether you are working with us or not, now or in the future, I will always give you a fair and honest answer. If you'd rather go to someone else, great - but find someone whose opinion you trust and ask before signing on the dotted line.
Success is not about hard work alone, it's also about making smart, savvy choices and not being blinded by your own ambition, creativity, or ego such that it undermines your work. To be successful you need to be relentless, believe in your work and your mission but you also need to be objective, realistic, and humble. That is a successful mix for any author and in the end, isn't really about getting the book out there? Focus on what matters. Good luck!
Helpful Resources:
Some great and helpful books:
Sophfronia Scott (Author)
› Visit Amazon's Sophfronia Scott Page
Find all the books, read about the author, and more.
See search results for this author
Are you an author? Learn about Author Central
Red Hot Internet Publicity - Penny Sansevieri (Cosimo, 2009)
Get Published Today - Penny Sansevieri (Lulu Publishing, 2010)
Great Publishing Blogs
The Self Publishing Review http://www.selfpublishingreview.com/
POD People http://podpeep.blogspot.com/
Nathan Bransford http://blog.nathanbransford.com/
Moby Lives http://mhpbooks.com/mobylives/
Holt Uncensored http://www.holtuncensored.com/hu/
The Book Deal http://www.alanrinzler.com/blog/
Galleycat http://www.mediabistro.com/galleycat/?c=rss
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Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a best-selling author and internationally recognized book marketing and media relations expert and an Adjunct Instructor with NYU. Her company is one of the leaders in the publishing industry and has developed some of the most cutting-edge book marketing campaigns. She is the author of five books, including Book to Bestseller which has been called the “road map to publishing success.” AME is the first marketing and publicity firm to use Internet promotion to its full impact through The Virtual Author Tour, which strategically works with social networking sites, blogs, micro-blogs, ezines, video sites, and relevant sites to push an author’s message into the virtual community and connect with sites related to the book’s topic, positioning the author in his or her market. To learn more about Penny’s books or her promotional services, you can visit her website athttp://www.amarketingexpert.com. To subscribe to her free ezine, send a blank email to: subscribe@amarketingexpert.com Copyright © 2010 Penny C. Sansevieri