A new take on ebook windowing

Window-941625_1920Ebook windowing is a technique designed to prevent ebooks from cannibalizing print book sales. The original thinking went something like this: Release a new title in print format only, thereby preventing e-cannibalization.

The result? Frustrated consumers. If you’re an ebook reader there’s nothing worse than realizing a digital edition doesn’t exist for that new book you recently discovered and were ready to buy. These days it seems the lack of a digital edition isn’t the result of publisher windowing as much as publisher ebook indifference.

I think it’s time to reconsider the windowing model, but with a twist.

Rather than offering print without digital initially, why not offer that ebook exclusively on the publisher’s website? For the first 30 days, for example, the ebook is only available as a direct-to-consumer option from the publisher. Most ebooks are ready for download before the print book anyway, so this is a new way of taking advantage of the print manufacturing and distribution delays. When the final version is ready to send to the printer the publisher can make it available for purchase as an ebook on their site. The e-exclusivity period expires when the book is off the press and in stores a few weeks later.

Two of the big challenges with this approach are:

  1. Making sure consumers are aware of the initial exclusively direct availability
  2. Getting consumers to change their buying behavior

Neither of these is easily overcome but both are critical for a successful direct-to-consumer strategy. They also require a long-term commitment, so don’t expect game-changing results initially.

The awareness obstacle starts with creation and careful management of a customer list. Email newsletters are critical and they must contain valuable information and insights, not just one promotional message after another. This isn’t just about emails and list management though. A publisher needs to be committed to building community with their audience, giving them reasons to come to their site on a regular basis, etc. Many publishers have an allergic reaction to this approach; these publishers will never create a successful direct channel.

Raising and maintaining consumer awareness is hard enough, but changing consumer buying behavior has a much higher degree of difficulty. If you’re a Kindle reader and you’ve built a large e-library with Amazon you need a compelling reason to buy your next ebook from somewhere else.

The direct sales model eliminates the retailer and enables the publisher to keep a larger chunk of the revenue. In many cases this means the publisher nets 100% of the selling price vs. only about 50% when the ebook is sold through a retailer. So why not pass a portion of that difference along to consumers? A 40%-off deal during that initial direct-only stage might be a compelling enough reason for some of those Kindle loyalists to consider buying direct instead, especially if the Kindle price ends up being close to list.

I realize this strategy won’t put a dent in Amazon’s ebook dominance. But over time it can enable publishers to build a stronger direct-to-consumer business, the benefits of which include knowing who your customers are, being able to market directly to them and gathering analytics about their reading behavior.


How “Send to Kindle” can help neutralize Amazon

Screen Shot 2016-02-07 at 10.52.39 AMPublishers who sell ebooks direct to consumers typically do so in EPUB format. That’s because most publishers are still wedded to the false sense of security DRM provides and EPUB offers a popular DRM solution. Contrast that with Amazon’s format, MOBI, where Amazon is the only company who can apply and manage MOBI’s DRM’d files and settings.

A former colleague of mine and I used to get a kick out of reading the many painful steps readers are forced to go through when buying DRM’d EPUB files direct from publisher websites. It’s not uncommon for the process to require more than a dozen steps to proceed from buying to reading. Most of the process has to be endured once again if the consumer decides to start reading the same book on another device.

Click here or here to see the many hoops one must jump through to install DRM’d EPUB ebooks on one device as well as read them across multiple devices. It’s no wonder when you search for help on the topic the most popular links aren’t how to manage the process but rather how to remove the DRM and eliminate the associated headaches.

More and more publishers are starting to realize that DRM is pointless but they’re still missing out on one of the biggest opportunities of all: Putting their DRM-free ebooks into a reader’s Kindle library.

It’s no secret that Amazon dominates the ebook marketplace. Most readers have built a substantial Kindle library and the last thing they want to do is create a new library outside the Kindle ecosystem. They simply want all their books in one place.

Amazon’s Send to Kindle functionality has been around for quite awhile and I believe it’s one of the most underutilized services available to publishers. The Send to Kindle email option lets publishers push non-DRM’d ebooks directly onto a consumer’s Kindle bookshelf. I’m sure it was originally designed for documents other than ebooks but I think it’s time for book publishers to take advantage of it for their ebooks as well.

In addition to simply selling EPUB or PDF ebooks, why not provide readers with the MOBI version and push them directly onto their Kindle devices and apps? All you have to do is ask the reader for their unique Kindle email address and then have them enable inbound emails from your domain. Once that’s in place you’re able to place the ebook on their shelf just like Amazon does.

Once you’ve established that direct relationship with the consumer and their Kindle account, why not ask them if they want to opt in to receiving future related ebook samples from you? They’ll no longer have to search for similar books from your list as you’ll be able to automatically push samples to the reader’s Kindle bookshelf as they’re published. Take it a step further and make your samples available via this service 30 days before they’re available anywhere else. Get even more creative and offer a random free ebook prize to some number of lucky winners every month. There are plenty of ways to make Send to Kindle work for you and your customers.

It’s all part of creating a compelling reason for readers to come to you, the publisher, rather than always relying on retailer partners. Used wisely, the Send to Kindle service can help neutralize Amazon’s dominance while also helping publishers establish a better direct relationship with their customers.


What’s your mobile, snackable content strategy?

Snacks-1025396_1920Last week I highlighted some of the more interesting findings reported in a document Google published called Micro-Moments: Your Guide to Winning the Shift to Mobile. This week I want to focus on a couple of other important points in that document as well as provide an example of how publishers need to leverage the mobile opportunity that awaits them.

In my earlier article I mentioned Google’s stat about searches for video how-to content. The search giant said the year-over-year growth rate for how-to videos is 70%. So despite the fact that YouTube is hardly a new sensation it’s clear the momentum for how-to solutions is with video, not written content. After all, would anyone dare claim that how-to written content is growing by at least 70%?

Here are two other noteworthy stats in Google’s document:

  • On page 14 they state that 48% of smartphone users are more likely to buy from companies whose mobile sites or apps provide instructional video content.
  • On page 22 we learn that, when in stores, 82% of smartphone users turn to their devices to help them make a product decision.

Last week I asked you to consider how your brand performs on keywords searches that are vital to your business. Now let’s narrow that down and ask the same question specifically for an in-store mobile experience. My guess is your brand is nowhere near the top of the results and even if it is it probably doesn’t deliver a short, effective mobile-optimized solution.

In the publishing world we often focus on print vs. digital and how digital will one day replace print. Recent trends indicate that the digital shift has slowed and ebook momentum has plateaued, for example. I tend to agree with Bookshout CEO Jason Illian who points out that we’re actually on the same trajectory other technologies have experienced and that we’re currently sitting in what Gartner refers to as “the trough of disillusionment.

If so, what should the publishing industry do as we await the market’s advancement to the next stages on Gartner’s curve, “the slope of enlightenment” and “the plateau of productivity”? I suggest we stop framing print and digital as mutually exclusive and focus instead on how digital can complement print (and digital).

As an example let’s use the print edition of the best-selling book The Life-Changing Magic of Tidying Up. (I picked this one simply because it’s currently #1 on Amazon’s bestseller list but the same model I’m about to describe could be applied to a wide variety of titles and genres.) According to Amazon, the author offers 200 pages of advice on how to “declutter homes into spaces of serenity and inspiration”. My loving wife has often referred to me as a hoarder, so I’m sure I could learn quite a bit from this one…

I’m not sure I could force myself to read 200 pages on decluttering. It would be a long and slow effort but here’s what could make it more interesting and engaging: a mobile companion that provides inspiration and bite-size nuggets of tips to guide me on my decluttering journey.

The publisher could offer a free mobile app that complements and also serves as a marketing and discovery tool for the book. First the reader sets a goal of how fast they want to read the book. Maybe it’s spread out over a four-week period. The app also asks the reader if they want to opt into either push messages in the app or text messages to their phone; either way, the goal is for the app to provide the reader with tips on how to act on what they’ve already read as well as provide a preview of what’s to come in the next section of the book.

The key is to focus on mobile presentation and consumption. That means short bursts of content, much of which is probably 20- to 30-second videos.

This model offers the following benefits:

  1. It enables the publisher to establish a direct relationship with all their otherwise anonymous readers. The publisher features the free companion app on page one of the book and the quick registration process enables publishers to make the direct connection with their readers.
  2. The app helps make the book more engaging for readers, likely leading to a higher rate of success as they declutter their world.
  3. It serves as a gateway to discovery of the book itself. Since the publisher gives the app away it helps market the book by providing tips and techniques, the details of which can only be found in the book itself. Think of this as the next generation of the book sample.

As I mentioned earlier, this solution works well for a book on decluttering but that’s just one example. And notice that I positioned the app as a companion to the print edition. It also complements the ebook, of course, but my point is to show how print and digital can work together.

Give some thought to the type of content you produce. Can you envision a model where a digital companion delivers the three benefits I outlined above?


When will content truly become mobile?

Mobile-605422_1920After 7+ years of working remotely from my home office I recently started a new job with a daily commute. It’s actually quite an enjoyable ride and I originally planned to make it even better with a variety of mobile/audio content. Podcasts were at the top of my list but I also figured I could finally dive into audio books and a variety of text-to-speech solutions.

Mobile content has been a hot topic for years so I figured the options would be endless. Boy, was I surprised. My car has all the modern navigational bells and whistles but it seems the most cutting-edge mobile content feature is Sirius radio, a technology that’s now almost 15 years old.

Satellite radio is nice but is that as good as it gets? Since Sirius puts their receivers in most new cars I’m wondering if the publishing industry has missed an opportunity to create a new distribution channel. Why aren’t audio books and other digital content products available via satellite radio? Yes, I realize satellite focuses on broadcasting, not narrowcasting, but surely there’s bandwidth available to send individual packets of content like an audio book to an individual receiver. That content could then be stored locally and played back at the driver’s convenience.

You could argue that Bluetooth is the solution to this problem. After all, I can buy an audio book on my phone and listen to it in my car via Bluetooth. I’d rather see a service directly integrated with my car’s in-dash system though so I’m not fumbling around with both the dashboard display and a phone. Sirius could represent an entirely new distribution partner. (What’s more likely to happen is that Amazon will eventually make its way into your new car’s touchscreen and their dominance will be extended yet again.)

Audio books probably aren’t the right solution for me after all though. I’m still reeling from sticker shock after surveying the audio book landscape. You’d have to be pretty committed to the book and format to pay more for the audio edition than you’d pay for the print edition. I thought the unlimited monthly subscription platforms might be an alternative but they have too many restrictions. Scribd is a great example. I’m limited to one audio book per month so it’s really unlimited for ebooks but very limited for audio.

I get it that most audio books incur a high production cost, especially if they’re read by a celebrity author. But why does the author have to be the audio talent? In fact, do we really even need human voice talent to create the audio editions? If you haven’t recently explored the text-to-speech world you’ll be amazed at the current capabilities. We’re no longer limited to those tinny, lifeless monotone streams, so why not automate the text-to-speech conversion without the need for pricey audio talent?

Here’s a radical idea: Sell the all-in-one edition where my print purchase also includes the ebook and audio formats. We’re seeing the beginnings of this with alternate format add-ons like Amazon’s Audible narration and Kindle MatchBook; the former brings audio to the ebook and the latter provides a discounted Kindle edition if you’ve already bought the print version. Let’s make things simpler though and stop hoping consumers will discover these tiny add-on links on the Amazon product page. Publishers should sell the all-in-one edition directly, and perhaps exclusively, giving consumers a compelling reason to buy direct.

The untapped mobile opportunity goes beyond books. In fact, I think there’s an even bigger mobile opportunity for short-form content. For example, why don’t newspapers and magazines offer audio editions? They seem to think the “digital” version of their content is limited to website articles and print replica editions. Yes, some of the replica edition platforms offer text-to-speech but not a complete, mobile audio experience.

Periodical publishers should ask themselves this question: what would Steve Jobs do? I’m pretty sure for starters he’d offer a full audio edition, structured in playlist format enabling the consumer to simply say “next” or “listen” as the app reads each of the headlines to you. Today’s audio options are simply grafted onto the written edition and not offered in a mobile-optimized format.

Many of these periodical publishers continue losing brand relevance with the younger generation. I wonder if a better mobile audio solution could help them reverse that trend.

For now my commute is limited to a variety of podcasts and one-off audio feeds and I’m left asking this question: Can we really call it “mobile” content when there are still this many gaps?


My 2016 ebook marketplace hopes and wishes

Sylvester-1097596_1920Rather than speculate on what might happen in the ebook sector this year I thought it would be wiser to simply list the developments I’d like to see. So although some, and perhaps all, of these are a long shot, here’s my short list of hopes and wishes for the ebook market in the New Year:

Less DRM – Publishers continue to be their own worst enemy with digital rights management. It’s part of what makes it so hard for publishers to create an effective direct channel and it provides nothing more than a false sense of security. As I’ve said before, if a reader really wants to unlock and share an ebook there are a number of freely available DRM-removal utilities that are just a few clicks away. Plus, most readers have no idea where their mobi and EPUB files are stored on their devices; those who do know the location probably already have a DRM-removal tool on their computer.

Better direct-to-consumer options – Once a publisher abandons DRM it suddenly gets much easier to create a frictionless direct-to-consumer (D2C) solution. And of course I’m not suggesting publishers should abandon retailers. But it’s time for publishers to diversify their channel strategy and focus more on the one channel they have 100% control over: their D2C channel. As I’ve said before, don’t assume “if you build it, they will come.” You need compelling reasons for consumers to buy direct (see here, here and here, for example).

New, sustainable unlimited ebook subscriptions – My Oyster subscription expired a few days ago, consistent with the sunset plans Oyster announced a few months ago. Oyster itself is about to expire soon, the victim of an unsustainable business model. The all-you-can-read subscription model is not dead though. I’m convinced the way forward is with topic verticals such as sports, religion, cooking, etc. They need to offer more than long-form book content and they need to focus on building community. Think “membership” and the old AMEX line, “membership has its privileges.”

Better notes and annotations, outside the book – I’ve read quite a few ebooks over the years and I’ve highlighted a lot of passages. I’ve also added notes to several, but not as many as I should have. The reason I haven’t annotated more is because I know those notes are stuck inside the book. I want a quick and easy way to export my highlights and annotations, collate them into other documents and make them fully searchable. For example, I’d love to see ebook applications embrace Evernote functionality, making it super easy to sync all my highlights and annotations to an Evernote folder.

I hope we see progress on all of these fronts in 2016 and I hope that the New Year is a wonderful one for you, your family and your organization.


Using ebooks to connect with indirect customers

Colorful-791927_1920Low website traffic and a lack of existing customer engagement are some of the most common reasons book publishers aren’t pursuing a direct-to-consumer (D2C) model today. They’ll point out that almost nobody comes to their site, so they question the value of investing in a D2C solution.

That’s a great point and one that shouldn’t be ignored. But it’s also a problem that can be solved and it starts with leveraging the indirect business every publisher participates in today.

I’ve suggested before that each book a publisher sells, print and digital, should include a prominent message to consumers encouraging them to connect directly with the publisher. I’m not talking about those lame “register your purchase with us” pleas that offer no meaningful benefit to readers. Just as you have to offer consumers a compelling reason to buy direct instead of from Amazon, you also have to give them a compelling reason to stop by your website and start a dialog with you, the publisher.

One bold way to do that is to offer the free e-edition of the book a consumer just purchased from a retailer. Let’s say you just bought a print book from a retailer but you also like to read ebooks in the Kindle app. Would you be willing to give the publisher your email address in exchange for them giving you the Kindle edition of that same book for free? I would.

Here’s how it would work… When I open my print edition I see this message on the very first page: Thanks for buying this book. Please visit whatever.url.com to get details on the free Kindle edition awaiting you.

Readers go to that web address and are asked to scan and email the receipt from their print purchase. They’re also asked to provide two email addresses. One is for future promotional e-mailings from the publisher and the other is the unique email address Amazon provides every Kindle customer; there’s an opt-in process for both, of course, so publishers can only send messages and ebooks after consumers have agreed to receive them.

If you’re not familiar with the Amazon-generated email address it’s something you should familiarize yourself with. It’s a terrific way to quickly send files to your Kindle app/device for future reading. For example, the Kindle app on my iPad mini uses this email address: joewikert_49@kindle.com. I’m fine sharing that with the world because Amazon also offers a simple way of preventing spam being sent to that address: In order for emailed content to make it onto my device I first have to approve the sender’s email address. So the opt-in process from the publisher says something like, “Be sure to enable messages from whoever@url.com in your Kindle settings.” Once that’s in place the free content can be sent and will automatically appear on the customer’s device.

You’re probably wondering about the authentication process. How do you prove a consumer really bought the book before you send them a free e-edition? As I mentioned, you ask them to scan and send their receipt. That requires someone on the publisher’s end to verify, of course, although I could see a programmer creating a fairly simple app that automates most of this verification step. Till then it’s something an intern or other resource would need to handle. You’ll also want to filter out the scam artists who digitally modify one receipt after another to game the system. Perhaps a limit of X books per year per email address is built in till you’re comfortable with the volume and flow of redemptions.

As you process these requests you’re building your direct email list and opening countless new marketing doors. For example, why not turn this into a way of delivering future ebook samples directly to consumers? Let them select the topics, authors or genres they prefer and use the send-to-Kindle functionality to push samples of new books before they’re published. In fact, make it more special by providing the samples direct to consumers days or weeks before the sample are available anywhere else. Maybe this becomes part of a larger membership program consumers can join.

Finally, in order for this to work the ebook (mobi) files have to be sent in a DRM-free format. After all, the only way an ebook can be DRM’d in the Kindle ecosystem is for Amazon to lock it down. If that scares you, consider this: Anyone who wants to dig into their device’s Kindle folder to find and share unlocked mobi files is more likely to simply grab a tool like Calibre and break the DRM on their entire ebook library. DRM provides publishers with nothing more than a false sense of security so it shouldn’t be the reason to ignore this opportunity.

It’s time for publishers to start leveraging all those indirect sales and establishing a direct relationship with their customers. This is simply one way of accomplishing that goal and I hope it leads to more D2C experimentation in the industry.


Why the “smiling curve” has publishers frowning

Screen Shot 2015-11-30 at 9.30.33 AMAre you familiar with the “smiling curve” phenomenon? The details are provided here, but the short explanation is that a smiling curve depicts the value-add potential for each stage of an industry. For example, in the publishing space, you have three stages of content: creation, delivery and discovery. Those three stages are illustrated with a smiling curve here as part of a terrific article from Ben Thompson of Stratechery.

Note the y-axis in that graph. It represents value, so the stages with points higher up the y-axis generally add more value to the overall ecosystem. That graph indicates two stages with high value-add (creation, discovery) and one with low value-add (delivery).

Creation and discovery rank high because they’re capabilities that are extremely hard to copy. Sure, the self-publishing movement has resulted in a glut of authors, but how many are actually making money? How many have created a brand name for themselves they can leverage every time they release a new book?

The graph indicates Google, Facebook and Twitter are some of the more well-known discovery players. Thompson’s article focuses mostly on the newspaper industry but if you add Amazon to the list of discovery players the piece applies just as well to book publishing.

The key point is this: Publishers have considerably less industry and market leverage today than they did 20 years ago. Once upon a time book publishing was built around a scarcity model and publishers thrived. Digital disruption generally eliminates (most) scarcity. The resulting abundance completely destroys yesterday’s business models and forces most players to reinvent themselves to remain relevant. Those at the bottom of the smiling curve are at the mercy of those who rank higher on the y-axis.

In his article Thompson suggests that AT&T is “trying to stave off their inevitable future as a dumb pipe between valuable content and valuable devices”. Sounds very similar to the position book publishers find themselves in today, doesn’t it?

So how does a publisher climb out of the trough of the smiling curve? It’s easier said than done but I believe it comes down to publishers placing significantly more emphasis on what they do best.

For example, has your organization truly distinguished itself by being the best at finding and nurturing new author talent in a particular topic area? What would have happened to those authors without your team’s discovery and development efforts? If you truly believe your organization was the game-changer for these authors then you need to emphasize that capability and make sure every new author in your space is aware of it.

That’s one approach for dealing with the left side of the curve but what about the right side? If you’re wildly successful dealing with the left side you might not have to worry about the right side. But let’s face it. Most publishers aren’t really that great at the left side so they need to pay attention to the discovery element.

Is it even possible for a publisher to play a significant role in discovery? Some publishers would suggest they rely on their channel partners (e.g., retailers) to take care of this. These same publishers have a marketing and PR team though. They all have websites and most of them tend to utilize social media and email marketing campaigns, so I’ve got to believe they want to play a role in discovery.

The problem is most publishers only apply a half-hearted approach to discovery. They might even offer a full e-commerce solution on their site but then they wonder why nobody comes to buy. The problem is they don’t offer consumers a compelling reason to change their buying habits. It can be done though and I offered some advice in a recent article here.

Most publishers desperately want to preserve yesterday’s scarcity-based business model but what they really need to do is acknowledge and embrace abundance, be willing to cannibalize yesterday’s revenue stream and focus on what really defines their brand for both authors and consumers. If you haven’t done so already, it’s time to read The Innovator’s Dilemma and think about how it applies to your business and the discovery challenge.


How digital can complement print

Laptop-819285_1920The beauty of the web is that feedback for what I write here is spread across a variety of platforms. These days it seems most of those community discussions are happening on LinkedIn and that’s where some recent comments helped me see the common thread across a few different topics I’ve been writing about.

A couple of weeks ago I noted how Nielsen data indicates a large chunk (49%) of ebook readers are also still buying print. In other words, almost half the reading community surveyed by Nielsen is straddling the fence between print and digital.

Now think about the topic of last week’s article: Publishers are worried about whether or not they can change buyer behavior and attract consumers with a compelling D2C solution. As I mentioned in that piece, a successful D2C offering must include content and services a consumer can only find directly from the publisher, not via retailers.

Instead of looking at digital and print as separate initiatives and consumer bases, it’s time for publishers to invest in digital companions to print products.

What can you create digitally that makes the print reading experience more engaging? Think about companion apps for your most successful print products. More importantly, think about how you’ll deliver those apps directly to consumers.

Here’s an example: I’m currently reading the legendary Gordie Howe’s autobiography, Mr. Hockey. I bought the e-version but this applies to print readers as well. I’m still in the early part of the book, learning about Gordie’s youth and curious to learn more about where he grew up and what that part of Canada looks like. I’m sure my curiosity will continue through the book as I read about the various youth hockey programs he dominated as well as his many years in the NHL and WHA.

If I want to take a deeper dive into Gordie’s story most of it is only a few Google searches away. But why force readers to sift through piles of Google results in search of the most interesting nuggets? Why not have the editor or author provide their recommendations? Put those links in an app that I can open on my phone next to my tablet (or print edition of the book).

Next, make it social. How many people reading this book saw Gordie play in person? Quite a few, I’ll bet. Many of them probably also have photos from those days they could quickly and easily contribute to the app, making it even more valuable for everyone. I’d love to see some previously unpublished shots of Gordie from the 1950’s or even the early WHA days. The app then evolves into a community product and becomes richer as time goes on and more readers contribute their memories.

Next, and I realize Gordie isn’t in the best of health these days, but why not have the author make a cameo appearance in the app from time to time? Publicize a live chat with the author every so often and make sure that session is only accessible in the app. Record those sessions and maintain them in an archive area of the app.

The companion described above is probably a freebie for everyone but I can envision some models where the app might cost 99 cents or even a few dollars. It all depends on the added value it offers. It’s a terrific promotional vehicle for the publisher and a way to establish a strong, meaningful direct relationship with consumers.

Here’s the most important point: Make sure the digital companion is prominently featured in all versions of the book, including print and every flavor of e. It should be the first thing readers see when they open the book. A message like, “Thanks for buying this wonderful product. Be sure to visit our website to obtain the free companion we’ve created for it.” When they come, they register and are asked to opt into your marketing program(s).

A strategy like this not only increases the value of the original book, it also helps publishers create that compelling D2C solution and converts indirect customers into direct ones. It may not work for every book but I’m convinced it’s a model worth pursuing for most titles, especially your bestsellers. 


Direct-to-consumer: Can you change buyer behavior?

Shopping-cart-728408_1920I recently visited a mid-size publisher to discuss direct-to-consumer (D2C) strategies with their sales and marketing leaders. Towards the end of the session I was asked the most important question of the day and it’s something publishers pursuing a D2C solution need to carefully assess: Can we really change buyer behavior?

The point is that most consumers are trained to buy from Amazon. Further, those same consumers don’t want to bother with multiple bookshelves and accounts. Once you start buying from one ebook retailer you tend to stick with them.

I’m an Amazon Prime member and that means Amazon is the first place I look to buy just about everything. Heck, we even “subscribe” to dog food on Amazon for our three basset hounds, so I’m a textbook example of a consumer who’s been trained by Bezos & Co.

My answer to the question was simple: No, you can’t change buyer behavior…unless you can truly offer a compelling reason for consumers to buy direct.

Simply adding a shopping cart to your catalog pages won’t cut it. You’re also not going to make a dent trying to beat Amazon on pricing, so why create a race to the bottom?

In order to change buyer behavior you’ve got to think about how you can offer something consumers won’t find anywhere else.

I told this publisher’s sales and marketing leaders they need to envision a product assortment that showcases items not available on Amazon or any other retailer. I’m talking about short-form content that complements their books, video material that’s only offered on the publisher’s site, and yes, even some full-length ebooks that aren’t distributed through traditional retailer channels.

Samples are another way of creating a compelling D2C solution. Publishers should super-size the samples they offer on their site. Make them longer than the ones consumers can get elsewhere and, when possible, add elements to make them richer as well.

Timing of samples can also be leveraged. Why not make those samples available earlier and exclusively on the publisher’s website? One of the things that frustrates me about upcoming titles is how the sample isn’t available till the book publishes. Why? OK, I know the goal is to have a coordinated launch date so that title rankings will all benefit from a synchronized release. Fine, but let me grab the sample before publication and backorder the title so I don’t forget about it. Publishers, you should offer samples exclusively on your website a month or so before the book actually publishes. Attract consumers and train them to come to you for the sample, not the retailer.

For publishers willing to acknowledge that digital rights management (DRM) only provides a false sense of security, sell your ebooks without this annoying limitation. Also, provide all formats to consumers when they buy direct (e.g., EPUB, mobi and PDF). Leverage services like Amazon’s “Send to Kindle” to push your D2C books onto the consumer’s Kindle bookshelf.

Turn all these services into a club readers can join then focus on surprising and delighting them every step of the way.

I admit this isn’t a model for all publishers. If your title list is wide and shallow, offering only one or two titles each on a large number of topics, you’ll never make this work. But if you cater to a particular genre or subject and your title list has plenty of depth you’ve already got the foundation for a compelling D2C solution.

Also, don’t underestimate the amount of work it takes to build and maintain D2C momentum. You need to plan a steady stream of exclusive content offerings and services, just as a magazine publisher creates an editorial calendar. Don’t assume you flip a switch, offer a few exclusive items and you’re done. This requires an ongoing commitment of dedicated resources.

If you’re one of those publishers with a deep foundational list you have two choices: You can either diversify your channel strategy by investing in a strong D2C model or you can sit back and let the big retailers determine your destiny. I strongly believe those who choose the former will be in a much better position to survive and thrive. 


Direct-to-consumer (D2C) starts with building community, not owning the sale

Directory-881420_640More and more book publishers seem to be focused on building a better direct relationship with consumers. Some of these direct-to-consumer (D2C) efforts are well thought-out while others are nothing more than publishers following the crowd.

How else do you explain so many publisher sites that are simply catalog pages with the option to by print or ebooks direct? What’s the compelling reason for someone to come to the site? Even if they find the site why would a consumer consider buying direct rather than from their favorite retailer?

It reminds me of the old days when everything was driven by seasonal (print) catalogs. The accounts insisted on having enough lead-time to promote titles, so the summer titles were presented the previous fall or winter. The print catalogs were then left behind with the buyer as evidence of the sales call presentation.

Most of today’s publisher websites are nothing more than the digital version of those seasonal catalogs. And since there’s no compelling reason for consumers to discover and explore them, many of these websites are ghost towns.  Publishers create them and then wonder why nobody visits or buys.

Here’s something most D2C-focused publishers overlook: It’s virtually impossible to change a consumer’s buying habits. The larger my Kindle ebook library, the less likely I am to buy my next ebook from a retailer not named Amazon, and that includes an aversion to buying direct from the publisher. It’s that wonderful retailer walled garden phenomenon; and those walls are something publishers helped create by insisting on locking their books inside DRM.

So if that spiffy website is unlikely to generate direct sales why does it exist? If your answer is “to increase discovery”, do yourself a favor and study the results of a Google search for your top titles, series and authors. If your pages aren’t among the top search result links you’re kidding yourself with the “discovery” justification. The top results are the ones getting all the clicks.

Rather than trying to change consumer buying habits and owning the sale, publishers should instead focus their D2C efforts on building community. Publishers own the relationship with authors, so as a publisher, what are you doing to build community around your authors? What are the top three reasons are you giving consumers to come to your website?

Btw, authors are just one component. Many publishers have popular series or dominate a specific genre. What are you doing to build community around that brand or genre?

It’s OK to still offer direct buy buttons on each title’s catalog page but your D2C buy buttons should be offered alongside buy buttons for all the popular retailer sites.  That includes buy buttons for print as well. Let the consumer decide where they want to buy and don’t force them to hunt for your product on a retailer’s site.

If publishers don’t spend the time building this community with consumers, who will? The retailers aren’t going to do it. Their focus is way too broad.

So although most publishers missed out on the opportunity to go direct in the digital era, there’s still plenty of time to establish a strong consumer relationship by using your site to build and foster community. Just be sure to keep your priorities straight and focus on community first and owning the sale second.