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(This is the first part of a two-part series)

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What is a ‘publisher imprint’, and why does Amazon/CreateSpace ask me for one?

An imprint of a publisher is a trade name under which it publishes a work. A single publishing company may have multiple imprints, often using the different names as brands to market works to various demographic consumer segments (for example, to differentiate between your cookbooks and general fiction novels).

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Have you heard of Abraham Maslow’s Need Hierarchy? It describes a pyramid of needs through which people move as they are motived to fulfill unmet needs. The foundation is made up of the very basic needs (security, food, etc) and people advance ultimately to self-actualization. 

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One of the most misused words in the publishing business is marketing. Some people think selling is marketing, but it is not. Others think publishing is marketing, but it is not. Marketing is a distinct business philosophy that, if understood and applied properly, can help your business become more profitable.
 
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If you’re an author and want to stay on top of the important issues in the world of publishing — issues that affect you — you need The Hot Sheet.

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It’s a fact of life. As you read this sentence, I have already begun to lose you and your attention. Maybe you’re thinking about dinner. Or your dog. Or what your kids are doing way too quietly in the other room. Now, let me try and get you back. On average, we have an 8-second attention span. And since goldfish have an average attention span of 9 seconds, they’ve surpassed us. 
 
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The world of book marketing is moving and shaking, and as with all things, change is inevitable. Part of my job is to embrace change and ensure that we are on the front edge of book marketing trends so that we can be the most effective marketing team for our clients. And although changes don’t mean the “old ideas” no longer work, it does mean that there are some exciting new ways to do things.

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Direct mail has been given a bad reputation because of overuse and poorly designed mailing pieces. People tend to perceive direct mail as junk mail, and its Internet equivalent as spam.

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If you’re an author and want to stay on top of the important issues in the world of publishing — issues that affect you — you need The Hot Sheet.

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