Manual| |Home Page| |Next
How To Aquire, Create and Market Self-Published
Any article, report or book which is bought or sold with reproduction
generally referred to as reproduction rights or self-publishing
material. Most commonly, this material consists of reports or
articles varying in length from 1 to 20 or more pages.
The seller offers self-publishing material including the reproduction
rights, at a price considerably higher than he would offer the
material when sold without reproduction rights. Reproduction
rights are granted when the holder of a copyright grants permission
to reproduce material rights to the buyer. These rights can be
unlimited, giving the buyer the option to re-sell reproduction
rights for the material. Or, they may be limited. In this case,
the seller will generally allow the buyer to reproduce the material
as he wishes, but restricts the right of resale. Since the strongest
demand is for material which grants full and unlimited reproduction
and resale rights, it would always be advantageous to obtain
the right to resell reproduction material.
There is a vast demand for this type of material, especially
from newcomers into the mail order field. Since the stream of
newcomers into this business is almost unlimited, it can be extremely
profitable to market self-publishing material. The attractiveness
of this material is due both to the high mark-up potential and
the ease of handling. Once you own the resale rights to a given
article, you can reproduce it for pennies and sell it both individually
for a few dollars, or including the reproduction rights, for
an even higher price.
Here is a typical example of purchase and selling price. A
five or six page article may have a purchase price of anywhere
from $8.00 to $15.00. The same article, without reproduction
rights, would have a price range of $3.00 to $5.00. Once you
own the reproduction rights, you can have it reproduced for 20
to 50 cents per set, depending on how many copies you have made.
But let's use the high price of 50 cents and a selling price
of $4.00 without reproduction rights -- profit $3.50 = 700%,
or with the reproduction rights of $9.00 -- profit $8.50 = 1700%.
Not shabby at all! It is especially impressive when you compare
that margin to buying a book from a supplier for $3.00 and selling
it for $9.00 - - profit $6.00 = 200%.
The other major advantage is the ease of handling of this material.
Since you are the prime source you do not have to carry an inventory.
You can reproduce the material in small quantities as you receive
orders, and shipping, due to the light weight, is inexpensive.
SUPPLY AND DEMAND
The supply of this type of material is plentiful, but the supply
represents a small margin when compared to the incredible demand.
The buyer is quite often a newcomer to the mail order field who
is in the process of setting up a product line.
If you are in the market and interested in acquiring self-publishing
material, you should have no problem in locating sources. You
will see ads, mostly classifieds, throughout business opportunity
publications. Small- and medium-size wholesalers and publishers
in the mail order field also offer a variety of material. Since
they generally charge an "up-front" distributor or
dealership fee, the material they offer will generally be at
much reduced prices.
Most of the material offered will be of an instructive nature
and this is also where the demand is. Articles or short manuals
which are instructive in how to start a business or how to operate
difference facets of that business are in especially high demand.
Unfortunately, since there is a great deal of sub-standard material
on the market, you should be careful in acquiring articles and
reports for resale. The material may lack in any of these three
areas: 1) the contents are incorrect, incomplete, etc., which
is generally the result of poor research and little effort by
the writer; 2) use of the language is incorrect; and 3) reproduction
quality is poor. If you do not know the seller or his reputation,
protect yourself by buying just one article instead of several.
If you like the quality and contents, you can purchase several
more. Sellers of reproducible material will often not grant a
money back guarantee. If you become a seller of reproduction
material, it is strongly suggested that you consider adopting
such a policy yourself. Unfortunately, there are some customers
who will buy this material, reproduce it instantly and return
it within days for a refund.
WRITING YOUR OWN MATERIAL [related
book] [related book]
If you enjoy writing and some limited research, you could create
your own material and sell that in conjunction with the material
you have acquired from other sources. Once you have created it,
you can generally sell it for many years to come. So, whatever
your start-up investment is, it can be recaptured many times
MATERIAL FROM THE U.S. GOVERNMENT
|Ordering Info| |Join
Mailing List| |Business
The U.S. Government, which is the largest publisher in the world
by far, employs tens of thousands of researchers, scientists,
writers, etc., and puts out millions of pages of information
each year. While much of the material which is published by the
Government may be of little interest to most people, some of
it is excellent and it is generally extremely well researched.
Almost all of the material is in public domain, which means you
and I own it. We paid for it with our tax dollars. It is not
copyrighted and anyone can use it, reproduce it, re-write it,
etc. So, since even foreign countries use this unlimited pool
of information, why don't you? For example, the Government has
a variety of useful publications that are informative and instructive
to someone who is starting out in a new business. The best way
to use Government publications is by using the research information
it provides -- facts and figures. Unless you completely rewrite
the material you cannot copyright it or sell
reproduction rights to it. However, you can sell it without reproduction
For further information write to:
Superintendent of Documents
U.S. Government Printing Office
Washington, D.C. 20402
and request a current listing of publications for sale by the
Government Printing Office. There are U.S. Government bookstores
in the following cities:
Birmingham, AL -- Los Angeles, CA -- San Francisco, CA -- Denver,
CO -- Pueblo, CO -- Washington, DC -- Jacksonville, FL -- Atlanta,
GA -- Chicago IL -- Laurel, MD -- Boston, MA -- Detroit, MI --
Kansas City, MO -- New York, NY -- Cleveland, OH -- Columbus,
OH -- Portland, OR -- Philadelphia, PA -- Pittsburgh, PA -- Dallas,
TX -- Houston, TX -- Seattle, WA -- Milwaukee, WI.
Locations are listed under U.S. Government -- Bookstore.
MARKETING REPRODUCTION RIGHTS [related
You can market your material in several ways. One would be via
advertising and, at least for starters, this is the preferred
way. Another method would be via direct mail. This is acceptable,
but only if you are quite certain that the list you are renting
represents the interest group you are selling to and is of recent
vintage. Lastly, you can market your material as an enclosure
with other orders you are shipping. This is called a "back-end
Advertising would be the most effective. It is suggested you
run a classified ad in any of the major monthly Business Opportunity
magazines. Here are the names of some of the best known publications:
Entrepreneur, Money Making Opportunities, Income Opportunities,
New Business Opportunities, Entrepreneur, Opportunity/Income
Plus. These are just a very few of the many large publications
and there are many smaller opportunity publications available.
Your ad may read something like the following:
INSTANT-PUBLISHING. Enormous Profits. Free details on reproduction
SELF-PUBLISHING. Over 1000% profit. Wide selection. Free details.
An ad such as the above or one similar will bring you inquiries.
It is your marketing task to turn as large a percentage as possible
into buyers. To be most effective and to out do your competitors,
you must meet these criteria. Your product must be priced properly.
Your sales literature has to be appealing.
When pricing your product, first take a look at what the competition
does. You can find out by responding to similar ads. In that
way you will not only learn about pricing, but also see a variety
of presentations and selections. Don't be greedy. Stay a little
below the competition, but allow yourself a fair profit. Remember,
your mark-up has to pay for advertising, printing of your sales
material, postage and miscellaneous overhead costs, not to mention
your time and effort.
Some of these products are sold at ridiculously low prices, and
on the other hand, some at extremely high prices. Neither is
effective. If you are too low, you will be suspected of offering
something sub-standard and, if you are too high, you may lose
the sale. It is generally best to stay a little below the average
selling price. There is no quick fix in finding out what the
averages are. You simply have to take the time to write to as
many competing offers as possible. If you are buying material
from a publisher who provides you with sales material and suggested
retail prices, you may want to stay below the suggested price.
You can do this by offering a percentage discount. In this way,
you do not have to redo the promotional material. Also the public
is attracted by discounted deals.
PROMOTIONAL MATERIAL [related
If your product is priced correctly and your ad is in the right
magazine and under the right heading, generally business opportunities,
the only thing left is your sales literature. It is also the
most important. Remember, in the mail order business, the customer
cannot see, smell nor feel the product before buying it. It is
therefore, of the utmost importance that your material looks
impeccable. This point cannot be stressed enough. In my own testing
over the years, I have determined that the same product at the
same price but represented by an excellent looking package will
outsell the same product represented by a less than average package
at anywhere from double to triple. And therein, can be your success
or failure. When you are relatively new to the business, you
will generally be charged with enthusiasm which is great because
it is the energy that will propel you to success. But your impatience
and enthusiasm has to be controlled, or you will make costly
mistakes and you may become discouraged. So, take your time and
be sure your material looks first class. This is the wrong place
to save a few bucks. Here are a few suggestions to help you in
achieving success with the presentation of your promotional material.
1. Unless you are using a ready-made circular or brochure which
when buying your reproduction article and it satisfies you in
every respect, have your piece laid out by a graphic designer
or experienced desk-top publisher. In most medium and large cities
there is an ample supply of these professionals. Many of them
operate out of their residence and charge reasonable prices.
Before you select one, visit several and look at what they have
done for others. If you don't like what you see, keep on looking.
Remember, the person you choose can make or break you. Prices
for layout of a single page may vary from $20 to $50. Since your
promotional piece will generally only consist of one or two pages,
this is a small price to pay for success.
2. Have the text in all your sales literature checked by someone
competent in the use of English language.
3. Have your sales literature printed by a professional printer.
Cheap copying jobs are fatal.
The components of your sales piece should consist of the following
1. The circular - brochure -- flyer, etc. This can be from one
to several pages
in length, depending on how many items you are featuring.
2. A sales letter. A good sales letter requires sweat equity
on you part. There is no easy way out. You cannot have someone
else do the work for you. They can help you, but not do it completely.
A good sales letter should be friendly in tone -- full of benefits
for your prospective buyer -- must have a good headline -- explain
the features of your product -- say as little as possible about
you. Your customer does not give a damn about you, he wants to
know what's in it for him. And lastly, every sales letter must
ask for the order.
3. An order form can be separate or built into the promotional
4. A return envelope. It is not necessary to use prepaid envelopes.
My own research indicates there is no difference in conversion
rates between prepaid and non- prepaid business return envelopes.
5. Your mailing envelope.
If you should decide to choose direct mail to market your self-publishing
material, your offer will require the same components as shown
above. It is very difficult to come up with just the right mailing
list. The broad description of "Opportunity Seeker"
does not narrow down your market enough. You are specifically
interested in recent -- 30-180 day - - inquiries -- or buyers
of self-publishing or mail order start-up packages. If you are
confident you can come up with such a list, you may give direct
mail a try; a mailing of 1000 will give you a good indication.
What you will save in advertising will be spent in additional
postage and printing. One hundred inquiries of a classified ad
may produce between six and nine buyers. To come up with the
same number of buyers on a direct mail campaign, you will have
to mail about 500 to 700 pieces.
A FEW MORE PROFITABLE SUGGESTIONS
It is important to have an ample selection. The more a prospective
customer has to choose from, the better the chances for a sale
and the higher the average order will be. I would suggest that
the combined articles or reports you are offering will total
about $100.00. Ideally, some would be low-priced $7.00 to $10.00,
some medium, $10.00 to $20.00 and some high priced over $20.00.
If your prospective customer would buy around 35% of the reports
you offer, you should come up with an order of at least $30.00
As you progress in your business, always be on the lookout for
new material to be offered to your previous customers. Stay in
touch with your customers. Several mailings per year are appropriate.
In your follow-up mailings, offer additional self-publishing
material as well as books. As your mailing list increases in
size and you keep on a schedule of regular mailings, your revenues
and profits will dramatically increase.
Self-publishing products may provide you with a start into the
mail order information business or they may increase the size
of your business if you have not previously offered this type
of material. Some of the most successful mail order entrepreneurs
have never sold anything but self-publishing products and have
made a great deal of money doing it.
Wishing you success in your publishing enterprise.
|Free Business Manuals| |Email