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Welcome to our latest fortnightly eBulletin, posted here on Tuesday, 19 August 2014. In this issue:


Global Trends in Publishing 2014, free white paper

An excellent 15 page summary, focused almost exclusively on trade publishing but with plenty of value whatever your sector. Here's a flavour:

• China has now become the world's second largest book market (after the US), overtaking Germany and Japan
• In the first half of 2014, trade print book sales in Spain are estimated to have declined between 25-30%
• E-book sales revenue for the Big 5 trade publishers, and indeed for the whole of the US trade book market in 2013, now stands at around 20%.

The report includes an overview, a summary of consolidation of publishers, update of the BRIC countries' performance, declining print sales/gains in digital, and comparison of e-book market shares.

Download the report on the Frankfurt Book Fair Business Club site.

Our courses are designed to help you to respond to changing market conditions, whatever your sector. Take a look especially at Marketing Digital Products, Mastering SEO, and our Social Media Marketing Boot Camp.


Sneaky tricks of restaurateurs and what we can learn from them

I loved this recent article in The Observer, brought to my attention by Alan Leitch. Did you eat out last weekend? Think about your choices, might they have been influenced by the design and wording of the menu, or by the way your server interacted with you? What about the background music?

This is fascinating stuff to remind us that the purpose of all marketing is to manipulate people into doing what we want. That's not just about descriptive copy, it's about the context in which it's read, AND about the juxtaposition of elements. Here are a few of the examples of how restaurateurs manipulate us:

• Listing the most expensive item on the menu first makes everything beneath it look inexpensive by comparison
• Centring menu items rather than aligning them makes it harder to compare prices, which focuses attention on the descriptions instead
• Many diners will order the second cheapest bottle of wine on the list; restaurants know this so apply their highest mark up here
• Listing prices without currency symbols encourages us to spend significantly more
• So does classical music.

Read for yourself on The Guardian website.

Effective copywriting is so much more than the words we choose to use, a theme never far away on one of our Copywriting Workshops. Next runs in London on 23 October.


Ads on social media: choose your criteria carefully (bad example)

Facebook advertising can be smart, but I'm currently being served ads about student accommodation in Hull. I know why. I studied at Hull University and it's mentioned on my profile. Trouble is, that was 30 years ago... The organisation posting this ad should have been aware of this. When advertising on any social media platform, apply as many criteria as you can to home in on the people most likely to be relevant. Facebook will undoubtedly be reporting to its client that their ad has been seen by squillions of people, but you can guarantee that the click through rate will be shocking and the bounce rate out of their site possibly even worse. I wonder if they've figured out why yet?

Don't make the same mistake - and remember that ads can easily be modified, so check your stats daily and tweak accordingly.

You'll find more like this on our Social Media Marketing Boot Camp. Next runs in London on 1 October.


On The Marketability Grapevine on Facebook

• Surprising book facts (infographic) from US publisher Vintage Books and Anchor Books. Thanks to David Este in Sydney for spotting this one.
• Read something that hit the spot in this eBulletin? Click through and like the item or add a comment on Facebook
• Watch the Wall for postings of new jobs, or feel free to add to them.

Visit The Marketability Grapevine.


Tip of the Week - only tweet what you're happy for your boss to read

When writing tweets and posts it can be hard striking the right tone, being informal but still brand-appropriate. Before committing to your tweet, take a moment to imagine your boss reading it. Pass the test? Go ahead.

This is one of Paul Crabtree's tips, and invariably pops up on our Social Media Marketing Boot Camp.


Please forward this eBulletin to friends or colleagues if you've found it useful. You can always read the latest issue here, or subscribe to our text-only emails to be alerted as new editions are posted. Subscribers also get preferential rates, extra discounts and advance notice of upcoming courses.

Ebulletins are copyright material which we're happy for you to share provided we're credited.

Rachel Maund
Marketability - extra marketing resources and training just when you need them
Tel: +44 (0)20 8977 2741

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