Digital tools, selling price and perceived value of the book: how to promote the act of buying and selling books on the Internet?
Perceived value is “the overall assessment of the usefulness of a product based on its perceptions of what is received and what is given”, which means that the reader must find a utility in the superior book at its price. sale.
The question of the price of the book
In the case of non-fiction books, in any case, a professional wishing to deepen his knowledge and expand his skills will be able to pay a € 20 book if it actually brings him quality content. Just as a student must find a good quality / price ratio when a book sold less than fifteen euros allows him to pass his exams.
As such, an independent publisher has every interest to offer synthetic works rather than encyclopedic collections in order to sell them cheaper while maintaining its margin, which offers a competitive advantage may be minimal but certainly real. Because the more pages a book contains, the more expensive it is to create because of the cost of composition (the composition being the layout of the book in its final format).
For more details on this subject, I refer you to the article on the price of the book and the clarifications of Enrick Barbillon, owner of the house Enrick B. Editions.
The question of the perceived value of the book
Beyond the question of price, perceived value also refers to the content proposed by the book. Thus, the best way to promote such content, when it is a professional book or a practical guide, is to focus on the facts rather than on the general interpretation of the book or the status of the book. author: it is more efficient and more relevant to explain how an opus proposes a constructed answer to a problem identified by sketching out the proposed solutions rather than to affirm that it is a revolutionary approach without revealing the major ones. lines.
For example, a book about creating a 10-step digital platform for an author written by a writer who has been blogging for 10 years is more believable than a book promising you to multiply your online sales made by a “specialist social networks “. Moreover, author Gary Vaynerchuk told TechCrunch that “99.5% of social media experts are clowns”, which is a good illustration of what a self-proclaimed expert might think … If the facts can be reassuring, fatuity is often repulsive.
The major asset of the multi-format and multi-media offering
The development of digital has also seen the emergence of new formats of the book, ranging from printable PDF format to proprietary formats Kindle or Kobo reading light.
Seen by some actors in the book chain, these digital versions are real bargains for publishers: inexpensive to manufacture and duplicable to infinity without additional cost, e-books are a new market and a a new source of revenue, which accounted for 164 million sales for the French publishing sector in 2015, or 6.5% of the total turnover of the sale of new books.
But if the sale of digital books is difficult to implement in a traditional library because of the economic model and the multiplicity of formats, it is a process that becomes relatively easy on the Internet.
If some publishers still refuse to take the plunge, an author or an independent publisher can not deprive himself of a multi-format and multi-media offer, which can also include workbooks or audiobooks (but these require more means to be manufactured and the market is still uncertain).
Moreover, besides the possibility to be present on many platforms and to be available for any type of reader, the digital formats offer the additional possibility of being present everywhere in the world, therefore within reach of the entire market. Francophone, which represents 4% of the world population or 274 million people, which quadruple the size of the market (before segmentation, of course).
In a longer-term perspective, the International Organization of La Francophonie estimates that the number of Francophones will approach 700 million people by 2050, or 8% of the world’s population. Positioning itself as a recognized actor of the book on all continents and not only in the Hexagon is therefore an effective lever for growth in the coming decades.
It should be noted that the perspective of the French-language market is not limited to the digital format: large retailers such as Amazon are responsible for delivering physical products (including books) to more than 72 countries without any additional effort from the company. editor. An additional argument in favor of a digital strategy affirmed!