Subscription Marketing shares proven strategies for nurturing long-term customer relationships in a world of churn.
It’s an exceptionally for authors and businesses looking for ways to build lasting relationships with customers, prospects, and readers.
Anne Janzer’s Subscription Marketing already shows signs of becoming one of 2015′s most important content marketing books.
A model for successful business books
In addition to the valuable information Anne Janzer shares in Subscription Marketing, it also showcases the best practices today’s nonfiction authors should follow writing and publishing helpful, relevant, and successful business or nonfiction books in 2015.
- Positioning. Subscription Marketing is carefully positioned. Instead of going up against the hundreds of content marketing books, it addresses a niche within the the broader content marketing field. In a way, Anne Janzer has identified a Blue Ocean Strategy within the universe of content marketers.
- Addresses a major problem. Subscription Marketing addresses a significant problem relevant to 2 types of marketers. The first consists of the growing number of product and service providers who have converted, or want to convert, from a “sales” model to a SAS, or Service as Subscription model. The second is every business who publishes an email newsletter, but who may not have allocated sufficient resources or time to consistently creating helpful content to keep their their subscribers engaged.
- Concise. In many ways, Subscription Marketing reflects the type of book that today’s busy readers want. It’s long enough to provide a fresh perspective on a significant problem that effects many, yet short enough to be respectful of the reader’s time. If you choose the print version, you’ll find its small enough to read while commuting, or on your next business trip. It’s tightly organized and tightly-written.
- A fast read. Chapters are short, focused, and to the point. Most chapters are between 8 and 10 pages long. This is long enough to present an idea, describe its context, and share different ways to implement the idea. There are frequent examples, but they are primarily intended to guide your own exploration, rather than in-depth case studies. Finally, most chapters end with a helpful summary of the main ideas just covered.
- Value. Conciseness and easy reading work together to enhance Subscription Marketing’s value. The traditional way of measuring value is “quality and quantity of information divided by purchase price.” Subscription Marketing certainly excels in this regard, for either the print or ebook editions.
But, value can also be measured by the “quality and quantity of information divided by the time it takes to read the book.” This is the problem with many books which go into so much detail, or include so many examples, that they require too much reading time.
Thankfully, Subscription Marketing balances content value with price and easy-reading, in a way that delivers full value to readers.
Value for authors, too
In a similar way, Subscription Marketing’s length and format deliver high value for its author. In today’s fast moving business climate, success goes to early-movers who bring a product, i.e., their book, to market in a timely fashion.
Right now, Subscription Marketing is a timely topic that addresses a market segment that hasn’t been flooded with competing books.
If Anne Janzer had doubled Subscription Marketing‘s length, though, or complicated it with additional graphics, two things would probably happen:
- Anne Janzer would probably still be writing it. This way, however, Anne has already established herself in the niche, and is ready to move on to the next step (whatever it may be.)
- A longer book would inevitably increase the selling price. This, of course, could potentially reduce the book’s sales. This would significantly reduce Anne Janzer’s visibility to a key market segment, potentially reducing invitations for future consulting, speaking, or training opportunities.
There’s no easy answer, of course, to issues like length, price, and time. But, the above example does bring up the importance of carefully viewing all aspects of your book from a business perspective before you start to write. (Here’s a free planning tool to help you make the right decisions.(
Subscription Marketing’s Table of Contents
Subscription Marketing’s table of contents provides a framework for efficient reading. Following an Introduction which sets the stage, chapters are organized into three parts, followed by Resources, Acknowledgements, and Notes.
Part One: The Subscription Shift
The chapters in Part One describe the changed marketing environment and the challenges that businesses face and accommodate.
- Chapter 1: The Growing Subscription Economy
- Chapter 2: Managing Multiple Business Models
- Chapter 3: The Marketing Impact
- Chapter 4: Rethinking the Funnel
- Chapter 5: Value Nurturing
Part Two: Value Nurturing Strategies
Part Two offers five “success scenarios,” or formulas, that businesses can explore and, if appropriate, follow as they adapt to a changed environment.
Reading the following chapters, I was impressed by the value and depth of the advice in each chapter, compared to the simplicity of the following titles. There’s enough detail in each chapter to make a difference in your business, yet there’s no sense of the tedium that frequently accompanies reading an overly-detailed or scholarly book.
- Chapter 6: Help Your Customers Be Successful
- Chapter 7: Demonstrate Value
- Chapter 8: Add Value to Your Solutions
- Chapter 9: Add Value to the Customer Relationship
- Chapter 10: Help Customers Live Up to Their Values
Part Three: Putting the Strategies into Action
Having described five options in Part Two, the chapters in Part Three deal with implementation issues.
I especially enjoyed the pragmatism of Chapter 11, which addresses the obstacles frequently encountered when selling the concept of Value Nuturing to management. The Objection and Response framework will help readers prepare their responses well before the time they’re needed in meetings and discussions.
- Chapter 11: Building the Business Case for Value Nuturing
- Chapter 12: Starting a Value Nuturing Practice
- Chapter 13: Building on What You Already Do
- Chapter 14: Four Fundamental Rules of Value Nuturing
- Chapter 15: The Marketing Opportunity
To learn more about Subscription Marketing
To learn more about Subscription Marketing, visit Anne Janzer’s website the Subscription Marketing website, or the book’s print and Kindle pages on Amazon.com. I look forward to interviewing Anne Janzer as part of my Author Thought Leader interviews this spring about Subscription Marketing’s back story, as well as Anne’s future projects.