SELLING THE INVISIBLE EPUB
SELLING THE INVISIBLE covers service marketing from start to finish. Filled with yazik.info CLICK TO DOWNLOAD (epub + mobi). All Ebook Selling The Invisible: A Field Guide to Modern Marketing, PDF and EPUB Selling The Invisible: A Field Guide to Modern Marketing, PDF ePub Mobi . Selling The Invisible: A Field Guide to Modern Marketing [email protected]@.
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Author: Harry Beckwith Pages: Publication Date Release Date ISBN: Product Group:Book Read here. Editorial Reviews. yazik.info Review. The transformation from a manufacturing-based SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free. Great Ideas For Selling Smarter, , NetLibr (Ebsco), , IncBusinessRes Beckwith, Harry, The Invisible Touch: The Four Keys to Modern Marketing.
A page layout that works on a large screen may suddenly become unreadable and garbled on a small screen, especially because navigation of eBooks is oftentimes very limited and cumbersome. Another limitation that I have to explain very frequently is that eBook readers do not support a whole lot of different fonts. While some eReaders may offer a variety of different typefaces, the problem is that they are not standardized and are oftentimes not available on other devices.
Therefore, using these fonts will dramatically alter the way your book will look and flow on a different device.
To make matters worse, custom fonts are not universally supported by eReaders, making it impossible to, perhaps, use that one font you have always loved so much and used in your print layout of the book.
The first thing you need to understand when formatting eBooks is that they are completely different from print books. It is a different world altogether. The sooner you get away from the idea that your eBook should reflect the look and layout of your print book, the sooner you will get satisfying results.
Many of the layout possibilities you have in print design, such as text inserts, text boxes, tables, the ability to have page content rotated to fill the page in a landscape format, images with text flowing around them, a multitude of custom fonts, and others, are simply not feasible in eBooks for the most part.
Many of these features are available on the latest generation of eBook devices, particularly tablets like the iPad or Kindle Fire devices. The problem is that they represent only a small portion of the market, and if you want your book to sell, you cannot afford to single out a niche segment of the market like this. In fact, even if you wanted to, it is not even realistically possible, because site, for example, will sell your book to any Kindle owner, not just those who own a tablet.
If an eBook that has been formatted using all these newfangled fancy features suddenly ends up on a first-, second- or third-generation Kindle, the results are not only unpredictable, they are going to be abominable.
And I mean abominable. I doubt you would want to present your readers with garbled screens and have your name attached to it, and therefore it is always important to create a common denominator and build eBooks that uphold that denominator throughout the formatting process.
Our goal is to create eBooks that can be properly displayed on any device using any screen size! In order to achieve such a baseline, we need to be aware of the limitations that different eBook formats and devices present, but we also have to take into consideration a variety of quirks and firmware bugs that you will find in these devices.
This may sound trickier than it actually is, because in this book I will guide you, and safely steer you away from these potential pitfalls. Why you should not use a word processor When I visit message boards for authors on the Internet, I frequently come across the same question over and over again, followed by what is effectively the same advice over and again.
Sadly, in my opinion, the recommendations are all too often ill-advised and tend to create more problems in the tail-end than they solve. Someone suggests the procedure because it worked for them, wholly unaware that the process is richly flawed, and of the fact that their own eBooks resulting from said procedure are oftentimes riddled with problems. Not to mention that the way to get there frequently resembled a gauntlet of cumbersome obstacles and tests of patience.
Real advice, on the other hand gives you the opportunity to make an educated decision based on the evaluation of information.
So, allow me to give you a real piece of advice. Do not use a word processor as the source to create an eBook file from. I am not knocking word processors here. It is certainly possible, but at what cost? In life, the proper tools will always make your work easier, because tools are designed for a specific task. They will perform that particular task better than any other tool, and should therefore always be your first choice. You would never use a blender to mix waffle batter, yet that is exactly what many authors are doing when they try to export eBooks straight out of a word processor.
Word processors have been designed to enable writers. They are the replacement of the typewriter—in case you still remember those.
Their goal is to make it possible for people to write text as quickly, cleanly and efficiently as possible, allowing them to simply dump their thoughts onto a computerized sheet of paper and to edit it at a whim. That is the job of word processing software. Slowly at first, further making the writing flow more practical, it soon deteriorated into what software developers know as feature creep. It is a phenomenon that has cropped up across all branches of software development and describes the situation when features are continually being added to software without any real purpose, other than their own sake.
At the same time, these packages contain a smorgasbord of obscure features, many of which are actually helpful to writers but not very sexy to market.
Or did you know that your word processor probably contains a generator to create random text? Year upon year they have encroached upon what used to be known as the Desktop Publishing space. It started with simple WYSIWYG attempts, and today virtually all word processors in the market pretend to be able to do full page layout. Problems ranging from ridiculous sixteen linked-up text-box limits to erratic object handling, unpredictable text flow behavior and errors, make them pretenders in the truest sense of the word, rather than contenders.
I am rambling, I know, and I am certain you are wondering why I am telling you all this. The reason is simple. These days word processors try to do too much and obscure too much in the process with their glossy varnish—from the point of view of an eBook designer, that is. Word processors are almost by definition inept in enforcing text output that needs to be formatted for variable text flow—a feature crucial to a good eBook.
To illustrate the point, let me show you the following word processor screenshot.
As you can see we have three paragraphs of text here, each formatted with a first-line indentation and extra line spacing between each paragraph. Simple enough, right? The problem here is in the detail, however. The first paragraph created the indentation using a tabulation character, the one generated when you hit the TAB key on your computer keyboard, while the second paragraph achieved its indentation by inserting a series of white spaces—blanks.
The third paragraph on the other hand achieved the same goal by using a style formatting, telling the word processor to automatically indent the first line in every paragraph by a certain amount without requiring any typed characters. Three very different approaches to achieve the same thing.
And notice how all of them seem to look the same in the word processor. When they are directly exported to an eBook, however, the result becomes unpredictable because all three of these approaches generate different kinds of eBook paragraphs that may or may not look the same in the end.
Make a mental note, if you will, which approach you think is the best way to handle first-line indentation. We will talk about it in a bit more detail later on in the book.
Selling the Invisible: A Field Guide to Modern Marketing [ebook] by Harry Beckwith (epub/mobi)
This is but a small exploration of the problems inherent in that one little screenshot. If you look at the separation of paragraphs, you are actually seeing another ugly beast rearing its head when the time comes to create an eBook.
The first paragraph has been set apart from the second using an extra line feed character—inserted by pressing the Enter or Return key on the keyboard.
To set apart the third from the second paragraph, however, we have once again applied style formatting instead, which tells the software to automatically insert extra line spacing of a certain height after every paragraph.
Are you seeing what I am driving at, yet? Since each of these paragraphs has been created differently, there is a very real risk that each of them will look differently once you let the word processor export your text to an eBook. Since we cannot easily see existing formatting errors in the word processor, we are always teetering on the edge of hidden defects using this methodology.
While turning on the display of hidden characters—a feature most word processors feature—might help in some cases, it obfuscates the actual text to the point that it becomes unreadable and you lose all sense of flow and white space. I can recall every conversation I had, with an author, who said that they neither wanted nor intended to use DRM.
That's how rare that is. I've done uploading for some untold number. Know how many opted for the N?
Not one. Pretty much ALL of them. My clientele ranges from multi-million selling clients to the most unknown, and everybody in-between.
Clients that had some of the biggest publishing contracts, in history, and some that never will. I'd say that's a fairly representative sampling, wouldn't you???
Now, you can talk all you want about Baen, Tor, etc. You can hate DRM if you wish. You can argue that because those two exist, that somehow, all authors everywhere have given up on DRM, or that they don't even know where to click to enable it, you seem not to hold their intellectual capacity in very high regard Quote: Originally Posted by darryl Hitch. Very interesting post.
I wasn't aware that such a high percentage of authors want DRM. I presume that statistic comes from your own experience in business?
Yes, see above, Darryl. Quote: I don't disagree with your comments about casual copying and the purpose of DRM. Though the problem, of course, is that removing DRM is not limited only to the technically sophisticated or to the sort of people who visit this site. It is truly just a quick search away, and so-called "digital natives" are pretty good at searching for just about anything they want. I'm not saying that it is remotely hard. site has just, of course, made it quite a bit harder, but, sure.
But I think that I can also say that of the thousands of authors that I've dealt with and hundreds of publishers, you guys think that MRers, and other somewhat tecchie folks are "normal. I would have thought like you, prior to starting my biz, and since so doing a decade now , I've been shocked to realize that the average person is not remotely tech savvy. Not ONE. Most of my clients don't know what "downloading" actually means, or how to do it--they think it's clicking a Word file or jpeg, in an email.
Most don't know where their "downloads" folder is, and on and on and on. Our publisher clients--businesses, some of whom you've heard of--don't, either. You guys assume and project. You assume and project that the "average person" will do this or that.
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That they know what you do, or half of what you do, etc. I'm here to tell you that the "average person" doesn't. Think I'm lying?Irene Sanders. Francis Herreshoff [P. Under free market capitalism, the idea is that a rising tide lifts all boats. Are you sure you want to Yes No. F] Marcel Wanders: F] Audio Engineering F] Crystal Reports Invisible Life has been hailed as one of the most thought-provoking books--since James Baldwin's Another Country Richmond Voice , and Harris's stories have become the toast of bookstores, reading groups, men, women, and gay and straight people Atlanta Journal-Constitution.
The majority of eBook formats that are in use today are nothing more than a packaged collection of HTML files. Politicians can write legislation that can destroy corporations or help them prosper.
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