Paul Colarusso is the associate marketing director for adult trade at ABRAMS. Previously, he worked for seven years at the Aperture Foundation in marketing and sales. Paul graduated from New York University with a degree in journalism and economics.
Paul is also a speaker at DBW 2017, where he will discuss how effective book copy can increase a publisher’s sales.
We spoke to Paul about his session, as well as what the biggest trends in book marketing are and what areas publishers should focus on.
In your view, what are the most important elements of a book marketing campaign today?
The author’s platform and support makes a big difference these days, especially with the types of books ABRAMS publishes. The Internet and social media allow authors to connect with their audiences directly like never before, and it can be a very powerful marketing tool. Working with the authors on best practices and how to best leverage their power has become a major focus in a book’s marketing campaign.
What areas within marketing should publishers be investing their resources in more than they currently are?
Metadata! This is an area where most publishers do the “bare minimum,” which is perfectly effective. However, investing time (more than money, actually) in enhancing metadata can take it to the next level in ways I don’t think most publishers anticipate.
Are there any new trends in book marketing right now that you believe are here to stay?
Social media. I realize this isn’t a “new” trend, but I think in the grand timeline of the publishing industry, it is.
You’re part of a session at DBW 2017 called “Remaking the Copywriting Process and the Shift from B2B to B2C.” Can you tell us a little bit about what you’ll be discussing?
Descriptive copy doesn’t just live in a trade catalog anymore; it’s fed out everywhere. Here at ABRAMS our copy wasn’t very “consumer-facing” and so we spent a long time researching and developing a process that would make our copy not only read better, but “work harder.” We’ll be discussing what exactly that means and how we’re doing it.
What made you want to be a part of DBW 2017?
The digital world is such an important piece of what we do, and I think it’s important to stay out in front of new trends, ideas and tools to better market and sell books.
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