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Online Book Publishing: Print-on-demand Will Double Your Sales
By Shaun Fawcett
Copyright © Shaun R. Fawcett

This is another in my series of articles that explain the Online Publishing Model and how small-time authors and/or self-publishers can use the OPM as a more lucrative alternative to the often archaic and dysfunctional traditional publishing model. In short, using the OPM you'll make more sales and you’ll net more profits, faster.

Typically, you will create your book/ebook in a source word processing program such as MS-Word or WordPerfect. Once you have converted it into PDF format you’ll be ready to start selling it via the three primary channels that make up the Online Publishing Model: 1. Sales-Mini-Sites, 2. Digital Download Distributors, 3. Print-On-Demand (POD) Distributors.

This article explains Channel 3, Print-On-Demand (POD) distribution.

I have to tell you that I was already pretty darn excited when I found out about Channel 2 of the OPM, the digital fulfillment channel. However, when I found out about how I could ALSO take advantage of Channel 3, the print-on-demand channel I was ecstatic!

POD FULFILLMENT: DEFINITION
It's important that you understand exactly what I'm talking about when I use the term "POD fulfillment", as opposed to "digital fulfillment" which I explained in another article that I have written about the OPM.

Print-on-demand (POD) fulfillment refers to when your is delivered to the customer strictly in printed paper form as a standard book. With POD, when a single order (or low volume order) for your is placed, just that small quantity is printed, bound, and drop-shipped directly to the customer by your POD fulfillment company. Hence the term, print-on-demand, or POD as it is widely referred to..

A typical example of POD fulfillment in action would be when you provide your POD electronic files to a digital fulfillment company that distributes POD books to booksellers like amazon.com and Barnes&Noble.com, for example. Such booksellers would then offer your paperback POD to those of its customers who prefer a standard printed version of your book.

POD FULFILLMENT: A REAL-LIFE EXAMPLE
For a real-life example of this, take a look at my Instant Recommendation Letter Kit which is listed at amazon.com. To do this, go to the amazon.com Web site.

Do a "book search" on the phrase "recommendation letter". Instant Recommendation Letter Kit will show up in the first few search results (usually number one or two). Click on the title to the right of the cover and it will take you to the details page. Look immediately below the cover and you will see the heading "Other Editions". The link there will say "paperback" or "digital download", depending on which version you are currently looking at.

The point here is that, via amazon.com customers can ALSO order the paperback version of that if they prefer it to the digital version.

Once the customer places their order online, the amazon.com electronic ordering system immediately sends an electronic order to my POD distribution company which instantly begins their internal print-on-demand process to produce ONE single copy of my paperback version for direct drop-shipping to the paying customer's address.

This sure beats paying to print and store into inventory, 1,000 or 2,000 copies, or more, up-front doesn't it!

WHY CHOOSE POD FULFILLMENT?
As explained above, when people order a print-on-demand they get a real hard copy paperback that they can hold in their hands.

But why choose to produce a POD version when you already offer an ebook version? This is a good and logical question.

The main answer is this: an ebook is NOT a perfect substitute for a printed book.

This becomes particularly clear when marketing the two products through an online bookseller like amazon.com. It turns out that even when amazon offers a 30% discount on the digital download ebook version, about 50%

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