Shugart on Publishing
The Publishing Business
Getting your material published is the easiest part of the process. The real challenge is getting it into the hands of readers. Your marketing and promotion projects must be incessant.
As the saying goes, "a book is judged by its cover." Nowhere is this more evident than in the retail book trade. Your book must have a convincing look that instantly reflects its contents.
Communication is the bottom line when it comes to promoting your company. Your company publications whether they're internal or external must reflect at all times both a philosophy and an image that's a clear statement of your company identity and philosophy.