Monthly Archives: December 2010

Between the Sheets: The Silver Lining by Cheryl L. Bernard and Guy H. Scholz

If you wish to live, play and perform at your peak, then buy this inspirational book by Olympic silver medalist, Cheryl L. Bernard, and bestselling author, Guy H. Scholz at!
Go back in time and reminisce with top athletes about the 2010 Winter Olympics as they share their poignant moments and memories in a host of pictures and heartwarming stories.

Adobe eBook ISBN: 978-0-9867632-0-5
Paperback ISBN: 978-0-9867632-1-2
Copyright 2011 Cheryl L. Bernard and Guy H. Scholz
All Rights Reserved
To purchase a copy of this book in either paperback or eBook format, please visit PPG’s Online Bookstore at:

How can the secrets and strategies of great curling champions be learned and taught? Is there more to their success than technique? Olympic silver medalist, Cheryl Bernard, teams up with curler and bestselling author, Guy Scholz to uncover the keys to success both on and off the ice. Concentrating on the mental and motivational aspects of the sport, Between the Sheets spotlights the importance of team dynamics, mental attitude, coaching, practicing and more. Meet the members of Team Bernard and read their inspiring stories about dedication, perspective, teamwork and triumph. Drawing on strategies, experiences and wisdom from legendary curlers and athletes, Between the Sheets will help you live, play and perform at your peak.
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Click here to view the official media release for this book!
After taking home a silver medal in her home country at the 2010 Winter Olympics in Vancouver, BC, Cheryl L. Bernard is proud to present her latest sports psychology book titled Between the Sheets: The Silver Lining (updated from the first edition titled Between the Sheets: Creating Curling Champions, published in 2005). The newest edition of this inspirational book combines poignant stories and pictures from Team Bernard’s emotional experience at both the Trials and the Olympics with valuable information about the mental, technical, and motivational aspects of this compelling team sport.
Cheryl will be discussing her upcoming sports psychology book at the following high-profile curling events in January 2011:
– Continental Cup of Curling, January 13 to 16, 2011, St Albert, AB
– Casino Rama Skins Tournament – TSN, January 22, 2011, Rama, ON
– Alberta Women’s Provincial Championships, January 25 to 29, 2011, Camrose, AB
Three official book launches (signings) for Between the Sheets: The Silver Lining will be held in February 2011 at the following Chapters/Indigo locations:
– Chapters Dalhousie: 5005 Dalhousie Drive NW, Calgary, AB, 1:30 PM to 4:30 PM, Saturday, February 5, 2011
– Indigo Signal Hill: 5570 Signal Hill Centre SW, Calgary, AB, 6:30 PM to 8:30 PM, Friday, February 11, 2011
– Chapters Robson & Howe: 788 Robson Street, Vancouver, BC, 3:00 PM to 5:00 PM, Saturday, February 12, 2011
Drop by any of these bookstores on any of these dates to purchase your author-signed copy of Between the Sheets: The Silver Lining and view Cheryl’s Olympic silver medal up close!  

PPG is a Canadian book publisher dedicated to serving Canadian authors. Visit our 
book publishing website to learn how you can publish your book today.

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Merry Christmas and Happy New Year from PPG!

It seems like just yesterday I was writing last year’s holiday message. Hard to believe it’s that time of year again so soon!
Like many others, I’ll be enjoying the company of friends and family while we celebrate Christmas this weekend. I’d like to take this opportunity to wish everyone Happy Holidays and a prosperous New Year. For those who are traveling to visit with friends and family members, I hope you arrive and return safely.
Not only am I looking forward to a brilliant 2011, but I’m also looking very forward to an exciting book announcement we’ll be making next Monday, December 27th! Keep watching our site for details! (Only four more sleeps!)
Warm regards,
Kim S.
PPG is a Canadian book publisher dedicated to serving Canadian authors. Visit our book publishing website to learn how you can publish your book today. 

Sell the Benefits of Your Book–Not the Features

Customers don’t buy books so much because they want a book. They buy books because they want a solution of some kind. Marketing campaigns that focus on selling the features of a book ahead of the benefits make the incorrect assumption that their readers will automatically understand why they should buy it. Proper communication of the benefits is crucial in order to make a sale.


Here’s a Common Example of the Difference Between Features and Benefits:


This line tries to sell the “features” of a new pair of gloves: “Buy our waterproof, breathable, soft-shell work gloves today!


This line sells the “benefits” of those features: “Keep your hands warm and dry while maintaining ease of movement during your entire outdoor work day!


The first advertisement focuses only on the features of those gloves and assumes potential customers will understand how a “waterproof, breathable, soft shell” can benefit them. But what if those customers have just moved to Canada from a tropical island, and they have yet to experience a humid, winter climate? What if they haven’t worn gloves to do outside handiwork before now? How will they understand the true benefits of these particular features unless you spell it out to them ahead of time? Those customers may not realize it yet, but they aren’t just buying a pair of gloves … what they’re buying is the ability to do their job outdoors as comfortably and easily as possible.


Here’s a Non-Fiction eBook-related Example:


This line tries to sell the “features” of a new eBook cookbook collection: “Our new eBook cookbook collection contains a wide variety of favourite family recipes for busy moms!


This line sells the “benefits” of those features: “Now busy moms can enjoy peace of mind and some extra spare time with this vast collection of favourite family recipes all stored together in one compact, easy-to-find place!


What busy mom couldn’t use some peace of mind and extra spare time? And wouldn’t it be nice to have all her favourite family recipes quickly accessible to her in a sleek, new digital eBook format rather than having to search through several tattered, old cookbooks to find what she’s looking for?


When you’re thinking of ways to sell your cookbook, remember your customers aren’t just buying recipes from you … what they’re buying is the ability to care for their families (and themselves) in as easy a way as possible. On that note, some readers may not recognize the true benefit of buying an eBook ahead of a paperback in this situation unless it is spelled out for them. I’d also be willing to bet a busy mom would pay a good dime for the convenience (value) of having all her recipes together in one searchable eBook file, so this is a prime example of a time when authors can definitely set their retail price a bit higher. ($45 for one eBook cookbook that replaces over $350 worth of tattered, old cookbooks? Fair deal? I think so!)


Here’s a Fiction Paperback-related Example:


This line tries to sell the “features” of a new paperback fantasy novel for adults: “This new paperback fantasy novel contains over 250 pages of action and adventure as Harold The Great treks through the magical world of Myth.


This line sells the “benefits” of those features: “Curl up on your couch with the quiet comfort of this paperback fantasy novel tonight. Escape from reality into Harold The Great’s magical world of Myth … and feel all your stresses melt away.

Some people still love the way a good paperback novel feels in their hands, and they’ll buy one over an eBook any day. Grab their attention in your benefit statement. Appeal to their emotions by reminding them why they love to read paperback fantasy novels so much.


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It’s important to take some time to design a marketing strategy that focuses around who your customers are, what needs they have, and how your book can meet those needs. Writing down a list of your book’s features is helpful in the sense that it can provide you with a good starting place. But don’t stop at the features. Dig a little deeper to determine the benefits of those features to your readers. That extra time and effort can make a world of difference to your sales.

PPG is a Canadian book publisher dedicated to serving Canadian authors. Visit our book publishing website to learn how you can publish your book today. 

How to Sell Based on Value, Not Price

This blog entry could also be called “When to Sell Based on Value, Not Price” because there is an appropriate time and place for both types of marketing. It all depends on the target market you’re after, as discussed in my earlier blog entry titled How to Price an eBook. Here are a few examples, in various contexts, that I hope will help to illustrate this point more clearly…
The Food Industry:
Sometimes, when people go out for dinner, they just want a fast, cheap hamburger at a fast-food restaurant … they’re in a rush, they’re hungry, they’re craving beef, and they just want something on the go that doesn’t cost too much. Other times, those same people want to go out for dinner and enjoy a gourmet hamburger. It’s all beef, right? So why would anyone be willing to pay more for one burger than the other? It’s because sometimes they value better service and a more relaxed, enjoyable dining experience at a higher-priced restaurant. Also, that gourmet burger was prepared by a professional chef who has years of experience preparing delicious food, and that commands a higher price.
On that note, if you went out to a high-priced restaurant, expecting to purchase a gourmet burger, and that burger was priced the same as a fast-food burger … would you not question the quality of that burger?
Case in point: if you say what you’re selling is valuable, and you wish to position yourself as an expert in your field, then whatever you’re selling—whether it’s a burger or an eBook—should be priced to reflect that. The price should be consistent with the message you are trying to send; otherwise, people will question it and probably purchase elsewhere.
The Moving Industry:
You are the Director of Records Management at a large corporation that has recently acquired another company. Your job is to hire a professional mover to transfer all the newly-acquired confidential files from their current location to your offices downtown. You publish a Call for Tenders in your local newspaper to see what offers come in.
One offer comes in from a local moving company that positions itself as always having the best price. Other than that, all it has to offer is a free estimate, guaranteed delivery date, and both local and long distance relocations for businesses and/or residential clients.
A second offer comes in that is more than triple the price offered by the standard moving company. This mover positions itself as a leader in the records management industry with over 60 years’ experience in moving confidential files for all types and sizes of business clients. The primary mandate is to protect the confidentiality and integrity of every client’s files. Every employee who works for this company must undergo and pass a criminal check, plus they are all put through a rigorous training program to ensure they have a strong understanding of records management, retention, and classification schedules before they are ever allowed to touch a client’s information. Files moves can be managed in whatever way best suits the client (i.e. if it is important for the client to still be able to access these files at all times throughout the move, this can be arranged). And, finally, this mover will not only move all the records, but it will also do a file conversion at the same time so all the files from the old company are labeled in the same way files are labeled at the new company, ensuring continuity in all the information, making it easier and more efficient for employees to find it when they need it.
As the Director of Records Management at a large corporation who values confidentiality, efficiency, and continuity of information above all else, which of these movers would you be most likely to choose? (I don’t think I have to tell you this client went with the second, higher-priced mover.)
Sometimes price is the most important thing in the moving industry. But sometimes value is more important. It depends on the type of move being done. As with every other industry, it is important to know your customer before you set your price, and then make sure your marketing is consistent with that price. This will ensure you make the sale.
The Book Industry:
An aspiring author wants to self-publish an eBook and sell enough copies to make a profit. He decides to buy an eBook written by someone else on the topic to educate himself about the industry.
The first eBook he comes across costs only $5. It is titled How to Publish an eBook. He scrolls through the first couple of pages to review the content of the book and notices quite a few typos riddled throughout. The primary message of this book is that it’s easy to publish an eBook quickly and cheaply, and there’s no need to invest in a professional copy editor, designer, or proofreader to help produce it.
The second eBook he comes across costs $20, and it is titled How to Publish a Bestselling eBook. He scrolls through the first couple of pages to review the content of the book and notices how much more polished and professional this book appears. He notices, in the author bio, that this book was written by a professional writer who has over 15 years’ experience in sales, marketing, and book publishing. There is also a whole section in this book that discusses various ways to market and sell eBooks to customers.
Which book is this aspiring author going to buy? Keeping in mind that his primary goal is not only to publish an eBook but to sell enough copies to earn a decent profit, he will most likely go with the second, more expensive one. In this case, value is more important than price.
These are just three examples of times when value might be more important to a customer than price. There are many more examples … as I’m sure there are many more examples of times when price takes the lead. The point here is that it’s important to evaluate your customers—to understand what they value most—before determining how you will market your product or service to them. And once you’ve determined what your marketing strategy will be, then it is important to set your price to match that strategy. Consistency is key in this area if you wish to have success and make any sales.

PPG is a Canadian book publisher dedicated to serving Canadian authors. Visit our book publishing website
to learn how you can publish your book today.

How to Price an eBook

Many authors make the premature assumption that all customers buy eBooks based on price rather than value, even before they’ve done a thoughtful evaluation of their target market. Who is buying the book? Why are they buying the book? Will the content of this book help them to improve their finances—or their lives—in some measurable way? These are all very important questions to ask before deciding on the price of any book, whether it’s a paperback or an eBook. Production costs are only a small part of this equation.
There are two schools of thought when it comes to pricing out an eBook (or any book, for that matter):
1. Some customers buy based on price
– they spent money on an eBook reader so they could save money on books
2. Some customers buy based on value
– they bought an eBook reader for the convenience (value) of having all their books in one place (i.e. so they don’t have to cart around lots of heavy books)
– they see value in the content of the book (i.e. it contains information and/or instructions that can help them to earn more money or better themselves/their lives in some measurable way) 
– they see the value in going paperless to help save trees
– they see the value in having the latest technology in their hands before anyone else has it (these people will always pay more to stay one step ahead of others)
These are just a few of the reasons why people may buy an eBook reader and/or an eBook. There are probably many more. Robert Plank provides a wonderful example of a time when value is definitely more important to a customer than price in his online article titled Sell Based on Value, Not Price:

“Let’s say you went to the store and saw two parachutes, side by side… one looks okay and costs 50 bucks. The parachute next to it looks HALF as good and costs 25 dollars. Which one do you choose?
The ‘regular’ $50 one, right?
Then you notice there’s also a 100 dollar parachute on the shelf. It comes with an extra emergency backup chute, a checklist for what you should check for before jumping out of an airplane, and a DVD with skydiving tutorials. You also get one free skydiving lesson included… and one free issue of ‘Skydiving Magazine.’ (Ok I’ll admit, I’ve taken this analogy way too far.)
NOW which parachute would you go for… the regular one or the fancy one?
You might be able to get by with the regular parachute, but you’d feel a lot better if you had that checklist, the DVD, the magazine, and the lesson.
People will pay more for handholding. Don’t try to sell the smallest amount for the lowest price, try to sell the most USEFUL stuff for the highest price.”
Do you see? While price is a consideration for some people in some situations, oftentimes customers buy based on perceived value first. (If value weren’t more important to some people than price, we wouldn’t see any BMWs on the road, would we?) 
As an author, it is important for you to evaluate your customers—and the value of your book’s content to those customers—before determining your eBook’s final retail price per unit. Market to them. Price your eBook based on who your customers are, why they buy, what they appreciate most (i.e. price or value)—not based simply on production costs or other authors’ prices. Remember, those other authors may be selling to an entirely different market than you.
PPG is a Canadian book publisher dedicated to serving Canadian authors. Visit our book publishing website to learn how you can publish your book today.