How to Use Books as a Marketing Tool

If your business works with newcomers to Canada, the new book "Jobs for New Canadians" can help you make more sales.

Toronto, August 21, 2003: A writer from Russia Serguei Dratchev has used his 6 years experience as a landed immigrant in Canada to write & self-publish a 107-page book called "Jobs for New Canadians."

The book profiles entry-level jobs that are open to newcomers without Canadian experience. Dratchev positions his book as a premium for businesses working with newcomers to Canada.

According to Dratchev, the following categories of businesses can use the book "Jobs for New Canadians" for sales promotions, premiums, or fund-raisers:

- Banks & credit unions
- Car dealers
- Churches (for fund-raising)
- ESL schools
- Immigration consultants
- Non-profit associations (for fund-raising)
- Real estate brokers
- Any other organizations working with newcomers to Canada

Dratchev offers these suggestions on when to use the book "Jobs for New Canadians" effectively as a premium.

- as a thank you gift for a sales appointment
- to announce a new product and entice people to come into your store (e.g. car dealers can give it away to prospects who stop by to test-drive a new model)
- trade shows: give them away to people visiting your booth
- to entice referral business
- to solicit donations ("...With a gift of $20 or more, we'll send you a copy of the book")
- as a value-added bonus with your product or service
- to reward new clients (as a gift after opening an account)
- as a direct mail piece to potential customers
- at X-mas and the year-end ¨C instead of calendars
- as a reward for taking a survey, or entering a drawing

When purchased in bulk quantities, the books will be customized with:

- a company logo on the front cover
- or: the words "Compliments of "the firm name, and business address"
- Information sheet about the products/services in the back of the book
- order form

For individual purchases, the price of the book is $19.95 plus shipping. Quantity discounts are available for premium use. All inquiries should be addressed to Serguei Dratchev, P.O. Box 18524, RPO Richview, Etobicoke ON M9R 4C8, Canada.

Question: What is a premium?
Dratchev: A premium is a product (in this case, a book, or booklet) that you give away or sell at a discount to promote your business. The topic of the book/booklet should closely match the products or services that your company offers.

Question: Can you show examples of how various companies used books as premiums?
Dratchev:
- A credit union used a booklet about smart car buying to promote its car loan program
- A mattress manufacturer used a booklet about sleep disorder prevention to promote its new line of mattresses
- A church used a credit repair booklet as a gift to entice fund-raising
- A marketing consultant used a marketing tips booklet to generate leads
- A car dealer used a booklet about maintaining cars to get people come to the dealership & test-drive a new model
- A training company used booklets about how to choose stocks to promote its stock trading courses

Question: what are the benefits of using books as premiums?
Dratchev:
- You can customize the covers & include your company promotional message and/or order form.
- Books that offer useful information have a higher perceived value than other promotion items.
- Information books and booklets are not expensive. Considerable quantity discounts are usually for bulk purchases.

Question: What jobs does the book "Jobs for New Canadians" profile?
Dratchev: The book "Jobs for New Canadians" describes Top 10 job opportunities open to outsiders who do not have previous experience. Top Ten list (in alphabetical order) includes:

- advertising agent
- cab driver
- computer technician
- financial services agent
- paper-mart owner
- real estate agent
- sales associate
- tax return preparer
- tow truck driver
- truck driver

"I know how hard it is for newcomers to find jobs in their own field," says Dratchev, who since coming to Canada in 1997 has worked as translator, life insurance agent, advertising agent, retail salesman, driver, RRSP administrator, call centre rep, and freelance writer. "I wrote this book to help new immigrants like myself make money while searching for their real job."

"To give you an example," says Dratchev. "I have a friend, who graduated from a university in his own country with a diploma in graphic design. He worked in the industry for almost 6 years. When he came to Canada, it took him a year to find a job, and he had to work free for 2 months before the company agreed to hire him at $24,000 a year. If this guy read my book, maybe he would be willing to change careers¡­ For example, a tow truck driver ¨C one of the entry level jobs described in my book - can make almost $1,000 a week in Toronto."

Among other things, the readers of the book "Jobs for New Canadians" will learn:

- Why companies always look for people to work in outside sales
- How much does it cost to get a life insurance license
- Why you should under no circumstances believe the ads you read about opportunities in courier companies
- How long do you have to stay in the business to sell $100,000 of life insurance per year
- What's the best department to work for in a retail home electronics store
- Why you should stay away from temp agencies, if you can afford it
- A simple question that will help you choose your calling
- Two major problems people run into when they try to become tractor-trailer drivers
- Which newspaper lists most driving jobs
- What is the 747 rule
- How much it costs to get the tow truck driver license
- What to do if you want to be a cab driver but can't afford to wait the 2 years till the next training seminar
- How a job in sales can almost guarantee you a free car
- How much money sales people make selling cell phones, TVs and cars
- What real estate companies are prepared to offer you free training, leads and coaching if you agree to become a real estate agent
- How much money will you make as a realtor selling a $3,000,000 home
- Why banks are the best employers for financial advisors
- How you can get into free training with a major bank and become a "personal banking officer"
- What is the biggest asset you already have that will help you start a career as an adverting agent
- The best free way to market your services as an independent computer technician
- All you need to know to get into tax return preparation business
- A "paperwork mini-mart" can earn you up to $100,000 a year
- How to get a job with Canadian Pacific Railway
- How much money can you make as a city bus driver
- How selling plain water can be a lucrative part-time job
- A best part-time job for stay-at-home moms (free training included)

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