Banting Akal, Penulis Pantang Hilang Akal

Buku Premium Jual MahalSangat mengusik pertanyaan NLP ini: apa beda yang membedakan?

Di sebuah gudang penerbit, pekan ini, digelar obral buku. Semua lima ribu. Kabarnya begitu. Saya tak mendekat, juga tak mencari tahu.

Pernah memimpin penerbitan, dan punya penerbit sendiri, serta lebih-lebih sebagai penulis, ada rasa berbeda dengan gelaran obral itu. Buku saya pernah dibegitukan: banting harga serendah-rendahnya.

Untuk judul yang pernah bertengger di zona laris toko buku, buku diobral tak jadi soal. Anggap saja bonus untuk penerbit–ya, royalti penulis tak berlaku ketika buku diobral.

Bagaimana dengan buku yang belum pernah laku? Adakah? Banyak! Entah salah tema dan judul, keliru harga, atau meleset waktu edar, banyak buku yang langsung terpelanting masuk gudang. Sesekali ditawarkan di pameran buku dengan potongan harga. Masih juga nggak laku, obral jalan terakhirnya.

Ups, belum terakhir. Jika diobral masih juga diogahi pembeli, buku dijual kiloan. Tentu harganya lebih rendah dari kertas kosong.

Tak mau begitu, saya bereksperimen: terbitkan sendiri, jual sendiri, tentukan harga sendiri. Buku “7 Steps of Writing Coaching” jadi media pembuktian: penulis punya otoritas, penerbit punya akal. Pemasaran itu pengendalian pasar, bukan pembeoan pasar.

Sedari awal, buku saya jual 3 kali lebih mahal dari harga pasar. Percaya diri saja. Bahwa buku saya layak dihargai mahal, dan bahwa pasti ada pembeli yang menghargai mahal. Dan benar! Ditambah dengan teknik “anti-pemasaran”, banyak yang mau beli dan saya tolak karena saya tidak melihat kesungguhan pembeli membutuhkan buku saya.

Saya jualan ide, bukan jualan barang cetakan. Maka, sejak 1 September lalu, harga buku yang sudah setahun beredar itu saya naikkan lagi 3 kali lebih mahal. Dan tetap ada yang beli.

Memang, jumlah pembelinya sedikit. Namun, tahu benar siapa yang beli itu jauh lebih membahagiakan daripada antrean pembeli anonim.

Lewat ini saya belajar. Berani menulis mestinya berani meyakinkan pembaca bahwa tulisannya layak dibaca. Tanpa itu, harga buku kalah dengan sepotong daging ayam tiren.

Harga tanah saja naik masa harga buku nyungsep ke tanah!


CoachWriter |

#Book #buku #bukumahal #bukuobral #diskon


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