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Episode 7, How Not to Run an Online Bookstore: The Branding Workshop

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With Writing Show host, Paula Berinstein

DOWNLOAD AND LISTEN TO “HOW NOT TO RUN AN ONLINE BOOKSTORE, EPISODE 7? MP3 HERE

VIEW A TRANSCRIPT OF “HOW NOT TO RUN AN ONLINE BOOKSTORE, EPISODE 7? HERE

 

In 2003, Paula Berinstein and her husband did a really stupid thing: they started an online bookstore. In 2004, humiliated and a great deal poorer (but wiser), they closed it.

In episode 7 of “How Not to Run an Online Bookstore,” Paula talks about the crazy branding workshop she thought might help save her business, including:

  • How she ended up going to the workshop in the first place
  • Why branding is important
  • What sorts of people attended, and why she had trouble talking to them
  • What she found helpful about the workshop, and what almost made her run screaming
  • What she discovered about herself at the workshop
  • What her final branding statement looked like
  • What was helpful about the experience, and what ultimately didn’t matter.

Join Paula for this multi-part series that will be aired a little at a time. And for heaven’s sake, don’t do what she did!

Interviewee: Paula Berinstein
Host: Paula B
Date: December 25, 2006
Running time: 17:30 minutes
File size: 17 megabytes
Rating: G

DOWNLOAD AND LISTEN TO “HOW NOT TO RUN AN ONLINE BOOKSTORE, EPISODE 7? MP3 HERE

2 Responses to “Podcast: Episode 7, How Not to Run an Online Bookstore: The Branding Workshop”

  1. JTennant Says:

    Paula, it’s been so much fun listening to every episode of your adventures in online bookselling. I agree with your assessment that’s it’s a hopeless project, what with Amazon.com and others, but you had quite the experience and it’s generous of you to share it with your listeners. Are there more episodes to come?
    Jean

  2. Administrator Says:

    You betcha, Jean. I’m not sure what I’m going to talk about yet, but yes, there will be at least one and possibly more.

    You will be pleased to know that the 3-year lease we took out on our office is up in two days. Fortunately, we sublet it for more than a year and a half of that time. That was one of the bright spots in the whole sorry experience. We might have lost even more money!

    Paula