A Publisher With Dreams… And a Pile of Problems

When a leading Indian book publisher (let’s call them “the Publisher”) approached Shizzy, they weren’t struggling with just one issue — they were tangled in a web of disconnected systems, outdated marketing, and underwhelming performance. It was the kind of chaos where even good intentions get buried under daily firefighting.

They had a noble mission — to give authors a platform to publish their work — but their brand lacked presence, their ads lacked punch, and their internal operations resembled a vintage steam engine in a bullet train world.

The Publisher was relying on spreadsheets for everything from lead management to campaign performance tracking. Social media was poorly managed, creatives were of low quality, and their ad comments were filled with suspicion: “Is this genuine?” “Is this a scam?” “Do they really publish books?”

For Shizzy, this wasn’t just another client — this was a challenge worthy of transformation.

Strategic Diagnosis — Marketing is Broken, But So is the Engine

We knew a one-dimensional fix wouldn’t work. So, we crafted a two-pronged transformation approach:

Dimension 1: External Impact — Rebuilding marketing, branding, lead generation, and funnel performance.
Dimension 2: Internal Stability — Fixing the Publisher’s workflows, tools, systems, sales processes, and service structure.

Our goal? Not just more leads — but better leads, better processes, higher conversion, and long-term profitability.

Reimagining Marketing From the Ground Up

We started with their Facebook Ads. And oh boy — there was a lot to fix. From flat copy to clumsy designs, everything screamed “DIY.”

We reimagined the creative language:

From: “Publish Your Book with ISBN”
To: “Publish your book with a trusted publisher.” “Earn lifetime royalty.” “Books can be your passive income.” “2000+ books published. 3000+ authors served.”

We tested images. We tested videos. We diversified messaging across pain points and aspirations.

We also ran experiments on Google Ads and LinkedIn Ads. The data was clear: Facebook and Instagram were outperforming everything else — in cost, in lead quality, and in conversions.

So we shifted the entire ad budget to Meta, and the impact was instant.

Before long, the suspicious comments stopped. The trust questions vanished. The creatives now exuded credibility. Our ad comment sections became proof of trust, not doubt.

Cost Down, Quality Up

With sharper campaigns, we saw a sharp drop in CPL (Cost Per Lead). Within months, we achieved a 40% reduction.

But we weren’t chasing quantity — we were chasing validity. So, we created a 3-day follow-up process to evaluate leads. Our metric?

“Is this lead real, relevant, and reachable — regardless of whether they convert immediately?”

Earlier, only 40–50% of leads were valid. Under Shizzy’s system, 75–80% leads turned out to be valid.

This wasn’t just lead generation. This was lead elevation.

The Funnel Gets a Heart — Welcome to Nurturing

The Publisher’s original funnel was a straight road that ended in a dead-end.

Day 1: Call lead
Day 2: Try again
Day 3: Drop it

That’s not a funnel. That’s a funnel with holes.

We built an end-to-end nurturing system:

Email drip sequences
WhatsApp campaigns
Re-engagement messages every 3 months
Storytelling emails with testimonials, book showcases, and benefits

And the results?

Email replies improved.
WhatsApp messages became conversion triggers — especially for weekend campaigns.

If an author didn’t publish on Day 3, they might do it on Day 30 — because we stayed in touch, we built trust, and we educated.

The Tech Rebuild — Website, Dashboard, Store

We knew that scaling without structure is like pouring water in a leaking bucket.

So we fixed the digital base:

Revamped the website: clean UI, faster load, stronger CTAs
Upgraded the author dashboard: authors could now view book stats and royalty in real-time
Built a custom lead management system: designed exclusively for the Publisher’s sales workflows

This was followed by one of our boldest recommendations: Launch your own online bookstore.

Why keep paying 30% to Amazon and Flipkart when you can control the shelf?

They followed through. Today, that store:

Drives 30% of their total sales
Saves 30% in commission fees
Builds brand recall directly with readers

Training the Human Engine — The Sales Team

Sales tools are great. But if the people using them don’t evolve, the results won’t either.

So we created a Sales Enablement Program:

Every 15 days, a new learning document sent to all sales managers
Topics: Publishing industry trends, how to pitch better, author psychology, objections handling

The result? Sales conversations became smarter. Authors felt heard. Sales managers became trusted consultants — not just callers with packages.

Product Restructuring — Simplicity Sells

Too many offerings confuse customers.

So we simplified everything into two categories:

Publishing Packages
Publishing + Marketing Packages

Now, authors didn’t need to decode anything — they just needed to choose.

And then came the power move: Add-On Services:

eBook publishing
Audiobook narration
Ghostwriting
Copyright assistance
Typing & translation

Today, these services account for 30% of the Publisher’s total revenue.

Revenue, Results, and ROI

Let’s talk money:

Lead Cost: ↓ 40%
Valid Leads: ↑ from 50% → 80%
Conversion Rate: ↑ from 1.8% → 5.5–6%
Average revenue per customer: ↑ from ₹11,500 → ₹19,500

The impact wasn’t just in numbers. It was visible in perception, reputation, and performance.

The New Dawn — From Survival to Scale

When we began, the Publisher was barely surviving.

Two years later:

They are profitable every single day
Their own store drives a third of sales
Their systems are structured
Their lead nurturing is automatic
Their authors are happy

And the ultimate proof? They recently raised ₹3 crore in funding — at a strong valuation — thanks to their clean books, consistent cash flow, and clear vision.

If You’ve Got the Fire, We’ll Build You a Furnace

At Shizzy, we don’t just run campaigns. We don’t just write copies. We build growth systems that take businesses from “barely breaking even” to “booked till next quarter.”

If you’re building something real but messy — we’re your clean-up crew with a vision.

Let’s make your next chapter legendary.