WE CAN SHOW YOU HOW TO SELL YOUR BOOK
It Takes Just a Little Time And Your Energy
If you print with us, or if we design, print and help you with ISBN numbers, registration with Baker & Taylor, Amazon and the others, then we offer this service
at no cost to you. We will also build you a web page for inclusion in our site. If you have a web site template and would like it built for your own web site
(often offered by ISPs), then we offer a free service for that, too.
Our efforts at marketing books have always proved successful for our own books and for those of some of our clients. The book shown at the end of this
page was produced for Scott Leysath in its entirety. We designed it, printed it and did the initial marketing (for a fee) for it. If we do the marketing
we charge a fair fee, generally to cover our time and costs. We have experienced PR people here who can write you great news releases and either submit them
for you
or provide them to you for you to submit directly.
We list below what we have learned through our efforts in the past (since 1965) that have succeeded.
The Look Of Your Book — A Professional Presentation Is Necessary
It's important to have an appealing cover and a spine that can be read from about six to eight feet away. Scott Leysath's cover has been
highly acclaimed by book reviewers as "exciting," "tells us what's in inside," and other glowing statements. We have designed hundreds of books
since 1965 and each has proved to be a winner. When designing your book, make sure it sends a message, is not clutter based and that you use
colors wisely.
Your Interior Design
Layout of the interior is especially important when books are in brick and mortar bookstores. Don't use funky fonts unless your book is about funky
fonts. Use industry standard interlines (leading) or have a reason for not doing so. Make sure the font size is readable. Design the layout for
appearance, not artist's desires. You want the reader to like it, adopt it, and buy it. Your artist won't be one of those. Don't be afraid to be "common."
After all,
common sells.
Aim Your Marketing At Your Market
We encourage you to not try to invent the wheel again. It works now. So, what does that mean? It means that if you have written a
how to book, or a military novel, or a nonfiction book about the history of flowers, aim your book at those who you believe will buy it first. Let them
spread the word about it. If you have written the "great American novel" or other book, word will spread. An example: If we had tried to market Scott Leysath's
Wild Game Recipe book to vegetarians we wouldn't have sold a single copy. So, we didn't enter bookstores in the beginning. We sought publicity in "male," "fishing,"
and "hunting" magazines. We hit the sports pages of newspapers with exciting news releases. And we moved the books into sporting goods stores, men's clothing stores (especially
during the holidays like Christmas and Father's Day). From there, the word spread and we saw the book ordered by general bookstores. That's what we mean
by aiming your marketing at your market.
Be Commercial
When Kevin Milligan came to us with his "art book" he explained that he wanted to publish a book about his art. Milligan is a well known
impressionist whose art has sold worldwide. His art is in art museums and hangs in very large corporate offices. So, we thought, okay, a nice coffeetable book but
what about sales? After months of discussing his project, Milligan changed course a bit. He added the history of the area he had produced so many paintings of.
When he returned, we designed his book to be "commercial." Not artsy or appealing to the art world alone. But a book that was meant to sell to make
a profit for Mr. Milligan. We wanted it to be available in gift shops, art stores, bookstores, online and in his own gallery.
He accepted our proposal for this and today writes glowing letters to us how "You guys changed my life." He means for the
better when he writes that. So, be commercial, forget the artsy stuff unless you just want an ego trip for your friends and family. If you want to
make a profit on your efforts, get into the business of being all business.
Promotion Is Necessary — And It Does Include You
We can outline your marketing plan for you, but you have to implement it unless you hire us to do it for you. We suggest that you try using your own time
and energy first however. We're here to help if you stumble, or need answers or assistance or directions to sites that might be helpful. But, remember
this: It takes time, patience, perserverence and energy. It may also take your presence at book signings that you arrange. Do we recommend buying
Bowker ads or ads in trade pubs that go to places like libraries? Not unless you have proved your book is a hot seller. To spend money on advertising
before learning about your book's commercial value would prove costly and non productive. Go for the news releases, call radio stations and arrange
for interviews yourself and never, ever buy into a "group" deal for publicity.
News Releases are Not Press Releases
News releases are the most misunderstood element of publicty available. Often called "press releases," we find the term "news release" to be more to
the point and better received by the media. Also, when using the Internet, you're never more than a click away from someone set to sell you
a "Make a Million Dollars" through publicty and public relations. They are usually telling us we can get rich quick simply by getting into newspapers "for free."
Take our word for it. The media will not fall all over your project or you. Getting them to print anything is a miracle of sorts. But you can get it done
if you play the ballgame they like. The secret to productive news releases is easy to understand, sometimes difficult to grasp.
- Separate real news about your company from promotional hype or overblown adjectives.
- Deliver an effective story angle that will be interesting to the public.
- Deliver your news story in a professional way.
Present Yourself As You Would Present Your Book
We probably don't have to tell you this, but if you write the great American novel or other great book, showing up at the media dressed like your local
trouble maker might dress means you had better have a book about trouble makers. If you write a medical book, show up in a suit, if you write about jocks, or
are a jock writing about your sport, show up in a suit. In other words, show up well dressed, cleanly groomed and you'll get attention. If you luck out
and get a TV gig, you had better pay attention to the rule: Dress up not down.
Seek Help, Seek Believers, Seek Publicity
If you already have a large fan club then you've succeeded in building your primary audience. If you don't have one, you might want
to start building it now. Don't pass up those who offer to help you get your book out there. But don't wait by the phone for the world to call you either. You have to make
the calls. You have to organize your own fan club. You need believers in your product and those in turn will help you get publicity. Nurture friends
at your local club like Kiwanis or JayCees or ladies social club. Get them to help. Maybe someone there is a journalist or TV scribe or has contacts
with the right people to help you get off the ground. Just don't be afraid of help. Other people, you will find, will get you more publicity than you will be
able to garner on your own.
Go For The Best — Reach High
The worst thing you can do to yourself is not believe in yourself and in your product. You have to be a 100% believer to rise above the
naysayers. You have to think high. Wild. Crazy maybe, but you have to come up with something unique that is all You. As an example: We developed
an interesting book product for our first big marketing effort (unbeknownst to us at that time), when we first got started in this business. The year was 1965. A politician came to us with an idea. He wanted to write a book about
California politics, where it was headed and where he thought it was going to get into trouble. All right, it was our first year, but we accepted the gig.
Our biggest question for these chaps was: Who's going to buy it? It took them a few months to get the material together and put it into book form. Back
then we didn't have desktop computers. Heck, we didn't have any kind of computer, just typewriters, typesetters and offset presses. So it took some
time to do this. We designed their cover and then they asked: "Can you guys market this for us?" That was like a bombshell. We drew into our cocoon and
talked it through, throwing a lot of darts on the wall while figuring it out. Then it struck us. Actually, it struck Don. He came up with a very new
concept that has been used over and over by others in the political field and some in the entertainment field. It cost the politicos about forty cents a
book to
get it printed if they printed 100,000 of them. These were trade paperbacks. We suggested they pull together their big supporters
mailing list
and we'd send them a book "free." All 100,000 of them. We'd print up donation cards for them and they could donate anything from $5 or more or just blow
it off. Well, bingo,
success. We mailed the 100,000 books to their supporters and they collected 80,000 checks for a total dollar volume of $1,200,000. We aren't suggesting that
for you. Instead we tell you this to get you to think high, think wild, think anything that grabs you but beieve in your ability to get it done and succeed. We did and
have ever since. It works.
Start Your Next Book Now
If your book is a series or you want to do another book for another subject, start now. Yes, now. If you've already started but think you're going to
be too busy selling your latest to continue writing think again. Writing your next book now will help keep your fire up for selling the first book.
If you are a writer, a real down in the gut writer, you need the exercise to keep the juices flowing, to feel on top of the world, to know that
you are going to succeed. So pull up to your desk or table and start writing today.
The Sporting Chef's Favorite Wild Game Recipes
Scott Leysath
An Example Of A Successful Author / Chef
When Scott Leysath, The Sporting Chef, came to us with an idea for a book we sat down
and figured out a roadmap to success for him. Then, in 1996 we published his first printing of "The Sporting Chef's Favorite Wild Game Recipes."
Today, Scott has sold more than 85,000 copies of this book, and has a national TV cooking show.
For more about this book Visit Scott's Book Page
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