Editors will buy a book for one or more of the followingreasons. By knowing what these reasons are, you can thendesign a marketing plan with these features in mind.
1. The author's previous books have sold well.
2. They love the book and think it will sell.
3. They think the book will sell.
4. They love it enough to publish, regardless of itscommercial potential.
5. It's a book that deserves to be published because of itsvalue to a cause or the country.
6. An editor is passionate enough about it to overcome anydoubts the house may have about the book.
7. A new editor has arrived from another house and isbuilding a list.
8. The publisher has the opportunity to reflag a successfulauthor from another house.
9. The book will be the first in a series with stronggrowth potential.
10. The idea for the book is brilliant.
11. The idea for the book is timely.
12. The writing is superb.
13. The title alone will sell books.
14. An author's promotion plan guarantees a book's success.
15. The author is a media magnet who can guarantee enoughpublicity to make the book successful.
16. The author has a national platform such as a column ora radio or television show that will guarantee continuingexposure for the book.
17. The publisher thinks that the book will back list andbecome an evergreen (like evergreen tree -- sells for a longlong time).
18. The book has subsidiary rights potential including bookclubs, audio cassettes or foreign, electronic or movierights.
19. The book has adoption potential in schools oruniversities.
20. The house has published similar books with success.
21. The book is on a subject that the house has or wants tobuild a list on.
22. Overcome by auction fever, publishers convincethemselves that, despite the profit-and-loss statement ratedto determine the book's value, they pay whatever it takes tooutbid their rivals.
23. The author wants to switch houses.
24. The editor discovers the book on a trip to a book fairand thinks it will sell, or is caught up in the excitementsurrounding the book, or wants to justify the trip.
25. The publisher is sending the industry the message thatbecause of new management or despite changes in the house,the house is a player.
26. The book being sold may not be a big one, but futurebooks will have bestseller potential.
27. The author has a personal connection with someone inthe house with the power to buy the book.
28. Publishing the book will enhance the house's prestige.
This is not a definitive list. John Saul, a novelist,observed if publishers don't want to buy a book, they say"It's been done to death." If they do want to buy thatbook, they'll say, "Always works."
Catherine Franz, a Certified Professional Marketing & Writing Coach, specializes in product development, Internet writing and marketing, nonfiction, training. Newsletters and articles available at: http://www.abundancecenter.com/
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