Publishing Success Planning: A How-to
Guide for Strategic Planning was the answer.
Staton-Reinstein uses the 120-page book to
strengthen her professional image, as well as
to sell her ideas to smaller companies and
not-for-profit organizations that couldn’t otherwise pay for on-site consulting.
The simplicity of the process was essential to getting the book out quickly, she says.
She laid out the pages herself in Microsoft
Word and paid a graphic artist less than $300
to design the cover. Her printer, Express
Media in Nashville, Tennessee, supplied her
with a single copy to proof for errors (the
printer caught several, including a typo on the
cover, she admits).
A short time later, 200 copies arrived at
her Florida office. The printer is arranging for
distribution on Amazon, and Staton-Reinstein is selling copies for $30 on her Web site
( www.advantageleadership.com) and at speaking engagements—which she hopes will
increase as prospects see her new book.
“Putting these books out in the marketplace will increase my visibility and speaking
opportunities,” says the Costco member. “It’s
part of my business growth strategy.” C
Jeff Zbar ( email@example.com) is a writer and
author who works from his home in Coral
First steps to self-publishing
Hoping to publish a book that will
boost your business, jump-start your
company or create new revenue streams?
Follow these tips.
Find out if there’s a need for your
book. What’s your market? Who’s your
target audience? What do your clients
and prospects need? What’s missing in
competitive books that you can deliver?
If the market isn’t interested, your sales
will fall flat. Visit a bookstore or library,
or conduct an online key-word search of
words relevant to your title. Ask industry
peers if they know of—or need—any
books on your topic.
Know your stuff. People will turn to
your book—and you—for your insider’s
experience and information. Knowing
your subject will help you write an authoritative book and provide better value to
your buyers and clients or customers.
Know your limits. Owning a word
processor or page layout program does
not make you an author or a designer.
Pay experts to edit and design your book.
You’ll have a more professional and con-
vincing book in the end.
Shop for a printer. Printing companies vary widely in regard to cost, package
prices, services offered and print quality.
Get several references, and request samples of recent works that are close in
size and style to your anticipated book.
Look for strengths and weaknesses,
including imperfections, printing errors
and uneven color.
Market your book. Your book won’t
sell if you don’t market it. Use public
relations, advertising, speaking and your
Web site to promote your book. Get
booked on local radio shows, contact
reporters about your topic and establish
yourself as an expert in your field—
someone the media can call on if they
need information about your industry.
Get your book out there. Retailers
won’t carry your book if it’s not available
through wholesale distributors such as
Baker & Taylor ( www.btol.com) or Ingram
Book Group ( www.ingrambookgroup.com).
Make it available on Amazon.com and
other online booksellers.
Online Edition Bonus Dialogue
Odds and ends
I cannot believe your “MySpace: a safe
place?” article [January 2007]. MySpace is social
networking with unrestricted and uncensored
access to every filthy part of our society. Giving
teens access to MySpace is equivalent to letting
kids wander in a neighborhood with free access
and exposure to foul language, drugs, sexual
promiscuity, prostitution and hate groups.
Do a Google search on MySpace with any
offensive or obscene topic and you’ll find plenty
of it. The idea that author Anne Collier tries to
set up ground rules for MySpace is insane. The
fact that she acknowledges that teens could
have “secret MySpace pages” means you’re playing with fire.
There’s only one ground rule for teen
access to MySpace: Never, ever go there.
MySpace is for adults who accept the risks of
being exposed to the worst in our society.
Hillsborough, New Jersey
Wow! I am incredibly encouraged to
know that at age 50 I can actually outsmart
middle-age weight gain without starving or
being a slave to the gym with the help of Drs.
Oz’s and Roizen’s new book, YOU: On a Diet.
Thank you, Costco, for featuring this exciting
new book in The Costco Connection [January
2007]. I can now confidently make my New
Year’s resolution for 2007, knowing that I will
Yorba Linda, California
Both my husband and I are overweight.
Mine has been a battle for 23 years (since my
youngest was born), but my husband’s has
only been in the past six or seven years,
putting on about 65 pounds. He has chronic
pain from a severe back injury, and currently uses a morphine pump for partial
pain relief. Taking the weight off is a
must to help relieve the pain further.
I have been trying to get his
attention about the right foods to
eat. He hates whole grains and has
become an ice-cream junkie. When I
came home last night he threw a copy
of The Costco Connection on my side
of the bed. [Drs. Oz and Roizen] are pictured holding a stomach and intestines.
That picture got him to read the article,
which he insisted I read. Finally you have
confirmed what I knew—it’s not just about
will power—and this has relieved his guilt!
I’m heading off to buy [that] book today.
Thank you for helping us get on the right