This is an excerpt of Joe Biel’s 8th book, A People’s Guide to Publishing, in stores in December 2018 with preorders shipping in August!
Publisher Peter Workman (1939–2013), according to popular anecdote, believed that successful publishing relied upon a sturdy “three-legged stool:”
1. The book must have the right price, format, and trim size for its shelf and subject.
a. The content must challenge existing wisdom.
b. It should be the best possible book in its category and become a “category killer.”
c. It should be an attractive value with emotional appeal.
2. The author and publisher must have a great relationship, and the publisher must have an authentic relationship with the book’s audience.
a. Content is created.
b. Book is introduced to professionals and the trade.
c. The author and concepts are introduced to the audience.
3. Commerce at every level: the book must benefit everyone who touches it.
a. Author, publisher, sales rep, account, and reader must all benefit from “value stream.”
b. This prevents disruptions in the supply chain and keeps deep discounting from retailers like Amazon from undermining a book with a…