Publish Your Way To Profits: Welcome To The Club of The SUPER Elite!

Publish Your Way to Profits
Welcome to the Club of the SUPER Elite!

1
Publish Your Way to Profits Workshop

Introduction
You Are Now

An Author!
Welcome
So many people just “dream” about
this... you are “doing” it.
W elcome and congratulations for being here! 2
So many people think of writing a book and never get around to it. You are
not like them.
Publishing a book is the right thing for you, for your business and for all of us
who need to read it. Not to mention those people who need your services
and will only hear about you because of what this book will do for you in
terms of exposure and increasing your visibility.
We are thrilled you decided on being here. We promise to do our best to

make this a memorable and practical experience towards getting your book
published.
Seminars can be challenging; especially when they last the whole weekend.
We suggest you dress comfortably, take it all in, ask questions whenever
you wish, work hard and let your creative juices flow. If you need anything
this weekend, remember we are here to serve you.
CLASS IS NOW IN SESSION

___________________________
Author ’s Name
Author’s

Introduction
My “Don’t Panic”
Statement
This book will happen for me.
I understand that it might happen
Relax
within the next few weeks,
next few months,
or
maybe even next few year’s 4
but
“it” will happen.
Every great and noble idea

requires a germination period
before it sprouts its success.
Until such time...
I WILL STAY CALM.
I am worthy and it will happen.
_______________________ _________
Signature Date

Introduction
AH HA SHEET
If you think it, INK it.
1. ________________________________________________
Great Ideas
2. ________________________________________________
3. ________________________________________________
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4. ________________________________________________
5. ________________________________________________
6. ________________________________________________
7. ________________________________________________
8. ________________________________________________
9. ________________________________________________
10. ________________________________________________

The LifeSuccess System
Session 1
Get a book... but get the RIGHT one!
Our System
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Session 1
Steps to Success
1. Commit to _____________.
Key Elements
2. Decide on the ___________.
3. Analyze the _________.

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4. Get a jazzy _______.
5. Design an awesome ________.
6. Develop the ________ content.
7. Get ___________.
8. Create ___________.

Session 2
You As The Product,

Your Book,
Your Objectives!
Development
Product
What to Write About?
38
Your Life Experiences Qualify You!

Session 2
The Magic Model

39

Session 2 The Primary Objective
Possible P.O.s ___________________
Get on radio to build a database.
Get on radio to build book ___________________
appointments.
Get on radio to generate traffic in
my establishment
___________________
Get on radio to fill a seminar.
Get on radio to sell seminar ___________________ ___________________
tickets.
Worksheet
Get on radio to sell books.
Get on radio to generate buzz. ___________________ ___________________
Speak for a fee.
Speak for FREE. ___________________
Build credibility. ___________________
Meet people.
Open doors.
___________________ ___________________ 40
Improve advertising results.
Do TV interviews for footage.
Do TV to break into broadcasting.
___________________ ___________________
Do TV interviews to get leads.
Become an expert.
Get better clients. ___________________
Sell products or services.
Make money from book sales.
Get a job. ___________________
Get a better job.
Create Muliple Sources of Income.
Create more FREE time.
Travel.
Boost income.
Create awareness.
Influence your industry.
My Primary Objective:
Get a position in an association.
Get a consulting contract.
Speak at conventions.
Educate people.
Increase your Influence Quotient.
Be taken more seriously.
Open new markets.
Open a new niche market.
Become more visible.
Write newspaper columns.
Build my brand.
Meet famous people.
Position yourself as an authority.

Session 2 The T-Pop.
Consider:
Age
Sex ___________________
% Male
% Female
Occupation ___________________
Level
Children ___________________
% Married
% Divorced ___________________
% Singles ___________________
% Students
Any trauma ___________________
Medical history ___________________
Income
Net worth ___________________
Education ___________________ 41
% College ___________________
% High School
Where do they like to eat? ___________________
Where do they shop? ___________________
How much do they spend on...? ___________________
What makes them mad?
What political party?
What do they do for fun? ___________________
What makes them buy?
How many of them are there?
Where do they live? ___________________
In the city?
Rural?
How many friends do they have?
What organizations do they
My T-Pop:
belong to?
Do they take vacations?

Session 2 Needs & Problems
Consider: ___________________
Felt needed.
___________________
Stress-related.
Self-esteem related.
Vocational. ___________________
Relational. ___________________
Financial. ___________________
Feels confined. ___________________
Feels not being heard.
___________________
No time.
Boss pressures. ___________________
Speed issues. ___________________
Fear. ___________________
Economic. ___________________ 42
Family related. ___________________
Future related.
___________________
Negativity of industry.
___________________
___________________

Session 3
Publish Your Way to Profits
Write a Book in 40 Hours System
Stop Dreaming A Book - GET IT DONE!
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Session 3 FOLLOW A PROVEN PLAN
16 96
37 13 29 44
60
Take the Test

61 97 65 48 32
57 52
69 45 24 40 84
25 21 8 56
85 19 8941
49 100 20 28 92
73 68 88 44
93 5 72 64
17
33
81 77 53 36 4 12 76
80
46 74 51 35
22 10 34 3
70 39 19
58 63 55
82 50 90 7
31
18 11
26 54 27
38 43 59 91
2 98
14 67 71
30 62 23 79
66 94 95 87 83
42 75 47 99
6 78
86
15

1. _____________________ 6. _______________________ 11. _______________________
WRITE A BOOK 2. _____________________ 7. _______________________ 12. _______________________
7. Answer Words
WORKSHEET 3. _____________________ 8. _______________________ 13. _______________________
4. _____________________ 9. _______________________ 14 _______________________
1_____________
1. Chapters 5. _____________________ 10. _______________________ 15. _______________________ ______________
______________
2. Chapters In Sequence 3. Ingredients for # 2_____________
______________
1. _____________________ 7. _______________________ 13. _______________________ ______________
1. _____________________
2. _____________________ 8. _______________________ 14. _______________________ 3_____________
3. _____________________ 9. _______________________ 15. _______________________ ______________
______________
4. _____________________ 10. _______________________ 16. _______________________ 4_____________
2. _____________________
5. _____________________ 11. _______________________ 17. _______________________ ______________
6. _____________________ 12. _______________________ 18. _______________________ ______________
5_____________
3. _____________________ ______________
4. Ingredients In Sequence 5. Significant Statements 6. Questions ______________
6_____________
1. _____________________ 1. _____________________ 1. _____________________ ______________
4. _____________________ ______________
2. _____________________ 2. _____________________ 2. _____________________ 7_____________
______________
3. _____________________ 3. _____________________ 3. _____________________ ______________
5. _____________________ 8_____________
______________
4. _____________________ 4. _____________________ 4. _____________________ ______________
9_____________
6. _____________________ 5. _____________________ 5. _____________________ 5. _____________________ ______________
______________
6. _____________________ 6. _____________________ 6. _____________________ 10____________
______________
7. _____________________ 7. _____________________ 7. _____________________ 7. _____________________ ______________
11____________
8. _____________________ 8. _____________________ 8. _____________________ ______________
______________
8. _____________________ 12____________
9. _____________________ 9. _____________________ 9. _____________________ ______________
______________
10. ____________________ 10. ____________________ 10. ____________________ 13____________
9. _____________________ ______________
11. ____________________ 11. ____________________ 11. ____________________ ______________
14____________
12. ____________________ 12. ____________________ 12. ____________________ ______________
10. _____________________ ______________
13. ____________________ 13. ____________________ 13. ____________________ 15____________
______________
14. ____________________ 14. ____________________ 14. ____________________ ____________
15. ____________________ 15. ____________________ 15. ____________________

Session 3
Write a Book Overview

Step 1 - 15 Chapter Topics
Steps to Success
Step 2 – Cut to 10 and Place in Sequence
Step 3 – 18 Chapter Ingredients
Step 4 – 15 Chapter Ingredients in Sequence 46
Step 5 – 15 Significant Statements
Step 6 – 15 Right Brain Questions
Get it down,
then get it right!

Session 3 GETTING STARTED
The Purpose
The purpose of this plan is to assist you in getting your book written.
The first, largest, and most intimidating step is to get your rough draft
Let’s Go!
written. Follow the format and you will have the major portion of your
first draft written in 20 hours.
Just as it makes no sense to start out on a journey without a clear destina-

tion, a map, and a plan on how to get there, it makes no sense to start on 47
your book without a clear purpose, a map, and a plan on how to get your
book into print. Think of this guide as a map that will take you from
where you are now to the day you will see your book looking up at you
from the bookshelf in your favorite bookstore and from your coffee table.
What is your Mission Statement?
Who are you writing this book for?
What is the profile of your target reader?
What is the purpose of your book? What is your end-in-mind in writing

your book?
What would you like a reader to say as they read your book?
What would you like a reader to do or to say after they read your book?

Session 3 When would you like to have your book in print?
You must have a very definite purpose for your

book. How will you know that you have a very
definite purpose? We covered that in an earlier
session. Remember? The Primary Objective? You
have it in writing and you can share it with someone
you respect. How will you know that you do not
have very definite purpose? You do not have it
Let’s Go!
down in writing.
YOUR BIGGEST WORRY (It’s normal)
Forget your biggest worry, “I won’t have enough to 48

say. I don’t know enough.” When you sit down to
actually write it, you will find that you have too
much to say. Your challenge will be to cut out
material. As entrepreneurs, we are always on the
leading edge, we are always learning new things.
What happens? We forget how much we really

know. The next time you’re in a sales presentation,
watch how carefully your prospect listens. Do you
know what they’re thinking? “How does he or she
know so much? Where do they learn all this stuff?”
They are saying to themselves, “ I wish I knew what
they know.”
Your very desire to write a book is proof that you

have the ability to make it happen. Would you want
to write a book about something of which you
knew nothing about and had no interest? Decide
right now that you are an informed writer. You
know what you want to write; however, right now
you do not have your knowledge on paper.

MYTHS
Session 3
- Writers are natural born writers.
- You have to write a million words to be an author.
- Good writers are driven by divine inspiration.
- Inspired writing is better than normal writing.
- If you just start writing, it will come.
- You have to wait until you’re inspired.
- It must be perfect.
- Good writing is difficult.
Let’s Go
- Good writing has something to do with good grammar.
YOUR MASTER TEMPLATE
If you decide to build a house, will you order a load of wood and just start 49
nailing boards together or would you draw a plan, a very specific plan that
covered every detail? We are about to create a very specific plan for your
book—a blueprint.
The better your blueprint—the better your book—and the faster you will
have it in print. This blueprint is designed, tested, and proven to make it
possible for you to get your first draft written within 20 hours. As you are
about to see, this blueprint will use your left brain, logical thought process
and the creative brilliance of your right brain.
You will see how your left brain logical approach and your right brain
creative resources are used in this blueprint and how they will assist you in
writing your book and in being proud of the final product.

Step 1 - 15 Chapters (Major Topics)
Session 3
Write down your chapter titles. These may change as you get into your
book; however, this exercise will get the creative process moving . . . even
if you’re not creative.
If a good friend just asked you to do a 90-minute talk tomorrow at 9:00

AM . . .could you come up with 10 topics?
Think of these topics as key points you want to talk about.
Step 1
50

Session 3 Example
Assume that you’re writing a book on selling. The book’s title is,
“Double Your Sales - Guaranteed!” These are sample topics you could
use.
1. A definition, what is selling?

2. The importance of sales in a capitalistic system
3. The opportunities in sales
4. The income potential in sales
Step 1
5. Personal development
6. Management
7. Skills required
8. Challenges 51
9. Rewards
10. Your next step
11. Equal opportunities
12. Investment
13. History of sales
14. Evolution of selling
15. The future of selling in a high-tech world

Exercise 1 - Write 15 Chapters (Major Topics)
Session 3 Write down 15 topics in any order.
Chapter 1: ____________________
Chapter 2: ____________________
Chapter 3: ____________________
Chapter 4: ____________________
Step 1
Chapter 5: ____________________
Chapter 6: ____________________ 52
Chapter 7: ____________________
Chapter 8: ____________________
Chapter 9: ____________________
Chapter 10: ____________________
Chapter 11: ____________________
Chapter 12: ____________________
Chapter 13: ____________________
Chapter 14: ____________________
Chapter 15: ____________________

Session 3
Step 2 – Cut the 15 Chapters to 10
and Place in
Sequence
Now drop 5 topics and put the remainder in the
sequence we are going to address them. This
sequence and the topics themselves may change as
you work on our blueprint and even as you write
Step 2
the book.
1. A definition, what is selling?

2. History of sales
3. The importance of sales in a capitalistic 53
system
4. The opportunities in sales
5. Personal development
6. Skills required
7. Challenges
8. Your next step
9. Investment
10. The future of selling in a high-tech world

Exercise 2 – Your Major Topics in
Session 3
Sequence
Having crossed off 5 topics now put the remaining 10 in
sequence.
Chapter 1: ____________________
Chapter 2: ____________________
Step 2
Chapter 3: ____________________
Chapter 4: ____________________
54
Chapter 5: ____________________
Chapter 6: ____________________
Chapter 7: ____________________
Chapter 8: ____________________
Chapter 9: ____________________
Chapter 10: ____________________

Step 3 – 18 Chapter Ingredients
Session 3
We will now work on one chapter to learn the
system. Choose one chapter topic from the 10
you are left with and then write 18 ingredients for
that chapter.
Example
These are sample ingredients I would use to ad-
Worksheet
dress my second major topic,
“The Importance of Sales in a Capitalistic Sys-
tem.”
1. New technology 55
2. Resistance to change
3. Moving products
4. Education
5. Decision-makers
6. Feedback
7. Competition
8. Dealing with challenges
9. Product improvement
10. Out of the comfort zone
11. New paradigms
12. Efficiency
13. Innovation
14. Entrepreneurship
15. Peripheral benefits
16. Costs
17. International competition
18. Breakthroughs and incremental improvement

Exercise 3 – 18 Chapter Ingredients
Session 3
Now write 18 items you will talk about.
Think of these 18 items as ingredients.
1. ________________________
2. ________________________
3. ________________________
Step 3
4. ________________________
5. ________________________
56
6. ________________________
7. ________________________
8. _________________________
9. ________________________
10. ________________________
11. ________________________
12. ________________________
13. ________________________
14. ________________________
15. ________________________
16. ________________________
17. ________________________
18. ________________________

Step 4 – 15 Chapter Ingredients in
Sequence
Session 3
Remove five ingredients so you are left with 15 and put them in sequence,
for the second major topic, “The Importance of Sales in a Capitalistic
System.”
1. Moving products
2. New technology
3. Resistance to change
Step 4
4. Education
5. Efficiency
6. Decision-makers
7. Competition
8. Dealing with challenges 57
9. Product improvement
10. Feedback
11. Innovation
12. Breakthroughs and incremental improvement
13. New paradigms
14. Entrepreneurship
15. International competition
Robert’s Rules of Writing

Your book will be done when you decide to have it done. Decide right
now what hours you will set aside to write your book. Write them in
ink in your day timer. Do not let anything or anyone distract you
from spending those hours on your book.

Exercise 4 – 15 Chapter Ingredients in Sequence
Session 3
1. _____________________________
2. _____________________________
3. _____________________________
4. _____________________________
Step 4
5. _____________________________
6. _____________________________
58
7. _____________________________
8. _____________________________
9. _____________________________
10. _____________________________
11. _____________________________
12. _____________________________
13. _____________________________
14. _____________________________
15. _____________________________

Step 5 – Turn ingredients into 15
Significant Statements
Session 3
Now, turn the 15 ingredients into 15 significant statements for the second
major topic, “The Importance of Sales in a Capitalistic System.”
1. Moving products – Selling is part of moving products.

2. New technology – Selling is critical to the acceptance of new
technology.
3. Resistance to change – Selling overcomes the natural resistance to
Step 5
change.
4. Education – A key component of selling is education.
5. Efficiency – Without selling, efficiency would not improve.
6. Decision-makers – Decision-makers rely on selling.
7. Competition – Selling is a key part of the competitive process. 59
8. Dealing with challenges – Selling is a profession with its own set of
challenges.
9. Product improvement – Sales representatives often initiate product
improvements.
10. Feedback – Sales representatives initiate the feedback process from
the field.
11. Innovation – Sales representatives often start the process of
innovation.
12. Breakthroughs and incremental improvement – Selling is responsible
for these.
13. New paradigms – New paradigms are introduced through sales.
14. Entrepreneurship – Selling fosters the entrepreneurial process.
15. International competition – Selling keeps us competitive in world
markets.

Exercise 5 – 15 Significant Statements
Session 3
Take each ingredient and ask yourself, “What is significant about this ingredient?”
Make a very brief statement about each ingredient.
SIGNIFICANT STATEMENTS
1. _____________________________
2. _____________________________
Step 5
3. _____________________________
4. _____________________________ 60
5. _____________________________
6. _____________________________
7. _____________________________
8. _____________________________
9. _____________________________
10. _____________________________
11. _____________________________
12. _____________________________
13. _____________________________
14. _____________________________
15. _____________________________
Session 3
Turn a few significant statements into right brain questions with three an-
swer words.
1. Moving products – Why are sales so important to moving products?

Introduction Presenting the benefits Answering questions
2. New technology – Why is sales critical to the acceptance of new

technology?
Step 6
Front line Resistance to change Overcome the unknown
3. Resistance to change – How does selling overcome the resistance

to change?
Friendly Informative Tenacious 61
4. Education – How is education a key component of selling?

Face-to-face Personal Interactive
5. Decision makers – Why do decision makers rely on the sales process?

Access to info Relevant Mission
6. Competition – How is selling is a key part of the competitive process?

Comparisons Personal reward Emphasizes differences
7. Product improvement – How do sales representatives initiate

improvements?
Front line Know customers Know applications
8. Innovation – Why do sales representatives start the process of

innovation?
Competitive Personal gain Service to customer
9. Entrepreneurship – Why is the entrepreneurial process so important?

Lifeblood of capitalism New technology Leading edge

ANSWER WORDS
Session 3
What is an answer word?
Why do we need them?
What happens when someone asks you a question? Your automatic and
immediate response is to answer the question. Answer words are the
trigger that start the creative writing process.
As you read the question and the three answer words, you will begin to
Step 6
write on the topic just as if someone had asked you the question. The
significant statement is a left brain, logical approach. The question triggers
your right brain, creative thought process. You can’t help it. You have to
answer the question. 62

Take each significant statement and turn it into a question. The instant you
Session 3 write the question, write 3 answer words, that could answer the question.
1. ___________________________________________________
__________________ __________________ ______________
2. ___________________________________________________
__________________ __________________ ______________
3. ___________________________________________________
__________________ __________________ ______________
4. ___________________________________________________
Step 6
__________________ __________________ ______________
5. ___________________________________________________
__________________ __________________ ______________
6. ___________________________________________________ 63
__________________ __________________ ______________
7. ___________________________________________________
__________________ __________________ ______________
8. ___________________________________________________
__________________ __________________ ______________
9. ___________________________________________________
__________________ __________________ ______________
10. ___________________________________________________
__________________ __________________ ______________
11. ___________________________________________________
__________________ __________________ ______________
12. ___________________________________________________
__________________ __________________ ______________
13. ___________________________________________________
__________________ __________________ ______________
14. ___________________________________________________
__________________ __________________ ______________
15. ___________________________________________________
__________________ __________________ ______________

Time to start writing
— just answer your questions
Session 3
Take the first question and answer it. Your answer could start with one of
the answer words and should use all three answer words.
Write for five minutes and stop.
Do not write longer than five minutes to answer any question. If you have
more to say on a question, then make it two or three ingredients (topics).
Step 6
Be sure you take it through the . . . ingredient . . . statement . . . question .
. . 3 answer word sequence.
Five minutes of writing will produce about 200 typewritten words or 2/3 of
64
a page of handwriting. If you follow this process, you will have a chapter
written in 75 minutes.
Warning
This process is deceptively easy. You may decide to take a more
complicated route—it’s your book—go ahead, BUT if you want to
produce a well-written first draft, stay with the plan.
No short cuts
One of the sayings attributed to Abraham Lincoln is, “If I had 30 minutes
to cut down a tree, I would spend the first 25 minutes sharpening my axe.”
The time you spend on your plan—your 20 points, 15 statements, 15
questions, and 3 answer words—are you sharpening your axe. You will be
amazed at how quickly and smoothly the words will flow once you have
your plan in place. You will also be amazed at the quality of the end result.

Why is it so simple?
Session 3 Essentially, you are answering questions. Imagine that a friend is sitting
across the desk from you asking each question. Could you answer him
or her? If someone asked you if goals should be in writing, could you
give them an immediate answer? Could you expound on goal-setting for
five minutes?
Write as if you were talking!

Don’t use five-dollar words, you will lose most of your readers.
Keep your sentences short. You want your book to be “natural.”
You want it to sound as if the reader was sitting across the table from you,
asking you the questions in your outline.
65
Robert’s Rules of Writing
The more deadlines you give yourself, the more productive
you’ll become.

Session 4
Your Title
and Your Cover
Development
Title & Cover
People Don’t Judge a Book By Its Cover.
BULL!!!
66

Session 4 How to come up with a title that sizzles so much
that people are instantly attracted to you and
your book and absolutely MUST pick it up,
buy it or call you!
in their tracks
Okay, that’s a little overkill on the headline for this, but the title of a book, like the headline or an
Stop em’
advertisement or news story, often makes the difference between a reader passing the book by
or picking it up and giving it more careful consideration. More often than not, the reader gives
less than a moment’s attention to any book title and if you don’t capture the reader’s imagination
or curiosity or desire in that short moment, you will have lost the sale.
Below are a few suggestions on how you can create titles that will help you accomplish your
P.O. [Primary Objective] 67
Shock
We had an author choose, Screw the Customer as a way to shock people

to look deeper into the book. It was a great title. Which book reviewer
could pass this up? It was sub-titled, How to ensure no one in your
organization has this attitude...something the author’s T-Pop. was keenly
interested in.
Test your titles beforehand
Some authors have gone to shopping malls and bookstores to ask for
feedback from people they met. While this is an informal testing method,
it can provide you with some valuable feedback about your title and your book.
Be specific
Let the readers know what they can expect to get from your book. Specific benefits are usually
more effective than general benefits in appealing to book buyers.
Use controversy if you possibly can!
I wrote He Did Have Sex with THAT Women ... Miss Lewinsky! ... but for numerous reasons
it was never published. The only reason I liked it was because of the press I would get from it.
I also timed it to come out at the same time as the former president’s book.

Use subtitles
Use subtitles to provide further explanation or description of the book’s contents or benefits.
Session 4
Here are two examples of superb benefit subtitles: Herb Cohen’s You Can Negotiate Anything:
How to Get What You Want and Callan Pinckney’s Callanetics: 10 Years Younger in 10
Hours.
Choose titles that play off the titles of other well-known books
Major Mohan, one of the authors in our Author Mentorship Program wrote a great book which
he titled, “Think Network Marketing & Grow Rich,” playing off the famous book by Napoleon
Hill.
Test with classified ads
Classified ads are a cheap and workable way to test the effectiveness of titles, since the title
alone either sells the book or it doesn’t. In one such case, a publisher tested two different titles
for two books by advertising the books in full page ads in leading newspapers across the country.
Choose familiar leads-ins to your titles 68
For example, The Joy of Sex, The Joy of Working Out, The Joy of Cooking, The Joy of
Photography, The Joy of Publishing, and so on. Or, that classic book title lead-in: How to ...
do just about anything. Or, finally, how about 101 Ways to ... do just about anything?
Make it pronounceable
If you expect to do interviews, make sure the title is easy to pronounce.
Make it memorable
When John Gray followed up his best-selling Men Are from Mars, Women Are from Venus
with What Your Mother Couldn’t Tell You and Your Father Didn’t Know, Borders returned
50% and Ingram 70%. Why? Because the second book didn’t have nearly as memorable a title.

Session 4 What Makes an
Irresistible Title?
Identifies a ________________
Title Notes
Makes a __________________
Offers ________________ 69
Caters to an ultimate_________
Very _________
__________ grabbing!
Totally ____________

Session 4 Title Checklist
The following checklist has many ideas that have
worked for authors the world over. Use this checklist
ro compare the title you are thinking about.
Is the title specific?

Does it say Make Money from Home when you really
mean Make Money in the Home Mail Order
Business?
Is the title attention grabbing enough? 70

Is your title flat and boring, like Dating 101 or Nice
Guys Never Get Laid?
Does your title offer strong benefits that

are client-centered?
Does your title simply say Recovering from Being
Fired instead of promising readers How to Find Your
Dream Job in 60 Days or Less - Even If You’ve
Been Fired?
Will readers know what you mean?

Does the title use obscure terms, like Codependency
and Intimacy: A Female Perspective, or is it stated
in language anyone can recognize, like Women Who
Love Too Much
Is your title consistent with your P.O.

[Primary Objective]?

Session 4 What's a person like you doing on a cover like that?
Secrets of how to create awesome covers.
The old maxim that you can't judge a book by its cover does not hold true in the real world.
That’s precisely how people judge a book.
Just go to any bookstore and watch what people do. First, they look at the cover. If it appeals
to them, they flip the book over and look at the back for benefits and testimonials and what the
book will deliver. The third thing they examine is the T.O.C. [Table of Contents] People do judge
a book by its cover - not only readers, but also major decision makers.
I've meet with chain store buyers, wholesale buyers, and even television producers, and I've
watched them as they pick up a new book to make a decision.
Within two to three seconds, they’ve already made their decision. You can see it in their eyes. 71
And all they’ve done is look at the title, look at the cover, and size up the packaging. That's it.
Judith Clinton of Tor Books once observed, "We believe that the cover is a point-of-purchase
advertisement of major importance in the marketing of the book."
One of my suggestions is to hire a real pro to design your cover. If you are
paying less than $2000-$3000, you are not dealing with the right person.
Elements of Fabulous Cover Designs
The basic rule of cover design is that the cover should match the contents
of the book. That means that the style, format, and message of the cover
should be compatible with and support the style, format, and message of
the book itself. An effective cover design should have at least some of the
following elements:
The cover is often the only advertising a book buyer sees. It is the ultimate in point-of-purchase
ads. It either works, or it does not. According to the Wall Street Journal, the average bookstore
browser spends only 8 seconds on the front cover-and then only if the reader is attracted
enough to the book to pick it up in the first place.
Use Full Color
Make sure you use a high resolution photograph to illustrate your book cover.
Any good book designer will know how to obtain stock photos to enhance your
book. I've seen people make the fiont cover black and white but put a full color
photo of themselves on the back cover. That's ridiculous! It really wasn't a design
issue. I think the author just tried to save some money ... and it showed.

Use a standard format
Go to the bookstore and find 3 books you really like and take those to
Session 4
your designer and say, I want my cover to sort of look like these. The
book should look like a book, and especially like other books with
similar content.
Make it stand out
It must be able to stand out in the crowd. That is one reason Zebra
Books printed holograms on the covers of its romance novels. It hoped
to distinguish its line of novels so the books stood out on the paperback racks and thereby
attracted more attention from potential buyers.
Be bold and simple
The front cover of a book should be bold and simple, more like a billboard (which it is) than a
full-page display ad. The cover should be uncluttered, easy to read (with highly readable type),
and simple enough that the casual browser can catch the title and name of the author without 72
searching for either.
Put the most important element at the top
Generally speaking, the title of the book should be featured at the top of the cover. It’s the first
thing the reader should see. If, however, the author is well-known and more important than the
title, then feature the author’s name in bold type at the top of the cover.
Feature sales information
Besides the author and title, feature any other information that could be useful in selling the book.
Some of our authors have printed an A.M.D. [Attraction Marketing Device] to act as a magnet.
Some giveaway in $500 FREE coaching, others give FREE Reports or FREE Subscriptions to
their newsletter.
Choose a correct typeface
The typography of the front cover should match the style of the book. For example, a simple
typeface is more appropriate for a serious book while a fancy script typeface might be more
appropriate for a romance novel.
Novelty books, on the other hand, might use a casual typeface such as Hobo. Typefaces come
in all sorts of styles from simple to complex, feminine to masculine, romantic to businesslike,
strong and bold to light and airy. Be sure that your graphic designer selects a typeface that
matches the style and subject of the book.
Full-color covers are a requirement

Full-color covers also encourage impulse sales for almost any book. Many smaller
publishers report that switching from one- or two-color covers to full-color covers
has had a significant impact on their sales.

Odd colors can sometimes work
For example, Rhodes and Easton’s Deer Camp Dictionary in its fluorescent-orange cover
Session 4
sells well in sporting goods shops, gas stations, and other places where hunters congregate.
Avoid lots of white or black
Also avoid vast expanses of dark colors. Such colors tend to show fingerprints and other scuffs
more vividly. As one bookseller noted, “It’s very hard to sell a book with fingerprints on the
cover.”
Try different sizes of books
101 Productions was the first publisher to use an 8" x 8" format for
trade cookbooks, a format that allows for more flexibility in the
layout of pages while enabling the book to lie open more easily
without breaking the spine. In the past fifteen years, 101 has sold
more than four million copies of their cookbooks.
Highlight awards 73
If the book has received awards or great reviews, feature those on

the cover. As Joan Vogel, Vice President of Sales at Chronicle
Books, recently noted, awards give the book “a seal of approval and it’s a way to catch the eye
of the consumer.” If you haven’t won any awards yet, create one and give yourself first prize!
Coat the cover
Besides being your major point-of-purchase advertising for the book, the cover must also protect
the book. If it is a paperback book, have the cover varnished, film laminated, or coated with a
UV plastic. If it is hardcover, use a jacket (which also allows for more promotional copy than a
cover by itself).
Choose lay-flat film lamination over UV coating for paperbacks, because UV coating doesn’t
protect as well.
Test your covers
Whenever possible, test your covers with consumers and booksellers. Scribner sent two versions
of a cover for Faye Smith’s Flight of the Blackbird to 25 African American booksellers. The
cover with a portrait of a family beat out a cover with a blackbird in flight.

Cover Worksheet
Session 4
(Back Cover) (Front Cover)
Category: Title:
Headline Hook: Subtitle:
Short Description: Author:
Worksheet
Foreword:
FREE Offer
What you will learn bullets:
• 74
•
•
•
•
Testimonials:
1.
2.
3.
Short Author Bio:
FREE Offer:
Website:
Price: $
ISBN & Bar Code

Session 5 Printing,
Production &
Getting Others to
Pay for Everything!
Production &
Payment
It’s a lot easier than you might think.
75

Here’s a quick overview of the boring stuff...
Printing!
Session 5
Hardcovers (casebound books)
Use hardcovers for gift books, library editions, permanent collections, major works of fiction
and nonfiction, and professional reference titles.
Since hardcovers are still taken more seriously by booksellers, reviewers, and subsidiary rights
buyers, publish hardcover editions of your books if you want to reach a wide general market
Technical Stuff
through book reviews and author tours.
Hardcovers account for 42% of books sold by warehouse and price clubs but only 28% of
books sold in independent bookstores (where trade paperbacks account for 50% of sales).
Libraries still prefer hardcover editions because they wear better under heavy use. For the same
reason, professionals prefer hardcovers for their expensive reference manuals.
76
Most higher priced books are published in hardcover because such covers are viewed as being
more expensive. An exception to this rule, however, are high priced annual directories, such as
Literary Market Place, because they are expected to wear out quickly and be replaced with a
new edition each year.
Perfectbound paperbacks
Use paperbacks for most mass-market titles, inexpensive editions, novelty books, travel guides,
poetry, literary novels, and any book with an ephemeral topic. According to one study, 58% of
all small press titles are now published in trade paperback (also known as quality paperbacks).
Mass market paperbacks are the pocket-sized softcover books sold in drug stores, grocery
stores, and newsstands. Trade paperbacks are the larger softcover books sold primarily in
bookstores.
The main reason to use this format is to keep the retail price down so more readers can afford
to buy the book. It also cuts your upfront costs in publishing a book, leaving you more money to
put into advertising and promoting the book.
Otabind paperbacks
This perfect-binding technique can be used for cookbooks, travel guides, software manuals,
and other books that must lay flat. Using special glue and covers, this system allows a book to
lay flat without breaking the binding.
While this form of binding is more expensive than regular perfect binding, it is less
expensive than comb binding or spiral binding.
Besides being less expensive than comb or spiral binding, it also ships more readily
through the mail. And, because it has a spine, it is easier to shelve in bookstores
and libraries.
Saddle-stitched paperbacks
Use saddle-stitching mainly for workbooks, manuals, reports, booklets, newsletters, and other
Session 5
expendable publications.
Because saddle-stitched books have no spine and thus cannot be shelved with the spine out,
they are hard to sell to libraries and booksellers. Don’t use a such binding if these are your major
markets.
The main value of saddle-stitched books is that they are less expensive to produce. Hence, they
make superb workbooks and lab manuals.
Technical Stuff
Here’s my bottom line.
For your first book, I suggest going with a trade paperback. That’s what I did with Conquering
Life’s Obstacles. Hard covers are much more expensive to print. You can always do other
books, but that’s where I’d start.
Here’s a printer I highly recommend for books being printed in North America. I get some
printed in Asia; Malaysia in particular because English is the business language there and the 77
dollar is much stronger than their Ringgitt.
www.booksjustbooks.com
They have printed over 100 million books. I figure they probably have it down pat by now.
Instant Quote
Another great feature of this website is that you can get an instant quotation for how much it will
cost you to print the book. You can choose hardcover, or soft. You just answer all the questions
and presto... your price per unit.

The “Innards”
What the heck is that all about?
Session 5
Front Matter
The front and back matter of your books can be used to help market the book. Front matter
such as forewords and dedications can help to promote the purpose of your book, while back
matter such as appendices and bibliographies can increase the resource value of the book and,
hence, their marketability. Here’s a list of front and back matter which can be used to increase
the promotability of your book.
Inside front cover (or end papers)
The Guts
These may be used for maps, family trees, or other illustrations which add to the reader’s
understanding of a book. Illustrations printed on the inside covers or end papers are easier to
refer to while reading.
Half-title page
78
If included at all, this page (the first page in a book) is most often used to list only the title of the
book. It may, however, also be used to print additional testimonials and endorsements or an
enticing lead-in paragraph to the story itself.
For example, Warner Books printed a series of questions on the half-title page of the mass-
market edition of Jerry Gillies’ Moneylove. If you answered “no” to any of the questions, “you
are on the way to discovering the enriching truth about the road to prosperity . . . and you can
get it with Moneylove.”
Back of the half-title page
If you include a half-title page in your books, use the opposite side to list other books by the
author (especially those published by you). It’s an inexpensive and unobtrusive way to let
readers know about other books by the author.
Title page
List the title of the book, including any subtitle or explanation; the author, authors, or editor; and
the name and logo of your company. Also, list your company’s address and phone number on
this page; it will make it easier for readers to order more books from you.
Copyright page
List the copyright notice, ISBN number, CIP info, and company name and address (if not listed
on the previous page). The copyright notice, of course, is required to secure the fullest protection
of the copyright law.

The ISBN number allows booksellers and librarians to reorder copies more easily. The CIP
(cataloguing in publication) information makes it easier for librarians to catalog your books;
hence, librarians are more likely to order your books if this information is included. CIP information
Session 5
can be requested from the Library of Congress CIP office (one-book publishers are currently
excluded from this program) or from Quality Books, the library distributor.
If the book is available in two editions (both hardcover and paperback), print that information
on this page as well.
Dedication
This is the soft and mushy part of your book. Include some human interest aspect in your
The Guts
dedications, anything that will speak to the readers and make the dedication more memorable.
I dedicated mine to my mentor.
Foreword
Yes, it’s spelled correctly. It’s FOREWORD!
Forewords to your books should be written by celebrities or by experts on the subject of the 79
book—someone, in short, who will add legitimacy or interest to the book.
Preface
The preface should not only establish the author’s expertise but also reveal why the author
chose to write the book. Many bookstore browsers read the preface before anything else,
because the preface often reveals the author’s motivation for writing the book, gives them insight
into the author’s style and approach to the subject, and provides background on the author and
the research behind the book.
Use the preface to establish a rapport with the readers of your book. Give them some insight
into yourself, your reasons for writing the book, and some reason to want to find out more about
the subject of the book. Make it personal, and make it interesting.
Acknowledgments
Acknowledgments are a great place to thank those who helped you research and write the
book, especially the experts and other resource people who provided the necessary background
facts and examples. Such acknowledgments help to establish the reliability of your information.

Table of contents
After the front and back covers, the first thing most people look at is the table of contents. In
Session 5
preparing a table of contents, be as specific as possible. See this as sales copy because that’s
exactly what it is!
Let the reader see at a glance what your book offers. Include not only the chapter titles, but also
major subheads. (Here’s one reason why your chapter titles and subheads should be lively,
interesting, and informative.)
When preparing the table of contents, consider the possibility of using the table as part of the
advertising brochure for the book.
The Guts
Many professional and how-to books use this approach very successfully, since readers of such
books are most interested in what the books cover. Well-prepared tables of contents provide
the best overall summary of what the books have to offer.
You can make your table of contents much more interesting by creating intriguing, challenging,
benefit-laden, humorous, or just plain interesting chapter titles. Remember: one of the first parts 80
of the book any bookstore browser looks at is the table of contents. So make it meaty and
enticing.
Lists of illustrations, tables, or charts
If the book includes many illustrations, charts or maps, you should include a list of illustrations.
Such a list makes it easier for the reader to locate a specific illustration. It also makes the book
more attractive and useful to librarians, because it makes the book easier to use as a reference
resource.
Introduction
Use the introduction to lead the reader into the rest of the book. After the table of contents, most
bookstore buyers will look at the introduction. The introduction must be so well-written that the
reader is enticed to read on. Chances are that once a bookstore browser reads a well-written
introduction, he or she will buy the book.
Because the introduction can be so important in convincing a bookstore browser to buy your
book, don’t just tack on an introduction. Make it an integral part of your book. And make it as
good or better than any other part of the book.
Back Matter
Most of the traditional back matter (appendix, glossary, bibliography, footnotes, and index)
serve one major purpose: They provide readers with access to more information, to additional
resources. For that reason, they are considered essential by many librarians. At the very minimum,
a nonfiction book should contain a complete index and bibliography.

Bibliography
Librarians love to see bibliographies in books because bibliographies let readers know where
Session 5
they can go for more information on the subject, thus making the librarian’s job easier. Also, of
course, bibliographies indicate that a book has been well-researched and, therefore, is probably
more accurate and complete.
If you have done the research for your book, you should have no trouble preparing a complete
and useful list of books that will show your readers where they can go for more information.
Librarians will love you for it.
Index
The Guts
Librarians also love indexes—and for good reason. Indexes make any book more accessible to
readers. All nonfiction books (and some convoluted novels) should have indexes.
If you are planning to prepare your own indexes, write for the Index Evaluation Checklist. It’s
free from the American Society of Indexers, 10100 West 44th Avenue #304, Wheat Ridge
CO 80033; 303-463-2887; Fax: 303-422-8894. Email: info@asindexing.org. Web: 81
www.asindexing.org. This organization can also put you in touch with professional indexers
who can help you prepare a thorough index.
You can also check out the following web site: www.indexing.com.
Appendix
A good appendix should list all the resources readers will need so they can follow through on the
recommendations you make in your book. In more than one case I’ve recommended books
solely because of their appendices which provide access to many resources.
You can also use an appendix to add material that won’t fit anywhere else in the book.
Glossary
If your book is highly technical and/or introduces many new terms, you might want to add a
glossary. Again, people love glossaries. So do reviewers. A glossary helps a book to stand out
from the competition. It can also make all the difference in marginal buying situations where a
buyer can only afford one book.
Bonus Inserts and Features
To add value to your books, look into the possibility of offering certificates, coupons, or other
bonuses for the buyers of your books. Are there any bonus items you can give the reader? Are
there any companies that would be interested in offering free samples to readers of your books?

Here are a few examples of what other publishers are offering as added incentives for buying
Session 5 their books.
In his self-published book, How to Solve Your Small Business Advertising Problems, William
Witcher included coupons worth $75.00 in free offers: a free trial issue of the Clipper Creative
Art Service, a free audiocassette In Praise of the Self-Employed, and a free book, Tax
Strategies for Preserving the Business Owner’s Estate, from Arthur Andersen & Company.
The cover of his $14.95 book proclaimed: “FREE Bonus Offer—$75 value. See Inside!”
Who could pass up such a bargain?
Bantam printed a back-of-book coupon offering a free copy of The Sweet Dreams Model
Handbook in every copy of the Kelly Blake, Teen Model series of young adult novels. They
The Guts
also promoted this offer in the floor displays and consumer advertising for the series.
In 1989, Berlitz launched a new series called Berlitz More for the Dollar. The books in this
series of travel guides were each filled with more than $4,000 in valuable coupons. Do you
have travel guides which could benefit from such added value? How many travelers do you
know who would be willing to pay $9.95 or $14.95 for $4,000 in money-saving coupons?
82
Many directory publishers include coupons for services provided by companies listed in the
directory (with the companies paying to have their coupons featured). Since many directories
already accept advertising, offering coupons is just another way of bringing in more advertising
income and providing another valuable service to their readers.
While doing the research for your book, don’t overlook any possibilities for enhancing the
value of your book by offering bonus coupons for services or products supplied by key
companies serving the field. You might explore possibilities with companies before you submit
the book to a publisher, but don’t sign any contracts without first getting approval from your
publisher. Indeed, you should never make any outside commitments without first getting approval
from your publisher. You could easily void your contract if you go ahead without such approval.
Ask for the Order
Placing an order form in every book is an inexpensive way to increase sales of all your titles,
especially those related to the book. Don’t expect tons of results though. I haven’t gotten too
many in the past 20 years of doing this. This order form can be designed in a number of
formats, from a gift certificate for friends … to a listing of your related titles … to a coupon
requesting your catalog … to an order form headed by the question, “Did you borrow this
copy?”
One further comment: Never offer quantity discounts in your books, especially not to
consumers—not if you want to sell your books in bookstores. Booksellers rightfully resent
publishers who offer consumers better discounts than the booksellers can possibly offer. It’s
okay to say that quantity discounts are available to volume buyers (25 or more
copies); just don’t list the actual discounts. Direct readers to write to your company
for the information.

And Ask Again
Rather than print the order form in the book, many publishers blow in an order card into each
Session 5
book (most printers can handle this operation). A separate order card makes it easier for readers
to send in an order.
Barron’s includes comment cards in most of their new cookbook titles. These comment cards
serve at least four functions:
1) They get feedback from the users of the book.
2) They find out where the readers bought the book.
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3) They elicit opinions from readers on what other titles they’d like to see produced.
4) They allow readers to request Barron’s complete catalog of cookbook titles. Barron’s added
15,000 names to their mailing list in this way.
Knopf inserts attractive full-color postcards featuring the book into some of their books. Their
hope, of course, is that the reader will send the card to a friend, along with a favorable note 83
about the book.
Bantam inserted a Tell-A-Friend postcard into 75,000 copies of the first printing of Leona
Blair’s novel, Privilege. Like Knopf, they hoped that this would help to generate favorable
word of mouth.
Fulcrum inserts a comment card into every book they publish. Not only does the card help them
to build their mailing list, but it also gives them and their authors feedback on the titles they
produce. Their authors love the feedback.
Peachpit Press bound a postcard into every copy of The Macintosh Bible (950,000 copies in
print and still counting). Any reader who sent in the postcard received two updates, one every
six months. While these free updates cost money, they provided Peachpit an inexpensive way to
develop a list of prime prospects for all their other Macintosh books. It also allowed them to
advertise that the Bible never gets out of date.
In their Windows 3.1 Bible, Peachpit binds in a postcard that offers two free items, a Windows
Game Book worth $14.95 and a Windows Goodies Disk that includes many free software
programs.
Falcon Press inserted a free catalog request card into every book they published. They also
offered toll-free numbers to make it easy for readers to request the catalog.

Session 5 SPONSORSHIP PROPOSAL
A Unique
Advertising
Sponsorship
Sample
Medium
84
SAMPLE
Place your ad in the back

of a bestselling book.
Only 10 spots left!
Prepared by:
Gerry Robert
2099 Concession 2, RR 3
Stouffville, Ontario, Canada, L4A 7X4
Tel: 905-640-1789 Fax: 559-677-7388 email: gerry@salesmall.com

Sponsorship Proposal
Session 5
1.0 Introduction
People throw away normal advertising. They don’t keep magazines. Newspapers ads are
destroyed by the end of the day.
No one ever throws out a book. Why not advertise in one?

That opportunity has never existed until now. This proposal will outline the details relating to a
Sponsorship
very unique advertising and sponsorship opportunity, which will be of interest to your company.
Sample
The main objectives of sponsoring this are twofold. First, to get your company in front of a
sizeable and desirable demographic market. Second, to shorten the buying cycle to that market
using a very unique and effective concept.
1.1 LifeSuccess Books has agreed to publish a book entitled, The Tale of Two Websites
1.2 As the author, I asked that we be allowed to include a section at the back of the book
entitled, “Resources We Recommend.” They have agreed. 85
1.3 We wish to use these pages to help companies and individuals like you to expand their
business operation. We can’t think of a better way for you to get DIFFERENTIATION
than to be the only ones in your industry category advertising at the back of the book.
1.4 What we are proposing is that you consider purchasing one page of advertising in the
back of our book and benefit from the media exposure and the publicity campaign. This
will put you in a great position in front of your target customers.
2.0 Objectives of the Book

2.1 Teach what the Internet is all about and why companies are scrambling to use it.
2.2 Assist participants to determine whether they should be on the Net.
2.3 Teach how to use Gerry Robert’s Attraction Marketing Strategies on the Internet.
2.4 Coach the readers on how to sell products and services on the Net using fictional story
approach.
2.5 Show how they can become a magnet for hot prospects.
2.6 Discuss the most common mistakes that hurt sales in Cyberspace.
2.7 Show how to make a site profitable.
2.8 Provide a framework for people to determine if they should be on the Internet.
2.9 Show examples of actual websites, which are profitable, and others, which are not.
3.0 Highlight and endorse the sponsoring companies and assist in their marketing efforts
to the audience.
3.0 Who Reads The Tale of Two Websites

3.1 Here is a breakdown of the target market for the book:
CEO/President/Owner : 46.7%
Vice President : 15.6%
Manager (all depts) : 12.0%
Finance/Accounting : 9.3%
Sales/Sales Manage : 4.2%
Technology (all levels) : 4.6%
Other 7.6%

3.2 Corporate representation. Number of employees from the represented companies.
1-5 : 46.2%
Session 5
6 - 20 : 28.3%
21 - 100 : 16.7%
101 - 500 : 5.2%
500+ : 2.9%
3.3 Corporate operations. Where represented companies operate.
Local : 19.1%
Regional : 33.5%
National : 17.9%
Sponsorship
International : 29.5%
Sample
If you want to get in front of these people, consider reserving your spot right now!
4.0 The Opportunity

4.1 The book will be published on August 30, 2000. You can have a one page ad in the back of
the book. This is a normal book, not an advertising book. You will be one of very few ads.
86
4.2 We will be conducting an official book launch and media campaign on September 1st.
4.4 On-going media will occur to promote the book.
4.5 Our publisher, LifeSuccess Books is fully behind our project with an aggressive marketing
campaign.
5.0 Table of Contents
Introduction
Simple Idea #1 Concept is King
Simple Idea #2 Think Marketing
Simple Idea #3 Avoid The Money-Robbers
Simple Idea #4 Go To Your Prospects
Simple Idea #5 Make Them Come to You
Simple Idea #6 Sell ‘em
Simple Idea #7 Stay Alert
6.0 Benefits to Sponsors

6.1 Full page ad [B&W] at the back of the book. Keep in mind that people never throw out
books. Your ad will be in that book forever.
6.2 Third party endorsement from the author. Under section, “Resources We recommend.”
6.3 Sponsors are guaranteed exclusivity for their product or service category.
For example, we will have only one “Computer” company per edition.
6.8 First right of refusal will be given to sponsor for future edition.
6.9 You can insert a direct response coupon in your ad to measure the results.
Investment: $2,000

7.0 Why Become A Sponsor?
Reason #1: Massive Advertising Campaign

Session 5
Our seminars and books provide a highly credible vehicle with high visibility mass advertising to
a targeted market. We target commissioned salespeople, entrepreneurs, business owners and
senior executives from small to mid-sized companies. When Gerry Robert and his books
come to town, everyone knows about it. These popular events are usually sold-out in each city.
Several media including brochures, ads, flyers, fax broadcasting, thousands of sponsor
invitations ensure high visibility to a niche market.
Reason #2: Pre-Qualified Leads

People who will buy this book are pre-qualified. Only people who fit the target market will read
this book. Because you have industry category exclusivity they will always have your contact
Sponsorship
information.
Sample
Reason #3: Third Party Endorsement
Gerry Robert will endorse your product or services to everyone who reads this book. This 87
is a highly credible way to demonstrate what you sell to a targeted market. He is a proven
and powerful speaker with a highly rated message and style. His credentials as a
best-selling author, newspaper columnist, speaker and consultant to the world’s corporate
giants provide him with credibility to properly position your product or service with
his endorsement.
Reason #4: People Don’t Throw Out Books!

Almost every single advertising medium is temporary. Advertise on TV and within seconds it is
out of the mind of the viewer. Newspapers are thrown out at the end of each day. Radio spots
fade in seconds as new ads come over the airways. But who throws out books? No one!
The benefit to you is that your ad will have a much longer shelf life. They may or not respond to
your ad but guess what? When they pick up that book again, your ad will be right there along
with it. Giving you maximum exposure in front of the right audience.
Reason #5: Return on Investment

Sponsoring this book offers you a promotional opportunity that is unduplicated in the industry.
Reason #6: Exclusivity

You will have industry category exclusivity. You will be the only one from your industry
advertising in the back of the book.
Reason #7: Sell More For Less

Your investment in the sponsorship program is less than the corresponding
aggregate cost of personal sales calls on an equal number of qualified
potential prospects. The opportunity offers a memorable client contact with
high visibility for your corporate name and products. In essence, there is a
significant decrease in sales costs.
Appendix A: Cover Design
Session 5
Book Information:
Author: Gerry Robert

Publisher: LifeSuccess Books
Mass Market Paperback: 145 pages
ISBN: 9839949705
Foreword: Dr. Ken Blanchard
Sponsorship
Co-author
The One-Minute Manager
Sample
88
Appendix B: Endorsements Received

“This is a wonderful book.”
Dr. Ken Blanchard, One-Minute Manager.
Brilliant! A formidable piece of writing guaranteed to get you out of that rut and rethink your life’s
priorities. Full of action plans to stop procrastination and set you on the track to Financial Independence.
Dr. Arthur G. Robinson
Robinson Shipping
This is a must read book for entrepreneurs. An invaluable book to the insights of becoming a millionaire.
I find this book of great content and I would not do without it.
Roy Boey
Author/Raconteur
One of the most practical handbooks I have ever come across. I was especially impressed by Gerry’s
offer of being contactable through his email.
Victor Kim
Executive
If you are serious about wealth, the concepts in this book will blow you away.
Dave Brown
President
Classic Conservatories

Session 5 Authorization Form
Name: ____________________________
Company: ____________________________
Address: ____________________________
City: ____________________________
Postal: ____________________________
Country: ____________________________
Sponsorship
Tel: ____________________________
Sample
Fax: ____________________________
Email: ____________________________
89
Yes, I agree to have my advertisement in the back of this book. I agree to supply
Black and White art for my ad. This agreement is between the advertiser and the
author. Payments are direct to the author. This is for one insertion only. My ad will
appear in Edition __ and the print run will be_______________.
I understand that I have exclusivity in my industry category.
I understand that I will have the right of first refusal in subsequent editions of the
book.
I agree to pay a fee of $2000.
Dated, Tuesday, July 18, 2004.
________________________________
Advertiser
________________________________
Author

Session 6
Marketing &
Promotion Techniques
Think
Sales
Most Important Rule:
10% Content - 90% Marketing
90

Why my first book had 26 pages of
endorsements and how I got Dr. Norman Vincent Peale,
Session 6
Robert Schuller, Ken Blanchard and Rich Devos to write
wonderful blurbs for me, an unknown newbie!
The fact is that radio, television, and the movies have conditioned the consumer to buy almost
anything associated with Star Power.
Harvey Mackay printed 44 testimonials in Swim With The Sharks; he had endorsements
Get Others to
from everyone from Billy Graham to Robert Redford. Did these big name celebs go out and
Sell You
buy a book and write unsolicited testimonials? Of course not. Mackay asked for words of
praise.
Testimonials sell books. Why? Because people love to buy by word of mouth and that’s
essentially what a testimonial or endorsement is.
91
I've used testimonials to get me sales, introduce me to others, to build my credibility and I did
that when I first began in business. The first edition of my first book Conquering Life's
Obstacles had 26 pages of endorsements. I tend to go a little nuts with testimonials. It's easy
to do and anyone can do it to gain a significant business advantage.
Testimonials can be one of the most critical elements of your marketing materials. I'd like to
show you how to get testimonials, even if you’re a new author or just beginning to launch your
book.
The bigger the name, the longer lead time you will need in securing the testimonial. Keep that
in mind.
Without well-written, specific, credible testimonials, it is very difficult to sell anything. You see,
you can say all you want about yourself, but the fact is... people DON'T BELIEVE YOU!
They believe what others say much more than they will ever believe you.
Testimonials are your "proof," your expert witnesses in proving the case for your book. Having
a sales pitch without testimonials is like going into court without any witnesses. You can never
use too many testimonials, and you should constantly be in the process of collecting them. I
can't overstate this enough...

TESTIMONIALS ARE YOUR KEY WITNESSES!
Session 6
I have a file titled, “Testimonials To Add To Next Printing.” I’m constantly asking people for
testimonials. [By the way, would YOU please send me one?] I keep them on file until the book
goes to press again and I always add them to the file.
Here's my Secret Formula For Getting Money-Making Testimonials.
Too many people use WORTHLESS testimonials that go something like this:
"This book is wonderful!" J.B., KL
Get Others to
Sell You
"Thanks! Great book." L.T., Singapore
These kind of testimonials HURT your credibility more than they help it. Keep in mind that the
main purpose of a testimonial is to build credibility in you and in your book. Because people
are skeptical these days, they will almost always believe what other people have to say about
you more than what YOU have to say about you. 92
"This book is wonderful!" J.B., KL, makes the potential buyer wonder (whether consciously
or not) why the person doesn’t put his or her name on the testimonial?
Key #1: A very specific claim.
Don't use generalities like:
"Great"
"Awesome"
"Wonderful"
The more specific the claim, the more believable it is.
Key #2: An air of believability.
It should be believable. NEVER, never make up testimonials. I'm okay with writing it for the
person and asking them to give their “Okay” if they agree with it, but don't just make them up.
Key #3: Benefit-packed claims.
Make sure that each testimonial is full of benefits that your readers will receive by buying the
book. So, don’t say, “Great book!” Instead, say, “I learned how to find a new job for 25%
more pay. I did it in less than 29 days too!” See the difference?

Key #4: Put their name on it.
Session 6
The most believable endorsements have the person's name on it, at the very least. It would be
even better if you could get permission to use their city and if possible, their email. Now, this
isn’t always possible, but if you can get people to agree, your results will be dramatically
better. The amount of credibility that is built with this kind of testimonial is incredible.
Example of good [actual] book testimonials.
[From: Who Moved My Cheese? by Spencer Johnson]
Get Others to
"I’m giving this book to colleagues and friends because Spencer Johnson’s storytelling
Sell You
abilities and unique insights make this a rare book that can be read and understood
quickly by everyone who wants to succeed in these changing times.”
Randy Harris, Former Vice Chairman, MERRILL LYNCH INTERNATIONAL
How To Get Testimonials? 93
Here's how to get plenty of excellent testimonials.
Make a list
Make a list of everyone, I mean everyone who you might want to get an endorsement from. I
remember for my book, I wanted to get Tom Peters of In Search of Excellence fame. He
eventually turned me down, but that’s okay, I got my second pick instead.
In writing this list, don’t consider anything other than, “Would the readers of my book be
influenced by this person or not?” If so, put them on the list.
Find the contact info
Depending on how famous and rich the person you want to write your Foreword, endorsement
or testimonial, it might be hard to actually get it into their hands. You might need a fair degree
of patience, and cunning persistence just to find their contact info. Use these things that other
authors who have succeeded in getting testimonials from them have used.
Directories
Internet
Guests of their show.

Finding Celebrities
Session 6
Many celebs use agents. You might want to consider asking their agent if they have a publicist,
sometimes it’s easier to go through the publicist. They are interested in exposure for their
clients. [Agents are usually only interested in CASH.]
* Celebrity Directory: Over 8,000 names and addresses. Axiom Information Resources, P.O.
BOX 8015, Ann Arbor, Michigan, USA 48107, Contact: Terry Robinson
Phone: 313/761-4842, Fax: 313/761-3276
* VIP Address Book
Get Others to
Sell You
The purpose of the V.I.P. ADDRESS BOOK is to provide readers a means with of reaching
Very Important People -- such as celebrities, government officials, business leaders, ...
http://www.vipaddress.com/
* Screen Actors Guild 94
Where to find addresses for any film or TV actor.
http://www.sag.org
Get the word out! [But draft the testimonial yourself!]
Too many people are too stingy to give away their books for free. However, giving away your
book is often what you have to do to get testimonials. And the cost of doing this is a painless
drop in the bucket compared with the firepower that good testimonials will bring to your sales
copy.
Give away your book to some people and tell them why you're doing it. Tell them you want to
get a testimonial about their experience with your book.
Tell them that you normally sell the book for X amount and the book will give them x, y, and z
benefits. But you are willing to give it to them for FREE, if they are willing to endorse you and
the product.
Of course, you should be working on testimonials even before your book goes to press, so
send them a few chapters on paper or maybe email them or put the book on diskette and mail
it to them.

Write it yourself!
Session 6
I suggest that you actually write out the testimonial for them and tell them that you'd like to use
it as is, or they are free to edit it if they prefer, assuming of course, that they fully agree with the
statement you wrote. Most people will say "Yes."
If you write it out for them, they won't have to, and that will make them more likely to say "Yes."
Say something like this:
“Dear … I know you are busy. Considering your position and your schedule I’ve written what
Get Others to
I’m looking for in a testimonial for the enclosed book. In fact, after reading the book, if you
Sell You
agree with it, I can use it exactly as it is, or feel free to edit-at-will…”
Sample Letter:
Dear Mr. Big Time Celebrity,

95
I want to make you even more famous by including your prestigious name in my new book
with a testimonial on page one or the back cover.
I know you are busy and I recognize that drafting an endorsement is a creative act – requiring
time and thought. So, I have come up with a suggested line: one that ties in your background to
my project. Note that it is short with a single message. Of course, you may edit this copy,
change the reference to you or even start over (you are far more creative than I.) You may
even break my heart and blow your chance at immortality by round-filling this letter.
If you elect to take part, please make any changes on the enclosed and return it in the self-
addressed, stamped envelope.
I am enclosing a mock-up of the cover along with a Table of Contents to give you an idea of
the concept. Of course I will send you a complete manuscript if you want to see it. And, you
will get a copy of the book as soon as it comes off the press. I’d appreciate your response by
___________________ (date).
Sincerely,
Gerry Robert

Session 6
[On a separate page type the following.]
Testimonial for:
Millionaire Mindset: How Ordinary People Create Extraordinary Income
Here’s a sample of what I’m looking for, if it helps:
__ I like this one:
“This book teaches people everywhere how to change their financial future by providing
you a simple, step-by-step plan that can easily be implemented without needing a fortune
to start and without having to work at another job. “
__ I can do better than that: 96

[They would fill in ]
Signed: _____________________________
Other Tips and Techniques
Use their name, company name or their book title in your endorsement that you write for them.
(For example, I wrote for Ken Blanchard, “If you’re a One Minute Manager like me…”)
Start early
Send out lots of requests
Never stop seeking endorsements
Send each chapter for peer review
Send out chapters and manuscripts to the highest-placed, most influential leaders of your trade
associations, or industry.
Always make it easy for them to reply [Send self-addressed stamped envelopes].
Keep the blurb to no more than three sentences. People rarely will read more than that.
Draft letters that show how your book meshes with their interests.

Session 6
The Main Parts of a

Killer Press Release
Play The Game

You’ve Got to
Headline
The headline is the AD for the piece. You need to attract the editors to
read more. Controversy and/or Questions have worked the best for me.
Then type a descriptive, clever and catchy headline in bold and strong 97
fonts and center it. Now space down a few lines and get into the body of
the release.
Needs and Problems
The lead paragraph is designed to invite the reader into the article. It
should have broad appeal. Focus on what keeps your Target Population
awake at night. What’s their biggest problem? Talk about that. Make a
case for why this is important to look at.
Development
Spend a second paragraph developing the message. Put the most

interesting information first to keep the reader interested. Recite the most
important items in descending order so that if some are cut from the end,
the most important will remain. Keep in mind that the media love statistics
or survey results of any kind.

The Book as a Problem Solver
Session 6
Now, switch your focus from a problem to a solution orientation.
Describe the book using your Promo Pillars. Show how your book is a
resource to assist people with the problem it addresses.
Author
Tell them who you are and why you are qualified to address this issue.
Ordering Information
Give the particulars of your book and how they can obtain it.
98

Session 6 Press Release Worksheet
(On your letterhead)
For Immediate Release...
Contact:
Tel:
Fax:
Email:
URL:
[Headline] 99
[Issues, needs and problems]
[Solutions]
[Why is your book a resource for this problem]
[About the author]
[Ordering information]
End#

Session 6 Getting Yourself In the NEWS!
Self-syndicate your own column
You have no idea how popular I am in Asia. Why? Because I contribute to so many
publications there, that my name is a household word in places like Kota Kinabalu
and Penang in Malaysia. You can syndicate your own column to newspapers,
magazines, or newsletters. I’ve made millions, literally, from being in the news.
To promote her series of Backyard Scientist books, Jane Hoffman regularly

sends out articles adapted from the books to a large number of home schooling
newsletters and other interested media. Many of these newsletters use her
The Magic of
Columns
columns. Of course, each article ends with information on how the reader may
order her books.
Jeffrey Lant, self-promoter extraordinaire and author of many books, writes a

business self-help column that he syndicates to over 500 small business and
opportunity publications. He claims his column has a readership of more than two
million. In the past year, he has also begun syndicating his columns via the 100
Internet, including email distribution to key prospects.
Set up your own press syndicate
To establish your company as a source of information related to your specialties,

establish a press syndicate. Such a syndicate does not need to be complicated. It
could be comprised of a simple monthly mailing of news story ideas, feature
articles, and other items.
Reebok, manufacturers of athletic shoes, sends out many of their background

information releases under the auspices of the Reebok Aerobic Information
Bureau. The Associated Press recently featured one of their releases about a
study conducted by USC researchers that showed that exercising improves
problem-solving abilities, concentration, and short-term memory. What a way to
sell shoes!
Zondervan, a major publisher of religious books, has formed the Zondervan Press
Syndicate, a free monthly feature service sent to interested newspaper and
magazine editors. Each monthly mailing includes story ideas and camera-ready
articles. Among the items they send regularly are feature articles, Q&A articles,
word puzzles, book excerpts, cartoons, author columns, guest editorials, opinion
articles, biographies, and special days of the month material.
Zondervan also mails out a monthly newsletter, Producer’s Report, which features
interview ideas for radio and TV producers.

They also have formed the Zondervan Radio Network that mails out free audio
Session 6 cassettes to 250 radio stations. The tapes feature various lengths of recorded
material, from 60-second news segments to 27-minute author interviews.
Volunteer to be an expert
Let the media know that your owners, managers, or other key personnel are
available as experts. Send them a bio and a background news release about
your newest product or service. Later, follow up with copies of other articles that
feature your expert (attach a For Your Information note to any follow-up copies).
You might also publish a regular newsletter that you can send to all your media
contacts. The key point is to continually keep your name in front of the media.
Don’t expect an immediate response. You won’t always get one. Sooner or later,
though, if you have matched your expertise to the media’s needs, some will
contact you to get more information.
Every week, for example, USA Today features a special department, Ask Money,
where they invite readers to ask questions which are, in turn, answered by 101
leading experts around the country. Do you have any people who are qualified to
answer such questions? If so, let the Money editors at USA Today know how to
get in touch with them.
The Minneapolis Star Tribune has a regular column called Fixit, which answers
readers’ questions about consumer problems, from insurance to real estate.
They often turn to outside experts to answer the questions from readers. Does
your local newspaper have a similar column? If so, why aren’t they calling you?
Simple. You haven’t yet established yourself as the expert to call. Do so today!
To keep its name in front of the media, Playboy magazine mailed out packs of
Rolodex file cards to important media contacts. Each card in the pack was
categorized by subject of expertise at the top and included the name of a
Playboy editor or a regular Playboy freelance writer who could serve as an
expert. Addresses and phone numbers were also listed. Experts were provided
in the areas of art, sports, music, movies, photography, books, fashion, travel,
and sex.

Establish yourself as a prime source
Session 6
Here’s an idea from State Farm Insurance. They prepared a short report, A
Reference Notebook of Insurance Sources, which listed more than 200
organizations that could provide further information on insurance topics (the top
insurance companies, trade associations, arson associations, and insurance
research groups). They then placed ads in the major journalism publications
(Editor & Publisher, Quill, Columbia Journalism Review, and American Journalism
Review) inviting the media to send for a free copy of their report. Of course, State
Farm was listed prominently as a resource in the report. But, more importantly, the
fact that they were able to compile such a report clearly suggests that they were,
and continue to be, the best source for information on insurance issues.
Create your own speakers’ bureau
One way to make your authors or managers more available for speaking
engagements with associations, groups, and businesses is to form your own
speakers’ bureau. You can fund the bureau with your commissions from paid
102
speaking engagements. Matthew Bender, a legal publisher, formed a speakers
bureau for their authors. Not only do they book their authors for seminars and
conferences, but they also book them for media interviews.
Sponsor a poll
Conduct a survey related to one of your products or services. Then announce the
results. Sometimes when you do this, you’ll get featured twice: once when you
announce the survey and a second time when you announce the results. For
example, Gallup did a poll for Talk to Win, a book by speech therapist Lillian
Glass. The results of that poll were featured in many news stories.
Sponsor a contest
One effective way to get publicity is to sponsor a contest. Peter Urs Bender, one
of the most successful speakers in North America would conduct an annual public
speaking contest for high school students. You wouldn’t believe the publicity he
gets out of it. What do you think the topic is that he sells? You guessed it... public
speaking!
You can even charge a small fee. How about a muffin-baking contest to promote a
new food store? Or “your most romantic moment contest” to promote a new
perfume. Or “the best photo of the Grand Canyon” for a new photography shop?
Again, it’s possible to get publicity both coming and going — when you announce
the contest and when you announce the winner.

Several years ago, the Wall Street Journal publicized a contest sponsored by
Session 6 Delia’s Restaurants. Delia’s offered a chance to win a fully equipped Manhattan
restaurant and one year’s paid rent to the person with the best concept for a
fantasy restaurant. The entry fee for the contest was $50.00. Delia’s owners
expected to get 5,000 entries (that’s $250,000 in entry fees), but reserved the
right to cancel the contest if that goal wasn’t reached. What did Delia’s get out of
this contest? Well, they might have made some money on the contest fees, but
they also got 5,000 new ideas for trendy nightspots.
In their quarterly Llewellyn New Times newsletter, Llewellyn sponsored a book
The Magic of
review contest. They invited readers to submit a 750 to 1,000 word review of any
Columns
Llewellyn title. Winners received a $20 gift certificate toward any Llewellyn book,
while Llewellyn received tons of great testimonials for their books.
Don’t forget the wire services
Many newspapers, which are members of one or more wire services, rely upon
the services to provide their readers with national news and features. It’s common
103
for a story that goes over the AP wire to be picked up by 200 or more
newspapers. That’s a quick way to get your story national coverage.
What is the best way to reach these services? Start by working with a reporter at
your local big city newspaper. Once your local paper publishes a story, especially
if it’s a good one, encourage the reporter or the editors to put the story over the
wire. It’s in their interest to have their stories go over the wire; it adds prestige to
their work.
If your local newspaper doesn’t do a story that gets over the wire, approach the
local or regional bureaus for these news services. If you can’t find their names in
the Yellow Pages, call or write to the national headquarters as follows:
Associated Press (AP), You can send story ideas to subject editors (sports,
food, etc.). www.ap.org
United Press International (UPI), www.upi.com
Reuters Information Services, www.reuters.com

Submit stories to local news bureaus
Session 6
Major media often have bureaus in other cities. According to Allan Hall, technology
editor at Business Week, when submitting news stories to the major
magazines, submit the story twice — one copy to the main editorial office and
the other to the nearest bureau of the magazine. The chances are far greater that
your local bureau will respond to your news release. Why? Because it is their job
to find local newsworthy events, people, and products.
Write a letter to the editor
Or, better yet, submit a guest editorial to the newspaper. Write about something
that really moves you. Write about your work, your ideas, your causes. Don’t think
that op-ed pages are worthless for publicity. They can be very effective. When
Anthony Lewis praised Under a Cruel Star: A Life in Prague 1941-1968 in the
op-ed pages of the New York Times, the publisher had to go back to press for a
second printing of 3,000 copies.
Besides the letters to the editor page, many newspapers and magazines also 104
offer other opportunities for their readers to give them feedback. Here are a few of
the ways that USA Today offers its readers an opportunity to give feedback: a toll-
free number for readers to call in their letters to the editor or to give brief opinions,
a toll-free number for the hearing impaired, an editorial fax number, and its Voices
from across the USA editorial feature. If you’d like to give your opinion on a current
topic of the day, send a clear, close-up photo of yourself along with your name,
age, occupation, city, state, and day and night phone numbers to Voices, USA
Today, 1000 Wilson Boulevard, Arlington, VA 22229.
Successful direct marketing campaigns, industry news, and other interesting items
can be found in Direct magazine, www.directmag.com.
Offer something FREE
Many magazines have special departments that feature notices

about new products, free reports, free samples, informational
brochures, and other things that people can write away for. While it is
almost impossible to get a magazine or newspaper to do a feature
or review more than once on a new product or service, it is easy to
get them to feature new free offers as often as you can come up with

them. Plan to start a new promotional campaign at least four times a year for
Session 6 each product or service you want to promote.
For example, a travel agent could offer a list of the ten most exciting places in
Iowa (if they were promoting trips to Iowa). Two or three months later, the same
agent could offer a report on holiday happenings in Iowa. Three months later, a
report on how to plan your next vacation in Iowa. And three months later, a list of
ten major historical sites in Iowa. And three months later....
Family Circle magazine features short items about new and unusual products.
Some publishers have sold as many as 20,000 books as a result of one
mention in Family Circle.
Freebies, a bimonthly newsletter that publishes all sorts of free offers, is

especially interested in items for kids, crafts, home, auto, garden, and teachers.
freebies.about.com
When you make a FREE [FREE SHOULD ALWAYS BE IN CAPS] offer, make
it something useful. And be sure it is related to your products or services. Then, 105
when readers write in for your free offer, send them your report or other free gift
plus your catalog or other promotional literature.
Join a press association
Freelance writers and journalists often join press associations to mingle and
network with other journalists. There are press associations for many interest
groups, including a Catholic Press Association, Computer Press Association,
and Garden Writer’s Association. There are also writers associations for
children’s book writers, travel writers, sports writers, and so on. Why should you
seek out and join these associations. Here are a few reasons:
You can find professional writers who are qualified to write about your
products — either in consumer media or for your press releases.
You can make connections with magazine and newspaper editors, radio
and TV journalists, and freelance writers.
You can be the first to learn about editorial changes. Most press
associations notify members of such changes long before others know.
Use co-op publicity programs to supplement your other promotional efforts, you
might want to participate in a co-op publicity program or pay for a listing in one of
the PR programs that are sent to editors and producers.

Radio-TV Interview Report, Bradley Communications, prints a bimonthly magazine
Session 6 sent to 4,000 radio and TV producers. www.rtir.com or call 800-989-1400
Distribute releases via a PR service if you want to get your news out fast nationwide,
you could work with one of the publicity services that distribute news releases
electronically to news rooms around the country. Here are a few such services:
PR Newswire, distributes news releases electronically to thousands of

jounalists. www.prnnewswire.com
North American Precis Syndicate. Besides news release distribution, this

company can also handle multimedia releases and camera-ready releases.
The Magic of
www.napsnet.com
Columns
You could also pay to have a news service send your story out by satellite feed
to radio and TV producers. Here are a few such services that feed radio stations:
News/Broadcast Network, www.newsbroadcastnetwork.com

106
Jericho Promotions, 924 Broadway, 4th Floor, New York, NY 10010-6007; (212)
260-3744; Fax: (212) 260-4168. 50% of their stories feature books and authors.
Their stories go to 1,100 subscribing radio stations.
Distribute camera-ready stories
Dr. Tony Hyman regularly sells over $100,000 in books every year by placing only
three ads. How does he do it? He writes a short news story about his book, Cash
for Undiscovered Treasures, and then distributes the story to 7,000 newspapers
in camera-ready format designed for standard newspaper layouts. His stories are
formatted and distributed by Metro Creative Graphics for about $1,000 per article.
Tony writes his own stories, but he makes sure they follow standard journalistic
style so they read like a real news or feature story. His experience is that about
200 newspapers pick up a story. And from that exposure, he sells some 1,600
copies of his $22.95 book. He grosses anywhere from $35,000 to $40,000 per
story. To keep his book alive, Tony places three stories each year, with each story
having a different slant. As a result, some newspapers have carried
more than one story.

You could try to distribute your own camera-ready news stories, or you could use
Session 6 one of the services, such as Metro Creative Graphics, that regularly distribute
such stories for a small fee. Both PR Newswire and North American Precis
Syndicate distribute such stories.
Here are a few other companies that offer this service:
The Magic of
Metro Creative Graphics, 33 West 34th Street, New York, NY 10001-3099;
Columns
(212) 947-5100; Fax: (212) 714-9139. Besides sending out monthly mailings of
camera-ready releases, this company also offers thematic sections such as
Health and Fitness, Garden Time, Spring Home Improvement, and so on. Metro
also offers a free clipping service for first-time participants of their services.
News USA. They will write, edit, typeset, print, and distribute a 100-word
feature in their monthly tabloid of camera-ready articles which is sent to over
10,000 newspapers. They provide usage reports and clippings as well. They
also have separate services that go to TV stations, radio shows, and Hispanic
media. All news and feature items are also featured on their web site at
107
www.newsusa.com.
Family Features Editorial Services. This company specializes in full-color

thematic sections for newspapers, magazines and websites.
Get on Oprah
Always aim for the highest first. If you want to be on a national talk show, get on
Oprah. If you want to get on a local TV talk show, go for the most watched one. It’s
not always easy, however, to book the top shows or top newspapers. As publicist
Arielle Ford once said, “Here’s how you get on Oprah. You call 213-385-0209.”
That’s the Science of Mind prayer line. According to Ford, it’s worked for some
people. But here are a few more pointers on how to get on Oprah. Many of these
pointers will also get results when working with other media.
Provide the producers with a show idea. Don’t say that you’ve got a great
author or expert to interview. Present them with the entire show idea. What’s the
show’s theme? Who else besides your expert should be on the show? Help them
make the contacts for these other experts or case histories. Offer to
share your resources to make the show happen. The more you do for
them in creating an entire show, the more likely you are to get
booked.

With other media, provide them with a news story. A new book being
Session 6 published is not a story; there are hundreds of new books published every day.
The same holds true for new products and new services. Rarely do these make
good stories. Discover the story behind your bland news release - and tell that
story. How is your new product or service a story?
Focus on people and benefits not your product.
Focus your news release, pitch letter, and phone calls to
the media on the benefits of your product or service. How
will it help people, especially the readers or viewers for
the media you are approaching? Benefits, benefits,
benefits - never features!
The Magic of
Columns
Quote people. Whenever possible, quote users or
your expert in your news releases. Why? Because quotes
enliven any news story. Check it out for yourself. Read any
news article and see how often the reporter quotes
someone. Every news story uses quotes. It humanizes the
story. For you, though, quotes offer one other incredible 108
benefit: You can say anything you want in a quote. As long as the material is
quoted, you can come out with a strong statement about your product or service
and, more often than not, the media will reprint it. Put the same words in your news
release without quoting someone, and not only won’t the words be used, but there
is a good chance that your entire news release will be thrown out. Outrageous or
strong statements should always be put in quotes.
Follow up. For any important media contacts, always follow up your news
releases with phone calls. Remember what I wrote previously about the
importance of persistence and follow up. It is the most important key to success in
publicity.
Make repeated contacts. If your first pitch to Oprah doesn’t work, then send
them another pitch, another show idea. Put the 9/18 Marketing System to work for
you by contacting your most important media outlets at least once every two
months. That’s a minimum.

Here’s how to write “How to” articles that
position you as the expert you are and
Session 6
finally give you the recognition you deserve!
Why was I stopped at the airport in Kota Kinabalu? Because I write articles for thier newspapers
and magazines all the time. One faithful reader just wanted to stop me in the airport to thank me
for writing such inspiring material.
The Magic of
I have hundreds of articles that I rehash over and over to give me credibility. I dole out FREE
Columns
advice on how to..
HAVE MORE
DO MORE
BE MORE 109
...than you are now.
You see, I’m smart enough to offer them—for FREE.
Editors of newspapers, magazines, trade journals, newsletters and even the free weekly
“shoppers” are hungry for articles that will inspire, educate, calm, enlighten, humor, and entertain
their readers. They want advice that will help people find more time, save money, feel healthier,
look thinner, be safer and have better sex lives. And they rely on people like you and your
competitor to provide them.
Whether you’re telling readers how to grow gargantuan tomatoes or how to stay out of trouble
with the IRS, “how to” articles are an excellent way to call attention to your talents and establish
yourself as an expert. They give you dozens of column inches that you might not be able to
afford if you had to pay for an ad. They draw traffic to your web site. And if your articles are
compelling and convincing, they can lead to thousands of dollars in sales for your products or
services. The bigger and more prestigious the publication, the greater your credibility.
If you can’t write, or don’t have the time, you can always hire a ghostwriter to create the articles
for you. But why spend the money, when you can follow the steps on the following page?

Here’s a step-by-step guide on how to get in on the action.
Session 6
First, Choose a Topic
This is easy. Name the three biggest problems your audience faces. You’ve just come up with
three ideas for three different articles. Be sure the topics tie into a service you provide or a
product you sell.
Once you’ve chosen a topic, it’s time to select a title. Here’s a helpful list of possibilities. Simply
Instant Credibility
fill in the blank, depending on what you’ve decided to write about.
- A New Way to ...

- That Has Never Failed
- A Quiz: Test Your ... Smarts
- Cash in on ... Trends
- Chasing the Right ...
- Cool Tools for Today’s ... 110
- Common Errors That Kill ...
- Discover the 7 - Essential Elements That - Guarantee ...
- Finding the ... That is - Uniquely You
- Good News for ...
- Bounce Back from ...
- Get Other People to ...
- How to Handle ...
- How to Make ... Work for You
- How to Make Your ... Dreams Come True
- How to Turn ... into ...
- How to ... – But Should You?
- Mastering the Art of ...
- No More ...
- Part-Time ... Full-Time Success
- PSSSSSSST! Ever Wonder About ...
- Questions and Answers About ...
- Straight Talk from a ...
- The Great ... Dilemma
- The Most Beginner-Friendly ...
- The ... Most Valuable ... Tool
- The Last Word on ...
- An Amazing Solution for ...
- The Best and Worst Ideas for ...

Session 6 - The Complete Guide to ...
- The Worst Mistakes You Can Make When ...
- Top 10 ... Do’s and Don’ts
- What ALL of Us Can Learn from ...
- What’s HOT and NOT in ...
- What You Need to Know About ...
- When Not to ...
- Your Must-Know Guide to ...
- ... with Pizzazz!
Instant Credibility
- ... and Grow Rich
- ... and Your Business – Are You Being Left Behind?
- ... on the Cheap
- 5 Ways to Get More from Your ...
- 5 No-Fail Strategies for ...
- 6 Secrets to Successful ...
- 7 Ways to Keep Your ... Dreams Alive...
111
- 7 Ways to Avoid the Most Deadly ... Mistakes
- 8 Ways to Avoid the Worst ... Mistakes
- 9 Formulas for Fantastic ...
- 8 User-Friendly Facts for ...
- 5 Tips to Jump-Start Your ...
- 11 Questions You Must Ask - When You’re ...
- 12 Tactics to Open Up ...
- 13 Tips That Will Make a ... Smile
- 10 Time-Tested Tips for Becoming a ...
- 25 Quick ... Tips to Use Now
- 26 Holiday Gifts for ...

Write the Lead
Session 6
The lead is the beginning of the article. It must pull ‘em in. One of the best ways to start is by
letting readers know you feel their pain. For an example, go back and read the first
paragraphs of this special report. I tried to let you know that I understand the jealousy, envy
and frustration you feel when you see a competitor getting all that free ink. Think of how your
customers feel when they can’t figure out how to handle the problem you are writing about.
Present the problem as clearly and succinctly as possible, perhaps by offering a hypothetical
example like I did.
Instant Credibility
Tell Them Why They Should Care
After the lead, answer the reader’s question “Why should I care?” Explain in one or two
paragraphs why solving the problem is important. What’s in it for them? How much money
can they save? What kind of aggravation can they be spared if they do what you say? Always
write directly to the reader using the second-person “you” instead of the third-person “he”
and “she.” It’s more personal. 112
This is also an opportune time to work in a sentence that explains exactly what you do and a
little about your expertise. For example: “In my 10 years as a psychotherapist, I have found
that many of my clients are as frustrated by the little aggravations of day-to-life as they are by
life’s bigger problems.”
List Bullet Points
This is the meat of the article. Offer a list of tips in bulleted format. Be consistent in the
presentation. If the first word of the first bullet is a verb, make sure the first word of every
paragraph is a verb. Also, boldface the first sentence of each bulleted item, then elaborate. If
your article is in the range of 500 words, keep sentences and paragraphs short. For example,
here is something that might be written by a veterinarian about how to keep pets safe during
the summer:
• Keep water dishes filled. If your dog or cat is allowed outdoors, it’s a good idea to
provide water dishes inside and outside.
• Open your car windows several inches. If you must leave a dog or cat in your car
while you run into a store, make sure you are gone for no longer than 5 minutes. On
sweltering days, parked cars can be deadly, even when the windows are left open.
• Keep animals inside the car. Don’t let your dog or cat ride with its
head sticking out the window. This can cause ear infections. The
animal also could be thrown out the window if you hit a bump or
make a quick turn.

• Exercise animals with caution. Don’t force dogs to run or go for long
Session 6 walks during hot weather.
Longer articles offer more leeway. You can list a bullet point, write three or four paragraphs of
information about it, then list the second bullet, and so on. Other options besides bullets are
numerals, a checkmark inside a box, or a small empty box.
Summarize
Close with a summary paragraph that offers hope or encouragement to readers who follow
Instant Credibility
the advice. Your article doesn’t necessarily have to end in a blaze of glory, or paint a picture
of a cowboy riding off into the sunset. But don’t list your last bullet point and end abruptly.
Provide a nice closing.
Include an Identifier Paragraph
This is the most important part of the article. Include a paragraph listing your name, company,
what you do and how readers can reach you (phone number, email address, or both). Don’t 113
rely on the editor to write this for you. Insist that editors who publish your articles include the
identifier paragraph. Without it, readers won’t know where to find you. If editors won’t agree
to do this, don’t give them the article unless they are paying you their standard freelance fee.
Identifier paragraphs are a great place to include a plug for your web site. You can list your
URL, or offer a free report or a list of tips at your site as an enticement for people to visit.
You can also offer readers a copy of something else for free if they contact you. Example: For
a list of “8 Ways Write to Market Your Books, contact me at…” You can email or snail-mail
the information to them and include information on other products or services they might want
to buy. Then add them to your database and market to them later.
Submit Your Photo
Always submit your professional photo with an article, or send an electronic version. What?
You don’t have a professional photo? Get one. For less than $75, you can have a good-
quality black and white or color photo taken and about a dozen prints made. Order mostly
wallet-size, but keep one or two 3-by-5 prints on hand just in case the media needs a larger
photo. It’s a good idea to have the photo taken in color, even if you only order black and
white prints. If for some reason you need a color photo, you can always order them later.
On the back of your photo, include a label with your name, address and telephone number. Do
not write on the back of the photo with pen or markers. Do not ask the media to return photos.
Who knows? A reporter might be so impressed with your article that she calls
you to comment on a story a few weeks later—and uses your photo again.

Recycle, Recycle, Recycle
Session 6
With just a little editing, articles can be recycled and
customized to fit the needs of many different audiences.
When you offer an article to an editor, be absolutely certain
that you maintain all reprint rights. This lets you offer the
piece to someone else again and again. Editors who insist
on maintaining all rights to the article should be willing to
pay you at least several hundreds dollars for it. If that’s
the case, ask for a written contract.
Instant Credibility
Make Reprints
After your article is printed, call the editor you worked with and, as a courtesy, ask permission
to make reprints. They will almost always agree. Most media don’t require written permission to
do this because they’re too busy. Take the article to a copy center and ask them to make
photocopies.
114
Sometimes I ask my graphics designer to reconfigure the article so it fits onto one side of a sheet
of paper. Be sure the nameplate of the publication is at the top of the reprint. Use reprints in your
marketing efforts. Tuck them into proposals you submit to clients. If you do public speaking,
hand them out to audience members. If you work in a retail business, keep copies on the counter
for people to pick up. Frame reprints and hang them on the wall in your lobby. (Note: If you are
reprinting articles at Kinko’s, first ask Kinko’s for a written permission form. Have the publication
complete the form and fax it back to you, then take the form with your original copy of the article
to Kinko’s to be reproduced. They are sticklers about this.)

Session 7
Tools For Success
Marketing Tools
Brand YOURSELF!
The Brand of Choice
115

Session 7
The Press Kit or Media Kit
The press kit is used to give media contacts more information about you,
your book, your issues and your solutions. Whether you like it or not the
media will judge your book on how this looks. It can contain all or part
of these items:
One Page or Sell Sheet
Get Noticed by
Mock Reviews
the media.
Press Release Samples
Your Photo
Your Book Cover
Author Bio
Articles previously published
123
Promo copy of the book
Book request form
Question Sheet for the Interviewer
Book review reply form
Not everyone gets the same kit

Full kit and kabootle
Full kit with book
Media kit with book
Media kit with book request postcard or form.

Session 7
Printed Materials
Postcards
Flyers
Book Brochure
Create a NEW
Brand... YOU
Posters
Business Cards
Bookmarks
Letterhead
Memo Pads 124

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What if I told you, you were missing out on
tens of thousands of dollars in additional
income every year and that you could change
your current situation immediately?
You’d probably want to know how, right?

Every patient that walks into your office ultimately represents a minimum of 10
more patients. That’s right 10 more! If you had powerful tools full of valuable
chiropractic information capable of teaching them how and why chiropractic
allows the body to function at a higher level, maximizing their opportunity to
achieve greater health & wellness, most patients would anx-
iously refer their immediate family and friends to your
office. CHIROPRACTIC
If your patients read a book documenting miraculous true
stories of patients all over the world,
living with less pain and suffering,
FIRST
Chiropractic living a higher quality of life with
The Fastest
Growing
Works! chiropractic care, wouldn’t they tell
everyone else about your services?
Healthcare
Choice…
Before Drugs
Or Surgery
Most people have a circle of influence
made up of friends and family they com- Terry A. Rondberg, D.C.
municate with on a regular basis who

trust their opinion or suggestions.
Adjusting to a
Many of your patients know as many as 100 family or
e
Higher Quality of Lif friends. This represents only ten percent of the people
EULING
T I M O T H Y J. F they could refer to you for chiropractic care.
The average chiropractor sees 117 patient visits per week. At an average of
$30/adjustment, that represents $3,510/week or $14,000/month. So, after an aver-
age of $7,000/month in expenses, that leaves $7,000/month in income or
$84,000/yr for you.
Let’s not focus on AVERAGE. Let’s concentrate on

ABOVE-AVERAGE, let’s focus on PROSPEROUS!
117 patient visits per week represents about 55 patients/week. If every one of
those patients was properly educated and possessed a passion for the power of
chiropractic, and they all referred at least 1 friend/family member, you would
instantly double your practice and experience a 100% increase in your annual
income without doing any outside marketing or screenings! This is a very conser-
vative estimate regarding new patient referrals.
– 2 –
Read what a few of your With the right patient education system in place,
patients could easily refer up to 10 or more fami-
colleagues and professional
ly/friends into your office. Patients who understand
consultants are saying the value of chiropractic care will want lifetime
about these books: wellness care. Your practice will continue to grow
exponentially. Soon you could be making in excess of
“Chiropractic First teaches why $1 million/year in personal income after expenses.
everyone needs, wants and ulti-
mately loves chiropractic. Totally When every patient understands chiropractic the way
recommended.” — Mark Victor you do, they will turn into referral machines - your
Hansen personal chiropractic supporters.
“Feuling’s book has been an Many chiropractors are among the most prosperous and
integral part of our offices affluent members of their community. It you’re not,
achieving over 90 new patients a you need to ask WHY?
month. Your book has helped us
achieve this number of new I can guarantee you it is because you don’t have a
patients for over 6 months now. successful, custom-designed patient education program
In addition to helping us in place. Let’s build your practice from the above down
increase our number of new and inside out, in the same way all healing occurs.
patients, your book has helped
to increase our retention rate Most successful members in society
dramatically.” — Dr. Michael
P. Grego networked their way to the top.
“Our first order of 100 Chiro- Building a chiropractic practice, like any other busi-
practic First books has already ness, is based on your ability to influence others.
produced over fifty new patients
for our office.” — Dr. Richard The greater number of people you reach with the chi-
ropractic message, the more people you have educated
DeLisle
with the confidence and awareness of chiropractic’s
miraculous healing ability. Chiropractic is the
“Timothy Feuling’s book is,
greatest health secret in this new millennium and the
without a doubt, the single best
more lives you touch the more prosperous you will be.
patient education/referral tool we
have found in 17 years. I espe-
Our most successful doctors have a large circle of
cially like the index which allows
influence. Each circle includes thousands of people -
the patient to look up case stud-
family, friends, patients and colleagues. They tap
ies of results with various condi-
into that circle to increase their patient base and
tions.” — Dr. Scott Marsh
increase the number of new patients every month.
These are the doctors who have mastered the art of
“Chiropractic First is truly a
patient education through better communication.
must read for new patient edu-
cation. Within one week of giv- First you must have the desire. Everyone had to
ing this book to patients and start somewhere. It doesn’t matter if you’re current-
new patients, my practice has ly only seeing 20 patients/week or 150 patients/week,
increased literally 50% and my you can see more. You just have to want it enough to
passion for chiropractic has follow a few simple steps.
increased 10 fold. “ — Dr.
Jeffrey Swella With a base of 50 patients/week, you could create a
– 3 –
new base of 300 patients/week or about 600 patient “I use Timothy Feuling’s new
visits/week, with just 5 referrals from each patient. book “Chiropractic Works!”
That would equate to $18,000/week in income. That’s every day in my practice. It’s full
$72,000/month and $864,000/year in personal income. of well-organized testimonials that
As your practice grows exponentially, you will be are designed to educate, and
serving larger numbers of patients. This is a very inspire patients to refer. And,
conservative example achieved by many doctors armed with this book, they really
already. You can become one of the most well-known do refer! I made back my invest-
and affluent members of your community, known for ment in the books on the very first
your ability to deliver lifetime, subluxation-based day I used them. When a friend
family wellness care. covered my practice the other day,
the first thing he asked me was
Sound too good to be true? “where can I get some of these
books?”
— Dr. Rob Manna- Georgia
It’s not. A few thousand chiropractors around the
world are making in excess of $1million/year in per- “When a patient understands
sonal income. Shoot for the stars, and you won’t be where health comes from, they’ll
disappointed. pay to have it. The book,
Chiropractic First, is the most
It’s very easy to think small and therefore, limit complete, easy to understand
your practice. Unfortunately it’s easy to have a neg- introduction to the health giving
ative outlook and it’s your job to change your atti- powers chiropractic offers. In a
tude and take charge of your life. We call this a town of 5,000 people, I’ve hand-
poverty consciousness. A poverty consciousness is ed out over 1,100 copies and
when you don’t think you deserve to be ultra-success- know that it has produced an
ful and you settle for a life of mediocrity - a abundance of patients.” — Dr.
below-average lifestyle. Kelly Kramp
When you refuse to believe you don’t deserve what “I have been working as a chiro-
others have in their lives guess what? You will practic assistant for over 11
receive exactly what you think you deserve. If you years. During this time I have
think you are successful or you think you are a always found it challenging to
failure, you are right! Adopt a positive attitude and educate and motivate our
the world becomes your oyster. Every new patient rep- patients. “Chiropractic Works!”
resents pearls in that oyster, capable of introducing is one of the greatest patient
you to more pearls (patients). First you must education tools ever created.
believe, then you can achieve. Our patients now understand
the value of choosing the chiro-
Who deserves to be wealthier more than you? You are practic lifestyle. In addition, I
a doctor who increases the life force in humanity. feel that all chiropractic assis-
You offer the hope and freedom to humanity of tants should be required to read
achieving increasing health and wellness without the this book as part of their train-
fear of drugs and surgery. You are a doctor who can ing. — Cheryl Furlaiter, CA,
take an individual suffering with pain and discomfort Office Manager
and often times help them create a happier and
healthier lifestyle. You are a doctor who understands “We find Chiropractic First to
where health comes from and knows what positive bene- be an extremely professional,
fits lifetime wellness care can offer. inspiring and passionate intro-
– 4 –
duction to chiropractic. Easy to So, how do we help you attain the abundance
read but full of tremendously and prosperity we have described?
valuable information,
Chiropractic First belongs in
every chiropractor’s office. I The ultimate patient education system.
would make sure each new
patient receives a copy on their We have written 2 books for the sole purpose of pro-
first visit, knowing with certain- viding you with the ultimate patient education system.
ty it will make them better Both books are 160 pages with full-color covers.
ambassadors of chiropractic. Written to accommodate all levels of reading, these
Why every chiropractor in books will stimulate and excite your patients about
North America doesn’t do the the miraculous benefits of chiropractic care for life.
same still remains a mystery to
me. We have bought over 1,500 “Chiropractic First,” by Dr. Terry A. Rondberg, pres-
copies and intend to keep on ident of the World Chiropractic Alliance and publish-
buying more and more.” — er of The Chiropractic Journal, shows how chiroprac-
Laurent Goldstein tic uses the body’s miraculous resources to heal
itself naturally ... overcome the need for unneces-
sary surgery and dangerous drugs ... provide safe,
“Chiropractic Works!” is like natural childbirth and healthy babies ... and extend
the handbook of chiropractic! It and improve life.
is phenomenal in providing
important case study, answers to There are chapters about chiropractic research and
common questions, and chiro- education ... chiropractic for children and the eld-
practic success stories that are erly ... the Wilk case ... and much more. It’s an
out of this world. This book ideal introduction to chiropractic that will excite
would be a valuable tool to any readers and convince them that chiropractic is an
chiropractor, and even a greater effective means of reaching higher levels of health.
benefit for your patients.
— Dr. David Singer, Founder, “Chiropractic Works!” by Timothy J. Feuling, vice
David Singer Enterprises, Inc. president of the World Chiropractic Alliance and of
Chiropractic Benefit Services, spotlights more than
“Chiropractic First” contains all 200 celebrities, entertainers, and professional and
the information everyone should Olympic athletes who have used chiropractic, proving
know about chiropractic. Ter- to readers that chiropractic is a totally accepted
rific!” — Dr. Richard Plummer and often preferred method of health care.
But it’s much more than a Who’s Who of chiropractic

“Chiropractic Works!” brings patients. Chiropractic Works! also contains document-
current the facts, the chiroprac- ed case histories and personal stories from people
tic principle is alive and well. all over America who have benefited from chiroprac-
That chiropractic is not limited tic. Readers can check the index, look up a specific
to low back pain is obvious health problem, and find hundred of testimonials
from the stories of those having written by actual patients.
recuperated from a multitude of
dysfunction. The power that We have created a Special Report with 5 simple steps
made the body still heals the which will show you the best ways to use these books
body. Reading this book will to increase patient referrals and retention, and we
add years to your life. — Dr. Jim have included this report which starts on the next
Sigafoose page.
– 5 –
SPECIAL REPORT “In the last year I have ordered

over 1000 Chiropractic First
books. After every new patient
FIVE EASY STEPS to increase referrals exam, I make sure this is one
and patient retention. item in their hand to use for
going home and explaining chi-
You know how powerful chiropractic is.
ropractic to family and friends.
However, most people in this country still don’t realize that chiropractic care can This leads into a referral.”
improve their quality of life. — Dr. George Buckler
Americans are skeptical about unsupported health claims. They want PROOF, not hype.
That’s why, in order to convince them of the validity of chiropractic, you have to give “Chiropractic Works! Adjusting
them solid information about chiropractic, as well as credible evidence showing pre- to a Higher Quality of Life”
cisely how it can help them.
offers a series of inspired, heart-
More important, you have to give them this information in writing. felt testimonials and case studies
The power of the written word is incredible. You can tell people something and they which will be of interest to any-
may or may not believe you. But if they read it in a book, they’ll accept it as fact. How one interested in improving their
many times has a patient come into your office because they “read about chiropractic health. It demonstrates the
somewhere....?” power of chiropractic in an
Now, you have two powerful tools that can help convince even the worst skeptic! exciting, uplifting, and highly
readable presentation. Timothy
Chiropractic First and Chiropractic Works! Adjusting to a Higher Quality of Life
Feuling’s book belongs in your
Using these two books, you can significantly increase referrals and patient retention. library. — Christopher Kent,
Just follow these FIVE EASY STEPS ....
D.C., FCCI, 1998 ICA
STEP ONE: Give patients a free copy of Chiropractic First and/or Chiropractic Works “Chiropractor of the Year”
after their first adjustment and talk to them about chiropractic. Here’s a typical dialogue
between a doctor and a patient:
“...bringing a new, clearer and
Doctor: “Mrs. Jones, your case history says that besides the back pain that brought you dynamic insight to chiroprac-
here, you’ve had some problems with allergies, asthma and stomach problems. These tors, patients and the public,
are all very common problems that millions of people suffer from needlessly. Did you your book is on my must-read
know that most patients who are checked for subluxations and adjusted on a regular
basis enjoy significant relief from the various problems you’ve told me about?
list (Chiropractic First).” — Dr.
Guy Riekeman
Patient: “But I thought chiropractic is only for back pain.”
Doctor: “Oh, no. Chiropractic is not just for back pain. In fact, chiropractic isn’t for Timothy Feuling’s new book,
any specific symptom, condition or disease. Chiropractic is based on the premise that “Chiropractic Works!” is con-
three different types of stresses — physical, emotional and chemical — can cause temporary and has mass appeal.
nerve interference in your spinal column. This nerve interference, also known as verte-
It’s timing for the marketplace
bral subluxation, is a misalignment of one or more of the vertebrae [show your patient a
picture of a spine or use a model] in the spinal column, which causes changes in nerve couldn’t be better. Get it and use
function and interferes with the transmission of mental impulses. it, so you can adjust to a
“Higher Quality of Practice.”
“In simple terms, Mrs. Jones, due to different stresses in your life — like the car acci-
dent you were just involved in — you become subluxated and subluxations can be — Dr. Patrick Gentempo, Co-
responsible for symptoms such as back pain, allergies, asthma, stomach problems, etc. Founder, CEO, Chiropractic
The list goes on. This is not to say all of your problems stemmed from the car accident, Leadership Alliance
but at one point or other you became subluxated, and this may be why you suffer from
these different problems.” “Being in a large volume prac-
Patient: “How can chiropractic help my other problems?” tice (700 visits/week), patient
Doctor: “Chiropractic will correct the nerve interference so your body is able to func-
education is the most important
tion at its maximum health potential. You see, when the vertebrae become subluxated, aspect of our practice, besides
you are putting pressure on the nerves your body relies on to send messages to every the adjustment, Chiropractic
part of your body — cells, tissues, organs, etc. Often, this pressure makes it impossible First is one of the major spokes
– 6 –
in our patient education wheel. for the specific nerve that travels to your stomach to perform its duties and stomach
We’ve given out over 1200 problems result. The same is true for numerous other problems.”
copies in the last 18 months. Patient: “How do I know that if I stay under chiropractic care, I may be able to get
Our patients use this book to relief from these other problems?”
educate their family and Doctor: “I have a book called ‘Chiropractic First’ that will give you more information
friends.” — Dr. Mark Hoffman about chiropractic in general and show why so many other people just like you have
been helped. I’d like you to have it, free of charge, so you can understand why it’s
Patients and Chiropractors alike important to continue receiving chiropractic care until your subluxations are corrected.
will benefit from this extraordi- ———
nary compilation of facts and
patient stories. Thank you from Before patients leave, be sure to mark the pages you feel they should definitely read. In
chiropractors everywhere for addition, always make your patients aware of the index, so they can read the chapters
providing us with a long over- that interest them the most.
due resource. This book not In just a few minutes, you’ve accomplished three important things. You have:
only provides the social validity 1. emphasized that chiropractic is not a treatment for any specific symptoms, condition
the public seeks, but additionally or disease
teaches patients how to commu-
2. provided them with a source of detailed information about chiropractic
nicate the story and refer others.
Chiropractic Works! is on my 3. shown them that you care enough about them and their health to give them a free
book which sells in book stores for $12.95 each!
patients “must read” list.
— Drs. Stuart and Theresa Warner, STEP TWO: On their next visit (after you have presented them with the free book)
Founders, Kids Day America, talk with patients about the book. Ask if any of their family, friends or colleagues suffer
Chiropractic Pediatric “U” from any of the problems they read about.
Most people know others who have headaches, asthma, allergies, and other health prob-
“My company has sold over lems associated with nerve interference, and will say Yes.
1200 copies of Chiropractic Hand them a copy of the book and ask them to pass it along to those friends or family
First to our clients since its pub- members, so they can see for themselves how chiropractic care can help them.
lication date. I highly recom- In the front of the book, you can insert a coupon offering a free spinal checkup, along
mend every chiropractor stock with one of your business cards. This is a very easy way to stimulate referrals from
this book for their patients and your patients.
for people in their community.” Since additional books cost you only $2 this can be an extremely cost-effective way to
— Dr. David Singer generate new patients.
Be persistent with your patients about referring their family, friends and colleagues.
Reading the myriad examples of Emphasize that too many people are completely unaware of the benefits of chiropractic
the miraculous innate healing care — and you need their help to educate them!
ability of the human body in
You might try saying something like this:
Chiropractic Works! will open
your patients eyes as it opens “Mr. Smith, I’m trying to teach everyone in our community about chiropractic, and I
could use your help, especially since you not only understand how helpful chiropractic
their heart. — Dr. Stephen
is, but are experiencing great results yourself.
Hoffman, Founder, Moms With
A Mission There’s nothing more powerful than third-party endorsements of chiropractic by your
patients, so enlist every one of them in this effort.
“Chiropractic Works!” fills a Since your patients are experiencing positive results, they will be eager to spread the
previous void in patient educa- word about how great chiropractic is.
tion, presenting a wide scope of Of course, you need to make sure that, along with their endorsement of chiropractic in
confirmed chiropractic and clini- general, they praise you and your staff. You want patients recommending chiropractic
cal testimonials that will give the — AND directing family and friends to YOUR office.
prospective patient the added The best way to do this is to ask your patients to give their friends a free copy of the
confidence needed to choose chi- book, as a gift from you.
– 7 –
STEP THREE: Offer a free health care class in your office. ropractic for their health care
Publicize the class, and announce that everyone who attends will receive a free book needs. “Chiropractic Works”
that reveals the secret to increasing quality of life. Let them know that the book normal- also gives the current chiroprac-
ly sells in bookstores and at amazon.com for $12.95! tic patient the boost in commit-
Invite all your patients and ask each of them to bring a guest. Let them know that, if ment needed to follow through
their guest becomes a patient, their next adjustment is free. with wellness care once the
Hand out a free copy of Chiropractic First or Chiropractic Works! to each person who
entrance complaint has been
attends. Keep your meeting short (30-60 minutes) and go over the book with everyone, resolved. — Dr. Joseph Flesia,
highlighting various parts of particular interest. Renaissance Seminars/Palmer
Instructor
To establish immediate credibility, turn to the chiropractic success story on page three of
Chiropractic First. Then share B.J. Palmer’s words of wisdom on page 1 and pages 129-131.
Highlight your favorite parts of the book and use it to teach your patients the basics Extremely educational and thor-
about chiropractic care. oughly enjoyable... Dr.
Don’t do all the talking. Give patients and guests an opportunity to ask questions. Ask
Rondberg writes in a clear, con-
whether any of them are wondering if chiropractic has been successful with the specific cise style that is easy to follow
problems they’re experiencing. Share success stories your past and present patients have and holds the reader’s attention.
experienced while under your care. With “Chiropractic First” he
Be sure to explain why you became a chiropractor and stress that you are committed to takes the reader through a step
increasing the quality of life in your community. by step account of how the body
works, what chiropractic is, and
End the class by announcing that if anyone has a friend, family member or colleague
who suffers from any symptoms, conditions or diseases — or simply has the desire to how chiropractic can enhance
be healthier — you’d be happy to provide a free copy of the book with your coupon and health and wellness. — Pamela
business card, so they, too, can learn about vertebral subluxations and chiropractic. Hertzberg, CA
STEP FOUR: Make sure you sign every book you distribute to your patients and their
family members, friends and colleagues. Write a special message on the inside cover “Chiropractic Works!” makes
saying you’re concerned about them and want them to know you are available for their
chiropractic real. No gimmicks.
health care needs.
No hype. Real People. Real sto-
This is one of the most important steps to take if you want to fully capitalize on the ries. After reading this book,
power of these books. Your patients respect you as their doctor. When you write a spe- every chiropractor will be more
cial note to them in the book, they will never throw the book away. You have just taken
a $12.95 book and made it priceless. Write a compassionate note, emphasizing how
committed, every patient will
much you care about their health and wellness. more readily embrace the chiro-
practic lifestyle, and every
STEP FIVE: Place numerous copies of the books in your waiting room clearly marked
prospective patient will be more
OFFICE COPY.
willing to fearlessly and whole-
This will get your patients’ attention. They’ll pick up the books and read them each heartedly begin care. — Dr. Eric
time they are in your office. When you present them with their personal, signed copy
Plasker, Family Practice Program
of these books, they will feel honored.
Office copies ensure that patients are given the opportunity to read more of the books in
the spare time they have while they wait to get adjusted. Wow! What an outstanding
book! “Chiropractic First” is
Create an office environment that promotes chiropractic only. Toss out copies of People,
one of the best books written on
Time, Newsweek and other magazines that are filled with drug ads and medical stories.
Your patients are bombarded with enough of that propaganda in their own homes.
chiropractic for the patient. It is
When they’re in your office, make sure they are being educated about chiropractic. simple, easy to understand and
strong in philosophy. What a
——— powerful referral tool. I have
If you have confidence that chiropractic works — and follow these FIVE EASY STEPS received over 50 new patients
— your patients will be positively affected by your energy and enthusiasm. from my first order! Please send
Armed with a copy of either or both of these great books, they will develop the love me 100 more copies right away!
and passion for chiropractic that will keep them coming in for lifetime care. — Dr. Lynn Sullivan
Chiropractic First and Chiropractic Works!
CHIROPRACTIC You can now mix and Chiropractic
Works!
FIRST match your orders!
The Fastest
Growing
Healthcare
Order either Chiropractic First
Choice…
Before Drugs
Or Surgery
or Chiropractic Works or both! Adjusting to a
Higher Quality of Life
Y
Terry A. Rondberg, D.C.
(Bulk orders in quantity of 50 minimum each title) T I M O T H Y J. F E U L I N G
Special Offer! CHIROPRACTIC BOOKS ORDER FORM

Buy a single copy of either
book (or one of each) for the Send me ___________ copies of “Chiropractic First” ................$__________
one-time price of just
Send me ___________ copies of “Chiropractic Works!” ...........$__________
$
7
includes shipping
97
each Arizona residents add 7.25% sales tax .....................................$__________
Add S&H ($3.25 for 1st book, 40¢ each add’l book) ...............$__________
Make checks payable to
and mail orders to: Total amount due.......................................................................$__________
The Chiropractic Journal
4479 Philbrook Sq Name _______________________________________________________
San Diego, CA 92130
Address _____________________________________________________
For fastest service,
call toll free
City/State/Zip _________________________________________________
800-505-5460
or fax credit card orders Phone____________________________ Fax _______________________
to: 858-350-3747 ❏ Check enclosed ❏ Bill my ❏ VISA ❏ MasterCard ❏ American Express
ORDERING INFORMATION Account No.___________________________________Exp. Date _______
1 BOOK: $12.95+3.25 S&H=$16.20
50 BOOKS: $150.00+22.85 S&H=$172.85 Signature of card holder ________________________________________
100 BOOKS: $200.00+42.85 S&H=$242.85
All orders shipped ground UPS. Payment in U.S. funds only. All shipments overseas or outside the
200 BOOKS: $400.00+82.85 S&H=$482.85
U.S. fax or write for shipping charges. International orders subject to all duties and tariffs.
500 BOOKS: $1000.00+202.85 S&H=$1202.85
1000 BOOKS: $2000.00+402.85 S&H=$2402.85 Money back guarantee on all single copy orders. No refunds on bulk orders.
The Chiropractic Journal PRSRT STD

U.S. POSTAGE
4479 Philbrook Square PAID
San Diego, CA 92130 PHOENIX, AZ
PERMIT #203
Change Service Requested
Session 8
The Campaigns
Getting the Book is the EASY Part...
The Campaigns
Getting RID of the Books...
That’s the Challenge!
134

Session 8
Author Announcement
Campaign
Primary Objective:
Get results from your book NOW!
Do it NOW
1. Pick
2. Select 3. Design
Title PR
TOC Cover
& Sub 135
Mock
4.
Design Promo
Material AMD
Flyer
5.
Create
List
8.
6. Send Distribute
PR Flyer
7.
Recycle Media CB
ALWAYS
AWB
Sub = Sub-Title TOC = Table of Content

PR = Press Release Mock = Mock Article
CB = Contact Base AWB = Anyone Who Breathes

Session 8
Interview Campaign
Primary Objective:
Fill Your Prospect

Get Interviewed on Radio and TV.
Pipeline
136
1. 3.
Prepare Prepare
PR 2. MK
List of PME
10 MC
PQ
4.
AMD
Send out
PR 6.
Dev.
P.O. 800#
7. Record
No Yes it
5. Interviewed? Conduct
Interview
Recycle
8.
Send
PHN
MK = Media Kit MC = Media Contacts

PR = Press Release PO = Primary Objecttive
PQ = Prepared Questions AMD = Attraction Mktg Device
PME = Past Media Exposure PHN = Personal Handwritten Note

Session 8
Speaking Campaign
Primary Objective:
Use your book to do more speaking
to fulfil your P.O.
Learn to Market
to Groups
Net
1. TM
Get Ads
Good 137
4. Prepare
Speaking DM
2. Content
Demo Create
Video TV
MK
Radio
PR
6. SEM
3.
Identify
Topic JV
5. SPKG
1 or 2
Steps?
FREE $$$
7.
Sell, sell, sell
and everything
will be well!
TM = Toastmasters Int’l. MK = Media Kit

SPKG = Speaking SEM = Seminars
DM= Direct Mail PR = Press Release
JV = Joint Venture $$$ = $$$$$$$$$

Life Motivational Speaker & Bestselling Author
GERRY ROBERT
Laughter
Learning
Gerry has spoken to over 1 million

people from companies such as: Gerry Robert is a bestselling author, columnist, speaker and
consultant operating both a global training firm and a book
IBM publishing company called Awesome Books with operations
ReMax
Microsoft throughout North America, Asia and Australia. Gerry has
Investors Group spoken to over 1 Million people from around the world.
MacKenzie Fund
The Royal Bank of Canada For one convention, he drove a huge Harley motorcycle on
The Bank of Bermuda
General Motors stage in front of 4,000 people. He has broken cinder blocks to
Prudential make a point. If you want to move an audience to tears, to
Great West Life incredible heights and have a fun time thinking, laughing and
Malaysia Airlines
Eastern College learning... Then Gerry is for you!
Singapore Military
Uniglobe Travel
Daewoo Cars
Substance / Style / Impact
Hyundai
Pepsi He has written several bestselling books including Conquering
MacDonalds Life's Obstacles, The Magic of Real Estate, The Tale of Two
Kodak
John Deere Website: A Conversation About Boosting Sales On The Internet,
Ontario Pharmacy Association GOALS: Shoot For the Moon and his latest bestseller, The
Credit Unions of Ohio Millionaire Mindset: How Ordinary People Can Create
Ridley Windows
Air Canada Extraordinary Income.
Marriott Hotels
Pan Pacific Hotels His books are endorsed by (late) Dr. Norman Vincent Peale (Power of Positive Thinking),
Standard Chartered Bank
Pre-Paid Legal Ken Blanchard (One Minute Manager), Zig Ziglar (See You At The Top), Robert
Farmers Insurance Group Schuller (Possibility Thinking), Mark Victor Hansen (Chicken Soup For The Soul) and
Alberta Government others. He is a regular columnist for numerous prestigious publications and
Avis
Manpower Professional newspapers the world over. His weekly columns provides practical, humorous and
Radio Shack innovative ideas on sales, marketing, and mindset.
Allstate
Cox Business Services
Jeep His ideas are not conventional. He is provocative and innovative.
Federal Chamber of Commerce
Rotary
Chase Staffing
American Cancer Society
ERA Real Estate
Coldwell Banker
Salvation Army
AT&T
PacBell
Holiday Inn
Jenny Craig
Amway
Million Dollar Forum
Response Mail Enterprises
Apple Auto Glass
Visa
Amex
Aetna
American Furniture Manufacturers
Blue Cross & Blue Shield “Gerry brought the house down
CNN
for the 3,000 people in our conference.
Cox Broadcasting “One of the best speakers.”
Life Insurance Underwriters That’s why we use him over and
Suzanne Robinson
Nabisco Century 21 Real Estate over again!”
Realty World Richard Tan
Meeting Planners International National Achiever’s Congress
Singapore
Presentations Signature Presentation - The Motorcycle Metaphor
Gerry can tailor a talk using the Harley as a metaphor.
Tailored to Match
Your Objectives, Culture 1) Handle bars: Decision-Making
2) The Engine: You can go slow or fast.
and Needs 3) The Fuel: Positive thinking is the fuel
you need to take this trip.
4) The Passenger seat: Be careful who you
take with you on the journey....
5) The Breaks: Are for stopping. Stop Negativity. Stop bickering, get on board
6) The Rearview Mirror: Don't look backwards... look forward.
Many variations are possible. Gerry driving in on a Harley can really JAZZ up your meeting.
Wealth / Motivation - The Millionaire Mindset

Let someone who went from poverty to earning over $1Million in a single
year show you how to create a new mindset for a new reality.
A millionaire mindset goes way beyond money... It’s living the life you want.
What others say about Gerry’s presentations and
Topics include Goal Achieving, Thinking, Habit, Money, Masterminding,
books
Sales, Motivation, and Success.
“I have a high regard for Gerry and the things he has
achieved.” Ken Blanchard, One Minute Manager
Sales & Marketing - The New Way To Sell
“Gerry gives people an optimistic gameplan to live a 10 Money-Making Strategies To Boosting Income Fast Using ATTRACTION
richer life.” Zig Ziglar, See You at the Top MARKETING STRATEGIES That Bring Prospects Right To You And Closes More Sales
“Your speech on the Hour of Power was Awesome!”
Using New Methods
Dr. Robert Schuller, Crystal Cathedral
If you need more than another motivational, "pump you up" rally then this presentation is
“Gerry is one of the best!” it. Gerry shows you how to earn more by changing the approach to selling that you are
Mark Victor Hansen, Chicken Soup for the Soul using now. Rejection is gone! Cold Calling isn’t necessary. Find out how to create systems
of attracting hundreds of prospects each month. Raise your visibility and credibility!
“Your speech came through with compelling power.”
Dr. Norman Vincent Peale (late) This is non-conventional sales training.
“Gerry gives people real guidance for achievement.”
Rich DeVos, Founder, The Amway Corporation
Internet - The Tale of Two of Websites
This is a fictional self-help book on how to boost sales from websites.
“You made a great impression on our sales force. Why is almost no-one making money from their website? How can I
John Deere really sell on the Net? This talk is “NON-TECHNICAL.” It is given from
a Sales & Marketing point of view. Learn the 7 Simple Ideas of the
“Your closing speech to our int’l conference was a
major hit.” Website Wizard.
Toastmasters International
“The feedback from the participants was excellent.” Life / Relationships - Conquering Life’s Obstacles
The Royal Bank of Canada
This presentation is suitable for ANY audience. It is about conquering
“Any association would be very fortunate to have the Four Success-Blockers of life:
Gerry Robert present to its AGM. He’s outstanding!”
Alliance of Canadian Travel Associations, ACTA - The MOTIVATIONAL Success-Blockers
- The DIRECTIONAL Success-Blockers
“Gerry knows how to motivate, excite and fire up - The OPERATIONAL Success-Blockers
the troops. He is one of the best!” - The RELATIONAL Success-Blockers
ReMax
Additional presentation topics include Change / Persuasion / Influence / Advertising.
For more information please contact:

Motivation! Inspiration! Career Skills! We a l t h - B u i l d i n g !
GET MOTIVATED
Attend This Dynamic Seminar to INCREASE Your PRODUCTIVITY and INCOME
– ALL SPEAKERS LIVE AND IN PERSON–ALL IN ONE DAY! –
MOTIVATION PERSEVERANCE HEALTH & ENERGY COMMUNICATION SALES COMPETITIVENESS
© 2003 Get Motivated Seminars, Inc. All rights reserved.

America’s #1 Rescued American World’s Bestselling #1 Communication America’s Top Sales Three Time
Motivator Prisoner of War Health Expert Skills Expert Training Expert Olympian
ZIG JESSICA DR. EARL CHARLIE BOB RUBEN

ZIGLAR LYNCH MINDELL “TREMENDOUS” HARRISON GONZALEZ
How to Thrive In
Every Economy
Survival is a Choice
Private Jessica Lynch
How to Increase Your
Health & Energy
JONES How to Strengthen
Your Sales &
How to Sharpen Your
Competitive Edge
astonished the world
How to Perfect
Zig Ziglar, the Master of
when she survived the
Dr. Earl Mindell is the
Your Communication Negotiation Skills Ruben Gonzalez is
Motivation, will sharpen ultimate authority on Bob Harrison, a one of the most
your skills for success unthinkable and was vitamins, fitness and Skills acclaimed sales acclaimed Olympic
and motivate you to rescued from Iraqi cap- nutrition. His multi-mil- Charlie Jones will give athletes of all time.
ture. You will be amazed trainer, will give you
achieve your unlimited lion best-selling book, The you essential, practical income-producing gems In this high-energy
potential. as she shares the key Vitamin Bible, is considered techniques to help you session he will give
strategies that she used to improve your selling
▲ How to Dramatically the definitive guide to revi- communicate better at you his top five peak
to survive and thrive in and negotiation skills.
Improve Your talizing your health and home and on the job. performance strategies
Productivity the most brutal of cir- fitness. You cannot afford ▲ 8 Specific Phrases that will propel you to
Without Working cumstances. to miss his cutting-edge ▲ Using Humor to that Eliminate unstoppable success.
any Longer or Disarm an Objections
Harder ▲ How to Win Against strategies that will help Audience ▲ How to Outperform
All Odds you attain your healthiest ▲ How to Master the the Competition
▲ How to Make Art of Prospecting
state possible. ▲ 5 Strategies to
Radical Changes in ▲ Developing the Connect with ▲ Turning Your
Small Steps Disciplines of a ▲ The Ten Minute ▲ 4 Fun Ways to Get Setbacks into
Challenge: Successful People Qualified Referrals
▲ How to Become and Survivor Comebacks
Maximum Health ▲ How to Communicate
Remain Employable with Minimum ▲ How to Overcome ▲ Designing Your
in Every Economy ▲ How to Eliminate With Confidence
Fear and Amplify Commitment Call-Reluctance Personal
▲ How to Get Up
and Clarity Every Time
Confidence ▲ Energize for
Achievement Game
When You’ve Been ▲ How to Create an ▲ Telephone Sales Plan
Knocked Down Success! A Corporate
▲ How You Can Solve “Information Loop” Skills that Get
Guide to Peak ▲ Creating a Winning
▲ How to Have Joy Impossible that Puts You in the Results
Performance Mindset
and Balance In Your Problems Know
SAVE! SAVE! SAVE! DATE Tuesday, August 31

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LOCATION Charleston Civic Center
200 Civic Center Drive, Charleston
(Not $49 per person, but per office! So, if you have The GET MOTIVATED Seminar reserves the right to change event speakers and/or venues due to unforeseen circumstances. The views, opinions and/or advice of speakers are not necessarily those of
The GET MOTIVATED Seminar or its sponsors. SPECIAL BONUS: One of the most popular parts of The GET MOTIVATED Seminar is a special optional 15 minute bonus session on the Biblical secrets of success.
10 people from your office attend, the investment is
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Session 8
Book Launch
Campaign
Primary Objective:
Hold a huge event to catapult your Primary Objective
Celebration
3. 4. 5.
1. 2.
Design Create Create
Pick Book
Invitation FWOF AWB
Date Venue
List
142
LB
Props
AWB 6. 7.
Distribute Hold
Invitations Event Food
MC
SS
D
8.
Close
for
SALES!!!
BOR Helpers CC
SS = Short Speeches AWB = Anyone Who Breaths

D = Dignitaries BOR = Back of Room
CC = Credit Cards FWOF =Flyer with Order Form
LB = Local Businesses MC = Media Contacts

Session 8
Referral Campaign
Primary Objective:
Use your book to get 1000 new leads.
FREE Gifts Are

1
FWOF
Wonderful
Create 9.
PC Send
List FREE 10.
PC Book Call for 3
Names
2.
Mock Prepare 143
PM 11. Send
FREE
Books
3. 8.
Them You 12.
to You to Them Conduct
Magic
Call
4. 7. 13.Send
OAAT Event PHN
BWL
PC 5.
CE CA Seminar
Give-
away
FWOF FREE
Must Book
6.
Book Bring a Friend
Ticket
Meeting CS?
FWOF = Flyer with order form PM = Promo Materials

OAAT= 1@ a Time Mock = Mock Articles
CE = Charity Event CA = Client Appreciation
BWL = Book with Letter CS= Charge Sponsors
PHN=Personal Handwritten Notes PC = Past Clients

Session 8
Top 100 Campaign
Primary Objective:
Target 100 T-POPs
of Influence
Spheres
1. 2.
Create Autograph
List Books 144
3.
Send
Books
4.
6. Did they bite?
Wait
Get 4 Days No Yes
it?
Pop 5.
in? Do 7.
Magic Wait 9.
Call 4 Days Yahoo!
Quiet
8.
Call
again

Session 8
Column Campaign
Primary Objective:
Secure regular FREE publicity by writing
newspaper and magazine articles.
The Secret
Weapen
1.
Prepare
MK 145
Mock
2.
Create Think
List T-Pop
3.
Write From AMD
3 Columns Book
5. 6.
Create Recycle
Killer ALWAYS
4. Byline
Contact
10
Publications
Successful?
No Yes
PR = Press Release Mock = Mock Article

MK = Media Kit AMD = Attraction Marketing Device

Want to know a secret way to make tons
of hot prospects call you non-stop until there
Session 8
are almost too many of them to handle?
Become a columnist!
Now that you are an author, it will be a lot easier for you to secure one or many.
I can honestly tell you that this is one of the best things I ever did. I am a columnist for newspaper
Get Famous
and magazines the world over. It’s so great because I just reuse the articles over and over again.
Some people complain to me, “Won’t people know that you are doing that?” NO!
Columnists are often recognized as celebrities in their own communities and industries. They can
promote themselves as experts, which leads to more business. And writing a column is downright
146
glamorous, not to mention lucrative if you do it right and let me tell you, not many do!
One of the fastest ways to catapult your P.O. into the stratosphere is to get a regular column in
some newspaper, magazine or other place your T-Pop read. Heck, I’m a monthly contributor to
Malaysia Accountant. Why? Because they are one group in my T-Pop!
How to Get Started
Understand that from the perspective of the publication, you are not writing a column to
promote yourself. You are writing it to offer valuable, entertaining, compelling information to
their readers. So be sure to make it more informational than commercial. If you do this
correctly, you can sell throughout the articles, but you’ve got to do it right. I’ll show you how in
a minute.
Identify the publications that would be the best fit for your topic. Know the demographics of their
readers. You can do that by calling the advertising department and asking for their media kit. The
kit, primarily created to help advertisers, will include valuable information about things such as
average annual income, education level and geographic location.
Don’t start small. You are an author now, so expect to get the attention of your local metropolitan
newspaper even if you’ve never been published. Forget the notion that you must start at the
bottom with your local weekly newspaper, your monthly business magazine or one of several
newsletters that specialize in your topic. Keep in mind that your local publications are dying for
interesting material. They are looking for authors like you to contribute to their magazines or
newspaper. So go get ‘em. The smaller ones usually give you more space. The other feature of
local rags is that typically, their readers are more likely to read a smaller paper
more closely than the big papers with page after page of advertising. The reason is
because people reading community newspapers are keenly interested in what’s
happening in their neighborhoods.

Session 8 Remember my magic formula from an earlier session?
Step 1: Clarify your P.O.
Yes, it’s the same model for any marketing effort. It works like magic. So in Step 1, you ask
yourself, if there was only one thing I could accomplish through this article, what would that be?
Be sure that your P.O. has a measurable objective. To say, I just want exposure is not good
enough. You must push for some direct response.
Step 2: Analyze your T-Pop.
Get Famous
In this, it’s not the reader as you might imagine, it’s the editors who’ll decide if you will get the
column.
Step 3: Analyze their Needs and Problems.
You must be able to explain to a publication why they need your column. If, for example, you are 147
an expert on how to job-hunt, and your community has a high unemployment rate, your column
might be a good fit.
How to Approach Editors
The smart approach is to get your work published some place else such as a company newsletter
or an industry magazine so you can show that someone else thinks your work is valuable.
Newspapers hate taking chances with beginner writers.
The best approach is to write the editor a query letter and include a few sample columns. Explain
that you are familiar with the publication, you think there’s a need for what you are offering, and
that you are reliable and will meet deadlines. Then, follow up in a few days with a phone call. If
the editor is not interested in what you are offering, ask if they know of publications where your
columns might be a better fit.
If you have the time, an even better approach is to develop a relationship with a media contact,
nurture it, prove that you can be a valuable source in other ways such as suggesting story ideas,
then pitch an idea for a column. I know several columnists who were successful simply by making
sure they attended newspaper-sponsored business events where they would be able to meet
media people. They introduced themselves, built the relationship, stayed in touch, and never pitched
their idea for a column until the media contact knew and trusted them.
If you have never been published before, or if your column runs in a minor publication, don’t even
bother approaching the big syndicates. They get thousands of requests each year from “wanna-
be” columnists, and all but a few are turned down.
Editors appreciate knowing that readers like your column. But more importantly,
they want to know that people are reading it, even if they don’t necessarily like it.

Offer to promote the publication that is publishing your column. Barbara Bartlein writes a column
Session 8 for the Business Journal in Milwaukee. She gets copies of the newspaper from the promotions
director and hands them out to audiences whenever she does public speaking engagements.
Ask the editors for feedback. If there’s a particular topic they want you to write about, or if they
have suggestions on how to improve your column, that’s valuable information.
Involve readers in your column as much as you can. Announce a contest. Ask readers for feedback
on a particular topic. Encourage them to submit questions to you and answer them in your column.
Even if you don’t include them in your columns, give readers who contact you a personal response,
either by phone or email. It’s a thoughtful gesture.
Get Famous
Meet deadlines religiously. It’s even better if you can submit your column before it’s due.
Let the editor know about ideas for photos that might accompany your column.
Don’t be inappropriate and ask for money for your articles. It’s FREE advertising.
Writing Ideas 148

Make sure every column you submit, even the sample columns, is error-free. Ask someone who
has a background in writing to critique them for you and make suggestions.
Avoid extraneous words. I often challenged authors to review the first draft of their articles and
remove as many words as possible without changing the meaning of the story. “Pretend I’m going
to give you a dollar for each word you eliminate,” I told them. Be on the lookout for weak verbs
followed by a preposition. “Wake up,” for example, can sometimes be changed to “awaken.”
Avoid Clichés
Use short words, short sentences and short paragraphs. If you use complicated words, you may
sound too academic.
Other Tactics
Choose a name for your column that furthers your P.O.
Offer short columns or even short tips. With advertising revenues dwindling, space for editorial
copy is dwindling too. Editors need shorter stories. And they often need “briefs” or fillers to fill
odd-size holes on a page. The shorter the column, the better your chances. Most columns are
from 500-800 words. Shorter tips can be as few as 150 words.
However, my weekly column in The News Straits Times in Asia was 2000 words.
A full page FREE. That forced me to be creative and it gave me a pile of material
for other articles.

Be controversial. Newspapers and magazines love controversy. So don’t be afraid to force people
Session 8 to think, come down hard on one side of an issue, or even anger people.
Recycle all your columns over and over again. You might change 6 Steps to 8 Keys and mix the
content around a little but not unless you are doing a lot of writing, which is precisely what I’m
suggesting.
Save Copies of Everything
Get a hard copy of everything you write. That’s the only condition I have when I submit articles.
They must send me a hard copy of the publication. When I photocopy the cover in color and add
my article to it and stick it in my media kit, it’s really powerful. I use all those published articles to
Get Famous
get even more articles.
Don’t be afraid to brag about your column. Let the world know. Keep a record of every media
piece you get. How I wish I had learned this 20 years ago!
ALWAYS include an AMD [Attraction Marketing Device] in every article’s byline if they will let
you. Here’s one I use, 149
==============
Gerry Robert is the best-selling author of The Millionaire Mindset. For a FREE money-making
Special Report entitled, “How to find 300-500 hot prospects in 90 days without spending a
penny - including sending out 10,000 brochures,” send request to gerry@gerryrobert.com.
==============
I use this one everywhere. Notice that I don’t send them to a website. I want to measure the
response rate of the column. If no one emails me, the AMD needs to change. The money is in the
database.
Who is the byline really focussed on? The prospect and their biggest need.

Session 8
FREE Book Campaign
Primary Objective:
Give away books to accelerate your P.O.
Everyone Loves
FREE
1.
Create
Test 150
3. Run
Ad
Another
Quickly
2.
Measure
Results
4. The
Exchange
No Yes
Acceptable?
6. Hold
5.
Seminar or
1 on 1
Preview
Informational
NOT
Commercial

Session 8
Survey Campaign
Primary Objective:
Conduct a survey that
results in FREE publicity.
Survey Says
1. Pick
Killer Celeb Contro- Mass Sex Women
News
Topic versy Appeal
151
As FREE Report
Author FREE Evaluation
2. Quiz
AMD Test
Conduct
Survey White Paper
Short Case Study
3.
Report Finding
to
Media
4.
Send
No Yes PHN
Get Reported?
5.
Recycle
Sub = Sub-Title AMD=Attention Marketing Device

PR = Press Release PHN: Personal Handwritten Note
CB = Contact Base
Session 8
The Call to
ACTION
ACTION
Education with Application
Leads to Frustration 152
A cc o u n t a b ilit y
c co F
R
U
S
T
R
Know A Do
T
I
O
N

Appendix
Resources
Resources
153

MARKETING RESOURCES
Appendix PMA Publishing University, Usually held the two days before BEA begins.
Publishers Marketing Association, 627 Aviation Way, Manhattan Beach, CA 90266
Tel: (310) 372-2732 Fax: (310) 374-3342 E-mail: info@pma-online.org
MAKE YOUR BOOK AN ONLINE BEST SELLER.

Randy Gilbert and Peggy McColl’s Best Seller Mentoring. Learn how to sell tons of books online and get
onto the bestseller list for Amazon, Barnes and Noble, Books-a-Million, 800-CEO-READ, etc. Tel: 540-856-
3318, http://www.BestSellerMentoring.com
Planned TV Arts, Contact: Rick Frishman 1110 Second Avenue, NYC 10022, Tel: 212 593 5845, Fax 212 715
1667. E-mail Frishmanr@plannedtvarts.com http://www.plannedtvarts.com
Resources
Promising Promotion/Jill Lublin – Public Relations Training Programs, Speaking and
Consulting. PO Box 5428, Novato CA 94948, Tel. 415-883-5455
http://www.promisingpromotion.com
NAPS (North American Precis Syndicate) National Newspaper Feature Service covering 10,000 newspapers
nationwide. A great way to get feature stories on your product or book published in daily and weekly
newspapers throughout the country..... AT A VERY LOW COST Call Jim Wicht at 212 309 0139 e mail 154
Jimw@napsnet.com Tell Jim Rick Frishman sent you to get your “special bonus”
Alex Carroll’s Radio Publicity Home Study Course, the ultimate in learning how to book yourself onto the
largest radio shows. Alex Carroll, acacia Publishers, 924 Chapel Street #D, Santa Barbara CA 93101; Tel: 805-
962-7834; Fax: 805-564-6868. Email: Alex@RadioPublicity.com.
Metro Creative Services - Prepares and sends a feature news story to more than seven thousand newspa-
pers monthly. Also sends out themed material to targeted audiences. 519 Eighth Avenue, New York, NY
10018, Tel: 800-223-1600, Tel: (212) 223-1600
PR Newswire - Sends news releases to targeted or all media nationally and internationally. Harbored Finan-
cial Center, 806 Plaza 3, Jersey City, NJ 07311, Tel: (800) 832-5522
Radio TV Interview Report by Bradley Communications - Sends a description of your expertise / media pitch
to more than four thousand media outlets. Tel: (800) 989-1400, ext. 111 or 610-259-0707 http://www.rtir.com
Publicity Blitz Media Directory-on-Disk - More than twenty thousand print and
broadcast contacts in more than seventy-three categories on disk or labels or in a report.
Free catalog of lists, databases and publicity resources. Tel: (610) 259-1070, (800) 784-4359,
QuickSilver Database - Seventeen thousand publicity contacts, Jenkins Group, 400 W. Front St. Suite 4A,
Traverse City, MI 49683, Tel: (231) 933-0445, (800) 706-4636, Fax: (231) 933-0448, E-mail:
jenkinsgroup@bookpublishing.com http://www.bookpublishing.com
Newspaper News Release: FEATURE SOURCE Contact Bruce Lansky, Tel: 800-338-2232,
http://www.featuresource.com
MARKETING MATERIALS
Be It Now/Karen Ross Design, Karen Ross, 12516 Washington Place, Los Angeles, CA
90066 Tel: 310-915-0920; Fax: 310-390-0419; e-mail: karoons@yahoo.com http://
www.BeitNow.com/PublishingDesign.htm “

Tu-Vets Corp., Henry Ayala, 5635 East Beverly Blvd., Los Angeles, CA 90022 Tel: (800) 894-8977; Fax: (213)
Appendix 724-1896; e-mail: tuvets@aol.com http://www.tu-vets.com
BOOK REVIEW PUBLICATIONS
The Bloomsbury Review, Owaissa Communications, 1553 Platte Street #206, Denver, CO 80202-1167; 303-
455-3123; Fax: 303-455-7039. Email: bloomsb@aol.com Bimonthly. Tom Auer, Editor-in-Chief. Ray Gonzalez,
Poetry Editor. Also publishes The Colorado Book Guide, a directory of bookstores, book publishers, literary
publications, libraries, and more in Colorado.
Book: The Magazine for the Reading Life, Jerome Kramer, Editor, West Egg Communications, 252 West 37th
Street, 5th Floor, New York, NY 10018; 212-659-7070; Fax: 212-736-4455. Email: jkramer@bookmagazine.com
http://www.bookmagazine.com Elaine Szewczyk, Book Review Editor; Eric Wetzel, News Editor. This bi-
monthly magazine reviews literary fiction and nonfiction books as well as poetry. Also author profiles, trend
stories, publishing news, book excerpts, bookstore profiles, and event calendar. They also feature the
following sections: Locations (famous towns from literature and how travelers can experience them), Web
Catches (Internet-related book trends), Group Dynamics (book clubs info), At Work (business titles that
deserve to be read outside the office), and Style (inside celebrity libraries). They have also added for
departments to their web site: Body and Soul (spirituality, new age, and well-being), 155
Other Worlds (science fiction and fantasy), Carry On (travel and adventure), and
Talking Shop (about independent bookstores).
Boston Book Review, 331 Harvard Street #17, Cambridge, MA 02139; 617-497-0344;
Fax: 617-497-0394, BBR-Info@BostonBookReview.com
http://www.Bookwire.com/bookwire/bbr Theoharis Constantine Editor. Kiril Stefan Alexandrov, Book Edi-
tor.
ForeWord, 129Ù E. Front Street, Traverse City, MI 49684; 231-933-3699; Fax: 231-933-3899, Email:
reviews@traverse.com http://www.forewordmagazine.com Alex Moore, Managing Review Editor. This new
monthly book review magazine will focus solely on independently published books. They are starting up
the first bestseller list devoted to such books.
Independent Publisher Online, 400 W. Front Street #4A, Traverse City, MI 49684; 231-933-0445; 800-706-
4636; Fax: 231-933-0448. Email: jimb@bookpublishing.com Web: http://www.independentpublisher.com Jim
Barnes, Editor. Now a web-based magazine only.
Midwest Book Review, James Cox, Editor, 278 Orchard Drive, Oregon WI 53575; 608-835-7937, Email:
mbr@execpc.com Web: http://midwestbookreview.com
New York Review of Books, 1755 Broadway, 5th Floor, New York, NY 10019-3780; 212-757-8070; Fax: 212-333-
5374. Email: mail@nybooks.com Web: http://www.nybooks.com Robert
B. Silvers and Barbara Epstein, Editors. Published 20 times a year.
Pages, John Hogan, Editor-in-Chief, Creation Integrated Media, 5880 Oberlin Drive, San Diego, CA 92121;
858-450-3539; Fax: 858-450-3555, Email: editor@ireadpages.com Web: http://www.ireadpages.com The maga-
zine for people who love books. This bimonthly magazine, published by a sister company to Advanced
Marketing Services, focuses on bestselling fiction, celebrity books, and children’s books. Any publisher
beyond the top 20 has little or no chance to be reviewed here, but might get listed in the Upcoming Releases
section.
Rain Taxi Review of Books, Eric Lorberer, Editor, P O Box 3840, Minneapolis, MN 55403.
Email: raintaxi@bitstream.net Web: http://www.raintaxi.com A quarterly review of small press
literary, poetry, and nonfiction books.

Ruminator Review, 1648 Grand Avenue, St. Paul, MN 55105; 651-699-2610; Fax: 651-699-7190. Email:
review@ruminator.com Web: http://www.ruminator.com Margaret Todd Maitland, Editor. Published quar-
Appendix terly and distributed through independent bookstores around the country.
Library Talk, Linworth Publishing Company, 480 E. Wilson Bridge Road #L, Worthington, OH 43085-2373;
614-436-7107; Fax: 614-436-9490. Web: http://www.linworth.com. Carolyn Hamilton, Editor.
VOYA, Scarecrow Press, 4720 Boston Way, Lanham, MD 20706; 301-459-3366. Web: http://
www.scarecrowpress.com Cathi Dunn MacRae, Editor.
SPECIAL INTEREST BOOK REVIEW PUBLICATIONS
AudioFile, Robin Whitten, Editor, 37 Silver Street, P O Box 109, Portland ME 04112-0109; 207-774-7563; Fax:
207-775-3744. Email: info@audiofilemagazine.com Web: http://www.audiofilemagazine.com A bimonthly
magazine covering the world of audiobooks.
Black Issues Book Review, Empire State Building, 350 Fifth Avenue #7903, New York, NY 10118-0165; 212-
947-8515; 800-783-3199; Fax: 212-947-5674, mondella@cmabiccw.com Web: http://www.bibookreview.com
Mondella S Jones, Senior Editor. Bimonthly book review magazine.
Blackberry Express, Toni Trent Parker, Editor, Kids Cultural Books, 65 High Ridge Road #407, Stamford, CT
06905, 203-359-6925; Fax: 203-359-3226. Email: bbg@blackbooksgalore.com Web: http:// 156
www.blackbooksgalore.com A quarterly newsletter on African-American literature for children.
BlackBoard Bi-Weekly, Carr’ Mel Ford White, Editor-in-Chief, 5361 Refugeee Road,
Columbus, OH 43232. A biweekly newsletter that became a stand-alone publication in
June 2001. It features stories and reviews involving books for African-Americans.
Books & Culture: A Christian Book Review, John Wilson, Editor, 465 Gundersen Drive,
Carol Stream, IL 60188, 630-260-6200; Fax: 630-260-0114. This bimonthly magazine reviews books on science,
politics, culture, fiction, etc. from a Christian perspective. Circulation: 16,000.
Criticas, 245 West 17th Street, 6th Floor, New York, NY 10011; Fax: 212-463-6734. Email: adlopez@cahners.com
Web: http://www.criticasmagazine.com Motto: An English speaker’s guide to the latest Spanish language
titles. A quarterly review of Spanish language books, videos, and more. Send publishing information, story
ideas, tips on what’s moving, advance notification of events, festival dates, major book signings, and other
related news to Adriana Lopez, Editor (and in charge of adult reviews). Maria Otero-Boisvert, Children’s
Review Editor (630-778-1873; Fax: 630-548-9122; email: slls@msn.com
Design Book Review, Richard Ingersoll, Editor, 450 Irwin St., San Francisco, CA 94107; 415-551-9232; Fax:
510-644-3938. Feminist Bookstore News, P.O. Box 882554, San Francisco, CA 94188; 415-642-9993; Fax: 415-
642-9995, Email: fbn@fembknews.com Carol Seajay, Editor.
Lambda Book Report, Lambda Literary Foundation, P O Box 73910, Washington DC 20056-3910; 202-682-
0952, Fax: 202-682-0955, Email: lbreditor@lambdalit.org Web: http://www.lambdalit.org Greg Herren, Editor.
Monthly book review of gay/lesbian books.
New Age Retailer, Continuity Publishing, 1300 N. State Street #105, Bellingham, WA 98225; 360-676-0789;
800-463-9243; Fax: 360-676-0932, Email: mail@newageretailer.com Web: http://www.newageretailer.com Ray
Hemachandra, Book Review Editor; ext. 3013, email: ray@newageretailer.com
NAPRA ReVIEW, 109 North Beach Road, P.O. Box 9, Eastsound, WA 98245; 360-376-
2702; 800-367-1907, Fax: 360-376-2704. Email: napra@napra.com Web: http://
www.napra.com Michael Weaver, Book Review Editor; Antoinette Botsford, Children’s
Book Editor. Sandy Marshall, Music Reviewer. Maya Trace Borhani, Gifts/Sidelines Re-
viewer.

QBR: The Black Book Review, Max Rodriguez, Publisher, 9 West 126th Street, 2nd Floor, New York, NY 10027,
212-348-1681; Fax: 212-427-9901. Web: http://www.qbr.com This review of African American books is pub-
Appendix lished six times per year.
Romantic Times, 55 Bergen Street, Brooklyn, NY 11201; 718-237-1097; Fax: 718-624-4231. Email:
kfalk@romantictimes.com Web: http://www.romantictimes.com Kathryn Falk, Publisher. Check their web
site for current reviewer names and interests.
Science Fiction Chronicle, Andrew Porter, Editor, P.O. Box 022730, Brooklyn, NY 11202-0056; 718-643-9011,
Fax: 718-522-3308, Email: sf_chronicle@compuserve.com
Sci/Tech Book News, Jane Erskine, Managing Editor, 5739 N.E. Sumner Street, Portland, OR 97218; 503-281-
9230 Fax: 503-287-4485. Email: booknews@booknews.com Web: http://www.booknews.com Also publishes
Reference & Research Book News.
Travel Books Worldwide, Peter Manston, Editor, 2510 S Street, P.O. Box 162266, Sacramento, CA 95816; 916-
452-5200.
Association of Alternative News Weeklies, 1020 16th St. NW, 4th Floor, Washington DC 20036; 202-822-1955;
Fax: 202-822-0929.
157
Parenting Publications of America, 4929 Wilshire Boulevard #428, Los Angeles, CA 90010; 323-937-5514,
Fax: 323-937-0959, Email: jdowden@prodigy.net Web: http://www.parentingpublications.org/parent . “Our
list of members is available for a one time fee of $50. Have 151 member publications, all
regional parenting publications, with a combined circulation of 6.7 million.”
Publicity Blitz Media Directory-on-Disk-Bradley Communications, 135 E. Plumstead Avenue,

P.O. Box 1206, Lansdowne, PA 19050-8206; 610-259-1070; 800-784-4359;
Fax: 610-284-3704.Web: http://www.rtir.com
Bacon’s Media Alerts, Bacon’s Information, 332 S. Michigan Avenue #900, Chicago, IL 60604-4301; 312-922-
2400; 800-621-0561; Fax: 312-922-3127. Web: http://www.baconsinfo.com
Crane Duplicating Services, Dick Price, President, 17 Shad Hole Rd, Dennis Port, MA 02639; 508-760-1601;
Fax: 508-760-1544, Email: dick@craneduplicating.com Web: http://www.craneduplicating.com Web: http://
www.boundgalleys.com
DeHart’s Printing Services Corporation - 3265 Scott Boulevard, Santa Clara CA 95054; 408-982-9118; 888-
982-4763; Fax: 408-982-9912. Email: leads@deharts.com Web: http://www.deharts.com
Publishers Graphics, 140 Della Court, Carol Stream, IL 60188; Tel. 630-221-1850; Another supplier of galleys.
CLIPPING SERVICES
Bacon’s Clipping Bureau, 332 S. Michigan Avenue #900, Chicago, IL 60604; 312-922-2400; 800-621-0561, Fax:
312-922-3127, Web: http://www.baconsinfo.com
Burrelle’s Press Clipping Service, 75 E. Northfield Road, Livingston, NJ 07039; 201-992-6600; 800-631-1160,
Email: burrelles@burrelles.com Web: http://www.burrelles.com
Canadian Press Clipping Services, 2206 Eglinton Avenue E. #190, Toronto, Ontario M1L
4T5, Canada Tel 416-750-2220, ext. 203.
Luce Press Clippings, 589 8 Ave., 16th Floor, New York, NY 10018; 212-687-2945, 800-628-
0376. Mature Market Clipping Service, 4901 Morena Boulevard #203, San Diego, CA 92117;
619-272-9023.

Newsclip Clipping Bureau, 363 W. Erie Street, Chicago, IL 60610 800-544-8433; Fax: 312-751-7306. Email:
clip363@aol.com Web: http://www.newsclip.com
Appendix
Freebies, 1135 Eugenia Place, P O Box 5025, Carpenteria, CA 93014-5025; 805-566-1225; Fax: 805-566-0305,
Email: freebies@aol.com or freebies@earthlink.net Linda Cook, Editor. Published five times a year with a
circulation of 350,000 paid subscribers.
NEWS WIRE SERVICES
Free Things, Mark Weiss, P.O. Box 402091, Miami Beach, FL 33140. Associated Press (AP), 50 Rockefeller
Plaza, New York, NY 10020-1666; 212-621-1500; Fax: 212-621-7520; Fax: 212-621-1679; rberthel@ap.org Ron
Berthel is the Book Editor (212-621-1850).
United Press International (UPI), 1510 H Street N.W., Washington, DC 20005-2289; 202-898-8000; Fax: 202-
898-8057. Send information to the Washington Desk. This wire service is now focused on cybercrime,
biotech, and religion.
Reuters Information Services, 1700 Broadway, 31st Floor, New York, NY 10019-5945; 212-859-1600 (edito-
rial); Tel 212-603-3300 (main); Fax: 212-603-3446. Web: http://www.reuters.com . Arthur Spiegelman, the book
editor, can be reached via the LA bureau at Reuters, 445 S. Figueroa Street #2000, Los Angeles, CA 90071-
1650; 213-955-6745; Fax: 213-622-0056. 158
Bloomberg News, Galen Meyer, Media & Entertainment Editor, P.O. Box 888, Princeton, NJ 08542; 609-279-
3000; Fax: 609-683-7523. New York office: 499 Park Avenue, 15th Floor, New York, NY 10022; 212-318-2000;
Fax: 917-369-5000.
Copley News Service, Jason Zappe, Book Review Editor, P.O. Box 120190, San Diego, CA 92112; 619-293-
1818, Fax: 619-297-0537
Cox Newspapers, Bob Dart, Author Interviews, 400 N. Capitol St. NW, Suite 750,
Washington DC 20001-1536, 202-887-8344; Fax: 202-331-1055. Main number: 202-331-0900.
Gannett News Service, Vanessa Snyder, Features Editor, 1000 Wilson Boulevard, Arlington,
VA 22229; 703-276-5800; Fax: 703-558-3813.
Knight-Ridder Newspapers, 790 National Press Building, Washington, DC 20045; 202-383-6134.

Scripps Howard News Service, Walter Veazey, Features Editor, 1090 Vermont Avenue N.W. #1000, Washing-
ton DC 20005-4905; 202-408-2736. Voices, USA Today, 1000 Wilson Boulevard, Arlington, VA 22229; 800-827-
0909; Fax: 703-247-3108, Email: editor@usatoday.com Web: http://www.usatoday.com
Leading Edge Review, Sheila Grams, Publisher, 729 S. Washington Avenue, P.O. Box 308, Viroqua, WI 54665,
Tel 608-637-7206; Fax: 608-637-3719. Email: sgrams@mwt.net, Web: http://www.leadingedgereview.com Mailed
quarterly to 2,500 new age bookstores.
PMA, 627 Aviation Way, Manhattan Beach, CA 90266; 310-372-2732; Fax: 310-374-3342. Email: info@pma-
online.org, Web: http://www.pma-online.org
The Women’s Marketplace, 10125 Parkwood Drive #8, P.O. Box 161775, Cupertino, CA 95016, PR Newswire,
810 7th Ave., 35th Floor, New York, NY 10019; 212-596-1500; 800-832-5522; Fax: 212-832-9406. http://
www.prnewswire.com

North American Precis Syndicate, 350 Fifth Ave.. Ste. 6500, New York, NY 10016-6500; 800-222-5551; Fax:
800-990-4329, NewsUSA, 250 E. 54th St., New York, NY 10022; 212-599-9200; 888-563-5200; Fax: 212-490-6452.
Appendix Web: http://www.newsusa.com Offers 1,000 guaranteed news placements for $20,000 (includes 1 tabloid
mailing to 10,000+ newspapers plus 2 radio features sent to 6,600 radio stations and 5,000 web sites).
Family Features Editorial Services, 8309 Melrose Drive, Shawnee Mission, KS 66214-3628; 913-888-3800; Ph
800-443-2512, Web: http://www.culinary.net
Broadcast Interview Source, 2233 Wisconsin Avenue N.W., Washington, DC 20007-4104; 202-333-5000; Fax:
202-342-5411. Email: editor@YearbookNews.com, Web: http://www.yearbooknews.com They also now of-
fer a Radio Tour package for $295.00. For details, see http://www.RadioTour.com
National Press Club, 529 14th Street N.W. 13th Floor, Washington, DC 20045; 202-662-7500; Fax: 202-662-
7512, Email: membership@npcpress.org Web: http://www.npcpress.org
Bradley Communications, 135 E. Plumstead Avenue, P.O. Box 1206, Lansdowne, PA 19050-8206; 610-259-
0707; Fax: 610-284-3704. Web: http://www.rtir.com
Books Uncovered, 1859 Northgate Boulevard #3, Sarasota FL 34234; 888-677-5556; Fax: 941-358-5700, Web:
http://www.seekbooks.com Their network reaches 90+ radio stations with 15-minute author interviews.
Also featured on their web site. 159
Whitefoord Press, 806 Oakwood Boulevard, Dearborn, MI 48124; 313-274-1007. Fax 313 274 Talkers Direc-
tory of Talk Radio, Talkers Magazine, 650 Belmont Avenue, Springfield, MA 01108; 413-739-8255; Fax: 413-
746-6786. Email: info@talkers.com http://www.talkers.com Features the names, addresses, phone, fax, email,
and web site info on hundreds of talk stations and individual hosts.
ABC Radio Newswire, 125 West End Avenue, New York, NY 10023; 212-456-5193.
Wireless Flash, P.O. Box 639111, San Diego, CA 92163; 619-220-7191; Fax: 619-220-8590. Email:
newsdesk@flashnews.com newsdesk@flashnews.com, dmoye@flashnews.com.Web: http://
www.flashnews.com. David Moye, Associate Editor.
R&R (Radio & Records), 10100 Santa Monica Boulevard, 3rd Floor, Los Angeles, CA
90067-4004; 310-553-4330; Fax: 310-203-9763. Web: http://www.rronline.com Al Petersen,
News/Talk Editor; Email: alpeterson@rronline.com
Talkers, Good phone Communications, 650 Belmont Avenue, Springfield, MA 01108;

413-739-8255; Fax: 413-746-6786. Email: info@talkers.com Web: http://www.talkers.com
Science of Mind; 213-385-0209.
Planned Television Arts, Rick Frishman, 1110 Second Avenue, 3rd Floor, New York NY 10022; 212-593-5845;
Fax: 212-715-1664. Email: Frishmanr@ruderfinn.com Web: http://www.plannedtvarts.com Offer Morning
Drive Radio Tours, satellite tours, Teleprint Conferences, and regular publicity services.
Bookselling This Week, Dan Cullen, Editor, American Booksellers Association, 828 S. Broadway, Tarrytown,
NY 10591; 914-591-2665; 800-637-0037; Fax: 914-591-2720. Email: dan@bookweb.org Web: http://
www.bookweb.org Note that the ABA no longer publishers American Bookseller.
Ad-Lib Publications, P.O. Box 1102 Fairfield, IA 52556. 515-472-6617, Book Call, 59 Elm Street, New Canaan,
CT 06840; 203-966-5470; 800-255-2665. www.adlib.redvan.net
Open Horizons, P. O. Box 205, Fairfield, IA 52556-0205; 641-472-6130; 800-796-6130; Fax:

641-472-1560. Email: info@bookmarket.com, Web: http://www.bookmarket.com

National Special Events Registry, P.O. Box 205, Fairfield, IA 52556-0205; 641-472-6130; Fax: 641-472-1560,
Email: JohnKremer@bookmarket.com
Appendix
Publishers Weekly, 260 Park Ave. South, New York, NY 10011; 646-746-6758; Fax: 646-746-6631. Web: http:/
/www.publishersweekly.com
National Religious Broadcasters, 9510 Technology Dr., Manassas, VA 20110; 703-330-7000; Fax: 703-330-
7100. Web: http://www.nrb.com Directory of Religious Media.
ONLINE BOOKSTORES
Amazon.com
http://www.amazon.com
Barnes & Noble

http://www.BarnesAndNoble.com
Borders
http://www.Borders.com
BOOK WHOLESALERS 160
Baker & Taylor

http://www.btol.com/
Ingram Book Group

http://www.ingrambook.com/
WRITER’S SYNDICATION RESOURCES
NAPS (North American Precis Syndicate) National Newspaper Feature Service covering 10,000 newspapers
nationwide. A great way to get feature stories on your product or book published in daily and weekly
newspapers throughout the country AT A VERY LOW COST Call Jim Wicht at 212 309 0139, e mail
Jimw@napsnet.com
MEDIA DIRECTORIES
Literary Market Place (LMP) has lists of book reviewers and talk shows as well as publicists. The first place
to check out media directories is at your library. You can see what they offer and how much they cost, and
then decide how to get what you need.
http://www.literarymarketplace.com
Bacon’s Media Calendar Directory, 332 S. Michigan Ave., Ste. 900, Chicago, IL 60604,
Tel: (800) 621-0561 Lists the lead editorial calendars of two hundred daily papers
and 1,100 magazines. Important if your book’s sales are keyed to a season or holiday.
Includes a free bi-monthly newsletter.
Broadcasting & Cable Yearbook, 630 Central Ave., New Providence, NJ 07974 Tel: (888) 269-5372, Fax: (908)
771-7704, E-mail: info@bowker.com Web site: http://www.bowker.com
Burrelle’sLuce, 75 E. Northfield Rd., Livingston, NJ 07039, Tel: (800) 631-1160

Marketers Guide to Media, Adweek Directories, 1515 Broadway, New York, NY 10036
The Yellow Book

Leadership Directories Directories of media, associations, law firms. 104 Fifth Ave., New York, NY 10011 Tel:
(212) 627-4140, http://www.leadershipdirectories.com has media and industry news.
Appendix
RadioPublicity - Offers a database of radio stations as well as a course on getting publicity via radio phone
interviews. http://www.marketerschoice.com/app/aftrack.asp?afid=17847
Media Distribution Services - Has lists for all media. Will blast-fax or do printing and mailing. 519 Eighth
Avenue, New York, NY 10018, Tel: 212-279-4800 MediaPro - Lists for different categories. Infocom Group,
Inc. 1250 45th St., #200, Emeryville, CA 94608, Tel: (510) 879-4300, Fax: (510) 879-4331, E-mail:
info@infocomgroup.com
NEWSLETTERS
Advance -A free newsletter about publishing from BookZonePro. http://www.bookzone.com
BookFlash Bulletin - A free publishing newsletter from http://www.bookflash.com
Book Marketing Update – A twice-monthly newsletter about promotion. Editor-in-Chief: John Kremer, au-
thor of 1001 Ways to Market Your Books. Provides news, marketing tips, Internet sources, media contacts
and marketing techniques. Open Horizons - P. O. Box 205, Fairfield, IA 52556, Tel: (641) 472-6130, (800) 796-
6130, Fax: (641) 472-1560, info@bookmarket.com http://www.bookmarket.com 161
Bulldog Reporter’s Book, Marketing & Publicity, Pacific Infocom Group, 5900 Hollis St., Ste. L, Emeryville,
CA 94608-2008, Tel: (800) 959-1059, E-mail: Bulldog@infocomgroup.com http://www.bulldogreporter.com
Partyline New media, interview opportunities, 35 Sutton Pl., New York, NY 10022, Tel: (212) 755-3487, E-mail:
byarmon@ix.netcom.com http://www.partylinepublishing.com
Speaker Net News - A free weekly newsletter aimed at speakers that also provides valuable ideas for writers.
http://www.speakernetnews.com
Ragan’s Media Relations Report Trends, media tips and interviews, Ragan Communications, 316 N. Michi-
gan Ave., Chicago, IL 60601 Tel: (800) 878-5331
CONFERENCE RESOURCES
How to Build a Speaking and Writing Empire, a seminar put on by Mark Victor Hansen. For a brochure, call
(800) 423-2314
Literary Market Place and the May issues of Writers Digest and The Writer magazines list writer’s confer-
ences.
ONLINE RESOURCES
Artslynx International Writing Resources lists organizations for writers and has links to other sites. http://
www.artslynx.org/writing
Associated Writing Programs - Includes lists of college writing programs and writer’s
conferences. http://www.awpwriter.org
Author Interview - An online advertiser that sends information about authors to the media.
Includes enough info to function as a media kit or Website. www.authorinterviews.com

Book Flash -Provides links to news releases and other publishing information.
Appendix http://www.bookflash.com
Book Talk is an archive of articles about publishing and links to other sites.
http://www.booktalk.com
Book Zone - Offers links to authors’ sites and promotional material. http://www.bookzone.com
BookWire - Click on Publisher Weekly for a free subscription to a daily dose for publishing news. The site
also provides links to other helpful sites including dozens of online marketing companies. http://
www.bookwire.com
Clueless - A network of mystery writers, http://www.cluelass.com
CSPAN - Information on the cable TV station’s book programming, http://www.cspan.org
Frugal Fun – by Shel Horowitz, the author of Marketing Without Megabucks, offers free monthly Frugal
Marketing Tips and other helpful information. http://www.frugalfun.com

162
Gebbie Directory - Mark Gebbie provides links and E-mail addresses that will enable you to V-mail the media.
Gebbie Press specializes in online promotion. http://www.gebbieinc.com
The Writer’s Toolbox has resources for novelists and journalists. http://www.writerstoolbox.com
HTML Writers Guild hosts a network of Web authors and offers help on writing and marketing of the Web.
http://www.hwg.org
SiteSell - This site has over 1,143 pages of resources for selling your books, products and services online.
http://www.infoproduct.sitesell.com
The Northern California Independent Booksellers Association offers a free newsletter by Pat Holt, a former
San Francisco Chronicle book review editor and publishing’s I.F. Stone.
Put It In Writing - Jeff Rubin puts twenty-five years of journalism experience into making newsletters as
effective as possible. -http://www.put-it-in-writing.com
Ralan Conley’s SpecFic and Humor Webstravaganza have information on humor and sci-fi markets, and six
hundred writing links. http://www.ralan.com
Harlequin - An information-rich network for romance writers hosted by Harlequin.

http://www.Harlequin.com
Speaker Direct - The first online marketplace for speakers. http://www.speakerdirect.com Speaker Net News
- A free weekly newsletter aimed at speakers that also provides valuable ideas for writers. http://
www.speakernetnews.com The Onion - Provides humor breaks and, by example, wisdom about writing it.
http://www.theonion.com
Visual Horizons - Designs for “200 On-Screen/MS Word,” along with help on using them.
http://www.visualhorizons.com
Writers Digest - Includes daily publishing news, information about promotion and
writer’s conferences. http://www.writersdigest.com

Leadership Directories Directories of media, associations, law firms. 104 Fifth Ave., New York, NY 10011 Tel:
(212) 627-4140, http://www.leadershipdirectories.com has media and industry news.
Appendix
RadioPublicity - Offers a database of radio stations as well as a course on getting publicity via radio phone
interviews. http://www.marketerschoice.com/app/aftrack.asp?afid=17847
Media Distribution Services - Has lists for all media. Will blast-fax or do printing and mailing. 519 Eighth
Avenue, New York, NY 10018, Tel: 212-279-4800 MediaPro - Lists for different categories. Infocom Group,
Inc. 1250 45th St., #200, Emeryville, CA 94608, Tel: (510) 879-4300, Fax: (510) 879-4331, E-mail:
info@infocomgroup.com
NEWSLETTERS
Advance -A free newsletter about publishing from BookZonePro. http://www.bookzone.com
BookFlash Bulletin - A free publishing newsletter from http://www.bookflash.com
Book Marketing Update – A twice-monthly newsletter about promotion. Editor-in-Chief: John Kremer, au-
thor of 1001 Ways to Market Your Books. Provides news, marketing tips, Internet sources, media contacts
and marketing techniques. Open Horizons - P. O. Box 205, Fairfield, IA 52556, Tel: (641) 472-6130, (800) 796-
6130, Fax: (641) 472-1560, info@bookmarket.com http://www.bookmarket.com 163
Bulldog Reporter’s Book, Marketing & Publicity, Pacific Infocom Group, 5900 Hollis St., Ste. L, Emeryville,
CA 94608-2008, Tel: (800) 959-1059, E-mail: Bulldog@infocomgroup.com http://www.bulldogreporter.com
Partyline New media, interview opportunities, 35 Sutton Pl., New York, NY 10022, Tel: (212) 755-3487, E-mail:
byarmon@ix.netcom.com http://www.partylinepublishing.com
Speaker Net News - A free weekly newsletter aimed at speakers that also provides valuable ideas for writers.
http://www.speakernetnews.com
Ragan’s Media Relations Report Trends, media tips and interviews, Ragan Communications, 316 N. Michi-
gan Ave., Chicago, IL 60601 Tel: (800) 878-5331
CONFERENCE RESOURCES
How to Build a Speaking and Writing Empire, a seminar put on by Mark Victor Hansen. For a brochure, call
(800) 423-2314
Literary Market Place and the May issues of Writers Digest and The Writer magazines list writer’s confer-
ences.
ONLINE RESOURCES
Artslynx International Writing Resources lists organizations for writers and has links to other sites. http://
www.artslynx.org/writing
Associated Writing Programs - Includes lists of college writing programs and writer’s
conferences. http://www.awpwriter.org
Author Interview - An online advertiser that sends information about authors to the media.
Includes enough info to function as a media kit or Website. www.authorinterviews.com

BUSINESS TOOLS
Appendix BizStats.com -http://www.bizstats.com Did you know that 75.3 percent of sole proprietorship insurance
agencies and brokerages turn a profit, while only 65.1 percent of investment advisors have a net income? If
you logged on to BizStats you would. This site lacks flash, but it has a wealth of statistical
information that should be valuable to your business.
Bplans.com -http://www.bplans.com The one-stop shop for forming a business plan,

Bplans offers professional advice, examples of successful plans as well as software and to
tools for writing a plan.
Buyer Zone -http://www.buyerzone.com Buyer Zone is a web portal for buying all the equipment your small
business might need. The service allows you to electronically collect email estimates on equipment like
chairs and fax machines and services like website hosting and phone systems.
LivePlan.com -http://www.liveplan.com LivePlan, in partnership with the Bplans, will securely post your
business plan or marketing strategy on the Internet and allow you and any trusted colleagues to view and
edit them. The documents remain secure on a password-protected site and can be shared with those
providing advice.
Quicken.com Small Business -http://www.quicken.com/small_business/ A one-stop site from the makers of

the financial software, this site offers top business news stories of the day, articles on managing finances 164
and employees, an “online learning center,” and-of course-access to the company’s software solutions.
SmartOnline.com -http://www.smartonline.com SmartOnline offers a suite of services for the small-business

owner. The site includes comprehensive help in all areas of running a small business, including finance,
legal, personnel and sales and marketing. The site’s tools will help you write a business plan, conduct
market research, and produce financial statements and legal forms, all at a subscription rate of $19.95 per
month.
NETWORKING GROUPS AND ORANIZATIONS
Achiever’s Forum
http://www.achieversforum.com
AmSpirit Business Connections

P.O. Box 30724Columbus, OH 43230 888-509-5323
http://www.amspirit.com
BNI International 199 S. Monte Vista Suite 6 San, Dimas CA 91773 800-825-8286 (Outside Southern Califor-
nia) 909-305-1811 (Fax) 909-305-1818 (Inside Southern California)
http://www.bni.com
BPO Elks of the USA 2750 N. Lakeview Avenue Chicago, IL 60614-1889 773-755-4700 773-755-4790 (Fax)
http://www.elks.org
Chamber of Commerce (World Directory)

http://www.chamberofcommerce.com
Consulting Alliance 1275 4th Street, PMB 224 Santa Rosa, CA 95404 707-522-9634 707-575-7126 (fax)
http://www.edgemastery.com
Craigslist
http://www.craigslist.org

eWomenNetwork 14900 Landmark Boulevard Suite 540 Dallas, TX, 75254 972-620-9995
http://www.eWomenNetwork.com
Appendix
Executive Moms
http://www.executivemoms.com
First Tuesdays
http://www.firsttuesday.com
IBI Global, Inc. 200 Lime Quarry Road Madison, AL 35758 256-774-5444
http://www.ibi.org
Leads Club (Ali Lassen’s) PO Box 279 Carlsbad, CA 92018 800-783-3761

http://www.leadsclub.com
LeTip International, Inc.

P.O. Box 178130San Diego, CA 92177-9926 800-25-LETIP (53847) 858-490-2744 (Fax)
http://www.letip.com
Lions Clubs International 300 W 22nd Street Oak Brook IL 60523-8842 630-571-5466
http://www.lionsclubs.org 165
National Association of Female Executives 260 Madison Avenue 3rd Floor New York, NY 10016
http://www.nafe.com
800-927-6233
National Association of Women Business Owners 8405 Greensboro Drive, Suite 800 McLean, VA 22102
Telephone: (703) 506-3268 Fax: (703) 506-3266
http://www.nawbo.com
Network Associates (NY) 147 Hazelwood Drive Jericho, NY 11753 516-446-4144 516-937-5234 (Fax)
http://www.network-assoc.com
Network Associates (FL) 19496 Island Ct. Dr. Boca Raton, FL 33434 561-477-6626 561-477-5295 (Fax)
http://www.network-assoc.com
Rotary International 1560 Sherman Avenue Evanston, IL 60201 847-866-3000 847-328-8554 or 847-328-8281
(Fax)
http://www.rotary.org
Shared Vision Network 10300 W. Charleston Blvd Ste 13-227 Las Vegas, NV 89135 702-284-5233 702-446-5565
(Fax)
http://www.sharedvisionnetwork.com
Soroptimist International Two Penn Center Plaza, Suite 1000, Philadelphia, PA 19102-1883 215-557-9300 215-
568-5200 (Fax)
http://www.soroptimist.org
Welcome Wagon PO Box 1400 Westbury, NY 11590 1-800-77-WELCOME (1-800-799-3526)

http://www.welcomewagon.com

PLACES TO GET BOOK REVIEWS
Appendix These are the most up-to-date addresses we have for the companies and services listed in the Fifth Edition
of 1001 Ways to Market Your Books.
Newspaper Book Reviewers - Publishers Weekly, 360 P Ave., New York, NY 10011; Tel: 646-746-6400; Fax:
212-463-6631. Web: http://www.publishersweekly.com
Kirkus Reviews, 770 Broadway, New York, NY 10003-9595; Tel: 646-654-4602 or 646-654-5500; Fax: 646-654-
4706, Email: kirkusrev@kirkusreviews.com http://www.kirkusreviews.com The editors are Anne Larsen, fic-
tion (no westerns or historical fiction); James Uebbing, nonfiction (no cookbooks or academic titles); and
Kimberley Olson Fakih, children’s books. Thomas Leitch, Mystery Editor.
Booklist, American Library Association - 50 E. Huron Street, Chicago, IL 60611-2729; Tel: 312-944-6780; 800-
545-2433; Fax: 312-337-6787. Email: bsmothers@ala.org http://www.ala.org Published twice monthly. Brad
Hooper is the book review editor of adult books, Ilene Cooper of children’s books, Hazel Rochman of YA
books, Sue-Ellen Beauregard of media, and Mary Ellen Quinn of reference books (Reference Books Bulle-
tin). Of the 30,000 adult books they receive each year, they review about 4,000.
Book Links: Connecting Books, Libraries, and Classrooms – American Library Association, 50 E. Huron
Street, Chicago, IL 60611-2729; 312-944-6780; 800-545-2433; Fax: 312-337-6787.Email: ltillotson@ala.org Web: 166
http://www.ala.org
BookLinks. Laura Tillotson, Editor. This magazine is designed for teachers, librarians, library media special-
ists, booksellers, parents, and other adults interested in connecting children with books. It publishes
bibliographies (book roundups), author profiles, and other articles.
Library Journal, 245 West 17th Street, New York, NY 10011; 212-463-6819;
Fax: 212-463-6734. Email: lj@cahners.com ljquery@cahners.com
http://www.libraryjournal.com Submission guidelines at
http://www.ljdigital.com/about/submission.asp . Barbara Hoffert, Book Review Editor.
Ann Burns, Audio Review Editor. Bette-Lee Fox, Video Review Editor. Michael Rogers,
InfoTech Editor (also edits Database &Disc Reviews and Classic Returns [reprints]). Chris Ziener, Computer
Media Editor (computer books and software). Norman Oder, Web Watch (email: noder@lj.cahners.com ).
Eric Bryant, Magazines Editor (also arts). Wilda Williams, Professional Media Editor (email:
wilda@lj.cahners.com); also Collections Development Editor for popular fiction, mystery, science fiction,
science, computers, health, medicine, home economics, humor, and agriculture. Rebecca Miller, Associate
Editor (literary criticism, language, religion, performing arts, general reference, psychology, travel, and
sociology). Nathan Ward, Associate Editor (history, archaeology, anthropology, political science, econom-
ics, communications, law, crime, sports, and education).
Today’s Librarian, 3300 N. Central Avenue #2500 (85012), P.O. Box 40079, Phoenix, AZ 85067-0079; 480-990-
1101, ext. 1667; Fax: 480-990-0819. Email: librarian@vpico.com Web: http://www.todayslibrarian.com Kim-
berly Hundley, Editor. Email: khundley@vpico.com Monthly magazine that review various subjects each
month.
School Library Journal, 360 Park Ave. South, New York, NY 10010, Tel: 646-746-6759; Fax: 212-463-6689.
Email: slj@cahners.com Web: http://www.slj.com Trevelyn Jones, Book Review Editor; 212-463-6757; Email:
tjones@slj.cahners.com tjones@slj.cahners.com Phyllis Levy Mandell, Multimedia
Review Editor; 212-463-6763; Email: pmandell@slj.cahners.com (audios, videos,
edutainment CD-Roms). Daryl Grabarek, Reference Book Editor. Walter Minkel, Tech-
nology Editor (online resources and reference CD-Rom reviews, also technology news
and features); 212-463-6721; Email: wminkel@cahners.com

Horn Book Magazine, 56 Roland Street #200, Boston, MA 02129; Tel: 617-628-0225; 800-325-1170, ext. 4; Fax:
617-628-0882. Email: magazine@hbook.com Roger Sutton, Editor; Email: roger@hbook.com For submis-
Appendix sions information, go to: http://www.hbook.com
Choice, 100 Riverview Center, Middletown, CT 06457; 860-347-6933; Fax: 860-704-0465. Email:
submissions@ala-choice.org Web: http://www.ala.org/acrl/choice Published by the Association of College
and Research Libraries, they publish nearly 7,000 reviews per year (about 25% of the books they receive
each year). Their focus is on books, tapes, e-books, etc. appropriate for libraries that serve students at the
undergraduate level, including community colleges. Also selective graduate level material of interest to
advanced undergraduates. No undergraduate texts, foreign-language material, reprints, or professional
texts. For more information and submission deadlines, contact Barbara May via email: bmay@ala-choice.org
New York Times Book Review, 229 West 43rd Street, New York, NY 10036; 212-556-1234; Fax: 212-556-3690.
Book review phone: 212-556-7366. Web: http://www.nytimes.com/books Charles McGrath is editor of the
Book Review; Eden Lipson is children’s book editor. Christopher Lehmann-Haupt (212-556-4885), Michiko
Kakutani (212-556-4874), and Richard Bernstein (212-556-4050) are the chief book critics for the daily New
York Times. Doreen Carvajal (212-556-5198; Fax: 212-556-1448) is the publishing reporter, covering news
stories about publishers and the publishing industry. Email: carvajal@nytimes.com
USA Today, 1000 Wilson Boulevard, Arlington, VA 22229; 703-276-3400; Fax: 703-247-3169. Web: http://
www.usatoday.com See updated editors at USA Today website. 167
Wall Street Journal, 200 Liberty Street, New York, NY 10281-0001; 212-416-2487; Fax: 212-416-2658. Web:
http://www.wsj.com (a subscription service). Erick Eichman, Book Editor. Matthew Rose covers the book
industry and other print media (magazines and newspapers).
Christian Science Monitor, One Norway Street, Boston MA 02115; 617-450-2000; Fax: 617-
450-7575. Ron Charles, Book Editor (617-450-2462). Email: charlesr@csmonitor.com Web:
http://www.csmonitor.com.
Atlanta Constitution, 72 Marietta Street, Atlanta GA 30303; 404-526-5100; Fax: 404-526-5766.

Teresa Weaver, Book Editor. Email: tweaver@ajc.com tweaver@ajc.com Don O’Briant,
Book Columnist.
Austin American Statesmen, 305 S Congress Avenue (78704), Austin TX 78704;

512-445-3500. Email: amorris@statesmen.com Web: http://www.Austin360.com
Anne Morris, Book Review Editor
Baltimore Sun, 501 N. Valvert St., Baltimore MD 21278; 410-332-6000; Fax: 410-752-6049. Michael Pakenham,
Book Review Editor (410-332-6634).
Boston Globe, P O Box 55819, Boston MA 022205-5819, 617-929-2000. Jim Concannon, Book Editor (617-929-
2785).
Boston Herald, P O Box 55843, Boston MA 02205-2096; 617-426-3000; Fax: 617-451-3506. Rosemary Herbert,
Book Editor. Buffalo News, One News Plaza, P O Box 100, Buffalo NY 14240; 800-777-8680; Fax: 716-849-3434.
Jeff Simon, Book Editor.
Charlotte Observer, 600 S Tryon Street, Charlotte NC 28202; 704-358-5062; Fax: 704-358-
5036. Email: ppaddock@charlotteobserver.com Web: http://www.charlotteobserver.com
Polly Paddock, Book Editor
Chicago Tribune Books, 435 N. Michigan Avenue, Room 400, Chicago, IL 60611-4022;
312-222-3232; Fax: 312-222-3143. Web: http://www.chicagotribune.com Elizabeth Taylor,
Book Review Editor.

Dallas Morning News, .508 Young Street, Dallas, TX 75202; 214-977-8492, Web: http://www.dallasnews.com
Appendix Cheryl Chapman, Book Review Editor. Jerome Weeks, Books Columnist. Kendal Rautzhan,
Children’s Books, 572 Stein Lane, Lewisburg, PA 17837; 570-523-9774; Email: kendal@sunlink.net
kendal@sunlink.net.
The Denver Post, 1560 Broadway, Denver CO 80202 (P O Box 1709, Denver CO 80201); 303-820-1624; 800-
336-7678; Fax: 303-820-1679. Web: http://www.denverpost.com Tom Walker, Books Editor. Hartford Courant,
285 Broad Street, Hartford CT 06115; 203-241-6549; 203-241-3865. Web: http://www.ctnow.com David Daley,
Books Editor.
Indianapolis Star, Rita Rose, Book Editor, 307 N Pennsylvania Street, Indianapolis IN 46204; 317-444-4000.
Web: http://www.indystar.com Jane Lichtenberg, book editor for the Saturday op-ed page; email:
jane.lichtenberg@indystar.com Rich Gotshall, Copy Editor, covers midwest and Indiana books and authors
for the Sunday paper; email: rich.gotshall@indystar.com For a list of reporters, see http://www.starnews.com/
custserv/mail/newsroom.html
Los Angeles Times Book Review, 202 West 1st Street, Los Angeles CA 90012; 213-237-7001; Fax: 213-237-
4712. Web: http://www.latimes.com Steve Wasserman, Book Review Editor.
Minneapolis Tribune, 425 Portland Avenue South, Minneapolis MN 55488; 612-673-4380; Fax: 612-673-7568, 168
Mr. Chris Waddington, Book Editor.
New Orleans Times-Picayune, 3800 Howard Avenue, New Orleans LA 70125-1429; 800-925-0000, Web: http:/
/www.nola.com, http://www.timespicayune.com Susan Larson, Book Editor; 504-826-3457; Fax: 504-826-
3186, Email: slarson@timespicayune.com
New York Daily News, 450 West 33rd Street, New York NY 10001; 212-210-2100; Fax: 212-643-7831. Sherryl
Connelly, Book Editor (212-210-1651).
New York Post, 1211 Avenue of the Americas, New York NY 10036; 212-930-8000; Fax: 212-930-8542.Stanley
Mieses, Book Review Editor. http://www.nydailynews.com
Newark Star-Ledger, 1 Star-Ledger Plaza, Newark NJ 07102; 973-392-4040,

Email: dcohen@starledger.com Web: http://www.nj.com Deborah Jerome-Cohen,
Perspective Editor. Newsday, 235 Pinelawn Road, Melville NY 11747; 212-251-6623;
Fax: 212-696-0590.
Laurie Muchnick, Book Editor (212-251-6625). Orlando Sentinel, 633 N Orange Avenue,
Orlando FL 32801; 407-420-5000.
Faxed press releases: 900-288-NEWS. Nancy Pate, Book Critic; 407-420-5675. Email:
npate@orlandosentinel.com Web: http://www.orlandosentinel.com
Philadelphia Inquirer, P.O. Box 8263, Philadelphia PA 19131; 215-854-2000; Fax: 215-854-5099. Frank Wilson.
Ann Waldron, Children’s Books. Richard Fuller, Thrillers.
http://www.philly.com
Providence Journal-Bulletin, 75 Fountain Street, Providence RI 02902; 401-277-7000; Fax: 401-277-7346,

Doug Riggs, Book Editor.
Saint Louis Post-Dispatch, 900 N Tucker Boulevard, Saint Louis MO 63101; 314-340-
8000; Fax: 314-340-3050. Jane Henderson, Book Review Editor (314-340-8107).

Saint Petersburg Times; Saint Petersburg FL 33731. 800-333-7505. Web: http://www.sptimes.com Pamela
Davis, Staff Writer, HotStuff (in teen section). She reviews YA novels, music, movies, games, etc. of interest
Appendix to teens.
San Diego Union-Tribune, P O Box 120191, San Diego CA 92112-0191; 619-299-3131; Fax: 619-293-2436,
Email: arthur.salm@uniontrib.com Web: http://www.signonsandiego.com Arthur Salm, Books Editor.
San Francisco Chronicle, 901 Mission Street, San Francisco, CA 94103; 415-777-7043; Fax: 415-957-8737.
Oscar Villalone, Book Review Editor. David Kipen, Book Critic. Pat Holt, former book review editor, now
writes a weekly email column, Holt Uncensored, for the Northern California Independent Booksellers Asso-
ciation. Web: http://www.nciba.com/patholt.html
Tampa Tribune, The News Center, 200 S Parker Street (33606-2395), P O Box 191, Tampa FL 33601-0191,
General: 813-259-7711; Reporters: 813-259-8010. Web: http://www.tampatrib.com Diane Egner, Books Editor;
Email: degner@tampatribune.com For other reporters, see http://www.tampatrib.com/tribhelp/staff.htm
Voice Literary Supplement, Village Voice, 36 Cooper Square, New York, NY 10003-4846; 212-475-3300, Fax:
212-475-8944, Email: jpress@villagevoice.com, Web: http://www.villagevoice.com/vls Joy Press, Literary
Editor.
Washington Post Book World, 1150 15th Street N.W., Washington, DC 20071; 202-334-6000; Fax: 202-334- 169
7502, Web: http://www.washingtonpost.com Marie Arana, Editor. Jonathan Yardley, Book Critic (202-334-
7883).

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