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Joan is featured in a . . .
Marketing Seminar by Booksurge

BookSurge University - Seminar Archives January 2005
Web Seminar Your 2005 Book Marketing Plan Tuesday, January 11, 2005 9:00 p.m. EST (6 p.m. PST)
Now is the perfect time to take stock of your vision for your book and focus on increasing its exposure and sales in 2005. A book marketing plan is the key to success for your book. We were joined by Joan Phelps, a marketing professional and author, who discussed how to create a book marketing plan. We focused on how to outline strategies for reaching your audience, targeting specific booksellers, creating media buzz and increasing your outreach and exposure in the industry. Much of the information discussed can be found in the book Wham! Bam! Publishing written by Joan and her sister, Janice Phelps. Joan and Janice run the publishing company Lucky Press, LLC. Click here to order their book. Download This Web Seminar.

Joan is interviewed by Book Lovers Haven on the subjects of Publishing and Corporate Writing . . .

Joan Phelps is a business coach and author's representative. She assist writers with publishing, marketing and promoting their titles. She is Co-owner of Lucky Press.

MEET JOAN PHELPS

BLH: After working as a speechwriter and public relations manager for a Fortune 500 company, why did you decide to make the shift to book publishing?

JP: There were several very negative changes taking place where I worked. My boss unexpectedly left the company, resulting in several management problems that were not being addressed properly. Our CEO, whom I loved writing for, retired; and the new CEO did not believe in using prepared speeches or presentations. Twenty-seven out of 50 people in the Communication/PR/Advertising Department left the company during a two-year period, leaving many gaps in responsibilities. I was tired of "spinning."

My sister founded Lucky Press a few years before all this and was at the point where the company was growing tremendously. For a Christmas gift, my sister gave me interest in Lucky Press. I was ready for change. I wanted to work in a creative environment.

BLH: You served as communication chair for two corporate awards: United Way Spirit of America and PRSA Silver Anvil. How has working in the corporate world benefited you in the book industry?

JP: Corporate life is so much more political than entrepreneurial life. Everyone is familiar with the saying, "It's not what you know...it's who you know." My interpretation of that environment is, "It's not who you know...it's what you can do for them." Corporate life, while it gave me a steady paycheck, partial college tuition, and business acumen, does not reward some of the business traits I believe are important: creativity, ethics, intelligence, empathy, diversity, integrity, honesty, spirituality, and humility. I believe the most important reason for being self-employed, even if you have to drastically change your standard of living, is that you can make decisions that keep you honest to yourself.

BLH: Tell us about Lucky Press. When did the company begin and who are some of the writers you have worked with?

JP: My sister, Janice Phelps (http://www.janicephelps.com/) formed Lucky Press (http://www.luckypress.com/) in 1999. She named the company Lucky Press because many of the titles are about people (real and fictionalized) who have come out of tough circumstances. One of our Lucky Press authors, John Mantle, has recently written a book, The Bloody War, Mate, about growing up during World War II in England. Another author, Chris Davey, is writing a series on aviation history, The Will Turner Flight Logs, with characters who brave uncharted territory. And, Dr. Gloria Gilbere has written, I Was Poisoned By My Body, a comprehensive book about eliminating unhealthy additives and foods from our environment.

We recently signed a New York Times best-selling author, Jack Casserly, to our group of authors. Next year, we will publish his latest book, Traitor.

All of these books are available to the trades through National Book Network, Ingram, and Baker & Taylor. They are also available at http://www.luckypress.com/.

BLH: Do you work with self-published authors in regard to helping them create marketing and business plans for their publishing company? What types of services do you offer to publishers? How do you help them improve their business?

JP: In addition to owning the publishing company, Lucky Press, Janice and I both own consulting companies.

Janice is a design expert. With a BFA and having edited hundreds of published books, Janice loves to do cover and interior design for authors. Both these fields are very specialized and are critical to a book's being acceptable to the trades.

My consulting (www.joanphelps.com) focuses mainly on developing business and marketing plans. Having a strong marketing plan gives an author a leg-up in finding a publisher because publishers want to know that authors are thinking about book sales. After all, this is what publishers are focused on.

Business plans are needed when searching for investors, pulling together information for creating corporations, and assembling details for other business consultants (accountants, lawyers, insurance agents, etc.).

If I can help authors detach themselves from the creative side of writing and guide them toward the business side of getting a book into a bookstore, the chances of selling books to people other than relatives, friends, associates and neighbors increases exponentially. Also, I coach authors and self-publishers in working through the confusing business of getting their books published and helping them use business tools (like strategic planning) when taking a book from manuscript to marketplace. I also provide any type of communication or PR service to clients -- everything from pulling together lists to sending galleys for reviews to writing press releases and speeches.

BLH: What would you say are the top four things every writer should do to help promote and market her/his titles?

JP: (1) Have a professionally designed cover and interior. (2) Let go of your ego. (3) Focus on your strengths and abilities and hire experts to do everything else. (4) Have a book marketing plan. If you are unsure of what is needed for a book marketing plan, contact an expert to help you.

BLH: Why are these four promotion/marketing steps crucial to the success of a book?

JP: Self-publishing a book is easy today. There are many software tools, books, forums, and consultants willing to advise you along the way. If you typeset your book in Word, WordPerfect, or any similar program, your book may look attractive and 100 strangers you survey at the mall may think it's marketable. But, everyone in the publishing business, from a first-year editor, to the college student who shelves in the distributor's warehouse, to buyers for the national chains, to a person you're asking for a review, will know that you do not place a high value on your product.

The same applies to cover design: A graphic designer is not a book cover designer. Your son who is a whiz at using Flash is not a book cover designer. The award-winning illustrator at the nearby college is not a book cover designer. This is a highly specialized field that includes specific measurements, attention of color, incorporation of book theme, and careful coordination with printers.

Let go of your ego before you make the first phone call to anyone in the publishing business. It is a competitive, strange, complex world. Just as you would hire a professional designer, book coach, and editor, please hire a media or publishing lawyer to review contracts before you sign. (Please do not ask your divorce lawyer to represent you when publishing lawyers are seated at the other side of the table.) And, for any of these professionals, ask for references before signing a check or a contract.

Publishers are busy. Hundreds of manuscripts arrive at a publisher's office every month. The unsolicited ones can end up in the trash or taken home by a junior editor. But the chances of your manuscript getting the attention of the acquisition editor are practically nil. Your manuscript's best chances lie with a literary agent or consultant. If you want to submit your manuscript yourself, contact the publisher for submission guidelines, use professional stationary, write a good business letter, and send the package on its way.

BLH: Writers who plan to earn a career as an author -- which would you recommend that they spotlight most -- their name or the titles of their books? Which method have you seen give an author more longevity in the business?

JP: If you are a professional speaker who wishes to publish a book to sell as part of your presentations, marketing your name is more important. If you are an author who has written a book he/she wishes to sell, book cover and interior design, distribution, and publicity that drives customers to bookstores is more important.

BLH: After you became a mid-sized book publisher did you notice that it became easier to get your titles into bookstores, tougher or did it remain the same as when you only published a handful of titles?

JP: After we contracted with a national distributor, the national trades ordered more books. Before that time, Lucky Press books were available in all bookstores and online sellers; but distributors are looking for history. Having the distributor's sales reps contact the book trades should increase any publisher's chances of having its titles available to the trades. Having said that, I have learned in this business there are no guarantees.

BLH: Why do you think many publishers don't assume a larger role when it comes to getting the word out about a new writer's book? Why don't book publishers take greater chances on new talent the way they did 25+ years ago?

JP: Larger publishers, many times a part of a media conglomerate, spend money where they can make money. When a new writer signs with a publisher, the publisher assumes all the business risks. It's that simple. It cost at least thousands, and in some cases hundreds of thousands of dollars to bring out a new title, and that is before marketing enters the mix. This environment may not encourage artistic endeavors or promote the most well-written books, but it is the current circumstance. Janice and I started our consulting companies to help authors make decisions that best help them in competing against the thousands of new books published each year. It's an exciting business, and we have learned so much from the authors we work with.

BLH: What do you think is going to be the greatest change the book industry will experience in the next 2-3 years?

JP: More consolidation in the industry: publishers, fulfillment companies, distributors, printers, etc.

BLH: Please give us your website URL and 1-2 other places online where our subscribers can learn more about you, Lucky Press, and the services you provide.

JP: http://www.luckypress.com/
http://www.janicephelps.com/
http://www.joanphelps.com/

BLH: What last words of encouragement or advice would you like to leave with our subscribers?

JP: Be comfortable with following your dreams. Don't compromise your standards for a big paycheck. Read books of all types, styles, eras, and quality. Join a writers' group or form one of your own. Learn from everyone you meet. Lobby for freedom of speech issues. Become acquainted with libraries. Trust your intuition. If your parents tell you that being a writer, musician, actor, or artist is not a way to achieve business successes, follow your dream anyway.

Joan wrote this article published in ForeWord on experiences in New York City on 9/11/01 . . .

Foreword this Week is a weekly email news service covering independent publishing of interest to booksellers, librarians, and other trade professionals. I was contacted by ForeWord's editor, who asked if she could include my article in ForeWord's special feature on publishing and books about Sept. 11, 2001. Please see #2 below.

FOREWORD THIS WEEK 9.11.02

WAKE UP CALL My sister, Janice Phelps, and I are founders and co-owners of a mid-size book publishing company, Lucky Press (www.luckypress.com). Last year, we planned a trip to New York City for Sept. 9-11 for two purposes: to be interviewed by "Publishers Weekly," (set for the afternoon of Sept. 11), and to surprise my nephew with tickets to see the Michael Jackson 30th anniversary concert in Madison Square Garden the evening of Sept. 10.

My nephew, Bryce, is seriously disabled, takes a multitude of medications, and is hearing impaired. We were able to speak with a helpful man in the ticket office at Madison Square Garden, who arranged for us to sit in the "signing" section, where we had seats overlooking the concert stage. The three of us drove to New York City on Sept. 9, and entered Manhattan through the Lincoln Tunnel. As we waited for traffic, Bryce's face became animated as he saw "The Most Beautiful Lady in the World," the Statue of Liberty, and the "awesome" Trade Center twin towers.

Sunday evening, the three of us walked from our hotel on W 55th St. to Times Square and enjoyed the lights, people, food, and shops. On Monday, Sept. 10, we surprised Bryce with the news about the Michael Jackson concert. Later, we cheered Usher and Gladys Knight, were awestruck with Luther Vandross, amazed at the talents - old and young - on the stage, and saw Michael Jackson and the Jackson 5 perform the first song they had done on The Ed Sullivan Show years ago.

We went to bed Monday night with fantastic images of the welcoming, alive, friendly, diverse, bustling city, and the plan for Janice to take Bryce on the subway to the observation deck on WTC 2 on Tuesday morning, Sept. 11, to see his most beautiful lady. The three of us are early risers, but we had decided not to set alarm clocks for the morning of Sept. 11, and to take our time to shower, dress, and make our way to the Trade Center to avoid morning rush-hour traffic.

At 8:40 a.m., Janice was blow-drying her hair in the bathroom, and I clicked on the remote to turn on the local news on TV. The scenes emerged, not on video, in another country or another city, but a couple of miles down the street. Janice and I were stunned. We are blessed with having calm composures in emergencies, and our thoughts turned to making plans based on information we had, and didn't have: Will there be more explosions? Will we be confined to the island? Can we get our car out of the parking garage? Will food and water be available? Can we stay in the hotel another night, if needed? Are other locations affected? Will Bryce's supply of medications last? Can we open the window? Can we go outside? Will TV stations lose their signals? Will our cell phones work? Will the hotel phones be operable? Will our family and friends be worried? Are we in physical danger?

We heard the booms as the buildings fell, we heard sirens, but there were no vehicles on the normally busy street outside our hotel window. We walked to the intersection - no cabs, no one accessing the subway, no busses. The only people outside were tourists, shop workers on the way to open their businesses, and commuters normally occupying the office buildings around us who walked outside, stunned, in disbelief. By mid-afternoon, we did see busses going north, but our hopes were doused when we saw that the riders were bandaged and bleeding passengers on their way to hospitals. We smelled the awful aroma of burning rubber, paper, fuel, electronics, people.

After an evening of frantically calling friends and family on our cell phones, we tried to sleep the night of Sept. 11. People working at our hotel, the Gorham, were amazing. We were asked many times if we were okay, if we needed fresh towels, if we would like coffee and juice, if we needed to have our linens changed. All by staff people who were staying overnight at their place of work because they couldn't get home to their families and friends.

The next morning, we were able to retrieve our car from the parking garage and leave the city. As we drove up the West End Highway, we were waved on by law enforcement people who had profoundly sad faces and an intensity to help others. As we moved over the George Washington Bridge, we passed mile after mile of cars sitting, waiting to drive the opposite direction, into the city, to their jobs, homes, families, the unknown.

There are several ways the Sept. 11 affected my life. I would summarize them by saying that Sept. 11 gave me a focused sense of what is important in my life; however, more so, what is of no importance. I had thought that my former profession as a corporate public relations manager was important; that I could make a difference in how a large, Fortune 500 company communicated to employees and the community; that I could send relevant, logical, truthful messages that I could help advance understanding. My thoughts changed completely on this: I realized the true meaning of "spin-doctor," and I had become one. In order to receive favorable job reviews, advancements and raises, I had to fit the mold.

I had thought that increased income meant increased freedoms - that my 401(k) investments would provide me with the funds necessary to finance a long retirement. I've since seen market drops mean that I may have to consider compromising my ethics and standards of what is right and true and apply for a job in corporate America. I'm over 50 and over-qualified and over-pragmatic; I don't think I'll be successful, nor would I want to be.

I had thought that friends were people I saw often and socialized with. My views on this changed, too. Friendship became indescribable and indefinable; it is now more intuitive and flowing.

I had thought that I, a robustly healthy person, was safe from dying for at least the next 20-30 years. I now know the incredibly fine line we humans stride between health, happiness, prosperity, security and comfort. and their counterparts. Lifelong mental and physical disabilities, for anyone, are only one car accident, one fall, or one genetic disturbance away. The last cell phone conversation with a loved one can take place with one of us being in a dark smoky, fiery, crumbling skyscraper, or airplane. The person sitting beside us in any public place can be the one who saves our life, or who takes it. And, anyone can come home from a weekend out of town with her sister and unpack a suitcase containing clothes she has to burn because they retain the odor of a New York stranger's burning flesh.

-Joan E. Phelps, Book Marketing, Communication & Public Relations Consultant www.joanphelps.com

Joan has written book reviews for . . . ForeWord

Foreword Magazine book review

 

Midwest Book Review wrote a review of "Wham! Bam! Publishing" . . .

Together, Janice Phelps and Joan Phelps draw upon their years of practical experience and personal expertise to present an effective "how to" guide for self-published authors and novice small press publishers seeking to successfully compete in the marketplace for the dollars of the reading public.

An ideal and highly recommended instructive introduction for those with no previous business or marketing experience, "Wham! Bam! Publishing" will walk the reader carefully through the business mission, vision, objectives, and strategies. Of special note are the chapters on book design, titling, and advice when dealing with writers. The invaluable appendices include: "Author's Marketing Input"; "Additional Business Tips for Authors"; "P.O.D. Publishing"; "A New Option for Childrens Books"; and "How to Make A Book Checklist".

. . . and Alan Canton wrote a review of "Wham! Bam! Publishing.

A Saturday Rant 1-29-2005 Alan Canton has been writing A Saturday Rant for the past ten years. It's a weekly bird-cage liner of notes and ramblings on the book publishing industry. All rights reserved. Copyright 2005 by Adams-Blake Company, Inc.

If you think of independent publishing as a five course dinner, Dan Poynter wrote the main course. His is the book one reads when the decision is made to jump into this game and when one wants to know EVERYTHING. It's not the book you read to decide if you WANT to go into publishing.
It's nice to have a menu to look at first. That purpose is well served by "Wham! Bam! Publishing" by Janice Phelps and Joan Phelps, two sisters, one an editor/designer and the other a PR person, who have co-authored what I think is a really good book on publishing (http://www.luckypress.com).
This little book is the appetizer of our dinner. It is chock full of necessary information, but not too filling. And true to its title... and like all good dinner starters, the authors make it short and sweet. I especially liked the chapter called Business Objective[s]. So many how-to books are gung-ho to get the student to the dinner table, but fail to give them a chance to read the menu. The authors spend two short chapters on the business-end of publishing and the questions the reader should consider (and answer) before unfolding their napkin (and wallet.)
There was also some excellent information in the chapter titled "Especially for Writers" where they explain what really happens to a manuscript when a publisher receives it. (A good time to take some Beano!) Anyone who is contemplating entry into the food-court of independent publishing would be wise to consult this tome before getting into the more weighty books like Dan Poynters "Self Publishing Manual" (http:// www.parapub.com).
Start with an appetizer before the main course. It will give you a good idea of how the meal is going to turn out. Alan N. Canton, President Adams-Blake Company, Inc --- Adams-Blake Company provides the JAYA123 service to small businesses of all types. JAYA is an order-entry, billing, invoicing, inventory, royalty, and financial system used on the web ....nothing to download or install... and it cost all of $14.95 a month. "It's cool as a moose." Try the free demo at at: http://www.jaya123.com.