Selling yourself is just as important as selling your book. Be sure to include noteworthy credentials and accomplishments in your introduction.
Example 1: "10 Secrets to High Self-Esteem," by Dr. John Smith.
Example 2: "10 Secrets to High Self-Esteem," by Dr. John Smith. Dr. John Smith earned his PhD at Harvard University. He is the founder of Self-Esteem Institute of America and a contributing editor at "Psychology Weekly."
Example 2 clearly does a better job of establishing the author's credibility in his field.
When promoting a book, it's critical to target the people who make the buying decisions. For example, if you wrote a book for the first-grade classroom, you don't want to target first-grader students or classroom teachers. Instead, target the people who make the buying decisions for the school. Decision-makers are likely to vary depending on the structure of the district, so it's important that you do some legwork so your efforts are properly directed.
It's also important to note that many schools and libraries (public and private) are under contract to purchase materials only from approved sources. Take the time to see if the organization you're targeting is allowed to purchase from Dorrance Publishing.
Send emails to key decision-makers, offering free copies of your book to review. Outline specific benefits that buying your book would bring to an individual's organization. Be clear in the body of the email that your intent is a call to action. In other words, make it clear that the free book is the first step in placing an order for multiple copies of your book.
Send emails in groups of 10 using the blind copy (bcc) option. (If too many emails are sent at once, they'll be labeled spam.) Expect an approximate return rate of 2 percent.
Seek endorsements for your book from credible sources. For example, if you've written an educational book, seek the endorsement of a superintendent of schools or a professor of education. If you've authored a work of fiction, ask an independent-bookstore owner or a newspaper reviewer for an endorsement.
Be certain that whoever endorses your book will allow you to use his name on all your promotional materials, including the book itself. Adding endorsement in subsequent printings will boost your book's credibility.
Dorrance Publishing charges the author a fee for printing the first 1,000 copies. (The approximate fee is the retail price of the book times 1,000.) The first 1,000 copies are considered the first printing. Subsequent reprints are free.
The key to maximizing returns at Dorrance Publishing is in the reprints. Free reprints can be printed in batches as small as 50. Instead of the standard 40 percent royalty on the first 1,000 copies sold, the author can earn an 80 percent royalty from selling reprints.