PJ Campbell Expert Guru

Writer, P.J. Campbell is the Director of Events for John Wiley & Sons, Inc. publisher creating 400-600 annual events. She is credited with the creation of BOOKSELLING FOR DUMMIES, a 10,000 print-run publication, distributed by the American Booksellers Association and John Wiley & Sons, Inc. On her own time, she has written for newspapers and magazines on a variety of adult topics, including motivation, sports, health, and art. PJ interviewed fifteen artists in conjunction with the 2004-2005 Adelphi University Biennial Outdoor Sculpture exhibit and created a series of thirteen articles published by Garden City Life newspaper. She was the ghostwriter for Richard M. Linchitz, M.D.’s non-fiction book, LIVE AND GROW YOUNG, The Basics of Anti-Aging, What You Really Need to Know. Publication date is yet to be announced. PJ also has written and performed children’s stories for bookstores, schools, libraries, and children’s parties. As well as published in Young Rider national magazine for her article, SISTERS IN THE SADDLE. Based on her events’ work in the publishing industry and as a former bookstore General Manager and Director of Events, PJ knows how much an author can contribute to the success of their own book. In her bookstore position, she oversaw all aspects of promoting a given title through publicity, advertising, merchandising and author appearances. PJ is also the President of GlobalizeArt.com., a web-based company geared to the promotion of high school and college graduate art students’ work. She is a member of the following professional organizations: National Association of Women Writers International Women Writers Guild Association of Writers and Writing Programs Society of Children's Book Writers and Illustrators Western Writers of America Hecksher Museum of Art Huntington Arts Council Who’s Who 2006, 2007 Winner of National Novel Writing Month Contest 2004, 2006

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I've written a business book and want to appear at Barnes and Noble.

Unless you have a guest list of 50 or more people, you will more than likely be disappointed with the turnout, the sales, the promotion and the publicity. Bookstores are not the best venues for business books unless you're name is Jack Welch or you have celebrity status. The bookstores do very little in the way of promoting author appearances; their usual approach is to list your appearance in their calendar of events and sometimes will take an ad in a local paper, but that is rare. You will be solely dependent on people coming into the store or checking out their website for events. They do some community outreach, but traditionally speaking that won't drive a lot of traffic to the store for your appearance.

What is the best venue for a business book, if not a bookstore?

Business books, depending on their focus, are better suited for authors appearing at industry specific conferences, associations, clubs or organizations, where they have a targeted audience and the means to reach them through e-mail blasts, internal newlsetters or direct mail. Some of these venues will purchase hunderds or thousands of books, as well as pay honorariums, your travel expenses and more.

I've just had my first novel published. What has to happen in order for it to become a best seller?

Now, that's the $64,000 question! Depending on the list you are trying to hit, there are a mulitude of things that have to happen in a timely manner. First, get yourself on Oprah; that's an instant bestseller model. If that's not possible, then national television shows including Good Morning America, Today,The Early Show and more would be a great place to start. Work on booking yourself on as much media as possible, that includes local broadcast television stations, radio (national and local), print interviews (national and local)this will get the ball rolling and the momentum building in order to start the "buzz." Once that's happening and/or simultaneously schedule live appearances in front of live audiences that offer publicity, promotion and strong book sales. Look to have all of this happening within a 10 day period and you may have a shot at making a list, maybe even the NY Times Best Seller list, if you're really lucky. But you should know there's no real formula and many have tried to manipulate the data of book sales in order to guarantee a spot on the NYTimes list, but there's no sure-proof method. There's also the competition factor of whose book is out at the same time as yours because just because you do all of these things to ensure your spot on the list, someone else might come along and do it one step better. So, the best approach is to do all of the above and cross your fingers, have a prayer chain in place and offer your first born (just kidding, but it may feel like that), then maybe, you just might surprised to find yourself listed after Mary Higgins Clark.

My publisher isn't doing anything to help me, what can I do about that?

Well, unfortunately with the number of titles being published every year (172,000 approximately) every book that hits the market does not get special attention. Most publishers focus on their "A" list and the rest of the authors, down the line, have to be their own support system. But even with the "A" list authors, the days of mega city tours is pretty much over unless you're one of those celebrity authors who's been paid millions for the book that isn't written yet. The success of your book is ultimately up to you and your efforts.

If I self-publish my book, will I be able to have it sold in bookstores?

It depends on the bookstore. Many of the independent bookstores will carry local authors' books, but may only do so on a consignment basis. In order to ensure distribution into the Independent bookstores, the book has to be handled by a distributor that sells to this market. Two distributors that cater to these retailers are Ingram and Baker and Talor.

In order to have your book distributed in a national chain like Borders or Barnes and Noble, the buyers at these mega super stores have to purchase it and the chances of them buying your book are slim to none unless they publish it for you. Such is the case with Barnes and Noble and their publishing arm, iUniverse.

I want to put myself on tour, but don't know where to start or how much it will cost.

First, you need to do in-depth research into the areas of the country best suited for your subject matter. For instance, if you're book is about raising chickens, you wont' be setting up events or media in NY city, at least that wouldn't be on the top of your list. Once you've decided on 3-5 cities that you are targeting, you can usually figure that it will cost you approximately $500-$1,000 per city to travel to, in and around, hotel and food, that's provided your stay is one to two nights per city.

I'd like to write a book and have lots of ideas, but want to know what is the best genre to write in?

Well, that really is a horse of a different color because in each genre, business, religion, self-help, romance, crime, etc there are best sellers. Most advisors would tell you to write about what you know, but I would go a step further and tell you to write about what you're passionate about. Writing is a solo job for the most part; your only companion along the way will be your research, your dog and your editor, but the actual writing of the manuscript will be up to you so you'd better be willing to live it and breathe it 24/7.

What's the liklihood of making a "real" living from my writing.

As they say, you have a better chance of getting struck by lightening. Although, obviously, there are those whom have figured out how to do it, but it really does take perseverance and a strong backbone because the rejection and time spent to achieve your goal and sustain it may be a shock once you actually arrive at the steps of stardom. While many others continue to writer their novels, they are also writing essays, articles, editing for other writers, or working full-time at another job.

What are publishers looking for from the writers they publish besides good writing?

Well, you're right because good writing is the very first thing they look for, however, as we all know there are books published that make us scratch our heads wondering how they ever made it to the bookstore shelf.

Many publishers are looking for authors with a "platform." Whether you're a doctor with the latest cancer cure or you're a CEO of a Fortune 500 company, publishers look for an author who can speak in front of live audiences, one who is media-genic and who may "buy-back" a sizeable quantity of books for their own or company's use. All of these elements are almost a guarantee that the book will earn out the advance paid to the author. Let's face it, book publishers need to make money like anyone else, they are not in a "good-will" industry even though they all have their lost-leaders, they must make a profit. Today, most publishers are publicly held and have a board of directors to answer to about their bottom line.

Do I have to be able to type my manuscript or can I send it in hand written?

The days are gone of turning in your book on a yellow legal pad. You will have to produce a typed 8 1/2 x 11 white paper, double-spaced, legal margined manuscript. If you can't type it yourself there are services available to help you or individuals that can transcribe your notes.

CarolH said: (1/27/2007 7:40:41 PM)

Wow! These are great tips and so on target. So glad I came across your site!