Stay in One Field and Own It

August 2002
by Dan Poynter

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Once you select a subject, stick to it; stay in one field. Too many author-publishers who write books on a subject they know well, and market the books to their own (reachable) field, suddenly decide that selling books is easy (because with that formula it is–at least relatively speaking). So they write about a totally different subject and their books flop (because they do not know how to reach the buyers in that particular market). In fact, they do not really know who their buyers are, where they are, and what they need.

 

Search, Replace, Destroy

One day, I received a call from a customer. He said, “I’m a chiropractor, and I recognize that while chiropractors are good at what they do, they are not good at running their offices. But I have solved that challenge. I have just finished my book–How to Run Your Chiropractic Office.”

“Sounds good,” I said, and I thought to myself: “Now here is an author who can look into the mirror and see a refection of his customer. He knows who the customer is, what the customer needs, and (most important) where the customer is.”

Then the caller continued, “I have a packaging idea that I would like to run past you.” I leaned back in my chair and listened. “Once I sell this book to all the chiropractors, I’ll go through the manuscript with search& replace and change the word ‘chirop…IBPA Members – Click here to view the full article (login required).

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