Pitts recently spoke with Book Business Extra about how the self-published title found its way on to so many bookshelves—from Twitter giveaways to a catchy commercial jingle, “The elf on the shelf is watching you, each and every Christmas.”
Book Business Extra: How did CCA and B turn a self-published book into a best-seller?
Christa Pitts: … I don't know if you can really explain how we did it, although I do think there are several components to our success. When we started the publishing company on our own, we began with the belief that we had something so unique, so special and so different, it needed to be shared. In addition, we felt we had a niche that was not being served by "traditional" publishing houses. Those two components—in combination with our can-do personalities, unyielding commitment to our customers and our devotion to building a brand—have all combined to equal "best-seller" status.