Guest Column: Can I Sizzle You a Cigar?

Not every book we publish has such a natural tie-in so far removed from the original product, but many do. Our job as publishers is to sell books. So I suggest you pour a cup of coffee (and light a cigar—OK, I had to put that in, right?). Pull each of your active books off the shelf, read the jacket copy, think about the author's bio… and dream up a unique way to open up new markets. You can do it.

Just sell the "sizzle." x

Theodore P. Savas is an honors graduate of the University of Iowa College of Law and worked as a litigator in Silicon Valley for many years before turning to book publishing. He is the Managing Director and co-owner of Savas Beatie LLC, and the author or editor of more than a dozen books in six languages.

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