Pick a Title, Any Title
Tips for increasing your chances of success with new-title acquisitions.
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Armato says one case study that illustrates the importance of this point involved “The Wellstone Way,” a book on political strategy. “We wanted to sell 3,000 copies, and we ended up doing 16,000-17,000,” he says. “It was a manual for running a political campaign, but [because it showed how to do] this without contributions and media buys as one of the focal points, it stood out for people. It shows that by giving a book just one or two modifications, as opposed to making it completely off the wall, you can increase its marketability.”
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Eric Butterman
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