How to Turn a 23-Year-Old Book into a New York Times Bestseller

I’m excited to announce a rare achievement in the field of publishing. For the past 18 months, I consulted with Zondervan Publishers to help revive sales of a classic book called, “Boundaries.” Last week, the book became a New York Times bestseller for the first time in its 23-year history! In addition, “Boundaries” made the ECPA “Best of 2014” Christian Bestseller List.

I’m extremely proud of this success, because it’s very difficult to get old backlist books onto the current bestseller lists. Usually, new frontlist books get the lion’s share of media attention and sales. However, the team at Zondervan and I proved that it’s never too late to resurrect excitement for a good book.

How did we do it? We used the same marketing tips that I’ve been telling you in my weekly Monday Marketing Newsletters. For instance, I helped my client:

• Build a world-class website to serve as the book’s online headquarters.
• Create lots of free content to spur interest in the “Boundaries” material and ignite book sales.
• Partner with the publisher’s resources and marketing channels to expand attention for the book.
• Attract a large online audience of over 46,000 email subscribers.

After achieving this success, I’m one of the few marketing consultants in the world who has helped create three different types of New York Times bestsellers:

• Frontlist non-fiction: “Made to Crave” by Lysa TerKeurst
• Frontlist fiction: “The Journey” by Wanda Brunstetter
• Backlist non-fiction: “Boundaries” by Drs. Cloud and Townsend

How can you learn from this success and apply it to your situation?

1. Build an online audience:
I cannot stress the importance of building a large email list. Email is 40 times more powerful than all social media combined. If you’re struggling to build an online audience, purchase my powerful new teaching course, How to Build a Massive Online Audience.

2. Give away the good stuff
Some of you are struggling to increase sales because you’re sitting on your best content. Don’t hoard the good stuff. Instead, give it away to attract subscribers and buyers. People want you to answer their biggest question, which is, “What’s in it for me?” Free content is the best way to answer this make-or-break request.

3. Never give up on a great product
Even if a product is over 20 years old, you can always revive sales if it provides tangible value to customers, such as education, inspiration, or entertainment. People still read the Bible. America still abides by the Constitution. Just because something is old doesn’t mean there is no value. If you’re trying to resurrect sales of an older product, you may need to fight harder to prove the value that is offered. Stand up for your product. Toot your horn…otherwise there is no music for anyone to hear.

I appreciate you being a subscriber to my e-newsletter and blog. I share my success so that you know I’m a consultant whom you can trust. Anyone can write about marketing principles. But, very few accomplish actual results, such as landing three different types of books on the New York Times bestseller lists. I hope you’ll apply the advice that I’ve given. That way, we’ll continue to reach new levels of success together!