As an expert contributor for Book Business Magazine, I recently wrote an article entitled, “How Editors Can Help Publishers Sell More Books.” Below is an excerpt with a link to the complete article. Take a moment to read this important information.
What if editors possess a hidden ability to help publishers sell more books? Editors and selling may seem like an oxymoron. In most publishing houses, the editorial team is associated with guarding the grammar, managing the manuscript, and guiding the author’s voice. In contrast, the marketing department is charged with creating a book’s promotional plan, securing advertising and publicity, and generating audience interest.
However, the work flow in most publishing houses causes a problem in the book promotion process. Marketers are so busy launching new books that they rarely have time to fully read the books they promote. I’ve consulted with numerous publishers, and most marketers tell me they’re lucky if they can skim through a few titles each catalog season. Yet, without intimate knowledge of a manuscript, it becomes difficult for marketers to create effective marketing hooks, identify the most interesting content to create word of mouth, and explain the specific results that each book offers to readers.
Yet, there is an easy solution. Editors to the rescue! Editors know more about each book than anyone else in the company. They know the best pieces of content. They know if the book has a strong hook. While editing a manuscript, they can identify the following three key elements and pass them to the marketing team: