First Word

We are retooling and re-launching the Malo and Mallori children’s book project. Input from orthodontists indicated that most children aren’t nervous about their Early Evaluations and the monster as someone to soothe the fear wasn't working. So I decided to change it to an adventure. The lesson in this project is to figure out what’s needed NOT what you THINK is needed. A fail point in any business endeavor is to not understand what your audience wants vs. what you presume they want. Sometimes you have to test the waters. When it comes to books, I highly recommend you put your book out to a focus group before you release it. Your focus group should be comprised of unbiased volunteers who will read your book and provide honest feedback. The problem I see is that many authors will have friends and family read their early versions. Friends and family don’t want to hurt your feelings. It’s not likely you’re going to get the kind of constructive feedback you ne...

I have authors who show up with their manuscripts in hand and eagerly tell me things about why it's so great based on ... their home-grown peanut gallery. I like to call well-meaning friends and parents the peanut gallery. The peanut gallery tells the aspiring author they are going to be the next bestseller. Of course, they do! They love the author. Most friends and family aren't going to say something like, "Well, this is terrible." To bolster their positions even more, they will seek out other "more qualified" spectators to validate their absolute certainty that the New York Times best-seller list is within their reach with this masterpiece. They will find the local librarian or maybe some friend who writes articles. Then they will come to us and say, "Not only do my friends, family and loved ones think it's going to be a bestseller, but also Mary the local librarian loved it." All right my beloved and aspiring authors, here is what you re...

If you're wondering what I secretly wish I could say sometimes but cannot because it wouldn't exactly uphold my standards for customer service, I thought I would instead share some the absurdities on the blog. Then perhaps many of you will avoid the common pitfalls when you get me on the phone or in person. So, let's have some fun. "My mother loves the book" aka peanut gallery focus groups . I completely love this one. Authors often try to sell me on how good their books are based on what I call "peanut gallery focus groups". They take their projects to family and close friends for feedback. You know your family and friends typically want to encourage and support you, right? When I hear this method as a benchmark for how great a book is, I shudder and have to refrain from making remarks. Focus groups are great. You should absolutely do a focus group for critiques, but your focus group should consist of unbiased associates who have no stake or vested in...