Recent Book Design Projects: A Book for Fitness and Inspiration

Scenic Fit San Francisco is one of the most interesting and fun recent book design and production projects to come through the office of Design For Books. If you are contemplating creating a “how-to” or self-help book on any topic, this book is an excellent example of how it is done. Scenic Fit San Francisco is the vision of Tracy Hicks, a super-fit trail runner, mountain biker, and above all, expert personal instructor with over a decade of experience instructing outdoor workouts for groups.

People always say that if you want to be a good writer, write about what you know. That Tracy has done. Her book is a perfect combination of her passion for fitness and her brilliant vision for how to help others get fit and stay fit. San Francisco is her home where she leads workout classes in beautiful scenic locations. This book made me quit my gym membership. Exercising outside is way more motivational. Tracy shows the way to making fitness part of a quality lifestyle experience.

Scenic Fit book cover design
Scenic Fit book cover. This is a full-color offset-printed paperback book.

Her book is an easy-to-use resource for both long-time locals and visiting tourists who want to stay fit while exploring the city. There are workouts on beaches, in wooded parks, incredibly beautiful gardens, and historical locations. Just following these workouts will help you discover some of the best locations and views in San Francisco. Continue reading “Recent Book Design Projects: A Book for Fitness and Inspiration”

Self-Publishing Success Story: Pacific Northwest Wildlife

Pacific Northwest Wildlife is another interesting self-publishing success story. I met the author and photographer, Aaron Baggenstos, at Nisqually National Wildlife Refuge. I was there because of my son, Lorenzo is also wildlife photographer.

Coffee table book design, book jacket design, photography book design, self-publishing
Jacket cover design for Pacific Northwest Wildlife
Nisqually National Wildlife Refuge
Aaron and Lorenzo at Nisqually National Wildlife Refuge

As I got to know Aaron, I learned he was transitioning to a new career as a photographer. Making a living as a photographer is a hard thing to do, and I was skeptical that Aaron could sell enough photography. But his vision included the idea of leading wildlife and photography tours. For that I thought, he certainly had the right personality and skills, and I knew I could help him. A beautiful coffee-table wildlife photography book would be a great marketing and promotional tool for letting people know about his skills and talents. Continue reading “Self-Publishing Success Story: Pacific Northwest Wildlife”

Self-Publishing Success Stories: 7 Secrets Guys Will Never Tell You

One of the great things about my job is that I get to work with decision-makers and experts in a variety of fields, people who make a positive difference in the lives of others or who are on their way to becoming influential. Jackie Brewton is one of those accomplished people—she is the go-to person for people and institutions who need a motivational speaker and teen relationship expert.

If you’re a teen or a parent of teens like me, her book, 7 Secrets Guys Will Never Tell You: A Teen Girl’s Guide on Love, Sex, and Relationships has obvious value.

2-color book design, book cover design, self-publishing
Copies of 7 Secrets Guys Will Never Tell You at the book launch.

When I got the call from Jackie, she had already worked with a designer on the cover, but the production values were lacking. This seems to be happening to a lot of authors. In the last two years, I have seen an increase in calls from people who have hired designers who, it turns out, could not complete the project in a satisfactory way or who have simply gone missing before the job was finished. Continue reading “Self-Publishing Success Stories: 7 Secrets Guys Will Never Tell You”

Market Yourself with eBooks: Volume 2 (Free ebook)

Market Yourself with eBooks: Volume 2

Volume 2 in our new free ebook series Market Yourself with eBooks is now available.

Like volume 1, you can get it for free now and you don’t have to give your email address or fill in an opt-in form. Just click and download. Share the link with whoever you think will be interested.

Volume 1 explains the concept of publishing as a form of content marketing. Volume 2 shares six features of great ebook for marketing purposes. This information is useful to anyone developing a content marketing campaign, especially for business professionals who can benefit from an ebook strategy.

Content marketing, ebook marketing strategy, content development, ebook design
Volume 2: Six Features of great eBook for Marketing Purposes

CLICK HERE TO GET YOUR COPY: Volume 2, Market Yourself with eBooks: Six Features of Great eBooks for Marketing Purposes

If you like it, let us know. If you would like an ebook for your business, give me (Michael) a call at 425-771-2905.

Don’t forget to subscribe to my blog and follow me on Twitter to get more publishing and content marketing tips.


Market Yourself with eBooks (Free eBook)

Market Yourself with eBooks

Take a look at our new free ebook series Market Yourself with eBooks. Get it for free—you don’t have to give your email address or fill in an opt-in form. Just click and download. Share the link with whoever you think will be interested.

Volume 1 explains the concept of publishing as a form of content marketing. This is useful especially for business professionals who want increased credibility and speaking engagements. It includes ten ideas for how to market yourself or your business with ebooks.

CLICK HERE TO GET IT: Volume 1, Market Yourself with Ebooks: An Introduction for Businesses, Entrepreneurs, and Authors

Content marketing, ebook marketing, business promotion

If you like it, let us know. If you would like an ebook for your business, give me (Michael) a call at 425-771-2905.

Want more? Check out Volume 2, Market Yourself with eBooks: Five Features of Great eBooks for Marketing Purposes.

Content Marketing, free ebook, business promotion

Don’t forget to subscribe to our blog and follow us on Twitter.

Benefits of Publishing for Businesses and Entrepreneurs

When you think about profits from publishing, don’t just think about book sales if you’re a business owner or entrepreneur. The profits from the book sales are often just one aspect of a book’s value. In fact, some businesses and entrepreneurs can profit from publishing even if they give away their books. Books are, for example, a good way to increase speaker engagements and that means more opportunities to build your brand and promote your products and services.

Here are a few benefits of publishing:

  • You gain credibility as a published author
  • It is easier to get speaking engagements if you have published
  • Printed books have a physical presence that reminds people of your business
  • Books can be shared, spreading your message
  • Books are a form of visual branding
  • Books can reinforce your sales pitch
  • Books can reduce consultation time
  • Books are a longer lasting form of advertising

Reasons Independent Publishing is so Profitable for Businesses

Independent publishing is especially profitable for businesses and entrepreneurs because they are often in a unique position to sell direct and not have to rely on retailers who take 40–50%.

If you are, for example, a restaurant selling a cookbook to clients, a gift shop selling a photo coffee-table book to tourists, a local museum, etc., you have your own point-of-purchase with lots of high-value prospects—more than enough to sell your inventory of books. Likewise, a speaker selling books at events often has no need for an ad campaign. Businesses and entrepreneurs may already have a special website or blog. These factors reduce setup costs and increase income. For authors in these situations, the math shown in my post (The Math Publishers Don’t Want Authors to Know!) will fit your situation well.

Sell Your Advertising!

If you go all out and publish a full-color and very beautifully designed business book, the costs might be $16,000–$20,000 (which is mostly print costs). This cost divided by 4 years, is an advertising budget of $4,000–5,000 per year, assuming the unlikely event that you make nothing back from selling the book. This is a low advertising budget, but remember, you are selling the books. If this investment gave you 3000 books sold directly at $19.95, the gross income from the books would be around $60,000–65,000.

If you had a nicely designed black and white book (color cover, but no color inside), the print costs would be much lower, but if it is a valuable guidebook or how-to book (finance, investing, diet, health, etc.), you could produce the book for less and still have a similar price point.

You could avoid the largest cost—the upfront color print costs—by using print on demand (POD), but POD results in a higher unit cost with many print limitations, meaning the book may be harder to sell and harder to turn a profit. POD works best for B&W paperback books. It is important to evaluate the type of book and your retail price when considering print options. (I’ll discuss that more in a future post.)

Because the book is advertising for your business and you are selling it, your advertising actually makes you money rather than costing money.

Publishing is one of the best low-cost forms of advertising. The value is particularly clear when you add the profit from selling the book with how the book is generating additional revenue by increasing the cachet and visibility of your business services and/or products. This makes independent publishing a very powerful and effective promotion strategy.

Give It Away Free and Still Make Money!

In many cases, it is worthwhile for businesses to publish books, even if they decide to just give away the books for free. The free book strategy is not just a good idea when publishing PDF eBooks that go viral on the web—books that have no print costs. Free books can be a beneficial strategy even when publishing very nicely printed books. It really depends on your business, the type of book you are publishing, and your clientele. Auto showrooms, for example, have long understood this. They give away small, but nicely printed, booklets that show off their cars and products. People take these and show them around to friends. Books have physical presence, can be shared, and exist as reminders of the product. This booklet is a low-cost way to influence a high-cost purchase decision. The same is true for free tour guides that feature local businesses and historic sites.

Some books can also be used as a type of upsell, such as when a customer buys a subscription, product, or service, and gets the book for “free.” This too helps influence the purchase decision.

If you’re a business, be sure to read my post The Most Important Thing to Do When Publishing.

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