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© Copyright 2009,
EJ Thornton
This book is presented in a free format here by the author and publisher. All rights reserved .
Case Study
Boomer Book Series
Othniel Seiden
Othniel J. Seiden was already an author of dozens of books before he discovered partner publishing and advanced book marketing. He is a retired doctor and during his practice, publishers came to him and asked him to write books about the prescription drugs that were coming out onto the market to educate the public about them. Not many authors can say that the publisher solicited them, but Seiden can. These book topics included books on Viagra, Propecia and Meridia and more.
Do an internet search on Othniel J. Seiden and pages and pages of results will be returned.
At the same time he was writing these books, he was writing historical fiction novels starring very controversial and stunning historical figures. His titles include The Survivor of Babi Yar and The Capuchin. So he had made a name for himself in the commercial publishing industry and it served him very well over the years.
Seiden started teaching at Colorado Free University with a course called, "So, You Want to Write a Book." Because he was a fellow teacher, he could audit my course, "How to Publish Your Book" for free, so he did. He decided that even with his past commercial publishing experience, Partner Publishing was a fantastic proposition.
He wanted a big splash into the marketplace, so he decided to release six books roughly at the same time. They were:
Heavy AND Healthy, forget your weight and get fit
Sex In The Golden Years
The Cartographer, 1492
The Remnant, The Jewish Resistance in WWII
So, You Want to Write a Book
When Your Spouse Dies
Seiden's audience, for all his books, is the baby boomer generation. We created an umbrella website to house all these books, his past books and his future books, called "BoomerBookSeries.com." However, unless you typed in the query, "Gifts for the Baby Boomer," it doesn't show very high in the list on many searches.
The biography for each of these books is, of course, dramatically different. Several bio's will share the fact that he is a doctor and his credibility goes up dramatically for that, but his historical fictions need not mention that at all. In fact, the fact that he is a doctor fails the 'Who Cares' test for those books.
Three of his books, The Cartographer, The Remnant and his older book The Survivor of Babi Yar are historical fictions which star characters of the Jewish faith. The fact that he is Jewish lends credibility to those books, but 'Jewish' fails the 'Who Cares' test when we're talking about Senior Sex.
He's released three more books,
The Hospice Experience
Quit Smoking Now
Sharpening the Aging Mind
since his big debut. Again, these all are targeted to Aging Baby Boomers, and again, all address vastly divergent issues.
So his main challenge is marketing a different product to the same customers over and over again. Writing books was easy for him to do. His career gave him plenty of experience and his faith him the desire to tell stories. He continues to write books prolifically. So, the first two milestones - getting written and getting published are actually quite easy for him now, he's done it so many times.
His real challenge comes in the third milestone, getting read. The people searching on the internet that are worried they're losing their 'edge' aren't looking for a book about the Jewish Resistance in WWII. They want Sharpening the Aging Mind or Sex in the Golden Years (depending which edge they are afraid of losing). So, the categories pages we picked to place his books on and the books to associate his book with become critical marketing decisions.
His book titles helped us do that. Seiden was intuitively smart at creating very utility titles for the non-fiction books. They sell very well on the internet because the subject area is contained in the title or the subtitle. There are a lot of books on the subject, so, we can list a bunch of books to be compared to.
However, Seiden already did two more critically important things...
He created a recommended reading list and a bibliography for his sources that included all the classic and popular books in the same subject area for both his fiction and non-fiction books. The online book sellers immediately linked other books to these new books to create a frame of reference for their customers. So, we did the same thing - in the book, on the website and anywhere else we could. Citing sources really helped with the credibility claims for both his Historical Fiction and non-fiction.
For example, The Cartographer, 1492 is about someone who sailed with Columbus, but the details of the Columbus voyage was taken out of the published journal of Christopher Columbus himself. It is a great selling point.
Seiden's upcoming books to be released in 2009 are:
- The Joy of Volunteering
- Foreplay
- The Heart of a Woman
- Son of Avraham
- Coping with Arthritis
and he is still going strong.
Last updated on: Friday, March 12, 2010
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