But more than turning your mind and vision from bookstores to non-traditional sales points, Jud also details the methods for tapping non-trade, non retail markets like the military and government agencies, associations, business groups, and academic markets. He specifies how to define your true target buyers and perform the necessary market research or test market your book before jumping in with both feet.
You'll learn how each of these special markets work, how to find the inside track and work out the best deal for you — preferably one that prohibits the dreaded returns of unsold books that can wreck a publishers plans and bottom line. I found the resource section particularly interesting and useful with its lists of distributors and wholesalers, specific non-retail markets, assistance with promotions and book industry groups.
Samples of a cover letter, business plan, sell sheet and press release comprise an Appendix of invaluable tools for any publisher. In my work as a book reviewer, I am constantly amazed at the "indie" publishers and publicity agents who have no idea what a "sell sheet" is and what information should appear on it. Jud's book will help you avoid that pitfall and many others along the road to publishing success.