Case Studies—Great Expectations

The beauty of our Great Expectations program is that we not only put our own marketing dollars behind our bestselling Wheatmark authors, but we also actually craft and execute a customized marketing plan for each participating title. Working with the author, we target the title’s niche market, evaluating the best sales outlets and most appropriate promotional opportunities. Each title in our Great Expectations program is marketed uniquely—something that even the biggest trade publishers don’t offer to their authors.

Below are a few case studies of Great Expectations' participating titles:

The Simpsons and Society by Steven Keslowitz

Author Steven Keslowitz was 19 years old at the time his book qualified for Great Expectations. We created a revised and expanded edition of the book at no charge, adding a significant amount of new material and redesigning the cover. Prior to publishing this new edition we had the entire new manuscript vetted by a publishing attorney to determine what should be changed in order not to violate the Simpsons trademark. As a result, Mr. Keslowitz was offered a publishing deal (he accepted) for the book with Sourcebooks, one of America's largest and most powerful independent publishers, who brought the book out at as The World According to the Simpsons, by Steven Keslowitz.

Testimonial: Steven Keslowitz, New York, author of The Simpsons and Society, which was picked up by Sourcebooks, Inc.

"Working with [Wheatmark] since 2003 has been a great experience. I have learned a lot about many aspects of the book trade. It has been great working directly with you and your staff on aspects of writing, designing, marketing, and selling The Simpsons and Society ... I will continue to refer prospective authors to your company."

Rangers in Combat: A Legacy of Valor by J. D. Lock

The original content of this military-niche title was edited down and streamlined by Wheatmark's editors. Then a new cover was designed, and Wheatmark procured a foreword from former U.S. senator and Medal of Honor winner Bob Kerrey. To publicize the book, Wheatmark's in-house marketing team crafted an online press kit (see www.RangersInCombat.com) and pitched the book and author to military-themed TV, radio, print, and online outlets. The book was reviewed in top military and history journals, and the author was interviewed on programs including Town Hall Radio's National Defense Radio Show. Wheatmark paid to have an ad designed and placed ads in Assembly Magazine—the West Point Association of Graduates journal.

Wheatmark's in-house marketing team currently works with Byrd Enterprises, the leading distributor of military-themed titles, to place the book in military base exchanges throughout the country. We've also begun a blog ad campaign, targeting the top military blogs. Author J. D. Lock says, "We're off to a great start!"

Testimonial: JD Lock, New Jersey, author of Rangers in Combat

"For any author looking to get a professional head start, Wheatmark is the place to begin. Having been published by both "traditional" (Simon & Schuster) and other "print-on-demand" publishers, this author has found Wheatmark to be not only relatively inexpensive but also exceptionally responsive to my writing needs. Given that I have recommended Wheatmark's services to friends and associates in the past, I can do no less for anyone else who is looking for either the "basics" or "full-service" publishing. I, for one, am convinced that one's writing needs cannot be met elsewhere for quality, time, and cost."

Arizona Laws 101: A Handbook for Non-Lawyers by Donald A. Loose

For this regional, niche title Wheatmark partnered with the author in hiring a specialty publicist, who created a physical media kit for the book and submitted the book to Barnes and Noble Small Press in New York. As a result B&N now carries the book in all of its stores in Arizona. We also submitted the book to the Arizona Book Awards, where it recently garnered the Honorable Mention in the Education/Teaching/Academic Book category.

Kelso's Shrug Book by Paul Kelso

With its unusual and narrow niche market, this book initially presented some challenges for us. We knew it was selling well, but we weren't sure why! Interviewing the author revealed that most of his sales were the result of a 3" x 3.5" text-only ad he had run in the magazine Powerlifting USA. We designed an attractive new half-page ad with graphics, and placed it in Powerlifting USA. We also designed an additional 3.5" x 4" ad and ran it simultaneously in Monster Muscle. Sales for this title—now in its fifth year of publication—continue to be strong!

Testimonial: Paul Kelso, The Philippines, author of Kelso's Shrug Book

"Published five years ago, my book remains one of the better sellers in the field of weight training, and my theories have gained wide acceptance among lifters and coaches. The Great Expectations program kick-started another round of increased sales."