My Publishing Philosophy
I published my first book, The 1982 Directory of Professional Image Consultants in Canada, in 1981. It was also my first attempt at crowd-funding (allowing other people to invest small amounts of capital, upfront, in the book to assure that it gets published).
These are my guiding principles:
1. My aim from Day One has always been to provide how-to information in tangible formats for experts who want to build their consulting-speaking-writing practices but who can't afford my public relations or consulting services to help them.
2. I'm a high-touch, low-tech publisher. I avoid costly production such as glossy paper stock and expensive book cover design, and layout design. I keep book formatting simple and easy to produce.
3. I prefer to invest my time and energy in providing useful, helpful content that can be updated as needed than invest in slick expensive packaging.
4. I prefer human contact wherever possible over an automated system of book fulfillment and delivery. I ship books myself, with no assistance, either by taking the books to the post office myself or sending an email with a PDF attachment.
5. My publications will appeal to only a small segment of the population so they likely won't sell more than a few thousand copies - at best- during the life of the title. Which means I earn only a small income from book sales.
6. For the above reason, I don't sell my publications through bookstores or affiliate programs which would reduce my income by half or more.
7. To avoid having an inventory of books that sell very slowly I produce print books one at a time. This means it could cost me as much as $10 in printing, binding, mailing and payment transaction costs for a book priced at $15. In other words, 2/3 of the book's price goes to produce the book, and I receive the smaller portion of the price. I've been raising prices where I can to allow me a decent profit.
8. I don't offer refunds on e-books. If you've read the book, you've consumed it. If you didn't like it, you can't unread it to get your money back.
9. Sometimes I will refunds on printed books, BUT, you have to show me you actually implemented my advice in the way I recommend, and tell me exactly what happened and why you deserve a refund. Many people are too lazy to actually follow through on the information that I provide and I don't reward laziness.
10. The advice in my books is always based on tips and recommendations that have worked for me and/or my clients. I don't give advice that hasn't been successful. If it didn't work for me I won't tell you to try it, or expect you to try it.
11. I'm a big proponent of licensing. If you will pay me an additional fee I determine, I will let you use my work - within certain limits - to earn income for yourself. But understand, I, as author and publisher, own all the various copyrights to my intellectual property. Buying a copy of my book or article does not permit you to make derivative works, publish all or portions, or teach from my book. I want to be hired to lecture to audiences and teach seminars from my work. When I'm not hired, I want to receive compensation from individuals who want to do what I do using my work. It's only fair to be compensated when someone else is presenting, publishing or distributing my work.
12. I don't tolerate people who buy one copy of my work - or worse get it for free - and then make multiple copies to give away or sell to others. That is a federal offense, punishable by fines of up to $250,000 and 6 months in prison. I go after people who steal my work, to collect damages and restitution. And so-called friends who have done this, have lost my friendship for good. Fair warning.