27/07/2020
“Valley of the Dolls” became the best-selling novel of 1966 taking only 9 weeks to achieve the #1 spot on the New York Times Best Sellers List. It stayed number one for 28 consecutive weeks with a grand total of 65 weeks on the list.
In 1974 the book was listed in the Guinness Book of World records as the best-selling novel in publishing history with more that 17 million copies sold. By 2016 the book has sold more than 31 million copies.
In 1967, the book was made into a feature film grossing more that 50 million. (1967 dollars)
What the public does not realize is the business and marketing strategy behind the scenes. Because a publisher does not typically invest in marketing a book by an unknown, author Jacqueline Susann and her husband made a business plan.
They sold their home, their assets, borrowed money from family and friends to create the most aggressive sales strategy of its time. They hired people across the country, sent them money and a commission fee in advance of the book launch with instructions on when and where to buy the book.
With concentrated sales in one specific store in a major city, the book would sell out creating additional purchase orders for the publisher. Momentum was solidified and the book became a best seller.
The cost of this campaign exceeded $65,000 (1967 dollars) but earned them millions.
This marketing strategy has been copied in various forms by famous authors like Jack Canfield, who guarantees that he will personally buy a specific number of books. For example, “Chicken Soup for the Soul” was given a contract without an advance and a guarantee for the sale of 20,000 books which Jack purchased personally for resale during his speaking engagements. This ensures that the publisher’s initial investment is minimal resulting in little risk, which makes good business.
On the other hand, the huge risk falls to the author who takes responsibility for most of the marketing costs. That is one reason why self-publishing is so popular today; if you are required to market the book from your own pocket, shouldn’t you get 100 % of the profits?
If you have any questions about publishing your book with Q.D. Publications, please email Melissa: [email protected]