They Had Sold All The Books When We Get There Self Publishers Scream Bloody Murder

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Self Publishers Scream Bloody Murder

Michael Samonic, publisher of the Special Effects Cookbook, has made millions of dollars from self-publishing, and I want to tell you how you can do the same.

Here’s what he did…

As an entrepreneur, he has always had relative success in space advertising.

Then he ordered Carbo and read, which brought me directly to mail marketing. He had never done direct mail before.

He was always interested in health and cooking, so the first project he undertook was how to cure hiccups. He gets hiccups when he drinks any kind of irritating food or eats spicy food. He always had hiccups.

He did some research. This was long before acupressure. It is called acupuncture.

He went and discovered that there is a Chinese meridian on your left hand that if you pinch it in the right place you can interrupt the impulse.

It worked for him, so he wrote a little curriculum, like four or five pages, and put an ad in a rag. It was the Enquirer. He sold some books. It wasn’t nice.

He got 20 or 23 orders. The price was only $5 or $6. Advertising cost only $20 or $30, so he made a profit from the start.

From there he went on to produce a full-size book, How to Get Free Dental Care.

Necessity is the mother of invention, right?

He had bad teeth and lived in Cleveland, Ohio. At that time there was a school of dentistry, Case Western Reserve still has a school of dentistry. If you call, you can enter the school and be the guinea pig for the students.

Make filling and all kinds of processing free. At that time there were federal programs, funded by the state.

So, he put together a whole directory of schools and subsidized programs where you can go and say, I have dental problems, get them fixed for free. It was my first big selling product.

He sold thousands of them.

So, he put together a directory. The first ad was a junior page ad.

A junior page is smaller than a full page, but it dominates the page. If a full page ad in a magazine is 7 x 10, the junior page is 5-1/2 by 6-1/2; Somewhere around here.

My first advertisement was in Spotlight. Now, it’s called the American Free Press. It is a tabloid newspaper.

It was published from Washington, DC, which is very good for testing health foods.

What the headline really does. The headline was Dentist Scream Bloody Murder.

You can bet the headline will grab people’s attention to read the ad. The job of the headline is to grab the reader’s attention immediately. You only get them for half a second and if you don’t get them right away, they just turn the page and they’re gone forever.

The dentist screams bloody murder. The readership of that publication is heavy on conspiracy theories and political conspiracies and the like. Therefore, they created titles that fit the demographics of the readers.

The subtitle is Dentists Are Mad because you can now get free dental care or something like that.

This was copy intensive advertising. This was all. All its ads are editorial.

This was his first advertisement for this product.

They are weekly and once you place an ad, you will wait anywhere from ten days to two weeks depending on when you place the ad to appear. He had to pay all the money up front.

He had no credit at that time.

The cost of the ad was $600. It was late…maybe ’79 or ’80. Despite all the risks, he did not panic. In fact he was excited.

Then he stopped.

He received 700 orders. At $10 a pop, that’s $7,000.

He was in business.

Do you have any great ideas to share? Information has value and people will pay for it. You can earn millions by self publishing your book.

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