Michelle Dunn on Niche Publishing & Marketing

Michelle Dunn has found her niche. Having started her own collection agency, she has now branched out to writing books to help others do the same (and more). She is the classic example of someone who has done her publishing homework and worked hard at marketing her books. That work has begun to pay off as she was recently interviewed by the Wall Street Journal and is scheduled to be on the CBS Early Show in October. Her company, Never Dunn Publishing, is fast becoming the best resource for books on her subjects.
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1. Why did you decide to independently publish your first book? What have you done since then?

MD: I really never even thought of not self-publishing my first book. I felt like I just needed to get it out there, and I was trying to run my collection agency and it never crossed my mind to submit it to any publishers, I just felt like it was something I could do, and do well. I was actually working on my book "Become the Squeaky Wheel" before "Starting a Collection Agency," but only here and there since I was so busy with my collection agency. I was featured in Ladies Home Journal and the response was overwhelming. I was not prepared. I had to hire someone to empty my voice mail, answer my phone and respond to all the emails and letters with me, just from that article. They were all calls asking how they could do this, too. which is why I wrote the book. I had such a demand for it, so I just did it.

Since that first book, I have sold my collection agency, finished and published "Become the Squeaky Wheel" in addition to three other books in my Collecting Money Series. I have grown by Credit & Collections membership to 725 members, I have been featured in many magazines and newspapers including the Wall Street Journal, and I just signed a contract with Entrepreneur Press to write some business credit books for their Ultimate Series, and I have been invited to be on the CBS Early Show in early October. I have been doing book reviews and marketing like crazy.

2. In terms of marketing books, what has been most successful for you?

MD: I live in a rural area, so I use the Internet for a lot of my marketing. I have found that I get a lot of book sales from link exchanges from websites that complement my topic. For example, I did a search for all the companies that sell debt collection software, and emailed all of them to ask if they would like to exchange links. I have a Credit & Collections website, and so they know if their link is there, or if they have an ad in my newsletter, their target audience will see it. Also, if I refer people to their site on my networking discussion group or in my newsletter, or in my book, then these people go there and see my books for sale, it implies endorsement. This is almost as good as a recommendation.

I also submit press releases about the topics my book covers, not announcements that just announce I wrote another book, though I do that as well. An example of one of my press releases is: "How to make more money extending credit." It gives information about that topic and explains that more information is found "Become the Squeak Wheel." I have a notebook separated by types of media (newspapers, magazines, online media, television, radio) as well as free places to post press releases and free places to post articles. I did searches online to find media that would be interested in my book topics. I signed up for their newsletters and I submit articles and press releases all the time, but not too much. I send them news, not announcements. I also did a search online for a popular author (you can try my name) and checked what sites came up that accept free submissions of articles. I added those URLs to my notebook. I signed up and started submitting my articles to those same sites. If you type my name in Google or Yahoo, you will see I am an expert author on a few sites. This is all free marketing that anyone can do and it gets you results. I could go on and on here. I actually started a book about marketing when I began marketing my books and I have been keeping notes almost daily. It will be awesome!

3. You were recently interviewed in the Wall Street Journal. How did you make that happen?

MD: If any of you go to the WSJ website and find the contact information, or even email a correspondent who wrote an article that relates to your book, you have a contact. I put that information in my notebook under newspapers. Then I just submitted my press or news releases as I created them. Eventually, they were doing a story about credit and debt, and my name came to mind. You will not get responses for your press releases, but keep sending them. I read once that it takes the average person six times of seeing something for it to be familiar. I made myself familiar. Once they called me and did the interview, I sent the reporter a copy of my book, which I signed, and a thank you card. I will still send them press releases, and hopefully they will call again.

I would like to share that marketing your book is very hard, I think harder than starting a business, because it is a business, but so is the marketing. You can never stop marketing. Sometimes it will seem like you are wasting your time, postage, ink and paper. One day, I had a call from NPR. When I asked how they had heard of me, they said that someone in the office had an old copy of Ladies Home Journal and they saw my story in it. That was two-and-a-half years later. So keep on.

4. You had another career that transitioned into this writing career. How did that happen?

MD: I was a bill collector for 17 years. I started my own collection agency in 1998 so I could be home with my kids during and after my divorce. I ran and grew it successfully for eight years. My kids are older now and I was in a position that I was no longer happy making debt collection calls and wanted to write full time.

Comments

[Carolyn Howard-Johnson]

Michelle is a member of Authors' Coalition (http://authorscoalitionandredenginepress.com) and, as editor of that organization's e-zine, I know that she is organized, a top promoter and knows her subject. Many writers need help collecting from bookstores and Michelle's book (s) will do that.

As the author of books that range from self-help like the award-winning THE FRUGAL BOOK PROMOTER: HOW TO DO WHAT YOUR PUBLISHER WON'T, I know that many small publishers and authors published with small presses, need help with their bottom line. I hear from them every day. I am proud that this book is helping so many whose books deserve recognition.

Very best,
Carolyn Howard-Johnson
Author TRACINGS, a chapbook of poetry, http://finishinglinepress.com.
Home site: http://carolynhowardjohnson.com

[Marketing Online Crash Course]

Way to go Michelle. I'm on the same track myself. I'll see you at the top!

Sharifah

[Michelle Dunn]

Sharifah,

Thank you! I will see you there! :)

Michelle Dunn

[enzyte]

Three phrases should be among the most common in our daily usage. They are: Thank you, I am grateful and I appreciate.

[Geri Palmer]

Good article and comments. It helps to read "real" information--watch for my new book coming out soon. It's a spiritual book: The Brightness of Your Dawn: Moving From Survivor to Soldier. I am in the process of having it self-bpublished under Zion Publishing & Communications..."
Thanks, again

[Gordon Burgett]

You're doing it all the right way, Michelle. Niche books do take time, lots of attention, and endless marketing (or so it seems), but they are the quickest way to long-range gold. I wrote Publishing to Niche Markets and yours is exactly the kind of help and inspiration my readers need. Many thanks.