They found that ultimately while writing a book is a long and strenuous process, if you have something worthwhile to say, it can have a tremendous positive impact on your business across the board—especially if the marketing process is approached correctly.

The difference marketing can make is fairly significant. When authors hired a marketing/PR service, "the median number earned $55,000 in direct revenue from book sales, compared to the $25,000 earned by those who did not".

Read more stats here.

It is worth a look.

This spring, they are launching the imprint with three titles:

• Done Deal by Michael Benoliel and Linda Cashdan (March 2005)
• Creating We: Change I-Thinking to We-Thinking, Build a Healthy Thriving Organization by Judith Glaser (April 2005)
• Get Them on Your Side: Win Support, Convert Skeptics, Get Results. by Samuel Bacharach (May 2005)

On a vacation, Lisa Miller and I were in Jerusalem in the famous Fink's bar where the media was known to hang out. It was a very quiet night when a man walked in and we heard him order a scotch in what sounded like American English. Lisa and I looked at each other and gave the "why not" shrug. So she asked, "Is that American English?" "Yes, it is", He answered.

We learned he had a rough day, just covered a peace rally that had gone wry. Coincidence provided our conversation as we had gone to the Via Dela Rosa to follow the Stations of the Cross and were met by this rally. We left early. Larry Register, then MidEast Bureau chief for CNN, and four time Emmy Award winner, filled us in.

That was in 1989 and we are still friends. He stills fills us in on the news from an insider's vantage point. He has opened doors for my books and me with his network and I continue to support ( nudge him to fulfill) his goal of writing his book.

When is eavesdropping OK? When it allows us to help others, start a conversation, find out we have something in common. Why? You just never know! You may learn of a job, a client or make a lifelong friend.

It's done to establish a common link. It's more a "do you know who I know" reflexive comment to find a person known to both people, a place both parties have lived or visited or a favorite movie, sport, team or book. The results can be surprising.

When I called the audio club to chat with the woman whom I had met at the Book sellers convention, her successor answered the phone and explained that Christine was on maternity leave. Jennifer was warm, open, interesting and we had a great conversation about the audiobook industry.

I am sure we will be talking more about each of these titles as they get closer to release.

• Confidence: How Winning Streaks and Losing Streaks Begin and End by Rosabeth Moss Kanter (August 31st)


• Confronting Reality: Master the New Model for Success by Larry Bossidy and Ram Charam (October 12th)


• Business at the Speed of Molasses: How Patience Produces Profits by Joey Reiman and Andrea Hershatter (December 14th)

Update: I type too slow. Jack posted below.

Zigmund: I'm about to start reading Execution by Larry Bossidy and Ram Charan. Like everyone else, I recently finished The DaVinci Code for fun.

Zigmund: Who wouldn't have wanted to be the publisher of a bestseller like Built
to Last or Good to Great? Dearborn is focused on leading by being first to market, and finding that next big business bestseller.

Zigmund: A clean and intriguing cover; a cover's main goal is to make a statement and get a potential customer to pick it up. Strong type, bold or striking colors with an interesting image do that. A cover should be creative without being overwhelming. One of our favorite covers is "Creating Customer Evangelists"--a combination of a striking image and interesting type.

Zigmund: Dearborn Trade's books present ideas that are actionable; we inspire our readers to take action. We've read so many business books that leave you with, "now what do I do?" Dearborn books give readers not only the inspiration but also the tools to take action.

Zigmund: In 2003 we published 40 titles. This year we expect to publish 50, followed by 60 in 2005.

Q: List five or six books that represent the type of books you publish:

• The Power of Six Sigma by Subir Chowdhury
• The Radical Leap by Steve Farber
• Anatomy of a Business Plan by Linda Pinson
• Creating Customer Evangelists by Ben McConnell and Jackie Huba
• Marketing to Women by Martha Barletta
• What's Your Corporate I.Q. by Jim Underwood

Zigmund: Split! At Dearborn we publish a combination of basic, tried and true titles as well as forward-looking, first-to-market books. This is a deliberate strategy: our customers have varying needs. Some are just starting out and want the basics that are covered in Anatomy of a Business Plan or You Need to be a Little Crazy, while others are trying to break out of the ordinary and look to books like Creating Customer Evangelists or The Radical Leap.