Micahel Samonic, editor of the Special Effects Cookbook, has made millions of dollars self-publishing, and I want to tell you how you can do the same.
Here’s what he did…
As an entrepreneur, he’s always had relative success with space ads.
He then ordered and read Karbo, which introduced me to direct mail marketing. Up to this point he had never done direct mail.
He had always been interested in health and cooking, so his first project was how to cure hiccups. He would get the hiccups if he drank any irritating stuff or if he ate spicy food. He used to have hiccups all the time.
He did a little research. That was long before acupressure. He called it Akuinchen.
He went and found that there was a Chinese meridian on your left forearm that you could interrupt if you pinched it in just the right place.
It worked for him, so he wrote a little course, like four or five pages, and he put an ad in one of the rags. It was Enquirer. He sold a few books. It wasn’t anything great.
He got 20 or 23 orders. The cost was only 5 or 6 dollars. The ad was only $20 or $30, so he made a profit from the start.
From there he went on to a full size book he created: How To Get Free Dental Care.
Necessity is the mother of invention, right?
He had bad teeth and lived in Cleveland, Ohio. There was a dental school there then, Case Western Reserve is still there, a dental school. If you called, you could come to the school and be a guinea pig for the students.
Get fillings and all kinds of procedures done for free. Back then, there were federal programs funded by the state.
So he put together a whole directory of schools and funded programs where you could come in and say I have dental problems and fix them for free. That was my first big sale product.
He sold tens of thousands of them.
So he made 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, a junior page is 5-1/2 by 6-1/2; somewhere near.
My first ad was in The Spotlight. Now it’s called The American Free Press. It’s a tabloid.
It was published out of Washington, DC. Extremely good for testing health foods.
The headline really nailed it. The headline read: Dentists Scream Bloody Murder.
You can bet the headline grabbed people’s attention to read the ad. The job of this headline is to grab the reader’s attention right away. You only have them for about half a second and if you don’t get them right away, just flip them over and they’re gone forever.
Dentists scream bloody murder. The readership of this publication is heavily influenced by conspiracy theories and political conspiracies and things like that. So he designed the headline to match the demographics of the readership.
The subtitle was Dentists Are Mad because now you can get free dental care or something like that.
This was a copy intensive ad. It was all. All of its ads are editorial.
This was his first ad for this product.
It was a weekly ad, and once you run the ad, you wait 10 days to two weeks, depending on when you run it, before the ad comes out. He had to pay for everything in advance.
At that time he had no credit with anyone.
The ad cost $600. That was late… maybe ’79 or ’80. Despite all the risk, he wasn’t nervous. Actually he was excited.
Then he waited.
He got 700 orders. At $10 each, that’s $7,000.
He was in business.
Do you have great ideas to share? Information is worth money and people will pay for it. You can make millions by self-publishing your book.