by Sandra Beckwith
Posted March 22, 2023 Reprinted with permission
I received an interesting voicemail message earlier this month.
“Hi Sandra, this is Ann and I’m calling from Stratton Direct. We want you to send us copies of your book, Streetwise Complete Publicity Plans. And we are interested to display your book in our physical bookstore in Manhattan. And this is at no cost to you. Just send us the copies and give me a call as soon as you get this so we can provide you more details. My number is….”
Stratton Direct is the marketing arm of Stratton Press, an author services company.
Here are four reasons I was surprised by the call:
- Adams Media published Streetwise Complete Publicity Plans in 2003.
- Considering I wrote it 20 years ago, it is woefully out of date.
- It has been out of print for years.
- Unlike many other authors, I haven’t been inundated with unsolicited calls or emails from companies like this. I thought it was because my print-format books are traditionally published. I was wrong.
So of course, I called her back. And took notes.
Why did Ann call?
Ann wanted to offer me shelf space in a brick-and-mortar store for this out-of-print, out-of-date book.
She could accept up to ten copies. They would keep ten to twenty-five percent of the retail price; I would keep the rest.
She said she saw the book on its Amazon sales page, yet, she asked questions answered on that screen. “Who published the book?” “What’s the ISBN number?”
But “How is it selling?” Come on, Ann. It’s a how-to book that’s 20 years old. How do you think it’s selling?
The old “You’re an important author” trick
I asked what put me on her radar. “You’re an important author!” she said.
I could hear my Dad saying, “Don’t kid a kidder.”
I still don’t know how or why I was targeted, or why anyone else is. If you do, please explain it in the comments.
But wait! There’s more!
Ann asked about my marketing strategy. Have I gotten it into local bookstores, she wondered. She didn’t seem to understand that a book that’s part of a series from a major publisher has more than local distribution. It’s in stores nationwide.
Or in my case, was.
After asking me about my goal for the book, I gave her the answer she wanted: To sell as many books as possible. That was the goal twenty years ago, anyway. Did she not notice that detail?
That’s the answer that unlocked the full pitch.
Why, they have a “complete book selling system” that I can take advantage of! It includes placement in their “exclusive online store.” And I can keep a hundred percent of sales from that store.
“Every sale you make goes into your bank account,” she assured me.
All I need to do is send her my book’s manuscript so Stratton Press can republish it under its name.
My book will get its own sales page in their online store. They’ll market it aggressively on social media.
The new book, personal sales page, and “aggressive” promotion will cost me $3,000. That fee includes warehouse storage for what would be a print-on-demand book, too…even though no storage is required for books that are printed and shipped only after people order them.
Here’s why the Stratton Press pitch is stupid
Stratton Press is charging a fee for services. But those services have no value.
You have a book already. Why do you need to re-publish it with an operation that’s trawling the internet for authors to flatter? I refer back to that “important author” statement above.
Plus, readers don’t buy books from unknown sites like this. They want to buy books from trusted retailers – Amazon, Bookshop, Barnes & Noble, etc. If you try selling your book from your own website, you understand this.
What’s more, the Stratton Direct/Stratton Press website clearly targets authors, not readers. That’s a huge clue the company’s goal is to fleece authors, not readers.
Don’t fall for it
There are NO reasons for you to buy a Stratton Direct/Stratton Press package. None. Zero. Zip. Nada.
That physical bookstore in Manhattan? It’s “coming this 2023.” But that’s more hopeful than “next 2023,” right? Will it ever open? I don’t know, but I’m pretty sure readers won’t be shopping there.
What can this unknown bricks-and-mortar store, that doesn’t exist yet, offer that a favorite indie store can’t? More outdated, out-of-print books like mine.
I think this “coming soon” store was thrown into the mix to tempt authors who desperately want bookstore distribution, but can’t get it, don’t you?
Six signs you’ve heard from a predator
I returned Ann’s phone call because I knew it was from some type of author services company preying on authors vulnerable to flattery or other trickery.
I see why the package offered to me would appear attractive to those less informed and less cynical than me. The sample book pages on the Stratton Press site Ann sent me links to are lovely.
But that’s just smoke and mirrors.
Here are six signs to watch for so you don’t become the victim of a publishing predator.
1. They call
Legitimate publishers aren’t calling authors with published books. They just aren’t. And they certainly aren’t calling authors who aren’t already selling a lot of books.
Their goal is to convince you they can sell lots and lots of books for you.
They can’t.
2. They send email messages
See above – the good guys aren’t sending emails to unknown authors, either. Delete.
3. They flatter you
I understand how anyone might be susceptible to a pitch from someone who says they represent a book publisher. We all want to think our books are so special they attract strangers who will take those books to the next level.
Push past that temptation to think that maybe, just maybe, they are legit. If enough of us hang up the phone, flattery will get them nowhere.
4. They use bait and switch tactics
My conversation went from “We’ll stock your book for free in our physical bookstore” to “and for $3,000, we’ll do these other things of no value to you” pretty quickly.
5. Googling the company name plus “complaints,” “scam,” or “predator” generates results
This is the first thing I do when someone in the Build Book Buzz Book Marketing Group on Facebook asks about a publisher.
6. The company is on the ALLi Self-Publishing Services naughty list
The Alliance of Independent Authors – ALLi – maintains a helpful list of author services companies along with ratings:
Excellent
Recommended
Mixed
Caution
Watchdog Advisory
Stratton Press, on page seventeen of the list, is in the next-to-the-worst category, “Caution.” Those are “Services that do not currently align with ALLi’s Code of Standards.”
Don’t take the bait
Here are three ways to avoid paying for services you don’t need and won’t help:
- Stifle your ego. These people aren’t calling because your book is special. They’re calling because they hope you’re a sucker.
- Don’t return a call from anyone who says they’re an agent, publisher, or marketer. Honest, successful people in these categories don’t cold-call unknown authors.
- Keep your credit card in your wallet. Before spending money with “service providers” soliciting your business, Google them using the tip above. Check the ALLi watchdog list. Ask authors in online groups what they know about the companies.
Spread the word
That last point about sharing predator information with other authors is important. One of the best ways to minimize the damage caused by companies that prey on us is to choke off their supply of unsuspecting writers.
The more we talk about and share information about these companies, the more we help our author peers. You can help immediately by sharing this article in author groups.
I’m glad this happened to me. It offered a firsthand look at how these goobers operate. I hope sharing my experience here helped you, too.
Sandra Beckwith teaches authors how to reach more readers by creating training programs that take the mystery out of key book marketing tactics and by working one-on-one with them so they get over, under, or around book marketing and sales roadblocks or obstacles.
