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Your Competition Doesn’t Matter
One of the bestselling books I’ve ever worked on is How to Retire Overseas by Kathleen Peddicord. Being completely honest, I wasn’t convinced that the book would sell. Similar titles had all sold poorly, and the platform Kathleen had in 2010 — which was an early form of online marketing — seemed small.
Because we reached out directly — without an agent — her advance was small too.
What made the difference was two things: the editorial and the market.
Kathleen was and is the expert on living abroad, so she really knew her stuff. Her voice was friendly and funny without being too casual or losing her authority. The book was comprehensive and informative, but also fun to read.
And the book sold. Modestly, but consistently.
To the point where the publisher of Plume called me in to explain why the book was selling so many copies. (To this day, I chuckle remembering that meeting because the publisher was mad about it.)
The lesson here is not that publishers were crazy or that I underestimated the sales potential — instead, it’s why the book has been so popular.
Back in 2010, I assumed — incorrectly — that the terrible sales for similar titles reflected a soft market.
