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The Sweet Smell of Publishing Success

Jan Moran's "Fabulous" Tips for Authors and Small Publishers

Releasing her first book in 1994, Fabulous Fragrances was quickly received as a unique and informative guide to popular women's perfumes, and became a bestseller in major department stores and bookstores across the United States. Fabulous Fragrances II, published in 2000, profiles the composition of the classic perfumes of yesteryear as well as today's most up-to-date scents. Listings of the favorite fragrances of celebrities like Madonna, Princess Diana and Richard Gere, lavish illustrations, and the inside scoop on all the top perfumes and their famous patrons make for a fascinating read.

Moran has developed her own exclusive fragrance line, "Fabulous by Jan Moran of Beverly Hills," and also writes articles, lectures, and answers perfumery questions in her "Dear Jan" column. Her latest project is a soon-to-be published fiction novel, An Elegant Woman, in which readers will follow the life and loves of a French perfumer who rises from 1939 war-torn Europe to the glamour of Beverly Hills. Read book excerpts.

The Countess becomes an independent publisher
Working in the fragrance industry as a management consultant while in college and afterward (Yves Saint Laurent, Giorgio and Cosmair), Moran's early experience gave her the hands-on knowledge of what customers want and what information was lacking in the marketplace. Drawing upon industry contacts, she was able to pitch her book project and test the waters before diving in. Her advice: "Establish yourself as a professional, and do thorough research. Don't be afraid to pick up the phone and ask for someone's opinion or participation in your research."

Even though she already held a Harvard Business School degree, when Moran decided to turn her knowledge into a book, she enrolled in UCLA's Writers Extension program. There she honed her writing skills, met a first-class editor, and made other valuable contacts. "I suggest people start with their local university or community college," she says. "There are also short seminars on book publishing, promotion, and marketing available out there. The Internet is an amazing research tool. As for the nuts and bolts, open any book and study it. If you're considering publishing, you'll find the elements you need in your book: copyright page, bar code, ISBN number, legal disclaimers, contact information."

Because her book was deemed a "niche market" book by traditional publishers and agents, she decided to publish and distribute directly to the market where she knew the book would sell--in this case, wherever fragrances were sold. Even before the book was complete, Moran researched print costs and distribution, and through referrals, contacted several printers for bids, references, and examples. Over the years she's become quite an expert in many aspects of publishing, including overseas print brokering: "If you're printing overseas, be sure to engage a customs broker to smooth the process, and label your books as printed overseas. The Customs office has the power to return your shipment if not properly labeled."

Developing your network of contacts
After solidifying her idea and seeking help through the local university, Moran began outlining potential channels of distribution, and developed a strategy for each. She divided it by department stores, booksellers, club stores, cruise lines, specialty stores, mail order, web sites, and boutiques -- prepared a form letter, price list, and sales kit for each -- and picked up the phone. "Ask, ask, ask," she says. "It's a numbers game; expect rejection and move on quickly. Remember, you only want to find the right relationships, and if you've done your homework, you will find them. Be persistent."

"I owe much of my networking success to my website, www.fabulousfragrances.com. Many press people find me through the Internet. Online networking is crucial -- find chat rooms, exchange links, and be helpful. It's not necessary to be a walking advertisement--and is often a turn-off. Instead, offer people assistance and helpful information, and it will come back to you." The Fabulous Fragrances website has a classy, vibrant look, with pages on the art of selecting fragrances, a place for perfume lovers to post questions or share their passions, and "boutique" for shopping for books and perfumes. Creating an Identity
"I learned early on that an obviously self-published book was the 'kiss of death' in the marketplace. Although much has changed in the industry since 1994, and self-published books have gained more respect, my advice is to establish an imprint, or company name, and use it to build credibility and to grow your line. Early on, my company attracted another high quality self-published author, Michael Edwards, in the same genre, and I now distribute his books in the United States under my company name of Crescent House Publishing."

"Another lesson learned was that book buyers don't always want to speak to the author of a self-published book. When I called on book buyers, I presented myself as the owner of Crescent House Publishing, rather than as the author under my pseudonym. My sales responses improved. Later, when and if appropriate, I share this information with them."

On PR and publicists: "Pick up a good book on publicity before you hire a publicist. Be aware of what you can do yourself; you may not need to hire a publicist. Want to send out press releases? You'll want to build your own, targeted list (again, use the Internet), but you might also look into media distribution companies, such as MDR. They'll convert your photos to slides, prepare press kits, and much more."

Becoming a Paid Expert
"Think big! In the beginning, I envisioned a multi-faceted company. The more products you can offer, the higher your sales will be. In terms of 'product,' think broadly. For example, my product line includes speaking engagements, licensing, magazine and newspaper articles, and consulting, as well as books and fragrances. Today, I speak before industry and convention groups, serve as fragrance editor for a national magazine (Complete Woman), and write for many other publications."

"Imagine where your information might be useful; for instance, I license my library of fragrance descriptions to online retailers. My article and speech topics began with fragrance, but have expanded into beauty, spa and fitness, business start-up, writing, goal setting, and more. Expand your horizons and be ready to say, "Yes, of course I can do that," when a call comes in. Be ready to offer your services for free in the beginning, and ask for a letter of recommendation. You'll be a paid expert in no time."

Branding Yourself:
Branding Yourself: "I began with one book, which I considered an over-sized business card. When you write a book, not only are you suddenly viewed as an expert, but also an author, and 'a brand.' Even Martha Stewart began with one book on catering. Choose cohesive elements, such as logo, color scheme, language, and level of quality. When you keep your message consistent, people are more apt to remember and recognize you. For instance, my color scheme is red, and my products occupy a luxury niche. When I make personal appearances, I am representing my brand, so I keep my presentation consistent, even to the point of wearing red suits! My customers know what to expect."

"Always have fun, but be sure to keep your word. Enjoy what you do and make it a pleasure for people to work with you. No one likes a Prima Dona. Put commitments and contracts in writing, deliver on time, and treat others the way you'd like to be treated. And keep in mind, publishing and promoting a book is easily a full-time job."

Look for Niche Markets:
"My book, Fabulous Fragrances, is a sure-fire seller at department store fragrance counters. It contains vital information about fragrances that salespeople need to know. Plus, consumers embrace it; it provides new information on beloved scents and is a foolproof gift for anyone who enjoys fragrance. The book, with its brilliant red cover, is a popular gift for Christmas and Valentine's Day. It is also popular in perfumeries, and most all retailers welcome book signings."

"Ask retailers about special events--preferred shopping days, luncheons, charity affairs--of which you might be a part. Also, you can often negotiate higher margins and a no-return policy. Consider special interest catalogs, niche market chain stores, manufacturers, industry organizations, and websites. Of course, this task is much easier for a nonfiction book than for fiction."

Court the Press
"Writers and editors are on deadline, so make it easy for them. Put excerpts, bios, quotes, and photos on your website. Any writer with a deadline to meet can access your site and have instant access to you--a professional. I've emailed interviews to publications around the world, and have sold into many foreign countries. Be generous with review books, have a Q & A fact sheet prepared, and have an array of artwork: slides, transparencies, black and white photos, and digital files. Radio is a powerful too, too, and you can conduct interviews by phone from anywhere. Bottom line: Be ready for anything."

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Fabulous Fragrances II: A Guide to Prestige Perfumes for Women and Men. By Jan Moran
Crescent House Publishing
P.O. Box 718
La Quinta, CA 92253
Phone: (310) 364-0551
ISBN 0-9639065-4-2; Hardcover; 240 pages; $29.95