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:

1. Adams Media published Streetwise Complete Publicity Plans in 2003.
2. Considering I wrote it 20 years ago, it is woefully out of date.
3. It has been out of print for years.
4. 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Ann wanted to offer me shelf space in a brick-and-mortar store for this out-of-print, out-of-date book.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 10 copies. They would keep 10 to 25% of the retail price; I would keep the rest.

She said she was looking at the book on its Amazon sales page, yet, she asked questions that were 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.

via GIPHY

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 20 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 100% of sales from that store.

“Every sale you make goes into your bank account,” she assured me.

via GIPHY

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’re trying to sell 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 that 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?

6 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 who are vulnerable to flattery or other trickery.

I can see why the package offered to me would be attractive to those who are less informed and less cynical than I am. The sample book pages on the Stratton Press site that 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 that 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 that 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 17 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 that 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 can 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 that sharing my experience here has helped you, too.

I probably haven’t identified all of the signs of a predator. What would you add to this list? Please tell us in a comment.

She has written or co-authored more than a dozen traditionally or self-published books. She knows how the business works and what it takes to get her books into the hands of the people she writes them for.

But like so many of you, Linda really and truly just wants to write.

So she decided to outsource much of the marketing for her newest book, How to Do It All: The Revolutionary Plan to Create a Full, Meaningful Life – While Only Occasionally Wanting to Poke Your Eyes Out With a Sharpie. She selected the firm she hired because she felt it would be able to introduce her book to readers outside her existing network.

It didn’t work out too well, as she details in this recent blog post. In fact, hers is a tale of how one author got ripped off.

Linda overspent; her vendor undelivered (and that’s being kind).

She called me for a reality check once she realized she wasn’t getting what she paid for. She wanted someone outside the situation to tell her if she had good reason to want to see more for her money, or if she had expected too much of the service provider.

The more she told me, the more frustrated I was on her behalf. (Be sure to read her story. ) She definitely didn’t get her money’s worth. What’s more, what she’s certain she did get was almost worthless.

Then, instead of working with her to fix the situation as best he could, the business owner did some pretty unprofessional things (all documented in her article).

Answer these questions before signing a contract

I’d like to help you avoid a similar mistake by addressing what to look for and the questions to ask before spending thousands on a consultant.

This list isn’t all-encompassing and the questions aren’t foolproof, of course. But if Linda had taken some of this into account, she might have had a different outcome for her $6,500.

1. Does the firm describe the service you need on its website?

The website for Linda’s vendor emphasizes its publishing services, but there’s little information there about that, even. References to book launch services are linked to email opt-in. There’s no “services” page or anything close to that. There’s barely any information of any substance at all on the site.

These are red flags, people. Red. Flags.

In contrast, one of my favorite book publicists, Author Marketing Experts, tells you what it can do for you on its website. There’s no mystery about the services it provides.

2. Has the firm promoted books in your genre or a similar genre?

With fiction, you want someone with a track record promoting novels. That’s because publicizing fiction takes more creativity and effort than publicizing nonfiction. It requires the same skills, but with fiction, a publicist needs to know how to ferret out the news hooks and run with them.

Similarly, the Amazon optimization process is the same for nonfiction and fiction, but someone who understands what works for fiction will do a better job than someone who has only worked with nonfiction — and vice versa.

In Linda’s case, the book launches her consultant features on its website are for business books that are essentially “lead generators” that help the authors sell e-courses or coaching. The authors have massive email lists, as do their internet marketer buddies.

I suspect that the authors’ networks contributed more to their books’ success than anything else. They tend to be high-profile internet marketers who are constantly promoting each other’s books and programs. (I know this because I’m on their lists.) It would be hard for a book to fail under those circumstances.

There’s nothing wrong with that. In fact, it’s really smart. But Linda’s book doesn’t fit that model.

3. Who is on your team?

. . . and what’s their background?

Linda presumed that because the owner of the company she hired is an entrepreneur, like her, she could trust him. She’s trustworthy, after all.

Her business partner was impressed with his military background, thinking that made him honorable and trustworthy. She recognized his marketing mumbo-jumbo for what it was, though.

Me? I wasn’t impressed by any of it. What’s this guy’s book marketing experience? Where’s his longevity in the industry? How does he know how the business works? Everything about his site shouted internet marketer, not savvy, experienced, book marketer.

I want someone with directly relevant experience — and not just experience marketing their own books. I want to know what they’ve done for others, too. Linda’s consultant might have that experience — I just couldn’t find it on on the website.

In addition, is the person you’re dealing with on the proposal the person who will be doing the work?

If yes, what’s that person’s experience promoting books? If no, who will be doing it, and what’s that person’s experience? You don’t want to be sold by a pro only to be turned over to a novice or worse, an intern.

Yes, some of the work can be done by someone with less experience, but they have to be supervised by someone with a solid track record. Make sure you know who is doing what, what level of supervisions is involved, and so on.

When I was a brand publicist for a large corporation, we only hired small boutique agencies because that ensured that if the owner wasn’t doing most of the work, he or she was at least closely guiding and supervising the person who was.

4. Does the firm’s proposal for your book contain specifics?

This one is tricky. As someone who used to do this, I can tell you that publicists and others providing marketing services walk a fine line between telling prospects enough, and telling them so much that the potential client can take the proposal and execute it herself or perhaps worse, give it to a competing firm with the message: “I want you to do this, but for less money.” (Yes, that happened to me.)

You want a proposal that tells you what the agency will do for you.  Leave the how up to the staff.

The “what” should be specific enough to give you a sense of scope, offering specifics on target categories — mom bloggers for a virtual book tour, for example — and quantities — say, 25 of the most appropriate mom bloggers.

That level of specificity lets you assess whether they’re on track.

You’ll note that Linda shared some of the “specifics” from her plan in her blog post. The problem with them is that they don’t tell her enough to know if they’re going after the right audience. For example, the company said it would “Conduct promotional outreach 30 – 60 days out from launch. Arrange podcasts, blogs, and other promotional opportunities with the help of the Client.”

That bullet point in the proposal should have specified the target audience for those blogs and podcasts. As it turned out, the firm pursued business and writing outlets that wouldn’t reach the target audience for Linda’s book. Had they been that specific in the proposal, she would have been able to say, “This is wrong.”

You need that level of detail, too. The agency you’re talking to doesn’t need to give you the names of the blogs and podcasts, but it needs to provide enough information to reassure you that they know who you want to reach and how they should reach them.

5. Will they provide you with references?

In an ideal world, you’ll want a couple of references in your category or niche but when that’s not possible, you want to talk to a couple of clients who are at least nonfiction if that’s your thing and fiction if it’s not.

Here are a few questions to ask:

• Were you satisfied with the work they did for you? Why or why not?
• What did you like the most about working with them? And the least?
• How responsive were they to your questions and requests?
• Would you recommend them?
• What advice would you give me about working with them?

In addition, does the company’s site include author testimonials?

6. Are they willing to work collaboratively with you?

I always advise authors to be collaborative with consultants and publishers when they have them.

How can you divide up the work so that you’re handling what you’re good at and they’re taking on what they do best? This is appropriate if you’ve got the time, skills, and interests, as many do. It will also save you money while freeing the agency up to focus on fewer tasks on your behalf.

This isn’t for everyone, of course. Some authors want to outsource every piece of the promotion process. That’s okay, too. But if you’d like to collaborate, you’ll want to work with someone who welcomes your participation.

7. What is your gut telling you?

I think Linda’s gut was telling her repeatedly that it was seeing a lot of red flags that she was ignoring.

There was something about this guy that she liked — he is probably charismatic, and she was understandably impressed by the fact that he works with some of the “big guys” in the internet marketing world. (Who wouldn’t be? ) But she responded to that, rather than to her gut.

Listen to yours. It will never steer you wrong.

Based on your experience, what would you add to this set of guidelines? Please comment below. 

UPDATE, JULY 7, 2016: John Doppler, the “watchdog” for the Alliance of Independent Authors, wrote a thoughtful, objective summary of this situation that examines “how transparency, accountability, and respect are critical to service providers.” I recommend reading “Opinion: The Cautionary Tale of Insurgent Publishing,” for additional insights into what to expect from anyone providing you with a book-related service.

Tip of the Month

I always share a “Tip of the Month,” a free resource or tool for authors, on the last Wednesday of the month.

If you’re self-published, you probably know that bookstores will only sell your book on consignment. Consignment means that you are paid your “commission” for books sold only after the book are purchased.

It’s important to know how this works if you plan to approach your local bookstores about carrying your book. Stephanie Chandler explains the process and offers a free downloadable bookstore consignment agreement in her article, “How Authors Can Sell to Bookstores” on the Nonfiction Authors Association blog.

Read it and take action!

Here’s one.

Please read it and take heed.

Survey Says: Many Independent Authors Have Escaped from Predatory Publishing

More than a quarter of independent authors who responded to a recent survey at IndiesUnlimited.com said they definitely had, or might have, fallen victim to a predatory publisher before turning to self-publishing. The survey results were published on the blog this week.

Indies Unlimited conducted the unscientific survey as part of its #PublishingFoul series, which featured true stories from scammed authors throughout the month of March.

“Although our 115 respondents were self-selected, I think our results are pretty accurate,” said staff writer and former journalist Lynne Cantwell, who created the survey. “For example, 76% of our respondents said they had placed just one book with their predatory publisher. That’s in line with what the biggest vanity publisher, Author Solutions, has said about its own business.”

Nearly half – 47% – of the survey respondents reported losing less than $500 to their questionable publisher. However, another 31% reported losing more than $1,000, and one author admitted to losing more than $5,000.

Cantwell said it’s easy to blame the victim for falling for these scams – but that’s unfair. “‘Buyer beware’ only goes so far when you’re dealing with a professional con artist,” she said. “Someone new to the world of publishing is usually so flattered by a publisher’s interest in their work that they don’t even think to do a web search to see if it’s a scam. And that’s what these predatory publishers count on. That’s how they keep their businesses going.”

Twenty-eight percent of authors responding to the survey said they had reported their bad experience to an authority. Typically, reports like these are made to a state attorney general’s office, or to a watchdog organization like Writer Beware. However, two respondents said they had kept the incident to themselves because they were afraid that their publisher would sue them if they complained publicly.

Indies Unlimited co-administrator K.S. Brooks said the website decided to do the month-long series after hearing numerous stories from authors who had been scammed. “Some of these stories just break your heart,” she said. “There’s a ton of advice out there on the web about avoiding predators, but not many first-person accounts. So we decided to give these authors a chance to tell their stories, in the hopes that others would read them and think twice about signing up with a scammer.”

“At Indies Unlimited, we cover all facets of independent publishing, from writing and editing to publishing and marketing,” said founder Stephen Hise. “We hope our #PublishingFoul coverage will be a resource for authors for years to come.”

Indies Unlimited has been named in Publishers Weekly as one of the top six blogs for independent authors. The website is http://www.indiesunlimited.com.

Were you scammed by a “publisher?” Tell us about it in a comment.