Purpose
Burns Park Publishers was founded in 2005 to publish word-of-mouth bestsellers that make a significant, practical difference to their readers.
Far too many books are published every year. Trying to stand out in an impossibly crowded field, publishers today look for books with “hooks” that will pass the “10 second” test. You have 10 seconds to grab the book buyer’s attention – pick up the book, look it over, decide to check it out. Books without hooks don’t sell. Then it’s a short step to the remainder table.
Some books may not pass the 10 second test, but they do sell – through word-of-mouth. Someone reads the book, finds it valuable and tells someone else. They read it and tell others. Ironically, this old-fashioned way of book selling has been largely abandoned – just at the time when it has become a viable business model for publishing.
The Internet may not have changed everything, but it has certainly changed word-of-mouth. Word-of-mouth in the 21st century is a powerful means of reaching an audience. Websites, blogs, email, links, on-line reviews, affinity groups – all these greatly and rapidly expand the circle of people who hear that this book is recommended by someone they know and respect. Add in online sellers, like amazon.com, where you can instantly check out the book, read some of it, and then buy it quickly and easily, and you have Burns Park’s business model for publishing:
Books that make a significant,
practical difference to readers.
Who then tell their friends.
Book published by Burns Park must pass four stringent tests:
Is it original? Let’s face it: most books published today contribute very little that is really new. We see endless re-packaging of the same old material, tricked out with a clever title, a celebrity author or new buzz-words. Burns Park books must have a point of view that casts an original light on its subject. We want readers to say, “This book helped me see things in ways I hadn’t seen them before – and it makes sense.”
Is it practical? Originality is important, but it’s not enough. A Burns Park book must be practical. It must address important issues in the reader’s work or life and show how to deal with these issues better. “Big-picture” and “strategy” is fine, but in a Burns Park book you will also see how to make the ideas real in your own situation.
Is it important? We believe a book should be published, not because the author or publisher wants it, but because its audience needs it. Our books are intended to make a significant contribution to our reader’s life – personal, interpersonal or business.
Is it both deep and clear? Burns Park has an explicit bias against superficiality. We expect authors to deal in genuine depth with their topics – especially when they are writing about people and relationships (in business or in life.) But we also demand clarity. We want readers to respond to our books like one reader, who wrote to the author of Burns Park’s first book, Ally Relationships: “You took a fairly complex topic and made it understandable in small, bit-size pieces that are readily available for the perceptive reader and the person who is REALLY going to try some of these strategies and tactics.”
