I think Christina Ricci represents the new breed of publishing entrepreneur. Someone who not only writes and acts in her products but manages all aspects including design and promotion. She is a gifted designer and marketer always on the lookout for ways to promote and grow her media product line.
Within the golf “how to” category it is rare to find an amateur with her track record. As Christina herself thought, “Who would publish advice from an amateur golfer?” She figured she would produce a handful of copies, sell it online and see what happened next.
Let’s start with your selection of a publisher. What did you learn?
The key to any successful book or any product for that matter is distribution. I am fortunate to work with The Booklegger, but I am still working on solidifying distribution channels to non-golf booksellers. The benefit of a large publishing house is just that—distribution. However, unless they push your book, you will get lost in the shuffle.
My publisher was Christian-oriented, not ideally suited to push a sports book on golf, so I got lost in the shuffle and they benefited and reaped the rewards from the relationship I cultivated with The Booklegger.
From this experience, there is one thing I learned: It’s all about distribution—distribution—distribution!
Where do you focus your marketing efforts?
The Amazon’s, B&N’s and traditional bookstores are always at the forefront of my marketing efforts. I do find Amazon to be an annoyance because they allow too many different versions of the same product from unauthorized sellers. Case in point: there is a listing for my book on Amazon for $999.
Tournaments such as country club’s member/guests and corporate charity events are a great market for me, and one that I focus considerable time to pursue. All my products make an ideal tee-prize and welcome gift.
I have a golf-specific distributor [Booklegger] that sells to the major golf retail outlets such as the PGA Tour Shops and Superstores, Dick Sporting Goods, Golf Galaxies and the like. A Girl’s On-Course Survival Guide continues to be a top-seller in these outlets!
I find that grassroots effort is always worthwhile. Meeting women golfers at speaking engagements, golf or social events and sharing knowledge that helps them improve their game is a rewarding endeavor for me. For example, I conduct along with PGA professional, Marc Spencer our successful ON COURSE CRASH COURSE seminars.
I am always looking to expand my reach. I am currently seeking reps to sell my products not only for the golf retail and pro shops but gift and specialty shops. My products need to be anywhere a woman shops.
How are people using your iPhone app and do you have plans to create apps for other mobile devices?
The iPhone app is an exciting platform as is the iPad which my app works well on as well. Customers from all over the world are buying my app and using it on the range, on the course and at the airport while waiting for a connection. It is quickly accessible and covers every topic from the book and includes the entire 4-Set DVD collection, titled the Secret Weapon Series. The App is a real value for buyers. In fact, a friend of mine was struggling with slices off the tee. He pulled out his iPhone and looked it up under Slices & Hooks. He fixed his slice while on the course after reviewing the possible culprits.
At the moment, I have no plans to create the app for other devices, although I would like to. It’s a question of funding. I created this current App myself using Appomator. A user-friendly app maker for the iPhone. I only wish Appomator supported the other devices. I feel I am missing a huge piece of the market.
What has been your best “social networking tool” investment? I’m thinking about how much time you spend on things vs. the buzz or revenue it creates.
Yes, I am delving into the social media game as I believe it is the way businesses will learn what their customers want for new products, their likes and dislikes of current product lines. My faves are still the mainstream platforms such as Facebook, YouTube, Twitter and LinkedIn.
Are you selling internationally? What countries and how do you promote it?
One of my main areas of interest is the Asian market but finding reputable distributors for this market is another matter. Lately I have gotten considerable action from Estonia which I find incredible. A woman there bought my first book off eBay and subsequently bought more product through Amazon because of their lower shipping rates.
What’s your next project?
My next big project is to create more apps for the iPhone and iPad. Reach Your Goals Survival Guide to Golf, my latest book for men and women, will be the next app project along with an App covering common rules & etiquette. In addition, I would like to create an ebook for the iPad and other digital readers that support graphic-intensive books.
I am also in the process of creating an online blog called Miss Par. She is my alter-ego. She is a golfer with a passion for fashion.
{ 1 comment }
