Hi All:
For the many of you who in your own way have been (or would like to be) helping spread the word on AYP, I thought to give a summary of the evolving 2006 marketing plans for the AYP books. Perhaps this information will be useful to you in your travels. Maybe you will encounter people who will have interest in some of what follows below.
As always, all suggestions and help for increasing AYP exposure are much appreciated.
I am most grateful to everyone who has put "an oar in the water" for helping spread the word on AYP, whether is has been financial or in speaking to others about the AYP lessons and books. Thank you!
As some of you know and have told me, breaking into the "book trade" is tough to do. With what has been done so far (a lot I thought), the AYP books have achieved miniscule sales -- about 700 total books sold in 2005. So the marketing program is being beefed up substantially in 2006. Here is a summary:
1. Press Releases -- Four have been issued to 3,000 US newspapers, radio stations, and college newspapers since last summer.
See here for links. The most recent one was on the new
Deep Meditation book -- 1/03/06. We are covered for one more press release to be issued in the spring when the
Spinal Breathing Pranayama and
Tantra books come out. All of these press releases have been paid for with a kind donation that was received last spring.
2. Press reviews -- Review copies of the
Deep Meditation book have been sent to the book review editors of 75 large US newspapers, yoga/spiritual magazines and independent book review publications. This was also done with the other two AYP books last year. Believe it or not, the AYP books are yet to receive one press review, though there have been a few nibbles. It is very tough to break into the established literary review system that tends feed on itself and shun anything new and original, unless of course it is something achieving popularity on its own -- then everyone wants to jump on the bandwagon. We're not there yet, but heading in the right direction...
3. Book Handouts -- Over 1,000 copies of
Deep Meditation are in the process of being shipped to and handed out by over 100 people. Most of these are in the USA, with copies also distributed in Canada, South America, the UK and Europe, India, Australia, the Middle East and Africa. This activity has been covered in part by donations and is being wound down now due to lack of additional funding to support it in lieu of other things going on (see below). I hope the books find their way into the hands of lots of people who will be inclined to spread the word. Many thanks to all who are handing them out!
Note: The
deep discount program is still available for obtaining AYP books for handing out -- write me for details.
4. Approaching bookstores, libraries and educational institutions -- This has been happening on a limited basis via a few volunteers (
see this bookstore "walk-in" success story). It is a huge mountain to climb -- the single greatest challenge the AYP books are facing -- penetrating the above mentioned channels. If anyone is inclined to participate in introducing the AYP books to any of the mentioned channels (like your local Barnes and Noble), please contact me. Sample AYP books, fliers and other handout materials are available to aid in "walk-ins." Obviously, this is not for everyone. If you are inclined to do walk-ins to help place the AYP books in your local bookstores, do write me. It is really important.
5. Submittal to book chains -- Recently, the three AYP books have been submitted with applications to the small press buyers at the Barnes and Noble and the Borders book chains in the USA. No word yet. This is in addition to approaching local stores. It's a dual strategy -- top down and bottom up.
6. Trade shows -- The AYP books are signed up for exhibition in four trade shows in 2006 so far: Two International New Age Trade Shows ("INATS" - Orlando/Feb and Denver/June - New Leaf Distributors booth), the Public Library Association Trade Show (Boston/Mar), and Book Expo America (Wash DC/May - largest book trade show in the USA). The last two were just added to increase national exposure and the AYP books will be in the Publishers Marketing Association (PMA) booth at both shows. All of these events are for the book trade only (publishers, wholesalers and retailers) - not open to the public. If you know anyone in the book trade, you can let them know the AYP books will be exhibited at these shows.
7. Getting a real distributor -- Currently the AYP books are distributed through "passive" channels that include no active marketing to the book trade. As a result, very little is happening, except what you are reading here, which is a drop in the bucket compared to what must be done to achieve visibility and acceptance in the book trade -- every little bit helps, bringing us one step closer. Achieving book trade presence will be a big step toward achieving public acceptance of open source spiritual practices. A strategy is being pursued to achieve placement with a major distributor who will
actively market the AYP books through a large professional sales network in the USA and abroad. If we can get in with a large distributor with a marketing organization, it will be a huge step forward.
8. Continuing to build the AYP websites and forum community -- As you know, AYP started on the web, and I see the AYP web presence continuing to be in the central role. So the focus on expanding the usefulness of the
free online lessons and forums will continue. All of you who are participating in this community are playing an important role in lifting world consciousness. I am convinced that self-directed spiritual practice utilizing open source systems like AYP is the wave of the future. It is how everyone will be able find equal access to the divine within.
9. Financial contributions are still welcome -- As you can imagine, all of this costs money. Whatever comes in here is going right back out the door (and then some) to support all of these activities. So if you would like to help out financially, you may do so at
AYP on Paypal.com. All I ask is that any financial giving be in line with what you feel you have gained from AYP already. All contributions are used to help make the AYP knowledge available to everyone around the world.
Wishing you the best on your chosen path. Practice wisely, and enjoy!
The guru is in you.
