Half the free world is now aware of Jessica Seinfeld's book:
Deceptively Delicious. Last week she was on Oprah and The Today Show. This week she was on Live with Regis and Kelly. Next it's The View. The book has been featured in seven major glossies and countless blogs, newspapers, and more. The publisher (Harper-Collins) expects to sell at least 1 million copies by Christmas. And with good reason! It's a great book. Yes, I have a copy. As far as cookbooks go, this is by far one of the most attractive packages. It's spiral bound (as all cookbooks should be!) and filled with vintage 50's style artwork and colors, quality photographs and healthy recipes. What's more, the book goes beyond recipes with tips on making family mealtimes a treat rather than torture. An instant success - right? Obviously! But why?

Jeffrey Trachtenberg wrote an article in today's Wall Street Journal about the success of this book and complaints from the author of a similar book. It's got me thinking. I won't share the whole article; you can
read it online, but I do want to point out a few details.
Both books are founded on the premise of hiding veggies in meals kids will eat. Both contain recipes for sneaking squash into macaroni and cheese and avacado into chocolate pudding. There are actually 12 "same" recipes between the two books, but who cares? Trying to trick kids into eating vegetables is not a new concept. Parents have been doing it for centuries. As a writer I'm interested in the marketing of books. I want to know what makes one a household name while the other is found in the B-section of the Times months after it's release.

The difference? Jessica Seinfeld is married to Jerry Seinfeld. According to Amazon,
Deceptively Delicious (Seinfeld's book) is #1 for bestsellers, but
The Sneaky Chef (by Missy Chase Lapine) has quantitatively and qualitatively higher reviews. In fact, a number of reviews for Seinfeld's book are simply urging readers to get Lapine's book instead.
Back to the WSJ article. Both books were submitted to the same publisher. Harper-Collins rejected Lapine's
Sneaky Chef, but two weeks later accepted Seinfeld's book. Lapine took her proposal elsewhere and was eventually published by Perseus Books, a small independant publisher. Now, Lapine is not suffering as far as sales go. Her book has been named a New York Times Bestseller. She even has a television pilot being shopped around under the same name as her book. But why wasn't she on Oprah? She's worked for Eating Well and Gourmet magazines and now teaches at a culinary institute on top of being a "mom-prenuer".
The moral of the story is: marry a celebrity before you write your book. No, I'm just kidding. Partially. Jay Leno's celebrity status didn't help his book at all. But if Jessica weren't married to Jerry, would anyone care that she wrote a cookbook with her personal nutrionist?
What bothers me about this is that both books are good! But Seinfeld has the edge because of who she is and who she knows. I have never heard of an author being invited to the editorial review of his proposal, but Mrs. Seinfeld was not only invited, she brought food for the board to try while she, her agent and her editor pitched the book. If Lapine had been able to bring her food to the board, would they have bought her book instead? Jessica gets on Live! because she's neighbors with Kelly. She gets on Oprah because everybody knows Jerry and wants to know what his wife is doing. She gets a bigger publisher with a bigger publicity budget. She has influential friends who push her book to the limits. Everyone wants to buy it! It's exactly the solution everyone has been hunting, but maybe that's because Missy Lapine was interviewed by Al Roker instead of headliner Matt Lauer.
I'm not putting down Jessica or trying to elevate Missy; I'm just highlighting an injustice of publication. You may have the best, most fascinating book, but if you don't package it well and get it into the right hands, it doesn't matter how well you've written it. Marketing is everything. Authors need to be diligent in promoting their books, but in the end it's not really in our hands. The book The Tipping Point is all about this. One little thing can make all the difference. The people you know and the ones you don't can greatly influence sales.
So, what's my point? I don't really know. The article provokes much thought. One thing is for sure: I'm glad we have a sovereign Lord who cares about these details. I need to work hard, but I don't need to worry. As long as I follow Him, the plans He has made for me will come to pass. The same is true for you.
"Commit your works to the LORD and your plans will be established. ... The mind of man plans his way, but the LORD directs his steps." -- Proverbs 16:3, 9 (NAS)For more information on these two books and their authors, visit The Sneaky Chef and Deceptively Delicious online.Labels: books, God's sovereignty, marketing, planning, publication