Editors will buy a book for one or more of following reasons. By knowing what these reasons are, you can then design a marketing plan with those features in mind.1. The author's previous books have sold well.
2. They love a book and think it will sell.
3. They think a book will sell.
4. They love it enough to publish, regardless of its commercial potential.
5. It's a book that deserves to be published because of its value to a cause or country.
6. An editor is passionate enough about it to overcome any doubts house may have about book.
7. A new editor has arrived from another house and its building a list.
8. The publisher has opportunity to reflag a successful author from another house.
9. The book will be first in a series with strong growth potential.
10. The idea for book is brilliant.
11. The idea for book is timely.
12. The writing is superb.
13. The title alone will sell books.
14. An author's promotion plan guarantees a book's success.
15. The author is a media magnet who can guarantee enough publicity to make a book successful.
16. The author has a national platform such as a column or a radio or television show that will guarantee continuing exposure for book.
17. The publisher thinks that a book will back list and become an evergreen (like evergreen tree -- sells for long long time).
18. The book has subsidiary rights potential including book clubs, audio cassettes or foreign, electronic or movie rights.