ESE, Inc. disclosed today that at its current run rate, its ESETOMES book business unit should reach profitability in 2020. The unit’s effectiveness has been boosted by the faster than expected sales success of “#HTSP – How to Self-Publish,” a significant reduction in books ordered for various events and by focusing on advertising that yields the highest rate of return.
“I Googled, “How long does it take an author's book to become profitable” and didn’t get a single hit that addressed the question. Why is that? I believe it’s because the industry is focused on units sold, which can create a “Wow” factor. So what if an Author sells 10,000 copies of a book. If they’ve lost money doing so, what difference does it make? I’ll take profitability any day versus a “Wow factor!” That’s why our focus is on increasing our sales while reducing our costs. The ramp-up in sales of #HTSP has occurred quicker than expected and has been a pleasant surprise. We’ve reduced our book ordering costs, our highest expense, for public speaking and other events by over 60%, and we now only advertise when and where we feel we can get a 40% or higher return on investment.” said ESE, Inc. CEO Eric Simmons.