martha rhodes

How Martha Rhodes Sold Over 20,000 Books (and Ebooks), Mostly Through Bulk Book Sales

November 6, 2019 by Lisa Tener

Martha rhodes author after publishing a book — Martha Rhodes at Emory University

Talking About Bulk Book Sales

When Stephanie Chandler asked me to speak at this week’s 2019 Nonfiction Writers Conference about Bulk Book Sales, I immediately turned to Martha Rhodes, author of 3,000 Pulses Later to get a feel for how an author I worked with is using that strategy.

I knew much of Martha’s success had been through bulk sales and her relationship with the company that has bought the bulk of her books, leading to:

3,000 Pulses Later being featured in the New York Times
16,000 print books sold and over 5,000 ebooks
A speaking tour during Great Britain’s rollout of TMS technology (trans magnetic cranial stimulation, a drug-free treatment for depression).

During the Nonfiction Writer’s Conference, I’m going to share strategies I’ve learned from authors, literary agents and a former publishing professional who was in charge of bulk sales (or special sales) for a major publishing house.

In today’s interview, Martha Rhodes shares the amazing experiences that opened up for her after approaching Neuronetics about bulk book sales. Martha also shares how she nurtured the relationship from the start.

Martha Rhodes’ Experience with Bulk Book Sales

Lisa: What were your goals in writing 3,000 Pulses Later?

Martha: Since Transcranial Magnetic Stimulation (TMS) was only FDA cleared and brought to market in
2008, and since there was absolutely nothing available for me to learn about it when I searched for an
alternative therapy to ineffective medications, I wanted to spread the word about it for other patients
who were also suffering with treatment resistant depression.

I suppose another originally unintended subconscious goal was to create a cathartic writing experience
for myself by incorporating helpful information about TMS into my personal memoir and give credit
to what brought me through one of the darkest periods of my life after surviving a suicide attempt.

Lisa: It was powerful to witness that healing journey you took, as you went deeper during each draft of the book. It’s also been amazing to see you reach so many people with your message. How did your first corporate book sale come about?

Martha Rhodes knew she wanted to self publish. She got quoted in the NY Times and other great publicity for her book.

Martha: I was introduced to Neuronetics, Inc., the company that created the Neurostar TMS Therapy System, shortly after I had published the book. It was basically my “calling card” at that time. The President and several others at the company found it to be a compelling story they wanted to share with other TMS practicing physicians and their patients because they felt having a TMS patient’s success story would resonate with the then grossly uninformed public.

Lisa: Since selling bulk copies to Neuronetics, they have re-ordered multiple times. How many books have they bought?

Martha: Neuronetics has bought over 14,000 books as of today, and I’m told they’ve projected the need for another 1,000 before this year’s end. The marketing department has also informed me that they have included ongoing purchases of 3,000 Pulses Later in their 2020 budget. (I keep my fingers crossed on this.)

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Lisa: What have you done to nurture that relationship?

Martha: I’ve visited the corporate headquarters in Malvern PA several times for various events, e.g. new corporate office grand opening and a summer BBQ employee event. I was asked to give an employee “lunch and learn” slide presentation supporting the HR department’s internal values initiative and I’m now a member of the Neurostar Patient Advocate Advisory Council that meets quarterly.

Lisa: Neuronetics has also helped you with publicity and opened up other doors. Can you share the
exciting things that came out of this relationship?

Martha: Wow – I’ve almost lost count there have been so many wonderful opportunities thanks to my
relationship with Neuronetics. They’ve given me access to both of their PR firms in Philadelphia who
have connected me with several media outlets such as US News & World Report, The NY Times,
Sirius XM Radio, The Daily BUZZ TV, and several online media channels.

ELITE award winning author Martha Rhodes — Martha receiving the award

Also, Neuronetics nominated me for and I was subsequently awarded the 2016 PM360 ELITE Award (Exceptional Leaders, Innovators, Transformers and Entrepreneurs representing the most influential people in the healthcare industry) in the Patient Advocacy category.

One of the founding investors in Neuronetics’ introduced me to Emory University’s Office of Technology Transfer whose doctors and scientists developed the original Neurostar. I spent two days in Atlanta make a series of informative videos for a program they produced called, “Put A Face On
It.” I wrote an article about it and if you scroll down to the bottom you’ll find several links to the individual videos.

Multiple Channels for Special Sales

Lisa: You’ve done other bulk sales to doctor’s practices. How have those come about? Did you initiate or did they? How did they initially find you?

Martha: All of my bulk sales have come to me thanks to my website, the Internet, word-of-mouth and public awareness that the book exists as a compelling depression/suicide story with a happy ending thanks to
TMS. Nevertheless, I’m now considering doing a marketing solicitation via email and direct USPS
mail to all the TMS practices throughout the United States who may not realize I offer bulk rates to
their practices so they can either loan or give a book to existing/ prospective patients, or sell them
directly to patients from their offices.

Lisa: What advice do you have for authors interested in bulk sales?

Martha: Find a market niche and industry for your topic, and more important, make sure your content is
cogent, user-friendly, and a direct “value add” to their customers’ needs.

I also recommend offering the option of printing a personalized edition for the corporate sponsor so
that their own branding and marketing goals are enhanced, thus enhancing the author’s branding and
marketing goals. It’s wise to remember — you’re not monetizing the book, you’re monetizing the
book’s CONTENT!

Lisa: What percentage of your sales are special sales or bulk sales (and how many books)?

Martha: Eighty-three percent of my book sales are through bulk orders. As of today the total number is
14,000 books (out of close to 16,000 books sold all together). And I’m planning another print run in December for 3,000 books! That’s doesn’t include the 5,000 plus ebooks I’ve sold.

Book Customization

Lisa: Holy cow—that brings you up to 21,000 with the ebooks and 24,000 when you sell the books in the new print run! Have you ever produced any customized books where the company or institution adds a letter at the beginning or something on the cover and gives it away? How has that worked?

Martha: Neuronetics sends a book to anyone who visits the Neurostar website and provides their contact information.
They also give three books to every medical practice that purchases a Neurostar Therapy System. Neuronetics places a disclaimer on the inside front cover of every book they give away.

Lisa: What if a corporate sponsor doesn’t need your entire book and only wants a part of it, or a
condensed version of it, or even wants you to customize interior sections for their industry?

Martha: One of the benefits of self-publishing, especially with Print On Demand (POD), is that this can easily
be accomplished. The other option (but only if the bulk order is large enough) is to do a special print
run for that customer, although bulk pricing will definitely depend on the quantities requested.

Lisa: What else is in the works?

Martha: My audiobook will be published in early 2020. It’s a daunting process but I’ve decided to narrate it myself after listening to several audition voices that just don’t sound like what I had in my heart when I wrote the book. Sean Pratt is my narrator coach and I’ll be recording in a professional studio in Boston.

Lisa: How exciting! Good luck and let us know how it’s going!

Nonfiction Writers Conference: Join Me!

Readers, join me for my talk on Bulk Book Sales Opportunities at the Nonfiction Writers Conference on Nov. 8 (and sign up for all the great talks that week starting on Nov. 7.

The theme is “Promote and Profit.” Stephanie Chandler will be speaking on Tribe Building for Authors; Barbara Winter on Make a Living Without a Job; Matthew Bennett (who’s sold over 5 Million Books) will talk about Outselling Booksellers. Discover all the speakers and topics here.

After Publishing a Book, What’s Next?

November 30, 2016 by Lisa Tener

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After publishing a book, it’s generally up to you, as the author, to reach readers and create the impact you dreamed of making. With a strong promotion plan, passion and consistent action steps, exciting opportunities can present themselves for a published author.

Some time ago I published an interview with Martha Rhodes about her self-publishing path for her memoir, 3,000 Pulses Later, how the New York Times featured the book in an article and the British government (National Healthcare System) brought Martha to speak in England and Wales for the rollout of TMS, the drugless treatment that saved her life.

So much more has transpired since then that I asked Martha for an update on what has happened since publishing her book.

Martha’s Marvelous Journey After Publishing a Book

Lisa: Martha, your book publishing journey continues! You recently won a prestigious national award. Can you tell us about that? How it came about and what it means?

Martha: I received the PM360 ELITE 2016 Award for Patient Advocacy because my book 3,000 Pulses Later has made me well known in the U.S. and Internationally as an author and advocate for Transcranial Magentic Stimulation (TMS) depression therapy. I work with patients not as a healthcare professional, but as a person with whom others with Treatment Resistant Major Depression can relate.

martha rhodes wins award Unbeknownst to me my name was submitted by someone in the neurostimulation industry who’s familiar with my book and the work I do. When I received notification that I was chosen from over 500 submissions I felt surprised and honored.

Since I spend several hours every month emailing and speaking with patients who need information and encouragement, receiving this award has inspired me to continue my role as a patient advocate.

Lisa: It’s well deserved recognition. You have helped so many people. And the follow up you do with people is a testament to your commitment to your readers and other people who suffer from depression, particularly drug-resistant depression.

Meeting the Man Whose Invention Saved Martha’s Life

Lisa: You’ve done some work with Emory University as the result of publishing your book, can you say more about that work and what it meant to you, personally?

Martha: Emory University’s Office of Technology Transfer asked me if I would participate as a patient in a program they created called, “Put a Face On It. martha travel ” The program is meant to convey the human side of how Emory’s technology helps others. They had read my book and felt I could appropriately tell my story of how this new depression technology has benefited me.

We created several videos and articles explaining the TMS patient experience and the value it has had on my life and can have for others who need an alternative therapy for depression.

Although publishing my memoir exposed my personal crisis in a public way that initially caused me some anxiety, working with the Emory University team has been validating and empowering. I feel more proud of my book and my patient advocacy than I could ever have imagined.

On a personal note, while I was at Emory doing the taping, I was introduced to the research doctor who invented the TMS technology device. When he walked into the room and I was told, “Martha, meet Dr. Charles (Chip) Epstein!”, without skipping a beat, I threw my arms around him and, through my tears, I thanked him for saving my life. It was a moment I think we’ll both always remember.

330px-ellen_degeneres_2011 — The Emory University TMS commercial aired during the Ellen Show, among other top shows.

Lisa: Wow. I bet Dr. Epstein felt similarly to the way you’ve felt when people say your book has helped save their lives! You’ve now been on commercials during the Ellen Show, Rachel Ray and the Today Show, among others. Can you share how that happened?

“I Saw You on TV”

Martha: I’ve become somewhat of a colleague to several people in the neurostimulation industry since my book came out. Now that I’m a TMS patient advocate, we rely on each other for feedback, updates, and mutual support. One of the TMS therapy system companies asked if I would be willing to do the commercial as an interview and mini-infomercial.

I had no idea of how wide the television reach could be, but after many friends and family contacted me with “I saw you on TV!”, I realize how important my participation is at all levels for spreading the word about this new depression therapy.

Lisa: Yes, you’ve reached so many people and affected so many lives, even well beyond your readership. I think part of what made that possible is how you’ve networked with others who serve the same audience, shared resources, been a real team player. And many of your opportunities came out of that.

The Greatest Reward of Publishing a Book

Lisa: I know you’ve sold over 6,000 books and counting. What is some of the most moving feedback you’ve heard from readers?

Martha: First of all, receiving any feedback from people for 3,000 Pulses Later came as a total surprise because I only wrote it so that others would know about the then-unpublicized alternative therapy that might work for them as it did for me. (At the time the book was the first and only first-hand patient account of what the TMS experience is like.)

Since then I’m absolutely amazed to have communicated with hundreds of people from across the United States and from as far away as Australia, South America, Canada, the United Kingdom, Europe, India, and South Africa who have read my book!

Whenever I deliver speeches either on a local level (libraries, civic organizations, hospitals) or in a larger forum (industry-wide meetings, webinars, and national conventions) unfailingly, people will line up afterward wanting to talk about their own or a family member’s experience with depression or suicide. The feedback for sharing my story always informs me of how prevalent depression is and how necessary it is to continue the conversation.

I receive emails from patients whose stories are nearly identical to mine, thanking me for having the courage to share my story in such a personal way and for helping them find some relief from the pain depression inflicts on them and their loved ones.

Emails and letters come from some who wish TMS had been available before their sibling, parent, or child committed suicide, others who are grateful TMS prevented such a tragedy. I hear from spouses whose marriages teetered on collapse because of depression, but thanks to TMS, they have mercifully been saved.

Ironically, these messages usually arrive just when I say to myself, “I can’t do this patient support work anymore!” because it’s time consuming and sometimes emotionally draining. But then there’s that one particular email that grabs me and pushes me to continue my work. So many of the feedback messages bring tears to my eyes and immeasurable hope to my heart.

Lisa: Wow. Like many authors, I think that speaks to how mission-driven your focus is.

Back to Writing and Publishing a Book

Lisa: Has anything else transpired that you’d like to share with our readers?

Martha: Yes! Depression and mental health have become an increasingly serious issue in today’s world. If you have a story to share about an important issue and a way to help others with similar problems—go for it! Write that memoir or self-help book and it will be your gift to the world on whatever level it reaches.

Martha Rhodes knew she wanted to self publish. She got quoted in the NY Times and other great publicity for her book.

I mentioned in an earlier question that the feedback I get is thanks for being courageous. Lisa, I still don’t get that I’m courageous, although it did take a lot of work and guts to complete 3,000 Pulses Later.

For myself, and I hope for your readers, the reward for sharing a powerful, relevant story is more about generosity of spirit. Putting thoughtful, truthful, heartfelt words onto paper and publishing a book that could help others is the best way I know to contribute to the world—generously.

Lisa: What a beautiful sentiment. I wholeheartedly agree!

Readers: You can read my first interview with Martha Rhodes here and learn more about how she wrote and published her book, and many of the exciting things that transpired when she published it.

Martha Rhodes, a former New York advertising executive and author of 3,000 Pulses Later: A Memoir of Surviving Depression Without Medication, has turned her career toward advocacy for patients seeking the alternative therapy for major depression called Transcranial Magnetic Stimulation (TMS). She is the recipient of the PM360 ELITE 2016 Award for Patient Advocacy and has been able to spread the word about TMS with speaking engagements and through the media such as television, radio, and published interviews. Martha attributes much of her book’s success to Lisa Tener’s Bring Your Book To Life® program [aw, shucks, Martha! You are so sweet to put that in your bio!]. She lives in Connecticut with her husband of 40 years and their rescue dog, Josie.

The Truth About Author Platform

August 19, 2013 by Lisa Tener

Sometimes people feel demoralized when they hear they need a huge platform to get the interest of a large traditional publisher. So I thought I’d provide some myth-busting, clarity and hope on the subject.

Are publishers looking for big platforms in general? Yes. But…

1. There are always exceptions to the rules: don’t rule your book out if you don’t have the platform.

2. Get creative: I’ve helped clients think creatively about leveraging other businesses, connections or opportunities they hadn’t considered, helping them attract an agent and clinch a book deal, even as a first time author with what looked like a meager platform to begin with. Think creatively and you may have more platform than you initially thought.

3. Invest time and money strategically: With the right kind of expertise, you may be able to interest a large national news source or blogging platform, like Psychology Today or the Huffington Post. If you write fabulous posts and network, your blogs may even be featured prominently on page one and promoted by those same sites.

4. Consider mid-size publishers. You may be able to contact these presses directly. Several of my clients signed book deals with mid-sized publishers this summer including ABC-CLIO / Praeger and New World Library. In such cases, a modest platform is often enough, especially if the publisher is looking specifically for a book on your subject, which happened to one client this summer! The acquisitions editor actually told me, “I’ve slated a book on that subject for 2015 or 2016!” Credentials, market analysis and freshness of the book were all important to the publisher, but platform was not as much of an issue at all.

5. Consider self-publishing. There are many advantages–you’ll have your book sooner, you have control, you can make changes more easily, you make more money per book–and the list goes on. Platform never has to stop you from publishing your book. Maybe you don’t even need to sell a huge number of books for your book to make the kind of impact on your life, business and other people’s lives that you are looking for. Bring Your Book to Life Program graduate Martha Rhodes self-published her book, 3,000 Pulses Later. Being self published didn’t stop her from getting interviewed by the New York Times and she’s in talks with a Japanese publisher who does want to traditionally publish in Japan (and they’re talking a 10,000 copy first print run–a very healthy number)!

These are only 5 possibilities–there are many more. In fact, feel free to share your own platform and publishing tips and success stories here–or ask a question.

Book Celebration

December 5, 2012 by Lisa Tener

I have two invitations for you. First, let me share that this Friday, after the final week of my award-winning Bring Your Book to Life Program, we have a party celebrating three recent graduates who published their books in the last month or so: Stacy Corrigan, author of Manifest Your Man, Susan Rizzo Vincent, author of Dreas Dream: An Unfinished Dance – Lessons of love, loss, hope and healing and Martha Rhodes, author of 3,000 Pulses. I’ve written about how they each overcame obstacles to finish and publish their books on my blog here.

Stacy Corrigan's Book Stacy would drive down to Narragansett for class and stay the weekend to write her book, since her busy weeks in property management did not leave much time for writing during the week. The big blocks of time on the weekend, unencumbered by distractions or work required discipline–and now she has her book–endorsed by several bestselling authors and she’s teaching workshops in the US and internationally–helping women the world over to “Manifest Your Man.”

Susan set herself up in the library, a café, and finally a church to write her book, spending Susan Rizzo Vincent book entire days in her special spot in these venues. She’d head right to her power spot after class and some days wrote a whole chapter, others just a few lines. No matter. She stuck to it and wrote. Now her book, with a foreword by actress Jane Seymour, is inspiring parents, dancers, those facing loss and life-altering challenges, as well as anyone who is looking for a story of hope, on the radio, and in print. Susan has been invited to present her book at the RI Chapter of the American Association of University Women, “DanceLife” Conventions and will be the keynote speaker at the More Than Just Great Dancing Convention in Hawaii in February 2014.

Martha drove the 6 hours round trip from Danbury, CT to three separate 8-week programs Martha Rhode's book to complete 3,000 Pulses: Surviving Depression with TMS Transcranial Magnetic Stimulation. A memoir can often take longer than a how-to book, and this one required her to dig deeper and deeper to add power and realness to her wise and witty voice as a writer. The result is a book that moves me deeply every time I read it–and as her editor, I’ve read it several times! 3,000 Pulses is currently in over 400 TMS centers nationwide, and with an almost immediate order for 10,000 books in Japan, Martha’s book is poised to have an impact globally on people suffering from depression by introducing them to a new, proven and side-effect free method of recovery along with a moving story that is sure to bring hope.

I am so proud of these three women and their beautifully written and compelling books.

My invitations? If you’re in the area on December 7, please join us for the after-class party at 12:30 ET in Narragansett , RI overlooking the ocean, hearing our authors share about their experiences and sharing some great food and perhaps buying a few books for yourself and others on your holiday list. Other Bring Your Book to Life authors will also be present with their books for sale.

Just e-mail me and I’ll send you directions.

Second invitation is to imagine yourself as one of the authors at a party like this–in a beautiful room with 270 degree views of the ocean–signing books and having your classmates return to congratulate you and celebrate your success. Yes, it’s possible–through either my Narragansett class next spring or my highly interactive teleseminar–that’s right, you can live anywhere in the world and take part in this award-winning book program that is a true “cut above the rest.”

I am offering a special 5 month payment plan through December 15. E-mail me to set up a time for us to explore whether this is the right fit for you. You can begin your pre-work right away and start working with me in early 2013 to prepare to make the most of the spring course.

How’s your book coming? What are you doing in 2013 to make your book publishing dreams come true? Share your comments on this post!