Can we sell two new books by using 12,200 jumbo postcards?

At 11” x 6,” the postcards are big enough to cover other books already on the potential buyer’s desk. But the real issue is, are the cards clever enough to lovingly pick the buyers’ pocket?

Said another way, it will cost us about $6500 to get the sales missive done right and delivered on time. But will the returns grossly exceed that cost while we are still in the same flesh? (Three months will tell the tale, hoping for a third of that in three weeks.)

I’m a niche publisher. A few years back my firm hit a bulls-eye designing, creating, and selling standard operating procedures manuals for dentists. Now we create and sell books to K-12 administrators: mostly principals, superintendents, school board members, and teachers. Flossing was pretty much what I knew about dentistry at the earlier incarnation, and avoiding the grumpy old dudes who ran schools was my gift as a kid. How the niche publishing came about is another blog, or several—go to the search box on this blog and write “niche publishing” and you can read what I’ve said so far. Or read my book: Niche Publishing: Publish Profitably Every Time.

The bottom line is that I don’t write education (or dental) books: I get first-rate leaders (preferably already speaking widely in their field) who are experts about the target topics. They are the heroes. They share their hard-earned well of knowledge—in writing. (I have had 46 books published that I did write, but that’s a different, and concurrent, life!)

Here the expert is my younger brother, Jim, and these are his fifth and sixth books for me. Why him? I can’t find anybody else with more experience, ideas, and recognition among other superintendents, principals, and teachers, nor anybody who has also given so many key speeches to conferences, conventions, academies, … Anyway, he’s a lot of fun, disciplined, and full of reliable genes, good ideas, and true stories…

But here’s what’s up now. Jim wrote two books that I want to sell simultaneously: The Art of School Boarding: What Every School Board Member Needs to Know and The School Principal’s Toolbook. (We try to make our titles so clear that a buyer knows what’s inside before lifting the cover, so I hope these too are self-explanatory.) They are dynamite books but running two separate selling campaigns costs money—and we think one campaign makes giant sense.

Here’s the most important item on the card:
Our buying target is the SUPERINTENDENT, who is chosen by the Board and chooses the principals! If the other two don’t work, he or she doesn’t either, at least for long. The rest of the postcard explains the books, shows the covers, summarizes the tables of contents in key words, soothes the super’s soul in three paragraphs each of selling prose, all leading to four wee questions, “(Do you) want to review a free ebook copy (of one or both books)? … read testimonials? … check the author’s credentials? … or order copies, with the usual discounts?” Then it politely sends the mesmerized 12,200 superintendents (a large percentage of all of them in the U.S.) to for the rest, to decide and close the deal. (Go ahead: you needn’t be a superintendent to be curious—although admittedly there are a lot of curious superintendents!)

So that’s why I asked in the headline, “Can we sell two new books by using 12,200 jumbo postcards?

Here are the images on the (two) sides of the postcard:


We don’t know. The cards hit the mail yesterday. Here’s what it looked like, scanned to blog size. I’ll report back right here every three weeks or so. It might be a pinch slow at first because the dust is still settling from the Easter break. The honchos are probably still trying to find their stray kids.

But I can share one thing now: what I had to do to put the jumbo postcard together and get the offer in flow.

1. Think up a way to sell two very different books to three school chiefs at once. Does it make sense? Was the superintendent the right target? Will I starve my wife, kids, and myself to death?

2. Find a reliable, current, affordable mailing list of superintendents. Google first, limit it to four, and call and let them (quickly) sell their wares and virtues to me.

3. Find a fast, reliable printer who is comfortable with jumbo cards and can also sync the mailing (I send the list) and provide inexpensive small adjustment art tweaks, if necessary.

4. Find a card (or graphics art) designer (or design it yourself if you are experienced) and get the copy, changes, colors, and the rest pulled together on time.

5. Find the money and distribute it gratefully when everybody does what you want—preferably, far better than you imagined.

6. Get my website up-to-date, and go through the link lines the buyers will visit so it’s all current, easy to follow, and delay-free. Like the supermarket, don’t slow the buyer down but be sure he/she at least sees your other products and services along the way.

7. Plan the fulfillment. Get the free ebook email ready; write thank-you model replies to your lucky customers; find envelopes, bags, or boxes for shipping; set up a meter mail system with the post office; get tape and all the incidentals; listen to your phone message and make it clear and relevant; set up an invoicing system for direct purchases (usually for purchase orders); double-check your shopping cart process (if used); line up helpers if needed, and lay in enough book stock to cover the initial surge, with a fall-back five-day POD replenishment lever ready to pull if good fortune gushes in.

That’s it. “Cross” is the word of the day. My fingers are crossed—or my banker will be cross. See you soon.

Best wishes,

Gordon Burgett

30 key points about The Art of School Boarding

The Art of School Boarding

Jim Burgett’s just-released book, The Art of School Boarding, is our newest release from Education Communication Unlimited, in both paperback (from us and CreateSpace) and in digital versions(in .pdf from us and in the respective reader versions from Kindle, Barnes & Noble, Smashwords, and Scribd).

Here are specific ordering details, plus much more about the book’s contents and Jim’s extensive, award-winning background in K-12 education.

Would you also like to read some key extracts from The Art of School Boarding?

Here is a summarized Table of Contents and 30 segments directly from the book.

Summary Table of Contents

1. Boarding Basics
2. Why Does Anyone Want to Board?
3. The Foundational Principles of School Governance
4. Board Roles and Superintendent Roles
5. Boarding Code of Conduct
6. Know the Chain of Command
7. Learn the Art of Receiving and Responding to Complaints
8. Never Forget Who Comes First
9. Money Matters
10. Programs and Growth
11. Relationships
12. School Boarding at its Best
13. Expert Advice
14. Taking Care of You
15. The Ride

* This book should be mandatory reading by every new member of every school board in America. They should read it before they seek election or accept appointment.

* Being a member of a board of education is one of the most important jobs that a person can hold, and it should be reserved for people who have the courage, the fortitude, and the desire to make a difference.

* (Being on a school board) is not an easy job, but it’s a very important one. The lives of every kid in this country, our kids, are at stake. And so is the present and future fabric of our nation.

* Who else should read its pages? Current board members, both as a reminder of the pledge they have made and to provide a unifying language, shared process, and commonly held goal that they and their new followers can seek together.

* I’m writing this book because it needs to be written. It is intended to serve as a guide, a primer, a companion, a training manual, a motivational tool, and a down-to-earth conversation starter about a job that is always, for those involved, a life-changing event.

* “School Boarding” is a verb that captures movement and change. The “Art of School Boarding” is the process that propels and steers that change.

* I think school boards in general are doing a superb job, despite the fact that much of that is done “by the seat of their pants.” And much of that is because too many of the members just don’t know any better. And some don’t care.

* You see, some folks run for the school board without understanding both its importance and its complexity. Some, once elected, simply don’t get it. And some lose their vigor and vision. So maybe a straightforward, common sense, jargon-free book like this can help all of the board members become essential components of a crucial process for helping kids. Perhaps it can provide a shared starting point for boards of education working as cohesive teams, knowing their purpose, rolling up their collective sleeves, and never losing focus while making a true difference. Helping school boards “board” in a positive, effective, and meaningful manner, then, is the goal of this book, the very reason for its existence.

* This book contains the kind of information that board members, particularly beginners or others considering joining, should know, like being a member of a board of education is an act of noble and selfless public service.

* Being a member of a board of education takes time. If done right, it is a time-consuming task.

* There are no board of education members who don’t face difficult decisions, votes, or issues. Nor any who haven’t had to defend his or her decisions many times. This is a job that often includes some degree of conflict.

* (Being on a school board) can be fun and rewarding. It is always life changing. But it can also be taxing and frustrating. One thing for certain, it is not a job to be entered into lightly.

* This is not a textbook. It has no footnotes, nor many statistics. It comes from me (who sat through thousands of hours of school board meetings), mentors, and colleagues with a century-plus of school board experience… The format is casual, like a conversation.

* School boarding isn’t a science—I taught science. Yes, there are some rules, procedures, and recommended guidelines. What makes it an art (as in The Art of School Boarding) is that at the core what we most need to share is thoughtfulness, tact, and the process (really the art) of building relationships.

* School board members mold, direct, and outline the educational opportunities of children and adults. Would it be too theatrical to say that they hold the future of mankind in the palm of their hand? Well, if mankind is composed of one person at a time, one new opportunity, one creative philosophy permitting another, then maybe, just maybe, theatricality borders on reality. You have an opportunity to change the world.

* From the minute you are elected or appointed a school board member you hold a position of public authority. Your vote always counts. You become responsible for huge sums of money, the stewardship of property, and the employment and welfare of many human beings. Essentially, you hold the personal livelihood of people in the power of your vote. And not only the individual, but his/her family.

* Can it be rewarding to be a school board member? You bet. Consider the rewards—permanent ones, each growing with every kid from day one in kindergarten to graduation day from high school, and spin-offs all the days that follow.

* The Pros (of school boarding) are serving mankind, volunteering for the good of society, helping young people have a chance for success, making sure opportunities are fair and appropriate, and being accountable to those who elected you by being diligent in your duties and demonstrating professional and respectable behavior.

* The school board is the “corporate” entity charged by law with the task of governing a legally defined school district.

* School boards write and approve district policies that clearly define delegation. In fact, almost every aspect of a school board’s authority should be contained in a well-crafted set of policies. The board has the ultimate responsibility for every aspect of school governance, but those responsibilities need to be easily understood and well crafted.

* The board of education is the engine that runs the system. The engine transforms power into action; thus, the superintendent is like the transmission, taking the energy and converting it into productive motion.

* The superintendent is hired to do the following: understand, interpret, refine, and implement the vision, mission, goals and policy as set forth by the board of education. That’s one powerful and jam-packed expectation.

* The superintendent’s role is … to take the decisions made by the school board and to implement them, in accordance with both their request, existing policy, and in compliance with legal and ethical restrictions.

* Knowing where you stand in the flow also helps you direct yourself to the right place. Your place in every organizational chart (as a school board member) is at the top, at least within the district. Some charts may put state government or state leaders over you, but within the district you are generally considered the last stop, the head honcho, the buck stopper. And next to you, down the scale only one notch or position, is the person you hired and hold responsible, the superintendent.

* “Who comes first?” The answer is always “the kids.” Call them students, children, young adults, pre-adolescents, adolescents, infants, or whatever, all of these are, in my thinking, “the kids.” If you program your thinking in this direction, then everything, absolutely everything, you do will in some way affect the kids and their opportunity to learn.

* I recommend, without any hesitation, that school board members ask the tough questions.

* Everything in this chapter (about school finances) defines the word “art” in the title of this book. The reason is simple: managing and projecting school finances is not, and never will be, a science. Certainly the cash in, cash out accounting procedures are pure science and legally controlled, but no district will ever know for sure the future of the financial variables.

* I can’t tell you how many times I have told teachers over the years, “Never discipline kids, just behaviors.”

* I have often pictured a board of education as a jigsaw puzzle with eight pieces. Seven are the individual pieces that fit together, each piece representing one of the (board members). The eighth makes up the border of the puzzle. All the inside pieces fit inside the border. The border is the superintendent. He/she holds everything together and provides the boundaries, protection, and (the) shape of the puzzle. When the board is cohesive and working well, all the inside pieces fit nicely together with no binding (or) straining, clearly displaying a comprehensive “picture” of the district.


Jim Burgett is a frequent keynoter, workshop provider, academy presenter, and consultant throughout the United States. His audiences include school administrators, teachers, board members, businesses, and institutions. When his audiences evaluate his presentations, three words frequently appear: passionate, inspirational, and practical. Jim’s mission is simply “To make a difference.”

Jim is the author of Teachers Change Lives 24/7, the coauthor of Finding Middle Ground in K-12 Education (with Brian Schwartz, General Counsel and Associate Director of the Illinois Principals Association), and coauthor of two other best-selling books for administrators, What Every Superintendent and Principal Needs to Know and The Perfect School (both with Max McGee, President of the Illinois Math and Science Academy, and Jim Rosborg, Director of Graduate Education at McKendree University).

Burgett has taught and served as principal and superintendent at the elementary, middle, and high school levels. He was twice named administrator of the year by his peers, and has won many other awards. Burgett serves on several boards for many organizations. Following a full career as a working educator, he is now the lead member of The Burgett Group and focuses on providing exceptional professional development. For details, see