January 2004

CJ Mertz launches innovative book program

CJ Mertz, D.C., together with Best Seller Publishing, Inc., has written a new book "The World's Best Kept Health Secret...Finally Revealed," containing separate chapters by 50 doctors of chiropractic throughout the country.

The book is just the first part of the innovative program that could turn thousands of doctors into published book authors.

"My goal in getting involved in this project was not just to have my name on the cover of a book," Dr. Mertz, President of the International Chiropractors Association, explained to The Chiropractic Journal. "It's far more important that we get the chiropractic message out to everyone, and to fulfill B.J. Palmer's dream of making subluxation a household word."

What makes the book unique is that every doctor of chiropractic has the opportunity become a published author.  Doctors can buy into the program for a fee, which covers professional editing of their chapter, as well as a print run of 400 books. The books will be available through Amazon.com and other well known book dealers.

Being the author of a book creates a tremendous amount of instant credibility. That's why so many "experts" are identified by the number of books they've written. "Books can establish their authors as experts, create an increased demand for a company's products and services, solidify customer loyalty, and distinguish the authors from the competition," said book publisher Pola Firestone in an article for the Kansas City Star.

Consultant Cathy Stucker, president of Special Interests Publishing (and, of course, author of a book) echoes that opinion. "While anyone can benefit from publishing a book, it is of special value to entrepreneurs, professionals, consultants, coaches and other independent business owners. ... And once you have your finished book in hand, you will be looking at the key to a marketing bonanza!"

Giving D.C.s a way to increase their credibility and market themselves as a chiropractic authority ‑‑ and book author! ‑‑ is one of the main reasons Mertz co‑launched the Best Sellers program. "I want to get a D.C. on the best seller list," he said.

Although that might seem like an overly ambitious goal, today's publishing atmosphere makes it well within the realm of possibility. "The accelerated ranking systems of several national best seller lists can be expected to find more authors enjoying number one best selling status in 2003 than any prior year," says Lori Prokop, Senior Group Publisher at Best Seller Publishing.

At one time, only one author per week could earn the title of number one best seller. Today, according to Prokop, technology has best seller lists ranking books per hour. This means 24 authors and their books could achieve number one best selling status per 24 hour period.

"This new method for calculating best sellers can quickly launch more people to best selling status than ever before," says Prokop. "Many new best sellers will be first time authors and unknowns."

Like Mertz, Prokop wants to see the "D.C." designation after the names of some of those best selling authors. "I'm tired of looking in airport book stores, Barnes & Noble, Amazon.com and best seller lists and seeing books on health and healing only by M.D.s," she says. "Where are the best sellers by doctors of chiropractic?"

Yet, moving "The World's Best Kept Health Secret" onto The New York Times best seller list isn't the only goal. The program will teach doctors how to use their status as "book author" to gain local celebrity status and attract new patients. Book signings and speaking engagements are an excellent way to position yourself as a chiropractic authority and increase your visibility in your own community.

"Doctors who join the program can genuinely feel they have moved chiropractic forward and, at the same time, give themselves 'clout' in their area," Mertz explained. "They help chiropractic globally and themselves locally!"

Prokop, who was featured in Mark Victor Hansen's "MEGA Book Marketing University" course, is excited about working with chiropractors on this project. "Chiropractors are on the leading edge of healthcare and wellness. No other profession offers more unique and valuable services than you. Now is the perfect time for chiropractic to lead and own the $1 trillion Wellness Revolution," she notes.

Terry A. Rondberg, D.C., president of the World Chiropractic Alliance and author of several books on chiropractic, congratulated Mertz on starting the program. "This will be an exciting way for more doctors of chiropractic to tell their own powerful story about chiropractic, and enjoy the tremendous rewards of being a book author. I expect that, thanks to this program, many doctors will end up on local television and radio shows, with greatly increased practice volume."

To learn more about the program, or to register for a free teleseminar on becoming a published author, contact Lori Prokop at 800‑521‑5354 or chiro@bestsellerpublishing.com.