The Man Who Can’t Miss
Posted in Uncategorized on September 30, 2007 by John Ling
Came across this article about James Patterson’s odyssey to success:
One of the things that’s fascinating about Patterson is his total lack of interest in received wisdom; another is his complete confidence in his own judgment.
With 1992’s Along Came a Spider, the first novel in his Alex Cross series, Patterson knew he’d written a best seller–so he took control of the way it was designed and marketed.
When his publisher told him it wasn’t interested in running a TV campaign, he called in a few favors at J. Walter Thompson and shot the ad with his own money.
He wasn’t jazzed about Spider’s cover, so he redesigned it.
“They’d done a cover that had a kid’s sneaker on it, with a little blood on it, and I went, I don’t know, it didn’t do anything for me. I want the reaction to be, ‘I want this!’”
He blew up the title into huge letters that practically shouted across the bookstore that this book was going to give thriller readers exactly what they were looking for.
Spider became Patterson’s first best seller.
He still designs all his own covers.
Harvard Business School now teaches a case study on his marketing techniques.
Love him or hate him, you gotta give the guy points for his take-charge attitude.








