Publishers seek to become ‘shepherds’ for surprise million-plus sellers The unexpected success of Todd Burpo’s runaway hit, Heaven is for Real (Thomas Nelson), has turned the spotlight on the power of word-of-mouth support in driving sales. With almost 3.4 million copies in print since its release last November, the Nebraska pastor’s account of his young son Colton’s near-death experience of heaven is to be made into a movie and a children’s book. And as the family’s story continues to draw widespread mainstream media attention, Christian publishers have reflected on the responsibility that comes with a surprise winner like Heaven is for Real—believed to be one of the fastest modest-release titles to reach a million sales. ”You don’t take credit for sales of a book like this,” one executive told Christian Retailing in a roundtable discussion on the phenomenon of surprise big sellers. “The best thing I can do is just help shepherd it along the way and try to hang on.” Among those who have seen the impact of Heaven is for Real is Lisa Wilcox, owner of New Life Christian Bookstore in rural McCook, Neb., who has sold almost 3,000 copies—with some customers buying case lots to give away to people. “What has been so fabulous is to see people coming in to say someone gave them this book because they were going through a struggle and it helped them,” she said. The first major Christian publishing hit in recent times, the book has mirrored something of the trajectory of The Shack, for which sales started to pick up through personal recommendations after its modest release in 2007. With an initial print run of 40,000 copies, Heaven is for Real has gone back to press 31 times in six months, and is Nelson’s current fastest-selling paperback to a million copies. In April, it received a Platinum award from the Evangelical Christian Publishers Association for 1 million sales. Among other titles recognized at the same time for reaching that milestone was one dating back to 1978. Thomas Nelson Nonfiction Marketing Director Emily Sweeney said that the book’s success has been fueled by word of mouth. “This book strikes a chord on many different levels—people who have dealt with loss or miscarriages and also those looking for hope,” she said. “Once people have made a connection with the book, they know of others that can use it too.” Sales have been as strong in general market chains like Barnes & Noble as in Christian bookstores, said Matt Baugher, vice president and publisher of Nelson. There have also been 400,000 e-book downloads. Translated into 27 languages, Heaven is for Real has spent 24 weeks on the New York Times Paperback Nonfiction best-seller list, including 17 consecutive weeks ranked at No. 1. Joel Kneedler, a literary agent at Alive Communications, said that the agency negotiated the book’s film rights with Sony Pictures and producer Joe Roth in May. “A number of film production companies were vying for this project, but Joe and his team won the day,” said Kneedler, noting that a screenwriter and cast have not been chosen, and no date has yet been set for the movie’s release. The movie will be co-produced by T.D. Jakes—pastor at The Potter’s House in Dallas, best-selling author and co-producer of the new movie Jumping the Broom. Vice president of production for Columbia Pictures, a division of Sony, DeVon Franklin—author of Produced by Faith: Enjoy Real Success Without Losing Your True Self (Howard Books)—will work with Jakes on Heaven is for Real. Meanwhile, Nelson is releasing Heaven is for Real For Kids on Nov. 8. Retailing for $14.99, the illustrated children’s version of the surprise best-seller will include a Q&A for children and a prayer page. The edition will be unique “in that the story is told from a child to a child,” said Laura Minchew, Thomas Nelson’s children’s book publisher. “Colton’s unique perspective into what questions, fears and interests children have make this book one kids will truly relate to.” The book has been a boost to Wilcox’s Nebraska store in her first year running the business, having taken it over from the previous owners. She hosted the Burpos for a book signing—the first for both retailer and author—in October, just ahead of the release, and invited them back in March to help celebrate her first anniversary at the store. Wilcox rented the town’s theater, where around 700 people turned out. “We wanted somewhere that people who may not go to church would feel comfortable,” she said. “Sixteen or 18 people gave their lives to Christ, and we had a lot of prayer.”
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