MERCURY FALLS Author Breaks the Rules Again with THE FORCE

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Who Needs a Publisher? Even After Hooking Amazon with his First Book, Robert Kroese is Going it Alone Again.

There is probably no better example of how the world of publishing is changing than independent author Robert Kroese.

In 2009 Kroese finished his first novel, a humorous romp about the adventures of a rogue angel at the brink of the apocalypse, entitled MERCURY FALLS (http://www.amazon.com/Mercury-Falls-Robert-Kroese/dp/1935597159). When he couldn’t interest a traditional publisher, he self published it and MERCURY FALLS became an underground sensation. In short order MERCURY FALLS sold over 4,000 copies in Amazon’s Kindle format and thanks to stellar reviews from customers, Kroese became the second highest rated independent Kindle author. Even Amazon.com took notice of Kroese’s success: this October, they will be re-releasing MERCURY FALLS under their AmazonEncore brand.

Now Kroese is hoping lightning strikes twice. On July 27, he is releasing his second book, a collection of humorous essays entitled THE FORCE IS MIDDLING IN THIS ONE (http://robertkroese.com/books.aspx). Why is he once again self-publishing, even though he’s already got the world’s biggest bookseller publishing his first novel?

For Kroese, it’s all about getting the book in the hands of readers. Kroese relates: “Terry Goodman, my editor at AmazonEncore, asked me if I was working on anything else, and I happened to be finishing up FORCE at the time. I sent him a copy of the manuscript and he loved it. Unfortunately, the earliest AmazonEncore could publish the book would be sometime in 2011, and I’d been promising this book to my fans for quite a while already.”

So Kroese decided to once again go it alone. “The fact is,” he says, “an author no longer needs a publisher. That’s not to say that a publishing contract is never in an author’s interest, but these days an author has the luxury of asking, ‘What can a publisher offer me that I can’t do myself?’ With MERCURY FALLS, I had pretty much exhausted what I could do alone when Terry came along and said, ‘Hey, we think that if we get MERCURY FALLS in front of the right people, we can help you sell a lot more books.’ It was a no-brainer. Maybe I’ll work something out with AmazonEncore to re-release THE FORCE at some point, but for now I just want to make the book available to readers.”

THE FORCE IS MIDDLING IN THIS ONE is a collection of humorous essays gleaned from three years of Kroese’s blog posts at http://mattresspolice.com, covering topics as varied as the Incredible Hulk, perpetual motion machines and Satanism. The title comes from a series of mock job application letters supposedly written by one “Kenny Skywalker,” a youth whose abilities with the Force are decidedly inferior to those of his better-known cousin, Luke. FORCE will be available from Amazon.com and other booksellers on July 27.

MERCURY FALLS has received 126 reviews on Amazon.com, with an average score of 4.5 out of 5 stars. Pre-release buzz about THE FORCE IS MIDDLING IN THIS ONE has been similarly enthusiastic. “I loved this book,” says one reviewer. “I spent most of the time giggling like an idiot and getting weird looks from my family. They all have told me they have to read this book to ‘see what's so funny’.”

ISBN 1453660232

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Robert Kroese

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