Ralph Zuranski: Hi, this is Ralph Zuranski, and I’m on the phone with David Hancock. He is a book publisher of business and self-help books. David, how are you doing today?
David Hancock: Absolutely incredible. How are you, Ralph?
Ralph Zuranski: Good. What is the name of your company, and what exactly is it that you do?
David Hancock: It’s Morgan James Publishing. We are actually a traditional book publisher. We take that spoken word, wrap it up into a book format, and then get it out there to the world, whether it’s to gain credibility in their market or just to get what they have to say out there. We try to work with them to get it done.
Ralph Zuranski: You’re one of the publishers where you don’t have to put up $20,000 to have a million copies made. You basically print one at a time or however many quantities the person needs, and the price is the same. Is that true?
David Hancock: That’s right. Our market is basically that we make money when we sell books to the consumer out there at the bookstores. When we get passionate about a certain book or a title, we’ll do it one at a time if we need to. We’ll do it in mass quantities if we need to. We accommodate the market, but it doesn’t affect the author in any way, which is really unique right now.
Ralph Zuranski: One of the things with publishers is a lot of times they publish the book, but they don’t do any marketing. Do you do marketing with the titles that you publish?
David Hancock: Yes, we sure do. We have to because that’s actually how we survive, by the book sales. When I say book sales, we don’t try to sell the authors as many copies of their books as they physically can afford. We try to sell the copies of their books to the people who really need to get it in their hands, so we have to.
David Hancock: I know there are some publishers out there who would do marketing but not publishing, and publishing but not marketing. I think we have a good mix of them both. We’ll consider publishing it. We’ll get it just right, and we’ll get it out there to the world.
Ralph Zuranski: Is it true that when you sell books to Barnes and Noble and some of the other big companies that if they don’t sell the books, they can just return them and get a refund?
David Hancock: That’s right. Again, that’s kind of unique for a small publisher. But, it was just a decision that we made and what we needed to do. We put faith in our books, and if the consumer doesn’t like it, we don’t want them to keep it. So, that’s true and it’s important to us to stay that way.
Ralph Zuranski: That’s really great. I know the first time I ever heard you speak was at Ray Perry’s Entrepreneur Days Seminar down in Dallas. I was really impressed with the things you had to say and just how important it is for people to gain credibility with having their own book about what their particular topic is. How important is that to have their own book?
David Hancock: I think it’s very important. In fact, how I got into the publishing business is I was a long-term mortgage banker forever, and I plateaued. I had gotten to a point where my income, my business and everything was just staying level, but I was ambitious enough to know that I needed to be a little bit more.
David Hancock: So, I started to go to all the seminars. I went to everything I could to learn how I could become that celebrity in the market, how I could become better at what I’m doing. One of the things I learned was I needed to establish myself as an expert in my field. I needed to have credibility. I could go around all day long patting myself on the back saying, “I’m wonderful, I’m wonderful. Do business with me.”
David Hancock: But, the fact of having someone else say that I was wonderful stuck with me. Somebody told me I need to write a book, get it published and then I would have that third party validation of someone else saying that I was wonderful. It turned out writing the book was the easy part. Getting it published was an absolute beast, but we can talk about that later. It was horrible.
David Hancock: Once I did get it published and out there, I used it as a business card, and it doubled my income. It literally doubled my income that same year. The only thing I did differently was to establish to the public that I was an expert in the field. At first, it may have all been perception, but it became reality.
David Hancock: So, I took that concept of publishing being horrible and wanting to change that, and the fact that it made such a difference in my life. It’s one of the things that I love to get involved in and I really promote professionals to help them get the exact same thing I did. It was something so simple, when you took out the horrible experience, and it worked so well.
Ralph Zuranski: When I heard you speak, I knew you had a high level of integrity and that you produced quality service for a lot of people who needed help in publishing their books. So, I wanted to do the Heroes interview with you. The first question I want to ask you, David, is what is your definition of heroism?
David Hancock: I think it’s probably big, it’s huge. It’s more than just having courage, being brave, or saving someone’s life. I think it’s having enough courage to do something that most won’t. In fact, you’re not just saving someone’s life, but making a difference in someone’s life, whereas that can actually be what saves them. So, it’s not physically having to save their lives from a bullet, but actually saving their life by giving them an opportunity to do more with their lives.
Ralph Zuranski: Did you ever create a secret hero in your mind that helped you deal with life’s difficulties?
David Hancock: No, not really. I’ve always looked to God for strength and guidance no matter what I did, even when things got rough. But, it would probably just have to be God and my parents, of course.
Ralph Zuranski: What is your perspective on goodness, ethics and moral behavior? I know you’ve been to a lot of the conferences, as have I. You see a lot of people up there pitching products that really aren’t worth the money they’re asking. What is your perspective on goodness, ethics and moral behavior?
David Hancock: I actually really believe it’s essential in my success. It’s not something that I sit around and think about all day long, because it just comes naturally for me. I have to do and treat others the same way that I would want to be treated. This is reflected in all my decisions, not just my personal life, but my business life, which, of course, is often intertwined because Morgan James Publishing is actually named after my kids. But, it’s just who I am.
David Hancock: I have always just wanted to be treated a certain way, and I always expect that I would treat other people in the same way. So, it’s very, very important whether it’s financial, good or bad, ethics or morals. I have to treat them the way I would be expected to be treated.
Ralph Zuranski: David, what are your principles you’re willing to sacrifice your life for?
David Hancock: Have you got time for all that?
Ralph Zuranski: Sure, as long as you want.
David Hancock: I guess if I would have to name one or two it would have to be, obviously, freedom of religion and speech. They’d have to be on the top. You’ve got to be able to feel strong with what you believe enough to tell everybody and get the word out, but also have the belief to back it.
Ralph Zuranski: That’s so true. When was the first point in your life and how did you change you life after you won a victory over all obstacles?
David Hancock: It would probably have to be when I was in my early 20’s. I had just gotten married, literally two months earlier, and I had a crippling back injury. Two and a half years of pain and surgery, being in a body cast, and the fact that I couldn’t even support my new bride any longer was really, really tough. I had just gotten married, I was 21 years old, and I had a lot of pride at that point. Not being able to support the family and not being able to get off the couch was tough.
David Hancock: But, I just literally had to put my faith in God and move on. It made me change my careers. It ended up bringing me into the publishing business. When I look back on it, it probably was the best thing that ever happened to me.
Ralph Zuranski: That is amazing, turning lemons into lemonade. Do you have a dream or vision that sets the course of your life?
David Hancock: Oh, sure. I think we all do whether we know it or not. Mine is just to live right and try to help others. I try to live by example. I’ve been taught that way and it has just stuck with me.
Ralph Zuranski: Do you take a positive view of the setbacks, misfortunes and mistakes?
David Hancock: Absolutely. I am hopeful that God guides my footsteps, so even the setbacks and mistakes happen for a reason. The things I learn from them make me better in what I do and when I get through it. It’s not that I actually like to get those mistakes, but they happen.
Ralph Zuranski: Are you an optimist?
David Hancock: Of course! No matter what situation I’m in, I’m still doing absolutely incredible. I think I may have said that when you asked me how I was doing, but most people don’t really care how I’m doing. But, if I started saying, “Well, I’m horrible. I think things are going to be terrible. I think the world’s going to end tomorrow,” all that does is just bring negativity. So, I’m always optimistic; I’m always positive. I’m always happy. I’m always the same way. It helps me, and I think it’s important that if I stay that way, others start to feel the same way. It’s contagious.
Ralph Zuranski: Do you feel that it takes courage to pursue new ideas?
David Hancock: Oh, absolutely. In fact, I try to do it every day. You really have to do it every day. Otherwise, you just get stagnant and stale.
Ralph Zuranski: Many people when they change their lives and go into pursuit of their dreams, it brings a lot of discomfort because people in their lives don’t really want them to change. Do you think it’s important for people to realize that if they do change themselves for the better that a lot of people are going to give them a difficult time because they don’t want to change?
David Hancock: Yes, it’s true. That’s the same factor of people just getting into a comfort zone and not being willing to step out of it, whether it’s to make themselves better or try to help others get better. I don’t seek out discomfort and I don’t always try to say, “Hey, you’re going to be really uncomfortable if you step out and do it.” But, I encourage it; I think it’s very important.
Ralph Zuranski: How important is it to believe in your dreams so they’ll become reality?
David Hancock: I believe it’s very important. I live by it. I just read Matthew 7. I’ve always thought if you ask you shall receive, which is the way I look at the dreams, hopes and ideas.
Ralph Zuranski: That’s so true. Everybody experiences doubts and fears – fears of success, fears of failure, fears of injury, fears of rejection. How do you overcome your doubts and fears?
David Hancock: Well, I just don’t have them. Actually, I do, but I try not to dwell on them. If I have a doubt, I just set it aside. If I don’t dwell on it, it goes away.
Ralph Zuranski: Is there anybody other than God that gives you the willpower to change things in your life for the better?
David Hancock: Yes, it would have to probably be my kids, my wife and my parents. They’ve always encouraged me. I’ve always seen them. They give me many, many reasons to live and do well.
Ralph Zuranski: Do you think that it’s important to forgive those who upset, offend and oppose you?
David Hancock: I absolutely do. It’s very difficult to offend me or get me upset, but I do. I can’t expect others to forgive me if I can’t forgive them.
Ralph Zuranski: In business a lot of times, there are situations that arise where somebody screws you over, and it’s easy to forgive them a lot of times for what they did. But, there’s a certain amount of accountability as far as calling people to task for what they’ve done. Do you feel that it’s important to hold people accountable for the wrong things they do?
David Hancock: I do. It’s always tough to talk about, but being raised in a small Christian school and having a small family to grow up in, I’ve always been held accountable for my faults. It’s part of who I am and what I teach my kids. But, it also is a part of the business world. We all take actions and for every action there is a reaction. So, I do think it’s important that if accountability needs to be placed, we need to stand up and take credit for it.
Ralph Zuranski: Do you experience service to others as a joy?
David Hancock: Oh, yes! I absolutely love helping others. I really, really enjoy it. The more I help the better I feel. That might be a cliché, but the truth is I really get a lot of satisfaction out of helping others.
Ralph Zuranski: What price has the power of prayer had on your life?
David Hancock: I guess it’s difficult to answer because I wouldn’t consider it having a price. It’s just always there. It’s a part of who I am. It just is there, so I would assume it’s the largest price – it’s me.
Ralph Zuranski: How important is it to maintain a sense of humor in the face of serious problems?
David Hancock: I have to have it. Humor is just built in for me. It helps me get through. I once spoke to a group a little bit larger than I had spoken to before. I was very, very intimidated. I was unsure of the audience. The topic I was roughly familiar with, but I was scared to death. When I was done, people actually came up to me and told me how good it was and how funny it was. Imagine my surprise, because I wasn’t trying to be anything but alive at the time. So, evidently it’s very important.
Ralph Zuranski: Who are the heroes in your life?
David Hancock: It’s hard to put a name to anything, but they’d probably have to be my parents, my bride and my kids because they put up with me. But, if I wanted to split it out a little bit more than that, it would have to be others who strive to do and live right, because I get a lot of encouragement and power for what I do by seeing others living their lives right, running their businesses right, and doing their things right.
David Hancock: I think it takes a lot of courage to share it with the world. So, those would be the heroes for me.
Ralph Zuranski: Why are heroes so important in the lives of young people?
David Hancock: Young people are so impressionable. Even as my kids grow up and my brothers’ and sisters’ kids grow up, I see they’re always looking to someone else. They’re looking for something else. They’re looking for something in someone else. If they can relate to somebody, trust somebody and emulate somebody to develop their own selves, I think it’s very important.
David Hancock: They do it whether they’re trying to or not. That’s a part of human nature. If we can give them somebody to point to or who can make a difference in their lives, I think it’s very, very important.
Ralph Zuranski: Who do you think are the heroes today who are not getting the recognition they deserve?
David Hancock: That one we would probably have to skip because I hadn’t gotten to that one yet. I don’t know.
Ralph Zuranski: How do people become heroes?
David Hancock: I don’t think it’s something you can just do. I think it’s something you must be or try to be. You can be a hero by living right, stepping out and making a difference to those that need to be made. Again, whether it’s saving someone’s life physically or otherwise, it’s making a difference in someone’s life. It’s getting out of your comfort zone to help somebody. That’s how you become a hero. I think if you step out, do something you know is right, and do things that others are afraid to do, inevitably I think you can become a hero.
Ralph Zuranski: A lot of the heroes I’ve interviewed so far feel that entrepreneurs are the true heroes of society because they create jobs, overcome their fears and try new things, and they work hard to provide a degree of excellence that ultimately rewards them financially when their service matches the needs of the clients they serve. How does it feel to be recognized as an internet hero?
David Hancock: I tell you that I’m absolutely honored. I’m humbled, grateful and appreciative. I hope if you ever tell anybody about this… It’s truly a humbling and honoring experience. I was surprised and amazed that you had even considered me, so it’s exciting. I’m very proud to be here.
Ralph Zuranski: How are you working to make the world a better place?
David Hancock: There are a lot of things I like to do, from even doing some youth missions as a kid. I’ve always tried to do things for others. I’ve always tried to worry about more things than just me or my family. Some of the things I like to do and some things that we as a company are trying to do is work with organizations like Habitat for Humanity.
David Hancock: Right now, a piece of every one of our books gets donated to the Habitat for Humanity Peninsula. We’re a building partner. So, with everything we do, we try to improve the lives of others. It’s something small, but it certainly can make a difference.
David Hancock: We also like to throw out different ways we might help to create jobs in disadvantaged areas. Those things are important to me, because someone had ultimately given me an opportunity to get into a line of work that I didn’t have any experience getting into at the time. So, I’ve always had that stick with me.
David Hancock: If I can go out and make a difference in someone’s life, help them get a decent home to live in or give them a job in an area where nobody has any jobs, that’s incredibly rewarding. That’s something I’m striving in doing right now.
Ralph Zuranski: Do you have any good solutions to the problems facing society today, especially racism, spousal abuse and violence among young people?
David Hancock: I think the violence among young people is getting elevated way too much. Again, I’m all for free speech and expression, but there’s a point when our children need not see things and need not be exposed to things. They just need to see love and they need to be loved. As far as racism, it just makes me mad. God created us all equal, and again, it’s where you are, who you are and how you were brought up.
David Hancock: But, oftentimes, it’s a decision you make in your mind to not make it an issue. I think you have to make the decision – it’s just not an issue. As far as the spousal abuse, I’m still married to my first wife and probably will always be married to my first wife because I’ll only have one wife. I love her dearly and she’s a part of my life. I hope others who may be struggling in their relationships can see that it can be done and to avoid that hate and anger that can build up amongst spouses.
Ralph Zuranski: If you had three wishes for your life and the world that would come true instantly, what would they be?
David Hancock: I hate to do the beauty pageant things – world hunger and all that kind of stuff. If I had an opportunity to just do more of what I enjoy, I’d like to have enough cash to eliminate some issues. Build more houses for those who don’t have the money to live in decent housing. I’d like to be able to get food to the areas that don’t have them, or help people in situations to help them realize they may have been in this situation because of their activities or their actions. It’s part of that case and effect. I think that’s two of them and I can’t think of a third.
Ralph Zuranski: What do you think about the In Search of Heroes program and its impact on youth, parents and business people?
David Hancock: I think it’s incredible. I think the fact that the In Search of Heroes program reaches beyond just a targeted niche of this one group over another, I think it’s going to be huge. It’s something I think the parents can share with their kids. It’s something business people can share with their employees. I think it’s something the youth can share among each other.
David Hancock: I think it’s incredible. I’m very, very excited about it and have been. Again, I’m honored to even be a part of it.
Ralph Zuranski: What are the things parents can do that will help their children realize they too can be heroes and make a positive impact on the lives of others?
David Hancock: I really think if we as parents just spend more time with our kids teaching them the fact that our actions have consequences, and that if we try to treat others with respect, and we can try to be someone, we can become heroes.
Ralph Zuranski: That’s so true. David, I really appreciate your time. I know how busy you are. Once I get ready to publish the In Search of Heroes book, I definitely want you to publish it. I wanted to see if you have any parting advice for young people listening to this interview.
David Hancock: I do. I’d like for the young people who are listening to this interview to know that no matter what situation they’re in, they have a choice to accept it or not. No matter how bad things might be getting, I think you have an opportunity to step out and make it better. It can be tough. Grab a friend, grab someone who’s a hero close to you, and just move on.
Ralph Zuranski: That’s really good advice. Again, I really appreciate your time and your wisdom that you’ve shared with us today.
David Hancock: I appreciate the opportunity, Ralph. I’ve really enjoyed it.
Ralph Zuranski: Thanks again, David.
David Hancock is reported to be the future of publishing. He was also named a Finalist in the Best Chairman category in The American Business Awards. Hailed as “the business world’s own Oscars” by the New York Post, The American Business Awards are the only national, all-encompassing business awards program honoring great performances in the workplace.
David was selected for Fast Company Magazine’s Fast 50 for his leadership, creative thinking, significant accomplishments and his significant impact on the industry over the next ten years. David has revolutionized book publishing from the author’s standpoint. His Entrepreneurial Publishing™ model enriches authors as well as the company.
Actively working with his authors to help them not only maximize revenue from their book royalties, but also build new business and increase their revenue substantially through follow-on sales to their readers.
One of David’s core values is having strong and mutually beneficial relationships. “We’ve spent years developing many of the key business relationships that allows us to get our books in bookstores and the widespread Web coverage we’ve been able to achieve. We intend to stay constant in our pursuit of positive relationships with people in all facets of our business, and we see that as a strategic advantage.”
David is the Founder of The Entrepreneurial Author University and Founder of The Ethan Awards, the only international, all-encompassing entrepreneurial author awards for business authors. David sites on the advisory board of the National Center for the Prevention of Community Violence and on the Executive Board of Habitat for Humanity Peninsula. David has also authored or coauthored too many books to list them all here but they include The Entrepreneurial Author, Guerrilla Marketing for Writers and The Best of Guerrilla Marketing.
David and his wife Susan live in Hampton Roads, Virginia with their two children, Morgan Renee and Ethan James.
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