Hot Food Trends 2013

The 2013 Winter Fancy Foods show in San Francisco has announced that one of the
"6 Hottest Trends" in food for this year is "Heritage Foods". (Check out all the trends here at USA Today's website.)

If you have a regional cookbook or have published a cookbook highlighting regional foods, you should be aware of this trend for sales and marketing purposes.

If you are developing a cookbook at the moment you might want to include some recipes that take advantage of the trend.

What ideas does this trend generate for you to include in a book you are writing or use to promote your current cookbook?

The Power of an Endorsement

Most of us like to know what others think about a book rather than the actual author. Of course, the author likes the work but the third party endorsements by others can really drive sales. Recently, I was asked to write a guest blog post for a client, which I was glad to do. You can find that post here.

Do you have "guests" within your community who would enjoy writing a testimony about your book? If so, you will create a win/win situation-the guest will be flattered and your book will receive a third party endorsement.

Retail Partnerships Are A Marketing Necessity

How do people purchase cookbooks? This is a question that certainly has more answers now than it did 5 years ago. In today's world, consumers have many more options on how to purchase a cookbook (or anything else for that matter) than at any time in history. There are multiple online options as well as online format options. The retail options are also numerous.

Many of the retail options offer little, if any "direct affect" opportunities for you the seller. By "direct affect" I mean the opportunity to interface with the consumer or exert any personal influence on the buyer. However, one avenue still exists where you the seller can influence the consumer and affect sales. This opportunity exists within your local bookstore or gift store.

Let me explain.  With the advent of online sales such as Amazon and the exit of local bookstores the art of selling books has been diminished greatly. However, there currently exists a new wave of local, independent booksellers that are doing quite well in sales and revenues. With the departure of Borders Books and the ongoing struggles of Barnes and Noble, we are seeing a rebirth of the local bookstores.

In my opinion this is a GREAT thing. Books are not commodities. They are unique by nature. By reaching out to the local independents you have an opportunity to demonstrate to the store owner or manager what is unique about your publication and can often take advantage of local marketing options from these stores. For example, one Junior League I am familiar with has a great relationship with their local Barnes and Noble, a very popular local deli and a gourmet grocery/restaurant that each offer opportunities to partner and promote their books.

Having retail partners who can tell your story to consumers looking for book advice is a partnership worth its weight in gold for you the author. Let me encourage you to reach out in person to these local opportunities and develop personal relationships with the owner or manager. Make sure they always have ample inventory of your title. Keep them updated on local media regarding your book. Offer taste tests on occasion. Offer personal service for free delivery if at all possible. Mention these retail partners in your media and on your website.

Remember partnerships work 2 ways--find out what you can do for your retail partners and they will work to sell your book.

Teamwork

Most of our clients involve a team to both create and market their titles. Even some of our individual authors recruit others to assist in the process. Granted, the committee structures of non-profits greatly enhance the need for great teamwork. And yet in our society too many individuals have a "me" first attitude.

I read an interesting blog article from my friend Mike Weber (Breaking the Unwritten Rules) which I think you might enjoy. It is relevant to the subject of "Teamwork". One great lesson I learned early on in business is "it is amazing what can be accomplished when no one individual is worried about who gets the credit".

Following is Mike Weber's article:

Some unwritten rules are universal. They transcend culture, age and demographics. The Rule of ME is the best example of such a rule.

As children grow they think the world revolves around them. A newborn infant has few concerns: Feed me, hold me, change my diaper. A two year old’s universe is pretty small. It starts with “me” and proceeds to “my” and “mine”. Just watch them “sharing” their toys and you’ll know what I mean. Even in the teenage years it is common for a young man or women to be totally self-absorbed. Let’s talk about “my rights”, “my problems”, “my allowance” and even “my life”. The sad part is that this rule then gets extended to adulthood and the result is an employee, friend, neighbor or team member who, through action or word, says this: “It’s all about me!”

Reality is this: It’s not really about me, it’s about us. We live in community and work in community. Businesses that succeed are often collaborative and team-based. Communities that thrive are ones where we work together for the common good.

We talk about working together, but the reality is that we aren’t very good at it. That’s why, when we see an unselfish sports player, we declare how great he is. When a team works together, we call them unusual. When an individual decides to sacrifice time, money or life for the good of another, we call them a hero. In all three cases, they’ve simply broken the Unwritten Rule of Me. They’ve decided that it’s not about them. It’s about the success of the group or team. It’s about putting some one else first and investing in the lives of others.

Here then is then challenge: Break the Unwritten Rule of Me!

When you have the opportunity to work with others, try these simple ideas:

1. Find common purpose.
2. Talk about the purpose and dwell on it.
3. Listen more than you talk.
4. Recognize the commonalities among the members of the group.
5. Remember that the outcome is more important than who gets the glory.

“Don’t be selfish; don’t try to impress others. Be humble, thinking of others as better than yourself. Don’t look out only for your own interests, but take an interest in others, too.”

Thanks to Mike Weber for sharing this "pearl". Perhaps if you are a committee chair or even a committee member this advice will make you a better team player and lead to success for your endeavor.

What Makes Your Cookbook Unique?

Recently, I was involved in a conversation with an individual who had published a cookbook, but her sales were stalled. When I asked a simple question about the uniqueness of her book it was evident she didn't have a ready answer. What is amazing is that it was as plain to her as to me. She quickly agreed that she should spend a bit of time analyzing her title and developing a "pitch" enabling her to verbalize what made her book unique and special.

If asked, "what is unique about the book or books you are marketing?", what would your answer be? If you don't have what is often referred to as an "elevator" pitch (one that can be given in 30 seconds), you should.

By the same token, if you are considering developing a cookbook or in the middle of publishing one, what features make your book special? If you can't think of any you need to re-think the project or go in another direction. Remember that in today's technology-driven world recipes are "a dime a dozen" on the Internet. You need a "hook" for your cookbook and a total package that is worth the investment the consumer is making.

Also, keep in mind that cookbooks continue to be one of the top gift items in the entire book world, so take advantage of creating a package that is appropriate to be given as a nice gift.

What Makes a Great Cookbook?

While I focus a great deal on marketing in this blog one can never forget that great marketing will get you no further than how good your product is. The quality of the cookbook and the value proposition must be there or all the hype in the world won't produce success.

I am always interested to hear what people value in a cookbook. Recently, Kim McCallie shared some observations about cookbooks that I think are spot on. Click here to read the post on her blog, A Well Seasoned Life.

Do you agree with Kim? Why or why not? What makes or breaks a cookbook for you?

The Future of Regional Cookbooks Part 4.

Free content--WOW! This is one of the biggest hurdles for a regional cookbook to overcome. The good news is that with the proper planning in place a new title can be successful in spite of this obstacle .
Let me explain.

Many years ago popular regional cookbooks were simply a collection of regional recipes. As time went on the demand for more than just recipes in cookbooks grew. Photographs, historical information about the recipe, cooking tips and shortcuts all became popular and necessary for success. Today a successful regional cookbook must be well themed, have GREAT and unique recipes as well as beautiful photographs or illustrations.

There is no way to turn the clock back on the availability of free content. Today's cookbook author has to develop content that readers will be willing to pay for in either a print edition or electronic edition. The collection of content must be put together in a package that is entertaining and fun as well as one that works. Junior Leagues were really brilliant by insisting that their recipes be triple tested. They developed a reputation for offering community cookbooks that worked. This feature is even more important today.

If you are developing a new cookbook, do some research. Is your idea unique? What makes it so? If it isn't what can you do to adjust? Who is your target audience and how will you get to them? Planning and great execution is the key. Cookbooks are still one of the most popular gift ideas around. Gift giving isn't going away anytime soon, so you have an opportunity to sell thousands of copies of your cookbook if you will simply take a little time to develop a unique cookbook that works.

Advice from the Experts - Part 2

In my last blog post I shared Internet and Social Media tips 1 and 2 from our experts Molly Hodgin and Adam Malone. Here are tips 3 and 4:

3. Target bloggers that fit the demographic for your product

• Offer a free copy of your book for review on the blog, and a free copy of your book the blogger can offer as a giveaway for extra publicity.
• Choose local bloggers whenever possible. Local bloggers can become local supporters and a good relationship can lead to future partnerships and publicity.
• Ask about ad space on their blogs as well as the chance for an entry promoting your book

4. Think Local

• Local Blogs, Local Newspaper’s Websites, Local Magazines and Online Magazines- consider online ads on these sites
• Offer free copies of your book to be reviewed by local food critics and bloggers
• Offer free copies of your book as giveaways in exchange for publicity or an article in the publication
• Local Online Events like Facebook parties for local businesses, clubs or live blogging and tweeting of local event. Offer chances for giveaways or special discount codes for folks who attend or tune-in.

These tips are not just theory--they come from individuals within the publishing world whose income is directly affected by their success. If it is good enough for the pros it's good enough for me to suggest you should follow their lead.

Advice from the Experts

In my last blog post, I shared tips for starting up a cookbook business. Since I began my career in 1975 many things have changed. Amazingly, more things have changed in the last three years than the previous thirty-four. A HUGE dynamic of this change is the advent of the Internet and social media as marketing and communication tools.

Here are a few stats and facts:

• There were 18.4 BILLION searches conducted in March in the United States
• Google makes up 66.4% of the search market in the United States
• Facebook has roughly 900 Million active members
• Top 5 most visited sites are Google, Facebook, You Tube, Yahoo and Baidu

It’s simple…customers are using the Internet to find what you have to sell so you need to be there!

During our recent Cookbook University we invited two dynamic individuals as guest speakers.  Molly Hodgin is Director of New Media for Thomas Nelson Publishing and she had some fabulous tips. Adam Malone owns his own web site development company and also shared some good insight into the social media phenomenon.

I am going to break their tips up into two two blog posts. Here is part one:

Tip 1. You must have a website

• Give your cookbook prime real estate on the front page
• Capture e-mail addresses of prospects and customers via registration of some sort
• Create traffic - ads and social media should lead customers back to your website - SEO (search engine optimization)
• Track what works

Tip 2. Be Savvy with Social Media - Focus on Facebook, Twitter and Pinterest

• DO create a fan page and Twitter handle for your cookbook.
• DO encourage your members to like the page, follow the Twitter feed, and post a link to the page and Twitter feed on their own time lines.
• DO assign someone from your organization to maintain the page and feed.
• DO post new content every day/every other day.
• DO encourage users to interact with your content.
• DO create a Pinterest account for your organization or cookbook
• DO assign multiple members of your organization to pin to your boards.
• DO follow all of the members of your organization and repin their content.
• DO track your re-pins and “likes” to see what your followers are responding to.

Watch for the next post where I'll share tips 3 and 4 from the experts.

Tips for a "Cookbook Start-Up"

When an individual or an organization decide to author a cookbook they are making a decision to launch a business. As with any new business there are guidelines to follow to ensure success.  Here are a few elements you need to think about when producing  a cookbook.

1.) A written business plan--who is your book going to target? What price will it be? In what formats will you offer the book? Where do you plan to sell it? What is your overriding goal in publishing this book?

These are just a few of the questions that must be answered before launching a book; otherwise there is no road map and you are likely to get lost along the way. During our Cookbook University we spend considerable time on the necessity for developing a business plan before you begin.

2.) Financing--almost all small businesses that fail do so because they were under capitalized. If your book is intended to operate for the first year on book sale revenue without anything else you will not make it.  Even though you can sell books year round there is no doubt that the fall months are the "biggies" when it comes to revenue generation. Plus, you have to utilize marketing dollars if you want the target market to know your book exists.

3.) Accounting--I have found in my business that the value of a good accountant and accounting system is of uppermost importance in knowing whether I  am making money or losing money. Do not launch a cookbook without this key position being filled. It doesn't matter if the accountant is a volunteer or a paid individual but it does matter that they know what they are doing.

4.)  Commitment--In my experience it always takes longer to get a project started and on track than expected. Without a strong commitment to the finish line you are likely to fail. No business can succeed without an extraordinary effort and commitment.

A Testimonial from a Restaurant Cookbook

As a savvy marketer and restaurateur, Dickie Brennan of New Orleans realized years ago the value of developing a custom cookbook to support his brand. I'd like to testify to that value. My wife and I took a trip to New Orleans last week and joined up with two other couples who were attending the SEC Tournament with us.

One of our group had been to New Orleans many times and had a few restaurants lined up ahead of time. Since I was familiar with The Flavor of New Orleans from the Palace Cafe, I suggested we eat there on our second night in town. I made the reservation and was impressed with how nice the receptionist was, and later when they called my cell phone to confirm our reservation.

When we entered the restaurant we were greeted warmly and seated.  This was just the beginning of a great evening.  Now, remember that the only reason I knew about this particular restaurant was because I was familiar with their cookbook.  Our server, Dante, was terrific--funny, efficient and very personable.  Amazingly all of the menu selections are also in The Flavors of New Orleans.  The meal was THE BEST I EVER ATE!  In fact, the entire experience was so good that I wrote to Mr. Brennan and complimented him and the staff. The table side Banana's Foster and the story behind it was the highlight of the experience.

This is a testimony of how a book serves as a marketing tool and pays for itself at the same time. Whether it is a restaurant, resort, or a community organization, a successful and well-marketed cookbook can bring customers in, get them to return or simply motivate them to give you their support through purchasing one of your books.

Registration is Open for FRP Cookbook University 2012

In the mid 1990's Favorite Recipes Press held it's very first Cookbook Marketing Seminar. That seminar has evolved into the single most effective training for self-published cookbooks (it is also relevant to any self-published book) in the US and is now known as Favorite Recipe Press Cookbook University.

Favorite Recipes Press Cookbook University is happening May 8 & 9, 2012 at the Sheraton Music City Hotel in Nashville, TN. Registration is now open, and you can read about all the details here. Favorite Recipes Press Cookbook University addresses specific needs of diverse publishing groups. Novice publishers need one kind of information; experienced publishers producing second or third volumes need another. We provide both seminars targeted to specific audiences.  Cookbook University offers you the opportunity to:

• Learn all about the aspects of publishing a custom cookbook
• Get the information you need to publish a marketable book
• Create a successful marketing and sales program to support your goals
• Meet the Favorite Recipes Press staff and network with other publishers
• Leave with valuable and exciting information

Favorite Recipes Press Cookbook University Tuition:
Favorite Recipes Press Client: $125 for each attendee / Master-Level Class: included in Tuition
Non-Client: $425 per person / Master-Level Class: $125 (in additional to Tuition)

Room rate at the Sheraton Music City Hotel is $109 per night (single/double).

Be sure to get registered by April 12, 2012. If there was ever an action step you could take to accomplish so much in one event on the subject of self-publishing this is it! No matter if you are thinking about developing a book, just researching the subject or have a cookbook that needs marketing and sales help this is the event to attend. I hope to see you there.

Idea for Marketing

As 2012 starts, if you are like most others, you are thinking about ideas to improve your quality of life and are making resolutions to change something about your life that will lead to those improvements. If you are reading this blog there is a better than average chance that you have some responsibility for the marketing success of a regional or specialty cookbook. Have you thought about what resolutions you are going to make in regards to improving your cookbook program this year?

Are you ready for an idea? Develop a written marketing plan that lays out monthly activities for marketing efforts on a number of fronts. The plan should include media, social media, special events, internal and external marketing, wholesale account activities, retail account activities and written goals for the results of each. Once your marketing plan is finished, share it with someone you respect and admire.

You will be amazed at the results you will achieve if you commit to a plan in writing and share it with someone you respect. We all want to look good in the eyes of those we respect so by simply sharing the plan you will more likely stick to it.

ACTION GETS RESULTS

During our FRP Cookbook University seminar in April, one of our publishers that sent representatives was the Junior Legue of Tampa.  Denise Schultz and Aspen Kahl were there as the new committee co-chairs.

This week I received an e-mail from Denise and I inquired about their sales efforts. Here's what she had to say:

"Sales are going! We had a brunch for all of the previous cookbook chairs to get first dibs on the new book (50th Anniversary Edition of Gasparilla) and we sold 104. We did a cookbook sale to the committee and sold a ton of books. I'm not sure what the final number of it is.

Our Marketing Committee just brought on two new wholesale accounts this past weekend and they are getting together this Thursday night to create goodie bags for a sales push for the month of September. The women in charge are on top of it and have created a strategic plan, a tracking sales spreadsheet and a detailed listing of vendors."

In my mind this is a testimonial to what enthusiasm and commitment mean to a marketing effort such as a cookbook. I shared a quote last week from Sue Gruber in Louisiana on their success--again it was fueled by passion and commitment.

Don't let the hype of the world get to you.  Cookbooks are as popular as ever--we're still eating 3 times a day and we crave new and exciting ways to fix the same foods. A successful cookbook campaign (even like the one in Tampa which has been going on for 50 consecutive years) is about enthusiasm, passion and effort. 

Thanks Denise and Sue for sharing your good success and please tell your other committed volunteers thanks for reminding us what success is made up of.

Media Tips

One of the most powerful marketing tools available to promote a cookbook is the media, especially TV. That is the primary reason for the influx of “celebrity” chef cookbooks found in bookstores across the country. But how does a regional cookbook gain entry into this competitive arena?

I will be the first to admit that it is difficult but also poses big rewards for those who can pull it off. The best place to start is locally by researching local cable and TV shows that use recipes or cooking as a part of their programming. Unlike a QVC whose sole purpose is to sell merchandise (including books) these local shows are for viewer entertainment; thus your approach must be different.

You should contact the local shows producer by sending a sample book, and a brief synopsis of why their viewers would want to be entertained with the information about the book including several different ideas for recipe demonstrations. Most local shows are looking for topics of local interest and enjoy being seen as friendly to local non-profits or companies.

Sheila Thomas, a publishing consultant with FRP (pictured in the photo below on the set of QVC's "In the Kitchen with Dave"), has gained valuable experience in both local TV media as well as national through on air appearances with QVC. Sheila has shared some relevant tips for anyone wanting to showcase your cookbook on television.

Tips for a Fun & Successful Cooking Demo

A local TV appearance is great for exposure for your cookbook and will hopefully lead to increased sales. Although a typical cooking demonstration is only 2 /12 to 4 minutes long,there are many things that can go wrong on live TV. It is worth your time to plan and prepare for each segment, this is a is a vital step to the success of the segment.

First, when you get a segment booked you will want to find out the following information right away.

1. How long is the segment?



2. Who is the host? Do your research and become familiar with the host. Know something about them; watch the show/host and how they engage with other guests.



3. Is there a prep kitchen? Many local stations do not have prep areas



4. Is there a permanent set? There maybe a stove on set, but it may not even work.



5. Is the show live or taped?



6. What is the show concept? The producers of the show are looking for you to provide their viewers with something interesting and fun, the viewers want to learn something new, something that will make their lives easier, better, tastier...



7. What recipe will you demo? Choosing the right recipe for a demo is critical. You should always be on the lookout for a good demo recipe. A recipe that has an interesting ingredient, a technique that lends itself to allowing you to teach the viewer a quicker, better, easier way to do something like chopping an onion, or using a lovely bell pepper for a dip container. Make sure that you are offering good/correct information.



8. Find 3 talking points that you want the viewer to remember – for a cookbook it could be the title, the author/organization, the projects benefiting from the sale of the cookbook, an event, that the recipes are triple tested, etc.



9. Write down the flow of the demo recipe – break it out down so you can see where natural breaks are that will be perfect for interjecting a takeaway or demonstrating a technique



10. Write down the ingredient breakdown



11. Make your prep list



12. Write down techniques/tips/ your message



13. Think through the segment and make a list of what you will need for set décor (holiday, seasonal, event, theme of cookbook – the concept of the segment will help with this) List of equipment you will need.



14. Practice, practice, practice



15. Time yourself… how can you cut the time? How can you stretch it out?



16. Provide a digital file of the recipe and information about the author/organization, your web address, facts about cookbook and where viewers can purchase your cookbook.

The day of the show:

• Arrive 45 minutes to an hour before air-time.


• You should be completely set up 15 minutes prior to air time, walk in front of the set and look it over from the cameras angle.


• Bring all ingredients, tools for preparing, demonstrating, and a finished version of your recipe.


• Bring extra finished food for the crew – they love to eat and that is the quickest way to their hearts! I always take disposable plates, napkins and utensils, as most studios will not have this.


• Have fun!

After your segment, clean up quietly and go home, you may need to take your dishes home dirty if there is no prep kitchen.

Be yourself and have fun!

Sheila Thomas
Favorite Recipes Press

The Need for a Platform

Marketing a book in today's fast-paced world is remarkably different from years past. Stop for a minute and just think of the communication differences from today versus just 5 to 10 years ago. Social media has changed our lives. Not only has it changed, but it will continue to evolve and change.

Even just 2-3 years ago the IPad and other notepad devices didn't exist. I read yesterday that the #1 Fathers Day gift this year will be IPad accessories. We now have Facebook, Twitter, LinkedIn, Email, TinyChat and the list grows. OK, if we know all about this stuff what does it mean?

I just had lunch today with a lawyer who specializes in entertainment law. She was talking about the importance of building a platform. The way people buy books has changed dramatically and we now have the ability to get our message to thousands of consumers @ no cost by investing in building a platform. Seth Godin touts building a "tribe". It isn't simple and it does take creativity and time but the tools to do so exist.

Someone within an organization such as a Junior League or a branded property, say a resort for example, already has a "tribe". The key for these entities is to increase the scope of the "tribe". This is accomplished through a blog, a fan page, e-mail blasts, e-newsletter, Twitter and web site. The first task of anyone publishing a book is to find their audience and begin marketing to it by using the tools of social media--and it's fun.

What have you done to creatively build your platform?

It's Never too Late for School

One of the first questions I am asked by potential publishers revolves around how to market a successful cookbook. I am here to preach the gospel about FRP's Cookbook University. This is THE #1 TOOL IN THE USA FOR AN EDUCATION ON HOW TO CREATE AND MARKET A COOKBOOK. Yes, these "all caps" are for emphasis.

FRP Cookbook University grew out of a seminar developed by Ellen Rolfes and Helen Hayes, two former Junior League Cookbook chairs from Memphis in the early 70's. Since that time, the FRP staff has solidified and enhanced the curriculum. We have added a track on creating a great community cookbook as well as sessions related to current and classic marketing techniques. Remember, social media didn't even exist a few years ago.

This year's edition of FRP Cookbook University will be hosted in Nashville, TN and the location at the Downtown Doubletree should expand the fun of the conference. Downtown Nashville is a vibrant atmosphere with plenty of good food and entertainment. There will be guest speakers as well as "Master Level" classes, in addition to the regular curriculum.

The dates are May 19-20. For your convenience, here's the link for registration and details. This conference is relevant for anyone, an individual or an organization with the desire to publish a cookbook.

Here are some comments from past attendees:

"I enjoyed attending FRP Cookbook University and appreciate the opportunity to learn from both FRP staff and my fellow publishers. I found the sessions to be informative. I look forward to putting all this information to good use." - Aleris C. - Junior League of Wichita

"I had so much fun at FRP Cookbook University! FRP is an amazing company with an incredible staff. Y'all made us feel so at home. I not only learned a ton, but I also made some really great friends! It was a great two days, so thank you!" - Lyndsey S. - Junior League of Houston“Very helpful material to carry back to my office and chapter.” - Sheryl W. - AT&T Pioneers Alabama Chapter 34

“I consider FRP Cookbook University instrumental in motivating us to write our own cookbook. The resources provided are well worth the investment.” – Charles P., Beaufort Grocery Company

“I can’t tell you how much we benefited from coming to FRP Cookbook University. We both really feel like we have a good hold on the process and have the knowledge to make a wildly successful book. It was such a pleasure to put a face with all the people we will be working with on throughout the process and are looking forward to our finished product. If you have a new client wavering over whether to go please give them my number—it is definitely a must! We feel we have made the best decision on working with your company to create a lasting piece for our school. It was such a wonderful bonus too to meet others who have gone through or are going through the process as well.”
Shannon G. - Kerr-Vance Academy

A Lesson from Meat Loaf

When you read the headline of this post you are probably thinking how could I possibly learn anything from a food dish. But you see, I'm speaking of Meat Loaf, the singer. Please bear with me as there is a relevant point about marketing cookbooks in this blog.

Today most people under the age of 35 never buy a full album. It's not like the old days when we bought vinyl albums or even CDs. No, they go to iTunes and simply download songs. This is sad because some really great songs that don't get air play on the radio are never heard. Even more importantly, they never get written because the songwriters know that they are limited by this buying culture.

Recently I heard one of my favorite songs of all time by Meat Loaf, "Paradise by the Dashboard Light." I didn't have this song on my iPod, so I decided to buy it. Instead of just downloading the song, which would have been easy, I bought "The Very Best of Meat Loaf" album. Now what is the lesson in this story?

Buying the complete album gave me the song I wanted, but also many other great songs that I hadn't even remembered—"Two Out of Three Ain't Bad," "A Kiss is a Terrible Thing to Waste," "Bat Out of Hell," and others.

The same thing is true of recipes. We can find any recipe we want on the internet, and they are usually free. However, when you buy a cookbook, even if it's just for one great recipe, you will likely find a dozen or more equally as good recipes to enjoy. For my money, the fun of reading the recipes in a cookbook is a value in itself. Do yourself a favor and pick up a cookbook with a tried-and-true favorite recipe in it. Now begin to skim through and see how many other deliciously sounding recipes you come across. Try one this week, and see if you don't keep going back to that book again and again.

Yes, one signature recipe is a bargain, but in my opinion the value is even greater because there are always other gems to be found if you just dig deep enough.