Petersen specializes in tested and proven, innovative, unique mentoring methods and services. Petersen diplomatically dominates the marketplace. With international connections and opportunities—and experience in the U.S., Canada, Europe, China, and Hong Kong—he is a strong and intuitive negotiator known for overcoming objections, reshaping old concepts into unique selling propositions, and developing long-lasting relationships.
Petersen uses the marketing industry standard of excellence, the “Unique Selling Proposition” (USP) invented by Rosser Reeves of Ted Bates & Company, as one of his many tools to quickly eliminate the competition.

“Communication is the key element. It is all about relationships. A mutually beneficial relationship is not created by marketing or selling, but rather by fulfilling the author’s needs, by offering exactly what they desire, in a profound and unique way. It is equally important to further frame their wants and needs into visualizations and dreams, so that the experience is enjoyable, memorable, and fun, thus creating enthusiasm. This concept not only sells books, it additionally creates good will, a lasting positive memory with the author, author endorsements, and exponential word-of-mouth sales.
In order to launch products successfully and maximize sales, Petersen generates excitement. Petersen’s unique and successful approach uses the best concepts in both marketing and sales, smoothly blended with the world of public relations, multimedia, and appearances by internationally known celebrities.

With over 35 years of international business background, Dane Cornel Petersen transforms the business practices of the industries under his oversight. He has the reputation of being the first to discover new trends and having the insight to change potential buyers’ perceptions, thus awakening them to the uniqueness of the opportunity. In the past 25 years, Dane Petersen has overseen more than 1,500 publication and book titles and almost 1,200 authors, publishers, and corporations. Additionally, Petersen has been responsible for both the buying and selling of hundreds of millions of dollars in goods and services, worldwide and for some of the largest corporations, including Fortune 100 and Fortune 500 companies.
Petersen wove together corporate sponsorships and appearances by Grammy Award-winning musicians with radio, television, and print media, plus major festivals, including the World’s Fair. With this strategy, Petersen brought considerable recognition to his clients and raised millions of dollars for organizations such as the Boy Scouts of America.

Acting on behalf of dozens of American cities and businesses to promote tourism, Petersen created a new concept called American Circuit Tours. The tours established new grassroots venues throughout the U.S., allowing celebrities to partner with corporations to expand their markets by reaching new audiences.
Below is a sampling of Petersen’s blended marketing approach, featuring mainstream corporations, multimedia, publishing, public relations, and celebrities.

Petersen created campaigns for entities as diverse as the Walt Disney Company, the Dow Chemical Company, and the country of Israel. He negotiated a partnership between the internationally celebrated concert promoter Bill Graham Presents and music industry giants and Grammy Award winners such as Tom Fogerty of Creedence Clearwater Revival, David Crosby, B. B. King, Peter Tosh, and Joe Cocker, to name a few. He has worked with Fortune 100 companies such as Roche Pharmaceuticals and American Broadcasting Company (ABC); learning institutions and hospitals, including Stanford University and Lucile Packard Children’s Hospital at Stanford Hospital, San Francisco State University, and the Dominican Hospitals of California; and other state and federal agencies and organizations, such as the U.S. Geological Survey and the Hoover Institute.

His media accomplishments have included contracts with television networks including ABC, CBS, and NBC. Represented artists have been regularly featured in major magazines and newspapers, including People magazine, the London Times, the San Francisco Chronicle, Rolling Stone Magazine, and the New York Times. One recent client was featured on The Oprah Show. Petersen designed and manufactured a publication for the Disney-ABC Television Group that won a national award.

  • Awarded “Best Show” for oldest music-related TV broadcast for PBS.
  • Discovered new author and secured the showcasing of her book on The Oprah Show.
  • Launched a company by obtaining a Wall Street Journal interview with a lead technology reporter.
  • Created a quality-controlled book, CD, and DVD manufacturing process based on contract law procedures. In over twenty years in the publishing and multimedia industry, no product has ever been returned for defects—an extraordinary international record.
  • SYRCL, the largest environmental film festival in the U.S.: Petersen presented the first international celebrities at the festival, helping to increase event recognition. The following year, the film festival became the number one environmental film festival in the nation.
  • Nevada County Land Trust: Petersen launched the first international celebrity fundraising concert series and business festival. The event sold out every year that Petersen was the executive producer.
  • Precision Songs, research and development for autistic children: Petersen developed and manufactured a breakthrough learning system that features books with CDs for autistic children.

Petersen Publishing Group and the newest member of the Petersen Family of Publishing Professionals, The Author’s Workshop. They are headquartered in Nothern California with staff, service providers, and vendors throughout the United States and Canada, and publishers in all continents. Founded in 1992.

International publishing service specializing in comprehensive turnkey marketing and manufacturing solutions in the publishing and multimedia industry. From catalogs and soft and hardcover books to magazines and multimedia products such as DVD production and manufacturing, Double Eagle Industries is responsible for the development, design, and creation of many thousands of products, as well as manufacturing and marketing for companies throughout the world.

Starhill Productions, Woodside, CA
International celebrity creative ad agency, specializing in management, public relations, and event promotions for corporations. Starhill Productions was the fastest-growing celebrity agency in the 1980s. Worked with stadiums and other major facilities, TV, radio, and fundraising events for corporations and nonprofit organizations, as well as on public relations campaigns using all forms of multimedia blended with traditional print media and collateral support.


How Authors Build a Profitable and Successful Career
Oprah Names Her Show After Our Book
A Coach in Your Corner
The Coach-the Mentor-and You
The Author’s Manager
What the Author’s Manager Does for You
Submit Your Manuscript
Components of the Management Team
Your Free Membership
Love What You Do and the Road to Success Is Yours
Which Author’s Showcase Is Best for Your Book?
The Time-Tested Publishing Method For Successful Authors
The Goal and the Path
What to Do Next
Connecting the Author to the Publishing Industry
Our Philosophy—Our Company
Author’s Cry for Help
Author Beware! The Latest Publishing Scam
Getting Started—Free Author’s Consultation
About Dane Cornel Petersen
Etcetera, Etcetera, Etcetera— The Complete Biography
The Look
Several of Our Great Book Designers

Copyright © 2010 TheAuthorsWorkshop.com. All rights reserved.