Ease Your Clients’ Pain Before You Even Meet Them

Like all service-based industries, hypnosis relies a lot on first impressions. The moment you meet someone, they begin to form impressions about you. If a client forms the wrong impressions, it makes them harder to work with (assuming they don’t leave). But now, many clients form impressions of you before they ever lay eyes on you.Many hypnotists ignore marketing. Some don’t bother because they get enough referrals to book the solid. Others struggle to figure out what to say. The good news is that, if you have a decent homepage for your website, it puts you ahead of everyone else.Your website is your digital reputation. It’s what potential clients see before they meet you. An effective website, like a powerful reputation, sets them in the right frame of mind to meet you. Everything becomes easier when clients expect great things from you.


Make sure that your homepage includes information like contact details, opening hours and your street address. When clients go looking for this information, it means they’re thinking of hiring you, so make it easy for them. But this is information about your business. As important as it is, clients care about something more…Clients aren’t thinking about you when they read your site. They think about themselves. So talk about them!I see many hypnotists go on about themselves and not the clients. They talk about how they prefer Elman inductions to Erickson’s approaches. They spend pages rambling about their background, journey and lifestyle. Include this information if you think it adds personality, but hide it. Your clients don’t care – all they want to know is that you can help them.When a client opens your page, you have a few seconds to grab their attention. The main headline and the first paragraphs are your only opportunity to grab them. Don’t waste this by saying ‘Welcome to Hypnosis Business #78297′. As polite as that is, the client doesn’t want friendliness. They found your page because they carry pain in their heart.Your headline and first paragraphs should focus on the benefits to the client. Talk about their problems. Talk about what makes the problems unbearable and how they’ll feel after they’re free from them. Maybe allude to how hypnosis will help them, or maybe save that for further down the page. They are in pain now and don’t want to be. They want to know that you understand, so show that you understand.


This is your hook. Once they believe that you appreciate their situation, they’ll listen when you mention solutions. Hypnosis will alleviate their suffering. That’s what they care about and that’s why they’re in the market for your skills. Put yourself secondary to their needs. After all, in your client’s mind, that’s exactly where you are.

How To Collect Books For Fun OR Profit

Before you start to seriously go out and buy books, you need to learn some terminology and become familiar with book publishing and production process. For example, while most people think of book collecting only in terms of the final product as it appeared in the bookstore, there are other elements of a book that are more valuable, more elusive, and more heavily collected. Plus, the more you know about the history of books and how books are constructed, the more finely tuned your critical senses will be, and the more you’ll appreciate finding a truly good book. This article is an attempt to educate and provide you with resources to get you started in book collecting.

For the collector, there are three primary things to consider when buying a book: EDITION, CONDITION and SCARCITY in this condition and edition.

Understanding these areas is the different between success and failure, between being able to build a collection of treasures and an assortment of reading copies, between being able to collect and sell for money, or just going out and buying a lot of worthless books.

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Parts of a Book

*Cover- To put something over or upon, as to protect, conceal or enclose. Dustcover.

*Spine-The back part of the book and it faces outward when you shelf the book right.

*Title Page- The page at the beginning of the book, usually containing the title of the book and the names of the author and publisher.

*Copyright Page-Where the copyright date is found.

*Dedication Page-Its the place where the author dedicates the book to someone.

*Table of Contents-A list of the books contents, arranged by chapter, section, subsection, Etc…

*Forward- An introduction by person other than the author, and it is usually a famous person..

*Text (or Body)-The actual words of the book

*Glossary-A list of hard words with their meanings often printed in the back of the book.

*Bibliography- A list of books, articles, etc. Used or referred by the author at the end of the book.

*Index-A list of subjects and names in alphabetical order at the end of the book.

*ISBN-International Standard Book Numbers–is a ten digit number that uniquely identifies books and look-like products published internationally.

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Getting Started

The used and collectible book market divides into three neat categories:reading copy, antiquarian, and modern first edition.

*Reading Copies

Are books you can take to the beach or into a bathtub. They’re the largest part of the book market, and they’re everywhere. If you buy a book with anything in mind other than collecting, you’re buying a reading copy.

*Antiquarian

Antiquarian book lovers seek out classic old volumes—editions of Scott, Wordsworth, the Bay Psalm Book, examples of fine printing and binding from centuries past.

*Modern Firsts

Modern first edition collectors tend to limit themselves to this century, to the writers who have defined the times we live in, such as Steinbeck, Hemingway, and Faulkner.

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Taking Stock

The first step to being a good book scout is to take a look at your own bookshelves at home.

This is going to be your opening stock, so take a minute to appraise what you own. Do you have a lot of paperbacks with cracked spines and tattered covers? Or do you have a nice selection of good hardbacks neatly care for, books you brought as soon as they came out? The fact that you own books at all shows that you’re a lover of books, which is the first step to becoming a serious collector.

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First Edition or Printing

So, obviously, you’ve got to learn how to identify first editions to avoid making costly mistakes. After all, if you think it’s a first and you turn out to be wrong after paying a premium. The problem is, nearly every publisher has its own method of identified first editions. You can memorize the policies of every single publisher in the history of the book trade, and even then you’ll make mistakes, because all of the rules have exceptions. On my shelves, and on on the shelves of every collector I know, there are at least a few books that looked like a first of first, but turn out later to be plain old books instead.

As general rule, there are two things to look for right off the bat:a statement of edition, or a number line.

The statement of edition is exactly that: on the copyright page, the book says “FIRST EDITION” or “SECOND EDITION” or FIFTY-THIRD EDITION.” Or if not “edition” it will say “printing”. With lots of publishers that’s all you’ll need to find.

Unfortunately, some publishers don’t remove the edition slug from subsequent printings; or sometimes a book club edition will state that it’s a first; or sometimes there’s nothing stated at all.

The next thing to look for is the number line. This is a sequence of numbers which, on the first, usually go from 1 to 10 (some publishers will go 1 to 5 and then the five years around the year of publication: for example, 123459495969798); it may be in order, or it may start with 1 on the left, the 2 on the right, and so forth, with the 10 in the middle. Look for the 1. On every publisher employing a number line except Random House, a number line with a 1 is a first edition. Random House, just to be sure that no one can ever be sure, use a 2 on the number line and the “FIRST EDITION” slug.

There are some publishers who indicate a first edition by not indicating it. If you don’t see anything that says it’s a second or third edition, then it must be a first. There are other publisher who code the information into the book somewhere, but it isn’t always easy to find.

Those three checks will help you identify most books from most publishers, but not all.

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Points

These little differences, about where the photographs should be, wrong lines printed in the book, etc., are known as points.

The easiest way to start learning points is the obvious one: pay close attention to the better price guides, which rarely fail to list the major points. Never just look at the price, look at the entire entry.

Because points are so vital, it’s time to introduce one of themes of this article: to collect successfully, it is important to specialize to a large extent. You are never going to learn the full field of points, of every single detail differing in every single book. In the comfort of a used book shop, maybe the owner has time to run back to check twenty reference books to research points.

But you are standing in the store, looking at the book, and you’re not sure, you’re on your own. If you’re specialized, you’ve got a better chance of coming up with the right answer. This is not to say you should never go out of your field; but in your field, go for depth. Learn everything you can. If you’re a science fiction fan, a modern lit fan, a devotee of travels and voyages, there are specialized bibliographies and reference books you can use to track down and discover new points.If you’re interested in children’s books, study the authors, and pay attention to every detail of the book in your hand.

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Condition

We’ eve looked at the details of the edition; now it’s time to look at the details of condition. You can own a copy of the rarest book in the world, and if the boards are off, the hinges sprung, if there’s writing and foxing on the pages and heavy water damage along the edges, all you got is a lump of worthless paper. For a first edition book to be collectible, there is nothing that affects the price as much as condition. Even the rarest first, if trashed, is just trash, not a collectible book.

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Dust Jackets/Dust Wrappers

It is the condition of the dust jacket that determines the largest percentage of the book’s price—-some dealers estimate as much as 80%—-and so this is where you should start grading. A wonderful book without a dust cover is just a reading copy. Collectors want prime dust jackets.

That’s what they see first, that’s what’s displayed on the shelf, so the dust jacket should be treated like cash money.

When grading a book, look at the dust jacket first, and then move on to the book itself. When you look at catalogs, you’ll see most dealers will give one grade for the book itself, and another for the dust jacket. The whole package is important, but the dust jacket has priority. Without exception for books produced in the last 40 years, there is nothing more important for the book’s value than the dust jacket.

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Grading

Grades are given in descending order: Very Fine, Fine, Near Fine, Very Good, Poor.

* Very Fine–A book that is in perfect condition There are no sign that the book has every been read. The dust jacket is bright and shiny as it was the day it came off the press. No signs of rubbing, bumping, chips, dents, dings, or creases. Book should be tight, creaks with you open it and does not fall open to any particular page of section. No ownership marks on any of the book.

* Fine–It is a small step down. A tiny bump or two is allowed. The book may have been read, but very carefully. The dust jacket has lost some of its sheen, bit it is still intact, with no tears or chips in it.

* Very Good–A book that is physically intact, dust cover on and reasonably unmarred. A book that has some basic flaws. These are the books on most people shelves. The dust jacket may have rubbing, a tear or two and a couple chips. It could be sun-faded.

* Good–A Book in reading condition only. Dust jacket will have serious problems–Large chips, tears, and price clipping (were someone cup the price tag off) are to be expected. Book may have stains, hinges torn loose from spine.

* Poor–The final condition before the recycle bin

* Library Markings: There is one other thing that makes a book worthless:library markings. These may be a stamp with the library’s name on it, the glue from a return-card pocket, or stickers on the dust jacket.

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Book Scouting

To be a good book scout, you have to keep your eyes open at all times. Never drive by a place that might have books for sale. You can find books at Book Auctions, Garage Sales, Estate Sales, PTA Auctions, Antique Stores, Book Fairs, Thrift Shops, Goodwill, etc.

Tools to use when you are Book Scouting.

*Price Guides:

1. Allen and Patricia Ahearn’s Collected Books:The Guide to Values.
2. Book Prices:Used and Rare
3. Mandeville’s Used Book Price Guide

These three guides will cover a good percentage of the book market.

*Online Websites:

1. Addall
2. Abebooks

These two sites are great for founding and getting prices on books.

*Dealer Catalogs

A supply of dealer catalogs can teach you more about the currency book market and current prices than anything else.

Never, ever throw a price guide or a catalog away. Updates do not always have the same books. You may often find yourself scrambling through a stack of material, looking for what year a particular book first showed up. With some practice, it’s not that difficult to prorate the market and update material yourself, and the old guides are a valuable source of information. Beside which, watching how the guides change can teach you how the market has changed, and whether the prices you’re paying or asking are fair. Pricing a book is an art form in and of itself and one you can never be entirely sure of.

* Editions and Points Guides

1. Edward N. Zempel and Linda A. Verkler’s First Editions

2. A Pocket Guide to the Identification of First Editions

I recommend owning both guides.

*Books about Collecting Books

1. Modern Book Collecting By Robert Wilson

2. Understanding Book Collecting by Grant Uden

3. How to buy Rare Books by William Rees-Mogg

All three books are excellent in getting you started.

*Book Buying Tools

1. Scoul Pal– Check out their scanner system that adapts to any cell phone. Scanner are simple and easy to use. You just scan the barcode containing the ISBN or UPC number and ScoutPal will present concise results, including a summary of market prices and quantities, sales rank, editions and availability, and used/new/collectible details.

2. AsellerTool– Check out their scanner system too.

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Spotting Trends and Picking Authors

Like all other fields, the book market moves in cycles.There is more short-term money in spotting trends than there is in buying classic writers, but there is also a lot more risk. Trends come and go, while the classic authors more slowly but steadily.

Which is one of the reasons why it’s important, even in books you’re planning to deal, to buy things you like. There is no telling when you’ll get struck with them. If you are a collector, simply buy what you love. You can never go wrong doing that. Dealers have to look at things a bit differently.

What you must remember is that all hot books have their day, and that day almost invariably comes to an end, sooner or later. If you’re buying a book for resale, not just for collecting, it’s important that you constantly monitor the price guides and the catalogs for fluctuations in value.

When picking authors watch for cycles. Watch for books in new categories. Some writers have a strong enough visions that they are indefinable, and these writers tend to to be especially collectible in their early works. Tom Clancy is one.

So watch for what’s new, for who’s on the cutting edge, because even if you look at classic collectible books, you’ll see that those authors, too, were pushing the envelope. That’s what’s made them worthwhile for so long: Hemingway’s restrained prose; Steinbeck’s social consciousness. T. S. Eliot reinvented poetry, as did Allen Ginsberg. That’s why their books are still sought after, still read and discussed.

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Signed Editions

There is nothing as lovely as an autographed book. It has a special feel that cannot be matched by any other copy. This copy was in the author’s hand, before it came to you.

Signed copies are always at a premium. Everybody wants a copy of a book that has passed through the hands of a favorite author.

There are two kinds of signed books. Limited editions, which were produced to be signed. Signed trade editions are the copies that fans and hopeful dealers have taken up to the author and gotten signed themselves.

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The above information, if apply, will give you a great start to your book collecting hobby or book dealing.

Book Marketing Techniques: Those That Backfire

Authors need to promote their books, but there’s a right and a wrong way to market, and wanting to sell a book is no excuse for not retaining your manners. No one likes a pushy salesman. Here are some examples of ways I’ve seen authors try to sell their books that have been a total turn-off for me. Authors, make sure you aren’t using these techniques. I’ve listed them in order from what are, in my opinion, least to most annoying.

Lying about Your Book’s Greatness

I’ve seen authors lie about how wonderful their books are in several ways.

  1. Having non-credible book endorsements, both on their websites and books’ back covers. By non-credible, I mean having an endorsement signed by “A.K. in Hawaii” or “A Teacher in San Diego.” If these people don’t want to give their names, they probably don’t support your book enough to want to stand by their comments, and they aren’t going to convince me that your book is worth reading. At the very least, you want full names, and a blurb from Tom Smith isn’t going to mean much to me anyway, unless you’ve written a book about healthcare and he’s Dr. Tom Smith from the Cancer Treatment Center of Miami, or something along those lines. If you can’t get experts on your book’s topic or celebrities or other authors to endorse your book, you’re better off just not including any testimonials so it doesn’t look like false promotion.
  2. False testimonials. Yes, I’ve seen false testimonials and heard authors tell me about them. “A.K. in Hawaii” might be the author’s next door neighbor, a real person who really read the book, but he might just as well be someone the author made up. I know of one author who had a comment page on his website, and about once a week, he would post a comment under a false name raving about his book to try to convince his website visitors how popular and wonderful his book was. The sad thing is that this author’s book truly was terrible, full of grammar mistakes and typos and badly printed, so anyone who read the book knew those comments had to be lies or written by completely crazy people.

Showing Off Your Big Ego

Too many authors try to promote themselves in ridiculous ways by writing on their websites how their book is a “must read” and contains the answer to all the reader’s problems. If you have to tell readers that, they aren’t going to believe you. Go find some legitimate testimonials from reliable people who will say those things about your book. You are not qualified to judge your own book because you have a vested interest in it.

The worst example of authors showing their egos that I’ve seen is when they post book reviews for themselves on Amazon and other online bookstores, and of course, they give their books five stars and brag about how great their books are. When I see an author give himself a five-star review, I realize the author is clueless about what is legitimate as a review; he hasn’t done his homework about the publishing industry, and he is trying to use trickery to sell his book. Not only will I not buy the book, but if there’s an option to vote on the review, I will always vote that it was not helpful.

Being In Your Face and Violating Personal Space

No one likes to have his or her personal space violated. However, not everyone has yet learned that the Internet also contains personal space for people. It’s one thing to have your book for sale on your website, at online bookstores, to promote it at websites for book promotion, or to buy Internet ads. It’s another thing to invade other online users’ personal space.

Here are some book marketing efforts I’ve experienced online that have been a total turn-off for me.

  1. Repetitive and Unwanted Emails. I’ve had this happen more times than I can count. Somehow an author finds my email address and adds it to his email list and I start hearing from him every couple of days about all his book events and why I should buy his book. Even if I want to be on the person’s email list, sending me an email every couple of days is irritating. An email once a month or even once a week isn’t that bad, but I have other things to do than read about your book events on the East Coast when I live in Texas, and I am not going to hop on a plane to attend your book signing, especially if I’ve already read your book and had it signed. And if you’ve added me to your email list without my permission, well, technically, that’s illegal.
  2. Sending Friend Requests at Social Media Sites Solely to Promote Your Book. If people are interested in your book, they will request to be your friend at a social media site. Instead of spam friend requests, take out a Facebook ad that will be targeted toward the people most likely to read your book. It might cost you a little more money, but it will save you time online and provide you with far better results.
  3. Posting Book Covers on Other People’s Walls. My “Wall” is not the place to promote your book. My friends are not posting on my Wall so they can find out about your book. Get off my Wall!
  4. Messaging. No one likes junk mail, so don’t send me a message about how great your book is and how I can buy it. I only want messages from my real friends.
  5. Chatting. This one I especially find irritating. One day I was on Facebook, and an author, whom I didn’t know and who had already sent me three messages trying to tell me how great his book was and to let me know I could get it on Kindle for just $2.99, sent me a chat message about his book. If I don’t reply to your message, I sure don’t want to chat with you. I politely ignored him and logged off Facebook rather than tell him to quit harassing me. I wasn’t going to engage in an argument with him. But let’s be clear-I’m on Facebook to chat with my real friends. Not to read your book.

Sadly, space violations don’t only happen online. I was once at a book festival where an author made a point of going up to people walking by her booth with a set of headphones and quickly placing them over her victims’ ears before they could object so they could listen to her audio book. When I saw what was going on, I quickly turned down the nearest aisle and avoided that side of the room for the rest of the time I was there. I’ve also stopped to look at books at festivals where authors have said things such as “Why don’t you buy this book?” and “What can I do to get you to buy my book?” You can let me be is what you can do. Tell me about the book if you like, give me a chance to read the back cover, and then I’ll buy or move on. I don’t need a pushy sales pitch.

Have you ever met an author who behaves in these ways? I sure have-too many times. Perhaps you are even one of those authors. Hopefully, now you know better. Let’s face it-guerrilla book promotion doesn’t work when you act like you have a gorilla’s manners. Connect with your readers, but do it on their terms, without being pushy or rude. Be friendly, be straightforward, but also be willing to take “No” for an answer. When you are polite, you always make a better impression on your potential readers.

Some of the Best Cooking Books That Need to Be in Your Kitchen

Having just graduated from university, cooking books have a firm place on my kitchen shelf. From disastrous attempts at making barely edible dishes, my time as a student has exposed me to many cooking books. Here are the top ten of the best cooking books that are invaluable to any wannabe Masterchefs out there.

Ready… Steady… Cook!

10. Delia’s Complete Cookery Course by Delia Smith

This mammoth cookery book whips in at number 10. Delia Smith is very much the David Beckham of the cooking world – an institution. Her Complete Cookery Course does exactly what it says on the tin. It provides wannabe chefs with a full, comprehensive guide to creating the best dishes. With fundamental must know recipes like apple pie and yorkshire puddings, Delia shows she is one of the masters. With mouth-watering pictures acting as a rough guide this book is a god send for beginner chefs. No doubt a staple on your mother’s shelf, this book is perfect as a starting point in the basics of pastry making, cake baking and roast making. A genuine triumph in the cookery book world.

9. The New Curry Bible by Pat Chapman

Chapman’s bible does not follow the conventional rules of cookery books, but is a diamond in the rough for curry fanatics out there and the reason it has made this best cooking books list. The New Curry Bible does not simply show you the recipes but teaches you the history of curry making. It is not a book to be bought for people who want a quick fix curry. If you are one of those people I suggest you save yourself time and money and just buy a ready meal. However, if you are interested in the exquisite nature of curries, then this book teaches you all you need to know. Like any specialist cook book, it is a little disheartening at first to encounter all of the strange herbs and spices that you know you don’t own, but the rewards from having knowledge of these is irreplaceable. Although it may take you a while to get to grips with the fine art of balancing the spices, you will most certainly become famous amongst friends and family for the talent you will take from this beautiful book.

8. Rick Stein’s Taste of the Sea: 150 Fabulous Recipes for Every Occasion

As a massive lover of seafood, this book has literally been my magna carta. Rick Stein takes you on a journey around the coast and teaches you to really appreciate fish in all its scaly glory. From skinning methods to filleting, this book teaches you how to prepare and cook fish to perfection. Stein writes in a clear and simple fashion and it is impossible to resist his infectious passion. With a variety of dishes that cater for absolutely every occasion, this book is a must have for beginners and experienced fish mongers alike. The instructions are not condescending or set in stone, and leave freedom for experimentation. A truly great book by a truly great chef and teacher.

7. Simple Chinese Cooking by Kylie Kwong

Following the theme of specialist cooking books, Simple Chinese Cooking is an absolute must have for anyone wanting to start a love affair with chinese cooking. Filled with beautiful photography, this book coaches you through each dish with clear and crisp step-by-step instructions. Usually when faced with a specific cook book, there seems a never-ending list of ingredients that appear to exist in outer space, but this book has essentials that can be bought and found easily in local grocery stores. Not only is this book a great guide, but it is also incredibly exciting as each week you can watch yourself develop and gain confidence with once seemingly difficult dishes. From steamed cod to sweet and sour pork, Kwong’s recipes will have you burning all your chinese takeaway menus from the get go.

6. Jamie’s 30 Minute Meals by Jamie Oliver

There can be no such thing as a best cooking books list without Mr Oliver, of course. One of the things I love most about almost all of Jamie Oliver’s cook books are their beautiful and impeccable presentation. They are not endless pages of lines and lines of writing but are instead filled with bright, colourful and delectable pictures, as well as no- nonsense recipes. In his 30 Minute Meals Jaime shows you that once and for all cooking does not have to be a stressful and laborious affair. Jamie’s 30 Minute Meals is amazing for working people for whom time is money, and of course students who wish to spend minimum amount of time cooking and maximum amount of time… studying. Not only is it wonderfully organised with a designated section for starters, mains and desserts, but there are numerous vegetarian recipes scattered inside, making this book literally for every type of chef.

5. The Best Recipes in the World by Mark Bittman

After his debut cook book How to Cook Everything became an international sensation, Bittman is back to teach you it is easier than you thought to cook recipes from all around the world. With no unnecessary embellishments Bittman gently leads you on a culinary round the world trip that will leave your taste buds in a state of euphoria. The best aspect of Mark Bittman’s The Best Recipes In The World whilst you may never get round to cooking everything inside, the dishes you do make will leave you feeling inspired to take dishes you already cook and turn them on their head. Although it can be overwhelming to face so many recipes in one book, I urge you to add this to your collection. It is timeless and will only help to increase your knowledge of food.

4. Gordon Ramsay’s Secrets by Gordon Ramsay

In this incredible and not too badly priced book, Gordon Ramsay lets you in on a few secrets that have made him the world-renowned chef that we have all come to love. With a huge collection of recipes from poultry to fish and desserts to soups, this cookbook lets you in on inside info that will have friends and family thinking you are a bona-fide kitchen guru. The recipes are simple and effective and Ramsay has even added flourishes of his own, such as useful tips on presenting dishes. If you really have a passion for cooking or would love to learn more, this is the book that teaches you not just to cook but how to become a chef. These tips help to make cooking a truly enjoyable experience and will boost your confidence to be adventurous not only in cooking but also in eating as well.

3. The Complete Book of Sushi by Hideo Dekura

As a self-confessed sushi addict this book is incredible – the pages are almost edible. It combines the modern with the traditional and allows you to get to grips with this difficult Japanese style of cooking. Although not to everyone’s taste, this book teaches you the secrets behind making that difficult sticky rice and how to present your sushi in wonderful ways. The most interesting thing about Dekura’s book is they way it advances from simple to expert. This allows you to move gradually at your own pace and also sets little targets within the book. Whilst there are other books on the market such as Yo Sushi’s, it is Dekura’s book that really stands out of the crowd. With gorgeous photography it inspires with a mere flick of the page, and unlike its contemporaries has clear and simple instructions. A must have for any sushi fan and it also makes a great present.

2. Wahaca – Mexican Food At Home by Thomasina Miers

This book comes in at number two of this best cooking books top ten and is a must have for any frequent Wahaca customer. It was only recently published and plunges you straight into the vibrant and tasty world of Mexican street food. One thing that did surprise me was the breakfast section, and I have to admit I have been thoroughly converted to a mexican way of eating in the morning. Full of beautiful pictures and written in an accessible and friendly way, this book does exactly what the title states and brings Mexican food straight into your kitchen. Miers has clearly done the research required for such an exquisite book, and the information about mexican chillies is invaluable. An excellent book for cooking meals for friends and a great equivalent to BBQ parties.

1.Jaime does… by Jaime Oliver

In at number one is Jaime does. In this book Jaime travels through foodie hotspots such as Spain, France and Morocco in order to find innovative recipes. The book is beautifully presented (like all of Jaime’s books) and has wonderful pictures of his travels alongside the amazing pictures of his food. Each country has an introductory paragraph that explains the culture and food he came into contact with, and then in very simple language and an ever friendly tone, Jaime guides you through a range of dishes. From light bites such as patatas bravas to the more complex dishes like the steak tartare, Jaime’s tone never condescends you as the amateur chef. This book not only provides great enjoyment as a teaching tool but is also nice to flip through every now and again to behold the location shots of his food journey. Overall a very deserving winner of this Best Cooking Books list. Absolutely delicious!

This is by no means the only ten cook books I think you should own. There are many other brilliant cookbooks out there for beginners such as The Student Cookbook by Sophie Grigson. This is superb for amateur chefs who simply do not have the time to cook elaborate meals every day and are after recipes for both real cooking and convenience cooking. Then for more adventurous chefs who are willing to getinventive and scientific in the kitchen, there is Heston Bluementhal’s brilliant book The Fat Duck Cookbook, which combines vivid illustrations and wacky recipes for a truly great cooking experience. Overall, the ten books that compose this best cooking books list all offer friendly, easy to follow guidance which enables you to not only enjoy them as books, but also enjoy them as learning tools that will one day make you the king of the kitchen.

Bon appetit ladies and gents.