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Frequently Asked Questions

People often ask how Lucky Dog Press started. Here is the answer to that question, as well as some common questions people ask owner Tracy Coley about the mission behind her company. 

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How did Lucky Dog Press get its name?
Most people who know me assume that Lucky Dog Press is named after my alma mater, the University of Georgia Bulldogs, where I earned both my journalism degrees. Lucky Dog Press is actually attributed to my dog Honey, my loyal, beloved companion for 10 years. One evening, as Honey sat on the couch beside me devouring a treat and looking at me adoringly, I said, “You are one lucky dog, you know that?” That was the moment I decided on the name for my company. The Lucky Dog Press logo features a silhouetted Honey with a heart-shaped spot that matched the one on her back haunch. The eyeglasses are mine—who doesn’t love a smart looking dog? Honey died unexpectedly in 2023, so the logo is now a memorial to her. Lilah, my latest rescue dog, is our new fluffy, sweet mascot.

Why did you want to start a publishing business? 
I am a writer who understands the arduous process of putting words into a narrative format, organizing story structure, and assembling an attractive book people want to read. We can’t do it alone. I also understand the difficult and intimidating process for finding an agent and a publisher, especially for first-time authors. I decided I wanted to help people who wanted to create something special out of their words, without the struggle of finding an agent or trying to convince a big, corporate publishing house that only takes authors with agents to accept their manuscript. 

What is your background?
I thrive from helping others and am motivated to help people achieve their dreams. I worked under the mentorship of some of the best writing teachers in the country at UGA’s Grady College of Journalism and Mass Communication where I earned an MFA in narrative nonfiction writing. My 30 years in public relations and communications in higher education helped me develop writing, design, and interpersonal skills. Working for eight years in the printing industry gave me quality book production knowledge. But I am a writer at the core and enjoy teaching writers how to improve their writing. I taught basic undergraduate journalism writing for 4-1/2 years at UGA. I lead community writing workshops. I co-lead a local memoir writing group. And I know what makes a book more interesting, more readable, more enticing to readers—like an engaging narrative arc, plot and character development, and scene setting. But above all, I simply enjoy helping writers produce their best work. 

What makes you different from other publishers?
As an independent publisher who works directly with clients, I help them understand the all-inclusive flat-fee, upfront costs of publishing and what they’re getting in a contract. Lucky Dog Press receives no money from the client after the book is published. All sales go directly to the client. 

My clients come first, and I listen to their ideas and opinions of what goes in and on the cover of their books. I spend a lot of time making sure we produce a quality book with consistent formatting and style, free of errors. I also put a great deal of thought into the mood and message of the book to help them determine cover ideas. In big publishing houses, clients are at the mercy of the publisher’s decisions and control.


How are your books distributed and sold?
Lucky Dog Press works with a source that prints on demand and ships to vendors and bookstores, including Amazon, Barnes & Noble, Books-A-Million, and independent bookshops. Authors can order their books at cost and sell them at author events. Your book will be copyrighted and have a registered ISBN that allows booksellers to order books from the distributor. Lucky Dog Press also works with clients to develop social media and calendar posts and flyers/signage/postcards for book releases and author book signing events. You don’t get that a big publishing house unless you are a well known author or celebrity.

What motivates you? 
I’ve always heard that if you love what you’ll do, you’ll do what you love. I find this to be true now more than ever in my career. Working one-on-one with clients inspires me as both a writer and a publisher. I get excited when a client comes to me with a book idea or with a book they’ve already written and need help to get it out into the world. Designing their book and book cover is the icing on the cake because I can personalize their story with art. I put a great deal of thought and time in considering what their book means to them and how to make it special. I absolutely love seeing a vision of a book come together that pleases my client. I love what I do!

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© 2025 by Lucky Dog Press and Publishing Co.

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