With the recent explosion of cheap publishing options—most of which are not “self” publishing, but subsidy publishing incorrectly labeled “self-publishing”—I have to wonder: Is it really less expensive in the long run?This leads to a slew of other questions: Is there a commercial market for my book? Who is my audience? Will they buy the book? What is my competition? How will I let them know the book exists? Can I price the book so that I will still make a profit? Will I sell enough copies of the book to make a profit?A subsidy press (aka POD self-publisher) will print your book with a cookie-cutter, templated cover and interior design that likely will be marginal at best. If they offer editing services, it’s probably little more than a proofread. Sure, you can invest just a couple of hundred bucks—and you’ll be in print. But remember, you’ll need to purchase the books from them at a much higher price than offset-print books (or even from print-on-demand printers that offer printing only, such as Lightning Source). Your book might be priced too high to compete with others in its genre. The margins make it nearly impossible to make a profit if you want to sell books in the traditional book market.Most of these books sell just 50 to 100 copies. Part of the problem is that reviewers shun them because they are immediately identified as subsidy published. Distribution is a challenge. If you are lucky enough to get into your local bookstore, you’ll probably be shelved in the “local author” section with the rest of the “self-published” authors. If you decide to invest more—at least $2,000 or $3,000 plus printing—and self-publish (i.e., start your own publishing company, obtain your own ISBN, etc.), yes, your investment will be higher at the onset. But, if you put together the right team of experts, you will probably end up with a well-edited, nicely designed product that will stand up to any other book on the bookstore shelf. Distribution is doable. Your book will be priced appropriately because you won't be paying inflated prices for each book, and with a well-planned and consistently executed marketing and promotions plan, you have a much better chance of turning a profit.Many of my clients have sold thousands of books, more than earning back their initial investment. Their books are available through major distributors and shelved under the appropriate subject at the bookstore. So, which is cheaper? I guess it depends on whether or not you really want to sell books.
I come across too many would-be self-publishers with unrealistic expectations about the process and what is involved, particularly when it comes to marketing and promotions. Here are some things to keep in mind:- Don't skimp on professional editing; it will bite you in the butt down the road when you are clobbered in reviews.
- Along those same lines: Don't blow it with a shoddy book cover. That will instantly label your book as "self-published"--and likely shoddy (even if it's not).
- After your manuscript is complete and your book is in print, your work has just begun. Prospective readers will not automatically flock to your new title. Even the most compelling book needs to be promoted.
- Start promoting your book well in advance of its completion. If you wait until after your book is published, you won't have the advantage of prepublication momentum and it can be harder to get that momentum going.
- The chances of you getting on Oprah are slim. Concentrate your marketing efforts on more realistic avenues.
- You don't need to do an expensive bookstore tour to be successful. Bookstores, in fact, are not the best place to sell books.
- Don't expect overnight success. Slow and steady wins the race when it comes to book promotions. You have to keep at it, month after month, if you expect to sell books.
Putting together a radio and television promotion campaign is much the same as dealing with print media. In fact, we can use the identical Available for Interview promo package. Be aware of one difference, however: In electronic media, formats and personnel change as often as bed linen. It's a pressure-cooker world, making radio and TV mobile career fields. As personalities move on, often the shows they chaired disappear.
Television, being the most prestigious of promotional media, many times presents the largest challenge to your imaginative publicity campaign. Always contact TV stations in main metropolitan areas at least eight weeks before your availability date. Major network shows will require even longer lead times. Call the producers' offices to find out how far ahead their guests are booked, and ask the names of the producers or guest coordinators, the correct spellings, and their e-mail addresses.
We recommend both the front- and backdoor approaches to television in the big cities, meaning you send one package to the general program director and another to the producer of any specific show you wish to be on. Sound interesting and vivacious! No one wants a dull guest. Make sure you are pitching an idea for a show--not just promoting your book.
Of course, follow up on both if you haven't heard anything in a couple of weeks. As with all promotion, tenacity and repetition may turn the key, but don't inundate them with correspondence, phone calls, or emails.
(Portions of this post have been excerpted from The Complete Guide to Self-Publishing, 5th Edition, by Marilyn Ross & Sue Collier, coming March 2010, Writer's Digest Books.)
A basic truth for most self-publishers is that they start out alone. That being the case, you will find yourself wearing many hats. Just because you may be an amateur doesn't mean the book you produce will be flawed. By studying and applying yourself, you can wear the various hats well. Many self-publishers never draw on outside help to do their books—and you can do it all yourself if you choose. We show you how to be all these people or how to find the best professionals to do the job for you.
Writer. The basic foundation for your enterprise is writing. Study your craft and refine your product. Good, readable works sell much more readily than disorganized garble or lofty dissertations.
Editor. If you're not lucky enough to have a qualified friend or relative to edit—one who knows the English language well and will be objective—hire a professional. This is the one area where it is very easy to miss the forest for the trees, overlook the same typo, and lose your objectivity.
Designer/Artist. Many books and book covers are self-illustrated or designed. Even if you decide to get professional freelance help, it would be foolhardy not to get somewhat involved personally.
Typesetter/Compositor. When you use a computer to prepare printer-ready files, you become a typesetter. We highly recommend you use a desktop publishing software. (Or hire a pro!)
Printer. Thousands of books and booklets are created each year at copy shops, but this is probably not the best way to produce your project Make a wise decision between print on demand and traditional printing processes. Educate yourself on printer specs and other requirements.
Financier/Accountant. You are the chief accountant, bookkeeper, and company representative to your banker. You must keep good records for yourself and for the IRS.
Marketeer. It doesn't matter how well all other hats fit if you don't wear this one well. Be imaginative and creative. Go ahead and slip into flamboyance when you don this hat. Shrewd promotion and sales strategies will do much to ensure your publishing project's success.
Shipper/Warehouser. It doesn't do any good to get book orders unless you can fill and ship them. Although this is a routine job, it takes time, space, and energy.
Legal adviser. Many times attorneys collect sizable fees for answering simple business questions. Take a good look at the question. The use of common sense and comparison to similar situations will often save a fee. There are instances, however, when you definitely need an attorney—if you've been accused of libel or copyright infringement, for instance.
Business manager. This hat has been saved for the last but not because it's a low priority. Quite the opposite. You can do a fantastic job on all other aspects of the business and still lose your shirt if this hat isn't secured firmly on your noggin. In fact, a study once conducted by theSmall Business Administration showed that 93 percent of the businesses that failed did so because of poor management practices. The job of business manager can be a piece of cake or an absolute nightmare—it's up to you. Managing a company is fun if you establish and adhere to operating procedures designed for that business.
Be prepared to fall and skin your knees occasionally. No one has all the answers; certainly not a new self-publisher. Although we have compiled this reference to help you avoid mistakes, there will be times when you'll goof or when nothing seems to be going your way. Hang in there! Soon things will take a positive turn. As in anything, there are pitfalls, but there are also many pleasures. Move ahead with passion and conviction, and you will succeed.
(Excerpted from The Complete Guide to Self-Publishing, 5th Edition, by Marilyn Ross and Sue Collier, coming March 2010, Writer's Digest Books.)
It's ironic that I would sign on a client wanting to promote his book on resilience (see it here: http://www.reachinghome.com) just about the time when I most needed resilience in my own life. The focus of the book--and its accompanying training--is ability: The ability to utilize the skills and attitudes that create resilience and that can allow you to overcome the obstacles that stand in the way of reaching your goals. The ability to “bounce back.” To survive. To manage life’s disasters--whether it be the loss of a spouse, a relationship, or your health.The past two years have included some of the most extreme ups and downs I've ever experienced...some, such as the birth of my son two years ago, are worth mentioning. Others are not. All have challenged by "ability" to "bounce back."I've been tested again over the past few weeks, which explains the gap in blog posts--and why I'm mentioning this in the first place. My friends and I like to talk about putting on our "big girl" panties during trying times, which basically means drawing upon our inner strength to persevere. I seem to be taking 10 steps forward, then 50 steps back this time. But hanging in there and continuing to move forward--even at a shuffle's pace--are the only options. Now that I've gotten that off my chest, let's return to our regularly scheduled blog.
Your manuscript is finally written. You breathe a great sigh of relief. But hold on; you aren't done yet. Use your spell-checker, grammar, and style checking program to catch obvious flaws and flag overly long sentences, for example.You also may have learned to type on a typewriter and thus put two spaces at the end of a sentence. In the computer age one space is preferable. Otherwise, it looks awkward when typeset. No problem, though. Simply do a search and replace, and change the two spaces to one.
Even the best writers can benefit from good editors working behind them. Editing is a special skill the average author doesn't perform well. And since, in spite of their expertise, editors are notoriously poorly paid, the expense of getting professional help for your work won't normally be too large. By the way, please, please don't submit an e-book without editing. Most sites will simply take what you give them and put it up. If our industry is to prosper, every author must take personal responsibility for presenting a quality product.A poorly edited book is harder to read, harder to believe, and less likely to be reviewed. It is shameful to see a good book cut to ribbons by a reviewer because of poor grammar or spelling. In a recent review, while the plot of a particular book was praised, the reviewer noted, "Unfortunately, the reader also has to detour around some disasters in editing and proofreading."Because authors know their subjects so well, they are usually too close to their material; objectivity is lost. A professional editor can help detect passages that are unclear, poorly organized, or overwritten. This is called content or creative editing. During a second reading your editor will do copyediting, whisking out grammar, spelling, usage, and punctuation errors. The job of an editor is to hone and polish your manuscript to a fine edge, not to impose his or her style on it.Where do you find such folks? There are several options. Look in Literary Market Place under ``Editorial Services,'' or contact the Editorial Freelancers Association at www.the-efa.org or (212) 929-5400.=. If you wish to hire help with editing—as well as retain complete services for design, production, and marketing for your book—you can also contact us at www.SelfPublishingResources.com or (720) 344-4388. (Shameless self-plug, yes--but I would be remiss in not mentioning it!)Be sure the person you hire has had experience editing books. An article or book writer is often not experienced or qualified in the editing process and typically has an editor going over his or her manuscript.Short of hiring a pro, which is best, enlist the help of several literate friends or associates to go over your work. It's a good idea to give them some instructions. Ask that they underline any misspelled or questionable words, circle unclear passages, and note rough transitions with a question mark. Also recommend they jot any suggestions in the margins. Encourage them to be specific. Distinct constructive criticism is like surgery; it cuts out the malignancy and spares the rest of the body. Vague criticism is like chemotherapy; it causes the copy's hair to fall out and makes the whole thing look sick.Even best-selling authors use others to refine their work. James Michener said, "I invite four outside experts—a subject-matter scholar, editor, style arbiter on words, and a final checker—to tear it apart . . .. Should you do any less?
I'm a reader; I love to read! But my tastes for leisure reading tend to run toward trashy thriller-type novels. That's all great fun, but I've decided to really step up my educational reading, so I'm going to start focusing on marketing and sales. I'll be laid up for a few days next week after a medical procedure, so I picked up some classics:Think and Grow Rich by Napoleon HillHow to Stop Worrying and Start Living by Dale CarnegieThe 7 Habits of Highly Effective People by Stephen R. CoveyFirst Things First by Stephen R. CoveyI also have a couple of titles put out by Entrepreneur magazine.Of course with all that said, I also picked up the first season of Nip/Tuck.
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