Mini-tutorial on writing: part two

As an editor and writing coach, I run across the same grammatical issues over and over again. With the help of a colleague (thanks, Jack!), I’ve assembled this “writing tutorial,” which addresses some of these.This information, presented in alphabetical order, should assist you in writing professional, clear, succinct, and grammatically correct books, articles, and promotional materials. Although some grammatical information is given, other information is a matter of personal style and format suggestions based on a couple of decades of professional writing and editing experience. Naturally, the style and format suggestions are only recommendations. As with any of this, it can be viewed as an editor’s job anyway, but the fewer the problems, the less editing will cost you in the long run.I’ll be running this as a several-part series. I hope you’ll find it helpful!

Capitalization. Avoid inconsistent or grammatically incorrect capitalization in titles and section headings. Refer to The Chicago Manual of Style for rules on capitalization. For instance, articles such as “a,” “and,” and “the” do not get capitalized unless they begin the title or heading.

Casual Writing. Nothing is more unprofessional than casual writing in a technical or trade publication that purports to having been written by a knowledgeable professional for readers who purchase the publication. Professional writing should not project a sense of “hominess;” it should be clear, succinct, and informative. Also, avoid using personal pronouns in writing; although a writer may be writing about lessons learned in the field, the reader does not need to be told this. Choose “This publication gives the reader information relevant to rights and permissions based on substantiated . . .” instead of “I provide the reader with information. . . .” My guess is that the reader does not want to hear it—especially busy professionals who have their own background and experience in various fields. You want to increase your sales without risking turning readers off and thereby potentially losing sales. You have excellent and invaluable information in your publications; ensure buyers/readers are focused on this concept only. The Elements of Style by Strunk and White is an excellent reference.

Clichés. Avoid using any and all overused terms since readers may perceive this as a sign of an inexperienced or lazy writer who cannot come up with an original thought. This is English 101 in its purest form. It takes more time and effort to avoid clichés, but that is what separates the writer from the inexperienced writer. Note that I could have said “separates the men from the boys” but I did not because it is a cliché. See The Dictionary of Cliches for a good reference.

Commas vs. Semicolons. When you have items in a series that contains some commas with individual items, use semicolons to separate each individual item. For instance, “Gary Smith; PO Box 15092; New Orleans, LA.”

Compose/Comprise. This is almost universally done incorrectly!! The correct use is “composed of” and “comprises”—never “comprised of.”

Compound Words. Be careful when compounding words. Understand that “set up” is a verb but “setup” is a noun.

Confusing Words. Know the difference between such words as “insure,” “ensure,” and “assure,” as well as “compliment” and “complement.” See the following three references:

Consistency. It is okay to use “E-mail,” “e-mail,” or “email.” Just pick one and stick with it.

Contractions. Avoid contractions in formal writing. However, understand that in some cases it simply would be too awkward to use the contraction as in “. . . but wouldn’t we all”; you would not write “. . . but would not we all.” Also, be sure you understand the difference between a contraction and a possessive. For instance, “its” does not have a possessive; use an apostrophe only for the “it is” contraction. And plural possessives have the apostrophe after the “s” as in “students’ book bags.”

Definitive Language. Avoid statements such as “all such and such is like this.” It is much better to write, “Often, such-and-such is like this” or “A large body of knowledge indicates that such-and-such exists.” No one can know everything about something.

Mini-tutorial on writing: part one

As an editor and writing coach, I run across the same grammatical issues over and over again. With the help of a colleague (thanks, Jack!), I’ve assembled this “writing tutorial,” which addresses some of these.

This information, presented in alphabetical order, should assist you in writing professional, clear, succinct, and grammatically correct books, articles, and promotional materials. Although some grammatical information is given, other information is a matter of personal style and format suggestions based on a couple of decades of professional writing and editing experience.

Naturally, the style and format suggestions are only recommendations. As with any of this, it can be viewed as an editor’s job anyway, but the fewer the problems, the less editing will cost you in the long run.

I’ll be running this as a several-part series. I hope you’ll find it helpful!

PART ONE

Acronym’s First Use. Although you understand the need to spell out an acronym or initialism on first use, often you spell them out multiple times. This comes from simply revising the text or forgetting that you have already spelled it out. You can use Find and Replace function in Word to find each instance of an acronym’s use to correct this or prevent it from happening.

Also, there is usually no need to use the acronym if it is never used again unless it is so recognizable as an acronym that readers may not understand it spelled out only. For instance, even if it were only used once, spell out Zone Improvement Plan/Program; you would spell it out, then use the acronym “ZIP.” Otherwise, readers probably would not even know what you are referring to if you only spelled it out.

Additionally, avoid abbreviating terms that you think everyone knows, such as “Ed Calendar.” It is better form and more clear to spell out “Editorial Calendar.”

Acronyms, Plural. Even if the plural goes after the first word, the small “s” goes at the end: Justices of the Peace (JPs). Also, possessives get the apostrophe in the acronym as well as in the spelled out version.

“And” and “But.” It is grammatically acceptable today to begin sentences with “and” and “but”—just do not overdo it.

Articles. Use “a” if the acronym or initialism begins with a consonant; use “an” if it begins with a vowel or a consonant with a vowel sound, such as “an RFP” where “R” is sounded as “are.” (PM-1)

Assure, Ensure, Insure. You “assure” someone of something; you “ensure” that something will be done; you “insure” something with money. Also, use “that” after “ensure” in most cases.

Bulleted or Numbered Items, Introducing.
Always begin bulleted text with a capital letter, even if it is a sentence fragment.

Parallelism is paramount; if items are not parallel, they draw attention to themselves. (See the section on Parallelism.)

Normally, do not use punctuation—such as a comma or semicolon—at the end of each line item if they are fragments.

Use a colon when introducing lists that are fragments, and end the introductory sentence with “as follows,” etc.

Use a period when introducing lists that are complete sentences, and end the intro sentence with “as listed below,” etc.

If there is no “2” or “b” you normally don’t need a “1” or “a.”

Is “POD self-publishing” really cheaper than traditional self-publishing?

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.

Self-publishing: keeping your head out of the clouds can mean better book sales

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.

Generating radio and television interviews

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.)

The many hats of a self-publisher

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.)

The importance of resilience

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.