Your book is finished. You have adoring fans among family and friends. And the grassroots support is growing. Now it’s time to get your book “out there.” But how?
Publicity is a difficult business, period. With 400,000 books being published each year, it is difficult to get your book noticed. But working with a book publicist can help.
A book publicist works to get your book placed in “free” media outlets, such as newspapers, magazines, radio, and television. These outlets are looking for current, interesting content—and if your book fits the bill, then you can generate some good buzz.
Most publishing companies (even the large ones) ask authors to hire publicists on their own dime. But hiring a book publicist means shelling out several thousand dollars per month. Unless you have a bestseller on your hands, you’re most likely going to put everything you make on royalties back into publicity for your book. In fact, book consultants often advise authors to do that very thing. They sometimes argue that the first book is a wash, and the money will come in the second or third book—once you’ve made a name for yourself. (Sourced Media Books is an exception and runs a publicity campaign for authors free of charge.)
While book publicists can be expensive, they do offer valuable services. A book publicist will usually help you (1) design a publicity plan; (2) create a press kit (a pitch letter, press release, sell sheet, and sometimes a video trailer); and (3) pitch your book to targeted media outlets. Some book publicists also manage the social media side of the book publicity, although there will usually be a separate fee for this work. Most publicity plans run about 90-120 days.
When looking for a good publicist, you may want to ask them the following questions:
1. How do you target which media to pitch to?
2. To how many outlets will you pitch?
2. Will you be pitching to national, regional, or local outlets?
3. Will you manage my Facebook and Twitter accounts? If so, will you charge an additional fee?
4. Will you create Internet links to my website? If so, how?
5. How broad will the press release be distributed? Will it be through the Associated Press or through regional channels? Will it reach traditional media or through the Internet only?
6. Will you offer review copies in the pitch?
Book publicity is certainly not easy, but it can be well worth it. Whether you hire a publicist or venture out on your own, make sure to generate buzz in the media--and watch your sales grow!
Monday, October 17, 2011
Saturday, October 8, 2011
How to get your book into bookstores
Lots of authors want to know how they can get their books into bookstores. Although more books are being sold online than ever before, having your book available in bookstores gives it more street cred (at least for now).
First, make sure to put your book into Ingram's national database. (For small niche markets such as the LDS market, this is not necessary--but you will still need to get a distributor that serves that niche market.) This makes your book "available in bookstores everywhere"; if it's in the system, someone can walk up to the information desk at Barnes and Noble and order your book--even if it's not stocked on the shelf.
Second, make sure your book is labeled "returnable," meaning that bookstores can return your book to the distributor if it doesn't sell. Because of this "returnable" requirement, you won't be able to get a print-on-demand book into a bookstore. Be wary of print-on-demand publishers that offer to put your book into Ingram's database, implying that you'll be able to sell it in bookstores. Perhaps there's an independent bookstore somewhere that will take a chance on it, but Barnes and Noble has a firm policy against buying any print-on-demand book.
Third, you need to have a strong marketing plan (including publicity) for your book. Most publishers now won't even accept a book for publication unless there's a strong marketing plan in place. Start local and gather grassroots support, then build upon your success. One of our authors, Jimmy Adams, has done this very successfully. He started with local media and book signings and built upon his success. Waffle Street was recently featured on Wall Street Journal Live (check out the online interview here).
Fourth (and this is the hardest part), you need to be patient while bookstores start small. Book buyers usually won't stock their stores with 30 copies of a new author's work. If they buy copies, they will buy a couple and see how they sell. It usually takes between 3-5 years for a new author to become established and gain a following. Be patient, consistent, and positive.
There are many other nuances to getting your book into stores (i.e., conventions, catalogs, etc.), but I'll save those for other posts. If you follow the four points above, you'll be off to a great start!
First, make sure to put your book into Ingram's national database. (For small niche markets such as the LDS market, this is not necessary--but you will still need to get a distributor that serves that niche market.) This makes your book "available in bookstores everywhere"; if it's in the system, someone can walk up to the information desk at Barnes and Noble and order your book--even if it's not stocked on the shelf.
Second, make sure your book is labeled "returnable," meaning that bookstores can return your book to the distributor if it doesn't sell. Because of this "returnable" requirement, you won't be able to get a print-on-demand book into a bookstore. Be wary of print-on-demand publishers that offer to put your book into Ingram's database, implying that you'll be able to sell it in bookstores. Perhaps there's an independent bookstore somewhere that will take a chance on it, but Barnes and Noble has a firm policy against buying any print-on-demand book.
Third, you need to have a strong marketing plan (including publicity) for your book. Most publishers now won't even accept a book for publication unless there's a strong marketing plan in place. Start local and gather grassroots support, then build upon your success. One of our authors, Jimmy Adams, has done this very successfully. He started with local media and book signings and built upon his success. Waffle Street was recently featured on Wall Street Journal Live (check out the online interview here).
Fourth (and this is the hardest part), you need to be patient while bookstores start small. Book buyers usually won't stock their stores with 30 copies of a new author's work. If they buy copies, they will buy a couple and see how they sell. It usually takes between 3-5 years for a new author to become established and gain a following. Be patient, consistent, and positive.
There are many other nuances to getting your book into stores (i.e., conventions, catalogs, etc.), but I'll save those for other posts. If you follow the four points above, you'll be off to a great start!
Sunday, October 2, 2011
How the Editing Process Works
Ever wonder what happens when a publishing company gets ahold of your manuscript? Here's the basic process.
First the publishing company decides whether to take your manuscript. This involves an acquisitions editor and often the finance and marketing departments, as well. If your manuscript is accepted, you can be assured that the company found your book to be (1) well-written, (2) marketable, and (3) potentially lucrative. Especially in today's economic environment, publishing companies won't take the risk if even one of these elements is missing.
Next, your manuscript goes into the copy editing phase. Here, a copy editor will edit for macro elements, such as organizational structure and flow. Copy editors will move text around, rewrite portions, and perhaps even ask you to go back and write additional content. But once your masterpiece makes it through this stage, you can be assured that your book "makes sense" for its intended purpose, audience, scope, and format.
Typesetting is next. In this phase, your book receives the face lift you always hoped it would. It is placed into book form using a desktop publishing programs. The industry standard is Adobe InDesign, but Quark is also good. Be wary of publishers who typeset your book in another program, such as Word or Publisher--even for an electronic book.
Proofreading follows the typesetting phase. By the time your manuscript gets to this point, all of the content issues and macro elements have been corrected. During the proofreading phase, editors check only for mistakes: typos and inconsistencies in the layout, such as a page number error or a misplaced heading. There should be two proofreaders on each manuscript.
Cover design occurs somewhere during this process. Usually, a graphic artist who specializes in book design is used to create a compelling cover that will sell your book at a glance. Most authors show strong preferences for particular covers, but the publishing company always retains the right to have the final say. An ISBN and bar code are assigned to the book and placed on the cover to ensure that bookstores will be able to carry your book.
Once the manuscript is print-ready, it is taken to the printer. It will take about four to six weeks to have it printed via offset printing. Digital printing usually takes a bit less time.
When the printing has finished, your masterpiece is ready to be distributed to retail outlets!
First the publishing company decides whether to take your manuscript. This involves an acquisitions editor and often the finance and marketing departments, as well. If your manuscript is accepted, you can be assured that the company found your book to be (1) well-written, (2) marketable, and (3) potentially lucrative. Especially in today's economic environment, publishing companies won't take the risk if even one of these elements is missing.
Next, your manuscript goes into the copy editing phase. Here, a copy editor will edit for macro elements, such as organizational structure and flow. Copy editors will move text around, rewrite portions, and perhaps even ask you to go back and write additional content. But once your masterpiece makes it through this stage, you can be assured that your book "makes sense" for its intended purpose, audience, scope, and format.
Typesetting is next. In this phase, your book receives the face lift you always hoped it would. It is placed into book form using a desktop publishing programs. The industry standard is Adobe InDesign, but Quark is also good. Be wary of publishers who typeset your book in another program, such as Word or Publisher--even for an electronic book.
Proofreading follows the typesetting phase. By the time your manuscript gets to this point, all of the content issues and macro elements have been corrected. During the proofreading phase, editors check only for mistakes: typos and inconsistencies in the layout, such as a page number error or a misplaced heading. There should be two proofreaders on each manuscript.
Cover design occurs somewhere during this process. Usually, a graphic artist who specializes in book design is used to create a compelling cover that will sell your book at a glance. Most authors show strong preferences for particular covers, but the publishing company always retains the right to have the final say. An ISBN and bar code are assigned to the book and placed on the cover to ensure that bookstores will be able to carry your book.
Once the manuscript is print-ready, it is taken to the printer. It will take about four to six weeks to have it printed via offset printing. Digital printing usually takes a bit less time.
When the printing has finished, your masterpiece is ready to be distributed to retail outlets!
Thursday, September 29, 2011
What Is "National" Distribution?
"Distribution" is an important term in book publishing. How do we get a book from point A, the publishing house, to point B, the bookstore? The answer lies in national distribution.
National distribution, for the purposes of this overly simplistic explanation, is basically having your book listed in Ingram's national database of books for sale. This is where retailers, such as Barnes and Noble and Books a Million, are able to see the details of your book and order it. Most bookstores will not order books unless they are listed in this database.
One important reason that self-publishing still carries a stigma is that self-published books are usually not available on Ingram to be carried in bookstores. Most self-publishing companies do not have access to the database.
A couple of behemoth self-publishers (i.e., Lightning Source and Amazon's Create Space) advertise that they do have national distribution through Ingram. They entice authors to self-publish with them and pay for the added service of national distribution. However, one other important thing to remember about bookstores is that they will not carry books unless they are fully returnable. Lightning Source and Create Space are print-on-demand self-publishers that do not list the book as "returnable"; therefore, bookstores will not carry books listed this way, even though they are in Ingram's system. To get your book into a bookstore, you have to be working with a publishing company that gives your book legitimate national distribution.
So, if you are interested in getting your book into the brick-and-mortar bookstore, make sure that you are with a publishing company like Sourced Media Books (shameless plug!) that gives you legitimate national distribution--and will set up book signings for you, too.
National distribution, for the purposes of this overly simplistic explanation, is basically having your book listed in Ingram's national database of books for sale. This is where retailers, such as Barnes and Noble and Books a Million, are able to see the details of your book and order it. Most bookstores will not order books unless they are listed in this database.
One important reason that self-publishing still carries a stigma is that self-published books are usually not available on Ingram to be carried in bookstores. Most self-publishing companies do not have access to the database.
A couple of behemoth self-publishers (i.e., Lightning Source and Amazon's Create Space) advertise that they do have national distribution through Ingram. They entice authors to self-publish with them and pay for the added service of national distribution. However, one other important thing to remember about bookstores is that they will not carry books unless they are fully returnable. Lightning Source and Create Space are print-on-demand self-publishers that do not list the book as "returnable"; therefore, bookstores will not carry books listed this way, even though they are in Ingram's system. To get your book into a bookstore, you have to be working with a publishing company that gives your book legitimate national distribution.
So, if you are interested in getting your book into the brick-and-mortar bookstore, make sure that you are with a publishing company like Sourced Media Books (shameless plug!) that gives you legitimate national distribution--and will set up book signings for you, too.
Monday, September 19, 2011
The Nitty Gritty on Royalties
One thing that every author wants to know is "How much will I get paid?" This answer varies widely, depending on your choice of publishing venue. Keep in mind that the information below is vastly simplified and quickly changing because of the digital revolution and print-on-demand platforms in book publishing.
For an author choosing to self-publish, a good, custom editing/production job will cost you about $5000 on createspace.com. This includes copy editing, typesetting/design, proofreading, cover design, and an ISBN number/barcode. That doesn't include the cost of printing the books, Amazon's cut once you throw it up there, or any type of publicity. But, if you're willing to make the investment and have your own marketing vehicle (like an online business or a frequently-visited blog), you could possibly make money this way.
For an author who contracts with a traditional publishing company like Sourced Media Books, the answer also varies for each publishing company. Below are some general trends. Again, they will vary, depending on the (1) marketability of the author, (2) the format of the book (hardcover, trade, mass market, digital), and (3) whether you have special clauses in your contract (escalating royalties, reserves against returns, advances, etc.).
Large publishing companies tend to pay a percentage of the retail price of the book. The royalties usually vary between 6.5% and 15% (6.5% for first-time authors, 15% for well-known, established authors). I have not heard of a royalty deal higher than 15%, but it's possible that J.K. Rowling receives more than that--if you find out, let me know :). Keep in mind that these companies do not accept unsolicited manuscripts, so you'll have to hire and pay an agent 15% of any royalties you receive.
Small-to-medium-sized publishing companies tend to pay a percentage of the wholesale price of the book (somewhere around 45% of the retail price). The royalty, again, varies between 6.5% and 15%.
Other, more progressive companies are starting to view the author/publisher relationship as a partnership. Sourced Media Books, LLC for example, pays authors 50% of net cash proceeds (a very generous royalty by industry standards, particularly for first-time authors). This type of arrangement is especially good for authors who contract with companies that (1) have streamlined overhead costs and/or (2) produce e-books as well as print books.
While we tend to think chiefly in terms of royalties when it comes to being paid, other benefits can also be lucrative. For example, in addition to generous royalties, Sourced Media Books, LLC also runs a full publicity campaign for each book without any additional cost to the authors--something that very few authors receive, even in large publishing companies. And authors are able to buy books at wholesale (50% of the suggested retail price) and sell them at retail in any of their own marketing venues. This option can be especially lucrative for authors who do speaking engagements or have a large circle of family and friends.
Again, this is just a general summary of some book publishing trends. But it should help you decide which options are best for you. With the changes that are rapidly taking place in the book industry, these numbers will likely be outdated next year!
For an author choosing to self-publish, a good, custom editing/production job will cost you about $5000 on createspace.com. This includes copy editing, typesetting/design, proofreading, cover design, and an ISBN number/barcode. That doesn't include the cost of printing the books, Amazon's cut once you throw it up there, or any type of publicity. But, if you're willing to make the investment and have your own marketing vehicle (like an online business or a frequently-visited blog), you could possibly make money this way.
For an author who contracts with a traditional publishing company like Sourced Media Books, the answer also varies for each publishing company. Below are some general trends. Again, they will vary, depending on the (1) marketability of the author, (2) the format of the book (hardcover, trade, mass market, digital), and (3) whether you have special clauses in your contract (escalating royalties, reserves against returns, advances, etc.).
Large publishing companies tend to pay a percentage of the retail price of the book. The royalties usually vary between 6.5% and 15% (6.5% for first-time authors, 15% for well-known, established authors). I have not heard of a royalty deal higher than 15%, but it's possible that J.K. Rowling receives more than that--if you find out, let me know :). Keep in mind that these companies do not accept unsolicited manuscripts, so you'll have to hire and pay an agent 15% of any royalties you receive.
Small-to-medium-sized publishing companies tend to pay a percentage of the wholesale price of the book (somewhere around 45% of the retail price). The royalty, again, varies between 6.5% and 15%.
Other, more progressive companies are starting to view the author/publisher relationship as a partnership. Sourced Media Books, LLC for example, pays authors 50% of net cash proceeds (a very generous royalty by industry standards, particularly for first-time authors). This type of arrangement is especially good for authors who contract with companies that (1) have streamlined overhead costs and/or (2) produce e-books as well as print books.
While we tend to think chiefly in terms of royalties when it comes to being paid, other benefits can also be lucrative. For example, in addition to generous royalties, Sourced Media Books, LLC also runs a full publicity campaign for each book without any additional cost to the authors--something that very few authors receive, even in large publishing companies. And authors are able to buy books at wholesale (50% of the suggested retail price) and sell them at retail in any of their own marketing venues. This option can be especially lucrative for authors who do speaking engagements or have a large circle of family and friends.
Again, this is just a general summary of some book publishing trends. But it should help you decide which options are best for you. With the changes that are rapidly taking place in the book industry, these numbers will likely be outdated next year!
Sunday, September 18, 2011
Getting Started
I am often approached by people who have amazing book ideas. They've got the ideas, they've got the passion, and they've even got some solid writing skills. So, why do they not finish their books? Based upon my experience working with writers, here are a few common pitfalls:
1. The perfectionist syndrome. Some people are SO particular about the words they pen, they get overwhelmed by the task. I have worked with a writer who has a lot of natural talent but doesn't produce content quickly, because she is very particular about every word she writes. As a result, that brilliant book is still mostly inside her head.
Solution: Remember that the thing that separates the mediocre writer from the great writer is . . . editing. When you finish the rough draft of a book, you're really only about 50% finished. The good news is that you have produced a great high-quality stone--and you're now ready to start chiseling away to reveal the work of art inside.
2. The pack-rat syndrome. Some people (especially memoir writers) want to include EVERYTHING in their books, regardless of whether the content is relevant. So the author goes off on tangents and never really gets to the heart of the matter.
Solution: If an experience speaks to you, write it down. Then have a trusted friend hack away at the manuscript and eliminate everything that isn't relevant to the stated purpose of the book. But make sure that friend is strong enough to tell you the honest truth.
3. The pressure-cooker syndrome. Let's be honest. Most of us are impatient when it comes to getting our books published. But some people are too impatient--they don't take the necessary steps to craft their books adequately. Then they read it, recognize that it's not good (yet), grow frustrated, and quit.
Solution: Get a GREAT editor that is willing to look not just at line editing but at macro issues, as well--even while you are in the writing stage. You need a cheerleader to help you slow down, pace yourself, and crawl artistically to the finish line. If you self-publish, make sure that you hire an editor with a lot of experience who wants to make the book a work of art--not just technically accurate. If you publish with a traditional publisher like Sourced Media Books, make sure that your editor is concerned with both macro and micro changes, and be willing to listen to the proposed changes. A good editing job is absolutely imperative to a successful book.
If you have the perfectionist, pack-rat, or pressure-cooker syndrome, don't worry. You can finish what you started! Shoot for one page per day, and see how quickly your book idea becomes a reality!
1. The perfectionist syndrome. Some people are SO particular about the words they pen, they get overwhelmed by the task. I have worked with a writer who has a lot of natural talent but doesn't produce content quickly, because she is very particular about every word she writes. As a result, that brilliant book is still mostly inside her head.
Solution: Remember that the thing that separates the mediocre writer from the great writer is . . . editing. When you finish the rough draft of a book, you're really only about 50% finished. The good news is that you have produced a great high-quality stone--and you're now ready to start chiseling away to reveal the work of art inside.
2. The pack-rat syndrome. Some people (especially memoir writers) want to include EVERYTHING in their books, regardless of whether the content is relevant. So the author goes off on tangents and never really gets to the heart of the matter.
Solution: If an experience speaks to you, write it down. Then have a trusted friend hack away at the manuscript and eliminate everything that isn't relevant to the stated purpose of the book. But make sure that friend is strong enough to tell you the honest truth.
3. The pressure-cooker syndrome. Let's be honest. Most of us are impatient when it comes to getting our books published. But some people are too impatient--they don't take the necessary steps to craft their books adequately. Then they read it, recognize that it's not good (yet), grow frustrated, and quit.
Solution: Get a GREAT editor that is willing to look not just at line editing but at macro issues, as well--even while you are in the writing stage. You need a cheerleader to help you slow down, pace yourself, and crawl artistically to the finish line. If you self-publish, make sure that you hire an editor with a lot of experience who wants to make the book a work of art--not just technically accurate. If you publish with a traditional publisher like Sourced Media Books, make sure that your editor is concerned with both macro and micro changes, and be willing to listen to the proposed changes. A good editing job is absolutely imperative to a successful book.
If you have the perfectionist, pack-rat, or pressure-cooker syndrome, don't worry. You can finish what you started! Shoot for one page per day, and see how quickly your book idea becomes a reality!
Saturday, September 17, 2011
Adventures in Book Publishing!
For the past seventeen years, I have participated in every aspect of publishing imaginable. First, I was a writer. Next, an editor. Then I became a typesetter and even tried my hand at cover design. Finally, after a long foray into academia, I settled into my life's work: publishing. I currently teach writing, visual communication, and other English/Communication classes at Arizona State University. I am also the publisher of Sourced Media Books--a new, traditional indie publishing house. I also teach a course on writing for professional publication at Arizona State University.
I am one of those people who learns best from experience. I'm the jump-in-get-your-feet-wet type of person and can tell you I have made every mistake . . . once. I'm also quick to take advice from experienced pros and change course when I see myself going in the wrong direction.
After years of trying practically everything once, I can tell you all about traditional publishing, self-publishing, royalties, fees, agents, social media, and publicists from experience. I'm writing this blog to share what I know--so readers don't have to experience it all the hard way!
I am one of those people who learns best from experience. I'm the jump-in-get-your-feet-wet type of person and can tell you I have made every mistake . . . once. I'm also quick to take advice from experienced pros and change course when I see myself going in the wrong direction.
After years of trying practically everything once, I can tell you all about traditional publishing, self-publishing, royalties, fees, agents, social media, and publicists from experience. I'm writing this blog to share what I know--so readers don't have to experience it all the hard way!
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