marketing – Words Into Books

Four Things Publishers Expect From Authors (they may not be what you expect)

I just talked to Jerry Simmons, NAIWE’s publishing expert, and came away with some interesting insights into the expectations of publishers. I suspect that there are more than four things that publishers want authors to bring to the table, but the ones that Jerry chose were based on his own vast experience in the business side of the publishing world. A couple of them surprised me– how about you?

Here are Jerry’s picks for four indispensable ingredients for publishing success:

Be Prolific

Publishers are in the business of producing content that they can sell. If you write decently and can turn in at least a manuscript every year, a publisher is more likely to value you.

Be Consistent

Stick to your area of expertise, and turn in good quality work each time. If you’ve gained an audience for a particular type of work or in a particular genre, write for your audience. It not only keeps your backlist alive longer, but it’s also easier to sell to an established audience, rather than having to build an entirely different audience. If you feel you must write in other genres, you may want to get a different agent and use a pseudonym. According to Jerry, publishers regard commitment and consistency as a huge plus, and that can have a positive impact on your writing career.

Be Predictable

No, this isn’t quite the same as being consistent. Predictability actually has to do with percent of predictable sales. If a publisher ships out 1000 copies of your book, they want at least 65% of them to sell (the ones that don’t sell are returned from the bookstore to the publisher to meet a dismal fate). Publishers also like to see your backlist continue to sell (the backlist is books that are over about six months old). If your work consistently sells at a high percentage rate, you’ll be considered a publisher’s gold mine, and you’ll benefit from the multiple streams of royalty income.

Be Marketable

The best way to sell books is through publicity. Are you presentable and articulate for book signings or radio and television interviews? Remember, you’re representing not only yourself, but also the publisher, so they need to be convinced that you won’t embarrass them, and that you’ll effectively participate in the marketing of your book. Marketability can weigh quite heavily in a manuscript-purchasing decision, so take a close look and see how you can make yourself more marketable.

You may decide you need to get a media coach or join Toastmasters International to learn about speaking, or get your teeth whitened, a fresh hairstyle, or perhaps just a nice outfit or two (get good advice from a professional who understands business wear). Whatever you do, it will be an investment in marketability which can further your writing career.

There… what do you think? Were you surprised by any of these items? I’d love to hear your thoughts.

You can listen to the interview on NAIWE NewsWire.

To Publish or Self-Publish? An Unexpected Quandary

I’ve been working on a book proposal, and as it takes shape I find myself in an unexpected quandary. It’s a good book (in my completely unbiased opinion;-)) on a popular topic, and it’s built on many years of practical experience. Although I have a publisher who specifically requested this proposal, I’m hesitating over the question of whether or not I want to go through traditional publishing channels or self-publish.*

You see, I’ve done both, and I know how to self-publish properly– doing everything that a regular publisher would do, including using my company’s own ISBN and hiring experienced specialists for editing, copyediting, indexing, cover design, proofreading and all the other details. I have access to a high-quality pool of experts in NAIWE, the National Association of Independent Writers and Editors, and I’m not worried about the mechanics of the process. Because I have a reasonably well-established online presence and a solid platform as a writer, speaker, coach, and director of NAIWE, I’m not worried about the marketing.

The reason I’m wavering is twofold: First, I know the vast difference in profit margin between the two methods, and second, I highly value the speed, flexibility, and control of the self-publishing process. For a non-fiction book that is carefully targeted to a specific audience, a competent self-publisher with a high-quality book can easily reap a profit of at least 50% of the sale price per book, and often quite a bit more. If the same book were traditionally published, the author would be extremely lucky to receive royalties of 10% of the wholesale price.

With traditional publishing, authors also lose flexibility. There’s no way to easily update information or release a new edition; the publisher usually keeps the rights to publish the book in alternative formats; and authors must purchase books at the wholesale price rather than cost if they want copies for marketing. Worst of all, if the publisher lets the book go out of print, all ongoing potential income is lost unless the author regains the rights (which is something I’d be sure to specify in any contract I signed). The traditional publishing process can take well over a year, while the length of time between manuscript and book-in-hand for a self-publisher–even one who outsources many steps– is usually a matter of a few months at most.

So if self-publishing is more profitable, faster, and more flexible, why is there even a question of going the traditional route? First, there’s the lure of handing it over and having an editor take charge and direct the editing and publication process. Like most writers, I’m busy. I always have other writing projects going, plus work with the association, so sharing responsibility with someone else is alluring. I know that authors still end up doing a lot of work, but it’s reassuring to have an expert at the helm.

Second, traditional publishing has more street cred. People still regard it as the holy grail for writers, and I respect that. Self-publishers, even those whose books match traditionally-published books in quality, are treated like pre-transformation Cinderellas. There’s a certain cachet in being one of the chosen, but from a practical standpoint it’s the equivalent of marrying for social position. Very few people argue for marriages of status anymore, and publishing for status may be destined to become equally archaic. Right now, though, traditional publishing still holds many of the credibility cards, and depending on what the author wants to accomplish with the book, that added credibility can be important.

What to do? I’ll decide in the next few days. I still believe in traditional publishing for fiction, but for non-fiction, it’s a quandary: money and control vs. time and credibility in the traditional publishing world. Hmmmm…

*The term “self-publishing” is being co-opted by some vanity presses, which are using incorrectly using it to describe what they offer. An author who pays a fee to have his or her book “published” under the ISBN of a “publishing company,” is simply paying to have the book printed by a vanity press. This is not self-publishing, and to call it self-publishing is misleading and inaccurate.