Category Archives: indie

Three Things I Wish I’d Known Before Self-Publishing

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by Debbie Burke

@burke_writer

We don’t know what we don’t know.

After self-publishing eight books in six years, I can definitively say, no matter how much knowledge I think I have, there’s always waaaaay more to learn.

Here are three things I wish I’d known when I started.

1. Exclusive or wide? The decision whether to publish exclusive or wide is a complicated choice without clear answers. But it’s also one of the most important decisions you’ll make. Give it serious consideration.

First, let’s translate terms in the language of self-pub speak.

Exclusive means you publish and sell your books solely through Amazon’s Kindle Direct Publishing (KDP).

Going wide means, in addition to Amazon, you sell your books through other distributors (Barnes & Noble, Apple, Kobo, etc.).

The self-pub learning curve is steep and it’s a good idea to become familiar with the basic process first before you consider branching out. There’s a reference list at the end of this post to help. 

Because Amazon is the major marketplace, I recommend starting with them for your first self-publication. But be careful you don’t inadvertently make choices that might cause problems if you later decide to go wide. The devil is in the details which I’ll expand on in a minute.

Here are some KDP pros:

  • The majority of self-published books are sold through Amazon, so it makes economic sense to go with the biggest marketplace. Many authors build entire careers creating, publishing, and selling their books only through Amazon. TKZ’s own Jim Bell has done well by staying exclusive.
  • KDP provides an excellent system that walks the author through the steps. One doesn’t need to be a tech-savvy programmer to produce an attractive professional-looking book using their Kindle Create program.
  • Through KDP, you can publish ebooks, print, hardcover, audio, and additional options. Paperbacks are good quality and author copies are at a reasonable cost.
  • Their market reach is second to none.
  • They offer exclusive promotions via Kindle Select to encourage the author to stay within their universe.

However, that universe has drawbacks. Here are a few cons:

  • They change rules without notice, often in ways that seem capricious and punitive.
  • An author’s account may be suspended or terminated for violating their lengthy terms and conditions. Sometimes algorithms make the decision and bots don’t offer explanations. Recourse is difficult.  If an author can’t sell books, they are out of business.
  • KDP doesn’t allow you to offer a book for free (as a reader magnet) without a complicated workaround that requires frequent updating.
  • Most independent booksellers will not deal with Amazon.

KDP’s “Expanded Distribution” is one of the devilish details mentioned above. The terms imply the ability to distribute to markets outside of Amazon.

This is their explanation:

“Booksellers and libraries purchase paperbacks from large distributors. If you enroll your paperback in Expanded Distribution, we’ll make your book available to distributors so booksellers and libraries can find your book and order it…Booksellers and libraries around the world may purchase books from these distributors. It’s free to enroll your paperback in Expanded Distribution, and it allows your book to be made broadly available outside of Amazon.”

Sound great, right? But notice the wording (the emphasis is mine). They “make your book available to distributors so booksellers and libraries can find your book and order it.” They “may” purchase your books.

That doesn’t mean they will. 

The reality is most bookstores are unlikely to purchase books from the source that threatens their ability to stay in business. Can you blame them for not buying bullets from an enemy that wants to shoot them?

Additionally, bookstore and library computer systems are set up to order books through distributors like Ingram, not Amazon. Even if patrons request your book, a library will likely say no because it’s more time and trouble than it’s worth.

So, if you click  the “expanded distribution” button, you actually lose some ability to sell through other distributors.

Fortunately, this is easy to reverse: if you clicked the expanded distribution button (as I did originally), simply unclick it.

After several years of exclusivity with Amazon, I decided to go wide. Most sales still come from Amazon but I prefer to have eggs in several different baskets.

KDP is a good, easy-to-learn system to get your started in self-publishing but you may decide not to spend the rest of your career there. The lesson is to leave your options open. Terms and conditions change over time and what sounds fine today may not work for you in the future.

2. Amazon isn’t the only game in town. There are many self-publishing alternatives: Ingram Spark, Draft2Digital (D2D), BookBaby, Lulu, Smashwords (now merged with D2D), Barnes & Noble, Kobo, etc. All those choices can overwhelm a new self-publisher.

Fasten your seatbelts. This next section is complicated.

Since I’d rather write than learn about different self-pubbing systems, initially I took the path of least resistance and stayed exclusive with Amazon. I used their Kindle Create program to design and format.

But…you can use Create files only on KDP. If you want to go wide, you can’t take those files to different distributors. To reach other markets, you have to create different file versions of your books.

For several years, the need to learn additional programs intimidated me and prevented me from going wide.

Then I read Terry’s excellent 2020 post about Draft2Digital.

At last, here was a publishing system easy enough for the tech-challenged writer! With Terry’s coaching, I went wide using D2D.

With Draft2Digital, you upload a Word file to their system. Then use their excellent templates to design and format a professional-looking ebook, paperback, or both. There is no cost to use their formatting service. Free really is free.

D2D creates formatted book files that can then be uploaded to B&N, Apple, Kobo, etc.

Since I’m too lazy to learn the quirks of each market’s system, I let D2D do the distribution. I select markets where I want to sell and D2D takes care of the rest, uploading the files to each market’s particular specifications. They also keep track of and pay royalties. For that service, they take a percentage of sales. Because they provide great value with free formatting, I don’t mind paying 10%. For me, it’s worth it.

You can also upload files directly to the various markets and save the fee.

However, I don’t recommend using D2D distribute to Amazon. In fact, Amazon erects so many roadblocks, D2D provides a checklist to overcome them:

“In order to better serve our authors, Draft2Digital first requires that you take steps to gain access to Amazon as a digital store option. As soon as each step is verified by our team, Amazon will be activated as an option for your account.”

I should have listened to those warning bells before I tried an experiment with the seventh book in my series, Until Proven Guilty.

At that time, with six self-published books under my belt, I felt pretty comfortable and confident about the process.

You know what they say about pride going before the fall.

Instead of the usual process of uploading the book to Amazon first, then uploading to D2D, I chose to have D2D distribute UPG to Amazon, along with the other markets. That way, I figured, only one sales link was needed. Easy peasy, right?

Wrong.

Using D2D as the distributor caused problems with Amazon that I’d never encountered before.

Normally a new book in a series is automatically linked to the other books in the series. But this time, the new book wouldn’t link. That glitch required repeated contacts with KDP.

An even worse obstacle cropped up. For several weeks after publication, customers couldn’t find the book. Even when they typed “Until Proven Guilty by Debbie Burke” directly into the Amazon search box, a message said that title couldn’t be located. Many more contacts with KDP finally resolved the problem.

But that delay was especially bad for a new book launch.

I’m guessing the reason for these problems is because KDP prefers the author chooses Amazon as their primary distributor. Using D2D as the distributor disrupts their system and makes the bots cranky.

Lesson learned. Now, I upload to Amazon first. Then I upload to D2D for other markets. That means two sales link buttons, one for Amazon and one for everyone else, but that’s a small inconvenience. The problems have not recurred since.

I’d be remiss if I didn’t say a few words about Ingram. They are biggest distributor and the one used by most booksellers and libraries. Ingram Spark (IS) is their branch for self-published books. Through them, your physical books can be ordered by any store, including retailers like Walmart and Target.

IS books are print on demand (POD) and the quality is excellent although their prices are a little higher than KDP’s POD.

At some point, you may want to upload your books to IS because that gives your books the widest distribution.

But… their system is somewhat difficult to navigate, according to discussions among various writing groups I belong to. For now Ingram is a task I’ll put off for the future.

Since I haven’t used other self-pub options (Book Baby, Lulu, etc.), I didn’t address them. The above only describes my personal experience with KDP and D2D. YMMV.

3. ISBNs. When I first published, ISBNs seemed like a trivial detail, but I later discovered they are important for distribution and sales of print books.

Although ebooks generally sell the most, a significant number of readers prefer a physical book. Paperbacks account for a quarter to a third of my sales. 

KDP produces a good quality print-on-demand book at a reasonable price, so I used them.

But…I ran into problems with ISBNs.

What are ISBNs? This is the American Library Association explanation:

“The International Standard Book Number (ISBN) is a 13-digit number that uniquely identifies books and book-like products published internationally.”

Why does the ISBN matter? That is essentially your book’s unique fingerprint and how it’s located in the Books in Print database. If you want bookstores and libraries to be able to order physical copies of your books, you need ISBNs.

Side note: ISBNs aren’t necessary for ebooks.

How do you get ISBNs?

The official supplier of ISBNs is Bowker. They are pricy: $125 for one, $295 for ten, $575 for 100. You must use a different ISBN for each format of the same book. In other words, if you publish paperback, hardback, large print, and audiobook editions, each requires a separate ISBN. That expense adds up quickly, which is daunting for a new self-publisher.

The other option: use the free ISBNs provided by KDP. However…that leads to another devilish detail.

Trying to save money, I used KDP’s free ISBNs. Later I learned free comes with a price.

The price is:

“Those numbers can only be used within the Amazon system. The free ISBN from KDP can only be used on KDP for distribution to Amazon and its distributors. It cannot be used with another publisher or self-publishing service.”

When I decided to go wide, those free ISBNs from KDP didn’t work for other markets like Barnes & Noble, Apple, Kobo.

Even if your books are published using a business name (e.g. XYZ Thriller Press), the ISBN still identifies it as originating from KDP. Bookstores can recognize those free numbers and often will not order from them.

Case in point: in this year’s Christmas card from my college roommate, she mentioned she’d tried to buy my latest book Deep Fake Double Down in paperback from B&N. The ebook was available from B&N but not a print book. She prefers to purchase from B&N  but, being a good friend, she went ahead and bought the paperback from Amazon.

My ISBN mistake really hit home with the opening of a new B&N store in my town. The manager offered to feature local authors but their computer system can’t order my books using KDP’s ISBN. He graciously agreed to take books on consignment but that is only a temporary arrangement for the grand opening. In the future, I will need to publish updated paperback versions with my own ISBNs so B&N can order them.

D2D can also provide a free ISBN. This is how they handle it:

Draft2Digital will automatically assign an ISBN to any book published through our system free of charge.

The ISBN recording agency will denote Draft2Digital as the “vendor of record” on their website for any ISBN D2D purchases, but that label does not give us any rights to your work nor will it show publicly. All of our digital stores will continue to show the publisher name you choose (or, if you left the publisher name blank, it will show your author name).

In retrospect, I wish I had bitten that expensive bullet at the outset and bought my own ISBNs from Bowker. After all, that’s part of the cost of doing business and self-publishing is a business.

~~~

None of my errors has proved fatal (yet!). I’m sure I’ll make new ones in the future. Thankfully most mistakes or wrong choices can be reversed. Fixing them just takes time…time you’d rather spend writing.

Fortunately, lots of solid information about self-publishing is available. Here are several sources I trust:

Alliance of Independent Authors (ALLi);

Dave Chesson (excellent advice about Kindle Direct Publishing);

Joanna Penn (tenured, respected expert);

Insecure Writer’s Support Group (IWSG) offers this comprehensive resource list.

We don’t know what we don’t know but, with time, we learn.

Then we learn there’s always more to learn.

~~~

TKZers: if you self-pub, what do you wish you’d known when you started?

If you haven’t self-pubbed yet, what question concerns you the most?

 

Rookie Mistakes Indie Writers Make

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by James Scott Bell
@jamesscottbell

Sometimes it’s hard to believe that the Kindle made its appearance nearly twelve years ago. It ushered in the greatest boon to writers since Gutenberg—independent publishing. Not only did this sea change give new writers a way to get their work out to the world instantly; it also saved the careers of many midlist writers who were let go by their publishers due to lack of sales.

In those heady, early years a veritable Sargasso of sloppy mistakes were made by over-anxious newbies. Everything from lousy formatting to horrific covers (“But my daughter designed the cover for me, and by golly, I’m going to use it!”)

As the years rolled on, and blogs and books on indie publishing proliferated, quality issues slowly improved. That still did not guarantee huge sales numbers. You still had to write a good book! But we’ve now reached a point in indie publishing that I would call the “mature phase.”

Still, however, rookie mistakes are made by new writers. I’d like to point out three, and then turn the conversation over to you.

Cover Chaos

The other day I was browsing in the Kindle store when a cover popped out at me. Popped, but didn’t grab. I don’t want to embarrass the author, so I’ll just describe in general terms what it looked like.

The colors were fine, the fonts were good, the image — a small, shadowy figure — communicated thriller.

But the title did nothing for me. At least, what I thought was the title. For it turned out the title was a name. At first, I thought the name was that of the lead character, since it had a “title-like” font.

I should mention that the book cover was displayed in thumbnail form, which is significant because I then noticed, almost too small to read, something below the name.

It was the actual title.

And then, on the bottom of the cover: A ____ _____ Thriller.

Which meant, of course, that the font dominating the cover was the author’s name.

One little problem: this is the author’s first book. We’re not talking Lee Child here. We’re talking a rookie whom no one outside his immediate circle has ever heard of.

To give you an idea, I did a quickie mockup to show you the proportions. The names have been changed, of course.

As much of an ego boost as it is to see your name above the title, your first book is not the time to do it. Your task is to sell books and make repeat readers.

When might you put your name above the title?

a) When you hit a major bestseller list

b) When you win a major award

c) When your book sells a million copies

d) When you have established solid sales over four or five books.

Then you can move from this:

To this:

Not Paying for a Good Proofreader

I was teaching at a conference in Oklahoma recently, and took Lyft to the airport for the flight back to L.A. As I usually do, I engaged the driver in conversation. He was a local, a gray-haired ponytail fellow who goes around to fairs with a trio of guys reenacting Old West gunfights. He asked what I did and I told him and he said, “Hey, my buddy writes crime novels. He’s really into it. He’s written two of ’em.” Pause. “He needs an editor, though. A lot of mistakes and typos.”

“Uh-huh,” I said. “You can’t do that. At least if you want people to buy another one of your books.”

“I bought his second one,” my driver said, then added: “But only because he’s my buddy.”

You know all those potential readers out there? Not your buddies. So don’t annoy them with a typo infested book.

Typos are the special bane of the indie existence. I’ve often said they are like sand fleas. You get back from the beach, you shower, you think you’re good. Then around midnight, what’s that itch?

Yeah, ick, I know. But that’s how I feel about a typo that slips through.

So find a good proof reader and pay that person. It’s a rookie mistake not to invest in quality control.

And if there’s still a sand flea or two? Don’t worry. A reader will alert you. (Kindle Direct Publishing does, too.) Then you can fix and re-up your book in about ten minutes. I use Vellum for my formatting, so I make the change and then output for both ebook and print. I log into KDP and click a few times and I’m done.

Marketing Mayhem

As a rook, you’ll be tempted to try every dang thing under the sun to get the word out on your book. I’ve already written the wisest guide to marketing out there, one that will save you a lot of stress.

For now I’ll point out the two biggest blunders:

  1. Overlarding your social media with variations on: “I’ve got a book out there you should buy!” Follow the 90/10 rule. Ninety percent of your content should be positive and of some value to the reader. Ten percent you can hawk your books or alert to a deal.
  2. Letting social media overwhelm your actual writing. Remember, the best marketing by far is word-of-mouth, which comes only when you produce a great reading experience, time after time. So use most of your energy to study your craft and write your next book!

Have at it, folks. What other rookie mistakes have you seen? I’m at a conference today so my interaction may be sketchy. Talk amongst yourselves! 

 

Writers Need to be Amphibious

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by James Scott Bell
@jamesscottbell

So here we are at the end of another Kill Zone year. (We’ll be taking our traditional two-week break starting tomorrow.) It’s been an amazing run for this blog, which began way back in August of 2008. I’m in awe of my colleagues, both present and emeriti, for the depth of their wisdom and generosity of spirit toward the writing community.

Emeriti, by the way, is the Latin plural of emeritus.

Aren’t you glad you stopped by?

Reminds me of my favorite Latin joke. Or I should say, only Latin joke.

Julius Caesar walks into a bar and orders a martinus.

The bartender says, “You mean a martini?”

And Caesar says, “If I wanted a double I would have asked for it!”

Speaking of which, 2017 was a year a lot of people ordered doubles. I seriously think we need to take a collective breath and, for a couple of weeks at least, imbibe the true spirit of this season: family, friends, generosity and gratitude.

And just plain old relaxation! So kick back and watch a couple holiday movies (Miracle on 34th Street and the 1951 Christmas Carol are always at the top of my list, though I would remind everyone that Die Hard and Lethal Weapon are Christmas movies, too!)

Don’t stress about things you can’t control (this is the wisdom of the Stoics, and what says holiday fun more than the Stoics?) As Epictetus (b. 50, d. 135) so succinctly put it, “There is only one way to happiness, and that is to cease worrying about things which are beyond the power of our will.”

Changes in technology, Amazon algorithms, the size of advances … these are beyond the power of our will. Ditto the shrinking of slots in traditional publishing catalogues, the number of bookstores that are still open, and bestseller lists (unless, of course, one takes the nefarious road of buying one’s way onto the NYT list, in which case the power of will has been corrupted by the siren song of list-lust. Don’t go there).

Nor can we stuff a stopper in the flood of system gamers, sock puppets, nasty reviewers, and inveterate haters—except to the extent that we adamantly refuse to become one of them.

What is within our power?

Our writing, of course. Our dedication to it. Our determination. Our discipline.

The page we’re working on.

The goals we set and the plans we make.

Concentrate on those things. Chill about the rest.

This is still the greatest time on earth to be a writer. Remember, just ten short years ago there was only one way to get published and into bookstores. The walls of the Forbidden City were formidable indeed.

Then came the Kindle, just in time for Christmas 2007, and suddenly there was another way to get published and into the largest bookstore in the world (with your cover facing out, no less!)

During those heady first years of digital disruption, a few pioneering scribes jumped in and showed massive ebook sales at the 99¢ price point. This got the attention of writers inside (and formerly inside) the Forbidden City, and ushered in a “gold-rush” phase when good and productive writers began to make really serious money going directly to Amazon.

At the same time, traditional publishing began to stagger around like a boxer who gets clocked just before the bell rings to end the round. Many predicted that by 2013 or ’14, the whole traditional industry would be kissing canvas.

Instead, we have entered a new equilibrium where the wild highs in the indie world are leveling off, and the disruptive lows in the traditional world are bottoming out (as one trad insider put it to me, “Flat is the new up.”)

But change, albeit more slowly, continues. Thus, what both of these worlds demand are a new set of business practices. I’ve tried to provide these for the indie writer. I’m not sure who the Bigs are listening to, but I suspect they need more Sun Tzu than Peter Drucker these days.

However, here is one bottom-line truth that applies across the board and will always be apt: What wins out in the end, and perhaps the only thing that does, is quality plus time, which I define as steady fiction production providing a swath of readers with satisfying emotional experiences. This holds true for any genre. You can figure out and strive to do the things that create reader satisfaction.

And what are those things? They are matters of craft. The more you are conversant with the tools and techniques of fiction, the better your quality control. It’s like that inspirational quote from a college basketball player some years ago. During an interview he said, “I can go to my left or to my right. I’m completely amphibious.”

Writer, you have to be amphibious to make it in the swirling ocean and on the rocky shores of the book world today. So my end-of-the-year suggestion is this: Invest in your writing self. Spend a certain amount of money on writing-related improvement, like books and workshops. Go to a good conference and network with other writers. If you’re starting to realize a little income from your writing, set aside a portion of it for this type of ongoing investment.

And do take advantage of one of the best free writing resources around—Kill Zone! Traipse through our library and archives. Subscribe to our feed so you don’t miss a day. Leave comments! We love the writing conversation.

We’re on this journey together, so keep in mind something the great Stoic philosopher Yogi Berra once said: “When you come to a fork in the road, take it.”

Let’s take it in 2018!

Blessings on you this holiday season, from all of us at TKZ to all of you.

Is Our Writing Culture In Mortal Danger? Part III

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benjamin-franklin-62846_640I’m going to try to wrap up my thoughts on the mischievous missive delivered by Mr. Porter Anderson at Writer Unboxed. The first part of my response is here. The second part is here.

There are three issues outstanding:

Issue 3 – Is the Party Over?

Issue 4 – What Counts as Writing Success?

Issue 5 – Can Fiction Writing Be Taught?

Last week I upheld the view that this is the best time on Earth to be a writer. Lest you think I only mean because writers can now self-publish and make real dough, here’s some news that rippled outward from the traditional side of things: Sci-Fi writer John Scalzi inked a $3.4 million deal with Tor Books. That’s for thirteen books over a ten-year period. I’d say that counts as good times. Mr. Scalzi explains his thought process here.

Ah, but is the party over? Or about to be? Has there been a “tonal shift” in what Porter calls the “palaver” from the indie writer sector of the publishing world?

I do sense a shift, but not a negative one. It is, rather, the natural maturation of a revolution. During the Early Konrathian period of indie publishing, the talk was all about waking people up and stirring them to action (“Give me liberty, or give me death!”). There was an exuberance. There were fight songs around the campfire. Free beer.

It was Thomas Paine and Patrick Henry time. Yes, there was plenty of vitriol, too, which is always part of an uprising. What the American colonists said about the tea tax was not intended for polite society. Nor were the words of indies when reacting to representatives of the Authors Guild.

Now, it seems, the tone has changed from revolution to constitution. From muskets to quills. Giddiness has been replaced by plans and purpose and increasing success.

But just what is success? This is Issue #4.

One type is, certainly, traditional, bestselling, A-list status. Another type is having the freedom to publish what you want, when you want, and making steadily growing income. When you read surveys of traditional authors and how frustrated they can be with their publishers, this type of success might even be all the more attractive.

For some writers the “validation” of traditional success is the most important thing. Others find more satisfaction going directly to readers…and to the bank.

We are all free to define success for ourselves, and should. What does it mean specifically to you? Talk about it in the comments.

Finally, Issue #5. The title of Porter’s post was The Dreaded Training Debate: What If It Can’t Be Taught?

The question implies that a negative answer might be possible. Or, worse, that there is a possibility the whole enterprise of teaching fiction is little more than a racket. That’s what brought me and a couple of my teaching colleagues—Donald Maass and David Corbett—into the comments with some admonishments.

Porter, I’m happy to say, qualified this impression, kindly mentioning my name and my two fellows (and others) as exceptions. But he added this in a comment:

It’s been interesting to see some of these folks I’ve mentioned struggle with this piece. On the surface, of course, that looks natural in that no one wants to be painted with too broad a brush. But you note that I mentioned none of them, nor would I — they’re not the kind of problematic how-to players I’m talking about. And yet, to some degree, they seem unsettled by even the discussion of the problem.

This makes me think (I’m speculating here, they have not told me this) that the problem of “the toadstools” — who are NOT these writer/teachers — is much on their minds.

I can’t answer for my colleagues, but I’m happy to clear up any confusion on my part. No, “the toadstools” were not on my mind at all. What set me off was even entertaining the notion that writing can’t be taught. In point of fact, virtually all writers have been taught how to write in some form or fashion. It’s just that not many talk about it. As good old Ernest Hemingway once said, “It’s none of their business that you have to learn to write. Let them think you were born that way.”

Writing is taught in many ways.

It is taught by editors who know what they’re doing.

It is taught by teachers who know what they’re doing.

It is taught by books by people who know what they’re doing and how to teach others to do the same.

It is taught by critique partners and beta readers.

It can be self-taught by reading novels and analyzing what other authors do. That’s fine. What I do when I teach, however, is save writers years of trial and error by showing them right away what successful authors do, and how they can do it themselves.

The proof of all this, I add as a former trial lawyer, is in the testimony of credible witnesses. The successful writers who themselves give credit to writing instruction.  

Let me offer just one example. This from critically acclaimed author Sarah Pekkanen, who gave an interview to NPR about getting published:

I needed advice before I tried to write a novel. The usual axiom — write what you know — wasn’t helpful. I spend my days driving my older children to school and changing my younger one’s diaper — not exactly best-seller material.

So I turned to experts. Three books gave me invaluable writing advice. One, by a best-selling writer [Stephen King]; one, by a top New York agent [Donald Maass]; and one, by a guy who struggled for years to learn how to write a book and wanted to make it easier for the rest of us [some joker named Bell]. 

The full interview is here. That was six years ago. It’s nice to see how Sarah’s career has prospered since. I’d say she’s offered credible testimony that writing fiction can indeed be taught.

Whew! That’s three full posts all sparked by the incendiary flying fingers of one Porter Anderson, provocateur and good sport. If you bump into him at a conference, don’t dislodge his keyboard…buy him a Campari instead.

Now I’m done. Next week we return to our regularly scheduled program!

Key Book Production Costs for Self-Published Authors

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Jordan Dane
@JordanDane




After James Scott Bell’s excellent post “We Are All Long Tail Marketers Now”, several side discussions took place in the comments regarding my self-published novel – BLOOD SCORE now available through the Amazon Kindle Select Program (my first time using this program). I’ll have the book discounted until August 1. (I love how the TKZ community gets involved with each post. Thank you.) Questions came up about my editing and production experiences with this novel since it is outside my traditionally published works.

As I mentioned in my comments on Jim’s post, the business end has always been a drain for me. Self-pubbing involves more than promo. It’s production of the actual book and the promo is ongoing (as it is for me with traditional publishers too), but with indie I’m in control of my production schedule, retail pricing and subrights decisions, and can capitalize on promo ops when I want to. Being a hybrid author, straddling traditional and indie publishing, gives me more options and many “irons in the fire.” I have many more points mentioned in another post I did on the subject. On my group YA blog ADR3NALIN3, I did a post on the “Ten Reasons Why I Am Self-Publishing.” 

I wanted to dip my toe into the waters of indie with a non-fiction book as well as a short story anthology so I would know what was involved in production and to build up my contacts for service providers. My upcoming full-length novel project will be more about learning promotion. I’ve got loads of personal bookmarks for service providers, but the marketing side of the business needed work on my part. I’ve created a Self-Pub Resource tab on my YA blog-Fringe Dweller. I hope to update it as I go along. For now it encompasses review sites for digital books. That resource tab will be a work in progress as I go.

Basically, here are the indie production costs as I see them:

1.) Edits: $500-$1800+ – This is a tough one to estimate, but important. I’ve seen this cost higher, depending on if you need a book doctor or not. It depends on how much work needs to be done and who you use as editor. A good editor is worth their weight in sales, so shop wisely. Beta readers will only get you so far. Having said that, I’ve had some good and terrible copy editors on my traditionally published books. Being traditionally pubbed does NOT guarantee you will get a good one. At least with indie books, you can make the decision on who to use on current and future projects. 

For this project I used authors/editors Alicia Dean and Kathy Wheeler. They helped with formatting and editing and made that effort painless and fun.
 

2.) Cover $150-400 – This range depends if you are doing a version for print or just digital. The print design costs more because it involves the design of a spine and back cover. You can do a cheaper cover by merely paying for one digital image from iStock or some other provider and add font and do it yourself graphically (not recommended), but a cover needs to look good on a thumbnail and a bad design can kill sales. On BLOOD SCORE, I used Croco Designs and love Frauke Spanuth, the designer. I’ve used her for blog header designs and bookmarks and now covers. She’s a German designer who works for publishers too. Her costs are reasonable on all fronts and she’s easy to work with and fast, but there are many cover designers out there now. Look through portfolios to find one you like.

3.) Formatting $100-150 – You can do this yourself, but I’ve never tried it. There are software programs, but haven’t tried that either

4.) Promotion $50-Whatever – This is totally up to you. There are many free sites that promo ebooks now (that are focused on ereaders), but there are also bundlers who will charge you $50 or so to post promo to 45 sites, etc. I’m hoping to try this with BLOOD SCORE.

5.) ISBN #s – this is an investment for future books. I bought 10 numbers, which keeps the cost down. I think the individual book price is higher to retain your own ISBN#, or you can use the one that Amazon or others assign you for free, but I prefer to have control of my own ISBNs. So this ISBN cost can cost you nothing, unless you decide you want control like I did. So spread $250 across ten books if you retain your own ISBNs.

So all in, you might pay $800 – $2400 (excluding ISBN costs), but you can manage your price to earn 35% – 70% royalty with a better monthly cash flow where you can control the price and promo ops. Using a price of $0.99 you’d earn 35%, but $2.99 or better and your royalty would be 70%. For a novel length book, I might discount it to $.99 for a certain period on release, but then move it up to $4.99. Hard to say what breakeven would be without real sales figures behind it, but you can play with the math. 

$4.99 at 70% royalty, you’d have to sell 229 – 687 books to clear the cost range I mentioned. Mind you, this does NOT take into account any promo ad costs and assumes only one price at the higher royalty rate. If you were to move that price point to $2.99 at 70% royalty, your sales would have to be 382 – 1148 to breakeven.


A writer friend of mine shot me some real numbers. (I’m also on an indie writers loop where I hear lots of good info.) It takes having a number of good books to build up your “virtual shelf” of offerings and build your readership. Again, I repeat. Good books. But my crime fiction author acquaintance is seeing $7,000 – $10,000 per month for 8 novels or so, and this will grow as new material gets added. This author crafts a solid book and writes full time. 

For me, I like having traditional contracts to fill, but I want the more immediate cash flow too, rather than waiting for royalty statements every 9 months (by the time they reach you). (Antiquated accounting methods and reporting systems for traditional publishers, in a digital age when sales are more immediate through Amazon and other online retailers, are more things that I hope will change.)


The last thing I’d like to talk about is the value of “a la carte” subrights (ie foreign rights, audio, print vs digital). In many deals, these rights are lumped in and assumed to be part of the deal, but should this continue as advances drop? Or if advances drop, shouldn’t the royalty percentage increase to offset the lower upfront money? Subrights have value to the indie author. (Here’s a LINK to a post I did on self-publishing in audio, for example.) If an author gets an offer, but the advance is marginal or too low to tie up copyrights for years (something I am presently experiencing on my back list), do you have options? 


You can certainly turn the deal down. That’s one option. I did this with BLOOD SCORE when I got an offer to buy it from a big house. After my experiences, the offer wasn’t good enough to deal with the aftermath of a rights tie up into infinity. 

Even if an advance is $10,000-15,000/book, that might not be enough if the terms of the contract are onerous over the long haul. Successful thriller Barry Eisler turned down a deal from a traditional house for $500,000+. That boggled my brain, but no one knows the terms of that deal that made Barry change his mind. He’s a real marketing guru and has a solid readership. Deals are subjective.


These days this is a personal decision each author has to make, but if publishers would negotiate on terms, a marginal advance deal might work if the number of years for digital rights can be limited before they would automatically revert back to the author (ie 2-3 yrs only) or if UK rights were granted but digital rights in the US are retained. Some successful indie authors have retained digital rights, but sold print rights (ie John Locke to Simon and Schuster). With “out of the box” thinking and a little negotiating, some of these marginal deals can be done if the parties agree on specific terms, but I’m not sure traditional houses are open to such change yet.

Food for thought and discussion at TKZ:

1.) If an advance is too low to tie up copy rights, what terms do you think can be negotiated to make the deal happen? Do you think the publishing industry is changing in this regard?

2.) If you’re an aspiring author, would you sign a contract at ANY advance to be published, or do certain contractual terms matter to you?

Is Cutting More Important than Adding?

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Today I have a guest post from Sechin Tower, author of Mad Science Institute (MSI), a highly unusual yet thoroughly entertaining young adult suspense novel. I met Sechin on Twitter. Once I saw that he was a game developer, I asked for his help on my next proposal, a near future YA techno thriller that involves gaming and he helped me fine tune my game world. I also downloaded his book and found a real gem. Since he’s a teacher, he incorporates science into the plot to make learning fun for young readers. I absolutely fell in love with his YA voice, his characters and his humor. I’m looking forward to his next book. Below is a summary of Mad Science Institute.

Sophia “Soap” Lazarcheck is a girl genius with a knack for making robots-and for making robots explode. After her talents earn her admission into a secretive university institute, she is swiftly drawn into a conspiracy more than a century in the making. Soap is pitted against murderous thugs, experimental weaponry, lizard monsters, and a nefarious doomsday device that can bring civilization to a sudden and very messy end.

Welcome, Sechin!

I had a professor who insisted that the best way to write a two-page paper was to write a 10 page paper, throw it all away, and then hand in pages 11 and 12. When I tell the same thing to my students, they don’t buy it. I can’t blame them: I didn’t really buy it either, not until I started writing novels.

My professor’s point was that not all pages are created equal. Of course it takes more effort to write 10 or 12 bad pages than two bad pages, and maybe even more than two mediocre pages. But good pages require time and effort, as well as research, experimentation, structuring, restructuring, and a nearly endless amount of general fussing. At the very least, good pages require two steps: adding and cutting.

I teach two discrete groups of students and I’ve found that each needs this advice for different reasons. One of my student groups consists of the crème-de-la-crème of our school’s scholars, students who take the most challenging courses, maintain the highest GPAs, and participate in every extracurricular activity that might sparkle on their college applications. My other group consists of at-risk kids in an alternative school program. Many of these students are extremely intelligent, but for a dizzying array of reasons none of them has had much success in school.

The advanced students always want to build up their writing until it overflows. They do the research, they know the issues, they have the facts, and they want to pile it all in without any thought to purpose or readability. The bigger the better: if the assignment calls for two pages, then they assume 10 ought to get a better grade. If they run out of things to say, they resort to inflated words and ponderous sentences. Their writing often becomes a cluttered, colorless hallway that never leads anywhere.

My alternative high-schoolers, on the other hand, bring a great deal of passion about anything they see as relevant to their lives. They are lively, colorful, and outspoken, but even on their favorite topics their writing is terse. For them, it’s about getting to the point. Why wade through the muck of evidence and logic when you can gallop right to the exciting conclusion? Why bother explaining anything if you feel like you already understand it?

Although I didn’t know it at the time, I built a composite of these two groups when I wrote Mad Science Institute. I started by combining all the drive and technical know-how of the advanced students with the vitality and quirkiness of the alternative school kids. I crammed a lot into each character and just as much into the plot and setting, but in the cutting phase I eliminated everything that failed to accelerate the story or develop the characters. It meant cutting some perfectly good ideas, but that was okay: true to the mad science theme, I knew I could stitch them together and give them a new life whenever I was ready. Right then, all that mattered was pruning back and boiling down until the book became balanced and lean.

Being a teacher helped me write a better novel, and writing a novel helped me become a better teacher. I’m not trying to teach my students to become novelists—I wouldn’t push it on them any more than a P.E. teacher would urge all of his students to aim for NFL careers—but what works for crafting a novel applies to essays, letters, and other forms of writing as well. By the end of each year, I’m gratified to see that those students who tended to add too much have learned to accomplish more with fewer words, and the ones who want to start too small learn that they need to build up before they can trim down.

Despite what some students claim, the art of writing is nothing that can be mastered with a mere 16 or 17 years of practice. If I’m any better at it than a student, it isn’t because of what I’ve written but because of what I’ve un-written. Deleting the thousands of pages of rough drafts and practice novels was the only way I could learn what should stay and what just gets in the way, and by the time my students delete that many pages they’ll be better writers than I am.

It seems to me that what you cut is as important as what you add, but maybe that’s just my process. I’d love to hear your opinions on the matter.

How about it, TKZers? Are you more of a cutter or adder?

Sechin’s website & Twitter