Category Archives: self-publishing

How to Keep the Long Tail Wagging

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There’s been a lot of blogspace this week dedicated to the “long tail.” If you’re unfamiliar with the concept, see my post here.

The long tail is simply a way of describing a line of product that remains available for consumers. For books, it is the backlist. It’s become a relevant topic because now, in the digital world, books are “shelved” forever.

Recently there’s been some commentary on how just having a long tail online is not any help with discovery. That much is true. You still have to provide a way for readers to find your offerings.

This is the big challenge for traditional publishing right now. It the “old days” (pre-2007), big pub got books into bookstores and bought prime real estate for the titles it wanted to push. If a name was big enough—like Stephen King—a reader could also find a lot of his backlist sitting on a shelf.

Unfortunately, this was not the case for the midlist writer. Usually their frontlist title went to a shelf, spine out, and if the book didn’t catch on the bookstores would be less willing to buy the next. The publishers, who are after all in business, would usually not “throw good money after bad,” and thus a writer’s second book got only minimal treatment. Then the author disappeared from the shelves. Career over or consignment to the backwaters of small publishing. 

Enter the Kindle and digital self-publishing. In those early years (what I call the Konrathian period), it was common to hear the naysayers opine that this was a blip, that only a very few authors would make any kind of money at this, and that it would unleash a “tsunami of crap” that consumers would be unable to wade through.

Well, we now know that early opinion is the bunk. We moved quickly to the Entrepreneurial period (see above link). Now every week it seems we hear about another self-published writer making really good money at this game.

It’s even possible that a debut self-pubber will smash through in a big way. As Hugh Howey recently stated:

[D]espite what some experts would have you believe, self-published authors are still breaking out with their first works. AJ Riddle and Brenna Aubrey are two examples, and the current bestseller lists on Amazon are loaded with new self-published authors you’ve never heard of. Andy Weir’s THE MARTIAN sold a ton of copies and was picked up by Random House and 20th Century Fox. This was a debut novel, and Andy hasn’t published anything since. He succeeded through self-publishing faster than he would have landed an agent if he went the traditional route.

But most of the time real bank is being made by productive writers who are developing that long tail. Which gives rise to a few thoughts for my fellow scribes: 

1. Make sure the tail is worth wagging

Quality makes a difference. I’m not talking about some literary standard kept in a secret vault in an underground bunker below the offices of the New York Review of Books. I’m talking about making whatever you choose to put your keyboard to the best it can be. Don’t formulate this opinion on your own. Please refer to a post wherein I explain how to know you have a quality product. See also Jodie’s list of beta reader questions. 


2. Pay for a trumpet blast

There are several e-book deal alert services out there worth your investment. The reigning king is BookBub. A listing there is tough to land, but if you do it’s the best advertising money can buy. Check out their submission tipsand keep trying. Other good services are Kindle Nation Daily, BookGorilla, eBooksoda, Ereader News Today, and Pixel of Ink.

Keep trumpeting your backlist on a rotating basis with these services. Don’t worry if you don’t make back every dollar of your investment. A percentage of these new readers will be of value down the line, as repeat customers. 


3. Consider perma-free

If you have written a series of books, one strategy several recommend is making that first book free. That way there’s no cost barrier at all for readers to get started on the series. It’s a virtual guarantee that a percentage of the readers will go on to buy one or more of the related titles.

That’s happened with my historical series. Book #1, City of Angels, is free on Amazon. When I made the change last month, several blogs that announce freebies got wind of it––without any effort on my part. I saw a huge spike in downloads and the book reached #26 in the free Kindle store. There has indeed been a nice uptick for the other books in the long tail. My sales chart for all the other titles looks like the heart monitor of a patient going from stable to good condition.

Perma-free is a strategy that, so far, Amazon does not discourage. To qualify your book must be offered for free on Kobo, iTunes or Barnes & Noble. You can accomplish this via Smashwords, but I simply did it via Kobo, which allows you to set “free” as a price. Then you go to your book’s page on Amazon and hit the “tell us about a lower price” link and follow the instructions.


4. Put your marketing on auto-pilot

The first six months of this year have been, far and away, the best for my self-publishing stream. I attribute much of that to setting up a marketing calendar at the beginning of the year and simply following that plan each month. I spread out my paid placements, KDP Select offerings, social media and e-mail notifications so I know what to do automatically. 


5. Keep adding to the tail

Finally, and most important of all, keep adding content to the long tail. People can’t buy what isn’t there.

Do all this, and soon you’ll be able to say to your less-productive colleagues what the fox said to Otis:



It’s The Best Time On Earth To Be A Writer

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Since 2009 or so, I’ve been saying to people it’s the best time on earth to be a writer. We all know why. Digital self-publishing makes it possible for a writer to earn real income outside the walls of the Forbidden City. And writers within the walls can start a separate stream of income on their own (provided they’ve wisely worked out a fair non-compete clause).

We’re far enough along now to know certain things about self-publishing. We know it is not a “gold rush.” We know you have to provide quality product, which generally means highly entertaining (fiction) or useful and unique (non-fiction). We know that the more prolific you are the better your chances of increasing your flow of income.

Now comes another report from Author Earnings, the enterprise started by self-publishing star Hugh Howey. Some of the findings in this most recent report are startling.

Self-published authors are clearly earning as much as traditionally published authors on the largest e-book sales platform in the world.

Note, this is not taking print sales into consideration. But still, it’s an astounding fact. Just think about how much the professional writing world has opened up in the six years or so since digital self-publishing began to take off.

Further:

[T]he parity we see in our author earnings charts between self-publishing and Big 5 publishing has a lot to do with the latter’s existing titles and not their new releases. How you decide to publish your manuscript today means looking at the difference in earnings due to recent works. Self-published authors are not just holding their ground with Big 5 authors when it comes to releases after 2011, they are out-earning Big 5 authors by a 27% margin.

This is huge, and comports with what I’ve found by both experiential and anecdotal evidence.

While the extreme outliers from both camps earn most of the income–similar to what we see in most entertainment industries–there is health and wealth down the long tail for self-published and Big 5 published authors alike. In fact, they almost perfectly map onto one another.

This is the real story. It is ever more possible to earn a living wage from writing IF––and this is key––you actually know how to write. This is a craft, after all. You can’t sell a vacuum cleaner that doesn’t suck (because if it doesn’t, it sucks).

I mentioned that my experience and my acquaintance with several self-publishing authors doing extremely well (I’m talking five figures a month) demonstrate why this is the best time in history to be a writer.  

As I step back and look at these writers, I notice that all of them were previously published under the traditional system. This doesn’t mean there aren’t non-trads earning at that level. Far from it. But it does mean that the circle I’m acquainted with all proved their writing chops first within the walls of the Forbidden City.

Which validates another thing I’ve been saying ever since I started teaching self-publishing workshops: if you are a new writer, and you do hope for a career at this, you need to put your books through a grinder that replicates what an agent or publishing house would do with them.

You need to be objective and you need to be hard. Heck, you may even need to reject yourself. I mean it. How many first novels have ever sold? Or sold well? Or should have ever seen the light of day in the first place?

Most first novels are like that first waffle coming off a lukewarm griddle. Chuck it and start a new one. If the new one tastes right, then keep them coming. Pile them high and don’t be stingy with the butter and syrup.

When I was first starting out as a writer, there was a stat I read somewhere that said the average yearly income generated by fiction writing was around $3000. This was sobering indeed. It wasn’t going to stop me, because writing fiction is what I wanted to do with my life. But it did have me planning to keep on practicing law for forty years.

Now that stat seems quaint in its irrelevance. That was a traditional-only statistic when print books in bookstores were the only game in town.

I have no way of knowing what the average income of productive fiction writers (meaning at least one novel a year) is today. But for a self-starter who knows his craft and is willing to write for the rest of his life, the future is a heck of a lot brighter than 3k a year.

There is also good news for writers who write for other than commercial reasons. If you’re into literary or experimental fiction, or if you have a subject you’re passionate about, you can now give those books life without having to pay four thousand bucks for a print run (and then suffer the indignity of ten boxes of unsold tomes in your garage for the next twenty years, until you finally give up and donate them to the library, which won’t take them because there are too many). 

Anyone can publish a book now and, if there’s quality attached, you can generate a following. It may be small but it will be heck of a lot larger than when you were unpublished.

Today the acton is with what I call the ownlist writers.

And for those writers who still desire to enter the Forbidden City, the gates are not closed. They are guarded with more vigilance, however, owing to the high risk of the business these days. The purse strings are tightening and deal terms can be fraught with peril. So caveat scriptor. Work with a good agent and get to know contracts. As my grandfather used to recite:

A wise old owl
Sat in an oak.
The more he heard,
The less he spoke.
The less he spoke,
The more he heard.
Now wasn’t he a wise old bird?

Keep your eyes and ears open, listen and learn about what’s going on in the book world, what to avoid, what terms to walk away from. Don’t leave your fate completely in the hands of another, ever again. Be a partner, not a patsy.

All writers should dip at least one of their quills in the rushing stream of self-publishing. As I said a couple of weeks ago, take risks and don’t be afraid to fail.

Technologies and markets will ebb and flow. Godzilla and Mothra will sometimes duke it out. But the game has changed forever. The future is now. And now is the best time on earth to be a writer.

Carpe typem. Seize the keyboard!

Why Marketing Is Like Motherhood

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@jamesscottbell


This past Mother’s Day I was reflecting upon this most honorable role and, suffused as I am with the writing life, my brain related the whole thing to marketing.
My lovely daughter-in-law is on the verge of bringing another Bell into the world. I find myself thinking back to my own first born. When Mrs. B and I were awaiting the appearance of our son, we set about to become the best parents ever. This is the pull of nature. It is as old as civilization, as robust as ocean tides.
Law student that I was at the time, I got into studying books. Today, there is a virtual mountain—nay, a mountain range of Himalayan proportions—of printed and digital advice on the art of parenting. It can seem as daunting as a view of Everest as you stare up into the clouds with only a rucksack and a walking stick.
So I remember well the day my wife and I took up the classic Baby and Child Care by Dr. Spock. Though some of it was controversial at the time (and perhaps remains so), there was a famous axiom that begins the book, one that has comforted many an anxious parent facing the world’s toughest job:
“Trust yourself. You know more than you think you do.”
It was a call to not stress about what every “expert” has to say, so much of it conflicting. In such cases you have a gut instinct that is, if motivated by love and tempered by wisdom, highly reliable.
And that’s the marketing lesson I want to mention today. There is a flood of material out there on what you must do to bring a book to the public, with so many sources asking how can you improve public relations? There are countless options, so many more than the “old days” of bookstore signings, talks at your local library, and sitting despondently next to Mary Higgins Clark at a conference.
The explosion of digital options—everything from paid ads to social media madness—can make choosing what to do seem as daunting as trying to solve the Hodge Conjecture with a hangover.
Trust yourself. You know more than you think you do.
First of all, use common sense. Don’t go into hock to market your book. The single biggest determinant of writing success is….wait for it….the writing itself. You know this. You know that you have to concentrate most on writing good stuff, getting better at it and keeping it coming, if you want a long-term career.
Second, we are starting to see that a few marketing methods are better than others. Paid placement with BookBub, for example, is always good. Other email services, like BookGorilla and eBookSoda, will make you new readers. And that’s what you need to build an email list of fans. No matter how small it might be, it’s always good to be able to communicate with people who’ve bought from you before and have shown a willingness to do so again.
As for social media, it’s easy to get the ROI (return on investment) completely bollixed. If you spend the majority of your Twitter or Facebook time begging people to buy your books, you’ve done more harm than good. If your spend more time socializing than you do producing, your calculus is all mixed up.
Here’s a suggestion: Your time on social media ought to be one-tenth the time you spend writing on an average day. If you write for two hours, you get twelve minutes on social media.
There, I said it.
I think this is all stuff you really do know, even though you might have lost that native wisdom in the clamor of Do this! and Do that!
My suggestion is to pick up the book marketing analogue of Dr. Spock: Joanna Penn’s How to Market a Book. Use it as a reference, not to try to do every single thing in it at once, but to consider the options and choose wisely.
Mothers bring babies into the world. Writers bring books. Love what you write, nurture your books, care enough about them to discipline them when they need it (that’s called editing) and then let them leave the nest.
And as they fly to market, don’t stress. Your love goes a long way. Don’t fall into the trap of thinking that if you miss doing one thing, you’ve ruined your book’s chances forever. (You know, like if you don’t get your child into that expensive pre-school he will never get into Harvard. His life is ruined, and he’s only three!)
Trust yourself. You know more than you think you do.
Keep writing the best stuff you can, choose a few marketing things to do, and it will all pretty much work out as it should. Adding stress doesn’t help a bit. To cut down on the stress of your website costs, take a look at the best free web hosting providers.

So do you get anxious about marketing? Do you realize that’s not doing you any good?

Will One Bad Book Ruin Your Career?

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@jamesscottbell

I’ve never quite believed that one chance is all I get. – Anne Tyler
Back in the early days of sound movies, a handsome but unknown actor caught a huge break. He was cast as the lead in a sprawling Western epic under the helm of a well-known director. The studio began grooming the kid for stardom.
But The Big Trail tanked at the box office. So the studio cut the young actor loose. He was, as they say, “damaged goods.”
The only place he could go after that was “Poverty Row.” These were low-rent studios churning out B and C grade pictures, most of them real stinkers. Here the actor labored for years. In 1937 this actor made yet another B Western, Born to the West. I watched the film recently. It is, without doubt, one of the worst movies I’ve ever seen.
And the actor? A bit stiff and prone to goofy smiles. So add another floperoo to this guy’s resume. No way the actor, Marion Morrison, was ever going to be a star. Perhaps you know him better by his professional name, John Wayne.
But did these bad films ruin his career? Not when the right role and director came along. The role was the Ringo Kid in Stagecoach directed by the great John Ford in 1939. John Wayne knocked it out of the park.


I bring up the Duke as an object lesson for writers. If you go to a writing or publishing conference these days you’re likely to hear an industry insider say something like: “Self-publishing is not always the right move for a writer. Be very wary about doing it. One bad book can ruin your career.”
Indeed, this sentiment was expressed by an agent/panelist at the recent PubSmart conference. The omni-present Porter Anderson was, of course, covering it, and notes:
And in the course of the panel’s comments on self-publishing and how it can play into an author’s career, [agent Brandi] Bowles offered the opinion that if one self-publishes a book and it doesn’t do well in terms of sales, then some publishers might look askance at that disappointment if asked to consider publishing that author.
Bowles is joined by others in the more traditional corridors of the industry! the industry! in suggesting that if there’s a chance that self-publishing could make an author appear to be “damaged goods” to a publisher, then self-publication is, at least, a very serious option, a route not to be taken lightly.
This sparked outrage from at least one self-publishing attendee, who turned a mealtime with Porter into a persistent pronouncement of publishing pique.
So let’s step back and analyze.
In the “old days” (i.e., before 2007), a book’s success or failure had only one metric: physical copies sold (a rare exception would be made if there was massive critical approval in the right places). If a book tanked, those low sales numbers became a scarlet letter sewed onto the author’s jacket. Indeed, many potential long-term careers got nipped in the bud because a large advance was shelled out and dismal sales made recoupment impossible. That’s when an author could get slapped with the label “damaged goods.”
In those same old days, the only option after such failure was to go to publishing’s Poverty Row, smaller companies with fewer dollars and less distribution. Or the writer could give up the dream entirely. Getting another shot a the “big time” was usually out of the question.
I believe this is the context in which the agent made the above statement. But that context has now been significantly altered.  
First of all, the term career no longer applies only to getting published by a big, traditional company. Purely self-publishing careers are being established on an ever-increasing basis.
But let’s assume your dream is getting signed by one of the Big 5. If you self-publish a book, and it doesn’t sell a lot, you are still making readers. If the book gets good reviews, you are making a reputation. That’s all to the good.
If, on the other hand, your book gets hammered, you can always take it down. You can come back and try again. And again. Just like John Wayne.
Then, should you come up with a killer concept and you have continued to work on your writing chops, your self-publishing credits will not be a deal-breaker. Traditional publishers know (at least the ones who will survive know) that their distribution and marketing systems are different and can be exploited anew for the author who has learned his trade in the trenches.

Have you ever found yourself holding back because of fear of failure? Then listen to what the Duke might have told you: “You think you’ll have a career without taking some risks? That’ll be the day. Keep writing, Pilgrim, and give it your best shot every time out.”

  

Put More Strings in Your Writing Bow

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@jamesscottbell

Today’s post is brought to you by a new string in my writing bow: the latest story in the saga of 1950s Los Angeles boxer, Irish Jimmy Gallagher. And it is FREEtoday for Kindle.
So what’s the meaning of this bow business?
I’m a fan of the Parker novels by Donald Westlake (writing as Richard Stark). I’ve seen all the film versions, like Point Blank with Lee Marvin, The Outfit with Robert Duvall, and Paybackwith Mel Gibson.
Payback, a 1999 release, is particularly good. But I recently became aware that the director, Brian Helgeland, had the film taken away from him. His version did not test well, so a new third act was written under the eye of Gibson, who was one of the producers.
A few years ago, Helgeland was given permission to release his director’s cut. I recently watched it. It is darker and perhaps truer to the feel of the novels. I do think, however, Mel and Paramount were correct. The 1999 version is more satisfying.
But I digress. The director’s cut DVD has an interview with the late, great Westlake on the genesis of Richard Stark and the Parker novels.
Westlake was putting out one hardcover book a year under his own name. Wanting to make a living as a writer, he decided he needed “another string in his bow.” He decided to try the paperback original market, which was mostly for a male audience in those days.
He wanted the books to be lean and dark. “Without adverbs,” he said. “Stark.”

That’s how he came up with the last name for his pseudonym.
He chose Richard because he liked the iconic noir actor Richard Widmark.
That’s how Richard Stark was born.
Then he needed a name for his character. He chose Parker. With a wry smile he said he wished he’d chosen another name, because he spent so much time trying to come up with other ways to say, “Parker parked the car.”
In any event, his agent showed the first book, The Hunter, to Gold Medal, the leading PBO publisher of the day. Rejected. So they tried Pocket Books. An editor with the wonderful name of Bucklin Moonliked it.
The original manuscript ended with Parker in jail. He did not, in other words, get away with it (it being the killing of some bad guys in order to get money owed him from a heist). Moon asked Westlake if he would consider changing the ending and making it a series, and could he turn out three books a year?
Westlake jumped at the chance.
What happened over the next several years is that Richard Stark started selling better than Donald Westlake, which irked Westlake the author . . .but pleased Westlake the guy who wanted to make a living.
And so Parker became one of the great characters of hard noir.
When self-publishing took off in 2008, I said it felt like the mass market boom of the 50s, where many literary authors made extra money. Like Evan Hunter writing as Ed McBain. Or Gore Vidal writing as Edgar Box.
And that gives us a lesson: We can, like Westlake, have more strings in our bows. Self-publishing offers that opportunity. But unlike Westlake and writers of that era, we don’t need to use a pseudonym. Indie publishing distinguishes brands by way of cover design, book description and categorization. Writers can therefore gain fans for material unlike other things they’re doing. Some cross-pollination of fans is not only possible, but probable. Reader have found me by way of my vigilante nun series and gone on to sample my historicals. Imagine that.
[NOTE: When I did my zombie legal thrillers, I was a traditional-only author, so I chose a pseudonym, K. Bennett. I’ve grown to like the sullen, mysterious K. He may write some more.]
We can freely write in multiple forms and genres, short and long, and the tide will lift all the boats. Back when I started getting paid for writing, there was only one stream available for the professional scribe.  Now there are three: traditional, indie and a river made up of both.
Which is good news for writers of every stripe, especially those who want to stretch and grow and make some actual money, too. 

So how many strings are in your bow?

Is Writing Success Like a Lottery System?

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@jamesscottbell



There’s been a lot of blogosphere chatter about writing success being like a lottery. Something about that metaphor has always bothered me. For in a true lottery you can’t really affect your odds (except by buying more tickets, of course). But is that true for writers?
I don’t think it is. Just putting more books out there (“buying more tickets”) won’t help your chances if the books don’t generate reader interest and loyalty. Productivity and prolificacy are certainly virtues, but to them must be added value.
Hugh Howey had some interesting thoughts recently on timing and luck. Citing Malcolm Gladwell’s book Outliers, Howey highlighted a fascinating factoid:
A list of the 75 wealthiest people in history, which goes all the way back to Cleopatra, shows that 20% were Americans born within 9 years of each other. Between 1831 to 1840, a group that includes Rockefeller, Carnegie, Armour, J.P. Morgan, George Pullman, Marshall Field, and Jay Gould were born. They all became fabulously wealthy in the United States in the 1860s and 1870s, just as the railroad and Wall Street and other industries were exploding.
From this Howey explains how he benefitted greatly from being in the right place at the right time, Kindle-wise. He had started writing in earnest in 2009, just as the neo-self-publishing movement was taking off. He did some things right, like early adoption of KDP Select and serialization. Look at him now.
But there is one thing he says I disagree with: “I know I’m not that good.”
Wrong. He is good. Very good. Woolwould not be what it is without the quality. Which Howey has worked hard to achieve.
Reminds me of the old adage, “Luck is where hard work meets opportunity.” I believe that wholeheartedly.
I went to school with a kid named Robin Yount. He was a natural athlete and an incredible Little League baseball player. In fact, my greatest athletic moment was the day Robin Yount intentionally walked me. Because Yount is now a member of Baseball’s Hall of Fame.
But it wasn’t just his natural giftedness that made him what he was. He happened to have an older brother named Larry, who made it to the big show as a pitcher. I remember riding my bike down to the Little League field one day and seeing Larry pitching ball after ball to his little brother. Robin Yount was lucky in the body and brother he was given. But he still had to work hard. Because he did,he was ready when, at age 18, he got the call from the Milwaukee Brewers.
Hard work meeting opportunity.
So I wouldn’t call the publishing biz a lottery system. What metaphor would I use? It hit me the other day: writing success is more like my favorite game, backgammon.
Backgammon, which has been around for 5,000 years, is brilliantly conceived. Dice are involved, so there’s always an

element of chance. Someone who is way behind still might win if the dice give him a roll he needs at a crucial moment.

On the other hand, someone who knows how to think strategically, can calculate odds, and takes risks at the right time, will win more often than the average player who depends mostly on the rolling bones.
Early on I studied the game by reading books. I memorized the best opening moves for each roll. I learned how to think about what’s called the “back game,” what the best “points” are to cover, and when it might pay off to leave a “blot.”
And I played a lot of games with friends and, later, on a computer. I discovered a couple of killer, though risky, opening moves. I use them because they can pay off big time, though when they don’t I find myself behind. But I’m willing to take these early chances because they are not foolhardy and I’m confident enough in my skills that I can still come back.
This, it seems to me, is more analogous to the writing life than a lottery. Yes, there is chance involved. I sold my first novel because I happened to be at a convention with an author I had met on the plane. This new acquaintance showed me around the floor, introduced me to people. One of them was a publisher he knew. That publisher just happened to be starting a new publishing house and was looking for material. I pitched him my book and he bought it a few weeks later.
Chance.
But I was also ready for that moment. I had been studying the craft diligently for several years and was committed to a weekly quota of words. I’d written several screenplays and at least one messy novel before completing the project I had with me at the convention.
Work.
Thus, as in backgammon, the greater your skill, the better your chances. The harder you work, the more skill you acquire. Sure, there are different talent levels, and that’s not something we have any control over.
But biology is not destiny, as they say. Unrewarded genius is almost a cliché. Someone with less talent who works hard often outperforms the gifted.
Now, that doesn’t mean you’ll always win big in any one game. If the dice are not your friends, things might not turn out as planned. That book you thought was a sure winner might sink. Or even stink.
But that doesn’t mean you have to stop playing.
Don’t ever worry about the dice. You cannot control them, not even if you shake them hard and shout, “Baby needs a new pair of shoes!” The vagaries of the book market are out of your hands. You can, however, control your work ethic and awareness of opportunity.
Writing success is therefore not a lottery. It’s a game.
Play intelligently, play a lot and try to have some fun, too.

So what about you? Do you believe in pure luck? Or do you believe there is something you can do to goose it?

4 Giant Steps to Self-Publishing

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Nancy J. Cohen


Recently I have released my first nonfiction title. This came about because numerous aspiring authors kept asking me how to write a mystery. So I compiled my teachings into an easy-to-read booklet with concise instructions on Writing the Cozy Mystery. Here is a distillation of the steps I followed to produce this work.

Cozy

Please note that today I am en route to Orlando for SleuthFest, and I may not be able to reply to comments in a prompt manner. I will look at them later and do my best to respond in a timely fashion.


Manuscript
Hire a story development editor and a copy editor. Polish your work to perfection.
Insert front and back material into manuscript.
Write back cover copy.

Legal
Create a publisher name and register with your State as “Doing Business As” title. Or create an LLC if you prefer. Check with your accountant for more info.
Put a Legal Notice in your local newspaper if required by the State.
Apply for a county business license/tax receipt. Note: if you’re 65, you may be exempt from fees but you still have to apply. Renewal is annual.
Open a business bank account under DBA title. As sole proprietor, you don’t need an EIN number. Use your own SS number.
Order checks for new account.
Buy ten ISBNs from Bowker.com.

Production
Hire a cover designer for ebook cover and trade paperback cover.
Determine book price for digital edition.
Assign an ISBN number to the digital edition at MyIdentifier.com (if you’ve bought them from Bowker). You will need to upload the cover and give the price.
Hire a formatter after inserting the ISBN into your copyright page. Note that the print edition will have a separate ISBN from the ebook edition so you’ll need to send the formatter two different files or pay for a correction later.
Upload your e-book to Amazon, Apple, BN, Kobo, Smashwords, AllRomanceEbooks/OmniLit. It may be easier to hire your formatter to upload to iBooks since I believe you need to own an Apple device to do this step.
*File for copyright now so you don’t have to send two print books to the copyright office.
Upload to Createspace for a print edition. If you use their ISBN, you can sell your CS book to libraries. If not, librarians will have to get your book through another source or buy it through normal channels. Consider Lightning Source and Espresso Machine as other print options.
Consider an audio edition via ACX with another ISBN assignment and a cover resized to this format.

Marketing
Order print materials to promote your work, i.e. bookmarks, postcards, etc.
Consider doing a virtual blog tour.
If you set a particular release date, hold an online launch party.
Post your release news and book cover on all your sites.
Solicit Customer Reviews.
Run a Rafflecopter Contest.
Consider if you want to give away free copies or promote a bargain/sale price.
Join indie author forums online for more tips.

Obviously, marketing could be a whole other topic as could each one of these sections. I do plan to blog about this process in more detail at a later date on my personal blog. Meanwhile, these steps will get you started in the right direction. Those of you who have been through this journey might have more to add.

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On Author Earnings and Author Yearnings

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The dust is far from settled in the writing-publishing-indie blogosphere. It was kicked up by Hugh Howey, the hugely successful indie author who has begun a data gathering project to help authors make more informed decisions about where to publish.
His Author Earnings Report was like a bomb going off in a pillow factory. Feathers flying all over the place. The gimlet-eyed Porter Anderson provides a nice overviewof the math and the aftermath. Criticism of Howey’s methodology came in furious bursts, notably here, here, and here.
The mildly opinionated Joe Konrath jumped in to defend Howey, by way of  “fisking” one of Howey’s prominent critics, Mike Shatzkin.
Mark Coker, of Smashwords fame, took to PW with a “moderate” view of the “revolt.” For an agent’s perspective on matters, you can check out Chip MacGregor’s post “Author Earnings, Amazon, and the Future of Ebooks.” 
Howey himself has defended his research in various comment sections, including the one in the Shatzkin post referenced above.
Passive Guy had this to say about the blowback to Howey’s data:
Perhaps the most fascinating aspect of the entire Author Earnings episode for PG has been the extraordinarily overwrought response it has engendered from traditional publishing and its assorted hangers-on.
Indie authors just can’t, can’t, can’t be selling more ebooks anywhere on Amazon than tradpub is. Indie bestsellers just can’t, can’t, can’t be making more money that tradpub authors are. They just can’t.
The vitriol and mathematical illiteracy have flowed like half-priced beer during Happy Hour.
What are we to make of all this? I’m no statistician, and all I really know about the field is that old saying: There are lies, damned lies, and statistics.In other words, it’s easy to look at a survey and come to divergent conclusions, depending on whose ox is being fed or gored.
Hugh Howey has provided his own bottom line:
There’s no guarantee you’ll get rich from self-publishing. There’s less guarantee you’ll get rich from querying agents. My contention is this: Most people will be happier getting their works out in the wild and moving on to the next project than they will reading rejection letters.
***

The real choice is that 99% of you can write a novel, pour your heart into it, and watch as every agent you query rejects the thing. And then you can give up. Feel like a failure. Walk away from your dream.
Or you can self-publish, have the pride of having done so, hold a copy of a physical book you wrote in your hands, see your e-book up on Amazon, get a sale or two, hear from a reader, and want to write more.
It isn’t about getting rich. It’s about having the opportunity to feel pride of accomplishment.
I’d like to offer my own take on the current landscape from the perspective of a professional writer. I’ve made my living from the clacking keyboard for almost twenty years. I believe in writers making money. I like that whole concept.
Professional writers know that striking it rich (as in Wool or Harry Potter or Hunger Gamestype rich) is out of their hands. If it happens, it’s lightning striking. We’ll take it if it comes, of course, but getting hot and bothered about it is pointless.
Professional writers pursue a steady and increasing income. That we can control, by being good and productive. “Pride of accomplishment” is fine for a first book, but after that I’d venture to say that 99% of those who yearn to write also yearn to earn.
The questions are how, where, and how long will it take to make bank as a writer? Let’s answer all three:
HOW?
By working hard at your craft. All consistent readers of TKZ know this is the drum I beat most often. I believe writers can get better and I have a library of material to help them. I also have hundreds of emails from writers, many of whom are now professional. I’m gratified my instruction has helped, but I know that these authors have added the most important ingredient themselves: a work ethic.
I don’t care how badly you want to make money from writing. Unless you produce the words, on a regularly scheduled basis, you’re going to stay stuck on yearning. 
WHERE?
Where should do you publish? Do you seek a traditional contract? Should you go right into self-publishing?
It does not have to be either/or. There is no longer a stigma attached to self-publishing. There used to be, big time. Now there is no reason a new author can’t put out work independently while, at the same time, looking toward a possible traditional contract.
In fact, trad publishers are on the lookout for self-publishing successes. Why? Because it lowers their risk. The only question then is whether the writer would be better off staying exclusively on the self-publishing course. The answer to that will be in the terms of the deal being offered. Many have taken such a deal. Others have turned trad deals down, even when they run to seven figures.
I will state here what I say to audiences of writers, published and unpublished: Short-form work (like my Force of Habit series) is a great way to get your feet wet in self-publishing, and every single author working today should have at least one wet foot.
HOW LONG?
As long as it takes. A professional writer is not going to give up, ever. You have to love to write. It has to be a sort of compulsion. You have to have calluses on your forehead from banging it against various doors. There’s plenty of rejection and dejection to go around. You take it for an hour or so, then get back to the keyboard.
The more and better you write, the better your chances of earning an income. It may not be enough to quit the old day job, but I’ve never been an advocate of doing that too soon. A day job keeps your feet on the ground and soup on the table. There may come a time when you’ve got this thing humming along and you can ditch the daily salt mine. But in the meantime, concentrate on producing a certain number of words every week. Doesn’t matter how few. Just do it. And study the craft at least one hour each week, too.
So here’s my take on the Author Earnings Report. I like Hugh Howey. I like his enthusiasm for, and support of, his fellow writers. There may be valid criticisms of how much you can extrapolate from his data. But professional writers don’t spend much time extrapolating. They spend their time typing and making up more stories.
Wayne Gretzky used to say, “You miss 100% of the shots you don’t take.”

So take your shots. And when the fur starts to fly and the blogosphere gets too noisy, pop on the headphones, cue up Steely Dan or DragonForce, and write some more. 

So what do you perceive to be the terrain out there in publishing land?  

How Much Money Is In the Self-Publishing Game?

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@jamesscottbell



I have a good friend who is a big-time business guy. One of his pet sayings is, “Data drives decisions.” In a bottom-line world, you can’t depend on sentiment, heart, hope, dreams or desire. Those all may factor into starting a business. But if the business is not making a profit, and you have hard data showing you why, you either change course or go under.

Does “data drives decisions” have any quantifiable purchase in the world of book publishing? When I became a published writer, having come out of a background in both law and business, I looked at the industry from a writer’s perspective and said to myself, “This shouldn’t be called a business at all. There are too many variables and quirks outside of anyone’s control. There is no way to reach an assurance level on ROI (return on investment). This is more like craps.”
Publishers are more in line with business practices, but even they cannot escape the gaming analogy. I mean, look at the wild 1990’s in publishing and the crazy money being thrown around, and what was happening? Publishers rolling the dice and occasionally coming up with seven. But more often than not it was snake-eyes, and books they thought would be sure hits were flops. Occasionally a book that had minimal support shot up to huge popularity. When other publishers tried to replicate that, it usually didn’t work.
I think the phrase, “What’s up with that?” started in a Manhattan conference room during those years.
Now we have entered a new world where the rules of the game are even murkier. Everyone’s trying to figure out what works. And what data to analyze.
Digital Book World and Writer’s Digest conducted a 2013 survey of authors to try to get at some answers. The survey asked the writers to identify as Aspiring, Self-Published, Traditionally Published, or Hybrid. One part of the survey took a look at how much money writers in each category are making. Predictably, the hybrids are doing the best vis-a-vis annual income. The income stream is analyzed by Dana Beth Weinberg over at the DBW site. I commend the article andthe comments to you. A couple of pull-outs:
The survey results show that hybrid [authors are] achieving greater success with their self-publishing efforts than…authors who only self-publish, but they don’t tell us why.
This is probably immune to precision. There are so many factors that are not replicable, and the landscape changes almost weekly. But there are clues:
Perhaps the greater focus on earning income among hybrid authors or their experience in traditional publishing leads them to make more strategic decisions about what to self-publish, how to bring it to market, and how to promote it.
This is undoubtedly so. The more you approach this game with a strategy, the better your odds of making some bank. Perhaps a more suitable analogy is blackjack. If you know the fundamentals you can almost draw even with the house. If you know how to count cards, you can improve your chances significantly. Which is why if they catch you counting cards in a casino, Sal escorts you out.
Or perhaps [hybrid authors’] greater success is the result of little more than the name-recognition boost that comes with having a brand developed in the traditional publishing world.
I would say there is more to it: the ability to write, proven over time.
Or maybe their success is a matter of selection: The hybrid authors surveyed were good enough to break into traditional publishing due on average to some greater talent or marketability that also translates well into the world of self-publishing.
I wouldn’t make any claims about talent, but I have worked hard on my craft from day one. When self-publishing became a viable option, I do think I’d reached a certain professional level I could depend on.
For authors deciding how to publish their work, the key question is this: Is there some set of practices that any author might adopt to improve chances of gaining readers and income from self-publishing, or are there advantages related to being a traditionally published author that might remain out of reach for the vast majority of self-published authors?
After a year-and-a-half into my own self-publishing journey, seeing not only what worked for me but also a number of colleagues, I set down what I saw as the key

principles, and came up with 5 absolutely unbreakable laws. I stand by them. They are the foundation for creating your own “set of practices” for self-publishing success. 

For example, the primary law is, “Write the Best Book You Can.” The set of practices you design to make it so might involve craft study, writing, feedback, writing, finishing, revision, craft study, coffee, more writing. Plans are unique, but the writer who pursues a strategic and thought-out approach to getting better is more likely to win in the end. 

The data from the DBW/WD survey also gives a realistic snapshot of what kind of winnings writers might expect. Big returns are rare but they do exist. This is, not surprisingly, what the entire world of free enterprise is like. Boffo successes are always fewer than tanks, near-misses and modest returns.
  
I would also remind writers of two axioms from the world of business:
Quality is Job #1.
Your mileage may vary.

Remember those two things. The first will keep your priorities straight and the second will keep you sane. And keep writing, because you won’t win if you don’t play.

Death to the Midlist, Long Live the Ownlist

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In all the talk about types of authors (indie, traditional, blended, A-list, midlist) there is, in my view, emerging a more definitive typology. I’m calling it the “ownlist writer.”
The old designation of “midlist writer” referred to that land of lean where writers who were not of bestselling status used to hang out. These were the writers who did not get much more than catalogue placement, who were not given significant marketing dollars or push from the publisher. This often made economic sense for the company. After all, they are in business, and the goal of business is to maximize profit. The way to do that is to invest in “sure things.” In the case of a publishing company, the sure thing is the A-list author–the author whose books have already proved popular with readers and have a sales record that can be largely depended upon.
Case in point: I remember reading a Publishers Weekly article some years ago about how a publisher had decided to make one of their authors the next “big name.” This was after five or six thrillers, which were gathering great word of mouth and increasing sales. The significant marketing push behind his next book did exactly what the publisher anticipated, elevating that author to the A list, where said author is a dominant force to this day. A fellow named Child.
But only a handful of authors ever get this treatment. The overwhelming majority wind up as midlisters, where the seas are turbulent.
Now, In the very old days (pre-1980 or so) a midlist writer might actually forge something of a career. If he showed steady but not spectacular sales, accepted advances commensurate with those sales, then he could actually hang on. Almost always he’d have to supplement the writing income with a “day job.” But at least he could say he was published.
Then came the era of the blockbuster. Sidney Sheldon. Stephen King. Judith Krantz. Robert Ludlum, Michael Crichton, Tom Clancy, John Grisham and lately a guy named Patterson. They became the “tent poles” that held up the edifice for everyone else. And of course, this is who the publishers put their money behind.
And the midlist, as a place of repose, began to dry up.
Which meant that more and more writers began to lose the writing part of their lives. The only place they could go was to tiny publishing companies outside Manhattan, hoping for  placement in enough independent bookstores to make the effort worthwhile.
Then digital self-publishing became a viable alternative. Each month we hear about more writers making significant income self-publishing (we also hear about writers who have not realized that level…yet. See my post on “harsh realities.”) And we also now know that the best way to market your self-published work is by owning your own list.
That means readers who have opted to be on the writer’s list and notified directly when a new book is available. As the author adds quality product to his line, the list grows, along with the author’s income.
How do you start growing such a list?
1. Have a website which has a place for people to sign up for your list.
2. Offer an incentive to sign up. I give away a free book. It’s a win-win. 
3. Speak everywhere you can. Yes you, unknown author, go to your local library and volunteer to do a talk on the subject of your novel. Go wherever they’ll have you. At these talks pass around a legal pad and ask people to put their email on it if they’d like to be notified when something of yours comes out. What, you don’t do public speaking? Afraid? Nervous? Join Toastmasters. Or get The Quick and Easy Way to Effective Speaking by Dale Carnegie and practice!
4. Put your email list on a service like MailChimp, Constant Contact or Vertical Response.
5. Put this information in the back matter of your book. It should be a short descriptive paragraph and a link. Something like:
For a complete list of my fiction and writing books, please visit my website and sign up for my occasional updates. I will not share your info with anyone for any reason, and won’t stuff your mailbox, either.
6. Make your emails short, entertaining and with a soft sell. This, to me, is something a lot of authors are missing. I don’t send out a “newslettery” email. I don’t want to give the feel of a sales brochure, or even something that’s going to take too much time to get through. I send short emails, and try to include a bit of humor, something about what I’m working on, and a link to one or two items for sale. If it’s a book launch, I make the entire email about that.
7. Be careful with subject lines. Avoid words like FREE and DEAL and other sales-type language, because sometimes those get dumped into spam folders. Do, however, make it specific. For example, an email I sent about my online novel writing course had the subject: Especially For Writers. It did quite well. I once sent out an email with the subject line: News from James Scott Bell. That didn’t get nearly as many clicks, because it’s too generic.
8. Mail regularly, but not too frequently. My rules of thumb:
a. More than once a month is too much. If there’s some sort of really crucial news you must share in the same month, go ahead. Just don’t make a habit out of it.
b. Less than once every three months is too little. Even if you don’t have a book coming out, update your readers on your progress, a little window into your writing life. 
Nurturing your own list is the best single platform-building tool you have. Start now. Don’t stress about numbers. Some is better none, and having an ongoing process is the key. Another bonus: If you are angling to become traditionally published someday, having a list is one very good sign to a publisher that you’re out there doing something to support your books.