Category Archives: self-publishing

Facing Down the Harsh Realities of Publishing

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Why doesn’t Phil Ivey get to the final table every year in the World Series of Poker? In fact, why hasn’t he ever won the main event? Every observer of the game puts Ivey at the top of the charts in terms of all-around poker skill. He wins a lot of tournaments, but never the big one.

It’s because poker isn’t only about skill. You’ve got to get the cards. You can go all in with pocket aces only to see your opponent from Hoboken draw that third eight on the river.

So yeah, it’s a mixture of skill and luck. While you may not feel you have the skill to succeed when playing poker on an online uk casino, this doesn’t mean you can’t win big. Which pretty much defines any endeavor in life.

Of course, stronger skills increase your odds of success. As one wag put it, “The harder I work, the luckier I get.”

In the writing world, especially now, you’ll hear a lot about luck and the “harsh reality” of publishing. Whether you’re self-pubbing, going with a traditional house (large, small or in between), or doing a mixture of both, the truth is it’s hard to break through to big numbers.

A few weeks ago the highly successful, and most generous indie author, Hugh Howey, wrote the following in regard to a post on Joe Konrath’s blog.

I think Joe comes as close as anyone to sorting it all out. Like me, he includes luck in his secret recipe, and he qualifies that with the hard work that magnifies luck. Let’s say luck, as an ingredient, accounts for 30% of the Breakout-Sauce. That’s enough to explain how some authors go nuts with a single book, or expensive books, or books with crappy cover art (like mine), or books with technical faults. It would also explain how someone with a dozen excellent titles isn’t taking off. How someone who does everything “right” doesn’t have success.

If that’s the reality of it, then what’s the answer? The same answer you’d give anyone starting a business. Do you really want to do this? Are you willing to pay the price? Can you live with risk and uncertainty? Can you look reality in the eye and make adjustments? Is this business enough of a passion that you’d do it even if you barely clear your bottom line (e.g., run an independent bookstore)?

Yes? You will keep writing? Even if things are not taking off? Okay. Then:

1. Keep your expectations low

The great world religions, and various schools of philosophy, teach that unhappiness comes primarily through expectations unfulfilled. Expectations can form images in your mind, such as seeing your ebook hit the Kindle Top 100 list, or some such. When it doesn’t happen, your brain orders a secretion of chemicals that make you feel like pig slop.

Set goals and have dreams, yes. But temper them with your mind telling you not to be dependent on them for your happiness or productivity. “If you can dream, and not make dreams your master . . .” Kipling wrote.


2. Keep your work ethic high

I believe I said this best in my post called “How to Make Money Self-Publishing Fiction.” Especially the part about constantly learning the craft. Get feedback. Read books and articles on writing. Keep learning. Try new things. Experiment with short form. Maybe you’ll find a new genre you like, and that readers like, too. At the very least, you’ll be exercising your skills. Dean Koontz was a middling writer for the first ten years of his career. But he was crazily prolific. And all along the way he taught himself about the craft. When he intentionally took a leap into deeper characterization (with Whispers) he shot up another level. And he’s had several leaps like that since.


3. Keep your joy hot

I also wrote about joy in your writing being a key to success. You see, it’s always a combination of things that betters your odds. Knowing how to free your voice is one of those things. It’s also more fun to write this way. You might as well have fun at this thing.


4. Keep your grumbling cool

I used to say that if you got a rejection from a publisher or agent, let it hurt for half an hour, then get back to your keyboard. Same if you self-publish. Your latest release mired in mud? Okay, grouse to somebody about it, or bay at the moon, but then get back to work on your next project.


5. Keep on writing for the rest of your life

If you love to write, why would you ever stop? If writing doesn’t make a living for you, do it because you love it, and do what you can of it. Keep your day job but find your “quota sweet spot” and stick to it.

Persistence plus production plus quality improvements all along the way. That’s been the formula for business success ever since Eli Whitney (did you know the cotton gin didn’t make him rich, but muskets did, years later? Well, now you do).

Let Hugh Howey, from the same comment I linked to above, have the last word:

Which leads to my point of this long-winded nonsense: Time has to be an ingredient. An important one. This revolution has barely gotten started. Good luck and bad luck require time to even them out. If you’ve done everything right, your works might take off in ten years. Who knows? We haven’t been at this long enough. I think it’s too early for any of us to say something isn’t working or that it won’t work. I just have to remember back to writing seven novels over three years and watching them sit between #335,204 and #1,302,490 in the Amazon store. I didn’t care. I just kept writing. I read about Amanda Hocking, and I thought: “Hellz yeah!” And I kept writing. I gave myself until I was 40 and I had twenty titles published before I worried about whether I sold enough to pay a bill. And even if that never happened, it was an excuse to publish twenty titles. I could always say that. No one could take it away from me. And anyway, I’d sold a handful of books and heard from people that they loved them. I remembered when that was just an idle dream.

So how is the reality of writing treating you? What do you intend to do about it? 

The State of Self-Publishing at This Moment in Time

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Today’s post is brought to you by a “Happy Birthday.” On this day in 2004, the print version of Write Great

Fiction: Plot & Structure was published by Writer’s Digest Books. I wanted it to be practical and immediately useful, the kind of book I was looking for when I was learning how to write. It was my desire to deliver writers from what I call “The Big Lie,” that good fiction writing technique cannot be learned. Bosh. Piffle. Hooey.

I still get emails and tweets each week from authors who give the book an esteemed place in their fictional development.
For this I am truly grateful. So thanks for allowing me a moment to toot a birthday horn and let loose a balloon. Now on to today’s subject
•••
We know some things about self-publishing that we didn’t know a few years ago.
First of all, we have to define the epochs. Yes, self-publishing has epochs.
There were the early years, which archaeologists call the Konrathian Period. Here you will find those who jumped in early and eagerly as the Kindle was taking off (late 2007 to 2010). Etched in the fossil record you’ll find names like Mr. Konrath himself, Amanda Hocking, John Locke, TKZ emeritus Boyd Morrison and many others. The period is marked by some staggering sales of 99¢ novels. Also by wild and sometimes intemperate remarks about the demise and dastardliness of traditional publishing.
Barry Eisler ushered in the next epoch, the Lower Entrepreneurial. This was in early 2011 when Barry turned down a cool half a mil from St. Martin’s Press in order to self-publish his next John Rain thrillers. At the time I called this “The Eisler Sanction” because here was a legit and well-paid traditional author taking a businesslike look at the future and deciding to go indie. It was the sort of risk entrepreneurs take in new and untested markets. Thus, a little more intentionality had evolved out of the rough-and-tumble Konrathian.
Over the last year or so we have entered what I call the Mature Entrepreneurial. The risks and rewards are more evident now. A certain reality has set in. We have track records that help us assess the relative merits of traditional versus indie publishing. For example, some of the risks of going straight into self-publishing:
1. Foregoing an advance (even at the lower rates now being offered by publishers. “15k is the new 50k,” an agent told me recently).
2. Missing out on the chance that a traditionally published novel or series might be that “one in a hundred thousand” that breaks out into huge sales and makes a “star.”
3. Not having behind you a team that does things very well: edit, design, get books into bookstores.
4. Getting lost in the Sargasso of mediocrity that is the digital book world.
However, rewards look like this:
1. Author as master of own destiny.
2. Not roped to a single brand.
3. Books published as soon as the author deems them ready.
4. Royalty structure more favorable.
But what about actual money? During the Late Konrathian and into the Lower Entrepreneurial, dollar signs sparkled in the eyes of many new writers. Dreams of scoring big with one or two books, or maybe a series of shorts, danced like a temptress in scribal heads.
Reality has a more temperate message: Self-publishing is a volume business, and the product has to be quality. And it takes time, lots of time, to grow a customer base.
Gee, just like any business! Imagine that!
Also, for more and more writers, it’s not just a money game. In a recent interview at Huffington Post, Eisler says:
Then, there’s the issue of happiness. I wouldn’t divorce money from happiness. Most people would be happy making more money than less. But my happiness quotient wasn’t driven entirely by financial considerations.
Because of my personality and business experience, I found it very frustrating to have to entrust business decisions to people whose thinking, work process and conclusions I didn’t necessarily agree with or respect. I’ve had publishers make terrible business decisions for my books. I found it painful and frustrating to have to live with those decisions. I find it much more satisfying to be responsible for and in charge of those decisions.
So where are we with self-publishing at this moment in time? It continues to evolve, of course. But every month we have more and more data and testimony about methods and results. Which puts us on the brink of a new epoch, The Vocational, wherein writers wisely choose their path based on what they feel called to, where they feel happiest, where their writing can flourish according to their own definition of success. 
Which is what it should come down to, after all. Not someone else’s definition of success, but your own.
Define it. Write it down. Then go for it.

NOTE: I’m in travel mode today. Mix it up in the comments and I’ll get to them when I can. Talk about where you are in your publishing journey. What does the landscape look like to you? 

Write What You Love

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And it don’t take money, don’t take fame. Don’t need no credit card to ride this train…That’s the power of love.
       – Huey Lewis and the News

I have a lot of writer friends in various career stages, and therefore considering various career moves. The nice thing these days is that there are moves, more options than ever before. This requires that writers not only know and understand the choices (in terms of possibilities and pitfalls). It also requires that writers know themselves.
One friend who has been writing steadily for many years for traditional publishers is a case in point. After receiving news that her publisher was dropping the last book in a contract, she took a break from writing and looked inside. She wrote about what she saw, and gave me permission to share it:
After taking a much-needed break when I learned in May that my third book with ____ wouldn’t be published (which was, perversely, good news for me, as I hated the story, the characters, and the obligation to write it—with 20k words and one month to deadline at the time), I finally got to the point at which I would literally get the shakes at night because I needed to be doing something creative (i.e., WRITING), but every time I pulled out a notebook or sat at the computer, I would feel even worse staring at that blank page because the only thing I could think of when trying to start something new was all of the pressure and pain (emotional and physical) of being under deadline to churn out two or three (usually three) books a year for the past four years.
But the urge to create something still existed and was driving me slightly batty. One day, when at my acupuncture appointment, I needed something to focus my mind on—something other than work, which I’d just left and had to go back to, since this was my lunch break. I decided that since I still love watching all the cooking shows on TV, I’d focus my mind on my chef character from my second contemporary. What would it be like if he were to go on Chopped or Top Chef? What if his restaurant (which he was in the process of opening at the end of his book) were featured on Anthony Bourdain’s show? So I closed my eyes to allow my mind to “play” for a while.
Then something shocking happened. That character’s sister-in-law, one of the main secondary characters in that series, stepped forward and reminded me that she, too, is a chef and restaurant owner, and has been for longer than her brother-in-law. Besides, he’s already had his story. It’s time for her to have hers. And she’s right—I’ve had readers asking me for her story for years. By the time I got back to the office, I had the entire first scene fully formed in my head.
At a conference last week, I had a chance to talk to both my agent and former editor about the story and my ideas for things I can do with the uniqueness of the ebook format, and I realized, after walking away from my meeting, that for the first time in years, I was not only interested in a story idea but actually excited about writing it.
I’m taking it slowly—I’ve finished the first chapter and figured out how I’m going to incorporate the “viewpoints” of the four potential romantic interests for the heroine, without actually making any of them a main POV character. The most fun part, however, has been revisiting the first three books to gather all of the information about this character and to update the stories of all three of the couples from those books to “where they are now” six or seven years later. 
It’s also been a great joy to return to the fictional city I “founded” and started building in 1992. As a writer who got completely burned out from having to write based on the need for money and not a passion for writing the stories I’d come up with, it’s been so wonderful to return to this setting, to these characters I’ve known for years and years. It’s a lot like going home after a long estrangement and being welcomed back with open arms and a fatted calf.
And the best part about this turn of events is that her writing will be the best it’s ever been. She’s a pro, she knows what she’s doing—but now she’s also recaptured the love.
We have to have that in our writing if we’re going to keep doing this for the long term. You’ve only got so much time. Give that time to the stories

you’re burning to tell. Do that first, and the money will follow. How much, no one can say. But joy tips the balance in your favor. For example, in addition to my novels and novellas, I’m writing short stories about a boxer in 1950s Los Angeles. I make some scratch every month on these. But more than that, I love writing them. It’s a different voice and genre than I normally write in, which has the added benefit of keeping my writing chops sharp. 

If you love what you do you’ll do more of it, and  you’ll do it better, and that will increase the odds of making a decent buck at this—either through self-publishing or finding a traditional publisher who believes in your voice and vision. Or some combination of the two. 

So my question for you today is, do you love what you’re writing? If not, why not?

The Best Way to Market Your Books

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by James Scott Bell
@jamesscottbell

Every writer is looking for that secret marketing weapon that works every time. Or a palette of possibilities that virtually guarantees success. But reality keeps affirming the old adage: We know that 20% of marketing works; we just don’t know which 20%.
But of course we all have to market our books. This applies whether we’re self-pubbing, going traditional or doing a bit of both. The author is expected to work the social media circuit, build a platform, get the word out any which way he can. Sometimes it all feels like loading mercury with a pitchfork.
Comes now the marvelous Joanna Penn with the new go-to

book. Joanna already runs one of the most helpful websites for indie writers, The Creative Penn. Go there and hang around awhile. You’ll find material aplenty, including a podcast with a certain author of note (at least, of note to himself).

In How to Market a Book, Joanna approaches the whole enterprise by way of a skiing metaphor. Marketing a book is like hitting the slopes on a fresh pack of snow, and so:
Your path is not a straight line. You have to zigzag
“Even though you know the general direction you want to head in,” Joanna writes, “you can’t direct yourself straight down the mountain, or you will certainly have an accident. Even pros have to change direction and turn their skis across the slope. There is no direct path, so don’t expect there to be.”
While you don’t want to fall victim to “Obsessive Promotion Disorder” (OPD), you do have to be aware and watch the terrain. One of the great advantages an indie writer has is the ability to change direction quickly via price pulsing, new cover designs, paid promos, or simply adding more product.
It’s easier to turn once you’re moving
“You need some momentum in order to turn on skis, so you actually have to get moving before you try. In the same way, you actually have to start writing in order to have something to edit and improve . . .You have to start marketing somehow so you can learn what works for you and improve over time.”
One of the benefit’s of Joanna’s book is that it is a menu of options. You can pick and choose what appeals to you, get started right away and establish some Mo.
You can’t learn it all from books: you have to get on the slope 
“You can’t be a great skier by reading about it or going to seminars or watching YouTube videos. You have to actually put in the hours skiing. The same applies to writing, publishing and marketing.”
There is a time for study. It should be part of your ongoing self-improvement program, as both a writer and marketer. But at the same time you must act. As a writer, you must produce the words. As a marketer, you must toot the old horn. Even if that horn makes barely a peep at first, at least you’re learning.
You’re going to fall over and it’s going to hurt
“But you get better over time. If you’re afraid of falling over, you will never be a good skier. Because you will fall, it happens a lot and it has to happen if you’re going to push yourself to get better and go on more advanced runs. So be prepared to fall, to fail, and to just get up again. Keep writing, keep putting your words out and keep experimenting with marketing.”
The writing life is so much about overcoming setbacks and challenges and perceived failures. The only way through it is to never stop, ever. The benefit is you get stronger that way.
Some days, the weather is perfect and you can see for miles and the sun is shining and it’s amazing!  
“This is meant to be fun! Yes, it’s a career and an income, but it’s also a passion. The reason we keep going back to skiing, keep going back up the slope, is that there is exhilaration and joy in the process, not just the outcome of getting to the bottom. Some days, the weather will be perfect and we will have amazing runs on pristine, soft snow. Other days, the

icy cold will make us grit our teeth to even manage one run. But we keep going back because we love it.”

You gotta love it to get through the hard times. And if you’re a real writer, you wouldn’t have it any other way. You take your shots because you know the joy of writing “in the zone.” You know how your writer’s soul whoops when you nail a scene. Even when that whoop is out loud at Starbucks.
So what’s the best way to market your books? Your way. Select from all the modes and means out there, doing as much as you want without taking away from the most important thing of all—your actual writing. Write well, write often, and then tell people about it. Master the five fundamental laws in Self-Publishing Attack! and build your personal marketing plan with the help of Joanna Penn and How to Market a Book.
If you’re a published writer, what are your favored means of marketing? What walls have you run into? What would you advise writers to avoid?  

Two More Ways for Writers to Milk the Cash Cow

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So you want to make money as a writer. I feel a Seinfeld coming on: Not that there’s anything wrong with that! Because there absolutely isn’t. In fact, it’s a good thing to write for money.
Writers write. And these days, writers increasingly publish. But digital and print are not the only games in town. To invigorate the flow of your income stream, think diversification.As in, trying new things, putting out your content in all possible forms. Here are two to consider: Audio and Serialization.
Audio
According to the Wall Street Journal (link may expire),there is an “explosion” in the production and consumption of audio books:
“We’re moving toward a media-agnostic consumer who doesn’t think of the difference between textual and visual and auditory experience,” says Don Katz, Audible’s founder and CEO. “It’s the story, and it is there for you in the way you want it.”
Audio books have ballooned into a $1.2 billion industry, up from $480 million in retail sales in 1997. Unit sales of downloaded audio books grew by nearly 30% in 2011 compared with 2010, according to the Audio Publishers Association. Now they can be downloaded onto smartphones with the tap of a finger, often for the price of an e-book.
This development is not without its critics and concerns:
The rapid rise of audio books has prompted some hand-wringing about how we consume literature. Print purists doubt that listening to a book while multitasking delivers the same experience as sitting down and silently reading. Scientific studies have repeatedly shown that for competent readers, there is virtually no difference between listening to a story and reading it. The format has little bearing on a reader’s ability to understand and remember a text. Some scholars argue that listening to a text might even improve understanding, especially for difficult works like Shakespeare, where a narrator’s interpretation of the text can help convey the meaning.
Despite the doubts, it’s clear that audio is not only here to stay, it’s going to keep on growing. Which means another income stream for authors.
If you are going it alone, writer, the path to a recorded version of your work couldn’t be simpler. The ACX program at Amazon has one of the most user-friendly sites in publishing. Go cruise around it and see for yourself. Start hereto get an overview of the program.
You have two basic choices. You can pay for equipment (or rent a studio) and figure out how to produce your own work. Or you can partner up with a narrator/producer and split the proceeds. That’s what I chose to do with a guy named Sands from Alaska. Together we have two audiobooks available:
I’m currently auditioning female narrators for the audio version Pay Me in Flesh (Note: I retained those rights during contract negotiations. If you go traditional, discuss this with your agent). I’ll do the same with the other 8 books I have available with women as protagonists. For some of my other work, I’m planning to try it myself. I like listening to Stephen King narrate his own books, and I figure what’s good enough for him…
Serialization
Now we come to the serials idea, which is gaining momentum via Amazon. I recently interviewed thriller author Reece Hirsch, author of The Adversary (serialized via Amazon’s Thomas & Mercer imprint) about his new venture:
“I’m writing a series of thrillers for Thomas & Mercer, featuring Chris Bruen, a former Department of Justice cybercrimes prosecutor who is now in private practice helping clients combat hackers and cybercriminals. Each of the three books in the series will be published initially as Kindle Serials, which means that for a one-time price of $1.99, an episode will be automatically delivered to your Kindle each week for eight weeks. After the serialization is complete, the book will be available for order as a paperback and as a regular ebook. The book’s pricing is typically higher after the serialization period.”
In addition to the serialization, Amazon sets up a discussion board for each Serial so that readers can comment on the episodes as they’re released. “I intend to mix it up with

readers on the discussion board as much as possible,” Reece says.

Reece also notes an additional marketing aspect of serialization:
“The Serials program offers a two-month initial rollout as the episodes are released at a relatively low price, and then the opportunity for a renewed marketing push when the complete ebook and paperback become available. Thrillers, which tend to feature plenty of cliffhanger chapter endings, are uniquely well suited to serialization.”
There was another writer who did okay with serials. Hmm, what was his name again? Oh yeah, a fellow named Dickens. Will the same dynamic that worked in 1875 work in 2013? “I’m looking forward to finding out,” Reece told me. “I measure the ROI in terms of the massive amounts of time I devote to writing a novel for readers. If being part of the Kindle Serials program helps me connect with a larger readership, then I trust that will translate into a decent financial return.”
What about you, TKZ readers? Do you listen to audio books? What about the serials idea? Maybe you should use Reece Hirsch and The Adversary as a try out. 

The End of Discoverability and the Rise of Merit

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One of the long-term consequences of the digital revolution is, of course, the decline of physical bookstores. Remember when there were at least two or three great bookstores in town? More in a big city, with a lot of indies to choose from as well as the chains? I remember Pickwick, which was bought out by B. Dalton, which was bought out by Barnes & Noble.
There was Brentano’s, which was acquired by Waldenbooks, which was acquired by K-Mart and rolled over into Border’s.
Then, all of a sudden, there was no more Border’s.
And now poor Barnes & Noble is the last chain standing. But it’s been closing stores left and right. A couple of weeks ago its CEO was ousted. The future of its remaining brick-and-mortar outlets is cloudy at best. Which of course ripples upward to the traditional publishers.
We all should have bought Proctor & Gamble stock in 2007, when the Kindle hit the market. Because P & G makes Pepto-Bismol. Sales of the pink elixir must have shot through the roof in publishing boardrooms across Manhattan.
All of which leads us to another consequence of monumental importance: the end of discoverability.
What do I mean? Take a look at these stats from an article in Salon:
According to survey research by the Codex Group, roughly 60 percent of book sales — print and digital — now occur online. But buyers first discover their books online only about 17 percent of the time. Internet booksellers specifically, including Amazon, account for just 6 percent of discoveries. Where do readers learn about the titles they end up adding to the cart on Amazon? In many cases, at bookstores.
The brick and mortar outlets that Amazon is imperiling play a huge role in driving book sales and fostering literary culture. Although beaten by the Internet in unit sales, physical stores outpace virtual ones by 3-to-1 in introducing books to buyers. Bookshelves sell books. In a trend that is driving the owner of your neighborhood independent to drink, customers are engaging in “showrooming,” browsing in shops and then buying from Amazon to get a discount. This phenomenon is gradually suffocating stores to death. If you like having a bookseller nearby, think carefully before doing this. Never mind the ethics of showrooming — it’s self-defeating. You’re killing off a local business you like. (If you prefer e-reading, many independent stores have agreements with Kobo and Zola Books that give them a cut of e-book sales.)
As online sales continue to gain ground and shelf space diminishes, “discoverability” has become a big worry-word in the industry. To make a point so obvious that it’s sometimes overlooked, the most crucial moment in bookselling is the moment a reader finds out that a book that sounds interesting exists. How else is she going to buy it?
So there you have it. Physical bookstores are (were?) the big driver of discoverability. You walked in and saw a huge front-of-the-store display of a writer the publisher put big bucks behind. You saw recommendations from store staff, you saw certain titles cover out. You saw all sorts of books in all sorts of ways.
But when that space is no longer there, what happens to discoverability?
Well, you can try to create a new stream. The recently designated CEO of Random Penguin believeshe and the big publishers are the ones who will be able to “crack the code of discoverabiity in a world of fewer bookstores, to come closer to the end consumer, to keep readers more interested in reading and provide them with the best reads.”
To which I say, with all due respect, there is no code to be cracked. There never was. Once upon a time there was but one system with but one player: the publishers, who controlled placement in bookstores.
But the era of massive placement is over. What do we have instead? An old-fashioned system, one your grandparents called merit. That means trust which is earned, over time, as people come to rely on the quality of your offerings.
This is good news for writers. Because it should be about the writing, and writing is a craft, and craft can be learned, and writers can get better.
In the past, writers needed the backing of a big publisher to get any prominent real estate in a store. Precious few writers ever got the royal treatment. But now the playing field is digital. And those who compete directly for reader loyalty do so with the same chance to grab market share as anyone else.
Thus, the key to success in this game is not advertising, shelf space, co-op, The New York Times, algorithm ping pong, bookstore signings, launch parties, or social media saturation. It is simply and reliably what we all concluded in Friday’s open forum: good book after good book.
Sure, you need a home base (website) and a modicum of exposure to social media. You have to give some thought to how you present your professional self to the world. You’ll have to explore some means of “getting the word out” when you have a book available. Just don’t stress out about it. Don’t fall prey to Obsessive Promotion Disorder.
Instead, concentrate now and forevermore on the most important thing: the quality of the experience you deliver to readers. Focus on that and discoverability will take care of itself.

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?

We Are All Long Tail Marketers Now

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by James Scott Bell
@jamesscottbell

The traditional book publishing industry, God bless it, is hacking and wheezing its way toward the uncertain future. At the moment, the digital transition has given the industry a revenue infusion. Where a hardcover sale has been replaced by an e-book sale, the publisher makes more per unit (under the current industry-wide royalty structure. See also the discussion led by Porter Anderson here). Challenges remain, of course, as authors and their agents press for a larger slice of the electronic pie, and more and more authors head straight for the self-publishing forest. 
But for all who are in the book biz (be they traditional, indie or hybrid) now is the time to understand that we are entering the age, permanently, of the “long tail.”
What is long tail marketing? Very simply, it holds that the profitability of a business (usually small business) is directly proportional to the number of products it has for sale over time. The more products—factoring in quality, of course—the longer the tail. Instead of looking for the next, big thing, a business may sell “less of more.” The term Long tail marketing was popularized in a 2004 article in Wired magazine, and looks like this:

Old school thinking focuses on the red zone of the diagram. The frontlist. The blockbuster. The big roll out. Backlist is largely left alone.
Self-publishing writers, the ones who are making some good money at it, go at it the other way. Volume is the key. That’s what wags the long tail.
Traditional publishing is beginning to recognize this, and thus is asking its A list writers to produce more, faster, and even to supplement front list with shorter works.
In other words, we are all long tail marketers now.
Many self-publishing writers miss something, however. I hear and read laments from writers just starting to self-publish and who haven’t seen substantial sales. They think that means failure, or that the game is really about “luck,” or that there’s no way through the “discoverability” barrier. But that’s old school thinking. The long tail is not about a title or two spiking its way up the Kindle list a month after release. That’s nice when it happens, but the real meat is quality product added over the course of time.
As I put it in my book on self-publishing, the final “law” of success is to repeat the production-publication cycle over and over for the rest of your life. Why not? If you’re a writer, this is what you do until you can’t do it anymore, right?
Yes, you need quality control. That’s a law, too. But here’s another aspect of the long tail: single title “duds” are not fatal to a career. All writers in the traditional world know that they are only a dud or two away from being unemployed. Innumerable are the tales of authors getting nice advances, having the books disappoint the sales department, getting dropped by their publisher and not being able to find another (or having to go to with small, niche publisher) because of lousy numbers.
Self-publishing’s tail is the reverse of that scenario. If a book or two is a “dud” it doesn’t mean that you can’t produce a better book next time. It doesn’t mean “career over.” It is just another opportunity to get stronger. 
Further, you can try out new niches for a spot on the long tail. In old school thinking, you are tied to a single brand. In the new school, you can play. You can create works of any length. You can start a series based on a lark and let the readers decide if it continues. And know this: even something that doesn’t sell all that well can still make you Starbucks money. No harm, no foul!
Some other things the long tail means:
You don’t need to win awards.
You don’t need the approval of critics.

You don’t need co-op or front of brick-and-mortar store placement.

You don’t need blurbs from star authors.
You don’t need to be #1 on any list.
You don’t need a movie deal.
What you need is optimism, a work ethic and consistency. Then you will grow an audience that is fitted for you. You might even make a living at this eventually. But even if it’s only a supplemental stream of income, that’s a nice thing to have feeding your bank account every month.

If you are a traditionally published author, you need to at least set up a footprint in self-publishing. Talk to your agent and editor about this. Think in terms of non-competitive and complementary short-form work. That is platform building of the best kind. 
That’s why all authors need to think long term, long tail. And keep writing. 

[I’m teaching all day today, but I’d love to hear your comments. Have at it!]

Getting pecked to death:Are critique groups worth it?

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By P.J. Parrish

I recently joined a critique group. Those who know me might think that’s weird. I’ve been published professionally for more than 20 years. I’ve done my share of teaching and should know how to do this by now. And I have a built-in critique group with my co-author sister Kelly.

So why do I need the tsouris?

Three reasons really. First, just because you’ve written some books doesn’t mean it gets any easier. Second, I now have a second home in the suburbs of the ebook Wild West and you need all the neighbors you can find out here among the wolves and cacti. And third…I’m lonely.

We’ll get back to that last one in a second.

But let’s ask the main question here: Are critique groups worth it? Worth it in time, energy and the bruising your ego will surely take? Should you expose your hatching to the cruel world to be pecked at before it’s barely had the chance to sprout feathers let alone wings?  (Whew, labored metaphor alert there).

I used to think critique groups were a waste of time. Maybe that’s because early in my writing life I got involved in one that was really bad. We met at a local bar once a month. (first mistake: combining wine and whine). The members weren’t very good at articulating what was wrong (or even right) in stories and a one guy was really defensive about being rejected by the “Manhattan cabal.” That’s what he actually called New York publishers. I left the group after two sessions, figuring it was cheaper to get depressed at home with a bottle of pinot.

But I think writers are better these days at taking constructive criticism. Maybe it’s because the new world of self-publishing has stripped us of the delusions we might have about how easy it is to write (and sell) a book.  Maybe it’s because in these days of change and turmoil, good editors (even those in the Manhattan cabal) are worth their weight in gold. Whatever the forces at work, I think we’re seeing a shift among writers, a new willingness to get help and get better.

So I’ve come to believe that a critique group can be one of the best tools a developing writer can use. Even experienced writers can benefit from them. But there’s a bunch of caveats that go with this. And I’ll get to those in a second too.

First, let me tell you about my little group. There’s four of us and I was the last to join about two months ago after one of the group, Christine Kling, literally sailed off into the sunset. (She’s an avid sailor and decided to pull up anchor and cruise the Caribbean, though she’s back now). That left Sharon Potts, Neil Plakcy, Chris Jackson…and me, the new cucumber.

We meet every two weeks at a Starbucks but in the week prior we send each other our 10 pages. We each then read and “red pencil” our comments on the pages. We use Word’s TRACK CHANGES function. It’s an editing program that lets you insert comments on a document. Track Changes is a little hinky to learn at first but it’s a cool tool. And most editors in publishing are now using it for their author revisions and expect you to know it as well.

Why just 10 pages at a time? Well, too much makes you skim over surfaces. You can really focus down on a book’s problems if you take it in small bites.

What things? We try not to nitpick and line-edit. That’s for second and third drafts and hopefully copy editors. What we try to help each other with is the Big Picture. Where the plot is going into the ditch, where the character development is lacking, and what — and this is important — to the cold eye seems confusing. But we try to stay flexible. We made an exception to our 10-page rule last week for one of our members. She is struggling with a very complex thriller. Her plot had become a hyrdra-beast and she wanted help simplifiying it. So she gave us a concept and we went from there.

At Starbucks, we pick one author to critique and we take turns going over our Track Change comments (we bring printed-out copies to give to each writer). We also encourage the other critiquers to jump into the conversation if they want to add something to the point at hand. These sessions run about four hours, three lattes and at least one pee break.

Have they helped me? Immensely. I am working on a new Louis Kincaid series book and after I offered up my opening chapter, I was told the tone was completely at odds with where I had left my hero in the previous book. That was a major revelation that has made me rethink my first six chapters. I also came to realize I’ve lapsed into a lazy habit of underwriting. My critique mates want a little more description and detail from me. (Ironically, my sister tells me the same thing). I also learned my treatment of my series backstory (always a tricky thing) was deficient. I was mentioning characters and situations from previous books that weren’t explained enough in the present one to stave off confusion.

What’s really good about getting this kind of feedback is not that they are trying to tell me how to write my book. It’s that this will save me valuable time. In rewrites, of course, but also later when I am deeper into the plot. It’s like hiking through a forest. Alone, I might have gotten far into those dark woods, realized I had  lost my way back on that first turn, and now I have to backtrack to find my way out. Without falling off the ridge.

My hiking mates aren’t telling me where to go. They’re just keeping me on the path I have already chosen.

So, is a critique group for you? I can’t answer that, of course. But I can pose some questions for you:

1. What kind of group do you need? Ideally, face-to-face. If you can stay within your genre, also good but not essential. Good writing is the same whatever the genre. But I’d stay with fiction. Non-fiction folks have their own unique needs.

2. Where are you in your skill level? You need to find like-minded writers but it’s always better if you can link up with some folks who’ve been published. As the saying goes, you want to play tennis with someone better than you or you never improve your game. But be willing to take the heat. If the group seems like a mere pity-party — ie, everyone bitching about their lack of success — get out as soon as you can. It’s cathartic to exchange tales of woe but it should be limited to small-talk after the hard work is done.

3. Where can you find a critique group?  If you’re isolated geographically, there are online groups but it’s pretty gnarly out there, almost like cyber-dating. (There’s one group, Ladies Who Critique, that’s females-only).  Start here for a list. The best way, I think, is through writers organizations. I found my group via contacts I made through my Mystery Writers of America Florida chapter. If the organization doesn’t offer critiques, network and start one yourself. All you need is two or three other committed people. Here’s some good advice on starting your own.

I can also give you some advice on how to handle yourself if you do decide to join a group:

1. Make a commitment. You’ll get only as good as you give. If you join up, be willing to spend whatever time it takes helping the others with their WIPs. Nobody likes the guy who shows up at the party empty-handed, drinks all the good booze and sits in the corner with nothing to say.

2. Be tough but kind. The best editors I’ve had always know how to make revision letters sound like they are really praise letters. They always tell you what you did brilliantly before they smack you upside the head and tell you where you royally screwed up.

3. Don’t get defensive. We are all soft-shelled about our writing but if you can’t take constructive criticism, don’t join a group. Hell, don’t even try to be a real writer for that matter. At our last session, I got defensive about fried pickles. My hero Louis orders a basket of fried pickles. It was one throwaway line but one of my critique buddies wanted more about the pickles. (It’s hard to explain but she was right.) I spent five minutes trying to justify why I didn’t want to write more about those friggin pickles. Later, I realized it had nothing to do with pickles and everything do to with me being prickly.

4. Don’t ever say “Yeah, but…” This is a variation on No. 3. One of your critique mates says, “I can’t figure out what is going on in this scene where the guy is stealing the fried pickles.” And you say, “Yeah but if you just wait until chapter 26, it will all be explained.”   If someone is confused by what you’ve written you should listen to them.  Misdirection is a great writer’s tool. But it is not the same as confusion.

5. Don’t get depressed. Having folks tell you what is wrong with your story is not easy to hear. But a good critique group can be really inspiring.  It can teach you that all writers struggle, that first drafts are never meant to be perfect, and that you can, despite what all the demons in your head are whispering, fix it. Yeah, you might feel like that guy in the picture at the beginning of this blog — that’s Prometheus, who Zeus tied to a rock and sent down an eagle to peck the guy’s liver to shreds. But you can also get a big dose of camaraderie through a good critique group.

And that brings me back to my last point — the thing I said about feeling lonely.

We all do, right? We sit here in our old yoga pants and Bob Seger t-shirts, poking away at our keyboards, hoping this STUFF we are storing away each day might actually coalese into a book and be read someday. We surf the internet, read articles about how to improve our craft and blogs about how to market them. But sometimes, as that great western philosopher Bruce Springsteen says, all we really need is some human touch.

We need to know we’re not alone. We need to hear other footsteps behind us on the path.

Should You Quit Your Day Job to Write?

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by James Scott Bell
 
Today’s post is brought to you by FIGHT CITY, the new Irish Jimmy Gallagher novelette. It’s Los Angeles, 1955, and all Jimmy Gallagher wants to do is meet his girl, Ruby, at the movies. But the City of Angels decides to put up its dukes and give Jimmy the fight of his life…
***
Back in the day, 25 years ago or so, when I was starting to pursue writing seriously, I wondered if it was possible to actually make a living at this thing. I know that was the dream of just about every scribe I came in contact with. The ideal was you could live anywhere, maybe on an island where they served piña coladas, and you would write during the day, eat your fill at night and, when needed, withdraw money from your ever-increasing bank account in the Caymans.
Or you could put your feet up on your desk or coffee table, stay in your pajamas if you wanted to, go unshaven for days at a time, and have publishers pay you large amounts because readers would want to buy your books the moment they hit the shelves.
Back then, you didn’t pay much attention to the statistics, which told you that the number of writers who managed to make more than $5000 a year was pretty small. You were going to be one of the exceptions!
When I finally did become a professional, I kept practicing law until I had a few years under my belt where the writing income was steady and growing. I phased out the law only when I had a track record and a multi-book contract in hand.
Thus, I have never been one to tell new writers they should hastily quit their day jobs. There is a lot to be said for a day job, as long as you don’t hate it so much that going to work feels like your soul is being sucked into the vacuum cleaner of dread.
 
But maybe not even then. The day job gives you reliable, steady income. It makes life predictable, financially speaking. It keeps you around people (writing full time is an isolating pursuit that sometimes makes you feel and act–and perhaps even look–like Ben Gunn from Treasure Island).
 
And if the job includes benefits, so much the better. Leaving all that for the uncertain life of a freelance writer is not a jump to be taken lightly. Ten years ago I would have advised a writer to have positive royalty income plus a multi-book contract before thinking of going it alone.
Of course, we are now in a new, self-publishing age. It is ever more possible to make serious money as a writer. Traditional publishing, undergoing its own uncertainties about the future, is no longer the only game in town–although it is still a game, and it is still in town.
So maybe you’re thinking of “the dream” for yourself.  Here are some things you should ponder before taking the plunge.
1. Do you have the chops?
Let’s be blunt here. Most self-published material is not ready for prime time. In the “old days” (that is, before 2007), the arbiters of what was ready was a coterie of agents and acquisitions editors. To gain their approval, writers would grind their way through a learning process that included lots of words typed, craft studied, manuscripts critiqued (by friends, a group, or a professional freelance editor) and so on. Now, a writer can leapfrog all that and bounce straight into digital publication. But that may not be the right hop.
My advice: Find a way to replicate some of the traditional process before you publish. I’m a craft guy, as you know. In my early years I would try to identify my weak spots and then design self-study programs. Even when it wasn’t that intense, I’d be reading craft books and Writer’s Digest and novels I admired (to enjoy first then take apart). This should be ongoing for you. Since 1988 I don’t think a week has gone by when I did not do some active reading in or study of the techniques of writing fiction. If you’re just starting out to form your own library of craft books, I can suggest a place to begin.
Find a critique group of fellow writers you can exchange manuscripts with. Avoid toxic relationships, however.
Put together an actual proposal for your novel, even if you’re going to self-publish. Try to “sell” it to a friend or family member. This is a grinder, but it makes better writers.
2. Can you live with financial uncertainty?
As promising as self-publishing is, it is still a labor-intensive, up-and-down proposition. To help you live with the risk, I would counsel that you have a savings account with at least six months of living expenses in it. That cushion will soften any blows that come month-by-month. 
Even when your flow becomes positive, you’re going to have to have the discipline to set aside money for estimated tax payments and unanticipated emergencies.
You will need to follow the advice of Mr. Micawber in David Copperfield: “Annual income twenty pounds, annual expenditure nineteen nineteen six, result happiness. Annual income twenty pounds, annual expenditure twenty pounds ought and six, result misery.”
To be a full-time writer, learn to live below your means and sock the rest away: some for taxes, some for charity, some for retirement, some for investment, some in a liquid account.
Or marry a rich person.
3. Does your self-publishing income show a year-long, upward trendline?
Unless and until you can produce new material on a regular basis, and show a steady increase in income over the course of a year (which is enough time to allow for fluctuations), I wouldn’t advise quitting your day job.
 
Further, your average monthly income at the end of the year should be hitting four figures. If you make under that much, but show a strong upward line, and know you can increase your output if you have more time to write, you might consider giving yourself a year of freedom from the day job to see what you can do. Everyone will have a different calculation about this. Commitments and financial needs will vary. If you are single and living in Tulsa or Fargo, your income needs will be less than if you are married and living in San Francisco or New York.
Make sure the people you care about most are okay with what you’re doing, unless it’s just your brother Arnold who thinks you’re crazy to be a writer anyway.
4. Can you operate a business?
This is going to be your job. You have to have a certain amount of business acumen to do it well. Some of my writer friends admit that they don’t have that kind of mind. For them, the day job or a working spouse is essential. They just want to write and hope for the best. That’s fine. There’s nothing wrong with that.
But the strategies for setting up a self-publishing business are not difficult to understand or implement. In fact, it’s little more than what you would have to do as an author for a traditional house. In the trad world you still have to market yourself which requires . . . strategies and discipline. You can put that same energy into setting up a self-publishing stream. You also now have a plethora of options, from doing it all yourself to going through a service (e.g., Smashwords, BookBaby) to choosing a bit of both.
5. What about health insurance?
A final factor is the benefit of health insurance. I have no idea what the Affordable Care Act (“Obamacare”) is going to look like in 2014, when it really kicks in. Does anybody? But if it does one of the things it promises, it may mean that formerly uninsurable freelance writers (even with pre-existing conditions) can get health care coverage. (NOTE: What I’m looking for is practical information on what you think the ACA could mean for individuals. Let’s not get into a vitriolic debate about the act itself or its progenitor.)
So those are the thoughts out of the middle of my head. Let’s open it up for discussion. Do you dream of doing this writing thing full time? What advice would you give someone thinking about it?