Category Archives: self-publishing

The Reality of Book Promotion

Posted on by

Joe Moore’s post yesterday on the effectiveness of book signings made me think about what does and doesn’t work as far as book promotion goes. With each book release, I try new things, ditch what doesn’t work and constantly look for cost effective ways to reach the largest number of readers. For my debut young adult release, I had a marketing strategy to launch IN THE ARMS OF STONE ANGELS that encompassed four pages of a varied promo effort directed at indie stores, libraries, professional organizations, online social media, my mailing list, etc.

Book promotion has changed over the years and the developments are coming even faster as we trend up in the digital world. I have an e-reader now too, which has drastically changed how I buy books and how I hear about novels that interest me. So how does the average author today promote their own book in this evolving business?

This usually translates to online promotion since it’s free (except for the time you put into it). Focusing your marketing and branding efforts online can be an effective means to get the word out to the right people. On my recent summer read tour with fellow Texas YA authors, we had a tour blog set up a couple of months prior to our events that garnered thousands of hits and counting. Old school thinking on group signings is how many books did you sell. New school thinking is about exposure, perception, name recognition and the number of online hits you get before, during, and after the event if it’s promoted effectively online.

A book signing might have ad promo and get people to come see you, but the exposure is greater online where a website’s traffic can be hundreds or thousands of hits a day with the post continuing to get hits even after the book signing event is over. And with a reader already online, they can click on a link and buy your book, or download a sample on their e-reader that might entice them to buy the rest of your novel. This doesn’t mean the book signing is dead. It just means authors have choices on how they spend their time. And some ingenious folks have devised a way for authors to digitally sign a photo taken at the event or their actual e-book. (Here’s one LINK on that.)

Online Marketing I’ve Found Effective:

1.) A professional looking website or blog – Blogs are free if money is tight and you can share the work by putting together a group blog, like TKZ. My website designer – xuni.com – specializes in authors. For great examples of websites with cool navigation, check out her portfolio.

2.) Twitter – Get to know your regional review bloggers. They can be great support.

3.) Other Social Media – I hate Facebook for many reasons, but there are other sites that could be more effective. I’m trying Tumblr now.

4.) Goodreads – If you don’t have an author page here, why not? It’s free and you can link your blog to your Goodreads author page to keep material fresh without much effort. Any Goodreads member is a reader and your target audience.

5.) Amazon Author Central – Did you know that you can update your own author/book page for reviews, book endorsement blurbs, post book trailer videos, etc.? If your brand is important to you, you may want to take control of your author page.

The simple truth is that most authors won’t see a great deal of promotion dollars from their publishers. You’d think that if a house were taking on a new author and book that they would include a certain amount of money geared for promotion, but the reality is that the publisher spends generic dollars on promoting their line of books or other authors’ work and hope readers will notice your book in the process. They rely on the author doing their own promotion. It’s quite conceivable that the average author will spend more to promote their book than their publisher will, especially given that houses are tightening up on advances and other expenses.

So as authors look seriously at self-publishing and e-books, it’s real tempting to cut back on the time consuming and resource depleting efforts to promote that detracts from the time you have to write. Time literally is money in this empowering new future, but having online marketing supports your digital sales. Many might think that simply having your book available for purchase online is enough and that money will roll in. For the average author, this simply isn’t the case. You have to try things to see if they work for you. Traditional houses are watching the self-published authors with solid sales and offering them contracts because they have a readership and a marketing platform that will come along with them. When I first sold, I had no idea how important my own marketing would become. Self-published authors today will know more than I did when I sold, but they will also have to weigh how important it will be for them to sell traditionally if it means giving up control of their copy rights and business decisions.

In my opinion, the number one best thing you can do—whether you get published traditionally or go the self-published route—is to write a good book. And in either case, you’ll need to build a readership, people who like what you do and will come back for more. Online promotion on various fronts is a good way to get the word out in a cost effective manner to tap into a marketplace of the savvy readers we have today.

For discussion, I’d love to hear. How do you find out about books you want to buy these days? And how important is it for you, as a reader, to make a connection with the author either online or in person? What are your favorite ways to do this?

Specifically for authors—aspiring, self-published, or traditionally published—what methods of promotion have you found most helpful? (Yes, aspiring authors should weigh in. Having an online website/blog presence is important for you, too.)

The Self-Pub Adventure

Posted on by

I am about to dive in where others have gone before. I’ve finished revising my last backlist title. It took me quite a while, as the doc file is over 500 pages and I made lots of changes. Now comes the next stage, which is to hire a cover designer.
Wait, not so fast. First, I need to determine the back cover copy. That’s not so hard. I can use the same one that’s on the original paperback with a few heading changes. But inside the book are more challenges. There are several introductory pages containing an excerpt, review quotes, and a dedication. I ditched the latter, as those people no longer apply to my current career. The excerpt and quote are reusable with some slight modifications. But what now? Do I add them to the front of my doc file? Should I include a title page? Maybe on Smashwords, these things are delineated, but I haven’t gone there yet to read the requirements. First I have to get a cover.
Getting a cover will probably necessitate filling out a description of the hero/heroine and a suggested background scene. I already have a list of cover artists garnered from other authors’ online posts. But now I must prepare these materials for when I contact one of them. Hopefully the artist will determine the proper fonts and where to put my name and book title. And I have to remember to state somewhere that this book was previously published and written under a pseudonym.
This whole process seems daunting, but I’d like to use this book as an experiment. Because who knows, if my current works on the market fail to sell, I may choose to go this route. Or I may just get tired of waiting for a response and then waiting another year or two for the book to be published.

It’s a scary thought for an author who has only sought traditional publishers or legit e-book pubs before. Plus, self-published works are still not accepted by many reviewers or booksellers for signing events, so there is a certain loss of prestige.
I know some of you have already cast off the shackles of print publishers and ventured into this new territory. Are you happy with your choice? How many of you have done it for original works?

Quirky Ramblings on E-Books, Self-Publishing and the Consumer

Posted on by

USA TODAY had an interesting article on authors who have struck it big with their self-published e-books. The article featured 26-yr old Amanda Hocking of Minnesota who got tired of being rejected by traditional publishers and self-published last year. In 2010, she sold 164,000 books, with most priced between $0.99 and $2.99 per digital download. And in January, 2011 (after many readers got e-readers for Christmas), she sold 450,000 copies of her 9 paranormal titles, with three of her titles making their debut on the USA TODAY’s Bestseller list.

Her percentage of that sales price range comes in at 30-70%, respectively, but she’s making money at it. And she promotes on Facebook, Twitter, and word of mouth—and credits the popularity of the paranormal genre for much of her success.

And another paranormal e-novelist, who sold 70,000 copies since July 2010, got noticed by Random House and just signed a three-book deal.

I bring this up because of a talk I had with a neighbor this week. She got me thinking about digital download books. My neighbor had received a Nook for Christmas and was downloading books online. She was feeling pretty tech savvy, for sure. And she wanted a trip down memory lane when she used to read simple sweet romance novels, easy reads that made her happy.

Instead, she bought erotica by mistake. Now her online booksellers are sending her recommendations for the same steamy stuff she just purchased. (I’m chuckling as I write this. If you knew my neighbor, you would too.) She actually had to call the online bookstore to see if they could stop sending those recommendations to her Nook, but since it was such a new product, they couldn’t help her. But she was willing to download a book that she knew nothing about other than it was a romance and she had virtually no knowledge of the plot. She only knew it was a bargain. And she’s not alone. I’ve heard on blog posts and other places that many readers are willing to try a new author for $0.99-$2.99/book.

Now I’ve resisted buying an e-reader so far. I’m not sure the technology is there yet and I like the feel of a book in my hands. Plus I spend way too much time in front of a computer writing that I think reading off a display might make my quirky eyesight worse. But I can see why a reader might like the option of downloading a book quickly, read it immediately without paying shipping, and maybe get it for a bargain. And I also have a couple of manuscripts “under my bed” that are only playthings for my cats. Maybe it’s time to do something with them and test the new marketplace of e-books.

I’d like to hear from anyone who has an e-reader. How do you like reading off it? Has owning one changed your book buying habits? Do you still buy print books? And is there a price point that might tempt you to try a new author?

And if you’re an author who has sold your e-books online through Amazon’s Kindle Direct Publishing, Barnes & Noble’s Pubit, Lulu, Smashwords, and other locations—how has that worked for you?

A Word of Caution

Posted on by

James Scott Bell

John’s post on Friday sparked a healthy combox on the subject of self publishing in this new age. We all know it’s now possible to send an entire novel out to the e-osphere without having to pony up for printing or warehousing. Dreams of making a good sum of money this way, a la Joe Konrath, are dancing in many heads, like visions of sugarplums. Since it isn’t Christmas yet, I feel the need to offer a word of caution.

If you upload your self published novel before it’s ready, you’re more likely to turn off future readers than gain them. If someone plunks down even 99¢ to take a chance on your book, and is disappointed, they are not going to plunk down that money again. If you want to have a career as a novelist, you have to reverse that dynamic. You have to offer books that readers love and leave them wanting more.

Now, this is America. We have free speech and free enterprise. You can put your novel out if you want to. But before you do, I would urge you to consider the following:

It takes a long time to learn how to write narrative fiction. I would guess that 98% of traditionally published authors paid years of dues learning their craft. That same 98% would probably look with horror at their first attempt at a novel. That novel likely sits in a drawer, or on a disk, and will stay there—as it should. Many of these writers have multiple efforts that never saw the light of day.

But let’s say you’ve written and studied and been critique-grouped to the point of psychosis. You have determined you are ready. Hold the iPhone. Before you publish, do the following:

1. Get your manuscript to five “beta” readers. These should be people who are not just going to gush over your work, but people you can trust to give you direct comments on likes and dislikes. Make sure 4 out of 5 give it high marks, and the fifth is pretty close.

Note: this is not your critique group (if you’re in one). Such groups have their own peculiar dynamics. What you want are people who will experience the book as the average reader would. Be prepared to make substantial changes based on the feedback.

2. Hire a freelance editor. It’s well worth it to find somebody who can go over the manuscript, catch glaring errors, and offer fixes. Do your research, though, and make sure you get what you pay for.

3. Pay for a good cover design. Nothing looks cheesier than a typical, self-pubbed, self-designed cover. I recently went browsing at the Kindle store, looking at self-published works. The covers were, by and large, terrible. Unless you have strong graphic and artistic ability, find someone who can design you a great cover.

4. Even after your upload, do not get overconfident. The odds are stacked against you making walk-away-from-your-day-job money this way. If you want to be a real writer, and not just somebody who has made an e-book available, keep growing and working at the craft. Every single day. Then maybe your efforts will start to pay off, down the line.

The modern self-publishing movement, which began with Bill Henderson’s The Publish-it-Yourself Handbook (1973) has just taken a quantum leap forward with e-publishing. But the same caveat that applied then applies now: just because you wrote it doesn’t mean it’s ready.

Be patient. Take some time. And don’t go it completely alone.

Then, if you want to play, you’re free to try your hand at this. As Henderson wrote back in ’73: “Publishing-it-yourself is in the individualistic tradition of the American dream.”

Just do your dreaming with your eyes wide open.

Any other words of advice or warning for those who are itching to jump into self-publishing?

The Curse of Hubris

Posted on by

By John Gilstrap
www.johngilstrap.com

I received this in an email the other day from a writer who is frustrated in his efforts to find an agent:

“. . . I couldn’t get anything other than a form rejection letter, if that. My perfectly-spelled, perfectly-punctuated and personalized cover letters would earn me a form rejection from a flunky I’d never even written to. . . I know I’m not at fault here. My cover letter’s been tweaked (I even read your essay on JohnGilstrap.com to make sure I covered all my bases), I’ve written four different synopses for [redacted] and I know the fault’s not with the writing.” [Hotlink added.]

I feel his angst when I read this. The email vibrates with frustration. It also showcases astonishing hubris.

He spells and punctuates perfectly and is clearly not at fault when his work does not resonate with a prospective agent. Hmm. I’ve been in this publishing game for going on 15 years and I can’t think of a thing I have done in my work or in my life that I executed perfectly (trophy wife and perfect kid excepted). Perhaps his claims are true–I have no frame of reference–but even if they were . . . well, they couldn’t be, could they?

Writing is a two-way communication that requires an author to put words on the page and then a reader to appreciate them. I’m not even sure that spelling and punctuation count all that much. Think about it: while a chemical dictionary may be perfectly spelled and punctuated, it will never become a runaway bestseller in the trade fiction market.

If a query or manuscript receive consistent rejection, the fault must, by definition, lie with the author, mustn’t it? Is it reasonable to blame a reader for not liking the book he’s reading? It doesn’t mean that the author is untalented–I understand that Herman Melville was a terrific writer, but you’d never prove it by me–it just means that the writing, when judged by its own merits, didn’t seal the deal. It could be plot or characterization or voice, or any one of a thousand other causes, but the only solid, readily identifyable data point is that the audience rejected the offer. Absorb it. Deal with it.

But please don’t claim perfection.

This curse of hubris seems to be gaining wide acceptance on Internet boards where like-minded, frustrated writers-to-be rally around the fiction that the publishing establishment is united in excluding newcomers. They’re not being rejected because their work is substandard or unmarketable, you see. It’s the conspiracy. Given this widely-accepted “fact”, wouldn’t you know that there is an ample supply of publishers and editors and fee-agents who are more than willing to help introduce these people to the wild and wooly world of “alternative” publishing?

I guess for some people, anything is better than facing the truth. (And yes, I understand that there are a number of circumstances where self-publishing is the best way to go for certain nonfiction. Vanity publishing, not so much.)

Receiving criticism is hard. Rejection is even harder. As the market for novels continues to shrink, I’m dismayed that the ranks of published authors will shrink along with them. I just pray that I continue to make the cut. If one day I don’t, though, it will ultimately be my fault for not having provided the right story to the right marketplace at the right time.

The instant that anyone in any business begins to fancy himself a victim of his customer base, it’s time to change professions.

What do y’all think? Everyone knows that the industry and the marketplace are changing at a dizzying rate, but is it ever the reader’s fault when a writer does not “succeed”? (Succeed is in quotation marks because in a creative field, success is a word that defies definition.)

From self publish to self storage

Posted on by

By Joe Moore

My Kill Zone blogmates and I are all professionally published mystery and thriller authors. You can visit your favorite bookstore to find and purchase our novels. We have agents that represent us on a commission basis and publishers that pay us advances and royalties based on our sales. We all have multiple books published. There are literary award winners in this group. Many of us have been on bestseller lists. If anyone asks us what we do for a living, without hesitation, we declare that we are writers. If you’re a writer and you want to get published, in general you have to follow the same accepted publishing business model that we did.

But it’s not the only way to wind up holding your published book in your hands. There’s always the method called self publishing or subsidy press. And getting published in this manner is a subject that comes up often in writing forums, especially with new writers. So I thought I’d use up a few inches of blog space today to comment on the virtues and evils of self publishing.

First the evils.

In general, the world of self publishing is fed by desperation. Someone writes a book, sends out dozens if not hundreds of query letters to agents and editors with no takers. At some point, out of desperation, the writer decides to give up on the normal channels and turn to self publishing his book. He finds that there are many self publishing companies out there with beautiful websites, exquisitely designed brochures, hard-to-turn-down promises, amazing testimonials, somewhat reasonably priced publishing “packages”, and a way to put him on a fast track to finally holding that precious book in his hands. When asked why he is going the self publishing route, he brings up examples of books that were originally self published but went on to become huge international bestsellers such as THE SHACK and THE CELESTINE PROPHECY. If it could happen to those authors, it could happen to him.

But the bottom line is that when a writer turns to self publishing, it’s usually out of desperation.  He’s impatient and misguided, but mostly desperate. These are not the qualities of a successful author. And in most cases, the result will be a disappointed writer with a garage full of boxes of books no one wants. Here are some reasons why.

  • Self publishing comes with a stigma, deserved or not, that the author could not get published in the traditional manner and therefore the book probably sucks. Self publishing usually means weak, unsalable writing. Some people call these type of publishers vanity press because they prey on the vanity of the writer.
  • One of the mainstays of promoting sales is to get your book reviewed by publications such as newspapers and magazines. A self-published book has virtually no chance of being reviewed by Publishers Weekly, Library Journal, Kirkus, the New York Times book review, USA Today, and similar publications.
  • You will not get your self-published book into national distribution channels, and therefore booksellers will not be able to order it.
  • Booksellers must have the option of returning unsold copies of a book for credit. That is normally not an option with subsidy publishing.
  • Pricing is almost always higher with self-published books and cuts into the discount expected by the bookseller. This discourages them from stocking your book even on a local level.
  • The quality of production, editing, printing, and artwork is usually sub-standard. Most self-published book covers are laughable and amateurish.
  • Self publishing companies can and usually charge for just about all phases of the process including cover art, copyright registration, purchase of ISBN number, etc. Writers never pay for these or any charges with normal publishing channels.
  • Despite those rare self-publishing rags-to-riches stories, you aren’t going to sell many books. Once you get past your immediate family and circle of friends, you can expect the numbers to be in the tens, not tens of thousands. Most self-published authors sell 40-100 copies. The rest of the books will wind up in a self storage rental unit to collect dust and grow mildew.

So what are the virtues of self publishing?

The best candidate for self publishing is an author who writes a non-fiction work with limited market interest or appeal. These can include cook books created for church or school fund raising, a family history to be distributed exclusively to a particular family, local or regional historical guides, and supplemental books that accompany a live presentation or motivational program. These are usually sold on the spot at a particular event.

These type of books and others like them may very well be worth publishing, but the number of potential sales are so small and the marketing potential is so limited, that they would not be attractive to a traditional publisher.

There are other reasons to self publish, but they are almost always restricted to a small group or area of interest, and are usually works of non-fiction. Self-published novels rarely earn back the writers investment.

If you’ve written a novel and so far haven’t had any luck getting it published, don’t give up. Persistence is the key, not desperation. If it’s on the page and between the lines, it’ll rise to the top and find a real home at a real publisher. And look at how much you’ll save on self storage costs.

Any experiences out there with self publishing? Can you think of more evils or virtues?

~~~~~~~~~~~~~

Coming up on our Kill Zone Guest Sundays, watch for blogs from Philippa Martin, Eric Stone, Tim Maleeny, Oline Cogdill, Alexandra Sokoloff, James Scott Bell, and more.