tag:blogger.com,1999:blog-67723112024-03-05T15:20:30.438-08:00Publishing ProTips on Publishing Your Work, Through Yourself or OthersKenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.comBlogger160125tag:blogger.com,1999:blog-6772311.post-15976860655648911402017-12-19T08:58:00.000-08:002017-12-19T08:58:03.893-08:00Marketing 101: While You're Writing Your Book ...<!--[if gte mso 9]><xml>
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<![endif]--><b><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;">... You should be marketing. </span></span></b><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;">In addition to building your key contact lists, do the following: </span></span><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><br /></span></span><br />
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif;"></span><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><b>Give
Presentations Related to Your Work:</b> This is one of the best things you can to
prepare for publication. In doing so, you are:</span></span><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"> </span></span></div>
<ul>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;">promoting
your work;</span></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;">promoting
yourself and adding to your credibility;</span></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;">delivering
your core messages;</span></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;">developing
your skill;</span></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;">creating
a structure for selling your book.</span></span><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"> </span></span></li>
</ul>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;">In
fact, in most cases, presentations—lectures, workshops, seminars—are the venue
where you will sell the most books. In religious publishing, this is called the
“hem of the garment” dynamic. If someone goes to your seminar, they not only
hear what you have to say, they meet you. This creates a very strong pull for
them, assuming they like what they’ve heard, to walk away with something that
reinforces their experience. The model is exactly the same as the one for
musicians. Where do most musicians sell most of their CDs? At their concerts,
of course. </span></span><br />
<br />
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><b>Talk about it:</b> Tell people you’re writing this book. Tell them its title and when
you think it will be done. Tell them about it in your conversations, in your
blogging, on your website, in whatever way you can. Some would-be authors worry
about someone stealing their idea. If you have a plan and are sticking to it,
this eventuality is not worth worrying about. If you let people know what
you’re up to, you will build your key contact and potential customer list.<b> </b></span></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><b>Write related material: </b>If you have a blog or a website, put
pieces of your book on line. Many people use blogs to actually write their
book. If you can write short articles for newsletters or magazines, do so. Be
sure to put information about your forthcoming book in your biographical
information.<b> </b></span></span></div>
<div class="MsoNormal">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><b>Contact potential strategic partners:</b> Anytime during the publishing process, you can
be talking to other potential “strategic partners.” These can be people or
entities interested in publishing your book, co-publishing it with you (that
is, buying a large amount off the top), doing their own edition, helping
distribute it in some way, or helping you promote it. </span></span></div>
<br />
<span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt;"></span><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt;"></span><span style="font-family: "calibri" , "sans-serif"; font-size: 11.0pt;">
</span>Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-80603183974010009992017-12-10T08:47:00.003-08:002017-12-10T08:47:45.533-08:00Marketing 101: Build Your Key Contact List<!--[if gte mso 9]><xml>
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<br />
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><b>One of the fundamentals: </b> If your book proposal were to
be accepted by a traditional publisher, you would be asked to submit a
key-contact database along with or before finishing your book. As your own publisher, you
should certainly do the same. You should start doing this now, even if you
haven't started writing your book. A good key contact list has four
categories.</span></span><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><b> </b></span></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><b>Category One: Contacts Who Will Get a Complimentary Copy of
Your Book Automatically. </b>Almost every author gives away some free copies, but
you need to keep it limited to your immediate family, direct contributors to
the book, and people who have been instrumental in helping you get your book
off the ground. At The Publishing Pro, LLC, we recommend that this be a short
list of no more than twenty-five contacts. Of course, your list can be longer.
But be careful! And remember this list is for people who will get a
complimentary copy—automatically.</span></span><b> </b><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Category Two: Contacts Who Will Get A Complimentary Copy of Your Book On Request</b>. You will have some contacts, many
I hope, who should get a complimentary copy of your book. Likely candidates
include book reviewers; editors of newspapers, magazines, and newsletters that
might run an excerpt of your book or interview you; radio and TV personalities
who might want to interview you; instructors who might want to adopt your book
for their classes; people in your field of expertise whose word might inspire many
to buy your book; and so on. In general, you should ask such people to request
a copy of your book rather than sending them one automatically. For three
reasons:</span><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"> First,
sending books automatically wastes money. While some complimentary copies hit
their mark and are appreciated, many go astray. They are lost in the mail,
trapped on an assistant’s desk, or just ignored as advertising clutter. Or
maybe they just don’t want your book. Why s</span>end them one? Second,
if someone requests a copy of a book, they really want it. That means you have
hit your target—and you know it. And if they really want it—and have taken the
trouble to ask for it—they are more likely to do something with it than if they
got it automatically.Third,
if someone asks for a book and you send it to him, you have a built-in reason
to follow up. You can call him, ask if he received the book, maybe find out if
he plans to do something with it, and give him a chance to talk to the author.
You. There is no telling what can come of that. All this while being perceived
as someone helpful rather than pushy. When
your book is published, you will send this list of contacts a press release
along with a review copy request form. The more reasonable contacts you have in
this category, the better. If you find that you can’t afford to snail-mail
press releases to the entire list when the time comes, you can always send your
press releases to part of the list initially and to another part of the list
when you can afford it. (Or you can try an email mailing, which is the norm
anymore.) In the meantime, you can keep building your list of contacts.</span></span><b> </b><b> </b><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Category Three: Contacts Who Should Know about Your Book but Who Should Not Be Offered a Complimentary Copy.</b> As you build your database of key contacts, you might have some who might be interested in knowing about your book but who should not be offered a complimentary copy. I expect this would be a smaller category for most authors—only because I would offer most media contacts the chance to ask for a complimentary book. However, there will be some. These contacts will receive a press release only.</span><br />
<div class="MsoListBullet">
<br /></div>
<div class="MsoListBullet">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b style="mso-bidi-font-weight: normal;">Category Four:
Contacts Who Should Buy the Book. </b>Obviously, the more you have in this last
category the better. Your professional contacts, business associates, even
friends and most family members should go in this category—unless you can
definitely justify putting them in one of the categories above. These contacts
will get some kind of order vehicle—or maybe just a postcard or an email
telling them a bit about the book and how to order it. If you have a clear
production date, you might consider offering people on this list the
opportunity to order a pre-publication copy of your book at a discount and with
your autograph. You might even be able to pay for your printing this way.
However, we don’t recommend that you accept payment unless you know you will have
your book printed within a short period of time.</span><span style="font-family: "arial" , "helvetica" , sans-serif;">—<a href="http://www.thepublishingpro.com/" target="_blank">ThePublishingPro</a></span></div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;">
</span></span><br />
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<![endif]-->Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-16512019805354539652017-10-30T08:16:00.002-07:002017-10-31T08:44:36.357-07:00Marketing 101: Define the Scope of Your Project<!--[if gte mso 9]><xml>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><b>Easier than ever:</b> In this exercise, you will do go through the process that
smart publishers use to determine the scope of their book projects: that is,
your book’s specifications, your expected sales, your initial press run, and
your selling price. All this before you sit down to write your book. Except for
some production research you’ll have to do, it’s actually a fairly easy
process, even easier if you’re taking advantage of new
technologies like <i>print-on-demand</i> and
<i>digital publishing</i> <i>(ebooks).</i> </span></span> </div>
<ul>
</ul>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b style="mso-bidi-font-weight: normal;"><span style="mso-bidi-font-size: 12.0pt;">Editorial
Input: Deciding Whether the Project Fits Your Focus</span></b>. In every
publishing house, the first stop is with someone performing the function of
“acquisition editor.” This is the person who looks at a proposal and
determines that its substance—and perhaps its timing—is a good fit for the
house. If you are self-publishing, you are also functioning as the acquisition
editor and will decide whether you are doing a particular book or not. The
acquisition editor may rewrite the proposal and add some embellishments,
including some ideas about how long the book should be and what format it
should be in.</span><br />
<ul>
</ul>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b style="mso-bidi-font-weight: normal;">Sales
Input: Deciding How Many Books You Will Sell (or otherwise distribute) in One
Year</b>. The next stop for a proposal in a traditional publishing house is the
marketing department. After looking at the proposal, the marketing director
might communicate with the editor to get some alignment on the right format for
the book. After that, the main task is to estimate the sales and other unpaid
distribution for the year. Nowadays, smart publishers aim to keep their
inventory low, only what they can move in a year. With print-on-demand and
digital publishing so available, you have no reason to have too many books in
inventory. I suggest that you order books for yourself to sell in lots of
twenty-five, unless there is some reason to believe you will sell more than
that in a month. Calculate your unit sales in three major categories: 1) books you will give away (to family and friends, contributors, key contacts, etc. 2) books sold indirectly (through bookstores, Amazon, other resellers, etc. 3) books sold directly by you at presentations, websites, exhibits, etc. Be
conservative, and be especially careful about overestimating what will happen
with indirect sales.
Unless you are very familiar with the business of capturing indirect sales,
focus on direct sales; that is, those sales you will make yourself.</span><span style="font-family: "wingdings";"> </span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b style="mso-bidi-font-weight: normal;">Production
Input: Deciding What Your Book Will Cost to Print.</b> The next stop for a
proposal is the production department, which takes the ideas of the editor and
marketing director about format, along with the marketing department’s estimate
of first-year sales, to determine the unit cost of the first press run<span style="color: black;">. At least that’s the way it used to be in
traditional publishing houses, still is for publishers who haven’t migrated to
print-on-demand and ebooks.</span>The occasional author-publisher has
production specifications that can’t be met by printing-on-demand or ebooks. If
you can use print-on-demand services or ebook technology, please do so. You’ll
thank me later. As far as ebooks go, you have no printing costs. That’s a bit
too simple, because you will be paying an outfit—like Amazon—to produce and
distribute the ebook for you. And they will take their share. Some say more
than their share. In the case of print-on-demand books, you can find out your
cost in seconds—at least with CreateSpace, my recommended print-on-demand
company.</span><span style="color: black;"> All you
do is go to <a href="https://www.createspace.com/Products/Book/"><span style="color: black;">https://www.createspace.com/Products/Book/</span></a>
and select the <i>Buying Copies</i> tab in
the middle of the page. Then you go to the “Member Order Calculator” in the
middle of the page, select your “interior type” (eg. Black and white), “trim
size” (e.g. 5.5”x8.5”), “pages” (e.g. 160), and quantity (e.g. 160) and
“quantity” (any will do). Then select “calculate” and you will see your total
cost and per book cost. (Note: CreateSpace does not reduce the unit cost for
larger quantities unless you have a coupon.) It’s as simple as that.</span></span></span><span style="font-family: "arial" , "helvetica" , sans-serif;"><b style="mso-bidi-font-weight: normal;"> </b></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b style="mso-bidi-font-weight: normal;">Business
Input: Deciding What to Charge for Your Book</b>. The next step falls
on the business department, which takes the production department’s unit
estimate and multiplies it by a number that will give them their targeted
profit. Figuring out what to include in production costs and what multiple to
use can get pretty complicated. As an author-publisher, you can keep it simple.
All you need to do is take the unit printing cost that you got from the
CreateSpace “Member Order Calculator” and multiply it by four or five. If you
take my recommendation, you will set your “retail price” at about five times
the cost of printing one book. Things you should know: 1) CreateSpace will let
you select a much lower price. Resist the urge. 2) Retail price is the price
CreateSpace uses to calculate your share of sales revenue. In other words, if
you set your retail price at $20.00 but Amazon decides to sell your book at
$18.00 (this is common), it will calculate your share (royalty) based on
$20.00. 3) Just because you set the retail price at $20.00 doesn’t mean you
have to sell the book to your customers for $20.00.</span><span style="font-family: "arial" , "helvetica" , sans-serif;"><b style="mso-bidi-font-weight: normal;"> </b></span><br />
<br />
<span style="font-family: "arial" , "helvetica" , sans-serif;"><b style="mso-bidi-font-weight: normal;">Publisher’s
Input: Deciding to Publish</b>. The last stop (at least initially) for a
proposal is the publisher’s desk. He or she looks at the proposal, reviews the
sales estimate, checks the unit costs, eyeballs the suggested price, and
decides whether the project makes sense—editorially and financially. Often this
is not a perfectly neat process. For example, the publisher might like the
project for editorial reasons but think that the retail price is too high to be
viable. In that case, she might send the project back to the team to make some
adjustments. In the case of you, the author-publisher, the entire process
happens in your head and it should be relatively easy for you to either decide
that your project is a go, that it doesn’t make sense, or that it needs to be
revised in some way before you can go forward.</span><br />
<ul>
</ul>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">So what has happened so far? You have defined the scope of your project—its focus, its cost, its expected sales, and its retail price—before you sit down to write. That's the smart play.<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;">—<a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a></span></span></span></div>
Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-88615609473953861812017-09-22T08:03:00.004-07:002017-09-22T08:07:58.900-07:00Marketing 101: Write Your Own Book Proposal<!--[if gte mso 9]><xml>
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<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Best practice: </b>Before beginning to write any book, you should write a formal proposal that you
can either 1) send to a traditional publisher or 2) use yourself as a primary
planning document for your own self-published book. Here are the basic elements:</span></span></span></span></span><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><b> </b></span></span></span></span></span></span><br />
<ul>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><b>Write a short description of your target
reader</b>. Instead of using generalities, describe a specific person,
or couple, or family. Depending on your book, relevant details might include your
target reader’s appearance, age, gender, marital status, family size, income,
needs, desires, and values. If you can picture an actual person in your mind,
more’s the better. (Note: if your book’s buyers will be different from your
book’s readers—the case for children’s books, for example—you might have to
split this exercise in two.)</span></span></span></span></span></span></li>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><b>Write a
short summary of your content.</b> What are you doing with your book? Are you sharing your story? Are you instructing your reader? Are you persuading your reader to do something? Are you inspiring your reader? Are you entertaining your reader? Once you decide your general approach, you can get more specific. For example, this book is teaching author-publishers how to market their books. Another example: I have a client who is sharing her story of growing up with a schizophrenic mother. </span></span></span></span></span></li>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;">
<span style="font-family: "arial" , "helvetica" , sans-serif;">
</span>
</span></span>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><b>Decide how you will change your core reader's life.</b> This is a powerful
concept. The change you promise may be modest—maybe your murder mystery will reduce the boredom of a sunbather by a hotel pool in Cancun. That's okay, but the more
significant the change you can promise, the more likely you are to find readers,
and the higher price your book can command. If you can’t promise to change
someone’s life, why would anyone bother to buy your book? This is true even for fiction.</span></span></span></span></span></span></li>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;">
</span></span>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>Decide
on a working title and subtitle</b>. Generally, the title and subtitle should suggest what your book has to say and to
whom. Be descriptive rather than poetic <i>How
to Make a Million Dollars Selling Widgets</i> is a stronger title than <i>Widgets Gone Wild</i>. If you must be clever
and creative with your title, your subtitle definitely will need to the do the
descriptive job. As in: <i>Widgets Gone
Wild: How I Became a Billionaire Selling Widgets.</i></span><b><span style="font-family: "arial" , "helvetica" , sans-serif;"> </span></b><span style="font-family: "arial" , "helvetica" , sans-serif;">It's a "working title," meaning the intent is to help you sell the concept to a prospective publisher and/or help you write the book. The final title and subtitle could be different.</span> <b> </b></span></span></span></span></span></li>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;">
</span></span>
<li><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><b>Write
Your Table of Contents.</b> Again, your Table of Contents should be
descriptive. The purpose is to clarify (for yourself, if you’re
self-publishing, and ultimately for your readers) where you are taking your
readers and what you will do for them. Your Table of Contents is an extremely
powerful marketing device, one that may determine whether someone buys your
book or not. Writing a good one—it’s basically an outline—also will make it
easier for you to finish writing your manuscript. And it will definitely help
you stay on track.</span></span></span></span></span></span></li>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;">
</span></span></ul>
</div>
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;">
</span></span></span></span></span><br />
<div class="MsoBodyText">
<span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;">That’s it. Now you’ve got a proposal that defines your
book from the ground up.</span></span></span></span><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;">—</span></span></span></span><a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro.</a></span></span></span></span></span></span></div>
Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-52320099028182587962017-07-26T12:13:00.002-07:002017-07-26T12:17:19.404-07:00Marketing 101: Get Perspective<!--[if gte mso 9]><xml>
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</xml><![endif]--><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b><i>It’s a kick to publish a book</i></b>.
Because of that, it’s easy to lose perspective. Here’s the truth. <i>Your book is not your work</i>. Your work
has to do with your mission or your purpose. Your book is a tool, something
intended to further your work. Depending on the nature of your project, your book might be one of the following:</span></span><br />
<ul>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">a <b>commodity</b> (a product that you
sell for a profit)</span></span></li>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">a <b>promotional
item</b> (a marketing device that you give away or sell at a loss in hopes of
generating new business; it might be a catalog or an education book or a pamphlet.)</span></span></li>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">a <b>manual</b>
(an internal publication designed to improve your operation in some way or an
external publication designed to help your customers use your product or
service)</span></span></li>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">a <b>workshop
tool</b> (a workbook or guide intended to be used by facilitators or
participants in a class, a seminar, or a workshop; it might be sold outright or
bundled into the cost of the workshop.)</span></span></li>
</ul>
<div class="MsoBodyText">
<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"> As you can see from the above, books generally are tools
that help you accomplish your work. They should never be confused with the work
itself. This does not denigrate your book project all. The right
book will do some or all of the following:</span></span></div>
<ul>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">add to your credibility</span></span></li>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">increase
your revenue</span></span></li>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">get
you more presentation bookings</span></span></li>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">find
you more prospects and/or clients</span></span></li>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">make
your business run more smoothly</span></span></li>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">increase customer satisfaction with you, your
products, and your services</span></span></li>
<li><span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">brand
your business</span></span></li>
</ul>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Your book is one powerful tool. Nevertheless, your book is not
your work. This leads to the secret of
powerful book marketing: If you promote your work, you will promote your book.</span></span><span style="font-family: "times new roman" , "serif"; font-size: 12.0pt;"><span style="font-family: "arial" , "helvetica" , sans-serif;">—<a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a></span></span></div>
Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-31197674246096732762017-07-06T14:58:00.003-07:002017-07-06T15:03:13.887-07:00Marketing 101: Forget about Bookstores<!--[if gte mso 9]><xml>
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<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;"><b><i>For now: </i></b>Most first-time authors
that I meet have a misconception about how books are sold. They think books are
sold mainly through bookstores.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">They can be forgiven for believing this. After all,
bookstores are the place where it is easiest to see a book being sold. And
seeing is believing.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">The other piece of this belief is that you want to believe
your book will be sold in stores. If you’re an author, nothing feels more like
success than walking into a big chain store and seeing your book on the
best-seller table.</span></span><br />
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<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">Obviously, some books <i>are</i>
sold in bookstores, but I am not enthusiastic about any but large and
knowledgeable publishers following a sales strategy that relies principally on
bookstores. Here’s why:</span></span></div>
<div class="MsoBodyText">
<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">First, selling to bookstores is unlikely to be profitable.
In order to get your books into bookstores, you must sell them at a substantial
discount. If you sell to them directly, you will probably sell them for 40% off
of your list price. And then you will need to set up an account for them,
invoice them, collect payment, and deal with returns. If you sell to bookstores
indirectly through a distributor or wholesaler, you will do so at 50% or more
likely at 55% (or even more) off of your list price. If you are a self-publisher,
starting out with a small press run, you will find it almost impossible to make
money at these discounts. Even if you are an independent publisher of several
books, able to do standard runs of 2000-5000, you will find the economics of
bookstore selling difficult at best and a strategy engaged in as a secondary
rather than a primary revenue stream.</span></span></div>
<div class="MsoBodyText">
<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">Second, selling to bookstores is risky. If you sell to
bookstores directly and set up accounts with them, they will expect to return
unsold books. This is something you may be able to live with, at least over
time as you build up your business and your account base. However, if you sell
to bookstores indirectly through distributors, returns are a killer. Here’s
what happens. When your book comes out, your distributor asks you to send them
a quantity of copies, let’s say, 1,000. Now you think you’ve sold 1,000 copies.
You haven’t—whether your distributor buys the copies up front or on
consignment—because your distributor retains the right to return unsold books
to you. You ship 1,000 books to your distributor, who ships them to one or more
warehouses. The warehouses then distribute your books to stores. However, the
stores usually will not put your books on the shelves unless one of two things
happen: 1) you give them a monetary incentive to display the books (this is
called a “retail display allowance”) or 2) many people come into the stores
asking for your book. The latter only happens if you’ve done some publicity or
taken other marketing steps that drive people into the stores. Assuming you
haven’t been able to afford to pay stores extra money or to spend thousands of
dollars on a national publicity program, the bookstores now send your unsold
books back to the warehouse, which sends your unsold books back to you. What’s
more, thanks to all the handling, a large percentage of the books may be
damaged and not saleable, at least at the list price. Worse, they may tear the
covers off and send you only the covers (to save shipping costs) so that you
can’t even sell the damaged books at a discount. Now you’ve spent extra money
on books you can’t sell and on shipping that did you no good.</span></span></div>
<div class="MsoBodyText">
<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">Third, bookstores (especially general-interest stores like
Barnes and Noble) are not an effective way to market your book. Bookstores are
infrastructure, a place where customers can find books. Of course, bookstores
provide some marketing, especially in the way they display books. That’s one
reason why it’s important to pay attention to your cover design. They problem
is that bookstores, especially the general ones, do not do an effective job of
reaching <i>your</i> particular customers.
They attract all kinds of customers, few of whom are going to have the remotest
interest in your book. They are highly inefficient that way. (On the other
hand, if a bookstore has a focus—travel, for example—and you have published a
travel book, the match is better. More about this when we return to the subject
in the final chapter.) Moreover, if when they do attract the right customers,
and even when the right customer buys your book, you don’t have this customer’s
name. And you can’t sell them something else or talk to them about your
work—unless this customer contacts you.</span></span></div>
<div class="MsoBodyText">
<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">Fourth, books increasingly are being sold online and in
digital formats (Kindle, etc.) that bypass brick-and-mortar stores altogether, Amazon
being the mother of online sales.</span></span></div>
<div class="MsoBodyText">
<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">This is not say that it is impossible for a small
publisher to succeed with a strategy of selling to bookstores. Below are two of my favorite stories about two
authors who “succeeded.” (Their names
are fictional.)</span></span></div>
<div class="MsoBodyText">
<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">Joe Miller printed five thousand copies of his first book,
a hard copy compendium of inspiring stories. This was a rather large run for a
first-time author, but Joe was energetic and smart. He learned how the
bookstore business worked. He hired a distributor, put together a publicity
plan, and managed to sell most of his press run through bookstores. I thought
he was rather successful. However, when I talked to him a couple of years
later, he had a new strategy—enlisting the aid of corporations to buy editions
of his book to be given away for publicity purposes. Not a bad strategy,
actually. I asked him what happened to his bookstore efforts. “Oh, I gave up on
that,” he said. “With tons of hard work, I managed to get rid of my books. But
the discounts to distributors and bookstores were so high, I didn’t make
anything.”</span></span></div>
<div class="MsoBodyText">
<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">Bill Scarpelli created a small publishing house with a list
composed entirely of his own photo books, which he sold mainly through
bookstores. He was planning more books in the same vein. I was impressed.
“Well, it’s taken a tremendous amount of work,” he said. “And capital. The
worst problem is that it’s so uneven. Sometimes the money pours in. Sometimes
there is nothing. I’ve had to declare bankruptcy twice.”</span></span></div>
<div class="MsoBodyText">
<span style="font-size: small;"><span style="font-family: "verdana" , sans-serif;">And those were successes.—<a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a></span></span></div>
Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-56175295052106144382017-02-02T09:51:00.002-08:002017-02-02T09:54:00.044-08:00The Four Sides of "Story"<span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><b>It's complicated:</b> While I was deciding to adopt "Get Your Story Out" as my new tagline, I became aware that <i>story</i> is not always used for benevolent purposes or in a benevolent manner. </span></span><br />
<br />
<span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;">I grew up in the Catholic faith and migrated to Judaism, both of which give serious attention to tale-bearing. The catechism of my childhood spoke of <i>calumny</i> and <i>slander</i>, synonyms for telling lies about a person. <i>Detraction,</i> damaging a person's reputation by revealing some truth about them, is just as bad. If anything, Judaism is even more serious about tale-bearing, called<i> lashon hora</i> (evil tongue) in Hebrew. </span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><br /></span></span>
<span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;">By any name, the use of both factual and fictional<i> story</i> for negative purposes is part of our public culture, painfully obvious during the recent election. </span></span><br />
<span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><br /></span></span>
<span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;">It's complex though. Here is a simplified but useful way to think about it, especially for authors. </span></span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBUJ28jOj9yO89nTYQrfi33l-ENJuuZUggB-1Yy-nLKsYEJyK3-gXNMRN85b1Zzi3Weexlu-O9hhje_Ktwz9h4UxpV00jJ6td9rmOEal1qB_3i9pfDBrRkIU_mOQ50YJkW2_pcmw/s1600/Story+Diagram.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhBUJ28jOj9yO89nTYQrfi33l-ENJuuZUggB-1Yy-nLKsYEJyK3-gXNMRN85b1Zzi3Weexlu-O9hhje_Ktwz9h4UxpV00jJ6td9rmOEal1qB_3i9pfDBrRkIU_mOQ50YJkW2_pcmw/s320/Story+Diagram.jpg" width="320" /></a></div>
<br />
<ul>
<li><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><b>Positive Non-Fiction:</b> If you're doing a memoir and working with me, you'll be somewhere in this quadrant. Even so, it's not a perfect world. When I did my own memoir, I realized that my story was shaped by my memory--or absence thereof.</span></span></li>
<li><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><b>Negative Non-Fiction:</b> If you're doing a tell-all memoir, especially if it involves other people in your life, you may be moving into this quadrant. In any case, how you treat other people in your work is something that comes up. If you're doing muckraking report, you might be in this quadrant. Then again, positive and negative, is in the mind of the beholder. </span></span></li>
<li><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><b>Positive Fiction: </b>If you're writing a novel and have a positive purpose, I'd start you here. Some authors choose fiction because they can get at truth in a novel that they could not get at in a memoir without hurting someone needlessly. </span></span></li>
<li><span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;"><b>Negative Fiction:</b> It's hard to think of my customers here, but the category is real. Fake news, at least the kind that relies on a lie to damage a person's reputation or life. </span></span></li>
</ul>
<span style="font-family: "verdana" , sans-serif;"><span style="font-size: small;">Like I said, it's complicated. <a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro.</a> </span></span>Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-81443967045507430582016-12-13T14:29:00.002-08:002016-12-13T14:29:27.675-08:00Get Your Story Out.<!--[if gte mso 9]><xml>
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<br />
<span style="font-family: Verdana,sans-serif;"><b>New tagline:</b> For a good three years now, I've been
going to HealthSouth Rehab Hospital every Sunday and teaching a weekly class
called "What's Your Story?" The experience has had a profound effect
on me. It's not so much a class as a chance to talk to people about their
personal stories. A few of them have been told "you should write a
book." More often, they have an idea that they should write something down
for their families, but they don't know where to start. Some of them even
insist "I don't have a story." Of course they do, and there's nothing
more delightful than helping them find it. </span><br />
<br />
<span style="font-family: Verdana,sans-serif;">
</span><span style="font-family: Verdana,sans-serif;">In any case, it got me to
think about defining what I do in a different way. My original tagline, which
is twelve years old now, is "Making Professional Publishing Accessible—and
Fun—for Everyone." To be honest, this is only a fancy version of what I
have tended to tell people who ask me what I do: "I help people
self-publish their books."</span><br />
<br />
<span style="font-family: Verdana,sans-serif;">
</span><span style="font-family: "Arial","sans-serif";"><span style="font-family: Verdana,sans-serif;">It's true. It's clear. I do
help people self-publish their books. But it's not sufficient by a long shot.
The patients at HealthSouth have helped me with that. What I really do is help
people get their stories out—in multiple senses of that phrase. I get the story
out of your head and heart, I help you refine it, and I help you share it with
your intended audience.<i> Getting the Story Out</i> is taking me outside the
boundaries of bookmaking into blogging, workshopping, presenting, poetry
slamming, Facebooking, and letter writing. It gets me, the professional editor,
beyond the planet of editing into the universe of marketing. More later. <a href="http://www.thepublishingpro.com/" target="_blank">—The Publishing Pro</a></span></span><br />
Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-19431555816809307322016-04-15T14:11:00.003-07:002016-04-15T14:17:08.511-07:00Use a Blog to Publish Your Book<b>Blogs belong:</b> I like blogs. They are cheap (read: free) and, with the addition of "pages," can function as websites. One use for a blog<span style="font-family: "palatino linotype" , "serif"; font-size: 12.0pt;">—</span>and I've done this twice<span style="font-family: "palatino linotype" , "serif"; font-size: 12.0pt;">—</span>is to enable potential customers to preview your book. To be honest, this is a form of publishing, but I don't want to scare you. In any case, previewing with a blog tests your draft and builds an initial audience.<br />
<br />
Using a blog to publish your book is easy enough structurally, though you'll have to work around the blog's habit of showing posts in reverse (last shall be first) order.<br />
<ul>
<li>The simplest (seemingly) way is to post the chapters <i>in reverse order</i>, in which case your oldest chapter (e.g.: Chapter One) will appear at the top of the stream and the newest chapter (e.g.: Chapter Ten) will appear at the bottom. This is fine if you have all the chapters in hand and if you don't mind working backwards. A downside is that the neatness of the solution disappears if you decide to start posting comments that are not quotes from the book. </li>
<li>A second approach is to direct followers who want to read the chapters in order to use the archive on the main page. Blogger archives default to order of appearance; in other words, your epilogue would appear before your prologue However, you can change the archive so that it lists the most recent post first. This approach has the same downside as the first one. It loses it's tidiness if you decide to add random posts that are not quoted from the book. </li>
<li>A third approach, the best in my opinion, is to create a Table of Contents page, where you list the chapter names in book order and link them to the relevant post/chapter. You just need to know the trick for identifying the URL of each post, which you get by clicking on the time link for a particular post. </li>
</ul>
Whatever you decide, it's worth giving your followers some instructions. For example, the header for my murder mystery (<a href="http://evilspeakg.blogspot.com/" target="_blank">Evil Speaking</a>) instructs visitors to use the Table of Contents page to read the chapters in order.<span style="font-family: "palatino linotype" , "serif"; font-size: 12.0pt;">—<span style="font-size: x-small;"><a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a></span></span><br />
<br />Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-61790752129216741742016-02-18T13:59:00.002-08:002016-02-18T14:02:19.160-08:00Novelists: Identify Your Core Reader<b>First things first:</b> It's no secret that it is harder to sell novels than non-fiction self-help books. The author of a non-fiction work is more apt to have specific readers in mind along with a coherent message that will help them. The first-time novelist is more likely to be writing for the fun it, perhaps with the vague hope that readers to be identified later will find the book and send it shooting up the bestseller lists.<br />
<br />
Here's the thing: You are more likely to be successful as a novelist if you start with someone<span style="font-family: "palatino linotype" , "serif"; font-size: 12.0pt;">—</span>your core reader<span style="font-family: "palatino linotype" , "serif"; font-size: 12.0pt;">—</span>in mind. At the very least, identify a genre and stay with it. Rookie authors have an unfortunate tendency to try to hit multiple genres, figuring I suppose that the more potential readers you can identify the more actual readers you will have. This does not work<span style="font-family: "palatino linotype" , "serif"; font-size: 12.0pt;">—</span>not if the potential readers are confused about what you're doing<span style="font-family: "palatino linotype" , "serif"; font-size: 12.0pt;">—</span>and they will be if you are trying to appeal to readers of thriller, romance, western, fantasy, and horror novels. Someday, when you are rich and famous from never-ending book royalties, you can try your hand at crossover fiction. <br />
<br />
Two of my literary customers have had success, specifically by keeping their core readers in mind.<br />
<br />
Cleon Ochsner, in the course of doing some family history work, obtained official Russian documents relating to the trial and execution of an ethnic German landowner in Ukraine during the Stalinist purges in 1938. His interest was piqued because the man had his own surname<span style="font-family: "palatino linotype" , "serif"; font-size: 12.0pt;">—he was </span>probably the brother of one of Cleon's direct descendants. The documents became the basis for a novel called <a href="http://www.amazon.com/Kulak-Death-German-Russian-Tragedy-Ukraine/dp/1502470551/ref=sr_1_1?ie=UTF8&qid=1455832093&sr=8-1&keywords=cleon+ochsner" target="_blank"><i>Kulak: Love and Death, a German-Russian Tragedy</i></a><span style="font-family: "palatino linotype" , "serif"; font-size: 12.0pt;"><a href="http://www.amazon.com/Kulak-Death-German-Russian-Tragedy-Ukraine/dp/1502470551/ref=sr_1_1?ie=UTF8&qid=1455832093&sr=8-1&keywords=cleon+ochsner" target="_blank"><i>—Ukraine, 1938</i></a>.</span> The book<i> </i>has a natural audience: ethnic Germans with Ukrainian roots. It has has done well in English and is now in the process of being published in German.<br />
<br />
Colette Holbrook Sheets, a descendant of a Mormon pioneer, had a similar story. She happened onto the detailed journal of Joseph Holbrook, including his trek from Nauvoo, Illinois, to the Mormon Zion in Utah. Sheets, a psychologist, used the medium of the novel to add flesh to the bones of the journal. Sheets died shortly after completing the draft of the manuscript, but her husband Robert saw the book through publication as <a href="http://www.amazon.com/Intrepid-Faith-Joseph-Holbrooks-Trek/dp/1517706629/ref=sr_1_1?ie=UTF8&qid=1455832362&sr=8-1&keywords=Colette+Holbrook+Sheets" target="_blank"><i>Intrepid Faith: Joseph Holbrook's Trek to Zion</i></a>. Robert Sheets is doing well selling the book to Joseph Holbrook's numerous descendants.<br />
<br />
Both of these examples were what I would call "non-fiction novels," but the principle of identifying a narrow but coherent readership should work for fictional novels as well.<span style="font-family: "palatino linotype" , "serif"; font-size: 12.0pt;">—</span><a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a>.Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-32283834800076765482016-01-25T12:50:00.000-08:002016-01-25T12:50:11.218-08:00What's an LCCN, LOC, PCN, and CIP?<b>And why should you care</b>? I've never gotten too exercised about Library of Congress numbers, but the following post from <a href="http://www.indiesunlimited.com/" target="_blank">Indies Unlimited</a> is about as clear as it gets.<br />
<blockquote class="tr_bq">
"LCCN stands for Library of Congress Control Number. It’s a unique
identifier issued by the Library of Congress (LOC) to books that get
included in their collection. Some people desire this number because
librarians across the nation and the world tend to catalog their books
using the LCCN number. There is only one LCCN per book, whereas each
edition of a book requires a new ISBN (eBook, paperback, hardback,
special editions), and will likely have multiple ISBNs."</blockquote>
<a href="http://www.indiesunlimited.com/2016/01/25/self-publishers-may-want-to-try-for-library-of-congress-cataloging/" target="_blank">Read more ...</a><br />
<br />
Thanks to Anne Flint, author of <a href="http://www.fettigrewhall.com/" target="_blank">Fettigrew Hall</a> and a forthcoming prequel, for forwarding the above post.<span style="font-family: "Times New Roman","serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">—<a href="http://www.thepublishingpro.com/" target="_blank">The PublishingPro</a></span>Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-15056869536378439512016-01-07T13:16:00.000-08:002016-01-07T13:25:27.740-08:00Writing a Memoir?<b>This book will help: </b>Have you written a memoir—or thought about writing one? Have you tried to get published—or wondered how hard it would be? Have you thought about publishing your book yourself? Have you not pursued writing or publishing your book because you thought it would be too hard or too expensive?<br /><br /><a href="http://Have you written a memoir—or thought about writing one? • Have you tried to get published—or wondered how hard it would be? • Have you thought about publishing your book yourself? • Have you not pursued writing or publishing your book because you thought it would be too hard or too expensive? This book is for you. Publishing your own memoir is a terrific option. Once you know how, it will be easier, cheaper, and much more fun than you ever thought possible." target="_blank"><i>Writing and Publishing Your Own Memoir ... in 15 easy steps</i></a> is for you. Publishing your own memoir is a terrific option. Once you know how, it will be easier, cheaper, and much more fun than you ever thought possible.<br /><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://Have you written a memoir—or thought about writing one? • Have you tried to get published—or wondered how hard it would be? • Have you thought about publishing your book yourself? • Have you not pursued writing or publishing your book because you thought it would be too hard or too expensive? This book is for you. Publishing your own memoir is a terrific option. Once you know how, it will be easier, cheaper, and much more fun than you ever thought possible." target="_blank"><img alt="Have you written a memoir—or thought about writing one? • Have you tried to get published—or wondered how hard it would be? • Have you thought about publishing your book yourself? • Have you not pursued writing or publishing your book because you thought it would be too hard or too expensive? This book is for you. Publishing your own memoir is a terrific option. Once you know how, it will be easier, cheaper, and much more fun than you ever thought possible." border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0OikRXYBGM9CcxYEeWedA9ZXEzwC718WOVinmbyGvML7-qlRupphOSquAvSxEUcbEpF8fxtsTr5v_tSeFzl2-SFE2DbXowDFB45rUOVup8FkKxJ4CtMCrB0x2_kvYOQr54VjqOA/s320/KG+Cover+151002+small.jpg" width="207" /></a></div>
<br />Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-7826201840061014062016-01-07T12:50:00.000-08:002016-01-07T13:11:14.919-08:00Think of Yourself as an Artisanal Publisher<br />
<b>A cut above self-publishing?</b> A few weeks ago, I was playing around with alternative names for self-publishers. In some ways, I don't mind the term. I like the emphasis on publishing. I don't mind the emphasis on self, except that it seems to imply that self-publishing is all about doing it yourself, which is a bad way to think. For one thing, it's a misunderstanding of the publishing process. Self-publishing is about the author acting as publisher<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—and p</span></span>ublishers don't do everything themselves. They are CEOs, essentially, who decide on publishing projects and then hire people<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span></span>staff or contractors<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span></span>to get the job done. While self-publishers may do some of the work themselves, they are publishers and should think of themselves that way. Still, the term self-publishers is a problem.<br />
<br />
I began to fish around for alternatives. I noted that there is a whole <i>artisanal </i>movement afoot, which is applied to the creation and distribution of food, beverages, clothing, household products, even shelter. The term implies an emphasis on quality over quantity, artistry over production, local over national, repeat customers over new ones. It seemed to me that self-publishers might benefit from thinking of their work as artisanal.<br />
<br />
I tried a couple of word inventions<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span><i>authorsan, authisan</i><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—but they were a mouthful. Still, I couldn't shake the idea that the authors I work with would benefit from thinking of themselves in alignment with the artisanal movement. </span><br />
<br />
<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Quality over quantity:</b> Print-on-demand and eBook technologies have made it possible for authors to make</span><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> a profit by selling far fewer books than would have been required decades ago. For example, twenty years ago, you might have needed to sell 1,000 books to pay off your offset printing bill. Today with a small printing bill from CreateSpace</span></span><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>or no printing bill from Kindle</span></span><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>you could pay off your printing bill with one book sold.</span></span><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> It's still tough to sell books, but it's a whole lot easier to sell 100 than 1,000. </span><br />
<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span>
<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Artistry over production:</b> Self-publishing has a bad reputation for artistic quality because today's technology enables authors to do so many things themselves. The result is that there is a lot of ugly work out there, but it doesn't need to be this way. Because you have little to no printing costs, you might be able to hire a copy editor, a designer, book producer, or proofreaders. My suggestion is to start with the copy editor. It's a real skill that takes a long time to learn. Technology doesn't help much with it</span><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>and yes, I am aware of Microsoft's grammar checker. </span><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">It's not enough. On the other hand, you can use a free or inexpensive cover creator to do a cover. You can learn how to design your own pages on Microsoft Word. Of course, the technology doesn't guarantee good results. You need to be computer comfortable, you need some know-how, you need the time, and you need to care about the results. But some artisanal publishers are up to the job. </span><br />
<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span>
<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Local over national: </b>This doesn't apply in the same way to books as it does to food. Books are easier to sell nationally</span><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—or even internationally</span></span>. Still, authors who get out and talk to people in person are going to build more relationships and ultimately sell more books. This work is easier to do locally. </span><br />
<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><br /></span>
<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><b>Repeat customers over new ones:</b> Of course, you need new customers. However, artisanal producers don't build their businesses on selling to one-time customers. They are out to build relationships. In other words, they are in it for the long haul. Authors should be the same way. Besides, relationships are fun.</span><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—<a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a></span></span><br />
Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-68260269778464644512016-01-07T10:05:00.002-08:002016-01-07T10:17:16.428-08:00How to Improve the Experience of Publishing<b>Ups and Downs:</b> Publishing has changed enormously in the past couple of decades, but the author's experience remains the same in many ways. These stages are typical:<b> </b><br />
<ul>
<li><b>Euphoria:</b> Before self-publishing came around, authors struggled to "get published" and then commonly experienced something like ecstasy when they got the word that a publisher wanted their work. Today, authors experience something similar<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>though to a lesser degree<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>when they learn that self-publishing is a viable option.<b> </b></li>
<li><b>Struggle:</b> The mechanics of publishing<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>editing, design, page production, printing<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>were and are hard work. The traditionally published author and the self-published author face the same frustrations. However, this feeling is mixed with a growing excitement as a rough manuscript acquires some polish and the edited manuscript begins to <i>look</i> like a book. Ultimately, the creative process is invigorating, more real because of the struggle.<b> </b></li>
<li><b>Euphoria II:</b> When authors receive their first printed books, they experience the joy and satisfaction a mother feels when she holds her new baby in her arms. It doesn't matter whether the authors are traditionally published or self-published. They are filled with the same sense of hope.<b> </b></li>
<li><b>Struggle II:</b> Once the book is printed, authors of both varieties wait for the sales to roll in. When those sales don't materialize, at least to the degree the authors expected or hoped for, they begin to feel disappointment. Traditionally published authors have the luxury of blaming their publishers for "not doing any marketing," which they invariably do. And it doesn't seem to matter what the publisher did or didn't do. Self-published authors have only themselves to blame, and it is all the more painful.</li>
</ul>
The above seems to be a common, almost universal series of experiences. At the same time, parts of it<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>especially the devastating disappointment of "Struggle II"<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—can be improved. </span>To have a better experience, I suggest the following:<br />
<ul>
<li><b>Begin at the End:</b> Smart book development begins at the end<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>with marketing. Who are your core readers? What do you have to give them? How are you going to change their lives?</li>
<li><b>Focus on Your Work</b>: Book publishing is fun, at least I think so, and I know my customers enjoy the process. However, there is a tendency to think that the book is the baby. It's not. The book is just a way of delivering the baby, which is to say "your work." True, your book is a "work," but ideally it should support your larger work. It is one way of reaching and teaching your customers. It is not the only way. Other ways are presentations, blogs, conversations, youTube, and anything that gets your message across. If you find yourself saying "buy my book" instead of "how can I help you?" you're doing it wrong.The good news is that focusing on your work is what you need to do to sell books. </li>
<li><b>End at the Beginning: </b>When you do your marketing, give it the same attention you gave your book when you were writing, editing, designing, and producing it. When you do your marketing, bring with you the excitement you felt when you were creating your book.<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> Enjoy the process. It's all about building relationships with your customers.—</span><a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a></li>
</ul>
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<![endif]--><b style="mso-bidi-font-weight: normal;">Facts or Friction:</b>
If you are writing a non-fiction book, particularly a memoir, you are likely to
worry at some point about how you are treating others in your story. Your concern
may be:<br />
<ul>
<li><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"> </span></span></span><b style="mso-bidi-font-weight: normal;">Legal</b>
(Will I be sued?)</li>
<li><b>M<span style="mso-bidi-font-weight: normal;">oral </span></b><span style="mso-bidi-font-weight: normal;"></span>(Am
I being fair? Am I injuring someone? Am I creating problems for someone?)</li>
<li><span style="font-family: Symbol; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;"><span style="mso-list: Ignore;"><span style="font: 7.0pt "Times New Roman";"></span></span></span><b style="mso-bidi-font-weight: normal;">Emotional
</b>(Will this harm my relationship with someone?)</li>
<li><b>P</b><b style="mso-bidi-font-weight: normal;">rofessional
</b>(Am I correct? Am I accurate? Is my memory flawed?)</li>
</ul>
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<span style="mso-spacerun: yes;"></span>I had to face these
questions when I wrote my own memoir <a href="http://www.amazon.com/Rome-Jerusalem-Kenneth-Guentert-ebook/dp/B00C2AU876/ref=sr_1_3?ie=UTF8&qid=1444854117&sr=8-3&keywords=kenneth+guentert" target="_blank">(From Rome to Jerusalem: A Non-Jew on the Way)</a>. In my case, the questions came up
early. Answering them helped me write most of the book.</div>
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My first step was to decide on my basic principle. I realized
I couldn’t very well avoid involving others in my story. On the other hand, I
realized my mission was to tell <i style="mso-bidi-font-style: normal;">my </i>story,
not someone else’s. My memoir had to be about my side of the street—not that of
my family members, friends, or business associates.</div>
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From this general principle, I was able decide the specifics—which
people, names, and details to include; and which names and details to change or
eliminate. Sometimes I referred to a person without naming him or her,
sometimes by a first name, sometimes by a pseudonym. I tried to avoid putting
others in a bad light. Far from whitewashing my story, it put the onus on me
and gave the book a confessional quality. “Wow, you were a bit of a bastard,” my
wife said after finishing the book. I may have overreached, but I didn’t mind.</div>
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These decisions worked for me, but they may not be
appropriate for you. However, my experience leads me to make some procedural
suggestions for you.<span style="mso-spacerun: yes;"> </span></div>
<ul>
<li><b style="mso-bidi-font-weight: normal;">Decide when to decide:</b>
I addressed the issue of how to treat others <i style="mso-bidi-font-style: normal;">before</i> I began writing the book. This will not work for all
authors, maybe not even for most authors. Writing a memoir is a challenge:
putting restrictions on your writing from the get-go may prevent you from getting
the stories out of your head and into your computer. If writing your story is therapeutic,
perhaps because of abuse by others, it might be better to get your stories into
draft form—and then worry about how to handle your treatment of others.</li>
<li><b style="mso-bidi-font-weight: normal;">Decide on the purpose
of your memoir:</b> Is it therapeutic for you? Is it therapeutic for others in
similar situations? Is it about settling scores? Is it about telling your
story—or the story of others?</li>
<li><b style="mso-bidi-font-weight: normal;">Decide on the
importance of the others in your story:</b> In some memoirs, the “others” are a
critical element of the story. If the others in your story are well known to
your core readers, you may not be able to avoid writing about them. For
example, if you are writing a memoir for your family, you can hardly avoid
talking about your parents, your spouse, or your children. On the other
extreme, if you are well known and the others in your story are well known, it
may be hard to avoid talking about them. For example, if you are the president
of the United States and you are writing about your term in office, you can
hardly avoid talking about world leaders, cabinet officials, members of
Congress, and so on. In other cases, your readers may not need to know the exact
details about some of the characters in your story or have any interest in identifying them.
This can be true even if the characters in your story play major roles, be they heroes or villains. </li>
<li><b style="mso-bidi-font-weight: normal;">Get trusted feedback:</b>
Once you have written a draft that has all the content you want, ask someone
you trust to read your manuscript specifically looking at your treatment of
others. Where is there unnecessary detail? Where are you telling too much?
Where do you need to show less emotion? Or more emotions? If you think you may
be at legal risk, you should talk to a lawyer.</li>
<li><b style="mso-bidi-font-weight: normal;">Decide on tactics for
protecting others (and yourself) in your story</b>: Tactics include changing
names, details, and eliminating passages. Sometimes you can change the facts
and get closer to the truth. Seriously. –<a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro.</a></li>
</ul>
Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-82070173715222278142015-03-23T14:32:00.002-07:002015-03-23T14:38:42.790-07:00Three Events that Changed My Perspective<b>When technology fails</b>: This post is more personal than usual, but it is relevant to my business. I was having a bad time last week, mostly related to technology that either was not working or not working correctly. However, when I looked back on the week, three events completely changed how I viewed that particular day and ultimately the week.<br />
<ul>
<li><b>HealthSouth</b>: On Sundays, I have been privileged to offer a one-hour memoir class at this rehab hospital. I never know who is going to come, but it is always a pleasant surprise. Patients are rehabbing from a variety of conditions, accidents, and diseases. They come from all backgrounds, ages, and professions. They are usually feeling rather vulnerable and, at the same time, grateful to be there. (It's a positive place. The hospital takes the idea of restoring people to health pretty seriously.) It is a good setting to get stories, which can be fascinating, amusing, and inspiring. On this day, I talked to a 90-year-old woman who had been born in Paris and lived through the Nazi occupation<span style="font-family: "Palatino Linotype","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">—</span>and then to a man who had been a teacher, a principal, and a school superintendent in New Mexico. An Olympic figure-skating coach, who had been there a week earlier, came back for more. The stories made my day. This little gig has been the primary driver in shifting the emphasis of my business from the mechanics of book publishing to the process of helping people detect their most important stories and to begin sharing them.</li>
<li><b>Cottonwood Storytellers</b>: This is the descendant of my regular author meetup group and is intended to get authors to focus as much on telling their stories out loud as in print. The idea is that written and oral stories are connected<span style="font-family: "Palatino Linotype","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">—</span>and that authors need to connect personally with their readers if they intend to sell their books. We meet in the new David Lord Theater in Cottonwood Center for the Arts. The space is clearly built for performance, which is a little intimidating to our cadre of shy authors. We have struggled a bit to find our way, but I tried a couple of exercises that went particularly well for participants and they want more.</li>
<li><b>Downtown Toastmasters: </b>Toastmasters, however weird its name, changes lives. It turns people who are terrified of speaking in public into dynamic leaders. My home club is bursting at the seams. We seem to get a new member every week. To get everyone sufficiently involved, we've had to add bonus meetings. One of them is at the Cottonwood, in the same place I mentioned above. On this particular Thursday, I had worried about attendance. I had gotten regrets from some of the regular attendees and was fretting that there would be no meeting at all. Worse, I was wondering if the bonus meeting could even be continued. In the end, we had four attendees, less than half of the supposed ideal. As it turned out, the meeting was terrific, with plenty of time for individual attention. I had also received regrets from several new members who expressed an interest in coming the next time. The meeting will continue. </li>
</ul>
Each of these events changed my perspective. Instead of focusing on my frustration about my wife's new phone, my video tools that refused to work, and the printer that broke and needed to be replaced, I noticed that creative things were happening between me and other people. And that's just what this introvert needs.<!--[if gte mso 9]><xml>
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<![endif]--><span style="font-family: "Palatino Linotype","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">—</span><a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a>Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-35898341607990920802015-03-16T14:40:00.001-07:002015-03-16T14:41:56.456-07:00How to Use Social Media for Your Business<b>Some tentative rules:</b> I've struggled as much as anyone with how to get up to speed on social media. Part of the frustration is because the emphasis seems to be on getting up to speed before knowing where we're going. This leads to rule number one: <br />
<ol>
<li><b>If you don't know where you're going, go slow</b>. It's okay to play, but flooring it is probably not the best play. </li>
<li><b>As implied in my headline, it's about your business<span style="font-family: "Times New Roman","serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">—</span>not your book.</b> This follows my standing rule that you put the marketing of your book in the larger context of promoting your work.</li>
<li><b>Use social media to focus on your customers, not on your products.</b> If you focus on your customers' needs first, they aren't going to feel like you're trying to sell them something. Instead they will search out your products and services (and books) because your products and services are designed to help them. Right? </li>
<li><b>Focus.</b> Find a social media platform that suits you. If you have a talent for writing, blogs make a lot of sense. If writing is a struggle, look for something else. Maybe a Facebook page is right for you. Or maybe Pinterest. If you're a twit ... oh, never mind.</li>
<li><b>Stick with your chosen media.</b> At least for a while. Long enough to get good at it<span style="font-family: "Times New Roman","serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">—</span>or to realize this medium just isn't the one.</li>
<li><b>Don't assume that social media is good for direct selling.</b> It isn't, not that I can see. It does have potential for connecting with customers<span style="font-family: "Times New Roman","serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">—</span>existing or prospective. That's related to selling, but it's not the same thing.</li>
<li><b>Decide if you should mix your personal and professional brands. </b>I don't think combining them is a good idea, but it might work for you.<span style="font-family: "Times New Roman","serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">—</span><a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a></li>
</ol>
Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-40501985097755251592015-03-16T13:50:00.000-07:002015-03-16T14:44:13.681-07:00Five 'Editors' Who Can Help an Author<b>Better to call them wordsmiths: </b>What is an editor? The term is a bit slippery, but there are various categories. Here are the ones that make the most sense to me.<br />
<ul>
<li><b>Ghost Writer:</b> This is not really an editor at all<span style="font-family: "Times New Roman","serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">, but </span>I put the ghost writer at the top of my list because she actually produces the manuscript, though in collaboration with an author who should supervise the process. Some authors admittedly have no talent for writing; many others have no time. A good ghost writer is able to capture both substance of the author's story and his voice. </li>
</ul>
<ul>
<li><b>Developmental Editor: </b>The developmental editor helps shape a book for publication. When I worked for Resource Publications, Inc. as its editorial director (aka editor-in-chief), I was responsible for developing book projects that would work for the company. Sometimes, I acquired manuscripts outright. More often, I shaped manuscripts that had been submitted to me or proposed an idea and then found an author to produce it. Today, I work with would-be authors to shape their projects so that they work for their own stated purposes. For me, developmental editing is about the forest rather than the trees of the manuscript. It is high value, but it does not take much time. </li>
</ul>
<ul>
<li><b>Substance Editor:</b> Some folks consider the developmental editor and the substance editor to be different names for the same person. I separate them. For me, where the developmental editing is concerned about the forest, the substance editing is concerned about the trees (and shrubs), replanting them into more desirable locations. The substance editor rewrites in a way that affects the content, mainly by reorganizing it. Substance editing is time consuming, but it is worth doing for authors who have something to say but need help, for whatever reason, with the organization. </li>
</ul>
<ul>
<li><b>Copy Editor:</b> After the author completes what I call a publishable manuscript, the copy editor takes over. Ideally, copy editing does not affect the substance of the manuscript. It is about establishing consistent grammar, capitalization, spelling, word usage, and unnecessary words. To maintain the forestry metaphor, it's more about removing the underbrush and pruning the trees, not moving them around. Good copy editors make authors sound more like themselves. </li>
</ul>
<ul>
<li><b>Proof Reader:</b> It is important to avoid confusing the proof reader with an editor. In fact, some publishers refer to proof checkers rather than proof readers because the role is more about identifying errors than editing. Even so, proof reading is important because, without it, errors are frequent and can be embarrassing. Good proof readers are hard to find, but it is not necessary to be a professional. Good ones know the English language, have a passion for detail, and understand and respect the difference between proof reading and copy editing.<span style="font-family: "Times New Roman","serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin;">—</span><a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a></li>
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Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com1tag:blogger.com,1999:blog-6772311.post-19107304406996970842015-02-15T18:11:00.001-08:002015-02-15T18:11:32.175-08:00Serious Authors Put Promotion Before Publishing<b>Change Your Thinking:</b> Wanna-be authors tend to think you publish a book and then promote it. I don't blame them for thinking this way, but it's backwards. Rebecca Abrahamson, editor of <i>Divine Diversity: An Orthodox Rabbi Engages with Muslims,</i> reminded me of this. <a href="https://www.facebook.com/ben613" target="_blank">Ben Abrahamson</a>, an Orthodox rabbi and Rebecca's husband, had attracted some 8,000 followers to his Facebook page focused on respectful conversation between religious Jews and Muslims. The two notified their followers that a book was in the work months ahead of time, creating a pent-up demand for the published product. Once the book was published, it began selling on Amazon, which earned them enough to pay for the preparation costs. The success is a bit unusual, but it happened because they got the horse before the cart. Promotion before Publishing. <a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a>.<br />
<br />
<br />Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com1tag:blogger.com,1999:blog-6772311.post-31271979592954357342014-12-09T14:06:00.001-08:002014-12-09T14:07:56.549-08:00Serious Authors Put Customers First.<span style="font-family: Verdana,sans-serif;"><b>Think like an author:</b> I make a point of trying to turn <i>writers</i> into <i>authors</i>. You can be both, of course, but there is a difference. <i>Writers</i> do the introverted, creative work. <i>Authors</i> do the extroverted, outreach work. If writers are comfortable in an ivory tower, authors are comfortable on the street. </span><br />
<span style="font-family: Verdana,sans-serif;"><br /></span>
<span style="font-family: Verdana,sans-serif;">If forced to make a choice, I prefer my own customers to be authors. Two reasons. First, if an author can't write, I can help. If I writer can't reach out to readers, I can do nothing. Second, the author who can't write will always be more successful than the writer who can't think like an author. (One of my favorite projects was a book by a man who couldn't write. He couldn't spell, punctuate, or produce a grammatical sentence. On the other hand, he knew who his customers were and what he wanted from a book. And he had hilarious stories. Despite his lack of writing talent, his manuscript was an easy edit. The result: he has sold several thousand copies of his book.)</span><br />
<span style="font-family: Verdana,sans-serif;"><br /></span>
<span style="font-family: Verdana,sans-serif;">So, think like an author. And act like one. This means the following: </span><br />
<ul>
<li><span style="font-family: Verdana,sans-serif;">First, you start a book project with specific customers in mind. For most books, your customer will be your reader. In some cases, notably regarding a children's book, your customer will be your reader (a child of a certain age and description) <i>and</i> your buyer (parent, grandparent, aunt or uncle, teacher, therapist, etc.). Doesn't matter. In both cases, to borrow an idea from the late business and nonprofit consultant Peter Drucker, your aim is to change your customer's life. </span></li>
</ul>
<ul>
<li><span style="font-family: Verdana,sans-serif;">Second, you start interacting with your intended customers immediately. For those who already have identified customers, perhaps because they have been working in a particular business or ministry for some time, this will not be a problem. For those starting from scratch, it might be news. However, it should be common sense. If your aim is to change someone's life, why would you even think of waiting. Your work is your work. Your purpose is your purpose. Neither depend on having a book in hand. On the other hand, when you do get a book in hand, your ability to sell a copy depends on you doing things consistent with your work and your purpose. Why wait? </span></li>
</ul>
<ul>
<li><span style="font-family: Verdana,sans-serif;">Third, you spend the bulk of your time and energy on understanding and meeting your customer's needs<span style="font-size: 11pt; line-height: 115%;">—</span>for information, inspiration, and entertainment<span style="font-size: 11pt; line-height: 115%;">—</span>than on polishing your work. As above, you can hire someone to dot the i's and cross the t's. It's harder to find someone with your passion and conviction who can carry your message to your customers. If they could do that well, they'd write their own books. </span></li>
</ul>
<span style="font-family: Verdana,sans-serif;">Putting customers first does not mean you pander to them. This is not about giving them what they already have, know, or can do for themselves. It's about giving them your vision, your ideas, and your energy in a way that will change their lives for the better. It's about understanding that your book is not about you but about your relationship with your reader. If it's only about you, no one will buy it. <a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a></span>Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-8362804943050858082014-12-08T14:57:00.001-08:002014-12-08T15:01:48.609-08:00The Ephemeral Character of 21st-Century Publishing<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><b>No stopping</b>: Not so long ago, books had a permanent quality about them. It was built into the beast. You had to print more than you needed, almost always, and you wouldn't go back to the printer until you needed more, almost never. Revisions, big or small, were too expensive. You lived with the odd mistake and went onto the next project.</span></span><br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">Not so anymore. Books seem no more permanent than magazines, even newspapers, used to be. Newspapers themselves are in the process of going digital, which means they no longer have even the overnight "permanence" that they used to have. Photos have become ephemeral, taken on smart phones and posted on Snapchat for seconds, less record of an event than syllables in a jabbering conversation.</span></span><br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">In any case, technology has made books easy to change, so much so that author-publishers have no idea where to stop. Publishing appears to be about constant changes<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>constant improvement for those who enjoy the process, constant correction for those who don't. Doesn't matter. Nowadays, it <i>is</i> hard to stop.</span></span><br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><br /></span></span>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">I'm going to suggest three approaches.</span></span><br />
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"></span></span>
<ul>
<li><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">The first is to lean into the ephemeral world. If books are ephemeral today, so be it. Do them and move on. G.K. Chesterton might have had this wisdom in mind when he said that "anything worth doing is worth doing badly." His many fans have a tendency to turn this quote into a sort of high-minded spirituality, something to do with the spirit of play, but it probably originated from a more practical place. At various points in his career, he worked as a journalist and had firm deadlines. In this world, you do the best you can in the time allotted, and you hand in what you have. If you don't, you won't get published. If you don't often enough, you get fired. So ... do it, and don't look back. </span></span></li>
</ul>
<ul>
<li><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">The second is to lean away from the ephemeral world. Books<span style="line-height: 115%;">—at least the printed kind</span><span style="line-height: 115%;">—are still the medium of permanence. While ebooks go into the digital ether, the printed book goes on the shelf. You can pick it up, hold it in your hand, sniff the pages. Scrapbookers of the world, unite! Your one-offs are more likely to get passed on to the next generation</span><span style="line-height: 115%;">—and the next, and the next</span><span style="line-height: 115%;">—than a digital book that is likely to become obsolete as the technology changes. (Think of all the Super 8 family film</span> that you can't view any more, the old audio on wire recorders that you can't hear any more, and the computer files on 8-inch disks that you can't read any more.) And then realize that if you don't get your book printed, you won't have anything to show for your work. </span></span></li>
</ul>
<ul>
<li><span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;">The third is to find the creative synthesis between the ephemeral and the permanent world. For that, you need only to look at <i>story</i>, which can pass from medium to medium into memory and has the capacity to survive changes in technology.<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> </span></span></span></li>
</ul>
<span style="font-size: small;"><span style="font-family: Arial,Helvetica,sans-serif;"><span style="line-height: 115%;">Remember the story.</span><span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—<a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a>.</span></span></span><!--[if gte mso 9]><xml>
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</xml><![endif]-->Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0tag:blogger.com,1999:blog-6772311.post-69190504560238707762014-10-15T13:52:00.000-07:002014-10-15T13:52:52.940-07:00Those Stupid Smart Phones<b>They've Changed the Business:</b> Yesterday, I was trying to explain to a customer why I wanted him to send his manuscript alterations in a single batch<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>or at least in batches<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>instead of one at a time. He didn't understand. "How hard can it be to add a comma?" I patiently explained that it wasn't that hard. All I had to do was to locate the Word or InDesign file, open the file, wait for it to load, locate the correct page, insert the comma, save the file, and close the file. It might take three or four minutes. Not long, I admit, but the thing is: In that same three or four minutes, I could have made five corrections. But he didn't send me five corrections at a time. He sent me one. He sent the other four on four different occasions<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>which meant that I was going to have to spend twenty minutes of my time instead of three or four.<br />
<br />
He is not alone. He is not even the worst. Not even close. Most of my customers now send me alterations on page proofs or manuscripts one at a time, and it doesn't matter if they are bipolar poets, therapists, academics, storytellers, novelists, or children's book writers. They almost all do it, and excuse me if I feel like I am being nibbled to death by minnows.<br />
<br />
The thing is, this is a new phenomenon. After stewing about this yesterday, I figured it out. <br />
<br />
It's those stupid smart phones.<br />
<br />
In the good old days (a year ago), I'd send out a set of page proofs. The proofreader would read the page, note corrections, and return the set of page proofs to me. I'd go through the marked up proof and make corrections at a single<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>or, at any rate, a long<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>sitting. The method is very efficient. It's still the best way to go. Today most people, except apparent Luddites like me, have smart phones. Sometimes, they read the proof (as a PDF) on their smart phone (a lousy way to catch mistakes, by the way). As soon as they find a problem, they send me an email or a text. "Missing comma on p57." If they read or send emails, they do so from their smart phone rather than from a computer. Millennials, I'm told (by them) don't even send emails if they can help it. They text. In any case, smart phones are not conducive to long messages. They <i>are</i> conducive to frequent messages, which give senders the illusion that they are communicating effectively.<br />
<br />
Mostly they are just making trouble.<br />
<br />
Now that I've figured out the source of the problem, what's the solution? Maybe I need to create an app.<br />
<br />
What's an app?<br />
<br />
--<a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro </a><br />
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Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com1tag:blogger.com,1999:blog-6772311.post-21160253089463488282014-05-27T14:15:00.001-07:002014-05-27T14:24:34.844-07:00Look for Strategic Partners.<b>They are gold: </b>A couple of my authors have reminded me that you should be on the lookout for strategic partners, which are persons or businesses with a stake in promoting you, your business, or your book. There are various types:<br />
<br />
<b>Presentation Partners: </b>If you are in demand as a speaker, the outfit that hires you may wish to distribute your book to the audience. In this case, you offer the event organizer a large quantity of books at a deep discount. The right deal could substitute for your speaking fee. Or not. In any case, you should charge enough to cover your printing and shipping costs plus some profit for you. John Huenefeld, the publishing consultant I followed religiously in the 1990s, did not like to offer more than a 65 percent discount for such purchases. If you are doing a special run of books, you can sweeten the pot by crediting your "co-publisher" within the book in some fashion. <br />
<br />
<b>Other Bulk Buyers:</b> If your book is a direct hit with a business or a nonprofit, the entity may wish to distribute your book in quantity even when you are not speaking to them. Go for it. <br />
<br />
<b>Publishers: </b>While traditional publishers usually take the lead in reaching out to bulk buyers and co-publishers, you can approach a traditional publisher as your co-publisher. In this case, you remain the publisher and your partner (who happens to be a traditional publisher) buys hundreds of books from you at a 65 percent discount and gets credit as a co-publisher. Why would they do this? First, they want your book. Second, this may be the only way they can get your book. Or third, they may prefer the opportunity to spend, let's say, $3,500 for 500 books instead if $20,000 to develop and pay for a much larger press run. <br />
<br />
<b>Other Benefactors: </b>Not every strategic ally will be a book buyer. For example, one of my students is a professional landscape photographer who wanted to take photographs of a photogenic site with limited access to the public. She was able to gain access by offering the use of her photos, to be taken at the site, to the organization responsible for protecting the area. Now she has a stake in promoting the organization, and the organization has a stake in promoting her work.<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span><a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a> <br />
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<br />Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com1tag:blogger.com,1999:blog-6772311.post-52995318097894352302014-05-14T13:34:00.002-07:002014-05-14T13:50:09.129-07:00How to Write a Book<b>It takes discipline:</b> I spend most of my time trying to teach my customers how to be authors rather than writers. The distinction, you'll learn if you hang around me long enough, is that authors are all about the extrovert aspect of publishing (relating to their audience) and writers are all about the introvert aspect of publishing (creating the work). Great authors are not necessarily great writers<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>and vice versa. Some time ago, I noticed that people who write books<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>especially fiction<span style="font-family: "Calibri","sans-serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">—</span>tend to enjoy the writing but be a bit intimidated by the authoring. I chose to focus on that. Besides, consultants and coaches like <a href="http://wingate-consulting.com/" target="_blank">Molly Wingate</a> were available to help make the writing happen. <br />
<br />
Still, it hasn't escaped me that there is a relationship between authoring and writing. And lately, I've noticed that my "authors" can get plenty hung up on the "writing." Rookie writers often get lost in the process (or lack thereof) or worry their writing to death.<br />
<br />
It is easy to get lost in the forest of writing. It's a right-brained activity that will take you from tree to tree, and soon you will have no idea where you've been or where you are going. Professional writers give themselves some structure, which will allow their creative juices to flow without taking them down paths to oblivion. A good structure has a beginning, a middle, and an end. <br />
<h4>
The Beginning</h4>
I teach my customers to plan and visualize their books <i>before</i> they start writing. This initial process includes the following steps: <br />
<ul>
<li>Define your core reader.</li>
<li>Define your message.</li>
<li>Define how you will changer your reader's life. </li>
<li>Invent a working title and subtitle that suggest your core reader and your promise. </li>
<li>Write your table of contents.</li>
<li>Determine your specs (trim size, number of pages, number of words, etc.)</li>
</ul>
This is the opposite of the all-too-common strategy of sitting down to write and letting your computer fingers take you to who knows where. If you follow my advice, you know your destination before you sit down to write. You might have some surprises along the way, but you'll always be able to find your way home. <br />
<h4>
The Middle</h4>
The next phase is to begin writing the book. Professional writers will follow some variation of the steps below: <br />
<ul>
<li>Write an outline or summary. (Essentially, you map out your story.)</li>
<li>Write your first draft. (Do this as a freewrite. Keep self-editing to a minimum.)</li>
<li>Write your second draft. (Focus on the content, not wordsmithing; eliminate chunks that don't work; add missing pieces.)</li>
<li>First edit. (Fine tune your content. Get your characters, story, and information the way you want them.)</li>
<li>Second edit. (Your content should be in place. Now focus on your writing.)</li>
</ul>
<h4>
The End</h4>
<ul>
<li>Get your manuscript copy edited. (Ordinarily, this is not something you should do yourself, though you should get the edited manuscript and amend it your satisfaction. The copy edit should not be about your content. It should be about polishing your words and making your grammar, punctuation, and capitalization correct, and consistent.)</li>
<li>Get your pages proofed (first pass). You should read your proofs, but you should get two others (preferably) to proofcheck the pages for you. This is not editing. It is checking for errors. </li>
<li>Get your pages proofed (second pass). Same as above, but it would be good to have two different proofcheckers.</li>
<li>Approval for printing. Do this yourself. All you need to do (if you have gotten good proofchecking) is to make sure that the errors from the second proof were corrected. You should be done. </li>
</ul>
<a href="http://www.thepublishingpro.com/" target="_blank">The Publishing Pro</a> <br />
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<br />Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com2tag:blogger.com,1999:blog-6772311.post-46714256480757435652014-05-14T12:43:00.003-07:002014-05-14T12:43:49.501-07:00How to Publish Your Own Children's Book<b>Second edition now available: </b>Publishing your own children's book was rather daunting, financially and otherwise, when I wrote <i>How to Publish Your Own Children's Book</i> ten years ago. Thanks to print-on-demand, ebooks, and easy access to distribution channels, it is much easier. I updated the book with that in mind. You can order it directly from <a href="http://www.thepublishingpro.com/bookstore.html" target="_blank">The Publishing Pro</a> or from <a href="http://www.amazon.com/How-Publish-Your-Childrens-Book/dp/1495946908/ref=sr_1_1?ie=UTF8&qid=1400096552&sr=8-1&keywords=kenneth+guentert" target="_blank">Amazon</a>. This is for the paperback. The ebook will come later.Kenneth Guenterthttp://www.blogger.com/profile/10754803387155545982noreply@blogger.com0