Publishers Need Writers
By Jerry D. Simmons | November 14th, 2011 | 3 Comments » (Click to add yours!)
The business of producing books is dependent on writers creating content. Yet throughout the history of publishing the big companies have always held themselves first and writers a distant second. Aside from the biggest names, writers have been expendable, largely because there has always been a large supply desperate to get in the door. With changes in technology and the movement toward independent publishing you would think the biggest publishers would take notice but I see no indication that is happening.
The allure of being under contract with a major publisher is attractive yet out of date. Unless a writer has an understanding of the business and how it works from the inside, the chances of becoming a success is solely dependent on one thing; knowing how to avoid the pitfalls of your publisher. No longer is the quality of the writing enough to become successful, every writer must know how to manage the publishing process and develop relationships in-house.
Ten years ago major publishers were the only way to become a success as a writer but that is not the case today. Good writers whose wish is to be under contract must understand how to market in order to have a chance at success. The business has changed, the big publishers have not, the market is desperate for content and there are many ways to supply that demand. Make choices based on personal goals and nothing else. It’s a new publishing universe and writers are in control, it’s just that no one has told them.
Two Authors under Contract now Self-Publishing
By Jerry D. Simmons | November 9th, 2011 | No Comments » (Click to add yours!)
Midlist authors are moving away from the contractual obligations of a big publisher and into the arms of the self published. One such author decided to take her older out of print backlist titles whose rights had reverted back to her and publish on her own as eBooks. The second made a splash and got lots of attention at the launch party for her third book being published by her major publisher. Both authors have made headlines and here are their stories.
When Self-Publishing Makes Sense
Barbara Freethy is the author of over 30 novels published under the imprints of Pocket, New American Library, Harper Collins and has won numerous writing awards. She also has sold over one million copies of her older out of print titles as eBooks. Each of those titles fell out of print with her publisher and the rights were reverted back to the author giving her an opportunity to breathe new digital life into old print books.
Each was repackaged and priced between $2.99 and $5.99 thus avoiding the low price point of $0.99 that many first time and new eBook authors fall into to attract readers. In Ms. Freethy’s case she has a long standing reputation and breadth of content with which to market and her success has been tremendous. These backlist were all published through Barnes & Nobel’s PubIt! Digital service and sold through B&N as well as Amazon and Apple.
Eight of the author’s seventeen self-published eBooks have hit the New York Times and/or USA Today Bestseller List with one title, SUMMER SECRETS hitting #1. She is currently under contract with Pocket, a division of Simon & Schuster, but plans to self-publish all future original manuscripts as new eBooks.
Author Leaves Publisher
Author Polly Courtney is a novelist who leveraged her self-publishing success a few years ago to land a three book contract with Harper Collins to be published under their paperback imprint Avon. Up to this point she is known more for her recent announcement at the launch party for her third book than her writing success. This was the scene where Ms. Courtney told everyone in attendance that she was leaving her publisher and going back to self publishing.
Turns out that Ms. Courtney was upset with the handling and marketing for her three books, she felt her writing was being positioned in a manner which did not reflect her work. The publisher was categorizing her books as literary fiction and she preferred commercial fiction. Understandable since the audience for the literary genre is small when compared to general fiction.
The disagreement also spilled over into the areas of title and cover design where the author claimed the package completely “misrepresented” the content. She felt her writing was not properly reflected by the “chick lit” design of the cover. The decision to leave was the result of “three years of pent–up frustration.”
Avoid Conflicts with Your Publisher
Unfortunately these situations do occur and the only way to prevent this type of problem is develop relationships with those in-house having a hand in publishing your book. If an author develops relationships and understands the production process then before decisions are made they have an opportunity to provide input. Working closely with only an editor is a disadvantage for the author. Often times the publisher and author have different opinions but understanding why decisions are made and how to offer feedback is the only chance an author has of avoiding conflict.
Publishers make decisions based on a books ability to generate revenue and that includes changing the title, category, content, package and price. If an author is not willing to bend to these requirements then don’t sign a contract in the first place. Publishers do not look for ways to derail their authors with misleading categorization or shoddy packaging, they want every title to sell copies and be profitable.
If you are considering a contract and hope to prevent these conflicts then let me encourage you to read my book. I describe in detail what a writer goes through from the day they sign a contract to the day the book goes on sale as well as how to prevent problems with all sorts of issues. Authors need to understand that publishing contracts do not mean the company is going to work with the author, it means they plan to do whatever they feel is necessary to maximize revenue and be profitable, even if that means at the expense of the author.
Jerry D. Simmons is a former New York publishing executive and author of “What Writers Need to Know About Publishing”
Writing and Marketing are Equal Partners
By Jerry D. Simmons | November 9th, 2011 | 9 Comments » (Click to add yours!)
Often I receive emails from authors frustrated over the fact their book or eBook is not selling. When asked about their marketing plan most have none and even more spend little time introducing themselves or their new release to readers. Beyond family and friends the world needs to know when a writer launches their book. With over 2,700 new titles being released every day it is easy to get lost, let alone discovered. The marketing process begins with an understanding that writing and publishing are half the equation, book marketing is the other half.
As the world of publishing adjusts to the realities of technology and realizes that readers are approachable with the touch of a mouse, marketing via the Internet is efficient, inexpensive, yet time consuming. Expecting consumers to buy what they do not know exists is not going to happen. There are too many choices for readers and the competitive nature of publishing is such that the world is being introduced to only a small fraction of the total number of new books being released each day.
Where to Start
Begin with the little things such as establishing yourself with an author profile on Facebook. This is different from your personal page where your friends hang out but setting yourself up as an author and begin the process of attracting readers to you and your work. The second thing is to start blogging. There are free blogging websites and to find one simply Google free blogs and you can have your pick. The point of blogging is to introduce readers to your writing.
If you are a novelist consider blogging about your characters, or scenes in your book, anything to give the reader a sense of how you write. Giving away content that you create, whether a portion of your book, or original content created for your blog, is one way to introduce you and your writing to the world. If you write nonfiction blogging is easier, just comment on the news of the day and tie-in then link to your genre. Daily news provides an unlimited source of topics to write about.
Time Commitment
Attracting readers is more about consistency over a long period of time than the total amount of time spent at one sitting. When readers start to see a steady flow of new material from a writer they tend to take notice as opposed to someone who writes once a week. Everyone has time restrictions but you must view this exercise as your commitment and passion to writing. Becoming successful as a writer is much more than putting words on paper, it is about you the author, the content you create and eventually how people find you. The best way is through social media and all the free services available to writers.
When writers tell me that just don’t have the time, certainly I understand. However allocation of time is equal to the desire one has to succeed. Practice is required of anything we do and more so with writing. You only get better as a writer when you write. There is no other way to explain it, writing and marketing are equal partners, and one will not work without the other.
No Other Choice
Writing is about creativity, expressing oneself in a way that provides joy in storytelling or providing information about an interesting subject. If writers just want to write and not worry about marketing or anything else that is okay. But expecting to become successful as a writer without marketing is like winning the lotto with a single ticket. Certainly it is possible but we all know the odds.
Publishing is extremely competitive yet success often comes to those who are good and committed, not great as a writer. Creativity in marketing is as important in the quality of the writing; when you combine both you have a distinct advantage over the competition. Failure at this point to reach your goals may have more to do with the investment of your time as anything else. When seeking success as a writer, failure to communicate directly and consistently with your audience can result in disappointment.
Jerry D. Simmons is a former New York publishing executive and author of “What Writers Need to Know About Publishing”
Authors as Professional Speakers
By Jerry D. Simmons | November 9th, 2011 | No Comments » (Click to add yours!)
Making presentations in front of an audience and selling books at the back of the room does not exempt writers from producing a professional market driven product. Unless you are publishing spiral bound workbooks to an extremely narrow niche your products need to fit into the category of your writing, be packaged to fit into that category, priced in the middle of the entire category and include the usual ISBN and bar code with retail pricing incorporated. Anything less would not be considered market compatible.
Writers may claim this is unnecessary due to the fact their consumers are not purchasing from a retail store. However consumers expect the look and feel of a book to match what they are used to buying, anything less causes hesitation that can result in a lost sale. If a book doesn’t look like or is not priced like any other title the consumers are used to buying the writer creates doubt and that will often result in lost sales.
The other argument is that the presentation will overcome all of this and perhaps that is true. But if you produce a product that is not market driven you eliminate any possibility of a future retail presence. Creating a brand clearly outside of the category marketplace with books is fine and may well fit the purpose of the author. The point is that consumers and all retailers expect more and when you create an either or situation, why not cover all the bases?
The Order of Publishing
By Jerry D. Simmons | November 8th, 2011 | No Comments » (Click to add yours!)
For writers making decisions about how to publish, the real question is not which format is best but rather how to introduce themselves and their writing to the reading public? Researching the best format to publish is not the way to start a career as an author but rather focusing on the writing and editing then book marketing is the best route.
Languishing over a cover design before a writer has the slightest idea on how to enter the market is the wrong approach. The writing comes first, followed by editing, and then decisions need to be made on how to market and to whom. Once a broad plan is in place the attention can turn to the package, category, price and format which will provide the author the impetus to nail down the details of their book marketing plan.
Successful publishing and book marketing is multi-layered much the same as the production line at any manufacturing plant. Building the end product before any thought about how to market is backwards. If the writer has no idea how to market their book the process is out of order. Publishing and marketing come in stages, get the order right and the author has a better chance at becoming successful.
Authors Planning for Success
By Jerry D. Simmons | November 7th, 2011 | No Comments » (Click to add yours!)
Recently a colleague emailed that a client had written a manuscript and was seeking consultation on the best method of self publishing. I agreed to make an appointment and left it at that. A few days later I received a reply telling me that the writer had hired an intellectual property and copyright attorney and wished to hold off on the consult. This brought to mind a very important point; writers should plan for success but not before the value has been determined and market measured.
Protecting an asset in the form of written content is a good idea once it has been determined there is truly an asset to protect. Trademarks, movie and serial rights are wonderful things to consider but only after the writer has a proven need to be concerned about protection. Writers always hold the copyright to their work and can receive that protection in the US. Bestselling authors are in an enviable position of having to protect their writing before publication but they have a track record, unknown and unpublished writers do not.
It is wise to think about a plan for success of your content but do so without spending money on expensive attorneys and not before you have proven there is actually an asset worth protecting. Do not get the cart before the horse and never spend money on your writing unless that expenditure can show immediate results in proving the value of your writing and moves the project closer to publication and marketing.
When to Seek Advice
By Jerry D. Simmons | November 3rd, 2011 | No Comments » (Click to add yours!)
There are plenty of people willing to assist writers in their pursuit of publishing success. Too many times they each have an agenda that only benefits them and not the author or their book. Unfortunately I’ve heard just about everything and in each situation the author paid for products and services that did not, could not and would never work. This is one of the most unfortunate parts of the publishing business, it is easy to publish but much harder to market and sell books.
The best advice I can offer anyone considering publishing or marketing their writing is to read, ask questions and get a basic understanding of how the pieces fit together. When you are confused and uncertain that is the time to seek advice. When struggling with decisions it is best to seek out someone that is not attempting to persuade with promises and guarantees.
Certainly everyone who markets a publishing product or service believes strongly in their offer but one size does not fit all situations. Publishing and book marketing are made of many parts, joined together in an overall plan that brings the author and their book closer to their objectives. Never make a decision without complete understanding of what you are getting and what it is supposed to do for you and your book.
When Book Marketing Disappoints
By Jerry D. Simmons | November 2nd, 2011 | No Comments » (Click to add yours!)
Every single publishing and book marketing decision made for you and your book may not be correct and work as planned or hoped. The nature of book marketing is that sometimes decisions are made based more on assumptions and unknown factors as opposed to market realities. This happens because some book marketers place every title in the same template and market the same for each. This will not work since in book marketing there is no one size fits all.
When marketing does not work as planned it is best to regroup, revise the plan and prepare for a re-launch. Many times the new plan requires major changes and more than likely additional funding. Revising your book marketing plan requires new thinking, new ideas and a different approach, called repositioning the title. Trying the same and expecting different results will not get you any closer to where you want to be.
Successful book marketing is as much about trying things and discovering what works as much as what fails. However all decisions must be grounded in the market and what is possible. There are no guarantees in publishing or book marketing but the overall plan must have objectives based on the reality of genre, author, content, package and price. If your book marketing is not working then step back and re-evaluate. Almost any title can be repositioned, the book marketing plan revised and the title re-launched.
Successful Book Marketing
By Jerry D. Simmons | November 1st, 2011 | No Comments » (Click to add yours!)
There are many ways to measure the success of a book marketing campaign but it starts with the personal goals and objectives of the author. Most writers have certain expectations that should be based on the realities of the marketplace and not hype. Anything is possible in publishing given the right circumstances, but sudden fame and fortune is not likely and should not be expected.
When measuring a successful book marketing campaign the publisher looks for trends. Given the fact the window for success is small publishers need to see terrific reviews, a surge in publicity and promotion that sticks. This means any book can start off slow but there has to be an indication the campaign is working which builds toward the end of the marketing window and is showing a positive trend.
For independent authors the window is much larger but the same measure of success holds true. Each new publication needs to realize good book reviews, building of publicity, promotion plans that provide exposure and the upward positive trend. Planning your book marketing campaign geared towards long term success is always advisable.
Timing for Book Promotion
By Jerry D. Simmons | October 31st, 2011 | No Comments » (Click to add yours!)
There are two distinct parts to becoming a successful author. The first being the writing, editing and choice of publication and the second is everything that follows. This includes all marketing, book promotion and publicity. Preparing a plan around a specific date is the best way to attract attention to you and your writing. Think of this as the launch date, that one time when you plan the big introduction for your publication.
When developing your marketing plan it is obvious the initial publication date is important, that date when your book or eBook is first available for sale. The second important date is what is called your re-launch date. This would be a situation where you wish to reintroduce your book or eBook to the reading public. Anyone can create both a launch promotion as well as a re-launch book promotion, all focused on a specific period of time.
The key for all book promotion is to prepare a marketing plan where you focus attention around a set date. This would include pre-selling a book promotion prior to the launch date as well as follow-up marketing after the launch date. Timing is important but even more important is developing a marketing plan that incorporates the big launch or book re-launch.
