Publishing—The Raw Truth
More people today than ever before are becoming authors. Unfortunately, most of them fail in their quest for success. According to a Jenkins Group survey, seventy percent of books published in this country do not make a profit. The Book Industry Study Group (BISG) backs this up. Their statistics show that in 2004, over seventy-six percent of all titles sold fewer than 100 copies. Why are so many authors failing?
- Uninformed authors approach the publishing process all wrong.
- Even excellent, worthy books go unnoticed when the author isn’t industry-savvy.
- Inexperienced authors quit promoting their books when the going gets tough.
It used to be that authors wrote books and publishers produced, promoted and distributed them. After participating in a few book signings, the author was free to go back to his home office and write his next bestseller. In order to be a successful author today, however, you must have a significant understanding of the publishing industry and be willing to establish a sense of intimacy with your book. It’s imperative that you become involved in the promotion of your book and, in some cases, the production process.
Technology has fueled dramatic changes in the publishing industry—and the news isn’t all bad. Hopeful authors are faced with greater challenges today, it’s true; but there are also more options and opportunities.
According to self-publishing guru, Dan Poynter, in 1970, there were only about 3,000 publishing companies. Today, there are somewhere around 85,000—many of them small/independent publishers who have established companies through which to produce their own books. There are still a significant number of new traditional royalty publishers emerging, as well. So why is it so difficult to land a publishing contract? In a word, competition.
Some years ago, I heard it said that over eighty percent of the public believe they have a book in them. With expanded publishing options, more and more of these people are actually writing their books. And millions of them are currently seeking publishers. Is there room in this industry for all hopeful authors? Probably not. But, according to R. R. Bowker, a whopping 291, 920 new books were published in 2006. And it’s pretty easy to predict which of these books will succeed and which of them won’t.
My aim is not to discourage you, but to illustrate that there’s more to becoming a successful published author than simply writing a good book. Besides a measure of talent and skill, you really must know your way around the world of publishing. While writers, if they wish, can luxuriate in a world of creativity, authorship is a business. Once you decide that you want to be published, you must don your businessperson’s hat.
What happens if you don’t heed this advice? You’ve probably already witnessed some of the consequences. You hear Elaine from your writers’ group whining because she can’t find a publisher for her magnificent manuscript. Yet she stubbornly refuses to follow publishers’ submission guidelines. She hasn’t written a book proposal. She is sending out an inferior, ineffective query letter or she has bypassed this step altogether and is submitting an unsolicited, unedited manuscript. By refusing to learn or acknowledge publishing protocol, she’s setting herself up for failure.
What about Brian, the guy in your online discussion group who is furious because his publisher isn’t selling more copies of his book? Either he doesn’t understand that promoting his book is his responsibility or he is in denial.
Many inexperienced authors go into publishing with more ideals than information.
Authors want their book to fly off of bookstore shelves by the truckloads—they dream of collecting big royalty checks—but they aren’t willing to lift a finger to make it happen.
In today’s publishing climate, most traditional royalty publishers won’t issue you a contract unless you have a marketing plan firmly in place. And the more credentials you flash, the better. A publisher isn’t going to sink his money into your project unless he’s at least ninety-eight percent certain that it’s a risk worth taking. As the author, it’s your job to convince him or her that you can and will do your part. Don’t let people like Elaine and Brian discourage you from fulfilling your publishing dreams. Obviously, they’ve chosen to spend more time complaining about the process than to understand it.
A Few Encouraging Words
Even though you might not see it as such at first, this is an article of encouragement. And it is a reality check. Those of you who will ultimately succeed in meeting your writing/publishing goals are those who can step outside your comfort zone and embrace these simple suggestions.
There were no readily available guidelines for authors when I entered into the world of publishing. Heck, I didn’t even meet another author until I discovered the Internet in the early 1990s. I suffered my professional growing pains alone alongside a transitioning publishing industry.
Things were simpler in the 1970s and 80s. Long-term standards kept the industry fairly steady. Competition was just tough enough that good literature was the rule instead of the exception. And then along came the digital revolution, and practically everything changed. In order to be successfully published, you must change, as well. And this means do not sit down and write your book as a first step. There is much to be learned and much to do before you start writing.
Here’s my key to publishing success:
1: Study the publishing industry.
Education is key to your success in this ever-changing, highly competitive field.
Think about it, you wouldn’t open a computer store in your neighborhood without knowing something about computers and the business of selling them. You would become familiar with your suppliers, with manufacturers and you would know something about your competitors and your customers. Publishing, remember, is a business.
Which publishing approach is best? It depends on your project and it depends on you. There are advantages and disadvantages to each of these publishing methods. What might be an advantage to one hopeful author could be a disadvantage to another.
Before making a decision, I urge you to consider the following:
- How important is it that your book be published?
- Can you afford to take a financial risk?
- How quickly do you want/need the book published?
- What level of quality do you desire for the finished product?
- How much control do you want and how much are you willing to relinquish?
- How far and wide do you want your product to reach? Is this book of local, regional, national or international interest?
- Do you have a head for business?
2: The second thing every author should do before completing his or her book is to write a book proposal. You’ve heard this before. You didn’t like hearing it then and you probably don’t like hearing it now.
Why should you write a book proposal?
- First, because most traditional royalty publishers will request one.
And this is true whether your book is nonfiction or fiction, a children’s book, poetry or a memoir. A publisher is interested in his bottom line. He wants to know that you can help him make some money on your book. Your marketing section and your about the author where you reveal your marvelous platform, could just prompt him to buy your book instead of one of the thousands of others he receives each year.
But what if you aren’t seeking publication through a traditional royalty publisher? Then pay extra careful attention to my additional reasons for writing a book proposal.
Here’s what you’ll learn about your project through a well-developed book proposal:
- Is your book a viable product?
- Is there a market for this book?
- Who is your audience and how extensive is it?
- How will you locate your audience?
- Why are you the person to write this book? (Do you have expertise in the topic?)
- What can you contribute to making your book a success? In other words, what is your platform? What sort of promotional activities will you pursue?
Perhaps you’re like a lot of the authors I meet—you’ve already made some mistake in your preliminary publishing ventures. Don’t despair. There is hope. There’s hope for you and me and for the future of American literature. Hope comes in the form of knowledge and responsible publishing and promotion.
Patricia Fry is the president of SPAWN (small Publishers, Artists and Writers Network) www.spawn.org. She is the author of 25 books including “The Right Way to Write, Publish and Sell Your Book,” www.matilijapress.comp/rightway.html. Follow her informative publishing blog at www.matilijapress.com/publishingblog.
NEW The Author’s Workbook Patricia Fry offers a prepublication discount on her new Author’s Workbook and the newly revised 366-page companion book, The Right Way to Write Publish and Sell Your Book. Discount offer good through September 20, 2007. www.matilijapress.com/rightway.html
Last 5 posts by Patrica Fry
- Tap Into the Lucrative Library Market - April 17th, 2008
- Publishing Success How to Eliminate the Roadblocks - March 24th, 2008
- Are You Writing a Bulldozer Book? - February 11th, 2008
- What’s in Your Subject Line? - December 5th, 2007
- Tips for Becoming More Media-Worthy - September 20th, 2007
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August 22nd, 2007 at 3:13 pm
In addition to Ms. Fry’s explaination as to why most books don’t sell more than 100 copies (or perhaps the same reasons in different words):
1. Books that are poorly written, poorly edited, and proorly designed (or any combination, usually all three).
2. Books on subjects nobody wants to read about.
3. Books on subjects for which there are plenty of other titles already.
4. Unrealistic expectations of what an author is. (How can I sell 10,000 copies a month of my children’s book ? Answer: Sell one copy, repeat 9,999 times before the end of the month. Do the same thing next month)
5. Novels, books of poetry, memoirs.
6. People who write books on subjects for which they are not a leading expert.
7. Some people can’t read. Most people don’t read. Of those who do read many of them do so because they have to. The small percentage who read for pleasure do so when they have the time and extra money. How do you convince those few people to spend their time and money reading the biography you wrote about your pet poodle Poopsie?
The good news? Because of POD, you can still publish your Biography of Poopsie, sell 10 copies and not spend a fortune.
If you want to sell more than 100 copies, find a niche; write, edit and design the best book possible for that niche; then market your book like crazy. And never give up.
Rick Lawler
MinRef Press
http://www.gopnw.com
http://www.minref.com
August 22nd, 2007 at 7:32 pm
I have been writting a book over the last several years in what I call the ( John Boy style. In pencil form from the T.V. program.) after having a few people read it, I was asked to get it published. ( Everyone at the post office wanted a autographed copy of it when it was published in a magazine. (Hepatitis Magazine, about 100 people ) Any way, A lady bought me this computer and told me to put it in print, ( Which I have ) I just haven’t finished it yet.
How does one know where to send a manuscript that won’t be stolen or copied? and as you can see by my email address I may not have long to live. The book is titled ” Dying to Live ” and it covers from the time when I was about 13 until now. So far I am up to almost 40,000 words ( by what the computor says ) and double spaced and so forth. Can you give a dying man a little advice or maybe some help. It is all I have to leave my daughter who has had to watch her father dye since she was 18 and she is 28 now. The state has hired her as my care giver, but I have never had anything to leave her to say I was here except her. I would really like to see this book in print and hand her a copy. I have dozens of people that want to read the book. But getting it published is another question.
I hope to hear from you soon, and I hope and pray you are honest.
Everet Barrington
Go to http://www.Everetneedsaliver.com and you can read about me and others.
Hope to hear from you soon.
Everet Barrington
210-624-2350
August 23rd, 2007 at 6:01 am
I have been in the process of compiling my family’s World War II letters to me, an evacuated child to the US. I decided they were worth putting in book form, and as I went about trying to find one of the “self publishers” I found all that you have written above to be true. I was assured by a friend, a writer who did some editing for me, that it was mostly about vanity and most people lose money in the process. Being prepred for that I still think it has been a worth while project. I have learned a lot, the family will have a book about their ancestors, and friends seem eager for the final product. Of course, tho it is on a disc ready to go to a publisher, I have not heard back from the one I thought I had settled on! Oh well, another learning experience!
August 23rd, 2007 at 6:01 am
I have been in the process of compiling my family’s World War II letters to me, an evacuated child to the US. I decided they were worth putting in book form, and as I went about trying to find one of the “self publishers” I found all that you have written above to be true. I was assured by a friend, a writer who did some editing for me, that it was mostly about vanity and most people lose money in the process. Being prepred for that I still think it has been a worth while project. I have learned a lot, the family will have a book about their ancestors, and friends seem eager for the final product. Of course, tho it is on a disc ready to go to a publisher, I have not heard back from the one I thought I had settled on! Oh well, another learning experience!
August 25th, 2007 at 7:02 pm
Publishing isn’t for the fainthearted, but if you’ve written a book, you’re halfway there, and it shows you have enough moxy to believe in yourself and the words you’ve written. It also shows you believe that people will want to read your book. The market will determine whether that’s true, and that’s why marketing and promotion are keys to success.
No one can read your book, if they don’t know it exists. You have to get it out there, get it into stores, into people’s hands.
I chose the self-publishing route for my book, “What Color Is the Wind?,” ISBN: 0971710406. As a newspaper editor, I was not naive. I knew it would be difficult. I’ve learned that distributors and retailers control the industry, not authors and publishers.
That said, I’ve promoted the book, “What Color Is the Wind?,” every chance I get, including at career fairs and seminars at junior high and high schools, as well as online at myspace.com, youtube.com and on my Web site, http://www.whatcoloristhewind.com
I started my own publishing company, DAVID BRIAN BOOKS, to publish the book and after 10 months, have sold hundreds of copies in bookstores. In additon to deals with every independent bookstore in my area to offer the book, I’ve had success getting it into Barnes and Noble, Hastings and Borders. I also cut a deal with wholesaler Baker & Taylor.
Much work remains to be done. I live in Utah and the book has had appeal to Mormons, as well as others. The Mormon bookselling market is 80 percent controlled by one retailer with about 40 stores in two retail chains in Utah. I have been persistent in trying to have “What Color In the Wind?” placed in those stores, but have been turned down thrice. Still, iit has allowed me to make contacts, and perhaps I will someday crack that nut, if not with “What Color Is the Wind?,” then with my next book.
In the meantime, I have researched the Mormon bookselling market and have had great success through the one independent Mormon bookseler in Utah, Reflections of Utah. My research found 37 other independent Mormon bookstores outside of Utah. I will do my best to have the book offered in those stores. You sell books one at a time and that’s what I plan to do, again, and again, and again.
August 27th, 2007 at 2:54 pm
I enjoyed reading your article. It was what I neneded, it was enlightening. I have been writing since childhood. Unfortunately, too afraid to publish anything. I decided that it’s now or never. I will take the advice, research everything before I publish my manuscript.
August 28th, 2007 at 4:15 am
You are quite right. But most writers are the shy and reserved types, and I believe that people of quality really don’t seek the limelight. I also know that this doesn’t work for them. They have to be market savvy. So a lot of good work goes unnoticed and a lot of crappy stuff finds the spotlight simply because it was advertised well. May I introduce my book — Karma Sutra: Esays From the Margin — to your readers. It is about street life in India; about sex workers, trafficking, drug abuse, and desolation. Published by Saga, it is available on Amazon and in Barnes and Noble outlets. Thanks for your time. Happy reading!
August 28th, 2007 at 5:31 pm
I loved this artilcle and it really hit home to me. Unlike the movie Field of Dreams’ memorable line ” if you build it they will come”, authors really need understand the importance of promotion. As Patricia points out, they need to establish a game plan.
September 5th, 2007 at 4:04 pm
I thank you for the insight. I have been researching publishers for some time now and am about to venture into the world of being published or at least am hopeful. You have given me some helpful information.
Thank you
Rose Rankin
September 6th, 2007 at 8:47 am
Patrica, excellent insight and advice that I wish I would have tapped into earlier. I was blindly running towards publishing my book and getting printing quotes, then Ron Pramschufer from this site sent me a sample of the print quality I could expect from my order. The sample was The Publishing Game: Publish a Book in 30 Days, by Fern Reiss. Upon reading the book I have had to retrace many of my steps. Ultimately I will be in a much better place when I print and publish the book. Now I am devouring blogs like this for every insight I can lay my hands on.Thank you. If you are interested in seeing my progress, you can track it here on my blog for Sun-Dried Aardvark-Tongue Swizzle-Sticks.
September 6th, 2007 at 11:00 am
I did something that very few aspiring authors do and it’s actually paying off in Dividends! First, I wrote a novel of 103,000 words, then I had it proof read and corrected by a friend of mine. Then I ran off copies of it on my Canon Bubblejet printer (A5 size pages - 2 to a page, double sided.) The printer works it all out for you; amazing!
After printing out 200 or so double sided pages I cut them in half with a guilotine and assembled them into a book. Then I designed my own front and back covers and printed these off in full colour on 230gsm glossy card. I then cut these to size and placed the whole thing in a vice in my shed between two blocks of wood, flapped the end binder over and glued the end pages together with evo stik.
I even purchased my own ISBN and included this on the printing of the back cover. The product was so good that my local Waterstones bookshop manager wouldn’t believe I made it myself. He even ordered twenty copies and so I had to spend two days making them. Half of them sold within the first three weeks!
I then asked my nephew to mock up a website featuring the book, which he did for £200. Now, as well as having my novel on the shelves in two local bookstores, I also sell approximately five copies a week to people from all over the world who click onto my website called http://www.mirrorsinthesky.com
Believe it or not, I just sold my 100th copy and the book never even went near a publisher
Beat that!
September 7th, 2007 at 1:05 pm
Congratulations to Graham. I love it when authors use their ingenuity. And thanks to all of you who have commented on my article. That piece came almost directly from the first edition of my book, “The Right Way to Write, Publish and Sell Your Book.” I’m currently offering a prepublication DISCOUNT on the revised 2nd edition of that book and am bringing out the “Author’s Workbook” to accompany it. The article you are all referring to is only part of the story. The rest of the story (information, resources and guidelines) is in this book, “The Right Way to Write, Publish and Sell Your Book” and the Workbook provides you prompting and space to accomplish your writing/publishing goals.
Order both books at a discount through September 20, 2007. http://www.matilijapress.com/rightway.html.
Patricia Fry
http://www.matilijapress.com
October 1st, 2007 at 5:26 pm
Help! ever since I wrote the little question and comment above I have been swamped by emails from everybody that runs what they say is a self publishing company. They want any where from $6.00 to $10.00 a book to print it and over $500.00 to start the process. What are these people? do they really think they can get someone to pay them $10.00 a book to publish, they don’t even cost that much on the book rack at the stores.
How does one know who is a good and honest publisher, I know there is a lot of work still left to do i.e. writing the praposal and editing and so forth. But still is there any honest book publishers still out there?
Everet Barrington
Laneneedsaliver@aol.com
December 31st, 2007 at 5:59 am
My friend and I started writing together…we compiled an anthology..titled.. For the sake of love …and distributed it for FREE our aim was to break into the popularity scene.
Few weeks later…One of our writers who was editing most of the work for us was sign by a publisher in the UK to the tune of $450,000…In her first novel…..Though the terms was not disclose to us ..
I can tell you that they are still working together since 2003 and I am planing to Finish my first Novel before march 2008…
I don’t know whether I will see a publisher as generous like that…though he sign her on a long term deal but the money was good even to take care of her education…
some publishers are really great
April 16th, 2008 at 11:18 pm
I understand the growing pains of trying to get published. Poetry was my first and only book to be published thus far. I started with that and it was my first experience with an epublisher. As I have tried to promote it personally, I have run into roadblocks on multiple levels. One being, it is online only and so many people still fear the internet for making purchases. I looked into trying out a booksigning and that failed as well. So, learning that poetry was not a widely appreciated genre of the public at large, I venture onward. As I try to widened my horizons to encompass other genres of writing, I have found the difficulties of getting published somewhat frustrating. My inexperience in dealing with publishing houses and their lack of communication due to being a business and volume of queries are daunting hurdles to overcome not to mention the usual hurdles that every writer experiences. “Your book is not right for us at this time” doesn’t tell me that you thought my writing skills were reprehensible and I need to give up the ghost or the real reason the book is not for you so that I do not submit future books that fit the requirement for rejection again. Honestly, I am willing to learn how to improve both as a writer and as a business person in repect to writing and publishing. I am greatly appreciative of the efforts of others to provide the education in such a format as this one. I searched and searched for a sample of a query letter and expectataions of what a query letter is to contain for this particular genre I am endeavoring to try my “hand” at and it took multiple sites, publishing houses and months to find just that one small sample. I was led to this site by a publishing house’s website, Zumaya Publications, and was thankful for the effort to help educate and alleviate some of the problems that occur with inexperienced writers. I have to say, though, I like Graham’s idea for multiple reasons. First and foremost, if you go through all that trouble, you must believe in your work and its value.