Publishing Tips-Part 3

3. Self-publish.

This is the most commonly misunderstood of the three primary options a writer has in the publishing business. I have included it last because it incorporates the functions of the first two options and then some. Basically, in order to successfully self-publish, you have to wear a variety of hats: writer, editor, desktop publisher, art buyer, print broker, as well as sales and marketing professional. If you are going to market yourself online, include website designer and webmaster. (The big book distributors who sell online still require dependable inventory and some marketing assistance.)

Foremost of all your hats, you must first be a polished writer. This is easier said than done. A good writer not only has mastered the mechanics of spelling and grammar, but has also mastered the skills of a good storyteller. I won't labor over the issue of storytelling because it is covered in detail under tips in the StoryCastle. Suffice to say that it requires years of cultivation and yes, let me say it, talent...before you can become an effective and entertaining storyteller. Success requires a hard-working talent and it is certainly important, but so is luck. Always be open to unexpected associates and windfall opportunities. If you are going to self-publish, it's a good bet you're going to need some help!

It's a good idea to pass the hat of editor to someone else. It is very difficult to remain objective about a manuscript that represents so much of your sweat and tears. A good editor will not only correct typos, misspellings and bad grammar, but might also offer a critique. A part of your story might be weak or too long or not long enough. A character might inadvertantly undergo some change in description, behavior or name over the duration of the story. Place names can get confused from scene to scene. Your stories continuuity might be self-contradictory or incomplete (we've all seen movies with impossible outcomes in one or more scenes). If the editor doesn't understand something, it's a good bet that no one else will either. The editor will charge you by the page, but the expense is well worth it. A good editor is worth their proverbial weight in gold.

You will also need to put on your desktop publishers hat. It is difficult to decide on what kind of illustrations you will need unless you lay the book out first. This will require some expertise using one of the many good page layout programs that are available for your Mac or PC. One you have laid the book out, paginated it, and printed a draft copy of it, you can go through your book and decide where placement of an illustration might add an element of excitement. Examine other authors books to get an idea of the kind and number of illustrations other publishers use for a book like yours. Once you are satisfied with your choices, put placeholders in your book and repaginate it. Print out another draft copy to give to your illustrator.

If you are bypassing a professional artists agent you must contact qualified illustrators yourself and ask for a few portfolio samples. You are now going to put on the art buyers hat. You should already have a budget set aside for a cover design/illustration, inside illustrations and any marketing design/illustrations the project will require. Freelance illustrators can be found online. If you live in a large enough city, it might be worthwhile placing an ad in your metro daily.

Artists rarely work on speculation (in otherwords, for a portion of the total profits). They would much rather get paid outright for each and every piece of work done for hire. The artist also agrees to relinquish the copyright to you in exchange for payment. An Art Buyers Agreement should be drawn up, specifying the size and number of illustrations, media if possible and the price per illustration. A deposit of 30%-50% against the balance, to get the artist started, is customary.

When choosing an artist always ask for references and samples of recent work (other than portfolio). Check out the references. The artist should also be aware of reproduction requirements (as should you) and should be provided with the draft copy of your book showing size and placement of the illustrations.

Set a firm but reasonable deadline for the completion of the illustrations. Remember, design and illustration projects always take longer than anticipated, so be flexible. Give the artist an extra week or two to allow for lifes normal complications. The artist should get approval from you on any preliminary sketches or concepts before proceeding to finish an illustration. It is easier to make a change at this early stage than when the work is completed. The artist should provide you with scans or digital photos of hand drawn artwork (you have a right to the originals but it is alright to let the artist keep them for portfolio provided you have access to them). Digitally produced graphics are also acceptable but should be archived on digital media in a standard file format (hi-resolution .jpeg .tiff or .pdf) as well as the native graphics application. Once you have all of the agreed upon work in your hands and you accept the job as complete, the illustrator will give you an invoice breaking out all of the particulars, with the balance due minus the advance.

Once you have the illustrations in hand (hopefully in some digital format) you can then drop them into the pages where you set space aside. If they were sized proportionally, it should be a simple matter to reduce them to fit your layout.

Your book should now be ready to send to the printer. Long before you decide to self-publish, it would be wise to visit a large printer. Nothing will open your eyes to the new world of printing like a field trip! If you haven't been to a print shop in recent years be prepared for quite a change. Everything is linked via computer networks. Prepress is all done digitally. Large presses are set up using computers, with printing, trimming, binding and boxing all done automatically. It will take your breath away. While there, ask to talk to someone in their design and production department.

If you are seriously considering this printer, ask the production manager about their prepress requirements. What file formats do they use? What programs can they access and what typefaces do they have on their server? You will want to provide your printer with as complete a package as possible. That way you can avoid additional production and set-up charges caused by errors in design or layout, or incorrectly specifying type resources.

Perhaps you feel that you do not have enough desktop publishing experience to finish designing and laying out the book yourself. The printer might offer to do it inhouse for a reasonable fee, or refer you to a freelance graphic studio. You have now put on the hat of buyer of graphic services. You should make sure you have set enough money aside in your budget to pay for these services. Prices vary, but generally most printers or graphic studios have a standard rate they charge for design, layout and prepress setup.

Once everything is approved and your book goes to press, you'll be ready put on the sales and marketing hat. Obviously you don't intend to try to sell all of those cartons of books by yourself. Yes, friends and family will take a few off your hands. However, for the most part, unless you want to set up a book stand on a street corner or set up a stall at the local flea market, you will have to partner with someone.

Before approaching the major book chains, consider this: they will have to know something about you and your book. This requires some public relations work (is that another hat?). You will have to prepare press releases and send them to every publication you can think of. There are excellent books available on how to write effective press releases and produce attractive marketing materials, so I won't go into those details here. Suffice to say that the standby list of who, what, where, when, how and why emphatically apply to this journalistic style of writing.

It would be in your best interest to try to get an interview by your local radio/TV stations. Maybe you can be a guest on a local talk show. Book signings are a great way for a bookstore to see if the public has any interest in you book. They will even help you with the publicity and provide you with an nice opportunity to meet prospective readers...you even build a fan club!

I will assume you already belong to a local writer's guild. If you don't, join one. Networking is another way to make connections and possibly get a lead on some co-op marketing. Oftentimes who you know proves more valuable than what you know.

The internet offers marketing channels that are well worth exploring. Large online book sellers will list your book and sell it for a commission. You must provide them with an inventory of books. They have large warehouses that fill online orders virtually overnight. Consider visiting one of the online booksellers and partnering with them.

Specialty book catalogs will list your book if it fits into their marketing picture. New Age, Military History, Art and Culture...just like the niche publishers I mentioned earlier, there on mail order marketing companies that sell to those readers. Approach a catalog company whose profile fits your book. Don't waste your time trying to promote yourself to any seller that doesn't deal in the subject you have written about. Also, you will also be required to supply them with inventory and some press materials. A marketing agreement or contract will also be part of the deal, so keep your lawyer informed.

You can sell your book from your own website, but again, you must market it. The public must know who you are and where in cyberspace you can be found. Publicity, advertising, and promotion are still the key. You must still take care of business by personally satisfying online orders and collecting your money. How many hats can you wear before you fall to your knees?

Partnering is the best way to extend your book selling efforts. It requires research and perseverance. Take your time and plan ahead. Don't act impulsively - you will probably be disappointed if you do. It is best to find partners who will be up front and honest. Always consider more than one option and avoid exclusive agreements. The more interested folks who get their hands on your book the better it is for you! Remember, the next reader could be the start of something big!

Now that you have read my brief rundown it is time for you to decide which of the following publishing options best fits your wallet, talents and temperament:

1. Find an authors agent
2. Find a publisher
3. Self-publish

Whichever one you choose, good luck and may inspiration never leave you!

© Copyright 2003 Storytree Productions

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