The Birds and the Beasts: Good News for Non-fiction Writers
Posted on 27. Aug, 2010 by admin in Author's Corner, Book Marketing, Getting Published
Hilary Smith
When I’m browsing the fiction in a bookstore, I’m like the choosy female bird in a nature documentary. I’m fickle. Picky. Suspicious. I actively try to find fault in a novel’s efforts to seduce me into buying it, no matter how showy its feathers and how elegant its sales copy. More often than not, I walk out of a bookstore empty-handed—not because I don’t love fiction, but because my aversion to spending money is stronger than my temptation to buy a novel whose characters may or may not enchant me.
It’s a teensy bit different for non-fiction.
A few months ago, I was eagerly awaiting the release of my first book from a traditional publisher and looking for ways to promote it. My local library was sorely lacking in books on this topic, and the information I found on the internet was infuriatingly vague (“send press releases to important media contacts”—yes, but how do I find those important media contacts, and what do I say in my press release?). The local bookstore didn’t have what I needed either.
That’s when I turned from a fickle bird into a blood-thirsty beast.
I went online and bought three different e-books about book promotion within ten minutes. All of them were self-published: two of them were written by freelance book publicists who were selling their self-published e-books through their websites, and the other one was by a self-published writer on Amazon. It was, for me, a veritable book-buying rampage.
This latent beastiness is exactly why non-fiction writers should be very, very excited about e-books.
Unlike fiction, where readers need to be seduced, convinced, and subtly cajoled into taking a nibble, non-fiction readers are already hungry (or, in my case, ravenous). Not just hungry, but impatient. I want to know something; I want answers to my questions, solutions to my quandaries; and if I can click a link and pay $5-20 to get those answers RIGHT NOW, I’ll do it almost every time.
Here is a hungry beast’s list of demands:
High-quality, in-depth information on a specific topic. Whether it’s book promotion or bee-keeping, hungry reader-beasts want the kind of detailed information they can’t find for free on the internet. Can you promise us information we can’t find elsewhere?
Instant gratification. Can you answer my question or solve my problem right now if I click on this link to download your e-book? Yes? Well, alright.
Solid writing and well-organized information. Hungry beasts get very, very angry if they download an e-book riddled with confusing sentences and disorganized information. A good outline for your e-book is crucial (I’ll give tips on this in a future post).
Delivery on promises. Hungry beasts get especially rageful if an e-book makes promises (“How to Get On Oprah In The Next Ten Minutes”) and then doesn’t follow through. Always give readers what you promise in your book’s title. If you build up our trust, we’ll keep coming back for more.
In the next few posts, I’ll talk about how to make your e-book irresistible to readers by coming up with a tantalizing title, killer table of contents, and a promise readers can’t resist. The hungry beasts are out there—all you need to do is show up with the feast.
Barnes & Noble For Sale, And Why You Should Care
Posted on 19. Aug, 2010 by admin in Author's Corner, Book Marketing
Hilary Smith
A few days ago, I met a Frustrated Writer at a pizza place. This Frustrated Writer had written what he thought was a pretty good book, but it had been rejected by all the agents and publishers he’d queried. He was considering self-publishing, but complained that his book would never be successful because (and I quote) “the only way to sell books is to do signings at the major bookstores, and they don’t take self-published authors.”
This sentiment struck me as so ridiculously inaccurate that I choked on a mushroom. But the truth is, many would-be authors share this Frustrated Writer’s outdated assumptions about the book business: that brick-and-mortar stores are the most important outlet for book sales, that only traditionally-published authors are capable of going on book tours, and that in-person events like book signings are the most worthwhile and, let’s face it, glamorous use of a new author’s time and effort.
Nothing going on in the publishing industry today demonstrates the inaccuracy of these beliefs more than the fact that the Barnes & Noble chain of bookstores has recently been put up for sale.
Barnes & Noble has long been the biggest book retailer in the United States, with almost 800 stores across the country. Many of those stores will very likely close their doors in the next few years, and those that remain will devote more floor space to promoting the Nook, B&N’s e-reader device. In a few more years, there may be radically fewer brick-and-mortar bookstores at which people like Frustrated Writer can dream of doing book signings.
The “For Sale” sign on Barnes & Noble should be a red alert to writers everywhere that we need to update our assumptions about what it means to write, sell, and promote a book. A great blog can be a thousand times more effective than an expensive, inefficient, and (cover your ears, Frustrated Writer) totally unglamorous series of book signings, and having the right link to your e-book can generate more sales than having your book face-out on top of an (imperiled) Barnes & Noble shelf.
In the next few posts, I’ll talk about how writers can adapt and even thrive in the changing publishing climate. Until then, keep your ear to the ground. Hear that rumble? That’s the sound of brick-and-mortar model of book-selling tumbling down.
How to Craft a Winning Book Proposal
Posted on 16. Jun, 2010 by admin in Author's Corner, Book Marketing, Getting Published
Robert Murray
So you’ve written a book, or have an idea that you think you could turn into a best-seller. Now what?
In order to spark the interest of a publisher, you’ll need a convincing book proposal. The book proposal is a lot like a business plan for your book, showcasing its merits. It defines the core readership of the book, both in type and scope; presents a comprehensive review of the key themes, story arc and raison d’être; paints a compelling picture of the publishers’ new partner—you; evaluates the market environment in which the book will compete; and offers a strategy through which you believe the book can best be sold, with you as a central player.
In short, a book proposal should describe your platform as an author (what you’ve published, what you bring to the audience in terms of appeal, etc.) and outline the marketing plan and competitive landscape for the book.
Here are the sections that usually make up our book proposals:
- Overview of the Book (describes the main themes, the “hook”, any key structural aspects)
- About the Author (describes with author’s expertise of the subject and/or experience as an author)
- About the Market (describes the audience, being as quantiative as possible)
- About the Competition (describes other books out there that are similar and characterizes how this book compares and why)
- Table of Contents
- Chapter Summaries (1-2 paragraphs describing each chapter of the book)
- Sample Chapters (full chapters taken from the book).
Proposal requirements vary from publisher to publisher, but these sections are nearly always asked for. If you’re a first-time author writing a children’s book, cook book, fictional work, or photo book, the publisher is likely to want to see a nearly completed book rather than just some sample chapters.
For a sample book proposal, click here.
The Future of Self-Publishing Looks Bright
Posted on 09. Jun, 2010 by admin in Author's Corner, Book Marketing
Robert Murray
The Wall Street Journal recently reported on the uncertainty facing the publishing industry now that the so-called “vanity presses” are becoming a financially viable option for authors looking to publish their work. While in the past there was a certain stigma surrounding self-published titles, that’s beginning to change as companies like Amazon and Apple are taking over a greater share of the market by selling e-books.
Mark Coker, founder of Smashwords Inc., stated in the article that “If you are an author and you want to reach a lot of readers, up until recently you were smart to sell your book to a traditional publisher, because they controlled the printing press and distribution. That is starting to change now.” While e-book sales currently make up about 5-10% of the industry’s total sales, that number is projected to reach 20-25% in the next two years. This is a remarkable shift, considering that only three years ago consumers were hesitant to read books in digital format. Now that devices like the Kindle and the iPad are growing in popularity, the way that books are published and consumed is changing rapidly.
For authors, these developments could offer many advantages. The bottom line is that major publishing houses are losing their stranglehold over the industry—which means that they no longer have the power they once did over what makes it to print and what does not. For authors who don’t already have a reliable fan base, the revenue potentials are also greater. Amazon will raise author royalties from 35% to 70% of eBooks priced from $2.99 to $9.99 this month, and Apple and several other distributors have promised to implement the same formula. Even household names are jumping on the bandwagon—Stephen King and Stephen Covey both have exclusive e-publishing deals with Amazon.
Amazon also recently launched its own imprint, Amazon Encore, which selects promising self-published titles, then edits and distributes them digitally and in print. So far 19 books have been selected. Many authors are also finding self-publishing much more lucrative than traditional methods because of the way Amazon.com automatically markets books. Its computer generated recommendations ensure that as more consumers purchase a title, it gets recommended more often. User reviews also help generate buzz, creating a viral marketing effect.
Karen McQuestion, an author from rural Wisconsin, tried unsuccessfully for years to market her book to traditional publishers. Finally, she decided to self-publish online with Amazon. In less than a year she sold 36,000 copies of her book and now has a Hollywood film option. While most self-published authors probably can’t hope for the same degree of near immediate success, McQuestion’s story is far from unique. The coming years are likely to be highly transformative, and publishing houses attempting to follow a traditional model may falter.
Read the original article here.
Tips for those Considering Self-Publishing
Posted on 28. May, 2010 by admin in Author's Corner, Book Marketing, Getting Published
Robert Murray
Self-publishing can be frustrating on a number of levels, including when it comes to receiving marketing support, which unfortunately often falls short of what is advertised.
As you go forth in your search for the right publisher, here are a few bits of general advice we give our authors.
Most large publishers only accept manuscripts from agents, so you may consider soliciting them before exploring a direct relationship with a publisher.
Between traditional publishing and self-publishing, there is a middle tier of publishers (sometimes called “vanity presses”) which often publish an expansive array of books. However, rather than getting paid an advance on royalties, you usually have to pay them for the privilege to publish your work and marketing support can still be quite weak if they don’t believe in the book.
Most publishers and agents expect to receive a book proposal from authors. This document is a lot like a business plan for the book, and it showcases the merits of your book. It should describe your platform as an author (what you’ve published, what you bring to the audience in terms of appeal, etc.), outline the marketing plan and competitive landscape for the book, and should include sample chapters of the book itself. Samples of these can be found across the web. One helpful sample can be found here.
Finally, when looking at small and middle-sized publishers, you’ll probably want to cater your proposal and query letter (proposal cover letter, essentially) to their catalogs and publishing history. Like any partnership, the more they see you as understanding their business, the more likely they are to give your proposal a serious look.
How to Catch the Eye of a Publisher: All in a Day’s Query Letter
Posted on 25. May, 2010 by admin in Author's Corner, Book Marketing, Business Writing, Getting Published, The Writing Coach
Suzanne Murray
You’ve got a great idea for a book. In fact, people have been telling you to write it for years. But you don’t want to write a full-length manuscript unless you’ve got a publisher, and you’re not sure where to start in finding one.
How do people get book contracts anyway? And how will you convince a publisher that your book is worth taking the risk? It’s the million-dollar question anyone with a book idea faces: how do you catch the attention of a publisher (or agent)?
If writing a book is a journey and the first step begins with an idea, the second step—for those who hope to secure a traditional publisher—is to write a short pitch to showcase the book to target publishers. It’s called the query letter.
A good query letter will typically have the following key components:
- explanation of the problem that the book solves or the need that the book fills
- insight into why you are the best person to write this book
- explanation as to why you’ve chosen to contact this particular publisher
First, why this particular book and why now? Aside from the entertainment value of some genres, such as fiction, memoir, and history, people tend to buy books because they address a need. A single parent wants advice on how to raise a teenage son, a baby boomer looking for a second career needs help figuring out her field of interest, or an individual recently diagnosed with diabetes wants to learn more about managing his condition. Every good query letter mentions the intended audience with a tease of information that shows a need for this particular book in the marketplace.
Second, why should the publisher select you to write the book? A good book idea alone is not enough to win a publisher’s attention. It needs to be clear that the person writing it can not only “deliver the goods” but promote them upon publication. The onus is on you to demonstrate why you are the best person to author that book. Are you an expert on parenting? Have you spent years as a career counselor working with job hunters? Have you discovered secret tips and tricks to managing your own diabetes? You don’t have to be the world’s preeminent expert on your book topic, but you do need to show why you have the credibility to write the book.
Third, why have you decided to reach out to this particular publisher? Although this is the least important of the three components, it helps to personalize a query letter to the particular publisher you are targeting. Publishers see it as a good sign that you’ve done your homework and they appreciate you putting in the effort to make sure you send the query to them only if there is potential for a good “marriage” between book idea and publisher. Publishers receive countless query letters each month; help them see right away why it is that your book idea fits well with their typical catalog.
A good query letter piques the publisher’s interest because it promises a book manuscript that is relevant, saleable, and engaging. A good query letter also conveys that the author has the kind of expertise and enthusiasm needed to move the book off the shelf and into people’s studies and living rooms. The author’s bio and “platform” help to catch the eye of a publisher as much as the book idea itself.
Greatly Exaggerated Rumors of Demise in the Publishing Industry
Posted on 20. May, 2010 by admin in Author's Corner, Book Marketing
Lauren Villagran
Publishing is dead. Or it isn’t.
Top publishing execs, editors and media folk recently got together at the Wharton School of Business Future of Publishing conference in New York. Despite the industry’s doomsday scenario—publishers were already in financial trouble before the recession—“everybody wants to get into it,” said Atria’s Judith Curr. And it seems that was the point on which everyone agreed.
Technology was a major topic of conversation, of course. Publishing success from now on may be determined not by the random bestseller but by a publisher’s ability to market a book to specific, niche audiences. Digital tools that permit increasingly personalized delivery (think Kindle, iPad and beyond) will be the media. Some 30 new tablet readers are expected to come to market in the next few years.
One editor, who left the industry to get a business degree (and perspective) at Wharton, said in one discussion that the publishing industry was “a device away” from a major tipping point.
The end of books? That’s beside the point. The “end” of books, bound and printed, doesn’t have to come before a new way of reading takes hold—and possibly saves the publishing industry. Kindle owners, for example, buy 37 percent of their books in digital form. Which goes to show, coexistence is cool.
Read the original article at Publishers Weekly.
Google’s Electronic Bookstore Launches this Summer
Posted on 12. May, 2010 by admin in Book Marketing, Cool New Media
Heather Duncan
More details were recently released regarding Google’s plans for an electronic bookstore that will likely rival competitors like Amazon, Apple and Barnes & Noble. It’s called “Google Editions,” and it will launch sometime this summer. So why is there so much anticipation revolving around this announcement?
For starters, texts purchased from Google Editions will be readable in a web browser, making them almost universally compatible with eBook readers as well as other web-enabled devices. Books will be stored in a “cloud,” meaning that they can be downloaded to multiple devices at will rather than stored on a single eReader. This feature has the potential to cause a major shake-up in the market.
There is significant debate as to what this will mean for publishers and consumers. Ostensibly Google Editions is likely to offer more choices, better access and perhaps even lower prices. However, this may not necessarily be the case regarding pricing because the market currently functions under the agency model, in which publishers sell their books to distributors and set prices themselves. Google has yet to announce whether or not Google Editions will function under the same model, a decision with the potential to have a major impact on authors and publishers.
What do you think? Are you less likely to purchase an eReader like the Kindle now that Google will be offering a less restrictive format in which to view eBooks? If you publish eBooks, are you more or less likely to distribute them through Google than through a competitor? We’d love to hear your comments!
Understanding eBook Royalties (Part 2)
Posted on 11. May, 2010 by admin in Author's Corner, Book Marketing, Getting Published
Robert Murray
As we discussed last time, the eBooks royalties game is in constant evolution. In the last article, I talked about the wholesale model of eBook royalties, used by Amazon, where authors get paid based on “net receipts,” also called “net revenues.”
The second royalty model is called the agency model—the model used by iTunes. Instead of using the traditional publishing construct as the basis for publisher payments, iTunes pays based on the actual retail price of the eBook, usually around $9.99.
So, an author with 25% eBook royalties can expect to receive around $2.50 per eBook sold on iTunes.
Let’s compare that with the traditional model assuming net receipts are 50% and the print book list price is $25. At a 25% royalty rate, that’s $25 x 50% x 25% = $3.13 to the author. Pretty close.
But what are the retailers making on the eBooks? Apple’s gross revenue on eBooks (sold through iTunes) is straightforward: $7.50. For Amazon, it’s less clear: the revenue is nominally $0, but because the subsidized prices are designed to boost sales of the Kindle, the verdict is still out.
But keep a close eye on the competition between the Kindle and iPad. Will the emergence of the iPad force the Kindle toward more dramatic action? Exclusive distribution deals or adoption of the agency model, perhaps? Will the subsidy spark an eBook price war where everybody loses (except for the consumer)?
In the next and final article on this topic, we’ll cover some other variables that can impact eBook royalties, discuss what you as an author should look for when negotiating a contract, and posit where we may be heading as the industry forges ahead into the brave new world of digital publishing.
Understanding eBook Royalties
Posted on 03. May, 2010 by admin in Author's Corner, Book Marketing, Getting Published
Robert Murray
As publishers settle into a level of comfort with authors, distributors and retailers, a few trends can be identified that are worth bringing into the open.
One important trend for writers to know about is how author royalties for eBooks are evolving. To understand this trend, it’s important to first understand how eBooks are being distributed and sold today.
Two retail models are driving eBook sales today: the traditional wholesale model and the agent model. This article will cover the traditional wholesale model and next week we’ll be discussing the agency model.
For a representative example of the wholesale model, let’s look at Amazon. Similar to traditional retail deals, Amazon buys books (in the case of eBooks, the right to sell them) from a distributor at a price discounted from the physical book’s list price.
While some authors are able to secure publishing contracts that pay royalties based on retail prices, most author royalties are paid based on this discounted price, also called “net receipts” or “net revenues.”
But the fundamentals of this arrangement are dynamic. The interesting trend to watch here lies in the performance of the physical eBook platforms, such as Amazon’s Kindle, especially in relation to the content they need to remain viable consumer products.
Since a brisk eBook market is needed to support sales of Amazon’s Kindle hardware, Amazon currently chooses to sell many eBooks to the consumer at a price well below the discounted price they receive from the distributor—nominally taking a loss on each sale.
So how long can this price subsidy last? Will prices of physical books come down to meet those of the eBooks, or vice versa? How will authors fare? Will eBook royalties, which tend to outstrip physical book royalties by nearly 2:1, fall?
Stay tuned.