Introduction from Elizabeth:
Self-publishing is controversial. As the publishing world shakes and shifts, everyone is aware that new models are required and will surface. But what will they look like? How will quality be determined? Will the overwhelming number of options mean that only the mega-hits rise to the surface? I have my own concerns about self-publishing, and I wanted to bring the conversation to the Book Writing World.
Sharon Sayler is a member of the BWW and an accomplished businesswoman and author. While she has self-published in the past, her new book, What Your Body Says, is published traditionally by Wiley and Sons. In addition, Sharon has worked closely with many non-fiction authors to help them publish and promote their books and public speaking careers–and to use those books to support or build a business.
On Saturday, Sept. 11, 2010 at 9 a.m. PT, the Book Writing World will host a public discussion with Sharon Sayler and another former BWW member, Anjuelle Floyd, author of an interconnected collection of stories, Keeper of Secrets, published by Three Muses Press as well as of a forthcoming novel she’s self-publishing. As Sharon points out below, self-promotion is a big part of publishing now, no matter who publishes you. Anjuelle and Sharon are masters of the community-building and genuine outreach that is at the heart of good marketing today. These two dynamos will discuss the pros and cons of traditional and self publishing. To join us, sign up here. If you are already on our mailing list, you will not be added twice, but everyone on this list will be sent the link and directions to join the video conference for Saturday morning.
The PM$ of birthing your book.
Authors today have more choices than ever before. All the pathways to getting your message and passion out into the world are good. There is no one right or best way. There are three main ways to getting published: traditional, self-publishing and vanity printing / subsidy publishing.
The three ways to publish (and print) your book
In traditional or trade publishing, for fiction, the author completes the manuscript, finds an agent, and writes a proposal to a publishing house. For non-fiction, the publisher buys from the proposal, not the manuscript. An “editor” reads either the manuscript or proposal and determines if there is a market for your book and decides whether to publish it. If yes, you will be offered a contract in which they buy the rights and agree to an advance on future royalties. The publisher puts up the money to design and package the book, prints as many copies of the book as they want, and distributes the book. Traditional publishers do only minor limited marketing of the book. As the author assume you will do 100% of the marketing with the three publishing methods, this exception will save costless headache and heartache.
Self-publishing, also known as print-on-demand: As the title suggests not only are you the author; you are the publisher. You are responsible for the writing, editing, proofing, artwork, design, printing, distributing and marketing. A benefit of self-publishing is it allows for frequent updates, editions or revisions.
With self-publishing you are also responsible for determining if there is a market for your book. Even with new self-publishing technologies where it is no longer necessary to print thousands of copies you may find it difficult to market your book unless you have researched your niche and the demand for your idea in book format.* This is not to say that the idea is wrong, it could be the demand for the idea would be stronger in another format e.g. online learning, teleseminar, live workshop.
Vanity printing / subsidy publishing is a hybrid of traditional and self-publishing. Subsidy publishing is a small portion of vanity publishing, which I highlight below. Vanity publishers, for a fee, offer a list of services they provide from ghostwriting to proofing, from printing to cover design, from registering the copyright to obtaining an ISBN number.
Some vanity publishers also have distribution channels into the “brick and mortar” bookstores. The offering and quality vary widely. Many also offer promotion and marketing: be wary. Use due diligence if they offer promotion and marketing, as your idea of promotion and marketing may be very different then the publishers’ idea. Get all promotion and marketing listed in line-item format. It is wise to compare costs including those related to promotion. It may be more cost effective to hire PR work from a professional who specializes in book promotion.
Also, keep in mind that vanity publishers put their “brand and logo” on your book. They will publish anyone for a fee, regardless of the quality. Determine in advance if you want to be branded as part of that community. There are many good and not-so-good vanity printers. Use caution.
Subsidy publishing is a hybrid of traditional and self-publishing. A subsidy publisher works more like a traditional publisher, except the author pays a fee or agrees to buy a certain number of books. The publisher pays for the remainder. Copyright ownership, royalties, distribution and marketing are determined by contract. Since the publisher also has “skin-in-the-game” they are selective in what they publish.
The three things to keep in mind as you consider the three ways to publish and print your book.
When trying to determine if traditional, vanity or self-publishing is the way to go, you must first answer the question—what is the purpose and function of my book?
- Whether it is fiction or non-fiction, will the book be your business?
- Will it serve as a support to your other work i.e., a book to go with your trainings and consulting work?
Once the purpose and function of the book is determined, there are three fundamental differences between the three most common ways to publish a book today. They are the ‘PM$’ing of birthing a book: power, marketing and $$.
Power: With traditional publishing, unless you are a holdhouse name author, the publisher holds the majority of the power. They buy the rights to your copyright. They determine the look and feel of the book (with some consultation from the author). They determine when / if the book will be published and the distribution channels. The author is responsible for 99% of the marketing. The power structure in vanity printing / subsidy publishing is power sharing, determined by agreement and contract.
With self-publishing, you are responsible for everything, which in turn gives you 100% of the power and 100% of the responsibility, including 100% of the marketing. Determine your personal skill set and those in your sphere of influence before deciding if self-publishing is for you. Many authors don’t have all the skills required to get a top-notch book printed such as cover design, illustrations, proofreading, indexing, printing…which raises the issue of $$$.
Marketing: This one is pretty straightforward; be prepared to do 100% of the marketing no matter which publishing method you choose. In traditional publishing, unless you are JK Rowling, assume you will be doing 99% of the marketing. Traditional publishers assign you a marketing advisor and perhaps a PR person; however, you are not the only author they work with. They can offer valuable advice, share contacts and limited implementation. With self-publishing, you do 110% of the marketing, and marketing for vanity printing / subsidy publishing is determined by contract. I suggest you want to do the majority of the marketing yourself to make sure your message and brand are presented in the way you want them to be. Nobody knows you, your work or your brand as well as you.
$$$ (Dollars): Typically, vanity printing / subsidy publishing is the most expensive; it can run into thousands of dollars. Self-publishing is not cheap either, except just as you have complete power over the contents and the look and feel of your book, you have complete control over costs. In contrast, with traditional publishing, you are paid an advance. This is an advance on royalties, not a payment.
For first time authors, it usually is a small sum, yet that isn’t really money in the bank. If your book has illustrations or perhaps an index you typically pay for those or they can be added onto your advance. Plan on spending some serious money no matter what option you choose. If you go with the traditional publisher or vanity printing / subsidy publishing, they can advise you during contract negotiations what type of budget you should expect to pay from your own pocket. With all three options, traditional, vanity or self-publishing, be sure to know the budget upfront and add about 20% to make sure you cover the unforeseen.
Having looked at the pros and cons of traditional publishing versus self-publishing, ask yourself some tough questions about what is best for you, including your intentions, purpose and function for your book. Those questions include:
- Do I play well with others?
- Am I willing to submit multiple proposals?
- Am I willing to work with an agent?
- How well do I handle rejection?
- How important is control of my manuscript?
- How fast do I need the book?
- How much money can I throw at this book?
The number one question to ask no matter what method you choose is: How large and loyal is my community and am I willing to do whatever it takes to market this book for the next 3 to 5 years of my life?
Sharon Sayler, MBA, is a Communications Success Strategist and Body communication expert who trains professionals on how to become stronger, more influential communicators and leaders. She teaches people how to communicate with confidence and clarity by matching their body language to what their mouth is saying. Her book, published by John Wiley and Sons, What Your Body Says (and how to master the message) is available at http://www.WhatYourBodySays.com, online booksellers and retail stores.
Please leave your comments and questions below. Do you think self-publishing makes sense? And what is the best way for writers to market their work?