Self-Publishing
Presenters: Waverly Fitzgerald, Linda Nathan, and Mi Ae Lipe
Day of Meeting: May 09, 2011
The self-publishing market is growing, and there is an untapped market of unpublished writers. How do editors fit into the self-publishing process?
Meeting Notes
Mi Ae: Authors don’t know anything about publishing (budget, timelines). Editors serve as a reality check and can prevent authors from rushing out an inferior product.
Linda: You won’t know exactly what a client will need each one is different. Do an evaluation as your first step. Editors need to move out of the role of just being an editor become a “publishing consultant.”
Waverly: We need to get authors to realize they need editing and to encourage them to value editing and design.
How can we shift how we present ourselves?
Start asking questions of the client (do you know how to market, etc.). You can pick and choose which parts of the process you specialize in.
Offer to learn on the job admit you don’t know much, offer to go through the process with the author and learn as you go. Potentially charge a lower rate as you learn.
If author has a raw manuscript:
1. Do evaluation. Authors have tunnel vision about what they want the book to be it’s your job to break them out of it.
2. Ask author who the audience is. Do you have a market? Have you researched it?
3. Find out the author’s goal: self-publishing, POD, having a manuscript to submit to traditional publishers. Authors may be charmed by the seeming ease of POD companies that offer bundled services, but some companies can’t deliver and the authors end up coming back to the editorial consultant.
Steer authors to media opportunities, help them get free publicity.
Cover design is very important. Generally you should convince author to hire a separate designer.
Vanity presses (or subsidized publishing) is another way of self-publishing but this requires an upfront financial investment and is not recommended for the first-time author.
How are self-published books distributed?
Create Space (POD company) is linked with Amazon for distribution.
Traditional book distributors (Baker & Taylor, etc.) are hard to break in to.
Authors don’t know how hard distribution is, and often have little experience with or interest in sales and marketing. They need to be salespeople, which is scary for them.
Coach authors through a publicity plan. Consider blog, website, conferences, etc.
Linda gives authors a handout titled “Start Selling Your Book Before It’s Published” to get authors thinking about sales, marketing and distribution. But what really sells books is the quality of the writing.
The filter on what books get published has shifted over the years. First, editors at the traditional publishing companies were the filters. Then agents took over the role. Now, editors are often the filter.
According to Linda, the editor’s role in self-publishing is a hybrid of editor and agent.
How can you help authors build a platform?
One of the first questions publishers are asking agents is, what is the author’s platform? How many blog or Twitter followers do they have?
You can write and edit blog articles for clients as a service.
Local bookstores and libraries will often help a local author, even self-published ones.
What is the time-frame for POD self-publishing?
Two weeks to get proof copy, another 2 weeks to go live on Amazon. Helping authors determine their price point is another valuable service editors can offer, so clients will actually make money on the book.
Case study: Lightning Source POD company
Lightning Source is related to Ingram distribution company, so bookstores that buy from Ingram can buy POD titles from them. LS titles are also automatically distributed through Amazon.
The author must set himself up as a publisher and acquire an ISBN for the book.
Regarding art and design, you need to keep the limitations of digital printing in mind to make the book look good.
What genre are most self-published books in?
Nonfiction.
What’s the cost of self-publishing?
Paying for each individual service (editing, design, etc.) can add up quickly. Editors needs to know their client’s budget. Authors often use friends or barter services to keep costs low.
The average budget for self-publishing can range from $2,000 to $10,000 or more.
How are POD companies paid?
One-time fee, then a cost per book.
How do editors structure their fees for self-publishing projects?
Linda: Charge hourly consulting rate.
Mi Ae: Charge a flat fee based on selected options. It’s important to estimate your time very accurately.
Resources
Email discussion list
podpublishers@yahoogroups.com
Books
Complete Guide to Self-Publishing
1,001 Ways to Market Your Book (J. Kramer)
The Well-Fed Self-Publisher
How to Publish and Promote Online
The Elements of Copyediting
101 Ways to Promote Your Website
Associations
Independent Book Publishers Association (ibpaonline.org)
Book Publishers Northwest
Webinars
American Marketers Association
Writer’s Digest
Hub Spot
Other
Digital Book World group on LinkedIn
#eproduction (Twitter hashtag good for asking questions on book formatting)