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WRITING YOUR BOOK
IS JUST THE BEGINNING by Dan Poynter
One of the greatest misconceptions harbored by
writers is that the job is done when the book manuscript is mailed. While
manuscript completion is a time to celebrate, it is also the time to switch
hats. The book writer now becomes the book promoter.
A book is like an
iceberg. The writing is the easier part; the 20% visible about the waterline.
The promoting is the most important part and usually consumes even more time
and money. The promoting is also often the part not anticipated by the author.
Bringing a book into the world is like bringing a child into the
world—you are presented with an obligation to raise it. Now, fortunately,
the obligation to your book is not a 20-year commitment and you do not have to
send the book to college. But, you do have to let people know that you have
books in your garage—or they will remain in your garage.
Any
fool can write a book, it takes a genius to sell one. --Anon
As
the author of the book, you have few choices. You are responsible for the
promotion whether you self-publish or sell out to a publisher. If you abdicate
your promotion responsibilities, your book will become an orphan. Yes, if the
book is to be successful, the promotion is up to you. Each book goes through
four distinct stages. The author' responsibilities are to create the manuscript
and promote the book. The publisher has the book manufactured and then
distributes it to the Book Trade (wholesalers, bookstores and sometimes
libraries).
Publishers do not promote books; they do little more than
list your title in the catalog. Ask any author who has been published by a
publisher and he or she will probably complain "they didn't do anything!"
The Four Stages of a Book Stage:
Writing Producing Distributing
Promoting Responsibility: Author Publisher Publisher Author Subcontract:
Printer Distributor
By now, you are wondering why you need the
services of a publisher. You really don't. You can deal with one of the twelve
digital-book printers or the 42 offset-book printers across North America. They
will print and bind your book. These book printers specialize in manufacturing
books. They will provide price, service and quality because they know what a
book is supposed to look like. Any printer can produce a book, one way or
another, but book printers specialize. They manufacture books only. Next, you
can use one of the 85 book distributors to get your book into the Book Trade.
They will serve the book wholesalers such as Ingram and Baker & Taylor, the
chain stores such as Borders and Barnes & Noble, the online stores such as
Amazon.com and B&N.com and lots of independent book stores. The five larger
publishers have sales reps to take their books to the stores. Many of the
55,000 smaller publishers use distributors with sales reps to take their books
to the stores.
There isn't any reason why you can't shepherd your book
through all four stages yourself. With help from a book manufacturer, your book
will look the same as others in the bookstore. Your distributor will get your
book into the bookstores. So the playing field is level. In fact it is now less
expensive to print and bind your book and is easier to get into stores because
the larger publishers have cut back on their output. Paper prices are down and
the stores have more shelf space waiting for your book
By now you are
probably wondering whether the well-known celebrity authors have to promote
their own work. The ability to promote is one of the criteria a publisher
assesses when considering a submission. Publishers want mediagenic authors.
For example, Frank McCourt, (Angela's Ashes, Tis, Brotherhood,) says
he spends six months of each year on the road. By the way, he is very
entertaining so try to catch his act.
Most of the people being
interviewed on radio and television are recentlypublished authors. And, why
not? They are celebrities and are experts on their subjects. People find
authors fascinating.
You should devote a minimum of one year to the
distribution and promotion of your first book to make sure it gets its fair
share of your time and energy. Too often, an author will write a book, have it
printed, start on the distribution and then get distracted with the writing of
another book. The first book then becomes an orphan and it does not get onto
the hands of willing, potential buyers.
Every one of your books will
provide a learning experience in each the four stages. The second time around
will be easier and the third time easier still. So you may put just nine months
between books two and three, six months between books three and four, and so
on.
The secret to successful publishing is not to produce more books
but to effectively market those books already published.
Writing the
book is the easy part of the process. As the author (and the parent) of your
book, you have an obligation to provide it with the best opportunity for
growth. You must do more than just write the book. Look under the water.
Dan Poynter does not want you to die with a book still inside you.
You have the ingredients and he has your recipe. Dan has written more than 100
books since 1969 including Writing Nonfiction and The Self- Publishing Manual.
For more help on book writing, see http://ParaPub.com. © 2003
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