Here are some questions to ask yourself:

How long are you willing to wait to see your book in print?  Let’s skip right over the months and possibly years it might take you to find representation and assume you already have a finished manuscript and an agent. It may take some time for the agent to shop around and find the right place for your book. Let’s further assume the agent finds a publisher who is interested and offers a reasonable contract. You still might have to wait another 12 to 18 months to see your book in print.  Self-publishing can be done in a much shorter amount of time—usually just a couple of months if your manuscript is professionally edited and the book is professionally designed.

What are your reasons for wanting to be traditionally published?  A lot of authors today make the choice to self-publish rather than pursue a traditional deal. They believe they can better produce and market their books—and potentially make a lot more money. But in some circles there is still a certain amount of “prestige” in landing that trad contract. If it’s the so-called status of a traditional deal you crave, then self-publishing may not be right for you. If you simply want to get your work out there, then collecting rejection letters may just postpone the inevitable.

How much control are you willing to let go of? In general, when you sign a contract with a traditional publisher, you give up a certain amount of control over your project both editorially and creatively. The publisher will likely have final say over the content, the title, and the cover design. Most of the time, authors are satisfied with the results. However, having worked on the traditional side of publishing for a number of years as managing editor of a small press, I can think of a couple of different instances when authors were not happy with decisions we made regarding their books. They had no choice but to live with it. With self-publishing, you maintain full control over every aspect of the production process.

Do you have a sizeable author platform in place? You may not have a chance with a traditional publisher if you don’t have a large list of connections and potential buyers. The fact of the matter is that regardless of how good your book is, most trads expect you to have a large following before they will sign you on.  (Plus, you’ll still have to shoulder much of the marketing and promotions burden yourself.) Of course, author platform—and marketing and promotions— is equally important in terms of sales if you decide to self-publish.

Would you be self-publishing strictly out of frustration? Self-publishing is not as easy as simply uploading your Word document to CreateSpace. At least, it shouldn’t be. Care should be taken to ensure your content is top-notch (hire a good editor) and its presentation matches that of the trads (hire a book designer). There’s the also the little fact that you are now taking on the role of publisher in addition to author, which leads me to the next question.

Are you interested in becoming a publisher in addition to an author? This is a biggie because as a self-publisher, you are forced to take on that role. Even if you hire professionals to help put your project together, you’ll still have to make final editorial and design decisions. You’ll need to decide on a name for your publishing company and open up a bank account. You’ll have to obtain the appropriate numbers for your book. You’ll need to handle accounting and budgeting for the project. You’ll have to figure out distribution and fulfillment. Of course, there are companies that can help you with all that, but it’s definitely more involved than “just” being an author. It’s not for everyone. 

Do you have the budget to do it “right”? Sure, there are places where you can get your book published for “free,” but chances are your book will be immediately identifiable as “self-published” and disregarded by reviewers—or worse, trashed by them. I simply don’t believe there is any way around having your book professionally edited and designed. You don’t need to pay thousands for each, but you’ll probably have to pay something. And please make sure you have enough money to purchase your own ISBN. Never use one of the so-called “POD self-publishing” company’s ISBNS. Never. Make sure you are the publisher of record.

Do you truly have a quality manuscript with a unique message? Have you tried but failed to get a traditional deal because your manuscript is a piece of crap? Has no unique message? Is poorly written? Then self-publishing is not for you either; you’ll probably waste a lot of money and time on something that will not sell—and worse, could harm your reputation. If, however, you truly believe you’ve been rejected by the trads through no fault of your manuscript (it’s tough to land an agent, let alone a contract these days), self-publishing is probably your best bet. With a good book and a solid marketing plan, you will probably even be successful.

1. Educate yourself. Publishing is a business and needs to be treated as such. There are books, blogs, websites, and associations devoted to self-publishing. Failing to learn all you can about it can mean wasting thousands of dollars by blundering along without knowledge or a plan.

2. Study the competition. Be sure your topic hasn’t been overdone. Check the library, your local bookstore, and Amazon.com. But don’t stop there: Check Books in Print Subject Guide and Forthcoming Books in Print Subject Guide. Then make sure yours is better than what is already out there.

3. Write what other people want. Catering to one’s own personal desires often makes for a blah book nobody buys. Face the facts: Personal journals and impassioned tirades are best saved for family and friends, not foisted upon the general public.

4. Think “marketing” from the start. The time to start generating marketing ideas is before you even write the manuscript. Identify your market. How can you reach them? Start folders of ideas. What catalogs might be interested? Which associations reach your potential readers? Can you sell the book as a premium to companies that would give it away as a gift to entice new customers or use it internally for training? Think about who else reaches your potential customer and how you can partner with them. Do you have contacts who have national name recognition and might write an advance endorsement?

5. Get professional editing. You cannot edit your own work. You cannot.

6. Create a catchy title. The right title can make a book. Short is best. Clever is fine but don’t sacrifice clarity. Include a subtitle for nonfiction books as it gives you extra mileage in ensuring readers know what the book is about.

7. Include all the vital components. Depending on whether your book is paper or electronic, you may need an ISBN, LCCN, EAN scanning code, subject category on the back cover, the title displayed boldly on the spine, and so forth. Don’t know what you need? See item number 1 in this list!!

8. Have a dynamite cover. Get it designed by a professional who knows book cover design, not just someone who does nice logos or brochures. There is a lot of competition out there; this is your opportunity to stand out from the crowd.

9. Make the interior inviting. Study the insides of books that look clean and user-friendly; use these as your model. The production values of your book must meet the competition to be acceptable in the trade. It is not advisable to do your book layout in Word, so if you are not budgeting for the steep price tag and learning curve of a program such as InDesign, hire a pro.

10. Price properly. Books that are much more costly than the competition—or even sometimes a lot cheaper—can meet resistance. Figure out a per-unit cost that still offers you a margin for profit and enables you to offer booksellers a discount—and that keeps you in line with your competition.

11. Publicize, promote, publicize, promote. Eat, sleep, and talk your books. Ongoing, enthusiastic marketing is the real key to success. Never quit. Always be on the alert for new opportunities; marketing is forever and your efforts today can yield results way down the road.

(Portions of this post have been excerpted from the upcoming second edition of Jump Start Your Books Sales by Marilyn Ross and Sue Collier, scheduled for release in late 2011.)

A lot of authors get stuck on their book projects. Some writers start strong, but flail over time as they encounter a few of the realities of book publishing. Others have trouble getting started at all. So their dream of writing a book stays just that: a dream.

When you’re stuck, sometimes it helps to ask questions. Whether you call it playing “devil’s advocate” or give it a more highbrow term like the “Socratic Method,” simply asking questions can be a great way to get a book project back on track. Here are 5 questions to get you started.

1. Why are you writing the book?

People write books for many different reasons. Do you want the book to further your career? To help you attract new clients? Do you want the book to be some type of lasting legacy? Do you want a book so you have something to sell at conferences? Are you writing a book to create a passive income stream? Is the book for artistic gratification or a story you feel compelled to share?

It’s a lot of work to write and publish a book, so you should make sure you really want to do it. A lot. Be brutally honest with yourself. If it’s not the right time to write and publish the book now, that’s okay.

2. How do you plan to get it published and why?

Every author has three primary ways to publish: by going through a traditional publishing company, by self-publishing, or by opting for a subsidy (vanity) press. With traditional publishing, you submit book proposals through an agent, get an advance, and then a royalty. When you self-publish, you buy ISBNs, set yourself up as an independent press, hire freelance help, and publish the book yourself. With a vanity press, you pay a provider to produce the book, but you are not the publisher.

Each option has pros and cons. You should understand the benefits and pitfalls of each one before you sign on the dotted line. Some traditionally published authors have moved to self-publishing and self-published authors have had their books picked up by big publishers. Only rarely is signing with a vanity press a good idea. However, if you’re writing a memoir that only your family will buy, it’s a reasonable option. Think about your goals and reasons for writing the book before deciding.

3. Who is going to read the book?

This question is probably the most important question of all. And yet, countless authors never ask it. If you are struggling to write, it may be because you simply haven’t figured out who is actually going to read your book.

Here’s a hint. The answer is never: everyone. I’m sorry to say that everyone is not going to read your book. The more specifically and narrowly you can define your reader, the better.

I encourage writers to visualize one specific reader. Decide whether your target reader is male or female. (Yes, men and women both might read your book; just pick one so you can visualize an individual person.) What are his or her likes and dislikes? Does he already know something about your topic? What does he look like? What frustrates him? What gives him joy? What is the story of his life? Where does he live? Where does he work?

The more you can narrow down your target reader, the more you can “walk a mile” in their shoes. Your book will be better and easier to write.

4. What other books exist and why is yours different?

Too many authors fail to do even the most basic level of market research before they embark on a book project, which is silly because it’s so easy to do online. Go to Amazon.com and do a search on your book’s topic. Open up a document and type in all the titles. See if you can tell from the description what the author’s slant or “take” on a topic is. Once you’re done, look for “holes” in the coverage. Can you target your book to a specific niche? Offer a different viewpoint?

Differentiation is the key to a book that sells. After you’ve published the book, you’ll need to market it, so having a keen understanding of what makes your book special is vital.

5. What do you still need to learn?

Book publishing is a big topic. One thing that separates successful publishers from the not-so-successful is their willingness to learn about the book industry. I always say that you wouldn’t open a restaurant without learning a little about the food business; why do people think publishing is different? Get some books about book publishing like The Complete Guide to Self-Publishing and start educating yourself.

Here’s another thing you can do right now to further your education. The third annual Self-Publishers Online Conference (SPOC) is May 10-12, 2011. You can learn the ins and outs of the publishing business from 16 expert speakers — including Sue Collier — right from the comfort of your own computer, wherever you happen to be located.

All you need is an Internet connection. With our unique online conference software, you can attend seminars live or via recording, learn about useful publishing resources in the Exhibit Hall, and interact with speakers and other attendees through the live discussion areas. Visit Self-Publishers Online Conference for more info.

Take advantage of Early Bird pricing now and get an additional 10% off by using the special SueCollier11 coupon when you register.

Susan Daffron, aka The Book Consultant, owns a book and software publishing company. She spends most of her time writing, laying out books in InDesign, or taking her dogs out for romps in the forest. She also teaches people how to write and publish profitable client-attracting books and puts on the Self-Publishers Online Conference every May.

I am really surprised at the backlash out there about this deal—particularly from her fellow indies. The blogosphere is buzzing with posts and comments about how she is basically a moron for selling out like this. Traditional publishing is evil…blah blah blah. In my book, The Complete Guide to Self-Publishing, 5^th Edition, we devote an entire chapter to “bagging the big game” and selling your self-published book to a “Goliath.” It has been and probably always will be the goal of some authors. Self-publishing is not necessarily for everyone. Nothing wrong with that.

Indie author Zoe Winters wrote about the controversy in her blog. (Btw, I am now going to incorporate the phrase “frilly fuck” into my conversations as much as possible, lol!) She wrote:

“NO ONE ‘feels sorry’ for Amanda Hocking. She has a 7 figure deal, tons of exposure, I think some movie options in the works. She’s also not saying she’s never indie publishing anything again. She’s got her feet in both worlds. The indie authors who “feel sorry” for Amanda Hocking, reading between the lines it seems they are rubbing their hands together just WAITING for her to fail to validate their viewpoint that NY publishing is all evil and shit and to prop up their own publishing choices.”

As usual, Zoe doesn’t mince words. And I completely agree with her. I’d say there is also quite a bit of jealousy involved.

The reaction has been so strong (and negative), that Hocking herself felt compelled to address it in her blog:

Here are the two considerations I made in my decision: what’s best for my career, and what’s best for my reader. (Notice I didn’t say what was best for my wallet).

It boils down to these points:

1. Readers inability to find my books when they want them. I am getting an increasing number of emails from people who go into bookstores to buy my books for themselves or friends or family members, and not only does Barnes & Noble not carry my book, they can’t even order it for them. People are requesting my books, and they can’t get them.

2. Readers complaints about the editing of my books. I have hired editors. Many, many editors. And I know that I can outsource editing, but I’m clearly doing a really shitty job of picking editors. EDIT: The people hired as editors are great people who worked very hard. Which is the most frustrating thing about the continued complaints of errors in my books. I know that my books are better because of the people I hired. And I don’t understand how there can still be errors. So my remark at “shitty” is over my frustration at the situation. Not the actual editors or the work they did.

3. The amount of books I’ve written and the rate of speed that I write books. If it took me five years to write a book, and I only had one book written, I’d be thinking long and hard about this deal. But right now, I have 19 books currently written. By the time the Watersong series goes to print, I’ll still have 19-24 titles at least that I can self-publish.

I don’t believe there needs to be an “us” (indie) against “them” (trads) mentality. The trads are certainly struggling right now because there has been so much change in the publishing world in the past few years—and I feel certain that those publishers who don’t adapt to new publishing models will probably not be around much longer—but I don’t see them ever being nonexistent. Self-publishing is a great option for getting your work out there. Period. The Internet has leveled the playing field now in that the indie author has the opportunity to reach a lot of people. But not every writer wants to be a publisher, nor should they have to be—especially if they can get a sweet deal like Hocking.

I was sat in a bar a while ago talking with an old friend over a cold beer. As an engineer his viewpoint on various topics was different from my own. While discussing environmental issues his response was always that “technology would find the answer.” My standpoint was less definitive. Yes, I agreed, technology could play a key role, but it’s down to our choices—individually and collectively—to make any change a significant and lasting one.

My opinion is that we’re at a real tipping point with technology in relation to how we consume literature and media in general. Technology revolutionizes, it refines, it redraws traditional lines of consumption, it disrupts our historical patterns of behavior, it finds a way of improving the situation in whatever aspect of our lives it touches—but only if we embrace it.

We can see so many recent examples of how Internet and communications technology has fundamentally altered how and when we interact with our friends (real and virtual), connect to the world, find and listen to music… And we’re beginning to see this rebirth happen with how we discover, purchase, and consume literature in every genre with the proliferation of devices capable of viewing and downloading content wherever we are—such as smart-phones, tablets, and dedicated eReader platforms. This is now reaching a point of market integration when it can no longer be considered in its infancy. The people are speaking and now is the time to embrace the change.

I have to admit I will miss the touch, smell, and sense of paper and print. My personal opinion is that there will always be a place for it, and writers may always want to see their hard work in a physical form. However, progress happens for a reason. Usually this is to provide an improved, refined, simpler, or richer.

So what does the future look like?

I don’t feel qualified at this stage to foresee what the endgame looks like for publishing, as the shift is still only just beginning to take hold. However, there is little doubt that it will have to adapt and revolutionize into something we can’t quite predict. Although this change is undoubtedly underway, it is still currently ether wafting around the World Wide Web, a twinkle in the eye of ours and upcoming generations, with only whispers about what the future may bring.

I read an interesting article recently about Digital Natives—those who have grown up never knowing a world without the Internet—and their expectations about what they can do online. The way they look at the world, through real and virtual goggles, the way they want to communicate and consume media of all kinds is fundamentally different as a result of technology. Whereas those of us who still remember dial-up tones are perhaps grappling with this, the Digital Natives will expect to have flexible, interactive experiences using the Internet; and this certainly will not be any different for how they will want to consume their literature.

What excites me about what could happen next is perhaps more important right now. Writers and readers at this point in history, this particular moment in time, have an opportunity unlike any other generation of people in love with the written word since humanity began the mass printing of books all those hundreds of years ago.

As writers and readers we—through our actions, our purchasing decisions, the places and devices we use to consume books, our words both published and unpublished (electronic and printed), through our blogs and myriad social media interactions with people around the globe—truly have an opportunity to make the whole process of what becomes a successful story or novel more democratic, more personal, more social. People power in its most positive form. I can see a rise in niche literature—work that wouldn’t be considered commercial by publishers—that will sell thousands rather than millions but still have something very worthwhile to say, and will inevitably, through technology, find an enthusiastic audience to enjoy it out there in the world.

I’m not an industry insider, I’m not versed in the old ways of doing things, and I’m not predicting anything in particular here that isn’t starting to happen already. What I am is in my late twenties, a voracious reader, an unpublished writer, and a keen technophile. I know what I want from my literature, I know how easily I want to access exciting new ideas and stories, and how wide and varied a choice I also would like. I also know that I would like a more interactive way of finding new writers and stories to entertain and inspire me.

I’ve clearly bought front row tickets for the revolution. I guess what happens next is down to everyone who has yet to decide, and the next generation of book lovers. While you’re thinking about it have a look at our new website: www.iwritereadrate.com.

Get your ticket and join the revolution!

Adam is a founding director of a new website for unpublished writers to sell, and receive ratings and reviews on their work direct from readers who love to find new stories. You can register now to receive pre-launch access to upload your work before anyone else, enter a competition to win an eReader, and receive a monthly newsletter.

We plan to use this model again when Marilyn and I release the fully updated second edition of Jump Start Your Books Sales, due out this spring.

Why not create something similar to ask for what you want? So when people ask, “How can I help?” you can offer your version of the following suggestions:

* Tell your colleagues, your friends, (your enemies?), about this new resource. Talk it up over coffee, during phone conversations, at association gatherings, on social media networks you belong to, etc.

* Take your copy when you go to meetings of writers or publishers. Show it to people and give them our toll-free order number.

* Write a Letter to the Editor or mini-review for newsletters of appropriate professional organizations to which you belong.

* Go to Amazon.com and write a 5-star review – if you think that’s deserved, of course.

* Give the book as a gift to an aspiring author or a newcomer to publishing.

* Ask for Jump Start Your Book Sales whenever you go into a bookstore. If they don’t have it, suggest they order it. If they do, put it face-out on the shelf.

* Request it at your local library. Again, suggest they order if it isn’t in stock.

* Talk with us about becoming a reseller of the book if you give seminars, speeches, or classes in related subject areas and can sell back-of-the-room or via mail. This can be a new revenue stream for you.

* Recommend it during your speeches; ask for free flyers if your group is holding a conference.

* Include Jump Start Your Books Sales in bibliographies, recommended reading lists, and in the text of your own books when they relate to the subject of publishing.

* Link to the book on your website.

* Include flyers in your mailings to customers (if you’re a printer, for instance) or to your vendors (if you’re a distributor or wholesaler). This is a win/win/win alliance. The more books sold, the more we all benefit. And we’ll even provide the flyers!

* Consider hiring us to speak at your next annual conference or conduct a workshop.

If you have any suggestions to add, please be sure to post it!

1. Do you want to be in control?

People who self-publish like to control their own destiny. They want to decide what the title is, how the cover will look, what the interior design is like, how the content will be edited, what ways the book will be promoted and sold. They want to be in charge of the whole enchilada.

2. Are you willing to educate yourself?

You’ll likely spend thousands of dollars on this venture. Surprisingly, many people will investigate all aspects of a summer vacation . . . yet jump into self-publishing without a clue. That’s bad news. You need to be willing to read books like The Complete Guide to Self-Publishing, to attend writing and publishing meetings in your area, to seek out and attend relevant national conferences. This kind of preparation helps you avoid costly mistakes and gives you insider knowledge on what works best.

3. Do you have persistence? Tenacity?

Are you willing to follow through doggedly? Writing is just the beginning. Book marketing should begin the minute you get an idea for a book — and never end! You must be willing to pursue hot leads and persevere five, six, even seven times. (Of course, every author must be willing to do this if he or she hopes to sell books.) Self-publishing allows you to get off to a fast start (just a few months versus a year and a half [or longer] with traditional publishers), but you must have staying power.

4. Do you have the time?

If you think writing was a chore, double or quadruple that if you truly want to be successful. Book production details take hours and hours, and marketing is never ending. We’ve had clients who got up at 5:00 a.m. to work on their projects before they went to their daytime jobs. Others block out three hours in the evening to pursue their publishing project.

5. Can you afford it?

While you can put something together via print on demand (POD) for just a few hundred dollars, if you are planning to make serious money and change lives with your book — be prepared to invest more. The returns can be enormous. Some successful self-publishers make as much as 80% of the retail price of their book when they return for second, third, and fourth print runs.

6. Are you willing to discipline yourself to be a “business person”?

Writing books often attracts creative souls. Successful self-publishing requires a business mind-set. They are not mutually exclusive. You can learn to hire and supervise suppliers, do bookkeeping, fill orders ,and  organize and execute marketing campaigns. While many of these things have creative aspects to them, they are much more right-brain than left-brain. When you self-publish, you are going into business.

7. What’s your passion level?

You’ve got to have a huge commitment to your book. No one cares about it as much as you do. You’ve got to love it, and nurture it, and raise it to outstanding adulthood. Is what you have to offer important enough for you to get — and stay — supremely pumped up? There are few professions that allow us to touch lives . . . to make people happier, healthier, or wealthier . . . to actually enrich the world with our words.

The answer to the first questions is “yes”! Authors of fiction can certainly benefit their platforms by incorporating speaking into their repertoire. So this brings us to the next question: What should fiction writers talk about?

Well, how about…writing? Talk about writing your first novel. Talk about researching effectively. Talk about establishing your book’s theme. Talk about using fact versus fiction in your work. Talk about creating conflict. Talk about bringing fictional characters to life. Talk about where you draw your inspiration from.

Another topic you can cover is your genre. Are you a writer of paranormal fiction? Or maybe you pen thrillers? Or literary fiction? Talk about particulars or trends specific to your genre.

If you’re an indie, talk about your experience with independent publishing. What made you decide to go that route? Did you make any mistakes? What did you learn from the process? What are the pros and cons to publishing independently?

If you’ve published traditionally, talk about your experience with that. Did you have an agent? How did you find one? How long did the process take? What have you learned?

Every author has to market his or her book to some extent, and there is an endless supply of topics to speak about in that regard. Talk about building your platform. (Explain what a “platform” is!) There are dozens of topics alone related to social media, including blogging, tweeting, friending, and the like. What works for you and what doesn’t?

For those of you who do speak, I’ll offer much of the same advice I gave to nonfiction writers: Don’t forget to bring sales materials to your events—bookmarks or business cards with your book cover on it (as well as ordering information, of course). (Or books themselves to sell right on the spot, if that is practical.) Readers of fiction tend to want to buy books written by authors they like, and they will likely want to buy your book after hearing you speak. Some authors give a small discount—perhaps 10 percent—to induce immediate sales. In any event, be sure to weave into your presentation that personally autographed books will be available afterward.

So even if you don’t have a book that outlines your expertise, the mere fact that you’ve written a book makes you an expert the on the process itself. There’s plenty to talk about!

I was surprised when I checked to find the book still there, thinking that certainly any company getting the negative press that soon went viral would certainly succumb to public pressure. The first time I looked, there were some 300 reviews…when I checked a few hours later—while watching the coverage on CNN’s AC360, there were nearly 2,000.  Most were an angry cry, calling for the immediate removal of this title from the website. Others were defending Amazon’s right to sell it, saying that to remove it would be “censorship.”

Do I think such a book is despicable? Yes, I do. Like most people — and especially parents — the subject matter makes me ill. Do I think such a book should be “allowed” to be published? Yes, I do. But that doesn’t mean stores have to carry it. That doesn’t mean printers have to print it. It simply gives the author the right to publish — however that might look. (And with self-publishing becoming easier and easier, I can’t help but wonder if we may see more these types of controversies in the future.)

Where Amazon erred, in my opinion, is in not maintaining a consistent policy with “questionable” works.  The company’s  statement yesterday was a generic one: “Amazon believes it is censorship not to sell certain books simply because we or others believe their message is objectionable.  Amazon does not support or promote hatred or criminal acts, however, we do support the right of every individual to make their own purchasing decisions.”

So then….why does this disclaimer appear on their website?

Offensive Material
What we deem offensive is probably about what you would expect. Amazon Digital Services, Inc. reserves the right to determine the appropriateness of Titles sold on our site.

Amazon deems “offensive,” for instance, pornography so it is not included on the site. Pornography is legal. Despite that, however, Amazon has the right as a company not to carry items of pornography. So then why were they defending their decision to carry a book aimed at guiding pedophiles? I would not have approved (inasmuch as I would have a right to do so) of their decision to carry such a book, but I would have understood that it was simply part of a policy decision. It really has nothing to do with censorship.

It’s a moot point, I suppose, since Amazon has indeed pulled the book from its website. But that was a business decision (probably best not to piss off the customers at the start of the busy holiday shopping season).

Ranging in age from 13 to 96, those who have already signed on represent a variety of races, religions, and nationalities. These diverse men are clergy and leaders from several major religions, health practitioners, coaches, authors, speakers, multimillionaire business men, an All-American and gold-medalist athlete, and a man serving a life sentence who was released after becoming a long-term model prisoner…just to name a few. Some of their stories include: chilling accounts of surviving in the thick of the Holocaust, a small-town teenager bullied and threatened for being gay, a professional man’s life lessons while homeless, and sports participation building self-esteem in the face of emotional and economic hardship.

Please visit Jim’s website if you are interested in learning more about this compelling project.