What has changed in self-publishing since your first book came out?
Vegan Success came out in 2006. Since then we have published nine books. I have used the same procedure to publish each one. I just released my tenth book, Funds to the Rescue: 101 Fundraising Ideas for Humane and Animal Rescue Groups and not surprisingly, this book was much easier and less stressful than the first one since I now know what to expect. Although what I'm doing production-wise is the same, the publishing industry is not. More books are being released every year and they are competing for fewer readers. Plus, even large publishers have finally realized that Internet marketing techniques can be effective for marketing books. At this point, even in only three years, there is definitely more competition for reader attention, even online. So self-publishers need to be creative and think of new ways to market their books.
Some people have the idea that self-published books don't have to be well written or edited because there isn't a fussy agent or company demanding it. How do you address those misconceptions?
The only way the "stigma" that surrounds self-publishing will ever go away is if people commit to creating high-quality books. That means the books must be professionally edited and laid out. Our books have received good reviews and won awards. In fact, most readers don't realize they are self-published. That's because I spent the money to hire an editor and used professional-level tools to create the covers and interior layout. Of course, not all editors are created equal, but you do need to put out the effort to create the best book you can with the resources you have available. After all, it's YOUR name on the cover.
You've written many times that planning is key to making a publishing dream become reality. What's included in a successful publishing plan?
A publishing plan is not particularly different from a business or marketing plan. The first thing that must be included is a detailed analysis of who will read the book. (If you have no audience beyond your mom and dad, you can't seriously expect to sell more than two books!) You also need to look at all the competing books out there and figure out what will make your book different. A good marketing plan explains why anyone should buy your book. You should spend a lot of time thinking about your reader before you write your book for two reasons: 1) it's easier to sell the book when it's finished 2) it's actually easier to write the book in the first place!
Do you advise fiction authors also? If so, how is your publishing guidance different for a fiction title than for nonfiction?
I don't generally consult with fiction authors because I am not a fiction writer. However, you can market fiction using some of the same techniques you use for non-fiction. You need to find a "hook" to catch the interest of the media and readers. For example, if your story is set in a certain place, you might contact the media in that town. Or if the story has an interesting tie in to a particular audience, you can leverage that fact. Right now, for instance, I'm reading a novel where the main character is in the Navy and stationed on an aircraft carrier. The Navy/Top Gun/military family angle could definitely be used to market this book.
What about after the book is published? What are the essential components of a successful modern book marketing plan?
These days, a book should have a Web site. If you can create some type of community around that site, it's even better. But everything starts with the Web site. That's your home base where both your readers and the media can find out about your book (and ideally purchase it). Beyond that, you need to think about where your target readers hang out both online and offline. (Some markets simply aren't online, so you need to take that fact into account when writing your book marketing plan.) In many cases, you can use virtually any online marketing method to market your book. Some people create ezines or podcasts about their book's topic. Other people become active in discussion groups or social media sites that relate to their target market. When you self-publish a non-fiction book, if it's on an "evergreen" topic, it can stay in print almost indefinitely, so you can build momentum over time.
When a budget is tight, to which steps of the process should would-be authors allocate funds vs. do themselves?
In my opinion, every author should hire an editor. You absolutely cannot edit your own work. I've been paid to edit books and magazines for years, and even I don't edit my own books. So to me, that's a non-negotiable expense. If you have a background in graphic design, you can lay out your own books, which can save you money. (I've been laying out long documents since the late 80s, so I lay out my own books in Adobe InDesign.) You also can save money by doing a lot of book marketing tasks yourself. For example, you can compile lists of magazines, newsletters, and blogs that serve your market and send them targeted press releases about your books and mail out review copies. As noted in my book Publishize, a key way to save money is to use Lightning Source, so your books are printed only when they are ordered. That way you can avoid a lot of the traditional inventory and distribution costs associated with self-publishing. It's a much more affordable way to "learn the ropes" than doing a big print run of books and then scrambling to figure out how to sell them all.
© 2009 by AnnaLisa Michalski