Self-Publishing Secrets
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About this ebook
SELF-PUBLISHING SECRETS is based on a workshop series and talks I have been conducting on self-publishing. It covers these main topics:
- Why self-publish a book
- Using a book to build your business
- How I can help you self-publish your book
- Deciding on your overall purpose
- Determining what to write about
- Creating an outline and timeline
- Getting your information
- Writing and editing your book
- Formatting your book for publication
- Publishing your book
- Creating a print-on-demand book
- Publishing an e-book
- Creating an audiobook
- And more.
Gini Graham Scott Ph.D.
Gini Graham Scott has published over 50 books with mainstream publishers, focusing on social trends, work and business relationships, and personal and professional development. Some of these books include Scammed (Allworth Press, 2017), Lies and Liars: How and Why Sociopaths Lie and How to Detect and Deal with Them (Skyhorse Publishing 2016), Internet Book Piracy (Allworth Press 2016), The New Middle Ages (Nortia Press 2014), and The Very Next New Thing (ABC-Clio 2010). She published a series of books on homicide: Homicide by the Rich and Famous (Praeger Publishing 2005; Berkley Books paperback 2006), American Murder (ABC-Clio, 2007), and Homicide: A Hundred Years of Murder in America (Roxbury 1998). Scott has gained extensive media interest for previous books, including appearances on Good Morning America, Oprah, Montel Williams, CNN, and hundreds of radio interviews. She has frequently been quoted by the media and has set up websites to promote her most recent books, featured at www.ginigrahamscott.com and www.changemakerspublishing.com.
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Book preview
Self-Publishing Secrets - Gini Graham Scott Ph.D.
INTRODUCTION
––––––––
SELF-PUBLISHING SECRETS is based on a workshop series and talks I have conducted on self-publishing to several different groups in the San Francisco Bay Area. This is also being turned into a video.
It covers these main topics:
- The advantages of self-publishing a book
- How I can help you self-publish your book: my background in
publishing
- Deciding on your overall purpose and goal
- Determining what to write about
- Creating an outline and timeline
- Getting your information
- Writing and editing your book
- Formatting your book for publication
- Publishing your book
- Creating a POD – Publishing on KDP and other platforms
- Publishing an E-book – Publishing on Kindle and other platforms
- Creating an Audiobook – Publishing with ACX/Audible and other
platforms
- Using a PDF to sell your book online
- Creating a course: using PowerPoints and videos
- Setting up your sequence for publishing
- Distributing and promoting your book
- Getting testimonials and reviews
CHAPTER 1: WHY NOT FIND A TRADITIONAL PUBLISHER?
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One of the first questions that comes up when I suggest self-publishing a book is why.
There are many reasons, but first I want to deal with the issue that comes up for many would-be authors – I’d like to find a traditional publisher. Why can’t I find a mainstream publisher?
Some writers even have visions of their book being a best seller. Why not approach a traditional publisher? Why self-publish?
First, let me start with a reality check.
If you are writing certain types of books, it is not likely that a traditional publisher, other than a very small one, will be interested, unless you have already developed a platform and have lots of followers. This largely applies to books in the self-help, popular business, relationships, and memoir categories, since these are very competitive genres. The major publishers want someone who is already very well-known. This means that you have about 50,000 or more followers and fans on Facebook or Twitter, have frequently appeared on the media, or have an active speaking program with 100+ audiences.
You might still find a traditional publisher for books in these regular genres, but this will probably be a small publisher with limited distribution; you will probably get little or no advance; and the publisher will do little or no PR for you. Basically, the major advantage of opting to go with a small publisher is they have a pre-established distribution network. But with little promotion, you will have limited sales and will get only a small royalty. Plus the publisher will have control, so you may be limited in your sales to other markets, including e-books, audiobooks, and international sales. You may also give up the possibility of dramatic and performance rights, should your book have potential as a documentary or feature film.
Then, too, if you sign with a publisher, you will generally face a long time before the book’s release – generally a year to 18 months with the larger publishers, 6 to12 months with medium-sized publishers, and 3 to 4 months or longer with the smaller publishers. However, if the publisher has not paid you an advance, the publisher may feel under no compulsion to publish your book, and you may find after six months or a year, the publisher still has no plans to publish – which I experienced with a few publishers. Thus, while you may not lose any money, you may lose a lot of time and experience a lot of frustration.
Also, be aware that even if you do find an interested traditional publisher, the publisher will generally do little to promote the book. Commonly, with the exception of really big books with high profile authors, the publisher will send out a dozen or so books to major publications that do book reviews and to a few media and book reviewer contacts, but after that you are on your own. The publisher may be willing to send out book copies for you, if you find book reviewers who want a hard copy of your book to review or if you are interested in participating in a book festival or trade fair. But if there is any entry fee, typically you have to pay; the publisher doesn’t normally do this.
If it’s an academic book where interest is largely limited to a niche audience in your field, a trade publisher will probably not be interested unless you are a well-known authority. But if the reputation or prestige value is most important to you, do contact academic publishers first, since being published by an established press will contribute to your academic career, whereas a self-published book will have less authority in your field. If you don’t find an academic publisher, you can always self-publish.
Similarly, if you have written a novel or a timely book on a topic that could have wide appeal, it can be worth it to pitch the book to editors and agents first and go the traditional route if there is interest. If not, you can self-publish.
Still another alternative is the hybrid model, where you pay a traditional publisher to publish your book, usually under a special imprint. For example, Wiley, a business book publisher; Hay House, a self-help, inspirational publisher; and Simon and Schuster, a general interest publisher, have set up divisions to publish books from authors who pay for their help with editing, design, marketing, and distribution. On the plus side, these publishers normally exercise some selectivity to be sure the book fits with their line and is a well-written book. This hybrid model can also be a good approach if you already have a built-in market, such as if you are speaking nationally on a particular topic or have an online marketing company, where you can expect several thousand customers. However, a disadvantage of this approach is that you have to pay a substantial amount through an upfront payment or an agreement to purchase a large number of books – generally about 20,000-30,000 copies. So if you don’t have the customers or funds to commit to this method of publishing, a hybrid solution with a traditional publisher might not be the most realistic approach.
Thus, under most circumstances, it’s better not to choose the traditional publishing route, since your book may not be likely to find a traditional publisher. Also, it may take too long for your book to be published if you want a book out quickly, because you are doing talks, workshops, or seminars, and would like your book to be available for sale and to show your authority in the field.
But there is an alternative to consider if your ultimate goal is a traditional publisher. Start with a short part of the larger book – perhaps 7000-10,000 words of a 60,000-80,000 word book, and publish that. You can use this short book to help build your platform. Then, perhaps a year or two later, submit a proposal to an established publisher for the larger book. Include your already completed chapters and describe the platform you have built up due to the growing number of attendees at your programs and your media appearances.
CHAPTER 2: WHY SELF-PUBLISH A BOOK
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Admit it. If you are reading this book, you are probably already considering self-publishing a book – or at least deciding between going the traditional route and self-publishing. So if you haven’t already decided, or are trying to convince a spouse, family member, friend, business associate, or client to self-publish, let me count the many reasons for you.
- You have a message to share with others. This might be a book to support a cause or a creative project, like a novel, to express yourself and get recognition from others. Or perhaps you or someone you know have experienced a tragedy or been a victim of a terrible experience, and the book is a way of making sense of it, feeling better, or sharing what you have learned with others.
- You want to build your personal brand or your business. Generally, these will be short promotional books about you and your company or tips on how prospective clients or customers can help themselves, so they will hire you. Your book will help to show that you have the expertise to do these tasks more quickly and more effectively than they can themselves. Here I will be focusing on publishing this type of book.
So what are the major reasons for self-publishing a book to build your brand or business? Let me count the whys.
More Credibility and Visibility as You Show Off Your Knowledge
Among other things, you gain more credibility and visibility when you have a book. It’s an ideal way to highlight what you do, provide some background on your company and yourself, or give a prospective client or customer some useful tips related to your business, which show you as the authority on the subject. You can include photos to show off the work