Ladies Who Launch

10 Questions (And Answers) That Will Take You From Procrastination To Publication
by Sandra Sellani

 
Eighty-one percent of us want to. Much fewer actually do. What’s keeping so many people from unharnessing their inner Hemingway? Here are 10 questions and answers that can help you decide if book writing is right for you.

1. Why write a book? Authorship can be an instant hallmark of credibility. It’s a calling card to capture new clients. It can kickstart a career or launch a new one. Whether a business book or a cookbook, your published work can have a positive and profound impact on your life and your legacy.

2. Is book writing profitable as a career? John Klymshyn, the quick-witted author of How to Sell Without Being a Jerk and The Ultimate Sales Managers’ Guide, gives it to you straight when discussing the realities of cashing in on a writing career:

• “Steven King makes money on books. If you’re a first-time author, unless you have $20,000 to spend on marketing, and know how to spend it, expect to sell less than 10,000 books.” (Sometimes significantly less.)
• “Publishing with a large publisher is like launching a product with full distribution but no marketing. Publishers want to market someone with an existing platform.” (Actors, athletes … basically people that come with their own fan base.)
• “The most consistent sales of my books were to people within three degrees of separation from me.”

Not quite the words of encouragement you wanted to hear? Don’t let it take the wind out of your sails-or sales, as the case may be. Book writing can pay off in other ways.

3. What benefits, financial or otherwise, can I expect? Instead of thinking about what you’ll make on the book, think about what you’ll make because of the book-paid speaking engagements, media opportunities, and profits from the sales of ancillary products such as CDs are just a few opportunities that accompany authorship.

4. What can I expect from my first experience with a publisher? You will become emotionally attached to your manuscript. You will think of it as your baby. Then you’ll hear someone say, “You have an ugly baby.” It’s rare that a publisher will accept your submission as is, if they accept it at all. Try not to be insulted by criticism or rejection-not every book is right for every publisher. If you’re given feedback and an opportunity to make changes, consider yourself blessed. When a publisher talks, you should listen, revise, repeat.

5. What do publishers want? Publisher Arthur Chou of WBusiness Books explains how understanding a publisher’s challenges can give you more realistic expectations:

• “For every 10 books a publisher releases, one will be a blockbuster, two will make some money, two will break even, and five will lose money.”
• “We invest $50,000-$100,000 for each book we publish. We go through development and comprehensive editorial, copy editing, and proofing editing.”
• “We create the book layout and cover design. We print and market the book and the author. We distribute to bookstores. More importantly, we sell the book rights all over the world, and in some cases, audio, TV, or movie rights.”

Publishers’ offerings vary, so do your homework. But also let them know what you’re offering them. Publishing is a business. Your book is a product. Demonstrate your preparedness to write and promote a profitable book and you’ll create a more receptive environment.

6. What should I know before I contact a publisher? Chou’s pointers include:

• “Learn what type of books the publisher works with. I have 20-30 people sending me fiction manuscripts-WBusiness Books only publishes business books.”
• “Sell yourself. Submit a good author profile. Publishers like to take on authors that can do media tours or speak on the radio.”
• “Publishers like to work with agents. They know how the business works and filter out many people. They make our job easier.”

7. What if my book is not yet written? Submit a proposal. AMACOM, the publishing division of the American Management Association, offers a proposal outline which instructs you to include:

• A brief description of your book
• Your proposed audience
• A list of competitive books and how yours will differ
• A detailed table of contents
• A sample chapter or two
• Your bio

Learn the specific requirements of the publishers to whom you are pitching.

8. Who is most likely to get published? A Writer’s Magazine survey revealed three categories of published authors:

• The Experienced. There was a 90 percent correlation between writers having multiple articles published and obtaining a book deal.
• The Tenacious. Successful writers pitched to an average of 10 agents or publishers before getting a deal.
• The Do-It-Yourselfers. Those willing to self-publish.

9. How difficult is self-publishing? “The easiest part is writing the book,” says Michelle Howe, MBA, President of Internet Word Magic, and author of the self-published book Turn Browsers Into Buyers. The accomplished professor and speaker encourages writers to do it themselves:

• “If you want to use a book as a vehicle for making money, you have to self-publish. You’ll have the copyrights to do whatever you want with that book-price it, sell it, create products that go with it, and build an empire around it.”
• “I belong to the Independent Book Publishers Association. They have all the information you need about self-publishing support, webinars, and seminars.”
• “I have a friend who has written and self-published five books. Through her distributor, she has sold as many as 30,000 books in one month.” (First-time published authors can expect average royalties of $1-3 per hardcover book, and less per paperback. Self-published authors keep the full sales price, but pay all of the expenses.)

10. Are there coaches to guide me through the book writing process? Yes, and they can save you a significant amount of time and money. Stella Togo, author of In Honor of Women, A Revolutionary Approach to Preventing Breast Cancer, says, “Regardless of where you are in the writing process, I can help you achieve success.” She offers various coaching packages, including one you can customize yourself. By working with someone like Stella, you can expect to:

• Identify the most important takeaways for your readers
• Avoid rewrites
• Avoid writer’s block
• Get endorsements from best-selling authors
• Find resources for self-publishing
• Find an agent
• Create a series of books, products, teleseminars, etc. for your platform
• Market yourself and your work online with blogs and a Web page
• Sell your book as an e-book online
• Create marketing strategies

The Next Chapter

If the pen is mightier than the procrastinator, you’re already planning your next
move. Note that some of the greatest authors were not professionally
trained writers. When struggling with self-doubt, remember the words of
physician-turned-author Oliver Wendell Holmes, who said, “The great thing in
this world is not so much where we stand, as in what direction we are moving.”

Sandra Sellani, MBA, is a member of the Orange County, CA, Incubator, a branding consultant, professional speaker, and author of What’s Your BQ?: Learn How 35 Companies Add Customers, Subtract Competitors, and Multiply Profits with Brand Quotient.

Sources:
American Management Association, Author Guidelines for Book Proposals,
Epstein, Joseph, So You Think you Have a Book in You: Think Again, New York
Times, Opinion,  Sept. 28, 2002.
Sellani, Sandra, interview with Arthur Chou, February 11, 2008
Sellani, Sandra, interview with Michelle Howe, February 11, 2008
Sellani, Sandra, Interview with John Klymshyn, February 7, 2008
Sellani, Sandra, Interview with Stella Togo, February 5, 2008
Writers Magazine Survey, May 2005