Category Archives: Marketing

More on opportunism: hire an actor!

Since my last post – and thanks so much to everyone who liked it – I have been giving more thought to my writing career.

I realise that I shied away from confronting one of the core realities about the writing career today: namely, who are you? If you have to Put Yourself Out There to Reach Your Readers you have to first work out who those readers might be and then consider what kind of author they want you to be, which means, you have to look like that writer. Once upon a time a writer looked like him/herself, no matter what he/she looked like. Shirley Jackson (below) wrote Gothic horror stories about life in small New England towns. Her publicist would never have let this photo into the public realm if it was today. Actually her story is very interesting, see the link below.

shirley jackson

More on Shirley Jackson

And then there is Charles Bukowski. OK, this is a cheap shot, but hard to resist.

Bukowski Sam Cherry 1970
Cbarles Bukowski, 1970 portrait by Sam Cherry.

Actually when you look at photographs of famous writers going right back to the early twentieth century you can see already the aesthetics of writerly fame were already at work, in parallel with the growth of photography. There are profound existential questions here, but let’s skip them for the moment and go right back to Square One!

Everyone in this game accepts that Marketing involves being someone marketable. These days the author is a product, and like all products it does matter what she/he/they look(s) like and whether or not they fit the current paradigm for successful writers. There are countless guides to how to ensure a successful author photo. I like this one, especially for its analysis of specific published author photos. A certain look, a physically attractive or interesting persona, a hesitant smile that looks great on the back cover,  a certain age, an air of reserve and mystery – possibly the hint of the exotic – that will work. But the thing is, if that is the author in their photo, then it has to be the author in real life as well, in the unlikely event they get asked to appear in public somewhere, like at the Podunk Valley Writers’ Festival.

What do you do when you don’t even dimly resemble any of the persons identified as successful writers in their photos? It has occurred to me that it might be helpful to hire someone. Good training for a budding actor! Hire a young person, able to manage the Internet, look great and make public appearances, that might be a good alternative. After all, the gig economy demands people work in all kinds of different careers so there must be hundreds or thousands of young people who’d love to be writers without having to write any books. As for the writer,  if you can use a pen name, why can’t you use a pen body? There are ghost writers, why not writers’ ghosts?

Is this a good plot or what? I don’t think it’s been done before although back in 1976 Martin Ritt directed a very young Woody Allen in a movie, The Front, about a writer manqué who signs his name to scripts by real writers blacklisted during the darkest days of Hollywood, when J Edgar Hoover determined what would and would not be acceptable from writers and movie makers according to his own warped ideologies.

The Front 1976

And there has been at least one movie about Ghost Writers – Ghost Writer, directed by Roman Polanski, starring Ewan McGregor, 2010.

ghost writer 2010

Maybe there are other movies with similar plots, and that great little series Younger, currently in Season 5 on Stan, takes up the issue of ageism in the publishing world, and the extent to which millenials are currently determining what is published and what isn’t – in tradpubland of course. Incidentally in researching this blog post I came across a list of films about writers  here. I’d love to watch all of them in one big binge! That’s the only thing I might enjoy more than actually writing the stories myself.

 

 

 

 

 

 

Opportunism and opportunity: on building a writing career

Only a bit over three months left of 2018 and the silly season is almost upon us. Everyone in Australia knows that the country shuts down in early November with the Melbourne Cup and doesn’t start up again until the end of January.

Melbourne_Cup_Finish,_Melbourne,_Vic._-_1905_(31511457514)

As I don’t go to the races, have no travel plans for the summer and don’t drink alcohol this annual idiocy-fest should not affect me. But I am filled with fear and trepidation because I have so many writing projects which were going to be released “by the end of the year”. Score so far: NIL.

It’s not as if I haven’t written them. Almost all have been through several edits, I have a production method in hand, cover artists lined up … one final edit each, I say to myself, and they will be ready to go. I so much want to do this, because there are new writing projects I want to start. Sure, there are lots of things that get in the way of finishing books, ordinary life stuff. That’s bad enough. But now I am suffering a crisis of confidence. Maybe I should just embrace the silly season and forget about writing altogether, apart from dumb “Season’s Greeting” cards. Or I should take a leaf out of my own (unpublished) cook book and get going on the cakes and puddings. At least I could sell them at a cake stall!

christmascakes

A few short years ago  independent publishing seemed so clearly the way to go. But it seems more and more difficult to get any purchase at all with the reading (buying) public without a huge effort in marketing strategy and general non-writing activity. Writing itself takes second place. I need to get serious, not about writing, but about the “writing career”.

Everyone says you have to do it, and lots of people tell you how. Using the Internet strategically is obviously top of the list these days. Don’t get me wrong, I love the Internet and have done ever since it debuted back in prehistory, well, the early 90s or whenever it was. I love my blogs, both the writing and art sites, it feels truly creative putting them together, but I do that because I love it, not to build a following or expand an email list. I am a member of the Alliance of Independent Authors and they put out some great stuff. but tweeting is troppo mucho and Facebook gives me a kind of hysterical indigestion, yes, I know, I shouldn’t have subscribed to those I-Love-Cats sites but there was a reason for that, believe it or not, although I won’t go into it here.

writing books is like military strategy

No, the real problem is I can’t wholly see myself as someone “building a writing career”. I am a writer, I love to write, writing is what I do. If I have any time at all, like those precious two or so hours before the world wakes up in the morning, I want to spend it writing or editing or thinking about better turns of phrases for titles or thinking about how to improve a story or how to introduce some new themes. I don’t want to spend it building my email list or tweeting or whatever. It’s bad enough that I have had to go through so much time just working out how to produce a workable manuscript which will go through the publication process smoothly, and identifying useful information sites to follow. But now I see I have to see I have to Put Myself Out There as well.

This morning I came across an article by Wendy Jones called How Being an Opportunist Helps Build Your Writing Career (republished 5 September 2018) here.

This article really made me realise that I just didn’t have the right frame of mind to be a successful Independent Author. Just not opportunistic enough. Read it and weep!

On the other hand maybe I should go to the Melbourne Cup and hand out leaflets urging punters to buy my books! Now that’s an opportunity.

Melbourne_cup_1881

 

The Perils of Publishing

It’s been a while and I’ve gone through a lot in the writing and publishing world lately. I’ve been thinking about new strategies, doing a lot of re-editing, and working on the Memoirs. This has led to a long silence on the blog, for which I apologise.

But I was moved  to write today by yet another story about a writer who wanted to be published and parted with a lot of money thinking it was to a “real” publisher, only to discover that although her book – an illustrated children’s book – was lovely, no bookstores would stock it.

Ever since I launched myself into this world I have become aware of the many people who want to be writers and are determined to do it. Social media has made it so much easier to get in touch with these people and get to know them online. So many are looking for support and advice, but almost everything they can learn about the process leads them to part with their money. Advice to self-publishers is everywhere but so much of it is motivated by someone offering a service. It is obvious that a huge market exists and a lot of writers have discovered that there’s more money to be made by “helping” others publish their books than by publishing their own.

IF YOU ALREADY KNOW ALL ABOUT THIS STUFF, DON’T BOTHER READING ON. But if you are pretty confused about what is involved in getting your book out into the world, you might find a bit of clarity here. It is based in part on my own experience, as well as looking into the minefield of services on offer to would-be authors which are getting more difficult to understand by the day.

engraving publishing

You can get your book published entirely by yourself, if you have the skills. You start with a manuscript you have written. It will have to be written on a computer in a recognised program such as Word which is the standard. If you are still writing by hand on a yellow note-pad, you’ll have to pay to have it typed up.

What you need at the end of the day is a set of files in multiple formats. In theory you can do all of this yourself and it will cost you nothing, or almost nothing (some distributors such as Ingram Spark require a payment for each book being uploaded to your account). The files have to be laid out in particular ways and conform to certain requirements. If you only want ebooks they can be loaded one by one to different distributors or you can use an aggregator service. Your ebook can become a print book using Amazon’s Create Space or another print on demand service. Once the files are ready and in an acceptable form, you have a book all ready to go, it has cost you nothing to produce, you load your files onto the sales site and sit back and wait for someone to buy it online through Amazon, Kobo, I-Books or some other site.

You may have ordered some print copies for your friends and family and be happy to hold your real printed book in your hands. Does it look as good as the book you paid $30 for at the bookshop? Probably not. The paper will be thinner, the interior layout may be boring or clunky, and looking at the cover it doesn’t look quite how you expected. But still, it does look like a book and you know it’s great. But it won’t get into the bookshop, it won’t be reviewed in the paper, and nobody will get to hear about it unless you yourself undertake a crash course in Internet marketing because that is the only way it will actually exist for your readers.

Some people think that bookshops won’t take books printed by POD technologies. Print on Demand (POD) means a copy is made only when it is ordered. This is a huge advantage since there is no need to print multiple copies in advance, to store and ship them. Traditional publishers may use POD technologies for books which do go into bookshops, and it is not use of that technology which makes it unacceptable to bookshops.

Caxton self publishing

It is the fact that the book has not entered the circulatory system of traditional publishing which was designed a hundred years ago and has hardly changed since.  This requires a manuscript to pass through multiple selection channels. Most publishers won’t take a book unless it has been referred to them by an agent. Even where they will accept a submission, it will be read by someone very low down the totem pole. Some say that 90% of manuscripts are rejected by the end of the first page, and 98% by the end of the first chapter. There is a network of connections which create mutually agreed standards or expectations for what kind of book is worth publishing, when and by whom.

Self-publishing has been seen as a way to get around the archaic and outdated structures which still prevail. But it’s damned hard to do on your own. Not surprisingly many authors seek help to get their manuscript into an acceptable form. There are all kind of services to help you. They may offer to edit, to create your book cover, get all the files into the correct formats and then they may actually upload the files for you. You can engage and pay a different professional to help with any of these tasks, or you can find a single company who outsources the work or does it in-house. Most of them offer several options, or packages, which get more expensive as they include more items. It’s easy to see why many choose to go with the company which offers a comprehensive service even if it costs them up to several thousands of dollars.

But when you do it this way, you are still a self-publisher.

Hang on! That’s not what you had in mind. You want a publisher! Here is where the real danger lies. There are an increasing number of organisations which call themselves publishers and will accept your manuscript for publication. They have a name, Suchansuch Publishers or Ifonly Books. They will produce print and often ebook versions as well. They advertise on the web, you will find them whenever you Google “Publishers”. Wow, you think, I have a publisher. The catch is, they will ask you for money. A lot of money. They may produce a near-perfect book, far better than the book you can produce on Create Space or through Ingram Spark. They may even offer to market your book for extra money. But still your book will not appear in the bookshops.

Because you paid for it. The entire structure of book publishing prevents these kinds of books from entering into commercial circulation. The publisher has to pay you – usually what’s known as an advance, which used to commonly be between $5000 and $10000 (if you are lucky). You don’t get any royalties back until that full cost has been recovered by the publisher. If a publisher offers to publish you for money they are by definition not a “real” publisher and you won’t ever get your money back. Most people who publish this way finish up with a garage full of printed books which they cannot sell.

360_hoarders_0423

The rise of self-publishing has meant that anybody who wants to publish a book can do so. But that does not mean that anybody can be a recognised author whose books will be found in a bookshop. The many inexperienced writers who don’t realise this are easy prey for those who can convince them otherwise. Almost all the books by self-published authors are sold on Amazon, mostly for $2.99 or less. Some cover their costs and make some profit but many don’t. Becoming a best-selling author on Amazon has become ever more difficult. There are two or more million titles now and each year thousands more are added.

A recent phenomenon is the way traditional publishers issue expensive ebook versions of their conventionally published books through Amazon Kindle and others. At one time, the Kindle versions only turned up a year or more after the print books came out. Now the are issued more or less at the same time, but the publishers set a very high price, way above anything normally found on Kindle. This happened after a bitter court case brought by international giant Hachette against Amazon. The authors of the books don’t make any more out of it than they do from the print book – say, 10% in royalty payments – and the publishers keep the rest. So a two-tier structure is emerging in the e-book market where self-published ebooks are super cheap, or even free, while Kindle versions of recognised publishers’ print books are available at grossly inflated prices, often around the same price as a paperback. Meanwhile buyers who go to bookshops or order through companies like Booktopia are purchasing conventionally published print books since the ebook version won’t be much of a saving. This reinforces the power of traditional publishers and makes self-published writers very much second (or third? or fourth?) class citizens.

Without extensive marketing using all the bells and whistles of the Internet (Facebook groups, Good Reads, BookBub, paid review sites, email groups, increasingly Twitter and Instagram) very few self-published authors make it. There are spectacular exceptions which I will write about in another post. But the thousands of would-be authors who don’t know better, especially older people who don’t have much idea of how the new digital landscape works, are easy marks for those who offer the hope of authorship, especially the dream of “real” publishing.

So no matter how much you want to be an author, don’t part with any money until you fully understand what is being offered. Just because someone says they are a publisher and can send you good quality printed copies of your masterwork does not mean you are on an even footing with those who have benefited from the system of preferment and patronage so common in the publishing world today. You still won’t get into the bookshops, or be distributed to libraries, or reviewed in the newspaper, or invited to speak at a Writer’s Festival. If you want to get your work into circulation somehow, anyhow, you’ll do best to DIY or find someone you can absolutely trust to do the technical stuff for you.

 

 

 

 

First past the post

In October 6th 2016  my first Kindle publication, The Priceless Princess, appeared. Not long after, the paperback printed through Create Space became available. My first fiction publication!  Actually that’s not quite true, I contributed a story to a very early literary magazine with a number of feminist writers now household names including Drusilla Modjeska. I won second prize in the Hawkesbury Literary competition with one of my river stories and another one was published recently in a Blue Mountains literary journal. I’ll put them both up on my “Fiction” page.

I didn’t want to make a fuss about the Priceless Princess coming out. A few people congratulated me. I gave out paperback copies to various friends and relatives including my granddaughter who inspired it. Can’t say it’s sold many copies although there’s been some reading on Kindle Unlimited. I feel very attached to that story and love Keith’s illustrations, so I’d like to find a way to “market” it more widely, especially in Australia, because although it’s not an Australian story as such it features a lot of Australian animals. I still haven’t finished the work for the additional natural history material I want to put up.

There are so many suggestions about how to manage a writer’s online presence. I have a Page on Facebook  here and The Priceless Princess has her own website here.  My Amazon Author’s page has just gone live here . Different audiences want different things, and different kinds of contact with books and writers. I expect to use the posts on this site for comments on the life of books and writing.

I am fascinated by the alternative writing world which has been opened up by Amazon and on-line publication. The freedom to write and publish whatever you like, and potentially to reach a world-wide audience, is an extraordinary achievement. But it is evident now, after almost a decade of self-publishing, that the quantity is limitless but the quality can be appalling. I have been reflecting more on this in a recent post – Indie publishing and the Amazon Maelstrom of Doom

A small step on a long path, they say.  Still, I’m up for it.