Focus Pocus!

There is an old saying that the urgent often wins over the important.  

Are you spending so much time flitting about chasing after every little thing that comes up that you are missing the biggest opportunities?  Your overriding goals in publishing should help you focus on the things that matter.  Set your goals realistically, measurably and reachable so you have a way to tell if your goals are being met.  

I recently helped an author retrieve her publishing rights from a POD "self publisher". There were some legal documents she had to sign and some files she needed to get from the publisher. There was also the not-so-small detail of being paid the royalties she was overdue prior to cancelling. Rather than waiting until all the "I"s were dotted and "T"s were crossed as I recommended, she proceeded to cancel the contract ahead of the other items. Suddenly there were no royalties for that whole quarter in question. Trouble was, I could see through my own channels that there indeed were over $10,000 in ebook sales for that quarter.  How much the royalty should have been was not clear in any of her paperwork, but I assure you that it was not "nothing." Now, with auditors, attorneys and accountants, everything is delayed for her, and her book is time sensitive.  

Another author told me that she had already printed 3,000 of her hardcover book through Lightning Source because she knew there would be sales. Now she was in my office requesting help to sell the six-month-old book.  So she has a garage full of books -- 2,920 of them!  She had concentrated on getting a low unit cost for a book that had no readers or buyers, no distribution, no customers, no website, no marketing materials, no nothing. The list in the prior sentence should illustrate a few things she should have done prior to printing all those books. 

Bottom line, really look at what you are doing now, what you are doing next, where you want to be a year or two from today, all while looking back at you did yesterday to see what worked. Are you focusing on the tasks that will bring you big sales today and in the future? Are you truly supporting your book? Are you focusing on building and strengthening the hive or just flitting around to smell the flower of the day?  

Marketing - Day 3 - Think Commitment

In our publishing classes each quarter, I discuss the commitments a buyer makes versus the commitments a reader makes to you (the author). It's an important distinction because so many of you are choosing to publish your own work, and the behavior of book consumers is the same as it has always been no matter what formats you choose to offer: People buy books for themselves to read. People buy books to give to other people.

While I hear many authors ask virtually anyone in their path to "buy my book;" what most don't recognize, is that there is a much bigger commitment at work. Take a few moments to consider what you are really asking of your consumers; and remember that your buyer and your reader may or may not be the same person.

The commitment from the buyer is simple: You sell me a book, I'll commit $20 for it, and you deliver it to me in any form I want.  Done and done.

The commitment from the reader is complicated:  I'll commit the time to read it and think about what you say. I may also commit a portion of my self to actually making a change you recommend, or furthering an idea you suggest. In some cases, I may even change my life. You tell me I'll be either entertained, informed or educated and I'll commit the time to see if you deliver.  

Make certain that your book does deliver what you promise in your marketing, and be thankful for the valuable commitment your customer has made to you.

The Contract Between the Writer and the Reader

As I was listening to the 15th of 25 hours of the Steve Jobs Biography by Walter Issacson audiobook, I realized the depth of the promise the writer must make to the reader, and the trust the reader gives the writer. It doesn't have anything to do with the retail price, or how I downloaded the book, or how pretty the cover is -- those are publishing issues. Who in their right mind would choose to listen to 25 hours of an author reading his book? Who has 25 hours to listen to any audiobook?  What is the "reader" going to get out of this book?  At that moment, I thought this book better deliver what it promises for that much of my time.

We ask all new authors:  What is your intended goal? What do you want the reader to come away with from your writing?  Then we use that stated goal as our Reader Contract for all decisions throughout the publishing process.  If something about the book does not fit within the stated goal, it needs to be changed, added to or deleted.

Walter Issacson's work is nothing short of genius in this contract, and I appreciate that he never wavers from his promise that each reader is experiencing his books in a way that he has visualized.

Are you visualizing your reader while you are writing your book?  What do you want your reader to get from your book?

Self Publishing Contracts - What's the story?

When it comes to publishing contracts, be careful before you jump in with a self publishing company. Read any and all contracts and know what you are signing and who you are dealing with. I have been watching as new consultants sprout up everywhere, with people who have done one book -- their own -- and then suddenly they are doling out publishing advice. I've also seen several people who have been laid off or fired from the traditional publishing world, where they performed one part of publishing, who are now opening up their own consulting firms. So dangerous for you! They often don't understand the whole-picture hurdles and, conversely, the special opportunities in the self publishing world.

If you are considering working with a self publishing company, read the contract, look at the books they have already done, request a detailed proposal or scope of work; also check references. If any vendor holds any rights to any aspect of your book, question it and make darn sure you understand the answer! Don't settle for commonly found lines like "You own 100% of the rights to your work."  You want to know who owns the layout and design of the book when it's done.  That's a good place to start questioning. 

CAUTION:  A check or payment is an implied contract. If you don't sign a specific contract, but you gave them a check or paid them anything, you now have a contract with them anyway. One additional note regarding contracts, don't rely on your regular attorney to know what the terminology means either...you need an intellectual property lawyer (and you want to make sure you know what the terms mean before you talk to them, too.)

Protect yourself by arming yourself with lots of information -- and make sure you really UNDERSTAND everything.