About once a week, I hear of another author who was "helped" through the publishing process by an acquaintance who said they could help them publish. Not surprisingly, they ended up being disappointed in the process. Many times, it's not a publishing novice either, but a former literary agent or publishing professional from New York exploiting their former employer's name to get the work. It can sure sound impressive, but do they have the know-how to go through the whole process and have they actually ever done it?
There is a simple test you can administer if someone tells you they can help you publish your baby (That book you have been dreaming about for five years. You know, the one.). Ask the person to show you the books they have done and what processes they performed to publish those books, start to finish. While you are interviewing them, ask how long they have been helping authors through the entire publishing process. Things are very different now than they were three, five, ten, twenty years ago, and they are changing literally every month! Historical perspective can be valuable when paired with up-to-date savvy.
Make sure you taste the grapes. Ask to see samples. The proof will be right in front of your eyes.
Showing posts with label micropublishing. Show all posts
Showing posts with label micropublishing. Show all posts
Monday, January 14, 2013
Sunday, January 13, 2013
Setting Up Your Micro-Publishing Company
You've decided to publish a book! Congratulations! Now get off on the right foot by acting like a real business. Decide who will be your accountant, your attorney, your insurance agent and your banker. I'm none of those things, but this is the basic order I tell my clients they will need to set up their business. Consult professionals to make sure you are protected and legal.
Establishing your micro-publishing company is the first step in the self-publishing process that most self published authors don't consider until later. Setting up a proper company not only legitimizes you as a business and sets you on the right track to thinking like a business, but it also provides a safety net in more than one way.
1. Name your company
Your company name should be related to your area of expertise or topic area in some way. However, don't make it hyper-focused on what you do or who you are, as that will flag you as a self publisher immediately.
2. Establish a business structure - LLC, S-Corp, Partnership or Sole Proprietor
Consult your accountant or an attorney to determine what is best for your particular business. Based on your structure, you'll have tax implications and expense considerations as you are creating your book. Apply for a business license in your state, and a reseller permit (different states call these different things. Always check with the State Treasury.
3. Open a PO Box or some other address (other than your home)
You will receive mail, packages and possibly even visitors -- don't give them your home address in your book. Mail Boxes Etc. and places like them can accept packages for you. They also call your box a Suite # rather than a PO Box, giving the illusion of an office space.
4. Purchase QuickBooks and Create a Basic Chart of Accounts
To understand basic business accounting, attend the SBA's SCORE business start up class: http://www.sbaonline.sba.gov/. You have to have a Chart of Accounts for your business dealings as well as for filing your taxes. You can do it with Excel too, however a program like QuickBooks walks you through how to do it. With Excel, you need to know what you are doing and why.
5. Get your Federal EIN and a License from Your State http://tinyurl.com/CMI-FEIN-Link.
You must have your business structure already set up to get a Federal EIN, which is basically your company's Social Security Number. Every bookseller or retailer that sells your book will ask for it when they pay you. Your checking account will be tied to your business name and this number.
6. Open a Bank Account
Sign up for the simplest business checking account you can get, with the lowest fees attached. Call the bank before you head out, because you will probably need to bring in your business papers, such as your Federal EIN letter, your Operating Agreement, Articles of Organization, photo ID, etc.
7. Design Your Company logo and business identity items
You can have a logo created by any graphic artist, but keep these things in mind:
Establishing your micro-publishing company is the first step in the self-publishing process that most self published authors don't consider until later. Setting up a proper company not only legitimizes you as a business and sets you on the right track to thinking like a business, but it also provides a safety net in more than one way.
1. Name your company
Your company name should be related to your area of expertise or topic area in some way. However, don't make it hyper-focused on what you do or who you are, as that will flag you as a self publisher immediately.
2. Establish a business structure - LLC, S-Corp, Partnership or Sole Proprietor
Consult your accountant or an attorney to determine what is best for your particular business. Based on your structure, you'll have tax implications and expense considerations as you are creating your book. Apply for a business license in your state, and a reseller permit (different states call these different things. Always check with the State Treasury.
3. Open a PO Box or some other address (other than your home)
You will receive mail, packages and possibly even visitors -- don't give them your home address in your book. Mail Boxes Etc. and places like them can accept packages for you. They also call your box a Suite # rather than a PO Box, giving the illusion of an office space.
4. Purchase QuickBooks and Create a Basic Chart of Accounts
To understand basic business accounting, attend the SBA's SCORE business start up class: http://www.sbaonline.sba.gov/. You have to have a Chart of Accounts for your business dealings as well as for filing your taxes. You can do it with Excel too, however a program like QuickBooks walks you through how to do it. With Excel, you need to know what you are doing and why.
5. Get your Federal EIN and a License from Your State http://tinyurl.com/CMI-FEIN-Link.
You must have your business structure already set up to get a Federal EIN, which is basically your company's Social Security Number. Every bookseller or retailer that sells your book will ask for it when they pay you. Your checking account will be tied to your business name and this number.
6. Open a Bank Account
Sign up for the simplest business checking account you can get, with the lowest fees attached. Call the bank before you head out, because you will probably need to bring in your business papers, such as your Federal EIN letter, your Operating Agreement, Articles of Organization, photo ID, etc.
7. Design Your Company logo and business identity items
You can have a logo created by any graphic artist, but keep these things in mind:
- Logo should be no wider than it is tall-equal height and width.
- Logo or a portion of your logo should be able to fit on the spine of your book
- Logo should be designed so it's identifiable in a small size
- Logo should look good in black and white and color; stay away from drop shadows and gradients
These 7 things don't take a long time to set up, but they would take a long time to fix or create after the fact. You could potentially set up #1-5 plus #7 in one day, and then get #6 done when the paperwork comes in. Your new best friends are your accountant, your attorney, insurance guy, and your banker. Use them now to prevent bigger expenses and potential legal issues later.
#
Wednesday, January 9, 2013
Every stone is a step...
I produced books for an architectural firm for 6 years...
I learned that every business has its own language and culture. I learned that a building is more about the people inside and a building's contribution to the community both visually and functionally than it is about bricks and mortar. I learned that building something has a lot to do with listening.
I went to school for 9 years...
I learned that I just have to know what I don't know, and how important common sense and resourcefulness were going to be in my life. I learned that there are some people who are in it for themselves, and others who really do care about others.
I published the first book for someone else...
I learned that a book is more than ink on a page, that to complete a book takes more than one person alone, and that publishing is the truest test of marketing there is.
I worked as a waitress for 15 years...
I learned sales, customer service, wine, listening, the difference between appreciation and gratitude, and that every plate has a history and every guest has a story.
I worked for an ad agency for 8 years...
I learned that people can be divas about their work. I learned that true creative geniuses are born that way, and they see the world from a completely different perspective, and that balancing creativity with common sense is important. I learned that the fax machine took the approval/rejection process from 2 days to about 5 minutes.
I worked for a non-profit publishing company for 9 years...
I learned that independent publishers are spirited, creative, passionate; they are the ones that want to change the world. I learned that publishing is collaborative, cooperative and one of the only businesses where a direct competitor is the first person I call. I learned what email was, and as a result, I could have a worldwide network of other publishers who had "been there, done that."
I published the second and third indie books...
I learned that authors sometimes work for 10 to 15 years on a book they have been dreaming of for 30. I learned that demographics are not as important as psychographics in marketing books. I learned what an awesome responsibility it is to be a surrogate for another person's dreams, as well as how fun and rewarding it can be.
I worked for a dot.com for 3 years (that's actually 10 in dot.com years)...
I learned that I can be motivated and inspired by hard-working, talented coworkers and leaders. I learned how to call upon my inner resourcefulness to get the impossible done. I learned how to present my case and how to tackle an overwhelming number of tasks for a project.
I worked for a custom jewelry company for 3 years...
I learned that everything is negotiable in advertising. I learned that competition for the ring finger is much more death-defying than the competition for a reader's commitment of a few dollars, a few hours, and some change in thinking.
Publishing recruited me, for good...
I love how publishers and authors can work together for the greater good. I learned that when someone decides to self publish, it is a commitment to the author's dreams, a solid contract with a reader, and an absolutely mind-boggling algorithm of marketing challenges. I learned that everyone has a story. I learned that most publishers, whether traditional, micro, self, niche or independent are fair-minded people. I learned how to set realistic goals and how to help others do the same. I learned how most independent publishers support one another in solidarity to create books that provide value to their buyers while they entertain, educate or inform their readers.
Each stone in my career path, while they often overlapped one another, has led me to the knowledge that we are all part of something bigger and what we do affects others.
Write something that can change someone, make them think, or entertain them for a moment or two.
I learned that every business has its own language and culture. I learned that a building is more about the people inside and a building's contribution to the community both visually and functionally than it is about bricks and mortar. I learned that building something has a lot to do with listening.
I went to school for 9 years...
I learned that I just have to know what I don't know, and how important common sense and resourcefulness were going to be in my life. I learned that there are some people who are in it for themselves, and others who really do care about others.
I published the first book for someone else...
I learned that a book is more than ink on a page, that to complete a book takes more than one person alone, and that publishing is the truest test of marketing there is.
I worked as a waitress for 15 years...
I learned sales, customer service, wine, listening, the difference between appreciation and gratitude, and that every plate has a history and every guest has a story.
I worked for an ad agency for 8 years...
I learned that people can be divas about their work. I learned that true creative geniuses are born that way, and they see the world from a completely different perspective, and that balancing creativity with common sense is important. I learned that the fax machine took the approval/rejection process from 2 days to about 5 minutes.
I worked for a non-profit publishing company for 9 years...
I learned that independent publishers are spirited, creative, passionate; they are the ones that want to change the world. I learned that publishing is collaborative, cooperative and one of the only businesses where a direct competitor is the first person I call. I learned what email was, and as a result, I could have a worldwide network of other publishers who had "been there, done that."
I published the second and third indie books...
I learned that authors sometimes work for 10 to 15 years on a book they have been dreaming of for 30. I learned that demographics are not as important as psychographics in marketing books. I learned what an awesome responsibility it is to be a surrogate for another person's dreams, as well as how fun and rewarding it can be.
I worked for a dot.com for 3 years (that's actually 10 in dot.com years)...
I learned that I can be motivated and inspired by hard-working, talented coworkers and leaders. I learned how to call upon my inner resourcefulness to get the impossible done. I learned how to present my case and how to tackle an overwhelming number of tasks for a project.
I worked for a custom jewelry company for 3 years...
I learned that everything is negotiable in advertising. I learned that competition for the ring finger is much more death-defying than the competition for a reader's commitment of a few dollars, a few hours, and some change in thinking.
Publishing recruited me, for good...
I love how publishers and authors can work together for the greater good. I learned that when someone decides to self publish, it is a commitment to the author's dreams, a solid contract with a reader, and an absolutely mind-boggling algorithm of marketing challenges. I learned that everyone has a story. I learned that most publishers, whether traditional, micro, self, niche or independent are fair-minded people. I learned how to set realistic goals and how to help others do the same. I learned how most independent publishers support one another in solidarity to create books that provide value to their buyers while they entertain, educate or inform their readers.
Each stone in my career path, while they often overlapped one another, has led me to the knowledge that we are all part of something bigger and what we do affects others.
Write something that can change someone, make them think, or entertain them for a moment or two.
Friday, September 7, 2012
The Four "P"s of Book Marketing, (and then some...)
A couple of weeks ago, I went to a presentation where the speaker asked the group of small business owners: "What are the four Ps of marketing?" As usually happens when a crowd is asked a question, no hands went up. So the speaker pushed again. "What are the four Ps of marketing?" A young woman timidly raised her hand and said "uh, product, presentation, uh, ummmm, people and persistence?" To that the speaker said "No. Anyone else wanna try?" I watched as another victim raised his hand and said "Product, profit, packaging and plan."
Again, the speaker said "Uh. No. Anyone else?" Finally, someone gave him the answer he wanted, "Product, place, price and promotion." However, he was wrong to even hint that the other words are not important to marketing. I believe there are a dozen critical words in marketing (for books in particular). We'll start with the ones most people are familiar with, and then move to the others in the next post.
Product: Does your book fill a need? Does it look like it fits in the category? Is it high quality? Is it in the proper format? Are you buying the manufacturing at the right place?
Place: This term is often replaced with the word "Position", but I'm keeping those separate -- you'll see why later. In my world, place means distribution. Is your book where people can find it when they are ready to plunk down the $20? Can you make money in the distribution outlets you have selected?
Price: Does your book reflect what the market will bear for this type of book? Have you done your research to see if there is a correlation between price and sales? Have you considered your costs? If you are using any type of collaborative publisher, don't let them push you into a price that is too high for the market. Be realistic and do your due diligence.
Promotion: Ah, this is where most people focus their time, energy and financial resources. This is advertising -- this is something you should be able to measure and quantify, and everyone thinks they can, but it's only part of the mix. This is getting your name out there. If you think you are ready to publish and you have not begun promoting your book, start today. (If you are still reading this...go now. Start NOW.)
Again, the speaker said "Uh. No. Anyone else?" Finally, someone gave him the answer he wanted, "Product, place, price and promotion." However, he was wrong to even hint that the other words are not important to marketing. I believe there are a dozen critical words in marketing (for books in particular). We'll start with the ones most people are familiar with, and then move to the others in the next post.
Product: Does your book fill a need? Does it look like it fits in the category? Is it high quality? Is it in the proper format? Are you buying the manufacturing at the right place?
Place: This term is often replaced with the word "Position", but I'm keeping those separate -- you'll see why later. In my world, place means distribution. Is your book where people can find it when they are ready to plunk down the $20? Can you make money in the distribution outlets you have selected?
Price: Does your book reflect what the market will bear for this type of book? Have you done your research to see if there is a correlation between price and sales? Have you considered your costs? If you are using any type of collaborative publisher, don't let them push you into a price that is too high for the market. Be realistic and do your due diligence.
Promotion: Ah, this is where most people focus their time, energy and financial resources. This is advertising -- this is something you should be able to measure and quantify, and everyone thinks they can, but it's only part of the mix. This is getting your name out there. If you think you are ready to publish and you have not begun promoting your book, start today. (If you are still reading this...go now. Start NOW.)
Next post will cover some other Ps:
Position, people, persistence, patience, presentation, profit, plan and publicity.
Monday, April 30, 2012
Ethics, Integrity and an Honest Day's Work
I recently joined the Business Ethics Alliance (BEA) founded here in Omaha. It's an amazing amalgamation of industries, business models, diversity, and energy. It's a thought-provoking exercise just milling through their printed materials, so I'm looking forward to their workshops, too.
A headline jumps out today in one of their pieces of literature:
For me, the relative importance of the task I am completing at any given moment put the values in slightly different places on the scale, but it certainly is good to have a strong base of equally important compasses. Whether I am estimating a job, ordering supplies for a client, creating a marketing plan, reporting the results of a campaign, inspecting delivered materials, entering an award contest or sending out a press release, I strive to remember and adhere to these values, which I have adapted for my company from the Legacy Project:
It's a good start for a Monday.
If you haven't heard of this organization, you should look them up: www.businessethicsalliance.org.
A headline jumps out today in one of their pieces of literature:
What is our "Ethical Legacy?"
Now that's a question for us all. The answer lies in our Core Business Values as business leaders and members of a community. The pamphlet silently instructs what "Ethical Legacy" means and it begs us to figure out what our core business values are and when/where they apply in our lives. The organization has formed The Ethical Legacy Project, whose goal is to identify, articulate and communicate core values of the Omaha business community. Sounds pretty good.For me, the relative importance of the task I am completing at any given moment put the values in slightly different places on the scale, but it certainly is good to have a strong base of equally important compasses. Whether I am estimating a job, ordering supplies for a client, creating a marketing plan, reporting the results of a campaign, inspecting delivered materials, entering an award contest or sending out a press release, I strive to remember and adhere to these values, which I have adapted for my company from the Legacy Project:
CORE BUSINESS VALUES
- Accountability: Hold myself and others answerable; communicate expectations, provide feedback and ask for and implement fair corrective actions when appropriate.
- Community Responsibility: Realize that my actions and the actions of my company carry a responsibility not just to me, but to my employees and vendors, clients and their customers, their families, my neighborhood, my different "communities," and my organization.
- Financial Vitality: Strive to achieve sustainable financial success, driven by ethical management and systems. When the systems don't work, strive to improve them.
- Integrity: Be genuinely respectful, honest, fair and trustworthy in all and to all. Do the ethical thing even when no one is looking. Hold others to the same standard of integrity and do business with others who share your values.
- Moral Courage: Behave consistently, even when it is difficult, unpopular and comes at a cost. Don't look the other way when someone shows poor judgment or character against their community.
It's a good start for a Monday.
If you haven't heard of this organization, you should look them up: www.businessethicsalliance.org.
Monday, May 9, 2011
Understand
Continuing with the in-depth examination of the W-A-K-E U-P Marketing Strategy using psychographics.
U = Understand
Up to this point, we have stressed how important it is to know your audiences, but it's critical to understand the questions that your customer is subconsciously (and sometimes consciously) asking before they purchase or read your book.
Even for a relatively inexpensive purchase like a book, you need to make your marketing materials address these issues. These are the questions that your customer is pondering while looking at your book and your marketing materials, (or even while listening to you speak):
U = Understand
Up to this point, we have stressed how important it is to know your audiences, but it's critical to understand the questions that your customer is subconsciously (and sometimes consciously) asking before they purchase or read your book.
Even for a relatively inexpensive purchase like a book, you need to make your marketing materials address these issues. These are the questions that your customer is pondering while looking at your book and your marketing materials, (or even while listening to you speak):
- What can you DO for me, teach me or show me? How is what you know going to help me, entertain me or enlighten me?
- Is this information or story IMPORTANT to me? Your buyer is looking for a book they want to buy rather than the book you want them to buy. Of course you are in love with your book, but if your book is of no value to your buyer or reader, who will care?
- Is the information contained in the book NEW to me or MORE than I've gotten in the past? Whether people own up to it or not, everybody wants more, everybody wants new. It's not rude for a person to want more -- it's just human nature.
- Is the information BETTER than I've had in the past? Book buyers and readers alike are very likely to have many books on your subject or genre. Does your book offer something better? ("Better" is subjective in fiction, but quite objective in non-fiction.) Most readers simply want one nugget that will inspire them -- is there something in your book that sets it apart from the others in the same category?
- Is the information TIMELY? It's true that time is money. It's just a fact. One of the best reasons to independently publish is that you can get a book into the marketplace in a timely fashion. (Do not skip the editing process to get your book out fast - remember quality is important!)
- Does the book provide VALUE for the price? There is a point at which the cost is too high for the value a reader gets from it, and in turn, there is also a point at which the price is so low that the customer doesn't believe it is valuable.
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