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The Self-Publishing Manual
“Poynter is at his best when discussing such specifics as starting one’s own publishing house; dealing with printers; establishing discount, credit, and return policies; promoting, advertising, and selling a book; and order fulfillment.”
— Publishers Weekly
“As usual, our self-publishing guru, Dan Poynter, is on the cutting edge of the New Book Publishing Model. Volume II couldn't come at a better time...when we so desperately need it!”
--Ellen Reid, www.bookshepherding.com
“A deeply researched how-to book on writing, printing, publishing, promotion, marketing, and distribution of books.”
— The College Store Journal
“Poynter covers the production basics but his emphasis is on the business of books.”
— Booklist
“The strength of this book is the detailed discussion of various marketing methods.”
— Choice
“The book is a must for those considering publishing as a business and, for writers who want to investigate self-publishing; it is eminently useful for its new and old ideas for those who have already begun to do it. A fine and handy guide by a fine and successful publisher.”
— Small Press Review
“A handy, concise, and informative sourcebook.…Expertly organized and chock full of hard facts, helpful hints, and pertinent illustrations.…Recommended for all libraries.”
— The Southeastern Librarian
“All the information is here, and various aspects of small publishing are discussed and deliberated in a complete and comprehensive manner. A publisher who follows Poynter’s advice can hardly go wrong.”
— The Independent Publisher
“This is by far the best book of its kind.”
— Writing & Publishing
“This is the best self-publishing manual on the market.”
— Judith Appelbaum, How to Get Happily Published
“Self-publishers: This how-to book and encyclopedia will be your most important investment. The subject matter is succinctly stated, well planned, and organized with excellent illustrations; particularly notable are the sections on how to gather and refine material for any nonfiction book, no matter who publishes it. Poynter points you in the right direction.”
— Teacher–Writer
“The publication is worth its purchase price and more if it prevents those with book-length manuscripts from wasting a printer’s time with questions that The Self-Publishing Manual could easily answer. It is a good work, well written and complete.”
— The
National Association of Printers and
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“The approach is clear and easy to use in any order and should make available answers for many writers or would-be writers with questions. Recommended.”
— Booknotes
The
Self-Publishing Manual
The
guide that has launched thousands of books
The
Self-Publishing Manual
Volume II
How to Write, Print, and Sell Your Own Book Employing the Latest Technologies and the Newest Techniques
Dan Poynter
Para Publishing, Santa Barbara.
The Self-Publishing Manual, Vol. II
Para Publishing, http://ParaPublishing.com
P O Box 8206, Santa Barbara, CA 93118-8206 U.S.A.
OrdersATParaPublishing.com; +1-805-968-7277
Copyright © 2009 by Dan Poynter.
All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without written permission from the author, except for the inclusion of brief quotations in a review.
Unattributed quotations are by Dan Poynter.
International Standard Book Numbers
Softcover 978-1-56860-146-5
Large Print 978-1-56860-147-2
eBook: 978-1-56860-148-9
Printed in the United States of America
Library of Congress Cataloging-in-Publication Data
Poynter, Dan.
Dan Poynter’s self-publishing manual : Vol. 2 / by Dan Poynter. p. cm. Vol 2. of: Self-publishing manual. C.2009.
Includes bibliographical references and index.
ISBN: 978-1-56860-146-5 (trade pbk. : alk. paper)
1. Self-publishing—United States. I. Poynter, Dan. Self-publishing manual-2. II. Title. III. Title: Self-publishing manual, Vol 2.
Z285.5.P69 2009
070.5’93--dc22
2006010649 (Vol 1)
Table of Contents
Chapter One
Book Publishing Challenges and Technological Solutions
Chapter Two
Stage One: Researching, Layout, Back Cover, and Writing Your Book
Chapter Three
Stage Two: Producing Your Book: Printing, LARGE PRINT, Children’s (Color) Books, eBooks, and Audiobooks.
Chapter Four
Stage Three: Distributing Your pBook, eBook, etc.
Chapter Five
Stage Four: Promoting Your Book
Appendix
Calendar
Colophon
Index
About the Author
D
an
Poynter is a pioneer in book writing, producing, and promoting.
An “early adopter,” he is always on the leading edge of
the industry. His New Book Model is revolutionizing the book
industry and information dissemination.
Since 1969, Dan Poynter has written and published more than one hundred books including Writing Nonfiction, The Self-Publishing Manual, The Skydiver’s Handbook, and The Expert Witness Handbook. He has also created more than fifty reports, nine audio CDs, four video programs, a dozen eBooks, and more than eight hundred magazine articles.
Dan not only works in the book publishing business, he studies the book publishing business. He doesn't just talk about book promotion, he teaches book promotion. He is a Certified Speaking Professional (CSP).
Dan Poynter’s seminars have been featured on CNN, his books have been pictured in The Wall Street Journal, and his story has been told in U.S. News & World Report. The media come to Dan because he is the leading authority on book publishing.
Often described as “Mr. Publishing” or the “guru of self-publishing,” Dan shows people how to make a difference while making a living. He has turned thousands of people into successful authors.
His mission is to see that people do not die with a book still inside them.
Acknowledgments
I have not attempted to cite in the text all the authorities and sources consulted in the preparation of this manual. To do so would require more space than is available. The list would include departments of various governments, libraries, industrial institutions, periodicals, and many individuals.
Scores of people contributed to this book. Information and illustrations have been supplied by Alan Canton, Denny Hatch, Dan Snow, John Harnish, Ed Rigsbee, Ellen Reid, Michael Russer, Michael Levin, Sam Horn; Pam Lontos, Joe Vitale; Patrick Ang; Dr. Mel Gill; Bill Frank; Gordon Burgett, Mike Shatzkin; John Culleton, Pete Masterson, Stacey Miller, Paul Krupin, Alex Carroll, Shel Horowitz, John Kremer, Brian Jud, Judith Briles, Morris Rosenthal, Maria Carlton, Val Waldeck, Mindy Gibbins-Klein, Joan Stewart, Rick Frishman, and many others.
Thanks to Arlene Prunkl for the editing and to Robert Howard for the cover.
A Word from the Author
These are exciting times in the Book Trade. Both entertainment (fiction) and information dissemination (nonfiction) are moving from the large, traditional publishers to self-publishers. Author-originated publishing is moving to the forefront.
For reasons of economics and speed, the world is moving from print to electronic information creation and dissemination. This book describes what is happening today and where we are going in publishing.
The Self-Publishing Manual has grown through more than fifteen revised editions since it debuted in 1979. This best-known, best-selling book in its field has turned millions of writers into published authors.
This book does not replace or supersede the information in The Self-Publishing Manual. That book describes a proven way to publish that is still entirely valid. The publishing and promoting sections are extremely valuable and apply to most books, both yesterday and in the future.
This new book carries the same well-known title with the addition of Volume II because it carries on where The Self-Publishing Manual (Volume I) leaves off. At Volume I’s 480 pages, it is not economical to add more (expensive) pages to that first volume.
Welcome to exciting times in publishing.
— Dan Poynter, Santa Barbara, California.
Warning—Disclaimer
This book is designed to provide information on writing, publishing, marketing, promoting, and distributing books. It is sold with the understanding that the publisher and author are not engaged in rendering legal, accounting, or other professional services. If legal or other expert assistance is required, the services of a competent professional should be sought.
It is not the purpose of this book to reprint all the information that is otherwise available to authors and/or publishers, but instead to complement, amplify, and supplement other texts. You are urged to read all the available material, learn as much as possible, and tailor the information to your individual needs.
Every effort has been made to make this manual as complete and as accurate as possible. However, there may be mistakes, both typographical and in content. Therefore, this text should be used only as a general guide and not as the ultimate source of information. Furthermore, this manual contains information that is current only up to the printing date.
The purpose of this manual is to educate and entertain. The author and publisher shall have neither liability nor responsibility to any person or entity with respect to any loss or damage caused, or alleged to have been caused, directly or indirectly, by the information contained in this book.
If you do not wish to be bound by the above, you may return this book to the publisher for a full refund.
Chapter One
Book Publishing Challenges and Technological Solutions
This book explains how today’s savvy authors are reaching their readers; it describes a new way to write, publish, distribute, and promote “books”: printed books, eBooks, audiobooks, and others. This book is the heart of the modern publishing company’s business plan.
-> Write about what you know and love
-> Print only the quantity needed (PQN)
-> Sell/Distribute your books electronically
-> Promote the book socially through the Internet
This is Virtual Book Publishing.
There is no single best (cookie cutter) publishing solution for everyone; you could be an exception to any method. Each type of author, book category, and author’s mission are unique. This system works and is a great place to start; you will learn from it and evolve. This system is easy, inexpensive, and practical.
There are several ways to publish a book. To find the best one for you and your book, get as much information as possible. Buy some books in your category and attend some seminars. They cost less than a mistake.
With new methods of book publishing, you can make more money selling your books for less. When information costs less, more people buy it. This system will make money for you.
This book does not suggest “publishing on the cheap.” If, for example, you are considering publishing an eBook (only) to save production money, you may be disappointed with lack of sales. Every form of book has to be promoted; you must let your audience know each form in which the book exists. Book promotion will cost money and time—you must invest both of them.
This book is about how to use new digital technology and new ways to use the Internet to find and sell to willing customers. The publishing and promoting are less expensive because it is more effective for authors to get involved with publicizing their books as opposed to spending money on advertising.
Most of the books on book publishing and nearly all of the posts online are written by people with a single publishing experience. While it is interesting to read a report of their journey, they are not sufficiently equipped to advise anyone on the best way to publish.
References. This book does not repeat information or resources available separately. This book refers to reports and other books for more detailed information.
In the interests of brevity and avoiding redundancy, this book will not rehash what has been said before. It provides the URLs so that you may read the original words rather than an interpretation of them.
One-third of all the books published in the world are sold in the U.S.; 47 percent are sold in the U.S., Canada, and the U.K. See (http://BookStatistics.com). Think globally. Via the Internet, people all over the world can find you and your book. You can make your book available to readers worldwide, but you should approach the easiest-to-reach, low-hanging fruit by pursuing these three national markets first.
Publishing virtually is especially valuable to authors and publishers living outside the US, Canada, and the UK. You can live in paradise and sell all over the world starting with these three large markets plus your own.
These are exciting times to be producing fiction (entertainment) and nonfiction (information) books. The ways of doing business are evolving.
pBook or eBook? Authors derive more recognition or “credit” for a printed book (pBook) than an electronic book (eBook).
AUTHORity ribbon inspired by Joe Vitale
A
Virtual Book. The Book Publishing Encyclopedia is a
“virtual book.” It was written, produced, distributed,
and promoted using the guidelines in this book. It is available as a
softcover book, a LARGE print book, and an eBook (.LIT, PDF,
MobiPocket, Palm, iPhone, eReader, and Kindle). Each is produced
immediately when ordered; there is no inventory.
Therefore, the book you are reading is written from real-life experience.
Every book should go through four stages:
1. Creation. The book is written by one or more authors.
a) Most books are written by one author. Most good books are then cleaned up by an editor.
b) If you are writing with a co-author, see my book Is There a Book Inside You? Writing Alone or with a Collaborator. You will find the responsibility chart invaluable and the sample contract essential.
c) You can be the author without being the writer. If you do not have the time, skill, or inclination to write your book, you can hire a ghostwriter.
Contact several ghostwriters for interviews. Ask if he or she has worked on your subject matter in the past. You want a ghostwriter who likes your subject and who can bring additional information to the project.
For a list of ghosts and editors, most of whom also write anonymously, see
http://parapublishing.com/sites/para/resources/supplier.cfm.
2. Production. The printed book must be designed, typeset, printed, and bound.
If you produce the pBook (printed) first, the file becomes the eBook. The eBook is already done.
If you produce the pBook first, you will have the script for the audiobook (aBook). Thus the aBook is nearly done as well.
It makes sense to pursue them all, but you should produce the printed book first. This is the most efficient method, and the one that will make you the most money.
If you sell out to a publisher, the publisher will have the book manufactured. If you decide to self-publish, you will work directly with an editor/book designer/typesetter (or use your MS Word file), cover artist, and book printer. You will be the publisher.
3. Distribution. Sending books to bookstores and other wholesale and retail dealers.
If you sell out to a publisher, they will handle the Book Trade. (Wholesalers and bookstores: chain stores, independent stores, and online stores.) If you publish yourself, you can reach the Book Trade through a book distributor. Either way, the playing field is level. You have the same access to the bookstores as a large publisher.
Distribution gets your book into the stores. But it’s up to you, the author, to get the buyers into the stores—to pull the books through the system.
Regardless of how you get into print, you will distribute to the nontraditional markets, also called “special sales.” These dealers, outside the Book Trade, are often many times more numerous than bookstores, easier to reach, far more lucrative, and a whole lot more fun because you are selling into your own industry (your colleagues).
4. Promotion. Promoting your book is not mysterious and does not have to be expensive. It is simply a matter of letting interested people know you have completed a book they need and it is for sale.
Book promotion is up to the author. Publishers do not promote books. So do not think that even if you sell out to a large publisher they will handle the promotion of the book.
Whether you sell out to a large New York publisher or publish yourself, the author must do the promotion.
Celebrity authors such as Frank McCourt (Angela’s Ashes, Teacher Man) spend months out of each year on the road making TV appearances, doing autographings in bookstores, and speaking at writers’ conferences and other events. They are not at home writing all the time.
If like most writers, you are an introvert and would prefer not to make public appearances, see the easy, comfortable promotion alternatives later in this book. You can “promote” your book without leaving home.
Those are the four stages. When a book fails to sell, it is usually because it was not taken through all four stages. It was written, manufactured, perhaps distributed—and then the author became distracted. Or the author lacked persistence and failed to follow through. Sometimes the author starts writing another book, there might have been a family crisis, or the author did not realize who was responsible for promotion.
As you’ve seen, this book is laid out in the four stages: Writing, producing, distributing, and promoting. Each of the four sections or stages will then address the editions of printed books (pBooks), large PRINT books (lpBooks), electronic books (eBooks), and audiobooks (aBooks).
Changes in book publishing. The book industry has changed little since 1947. While technologies have improved, practices have not. Giving large book advances to a few celebrity authors, accepting returns from bookstores and adhering to three selling season per year have not made any business sense for years. The industry was ready for reorganization. The economic challenge of 2008-09 was only a stimulus that accelerated major change. The industry would have change eventually anyway.
This downturn is different from previous ones, because it occurs at a time when publishers no longer have a monopoly, or even a strong grip, on the dissemination of information in society. Not with the Internet, YouTube, and social networking.
--Michael Levin
The Apple iPod Touch and the Apple iPhone will all but destroy traditional publishing. It is already very sick.
http://iphonetouch.blorge.com/2009/01/19/ipods-and-iphones-death-for-the-book-trade/
A lot of headlines and blogs to the contrary, publishing isn't dying. But it is evolving, and so radically that we may hardly recognize it when it's done.
--Lev Grossman in Time Magazine
_________________________________________
The Death of Traditional Publishing
by Michael Levin, MichaelATbusinessghost.com.
The publishing industry died last week. The economic meltdown was the meteorite that hit the dinosaur right in the forehead. The only surprise is that traditional publishing lasted this long.
The firings of industry leaders, mass layoffs at top publishers, and the decision of at least one other major publisher to cease accepting new book proposals for consideration, taken together, indicate the end of the influence of the major publishers. Sure, they’ll be there to push celebrity books onto a celebrity-besotted public, through book outlets like Wal-Mart and your local supermarket. But the business that began with editors who loved books and published what they wanted is vanishing, a victim of its own inability to find a reason for being in the Internet and print-on-demand (POD) world.
The firings are an immediate result of the plunging economy, but the death of traditional publishing is really self-inflicted. Publishing became too big and too dumb to survive, a victim of its own arrogance and unfathomably foolish business practices. Let me explain.
Who chose this stuff?
Is there any other industry that chooses its newest offerings on the basis of the collective whim of a group of people (acquisitions editors) with practically no business experience? Is there any other industry that pushes out thousands of new products a year but offers marketing support to only a handful? Even the Big Three automakers, as dumb as they are, spend a billion dollars in first test-marketing and then promoting one new car with TV and other ads while launching it in showrooms. Not the new form of publishing.
Twenty years ago, publishers spoke of an eighty–twenty rule: 80 percent of the marketing dollars went to 20 percent of the books. Today, the rule is more like ninety–ten or even ninety-nine–one. If Dr. Phil is publishing a new book in the same catalog as a first-time author, Dr. Phil will get all of the marketing dollars and the new author will get crumbs. As a result, that new author’s sales will be so poor that agents and publishers will make the (perhaps wrong-headed) decision that her Work is forever unsalable. And she’ll never get another deal as long as she lives.