Advice on Self Publishing

I Need Advice for Self Publishing

(An edited version of several e-mails from an unpublished novelist seeking advice).

I am at that stage in my writing where advice from a self-published writer would be of great assistance, though I know we do not write in the same genre.

I have a completed manuscript, which I have rewritten and edited three times and feel it is complete (enough to go to print). This manuscript is a novel, [title omitted], written from personal experiences. I know that it is not recommended to self-publish a novel, but I have a long time friend who believes that between our mutual list of friends and business associates, the distribution of the first chapter or so, or a read-aloud segment on Facebook would be enough, since many have been waiting for this book.

Also, I have marketing ideas associated with Christmas. Would this close timing be possible? Could a book and the audio be ready before Christmas? Some self-publishing companies say yes. Are they merely marketing themselves with this statement?

Any word from your experience would be gratefully appreciated; subjects of self-publishing houses you like and why, recording studios you like and why. I do promise not to take much of your time.

It was very helpful to know that October is a busy sell period. Are you saying that I have a better chance getting published by finding an agent? For novels and memoirs, is the traditional route the only way to publication? I am aware that the major houses spend marketing dollars only on their top sellers. Since the time, effort, dollars and booking engagements will likely be left to me, I considered self publishing. Is there still the feeling that self published books are of lesser value, amateur material?

It sounds as if I should query my book out there to agents and start on my next manuscript. What would you suggest?

The following was my ADVICE TO THE UNPUBLISHED NOVELIST

Good for you! You have a novel ready to go. That is a big hurdle over most writers who have a book in them but have not had the focus, time and determination to get it all down on paper (or in the computer).

It's October and you asked if I thought you could have a book and an audio book ready for this Christmas sales season. You said some so called "self-publishing" companies said they can meet that deadline. As you suspect, they are a joke.

Most companies claiming to be self-publishers and hundreds of other vanity presses are in reality printers masquerading as publishers. They will tell you they have lots of ideas how your book can be promoted. But it will be up to you to do the work. They won't spend a penny from their pocket. They will print your book and sell you copies at a price that can't be competitive in the market place. They will not print thousands of copies and distribute them to book stores. They will print thousands of copies, but only if you pay for them in advance. Then it will be up to you to contact book stores in your state and across the country to entice them to order your book. Book stores will demand a 40% discount off the retailing price and you will have to pay for the shipping. You will also have to guarantee that they can return the books for full reimbursement if your book doesn't sell in a reasonable period (6 - 12 months).

How will the book stores know about your book? There are over 300,000 new books published each year. These self-publishers (printers) say that they will notify stores about your book. They will not print and send hundreds of reference copies to bookstores to interest them in your work. They will not make phone calls or visit bookstores to interest them in ordering copies. They will tell you if someone comes into a store and requests your book, they will send the book to the store. But how will people know about your book to order it? They are not going to run any ad campaigns. They are not going to pay the expenses for a book tour to major markets across the country.

As an example, say your book will retail for $14.95 ($15.00). The book stores will want 40% ($6). It will cost you at least $2 or more to ship the book (plus the cost of the shipping carton). That leaves you with a net of $7.00. From that, you will have to pay the self-publisher to print your book, there won't be any profit left to compensate you for all your effort. No money left for travel, postage, phone bills, stationery, brochures, in-store signs, order forms and a multitude of other expenses authors need to cover to promote their books. If you are lucky enough to get a distributor, they will want even more -- 50% or 60% of the retail price.

The marketing for self-published books must be borne completely by the author. Even if you are lucky enough to have a "traditional" publisher (Random House, Penguin, Doubleday, Simon & Schuster, etc), they will only promote your book for a very limited time. They publish hundreds of books each month and their promotional funds and personnel are limited to the time and money they will devote to any one book. After they turn their attention to the next book, it is up to the author to carry on alone to keep the interest going.

I have only touched slightly on the cost of printing, distribution and pricing your book. You asked if there is still time (in October) to print and distribute your book in time for this holiday selling season. No way. Starting now, you might have it ready to go for next year's selling period. I have been selling my book for ten years. My biggest month is October. That is when the distributors and book stores do most of their ordering. This close to Christmas, they are too busy to consider new books.

To learn what other writers have experienced in using these self-publishing companies, check the Internet for "Predators & Editors." Then click on "warnings." It is a jungle out there and the vanity press con men are constantly trolling for suckers (naïve, starry-eyed, wanna-be authors).

Novels are much more difficult to sell than a non-fiction book like the one I wrote and self-published. I have been fortunate to have sold 26,000 copies. I adapted it to a musical stage play (The Rebels Are Coming!), which was performed by a Community Theatre. I have almost completed an audio book (8 hours) featuring the voices of 50 audio re-enactors. Also, I have written a screenplay in which a Hollywood film production company has shown great interest. I signed an Agreement allowing them to solicit the funding to produce the film. They said they want to raise $10 - $20 million for the production and a similar amount for the "A & P" (Advertising and Prints).

For the First Edition of my book, I chose an American printer. They did not do a good job and I had trouble getting them to rectify the problems. Since then, I have since found a Chinese printer who does the job for a lot less and is more accommodating. The Chinese printer takes 40 days from the date I order reprints. I have had problems with them, as well, but they are better to deal with than the American company.

For the production of my audio book, I used the recording studios of the Cincinnati Association for the Blind. Over the course of two years, I brought in dozens of volunteer audio actors for 2-3 hour recording sessions. When the voice editing was completed, I added sound effects and finally music. I am working on the packaging and the technology options.

You will have a better chance of getting published if you can secure an agent. Although, just having an agent doesn't always guaranteed that you will get published. I have known writers who signed with agents, but were disappointed in the agents' inability to get publishers interested. All agents are not equal. Some are better than others.

Where can you find agents? Every year, Writers Digest publishes WRITERS MARKET which includes listings of Literary Agents and Book Publishers. Study these listings and see what types of books each agent has represented. The Publishers listings also tell you what they are looking for and what they want you to send them. The current issue of Writers Market should be available at your library or on sale at any of the major book stores.

While you are at the book store, examine books that are similar to the one you wrote. See who the publisher was. On the acknowledgement page, did the author thank their agent? Contact the publishers who have published books like yours. In a brief letter, tell them why your book is as good or better.

Are there any book events in your area that have invited agents to participate as speakers? Attend those programs. Meet the agents and show them your manuscript. Have several copies available in case more than one agent asks for a copy to review. Also prepare a one page Query letter that you can give the agent in case they don't want to take the manuscript. There are books how to compose a Query letter. Look them over before writing yours.

Network with friends and acquaintances. Ask around. Who has had a book published? Who published it? Did they have an agent? Were they happy with the agent? Happy with the publisher? If not, why not? Find out about the pitfalls up front. Check your local newspaper for stories about local writers who have had their books published or self published. Contact these writers and ask their advice.

There are also books in the store and library on the subject of Self-Publishing just in case you want to seriously consider that route. In the meantime, continue writing your next novel. John Grisham's breakthrough novel, The Firm, was his second book. He was writing it while trying to get a publisher interested in his first manuscript, Time To Kill.

Agents and publishers are interested in authors who have more than one book in them. If book #1 sells well, usually, the author's name will appear larger on the covers of books #2, #3, etc. Authors have writing styles, which attract great numbers of readers. That's the goal of publishers and agents. Good writing is an acquired skill. The more you read and write, the better writer you become. Join a local writers group. If the chemistry isn't there, join a different group. You'll be surprised what you learn.

by Lester Horwitz

[Ed's note] Mr. Horwitz is adept at self publishing. His book, The Longest Raid of the Civil War is a model prototype for how to do self publishing correctly. His philosophy is two-pronged: