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The author, the professional, the entrepreneur - anyone who wants to control his or her own destiny will find this book's message of value. It unmasks the mystique of publishing and empowers you in new and well-paying ways. In fact, selling information in the form of a book or booklet is the ideal business because you have no direct competition and can do it from anywhere! You become an "infopreneur." Close encounters of a profitable kind become a distinct possibility.
Of course, creators of fiction and poetry have chosen to control their destiny since the days of Zane Grey, Virginia Woolf, and Walt Whitman. Today's midlist authors are joining their yesteryear colleagues in droves. Proven midlist authors, those who have written and published strong, well-received books through traditional New York publishing houses for years, are now finding the doors slammed shut. The warm welcome they once received has turned to a cold shoulder.
Talented, experienced writers are investigating do-it-yourself alternatives to getting their new books into print. Additionally, they're taking charge of their out-of-print works, serving as midwives to rebirth these books.
Let us identify the three routes to publishing and clarify some terminology. A person can be self-published, subsidy published, or commercially published.Self-Publishing
Self-publishers are sometimes called micropublishers, private publishers, alternative publishers, independent publishers, or small presses (though usually the latter two denote publishers of several titles). But whatever label they may wear, they are, in a word, "mavericks." And they are a part of a larger whole known as the small-press movement - which, by the way, is growing at a breathtaking rate and has achieved not only respectability but extraordinary results.Subsidy Publishing
So that no one is confused, let us briefly clarify what we mean by "vanity/subsidy" publishing. In subsidy publishing, the author gets only a royalty on each book sold - after paying the publisher to publish the book. The book may be stigmatized because book reviewers and bookstores usually avoid subsidy titles. Book sales are typically minimal. A new version of vanity publishing - electronic vanity publishing - has emerged over the last several years, however, and we will be taking a penetrating look at this process.Commercial Publishing
Commercial, or trade, publishing houses are those that foot the publishing bill. The vast majority of these traditional publishers are located in New York City. The industry has been transformed over the last two decades by mergers and consolidations. There are now five huge international conglomerates that account for 80 percent of all book revenues. They are Random House, Inc., Simon & Schuster, HarperCollins Publishers, Penguin Putnam Inc., and Warner Books/Little Brown. These conglomerate publishers have placed a much greater emphasis on the bottom line than was done in years past. In reaction many medium-sized houses have started around the country. They typically specialize in specific niche subject areas, such as gardening, health, cookbooks, parenting, novels, or regional travel guides.Who Can Benefit From This Book?
Interestingly, the employees of these independent presses will find this book of great use. It opens new vistas for new employees - giving them a quick overview of the industry. Even seasoned personnel discover within these pages answers to various questions, plus innovative marketing strategies often ignored in the rush to meet deadlines.
And because self-publishing is but a microcosm of the whole publishing industry, universities offering publishing courses will find The Complete Guide to Self-Publishing an unequaled textbook. So will printers and other suppliers who want to easily educate their potential customers without personally answering dozens of time-consuming questions.
Success is following your dream ... without tripping over a nightmare. We show you how. Self-publishing is an exciting alternative to the millions of rejection slips unpublished authors collect each year. Repeated rejection can smother the hopes of ordinary men and women. But for the hearty, the courageous, it serves as a challenge. They decide to launch their own work. They become self-publishers. This book is for them.
It is also for entrepreneurs seeking to exploit their knowledge and create a dynamic new marketing tool and revenue stream. Here, they will discover proven methods for packaging and promoting ideas, concepts, experience, and skills. Authoring a book gives a businessperson fresh visibility and credibility - a reason to be "news." And it's an unequaled promotional piece; brochures are tossed - books, however, are saved on bookshelves.
The Complete Guide to Self-Publishing is also for doctors, other health care providers, ministers, educators, therapists, attorneys - any professional who wants to share knowledge or philosophies. Many men and women are opting to capitalize on their expertise in this way ... and attract new patients and clients in the process.
And, of course, fiction writers and poets can use self-publishing as an alternative to the increasingly competitive world of commercial publishing.Making a Career From Your Writing
A book is the ideal "product." Unlike a gadget or process that others can modify only slightly and pass off as their own, you book is protected by a copyright. You have 100 percent control. No one else can market an identical product. Another reason a book is preferable to an invention is that a patent has a limited life span; an author's copyright goes on and on. Fortunes have been amassed by them through direct marketing techniques. This guide shows you how to establish a publishing venture to sell you specialized information.
Writing an information-based book makes you an instant "expert." You are noted and quoted. People will pay for expertise in other forms, too. Many authors begin by teaching courses on the subject, then graduate to paid speaking engagements and high-priced seminars or teleseminars. Often, an expensive newsletter follows to keep readers up-to-date on the subject. From there, consulting is a natural leap. A few consultants charge as much as $10,000 a day. Yes, properly orchestrated, a book can lead to a fascinating and lucrative career as an author-speaker-consultant. Each side of the triangle supports the other.
Associations, professional societies, churches, and other nonprofit entities will find this manual of great value. Such groups often discover that publishing books enhances their reputations, expands their spheres of influence, and is an effective fund-raising tool. For associations, books provide ideal forums for lobbying efforts.
A corporate history, a colorful CEO's story, or a how-to book related to a company's products or services can benefit that corporation. Many have found that such a publication stimulates business. A book helps establish corporate identity and attract investors. And many corporations find it makes sense to publish proprietary information previously used solely in-house. This product gives them a new revenue base.Special Information for Canadians
We're pleased to say this revised fourth edition also contains information of use to our Canadian friends. Those who wish to self-publish in Canada can now find relevant information on copyright, ISBN, CIP, associations to join, plus specific marketing advice for successfully publishing in the provinces. Appendix C contains a list of Canadian resources. (Of course, much of this information will also be of use to United States' citizens who want to sell into the Canadian market.)Using This Book When Working with Commercial Publishers
But what of authors anywhere in North America who currently have a book placed with a regular commercial publisher? Will this handbook be of any help to them? It's indispensable! It's imperative that authors take the initiative to help their books stand out from the herd.
Approximately 2 million different titles are currently in print. Two million! And there exists a sizable statistical gap about the number of books published each year. Most in this industry would say that about 50,000 new books come on the market each year. Yet with the advent of easy electronic publishing, we'd guess that closer to 100,000 new titles are being released annually. The discrepancy between the two figures is enormous. If the latter number is close, every author had better be extremely proactive in creating quality books and promoting the heck out of them! Otherwise he or she will never be separated from the cascading chatter of competition.
Unknown writers are hurt by the fact that a disproportionate chunk of advertising dollars is siphoned off for authors with established track records, celebrity status, and brand names. The policy of many mainstream publishers is to market one in every twenty books hard, take a few healthy swipes at one out of every three, and wait and see about the rest. This wait-and-see attitude is death to the average author's work. Happily, it needn't be. A book that is perceived as strong in the marketplace will command the necessary resources to become strong. That's where you can play an enormously vital role. This guide will give you the savvy and clout needed to leverage yourself and your book to a position of power.
This is vital to your success ... every bit as important if you are published by one of the major commercial houses. Joni Evans, previously executive vice-president and publisher of Random House, revealed in an interview in Lear's magazine, "Only 10 percent of the books published by any house earn out their advances."
Do you realize what this really says? Nine out of ten books fail! All you'll ever receive is the advance. Imagine spending years of your life writing a wonderful book, then settling for a paltry advance of a few thousand dollars with the expectation that great things are around the corner. And that's all you ever get. No wonder self-publishing is on the rise. If bigger was always better, dinosaurs would rule the earth. The good news is that to develop and successfully market a book, you don't have to visit a channeling medium or take a course in reading tea leaves.
For the author whose title has already languished to out-of-print status, this book offers tips on how to bolt from the trade publisher that has let your work languish. Books that were neglected through disinterest or blundering have later soared to great acclaim and profits through the efforts of their authors. Here, once you've recaptured the rights to your book, you'll learn how to republish and market it successfully ... without being shackled to a big house's agenda.
Lastly, this guide is for the people considering paying to have their books produced by subsidy (vanity) presses. We examine the realities of this form of publishing and offer thought-provoking comments on this controversial method of getting into print.How to Use This Book
hile certainly not a new field, self-publishing is becoming increasingly popular. The Los Angeles Times stated, "Self-publishing has become respectable and even fun" (not to mention a moneymaker for those who approach it properly). Writer's Digest magazine called it "the do-it-yourself way to success." No less than U.S. News & World Report, The New York Times, and CNNfn on the Web have featured recent stories about this growing phenomenon.
Self-publishing isn't a fad. It isn't a trend. It is a revolution! The Internet opens awesome new opportunities for authors and publishers, which we'll be exploring in depth. The information explosion is fully upon us. Good news, indeed, since how-to and self-help are the bread and butter of self-publishing.
Publishing is not an act of God; it is a series of actions. To receive the greatest benefit from the information contained in The Complete Guide to Self-Publishing , we suggest you first read the whole book before starting to apply any of it. Then, go back and take things one step at a time. This is the point when you'll be able to use the Self-Publishing Timetable on page 439. The timetable shows you each of the major steps you must take in the order they are taken. There is also a glossary of terms to define unfamiliar words, phrases, and acronyms.
To add a bit of variety and fun, each chapter concludes with Web Sites, Wisdom, and Whimsey. These sections provide snippets of insight, invaluable Internet resources, and a dose of humor to enliven your day.
For simplification, we'll be referring to a "book" throughout. If you're doing special reports, booklets, monographs, or chapbooks, please substitute the appropriate word. For additional clarity and ease, a list of resources and marketing contacts, a bibliography, and a comprehensive index are included.
To our knowledge, no other reference work contains so much detailed information for authors, publishers, and entrepreneurs ... nor so many examples of stealth marketing strategies that work. We hope you find the reading interesting, the material helpful, and your endeavors profitable.
But doing a book is not just about money (though we believe wholeheartedly that there is absolutely nothing wrong with being well paid for your efforts). Writing and publishing books is a trust, an honor. It gives us the opportunity to change lives - thousands, sometimes millions, of lives - to help people solve pressing personal problems, be more successful at work, or be richly entertained. It's about making the world a better place while creating books for social good, to inspire, to have fun, to cope more effectively. Authorship - and the publishing process that accompanies it - is an awesome responsibility accompanied by a wondrous privilege. True believers do it with spirit and with passionate commitment. May you join in their ranks. To your success!
|Should You Take Control of Your Own Destiny?||1|
|Today's Publishing Scene||7|
|1 Your Portal to Self-Publishing: Enter Here||8|
|2 Cyber Options Beyond Your Wildest Imagination||23|
|3 Subsidy Publishers: Another Alternative||43|
|Start-Up Considerations to Get You Off on the Right Foot||53|
|4 Scoping Out a Marketable Subject||54|
|5 Product Development: Writing Your Book or Booklet||72|
|6 Establishing Your Publishing Company and|
|7 Mastering Operating Procedures||113|
|8 Must-Do Important Early Activities||140|
|Creating a Quality Product That Attracts Buyers||161|
|9 Wow! Design and Typesetting||162|
|10 Affordable Book Manufacturing-The Printing Process||203|
|Killer PR: The Great Equalizer||221|
|11 Initializing a Nationwide Marketing Plan with|
|12 Using the Web to Rally "Buzz" and Business||246|
|13 Provocative Promotional Strategies||264|
|14 Turning Book Signings Into Stellar Events||293|
|Selling Books the Usual Ways||303|
|15 Milking the Standard Channels of Distribution||304|
|16 Crafting Ads that Reel in Results||334|
|17 Direct Marketing Smarts||358|
|18 Tapping Into Lucrative Subsidiary Rights||369|
|Nontraditional Venues for Generating More Sales||381|
|19 Originating Extraordinary "Out of the Box"|
|20 Seminars, Classes, and Trade Shows Can Multiply|
|Propelling Your Business Through the Stratosphere||415|
|21 Bagging the Big Game: Selling Your Self-Published|
|Book to a Goliath Publisher||416|
|22 Enlarge Your Kingdom: Move Up to "Small Press"|
|Putting It All Together||437|
|Appendix A: Piloting Your Successful Marketing Plan||444|
|Appendix B: Organizations and Other Info Sources||446|
|Appendix C: Canadian Resources||450|
|Appendix D: Selected Book Manufacturers||456|
|Appendix E: Marketing Contacts||458|
|Appendix F: Other Helpful Information||469|
|Glossary and Definitions of Acronyms||480|
Posted August 30, 2000
The only possible thing missing from this guide is maybe the check from first book sales. The Rosses cover everything! The appendices alone would make this book a worthwhile investment, but all the helpful information is invaluable. And they even add a step-by-step schedule to guide publishers and writers through the process at the end. If you ever plan to publish anything anytime anywhere, it would be to your advantage to familiarize yourself with this book.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.