Publishing a Book is a Collaboration

The basic definition of self-publishing is the publication of a book by the author of the work without involving an established commercial publisher, and where the author pays all expenses. Yet, no one writes and publishes a book on his or her own—every book is a collaborative effort.

All publishers rely on freelancers who help them accomplish many of the steps in the publishing process.

Editors, designers, printers—and sometimes marketing professionals and consulting specialists—all play a role in producing books and getting them to market. Locating outstanding professionals—through referrals or research—is an important part of the job. Learning to work with freelancers using clear communication and signed agreements is critical to the success of your book.

Successful self-publishers produce high-quality books that sell by focusing on the editing, design, and marketing of their work. These three areas are critical to the success of your book and must be planned and executed with care. The editing, design, and layout of your book are even more important than the print quality. Poorly edited or designed work can never be improved by a good print job!

Editing

Whatever stage your manuscript is in, it’s never too soon to scout resources for editing, so you’re ready when the time comes for that step. Some authors like to work with an editor as they write their manuscript—others wait till they have a full draft. Regardless of your working style, even seasoned writers benefit from good editing—and that should be one of the most important steps every self-publisher includes in their Plan.

Yet, one of the most difficult challenges for many author/self-publishers is learning to deal with criticism as they develop their manuscripts. Handling constructive criticism is critical for the progress of any writer—and even more so for self-publishers who must collaborate with editors, designers, and others who make important contributions to the work on its way to publication. The key to learning this art is to keep an open mind, without taking criticism too personally.

I’m amazed at the number of first-time self-publishers who want to skimp on, or skip, the editing phase of their project and go straight to print (or e-books). Whether it’s to avoid criticism or to save money, skipping a comprehensive edit on your manuscript is a colossal error. Even professional writers with decades of experience still need good editors. Don’t take it personally. Learn to develop a thick skin, and keep an open mind.

Working with Freelancers

The best way to find help with your project is through personal referrals. Writers you may know through writing groups and conferences—those who are active in your networks—may share reliable names of experienced editors or designers. Ask at your bookstore for names of local writers who can give you referrals. Trade association websites can be a great resource. Look at portfolios on these types of websites to find book designers who can help you with your project.

Get creative, and don’t be shy to ask for help. Put the question out on your Facebook page, or do some networking on LinkedIn. You are more apt to find dependable help through a personal referral or a professional network. Don’t take chances on a name you stumble upon online! Once you locate a pro from a reliable source, double-check their professional status. Get to know their educational background and experience. Find out what other books they’ve worked on. Get references, if you need additional assurances. If it’s important for an editor to know your genre or your specialty, make sure there’s a match.

Have a conversation or interview with the freelancer—either in person or by phone. You have ongoing communications with this person once you hire him or her, so test for compatibility. How does it feel to chat together, and how does he or she respond when you ask questions? Do you feel the need to be in the same area so you can meet in person, or will conversations by phone or email work for you? The ideal would be to meet and interview several qualified pros to see who is the most compatible with you and your project. 

Communication is the key to any relationship. Check in with each other to measure the progress of the job. Stick to deadlines, and ask to see the work-in-progress to make sure it matches your expectations. If your project stretches over a period of many weeks or months, it is especially important to have provided for an exit strategy should the work relationship, quality, or other unforeseeable factors make termination necessary. Make sure there’s a clear record of how to proceed, so you can move on if you have to terminate the relationship. You are the customer and you are paying for services rendered. You may not agree with every editing suggestion your editor makes, and you always have the choice of accepting or rejecting specific changes. In that sense, the author always has the last say.

Marketing and Sales

Most new authors get anxious while waiting to see their work in print. After months—maybe even longer—of research, writing, and polishing your work, you are impatient to get your manuscript into production and finally into book form so you can sit back and gauge the response. But that’s not how the publishing process works.

You have taken valuable time and resources to write the best book you can. It’s just as important to do the sales and marketing work to get it into readers’ hands. And although you might enlist book professionals to help you sell your work, continue to pay close attention and learn from them. It’s okay to delegate some sales and marketing tasks, but as author and self-publisher you’ve got to keep some skin in the game and maintain control of your marketing plan.

Non-fiction authors can also create multiple products and streams of income related to their book(s). Hopefully your message will reach enough readers who want more information and help. As an author, you are in the information products business. You can sell parts of your books—chapters for example. You can license parts—or the entire book—to audio publishers or multiply your products by selling electronic rights to websites or e-book publishers.

Creating and selling information products is a hot topic now, with forums, classes, and conversations about launches and techniques, from which writers and authors can learn. If you concentrate on building your platform along with your marketing and sales channels, you can learn from your audience what it wants and what it buys so that you can develop new books and products to serve them. Study how other authors create and market information products from their books to learn how to boost your own sales.

As you introduce your book to the public and build your platform, you add to your knowledge and improve your skills. Helpers come to your aid and you meet new people who fuel your imagination. Your original vision is a powerful source to tap into to achieve your dreams, so keep it close and remind yourself of it often.

Launching your book is just the beginning of your new identity as authorpreneur. Hopefully, the publishing process will bring you into a satisfying dialogue with readers who want what you have to offer. Presenting your work will enlarge your world and can be a stepping-stone to new opportunities in your career.

Just remember why you have chosen to embrace the creative life of author and self-publisher. Ultimately no author works alone. You are now part of a community of publishing professionals and readers — and any success you achieve will be a result of providing benefits to your community. There are many paths you can take from here.

Plan for Success,

Lindsay

P.P.S. If you want guidance and help creating a plan, schedule a FREE DISCOVERY CALL with me to see how I can help.