The Secret to My Success

Since my book made the New York Times best seller list, I've had a lot of people prodding me to tell them the secret. How can they have success with their own book? Which, of course, made me ponder. What is the secret? Here's what I came up with.

First of all, in order to have a best seller you have to write a best seller. Duh, you say. That's a given. But it's amazing how many people come to me and ask me for help to create the same phenomenon with their own book, when they've written one titled "The Joy of Raising Naked Mole Rats." Sure, there's probably a small market for that, but it's never going to become a best seller. (Sorry if I sound harsh.) If you've written for a niche market, that's fine, but don't feel bad when sales are slow.

If your book is not aimed at a niche market, you're already a step ahead. However, to become a best seller, your book needs to appeal to the masses. There's a reason why books that don't have a clear genre have a hard time finding an agent or publisher. That's because in order to appeal to the masses your book needs to be well defined. That's not to say that a contemporary-western-mystery-romance-fantasy can't sell. There are people out there willing to give cross genre books a chance. But it won't appeal to the masses unless it's got a clear genre.

To write a best seller you also have to craft a good story. To do this you have to get outside opinion on your work. If you've skipped this step, remedy it right away. Join a critique group. Trade chocolate for beta reading. If all you get is praise from your outside opinion givers, it's time to seek other opinions. You need some people who are going to tear your story apart and make it better. The best critics are other writers who have been down the road a few times, have had success finding an audience and who preferably write in your own genre. And don't try to edit your own book. You'll miss stuff.

The next thing on my list is having an eye catching cover. Not only eye catching, but it needs to communicate the genre at a glance. If it's a romance, don't put an apple and a pencil on the cover, even if your main character is a teacher. Now, I'm not going to tell all authors they have to hire a cover designer. Why? Because I've seen some great covers created by the authors themselves. And I'd be a hypocrite because I designed my own covers. I will stress how important it is to get outside opinion on your cover. Again, seek opinions from other authors who have been down the road a few times and have found success in your genre. (Kindleboards.com is a great place to find such people.)

If you try and can't create a good looking cover, don't settle. Pay a professional. Sure, it can be expensive. So can replacing your stove when it breaks. But who eats raw chicken each night because they can't afford a new stove? Not you I hope. You scrape together the money. Don't expect people to buy your book if the cover doesn't look professional. You're offering them raw chicken. Not a lot of people are going to bite. Scrape together the money and pay for a professional looking cover.

The last thing I think needs to be done to have a best seller is to make people aware of your book. I did giveaways, joined forums, posted on facebook, tweeted, blogged, and paid for a couple of ads. But what really helped spread the word was lowering my price to 99 cents. I had already created a buzz about my book before I lowered the price. After lowering it other people started announcing the price change. Blogs that feature low cost books announced the price change. This got me an initial flood of sales. Then Amazon's algorithms kicked in and they started marketing for me. My low price made it an impulse buy. If you don't want to price at 99 cents you can still become a best seller, you'll just need to work more on the marketing to make people aware of your book. Come up with some creative things to do.

And don't expect your book to become a best seller overnight. It takes time. Most people I know who have sold thousands of books have had a slow build. The ones that didn't had means to spread the word to a lot of people right away.

Finally I'd like to say I'm not advocating changing the way you write just to become a best seller. If you're passionate about writing contemporary-western-mystery-romance-fantasy novels, by all means keep writing them. If you write an engaging story, it will find an audience.

Vicki

Agents Becoming Epublishers

This has probably been beaten to death by everyone around me, so I hesitated to post this, but I feel like I need to get this out. So here it is.

I don't think it's a conflict of interest for an agent to epublish their clients. There. I said it. (Please don't hit me with rotten tomatoes.) I'd like to address some of the arguments I'm seeing.

Agents should be representing the author. If they're publishing the author, who is representing them? - Okay, first of all, the reason we all want to get an agent is because the large publishing houses won't look at your book if you don't have an agent. They're the go-between. They get to read all the slush, find the books they like, and submit them to the large publishing houses. If you don't care about being published in a large house, you can probably submit your book to some smaller publishers all on your own. In fact, I know quite a few authors who have been published without an agent. I don't see anyone up in arms over what the small publishers are doing. They are doing something for the author that they don't want to do for themselves, and that is set up their own publishing company.

That's right, authors. You can set up your own print publishing company and do it all yourself. It's much easier now than it was 30 years ago. But how many authors want to go through that work and expense? A lot of them don't. So they sign with a small press, without an agent, and the press does the work. And guess what, the small press takes a cut of the profit.

But what if an agent selfishly tells you to publish with them instead of someone else? What if there's a deal on the table and they don't even tell you about it? - If you believe your agent is honest and trustworthy, why would starting up an epublishing company change that? And if you don't believe your agent is honest and trustworthy, why did you sign with them in the first place? To me, this comes down to checking with places like preditors and editors to make sure you're signing with someone reputable.

But agents know nothing about publishing. - Bull. How in the world can someone work as a literary agent and not know anything about publishing? Admit it, agents know something about publishing. Do they know everything? Of course not. But I don't know a single indie author who went into self-publishing knowing everything. There is a learning curve, and we're all on it. In fact, I'd guess that the average agent is better equipped to self-publish than most of the indie authors out there were before they took the plunge.

But the authors can do this themselves, for a lot less than 15% over the life of the book! - Sure, an author can self-publish an ebook, just like we've established that an author can start up their own publishing company and publish paper copies. I know some authors who have done this. However, not every author wants to. It's a lot of work, time and money. Well, guess what. It's a lot of work to self-publish an ebook too. Less work than starting up your own paper publishing company, less money, and less time, but still it's not something all authors want to do. In fact I'd venture a guess that some authors don't even have the internet on their computer. Heck, some of them might not even have a computer.

What happens when problems arise? What if your agent isn't being honest with you? - What happens when problems arise with a small publisher? What if they're not being honest with you? What happens when an author has a problem with their agent that isn't epublishing related? Come on, folks. This isn't new. There are problems and issues with all aspects of publishing. This is no different. Be smart. Don't sign anything that you don't understand. If there's a conflict that cannot be resolved with discussions, go get an attorney.

What is an agent going to do for you that you can't do for yourself? - Okay, we know authors can self-publish. We know they can pay for a cover, pay for editing, and pay for formatting. We know they can pay for ads and build a website and market themselves. If an author wants to do all that, they're free to! But some authors don't. And I suspect that having an agent's marketing muscle behind a book would not be a bad thing.

Here's what it all boils down to. If an agent epublishes and the books skyrocket to the top of the charts, I suspect there will be some shifting of opinion on this matter. What indie wouldn't want their book in the top 100 on all the major ebook outlets? If all of the books languish at the bottom of the pool, it's possible some of the authors will be motivated to learn how to self-publish their next book in the hopes of being able to do something different and make that big splash.

In the end, we're all trying to find our way in this new world of publishing. This is my opinion on the matter. Now, don't throw those tomatoes too hard at me, I have sensitive skin.

Vicki

How do I know my book isn't junk?

I've heard it said many times. Self-published books are not worth anything. They're badly written, poorly formatted and not edited.

But we know that's a generalization that doesn't hold up for every self-published book. Especially now that authors are taking this epublishing thing very seriously. I know I've read some amazing indie published work.

So, how do you know if your novel is ready for self-publication? If you don't submit to an agent, and get a publisher's stamp of approval, how do you know it's not a big steamy pile of cow manure?

Let's face it. There's no sure-fire way to know your book will sell a zillion copies. But there are some steps you can take to make sure you're not putting out shoddy work.

1. Read some how-to books on novel writing.

I know what you're thinking. Why should I read about novel writing? Wouldn't I learn more by just doing it?

Sure, you do learn by writing. But you also need guidance. I suggest you read at least one book on the art of writing a novel. I think Stephen King's book, On Writing, is one of the best. Even if you don't like to read his horror novels, his writing memoir is fantastic. The Elements of Style by Strunk and White is also highly recommended.

2. Join a critique group.

No matter how many how-to books you read, you're still going to need other eyes on your work. (And even though your mom is great, she doesn't count.) You need to join a critique group to rip that novel of yours up, chapter by chapter. You also need to critique other work. You'll see things in other work that you don't see in your own writing. This will help you as well. Critiquecircle.com is my favorite online critique group.

I've heard a lot of authors say that they don't want to join a critique group because they are afraid of criticism from other authors. Believe me, hearing your novel stinks in private from another author is much better than hearing your novel stinks through public reviews posted for the world to read. If you're going to be a writer, you'll need to grow a thick skin. Better to do that before you publish.

I've also heard writers say they don't want to show their book to another writer because they don't want their million dollar idea stolen. Don't worry. Writers have enough million dollar ideas of their own. The last thing they want to do is write something someone else came up with. Writers are passionate about their own ideas. They're not going to steal yours.

3. Set it aside, and give it time.

You'll be surprised at how much you can see when you set that novel aside and come back to it later. Give it at least three weeks. Six is even better. If you can set it aside and come back to it with fresh eyes, you'll see ways to improve it that you didn't before.

4. Employ beta readers.

A beta reader is similar to a critique partner, but they read the entire novel, and their critiques aren't usually as in depth. This is best if you've already had the novel put through a critique group, and want to get a more over-all opinion of the book.

I highly suggest getting at least four beta readers who are other authors. I also use friends I know who like to read my work as beta readers, although the authors usually give me more feedback. It is good to get both perspectives, though, in my opinion.

5. Hire an editor.

If you have read how-to books, have put your book through the ringers of a critique group, set it aside, and then utilized beta readers, you should have a pretty good idea if your novel is ready to publish or not. If you feel it's ready, don't forget to hire an editor for that final polish. This is very important. Don't skip this step.

Now, if you have published a novel and you're wondering if it's a pile of junk, time to assess what steps you took before publishing. If you've skipped some of these important steps, there's nothing wrong with reworking the novel, especially if it's not selling or if it's getting bad reviews.

The best thing about indie publishing is the total control we have over what we put out there. Take the steps to make sure your novel is the best it can be.

Vicki

Press Releases

What is a press release? How does it help an author sell books? Is it worth the time and effort? These are questions every author should know the answers to, but I have found that many do not.

Before I go into what a press release is, it might help to start by saying what a press release isn't.

1. A press release is not a book advertisement. Do not write up your book blurb in the form of a press release in the hopes that you'll get a free ad in the newspaper or in online articles. These will be ignored.

2. A press release is not a book launch announcement. No one is going to care that another unknown person is launching a book. Sorry if that sounds harsh, but it is important to know that you can't write a press release about a book launch and expect it to get you sales. It won't.

3. A press release is not about writing what you want to say. Don't frame your press release with you in mind. You should be writing a press release with the reader in mind.

So, now you know what a press release is not. What is it, then? It is a communication to members of the news media for the purpose of announcing something newsworthy. There is one word in this definition that you should pay the most attention to, and that is newsworthy.

If you're going to write a press release, think of yourself as a news reporter. What story could you write that would be newsworthy? (And of course, how can you tie in your book or yourself to the article?)

With the explosion of ereaders, and ebook sales on the rise, now is the perfect time to write an article that would be relevant to the media today. Such stories could be: Local Author Joins the Ebook Revolution; Nebraska Author Makes a Living on Ebook Sales; or Ebook Sales on the Rise - Seward Author Profits. (You'll notice I focused on the local media. Unless you've accomplished something fantastic, the national news probably won't be interested.)

When writing a press release, focus on the newsworthy part of the story. Write it as though your article will be reprinted as-is. Many times, if you do write it well, the newspaper will run the copy just as you submit it. It saves them time in re-writing or editing your story. If they are limited on space, they might cut parts of the story.

Cater your press release to the entity in which you are sending it. Lets say you're sending out a press release to your local, college, and your hometown newspapers. Don't send the same press release to them all. Change the wording on the title and alter the story so they each have that personal connection to you.

You can send your press release to television stations as well as newspapers. Maybe your local station has a feature show about women who succeed, and you are a woman. You can cater your press release to fit that show, especially if you overcame a hardship in order to publish your book. (You were rejected by traditional publishers, for instance.)

Your press release should look professional. Here are some tips on writing the actual press release.

1. Type: FOR IMMEDIATE RELEASE at the top of your page. You can also put PRESS RELEASE at the top of the page if you'd like, but it's not necessary.

2. Date the press release.

3. Contact information. Include your phone number and email address so they can contact you if they want to do an interview.

4. Begin the press release with your headline. It should be brief, clear, and to the point. Make it something you would be interested in if you picked up a newspaper. Type the headline in bold or all caps.

5. Start the body of the press release with the city for which the press release is originated. The first paragraph should summarize what the press release is about. The rest should tell who, what, when, where and why. Add in quotes to personalize the story. If you're just starting out selling and don't have huge sales numbers to report, feel free to interview another author or two to get some sales numbers or quotes.

6. Use a basic font like Times New Roman.

7. End your press release with -30- or ###.  This tells them that is the end of the story.  If it continues onto a second page, use -More- at the end of the first page.  (This is not recommended, try to keep your press release to one page.)

8. If you used online sources for information, link to those at the bottom.

Okay, so now you know what to write and how to write it. Now you need to know who to send it out to. Here's a link to a website that might be helpful if you live in the US: http://www.easymedialist.com/

I suggest clicking on the top link, USA city and state local media lists, and then clicking on your state. You can pay to get the list of contacts, or you can just google each individual news outlet and dig up the contact information yourself. When looking on a website for where to send a press release, look for "Contact" or "Newsroom."

One last thing, sometimes newspapers will run your story without contacting you to tell you. Be sure to check to see if they ran your story.

Good luck with your press releases. Let me know if you got any coverage!

More About Marketing

It's no secret that the word 'marketing' scares people. I've heard quite a few people say that they're trying to get traditionally published because they don't want to do the marketing. (Let's forget for a second that if you are traditionally published, you still need to do some marketing.)

However, I can't get over the similarities between trying to get traditionally published, and trying to market an already self-published book. Let's take a peek at it, and compare.

1. Research. When you're looking for an agent, the first thing you need to do is research, and most likely you'll do this online these days. You visit websites that list reputable agents, and go to their individual websites to make sure you're conforming to their submission guidelines. When you're marketing your self-published book, you start with research also. You visit blogs that review books and figure out their submission guidelines. You research forums that readers hang out in, and research what is appropriate and what isn't for posting about your book.

2. Submitting. Next comes submitting to agents. Again, most of this is done online now, through email, although some agents still only take paper queries. Submitting query letters takes a lot of time and effort, and you have to be organized or you'll waste your time. Same with submitting to book review sites. Many of them now take electronic books through email. Some still only take paper. Submitting for review takes time and effort, and you do need to be organized as well. You can also submit your book to blogs that feature low cost ebooks or indie authors.

3. Waiting. After you send off your query letters, you wait to see what responses you get. In fact, you probably have to wait months. Same thing happens after you send your book off to review blogs, you have to wait for reviews to be posted. But you can continue to be social on blogs and forums to get the word out about your book.

4. End results: The end result to querying agents, if you're good enough, is getting published.  The end result to marketing your self-published book is book sales.  Both avenues bring in money.  (How much?  I won't argue that, there are large numbers in traditional publishing as well as indie publishing, just like there are small numbers in both avenues.)  However, if you're saying you don't want to self-publish because you can't spend the time to market your book, you're basically going to be doing the same thing as you query agents.

Professionalism

Social networking is a reality for authors these days.  If you want to get the word out about your book, you have to join some social networks and start talking with people.  Facebook, Twitter, blogs and forums are pretty necessary for new authors.  But remember, you're not only selling books, you're selling yourself.  It's easy to forget this as we try to get noticed amongst the noise, but being professional is key in getting sales.

One of the big things I see that authors do to 'turn people off' is to spam everyone.  There is a time and a place for talking about your book.  The trick is to do your research first, and figure out where the places are that you can post ads about your book without coming off as a Sir Spam-a-Lot.

When someone mentions a forum they've successfully used to sell their book, don't rush in and post all kinds of messages about your book.  Each forum has its own rules about this.  Take some time to read all of the posted rules, and also read the forum messages to learn some of the 'unspoken' rules.  For instance, on the Amazon Kindle forum, the stated rule is to not post any messages about a product you're selling, but there are some threads created specifically for posting about your kindle book.  If you spend some time on the forum, you'll get to know what is socially acceptable there as far as self-promotion.  You'll also get to see what happens to authors that overstep their bounds.

In some places you'll find there are no written 'rules' about posting ads.  You'll have to either ask the people in the group or use common sense.  For instance, on the Facebook Kindle page the people there will tell you that it is perfectly fine to post a message about your book as long as you're not doing it too often.  I think once a week is fine.  Any more than that and you run the risk of annoying the people there.  And common sense should tell you that if you only show up once a week to post an 'ad,' you'll probably be ignored.  Try posting other messages, really talking to people, or answering some questions.  Then when you do post about your book you will get a much better response.

On Twitter, I have seen authors whose entire Twitter feed is posting ads for their books.  (I've seen this on Facebook too.)  Honestly, this is not going to get you anywhere.  Sure, you can post every once in a while about your book, that's fine.  But who is going to listen to you when all you do is shout an ad every hour?  Turn it around and look at it from a different perspective.  Imagine you're in a room full of people.  As you near someone he starts giving you a sales pitch about his merchandise he's selling.  He doesn't greet you, he doesn't ask your name, he just continues trying to sell you something.  Later on you meet someone else.  She says hello to you and asks you how you're doing.  You strike up a conversation, and find out you have a lot in common.  Who are you going to want to hang around with?

Social networks are like a large social gathering.  Don't be that guy that just goes around trying to sell something to people.  Be the kind of person you would want to hang out with, and you'll find yourself in a much better situation.

Okay, enough talk about ads.  Now you know how not to be that annoying Sir Spam-a-Lot.  That's good.  But if you're not talking about your book... what are you supposed to talk about?  The answer is simple.  Talk about whatever everyone else wants to talk about.  Be polite.  Let everyone get to know your personality.

Sometimes on forums you will see a post that might get under your skin.  Whatever you do, don't post a snarky response.  On the internet you can't hear someone's inflection.  Read over your posts to make sure you aren't coming across as rude.  Use a smiley face if you want to tell people you're not being snarky.  Don't participate in flame wars.  And if someone really makes you upset, step away from the computer.  Don't post a response when you're emotionally involved, you'll regret it later.

Remember, the internet is massive.  Not only could your post be read by potential readers, it could be read by agents, editors, publishers, or your mother.  Before you click that 'send' button, read over your post to make sure it wouldn't potentially offend anyone.  Think about how professional you sound.  Are you portraying yourself in a good light?  Do you come across as a know-it-all?  Could anyone take your post in the wrong way?

If you're new to a forum, make sure you're not jumping in and asking questions that have already been asked a million times.  Most forums have a search option.  Go ahead and do some searching to see if your question can be answered by checking old threads.

And of course, do not respond to bad reviews.  That goes without saying, right?

Vicki

Reasons Why You Should Not Self-Publish

These are the reasons why I've heard you should not self-publish. (And my answers to them.)

Reason: You'll publish crap. You'll get a reputation for bad writing and no one will buy your books.

Answer: Don't publish crap. Seriously, it's that easy. You have total control over this aspect.

Reason: But writers are too close to their work to realize they can't write worth a darn. It takes years of submitting and getting rejection letters to figure out you need to improve. 

Answer: Don't use agents and publishers as your sounding board. Join a critique group. Get specific advice from veteran writers. Critique others, you'll see what isn't working in other work more easily than your own.  Pick up some books on the craft of writing fiction, and study them. Take the time to do it right. There's nothing magical about getting rejection letters that makes you a better writer. That's just silly.

Reason: Self-published books are riddled with typos and errors.  Do you really want to be lumped in with those?

Answer: Don't publish a book that is riddled with typos and errors. If your book is clean, no one will lump it in with the ones full of errors. Hire an editor. Utilize beta readers. Get as many eyes on the book as you can before you click to publish. And if (heaven forbid) you find an error after you publish, fix it and upload the file again.

Reason: You'll never sell any books, and you'll die in obscurity.

Answer: Why would you not sell any books? If you really believe your book isn't good enough to sell, you probably shouldn't self-publish, or even query agents. There are plenty of other authors selling well on the Kindle/Nook. You literally have millions of potential customers who can purchase your book with one click. And as more ereaders sell, the potential audience increases.

Reason: But ebooks are only 8%* of the market. (*Or substitute whatever % is currently being used.)

Answer: Which traditionally published author sells to 100% of the market? There are over 8 million Kindles out there, not to mention the Nook and all of the other ereaders, or the people reading ebooks on their phones and ipads. If you sold to 1% of just the Kindle owners, you'd sell 80,000 books. In fact, I just crossed that mark. Believe me, if that's all you ever sold, that will be more than a lot of traditionally published authors.

Reason: You won't earn enough to make a living.

Answer: Some indie authors are actually earning a living on their books.  Some are not.  The same can be said for traditionally published authors. I took an unscientific poll over on Kindleboards and asked how many indies were earning a living on their self-published works. 110 people took the pole. 19 of those people said they were earning a living. That's 17.3%. Here's what's even more encouraging. 12 more people said they were almost earning a living. That equals 28.2% who are either earning a living or almost earning a living. And on average ebook sales continue to grow. Plus writers usually are working on more novels to put up for sale.  These percentages will only get better as time goes on.

Reason: If you self-publish, you give up your first rights.

Answer: If you traditionally publish, you give up your first rights too. The question is, which way will actually bring in more money? At the end of this month, I'll have made over $30,000 on one 99 cent book. And that's not the end of the road. I can sell my book for years to come. Does giving up your first rights mean you won't ever be able to sell your book to a traditional publisher if that's what you want? No. Just look at DB Henson, Michael Sullivan, Boyd Morrison, and all the other authors who have sold their books after self-publishing.

Reason: If your book doesn't sell, you'll have ruined your chances for traditional publishing.

Answer: First off, why do you keep insisting the book won't sell? If it's not good enough to sell, go back to the beginning of this post and read about making your book better. If the book is good, I mean really good, but it's still not selling then get some advice about the cover/blurb/price. Does the cover fit the genre? Does it look like other covers from the traditional market? Does the blurb pull you in, and make you want to read more? Is the price too high? The best thing about self-publishing an ebook is you have total control over these things. And if all of these things are perfect, maybe you're not marketing the book in an effective way. How many book bloggers have reviewed the book? Have you done blog interviews? Are you active on social media websites? Even if your book languishes in a trickle of sales for months, that doesn't mean it has to stay that way forever. Just one person posting that they enjoyed your book on their blog could spur a floodgate of sales. And if you sell well, you could get a traditional publishing contract, like the authors mentioned above.

Reason: You'll spend money on hiring a cover artist and an editor that you won't ever make back.

Answer: Forever is a long time to sell something. If you spent $500 on cover art and an editor, you'll have to sell 1,429 books at 99 cents each to earn that money back. If you sell your book for a year, that equals roughly 4 sales a day. If you sell it for two years, that's only 2 sales a day. And most books are selling more and more each month. Honestly this one goes back to believing in the sales potential of your book again.

Reason: You'll never get the recognition that you deserve if you self-publish.

Answer: Do you want recognition or sales/income? (By the way, I'm not so sure that assumption is correct. I made the USA Today and the NYT's best seller lists with my self-published ebook. That was pretty good recognition for me. And I've seen other self-published books crop up on there too.)

Reason: There's no prestige with self-publishing.

Answer: There's no prestige with cleaning toilets either, but I did that for a while to pay the bills.

Reason: You never addressed the fact that if you jump the gun and publish crap you'll ruin your name.

Answer: Okay, I admit, some self-published books need work. However, most of them don't sell well. How does selling a few copies a month of your book ruin your name? No one knows who you are and no one knows you published a poorly written book. And if for some reason you sell four million copies of your utter garbage, and everyone knows you as a hack, you just became a millionaire. You can afford to take time off and learn to write better, and publish future books under a pen name.

After having said all that, I will add that I don't think traditional publishing is bad. There are great reasons why someone would go that route. If you have an offer from a publisher, you have choices and that's fantastic. The more choices you have the better off you are. But 99% of the writers out there won't have the choice to traditionally publish. Their choice is to query agents and publishers for years and gather up piles of rejections, or self-publish. (Or pay a lot of money to vanity publish, but we won't go into that today.) The hard truth is there are just too many good books out there to all find homes with agents and publishers. So I'm not against traditional publishing. I'm for taking your future into your own hands and making something of yourself.

Vicki