All right, you’ve written that great manuscript and it’s time to self-publish. When I reached that milestone back in 2014, there were five important things I didn’t know. Well, okay, there are dozens and dozens of things I didn’t know, like the difference between the ISBN-10 and the ISBN-13, but those dozens weren’t quite as significant as the Big Five.Here they are.
No Matter Our Reverence for Words, “Free” Never Means “Free.”
You will either do the tasks that need doing, or you’ll pay somebody to do them. Period. There are almost no “free” publishing services. CreateSpace advertises free set up, and IngramSpark waives its set-up fee ($49.00) if you order 50 books. The set up, though, is like making a dinner reservation at a big-name restaurant—sure, the reservation is free, but it’s the meal that counts, so get out your credit card.
CreateSpace, for instance, has free set up, but a book needs a cover (so people can judge it, right?). Of course, unless you’re a graphic designer, you likely will end up with an ugly cover and a failure of an interior. So, you hire somebody, probably for something in the neighborhood of $500.00. Oh, you’ll also need to design the book’s interior, which is a complex business. You can hire a book designer, or you can buy book interior templates from a variety of sources. For example, you can get very nice templates for the interior of your book for as little as $57.00 at Joel Friedlander’s website. Of course, you probably will need to study Joel’s tutorials in order not to botch the job, unless you’re already good at it.
Cover and interior design are only the start of things you’ll need to buy. You’ll purchase an ISBN (International Standard Book Number) for each type of book you’re publishing (one for a print version, another for the e-book) and a barcode for each ISBN. Bowker, the only source for ISBNs in the United States, sells ten ISBNs for $295—if you want only one, the ISBN is $125.00. Buying just one means either you put out a print version, or an e-book, but you can’t do both. Buy ten.
There are numerous other up front costs to get the book produced and distributed (on Amazon.com, BarnesandNoble.com, and a few other places). That just gets the book out into the world, where, unless you do more—or buy more—no one will even know it’s there.
Hooray, Your Book is Published! But Who Noticed?
Congratulations, your masterpiece is ensconced on Amazon.com. Your family and friends visit the page and buy a copy. Every day, you visit your page on Amazon.com and admire it. After friends and family are done buying, your sales stop. Cold. Desperate, you search the web, and discover that there’s a whole sub-industry providing services and products to help self-publishers get their book(s) noticed in the marketplace. The operative word in that sentence is “noticed,” not “sold.” Unnoticed means unsold, so noticed is the first step. About that sub-industry, did I mention that “providing services and products” translates as “selling” them? So once again, you can decide to do it all yourself and spend nothing—which means you need substantial savvy in Internet discoverability (that is, SEO—search engine optimization) and social media connectivity. Otherwise, it’s back to the marketplace for help. Naturally, such help, like any kind of professional help, can be dear. Without it, though, your book won’t be noticed, and there’ll be very little chance of getting any return on the investment you made in producing the book. (I thought word-of-mouth would generate sales. Well, it did. Enough to recoup exactly 0.07% of my expenses.)
Getting from “Noticed” to “Sold.”
Between “being noticed” and “selling books” cost me more than getting the book produced and distributed. I knew I’d have to do some marketing, but I had no idea how. So I bought “services and products” from another sub-industry devoted to marketing (not just to “getting noticed”). Some of those services were worse than worthless—the ones I bought from the company that published the book, for instance. Many, if not most, of the larger self-publishing companies sell relatively cheap publishing packages (“Enormous deal! Publish your book for only . . .!”), and then bundle marketing packages for high prices that you can find far less expensively on the Internet. For instance, my company (who shall remain nameless) sold me three professional reviews (Kirkus, Clarion, and BlueInk) for $2400.00. I bought. Then later, online, I found that if I’d purchased them directly from the reviewers, individually, my cost for all three reviews would have been $1300.00.
Another example: For a “mere” $500.00, I purchased from my publisher an email press release that the company promised to send to 1200 media outlets. It was opened eleven times. Although I did sell about twenty books in the ten days after the press release went out, those buyers were book club members who were friends of mine. There were no sales in any of the markets to which the press release was sent. Hmmm. $500.00 wasted.
Then I went to Keokee Creative in Sandpoint, ID (near where I live), a small, four-person marketing shop. For $85.00, they wrote a punchier press release (when I read it, I thought, “I want to buy this book!”), and I sent it to 50 media outlets in Montana, Idaho, and Washington state. It was opened 36 times and from it, I got a radio interview and two newspaper mentions. In the week after the radio interview, I sold 37 books, the biggest week I’ve had. $85.00.
Okay, I’ll Do the Work Myself. I Just Need a Little Coaching.
Even if you do the actual marketing tasks yourself, unless you have solid experience in book marketing, you’ll very likely need tutoring. And tutoring costs can be as high as all the other costs. Some of these costs for tutorials, webinars, manuals, and books on marketing are well worth it; others, not so much. More to the point, in this sub-industry live multitudes of marketing consultants and coaches. How can you tell if a coach’s or consultant’s fee is money well spent? Here is my four-step method, which I learned the hard way, because when I first published, I didn’t even know that all these consultants and coaches and helpers even existed.
Step 1. Scour the Internet for “how to market a book” or similar combinations. Read dozens of web sites. Check out services and prices. Learn the jargon. Alternately, ask your writer friends for references to marketing consultants who have helped them.
Step 2. When you find a site or a consultant that appeals to you, look for their email list-building offer. Nearly always, they’ll offer you something free (a download, most often) in return for your email address. Sign up and get their offering. (Yes, you’ll start getting weekly or even daily emails from them, which at first makes you feel quite important, before making you feel numb. You can always unsubscribe from the useless ones.)
Step 3. Evaluate the free stuff you get in Step 2 to see what works for you. Some of the free information is, ahem, worthless. You’ll know. Discard those, and unsubscribe to that consultant’s email list. Other downloads, though, are packed with useful advice or guidance.
Step 4. When I learn something useful or new from an author’s free stuff, I pay attention to their paid offerings. When I need to learn something they teach for a price, I pay them.
Here’s one example: I was stuck when it came to optimizing my Facebook presence. There’s a ton of free advice about that floating around, but almost all of it is basic common sense (“Don’t post ‘Please buy my book!’ on Facebook!”), not the sophisticated help I needed. One day, I came across Frances Caballo’s site, “Social Media Just for Writers”, brimming with information that I found both useful (and new to me, a rookie). So I got a free download of something in return for giving her my email address. Some time later, when Frances advertised her “social media audit” (she evaluated my blog, Facebook and LinkedIn pages, and my web site) for $99.00, I bought it—and her feedback about my “presence” proved to be enormously valuable.
Writing is Half the Job. Marketing is the Second Half.
I love to write. I don’t love to market. Yet, honestly, I now spend about half my time doing the latter. And I’m okay with that. I promised myself I’d devote three years to marketing my books. I’m ten months in at this point, and I’ve gone from begrudging every minute I spend on it to actually liking some aspects of it. I can’t complain (although I do). My book (in my expert opinion) is worth reading, but people aren’t going to read it unless they notice it and are inspired to pick it up. So, writing leads naturally to marketing—because nobody’s going to step in and do it for me!
(You may have noticed that in this whole article I have not marketed my book, Climbing the Coliseum even once, or asked you to visit my web site, www.BillPercyBooks.com, either! I’m proud that I resisted the temptation. Incidentally, today the book is only $17.49 on Amazon.com.)