The Business of Book Publishing

Last weekend, I took an excellent all-day class at Lighthouse Writers Workshop titled The Business of Book Publishing. It was taught by Shana M. Kelly, a literary agent who currently works for Einstein Literary Management. Here are my notes from the class. 

 

The Industry

Over the years, publishers have merged and merged and merged. Currently, there are five big publishers:

• Penguin Random House
• Simon & Schuster
• Hachette Book Group
• HarperCollins
• Macmillan

Each of these publishers has numerous imprints, or trade names that specialize in various demographic consumer segments. To publish in any of these big five houses, the writer needs an agent to pitch a book.

When trying to market one’s own book, it is recommended to

• First try to find an agent. Decide in advance the level of your tolerance for rejection. Can you handle not hearing from or being out-right rejected by 10 agents or 100 agents?
• If it does not work for you to find an agent, try marketing your book to a medium-size publisher. The medium-size publisher will often work with or without an agent.
• Next, try a small publisher.
• If none of the above work, self-publish your book.

Preparing to Market Your Book

Understand the market. There are basically three different types of fiction books: Literary, Upmarket, and Commercial. Into which category would your book fit?

• Literary—Analyzes reality. Often contains social commentary, political criticism, or focus on the human condition. Language and excellent writing are important.
• Upmarket—Character driven. Appropriate for book club discussions. (My personal opinion: These books often become best sellers, but are not enduring like literary books.)
• Commercial—Plain entertainment. Fast paced. Escapism. In the end, everything is tied up in a neat little package of resolution.

Decide who your reader will be—age, gender, geographic location, education, beliefs, interests.

Determine your genre. Research the books that sell in this genre. Are there guidelines, such as length that you should keep in mind?

I am currently writing a memoir. There are sub-genres within memoir. I need to be able to describe how my book fits within those sub-genres.

Research who publishes books like yours.

• Explore websites of the big five publishers
• Go to bookstores
• Engage in social media—follow authors, agents, and publishers on Facebook and Twitter.
• Start a spreadsheet of agents and publishers you want to keep in mind when you are ready to submit your book. In the spreadsheet, include contact information, where you heard the person’s or company’s name, and why you think it might be a good match.

Can you compare your book to those by other authors? Determine who represents those authors. Often this information will be listed in the acknowledgements of the book.

Work on a pitch and query letter. Have both a verbal and a written pitch prepared, and make certain they are different from one another.

Submission

Prioritize agents into groups from most desired/best fit on down. Send your query to 10-15 agents at a time. Be prepared for rejection. Most agents won’t even get back to you. (They are swamped with work.) If you haven’t heard from anyone in 2-4 weeks, send another batch.

The query letter

Do not send anything more than a query (such as a summary or manuscript) unless it is requested.

• Do not send a query letter unless your manuscript is ready. Your manuscript needs to be in good condition in case it is requested.
• Be sure to read and follow any submission guidelines on the agent’s website.
• Send the query to a specific person. Before sending, be certain that you have current information as people often change jobs in the publishing industry. Read the agent’s bio. Is there anything that connects you to that person? If so, mention it.
• Tell the agent why you chose him or her.
• The letter should be no longer than one page and should be pasted into an email. Do not send it as an attachment. Many companies have firewalls that will not allow them to open attachments.
• In the query, describe your book. Focus on the most unique, intriguing, or sellable part. Don’t try to tell the whole story. Your main goal is to have the agent want to read more. Show your personality. Say to whom the book would appeal and why someone would want to buy the book.
• Include a couple of sentences about yourself if it is pertinent to the book.
• Include contact information.

Publishing Relationships

An agent is your business liaison.

• The agent will market your book to publishing companies, then be kept in the loop after that.
• It is best to have an agent with foreign rights as that person will get you a better financial deal than the publisher. Make certain that you choose an agent who has contacts with foreign publishers.
• Once an agent expresses an interest in your query letter, he or she will request either a synopsis or an outline (chapter titles with description of each chapter).

Agents are knowledgeable about what publishing houses and imprints are accepting what types of books. The agent will pitch your book to the appropriate editors. Once a good placement has been found, the editor will make a deal with the agent. A contract is between you and the publisher, with the agent listed as your representative.  

Most signing contracts are templates, so there is not a lot of wiggle room. The agent will also help you through the contract process, including the royalty structure. A typical starting hardcover royalty is 10%; trade paperback is 7.5%. Royalties usually rise as more books are sold. For instance, they might rise after 10,000 copies are sold and again after 25,000 copies. Most first time writers are not printed in hardcover, but go straight to paperback.

Your agent will take 15% commission out of every check sent to you; 20% for most subsidiary rights.

Once the agent sells your book to a U.S. publisher, he or she will work with sub-agents who sell other rights, such as audio, translations, or TV/film.

You will be assigned an editor who works with a team of publicists, marketers, and designers. Your editor will pitch your book to bookstore representatives.

Additional Resources

Websites

• Publisher’s Weekly—Reports on new deals, trends, bestsellers. Some information on the website is free. A subscription is very expensive. You might want to see if your library subscribes to the publication.
• Publisher’s Marketplace—Use to find agent information and publishing news. Some information is free. The site costs $25/month to subscribe and can be done on a month by month basis.

Pitching Your Book to an Agent or Editor

Recently, I attended another workshop at Lighthouse Writer’s Workshop. This one was titled Pitch Perfect: Sell Your Book in a Single Sentence and was facilitated by Angie Hodapp of Nelson LiteraryAgency. While the class was geared mostly for fiction, I tried to adapt it to the memoir I am writing. My notes from the class follow.

First write the entire manuscript, then make certain it has a unifying factor and appeals to a wide audience. It should have the following. 

• Character introduction 
• Inciting incidents 
• Turning point  
• Climax 
• Resolution

Study books that are comparable to yours. Look at reviews on Amazon and Goodreads to understand what’s selling and why.

Understand your genre and subgenres. Possible subgenres for memoir include those listed here. Google subgenres for other types of books.

Figure out the appropriate word count for the genre of your book. When talking to agents and editors, tell them the number of words in your book, not the number of pages. Pages are determined by the printing process—size of page, type of font, layout, and whether pictures are included. You can do an Internet search for the appropriate word count of your book genre. My goal for memoir is approximately 80,000 words.

When talking to someone about the book you’ve written, you will probably have about one sentence to grab the individual’s attention. This includes agents and editors. If you can hone the description down to one sentence, you will sound highly competent and confident. Talk about the book in a way that makes the person say, “Oooh, Tell me more.”

In your pitch of fiction, include 

• Character(s) 
• Goal 
• Motivation 
• Conflict or tension 
• Stakes (what your character stands to lose if he doesn’t achieve his goal)

 In a pitch of memoir, include 

• Beginning and end 
• Reason for writing

Attend writer’s conferences where agents and editors will be present. 

• Talking with them is often included in the price of the conference. 
• The people you will speak to are generally only interested in books you have completed. 
• You can usually sign up for a 10-minute appointment. During that time, plan to spend about two minutes talking about your book and eight minutes interacting with the agent. Include one thing about yourself that will make you memorable. Be prepared to talk about what inspired you and what made you excited to write this book. 
• While editors and agents are usually only interested in books that are finished, make an appointment even if you are not finished. 
• Go with questions for the agent/editor. 
• Agents and editors often hangout in the bar during down time. Approach them there as well. Be polite and ask them if you can talk with them about your book. 
• Do not get upset about rejection. It is all part of the process of marketing your book.

 Sources for finding agents. 

• AgentQuery—online data base for types of agents 
• Writer’sMarket—contains agent lists and other helpful information. Requires a subscription. 
• Publisher’sMarket Place—agent profiles plus all the latest in the publishing industry. Requires subscription.

There are several ways to let people know about your book. Practice all of them. 

• Synopsis—A summary that is several pages long 
• Pitch paragraph—Will fit on one page. It may be 2-3 paragraphs long. Looks much like a book jacket summary. This is what would be included in a query letter. 
• Elevator pitch—Talk about your book in the time it would take for an elevator ride. 
• Logline—What might appear on a movie poster.

Consult QueryShark for advice on writing query letters to send to agents and editors.

When writing to an agent or editor, never attach a manuscript unless you are invited to do so.

If you are on Twitter, you can pitch your book using the hashtags Pitman and/or Pitchwars. Do a Google search on Twitter Pitches to find advice on writing these.

Books to read for more ideas: 

• Anatomy of Story: 22 Steps to Becoming a Master Storyteller, by John Truby 
• Books by James Scott Bell, who writes about the writing process 
• Thinking Like Your Editor: How to Write Great Serious Nonfiction and Get It Published, by Susan Rabiner

Making Chapter Deadlines: Follow-up from My Last Blog Entry

Good news…so far, I have made every one of my chapter deadlines. In May, my good friend Jeff had me create a chapter outline for the memoir I wanted to write on growing up at our family cabin. Along with the outline, I created due dates for submitting chapters to him for critique. So far, I have completed five chapters, emailing each one on time. This has been a wonderful tool of accountability. His comments, in turn, have been very helpful, mostly suggesting topics that need additional development.

The more time I spend working on the memoir, the more I am enjoying the process. I am amazed at the detail I am able to conjure up from so long ago. The writing has also given me an excuse to talk more with my two brothers about our experiences in the north woods of Minnesota.

My ultimate goal is to write approximately 80,000 words.

Writing Tips: The Value of Accountability

 

I’ve spent decades writing vignettes and accumulating lists of story ideas, possible titles, themes, etc. I write because I love to write. Unfortunately, I never seem to get my act together to put my notes into a final product.

Years ago, Joel Macintosh asked if I would write a book for Prufrock Press based on my weekly blog. He suggested a very general outline and let me loose. Once I was assigned an editor, I was given deadlines. The deadlines motivated me to plow full-force into the project and get it done.

Since writing that book, I have had no deadlines and have been accountable only to myself. It has not worked well. I have continued to write, but have not had a clear focus. I have written randomly, pondering if I should concentrate on this project or that project, fiction or non-fiction.

A few weeks ago, I had a house full of company. These were all long-term, good friends. On one of our walks, I talked with Jeff, reiterating my love of writing, but my frustration with lack of purpose. He encouraged me and recognized that I need a real person to whom I report. Jeff agreed to be that person. At once, I was motivated.

I have decided to start with a memoir of sorts, based on growing up at our family cabin/vacation home in a remote area of northeastern Minnesota. After asking for my travel schedule, Jeff assigned my first two deadlines:

·         April 15—Submit a rough plan/outline with chapter titles and approximate due dates for each.

·         May 15—A first draft of a chapter of my choosing.

Since my “assignment,” I have traveled quite a bit, but I have also been very busy with this writing project. I have written in airports, on airplanes, and during downtime on my travels. I am ready to “hand in” my first assignment in a couple days, and I am well on my way to completing my assignment for my second due date.

In this memoir, I am grouping events, not chronologically, but by general subject matter. This is not a story about a dysfunctional family, but one of adventure and fun family events that are unique. So far, I am enjoying the process of reminiscing.

Primarily, I want to write this for my grown sons. While they have heard the stories many times, I feel it is important to put them in written form so they will be available long after I am gone. I wish I had such a legacy from my parents. While I am writing the memoir primarily for my kids, I hope to polish it for general publication.

Deadlines are what I needed, along with someone willing to be a taskmaster. (I mean that in the best sense.) Perhaps you have the same need. I wish you luck and would love to hear your experiences with such a structure. You can relate those experiences either by commenting here or writing me personally at carol@bycarolfertig.com  

Using the Internet to Promote Your Writing

Several years ago, I attended a session at Lighthouse Writer's Workshop that consisted of a panel of five literary agents from New York. They discussed what they look for in writers, how to approach an agent, and the importance of establishing an Internet presence long before engaging an agent. In this post are suggestions for establishing your own professional presence on the Internet.

Whether you’re prospecting for writing jobs or you want to promote a book you’ve already written, an Internet presence is essential. This presence may take the form of a website, a blog, a Facebook page, a Twitter handle, or a combination of these.

Make certain that you spend most of your time actually writing, rather than promoting yourself. There is a fine line to walk if both are to be done appropriately.

Pictures Add Interest. Whether creating a Facebook, Blog, or Twitter post, a picture will add interest and catch the reader’s attention. There are free illustrations and photos available on Google Images, but you may run into copyright issues. You can always post a photo you have taken (get creative with these), or you can purchase from an inexpensive online stock photo agency such as Deposit Photos, Photo Spin, or Fotolia.  

Websites

A website is your online business card. It is a place to show what is important to you. If you are publishing a book, it is especially helpful to create a website.

Visit other writer’s websites to determine what you like and don’t like. Be sure and include your bio and contact information posted in a prominent place.

Purchase a domain name from a website such as https://www.godaddy.com. The domain name should cost about $10-15/year. You can either pay for hosting or get hosting free from a service such as Google Sites. If you choose to purchase hosting, expect to pay less than $10/month.

Blogs

There are several free sites where you can establish a blog. As of this writing, WordPress seems to be the go to site. 

Blogs can be used for a variety of purposes.

• Establish yourself as an expert on a topic. Focus on one or two topics to build a community of people with your same interest(s). This approach may also lead to paid writing jobs. Publishers who are looking for an expert in a specific area may find your blog and approach you. 
• Provide a place to practice your writing skills on a regular basis.
• Get your name out there. Do not write pieces that you hope will earn you money; instead, write about related topics. Offer quizzes, Q&A’s, giveaways, and notes about your ongoing research.

Your blog should be specific, clear, and detailed. A blog post is often most effective if you start with a hook to “capture” the reader. Tell a story that will help the reader identify with the content you plan to write. Incorporate the senses so the reader can picture the scene you are setting.

Possible topics for your blog.

• An occasion—something that you’ve recently done or witnessed.
• An idea—a thought, observation, or rant
• A review—a product you’ve used, a show or exhibit you attended, or book you read
• A quiz, top ten list, or other game. Engage the reader by asking questions and providing a comment area for the reader to answer.
• Posts with titles such as “The Top Ten Ways to …….” are often popular.

Make certain that there is an easy way to contact you through your blog. Your email address should be clearly visible.

If you decide to use WordPress, consider downloading the Yoast SEO (search engine optimization) plugin at https://wordpress.org/plugins/wordpress-seo/ to help the Google search engine more easily find your posts.

Facebook

Create a page on Facebook where you share professional information—not personal information. Include posts about your current writing projects, share writing techniques and tips, include links to informative articles about writing, etc.

There are several Internet sites with instructions about setting up your site. Here are a few.

•  http://www.socialmediaexaminer.com/how-to-set-up-a-facebook-page-for-business/
•  https://www.standoutbooks.com/professional-author-facebook-page/
• Discussion about whether to create a Facebook Profile or a Facebook Page https://janefriedman.com/5-reasons-use-facebook-profiles/

 

Twitter

Many agents, editors, magazines, and journals are on Twitter. Following their feeds is a great way to learn about what they are looking to publish. Additionally, Twitter can be used for networking with other writers.

Become an “expert” in one or two areas and tweet about those subjects. Write at least ten non-promotional tweets for every promotional one that you write.

As with all types of writing, make certain that you use a hook to grab the reader right away. Topics to consider tweeting about include books, workshops, classes and other material that have helped you be a better writer. Share about the process of writing and what has and hasn’t worked for you.

If you have written a book, include a link to your book in your Twitter bio.

Tools to help you be more efficient on Twitter:

• Use a free service such as https://www.socialoomph.com to schedule tweets or Facebook posts automatically.
• Use a link shortening website such as http://ow.ly/url/shorten-url or https://bitly.com so you have more room to write.
• Make your tweets easier to discover by using hashtags. See http://techforluddites.com/the-twitter-hashtag-what-is-it-and-how-do-you-use-it/ for a basic tutorial.
• If you like someone else’s tweet, you can retweet it to your followers. See instructions at https://support.twitter.com/articles/20169873

(Much of the information provided in this blog post is from a class I recently took at Lighthouse Writer’s Workshop https://lighthousewriters.org, taught by Jenny Shank. Some of the information is my own.)