Thursday's Guest Thought with Debra Leigh Scott
The New World of the Independent Author
by Debra Leigh Scott
The publishing world has been changing so quickly that even professionals with decades of experience are scratching their heads about where things are going. One thing is for sure, the old model of publishing is dying, if not already dead, and new models are becoming more and more important to those of us trying to continue our lives as writers.
For many years, the independent artist in music, theatre and film has been applauded and heralded as visionary, brave, innovative. The independent writer, however, struggled under the stigma of phrases like “vanity publishing” and felt paralyzed by the condescending attitudes towards the independent model in the literary world. That has finally changed, and there are many respected options now, both for small and independent presses and for the independent author him or herself. One of the most popular is the Publish On Demand (P.O.D.) model, which has changed the industry forever. It’s no longer necessary to purchase large print runs and then pay to warehouse and ship books. In addition to the cost-saving qualities, independent authors have discovered that P.O.D. saves years of their time. In a world where everything is moving faster and faster, it simply makes no sense to spend years searching for an agent, who then searches for a publisher, who then takes at least another year before the book is released.
Be aware, however, that those who choose the road of the independent author are also choosing to become an entrepreneur. Your book is now your business. To use a music industry analogy, you are now creating your own music label rather than signing with Sony. That means you take on more responsibility with every aspect of the book’s creation and promotion. It also means you retain more of the power. If you publish independently, you keep the rights and a much higher portion of the money for the sale of each book. You also get more to say about things like the book size, the cover art, eBook format, audiobooks, and what kind of promotion and marketing feels right. If you publish through a small press, you have a smaller take from the sale of each book, but you often still have a greater say about the details of the book itself, and the ways you might best promote your work. You will also have a partnership with the miracle workers of the small press community, who have been keeping literature alive against such incredible odds.
So, for our purposes here, let’s say that you’ve decided to go the independent route. You have a manuscript that you’ve polished and shaped and worked and worked some more. You believe in it. Maybe you’ve even workshopped it at Breadloaf or Yaddo, or won some awards. What is next? You must find a good editor. S/he will be a brand new reader, combing through your manuscript with a professional eye to make sure that the structure, the grammar and the mechanics are perfect. One of the biggest mistakes made by independent authors is their assumption that, if they can write well, they can edit their own work. Don’t make this mistake. Nothing screams “amateur” more loudly than a book whose text is riddled with errors.
Once edited, the book can be sent to a good book packager who is the liaison between you and the publisher. This is where proofreading, design, print management, working with graphic artists, and cover design are done before the manuscript is handed over to the publisher. Some book packagers even work with you to bring the book to the attention of booksellers, libraries, bookclubs.
If you have decided on the P.O.D. model, you will have several choices in publishers, the most popular of which are Lightning Source and the Amazon-owned Create Space (which now includes the merged former Create Space and Booksurge).
Finally, you have to work out a marketing plan in order to promote and sell your book. There are some great books on the market which offer advice about this. There are also websites devoted to information about book promotion. While it can feel overwhelming, the good news is that there are a lot of options available. Authors who understand that they are also running a business will be the best prepared for the amount of energy required to promote their books. Take a look at the independent filmmakers, and the independent musicians, and you’ll get the idea: they are out there in as many ways possible, creating a buzz for their project.
You will have to begin building what is called “a platform”. That is an identity, a “brand”, and a following. That requires a website; it also requires that you use social networking sites like Facebook, Twitter, LinkedIn. Begin searching for the book fairs and conferences most suited for your book, and get yourself scheduled on panels and for presentations. You will want to call bookstores and arrange readings and signings. Lots of online sites are now available for “virtual book tours”, where you and your book will be featured, interviews posted, author articles presented, book reviews offered. The latest, and one of the most exciting and fun ways to promote your book is with a “book trailer”, which is a short (30-second to 3-minute) video. This can be something as brief as a “teaser” or something as substantial as an author interview. These trailers can be posted on YouTube, on your own website, or used in your digital publicity package when sending out information about yourself and your book. There are even movie theatres which will show book trailers before their feature films.
You might ask: How do I do all this? You might feel that to take on so much responsibility for the business side of things will leave no time to actually write. Don’t despair. You aren’t alone. The growth of the independent model in publishing has created a need for independent publishing professionals who can assist you in all these areas. There are affordable editors, book packagers, and publicists who are happy to work with independent authors. There are companies which offer a menu of these services in one place. With a little legwork, you can find wonderful, experienced people to help you along this journey. And remember: the joy is in the journey, so never let go of those feelings of excitement and accomplishment that come with the hard work. You are a trailblazer, creating new paths for yourself and others. You are one of the pioneers, venturing into unknown territory in the new world of publishing.
Debra Leigh Scott (www.debraleighscott.com) is an award-winning writer, living in Philadelphia, PA. A collection of her stories, Other Likely Stories, and her novel, Piety Street, are both scheduled for publication in 2010. Debra Leigh also runs DLS Professional (www.dlsprofessional.com), which offers a variety of publishing services especially for the small press and independent author community. She welcomes comments and questions!