The First Rule if You Should Fall into a Shark Tank: Don't Cut Yourself
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This week's comprehensive post is by successful indie author David Rothstein. His Civil War novel, Casualties, is based on a true story about a woman who set out with a horse and wagon to rescue her husband from a Confederate POW camp. Besides being a compelling story told in a powerful, lyrical narrative voice, the novel has benefited from its veritable marketing juggernaut.
When it comes to approaching well-known authors like Lee Smith, getting his book into stores across the country, and creating film and sales opportunities at every turn, David is in his element. His post earlier this year was popular, so I'm pleased to welcome him back for another round of spirited advice. He'll be on hand to answer your questions and comments, so comment freely!
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The decision to self-publish your manuscript is one that is virtually impossible to reverse.
So if you have a complete or near complete manuscript and you're still unsure whether or not to self-publish or continue the slog to find an agent, there are a few things that you might not know, all of which you should consider.
After much foreplay with many agents, most of which ended with serious heartburn if not heartbreak, I lost patience with the system and decided to self-publish. It's one of the best decisions I've ever made.
In the process I learned some things that, had I known them before pressing the submit button on CreateSpace, would have helped me manage the process and my expectations better.
Here's what I learned. Some of it I knew before I published, although I didn't appreciate the full extent; some of it I didn't know at all and hadn't researched before publishing. I expect that some of this is not news to you, but I hope you find it helpful.
Do not wait until your book is published to send it to potential reviewers. The reason for that is because reviewers want it (if they want it at all) when it's still in manuscript form. BUT IT HAS TO BE THE FINISHED, FINAL DRAFT PRIOR TO PUBLISHING. If you send them an actual book, they won't touch it.
When you send your finished manuscript to reviewers expect to hear nothing in return. But don't let that stop you. And don't be afraid to send it to the reviewers at top outlets or media. After all, if you're going to get rejected or ignored it may as well be from those at the top of the pyramid—even if they're a bunch of dicks for ignoring you. It's only the cost of postage.
Rule number one also applies to publicists (at least legitimate ones). I had three recommended to me by Lee Smith and none of them were interested in taking the project on because it was already published. One, Maryglenn McCombs in Nashville, was very helpful and honest and I'd recommend her to anyone (more about her at the end of this). The worst reject was from one who said she only works with writers of "repute." What a snot.
There is a distinct stigma to being self-published, which means that most editors, reviewers, producers of talk programs (even local ones) will have only mild interest, if any, in a manuscript or finished book if they know it's self-published. That seems to be true even of the most likely-seeming, community oriented, friendly, local NPR-affiliate talk programs. Their indifference is just as resounding as the national talk shows, and perhaps more disappointing. On the other hand camp out in front of the door of the producer if that's what it takes to get them to take you seriously.
The rule of access applies: the best way to get considered is through someone who knows someone and likes your work. We all know that, but it is the truest thing we can say about getting published, or virtually any other artistic endeavor, especially in this market.
Do not expect booksellers/bookstores to carry your book. That's because they want a return policy that eliminates their risk when books don't sell, even the big chains. Normally, print on demand does not allow returns, meaning that unless it's a local bookstore where they'll take them on consignment, you won't find any interest.
There's a rule in sales that I think also applies, although I'm not sure of the numbers (they may be worse for writers): expect to get results only 2% of the time from all of your efforts. That means that you have to do fifty things to get one thing in return. But the things you do have to be smart and you won't know what was smart until the results come in. Doing just anything doesn't count.
It might be a mistake to start your next novel before you've done everything you can to promote and market your current one. There are a few different ways to argue this. In my case I found that I much preferred writing to promoting—it became a comforting escape from the hard work and frustrations of promoting the one I'd just published. The result was that I wasn't writing my best and I wasn't doing what was required to promote what I'd already written. So I ended up doing two things badly. In my opinion the most effective thing you can do to succeed with your next project is to focus all your efforts and ingenuity on making your current project a success.
After you've found a great freelance editor (like Sarah), the next person you should find is a publicist. Do this even if your manuscript is only half done. Do this even (actually, especially) if you intend to self-publish. You're hiring a publicist to get you access to media you can't get to on your own. The problem is that there are so many amateurs out there billing themselves a publicists that it's pretty easy to talk yourself into using one, especially when you consider the costs. Don't contract with a publicist until that person has read your entire manuscript and is genuinely passionate about the project. You don't need to contract for a full range of services from a publicist; good ones will let you choose the most effective services that work with your budget.
Remember, if it's good, your book will find its way. That's a bit of counsel Lee Smith gave me and it's helped put and keep things in perspective.
If you're looking for a publicist I highly recommend Maryglenn McCombs of Nashville. By the time it occurred to me that a publicist would be critical to getting my novel into orbit I'd already published it. I spoke with several others before finding her and Maryglenn was the best, even though there wasn't much she could do to help at that point. I will definitely team up with her on my next project. Here's her web site. http://www.maryglenn.com/ Please tell her I referred you. She's great.
I hope this is helpful. Good luck and happy trails.
–David
Be sure to check out David's website for more information about his book, upcoming appearances, and news. If you agree with, disagree with, or have questions about his tips, leave a comment! We'll answer.
