by Gus | Oct 21, 2014 | Marketing Tips, Marketing Tips - Books
by Gini Graham Scott, Ph.D.
A question that many writers ask is whether to pitch a project to publishers, agents, or both, and often the last resort is self-publishing.
While many writers think having an agent is critical, it isn’t, though there are times when having an agent is ideal. But at other times, you are unlikely to get an agent, or even if you do, an agent can’t help very much.
Working with an agent is ideal if you are already very well-known through the media, have a large following of people in the social media (ie: 50,000 or more followers on Twitter), or are a regular on the speakers circuit with thousands of people attending your programs. An agent is also ideal if you have hit the news jackpot and are part of a big story in the national news. Sometimes, too, an agent may help with a breakthrough first book if you have a strong platform as an expert with a hot topic that is likely to do very well in the marketplace. Then there are those few books that spark a nerve, so an agent will take the ball and run with it. Finally, if you have already sent out queries to publishers and have gotten a big response, you may find an agent can help you negotiate a better deal or can contact other publishers they think would be interested.
However, in most cases, a direct pitch or a pitch to both editors and agents may work well. A key reason for this is that agents tend to have carved out a certain niche for themselves and contact the major publishers they know who handle that type of book. But if your book doesn’t fall in that niche or fails to sell after an initial pitch to the agents’ main circle of contacts, they will be less active in pushing your book – or they may put it on a back burner for awhile, so your book can go nowhere. You are in a kind of “agent limbo.”
By contrast, when you do an email query to editors directly, you are likely to contact many smaller and medium publishers who will be interested, but they are not on your agent’s normal radar. Thus, rather than striking out with the big publishers, you might well get a contract with a smaller or medium publisher who will get better sales for your book, because the publisher will give it more attention and do more to promote it, though in both cases, publishers now look for authors – except for rarified big names with million dollar book deals – to do much of their own PR.
Another advantage of reaching out to publishers directly is that you will often get a faster response, since it may take an agent a few weeks to a few months to decide and prepare to rep your book. Then, you still have to wait for the publisher to offer to publish your book. By contrast, if you send a query to publishers, your query goes directly to an editor or publisher who can decide whether to pursue your book – and sometimes you can get a decision within days.
For example, that’s what happened with my latest book: The Lies of a Sociopath, which had developed out of two graduate seminars for an MA in Communications. In this case, I didn’t even send the pitch to agents, since I thought the book could be too academic to go to a big publisher, even though I proposed dropping the footnotes and re-editing the manuscript for a trade audience. But a day after I sent the pitch, a publisher from a smaller company called personally, loved the already written chapters as is, and offered a small advance. The same thing happened for one of my clients who was writing a book that combined a memoir about his wife’s terrible experience with the criminal justice system with additional chapters critiquing the criminal justice system. The agents he pitched turned the book down claiming that it should be a memoir or critique or not both, that he wasn’t well enough known to write about the criminal justice system, or that memoirs weren’t selling these days. But then a smaller publisher in the South, near where he lived, expressed interest and will bring out the book in a few months.
At times, a query to both agents and publishers can be ideal for a person who is new to writing and needs someone knowledgeable to act as an interface between an author and publisher to not only get a better deal but keep any deal from going off the rails. That’s what happened for another writer who sent out a query, got a response from about 50 publishers, and found an agent, who helped her with follow-up. Otherwise, with the agent, her initially unreasonable demands might have undermined the publisher’s initial interest. Also the agent added another dozen editors he knew to the mix. So by combining a pitch to both, she was able to secure a deal.
In short, you don’t always need an agent, and in some cases, pitching a project to both editors and agents can help.
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GINI GRAHAM SCOTT, Ph.D., is a nationally known writer, consultant, speaker, and seminar/workshop leader, who has published over 50 books on diverse subjects, including business and work relationships, professional and personal development, and social trends. She also writes books, proposals, scripts, articles, blogs, website copy, press releases, and marketing materials for clients as the founder and director of Changemakers Publishing and Writing and as a writer and consultant for The Publishing Connection (www.thepublishingconnection.com). She has been a featured expert guest on hundreds of TV and radio programs, including Good Morning America, Oprah, and CNN, talking about the topics in her books.
by Gus | Oct 21, 2014 | Marketing Tips, Marketing Tips - Books
by Gini Graham Scott, Ph.D.
Repurposing is a great way to maximize the value of what you write. Through repurposing, you put something you have written into different formats. For example, the material you put in a blog can also become an article, a chapter in a book, or even turned into copy for a press release or a script for a video. You may need to do a little rewriting to adapt the material for different formats, but otherwise, you are using the same content in different ways.
One type of repurposing that is especially useful for writers is turning a collection of blogs into a book or book proposal – or using material from your book to create a blog series based on these excerpts. Once you create a book or book proposal, you can then find a publisher or agent for your book or publish it yourself. Or use a blog from your book to promote it and sell more books. I’ve done both – several of my recent books started out as blogs: The Very Next New Thing: Commentaries on the Latest Developments that Will Be Changing Your Life published by ABC-Clio, and Transformations: How New Developments in Science, Technology, Business, and Society Are Changing Your Life and The Battle Against Internet Book Piracy, both published by Changemakers Publishing.
The creation of a book from a blog requires more thought and planning, so I’ll discuss that first. I’ll talk about how to go from a book to a series of blogs in a future blog.
Turning Your Blogs into a Book
Any collection of blogs can be turned into a book. Just combine 10 to 20 of them together to create a book of 10,000 or more words – about 50 or more pages, and voila, you have a book.
However, to create a successful book which you can self-publish or pitch to publishers and agents, think of a good theme and title for the book. Then, write your blogs on that topic with your book in mind. Another consideration for a book is that the blogs shouldn’t be too closely tied with current news events, since that will date its appeal, and such blogs are more appropriate as blogs or articles or turned into a press release.
If you already have a series of blogs which pass the long-term appeal test, consider how they might be combined together into a single topic. If the blogs are on disparate topics, they might be more appropriately divided into two or more books, and it is best not to stretch a subject too broadly so more blogs will fit. Doing so may be too scattershot for a book, since readers generally look for books on a particular topic. So choose a theme that fits for each group of blogs.
If you don’t already have a blog series to organize into books, think about a subject you’d like to focus on, and write your blogs as if they will be chapters in that book. Create an outline to organize the topics to write about and avoid covering the same topic in different ways, since that doesn’t work in a book. You need to provide new information in each blog, since you will be collecting them together into a single book
Figure on writing about 700-1000 words for each blog, since this is currently Google’s formula for writing blogs, so they are used to help direct traffic to your website.
Self-Publishing or Finding a Publisher for Your Book
If you plan to self-publish, once you have around 10,000 words or more – about 10-15 blogs, you can turn them into a book. One way to do this is to create a Word document, and use headings for each blog title, though call them chapters – ie; Chapter 1, Chapter 2, etc. followed by the title. Use “headings” or “headers” from the Word style sheet for each chapter heading. Then, those headings will automatically turn into your Table of Contents. If appropriate, divide these chapters into sections, such as Part I and Part II, and label them with a title for that part. Also, include a section “About the Author” and contact information.
Once the book is set up in the Word document, you can format it for printing, such as in a 6”x9” standard paperback format with a .75 margin. But that’ll be another blog on how to self-publish your book.
If you want to find a publisher, you need a proposal to pitch the project, since normally an agent or editor will ask to see this if interested after you send your initial query letter. This proposal should include about 10-20 pages upfront which includes an overview of the book and its market appeal, a chapter by chapter outline, the author’s bio, the competitive marketplace, any past PR, and plans to support and promote the book in the future. Then, include 2-3 sample chapters/blogs.
Even if you have written the whole book, you still normally need a proposal with a few chapters, so unless the editor agent requests the complete manuscript, send the proposal and sample chapters first. Or if the whole book is requested, include the introductory material in the proposal.
In your query letter, briefly describe your book and then offer to send a synopsis or proposal, and if you have completed the book, mention that you can send that, too. However, don’t send an attachment with your query letter, since many people don’t open initial letters with attachments, because of concerns about viruses and malware. So wait until you haven gotten a request for more information from your query letter.
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GINI GRAHAM SCOTT, Ph.D., is a nationally known writer, consultant, speaker, and seminar/workshop leader, who has published over 50 books on diverse subjects, including business and work relationships, professional and personal development, and social trends. She also writes books, proposals, scripts, articles, blogs, website copy, press releases, and marketing materials for clients as the founder and director of Changemakers Publishing and Writing and as a writer and consultant for The Publishing Connection (www.thepublishingconnection.com). She has been a featured expert guest on hundreds of TV and radio programs, including Good Morning America, Oprah, and CNN, talking about the topics in her books.
by Gus | Oct 21, 2014 | Marketing Tips, Marketing Tips - Books
by Gini Graham Scott, Ph.D.
Think of your query letter as a door opener to get an editor at a publishing company or an agent to want to know more. Consider it a marketing pitch letter to elicit a quick response by phone or email.
Following are key guidelines for creating a powerful, compelling email letter, based on my experience in writing over 1000 query letters for myself and for clients.
A successful query letter is characterized by these key qualities:
- It is short and to the point, about 300-400 words, and ideally no more than 500-600 words. It should start off with a one to two sentence summary of your project, along with a brief introduction of yourself if you have achieved a high-profile or success with other books. Then, add one or two more paragraphs expanding on the book. Conclude with a brief bio about you and how you can help market and promote your book. You can use bullet points or chapter listings to highlight the contents, especially if this is a non-fiction books. Or if you have a fiction book, bullet points are ideal to feature the main plot points. Keep this letter simple and avoid unnecessary detail, because one of the biggest mistakes writers make is to say too much, such as by listing many plot twists and turns or multiple characters in a novel, so the story becomes hard to follow. Likewise, keep your biography to a paragraph of two or three sentences in which you feature the highlights, especially those related to the book you are pitching. Avoid listing long-ago achievements and less relevant accomplishments, such as getting an article published in a poetry magazine or academic journal, or getting a BA in English or Creative Writing. Emphasize what you are doing now.
- Begin with a strong subject line, which highlights what your book is about. Think of this like a short, impactful summary statement to make the editor or agent open the letter. For example, to indicate the kind of book this is, you might begin with a phrase such as: “Nonfiction history book,” “Self-help book,” “Romance novel,” or “Sci-fi thriller.” Then follow with the word “about” after which you describe the essence of the book in 10-15 words. Avoid being vague or using hype, such as calling this a “Powerful unique breakthrough book” which could refer to anything as well as being a turn-off, because it sounds like overinflated sales copy. Use either Sentence or Title Case to write your subject, and avoid ALL CAPS, which comes across as shouting in an email.
- After describing the book and its selling points, briefly highlight your background, including any past PR and how you will support the book in the future. Today, what editors and agents call the author’s “platform” is very important, given our celebrity and media driven culture. While the first hurdle is showing the appeal and uniqueness of your book in a crowded marketplace, the next big hurdle is showing you have the credentials and ability to help promote your book. At one time, publishers used to do their own publicity to launch a book, but now they look to authors who already have the authority and visibility to promote their book in various ways, from having a large number of social media followers to having a high-profile media presence. As much as possible, show your platform by including relevant credentials, such as having published articles and website on this topic, being involved in related organizations, getting publicity in the mainstream media for past accomplishments, and doing a weekly blog or radio show with many thousands of followers.
Assuming your letter has gotten the recipient’s interest, indicate you would be glad to submit more information, such as a more detailed synopsis, proposal, sample chapters, or the complete manuscript. Avoid thanking the recipient for his or her time in reading your query, since you should present yourself as offering the recipient a chance to represent or publish a great book.
When you send your letter, it’s best to send it as a simple text letter without any attachments or graphics, since such letters are more likely to be received and read. Save any attachments, such as a proposal, for a follow-up letter, since many people don’t open such emails from people they don’t know, though you can include links to websites, photos, and videos.
If you need help writing or sending your query letter to hundreds of agents and publishers, a fast-convenient way to save the costs and time involved in putting together a database and sending out individual emails yourself is to use The Publishing Connection (www.thepublishingconnection.com). The Company can also help you by reviewing your initial email letter and making suggestions.
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GINI GRAHAM SCOTT, Ph.D., is a nationally known writer, consultant, speaker, and seminar/workshop leader, who has published over 50 books on diverse subjects, including business and work relationships, professional and personal development, and social trends. She also writes books, proposals, scripts, articles, blogs, website copy, press releases, and marketing materials for clients as the founder and director of Changemakers Publishing and Writing and as a writer and consultant for The Publishing Connection (www.thepublishingconnection.com). She has been a featured expert guest on hundreds of TV and radio programs, including Good Morning America, Oprah, and CNN, talking about the topics in her books.
by Gus | Oct 21, 2014 | Marketing Tips, Marketing Tips - Books
by Gini Graham Scott, Ph.D.
A question that writers frequently ask is whether to find a publisher or self-publish a book, since the world of publishing has become so competitive and yet easier to get published than ever due to new technologies. Today, there are over 1 million books published each year, the vast majority of them self-published, although the average self-published book sells about 150 copies or less a year.
Ideally, if you can find a publisher, this provides the credibility of having an established publisher. Also, a publisher will already have channels of distribution for getting your book to the market. While modern technology makes it easy to publish a book – even in a matter of hours once you have the finished manuscript, the big hurdle is distribution and promotion. So even if you can make more for each sale with a self-published book – commonly 50-70% of the purchase price, compared to 10-15% of the net sales price with a book from a publisher, the problem is you will usually sell much less.
Thus, if possible, it is best to find a major, or even a medium or small-sized publisher, unless you already have a big network or targeted market for your book, and you have the time to handle the distribution, marketing, and promotion yourself. However, it is also very competitive to find a publisher today, since aside from liking your manuscript, most publishers want an author to have an already established platform, which means having national visibility and a strong following in the social media, such as on LinkedIn, Facebook, and Twitter. Still, some publishers are willing to work with a new author if they really like your book and see the potential for building a platform quickly. Then, too, if you are willing to do more to help with promotion, such as by hiring your own publicist or arranging a tour to several cities, this can help to tip a publisher in your favor.
Accordingly, it is a good idea to first see if you can find a publisher before you self-publish, either by contacting a publisher directly or through an agent. While many editors at the bigger publishers want authors to come to them through agents, editors at smaller and medium-sized publishers are commonly open to deal with authors directly. In turn, as an equery service which sends out email letters to publishers and agents, the Publishing Connection (www.thepublishingconnection.com) can help you quickly contact several hundred editors and agents in a single mailing through a targeted email which is personalized to each contact using your own email. You don’t have to spend dozens of hours assembling a list of editors or agents to contact and then individually sending out each query letter.
Then, interested editors and agents will typically ask to see a proposal with introduction to your book and one to three sample chapters. As a result, even if you have completed your manuscript, create a 10-15 page proposal to provide an overview of your book, along with a chapter by chapter outline, review of the market, bio information, and a promotional plan for publicizing your book. Commonly, agents and publishers will ask for this if interested in your book, so you should be ready to respond with this within one to two weeks of sending out your query.
Sending out a query can also help you test the waters, even before you have written your manuscript, to see if there is sufficient interest to write it. Then, if you don’t already have a proposal, be ready to quickly write it and one or two sample chapters, so you can follow-up in a timely way.
While you will commonly hear back in response to a query in a day or two, sometimes within hours, it will generally take several weeks or a month or two before a publisher will decide to publish. It is usually best to wait and not self-publish during this time, since self-publishing will generally kill a sale, unless you can show a huge number of sales, which can then gain you an even better deal. However, for most self-published books, this kind of volume is rare, so it is best to wait – or if your self-published book has had limited sales, you can always change the title for your book and submit it as a new manuscript.
In the event you don’t find a publisher, you can always self-publish, market, and distribute the book yourself. But ideally, unless it is a book with a special niche you can readily target or you are doing speaking, seminars, or workshops or have a website where you can sell your book, start by looking for a publisher first.
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GINI GRAHAM SCOTT, Ph.D., is a nationally known writer, consultant, speaker, and seminar/workshop leader, who has published over 50 books on diverse subjects, including business and work relationships, professional and personal development, and social trends. She also writes books, proposals, scripts, articles, blogs, website copy, press releases, and marketing materials for clients as the founder and director of Changemakers Publishing and Writing and as a writer and consultant for The Publishing Connection (www.thepublishingconnection.com). She has been a featured expert guest on hundreds of TV and radio programs, including Good Morning America, Oprah, and CNN, talking about the topics in her books.
