Archive for category self-publishing

Self-publishing answers: from writing to finding your readers – podcast with Nick Thacker

livehackedThis seems to be ‘back to basics’ week on this blog. On Thursday I scrambled out a fresher’s guide to ebooks in response to questions at a speaking engagement. And this podcast, recorded the previous week, seems to be the perfect complement. It’s with Nick Thacker, who has a regular show called Self-Publishing Answers, where he endeavours to discover the secrets to writing, publishing and selling successfully.

I’ve answered many of these questions before, but I found it interesting how my perspective on some of them has changed with experience. Especially book marketing. Normally when I’m asked about selling books, I find I run out of useful advice very quickly. I don’t buy advertising, I don’t game the charts and I don’t price strategically – all things that most indies do to get the best marketing advantage. The marketing I do is guesswork, whim and finger-crossing, mainly. Even so, I’ve noticed certain patterns that work – which I didn’t realise until I started discussing them with Nick.

We also chatted about the long-term mindset when it comes to writing – how it’s more important than ever to learn your craft and be patient before you publish. Nick confessed he’d learned a few lessons in that direction too. Anyway, if you’re looking for a bit of advice on writing, publishing and marketing, head this way and listen immediately or download. And he asked about ghostwriting too :)



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How to publish ebooks – the beginner’s ultimate guide

oldie day 008oldieToday I gave a speech at The Oldie literary lunch (which was very exciting!) and they asked me to explain about making ebooks. I promised a post to distil the important details, and save them from squinting at their notes and wondering if that scrawl really does say ‘Smashwords’, and indeed what that alien name might mean.

If you already know how to publish ebooks you can probably skip most of this. However, you might find some of the links and reading list useful, or pass them on to a friend. And if you’re here from The Oldie – hello again. Nice to have you visit.

How to do it

It’s easy. Really easy. If you can format a Word file, you can make an ebook.

It’s more complicated if you have footnotes or multiple headings that might need to be visually distinguished, or you want graphics (which might not be advisable) but it’s generally easy. Have I said that often enough?

Here’s my post on how to format for Kindle, in which you’ll see how I had to be dragged into the ebook revolution. But by all the atoms in the heavens, I’m glad I was. You’ll also see the original, grey cover of the book that now looks like this.

That post includes the notes about stripping out the formatting codes and rethinking the book as a long-continuous roll of text, not fixed pages. The Smashwords style guide is also explained. (You knew you wrote that silly word down for a reason.)

If you don’t have the Word file

If you’re publishing a book that previously appeared in print, you might not have the polished Word file with all the copy editing and proofreading adjustments. Often, the author sees the later proofing stages on paper only, and any adjustments are done at the publisher. If you can get the final Word file, that’s simplest.

If not, try to get a PDF, which will have been used to make the book’s interior. You can copy the text off a PDF and paste it into a Word document. You’ll have to do quite a lot of clean-up as this will also copy all the page numbers and headers, and there will be invisible characters such as carriage returns. You’ll need to edit all of these out by hand.

Sometimes PDFs are locked. You can’t copy the text off by normal methods, but you can find a way round it with free online apps. Dig around Google and see what you find.

Another option is to scan a print copy. Depending on the clarity of the printing and whether the pages have yellowed, you may end up with errors and gobbledygook words, so again you’re in for a clean-up job. You’ll need a thorough proof-read as some scanners will misread letter combinations – eg ‘cl’ may be transformed into ‘d’ and your spellcheck won’t know that you meant to say ‘dose’ instead of ‘close’. But it’s quicker than retyping the entire book.

Ebook formats

There are two main ebook formats. Mobi (used on Amazon’s Kindle device) and epub (used on many other devices). They are both made in much the same way, and the instructions in my basic how-to-format post are good for both. PDFs are also sold on some sites.


You need to get a cover. Cover design is a science as well as an art. A cover is not just to make your book look pretty, it’s a marketing tool. If you’re republishing a print book, check if you have the rights to use the artwork. If not, you’ll have to get another cover made. Use a professional cover designer (see later). Here are posts to clue you in:

Where I nearly made a disastrous mistake with a cover

Writers who have changed their covers (including another version of Nail Your Novel, which, I’ll remind you, now looks like this)

nyn solo

Where do you get a good cover designer? See the books list below.

Hiring editors and proof-readers

In traditional publishing, a manuscript goes through a number of stages – developmental editing, copy editing and proof reading. If you’ve done this, go straight to formatting your manuscript. Otherwise, the following posts will help you understand what you need to do.

Are you ready to use self-publishing services?

Publishing schedule for indie authors – who to hire and when

Where will self-publishing get quality control?

How to find a good writing critique service

Daunted by the thought of an editor with an evil sneer and a red pen? Fear not, we respect you more than you know. 

Getting your book on sale

The main DIY platforms to sell your ebooks are Amazon Kindle Direct Publishing, Kobo Writing Life and Smashwords (you’re getting used to that name now). Publishing on them is free and they’re simple to use. You can publish direct to ibooks, but that’s not easy unless you have a PhD in Mac. And a Mac. Besides, Smashwords (ta-daaah) will publish to ibooks for you. There are other platforms that act as intermediaries, for a greater or lesser fee, and greater or lesser advantage.

So before you spend money on self-publishing services, read this.

Beware of sharks. If you get what appears to be a publishing offer, read this.


Books to get you started

Written from an author’s perspective – The Triskele Trail

David Gaughran – Let’s get Digital

Alliance of Independent Authors – Choosing a Self-Publishing Service

Catherine Ryan Howard – Self-Printed (also covers print as well as ebooks)

And some other useful resources

Publish or self-publish? Advice for the 2014 writer

Useful podcast – How to self-publish an ebook and get a traditional book deal – with Sue Cook of The Write Lines

How much time should writers spend blogging and building websites to sell their books

And, er, that’s it. Any questions?

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Kill me now – what do I do about a negative review?

pillory redSome writers say they don’t look at their reviews. I don’t know how they find such sangfroid. If I know there’s a new review I have to pounce, and immediately. Inevitably, we’ll sometimes wish we hadn’t – like one of my regular readers this week, who sent me the anguished message you see in the title of this post.

After sympathy, we had a discussion that went in interesting directions, and I thought it might be useful here too.

My main question to him was this. Are you afraid the reviewer might be right? Have you got a good enough groundswell of opinions from people with sound judgement?

My correspondent replied that he knew he’d taken a risk, but wanted the final note to pack a punch. ‘That apparently has worked,’ he said, ‘and my book is being remembered – for better or worse. I have around twenty 5-star reviews and this is my first bad one.’

Twenty to one doesn’t sound like a bad ratio to me. And we’re all going to get bad reviews.

I got off to an early start with My Memories of a Future Life. Just as I was gathering launch reviews, someone who’d read an advance copy sent me a furious, offended email. I’d passed muster with my trusted inner circle, but this was the first true outsider and it hurt madly. It doesn’t help that with self-publishing, there’s hardly any time for the writer to surface out of the book, so early reviews might hit us with no defences. So I was extremely relieved when the other advance readers were happy.

What did you promise the reader? Marketing

Not everyone will like your book, especially if you’re aiming for something unusual as my friend is here. Part of good marketing is targeting – as much as possible – the right readers. So check these.

  • Is your blurb misleading?
  • Ditto your title?
  • Does your cover send the right messages?
  • Does the beginning of your book promise something very different from what the reader gets (allowing for arty misdirection…. )

Nurse the bruise, then look at the averages. Note any consistent concerns and decide if your marketing apparatus could be better tuned.

Should you fight back?

No. Not unless there are libels or factual inaccuracies – which are usually hard to argue in fiction anyway. I’ve commented on Amazon reviews that said the proof-reading in Nail Your Novel was poor and hadn’t realised it was UK English. I intend merely to set the record straight, but often it’s made the reader withdraw the review.

What to do about the reader who’s genuinely offended or upset?

Probably you shouldn’t do what I did. I wrote back. A writer friend told me off for it, saying ‘never apologise for your work’. But his fury was flaming my inbox and I couldn’t ignore it. Actually, it turned out well. He admitted he had mistaken the genre in spite of everything I said – and even sent me a gift as apology. I resolved to be even more extremely careful never to mislead a reader.

What if there’s a problem with the book?

Be honest now. Pride and sensitivity aside, has the bad review touched an important nerve? If so, why?

Did you skimp – either on revising, or getting quality, useful feedback?

pilloryI’ll say this again: if you self-published, have you had enough competent appraisals?

Some people self-publish for the sake of fulfilment and completeness or to make a book for family or close friends. They’ll probably not be found by the general reading public. These remarks don’t apply to them.

But everyone else, listen up. I see a lot of writers rush to the market too soon. If you put the book up for the public, you won’t get a free pass. Get the book evaluated by someone who will tell you how to get to publishable standard. Although you might have learned a lot since you started writing, you need a professional to point out the flaws you simply cannot diagnose for yourself. (See my post about editors and how much they can surprise you with what they find. ) You don’t necessarily have to spend a fortune – here’s a post about cheaper options than a bespoke development report. But all writers have blind spots, and if you haven’t had critique partners who have opened your eyes to them and changed you for the better, you’ve missed an important step.

Think to the long term. You will write more books and carry on learning. Make sure whatever you publish is something you’ll continue to be proud of.

Some experienced authors I know recommend novice writers use a pseudonym for their earliest work so they don’t pollute their real name. Get something out, satisfy your curiosity, test the water, learn the ropes. (Unmix your metaphors too.) Your early books may indeed be brilliant, or they may, with the benefit of a few years, be embarrassing. You can’t know how you’ll develop.

Could you withdraw a book that was a mistake?

That’s not as easy as you might think. With ebooks you can update the files but it’s difficult to make them vanish entirely. On Smashwords they’ll stay available to the people who bought them – although in direst straits you could overwrite with a blank file or a note of explanation. If you’ve gathered bad reviews, those will remain.

With print books, it’s even harder to hide. I changed the title of the characters book because I felt it didn’t zing enough. I asked CreateSpace if they could remove the original listing in case of confusion, but they said it wasn’t possible. It had to stay up, even if it was unavailable. And second-hand copies might still be sold on Marketplace. This made little difference to me (and some people still want the old one!) but imagine if this was your book that you wanted to bury. You can’t remove it, or its association with your name.

The good, the bad and the ugly

Sometimes we have to accept that a pie in the face is part of the job. If you look on Amazon I’ve got one or two stinker reviews for my fiction. I’ve had some that were malicious, and there’s little to do about them except make a cup of tea. If I get a remark that cuts seriously, I run it past my critiquing crew. I know they’ll tell me if it’s fair. Then I get on with the next book.

Thanks for the pics Frankie Roberto on Flickr

What do you do about bad reviews? Have you ever replied to one, or had a malicious one? Have you ever regretted putting a book out too early? Any advice to give? Let’s discuss!

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When book sales are slow… how to keep motivated

hare tortoiseThis morning I was scratching my head for a post to write, so I asked on Facebook for ideas. Immediately, Vivienne Tuffnell volunteered this great question: ‘How do you keep motivated when your books aren’t flying off the shelves?’

Before I could even type a reply, Zelah Meyer had countered with: ‘delusional optimism and a long-term view’!


Which is about what I would say (at least, the second bit).

We’ll assume for the moment that you’ve done everything possible to ensure your books are up to scratch, with appropriate covers, well-honed descriptions and sharp metadata. You know the book’s good. You’re doing all you can, as your promotion budgets and tastes allow. But those sales aren’t stacking up.

How do you take courage?

Build volume

Keep calm and build a body of work. Actually, I see this as the only possible plan. Writing is a lifelong thing anyway. If you’ve had the gumption to start, and stick with it, it’s a default habit built over years. Having ideas is as usual as taking breaths. You finish a book and you don’t settle until you’ve got another under way.

Also, building a portfolio makes business sense. Whether we’re the Big Five/Four/Three/Two/AmazOne or an individual writer, this is what we’re doing. With more books we get more chances to be found by readers. And when we are found, we look like more of a presence.

Does this mean you have to churn them out? No. We are taking a long-term view. Write and publish fast if that suits your nature, your material, your market. If it doesn’t, you’re still building a body of work. However long the book takes, once it’s finished, it’s out for ever.

But everyone else…

What about all those posts on Facebook, G+ and Twitter where people share a stellar sales rank or triumphant sales numbers? Some days that can be like a big wet slap. Even though you know how sales ranks surge and plummet by the hour. What can you do, apart from congratulate them – and write?

First, remind yourself it doesn’t reflect on you or mean you should ‘do more’. (Except write. Did I mention that?)

And second, there is something you can do. Keep making meaningful connections, fishing in the internet sea for the other people who think like you, write like you, read like you. Writing is all about connection anyway.

Also, remind yourself how the ebook jungle has changed. I published Nail Your Novel when there was far less competition, and clocked up a good 10,000 sales with so little effort I couldn’t be bothered to count any further. I now can’t believe it used to be so easy. Now, with all the books clamouring for readers, we have to work so much harder for each sale.

Jessica BellCould you write non-fiction?

Author/editor/songwriter/poet Jessica Bell (left) wrote about this recently at Jane Davis’s blog. I hit on this strategy myself, completely by accident, when I wrote Nail Your Novel. In fact, if I hadn’t got those nonfic titles I’d be feeling pretty discouraged, simply because selling literary fiction is hard, hard, hard. My novels sell only a fifth as many as my Nail Your Novels. But that means I’m five times as thrilled by a fiction sale as I am by a Nail Your Novel sale (though I’m still quite thrilled by those, thank you very much).


What if you only have one book?

A significant number of writers have just one title, and feel no desire to write another. Creatively that’s fine. One book might be all you need to say. Ask Harper Lee. But you are likely to feel this sales problem very keenly. Especially if it’s fiction.

fordI do know writers who made a big splash with just one novel. For instance, John A A Logan with his literary thriller The Survival of Thomas Ford – but he published at that goldrush time, when a free promotion could work miracles. It was many years before he released another book, and the momentum he got with the first kept him going nicely. He also supplemented it with a lot of hard work on Kindle and Goodreads forums. Now, though, it’s rare that one book will get you noticed enough.

In this situation, your best bet is to go for volume (again). Team up with other likeminded one-book authors and form a collective. Perhaps release a box set.

If the book is non-fiction, you could use it to launch a speaking or tutoring career, which gives people more chances to encounter you. It’s the volume principle again – but you’re producing performances instead of books.

It’s not all about sales

Let’s remember we don’t write simply to chase sales. Except for a few stellar bestsellers, there are more lucrative lines of work. But the satisfaction factor? Every new comment from a reader, every email, every new review, tells me I’m writing what I should be writing. It’s worth the struggle.

Stop this relentless positivity, please

So this probably all sounds very well adjusted. Do ever stop being so darned positive? Certainly I do. I had a towering strop recently when I saw a report of a speech at a publishing conference where the delegates were discussing how much credibility to give indie authors. It all hinged on sales; nothing else. No thought for originality, craft, quality. It reminded me that the publishing world does not want to give authors credibility if they publish themselves – and if we do, they assume we must be at some junior, paint-by-numbers level. Which is insulting for just about everybody – genre authors included. After that I was not positive at all. Measured in that way, EL James would have far more credibility than Henry James.

But we’re playing a long game. For some of us it is longer than others, but the answer is the same. Write more books, and write them well. And remember the main contest you’re in is not against other writers. It’s against your own standards and hopes; the struggle to do justice to your ideas and your talent.

This post probably isn’t startling information. But if you’re also having a crisis of confidence, I hope it helps. And I really hope my optimism isn’t delusional. This is Zelah, by the way. She really can do this. I’ve seen her.

 Thanks for the hare and tortoise pic CarbonNYC

Any thoughts to add? Share in the comments!

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How to make an audiobook using ACX

Do you want to release your title as an audiobook? If you live in the US, you can go through ACX, the DIY arm of Audible, but ACX wasn’t open to UK authors – until now. For the past month, I’ve had both my novels in production as a test pilot, and now I can tell you what I’ve learned so far about offering a title, choosing a narrator and working with them.

acxWhat’s ACX?

Good question. ACX is a network where narrators and producers can meet authors who want their work released as audiobooks. Once you’ve hooked up, you can then use the site as an interface to create the book, keep track of contracts and monitor sales. In short, it’s genius.

Setting up

You know how tedious it is every time you set up an identity on a new site? All that form-filling and profile-making? ACX requires minimal faff. Once you tell them who you are and what book you’d like to offer, it pulls the detail off Amazon.

Getting voices

You can:

  • opt to narrate and produce the audiobook yourself, but to do this you must have professional-quality equipment and experience of sound editing, or the book won’t pass the quality check.
  • pluck a willing narrator/producer out of the ether – this is what I did.

Pitching your book

Next to your book info, you can add notes to make your book more attractive to collaborators – your platform, sales figures and anything else that will convince them you’re worth working with. Which brings me to…


Making an audiobook isn’t cheap. An average novel is about 10 hours of narration (roughly 90,000 words) and is likely to cost $200 or more per finished hour.

You have several options if you’re seeking a narrator/producer on ACX

  • pay up front
  • pay a royalty share (which I did)

All the ins and outs of this are much better explained on the ACX site, so check them out there.

mm acxMy acx journey – mistakes made and lucky discoveries

 Choose an audition passage

When I talked to the ACX crew, they told me many writers put up the first few pages as the audition piece. This can be a mistake, because the beginning may not be typical of the book’s action. I looked for a challenging scene with dramatic dialogue as well as the narrator’s internal thoughts, which I felt would test the reader’s approach more usefully.

I added notes about the context of the scene and the style of the book – and waited for auditions.

And lo, they rolled in. (This was in itself a wonderful surprise.) Once I got over the novelty, I realised I needed to tweak my presentation.

Accent& mistake #1 – ACX lets you specify the age, style and accent of the reader. Age and style were easy enough to choose, but accent caused me more trouble. I assumed this had to be British as, obviously, I’m a Brit, my characters are Brits and I write with British language. However, ACX is predominantly US, so that vastly reduced the available talent pool. Some of the voice actors did very credible Brit accents. Some couldn’t pull it off and sounded Chinese or German. Others ignored my stipulation – quite wisely as it turned out they sounded just fine in their natural accents. So I quickly realised accent was a detail that didn’t matter, and edited my directions. Indeed the narrator I chose is American.

Another reason to choose an accent other than your own is if the majority of your readers are in another territory. I sell a lot in the US, so an American accent might make them feel more at home.

Accent isn’t the only deciding factor, though.

Suitability for the material – While the narrator might be able to do a good job with the audition scene, you have to be sure they’ll interpret the whole of your book in the right way. A Regency romance needs a completely different approach from literary fiction, and I can imagine it’s a nightmare to realise your narrator simply doesn’t ‘get’ your book. If you have a contender, poke around in their ACX profile and follow up any websites where they demonstrate other books they’ve narrated. Also, ask them what they like to read.

Acting versus reading & mistake #2 – some books benefit from a reader who will do a lot of gutsy acting, including distinct voices for the main characters. But for most fiction, that’s too much. They’re journeys in prose and need a more intimate, subtle treatment, which might even sound flat to some ears. Listeners know they’re being read to. They don’t need rollicking declamation – or music or sound effects. And a good reader can make it clear who’s talking without bursting into different voices, so you actually need less ‘acting’ than you might think.

I made another mistake here in my original guidance notes for the audition. I didn’t ask for different character voices, but I did explain the book had sections in a different tone – the female narrator, and the future incarnation who was a male version of her. Thankfully, before it went live a friend pointed out that this might cause a lot of horrible baritone overacting, and that I should simply let the text do the work.

Ultimately, you choose a narrator on a hunch that they fit your work. One author I spoke to at LBF said he knew when he’d found his because the guy sounded like the ideal voice he’d have chosen – but better. That’s how I found mine too – although it was by a more roundabout route.

afterMeet Sandy

And here is Sandy Spangler – my narrator!

I had a shortlist of possible voices, including seasoned Broadway actors, but there was one question I couldn’t answer. When I looked into their backgrounds, none of them had narrated a novel like mine, and I was worried they wouldn’t get it. Then I remembered a friend who I’d heard do narration work – on a computer game, of all things. At the time, I noticed how she had an insightful, feisty quality that reminded me of Laurie Anderson. Even better, I knew her reading tastes made her a good fit.

I contacted her. She didn’t know about ACX, but she was keen to give it a go, registered and sent me an audition. Her reading was just right – inhabiting the material with well-judged expression and I knew the book would suit her personality. If you’ve been a subscriber here for a while you might recognise her from some of the goofy photos I’ve used on my posts. But her voice absolutely suits my kind of fiction, and if yours is like mine you might like her too (here’s her ACX page).

Our process

Here’s how we’re working.

Pronunciation guide – All books have peculiar words and names and you need to warn your narrator of these. We set up an editable file on Google docs. As I said, Sandy’s American and I’m a Brit, so we had to decide whether she should pronounce words like ‘leisure’ and ‘z’ in the UK or US version. I decided we could fiddle endlessly with this so I asked her to do whatever was natural. If we tried to anglicise everything there would be certain words we’d miss, or the stresses would still be American. And I didn’t want to get in the way of her doing the most instinctive job. So she says tomayto while I say tomahto. No big deal.

Pace - one of the first tasks is to approve the first 15 minutes of the audiobook. Sandy was afraid I might think she was reading too slow, but I felt the text suited a measured pace. ACX actually advise that you err on the side of slow because listeners can artificially speed the reading up if they want.

Pauses – you need pauses between paragraphs, scene switches, and maybe in other sections too. We spent an email exchange identifying exactly the right kind of pause for each.

Listen to finished chapters – You need to set aside time to listen to chapters as your narrator uploads them to ACX. We have a schedule and a chart where we tick off chapters I’ve approved or asked for modifications (usually these are pronunciations or stresses). ACX gives you a time code so you can pinpoint exactly where an edit is needed.


Next time, I’ll delve into the narrator’s side, including what exactly is involved in creating an audio book.

UPDATE: we’re now finished and you can find the finished audiobook here (US) and here (UK). And you can find out more about My Memories of a Future Life here.

mmaudioheads bigger

In the meantime, tell me: have you made an audiobook? Are you tempted to? Have you any tips to offer or questions to ask? Share in the comments!


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Reading revolutions: serialising a novel – interview at the Malaysia Star

serialmalayYou really know you’re in a world wide web when an email arrives from a journalist on a newspaper in Malaysia. Elizabeth Tai contacted me for a series she was writing called reading revolutions. She’d seen that I had originally released my first novel, My Memories of a Future Life, as a four-part serial on Kindle, and wanted to ask me how that worked and why I did it. We talk about pros, cons, cautions – and tips I’d give to anyone considering doing the same. Come on over…

And in the meantime, tell me: where’s the furthest-flung place you’ve had a surprise email from about your work?

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Are you an author or a publisher? How indies are making their own rules

Tomorrow (or maybe today or last week, depending on when you’re served this post) I’ll be taking part in a Book Industry Communication debate on the future of ISBNs. I’m providing the author perspective, so as part of my research I canvassed opinions to see what the mood is.

Much of the feedback centred on whether authors should buy ISBNs or use the free ones from CreateSpace, Smashwords et al. There were sound arguments on each side. But what emerged for me was the way self-publishers view ourselves. It’s a snapshot of our times that goes a lot further than a little piece of industry bureaucracy.

For and against


Julia Jones

Julia Jones, one of my co-conspirators at Authors Electric, said she bought ISBNs ‘to behave like a publisher in every way’ – a view shared by many. Plenty of authors feel to have their own ISBN is more professional, lets you be seen and counted, and gives you control.


Joanna Penn

Other writers – among them author-entrepreneur Joanna Penn – feel having their own ISBN makes no difference: ‘I can’t see any benefit, or evidence that having a paid ISBN helps you sell more books’. As Joanna sells whopping numbers of her novels and non-fiction books, we certainly can’t argue with that. (I agree with her. Personally I’d rather put the money towards a better cover or more editing time.)


Michael N Marcus

But it was a comment from Michael N Marcus, who writes and publishes books about self-publishing that hit a bullseye for me: ‘If you want to be known as an author, the ownership of the ISBN is unimportant. If you want to be known as a publisher, own the ISBNs you use.’

Now that’s a very interesting view. We’ll return to that in a moment.

But look, no ISBNs at all


Dan Holloway

Most striking was Dan Holloway, who publishes experimental fiction and poetry – both his own and that of others. He doesn’t use ISBNs at all – even for printed books. He says: ‘I write and publish for a niche, dedicated audience, providing an experience they can’t get elsewhere. I work with selected independent bookstores and galleries and send customers to them for my books, rather than having my books available everywhere.’ He’s not even on Amazon.

Dan is a firm believer in direct selling: ‘We should be trying to get our fans to buy direct from our websites if we can to foster community – we want to nurture fans with stickability, who will become our bedrock over the years, and the best way to do that is to have a hub that exposes them to us, our ideas and worlds, and all that we have to offer. I buy all my music direct from bands, for example.’
You might think this is a recipe for obscurity. Au contraire, Dan’s ISBN-free books have twice received special mentions for the Guardian‘s first book award, been shortlisted for the Guardian‘s Not the Booker Prize, and been voted ‘favourite Oxford novel’ by readers at the Oxford branch of Blackwell’s.

Author or publisher? Or something else?

I keep coming back to Michael’s interesting distinction and I think he’s nailed something important. Certainly I put most effort into building an identity as an author rather than a publisher. Like Dan, I am most keen to find people who like my imagination and preoccupations, my way of thinking. Having said that, I like publishing and I want to publish myself; I enjoy the control and creativity. I can also, if needed, wave a CV that demonstrates years as a production editor/chief sub/editorial manager, so perhaps that’s why it’s no big deal for me and you should discount my view as I’m not typical of self-publishers.

Other authors feel ISBNs are an important part of their brand and image – one of many signifiers of their professionalism.

Now, more than ever, there is no ‘one right way’ to self-publish well. We’re all finding our own paths. You might be a Dan, a Julia, a Roz, a Joanna. Most probably you’re something else again. I’d love to know. Oh, and wish me luck tomorrow.

What kind of self-publisher are you?

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What deals will publishers offer in five years’ time?

permanentlyAll the scribbling world is going indie. New, unpublished writers are, to establish themselves – even if they’re agented. And experienced, well-regarded authors are leaving their imprints – either being dropped or deciding to seek a better way to release their work.

While publishers are probably not short of new material, we know they watch the indie scene to see who does well. At the moment they pounce on the Hocking and Howey high fliers, but in a few years’ time they’ll have a different breed of writer to consider: the well established indie with a clutch of books and a growing audience. The kind of author who used to make up the midlist. I’m wondering, what deals would they offer?

For most of us it’s unlikely to be bidding wars. But one thing’s sure. It’s really going to test the industry because it can’t be a standard midlist deal. Most indie authors will have outgrown that.

Help with production

How much production help will a competent self-publishing author need? Of course, some writers loathe production and will be glad to hand it over. Others, though, relish the control (like yours truly) or will have it so smoothly managed that they’d rather hire the help themselves than hand over a bigger share to have it arranged.

A publisher might be able to offer an economy of scale – although they have often cut staff so much they are using the same freelances who are hired by indies.

Italics: flat feet bad

Italics: flat feet bad

Here’s an added complication. The book needs to look professional. How would a deal legislate for a situation where a writer’s production values look like a home haircut? Spin it the other way: what would stop a publisher vetoing an outside editor to keep the work themselves and accrue extra percentage points?

I’ve already made this more complex than I imagined. Suffice it to say: production costs will become a negotiation point.

Help with promotion and marketing

I’m guessing that one of the prime reasons for partnering with a publisher is to gain kudos, exposure and credibility in places we can’t reach by ourselves.

We all know that if a publisher pulls out all the stops they can make a huge difference to a book’s fortunes. But most of the time (ie if they haven’t paid big bucks for the author), they can’t afford to.

newspaper_boosmlWhat most non-starry authors get is a few mentions in the national press. That can certainly send an indie author reeling with delight. But does it sell copies? The evidence is that it doesn’t. Most books don’t sell unless you keep them constantly on readers’ radar. A splash in the press is short term. Indie authors know they have to keep a sustained campaign of advertising and promoting. The midlist author launch package is little more substantial than a token cork-pop at the book’s birth. It won’t keep the book alive, month in, month out.

There’s worse. At the moment, when you sign a deal, publishers are often secretive or vague about what marketing they will do. They’re used to the writers being so overawed that they never have to explain what exactly will happen or how brief the publicity flare will be.

Indeed, it’s shocking how meagre a publisher’s marketing plan might be. One writer I know was asked for a list of blogs the publisher could contact to run posts about the books. Up until then, the writer had believed the publisher would use their own special contacts, not people the writer already knew about. Another author friend, after two successful books, was sent on a social media course. He learned nothing he couldn’t have gleaned from reading a few blogs.

However, many of my writer friends are excited about the Amazon imprints – even authors who feel they’re finished with traditional publishing. Why? Because Amazon have developed and honed an amazing machine for finding readers. What’s more, the algorithms can work long term with emails and targeted deals. That’s the kind of help we would all take seriously.


I haven’t even mentioned ebooks. As ebook formatting is one of the simplest things for an author to do or source, few of us will need help to make them. Where will a publisher add value? Publicity? The trouble is, their publicity machine is still wedded to print territories, whereas indies are already marketing on the, ahem, wordwide web. Perhaps publishers will start to think globally. Or perhaps ebooks will be left out of publishing deals with indies, as those markets may already be well served.


Getting copies into bookshops is one area where indies struggle – and traditional publishers are acknowledged masters. However, go into your local Waterstones or B&N and you’ll be bewildered by the acres of book spines. What’s the likelihood of someone finding your book by chance, even if it’s there? Except for prominent displays (which aren’t given to every author), publicity is what makes readers pick up a book or ask for it to be ordered – and indies can already get onto the wholesale lists at very little cost. We don’t even need to buy the ISBN. So it is my contention that well targeted, long-term publicity is more significant to an author than distribution to a lot of shops. Do feel free to disagree.

Help with development

It probably seems cockeyed to consider this last. We can’t deny that editors can add a vital nurturing influence. Although successful indie authors will already have their infrastructure for making a book good, few of us would dismiss the chance to do it better. Or am I dreaming?

Equitable arrangements

At the moment a publishing deal is like a fixed-price menu. But the authors of the future will be savvy about publishing. They’ll look for equitable arrangements and publishers will have to be flexible for each situation. A la carte.

sidebarcropNo more secrets

Publishers will also need to be more transparent. Right now the culture is to keep the author in the dark. A business relationship can’t be vague like that.

Ultimately a fair deal will take account of what each side puts in. Who, in a publisher, is equipped to strike a fair deal with the entrepreneurial author or their agent? The editors? They know about nurturing content, being its shepherd and handling production. But they aren’t skilled in converting this into workable contract terms and profit shares. And why should they be? That’s like expecting your plumber to be able to fix your computer. The other option is the contracts department. But they’re in a legal ivory tower, away from authors and the realities of book production or selling. It’s as if we need a new kind of job in publishers – a professional who can grapple with all of this.

UPDATE: To be fair, many editors do recognise the need for change. But they don’t necessarily have the skills, systems or company culture to reinvent their relationships with authors. They’ve usually got enough to do keeping up with their publishing schedule – having managed an editorial department I know the realities of getting books out, and how diktats often come from lofty management levels that are impossible to fulfil while making the daily deadlines. So this kind of change is going to take time.

One thing’s for sure. The current standard publishing deal isn’t going to cut it.

Thanks for the dream team pic Permanently Scatterbrained

Let’s discuss this brave new world. Do you self-publish? If a publisher came calling, what would you appreciate help with? What do you want to handle yourself? What do you think would make you attractive to a publisher in return for their help?

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4 low-cost ways to get writing tuition if you can’t afford an editor


I’ve just finished writing my first novel. I want to get published but I can’t pay for an editor. What can I do? Edith

Every week I get emails from writers who want help but can’t afford the cost of an editor. And I can see why. Good editors cost a big chunk of money and the job can’t be done cheaply. I don’t think seriously committed writers assume anything otherwise.

But sometimes, the writing world can seem like those schools where rich parents hothouse their kids by hiring personal tutors. If you don’t have the spare dollars, will you be left behind?

Not necessarily. Many of the writers I know never hired editors, yet we earned our spurs somehow. And you can still learn the way we did. It still works.

I probably sound like I’m doing myself out of a job here. Certainly a good editor will zoom in on your individual weaknesses (and strengths), and will improve all the novels you write, not just the one they assess. Also I’ll state that I’ve learned heaps from the agents and editors I’ve worked with. But the bulk of my learning came from elsewhere.

It wasn’t all free, but it was considerably cheaper than hiring an editor.

1 Find a good evening class

For two years I went to a novel-writing course at an adult education college. This was fantastic – an intensive two hours each week in which we’d critique a couple of works in progress, guided by a tutor who was also a literary agent. In case you’re in London, it was Morley College in Waterloo. Almost any well-populated area should have adult education facilities, and you can probably access them online too.

Intensive weekend courses are also useful (in the UK Arvon is well regarded), though the cost is getting on for the price of an editor, but there’s definitely something to be said for a regular dose of writing tuition every week to realign your awareness. Writing minds are trained gradually, so hothousing doesn’t necessarily give you an advantage.

Cost: Evening classes at Morley College about £130 per term

2 Find a critique group

Your evening class might fulfil this function, as mine did. But if it doesn’t, find a critique group or a clan of beta readers you can trust with your WIP. They may not be as expert as tutor-level critics, but can still be very valuable as they will react to your work as real readers.

Make sure you pick people who read your type of book (I hesitate to use the word ‘genre’ after last week’s discussion :) ) and who come together with the intent to help each other improve. You don’t want a mutual stroking society, you want people who’ll stop you making mistakes.

How expert do they have to be? Almost anybody can tell you the places where the book bored them, interested them, confused them, stretched their credibility or kept them up well past their bedtime. If they give you solutions as well, ignore them (diplomatically) unless they have reason to know what they’re doing. You find your solutions from your other experts.

A word of caution: although the participants don’t have to be expert, you need to make sure the group is moderated by someone witcakeh nous who can recognise when personality clashes or personal issues are interfering with the group’s criticism.

If you can’t find a group in the corporeal world, there’s nothing to stop you assembling a brief email list of trusted early readers.

Cost: Wine, cake and other standard bribes

3 Read craft books

For years I mainlined writing craft books. I gobbled up so many I can’t remember all the titles, and I gave loads away to friends, but the ones I still have are by Robert McKee, Jordan Rosenfeld, Stephen King, Dianne Doubtfire , James Wood, David Lodge, Bob Shaw, Syd Field and Blake Snyder.

roz birthday plus NYN2pics 052compAnd of course, I’m now adding to the writers’ reading burden with tomes of my own, distilled into practical tutorials based on the advice I regularly give when I critique. Hence the characters book.

Cost: the price of a book (or several)

4 Read like a writer

This is what I have always done. Each time I read something that impresses me, I stop and examine how it was done. This means I dither through books, often trapped by a sentence, a description or a wrenching twist. This extreme predisposition to wonder is what made me write in the first place and it’s what inspires and teaches me still.

Cost: what price can you put on pleasure?

The long and the short

It can’t be denied that an editor is a fast track to proficiency. But some of the necessary lessons can’t be learned in a hurry. We need time for unfamiliar concepts to become habit, to make the knowledge our own and to put it to full imaginative use. That isn’t bought with money. It’s earned with time and dedication.

Thanks for the money-burning pic Jurvetson Just for the record, the lady in the pic is not a financially challenged – or blessed – writer, but an entrepreneur making a point about energy wastage. But we’re both talking about money that may not need to be spent :)

Where are you in your writing journey? How did you learn and how are you learning still? Is there anything you’d tell Edith?

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