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Posts Tagged editors
If you’re friends with me on Facebook you’ll have seen a good bit of gallivanting this week at the London Book Fair. As soon as Olympia closed its doors, the Alliance of Independent Authors began its 24-hour marathon festival of advice and information for authors. Whether you’re indie or not, there’s heaps of interesting stuff for the 2016 author, such as: a cover design clinic, marketing advice and tips on crowdfunding.
I’m chairing a panel on editing – what an editor does, how you choose one, some misconceptions and some stories from the trenches. My co-conspirators are Ricardo Fayet of the Reedsy editorial marketplace; indie author Laxmi Hariharan; and author and editor Andy Lowe (who you may recognise from The Undercover Soundtrack). Do come over.
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Long ago, I ran an editorial department in a small publisher, so I thought it might help to give some guidelines.
Here’s my post about front matter, which explains all the fiddly stuff like title pages, half-titles, contents pages and so on. Today, I’ll concentrate on those editorial people you’d like to thank. And indeed, whether they would be better not mentioned at all.
If the book is a collection of curated material, eg short stories, poems or essays, it’s usual to credit the person who put it all together. Put it on the main title page, the cover and the spine – eg ‘edited by Roz Morris’. That would also go in the ‘main contributor’ section of the book’s official listing on KDP, Smashwords, CreateSpace, Ingram etc.
Non-fiction with many contributors
The rules are the same as for a collection. When I was a publisher, I had a number of titles that I conceptualised, outlined, found contributors for, edited and shaped. Individual authors were credited in their own sections, but I was the guiding force behind the work. So my name went on the cover, spine and title page.
Does it seem like I’m labouring this? That’s because I want to make the point about who is in charge of the final book.
Let’s talk about editors of novels, memoirs and single-author non-fiction.
Novels, memoirs and non-fiction – credit the editor or not?
Some indies put the editor in the front credits along with the author, or as an additional contributor. Do not do this.
If you’d like to mention them as a significant influence or supporter, a better place is the dedication or acknowledgements, according to how strongly you feel about them, obviously. The same goes for your proof reader or copy editor. But … and it’s a very big but.
Like this: BUT.
Please ask them first. Many editors have a policy that they do not want to be mentioned.
Now that might seem harsh. And they would surely find the exposure helpful, wouldn’t they? A mention in the credits would surely do them nothing but good.
Well no; it’s not as simple as that. The developmental editor, copy editor and proof reader are merely giving guidance. The final text of the book is down to you, the author.
This especially holds for developmental editors, who might give extensive notes for reworking. Some books leave my desk needing considerable revising, and I might not see them again. That’s fine; that’s my role. But I shouldn’t be credited in the published book if I didn’t see the final version. I’ve had editing clients who have added reams of extra material they didn’t let me see – and then wanted to publish the book with my credit. This is an extreme example, and most writers wouldn’t do that, but that credit might harm my reputation.
Equally, I see a lot of authors whose editors are very happy to be namechecked, and their supportive partnership warms everyone’s creative cockles. The bottom line is this: please ask.
Do we need a group hug? Here’s a post about why your editor admires you.
If the editor is happy to be named, where’s the best place?
The dedication before the book begins
Remember the reader has limited interest in your cheerleaders at this stage. Also remember, they have a blipvert attention span for your sample, and you should be getting them ensnared in the guts of your book.
If you want to explain at greater length what everyone did, the place for that is in ….
A longer acknowledgements section at the back
As the reader takes leave of you and your words, they’ll be happy to let you list your influences and influential people.
And check how your various folks would like to be described. A developmental editor from the book’s formative years might be described as ‘guidance and support’. Someone who had more direct control over the final book might be named by role – for instance your copy editor and proof reader.
But don’t feel obliged to mention us. It’s not compulsory. The bulk of the work, by far, was yours. Not ours.
Thoughts, theories? Have you named editors in your published books, and how did you handle it? Editors, copy editors, proof readers – what do you think?
My guest this week swears that if her chest hadn’t obscured her view of her guitar, she’d have been a rock star. Some of her early life decisions were dictated by the need to be connected to music, and when she wrote her crime novel set in a London burlesque club, she had two flavours of playlist – angry and dark. Fiction nearly became reality when she had a near-death experience at her book launch – which I was startled to hear because I remember when her cheerful invitations were circulating on Facebook. Thankfully she lived to tell the tale. She is Yasmin Selena Butt and she’s on the Red Blog with her Undercover Soundtrack.
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Scratch that; they weren’t just tricky. They were a forensic slog.
I’d already checked everything that affected the central plot events – journey times, important dates and so on. But that was months before. Not only that, there were countless niggles I hadn’t realised would alert an editor’s eye. It was amazing what I didn’t know about my own book. How many hours had passed since the hostages were taken? On what day did the characters meet the mysterious man? She questioned every plot beat, flashback and nightfall.
Sitting down to answer that exhaustive list, I felt like Arthur Dent when he lamented that he couldn’t get the hang of Thursdays.
Thankfully my timelines held, give or take a minor snag, but I learned my lesson. Ever since, I’ve been fastidious about them.
Timelines are mainly invisible
Unless you’re writing a time travel story or a novel with condensed action, timelines are mainly invisible to readers. Like plot and character arcs, they’re the unseen looms of the storyteller’s art. And this means writers often don’t realise they need to take control of them. Until they face an editor’s interrogation.
You’ll be astonished what editors – and readers – will call you on. Is it possible for Joe to have recovered from his broken leg enough to climb a ladder? Are those characters in two places at once? How can that scene be back story if the event hasn’t happened yet?
If you take control of your timeline, you’ll find it much easier to know if your plot is plausible, and to sort out the hiccups.
Here are my tips.
If the timeline drives the story, you might want to design it before you start writing, or sketch out the main markers – historical events, calendar landmarks. Some writers use year planners, but a sheet of A4 is just as good.
You might also want to verify possibilities that require precision – such as travel. (And if you’re writing time travel you need to be very precise.)
Otherwise, be casual. You can decide these details in revision. If you stop and fret every time you need to write ‘last night’ or ‘next June’ you’ll probably get paralysed by indecision. Write something magnificently vague such as ‘the other day’ or ‘soon’, and sail on.
Before you revise
Now get serious about time. Before I revise a manuscript I analyse the first draft with an exercise I call a beat sheet. Essentially it’s an at-a-glance summary of every scene. You can make it on paper or a spreadsheet, and one of your columns is reserved to record when the scene happens.
As you summarise each scene for the beat sheet, notice if you’ve made a point about the date, time or event, and record it in the timeline column. If you haven’t, leave it blank.
Also write in if a deadline has appeared – for instance, 20 minutes before the bomb detonates. If your plot includes a race against the clock, the timing often needs to be worked out to the minute. With the beat sheet it’s simplicity itself to write the timings against plot events and check they work.
Then fill the blanks, deciding what will be plausible for those sections of the story. Perhaps the precise date isn’t important and you can bracket them together as ‘summer’, to ensure your weather descriptions are consistent. Or you might decide you can enhance the action by setting it at Christmas or even a time that corresponds with a newsworthy world event – whatever suits you.
But when those editors and beta readers quiz you on your story’s plausibility, you’ll have the answers ready. Painlessly.
The beat sheet is my go-to method for revising my novels’ structure, plot and character arcs. It’s explained fully in my book Nail Your Novel: Why Writers Abandon Books & How You Can Draft, Fix & Finish With Confidence.
Do you have problems keeping track of time in your novels? Have you found a solution? Share in the comments
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I’d love a traditional publishing deal. I’ve submitted my manuscript to two agents, and while waiting to hear from them I have been offered three ebook contracts – but I’m not sure which way to go. Also, could you quote me a price for professional editing?
I answered the email at length in private, but some interesting issues emerged that I feel might make a useful post.
Wow, three offers!
Three ebook contracts already. Way to go! Some publishers are offering ebook-only deals to authors, and considering print if sales are good. But in the nicest possible way, I was worried about my friend here – because in this market, it seemed unlikely to get that many serious offers and not have secured an agent.
My correspondent sent me the details of the publishers and I checked their sites. I’m not going to reveal their names here as I haven’t contacted them or asked for statements, as you should do in a proper investigative piece. Also, they weren’t attempting to scam or con anyone. They certainly could publish her book. But she didn’t realise they weren’t publishers of the kind she was hoping to get offers from.
One site had several pages about selling tuition and support to authors. There was a mission statement page that included a point about ‘fees’. The others stated they offered services to authors. Publishers – of the kind that my friend here was seeking – don’t use those terms. These people are pitching for business, not offering a publishing contract.
If I were her, I’d wait to hear what the agents say!
But if you do want to use self-publishing services, here are a few pointers.
Some publishing services providers can try to tie up your rights so that you can’t publish the book elsewhere. Others will make you pay for formatting and then not release the files for you to use yourself unless you pay a further fee. (I know regular readers of this blog who’ve been caught in these situations.) Some charge way over the market rate as well.
To get acquainted with the kinds of scams and horrors that are perpetrated on unsuspecting authors, make a regular appointment with Victoria Strauss’s blog Writer Beware.
Check the quality
Assuming no nasty clauses, you also need to know if the services are good enough. I’ve seen some pretty dreadful print books from self-publishing services companies. Before committing, buy one of their titles and check it out, or send it to a publishing-savvy friend who can help you make a sensible judgement.
Your best defence? The Alliance of Independent Authors Choosing a Self-Publishing Service will tell you the ins and outs.
Readers and communities
Obviously traditional imprints score here because they have kudos and reputation.
And the publishing services companies on my friend’s list were attempting to address this. They emphasised that they were attached to reader communities, or wrote persuasively about how they were in the process of building them.
This sounds good, and let’s assume they are genuinely putting resources in. But communities take years to establish, plus a number of these publishers seemed to be relying on their writers to spread the word. We all learn pretty quickly that we need to reach readers, not other bunches of writers. And if a community is in its infancy, you might be better buying advert spots on email lists such as Bookbub or The Fussy Librarian, depending on your genre.
Some of these companies may give you no advantage over doing it yourself. You might be in exactly the same position as if you put your book on Createspace and KDP and write a description that will take best advantage of Amazon search algorithms.
As a novice author, you might not realise how unmysterious these basics are. So don’t make any decisions without reading this post of mine – before you spend money on self-publishing services…. And try this from author collective Triskele Books: The Triskele Trail.
Wait for the agent… part 2
Basically, if you get a proper publishing offer, you don’t pay for any of the book preparation – that includes editing, formatting, cover etc. Which leads me to my correspondent’s final question about editing. This is one of the things a publisher should do! You only need the likes of me if a) an agent says you need to work with an editor to hone your manuscript or craft or b) if you intend to self-publish!
Do you have any advice to add about assessing offers from publishers or publishing service providers? Or cautionary tales? Please don’t name any names or give identifiable details as it may get legally tricky …
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When I write a report about an author’s novel, it usually runs to at least 25 pages of detailed notes and developmental suggestions, plus annotations on the manuscript. Sometimes I’ve written 60-page reports. Although I make my responses constructive and helpful, and discuss strengths as weaknesses, I know it’s daunting to receive such a screed. I know my writers think ‘crikey, she needed to say all that? Did I get it so wrong?’
And this: ‘I thought the book was perfect. What kind of shambolic half-wit does she think I am?’
Well today, I’d like to let you know how the editor sees your book.
My open letter to the edited
Although it may be hard for you to believe when you see the size of my report, I know your manuscript represents aeons more time than the hours it takes me to glide through with my editorial eye. I never underestimate the care you have put in – because I write novels too.
I know the painstaking research and life experience you’ve used to create the world and the plot.
I know you invented – from nothing – a long, twisty path between beginning and end, with carefully laid crumb trails, reversals and surprises. And that it didn’t all happen in one Eureka moment.
I know you’ve chosen every name after careful deliberation – and possibly many rejects. Ditto for the style, language, themes.
I know this manuscript is the result of many decisions and readjustments, made month after month – and that although you might have beta readers, the only thing you could rely on was your own spider sense. Although I might remark on research, locations, character back story and other material that does not fit, I know that you have reams more, which you were already disciplined enough to excise.
I never forget that the draft you give me doesn’t represent just enthusiasm, but also dedication – to persist when the problems were drowning the pleasure.
So yes, you get reams of comments from me, and they’re usually a shock because you thought you were done. But when I write them, I don’t feel like I’m telling you you’ve done it wrong. I feel I’m pointing out the details you didn’t have time, distance or expertise to see because you were already doing a superhuman job.
And so, when this editor sends you her notes, she also sends her admiration.
Welcome back to writing in 2014. What are you hoping to achieve? I’m ploughing on with Ever Rest and aiming to get another Nail Your Novel book out (2015 update – NYN Plot is alive and kicking). Tell me your goals in the comments!
Thanks for the pic soccerlime
NEWS The print edition of Lifeform Three is now available! If you’re wondering what it’s all about, it’s been amassing some nice reviews, which you can see here, and I’ll also be sharing its Undercover Soundtrack on the Red Blog this week. Hope to see you there.
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There will be changes
Always. Even if you’ve had beta readers. Even if you’re a seasoned pro. Of the 14 or 15 full manuscripts I’ve submitted, there was only one where the editors didn’t want to change anything, beyond tiny niggles. Only one.
There are two kinds of feedback. In traditional publishing, agents – and editors in the initial stages – will tend to give brief, sweeping notes about character arcs, pacing, credibility and relatability. Even though these won’t be as detailed as the work an editor will do, they might keep you busy for a couple of months.
Moreover, an editor who does a detailed critique may have a different vision from those who have looked at it before. (Should you edit to fit another person’s tastes? A million-dollar question, which I’ll come back to.)
Anyway, most of us swallow hard when the detailed report arrives. This is what I do.
Critique report survival tips
Expect a large document that tackles your book in close detail. Sometimes very large – I’ve written 50 pages for a novice author (but there I’m also taking a tutoring role, so my commentary includes discussion of craft).
1 – Read the report without doing anything. Satisfy your curiosity. Don’t make to-do lists or open the manuscript. Just read.
2 – Set it aside. Yell, scream etc. Wait as long as your deadlines allow. This also lets you digest. When you’re even-tempered about it, start work.
3 – Some suggestions will be easy to fix. Some will be harder. Some will be praise and encouragement, though you might not have recognised them. Read through and mark the easy stuff – either highlight on a printout, or colour in the Word document. Tackle these immediately if it makes sense, and feel satisfied that you’re getting this under control.
4 – Now you’re limbered up – and are familiar with your manuscript again – you’re ready for the trickier suggestions. Separate out the ones you don’t agree with.
Often editors make suggestions that skew the book in a way you don’t want. But they may have identified a significant problem. Disregard their solution and delve deeper for the source.
For instance, an editor who saw an early draft of Life Form Three told me it needed another viewpoint character and that one of my story devices was confusing. I didn’t want another viewpoint character, so I made the original one more relatable. The confusing story device was also important to me, so I reworked it. Result? He was happy because the problems were fixed.
Of course, if you have a traditional publisher, an editor might ask for changes to fit their list and readership. Use your judgement, but remember this: if you are named as the author (ie it’s not work for hire) a publisher can’t change anything without your agreement. Dig your heels in if there is something you really disagree with. In a worst-case scenario they might decline to publish, but this rarely happens. (They also can’t make you agree to a cover or title you don’t like, BTW.)
If you’re indie, you of course have complete freedom to decide what to change. But consider whether an unsuitable suggestion is pointing to a problem you should tackle in a different way.
What, another stage of feedback? I’m afraid so. Copy edits are done after main developmental feedback. But they can still throw up enough problems to make you gnaw the desk.
Copy editors notice the tiny details that slipped by when everyone had bigger problems in mind. They also catch the errors that crept in as you went over the manuscript again and again. The murder victim’s hair might have changed colour. The timeline is impossible.
It’s better to be pre-emptive about this. Keep tight control of these details as you edit – especially the timeline. Although you can probably correct physical details such as characters’ ages and hair colour with a few inventive text searches, you can’t fix the timeline so easily and the whole plot might unravel if it’s wrong. (I map out the timeline when I make my beat sheet.)
The beat sheet is one of the tools described in my book Nail Your Novel … more about it here
Thanks for the pic Brainedge
Do you have any tips for tackling critique reports? Did you ever disagree with an editor’s suggestions and what was the outcome? Let’s share in the comments!
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A publisher was interested so we had a meeting. In a creative, convivial afternoon, we brainstormed ideas. I took reams of notes. But in the end I did nothing they suggested. Not one thing.
They were right
At home I made a beat sheet (one of my all-time lifesaving revision tools, explained in Nail Your Novel). It had been a while since I’d read the manuscript. The beat sheet showed that too much of the first half was atmosphere instead of story. My esteemed colleagues were right that it was slow.
They were wrong
But they were disastrously wrong about how to pep it up. ‘Let’s have a character on the run, a threatening political movement in the wider world of the book, another sub-plot to keep characters busier’… All sorts of plot fireworks, all out of kilter and unnecessary. I knew the central character had a compelling major problem and that the action must come from that, not from a carnival of chaos around the edges.
So how did I fix the book?
As always, the best insight came from examining why I wrote the story the way I did – made possible by the beat sheet (left, with fortifying accessories). I included those slow scenes for a good reason – to introduce ideas and threats that would emerge later. I’d made them strange and intriguing, but I now saw they didn’t have enough momentum in themselves. They didn’t immediately generate interesting situations.
I’d known I was in trouble
I had even suspected they were weak, so I’d tried to solve it with false jeopardy. I confess I made the main character worry that nasty things could happen. I now clutch my head in shame – these extended periods of worrying were not jeopardy, they were nothing darn well happening.
I even realised this, and tried to atone by making the main threat bigger. In hindsight it creaked with desperation.
Agent and publisher were nice enough not to say any of this. Perhaps they didn’t notice or mind. Perhaps only I knew how bad it was, because I knew my desperate motivations.
Unpleasant as it was to examine my writerly conscience, the answers helped me decide what to keep, what to add and what to adjust.
Better. Stronger. Faster.
I returned with a leaner, stronger Life Form 3. A really compelling read, said my agent – not noticing it was actually longer. He didn’t give a hoot that I’d ignored his suggestions. He didn’t even remember them. Unfortunately the publisher’s imprint closed that month – so Life Form 3 was out in the cold again. But that’s another story.
Some writers hate it when editors, beta readers et al make suggestions. I don’t – I welcome them as oblique illuminations from the surface to the murky deep. And if you’re new to the writing game, or need to fit an unfamiliar genre, there’s much that a savvy editor can do to guide you.
But you mature as a novelist by understanding your own style and your individual ways – which includes how you handle your material and second-guess your own process. In a talk given at BAFTA, screenwriter, playwright and novelist William Nicholson said it’s the editor/producer’s job to tell you something’s wrong, and the writer’s job to find out what that is.
Before you act on revision notes, reread your manuscript and examine why you wrote what you did. This is how you stay true to your novel – and how you come into your own as a writer.
Thanks for the camel pic Loufi
In my next post I’ll discuss in detail how to add jeopardy to a story. In the meantime, let’s discuss –
Have you had detailed editorial advice on revisions, and how did you approach it? Do you appreciate it when editors chip in with changes they think would improve a book?
You can find my beat sheet in my book Nail Your Novel: Why Writers Abandon books and How You Can Draft, Fix and Finish With Confidence. A second Nail Your Novel is under construction – if you’d like information, sign up for my newsletter.
And – spoon tapping on glass – this week I had an email from CreateSpace telling me that demand for the print edition has been so high that Amazon placed a bulk order so they have enough stocks for Christmas. Who says indies are killing print?
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I had an email the other day from a writer who wanted to hire me to critique his novel, and said he’d already had it proof-read and copy edited at considerable expense. He wasn’t pleased when I pointed out that his money had probably been wasted.
Most professional critiques will raise enough points for a major rewrite, so you need to be prepared for that. Paying to get your manuscript copy-edited and proofed before this is not terribly sensible.
But if you’ve never been through the publishing process before, how do you know when to hire what help?
Here’s a critical path.
1. Write, revise etc. Send to beta-readers. Do you need to have the manuscript proof-read for them? No. Just try to make it as clear of errors as you can. There may be a lot of changes to come. When they give you feedback, revise as necessary.
2. When the book is the best you can make it, hire a professional editor.
3. When you get the report back, allow plenty of time for an in-depth rewrite. You may not need this, of course, but too many first-time writers tell me they’ve allowed just two weeks to whack through points raised in my notes. But what if I said a couple of characters needed to be spliced together, a sub-plot needed to be strengthened, your novel’s middle had a sludgy bit where nothing happened, the relationship between a pair of characters needed more complexity, your dialogue needed more spice? Any one of those points would probably take you more than a few weeks to sort but these are typical problem areas. Even seasoned novelists might find a critique throws up a fundamental problem – and so they know to allow plenty of time for this phase.
Why couldn’t these problems be spotted by beta readers? Obviously it depends who your beta readers are, but they tend not to have the book doctor’s eye. They’ll react like laypeople and fans of the genre. They’re extremely good for highlighting places they’re confused, losing interest, don’t believe what’s happening and characters they like and don’t like. But not for the real diagnosis and surgery.
4 Once you’ve rewritten – and preferably run the new version past some more readers, you’re ready for copy-editing.
What’s copy-editing? It’s checking the niggly details. Does Fenella always have blue eyes? Have you got a consistent style for spellings and hyphenation? Are the facts straight, as far as facts are relevant? Does the timeline work? Do any characters accidentally disappear? Are passages repeated from the inevitable cutting and pasting that went on in all the editing phases? As you can see, there will be a lot more changes from this stage. So sort all these questions out and only then…
5 …. proof-read or hire someone to do this. Proof-reading is for the final text, when you are ready to publish.
Another big mistake authors make is to get their cover designed too early. Yes, it’s so exciting to have a cover; believe me, I know. It means you’re Really Going To Publish It. But your cover must reflect the emotional promise of the book.
With some genres that will be easy because the story elements won’t change, but if your thematic emphasis might, you might not be fit to discuss covers until you’ve done your post-critique rewrite.
Don’t get your cover designed until you’ve made a final decision about the title. The title is part of the visual design, and a designer will position pictures, textures and so on so that they fit with the shape and size of the words. The images might have been chosen to go with the words too. If you change the title, chaos beckons (and probably more expense).
Once you’ve made the decision to self-publish and do it properly, it’s easy to panic about things being rough. But don’t rush to complete too quickly. Use my schedule to make sure you’re not putting the cart before the horse.
Do you have any advice to add? What mistakes do you see writers making when they hire professional help? Have you had to learn the hard way yourself?
You can find tips for researching, outlining and what makes a robust story in my book, Nail Your Novel – Why Writers Abandon Books and How You Can Draft, Fix and Finish With Confidence. Available on Kindle and in print. You also might like my multimedia course with Joanna Penn – more than 4 hours of audio and slides with an 86-page transcription – find it here.
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From last resort to new career – how I self-published and how it’s changed my outlook as a writer: speech for the Society of Young Publishers, Oxford
This week I was invited to give a talk on my self-publishing adventures to the Society of Young Publishers in Oxford. Inevitably they also got a few opinions (at the end) on how I now see my role as a writer
I’ve since had requests to publish it here, so…. here goes.
I wasn’t new to publishing when I self-published. More than two decades ago my first job was in the editorial office of a small publisher where I handled every kind of non-fiction title – books, directories, partworks, magazines, a newspaper – and even, once, a novel. From there I moved to magazine editing. In parallel I developed a career as a writer – I’ve ghosted 11 novels and 8 of them have been bestsellers. I also mentor other writers – originally for a literary consultancy and now freelance.
I’m fully armed with literary agents – two of them, actually. In spite of this, I ended up self-publishing. Here’s the story.
I self-publish a writing book
Nail Your Novel: Why Writers Abandon Books And How You Can Draft, Fix and Finish With Confidence was the book I published first. I wrote it as a natural extension of the writing blog I’d just started. It’s my writing process distilled into 10 steps – how to take an idea, flesh it out, draft it and revise it thoroughly. It’s 40,000 words, which proved too dinky for the market. But that was deliberate. I knew from the online community that writers wanted a book that wouldn’t snaffle their precious writing time but told them only what they needed.
No one would publish it, so I thought it had better not sit around. I set it up on Lulu – the most straightforward print platform at the time – and told my blog and Twitter followers. I also gave away free PDFs. This was three years ago, so the giveaway packed a punch. NYN got good reviews, sold about 20 print copies a month and became quite widely known – at any rate, strangers would email me telling me how useful it was.
So NYN ticked over on Lulu as a nice accessory to my blog, but I still wanted a deal for my fiction. It wasn’t respectable to self-publish fiction – especially if you’d secured an agent.
Most people self-pub with ebooks first, especially now. I didn’t. Three years ago when I brought out NYN I’d never seen an ebook. I had a house full of print. I’d worked with print and I wasn’t convinced that making an ebook was worth the fuss.
No doubt this reasoning has been repeated in publishers up and down the land.
I was even getting requests for a Kindle NYN but it took a catastrophe to boot me over. One day Lulu deleted a bunch of Amazon listings and then bickered with Amazon – and its authors – about whose fault this was. My book, which was generating a buzz, vanished from sale for several weeks – and so did my reviews. The links from bloggers who’d written about it went to dead ends.
Clearly I had to find out about sales avenues, instead of just being a writer. I read my most trusted bloggers, filled a few information gaps, formatted NYN and wrote a how-I-did-it post for my readers.
Woot, I’d launched an ebook. I say launch, but that ‘how-to’ post, a Facebook event and a few tweets was the only launch I did.
Again, I was thinking with my writer head. I had no idea how books should be introduced to the market. When I worked for the small publisher, the marketing manager handled it. When ghostwriting, I was never the focus – the celebrity authors had an army organising bus stop posters and appearances on Breakfast TV.
But, probably only by the grace of bloggers, my tiny launch sold five times as many copies in one month as I’d sold in print. There must have been quite a few people waiting for a Kindle NYN because it spent a long time in the Kindle top 10 for books on writing and it’s still in the top 50.
I revamped the print edition and put it on Amazon’s CreateSpace (because I’d got fed up of middlemen). NYN immediately got offered on a 4 for the price of 3 deal and is always on a bundle deal of some sort. Now it’s catching up with e-sales.
Does blogging and social media sell books? Yes, but I did it by accident
So, I had a book out but my goodness I needed to learn more about promotion. Off to my bloggers again. It turned out my blog got top marks for being a good platform –
- I stuck to a subject I could blog about until the end of the world
- I could demonstrate with my background that I knew what I was talking about
- my posts were useful and accessible
- I was happy to answer commenters and develop posts into a conversation.
All of this I did entirely by accident. The tight focus on writing came from my background in magazines – where you give readers useful advice and don’t dilute your value with off-topic material. The rest happened because I was having fun.
I was relieved to find I didn’t have to do a hard sell – because I’d seen some pretty grotesque campaigns around Twitter and Facebook.
As with blogging, social media marketing seems to work by a gentlemanly process of relationships – people get to know you, enjoy your company in an interview or a blog post. It’s the way books have always sold on in traditional publishing – by generating curiosity so that one day the reader stops and picks up the book. It is, to quote one of my guru bloggers Joanna Penn, hand-selling on a global scale.
By mid-2011, NYN was doing well. My agent had given up trying to sell my own novel. The typical feedback was: ‘we really enjoyed it but it’s too unconventional’.
Meanwhile, in traditional publishing, a number of novelists were daring the unthinkable – they were going indie. They were writing articles explaining why, many describing exactly my predicament – too unusual for the market.
I decided it was time to publish My Memories of a Future Life. I put it through a rigorous round of edits and got an editor friend to scourge it as well, and it was ready to go.
The promotion problem
Publishing my novel was very liberating, but how would I launch it? People who wanted writing advice wouldn’t necessarily like my fiction. I couldn’t change my blog into a hybrid of writing advice and marketing for my novel – that would annoy the readership I’d built up.
That took care of its online home, but where should I promote it? So far I’d learned how to sell a book that was helpful to people – which was easy and unembarrassing. But a novel isn’t helpful and nobody needs it. All I could do was try to drum up curiosity. But where?
All the advice I’d found was about marketing genre fiction – where you create a buzz on forums, Goodreads groups and books blogs. But my novel is contemporary fiction with literary sensibilities. Its tag line is ‘what if your life was somebody’s past’, so it seems to be a reincarnation story, but is no more about reincarnation than We Need To Talk About Kevin is about a crime. Publishers said it was too much like a thriller for literary readers and too psychological and poetic for thriller readers. And the narrator isn’t regressing to a past life, but looking to an incarnation in the future – so that might add a label of speculative fiction – or not, depending on your take on the story.
I began to see why publishers passed in favour of something easier.
(You might be wondering if such a duck-billed platypus of a novel would ever work, but it’s got a respectable clutch of high-starred reviews, none of them paid for and none of them calling in favours.)
Some writers hire publicists but that wasn’t an option for me:
- I wouldn’t know how to assess whether a publicist was any good
- I didn’t know anyone else who’d marketed an equivalent book so couldn’t use them as a template or find suitable publicists through them
- I didn’t have any budget anyway.
I weighed up my novel’s biggest asset – a thought-provoking distinctive idea – split the book into four parts and released it as a Kindle serial over four weeks. Then I followed with the complete novel on Kindle and in print.
I called each instalment an ‘episode’ to echo the freshness of serials like Lost and also to suggest how to approach it – as a modern, multi-level thought-provoking story.
This meant I was handling an exhausting 4 launches instead of one – but it created an event, and people around Twitter, blogs and Facebook helped to build the anticipation – and even wrote reviews for the individual episodes.
My lovely readers
Here I found I’d underestimated my lovely followers – they were curious to see, at long last, the kind of novel I’d written. Also, subscriptions to my blog doubled – suggesting I’d passed some kind of test. Perhaps I’d proved, after all this talk, that I also walked the walk.
I was careful never to abuse this generosity. I wrote posts about the novel on my main blog only if they were useful to writers. For instance, I discovered that splitting the novel in four was an excellent way to test the story structure. I also wrote about how to produce a print edition and another post about how to write back cover copy – with examples of my laughably rotten versions.
Another accident – the novel’s blog gets a new life
Once the releases were out, I was going to leave the novel’s blog as a static site. Then I wrote a post called The Undercover Soundtrack – about how I used music as inspiration to create characters and crucial story developments. It fitted nicely as the novel is about a musician.
I suddenly thought I’d like other authors to tackle this, rather like Desert Island Discs, so I turned it into a series. It’s building a following from readers who like the concept and it also allows me to showcase other authors – karmic payback for all the advice and support they’ve given me.
I now get emails from publishers and publicists asking if their authors can take part – which is nice for a site that started as a way to launch a self-published novel (and by the way, you’re welcome to email me too). The boundaries are blurring.
My changed outlook
So I became a self-publisher by necessity. It wasn’t initially as a positive choice, just the only way to get my work to an audience who were increasingly curious about it. But my experiences and the recent shifts in the industry have changed the way I think about my role as a writer.
In my conventional publishing experiences, the author is a cog and a lot of decisions are left to others: blurbs, covers, style questions – sometimes even editorial direction. The book becomes the ‘property’ of the publishing team. Now, though, I’m used to being in charge.
The genie’s out of the bottle. Authors are learning what’s possible and that they can have far more control. And that’s before we even think about royalties, especially with ebooks.
But before you worry this will become a strident call to arms, let me say this – the ‘empowerment’ of writers works both ways. Level-headed, professional authors are also learning what we want help with.
To take me as an example: I’m writing NYN 2 and I’ll self-publish because I have the resources to do a good job and to find readers. (Indeed I’ve had 5 small-press offers to republish book 1, but I didn’t need editorial services and they didn’t have a wider reach into relevant markets.) So I can write, produce and sell books on writing.
But that’s non-fiction.
With my fiction, I can take editorial charge, I can find a compatible developmental editor – but I’d be just as happy to build a relationship with an editor in a publishing house. Also, I need help to find an audience. My novel does pick up new fans, but I have to work non-stop to get it to new readers and I’m doing it very inefficiently because I’m guessing. And I certainly can’t get the notice of influential reviewers.
Writers will weigh up these options, and savvy publishers could too. Some writers can lead the process and produce top-notch books. Others will gladly leave many jobs to the publisher. For every writer that equation will be different. Probably for every book it will be different.
To take an example – my husband, Dave Morris, recently had a critically acclaimed hit with an interactive app of Frankenstein. He’s a game designer as well as a writer and could have programmed the app himself and put it in the app store, but he preferred to partner with a publisher. He found a home for it with Profile Books – which gave Frankenstein a prestigious launch.
Message 2 for publishers – don’t throw away your competitive advantage
One of the problems is that marketing strategies are steering editorial decisions. I know Big Six editors who don’t read submissions from unknowns and instead trawl the indie bestsellers on Amazon. My own agent tells me he’s had plenty of phenomenal novels from first-time writers that reached the editorial board and were rejected because they didn’t fit with what sells.
Obviously there’s no simple answer, but this pressure is squeezing out the original, unusual books written by people who dared to be different, the game-changing novels that will be the classics of the future.
This is bad for our art form. It’s bad for everyone who likes a good read. It’s ghettoising our next generation of original writers, who 10 years ago would have had a chance to build a career.
It’s especially worrying when you consider that a lot of self-publishing bestsellers are not the most original work but derived from what’s already successful. So if publishers copy the copies, where does everyone end up?
Publishers need to take a longer-term view. They need to have confidence in innovation.
Innovation is where the big hits arise. Harry Potter and Twilight weren’t like anything that was already successful. The competitive advantage of publishers is their experienced editors who can take a nurturing view.
There can’t be a publisher – or indeed an agent – who doesn’t have a stack of outstanding manuscripts they couldn’t get commercial backing for. I’ve suggested before that agents should help them self-publish under a special imprint, but it’s not what they’re geared up for. But publishers are.
Publishers should start ‘Discovery’ imprints on print-on-demand and ebook, perhaps produced as a flexible partnership with the author but released under the publisher’s banner. They should showcase a handful of titles every few months that they passionately believe in. The major reviewers would take notice, because the titles would come with the seal of approval of an editorial department. Those authors are going to self-publish anyway, so why not get involved?
This partnership approach is where the real publishing industry of the future will be formed.
The session ended with Q&A … so who wants to start…?
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