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Tips for Would-Be Writers (and Speakers)

by Jane Bluestein, Ph.D.

This article is included in The Book of Article Reprints. The following ideas are based on my own experiences and conversations with other authors. There are numerous books and articles on getting published. Talk to other writers, or a trusted bookseller or librarian. Do your homework. Check my Web site for links and updates. Also, most publishers have guidelines on their Web sites that can be of great help.

• Find a publisher who has a track record with the market for whom you want to write. (If you don’t know who your market is, you’re probably not ready to write yet.)

• Check out books that look like the kind you hope to write or how you’d like your book to look when it’s done. Consider the readability, white space, layout, cover design, illustrations, even the typeface or font they use.

• When proposing your book, make your intent clear (why you’re writing it), and describe your market and your own background (whatever credibility you have behind what you’ve written or plan to write, including your own experience, observations, and research). Be specific. Check out Lisa Collier Cool’s How to Write Irresistible Query Letters for more information. If you have a table of contents, or have identified specific topics, include these as well.

• Whether or not you need an agent will depend on the publisher and the book you’re writing. For publishers who do not accept unsolicited manuscripts an agent may be the best way to get in the door. Check out the latest edition of Writer’s Digest for information on what individual publishers require. Many publishers now have submission requirements listed on their Web sites.

• You do not have to submit a finished manuscript, although some sample of your writing beyond your query letter can be useful, perhaps a few chapters, if you have them written. I was advised to place a copyright sign (© 2006, Jane Bluestein, Ph.D.) on each page I submitted.

• People often ask me about having their manuscript or idea stolen. I can’t speak to this as even the most indifferent or incompetent publishers with whom I’ve worked were, as far as I could tell, pretty ethical. I do know people who have filed copies of their work with an attorney, for example, or even mailed copies of their work to themselves in a sealed box or envelope. I don’t know if that would stand up in court, so check.

• Ask for an escalating royalty, if possible. I’ve had some publishers who simply wouldn’t go above ten percent and others who started at fifteen percent and went to twenty as certain quantities were sold. I once agreed to a royalty that started at six percent but I encourage authors to pursue publishers who offer at least ten to fifteen.

• I advise against doing a “work for hire,” one in which you get paid a flat rate for a particular piece, after which they own the piece and all rights to it. (Accepting a fee for a single chapter or a foreword you’re contributing to someone else’s book is a different story and much more appropriate.) One of my first contracts offered $10,000 for the discipline book. It was a lot of money at the time, and badly needed, but I turned it down. They eventually came back with a royalty arrangement that didn’t exactly knock my socks off, but it ended up being far better in the long run than a work for hire would have ever been.

• Not all publishers offer an advance—money up front before the book is published. I’ve had a few small advances, which helped when I was working on something for a particularly long time, or one that required a great deal of research or some out-of-pocket expenses. Just remember, this is generally income that will eventually be held against royalties once the book goes on sale so if you get a chunk of money at the start, you’ll have to wait until they’ve sold enough books to cover that amount in royalties.

• If you plan to resell the books either through workshops you give, a Web site, or a catalogue, ask for a larger discount on books you purchase for resale. This helps your publisher, and many are willing to offer larger discounts on larger quantities or at the time they reprint your book.

• Your visibility and your own efforts at promoting your work are two of the most important ingredients in getting your books to your market, and increasing your sales. Consider your willingness to advertise your books in your workshops or professional organizations or publications, for example; to be interviewed by the newspapers, radio or TV, or appear in Web chats; or to set up a Web site or at least a blog to let people know who you are and what you have to offer. A lot of authors I’ve met have been very shy and uncomfortable about letting the world know about their work. (Of course, I’ve also known writers who turned into slick—and kind of creepy—salespeople once their books were out, turning every workshop or conversation into an infomercial.)

• If you are also hoping to build a career or side business as a speaker, look for any opportunity you can get to speak on your book topic, or a related subject. Professional conferences are always a great place to start, though most educational conferences expect you to pay your own transportation, lodging and meal expenses, and in many cases, the conference registration as well. Your local schools, PTAs, libraries and bookstores may also be open to hosting a presentation or booksigning.

• Be prepared to create or contract out to have flyers made with ordering information (either directly to your publisher, the chains in which your book is available, online resources like Amazon, contract distributors, or to yourself, should you decide to take on the tasks of order fulfillment, including storing, invoicing and shipping your books out. Regardless of which route you take, you’ll be well served by checking out John Kremer’s 1001 Ways to Market Your Books (or signup for his newsletter) or any of Dan Poynter’s books.

What’s a Purchase Order: Confessions of an Accidental CEO (a free article about how I started my business as an independent speaker and writer)

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