Getting Started In Indie Pubbing — Part Two – The First Few Choices

By Steven Womack

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So you’ve decided to take the leap. You’re sick of agents taking six months-to-never to get back to you. The rare legitimate publisher who is willing to read unagented submissions is so inundated with manuscripts that by the time they get around to reading your book, you’ll be deep into your dotage and will have long forgotten you wrote it.

So you’re going to self publish.

Oh, wait… If you read the first installment in this series of columns I’m calling This Crazy Writing Life, you’ll know I despise the term self-publishing. If you need a memory refresher, go back through the Killer Nashville Magazine archives and find that first column.

Then do a reset. You’re not self-publishing.

You’re independently publishing.

And the first step in independently publishing your book is to make a series of choices. The first and in many ways most important choice is what are you going to publish. You’re not only a writer, but you’re a book lover as well. So having a physical book that you can fondle and sniff and gaze at on a shelf is the most important thing to you.

Okay, that leads to some choices. What form will your book take? Every writer fantasizes seeing their book as a hardcover, a classy old-school hardcover with a dust cover and maybe even an embossed cover with gold foil. That speaks real class.

But it also speaks big bucks. Times are hard, and readers are reluctant to shell out north of thirty bucks for a hardcover, especially a hardcover by an author they may not have even heard of. Yo’ momma and Crazy Aunt Agnes may love you that much, but that ain’t exactly a target-rich environment.

So you punt and decide to go with a paperback. But that forces a series of choices. Do you want a mass market paperback to minimize costs and make it possible for your book to fit on those wire racks in stores of the grocery and drug kind? You can go that way if you want, but historically speaking, the days when mass market paperbacks ruled the retail book space were over about two decades ago. And the chances of an indie pubbed book getting picked up by a major distributor and winding up in a Kroger, Walmart or Costco are about as good as winning the Powerball.

Okay, you reason, let’s go with the trade paperback. But again, that incites a series of choices. What trim size do want for your trade paperback? What kind of paper do you want? In the early days of indie-pubbed books, your only option was the white paper that was similar to what came out of a Xerox machine. This kind of paper, combined with the early binding and production quality of a print-on-demand book screamed self-published. So you want to go with something a little classier than that. But you also want to hit that sweet spot between size and production costs, the number of pages and your word count. You also have to consider the genre. Science fiction fans and romance readers have different expectations. You might have to go to a bunch of bookstores with a measuring tape and start researching this.

Then you go on from there. Let’s consider eBooks. I realize that this may be opening up a real can o’ worms for some folks. Some people hate eBooks. I know people whose intelligence I admire and respect that absolutely cannot abide eBooks.

But let me interject a little bit of reality here.

The idea of a digital or electronic presentation of a book actually dates back to the 1930s. But it was in 2007, when Amazon launched the Kindle eBook reader, that eBooks came into their own.

And let me state this as bluntly as I can. The invention and launch of the Kindle was the most significant, game-changing, revolutionary event to hit book publishing since that fellow Gutenberg invented the first usable system of moveable type almost 500 years ago. This is not an overstatement. The eBook has made modern independent publishing both profitable and possible. It has created a whole new industry. It has enabled thousands (and on its way to being millions) of authors to bring their work to the public. And like throwing a rock into a still pond, the ripple effect keeps widening every day. There are multiple distribution channels for eBooks, up to and including you can now borrow eBooks from libraries just like physical books. And there are more being invented and created every day.

Millions of readers now gobble up eBooks by the gigabyte. For certain genres—especially popular ones like romances, mysteries, thrillers—eBooks are rapidly becoming one of the chief ways readers read.

So here’s the bottom line: if you’re going to independently publish your own work, then you’ll bypass eBooks at your own peril. There are extremely successful independently published authors out there who only publish eBook versions of their work, either that or they publish print versions solely as vanity or corollary editions.

Because eBooks are so much cheaper to produce and distribute than print books, you can price them lower and make more money (sometimes much more money) than you can with print. EBooks are also much easier and faster to produce. Next month, I’ll introduce you to an app that will have you formatting your first eBook in a matter of hours.

So that’s where we’ll go next month. We’ll explore how you format and produce eBooks and how you decide where and how to distribute eBooks. It’s a whole new world out there.

Jump in and hold on.

Getting Started In Indie Pubbing (or Good God, what have I gotten myself into?)

By Steven Womack

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Maybe you’ve written your first novel (or second or tenth, whatever) and you’ve taken three years to query every agent on the planet and haven’t gotten even a nibble.

Or maybe you’ve been in this business a couple of decades and published two dozen novels, all of them with modest midlist advances and now out-of-print and not making you a penny. And you’re getting older, and all those years writing novels were years you weren’t piling money into a 401(k) or a company pension, and now you’re scared as hell you’re going to be eating cat food in your dotage.

Or maybe you’ve had some success, made some pretty good money from time to time, but you feel like you’ve been thoroughly abused and taken advantage of by publishers (don’t laugh; it happens). And you’re tired of arguing with editors and having covers you hate shoved down your throat, not to mention the complete lack of marketing, promotion and support (unless you’re a best-seller, in which case you don’t need it).

 So you listen to a few podcasts and read a few blogs and there all these stories of writers taking control of their careers, writing what they want, with covers they love, and succeeding beyond their wildest dreams. You’ve heard of this guy Mark Dawson, who sells a huge, sprawling extensive bunch of courses under his “Self Publishing Formula” brand. And you’ve heard about that fellow in northern Wisconsin who blogged that he made a hundred grand in three weeks selling his self-pubbed titles on Kindle.

And you hit the “Yeah, I’ll take your cookies” button on a few websites you visited and now your Inbox is flooded with emails every day offering to sell you courses on how to be a successful self-publisher or even offering to do it all for you—for a price.

It’s too much. Overload, fuses blown…

Time to take a deep breath and relax.

Like everything in life that’s overwhelming (and the older you get, the more of life that encompasses), sometimes it works to stop staring slack-jawed at the big picture and just break off a little chunk of it and see if you can handle that.

So if you’re trying to build a career as a writer, what’s the best chunk to start with?

The first step goes without saying: you’ve got to write a good book. I won’t spend much time discussing that, but remember—without a story that works, characters that are compelling, writing that leaves you wanting to turn to the next page even if it’s past your bedtime, everything else in the process is for naught.

So given that you’ve done everything you can to meet that first requirement, what next?

You also have to realized that writing, editing, marketing, book design, cover design—all the components of the process—are completely separate skill sets. Just because you’ve written a book doesn’t mean you can edit it or design a good cover for it. Indie pubbing your own work means, first of all, making a series of choices as to which skill sets you’re willing to learn and which ones your going to pay someone else to do.

So one consideration becomes: how much money do I have to put into this?

If money’s not an issue (is that even possible???), then you can write your book and pay somebody else to complete the process. There are perfectly legitimate companies out there who will do a good job for you (BookBaby being one of the more prominent), but plenty of others who are just blatant rip-offs. Do your due diligence.

Say, though, you don’t have unlimited resources and your biggest asset is the sweat equity you’re willing to put into this. Each person’s professional and life experience is different. For instance, I spent a decade working in publishing art departments, mainly as a typesetter and running an in-house art department. I’ve either actually typeset or supervised the typesetting of hundreds of books, so I’m pretty comfortable with interior book design and formatting.

Would I touch a book cover, though? Not a chance. I wouldn’t know good graphic design if it ran up behind me and bit me on the keister. A good cover designer is worth every penny you pay them, and more.

Editing? In my life, I’ve written literally millions of words. Do I trust myself to edit them? Hell, no. In the last Music City Murders novel I published, my biggest single expense was paying an editor to make sure the manuscript was in the best shape possible. I’m even glad someone’s going to be looking over this column before you see it.

That’s enough for now. I hope this has given you something to think about as you ponder your own indie pubbing journey. Next month, we’ll do a deeper dive into the steps of this process. Stay tuned…

Zenith Man

By McCracken Poston Jr.

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Maya Angelou once said, “There is no greater agony than bearing an untold story inside you.” Since the 1999 acquittal of my client Alvin Ridley, an eccentric TV repairman accused of holding his wife captive in a basement for almost three decades before killing her, I knew I had to tell his story.

But there was one element missing—a satisfying ending.

I could easily explain, as I did to the jury, that Virginia Ridley was never held captive by Alvin. I could even show that she was not even murdered. What I could not explain was Alvin, the most difficult and demanding client I ever had as a small-town defense attorney. Why was he so hard to deal with? Before the trial, his entire social circle had consisted of his wife and one close friend, a character who was even odder than Alvin himself. Known as “Salesman Sam,” this pal rode around on his bicycle, pestering people to buy the promotional items he sold from catalogs he carried in his bike basket. He also (annoyingly, to me) often gave Alvin his so-called “expert legal advice,” which often countered and interfered with the legal advice I was giving my client.

After Alvin was acquitted, I continued to help him navigate the world that seemed to thwart him at every turn. We continued to have lunch together every week. Our friendship became important to both of us. But I still couldn’t figure the guy out. Forensic Files, A&E’s American Justice, the front page of the Washington Post, People magazine, NPR’s Snap Judgment, and FujiTV (Japan) all produced the basic outline of Alvin’s story, but none could explain the main character. The quirky TV repairman seemed beyond explanation.

A screenwriter friend wrote our story, and it was acquired by New Line Cinema under my suggested title of “The Zenith Man.” But after five years, it was clear that it was going nowhere. I tried finding co-writers to help write the book of my story, but one by one, each promising effort fell flat. I began to write down episodes from the case, just to preserve the story. I also sharpened the telling of the story in spoken-word, which I usually delivered to small social gatherings where drinking was involved. My friends could tell I was obsessed with it.

Then one day, someone pointed out a book being sold online with the same title that I had shared with New Line Cinema—Zenith Man — about a failed TV repairman accused of locking up his wife for decades. On brief inspection, I could see that it was our story! It changed all our names and location in this short story. What angered me was that it was being touted as original fiction. After my protests, the author of that book later changed her description of it to “inspired by true events.” But I was hurt, feeling like something very personal had been taken away from me. Frustrated at myself, mostly. We were “fair game” —I had been giving the story away!

Around this time, I was working on telling the story again with a podcaster at my undergraduate alma mater, the University of Tennessee at Chattanooga. A juror from our trial, who had moved to Alaska to work as a nurse, mentioned to the podcaster that she thought Alvin might be autistic. A lightbulb turned on in my mind. Within weeks, an expert on adult autism evaluated Alvin in Atlanta. The testing showed that he was very much in the autism spectrum.

The diagnosis gave me a new appreciation for the problems that Alvin had struggled with all his life and that had culminated in his murder trial. It also gave me what I had sought for Decades—an ending to my story. I could at last explain Alvin. That others like him could have similar experiences with the justice system in the future spurred me to action.

I met Bonnie Hearn Hill, an accomplished writer and editor, who read my scribblings and convinced me I could write Alvin’s story. She helped me develop a proposal and shared it with her curated short list of agents. That’s how I met Linda Konner, who agreed to represent me as a client. She sent the proposal to Michaela Hamilton, editor-in-chief of Citadel Press at Kensington Publishing Corp., who signed it up. I cannot stress enough the influence of these three women. If I have any success, it will be because of them.

My book contract called for a manuscript of 90,000 words. The problem was, the first draft weighed in at 177,000 words. Bonnie told me firmly but graciously what was working, what wasn’t working, and what should be cut. It was agonizing. We ended up with a lean and clean book of 98,000 words.

My excitement went through the roof when my book went online for presale on several bookseller sites in late May 2023. There it stood online alongside the “other” short story, which was now being given away for free. Soon they were both joined by yet another book, priced at $4.99, entitled “SUMMARY of Zenith Man by McCracken Poston Jr.” There, in 47 pages of A.I. drivel, a lawyer by the name of Rebecca Mitchell saved her client in a generic courtroom depiction of a trial. I was a woman! I went into action, and by the time I got through, the fake book was gone from all the major sites. Later I was told the project came out of Nigeria, in what seemed to be a scam designed to delude some confused or budget-minded purchasers.

Deciding that selling copies of my book was the best revenge, I signed up for Killer Nashville and had some promotional material printed up. I gave it to (or forced it on) everyone I met at the conference. The next day, I was thrilled to see a bump in Zenith Man’s Amazon Sales Rank. I learned that the ASR could fluctuate wildly, even in response to just a few sales, but it served to motivate me. It provided just enough dopamine to keep me going. I continued to drive the presale campaign at every opportunity.

At this writing, the publication date is a few weeks away.

As I continue my ground-level campaign, asking everyone I meet to support my book, I found an unusual sales aid from an unexpected source. Back in 1998, while I was defending Alvin’s case, I tried to get Salesman Sam on my side by buying some of his useless promotional items — cheap personalized pens inscribed with “McCracken Poston, Lawyer.” A gross of them soon arrived, and I quickly realized they were dried up and useless on arrival. Don’t ask me why I saved them. But it turns out, they now serve a purpose.

When I started talking to people about Zenith Man, I offered to give one of these twenty-five-year-old useless dried-up promotional pens to anyone who sent me or showed me their preorder receipt. To my amazement, people love them. After twenty-five years, the pens are finally of good use to me. You never know what can come in handy when you’re promoting your book.

And speaking of promoting, by the time this article is published, Zenith Man: Death, Love, and Redemption in a Georgia Courtroom will be a published book. And the campaign goes on!

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McCracken grew up just across a creek and the state line from Killer Nashville founder Clay Stafford. They frequented the same country store in his hometown of Graysville, Georgia. Poston is a criminal defense lawyer in Georgia and Tennessee. His book, "Zenith Man: Death, Love, and Redemption in a Georgia Courtroom" (Citadel, Hardcover, February 20, 2024), is about one of my cases. His client, failed TV repairman Alvin Ridley, was accused of some terrible things, including murder. We all had him wrong.