Creating Your Personal and Business Road Map to Success as an Author!

By Pamela Ebel

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One of the most daunting tasks I faced starting my fifth career, with the intention of becoming a published fiction author, was two-fold:

First, I had to decide on my long term goals. 

Six years later I laugh every time I look at the list -  a) finish my novel and find a traditional publisher and b) arrange book tours while writing book two.

Everyone who has been writing and publishing for any amount of time recognizes the problem immediately – a complete lack of understanding that to be a successful fiction writer it is not enough to create a physical space to write in and carve out the time to use that space to write something publishable.

Like most fiction writers, I had written stories for many years. When I decided to turn to writing as my fifth career, I failed to do a deep dive into the skills and tools needed to create a road map for success. 

Writer groups that I joined spent little time on craft specific discussions and practically no time on the one issue every professional needs to understand. I felt the need to help correct the omission.

I developed an approach to the writing journey that informs my work. I hope this series of articles will be helpful to those who are starting to or currently are making decisions about career goals that will lead to success. 

My journey started at the beginning of the Pandemic. During lockdown I examined writing processes by tuning in to a number of ZOOM presentations offered by writers with different years of experience, writing in different genres, and offering widely divergent suggestions and opinions about what ‘you must do to be successful.’

Watching videos and reading online articles, I realized there was little advice about what we should do before starting a writing career. What was missing from many of those presentations was ‘the notorious backstory.’ ‘Why’ and ‘How’ the presenters got started was glossed over, if covered at all. This led to my second task:

As I worked on understanding the ins and outs of the publishing world it hit me that missing was a clear statement that writing and publishing is a Business! 

Working to learn and hone’s one craft is a part of the Business. Finding groups, conferences, and other resources to assist us in honing the craft is a part of the Business. Learning how traditional publisher operations differ from smaller publishing houses, how those both differ from hybrid publishers, and how being Indie or self-published differs from all the rest is a part of the Business.  

Determining if and what type of legal entities we might need to create is a part of the Business. Understanding contractual obligations and how to relate to agents, editors and other professionals in the publishing world is a part of the Business. Understanding what type of costs and expenses will be incurred is a part of the Business.  We can’t make goal decisions without this information.

Before creating the perfect model, we need to understand that all businesses have one thing in common: a concrete list of the goals to be achieved and the planning skills to make those goals happen.

Those skills involve: a) avoiding ‘The One Right Answer’ when outlining career goals; b) creating a structure to keep on track to achieve those goals; c) developing ‘situational awareness’ to respond to the impact that time and events, both professional and personal, will have on the original career goals and d) being able to answer five questions to understand the business of writing and how to respond to each. 

In this article we consider the first skill: Avoiding  “The One Right Answer” 

Most of our educational experiences teach us to look for the “one right answer.”  It is a “teach to the test” approach that unfortunately does not account for the fact that life is ambiguous and frequently awash with many “right answers” and often “no right answers”. 

So, it is with goal setting. Assuming that the first goal or list of goals is the “one right answer” is a mistake. Most of our personal and professional journeys are not linear. Thinking that the first career goals are set in stone and if not met, or not met exactly as planned, leads us to believe we have failed. 

Learning to recalibrate based on changes in our personal and professional lives will prevent a sense of failure based on “the one right answer.” We will be able to remove stumbling blocks in the original path or create new paths to continue our journeys.  

Taking time to assess the current demands on our personal lives allows us to understand that any goals that create a change in the status quo will have a direct impact on our family and friends.                                       

Ask three questions: What do I want on my tombstone? What do I want to leave to those I love, to those whom I respect and to the world I will leave behind? How will I explain this new career to my family, friends, and acquaintances ?

The answers to these questions will define our personal goals and start us on our journey.  Next, consider the impact the move to professional writer will have on our current monetary and employment obligations. This step is where many writers fail because they have yet to understand that writing is a BUSNESS!

Calculating what is needed to keep up the current standard of living, while adding the expenses required to function professionally allows us to create a budget that responds to these changes.

It may well be that the current standard of living, the time spent with family and friends and on personal activities will all have to be adjusted to accommodate new demands on income and time. 

Learning how to make those adjustments and explain them to those directly impacted is crucial to successful career changes. Securing approval for life altering actions requires us to show that the decisions are based on improving the quality of life for all. Finding ways to garner acceptance and support of the decisions will be explained in the second article -  Creating a Structure to Gain Acceptance of New Goals and learning when to recalibrate those goals based on Changing Circumstances.

Overcoming Blinking Cursor Syndrome

By Lois Winston

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I’ve heard some people state that there’s no such thing as writer’s block, that it’s all in your head, and you just need to snap out of it. Place your butt in your chair, your fingers on the keyboard, and just start typing!

I beg to differ. If something is keeping the words from flowing, it doesn’t matter if that something is physical, emotional, or mental. It exists. Anyone who claims otherwise has either been lucky enough not to experience writer’s block yet or is lying—to herself and/or to others. When life happens, it often impedes the muse, and every author at some point will find herself staring at a blinking cursor.

However, there are ways to overcome Blinking Cursor Syndrome, and they don’t involve purchasing additional software or downloading another social media app. My writing mantra has always been “Truth is Stranger than Fiction.” Many plots and characters in my books have been influenced by what’s going on in the world and how those events impact ordinary people.

The next time you find yourself suffering from Blinking Cursor Syndrome, try one or more of these tips:

Watch and read the news.

Too many people I know don’t regularly read, watch, or listen to the news. Big mistake, especially for writers. On any given night, a half-hour of world or local news will provide massive fodder for plots and characters.

From the time I began writing thirty years ago, I’ve kept a binder of interesting articles I’ve come across, clipping them from newspapers and news magazines or downloading them from the internet. Whenever I’m stuck for an idea, I pull out that binder and read through some of the articles in search of a nugget of inspiration. Even though I write mysteries, not all these articles are about criminal activity. My binder includes human interest stories, editorials, letters to Dear Abby, and even ads for odd mail-order products. Something will inevitably get my creative juices flowing.

Employ the fine art of eavesdropping.

I’m also a diehard eavesdropper. Instead of burying my nose in my phone, whether I’m standing on a supermarket line, in the theater awaiting the start of a movie, in a doctor’s waiting room, or even in a stall in the ladies’ room, I’m listen to conversations going on around me, especially phone conversations, which amazingly, are often on speaker in very public places. If I hear anything interesting (and I usually do), I’ll jot down some notes when I get into my car.

Be observant.

Stick your phone in your pocket and focus on the people you encounter as you go about your day. What are they doing? How do they react to and interact with others? Are they unique in the way they dress or look? Do they have any quirks? You won’t always come across someone worth remembering, but often, you will. Again, make notes for future reference.

In A Stitch to Die For, the fifth book in my Anastasia Pollack Crafting Mystery Series, a murder occurs in the home across the street from Anastasia. Over the course of the series, the house is demolished and a McMansion built in its place. When I was mulling over ideas for the plot of Seams Like the Perfect Crime, the recently released fourteenth book in the series, I knew it was time for new neighbors to move into the McMansion. But who should they be?

I’ve had some very strange neighbors throughout my life, but the strangest were a couple who lived across the street from us twenty-five years ago. However, even though truth is often stranger than fiction, and my humorous cozy mystery series is populated with quite a few quirky characters, including my sleuth’s communist mother-in-law and a Shakespeare-quoting parrot, I wondered if readers would buy into a fictional version of my former neighbors. 

Barefoot and shirtless, the husband would spend hours mowing his dirt-packed, weed-infested front lawn. Except for rain or snow, every day throughout the year, he’d run the mower back and forth across the same postage stamp-sized patch until the mower ran out of gas. He’d then sit on the top step of his porch and guzzle beer until he either passed out or fell asleep, lying on his back with his massive beer belly protruding skyward.

His wife was odd in her own way. One day, I witnessed a sidewalk brawl between her and a woman she accused of having an affair with her weed-mowing, beer-guzzling husband.

To get a feel for how readers would react to characters based on this couple, I told my newsletter subscribers about them and asked if I should use them as inspiration for characters in my next book. The overwhelming consensus of those who responded was to go for it. I did, and I’m thrilled to report that so far, reviews are quite positive.

Along with the above three tips I’ve used to help me deal with Blinking Cursor Syndrome, here are a few others I find helpful:

Join a critique group or find a critique partner.

It always helps to have another writer or writers with whom to brainstorm and bounce around ideas. Let’s face it, sometimes we’re just too invested in our work to be objective. A good critique partner will bring a fresh set of eyes to your work and help you find a way out of that corner you’ve written yourself into.

Clear your overactive imagination. 

Sometimes our brains are so full of fragments of ideas that we find it difficult to narrow down the possibilities. If we choose A, will we regret not choosing B? What about C? Or D? When that happens, our imagination can work against us, paralyzing us with the fear of making the wrong choice. Try meditating. Or take a walk in the woods. Or a long, hot shower or bath. Wake up half an hour early to focus on one character or one plot point, ignoring everything else. Your brain is like your desk. If it’s too cluttered, you’ll never find what you need.

Give yourself permission not to write.

Some authors feel that the moment they finish a book, they need to start the next one. However, humans aren’t perpetual motion machines. If we want to nurture our creativity, we need to care for our bodies and minds, allowing them to rejuvenate periodically. Too often, we sabotage ourselves by believing we can never stop working. This is counterproductive, inevitably stifling our creativity.

When you begin to feel yourself succumbing to this way of thinking, walk away from the keyboard and screen. Take the day off. Or several days. Read a book for pleasure. Spend time on a hobby you’ve ignored for too long. Work in your garden. Do some volunteer work. Go shopping or out to lunch with friends. Take a short vacation or a staycation. Most importantly, step out of your writer’s cave. Give your brain and body a much-needed break. That blinking cursor is telling you that you need one.

Learn to say no.

Forgive me if this comes across as sounding sexist, but in my experience, this is a problem that affects women more than men. We have a hard time saying no, no matter what’s asked of us or by whom. Is it insecurity? A need to please? Or because we’ve been conditioned to believe we’re capable of accomplishing anything? After all, I am woman. Hear me roar! No matter the reason, from my own experiences and those of many of my friends, this inability to say no results in juggling too much, which creates an overabundance of stress and leaves less time for writing. Then, when we do find time to write, we pressure ourselves to get that self-imposed daily word count down, which creates even more stress. And thanks to all that stress, the words refuse to come.

The solution is as simple as not being so accommodating. Most people will always zero in on the one person they know they can wheedle, cajole, sweet-talk, or arm-twist into heading this committee or taking on that project, especially since most of these people believe, as writers, we don’t have “real” jobs (Which is a topic for another article). Resolve to grow a backbone, put your foot down, and say no now and then. You’ll find that when you free up writing time, your cursor will no longer blink you into a hypnotic trance.

Set a challenge for yourself.

Step away from trying to figure out whatever plot or character issue is causing Blinking Cursor Syndrome. Instead, find a recent news or human-interest story. Then, open a fresh document on your laptop or grab a pad and pen. 

After reading the article, allow yourself three to five minutes to put a “what if” spin to the article by answering each of the following questions:

1. Who is the protagonist?

2. Who is the antagonist?

3. Who are the secondary characters?

4. Where does the story take place?

5. What are the characters’ goals?

6. What are the characters’ motivations?

7. What are the characters’ conflicts?

8.What’s the basic plot?

9. What are the three major turning points of the plot?

10. What’s the black moment?

11. What’s the resolution?

When you’ve finished, study your answers. Chances are, your brain has subconsciously focused on the problem you put aside, and somewhere within the answers to those questions, is the solution to your blinking cursor. If not, you’ve got a head start on a new book. And that’s never a bad thing!

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USA Today and Amazon bestselling and award-winning author Lois Winston writes mystery, romance, romantic suspense, chick lit, women’s fiction, children’s chapter books, and nonfiction. Kirkus Reviews dubbed her critically acclaimed Anastasia Pollack Crafting Mystery series, “North Jersey’s more mature answer to Stephanie Plum.” In addition, Lois is a former literary agent and an award-winning craft and needlework designer who often draws much of her source material for both her characters and plots from her experiences in the crafts industry. A Crafty Collage of Crime, the twelfth book in her series, was the recipient of the 2024 Killer Nashville Silver Falchion Award for Best Comedy. Learn more about Lois and her books at www.loiswinston.com. Sign up for her newsletter to receive an Anastasia Pollack Crafting Mini-Mystery.

This Crazy Writing Life: Okay, Let’s Talk About The 800-Pound Gorilla: Marketing

By Steven Womack

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Bold statement time. Ready? Here it comes…

I’d rather write five novels than market one.

I think that probably goes against the grain for most people. After all, writing’s hard. A novel is long, a grinding marathon of page after empty page that goes on months, sometimes years, before you reach the finish line.

And yet I’d rather run five of those marathons than try and sell one.

When I say that, I think there must be something wrong with me. For some reason or other, I’m uncomfortable blowing my own horn, hawking my own work. For some people, it comes easily, like drawing a breath. For me, it’s always seemed…

Well, unseemly.

When I was young, one of my best buddies got us both a summer job selling vacuum cleaners door-to-door. We got about two days of training (I still remember the spiel: The Bison, the world’s most complete home maintenance system. Guaranteed to protect your home and furniture, conserve your time and health…) and we were then turned loose on an unsuspecting neighborhood.

I think I lasted three days.

A couple of decades later, when I finally sold (there’s that word again) my first novel, I assumed the publisher would take care of all the marketing. They’d set up book signings for me, take out ads, arrange for reviews. All I had to do was cash the checks and write my next book.

Ah, what a naïve little grasshoppah I was.

Truth is, long before the genteel gentlemanly world of 19th century publishing morphed into the Darwinian dog-eat-dog cutthroat business it’s become in the 21st century, writers had to bite the bullet and learn to sell their own stuff. Now, in the age where the number of indie-pubbed writers has long surpassed the number of traditionally published authors, it’s more important than ever that writers grasp the fundamentals of marketing. When every writer is essentially a small shopkeeper slinging pages out of a tiny storefront, unless you’re willing to promote your own work, you’re never even going to get noticed, let alone make a living.

Last September, I found myself in St. Petersburg Beach, Florida at the annual Novelists Inc. conference. I’ve written about Novelists Inc. before in This Crazy Writing Life. The beauty of the Novelists Inc. conference is it’s all business. You don’t get many seminars on developing character or finding your voice with these folks. But you will get in-depth seminars on indie audiobook production and negotiating foreign translation rights contracts.

At this conference, one of the best marketing seminars I ever attended was put on by Ricardo Fayet, who’s one of the four founders of Reedsy, a company that provides support and guidance for indie-pubbed authors, as well as being a gateway connecting freelancers with writers. If you don’t know these guys, just Google them and go to their website. It’s worth the trip.

Ricardo’s written two books on marketing for indie authors: How To Market A Book and Amazon Ads For Authors. I’ve got them both and they’re well worth the price.

Ricardo’s seminar at the conference did a deep dive into the underlying psychology of marketing and a few basic principles that indie authors need to learn and deploy. It’ll make the hell of marketing a little less hellish. Let’s take a brief look at what Ricardo described.

Principle #1: It’s cheaper to retain an existing reader than acquire a new one.

It costs five time as much to attract a new reader—in money and effort—than it does to keep an old one. That’s why series are so powerful in today’s marketplace. Whether you’re Jack Konrath writing 27 installments of his Jack Daniels series books, John D. MacDonald’s 21 Travis McGee novels or J.T. Ellison’s nine novels in her Lt. Taylor Jackson series, a series quite literally builds a brand that attracts readers and keeps them. Fayet even cited one series that’s run to 112 books.

What if you’re not into series? Then develop a style and voice that becomes as identifiable and as reliable as a series. Dick Francis wrote mostly standalones (outside of his four-book Sid Halley series), but his style and voice was so distinctive that when you pick up a Dick Francis book, it’s instantly identifiable as a Dick Francis book.

Principle #2: Product trumps marketing every time.

This principle embodies the notion that, over the long run, no amount of brilliant marketing will sell a bad book. You’ve got to write an amazing book to even have a chance of competing in the literary marketplace. Fayet cited the statistic that only seven percent of traditionally published books sell over 10,000 copies.

“You can’t sell a book if it isn’t good,” he noted.

Principle #3: Decay is inevitable.

“What’s working now isn’t guaranteed to work forever,” Fayet said. “In fact, it’s almost guaranteed to peter out at some point.” All marketing and promotion efforts and strategies eventually begin to lose their effectiveness. This principle doesn’t apply only to books. All products, sooner or later, need a marketing refresh. Interest wanes, attention moves on to other things.

And a sidebar to this notion is the 80/20 rule. Eighty percent of your results will come from twenty percent of your efforts. And you must constantly look ahead. If you focus solely on today’s marketing efforts and campaigns, then you won’t be prepared for when it all stops working.

Principle #4: Steady versus Explosive Marketing.

Steady, consistent marketing efforts will get you to a certain level of sales. But you may find you’ve hit a ceiling and you’re just not breaking through to the next level.

Explosive marketing, however, requires a different approach. It requires careful planning and execution, along with good timing. If spaced out properly, explosive marketing avoids fatigue and wearing out your audience. Finally, Fayet noted, it works best for highly targeted campaigns, and for many authors, that means being enrolled in Kindle Unlimited.

Principle #5: Volume x ROI.

This is kind of a big one, folks. Start by imagining the global audience of readers: millions.

Now imagine your audience: a tiny subset of millions.

So how do you reach and then grow your tiny subset. The best strategy is to start small and cheap. Maybe that’s Amazon ASIN ads or Facebook ads. This is a highly targeted strategy, where you aim to reach the people who already read your kind of book. This may not be a huge number of readers, but your Return On Investment (ROI) is potentially going to be pretty good.

Then you aim a little higher: BookBub Featured Deals, Meta A+ ads, then maybe on to digitally targeted ads, TV, even billboards and print ads.

But remember, with each step up the marketing ladder, you’re going to reach more people. But your conversion rate’s going to go down, along with your ROI. So if you want to broaden your reach, remember that with each new and larger strategy, it becomes harder to make your money back.

Principle #6: 10% of 1000=1% of 10,000…or why you don’t need to be chasing trends.

One of the most baffling questions for many writers is the question of writing to the market or chasing trends. Of course, we all want to tap into the popular zeitgeist. If there’s a demand for something in the marketplace, we all want to meet that demand. But especially in traditional publishing, the timeline for bringing a book to market may be so far out that the trend will have passed before your book can get out there.

Just remember, Cabbage Patch dolls, Beanie Babies, and Pet Rocks were once all the rage.

On the other hand, we all want to write for a growing market. But what if you occupy a bigger place in a smaller market? Fayet noted that 10% of 1000 readers is the same number of readers as 1% of a 10,000 reader market.

This is among the most complicated and convoluted decisions a writer must make. Sometimes it’s better to stay in your lane. Should we just ignore trends?

Fayet’s answer is “Of course not!” Trends signal a growing market, but you need to weigh your decision against several factors:

Can I expect to make more money in a new genre or a new kind of book? Would I be better off just delivering what I know my current readers want?

Can I expect my existing fans to follow me?

Can I keep my sanity and have a little fun by taking a new path?

Do I know the new genre well enough to dip my toe into it? Do I have the skill set?

Can I reasonably get in on the trend in time?

This is all complicated stuff… Marketing and promotion for writers can make writing look easy. But if you keep in mind Ricardo Fayet’s six principles every writer should let guide their careers, then this mine field might not be quite so treacherous.

In next month’s episode of This Crazy Writing Life, we’ll start taking deeper dives into specific marketing strategies.

I don’t know when this installment will be published in KN Magazine. I’m writing it before Christmas, so if it comes out before the holidays, have a great one. If it’s 2025 when you’re reading this, I hope this year’s your best one ever.

And thanks for coming along for the ride.

This Crazy Writing Life: On Defining a Book By Its Cover

By Steven Womack

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We left off last month’s column with an exploration of the technical aspects (and challenges) of formatting the interior of print books. This month, let’s talk about the exterior of the book—the cover.

Before we get started, though, one quick sidebar. In late September, I drove back from St. Petersburg Beach, Florida (just about 48 hours ahead of Hurricane Helene) after attending the annual conference of Novelists, Inc. Novelists, Inc. may not be as well known as some of the other major writers professional associations like the Mystery Writers of America, Romance Writers of America, or SFWA—Science Fiction & Fantasy Writers of America—but since it was started in late 1980s by a group of disgruntled romance writers, it’s emerged as one of the most powerful trade associations out there. It’s the only writers’ organization I know of outside of the Writers Guild of America that requires you to actually be a professional writer to join. To gain admittance to NINC, you have to have published at least two novels in popular genres like romance or mystery, and you have to have earned a minimum amount of money from those two books (the exact requirements are outlined on the website at www.ninc.com).

Readers and fans, editors and agents are not eligible to join NINC. The founders of the organization decided that NINC would never offer prizes or awards (like the MWA and RWA) because this fostered a sense of competition that was contrary to the organization’s purpose of encouraging and lifting up all writers in the struggle to survive in this crazy business. And business is the focus of the conference as well as the organization; you’ll rarely see a NINC panel on how to write sparkling dialogue. But you will see panels on understanding the intricacies of subrights licenses and contracts or the technical aspects of independent audiobook production.

Sponsors pay big bucks to have a presence at the NINC conference (in the spirit of complete transparency, I’m a former president of the organization and a current Board member). The reason I bring this up is that as a result, some of the most cutting-edge aspects of indie publishing show up at this conference. Every time I go, I learn something new. Last year, the big topic of discussion was the use of A.I. generated voices in audiobook narration. This year, there seems to be a big movement toward indie authors selling books directly from their websites. The One Big Thing I learned is that taking a simple, static author website and turning it into a true e-commerce platform is something I’m just not quite ready for.

In future columns, I’ll share some of the things I’ve learned from these conferences. As independent publishing continues to grow from an isolated few stubborn writers trying to survive into a cultural and business movement that has totally remade publishing, dozens of other companies have sprouted up as well to serve this market.

As I’ve said more than once lately, it’s a whole new world out there.

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I was curious as to where the phrase/cliché Don’t judge a book by its cover came from, so I Googled it. Turns out George Eliot first coined that turn-of-phrase in her 1860 novel, The Mill on the Floss.

Gotta confess, I missed that one.

But I’ve heard the adage all my life, which is a metaphorical phrase telling us that outward appearances can be deceiving, that we should never judge anyone or anything by its external looks.

Sounds good on the surface; only problem is it’s hogwash. 

We judge everything by its external appearance. A car may be the most dependable, rugged, efficient vehicle ever made, but if it makes you look like a complete yutz driving it, you’re not going to buy one (are you listening, Walter White, cruising along in your Pontiac Aztec?)

You may meet someone at a party who would be the kindest, most loving, passionate and dependable life partner you could ever wish for, but if their hair is greasy and dirty, they smell bad, snot’s running out of their nose, and they have huge pit stains, you’re probably gonna take a pass.

It’s the same with book covers. The indie pubbing world is full of stories of books that didn’t sell for squat, so the authors yanked the books down, changed the cover, put the book back up without changing a word and now it sells like crazy. You may have written a classic, a prize-winner, a book that will last through the ages, but if your cover turns everyone off, then the book’s going to be a loser.

I’m speaking for myself now, but I’ll bet a lot of you are in the same boat. I’m not a graphic artist, and when it comes to good cover design, I wouldn’t know it if it ran up behind me and bit me on the butt. Truth is, I’m not even qualified to write about book covers from an artist’s point-of-view. I have absolutely no talent as a graphic designer. So, I’m writing this from the perspective of an indie-pubber who has to deal with the fact that he’s not even capable of telling good design from bad.

Maybe I’m being a little hard on myself here. Truth is, I’ve been around book covers my whole life, and while I have no talent as a designer, I am a sophisticated and experienced consumer of books. I know when a book cover design doesn’t work for me. And when I run across a brilliant book cover, it moves me on a visceral level.

I’m not overstating here: your book cover is the first and one of the most important marketing tools you have.

So how do you deploy this tool to make your book as marketable as possible?

First, it’s got to convey a certain amount of information. The title of the book—and subtitle, if it’s got one—and the author’s name should be prominent, along with any other information that will help sell the book (as in “New York Times Bestselling Author”). I have actually seen book covers where the author’s name was hard to read. When that happens, someone needs an intervention.

Second, the design/artwork should stand out visually. Whether on a jam-packed bookstore shelf or a crowded Amazon web page, there should be something that grabs your eye as you scan from Point A to Point B. I realize that’s a nebulous, unfocused notion. If I could actually define in solid terms what “stand out visually” means, then I’d be a famous well-paid cover artist and not the word-shoveling literary coal miner that I am. The best I can do is echo Supreme Court Justice Potter Stewart, who—in attempting to define obscenity in Jacobellis v. Ohio—famously wrote I know it when I see it.

Third, your cover design must reflect and communicate the book’s genre and tone. If you’ve written a light-hearted cozy mystery where the protagonist’s cute but feisty cat solves the murder based on a plot point that’s a recipe for cream cheese blintzes, then a dark, brooding, heavily shadowed cover with a pair of threatening, glowing eyes coming out of the mist is not going to help you. Conversely, you’re not going to sell a graphic, disturbing serial killer suspense novel with a bright, cheery cover of pinks and blues, cartoon characters and fonts with extra curlicues and other cutesy elements.

This requires you to learn and study the conventions of your genre, to research what works and what doesn’t work, and to learn the expectations of your audience.

Stuff you should already be doing anyway…

One of the best examples of dynamite book covers out there today are the books published by Hard Case Crime. Hard Case Crime publishes crime fiction that echoes back to the paperback pulp fiction era of the 1940s through the late 1060s, when writers like Mickey Spillane, Cornell Woolrich, and Robert Bloch were flourishing. They’re bringing back and revitalizing the old hard-boiled school with contemporary writers like Stephen King, Lawrence Block, and Max Allan Collins, as well as republishing long-dead writers like Donald Westlake and Woolrich. And their books all feature covers that are homages to those great mass-market paperback pulp fiction covers.

While I admittedly am not a designer myself, I do find that there are certain things I react positively to and others that turn me off. I subscribe to a lot of book promotions websites: BookBub, Free Booksy, Robinreads, etc. So I get way too many push emails every day, and most of them are for indie-pubbed books. I’ve noticed in the last couple of years that more and more book covers depend on stock photos for their visuals, especially in genres like romance. I get that original art costs a fortune, but there’s something about a generic stock photo on a book cover that screams self-published, and I find that a turn-off. You can start with stock photography if you want, but with programs like Canva and Book Brush out there, in my view one should at least put a little effort into manipulating and adapting the image to make it more unique.

The bottom line for most writers—myself included—is that the best way to land that beautiful book cover is to find a cover artist you trust and whose work you admire. Only problem is, they can be hard to find and kind of expensive. It’s a challenge to find that sweet spot between “I love your stuff” and “oh, I can afford that.” I worked with a designer for several years when I repubbed the out-of-print novels in my Music City Murders series. Dawn Charles did a fabulous job for me, was great to work with, with very reasonable fees. Unfortunately, she passed away a few years ago. But go to my Amazon page and you’ll see what I’m talking about; it’s an object lesson in how to create a brand.

And I mentioned earlier, companies are popping up everywhere to help indie pubbers get the help they need. One that’s been around over a decade is Reedsy, which is a company that’s an online employment agency for publishing freelancers of all types; editors, designers, formatters, etc. They’re great to work with and a good place to start.

We’ll continue this discussion next month. Thanks again for hanging with This Crazy Writing Life.

This Crazy Writing Life: Defining Irony In The Time Of Covid

By Steven Womack

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In this month’s installment of This Crazy Writing Life, my original intent was to start where I left off with last month’s column on eBook distribution and explore the options and possibilities of print.

That was the plan, but as someone once told me, we make plans; God laughs.

So before we move onto more serious stuff, a little sidebar.

The last half of August saw something we’ve never seen before—two major mystery conferences were taking place in Nashville in back-to-back weeks. Killer Nashville, of course, is now a major regional conference that draws writers and readers from all over the country, if not the world. The week after KN, Nashville hosted Bouchercon, the World Mystery Convention, the largest gathering of mystery writers and fans in the world.

This was, to paraphrase a conversation Joe Biden had with Barack Obama after the passage of the Affordable Care Act, a big effin’ deal… This has literally never happened before. For two weeks or so, Music City became the center of the mystery world.

I can’t remember the last time I was so excited about something. I’ve been pretty transparent about my struggles in the writing career arena. When I left academia in 2020—after the college where I’d been teaching for twenty-five years quite literally closed its doors and went out of business—I’ve been trying to resurrect a writing career that was once almost promising.

So I signed up for both, with great relish.

I was thrilled when I was assigned four panels at Killer Nashville. At Bouchercon—where the competition for panels is somewhat stiffer—I was assigned one. This felt great. It was like the old days, back in the Nineties, when I was a full-time mystery writer and making a living at it.

Then, ten days before Killer Nashville opened, I woke up with a fever about five o’clock in the morning. I tried to slough it off, but after a few hours, I decided to take a Covid test.

Positive…

Everything went downhill from there. I’m an old guy, an immuno-compromised cancer survivor. When I still tested positive and still sick after a week, I cancelled Killer Nashville. A week later, same results.

So long, Bouchercon.

And want to know the irony of this? One of the panels I was scheduled to be on at Killer Nashville was “Handling Successes and Setbacks As A Writer.”

The universe has a weird sense of humor. I had to cancel my appearance on a panel about handling setbacks because I had one of the biggest setbacks in quite awhile.

Define irony…

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So let’s talk about print books and how you indie pub them. We’ll start with a few basic assumptions.

First, most indie pub authors I’ve ever met make most of their sales (and, therefore, most of their money) from eBooks. So if you want to delve into the print arena, just be aware that it’s an awful lot of effort and cost for the least return. For many writers these days, the juice isn’t worth the squeeze. On the other hand, there’s nothing like the feel, smell and heft of a real book.

Second, the technical aspects of producing print books are way more complicated and demanding than eBooks. Why? Because eBooks are marked by flowability, which means you don’t have to typeset them. The text just flows out of the ether and into the e-reader. There’s no set trim size. The user actually determines the font, point size, leading, and measure. Actually, in real life whatever device the user is reading them on determines these factors by default and the user can change them if they’re savvy enough.

(As an aside, don’t know what point size, font, leading, and measure mean? Then you’ve got an even higher technical hill to climb…)

Third, be aware that the print landscape is a little more complicated if you hope to sell print books in both brick-and-mortar bookstores and Amazon. No brick-and-mortar bookstore will order a print copy of your book from Amazon and set it on their shelves. For one thing, most bookstores hate Amazon with a fiery, searing, scorching passion. More than that, bookstores depend on wholesale discounts and returnability for survival and Amazon’s not about to help them on that front. So what this means is you’ve got to upload one set of files to Amazon and one to a wholesale book distributor. And then you hope to high heaven the same files will work for both outlets.

Fourth, unless you have a garage the size of a warehouse and deep pockets, you’re not going to go the old school route of finding a book printer to print up a few thousand of your books and then ship them to your home address. Chances are they’ll sit in your garage until the mice find them, at which point you’ll have a bunch of fat, happy mice on your hands. And if you do get lucky enough to sell a few of them, you’ll be buying cardboard shipping boxes, packing tape, and bubble wrap, then loading up the old SUV for a trip to the Post Office or UPS. If you’re not up for that, then you’re going print-on-demand, or as it’s commonly called “POD.” And that, as they say, is a whole nother ball of wax itself.

When I decided to tackle indie pubbing print books, I had a built-in advantage. Early in my career, I spent about a decade working in publishing in New York City and Nashville. I worked mainly in art departments, where I typeset books, ads, catalogues, brochures, and a ton of other stuff. But what I mostly did was interior book formatting/typesetting. I’ve probably either typeset or supervised the typesetting of a few hundred books over the years.

So those terms I threw at you earlier? What do they mean?

A font is the particular typeface you’re using. There are hundreds of typefaces and families of type, but all fonts can be broken down into basically two types: serif and sans serif. Serif typefaces have a small stroke or curlicue attached to the larger, main body of the letter. Sans serif typefaces don’t have these add-ons and the letters are just lines. If you bring up your word processor and type a few words in Arial, then type the same few words in Times Roman, you’ll see the difference. Most books are typeset in serif typefaces, except for certain types like manuals, guidebooks, nonfiction, etc. Most fiction is set in the more traditional serif typefaces, which tend to have, for lack of a better term, a classier look to them.

Point size is literally the physical size of the type. There are 72 points in an inch. Most books are typeset in around 12-point type, with some variations. Really long, thick doorstopper books might be set in point sizes less than 12. Down around 10-point type, though, they get mighty hard to read.

Leading is the distance between the lines, called that because years ago when books were typeset by hand, the typesetter inserted thin strips of lead between the lines to separate them. Most books are typeset with an extra few points on top of the point size. The point size/leading is usually expressed as a fraction, i.e. 12/15. When there’s no extra space between the lines, as in a book set in 12/12 Times Roman, that’s said to be set solid. And for anyone beyond the age of twelve, they’re really hard to read. Almost no one does it.

Measure is the width of the line, which is directly related to your trim size and margins. You want to have some kind of margin on each page; you don’t want the type to run from one edge to the next. You’ve got to design it just right to hit that visually appealing sweet spot. You don’t want too much white space or too little around your page of text. This also affects your page count, which is critical.

So there in just over 300 words is a summary of my decades in typesetting. But there’s a lot more to learn. Know the difference between a widow and an orphan and why you want to avoid both? There’s not room here to get into that, but Google it. It’s fascinating stuff. Trust me.

Once you’re ready to get into actually formatting a print book, where do you start? The easiest way is to get a dedicated app for typesetting, but truth is you can typeset a book on Microsoft Word. I’ve done it. It’s a PITA and I won’t do it again, but when I started six or seven years ago, there wasn’t much else out there. Vellum typesets books, but as I mentioned in an earlier column, Vellum only works on a Mac platform.

And for many years, the go-to software package for interior book design (and many other forms of graphic design) was Adobe InDesign. It does everything and does it well. But like all things Adobe, it’s expensive to start with and requires decades of study on a lonely mountaintop in Tibet to master it (okay, decades? Maybe I’m overstating a bit…).

Kindle Create is free, as is Reedsy’s Book Editor app. I don’t know much about them, though. There are a few other paid packages. Just Google them and get reviews.

I wrote last month about Atticus, which is produced by a company here in Franklin, Tennessee called Kindlepreneur. In the past year or so, they’ve added a print typesetting function to what has emerged as the best eBook formatting software in the business. Every review I’ve read of it is spectacular, but since I haven’t indie pubbed a book since their print functionality went online, I’ve got no personal experience. But if it’s like everything else Kindlepreneur does, it kicks butt and takes names.

We’ve barely scratched the surface on the technical challenges and considerations of print book formatting and design and I’m already out of space for this month’s edition. So I’ll stop here and next month we’ll move on to the differences between an eBook cover and a print book cover, how you make a cover work, and then onto the challenge of making book distribution outlets work for you.

As you’ve seen, This Crazy Writing Life is a grand adventure. Thanks again for playing along.

Gotta Go Through It

By Chrissy Hicks

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Have you ever heard the children’s song, “Going on a Bear Hunt?” My toddler requests this often—either for me to sing the tune for her or play it during car rides.

The main plotline involves a group of people (or a couple, depending on the version) going on a bear hunt, claiming they’re “not scared.” However, after overcoming several roadblocks and approaching the bear in a cave, they realize the terrifying result of their actions and run away. As they face each obstacle, they sing the same chorus, “We can’t go over it, can’t go under it, gotta go through it,” before proceeding through the barrier. 

It had me thinking—partly because this song is frequently stuck in my head—that this idea of going through obstacles is a lot like the writing journey. The initial blocks you might face when starting out might be: finding ideas, getting the first draft fully written, carving out time to write, determining whether you’re a plotter or pantser (or somewhere in between), finding a supportive writing community. Once you get past this, your next hurdle is to polish your manuscript so shiny you’re not sure you want to look at it anymore; this often involves the recruitment of beta readers and editors. Once you’ve leaped over all that, you have yet another hill to climb: how will you share this book with the world? Self-publish? Hybrid? Approach small publishers directly? Find an agent? Each of these options presents an entire list of risks and rewards each, but let’s take finding an agent as an option, for the sake of example. You decide to query your novel—this book you’ve spent countless hours writing, revising, rewriting, revising again—and you spend an incredible chunk of time researching agents, perfecting your query, and emailing these agents, hoping you get a “yes.” When you do finally get your acceptance and you sign with an agent, it feels like Christmas. You’ve found your “bear.” The hunt is over.

Except it’s not. It’s only just begun.

Agents get rejected by editors and publishing houses too. They deal with their own set of setbacks. And what happens when a publisher accepts the manuscript? And it’s published? There’s yet another slew of expectations for the writer when it comes to marketing their book (or at least assisting with the process). Plus, the publisher will likely want more material (not just a single book), so you find yourself back to the beginning, with a fresh page and a whole new set of challenges. When you find yourself in this place, so close to your goals, terrifying as it all may seem, will this scare you away? Or will you stay the course?

The point of this brief exposition isn’t to deter you from writing. The point is simply this: there’s not much you can control outside of your writing and your dedication to the craft. You can’t control whether agents will sign with you, whether readers will like your work, whether you hit the New York Times Bestseller list or barely earn out your advance. So, what will you do when you face these obstacles? If you can’t go over it, can’t go under it, will you move through it?

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Chrissy’s work has appeared in three consecutive issues of Bridgewater State University’s “Embracing Writing” book for first-year freshmen. Her writing portfolio also includes publications in The Broadkill Review, SUSIE Mag, The Storyteller, and informative pieces for a local online newspaper. One of her unpublished novels, Foul Play, was a Suspense Finalist for the 2022 Claymore Award, and an excerpt from her unpublished novel Overshadow won Top Three Finalist of the 2024 Thomas Mabry Creative Writing Award. Though her background is in counseling, having earned a master’s degree in this field, when it comes to the art of writing, she’s an autodidact. She studies books she loves and enjoys completing various creative writing classes online, and attending writer’s conferences whenever she can; Killer Nashville is one of her favorites. Additionally, she’s volunteered since 2023 as a general editor for the Killer Nashville Magazine. She resides in Tennessee with her family, their talkative Husky, and a frenetic cat. You can find her online here: https://chrissyhicks.wordpress.com/ where she occasionally blogs about the writing life and reviews craft books.

Covers

By Dale T. Phillips

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“You can’t judge a book by its cover.” 

—Old saying that’s misleading, because many readers do

Your cover is vital to the success of your book, because readers scan quickly, and take more time to check out books with covers they like. Your tiny thumbnail image will be up on the Internet against thousands of others, so make it eye-catching. A lousy cover usually indicates inferior inside material, and many readers won’t bother. A great cover is a promise of better content inside. Many, many authors fail in this category, and their sales suffer as a result. The cover is the first indication of whether you’re a professional or not, and may be the only chance you get of someone taking a look. To understand what good covers look like, check out the top best-sellers in a genre, and see what they have in common. Some websites show examples of bad covers, so check those out and  you’ll know what to avoid.

Traditional publishers boast of their packaging superiority because Indie books have lousy covers, and for many, that’s true— as it is with many of the traditional publishing covers. Or they’ll just use stock images over and over. One traditional writer asked a fellow writer if she liked his latest cover— and it was almost exactly the one that had been on her previous book- from the same publisher! Barry Eisler, a best-selling top-notch writer, was stuck with the most unexciting, dumb-looking, green garage door for his thriller (an absolute sales-killer), and when he protested, the publisher would do nothing to remedy the situation. He soon left that publisher, costing them millions for a bad decision. 

Trade-copy paperbacks are inexpensive to publish, but hardcovers may not be worth it for most Indie writers. They’re expensive to produce, so unless you want a special edition, have legions of fans, or have a lot of extra money to burn, you may not want to bother. Few people will pay a lot for a pricey book by someone who’s not famous or pushed by a big traditional publisher. Full color print books are also expensive, and harder to create, but if you’ve got a pet project that requires it, you’ll want to spend some time planning it out.

If you cannot learn do the cover yourself (most writers cannot, as we work with words, not images) you may have to hire someone. This can get expensive, so you’ll need to carefully spend time researching costs and quality. Yes, you can get the cheap designers, but you’ll want to make sure to get something that works. Many writers who spent far too much on their covers (some thousands of dollars), got bad covers that still could have been done at a tenth of the cost. Now there are cover templates which can be had for bargain rates, and there are sites to inexpensively pay for cover art you can license to use commercially.

Some authors run A/B testing on prospective covers to see what people prefer, via their blog, website, or social media. If a number of people are strongly in favor one cover over another, the more popular is usually the one chosen by the author as a final. 

First and foremost, the cover should reflect the genre and match your target audience, so that at a glance, people can guess what the book represents: horror book covers show darkness and spooky things, romance often shows two embracing people (usually with rumpled clothes), high fantasy shows someone in armor with a bladed weapon (and often a monster), Westerns show someone in a cowboy hat on a horse. You get the idea. So know the conventions of your genre, and do something that represents your content. If you don’t know, look at several dozen top-selling books in the genre you wrote in.  

Second, the title and the author name should be in easily readable fonts, with the proper size and color. Many get this wrong. If you look at a thumbnail (or a full-size cover from ten feet away) and cannot discern the title or author name clearly, it doesn’t work. It may be the spacing, placement, size, background color, or font that are off, or a combination of those. Some use fonts that are just wrong, either unreadable as is or wrong for the genre. Again, examine other covers that work to see how they do it, and do something similar. 

For full print covers, the spine and back cover need to be done properly. The title and author name should again be easy to read on the spine, and placed and spaced well. For the back, it takes some time to figure out the design and where things should go. You’ll want some of the following:

• Description/Tagline: a few exciting lines about the story inside that make a reader want to check it out.

• Blurb (optional): a recommendation from some other writer (or reader) that praises your work.

• Another work (optional): Sometimes you’ll have an image and short description of another one of your other books here (especially for another volume in the series).

• Short Bio (optional): Some writers put these on the cover, though I prefer them in the book interior, at the back of the book. Unless you’ve got something so spectacular, like you were a spy or astronaut, that will help sell the work on that information alone.

• Price, ISBN, and barcode: Whoever prints your book will likely request you to set aside an area to include a barcode, unless you have it set it up already. Again, compare your design with that of other successful book cover backs, and do what they do. Do you want to print your price on the cover? What about the ISBN, or will you have that just in the interior?

Once you’ve set your book up for print, you’ll want a proof copy to look over before authorizing it to be published. If you publish through a site such as Amazon, you can request a single physical copy that you should carefully go through. Verify that the cover is eye-catching and professional, and the interior is done properly. Then have another careful set of eyes look it over. 

The key is that your book should at a glance look like other quality books, because readers don’t prefer ugly or amateur. At one book signing, my friend was launching his latest novel. Another writer asked about Indie versus Traditional. I said “let’s compare,” and put one of mine next to the one that was launching via a publisher. Same size, good covers, all was as it should be (and similar), the price was identical, and the interiors looked properly done. He said he couldn’t see a difference, and that’s the secret— except my friend would make a dollar for each one he sold, and my similar book would make ten dollars profit for each one I’d sold. 

Advantage, Indie!

For a series, the branding should match on the covers. Go with a theme that makes them look like they belong together, for quick identification. Check out other author series to see what they have done.

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Dale T. Phillips has published novels, story collections, non-fiction, and over 80 short stories. Stephen King was Dale's college writing teacher, and since then, Dale has found time to appear on stage, television, radio, in an independent feature film, and compete on Jeopardy (losing in a spectacular fashion). He's a member of the Mystery Writers of America and the Sisters in Crime. He's traveled to all 50 states, Mexico, Canada, and through Europe.

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.

The Writer’s Playbook: A Lesson in Spray Hitting

By Steven Harms

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One of the benefits of my previous career in professional sports was the opportunity to form relationships with the people on the “sports side” of the teams where I was employed.  I learned, many times by osmosis, the workings of the game from the professional’s point of view.

Case in point, Al Avila was the Assistant General Manager of the Detroit Tigers during my time working for the team. He became a good friend, and besides his genuine warmth and sociable nature, his deep knowledge of the game was something to heed. If you asked him a baseball question, he was great in explaining the answer.

I once asked Al to join me for breakfast as a special treat for a long-time corporate sponsor of the team, owned by two brothers who were rabid Tigers fans. We met them at a nice local establishment just to talk baseball. For me it was an awesome way to entertain a customer and for Al, well I’m sure it wasn’t something he loved to do, but he agreed to help me out. As the meal wore on, he was answering questions and providing his opinion on a variety of baseball topics. Finally, towards the end, he flipped the script and asked the brothers a question. He posed, “Do you know why right-handed batters are better spray hitters than left-handed ones?”

All three of us had no clue. Al proceeded to explain that it’s in the basics of the game. To score as many runs as possible, batters advance runners from first base to home plate, as everyone knows. Runners are moving from right to left in the second two legs of the process – first to second, second to third. It’s a one-way street, and you can’t go backwards. When players are on second and third base, they are scoring opportunities for the offense. When a ball is hit to the right side of the playing field, it helps advance the runner more so than if a ball is put in play on the left side of the field. For example, if a runner is on second base and the batter hits a fly ball to right field, the odds are high that the runner can advance to third base and potentially onto home plate. The right fielder must make their throw from a much longer distance than a leftfielder would have to in the same situation. Consequently, a fly ball hit to left field almost ensures that the runner on second base is not going to be able to advance, at least not all the way to home plate, because the throw is much shorter, giving the advantage to the defense.

With that as the backdrop, left-handed batters learn early on to pull their hits to the right side of the field to advance a runner, which is a more natural swing anyway. Conversely, right-handed batters must develop the skill to hit to the opposite field (right field) to increase the percentage of advancing runners. That’s called spray hitting, or the elevated ability to hit a baseball to the opposite field of your batting position. Due to the simple science on how to advance runners on base, lefties learn to pull while righties learn to spray. The ability to spray hit with some amount of success makes a player a valuable commodity because that individual has a talent to produce runs and win games.

Al’s insight concerning spray hitting crystallizes the value of seeking out information from people that have successful experience and a deep understanding of the topic at hand. Most everyone I’ve networked with or leaned into for advice and guidance on author-related subjects has displayed a willingness to share their learned knowledge. That mutual desire to assist fellow authors is at the core of the annual Killer Nashville Conference, and similar ones around the country. However, I think the secret sauce of my comparison to how Al Avila gave a “lesson” in spray hitting to seeking out advice from our gracious author community lies in the context of it being based on a singular detailed topic. 

Follow me here. Al was pointedly specific on one aspect of hitting. The benefit of a spray hit is uniquely applicable to a situational moment in the game of baseball. If there are runners at second and/or third base, a spray hit from a right-handed batter (the ball is hit to right field instead of that batter pulling the hit to left field) greatly enhances the odds of success in scoring runs from those base runners. But if there aren’t players on second or third base, a right-handed batter putting a ball into play to right field may allow them to reach first base, but a base hit to any field – left, center, or right – will achieve the same result. And, as I’ve witnessed a few times when no one is on base and the ball is hit to right field, the batter can still be thrown out at first base from the right fielder, but that would be impossible if the ball was hit to center or left field.

Bringing all this home (no pun intended), as authors we are well served to seek out advice and counsel from those that have the answers on specific topics. Key word being ‘specific.’ A few examples would be:

NOT SO GOOD: Do you have any suggestions on querying agents?
GOOD: I’m also a writer of cozy mysteries and seeking an agent. How did you land yours and can you steer me to a few agencies or agents that specialize in cozy mystery authors?

NOT SO GOOD: How do you use social media to market your books?
GOOD: Can you share with me your successful strategies for marketing your books across social media, and specifically with TikTok and Instagram?

NOT SO GOOD: Your John Doe thriller series has been hugely successful. How did you do it?
GOOD: I’ve decided to turn my first book, Jane Doe thriller, into a series. With the achievements you’ve had with your John Doe series, would you mind sharing with me the roadmap you took to make your second book a success, and what efforts you undertook that didn’t work?

Many times, it’s the initial question that will either open the floodgates of fantastic usable information or go the other way and all you’ll receive is a general reply containing information you either already knew or can find through every search engine on the internet. I must add that my career in selling pro sports sponsorships taught me to ask explicit questions concerning specific topics that would lead to the information I was seeking to put myself in the best possible position for success in landing them as a client.  The takeaway here is that specific targeted questions provide intelligence-filled answers.  

A final related note is to never underestimate the value of face-to-face interaction. Those conversations always bear the greatest fruit. My two previous clients, who one day had a private breakfast with Al Avila, can attest to the power of in-person connections. With that, next time you’re at a writer’s conference be sure to network, engage, and ask the right kind of questions of those willing to give you advice.

And now you’ve got a question to throw their way as well. Hint…Who’s better at spray hitting and why?

Why Book Signings Aren’t What They Used To Be

By Steven Womack

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Buckle up, Buttercup: it’s story time!

Today, I’m putting on my Professor Peabody hat and inviting you to join me in The Wayback Machine, where we’ll journey back thirty years or so, to a time when being a working novelist was a whole different gig that it is now.

I started my first novel when I was eighteen, which was entirely too young for anyone to think they had anything to say about anything. Still, the combination of youth and arrogance knows no bounds, so I pressed on, determined to be the great writer I knew I was somewhere inside. Now if I could only convince the rest of the world…

Then life took over. And in one of the great ironies of my life (and the older I get, the more convinced I am that irony is one of life’s more primordial forces), after starting my first novel at the age of eighteen, it would take me precisely eighteen more years to sell one.

Even after the sale, it took a couple of years to get the book out. Then, as now, the wheels of traditional publishing grind very slowly.

So in 1990, I became a published novelist. Not only that, my first novel was a hardback published by one of the great publishing houses of New York, St. Martin’s Press. And like all newly published novelists, my first concern was when can I start doing book signings!

I loved going to book signings, loved meeting authors who’d written real books. Bookstores were my happy place and now my dream of getting to go to my happy place from the other side of the signing table was coming true. My hometown, Nashville, was a wonderful book town then. There were lots of independent bookstores around, as well as the big chains like Borders and Barnes & Noble.

One of the local independent chains was Mills Bookstores (chain? well, there were three of them), so I reached out to them, and they very kindly offered me a signing at their flagship store in Hillsboro Village. I met a fellow there—Michael Sims—who had moved to Nashville a few years earlier and would later go on to a spectacular writing career himself. He and I have been friends ever since.

Even then, publishers didn’t put a whole lot of marketing or promotion into most debut novels. So I took it upon myself to publicize and promote my first book signing. I worked up a database of a couple hundred of my closest friends and family, then merged the database with a Word document and sent out personalized letters inviting them to my very first book signing, which took place on a warm Sunday afternoon.

And it was astonishingly successful. In an incredible leap of faith, Mills had ordered around 130 copies of a book no one had ever heard of, by a writer no one had ever heard of. The store was packed, the event went on for—if memory serves me—at least three hours. I spoke for a bit, read an excerpt from the book, then signed literally every copy in the store. By the end of the afternoon, Michael was pulling display copies out of the front window to sell.

At the end of the day, I thought I got this…

Now, over thirty years later, I still haven’t had a book signing that successful. Most of my book signings have been like one I did with Sharyn McCrumb at a Little Professor Bookstore in Birmingham, where someone walked up to our signing table (and right up to it, since there was no line) and asked if I knew what the lunch special was today.

Book signings were events back then. They still are for some writers, if you’re a star. Stephen King can draw a crowd wherever he goes. If you’re a genre writer and have developed a huge following in your field, then you’re good to go. Celebrity book signings still work, and locally famous true crime books or other spectacle-type gigs still work.

But if you’re just a working stiff writer, on a self-financed book tour in a town where nobody knows you (yep, I’ve done plenty of those), book signings aren’t worth what they used to be. There aren’t as many bookstores today, so your options are more limited. The two great independent chains that were in Nashville back in the day—Mills Bookstores and Davis-Kidd Booksellers—are long gone. As a result, writers sometimes have to compete for limited signing slots at the few bookstores left. One bookstore I know has an application on their website you fill out if you want to sign at their store, and I know a number of writers they’ve turned down. And some independent bookstores, when they schedule a signing for a well-known author, actually charge admission to people who want to go hear their favorite writer drone on.

If you’re an indie-pubbed writer, then it’s even more disheartening. Bookstores, like everyone else, still have some old-school, ingrained prejudices against “self-published” writers (see last months column).

Even David Gaughran, an Irish writer who’s been a pioneer and an expert in the indie pubbing movement, wrote in his latest blog that getting out there to press the flesh—book readings and book fairs—are “F Tier” marketing strategies for authors today.

“F Tier” means a waste of money and time.

The days when books were primarily hand-sold, person-to-person in brick-and-mortar bookstores are long gone. You might sell a few books here and there, but it’s not going to move the needle on your actual numbers or your Amazon Sales Rank—and sad to say, that’s what counts these days.

So if you want to do a book signing, then do it for the right reasons: you want to hang with friends, family, fans and fellow book lovers for a pleasant afternoon or evening. Have a good time, boost your ego, have a glass of wine.

Then get up the next morning and go back to work. That paper’s not gonna sling itself.

Why I Hate Self-Publishing

By Steven Womack

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Some time ago, I gave a talk at the monthly meeting of the Middle Tennessee Chapter of Sisters-In-Crime. A week or so before that, I’d read an installment of Clay Stafford’s writing blog that put forth the proposition that writers should not give their work away. A writer’s work has meaning, Clay wrote. It has value and to give it away for free sends the wrong message to readers and to the world in general.

I’ve known Clay Stafford a good couple of decades now and have always regarded him as a wise and successful friend. When he speaks, I listen—and usually take notes.

This time, however, I had to disagree.

It’s not that I disagree with his notion that a writer’s work has value. It does, even if sometimes it’s only to the writer him/herself. All writers put an enormous amount of work and heart in to getting those words onto a page. But that doesn’t always automatically translate into value, especially value measured in sales/dollars. When there are roughly 2.2 million new books published every year (according to UNESCO), the competition is pretty rough out there and it’s hard to convince an audience that your book has value; in other words, it’s worth reading.

So I put forth the notion—based on my own experience—that the best way to get attention for your book was to give it away. In February, I had my first BookBub Featured Deal and in a four-day period gave away 24,897 eBook copies of the latest installment in my Music City Murders Harry James Denton series, Fade Up From Black. Through the rest of the month, that resulted in over 200,000 page reads. And since Amazon’s policy is to pay page reads on book giveaways if the book’s enrolled in Kindle Unlimited, I made money giving stuff away.

Enough to pay for the BookBub Featured Deal, anyway.

While I’ve given up predicting the future, I feel confident that at least a few of the people who downloaded those nearly 25,000 copies will like the book well enough to actually go out and buy the other installments.

It’s a whole new world out there, marketing-wise. Marketing in the internet age has a  very long tail, and to riff on my old pal Larry Beinhart, sometimes the tail wags the dog.

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After my talk, Clay wrote me a very complimentary note and asked if I’d be interested in writing a monthly column for Killer Nashville Magazine on self-publishing. I was very flattered, but the first obstacle to overcome was my loathing of the term self-publishing. Loathing? Seems kind of harsh. Why would anyone loathe a term like self-publishing, especially since some of the greatest writers in history published their own work? 

Disgusted with his usual publisher, Mark Twain formed a publishing company to publish The Adventures of Huckleberry Finn. Charles Dickens’s regular publisher showed little interest in A Christmas Carol, so Dickens hired artists and editors and paid for the printing himself. Beatrix Potter literally couldn’t interest anyone in publishing The Tale of Peter Rabbit, so she borrowed the money to print 250 copies. At latest count, there are some 45 million copies of THE TALE OF PETER RABBIT in print. Walt Whitman self-published Leaves of Grass. The rest, as they say, is history.

In our lifetimes, the stories of self-published books that sold gazillions are apocryphal. Amanda Hocking, Andy Weir, Margaret Atwood, John Grisham, Scott Adams… all have, at some point in their careers, published their own work. And let’s not forget that whole Fifty Shades of Grey thing.

So why such distaste for the term?

I confess here that I’m an old guy. I began seriously writing in 1970, fresh out of boarding school and working on my first novel. There was no Internet then, no such thing as an eBook, and everything was old school; no respectable publisher would consider an unrepresented book, so you queried one agent at a time and if they took six months or a year to get back to you, tough noogies. They were the gatekeepers and they made the rules.

Then, like now, it seemed that every sumbitch who knew how to type thought they could be an arthur (a term coined by the wonderful Molly Ivins, when someone introduced me to her as a mystery writer—Great to meet you, we arthurs gotta stick together…)

Then, as now, there were dozens of predators out there preying on the hopes and dreams of aspiring writers. Self-publishing then was a synonym for vanity publishing, and the vanity presses were raking it in from the naïve rubes. Vantage Press, Pageant Press, and Exposition were three leading vanity presses that were, by the 1950s, “publishing” over 100 titles a year each. 

Even I got roped in myself when I paid $400 to have the legendary Scott Meredith Agency read a novel of mine. Meredith, being one smart cookie, had created a whole separate company to sucker in aspiring writers like moi. I got notes back from some office drone, supposedly signed by Meredith, who needless to say, didn’t take me on as a client.

Not one of those books published by a vanity press had a chance of being reviewed by anybody, let alone a respectable press like the New York Times. No bookstore would carry them.

Writers have always been easy pickings for predators. The most egregious case in history was The Famous Writer’s School, founded in 1961 by Bennett Cerf, a Random House editor and regular panelist on the TV show What’s My Line? There isn’t enough space here to go into that con job, but it made millions by paying writers as diverse as Mignon Eberhart, Rod Serling, Bruce Catton, and Faith Baldwin to join their “faculty.” The suckers thought their stuff was being read and critiqued by Rod Serling, when in reality the work was being done by unknown copy editors. There’s not room enough here to really relate the history of this scam, but Google it. It’s an object lesson for us all.

If not self-publishing, then what?

The world of publishing today bears no resemblance to the publishing world I came of age in, and that’s a good thing. I’m already over my word allotment that Clay gave me for this column, so over the next few months (or however long this little adventure goes on), I’m going to talk about these changes and how my own experience in This Crazy Writing Life have shaped me and my career. To me, it’s not self-publishing. Self-publishing means your stuff’s so bad, you’re the only who’ll touch it.

I prefer the term independent publishing. Going forward, I’m going to talk about how we, as writers, can take control of our work and careers, take back the power from the gatekeepers, and become the kinds of writers we want to be, with the kinds of careers and lives we want to have.

This’ll be a journey we’ll share. After all, as Molly Ivins once said: We arthurs gotta stick together…

The Writer’s Playbook: Michael Jordan, Me, and a Poster

By Steven Harms

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To all aspiring authors, this one’s for you.

I’m fortunate to have two published books with a third taking shape on my computer, but aspiring I am. To be sure, my journey has had its share of bumps and bruises. For new and aspiring authors, the headwinds of the publishing industry are not only real but magnified. One big hurdle is securing a literary agent if you’re inclined to go the traditional route. That’s followed by the excruciating rollercoaster ride of landing a publisher, which comes with a healthy dose of rejection. Or, you can go self-published, but then you must manage the entire process and the burden that presents with perhaps a steeper climb to the top. There’s no right or wrong method. The point here is the odds of becoming a best-selling author are not favorable.

For as many authors that have “broken through” and reached a level of success, there are immeasurable others that haven’t, despite pulling all the right levers. With two books out, I’m decidedly in the second camp.

The reality is that there’s an ocean of books out there, and it can be daunting to wade into those waters. Establishing your brand, marketing your book, growing your sales, getting exposure, building a following, and then, ultimately, hopefully, expectantly, and with a measure of luck or timing or both, you catch a wave and ride it to the bestseller list.

I have an amazing agent and a supportive publisher, and I’m grateful for her. Killer Nashville Magazine also taking me on as a contributing writer has been a fantastic blessing as well. Yet, like so many others, I’m still in the trenches looking up and trying to break through.

In most any endeavor, realizing one’s dream includes a dose of luck and timing. They are uncontrollable variables, and they are real. Ask any athlete, actor, model, artist, singer, or musician. If you reach the elite echelon of one’s chosen pursuit, there was some degree of those two elements somewhere in the process.

With all that as the backdrop, my career in the sports business affords me an interesting take on the journey to author success. The parallels are weirdly similar.

At this juncture, you may be asking, where does Michael Jordan come into the conversation? Well, I had a unique experience that sort of captures my points here. Let’s jump back to February 7, 1988, inside the old Chicago Stadium, former home of the Chicago Bulls, and to the NBA Slam Dunk contest going on as part of the NBA All-Star Weekend. Specifically, let’s move ourselves down onto the court. And to the Slam Dunk staging area courtside by the Gatorade table near mid-court. That’s where I was stationed.

I was there at the request of the NBA to help manage the event. At that time, I was with the Milwaukee Bucks as head of ticket sales and the NBA had gotten to know me. They pulled in three team executives they knew they could rely on to help. Besides me, Don Johnson from the Denver Nuggets and Brad Ewing from the Houston Rockets were part of the team. We became a three-headed event manager, taking lead from the NBA’s VP, Paula Hanson. Thus, the headsets. We were to ensure that the participating players were seated in line as instructed on the team bench, and that we had the next player to compete informed and sent to that mid-court table to wait their turn for the competition. That’s where I was stationed, while Don and Brad were on the sideline managing the media and player positioning. I was there to keep the player in place and tell him when he should go.

I relay all this for a reason. 

That Slam Dunk contest is now part of the annals of NBA lore. It was, to some extent, Michael Jordan’s coming out party that cemented his reign over the NBA for years to come. He beat out Dominique Wilkins to win the slam dunk title, and in the process, executed a dunk where he sped the full length of the court and leaped at the free throw line to slam home the basketball. In mid-air, he looked like he was flying with his left arm slightly back, his legs like wings, the ball held high, and his elevation almost inhuman. A photographer captured that moment, and the photo went on to be a best-selling poster every fan wanted. Smart phones and personal devices with cameras weren’t around back then. Images of celebrities were monetized through posters sold at retail locations (no internet either!).

Look up that moment online and you’ll see two well-dressed guys on headsets squatting on the sideline, each sporting a mustache. That’s Don and Brad. On the poster. Forever. To the right, the Gatorade table where yours truly was squatting is cropped out. Forever. 

The three of us were equals. We each were young executives doing the same job for our respective teams, having got to that point because of our talent and capabilities. The NBA noticed us. We did all the right things to achieve our position. We worked hard, put in the hours, learned our craft, and improved ourselves by networking and just being in the business. But at that moment, on the floor of the Chicago Stadium, something unexpected happened to my two colleagues. They caught a break in that they’re visually and permanently part of a historic moment. And for the record, I have zero consternation that I was cropped out. I’m genuinely elated for them both. 

I tell this story because it speaks to our ambitions of finding success. As aspiring authors, we’re all the same in many ways. We have talent. We can write compelling stories. We network and learn and improve. We pour ourselves into our dream and spend countless hours writing, editing, rewriting, marketing, and sweating over the details. But sometimes, it simply comes down to luck and timing. 

And maybe I should’ve added Thomas Jefferson to the title of this article, because he said something that should give all aspiring writers some solace we’re doing all the right things to succeed. Jefferson is quoted as saying, “I am a great believer in luck, and I find the harder I work, the more I have of it." The newer version of that is “The harder I work, the luckier I get.”

So, keep writing and keep working hard. A dose of luck is an element to success in most any field. Stay the course and know that the road we’re on isn’t necessarily paved, rather that it’s a bumpy ride with potholes and hills to climb. But keep driving. Luck and timing seem to find their way to those that persevere.

When “The End” is Just the Beginning

By Judy Penz Sheluk

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Ten years ago, when I sat down to write my first novel, the thought of self-publishing never crossed my mind. To be fair, times were different then. There was a greater stigma to self-publishing, and vanity presses had (deservedly) earned their reputation as the bottom feeders of the book publishing industry.

As an established freelance journalist and magazine editor, I was also no stranger to seeing my name in print, with bylines in dozens of North American newspapers and magazines. I assumed—wrongly, as it turned out—that my good reputation would help pave the way to a traditional publishing deal. 

It didn’t, and in July 2014, after several (mostly nice) rejections and one offer from a New York City agent to ghost write a book in exchange for a small share of any royalties earned (I turned her down), I signed a contract for The Hanged Man’s Noose, the first book in my Glass Dolphin mystery series. 

I vetted the publisher, an independent press based in Oregon, as well as anyone can prior to submitting. I checked online reviews and ratings of the books in their catalogue, read a handful of titles to ensure they were well edited, then contacted three of their authors who, like me, belonged to Sisters in Crime. Feedback about the publisher was overwhelmingly positive. Quality editing, proofreading, and cover art were all handled in a collaborative manner with the author. Royalties were reported monthly and paid promptly. I was further assured by the publisher’s Mystery Writers of America and International Thriller Writers approved standings.

Despite all that, when it came time to find a home for the first book in my Marketville mystery series, I decided to query elsewhere to make sure all my eggs weren’t in one basket. I’d heard too many tales of authors whose series had been “orphaned” (an industry term meaning the premature cancellation of a contract due to the publisher shuttering its doors or discontinuing the genre). That wasn’t going to happen to me.

Except, it did. Twice. It turned out having multiple baskets didn’t offer the security I thought it might. 

It didn’t come as a huge shock; traditional print media had been declining for years, and my years in the magazine world taught me to read the signs of impending closure. One publisher had systematically begun to release every one of their authors from their contracts. The other had all but stopped communicating, including royalty reports and updates on books-in-progress. By July 2018, both of my series were officially orphaned. 

Few “orphaned” authors find a new home for their existing series, even after months, sometimes years, of trying. Some start over. Some give up. I did neither. Both failed publishers had given me knowledge of the industry. I understood what loomed on my horizon, and a few months prior to being officially orphaned, I’d set up my own imprint, Superior Shores Press. I was ready to take my destiny into my own hands.

I’ve learned a lot since 2018, made a few miscalculations along the way, overcomplicated some things, underestimated others. I’ve also guided a couple of traditionally published authors through their own indie journeys and, at the request of my then-local library, developed a presentation titled Finding Your Path to Publication, which led to a second presentation, Self-Publishing: The Ins & Outs of Going Indie.

Both of those presentations led me to research and write two step-by-step publishing guides in 2023. Finding Your Path to Publication released in May, followed by The Ins & Outs of Going Indie in December. I don’t kid myself. These sorts of niche publications are unlikely to earn me what I like to call “Stephen King money,” but it is my sincere hope that they will help other authors—whether orphaned, published and looking for a change, or still at the querying/getting rejected stage—a place to explore options and opportunities. 

Because authors should help authors. And because sometimes the end is just the beginning. 

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A former journalist and magazine editor, Judy Penz Sheluk is the bestselling author of Finding Your Path to Publication: A Step-by-Step Guide, as well as two mystery series: the Glass Dolphin Mysteries and Marketville Mysteries, both of which have been published in multiple languages. Her short crime fiction appears in several collections, including the Superior Shores Anthologies, which she also edited. Judy has a passion for understanding the ins and outs of all aspects of publishing, and is the founder and owner of Superior Shores Press, which she established in February 2018.

Judy is a member of Sisters in Crime, International Thriller Writers, the Short Mystery Fiction Society, and Crime Writers of Canada, where she served on the Board of Directors for five years, the final two as Chair. She lives in Northern Ontario. Find her at www.judypenzsheluk.com.

Timing is Your Time’s Best Friend: Calendar Management for the Soon-To-Be-Published Author

By Roger Johns and Kim Conrey

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If you’ve been through the book publication process, you know the demands of publication and promotion can be ferocious time eaters. If you’re a soon-to-be-published author, about to go through this process for the first time, the magnitude of these time demands can be difficult to anticipate. So, it’s important to know what this process will look like, ahead of time, so you can manage your time and your calendar more effectively. The last thing you want is for the joyous occasion of your book’s upcoming emergence into the world to be plagued by stress and anxiety because you’ve gotten stuck in the mire of constantly playing catchup, or because things aren’t happening at the pace you expected them to.

An important set of tactics to keep this from happening is to make it a priority to acquire advance knowledge of: (1) the demands the book production process will place upon you, (2) the opportunities publication will make available to you, (3) how to properly plan for what’s coming so you can stay ahead of the game, and (4) when you should begin the various tasks that contribute to your book’s success.

As with all complex endeavors that are not completely under your control, the schedules and demands of others will have to be considered and, to some extent, catered to. This means you will need to know who and what you will encounter on the road ahead, what their role is, and how they view your role in the process. Experience tells us that what you do, and when you do it—especially during the busy months preceding launch—can have an outsized impact on the success of your promotional efforts in the critical months immediately following publication. So, it pays to understand the timeframes during which certain undertakings need to be started, because when you begin can be as or more important than what you begin. In this context, timing is your time’s best friend.

Demands of the Book Production Process

If you have just signed your first contract to become a traditionally published author, you should expect your manuscript to undergo a fairly rigorous, multi-part editing process—a process in which you will play a significant part. Depending on your publisher, the condition of your manuscript, and your editor’s inclinations, this can include story edits, copy edits, and proofing edits. All of these must be done with care, and completed and returned on time. So, ask your publishing house editor what’s coming and how much time you’ll have to complete and return your responses. If your editor wants a lot of story edits, this can take quite a while to do properly because changes to one part of a manuscript often require changes to other parts. And, obviously, the longer your book, the longer all phases of the editing process can take. Knowing, ahead of time, what’s expected of you, will allow you to plan these tasks into your personal and professional life.

In addition to the editing process, you will need to provide input on cover images, gather blurbs from other authors, produce some of what’s known as front matter and back matter (i.e., dedication and acknowledgements), and provide an adequate headshot, and you may be asked to weigh in on (or craft entirely) the jacket/flap copy. All of these tasks can be loads of fun, but they all take time, and they all come with deadlines, so they need to be planned for. Missing an editing or production deadline is not a recipe for success in the publishing world. And starting late in the process of soliciting blurbs from other authors can leave you with less than you had hoped for, in terms of quality and quantity. Authors who agree to furnish a blurb will need a copy early enough to do a good job for you. This is especially true if you are self-publishing your book. Publishing houses have established timelines for prompting authors to solicit blurbs. If you’re self-publishing, you’ll need to initiate this process yourself.

If you have just made the decision to self-publish, you’ll need to plan other activities even further ahead, as well. The fantastic editor you’ve hired who took only weeks to get edits back before, may be playing catch up when your manuscript hits their inbox, and the same goes for your cover designer. A mantra for any author, especially the self-published author, is, everything takes longer than you think it will. If this is your first attempt at self-publishing, you may be shocked to find that it can take Ingram Book Company, the largest book wholesale distributor in the world, several weeks to load your book’s meta data onto Amazon and other retailers. So, if your goal was to get as many print preorders as possible, you’ll need to have your book ready to go months before your official publication date. Take it from droves of authors who’ve checked book retailer websites every morning for weeks looking for their book’s cover only to find the dreaded “No Image Available” icon. This can be heartbreaking for an author who was planning a huge preorder push, and there will be nothing you can do but wait for the data to load. No amount of begging customer service will help. You are one of thousands of authors waiting on the same thing. If eBook sales are your only goal, you will have more time, but if you do not have your eBook loaded in time for preorders to be delivered, Amazon can suspend you from selling an eBook on their site for a solid year. It is crucial to plan for the unexpected. Whatever you think your timeline is, double it at the very least.

And…while all this is going on—whichever way you choose to publish—you’ll need to do your part in the increasingly challenging process of book promotion. It’s tempting to think that, if you’ve signed with a traditional publisher, especially a big one, that all of that “promo stuff” will be taken care of by the sales and marketing and publicity folks at your publishing house. Sorry, unless you’re one of the biggest of the bigtime authors, things are unlikely to work out that way. Regardless of whether you’re about to be traditionally- or self-published, you’re going to have to do your part. And, unless you’re a celebrity author, with high brand recognition, “doing your part” means building demand for your book before it becomes available for purchase, by: (1) establishing a social media presence, (2) lining up appearances at bookstores, local author-oriented events, conferences, conventions, book clubs, and other venues, (3) developing or joining a blog or a podcast, (4) creating posts for blogs hosted by others, and (5) becoming involved in professional organizations dedicated to the type of book you’ve written. 

And…while all this is going on, you’ll need to be writing your next book.

Opportunities Publication Will Make Available to You

Being a published author is a big deal. It’s true that millions of books are published in this country every year, but it’s also true that hundreds of millions of people live here. By publishing a book you have accomplished an amazingly rare feat. And a fascinating one, as well. The reading public shows a strong interest in knowing about the writers of the books they read. Because of this, there are dozens of regularly scheduled (and undoubtedly thousands of individually arranged) events around the country, every year, at which authors and their readers gather for the purposes of getting to know each other and finding new authors to read. This means published authors will have opportunities to get in front of the reading public in ways that are generally unavailable to others—including appearances at conventions, conferences, bookstores, local author events, blogs, podcasts, libraries, and book clubs.

Availing yourself of these opportunities takes time, research, and determination and can require special knowledge. For instance, if you’re interested in lining up bookstore or local author event appearances on, or shortly after, your launch date, you’ll need to know how far in advance their schedule is booked, and approach them early enough to be considered for a spot. The most desirable venues often have crowded event calendars that are fully booked long into the future, so you’ll need to give them plenty of lead time. The same goes for blogs and podcasts hosted by others. And conferences, conventions, and book and literary fairs and festivals have specified registration periods that must be adhered to. And because not all venues will be receptive to your pitch, it’s possible you’ll need to over-develop your list of target opportunities, and make contact with enough of them early on to have a useful understanding of what’s going to work out and what’s not.

If you intend to create your own blog or podcast, you will need to start long before launch day, so you can establish your presence and build a readership or listenership. These activities can be difficult and time-consuming, and the more tech-challenged you are, the more difficult and time-consuming they become. However, there are lots of good books and web resources that can advise you on how to set these projects in motion.

Planning (to Stay Ahead of the Game), and Knowing When to Begin

It bears repeating that all of these tasks take time—sometimes lots of it. Many of them will need to be in process or fully in place well before launch day, so that a steady stream of promotional efforts is bearing fruit in the critical weeks and months immediately following publication. To make this work, it’s helpful to view your publication day as the midpoint on a timeline that begins the day you either sign your publication contract or decide to self-publish and continues for several months after your book becomes available.

The critical take-away is to develop a list of the obligations you will need to fulfill and the dates by which you will need to fulfill them, as well as a list of the opportunities you wish to pursue, along with the dates you’d like to avail yourself of them, and then place all of these on a timeline so you can literally see what the future will look like.

So you can have a clear understanding of when to begin each of the obligations and opportunities on your timeline, think of them in terms of lead time—the period between when you begin a process and when its purpose is achieved, and mark the start dates on your timeline as well. Then develop checklists for the specific tasks associated with each item on your calendar, indicating what needs to be done, by when, and by whom. This will allow you to measure your progress and to avoid getting blindsided by matters you should have or could have known about. In other words, give your book and your writing career every chance for success by creating a detailed map of the road ahead, so you can handle things like a pro.

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ROGER JOHNS is the author of Dark River Rising and River of Secrets, from St. Martin’s Press, as well as numerous short stories published by, among others, Saturday Evening Post, Alfred Hitchcock’s Mystery Magazine, Mystery Weekly Magazine, and Black Beacon Books. He is the 2018 Georgia Author of the Year for mystery, and a two-time finalist for the Killer Nashville Silver Falchion Award. Since 2016, Roger has made over 140 live appearances across the country, at conferences, conventions, bookstores, libraries, book clubs, corporate events, writing clubs, continuing education classes and other writing-oriented venues, as well as on podcasts, web radio, and broadcast radio. He has also made, and continues to make, frequent invited presentations on writing and career management for new authors, and his articles and essays on these topics have appeared in, among other publications, Southern Writers Magazine, Career Authors, and Southern Literary Review. 

KIM CONREY is the Georgia Author of the Year recipient in the romance category for Stealing Ares, traditionally published by Black Rose Writing and Losing Ares, the follow up. Her urban fantasy Nicholas Eternal was published in June 2023, and her memoir You’re Not a Murderer: You Just Have Harm OCD, which she co-wrote with her adult child, was released in October of 2023. Her work has also been published by numerous magazines and literary journals and received awards. She serves as VP of Operations for the Atlanta Writers Club and podcasts about writing with the Wild Women Who Write. She gives book marketing talks and speaks on various topics relating to writing at local and regional writing conferences and literary festivals.

TOGETHER, Kim and Roger co-author “If You Only Have An Hour: Time-Saving Tips & Tricks For Managing Your Writing Career” the quarterly advice column in "Page Turner", the magazine of the Georgia Writers Museum and the Atlanta Writers Club.

Punctuation is Power - Part 5: Are you in business or in hobby?

By Angela K Durden

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Across the board in creative endeavors something interesting is happening. Folks are getting to be about 55 or so, thinking of or are retiring, and getting back into the thing they loved before the kids came along and the bills piled up and their time was not their own in that thing we call Life. 

Whether it is music, writing, sculpture, painting, pottery, dance, and more, you will find many “of an age” mingling with young folks just getting into that creative endeavor. For some, writing a book or two is just a hobby. They don’t really intend to make it a business. Thinking about the bygone golden years of publishing when authors became stars. They dream of their book being:

• rep’d by an agent, 

• sold to one of the Big 4, 

• making the best seller lists, 

• selling like crazy domestically, 

• translated into multiple languages and selling internationally to wild acclaim, 

• made into a movie or two or three. 

Bring on the mailbox money! From your mouth to God’s ears, right?

Well, firstly, the business was never exactly like that. As we learned from the recent Hemingway documentary, his lavish lifestyle was mostly due to having a series of rich wives. Secondly, the old saying “make hay while the sun is shining” applies in this business. Much marketing of personalities went into the making of the myths. Hemingway used his marketing myth to get money for product endorsements. Nothing much has changed there.  

Still, much hard work by many people went into the writing, editing, printing, marketing, distribution, tracking of inventory, and sales of most books. Starting in the late 1980s, though, the book business began to change. Tired of being shut out and stolen from, the age of the Indie Author and Indie Publisher began and has not abated. Technology has made the publishing of a work easy; distribution via print-on-demand methods has made it within the affordable reach of millions. (Marketing of a book is a whole other subject. It is a bugaboo, a thorn in our paws, a never-ending challenge.)

Unfortunately, too many authors, having written a work, tire out and don’t do the necessary boring work of thorough and multiple edits and rewrites. Not only that, they are also unwilling to pay for it, too. Many will not take any advice when it comes to punctuation, sentence structure, flow of the material, etcetera. They see any question as an assault on their baby. 

I want to scream when I hear “Well, I [or my spouse, significant other, best friend, or sibling] have a degree in English and have already edited the book.” Or “My wife edited my book. She has a degree in English. She’ll get her feelings hurt if I let anybody else edit it.” 

Then these authors are not in business. They are in hobby. True, there are some creative outputs that are simply for making the creator happy. Enjoy the process! It is wonderful to have a hobby one enjoys. 

The business of book publishing, though, requires another mindset. Sorry to say, but one may still not see a profit from all that hard work. All business endeavors are a crapshoot. 

I have always had an allegiance to words in whatever form they take. I hate advertising language that reeks of the weasel. Since it has always been a moving target, I detest rigid rules of punctuation for rules’ sake. [See Part 1 of this series]. 

As a writer in many categories (business, children, non-fiction, memoir, humor, and fiction), my goal is to teach and/or entertain but always challenge the reader and tell it well.

As an editor my goal is to make a book the best it can be. One that, when a grandchild finds it on a shelf and reads Grandma’s or Grandpa’s book they will be proud of how good it is, not embarrassed about it. 

As a small publisher it is to bring to life high-quality books the Big 4 will not touch. Blue Room Books has published history, music business memoir, fiction, and more, some not easily categorized. We may or may not make a profit on these, but damn it all, when they go into the world they will be equal to or better than offerings from the big houses. 

So, as asked in Part 4, I ask again: 

Why do you write? 

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Author, editor, publisher, and more: learn about Angela K. Durden here and here and here.