Download Self-Publishing for Dummies (ISBN - 0471799521) PDF

TitleSelf-Publishing for Dummies (ISBN - 0471799521)
TagsFor Dummies
LanguageEnglish
File Size4.0 MB
Total Pages386
Table of Contents
                            Self-Publishing For Dummies
	About the Author
	Dedication
	Author’s Acknowledgments
	Contents at a Glance
	Table of Contents
	Introduction
		About This Book
		Conventions Used in This Book
		What You’re Not to Read
		Foolish Assumptions
		How This Book Is Organized
		Icons Used in This Book
		Where to Go from Here
	Part I: Do It Yourself: Getting Started with Self-Publishing
		Chapter 1: Welcome to Self-Publishing!
			Figuring Out Whether Self-Publishing Is the Best Option for You
			Gathering the Right Publishing Tools
			Putting Together a Winning Manuscript
			Editing Your Work Effectively
			Dealing with Administration and Design
			Checking Out Your Printing Options
			Delving into Distribution
			Getting the Word Out with Publicity and Marketing
			Surveying a Brief Self-Publishing Timeline
		Chapter 2: Understanding the Pros and Cons of Self-Publishing
			Why Should You Even Consider Self-Publishing?
			What Are the Benefits of Self-Publishing?
			What Are Self-Publishing’s Drawbacks?
			Do You Have the Skills that All Self-Published Authors Need?
			Can Self-Publishing Be a Full-Time Gig?
		Chapter 3: Equipping Yourself with the Write Stuff
			Fix It Up: Creating Your Ideal Writing Environment
			Throw Away the Hammer: Assembling the Writer’s Toolbox
		Chapter 4: Creating a Winning Manuscript
			It’s Not Always About You! Considering Your Audience Upfront
			Don’t Be Sketchy: Creating an Outline
			Dig for Facts: Doing Research
			What Meets the Eye: Adding Visual Interest to Your Manuscript
			Put the Pieces Together: Examining Other Book Elements
			Keep It Legal: Obtaining Permission to Use Other People’s Materials
			You’re Not a Copier: Avoiding Plagiarism
		Chapter 5: Fine-Tuning Your Work with Careful Editing
			A Bird’s-Eye View of the Editing Process
			The Nitty-Gritty of Hiring an Editor
	Part II: Pulling Together the Details: Administration and Design
		Chapter 6: Setting Up Your Self-Publishing Business
			Understanding the Benefits of Establishing a Publishing Company
			Taking Official Steps to Create a Company
			Keeping Costs Tracked and Under Control
			Finding Additional Expert Advice on Your Business Adventure
		Chapter 7: Tackling Book-Specific Tasks
			Obtaining an ISBN for Your Book
			Ordering a Barcode for Your Book
			Filling Out the Advance Book Information Form
			Securing a Library of Congress Control Number
			It’s Mine, All Mine! Copyrighting Your Work
			Increasing Profits by Setting the Right Cover Price
			The Right Time: Selecting Your Book’s Publication Date
		Chapter 8: Coming Up with Creative Page Design and Layout
			Delving into Do-It-Yourself Page Design
			Laying Out Your Book with Popular Desktop Publishing Software
			Converting Laid-Out Pages into Printer-Friendly Files
			Hiring a Professional Graphic Designer
		Chapter 9: Judging a Book by Its Cover
			Constructing a Catchy Title
			Keeping a Close Eye on the Front Cover
			Turning to Your Book’s Back Cover
			Remembering Your Book’s Spine
			Working with a Design Expert to Create Your Cover
	Part III: Start the Presses! Examining Printing Choices
		Chapter 10: Trying Out Traditional Offset Printing
			The Basics of Working with a Traditional Offset Printer
			Choosing the Features of Your Traditionally Printed Book
			Hiring the Right Offset Printer for Your Needs
		Chapter 11: Print-On-Demand for Demanding Self-Publishers
			Taking a Quick Tour of Print-On-Demand Technology
			Looking at the Pros and Cons of Print-On-Demand
			Surveying the Print-On-Demand Process
			Picking a Great Print-On-Demand Company for Your Book
			Checking Out a Few Prominent POD Companies
		Chapter 12: Checking Out Some Non-Traditional Printing Options
			The Basics of eBook Publishing
			The Details of Putting Out eBooks
			Heading to a Local Print Shop
		Chapter 13: Working Successfully with Any Printer
			Walking through the General Printing Process
			Getting on the Same Page with Your Printer
			Surviving the Proofing Stage
			Wrapping Up Your Work with a Printer
	Part IV: Making Your Book a Bestseller: Distribution Methods
		Chapter 14: Selling Your Book through Popular Online Booksellers
			Creating an Effective Listing
			Submitting Your Listing to Popular Online Booksellers
			Generating Excellent Online Reviews
			Taking Advantage of Other Resources from Online Booksellers
		Chapter 15: Distributing Your Book through Traditional Channels
			The Challenges of Securing Major Retail Distribution for a Self-Published Book
			Working with Wholesalers and Distributors
			Approaching Independent Booksellers
			Scoping Out Specialty Retail Stores
			Distributing Your Book via Direct Mail
			Hooking Up with Trade Associations, Special Interest Groups, and Conferences
			Grabbing the Attention of Mass-Market Retailers and Bookstore Chains
		Chapter 16: Getting a Grip on Warehousing, Order Fulfillment, and Shipping
			Warehousing Your Books and Managing Inventory
			Handling Order Taking and Fulfillment
			Shipping Your Books to Customers
		Chapter 17: Selling Your Book to the Big Boys for Better Distribution
			Sending Your Book to a Major Publisher
			Tapping the International Market
			Selling the Subsidiary or Serial Rights to Your Book
	Part V: Creating a Buzz: Publicity and Marketing
		Chapter 18: Crafting Publicity Materials for Your Book
			Going Over the Basics of Press Materials
			Making a Great Impression with the Press Kit Folder
			Writing an Attention-Getting Press Release
			Using Successful Strategies for Writing Your Author Bio
			Putting Your Best Face Forward with a Publicity Photo
			Writing a Knockout Pitch Letter
			Creating an Electronic Press Kit
			Distributing Your Press Materials to the Media
		Chapter 19: Publicizing Your Book for Free with the Media’s Help
			Talk It Up: Saying the Right Thing to the Media
			Dress It Up: Looking Good When You Promote Your Book
			Book It: Generating Reviews
			Show It Off: Coordinating Author Appearances and Book Signings
			Leave It to the Pros: Working with a Publicist
		Chapter 20: Marketing Your Book with Paid Advertising and Promotional Tools
			Checking Out the Pros and Cons of Paid Advertising
			Deciding Where to Advertise to Reach Your Target Audience
			Planning a Successful Ad Campaign
			Effectively Using Promotional Materials
		Chapter 21: Maximizing Your Marketing Power in Cyberspace
			Caught in the Web: Building a Promotional Site for Your Book
			If You Build It, Will They Come? Generating Traffic to Your Web Site
			Adding Extra Bells and Whistles
		Chapter 22: Expanding Your Income with Spin-Off Products and Services
			Considering a Few Important Points Before You Start Down the Spin-Off Road
			Developing Creative Ways to Repackage Your Content
			Generating Revenue with a Wide Range of Services
	Part VI: The Part of Tens
		Chapter 23: Ten Self-Publishing Mistakes to Avoid
			Not Targeting Your Audience Appropriately
			Inaccurate Information, a Lack of Organization, and Poor Writing
			A Lack of Attention to Detail and Editing
			Inefficiently Using Money and Resources
			Implementing Poor Cover Design and Copy
			Choosing the Wrong Printing Method
			A Lack of Comprehensive Distribution
			Wasting the Potential of Online Distribution
			Improperly Planning the Publicity and Marketing Campaign
			Bad Timing throughout the Self-Publishing Process
		Chapter 24: Ten Useful Resources for Self-Publishers
			Books for Writers Worth Reading
			Helpful Print Publications
			Powerful Online Resources
			Trustworthy Professional Associations
	Index
                        
Document Text Contents
Page 1

by Jason R. Rich

Self-Publishing
FOR

DUMmIES


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� How much marketing, advertising, and public relations support you plan
to receive from the POD company and what form that support may take

� What discount is offered to bookstores, retailers, libraries, and book dis-
tributors and whether returns are accepted by the POD company

� Whether the POD company offers credit terms to established distributors,
booksellers, libraries, and other retailers, or if all orders must be pre-paid

Before choosing a POD company, always read the company’s Author Agreement
and other contracts carefully. These documents are legal and outline the ser-
vices to be offered and their related fees. Then calculate your overall budget.
Determine approximately how many copies of your book you need to sell in
order to break even on your investment, then determine if that sales figure is
feasible, based on the distribution, sales, marketing, advertising and publicity
opportunities you anticipate being available to you (see the next section for
money matters).

As an author, you pay the POD company a pre-determined fee for a specific
publishing package, and then you’re able to purchase copies of your published
book at a discount of up to 60 percent off the book’s retail cover price. Each
POD company offers several publishing packages at different price points.

Also remember that unlike when you work with a major publishing house,
when you use POD to publish your book, you retain all rights to your book,
including the copyright. See Chapter 6 for the full scoop on copyright.

Working with companies
to manage money issues
The POD company you choose helps you make important decisions about
your book’s cover price, while ultimately impacting your profit margin. This
section deals with some of the financial issues and decisions you need to
contend with as a self-publisher using POD.

Watching out for hidden costs
Many first time authors don’t pre-calculate all the costs associated with pub-
lishing their book. Using a turnkey POD solution helps control costs, but
there are still many expenses you can incur in addition to the POD publishing
package you purchase. These expenses include editing services, acquiring
artwork, graphic design, and publicity.

Determine exactly what services are included in the POD publishing package
you’re purchasing and what additional services you need and have to pay for,
and feel free to ask your contact person any and all questions.

173Chapter 11: Print-On-Demand for Demanding Self-Publishers

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174 Part III: Start the Presses! Examining Printing Choices
POD companies specialize in publishing and distributing your book — not
marketing and promoting it. Getting word out about your book is solely the
author’s responsibility. You can, of course, hire professional salespeople and
public relations people to help you. If you don’t properly promote your book,
no matter how good the book actually is, it won’t sell. It’s that simple. See
Part V for the lowdown on publicity, marketing, and advertising.

Pricing your book
Every book has a cost per copy to print, based on the number of pages and
its binding. Most POD companies provide you with the exact printing cost
per copy and require that your book’s cover price be at least 21⁄2 times the
printing cost per book.

This pricing model ensures that you, as the author, as well as the POD com-
pany, can make ample profit on each copy of the book sold. This pricing
model also allows for a standard 15 to 60 percent discount off the book’s
retail cover price to be offered to recognized book distributors, booksellers,
and libraries that order your book.

As the author, you also want to be able to purchase copies of your book from
the POD company at between 40 to 60 percent off the book’s cover price and
have the option to resell books directly to customers for the book’s cover
price. Most POD companies also initially supply you with a pre-determined
number of free copies of your book, based on the publishing package you buy.

Here’s an example: In 2006, the printing cost of a 260-page trade paperback
book was $9.03 per copy. The minimum cover price for that book is $22.57
(21⁄2 times the per-copy printing cost). As the author, you could increase your
profits by boosting the cover price to $24.95 or $29.95 (or higher), based on
how much you believe potential readers are willing to pay for your book.
When you use POD, as the author, you have the option to purchase books at
a discount (ranging from 40 to 60 percent off the cover price). You then have
the option to resell those books at the cover price in order to earn your profit.

Some POD companies give authors input into their book’s cover price.
Others don’t. Your book’s cover price can have a tremendous impact on its
profit potential. Pricing it correctly can mean the difference between earning
a profit and losing money on your publishing venture over the life of your
book. Check out Chapter 7 for details about setting your book’s cover price.

Calculating your royalties
Every POD company has a different formula used to calculate an author’s roy-
alties. As books are sold, you receive a royalty based on a pre-determined
percentage of the gross profit earned per book. Some POD companies offer up
to a 60 percent royalty on gross profit from each copy sold. Another part of
this equation is based on how the book is sold, either directly by the author

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