1st Place! Writer’s Digest 22nd Annual Self-Published Book Awards, 2014
“If you want to get the inside scoop on how to polish and publish your book so readers who pick up your book say ‘I want to read this,’ you’ll want to read 10 Steps to Publish & Succeed. An enjoyable read sharing important strategies interwoven with real life tales of authors going through the process of publishing their books. From virtual book tours to the power of email signatures, from book awards to social networking for authors, Jill Ronsley also shares powerful online and offline book marketing strategies.”
—D’vorah Lansky, M.Ed., bestselling author of Book Marketing Made Easy
“I recommend 10 Steps to Publish & Succeed: How to Put Your Best Book Forward to authors and publishers who want a formula for selling more of their books, profitably.”
—Brian Jud, Executive Director of APSS and the author of How to Make Real Money Selling Books and Beyond the Bookstore
“Jill Ronsley—book designer, editor and publisher—brings a wealth of experience to her readers. She covers all the essentials needed to take your book from a draft document to the final proof stage, and all the way to publishing success. 10 Steps to Publish & Succeed has it all, and the presentation is clear, straightforward and contemporary. Whether you want to take your ideas to a printed book or an e-book, all the steps are provided in this easy-to-read book, with many examples taken from the author’s own career in publishing.”
—Stephen Aitken, Senior Editor, Biodiversity; Membership Chair, Picture Book Artists Association; author of children’s books
“10 Steps to Publish & Succeed is a fact-filled yet concise book about everything you’ll ever need to know about the publishing industry. Unlike most books in this genre, Ronsley’s should be required reading for anyone aspiring to write and publish their work—whether through a traditional publisher or by publishing independently. Its engaging, easy-to-read style makes it an indispensable resource … I especially found the section on marketing and promotion invaluable … Her extensive experience as an expert editor and book designer is evident as she outlines every aspect of this oftentimes challenging field. By far the best book I’ve read on publishing! Thank goodness there’s finally a book available that isn’t 400 pages of outdated filler! I highly recommend it!”
—Amber T. Kingston, 2008 Benjamin Franklin Award winner
“With one book traditionally published, I’m no stranger to the world of book publishing. But the thought of independently publishing my second book had me shaking in my boots. Thank goodness for Jill Ronsley’s 10 Steps to Publish & Succeed! With an easy-going, you-can-do-this style, Jill outlines the general and specific steps of independent publishing. My notes have become a to-do list that is simple and easy-to-follow. I highly recommend this book for anyone who is new to independent publishing, book publishing in general, or coming back to independent publishing. It’s a must read!”
—Laura E. Laing, author, Math for Grownups and Math for Writers
“In addition to her expertise as an editor and book designer, Jill Ronsley is an exceptional writer and teacher. She carefully walks the reader through every step of the publishing process in a concise and thorough manner. It’s an easy read that builds confidence for anyone ready to delve into the sometimes daunting world of publishing. Her marketing strategies and suggestions are current and relevant. As a small press publisher, author and educator, I highly recommend Ronsley’s book as a valuable and essential step-by-step resource guide for anyone in the industry of writing, publishing, printing, or book promotion and marketing.”
—S. L. Whyte, author and founder of the Stelladaur Academy
“Ronsley’s book is a great read. The book is concise with no fluff. Each page is packed with useful information on how to publish your book. Not only does it cover the basics, but attention is given to design, marketing and promotions, I appreciate the chapter on photos and illustrations. Having published three books I learned several things that I never thought of prior to reading the book.”
—David Morris, author
“If you want to know EVERYTHING about what’s required for your work to go from a manuscript to a finished, saleable, successful book, 10 Steps to Publish & Succeed is a must read! Jill Ronsley has not only included all the pertinent information one would need, but she presents it in a way that’s a pleasure to read and easy to understand. I love the “Tips” that are found throughout the book and also that it provides so much information about the importance of marketing. Again, a must read whether you’re a newbie or an established writer! Love this book!”
—J. M. Cochran, author and small press publisher
10 Steps to Publish and Succeed: How to Put Your Best Book Forward
by Jill Ronsley
Copyright © by Jill Ronsley 2014
All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording, or any information storage and retrieval system, without permission in writing from the publisher.
ISBN: 978-0-9739952-1-3 (softcover)
ISBN: 978-0-9739952-3-7 (e-book)
Printed and bound in the USA
10 9 8 7 6 5 4 3 2 1
Published by Blue Star Press Inc.
Vancouver, BC, Canada
Front cover design by Ian Stanbury
Interior design by Jill Ronsley
All photos reproduced with permission.
For more information on writing, editing, design and book production, visit www.suneditwrite.com. Send an email to the author at jill@suneditwrite.com.
Limit of Liability/Disclaimer of Warranty: The Publisher and the Author make no representations or warranties with respect to the accuracy of completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties or fitness for a particular purpose. The advice and strategies contained herein may not be suitable for every situation. This work is sold with the understanding that if professional assistance is required, the services of a competent professional person should be sought. Neither the Publisher nor the Author shall be liable for damages arising herefrom. The fact that an organization or website is referred to in this work as a citation and/or a potential source of further information does not mean that the Author or the Publisher endorses the information the organization or website may provide or recommendations it may make. Further, readers should be aware that Internet websites and other sources listed in this work may have changed or disappeared between when this work was written or published and when it is read.
E-book conversion by Jill Ronsley, www.suneditwrite.com
To Joanne and Joe,
who gave me my first books, taught me to write
and filled my shelves with books of knowledge, literature and art
How This Book Can Help You with Your Book
Part 1 Perfect Your Content
1 Publishing Basics: First Things First
2 Editing: An Investment That Pays Back Abundantly
3 Proofreading: Catch the Typos Before They Catch You
4 Interior Design and Typesetting: For Your Readers’ Ease and Pleasure
5 Cover Design: Yes, They Do Judge a Book by Its Cover
6 Photographs and Illustrations: Speak to Your Readers Visually
7 Proofreading—Again! Be Proud of Your Book
Part 2 Publishing and Marketing Your Book
8 Printing Books and Fulfilling Orders: Prepare Your Book for Your Customers
9 E-books and Audio Books: Extend Your Reach
10 Marketing and Promotion: Communicate! A Cornucopia of Possibilities
Publish and Succeed! Where Preparation Meets Opportunity
Part 3 The Author
The Inside Scoop on Editing
About the Author
Work with the Author
Endnotes
Display of softcover and hardcover books at a printing facility
The author reviewing finished products
FOR INDEPENDENT PUBLISHERS AND SMALL PRESSES, success depends on creating books with quality content that are well written, produced and distributed. Getting your book just right involves revisions and re-writes, time, passion and perseverance. Whether you are publishing print books or e-books, 10 Steps to Publish and Succeed: How to Put Your Best Book Forward shares the secrets you need to know and reveals the mistakes you need to avoid to ensure you end up with a quality book that you are proud to put your name on and sell.
This book is a compilation of the insights I have gathered as a writer, editor, book designer, publisher and consultant over the past 15 years. While working with authors and publishers around the world, I have learned that many people have entertaining, interesting and valuable life experiences, which form the basis of good books—they just need help creating and marketing their publications while avoiding the pitfalls that frequently appear on the path.
Over the years, I have referred my clients to reputable illustrators, printers, booksellers and other industry professionals. With the benefit of these combined services, my clients have produced high-quality books that give them a great sense of satisfaction and offer their readers the chance to benefit from their creativity and knowledge. Many of these books have won awards, including the ForeWord Magazine Book Award, Benjamin Franklin Award, Eric Hoffer Award, Nautilus Book Award, Moonbeam Award, Next Generation Indie Book Award, Dan Poynter’s Global Ebook Awards and others.
The motivation behind this book is to help those who are either publishing for the first time or branching out into new areas of publishing and book marketing, and for that reason, I have included both well-established and new information about this ever-changing field. 10 Steps to Publish and Succeed is a resource for anyone who wants to produce a well-edited, well-designed book; who needs to know about e-book creation; who wants to ensure his photos and illustrations are effective; and who needs a wide range of online and offline marketing ideas to help him succeed.
Clearly organized for at-a-glance referencing, the information, resources and anecdotes I have included will show you not only how, but also why this book can help you put your own best book forward. With your book published, it can stand out from the competition and succeed!
What this book will tell you
10 Steps to Publish and Succeed is divided into three sections:
Each chapter has multiple subheads that tell you the topic of discussion at a glance. This organization enables you either to read about the publishing industry from start to finish or to quickly find the specific information you need.
Every aspect of writing and publishing is creative. It is a learning experience that can teach you about yourself and give you a tremendous sense of satisfaction. Writing unleashes much of what you already know—but it also has so much more to give, both to the reader and the writer.
Dig and develop your talent. You will reach your goal! You will get your book written—and published!
How can you publish your best book?
With the continuous advance of small press publishing, independent (self) publishing and e-publishing, more books are produced now than ever before. New media forms have breathed fresh life into the publishing industry, with the Internet providing a vast and fertile ground for creative marketing. The opportunities for book production, promotion, marketing and reading keep multiplying, so it is much easier to produce and succeed with your book today than it would have been five years ago, or even two years ago. Of course, with publishing so much more accessible, you face more competition, too, so you have to develop your skills to make your mark. Your book must stand out!
While reading and technology may seem incongruous, electronic devices, such as tablets and smart phones, have given everyone—and notably young people—a renewed interest in reading. This is partly because this generation’s love affair with the new media has created a vibrant, creative culture that wants to learn and express. The digital age, combined with innate human curiosity, the desire to learn and the urge to create, has renewed people’s interest in all forms of publishing—including the printed book.
Publishing is skyrocketing. In fact, studies show that 57 percent of adults read at least one paperback in 2012, and 22 percent read an e-book—an increase of three percent and five percent, respectively, from 2011.1 What does this mean for you? With more people reading, you have a better opportunity to have your book published and see it succeed than ever before. However, your success is dependent on many factors, so whether your book is nonfiction or fiction, and regardless of your subject or genre, grasping the elements of publishing is essential if you are to take full advantage the new opportunities.
Whether you have written your book or you are still writing it, you know it contains valuable information or is a great story. All you need to do now is produce it well so others can benefit from it and enjoy it.
To publish … or to publish independently? That is the question!
Choosing the right publishing route is not easy, and for many authors, deciding between traditional publishing and independent publishing is the most trying dilemma they face. This book can empower you with the knowledge needed to choose what is best for you and your book.
If you plan to submit your manuscript to a traditional publishing house, your book has to be well written and interesting, no doubt, but also well edited and proofread. The publisher will take care of the book design, cover design, cost of production and basic promotion. If the book is for children, the publisher will choose an illustrator. In fact, the author has restricted input into the publishing process and receives very little information about it. In recent years, traditional publishers have been taking less responsibility for marketing, leaving much of that burden on the author. An author’s ability to promote his book actively is often influential when a publisher is deciding whether to accept a submission or reject it. Increasingly, clauses requiring the author to market his book are written into contracts. However, knowledge is power, and the more you know about the publishing process, the more control you have over your book. If it is accepted by more than one publisher, a thorough understanding of book production will help you make informed choices and negotiate clauses in your contract so they are in your favor.
Independent publishing (self-publishing)
In this book, I have used the term “independent publishing” instead of “self-publishing” in most instances. I feel that “independent” better describes the work of the publisher who produces his or her own books in any genre. Publishing is publishing. It involves editing a written text, designing the book for print and electronic production, marketing and distribution.
The word “self-publishing” is an anachronism that has developed moot connotations for serious publishers and readers today. In particular, it is associated with vanity publishing and poor quality. But many independently produced books have excellent quality, from content and writing to design and printing. Some have sustained the status of bestseller. The aim of this book is to ensure that independent publishers can achieve the highest standard of production and succeed in their endeavors.
I believe that just as the film industry respects the originality and value of well-made independent films and considers them an important category in the arts, so the publishing industry should do the same with independent books, and will steadily move in that direction. Quality must be acknowledged and respected wherever it is. The reading public and unbiased reviewers have the ability and power to decide what is good, interesting and worthwhile, whether a book is published traditionally or independently.
The growth of independent publishing
Traditional publishing still dominates the industry, and large publishing houses are adapting to the growth of e-publishing. But independent publishing is gaining recognition as a viable and sometimes preferable path. It offers more opportunities to both new and established writers as fresh resources and options evolve. It also offers the reading public more by lessening the power large publishing houses have to dictate what books are available. A mainstream publisher may have filled its quota in the memoir genre for the next two years, but an independent publisher is free to produce his memoir now, and readers can read it. Even if a topic is not hot, you can publish the book you are passionate about, and readers can read it.
Yes, poor-quality self-published books reach the marketplace, too—and that is the bane of self-publishing. But, as more independent publishers and small presses produce quality content in a professional manner, they strengthen the publishing industry as a whole. Despite the pros and cons of independent publishing, its growth is unstoppable.
According to an article by Gary Price published in October 2012, research conducted by Bowker, the official ISBN agency for the US and its territories, shows just how significant independent publishing has become. In 2011, almost 149,000 self-published print books constituted 43 percent of the total traditional print production for that year. Self-publishing contributed to the first substantial increase in print production from 2007 to 2011, which is particularly encouraging for small presses (publishers who have released 10 books or fewer) and self-publishers. Over that five-year period, print books grew 33 percent and e-book production was up 129 percent, while production by small presses increased more than 74 percent. CreateSpace’s burgeoning growth (mostly non-traditional publishers) was an impressive 1,702 percent.2
There is no denying that the market is very competitive, but the good news is that it’s a growing market and you have more opportunity than ever before to capitalize on that growth and succeed. You have to put your best book forward, and the 10 steps outlined in this book will give yours an advantage over the many flooding the market today.