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Sunday, January 22–Panel Members:

  • Phil Sexton–Moderator of Panel; Publisher, Writer’s Digest
  • Karen Cooper–Publisher, Adams Media
  • Michelle Howry–Senior Editor, Touchstone (an impring of Simon & Schuster)
  • Donya Dickerson–Senior Editor, McGraw Hill

A. What is the most common mistake writers make in nonfiction proposals?

  • Too much emphasis on the manuscript.
  • Not enough evidence of need. Why does this book need to be in the marketplace?
  • Not enough emphasis on the author platform.
  • Not enough competitive analysis. Need to do research: a) Where will this book go on the shelf in Barnes & Noble? b) How does this book contrast with competitive titles? c) What does this book provide that no other book does? Check publicity volume of competition and occupied shelf space in bookstores. Also check Book of the Month Club offerings and other visible signs of a book’s sales/popularity.
  • Writer is not realistic about competition for books by a “new author.” In proposal/query, presents him/herself as “the next ___________ (fill in the blank with a famous author’s name).” This approach brands the writer as inexperienced and unrealistic. Instead, the writer should answer: a) Here’s how my book fits into the market, and b) Here’s how my book differs …”

The approximate length of a nonfiction book proposal should be thirty pages, not including any sample chapters.

Include suggestions about where book could be sold outside of the trade (ex., Walmart, Costco …) Research should include publishers and where they sell.

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B. How important is the author’s writing in nonfiction?

  • Depends on the imprint, the book idea, and how hungry the editor is for an acquisition.
  • Authors should not have someone else write the proposal. Both the manuscript and the proposal need to have the same style. Editors can tell if they’ve been written by different people.
  • Editors/publishers vary regarding how important the writing is. If the concept is great, the quality of writing is not as important. Writing can always be beefed up through input from agents, editorial staff, or even ghost writers contracted through publishers.
  • The author’s platform plays a role in how important the writing is. The more the author already has in place to help sell the book, the less important the actual writing becomes.
  • Editors differ with respect to the weight applied to a) good writing, b) promotion, and c) platform.

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C. How has the view of self-publishing changed?

  • All three editors said they would enthusiastically look at proposals that included self-published books.
  • Writers should keep in mind that, if an author is doing well with self-published book saes, then there is a strong case to be made for not going with a traditional publisher.
  • However, publishers can offer access to additional distribution channels, unique book promotions, etc.

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D. What is the most compelling proposal you ever received, and why?

  • Wreck This Journal. Original proposal was a mock-up that was intended to be torn apart (as is the final product). Sometimes editors have to do a hard-sell job with odd ideas like this one, when channels like Barnes & Noble and Amazon have decided to passed on a project.
  • The Starbuck’s Experience. Author had gained full access to Starbuck’s operations. (The publisher was instrumental in changing the title from the original.)
  • The Unofficial Harry Potter Cookbook. Author had secured permission from J.K. Rowling to use the Harry Potter name.
  • Retail Hell. The proposal came in as a self-help book. The publisher reworked it into a memoir.

Editors and publishers want authors who are cooperative and willing to listen, who respond positively to input, and who want to work in a partnership to produce the best quality book possible.

–Cheri’s Note: I’m now studying up on how to write a nonfiction book proposal. I will keep you posted on what I’m learning and how the process unfolds once I actually begin writing the document.–

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(Cheri’s Note: Not only is Barry Eisler a successful author  of an impressive stream of thrillers (traditionally published), but he also made publishing history in Maarch 2011 by turning down a $500,000 two-book deal with St.Martin’s Press in order, instead, to published his next novel electronically. That next novel, Detachment, was released in the fall of 2011, and you can read all about the story at:  http://www.npr.org/2011/10/07/141116856/barry-eislers-detachment-from-legacy-publishing. Hearing him speak at the conference was a huge treat!)

Day #2, Keynote Address: The New World of Publishing, and What It Means for You–Barry Eisler (www.barryeisler.com— Eisler directed us to his Web site’s section “For Writers” and then to a sub-section “Resources for Indie Writers.” I checked this out, and the information is both useful, easy to reference, and comprehensive. Anyone considering launching out in the DIY direction would benefit greatly by visiting this site. Thanks, Barry!)

Despite all of the changes taking place daily in the publishing industry, one thing has not changed. Readers still love to read and are willing to spend some amount of money to get their hands on good books.

Writers are their own CEOs. And being your own boss carries with it the responsibility of writing the best book possible (and the best edited).

Even when they’ve written the best book possible, writers need to understand the realities of the publishing world in 2012.

  • Even with a great book, making any measurable amount of money with the endeavor is not a good bet.
  • 93% of all published books (and this includes cookbooks, self-help, history, politics–everything) sell less than 1000 copies over the life of the book!
  • The average book only sells 83 copies over the life of the book.

The most important thing to Eisler is getting his books into the hands of readers as expeditiously as possible. (Traditional publishing can add years to this process, especially if the writer is new/unknown.) So, what has changed in the publishing world due to the onset (or onslaught) of digital publishing?

  • Paper books require a distribution partner, and that role has traditionally been filled by traditional publishers, which is one reason why publishers’ contracts with authors typically specify an 85% take of the book sales for the publisher.
  • Digital books, however, do not require a distribution partner. Consequently, Indie writers are now on a level plaing field with huge publishers.
  • Amazon was the first company to offer authors a direct-to-consumer marketing plan.
  • Writers now have choices regarding how they get their work into the hands of readers.
  • This, according to Eisler, makes authors the number one players in the new world of publishing.

(Eisler’s remarks were relatively brief. You can find a ton of extremely useful information “For Writers” on his Web site: www.barryeisler.com. )

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Day #2, Session 3: Seven Secrets of Successful Self-Published Authors–Keith Ogorek, Sr. VP of Global Marketing with Author Solutions. (Full disclosure: Author Solutions is the parent company of iUniverse, Inc., which has been my publishing choice for both of my novels. They helped me create beautiful products, by the way–and my second novel, Separation of Faith, is winning accolades for both the editorial quality and the production quality/cover design. Although I had a lot of input on the book’s appearance both inside and out, the iUniverse staff deserves most of the credit for those elements. And I learned a huge amount from them during the process, which will be of enormous help if I move forward with my own e-book.)

  1. Know the Target Audience. Picture the target audience–gender, age, interests, and where they go for information.
  2. Believe in Your Work. The main goal of publishing a book is to impact people in some manner through your writing. Know your strengths, and promote them.
  3. Set Deadlines for Yourself. Deadlines are important from the time the first inspiration for your book arrives in your head. One of the most important is the date you want to hold the first copy of your book in your hands. Then work backwards to set interim deadlines, coordinating with your publisher (traditional or promoted self-publishing) or with any organization helping you to make sure you understand all of the steps involved with the publishing process. Then set promotional deadlines after the book is released, marketing wherever possible at birthday or holiday parties, speaking engagements, etc. (For both of my novels, I set up a table any place I could get permission–restaurants, libraries, local fairs/festivals. You won’t believe how easy it is to find people willing to give you a little space to sell your work. But you have to be “out there” asking for the permission!)
  4. Create Timelines to Meet Your Deadline(s). Work with someone who’s familiar with the publishing process as you establish milestones. Understand all of the steps involved. Completing the manuscript is first and foremost, if you’re writing a novel. Lots of new writers tend to forget that the book should be finished before you begin any of the next steps. (Nonfiction can vary with respect to whether or not the manuscript needs to be finished first. Some agents/editors focus on the writing while others focus on the book idea and proposal. Obviously, if you’re going the DIY route, the manuscript needs to be finished before you start worrying about anything else.) Once the book is finished, then proceed with editiing, submission (whether you’re pursuing a traditional path or one of self-publishing), design (interior and front/back cover), revisions, printing. Understand the list of tasks within each of these steps and make sure every task is plotted on your timeline.
  5. Understand Your Goals & Options. There are basically three options for getting your work into print: a) traditional publishing, b) DIY self-publishing, and c) supported self-publishing. (iUniverse, Inc. is an example of a supported self-publishing organization.) Key differences: a) who own the content, b) investment of time & money, and c) speed to market. (Traditional publishing can take as long as three or more years to get your book into the hands of readers–and that’s after you’ve secured an agent! Once the agent finds an interested editor who then successfully sells your book up the food chain in his/her publishing house, time to market can still be as much as two or more years.) Which option is for you? That depends on your talents, level of commitment, and patience. Also, keep in mind that self-publishing a book to get started and begin putting your work in readers’ hands does not eliminate the traditional publishing option down the road, especially if you’re able to demonstrate success with your marketing. More and more agents are looking at self-published books to validate an author’s work. Social media helps develop a following/establish your position as an expert. Understanding your target audience is key. A blog should be your social media centerpiece. To enhance your blog, interview other bloggers for posts, or bring others into your blog as guest bloggers. Facebook and Twitter are critical as well. Use all social media to provide real-time updates on events and news related to you and your book(s). Use tags effectively.
  6. Put together a Marketing Plan before Publication. Include a video about the book. (Video book trailers have become common and important. YouTube has plenty of examples with a simple “video book trailer” serach. Another interesting idea (especially if you’re doing any form of self-publishing that affords you control over the book’s cover) is to use your blog/Web site to sponsor a contest where your followers vote on book cover ideas. Offer three options. Otherwise, your marketing plan should begin promoting your book before you actually have a book to sell. If possible, give readers the opportunity to pre-order. Once the book is released, schedule yourself into every venue that will give you time and space. Send press releases to all local media. Remember that readers will not buy your book if they don’t know the book is there. (Cheri’s Note: Here are a couple of links that might be useful. Free & Low Cost Book Marketing Links: http://www.thewriterssite.com/direct_pages/marketing.html.  Book Marketing with Free Giveaways: http://www.bookbuzzr.com/blog/book-marketing/how-to-market-your-book-with-free-giveaways/. BookDaily free promotion: http://www.bookdaily.com/lndpg/lndpgv1. Even if you’ve already been promoting a book for awhile, these links might give you a fresh shot of inspiration [if you haven’t found them yourself].)
  7. Plan a Book Launch Event to Celebrate the Publication. This can be a great motivational occasion (something I can attest to, from my own experience). To save money, combine your book launch party with things like family reunions, speaking engagements, church events, etc. (Cheri’s Note: Whether you hold the party at a reunion or as a separate occasion in a hotel meeting room, just have a book launch party somewhere! I’ve known self-published writers who opted not to have any sort of launch event, and most of them struggled to get the book off the ground. You need to build a “buzz” about your book, and nothing does that better than your being there in person with a crowd of folks to celebrate the launch of the work you’ve labored for years to create!)
  8. Before Deciding on a Self-Published Option, Ask Yourself These Questions: 1) Is there a book out there just like mine? 2) Is there an audience for a book like mine? 3) Can I sell this book on my own? 4) How will I garner publicity for my book? 5) Can I create professional packaging on my own? 6) What good does it do to die with a manuscript in my drawer? 7) How many people would you say you have to impact with yor writing before you would say that publishing was worth the effort?

For more information on this subject and presentation, and on the presenter’s input from the conference, go to: www.indiebookwriters.com.

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Cheri’s Note: The next session summarized below seemed important to attend, even though I’ve been going the self-published route for some time now. But I wanted to hear what was new and what has changed since I listened to a group of agents at last year’s conference. A year ago, I mentioned in a blog post that I was surprised to discover that some of the agents were allowing self-published books to be pitched during the Pitch Slam. This year I was sort of blown away to discover that there’s been yet another tectonic shift, leading to a huge percentage of the conference sessions and panels not only addressing but embracing the self-publishing aspects of the industry and how to navigate through the morass.

And there didn’t seem to be any agents or editors in attendance this year who were openly expressing concerns about talking to/hearing from self-published authors. Part of that shift appears to be coming from a huge improvement in the quality of self-published books, in addition to the somewhat embryonic but impressive movement of established traditional authors into self-publishing, especially through e-books. So, for those writers out there who’ve grown weary of querying, the stigma of going the self-published route for at least your first book no longer exists. In fact, agents and editors seems to admire authors who’ve taken charge of the situation, in order to get their work into the hands of readers. No one knows better than the agents and editors how difficult traditional publishing is these days for unknown writers. Traditional publishing houses continue to slash the number of titles they publish each year, and debut authors are getting fewer and fewer of those slots. But self-published authors, who’ve written a quality book that’s been meticulously edited and who’ve had any reasonable success marketing their book(s), now have a better chance of getting noticed, in many cases. So, keep the faith out there–and continue plowing ahead!

Saturday, January 21–Ask the Agents Panel, Moderator: Chuck Sambuchino (Author, and Editor of Guide to Literary Agents)

Agents on Panel:

  • Mary Kole, specializing in YA (Young Adult) at the Andrea Brown Literary Agency
  • April Eberhart, adult commercial and literary fiction at the April Eberhart Literary Agency (openly looks for self-published books “done well”)
  • Diana Fox, adult fiction at the “boutique” Fox Literary Agency
  • John Willig, prescriptive and narrative nonfiction at Literary Service, Inc.

Sambuchino: What are an agent’s primary duties?

  • Communicate with authors
  • Read manuscripts
  • Represent authors
  • Edit manuscripts
  • Sell books to publishers
  • Guide authors through the publishing process
  • “Trusted Advisor”
  • Receive 15% of eventual book sales

Sambuchino: What are the most common reasons for rejections?

  • Writing is not good in the query letter. (Yikes!) And/or the writing in the first five pages is not good.
  • If a submission gets beyond the query letter: a) The story doesn’t get off to a fast start in the first paragraph! b) Writing is not good, leaving the suspicion that one person wrote the query letter, and another person wrote the manuscript. Agents can tell the difference in style and structure. c) Authors are not responsive to agent communications. (I just can’t understand what such writers must be thinking.) d) Authors are uncooperative/unresponsive with respect to suggested edits. (I did see a change in the attendees this year, in that a lot more of them have reached the understanding that they’re not going to get anywhere if they don’t secure quality editing. And that requires an openness to suggestions as well as letting go of the “this is my work” attitude. There were still a lot of young “newbies” at the conference who were hearing all of this stuff for the first time. But, in general, the group (I think there were about 800 of us there) was realistic about what they would have to go through with respect to someone else editing their work.)
  • There is not a strong storyline.
  • There is not the desired level of quality writing plus exciting plotting.
  • The author is not a team player.
  • The author’s “voice” is not coming through. There is an absence of authenticity.
  • There is too much “telling” instead of “showing.
  • The story lacks structure.
  • An exceptional level of creativity is not apparent from line 1.

Sambuchino: Nonfiction is gaining attention. What are you looking for from the authors?

  • One agent said that sample chapters were more important than the proposal. But others preferred focus on the proposal because a finished book means that necessary editing and restructuring becomes more difficult, if not impossible.
  • Authors need to “drill down” to a niche target audience. Books too generally targeted will not be successful.

Sambuchino: Explain the value of “the platform.”

  • It signifies a built-in audience for the book.
  • The world has changed with respect to how readers get their information. Authors have to compete through their platforms by answering, a) How is my book a better for what I’m writing about than other sources? (For example, better than sources like WebMD for a medical book) and b) What is unique about my book that doesn’t exist in any other book or information source? c) Why am I qualified to write this book?

Note: The audience for this panel was packed, and the session could have gone on for hours. But we were limited to 45 minutes. In my conference survey, I suggested expanding the time a bit, especially since the conference organizers have expanded the Pitch Slam (which I’ll cover in more detail when I get to that point). 

More later …

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Priorities

All too often, with the legions of tasks and issues filling up the minutes of our lives every day, the truly important stuff can be momentarily overlooked or even forgotten altogether for embarrassingly extended periods of time. In the crush of 2011, I know this has been true for me. So, on this Thanksgiving–and not just yesterday on the actual holiday, but at frequent intervals throughout the entire four-day weekend–I’m making a point of reminding myself of how extraordinarily grateful I am for the following:

  • Despite a somewhat challenging list of health issues with some of us, key members of my beloved family are all still here.
  • And I am still here.
  • So are my cherished friends–some going back 20, 30, 40 years or more, and others who’ve come into my life in the last decade.
  • Memories of family members and friends who’ve gone ahead remain strong and empowering.
  • In these times of heavy financial stress, all of those I love have a roof over their heads and food on their tables.
  • So do I. And given the millions of people across our country who are missing one or more of those life essentials, I am unbelievably grateful but also feel the need to do something to help those who are suffering. Each of our communities offers a range of options for any of us looking for a way to “give back.” I’m grateful for those individuals who devote their own lives to keeping such options available.
  • Personal medical challenges are being met with the awesome skills of my physician team coupled with amazing advances in science. (And I pray that the time will come soon when every single person will have equal access to the same skills and advances. No one should suffer needlessly, die prematurely, or go broke because they get sick!)
  • My writing continues to unfold, and I still have great hope for happy surprises in 2012! To all writers out there: No one is going to live our dreams for us, so we can never stop or give up. Whatever we can see in our imaginations, we can make happen. But if we stop because we’re discouraged and/or tired of the drill, the dream stops too. So, the first thing we need to say to ourselves each day is, “Write today! Write something today!
  • There’s a little voice inside my head–which can be incredibly annoying–that is never silent and keeps saying, “Get up! Keep going!” And, in those moments when I feel like saying, “Why don’t you get up, if you think it’s so easy,” I somehow discover that my feet are on the floor and I’m moving forward. Such strength comes from a different source or place for each of us, depending upon our individual beliefs. Acknowledging that strength and power will not only keep us going as writers but as participants in life as well. I’m very grateful for that realization and immeasurably humbled as well!

Happy Thanksgiving once again to each of you and to those close to you as we now move officially into the holiday season!

NEWS FLASH! 2012 Writer’s Digest Conference Scheduled in New York City January 20-22!

Those of you who’ve been following this blog for awhile know that the first Writer’s Digest Conference held independently from Book Expo America took place in New York City in September 2009 and was the source of my original epiphany. The entire direction for publishing my second novel changed as a result of that conference, and this blog was launched on November 4, 2009 as a direct consequence of what I learned there.

If you’d like more detail on that epiphany, please check out the Blog Launch Posting at https://cherilaser.wordpress.com/2009/11/04/hello-world/.

During last year’s conference (WD‘s second), I blogged while I was there. If you’re interested in my bird’s eye view and perspective, you can find those details beginning at https://cherilaser.wordpress.com/2011/01/21/writers-digest-conference-day-1/ and then in the eight consecutive posts thereafter.

Is your interest peaked? I honestly believe that this is one of the best, if not the best, conferences for all writers, but especially for writers in search of both the truth about the publishing business as well as guidance. Here are some links for you to explore about the highlights of the 2012 conference coming up this January:

Despite the fact that I will still have one chemo round left to go and might not be feeling at the top of my game, I wouldn’t miss this event! And I’m already registered! So, if you decide to attend, please let me know. I’d love to meet you while we’re there!

Progress on My Write-a-Thon to Complete My Next Book’s Draft in 26 Days

Well … I cannot tell a lie. (This is for my nonfiction project centering around my breast cancer.) I was supposed to begin the actual writing part of the process on November 1 (see initial details on my 26-day project in my post at https://cherilaser.wordpress.com/2011/10/12/publishing-cancer-journeys-merge-in-earnest/). However, I actually began the writing-the-book portion on November 13. And I haven’t been following the “script” line for line each day.

Before I began this project/method/experiment, I had already written four chapters of this new book, and I had outlined my vision of how the chapters would flow. But the excercises in the first half of Write-a-Thon by Rochelle Melander helped me look at the work I’d already done from a different perspective. Consequently, when I began focusing on the book, I realized that a lot of organizational changes needed to be made. Some of the chapters I’d envisioned were no longer relevant (or, more importantly, interesting), while other topics emerged as significant.

For example, I had not planned to spend any time at all on treatment options, because every woman’s situation will be different and, more importantly, I’m not a doctor. (The primary target audience for this book will be woman who’ve just been diagnosed with breast cancer.) However, I am now going to spend a chapter on chemo–not on the chemo itself but on the impact that the process of going through chemo can have on the woman’s life and on the lives of those around her.

Making this even more complicated is the fact that I did not have chemo for my breast cancer. Instead, I’m on a drug called Arimidex for five years (three and a half more since I’ve already been on it for almost 18 months). But I am going through chemo now for this newest cancer (see info on my weird situation in my post at https://cherilaser.wordpress.com/2011/10/12/publishing-cancer-journeys-merge-in-earnest/ )–and I’ve discovered that what women go through as a result of chemo is fairly universal, regardless of the type of cancer she’s fighting.

On that note, one entire chapter of this new book will be about hair! 🙂 Without giving anything away, just let me say OMG! This entire “hair thing” has, without question, been the worst part of the whole experience for me to-date. My own hair is now completely gone, and although you’ll never see a picture of me bald, I am including at the end of this post a few photo angles of me with my “new hair.” You can compare this “updated me” with the last photo I posted of me with my real hair at  https://cherilaser.wordpress.com/2011/10/25/new-take-on-where-do-you-see-yourself-in-five-years/ (scroll to end of that post). And, in summary, the minute I was able to look at myself in the mirror and see “me,” my emotional equilibrium returned, and I felt immeasurably better. The many steps along that journey will be in the book. Just let me say at this point, though, that I had no idea how unprepared I was for that aspect of chemo–and I’m hopeful that what I’m writing will help at least one other woman navigate those steps with substantially less trauma than I put myself through over almost two months.

Another Interesting WSJ Article on Self-Publishing

On October 31, one of those cherished family members I mentioned at the beginning of this post sent me a link to “Secret of Self-Publishing: Success” by Jeffrey A. Trachtenberg in the Wall Street Journal. Any writer considering/exploring self-publishing as an option will find this of interest, whether you’re a new writer trying to decide which way to go for your first book or whether you’re an established writer who’s curious (and brave).

This is just the one more perspective now that self-publishing has become a legitimate path for authors of all genres to get their work into the hands of readers. I’ll be interested to hear what you think: http://online.wsj.com/article/SB10001424052970203554104577002230413747366.html.

Okay–Here Are My “New Hair” Pictures

Keep in mind that none of this is growing out of my head!

Hope you all have a wonderful weekend! I’ll be watching “It’s A Wonderful Life” and putting up my tree! 🙂

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Lessons from the Trumpet Vine, by Jeri L. Glatter, is a beautiful inspirational book that has now been launched. I was privileged to be the editor on this project, and I’m sharing vicariously in the release of this exceptional effort!

Take a look at the amazing video book trailer at http://www.youtube.com/watch?v=6-LsQhJ6NA0; and check out all of the other information about the book and author at www.LessonsFromTheTrumpetVine.com.

All the best,

Cheri

P.S. I’m doing great, by the way, following huge surgery last Saturday. Hope to go get my nails done tomorrow. 🙂 Will visit a guru oncologist at Sloan-Kettering on the 26th, to whom I’ve been thankfully assigned. Meanwhile, I’m edging back into my writing and blogging. Need to get three new books out of my head by next spring! Stay tuned!

 

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Readers Favorite 2011 Award Winners Are In …

And Separation of Faith received a Bronze “medal” in the “Fiction–Realistic” category. Yay! So, the beat goes on … and everything I said about contests in my previous post today still stands.

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