The Complete Writer
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Section VII: Publishing and Self-Publishing
Know how to get a small fortune?
Start with a large fortune and publish a book.
(Cue laugh track)
That old chestnut wouldn’t be so funny if it weren’t so true. As a practical matter, most people make nothing on self-published books. They soon find their magnum opus interests no one but themselves, and the whole project turns into an expensive hobby.
At this writing, I have a pricey Facebook Ads campaign plus several other efforts under way, by way of peddling one of the forty-eight books and bookoids my two imprints have put online at Amazon. It’s been going on for several months. So far we’ve sold a few copies of the cookbook in Kindle—and far more of them in hard-copy through face-to-face marketing—three copies of Slave Labor, an occasional copy here or there of the erotic shorties. And we have sold a few copies of the beloved novel. Not for lack of trying: serial versions of the thing have earned five-star reviews.
The books that do sell with a little regularity—the “racy books” published through Camptown Races Press—do not even come within shouting distance of breaking even on ad investment.
The cookbook sold smartly to a group of friends but in the wide world is barely noticeable on Amazon.
Yesterday as I took a break from hour after hour after crushing, unpaid hour of recovering a 325-page book our software had corrupted for reasons unknown, I reflected on the causes for this.
Books have never been easy to sell.
Unless you have a platform from which to market them—a business with a broad reputation or one that does something relevant to the book’s subject matter—you will have to hustle madly to bring your book to anyone’s attention. That has ever been so, yea verily since long before the Amazon disruption.
Digital publishing amplifies that difficulty
Amazon has made the marketing challenge infinitely more difficult. Without literary agents and publishing houses as gatekeepers, the market is now flooded with dreck and chaff. Not just flooded: we’re talkin’ tsunami here.
Readers know that about 80 to 90 percent of books offered on Amazon and waypoints are junk or self-serving marketing tools. They also know, if they’re at all savvy, that they can acquire most of the stuff—and even some readable books—for free. So of course they’re not about to pay you enough to cover your time and skills. Not when they think they shouldn’t have to pay you anything at all.
So, the nature of the market has changed: not for the better, where people who write for a living are concerned.
A fly-by-night enterprise from the git-go
Then we have the issues inherent to self-publishing that have always worked against independent writers: publishing a book or periodical and getting people to buy it requires a full staff of workers. It’s not something one little person working alone is likely to succeed with.
Every time I’ve published a book through a mainline publishing house—and I’ve published three of them, not counting the ones I’ve worked on for my employers or the ones my business has packaged for other publishers—I’ve worked with an acquisitions editor, a copyeditor, a layout artist, a proofreader, a marketer, and various secretaries and admins.
The first magazine I worked for, which published the occasional easy-to-market book, had five editors, three graphic designers, four or five ad space sales staff, and a publisher whose job was to market the publication. The next magazine had three high-powered editors, a fact-checker, a photo editor, four graphic artists, a production director, and a marketing department. It also had a book division with its own editor and designers.
To make a self-published book fly, you need to do the work of all those specialists.
And you’re not a specialist. If you are, it’s as a writer, not as an artist, a marketer, a sales rep, an acquisitions editor, a production manager, a copyeditor, or a proofreader.
The likely upshot
Because you’re an amateur at seven in eight of the jobs that need to be done to write, produce, and sell a book, your chances of success are almost nil. But even if you were expert in all those lines of work, you’re only one person: there’s no way you can do the work of eight people and do it well.
That’s why you’re better off trying to sell your book idea or manuscript to a mainstream publisher. And it’s why, if you have a lot of money to start with and are willing to subsidize your book by hiring the talent needed to put it together and sell it, self-publishing means you’re likely to end up with a lot less money.
All is not irredeemable gloom and doom, though. In fact, there are some good reasons to self-publish. In some circumstances, self-publishing can be the most reasonable, most economical, and most successful way to reach a targeted, interested audience. Stay tuned for chapter 33 to learn when and why to publish your own book.