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Three Pillars of Writing Success for Any Publishing Environment

eBooks and Publishing

This piece originally appeared in April 2011 as part of my Futurismic column “Brain Hacks for Writers”

Lately I’ve been looking, for the sake of my sanity, for some principles of writerly success that I can really depend on. These are a tad elusive when the publishing world is being shaken up by the complete redefinition of self-publishing and the whole eBook thing. I don’t know about you, but I look at all this and say “Hey, how am I going to make a living as a writer in this mess–or even just find a readership–when we don’t even know what the publishing world will consist of in five years?”

Uncertainty is a terrible motivator.

Comfortingly, I think we can distill a few principles that apply to virtually anyone who wants to write and be read, whether on paper or screen, selfpub or tradpub. They are

  1. Be passionate about what you write
  2. Focus your efforts
  3. Grow your long-term readership

Why do these matter? Because as long as you’re doing these three things, your writing career is going in the right direction, and as soon as you stop doing them, your writing career is in danger.

Be passionate about what you write

We already know that to be successful in writing, you have to write a lot. To take it a step further, I suggest that we need to write a lot and love the work we’ve chosen.

There are two ways to do this, and most of us need both: First, there’s being captured by the project, getting excited about starting it. Second, there’s taking a project you’re already working on and finding things in it that make you eager to keep diving into it.

The initial lure of the project is something I know all too well: I love to start things. The opportunity, the promise, the creativity, the fact that I haven’t screwed anything up yet–it’s easy to get excited about something I’m not working on. But it’s also important, because if you can’t get excited about your own work, how likely is it that your readers will? I imagine you’ve heard that nugget of wisdom before from more authoritative sources, but it’s a good nugget.

Re-infusing excitement is essential for most of us too, because virtually every long-term project seems to have its ups and downs. Maybe you’ve gotten to a point where your story has gone off track, or you’ve begun to question whether your whole idea wasn’t stupid in the first place, or you’ve just lost enthusiasm for rewriting the damn thing a third time.

This column isn’t about the specific ways to renew that passion (though there are a lot of specific tools for that in my eBook The Writing Engine: A Practical Guide to Writing Motivation). This is just a reminder that not having that passion makes it very difficult to keep coming back and cranking out the words, and without passion it can feel pointless even when you do crank out the words. Passion isn’t everything, but it makes a hell of a difference.

Focus your efforts

The topic of focus brings us back to my “oh, I thought of a great new project!” problem. Running off after every charming new story idea, or writing a book but not cleaning it up to submit, or not sending stories back out after they’ve been rejected, or spending all your time writing for your blog and none on your books–all of these are symptoms of unfocused effort. Focused effort means knowing what your most important writing goals are and sticking with them until you’ve seen them through. This is essential whether you need to crank out words, submit query letters, promote selfpubbed eBooks, or anything else. If you’re just writing to write, that’s great as long as you don’t care about getting anything published or read, but if you want readers and completed projects, don’t let your head get turned by other projects–and don’t let your concern that something might be rejected prevent you from sending it out there over and over until it finds a home or until you’ve proven conclusively that it doesn’t have one.

I will be sure to come back and harp on this point some more once I’ve mastered it myself.

Grow your long-term readership

This item is the one that has the most to do with your career as distinct from your writing, whether you’re just looking to get an occasional story published, are trying to go (or stay) full-time, or are shooting to break the bestseller lists. If the things you are doing outside writing itself pay off well in terms of connecting you with more people who will want to read your work for a long time, then they are good as long as they don’t hog too much of your writing time. Any writing-related activities that don’t serve that purpose need to be considered for possible elimination.

So working really hard on rewriting that dragon porn novel that you intend to publish under a one-time pseudonym is a fail on this front: even if it becomes very popular, unless you intend to cultivate that pseudonym and write more dragon porn, it’s a career fail. So is spending an hour a day on Twitter if your followers are interested in you because you are dutifully retweeting news items instead of in ways that would get them interested in your writing. Publicity is useless if it doesn’t build up a sustained following of people who are interested in you and what you write. This is one reason begging for retweets and commenting across the Internet with pleas to buy your new book is as unhelpful as it is degrading.

But selling a book to a traditional publisher, or self-pubbing a book that you are really excited to continuously get word out about, or maintaining a snarky blog about fashion when you write snarky chicklit, or pushing to get foreign rights to your latest novel sold–these are all getting your name out to people who are interested in you because of what you write and who you are, people whose reading needs you can help satisfy and who can support your career. Successful promotion, like successful livestock breeding, pays off for everyone involved.

photo courtesy of Ann Arbor District Library

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The Ideal Publisher

eBooks and Publishing

As accounts grow of publishers both attempting to grab rights from authors without appropriate compensation and misreporting sales (for instance, see Kristine Kathryn Rusch’s series The Business Rusch, though I will say that I’ve had personal experience with both of these issues), I have to say I’m nervous about the possibility of working with a traditional publisher again. At the same time, while selfpubbing is certainly making a splash and is working very well for some authors and some projects, in other cases it doesn’t yet seem to me an adequate replacement for tradpub.

With that in mind, I’d like to share a daydream with you, a daydream of a kind of large-sacle publisher that could and should exist and thrive in the brave new world of publishing. My thinking is that such a publisher will have a different emphasis and approach than traditional publishers and will develop value and market share through 1) cultivating unusually good relationships with authors and 2) an unusually sophisticated understanding of new technologies for delivering and communicating about books.

I would love to see one or more of the current major publishing companies turn into what I describe here, or one or more small publishers grow big in this way– but so far, I’m not optimistic.

Here are the five things we’d need to see in an ideal post-eBoom publisher, other than (of course) excellent choices in what to publish (good filtering and quality control is always valuable). Some publishers are doing some of these things already: certainly there are good companies out there who are acting with integrity toward both authors and readers. As far as I know, though, no big publisher is ringing all these bells yet.

1. Doesn’t hog rights
It seems perfectly reasonable for publishers to buy specific electronic rights from authors for specific compensation. However, trying to get electronic rights thrown in with print rights for nothing, underpaying for electronic rights, trying to seize all electronic rights that may ever exist, trying to seize any rights in perpetuity, trying to seize any rights without compensation to the author, or sitting on rights like sequels and foreign sales without exercising them in a way that the author gets properly paid–all of these approaches strike me as reprehensible.

As an aside, I’ll say that I think any similar practices on the part of agents, as well as the practice of some agents (a minority, I hope and believe) trying to secure payment for the author’s future work or projects in which the agent has made no contribution, are also reprehensible. In fact, I’ll go further than that and predict that agents and publishers that persist in perpetrating these predatory practices (apparently the letter of the day is “P”) will fail and be crushed by the juggernaut of change in the publishing world. Sure, there will always be a greasy black residue of predatory agencies and publishing houses, just as there always has been, but it will not be a substantial or wealthy residue, and all it will get from most authors, readers, and honest industry professionals will be scorn.

2. Deals fairly and honestly with authors
This seems like it should be self-evident, but based on what has been going on in publishing lately (and to some extent, for a long time), clearly it needs to be spelled out. The ideal publisher will report sales accurately, transparently, and often; will promptly revert rights it is no longer using; will communicate well with authors; and won’t lie or withhold meaningful information in communications.

The reporting question deserves a side comment: currently the big publishers generally speaking report on sales a couple of times a year in a confusing, printed report that is often incorrect or misleading. There is no reason–and I say this as someone with two decades of professional experience in database development and computerized reporting–why the industry can’t over time move to a more Amazon-like model of live sales reporting, with reasonable allowance for returns and related qualifications. My impression is that the current, inadequate reporting system is kept not only to save the cost of converting to something more informative but because publishers often gain financial advantage by holding back and keeping control of data.

3. Provides both print and electronic editions
Nothing too surprising here: just publish in appropriate media. I don’t see anything wrong with publishing print-only and letting authors selfpub their own eBooks either, but I suspect that large companies that continue to do that will soon go out of business, as so much more income is available in the eBook world.

4. Improves the quality of the book
The ideal publisher will have an editorial hand in a book’s content, at the very least having a competent advocate in the company who really understands the work and its audience. At the other end of the spectrum, the company might do old-school editing of the book to help the writer improve it, but I don’t see this as essential in all cases. If more of the burden of ensuring our writing is good falls to us writers, that doesn’t seem unreasonable to me.

The book will also be well-designed, both in print and electronic versions. This includes designing for the right audience: for instance, a writer friend’s historical adventure series was packaged and sold with a young adult cover featuring a hunky model type, giving it a YA historical romance feel. This was a disservice to everyone involved and (I believe) seriously limited sales of the book to its natural readership, which would seem to be primarily adults and teen boys.

The electronic editions will be developed by people who know what they’re doing, and they’ll be carefully proofed before they’re uploaded. Some publishing houses’ idea of an eBook seems to be an automated file conversion that loses important characters and formatting and doesn’t take into account the difference between book and screen. Preparing eBooks for publication isn’t that hard; publishers should take the time to get it right.

5. Puts the majority of their efforts into helping the book find its natural audience
Why, in this day and age, would an author even need a publisher? After all, self-produced eBooks and print on demand editions can work as well for the reader as publishing houses’ offerings if done well.

I think there can be three answers to that question: preparation, design, and reaching readers. Of the those three, skilled professionals (editors, proofreaders, cover artists, book designers, and eBook formatters) can be hired to do the first two; only reaching readers is specialized to the strengths of a publishing house.

Publishing houses already have a leg up in reaching readers, especially insofar as booksellers and review venues will consider a book worth at least a little attention if it’s simply published by a big house. There’s an implication of quality control and investment in the book that makes it automatically non-trivial. But the ideal publishing house will need to go further: it will need to become a company whose primary concern, after acquiring quality writing, is to be masters of promotion and publicity for the purpose of reaching the exact right readers for a particular book. This doesn’t mean large-scale advertising and spamming the world; it means working with the author to create or enhance Internet presence, creating strategically impactful events for the author to participate in, being assiduous in getting books to appropriate review venues, and being masters of every important form of media, from magazine ads to store displays, Twitter to YouTube trailers, author Web sites to signing tours.

When I say that publishing houses need to be exceptional at this task, I don’t mean that they owe every author a huge promotional effort: I only mean that publishing houses should consider it their mission to help make the step from author to readers who want that author’s work, with as little wasted effort and mismatching as possible. That job is tremendously difficult, as complex and variable in its way as writing a good book (and as solidly based on certain key principles). It makes sense that someone should need to specialize in that work and earn a living doing so in a way that will benefit readers, writers, and publishers alike–while potentially keeping good literary agents in business and supplying Hollywood with a steady stream of new material into the bargain.

Will publishers go extinct?
Alternatively, it could be that authors or people they hire will take care of preparation, design and reaching readers. I’m sure there are marketing firms and individual professionals who have the mastery to properly market books without publishers being involved, though I think because publishers invest in a book rather than simply getting paid for promoting it, they’re better-positioned and more credible advocates.

Yet marketers will do in a pinch, which means the ideal publisher isn’t necessary for the ideal publishing experience. It would be more of a pain in the neck for authors to have to coordinate and pay proofreaders, cover artists, book designers, technical personal, marketers, and so on than it would to simply sell the book to a publisher, but DIY for writers can be a financially viable approach. If the ideal publisher doesn’t emerge, publishers as a whole may eventually dwindle to insignificance.

For all I know, the ideal major publishing house exists now–but I haven’t talked with any author who’s seen it, and I talk with a lot of authors. Maybe that’s because some of my suppositions here are wrong–though if so, I don’t see how, and would need you to point it out. You’ll also need to point out anything I missed: as far as I can tell, a large-scale publisher that offers quality books and does the five things above would be an unqualified win. Or maybe I’m right on target, and before long we’ll be entering into a brave new world of ideal publishers–or else no publishers at all.

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