
Which is worse — not publishing a book, or having a garage full of unsold books?
Some would say it’s worse to not “ship” your book, or better to have written and lost than never to have written at all.
I disagree. Because there’s another option.
Instead of being a lone endurance athlete as a writer, consider a more strategic approach. Yeah, “strategic” sounds less exciting and more scary. But the garage full of books (and 3 Kindle sales) sounds worse, right?
This strategy isn’t for everyone, but I believe there are steps we can take to reduce our level of insecurity, be more attractive to publishers, and become better communicators.
A Case Study
Not every success story is a template, but there are principles that can apply to everyone’s writing aspirations. Each person has unique insights and stories, so each one can create a book or blog that reaches beyond their circle of existing relationships.
But it takes more than just writing.
Recently, in the span of fifteen months, I helped a hopeful nonfiction, non-author go from an idea (more of a cautious hunch, really) to a solid two-book publishing contract with a major New York house.
On Day One, this writer didn’t have a blog — or even a social media account. I’d love to take the sole credit for this success, but the truth is that we followed a process, and we stuck to it rigorously.
The Road We Walked
1. Establish an interesting personal brand
Who is this author and why should I care?
Notice this has nothing to do with your book idea. Books come and go, so focus on your author brand. This can be as simple as having a website that is up to the standard of the career you want to have.
But let’s face it — intensive focus on self (photos, “About Me” text, logo, graphics) is unappealing, and brings out even more insecurities. That’s why many writers don’t invest in this area.
If you want to be published, you will need an author brand.
Remember, nonfiction publishers don’t just pick books, they pick people. This is also true for the buying public.
With a remarkable website, instead of going on a book tour, you can send your book out on an author tour!
2. Develop another book idea
Let this book idea be different than your pet project.
When you think about what you’d like to be known for, what other unique insights are you compelled to share? If it helps, play out this future scenario to spur brainstorming:
My first book just flopped… what’s next?
Or, My first book hit the New York Times bestsellers list! What’s next?
Create a formal book proposal for both books. This is a business plan for your book. It’s what a publisher wants to see.
I can see the artist in you is squirming, but you need a viable business plan. Create one by answering these questions:
- Who are you, and how can you sell a garage full (or three) of books?
- Why does this book exist? (Amazon already carries some pretty good ones on this topic.)
- What’s the reader-outcome you’re looking for? (“I loved this book because…”)
- The readers and their motivation: who will buy this book, and why?
- Who are your competitors? (And how is your book different/better from theirs?)
Another benefit of this process is that it helps you frame a self-publishing strategy.
Publishers can be like banks — only eager to lend money to people who don’t need it. If you don’t think you can get a return on your self-publishing investment, why would a publisher risk their money on you?
3. Write the book
Write. A little.
It is natural for us to want to hide and write, only to unveil our massive works to an audience who will probably feel too sorry for us to give honest feedback.
Instead, create simple focus groups in your target audience and send them sample chapters. Then brace yourself.
You will get numerous ideas to help you improve your writing. Listen to their feedback. Let this pull better writing out of you.
Repeat the above until you’re both humbled and ecstatic about your book. The process may take months. Sorry.
These steps are insecurity-busters because you’ll experience the satisfaction of both affirmation and constructive feedback.
4. Self-publish the book
Wait. I thought we were trying to land a publisher?
We are. Stay with me.
Get a winning title, subtitle, and cover.
Does this mean more pride-killing feedback? Yep. It also means you need to get professional help — with your cover design. You might be a great writer, but you are probably not a great designer.
The confidence you gain in the steps above will ooze into your marketing and sales.
5. Sell 10,000 copies in 7 months
Okay, that’s a stretch, but it happened in this case, with less than 500 social media connections. These sales would not have happened without following each step of the process in a disciplined manner.
Publisher conversations are much different if you are able to quote sales you’ve achieved by yourself. It helps remove the scent of desperation from the dialogue, and is often a game changer.
6. Get a two-book publishing deal
Yes, this happened.
When a publisher is reviewing one book, why not have a worthy second book for them to consider? If you were a publisher, you’d want to see this depth from an author.
However, receiving a two-book deal is more the exception than the norm — especially for a first-time author.
Most aspiring authors don’t succeed because they write first and ask questions later.
What if you follow the process outlined above and still don’t find a publisher?
You’ll be a better writer, and in a much stronger position to be successful as a self-publisher as well.
Get my practical (and mercifully brief) book, Your Brand Is Calling: BUY