Two Years Out - What Was I Thinking?

It’s been two years since I started Bacon Press Books. Like almost anything in my life, when I look back I marvel at how young and naïve I was. Mostly ignorant and a little dumb. I thought I could learn how to turn books, hardback and paper, into eBooks. It seemed simple enough. It seemed like the future of books. And once I learned, I could teach people how to do it. I’m not a marketer, don’t have great business sense, can’t even spell entrepreneur correctly half the time. I’m a writer and a teacher.

I’m also a reader. I’d read enough very decent manuscripts that never got published to believe there were a lot of books out there that deserved to be published. EBooks seemed the answer.

Then I started learning about independent publishing. Without exaggeration, I have spent at least 4-5 hours a day for the past two years learning about independent publishing. And I still don’t know the half of it.

But here’s what I’ve picked up so far.

• It’s better to have both a paperback and an EBook, rather than an EBook alone. 
  

• It costs money. To do it right costs even more money. 
  

Unlike starting a freelance writing business, independent publishing requires some capital. I’ve seen estimates ranging from $2,000 to $30,000 per book. That’s for editing, cover design, interior design, promotion, and marketing. We’ve been doing it for less, but I don’t know how long that will be true.

• It’s all about the authors. 
  

While publishers can do some things to promote a book, the real push has to come from the authors. They’re the ones who can connect with readers. They’re the ones who have a story to tell. Readers really don’t care who publishes a book. Sure, writers get a boost from being selected by a prestigious, traditional publisher. But readers? All that matters is a good story. They do care about their favorite authors. Sometimes passionately.

But the corollary is:

• Many authors hate promotion. 
  

They want, hope, and expect someone else to do it. Can't fault them - I'm the same way. Call it the fantasy of being a published author. Somehow the world should know about their books without having to be told.

And the conclusion is:

• If an author won’t promote a book, it won’t sell. 

No matter how much we do to gain exposure for a book, if the author isn’t in it with us, we can’t get very far. 

• There are thousands of services out there to help authors promote their books. 

They all cost money. Only some are effective. 

• Sometimes reviews help sell books. Sometimes they don’t. 
  

The issue of paying for reviews isn’t as simple as it first sounds. And it sounds awful. Worse than having your mother write a glowing review. But the truth is professional reviewers get paid to write reviews. Whether the money comes from traditional publishers paying a yearly fee, or independent publishers and authors paying a one-time fee, reviewers need to be compensated for their time and expertise. There is no quid pro quo. Four hundred dollars doesn’t guarantee a rave review. Unfortunately, sometimes it doesn’t get you much of a review at all.

The corollary here is:

• Most readers won’t bother to write a review. 

Even if they’re willing to send the author a letter saying how much they loved the book. There is no magic formula for getting readers to comment publicly. Sometimes that's a good thing. 

• Sometimes radio interviews help sell books. Sometimes they don’t. 
  

The same is true for offering the book for free, offering giveaways, participating in blog tours. Books aren’t like toothpaste. You don’t need them every day, even if you love them. And the way readers buy books is individual, quirky, and unpredictable.

• Only a handful of authors make it to the major leagues. 

True in every field. But at least in other fields the second stringers can make a living. 

• The independent publishing community is great for offering free, useful advice. 
  

That's why I've been able to spend all this time learning. 

The corollary here is:

• Many of those who have spent years giving free advice are now trying to monetize that with webinars, special reports, training, and products. 

The advice is still good but it just makes the whole publishing enterprise more costly. 

And in case it needs to be stated:

• There is not a lot of money to be made publishing books. 
  

At least not yet. 

Here’s what else I’ve learned.

• I’m not seeing as many wonderful manuscripts as I had expected. 
  

A friend who’s been in traditional publishing for more than 30 years told me recently that he no longer believes there are great books languishing out there. The good ones find a home. The rest don’t and shouldn’t. He asked me to come back in a few years and tell him he’s wrong.

So far, I can’t. Many of the manuscripts I’ve received aren’t ready to be published. That won’t stop the authors. They’ll go ahead and find some place to get published, rather than spend the months, maybe years, it would take to rewrite the books and make them publishable. I can’t change that and I’m not sure I want to. After all, that’s what this new publishing world is all about. The freedom to get your books in print.

The bottom line: 

• When I get a really good manuscript, it’s a thrill. 
  

• When I read it again after the author has spent some time working with our gifted editor, I’m even more pleased. 
  

• When I see what our brilliant cover designer has come up with, it’s a kick. 
  

• When I see how our incredible interior designer has laid out the words in a way that is very much like an art itself, I’m delighted. 
  

• And when I hold the finished book, looking as professional as any I’ve seen, I’m still amazed. 
  

I could do that every day for the rest of my life.