How do you Publish a BookWhat is the best way to publish a book?
Publishing a book myself, selling 180,000 books & 2X.
Over the year since, it has been selling nearly 200,000 copies, which includes 8,000 e-books in a single weekend in May. More than 500 ratings were awarded by Amazon, 450 of them with five stars. It has been number one in the business/coaching sector for around 95 per cent of the year. Even more important, the number of requests for my Box of Crayons trainers has trebled - we provide the hands-on experience to the busiest executives so they can train in 10 or less mins. As a summary, our turnover is 82% higher than last year.
Everything from one book. Maybe you are thinking about making your own book, or you have gone so far as to have a first design somewhere in a draw. We all saw how our marketers built a basis of supporters, then clients and then environments through what we call contextualization. "And the great brute in the field of contentmarketing is the book.
To write a book is a long, solitary and often fruitless undertaking. To avoid making my errors, allow me to split everything I've used for my book, from the initial concept to the best seller (with a directory to jump to what you want to know). I got into a bookstore in 2010 with a chic New York publishers.
It was my intention to publish my second book myself and I had a small print run that I sent to my buddies for their comments, one last move before pressing the "All In" tab and printing several thousand copies. A friend of his, Nick, sent his copy to his editor, who got upset and phoned me.
It' sells about 90,000 units in five years, and those who like it like it. I' had my first experiences with a publishing company, and it was mostly good. They had the common disappointment about compromise in the field of designing (a small gap) and what they considered to be a commercial one (a much larger gap).
My courtesy and my agreement obligated me to present my next book to this publishing house. When I spoke to a few, I found someone I thought was intelligent and strategical and who had an amazing list of corporate writers. So, I tried to do the book that I thought they would like if they knew what the book was that they didn't know.
I' ve written at least one more full-length book somewhere in there, also overruled. like that. Other than I couldn't get rid of the notion that this could be a really good book if I just stop writing the book I thought they thought they thought I thought they thought they thought I should be.
So I found my way back to what I wanted. At first I recalled who I had written it for, my client. Although I also wanted the book to have a multi-purpose allure. There was something I wanted to do, something neat and handy. The Dip and Seth Godin's book The Dip had the disciplin to concentrate on a simple notion.
And I knew what I wanted to do, I knew what I wanted to do. I' ve agreed a time limit with my editor. and gave them a time limit. I thought about advertising with another publishing house for a while. However, I knew that even if I found one, it would take 12 to 18 month for the book to find its way through the maze of publishing, and it felt like I had already been wasting three years.
Well, why not with my book? However, this year I was decided to publish as a pro. But I wanted everything a normal editor would provide - first-class editorial, styling, distribution but without the shyness and "do what we've always done" mind that is so often part of the dealing.
Amazonia is a gathering place of $5 e-books that are shaken out by a digit maker with small indefinite quantity power or cognition. My book is the next step, better than anything you can find in your bookshop. To do that, however, I had to concentrate on my typing and delegation.
Seth Godin I asked to meet his journalist, Catherine Oliver, and she quickly led me through three laps of profoundly useful work, first forming the book and then using fine sand paper qualities to make it speak for itself. It was my decision to make this book look inviting through its desig.
and we got off to a bad start. Jesse, Trena and the staff are veteran publishers who specialise in assisting individuals in self-publishing as pros. Somebody who has one or two books in his pocket, who knows a lot about advertising and wants the best of both the world, i. e. conventional and independent publishers.
Sales should turn out to be critical: your book will go beyond Amazon to the bookshops and, if you are fortunate, to the airport. We were also presented by Carlyn at Post Hypnotic Press, who produced and published the audioversion of the book (and that was a big hit for us: we already have over 30,000 books sold!).
We got the first edition of the book ten month after I explained that I was going out on my own. Usually this would be regarded as ARC - advanced reader copy - essentially a raw version of the finished book. We had scheduled the release date for February 29th, so that we only had about five month in which to get ready for the start.
In spite of their appearance, your favourite writers don't just type a book in a hut in the forest. Like any other book, a book needs a gifted staff of individuals, especially to raise above the OK level of a typically self-published book. I had to set up an in-house staff to help me with my plan to beat the drums, fly the banner and show the rest of the planet that I have a book.
For your information on how the cash works, for my first book Do More Great Work, which was released in softcover only, I received an upfront payment of $15,000 (about which I was THRILLED) and an eight per cent license fee for full priced titles (this does not cover those that have been resold at a volume discount).
It costs between $10 and $15, which means I make about $1 per sell, plus-or-minus 20¢. Over the six years since its release, it has been selling about 90,000 times, which means I can make my deposit easy, and I get cheques from the publishers once or twice a year (cheques that get smaller every time).
The Coaching Habit required me to put a lot of cash up front (more on this above) and a lot of cash into implementation and on-going promotion (more on this below). But if I can manage to market it, the economy of this book is much better. I have to pay for shipment and warehousing.
We receive 60 per cent of the sales prices from our dealers. This book costs between $11 and $15, i.e. I make between $4 and $6 for every copy I sell. Kindle is selling for $5, and we get 70 per cent of it from Amazon, about $3.50 per copy we sell.
That is between 300 and 500 per cent more than with a conventional publishing house! It will not be long before you start thinking about introducing and selling your book. It' as soon as the thought of starting to write a book comes to your head. I' ve always stored items, suggestions and samples on my Evernote bank details, with the keyword "book marketing".
Carrying a notepad around with me, I had a period in which I was forcing myself to record 10 new book marking suggestions every single working days, an inspiration I got from James Altucher. It is useful to recall that it is difficult to produce a good book. You' ll recall that I've been doing poor quality work on The Coaching Habit for three or four years.
This has all helped to create a good one. Would be the briefest book I could ever publish that would still be useful. It is one of my favourite feedbacks that folks actually did laugh out loud when they read the book. Persons who specify a certain number of titles they want to buy do not know what they are about.
Yes, I'm speaking of professional publishers. That didn't stop me - "10,000 specimens in the first... No, how about 30,000 specimens of..." This book I wanted to be regarded as a classical coach. To the question "What is a good book about coaches? There is no need for sale numbers (although it would be great to earn back my money).
All I did was to make my book as useful as possible. Persons who specify a certain number of titles they want to buy do not know what they are about. As you know, on the front page of a book is a brief explanatory note or a quotation from someone who said vaguely: "This book is excellent!
However, my turn, instead of chasing many other writers, I concentrated on those I know who worked in organisations that others had known about. I was able to say that my book was supported by executives from over 70 businesses (you can see them here). That' s why we want to assure those in organisations that we know what we are doing - not necessarily that we know many other thought-makers.
I have benefited from the fact that these are all individuals I have been in contact with for at least five years. Readiness to contact those you may not know well. Readiness to develop relations with humans over the course of a period of time and to be an Adam Grant-like donor rather than a consumer.
Readiness to ask someone you know to do you a favour. There is a fear associated with the publication of a book. "I' m going to be on the best-seller list" means "I have to buy a boat load of books", which means "I have to buy a boat load of book in the first weeks", which means "a lot of work, a lot of water ing in the start, then a lot of hard work and a lot of collapsing and hoping for the best".
" It' s strenuous and in the end useless, because almost every book will not be on this hard to grasp best-selleringlist. Our aim was to make the book a classical coach and find a metrics that would inspire us (1,000 Amazon reviews), and then roll up our sleeve because we knew we were going to play the long one.
We have undertaken to sell the book for one year. I ask podcaster and blogger if they want a copy of the book and if they like me in their show. Contact a hub and offer to post to it. In search of ways to give the book as a gift.
Search for prospective associates who might be interested in assisting others to become interested in the book. It was our aim to make two podcasts per weeks. Post your story. It was our aim to publish at least one paper per weeks. It' crazy to think I could publish a book on my own.
Since I knew this book was supposed to be a one-of-a-kind, I knew I needed a sales people. It is Charlotte and Denise who market the Box of Crayons and organise the e-mail campaign for BookBub (see below). Most publishers' typically pre-copy the book to readers is that the PR or sales departments mail a default e-mail to a huge mailing lists of blogs, podcasts and opinion leaders and offer to provide them with a copy.
When you say "yes" to the book, they will politely mail you a copy and hopefully you will somehow find it in the line and bring it up. Mostly there are no copies of those who have been given a copy of the book. We' ve chosen to be more contemplative about our own precious moments and our own funds.
We' ve chosen to find the person who wants to publish about our book. Stage one was to find a book that was similar but different from mine, a "cousin" book, and one that was a great hit. Once we had this information, we sent a letter to each of them, referring to the story they had been writing, saying that The coaching Habit might be of interest to them by saying that Dan Pink had sent them a lovely cover text and offered to do it.
It was not obligatory for the individual to either browse the book or post about it. I wanted to give us every opportunity to consider the book - and her, every opportunity to consider it. Approximately 30 per cent of those who received a copy of the book produced a kind of news item (podcast, articles, mentioning and reviewing soft media).
By combining the Amazon best-seller listing scan with the fact that I have been reading a great deal to find good customers for the blog, we have located avenues. This worked better as a tactic when the book was new and tightly coordinated (Duhigg's habit worked particularly well because it checked both boxes).
We sent more than 450 specimens to those who had actually requested the book and knew why we sent it to them. And, because we had finished the book five month before its release, we got a great media coverage, for example from Forbes, Fortune, Business Insider, Huffington Post, The Globe and Mail and Fast Company.
40% of those questioned asked for a copy of the book. More than 450 pieces of the book sent. 30% of those who received a copy of the book produced a kind of news item (podcast, articles, mentioning and reviewing soft media). Fees: $5-$10 per book (book + postage); research @ $2 per name.
Over the past six years we have surveyed more than 350 coolly, clever, clever and often powerful souls. They probably sympathise with the mutual approach, the main theme of Robert Cialdini's groundbreaking book Inluence. If you give, they' ll want to give back. It was our aim that the individuals we have achieved do not experience any feeling of commitment or expectations.
A lot of folks did. We' ve made it as simple as possible for those who wanted to help us by giving them ways to speak about the book. The book was presented to journalists and blogs from 12 perspectives (download the full text here). Think about what would be most useful for authors and interviewer and what would most efficiently prevent them from dealing with the book.
This is the amount of paperwork and efforts to create something useful for authors and interviewer instead of the common garbage PR publications that are created as if it interests someone that another book has come into the canvas. There' are a few places for those looking for accounting summaries: (Seriously, Woody Allen was right when he said that "80 per cent of the hit only comes up").
Especially gettingAbstract was a great hit, and The Habit became the No. 2 downloaded for 2016. Soondview decided not to make a book abstract, but held a web seminar. We had already established a rapport with the founding members of these two organisations with the last two, so we could count on our fellowship to spread the book.
Easily locate prospective nodes for those who want to learn about your book. We' ve also reinvested in a mail-out with the SelfGrowth.com mailinglist, which is about 200,000 in number. We' ve met the number 1 in Amazon books, which was exciting. We' d been selling almost 10,000 of the book this weekend and it had put us on a roll.
Substantial bid at BookBub (it only takes about 10 per cent of applicants), plus a little bit of good fortune in the selection. Now, a big issue with my goal: how do you definition a classical? Amazonas-Rating. While I know there is no such thing as a straightforward connection, when I look at a book that I consider a corporate legend, they all have over 1,000 Amazon book reviewers - 1,000!
However, as a group we have established a goal: 1,000 evaluations within one year. Turns out there's no way to get there quickly without just asking them. Once on LinkedIn or Twitter, when I got through to them and they said they liked the book, I said thank you.... and asked if they would write a review.
Searching for Amazon feedbacks was a very unsuccessful one. Shameless asking and asking to add a reviews about Amazon. But, more to the point, I wanted our book to attract the attention of our prospective customers for our training programmes - usually Vice President of HR or Vice President of Learning & Development.
They are the kind of person who makes a livelihood in the gateways of airfields around the globe. We started with the creation of an airport-friendly book. It was small enough to slip into a handbag, the shape (a lot of blank room - attractive when you pick up the book and leaf through it - instead of an overwhelming text block), the length (my aim was to make the briefest book I could use; it came in with about 25,000 words), all partly because I knew I wanted to work it at airfields.
They were both a success, though not quite as full as I had been hoping - quite honestly, it killed me that we couldn't take the book to my home town's airfield. At first we signed a three-month contract (March to May) and during this period we produced around 2,000 units. To have a book that is airportfriendly.
Your original relationships with a reseller will be in the $2,000 to $5,000 region, and the reseller will also take over about 40 per cent of every sales it makes possible. Supplemental fees for an entry at the airports (although the book may not appear at the front table, which adds up to an extras fee) are between $3K and $4K per months.
I would see this on Do More Great Work, where I got casual three-minute television interview with bewildered DJ' s who hadn't been reading the book and didn't do it. And I was resolved not to spend any of it. All you have to do is ask folks to register to support your campaigns - in our case the book presentation on February 29th.
There was a lot of generosity - 223, with a range of 589,000 - and we thundered on February 29. When I think about it, I notice that there was a very small obligation on the part of the human beings to help the start. Anyone who might have told us on Facebook or on their blogs or (the best option) on their e-mail lists has chosen the simplest way out.
During the introductory weeks, we were offering bonus offers to those who were willing to buy the book in large quantities. I had a dream that several hundred groups and organisations would buy a copy of the book, I would hold a seminar and some web seminars, and that we could possibly discuss with the others that we would come to hold remunerated seminars for them.
And I think it was a fast, simple victory that encourages them to buy the book. An editor I talked to (who asked me to stay anonymous) said that part of the hit he had with his bestseller was due to his work.
Indeed, he said that in the seven years since the book was first published, he has given away more than 50,000 books to focused meetings, on-line community, and so on. Thought I' d try that and put a PDF file on Gumroad so I could provide free and very cheap editions of the book.
Talking at the big ATD convention (North America's largest convention for education and research, with more than 10,000 participants), I spent $5,000 to put a leaflet in each participant's pocket and offer a copy of the book. 6,000 of the leaflets provided the book for free, and 4,000 provided it for 99¢.
A part of the mastermind behind this was that the front page of the file invites you to give a Review about Amazon, so in my mind we would give away a ton book, which leads to a lot of Amazon feedback (hello, goal 1,000!) and maybe even to some requests for selling our music.
It turns out they don't see leaflets in bags. We' had a little over 100 downloaders paying for the book in equal parts and for free. There is something very intelligent about giving away the book, especially if your aim (like mine was) to make it a classics.
If you have a way, like me, of making a living that promotes the book. It'?s frightening to try to write a book. First, you have to bear the bloody, perspiration and crying. Most of the writers (the New York Times proposed that it was 70 percent) do not recover their advance, which means that the book was selling less than the editor thought.
You are encouraged to create a "tribe" of friends you know and love your work so that they are already fan. Oh, and I urge you, if you feel friendly, to post a brief review about Amazon of The Coaching Habit.