Having worked in industry, it’s natural to learn a thing or two. The Truth About…series gives insights into lessons I think artists should be aware of.
Every other person dreams of being an author. Of going through that journey of seeing their name in print and the validation that comes with it. It’s a beautiful thing.
What I’ve realised, though, is that a lot of authors aren’t aware of the relalities of what happens after you’ve done your book unboxing on Instagram. Here’s what I think you should know…
Your publishers aren’t doing you a favour. This. Is. Business.
Most people treat books like an Oscars speech. You’re likely to see an author somewhere gushing about how they never thought they’d ever write a book and how grateful they are to have the opportunity. And they’re right to an extent. Not everyone is plucked from obscurity to have a go at creating a bestseller.
However, never miss the point that every publisher/author relationship is a business relationship. Always.
Whilst I don’t want to dampen anyone’s creativity – I can imagine there’s nothing worse than trying to write whilst worrying about the commercial viability of your work – it’s important not to lose sight of the facts.
Your publishers have given you a deal and an advance based on their analysis of how you can ultimately make them money, raise their profile, and fulfil their business objectives i.e. more diverse writers, being ahead of emerging trends etc. They’ll only invest where they stand to gain.
Be ready to learn the art of promotion
I tell this story often. When I was 19, I met a prolific Black British author who was writing young adult fiction and doing really well. I met him outside a theatre in London as he was promoting his latest book. That conversation set my life’s course.
He explained that, even though his book sold well, his publishers weren’t prepared to put money to the promotion of the book, which meant he ultimately did the work himself. The idea of running a marketing agency began in that moment.
Nothing has really changed in the 19 years since that conversation. New authors often think the work is done once they type ‘the end’. In truth, you’re simply entering the next phase: promotion.
You have to be prepared to become the spokesperson for your book, using your networks to propel it from the moment people are able to pre-order it.
Which leads nicely into my next point…
3 is the magic number
Most people publish a hardback and paperback version of their work. Some have a hardback, a paperback, and a workbook. Some a hardback, paperback, and audio book. Some just one or the other. Whichever way you do it, know you have a three month window to promote each version (not counting the pre-order stage, which really is only an extra 8 weeks or so.)
As soon as your book is available to buy, the countdown begins. Knowing your promotional strategy in advance and what the publishers are prepared to do is key.
They will use the tried and tested methods that they use for all their books plus a couple of extra activities distinctive to you but the type of outreach they do is pretty similar for each book especially if they have a standard budget.
The point is to be clear on what you want to do to promote and celebrate your book well in advance.
You have to think about which spaces you want to enter now you’re a published author? Can your publishers help? Are there influential people that can be sent a copy in advance? Where can you speak about your book? Where are the people you wrote it for likely to be?
You have to create a sustained campaign towards getting your book out there. And remember, this is a marathon, not a sprint. I consider the books campaign to initially be about a year or so long as you publish the various editions, but it’s something you’ll always need to promote – and use to your advantage – for as long as it remains in print.
Your book is special…to you. Publishing is a conveyor belt
Unless you’re JK Rowling, your book is one of many being published at any given time, so whilst it’s a priority to you, it’s another product to your publisher, no matter how much they love it. The sooner you accept that, the sooner you can turn your focus on how you’re going to make your book work for you.
Plan ahead
Don’t wait until publication day to decide what you’re going to do.
Create a plan alongside that of your publishers, then make sure they give you a copy so you can marry the two together so that you can get a 360 degree view of what your promotion will look like.
Be prepared to pivot as opportunities present themselves and trust your gut. If you’re presented with opportunities that don’t match your values and vision, do challenge them. After all, whilst the book is a product to the publishers, it’s a representation of you.
Some publishing teams will ask you to do things under the guise that it’s an opportunity for you to sell your book. Remember. Every opportunity that you or your publishers generate is an opportunity for both of you to generate income.
So that is just some of the advice I’d give. If you want someone to work on a strategy with you and guide you through the journey, SixByNines&Co. – a division of my business TGRG – can help you do that. Simply get in touch
Do you have any other questions or thoughts? What has your experience been like? Tweet me @juanrose
