money, as well as a waste of your reader’s time and money. So
always double check each fact and make certain that all of the
important facets of the topic are discussed. In other words,
make sure that your book has something informative to say …
and that it’s said correctly.
After the book has been typeset, you can make one final check to
look for small errors. It’s almost impossible to catch all
errors, but you’ll want to remove as many as possible. (Note:
there are minor errors in this report. See if you can find
them. It’ll be good exercise.)
PRINTING THE BOOK
Costs to print a book can vary widely, depending upon many
factors and upon the printing company that you choose. Examples:
(1) The type of paper used in the book and on the cover. There
are many different grades of paper from which to choose.
50-pound offset paper is commonly used for the interior of most
books.
(2) The book’s dimensions and number of pages.
(3) The number of books printed.
You’ll pay a much higher cost-per-book if you have, say, 1,000
copies printed rather than 5,000 or 10,000 copies printed. But
the number of books that you produce should also depend upon how
many you think you can sell within the first year of marketing.
You can always order an additional printing, if your book proves
to be a fast seller. The price-per-copy usually decreases at
about 2,500 to 3,000 copies.
You’ll want a sufficient number of pages in your book to
adequately cover the topic. Don’t write in a “too wordy” routine
just to add extra pages. Make sure that you have something worth
saying … then say it succinctly. “How-to” readers dislike
rambling prose. So leave all “fluff” out of your book and get to
the point.
At the same time, you’ll want enough pages in your book to
suitably impress the reader that it contains an adequate
coverage of the topic. You can’t completely cover a wide
ranging subject in less than 100 pages. You may need 200 or 300
pages. However, some narrow topics can be nicely covered in 10
to 50 pages. (This booklet is an example.)
It’s often acknowledged by self-publishers that “page count”
determines the price you charge for your book. But, in general,
I disagree. To me, it’s the value of the information you provide
that should determines price. For example, if you have
discovered a unique, fast, easy, low-cost way to make fuel for
automobiles at home, and can relate that information in 6 just
pages, you can most likely sell your report for a very high
price. Who cares how many pages it takes? It’s the how-to
information that’s important.
Once you have the complete specifications of the book, it’s time
to get printing quotes. You should contact at least 4 or 6
printers for these quotes. Too, many printers will give you
samples of their work.
Here’s a typical request for a book printing quote:
“Please quote prices for the following book, Cash From Your
Computer.
120 pages, trim size 8 x 10 inches, 2 color glossy cover,
perfect bound, printed on 50-pound offset paper.
Quote prices for 1,000, 3,000, and 5,000 copies, including
delivery price. This book is to be finished within 30 days of
receipt of camera ready copy.”
Before you choose a printer, be certain to check on reliability,
quality and length of time to produce your book. Ask for a few
customer references and don’t be bashful about checking with
them about the printer’s reliability and qualifications.
You don’t always want to go with the cheapest price. For
example, you may find a nearby printing company that will print
your book at a slightly higher price than a far away competitor.
But you can pick up the books yourself, thus saving the cost of
shipping which may lower the overall cost. The most important
thing you can do is to find a printer with whom you can easily
work. A printer who will readily work with you can provide a lot
of help getting your book ready for printing, thereby saving you
time and money. While price is an important factor, I look for
reliability, honesty, speed and service first.
BOOK MARKETING
Book marketing efforts really begin before the book is even
printed. You must define and identify your most likely
customers, determine why they would want your book, design
benefit laden ads and brochures and direct your ads toward the
most likely place your prospect will see it. It can also consist
of developing a wholesale program to dealers, wholesalers and
bookstores.
Other marketing methods include: sending publicity releases,
mailing review book copies to editors of appropriate
publications and, perhaps, appearing on radio or TV talk
shows. There are literally hundreds of different ways to sell
your books. One self-publisher sells 30 to 40 books every day by
hawking them on the street! Imagine … no ad costs, no direct
mail costs, no discounts, no postage … just pure profit.
Some publishers go so far as to design an ad, or direct mail
piece, for their book before they even write it. If they have
trouble writing a hard-hitting ad, they would probably have
trouble selling the book. Too, a pre-publication ad can give
you something to “live up to” as you prepare your book.
All book ads, direct mail pieces and brochures should focus on
the benefits that the book will give the customer. These
benefits include: more money, a better job, health, happiness,
knowledge, love, luck, personal improvement, and so on. Your ads
need to convince your prospects that they’ll enjoy these
benefits by buying your book. Therefore, your ads must be
eye-catching, descriptive and inspirational. If you don’t want
to tackle writing your own ads, hire a direct response
copywriter to do it for you. The really goods ones can often
bring you more business than you can handle. Look in direct
response trade journals such as Direct Marketing magazine and DM
News for copywriter listings.
Another important factor to consider is the overall appearance
of your ads and brochures. Simply put, they should look
appealing and be easy to read. Make sure that you follow the
rules of typesetting, proper graphic techniques and, most
importantly, employ a stop-the- readers-in-their-tracks headline
and use well written, compelling ad copy.
Many self-publishers who sell by mail order offer some form of
money back guarantee. Most offer a 30 to 90 day refund for
returned books. Owen Publishing always gives a full year. A
good, reliable guarantee will definitely improve sales of your
book.
Mail order book sales can also be increased by adding incentives
such as: 10% discount when buying before a certain date; free
report with each purchase; buy four books get the fifth one
free; or some other low-cost freebie. A bonus for promptness
almost always increases book sales. But remember, when you’re
mentioning your bonus, relate the benefits derived from that
bonus … not just the bonus itself. If you intend to sell your
book via mail order, observe the ads used by other booksellers
and take time to read several books about mail order techniques.
One of the lowest cost ways to sell your book by mail is called
the two-step method. Using this strategy, you place low- cost
classified ads to obtain inquiries for your book. You then send
to each inquiry a packet of information, including an effective
sales letter. Most often, you’ll want to send a follow- up
mailing to those who didn’t buy. And offer an additional
incentive.
This two-step method is the lowest cost way to start. It’s used
by some very successful companies, and has led many self-
publishers to success. As time goes on, and your experience
increases, expand into display ads and direct mail campaigns.
OTHER SELLING TECHNIQUES
One way to promote your book is by making personal appearances
at book stores. You can arrange a book signing party with the
book store owner or manager. The book store orders 50 or 100 of
your book and advertises the party. The author personally
autographs each book as it’s sold. Some authors go on national
tours that encompasses autographing parties, talk show
appearances, speeches, seminars and trade shows.
It should be mentioned that this way to sell your book is, in reality,
difficult. Getting book store owners or managers to agree to
“book signing” events takes some doing. Your topic must be very,
very interesting and you must be convincing enough to get your
foot in the door. It takes work, but it can be a lucrative way
to sell books.
The dealership selling method works well for many self-
publishers. There are many mail order book sellers who may be
interested in selling your books for you on a dropship basis.
The mail order book dealer advertises your book(s) in his
catalog and when an order arrives, sends you 50% (or whatever)
of the retail price along with a shipping label addressed to the
customer. You then ship the book directly to the buyer.
This method works very well if you have camera-ready advertising
brochures for the dealer to insert with his catalog or other
mailings. The dealer will put his name and address on the
brochure and have several thousand copies printed. He then
distributes these brochures along with his other sales
literature or, perhaps, even runs ads for your book.
Dealers can be found by placing small, inexpensive ads in the
opportunity-type magazines, and by adding the tag-line “Dealer
Inquiries Invited” to the bottom of your own sales materials.
There are many self-publishing groups that work together in
co-op marketing, either through book shows or by direct mail.
You may want to take advantage of these co-op efforts. Also,
there are many book shows going on all the time throughout the
country where you can exhibit and sell books directly, or make
contact with wholesalers.
ADDITIONAL INCOME
Here are a few other ways your book can produce money for you:
selling through book clubs, selling subsidiary rights, movie
rights (wasn’t there a movie called How To Make Love To A
Married Woman, or something like that, based on a “how-to”
book?), or by selling foreign rights.
Anyway, all of these methods can produce some excellent profits
with little extra work on your part. It is suggested that you get
involved with a local self-publishers or writer’s group where
you can develop different ways to make money with your book.
One of the best ways to produce additional income from your book
is by selling products that are related to the book’s topic. If
you’re selling a book about making money with computers, for
example, you should include a catalog other computer books or
shareware software.
When you get an order for your main product (your book), you
ship the order along with a catalog of your other products.
Since the customer has already expressed an interest in your
topic by buying your book, a certain percentage of those buyers
will also be interested in your other related products. That is,
of course, assuming that your customer was satisfied. You can
get these other products by developing them yourself, or by
acting as a dealer for other companies. Some self-publishers
make more money from these “bounce back” catalog sales than they
did from the original book sale.
As your sales increase, you’ll need to keep a customer mailing
list. You can then mail catalogs or information on your latest
book throughout the year to your buyers. Whenever possible,
you’ll want to include discount coupons or other sales material
in the book itself. Why? To capture many of the names of people
who buy your book through bookstores or from dealers. You’ll
notice that many smart publishers include sales literature or
catalogs on the last few pages of the book in order to generate
additional sales.
Another important aspect of marketing is the manner in which you
operate your business. You should always bend over backwards to
treat the customer respectfully. Answer all complaints and ship
all refunds promptly. Process all orders fast and reply to every
inquiry the same day, if possible. You want to develop a good
reputation for your company, if you ever expect to harvest
repeat orders.
INCOME POTENTIAL
Many self-publishing authors have become millionaires. Most make
an above average living. Writing and marketing your work, the
essence of self-publishing, takes learning, practice,
perseverance and determination. The work is “easy.” It’s not
like mining 16 tons of coal. But your brain must be engaged at
all times and you must constantly seek ways to better market
your book. About 5% of your efforts will be tied up in producing
your book … the other 95% will be marketing.
Understand this: No matter how good your book is, now matter how
well written, no matter how timely or interesting the topic,
nothing will happen until you lead your proper prospect to the
point of taking out his or her checkbook and actually buying.
So keep in mind that, not only must you prepare a salable book
or report, you must begin to master the techniques of marketing.
The two skills, writing and marketing, can be easily learned.
And, as you progress, you’ll discover pockets of profit that can
send your earnings sky high.
The potential for earning is staggering.
SOURCES
Writer’s Digest magazine at your newsstand
How To Write “How-To” Books & Articles by Raymond Hull Writer’s
Digest Books
Writer’s Resource Guide Edited by Bernadine Clark Writer’s
Digest Books
Writer’s Utopia Formula Report by Jerry Buchanan TOWERS Club USA
PO Box 2038 Vancouver, WA 98668
How To Make Your Advertising Make Money by John Caples Prentice
Hall
Ads That Sell by Robert Bly 174 Holland Ave. New Milford, NJ
07646
The Secrets of Mail Order Unlocked by Ed Simpson Owen Publishing
Company Battle Ground, WA 98604-0010
The Self-Publishing Manual by Dan Poynter Para Publishing PO Box
4232 Santa Barbara, CA 93103
Publishing Short-Run Books by Dan Poynter (address above)
Plus, you’ll need a good dictionary, thesaurus and a book on the
elements of grammar.
CONCLUSION
Self-publishing your own book, like most worthwhile endeavors,
takes some amount of preparation. You can hire experts to do
part of the work for you (design covers, typesetting, editing,
indexing, ghostwriting, etc.). It is recommended that you do much
of the work yourself in order to save money and to help you
learn the ins and outs of book publishing.
You can save yourself some problems by preparing an overall plan
for producing and marketing your book. You’ll also want to
gather additional products related to the book’s topic that you
can sell for additional profits.
Thousands of successful authors have found that self-publishing
is the only route to take. Why not you?
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