Blogger Buzz: Blogger integrates with Amazon Associates

Blogger Buzz: Blogger integrates with Amazon Associates

To keep your rights or grant your rights, that is the question

Many prospective author's dream of signing their first contract without learning about the ramifications. Did you realize by granting the right to publish to a publisher you have entered into what is likely to be a lifelong agreement? Especially these days in light of the advent of electronic (virtual) technology that allows a publisher to keep a book in print well after all physical inventory of conventionally printed books has vanished.

Way back when, at the turn of the 21st century (ten years ago), pretty much every book published was an actual printed book. Publishers had to pay to store excess inventory on pallets in a warehouse. It made sense to take books out of print and sell the remaining inventory to so-called "remainder" companies who specialize in disposing of excess inventory through half-off discounters. Once a book was out of print the rights reverted back to the author who could repurpose the content to other venues or self-publish on their own.

But today we live in a world where books can be "repurposed" as electronic e-books at very little cost to the publisher. It is hard for a publisher to justify ever granting rights back to the author. Heads you lose, tails they win.

In addition, one should ask why they would ever want to grant rights to a publisher in the first place. For that grant of rights an author only receives a miserly portion of the proceeds, generally 8-10 percent of the retail price minus any returns (in the book business between 30 and 60 percent of books sold to retailers are returned for credit). As author you receive the smallest cut from your book sales with the retailer getting 40 percent, the distributor 15 percent and the publisher receiving the rest (somewhere around 35 percent). Not actually that fair given the fact that without the author there is no book to sell.

The justification for the publisher, distributor and retailer receiving a larger share than the author is that the retailer provides space in their bricks n' mortar store, the distributor has to ship to and bill the retailer and the publisher bore the costs of developing your book (editing, design, printing) and promoting it.

But in today's world most books are sold through alternative channels (the Internet, the author, through organizations, etc.) making the retailer and distributor less important. And publishers only promote "select bestsellers" by combining what they should have spent promoting your book with the promotional funds from other books into a single promotional budget that supports the sale of bestselling authors. The most a publisher is going to do for your book promotionally is to list it in their catalog and website. Or, as commonly said in publishing circles, "promote one book and take the others and throw them against the wall to see if they stick." Sounds cruel but it is true.

So... what to do?

• Do not sign your rights to publication to a publisher unless they are willing to agree to returning your rights once your book is no longer stocked in printed form.
• Have the publisher provide you with an actual marketing plan and budget for promoting your book.
• If you already have access to the marketplace (website, speaking platform, access to an audience via conventional media, appearances or the Internet) consider self-publishing. If you can justify the costs of development and see a way reach an audience and make a profit, why would anyone settle for a small percentage of the proceeds through a conventional book contract.

Not Famous? Try Piggyback Marketing

When advising authors I try to find ways to use whatever media or organizational platform they have to extend their sales potential. More often than not, the author lacks relationships with large media or organizations. In order to develop a platform for promoting their book I often suggest piggybacking with others who are more well known.

In the May 23, 2010 issue of USA Weekend, the second largest circulation Sunday newspaper insert publication with over 22 million circulation (Parade magazine is the largest with 32 million circulation), there is a wonderful example of piggyback marketing. On the cover is a photo of actor Ashton Kutcher holding barbeque tongs with the headline, "Me. Like. Grilling." and the subhead "Ashton Kutcher reveals the secret to making all your cookouts taste brilliant."

I was intrigued by the idea of a young actor posing on the cover of a national magazine talking about outdoor grilling.

Upon further investigation the actor spends much of the interview, written by Brian Truitt, speaking about his upcoming film releasing next week titled "Killers." He only briefly talks about his interest in grilling, which mostly takes place during his growing up years in Iowa and how his family enjoyed their outdoor grill. Next to the article are recipes and tips written by cookbook author Pam Anderson. Below the photo of Mr. Kutcher are plugs for two photographers, the stylist in charge of his grooming, the prop artist, the company providing his blue jeans and the maker of his t-shirt.

Perfect piggyback marketing. Everybody wins:

• USA Weekend is provided with a great cover article for the beginning of summer
• The actor gets a cover shot on a national magazine while plugging his new movie
• The writer of the article receives great exposure
• Each of the two photographers get a nice project to place in their portfolios
• Both clothing companies receive national advertising
• The stylist also gets good national exposure
• And the author, Ms. Anderson, receives a great plug for her cookbooks

This is a great lesson for new or lessor known authors looking to promote their book. By piggybacking with others looking for publicity it is much easier to gain the attention of well known publications. The same kind of piggybacking can also work in other venues. For example, how about approaching a large retailer with an idea for promoting one of their services. Or think about helping a manufacturer looking for a way to get their product in front of new customers. Piggybacking can also work with organizations wanting to extend their own audience. All it takes is someone with an original idea willing to do the legwork to pull the promotion together.

For example, you are the author of a self-help book on improving relationships between spouses. Why not approach a large circulation magazine with an idea based on the six ways to build a loving relationship with your partner. You convince the editor to use their influence to attract a well-known personality who is in a long successful relationship and is about to star in a new television series. The magazine could also use its connections to find the right combination of writer, photographers and stylists to provide the main cover article while you write a sidebar article affirming how great relationships are maintained. Bingo! You receive national exposure in a large publication which would have otherwise been unachievable.

Take away points:

• If you are not well known you need to piggyback with others to gain exposure
• Magazines and other media are constantly looking for celebrities to feature
• Product makers are interested in placing their products where they will be seen

BlogCatalog

The Future of Publishing

When you think iPad think couch

This past weekend I read and watched many reviews on Apple's new iPad. What many of the reviewers were trying to figure out was how this new device would be used. Some looked at it as competition for the laptop. Others said it was like a oversized iPod touch. Still others wondered why the iPad did not have a built-in camera. Finally one reviewer said something that made sense to me. He said the iPad was for use on the couch because it is more a receptive device than a creative device.

Perfect.

He is right. I would not use an iPad as a replacement for my laptop. Instead I would use it while relaxing on a couch. Much like I'd read a book or watch television. In fact, I'd use it instead of paging through a book or flipping through the television remote.

From a publishing perspective, if people use the iPad in place of a conventional book then it is important to publish in all formats from print to digital. Early evidence shows during the first weekend over 200,000 books were downloaded. With around 300,000 total units sold during that time this means two book downloads for every three iPads sold. A huge number given the general slow pace of digital downloads sold in relation to how many e-books have sold industry wide most weeks.

Beyond the number of books downloaded so far, growth in iPad book sales will undoubtedly explode over the next several months. The reason is because, unlike other so-called e-readers, the iPad has a full color display and allows added content to be embedded in its pages. For example, imagine reading a cookbook and being able to click on a color photo and have a video screen appear showing the actual preparation of the recipe. Or how about a book about a famous musician whose recordings can be accessed from the pages of the book.

In the next several months, as developers are able to create new apps, the iPad will benefit from a wealth of new programs that no one yet has imagined.

We are only just scratching the surface on the capabilities of this ingenious device.

What do you think about the Apple iPad?

Can you see yourself owning an iPad at some point?

How would you use an iPad?

Achieving quality in all aspects of the book publishing experience

Okay, why am I writing about customer service on a blog that is mostly dedicated to book publishing?

I'll answer that in a minute.

First, today's encounter. I am an avid bike rider. My bike shop, Rock n' Road Cycle, is located here in Grand Haven, Michigan. This past weekend my bike began making grinding sounds. Fearing the worst I took it to my mechanic, Phil, at Rock n' Road. He took one look and determined my two year old bike needed a total rehab from a complete tune-up and the replacement of several key parts. To make matters worse, it would cost nearly two hundred dollars and would take the entire week to repair. This is something I expected since I ride my mountain bike around a hundred miles a week, mostly on dirt roads, and takes a quite a beating. Still, I wished I could have it back sooner.

Today, on the day I expected the bike back, Phil called to say the bottom bracket connected to the pedal mechanism unexpectedly needed to be replaced. And, he would have to order the part and it wouldn't arrive for nearly a week. He assured me, however, that I could ride the bike this coming weekend though I'd have to put up with a terrible grinding sound.

Late this afternoon I headed to the bike shop expecting to pick up a bike that was not quite right. To top things off, when I arrived at the bike shop, Phil was busy with another customer. He asked if I could wait. I replied rather caustically that I was getting used to waiting.

When Phil finally got to me he had a smile on his face. He told me he knew from my voice earlier in the day, that I was disappointed and decided to take one more look at my bike before I arrived. As a result he had found what had caused the noise and fixed it. My bike was now one hundred percent. He also noted on my receipt if the part in the bottom bracket gave me a problem he would repair it for free.

I left the bike shop giddy with excitement looking forward to tomorrow's ride.

Had I purchased my bike from a catalog or large chain store I probably would not have received the same kind of service.

Now, let me attempt to connect the dots between my bike story and book publishing.

Great books done right will provide readers with a satisfying experience. In the world of book publishing, where more and more books are self published, it becomes the job of the author to see to it that the reader (customer) is provided with an exceptional product (book). This means the book has to be well written, expertly edited, properly proofed, designed professionally, superbly printed, priced right and delivered on time.

Beyond the quality of the book it is also important to identify exactly who the target audience is and then efficiently engage that audience through effective marketing.

Sadly, today many authors are publishing through large self publishing houses that will pretty much release any book regardless of quality. Their junk in, junk out mentality with little emphasis on quality can result in a bad experience for both the author and reader.

Like Phil at Rock n' Road Cycle, it is important to go that extra mile to assure maximum satisfaction.

Take away thoughts:

• Are you providing great customer service?
• Do you give proper attention to quality in all aspects of the publication process?
• Have you identified your target audience and developed a realistic marketing plan?