Part One: The First Steps
You know the moment. That second when the realization hits you—the book you have sweated over, lost sleep over, and spent hours on—is published. Euphoria is likely your first reaction. Then another thought creeps into your mind. Oh no, now I must market this book.
Yes, you must.
Unless you are a bestselling author, the burden of marketing your book will fall on you. Traditional publishers, who once supported an author in their stable, rarely do more than obligatory publicity for any author other than those with a proven revenue stream. Vanity presses charge for any marketing they do, which is usually very little.
A word of caution—any publisher that charges you for their services to publish your book is not a writer’s friend. As writers become aware of the pitfalls of using them, some vanity presses are spinning their services as “partnerships.” They are not. A traditional publisher will take a calculated and measured risk to do the work and share in the profits. Do not pay a “publisher” for the honor of publishing your book.
This brings us to the subject of self-publishing your book. There are pros and cons to this publishing option, but those issues are not the focus of this discussion—marketing your book is. Self-publishing will tax the limits of your marketing knowledge and probably your patience.
Let’s first explore the two services a self-published author should invest in before publishing. I say “should” because these two items are imperative to the success of your novel. Alone they might not make you a bestselling author, but without them, your chances significantly reduce.
An essential but considerable expense you can incur is hiring an editor. Yes, you can publish without one, but you are doing yourself a disservice. If you are lucky enough to have a close friend who is an excellent editor and they take pity on you, they might edit for free. Not everyone is that lucky.
I know what you are saying to yourself. But—but—I’m great at grammar, I don’t need an editor. Yes, you do. Everyone misses a comma or in my case, adds too many, but grammar is not the only reason you need an unbiased editor. You have written words. As you read what you have written, your mind knows what you meant. The question is whether your mind filled in the blanks and you did not convey the intended message to your readers. While we can edit and edit and edit our work, we will miss incomplete thoughts, leave out words, have inconsistencies in the continuity, and perhaps, plot holes. You need an editor who knows to look beyond the words.
That said, if you have someone you trust to be unbiased, then use them. Trust is our most valuable attribute, and you need to trust the editor you choose. If you don’t have a close resource, then you need to search for the best editor that you can afford. Editing is a skill set, and not everyone who claims to be an editor is one. An experienced editor can be costly, and you should expect to pay for their level of expertise. Before you commit, do your research, ask for recommendations, and make sure the editor you choose has a website with testimonials. Contact the editors you are interested in and ask detailed questions about their process. It’s your money—choose as wisely as you can. Your book is at stake.
Book Cover Design
The other vital component to consider before the publication of your book is the cover design. It must catch your reader’s eye and draw them into your story. It can be stark or elegant, bold or subtle, but the cover must attract your reader to the content within.
Unless you are a graphic artist or even a Photoshop amateur enthusiast, designing your cover is risky. If you consider creating a DIY cover, Photoshop and YouTube offer tutorials. Do your due diligence and learn as much as you can about the process before you begin. Also, review the cover dimensions and guidelines on the publishing platform you decide to use. If you choose not to start from scratch, numerous websites offer stock book cover formats for you to use to create your own.
Just a few issues to consider if you design the cover:
- Your cover needs to reflect the content of your book. Use images that correspond to a scene or theme of the story.
- Stand out—make your cover unique and easily visible.
- Study covers from novels within your genre, especially those by successful authors. Determine what drew your eye to their covers.
- Use only free-use images and fonts on your covers. Yes, fonts. Some common book fonts are under copyright, and you need permission to use them. There are many sites to find free-use images—among them are pixabay.com and morguefile.com.
- Reference your publishing platform for exact dimensions for the cover. Many components go into a cover—book size, number of pages, the font, paper weight, soft or hardcover, etc., and affect the design.
- It is essential that the thumbnail of your cover is easily read. That thumbnail is the first thing that your reader will see on the internet—make it clear and highly visible. Only a front cover is usually required when e-publishing.
If you choose a cover artist to create your book cover, all the above are important considerations, in addition to these:
- Selection of a designer should mimic the choice of an editor. Find covers you like and, if possible, contact the author and ask who the designer was. Ask for recommendations, check out the artist’s work, and then contact them. Question how they work, if they accept suggestions and if not, can you step back and allow the artist to create their image of your work.
- Have an idea in mind. It might or might not work, but it gives the designer a starting point.
When using an editor or book cover artist, don’t be afraid to ask questions or to challenge decisions politely. Be smart. However, you should always be considerate. They are professionals and so are you—behave like one. This is your book, and the quality of the job your editor and cover designer do will reflect on you, long after they have spent your money.
Remember that the title of your book and the blurb that you write to entice readers need as much care and attention as your narrative. We will discuss the blurb and how to write one in another article.
In this first article in our series, we have discussed two aspects of marketing that create a foundation for promoting your book. A well-written, coherent story and an eye-catching cover are the beginning of giving yourself a marketable commodity to sell. Yes, you have an item to sell, just like a piece of clothing or phone. In subsequent articles, we will be discussing marketing in more depth. We will look at the myriad ways available to reach the consumer, hopefully resulting in higher sales.