There Are No Rules

Best Tweets for Writers (week ending 11/6/09)

Jane — Sun, 08 Nov 2009 18:55:20 GMT

I watch Twitter, so you don't have to. Visit each Sunday for the week's best Tweets. If I missed a great Tweet, leave it in the Comments. Always welcome your suggestions on improving this weekly feature.

Best of Best

3 Questions To Better Understand Your Novel
@FictionMatters

3 Storytelling Exercises That Can Get You Published
@BubbleCow

Writing the perfect scene by Randy Ingermanson.
Thought-provoking article.
@mystorywriter

Stand Alone

Dear Querier, an agent is not going to steal your idea. In fact the only way to market your book is to share it.
@mattwagner

Fiction Writers, don't apologize for lack of credentials or degrees. The writing is all.
@MarleneStringer

21% of fiction book purchases in 2008 were based on online awareness. --Bowker Online
@FSBAssociates

Why do indie authors feel the need to vehemently defend their approach? Most readers don't care who the publisher is. Focus!
@glecharles

Getting Published, Agents/Editors

How long should you wait to hear [from an agent] about your book?
@BubbleCow

Craft & Technique

For fiction writers: First or Third? And How To Choose.
@KimsCraftBlog

How to create a satisfying ending by @annastanisz
@mystorywriter

Writers, should you outline or not? Yes.
@jamesscottbell

Publishing Biz, Trends, Future of Publishing

What Can Publishers [and Authors] Learn from @CoryDoctorow by Richard Curtis
@jafurtado

Sci-fi collective, including Ursula K Le Guin, skips publishers, goes DTC via Kindle, Sony, own website via @thebookseller
@glecharles

John Grisham interview [Today show video] on writing and the future of publishing
@benwhiting

What literature needs is not better publbishers, or agents, but CURATORS
@agnieszkasshoes

Marketing/Promotion

Valuable advice for authors on use of Twitter for book marketing
@BookBuzzr

The Savvy Author's Guide to Podcasting
(guest post by @EmApocalyptic)
@mariaschneider

8 Tips on Creating An Army Of People To Market Your Book
@tonyeldridge

Resources/Tools

Fantastic info for writers interested in residencies/retreats/grants via @alexisgrant @thecreativepenn

The Writing Life

WSJ: prominent novelists describe their writing process
@shelhorowitz

John Irving: "If I were 27 and trying to publish my 1st novel.. I might be tempted to shoot myself." (video)
@WritersDigest

From Writer's Digest (or linking to Writer's Digest)

Download free story-building worksheets here--great for NaNoWriMo writers!
@kmnickell

5 Ways to Start Your Memoir on the Right Foot
@WritersDigest

Successful Queries: Agent Joanna Stampfel-Volpe and "Sway"
@WritersDigest

Looking for more?

Join us for the next Writer's Digest Editors' Intensive (Dec 12-13) and get an editor's critique on your first 50 pages during 30-minute appointment
List of Tweeps most often included in weekly Best Tweets for Writers (always under development)
Follow us on Twitter: @writersdigest @JaneFriedman @brianklems @robertleebrewer @alicepope @kmnickell @jessicastrawser
Become a fan at our Facebook page
Join our online community, kind of like Facebook for writers
(1,500 members and growing)

Marketing in a Digital Age

Jane — Wed, 04 Nov 2009 00:24:22 GMT

More than a year ago, I left a comment on the Booksquare blog by Kassia Krozser, on a post titled "Why Publishers Should Blog." Kassia argued that publishers needed to be more vocal about supporting the titles they publish. I responded:

Definitely agree, but I have to wonder if the lack of enthusiastic comments direct from publishers is primarily due to lack of time (and energy, sadly). If an editor (or whomever) is juggling dozens of projects in a given year, accomplishing just the basics can be enormously demanding. (Lean staffs!) The “friendly” online marketing or buzz building has often been left to the authors, rightly or wrongly.

Kassia didn't agree with me then, and now I don't agree with me either.

However: I'm not convinced it's the publishers who need to market and promote as much as the individual people who work at the publisher. That's because Publishers speaking as Publishers may not be very interesting to listen to, and it's hard to develop a relationship or carry on a conversation with the corporate entity "Publisher" unless we're talking about an imprint known for a specific type of work (like Tor), or a publisher focused on a genre (like Harlequin). What is the "voice" or approach of a publisher if they have dozens and dozens of potential target audiences?

Maybe Publishers (as corporations) don't need to "blog," but an imprint and its community of editors must be involved in efforts to spread word to a community of readers, through whatever channels or tools make sense for a particular topic, since editors are unique in their position of knowing the content so intimately (and hopefully the audience too!)—not to mention very influential in how the book performs.

All this to say two things:

First, I'm participating in a free webinar hosted by Digital Book World, Marketing in the Digital Age: Batteries Not Included.

This webinar may not be specifically geared to aspiring writers, but the story I told above is an important one when you're considering who to publish with and what to expect.

Authority and influence no longer lie with traditional media outlets and traditional marketing techniques. The old buttons we all used to press don't work any more. And frankly, many of the new buttons don't work either, depending on how well you use them.

So this webinar promises to be a fascinating discussion about what it means to market books (or content or media) in a digital age. I'll be joined by Guy Gonzalez (Digital Book World), Diana Villibert (Marie Claire), Patrick Boegel (Media Logic), and Dan Blank (Reed Business).

It's an incredible honor to be included, and it's amazing to think how far my company F+W has come in its approach to publishing.

Which leads me to my second point: I recall in 2007 longingly reviewing the first Tools of Change Conference schedule, and wanting to be savvier and more forward-looking in my publishing approach. I recall hearing Mike Shatzkin speak that same year at BEA, and feeling the urgency of his message.

I don't think I would've believed it if God himself had told me: that my company would be hosting Digital Book World in January 2010 (with Shatzkin as program chair), and covering consumer publishing issues in a way that helps me keep Writer's Digest growing and profitable when so many things in the print-based business are changing (often diminishing).

Two sessions I am most looking forward to:

Back-Loaded Book Deals: No (and Low) Advance Contracts, Profit-Sharing and Other Innovative Business Models (with Robert Miller of HarperStudio, Rogert Cooper of Perseus Vanguard, and agent Susan Ginsburg of Writer's House)

New Business Models: Changing the Commercial Rules of Publishing (with Richard Nash, Eoin Purcell, Chris Morrow, and Diane Naughton)

In short, I don't have to be sad about not being able to attend TOC any more.

Every Writer Needs a Little Salesperson Inside

Jane — Mon, 02 Nov 2009 23:16:59 GMT

It's not a natural thing for most creative people to sell their work, but when it comes time to publish, you have to know something about how to sell.

You have to put in the effort, make the calls, not get beat down by rejection. (It's why I love this Alec Baldwin video, and my advice based on it.)

I'm definitely not a salesperson by nature. But it didn't take long to learn some basic skills, since my first editorial job depended on convincing salespeople my ideas were worthwhile.

Most writers need a little help in understanding how to pitch their work effectively, and I love being the one to help craft and rework that pitch.

This week I'm teaching an online course that offers an extreme makeover on query letters. You get to submit your 1-page query ahead of time, then you'll see me (in a live session) dissect all the queries into good, OK, and needs revamped.

It's a fun and illuminating process, and you learn the essential principles of selling the story (fiction) or selling an idea (nonfiction).

My goal is that every writer leave this session with a little salesperson inside who can kick into high gear when it's query-writing time.

Go register here if you have a query letter that needs professional attention. The session is this Thurday, November 5, at 1p EDT.

Also:

Read my previous post: 5 Elements of Query Letters
If my online class isn't for you, try our excellent guide by Wendy Burt-Thomas, The Writer's Digest Guide to Query Letters (with specific tips by genre).
Check Chuck's agent blog for his Successful Queries series.

Writer's Digest Hits Top 10 Amazon List

Jane — Mon, 02 Nov 2009 22:55:04 GMT

Just got word that our recent release, And Here's the Kicker: Conversations With 21 Top Humor Writers on Their Craft by Mike Sacks, hit Amazon's Top 10 List of Best Entertainment Books in 2009.

Publishers Weekly gave it a starred review, and said, "Veteran journalist Sacks conducted dozens of interviews with the top humor writers of the last century, and the result is a whiz-bang collection of Q&As that will school readers just as often as it provokes laughter."

Read an excerpt: an interview with Stephen Merchant, co-creator of The Office.

(And go buy in our shop at Amazon-like pricing. Get an extra 10% off if you're a VIP.)

Looking for Your Feedback: What Do Established Writers Need?

Jane — Sun, 01 Nov 2009 23:30:47 GMT

One of the biggest criticisms or complaints about Writer's Digest (usually the magazine) is that it's for wannabes, and that after a few years, the advice/information either becomes repetitive or irrelevant, especially for someone who works at the professional level.

I've been daydreaming about how to develop a new periodical that would offer information and insights for advanced, established, or professional writers/authors, and remain relevant even after achieving publication. (Just to be sure, such a periodical would not serve to replace the current magazine.)

But I need your help to get it right—or to ensure there's a need for it in the first place!

What you would need or want in such a publication?
What regular columns?
What features?
Whose viewpoints?
What topics?

Leave your recommendations in the comments. (If it appears your comment doesn't stick the first time you submit it, try inputting the code again—your comment will still be in the field, waiting for verification.)

Or, click here to e-mail me.

Photo credit: Marvin (PA)

Best Tweets for Writers (week ending 10/30/09)

Jane — Sun, 01 Nov 2009 22:08:56 GMT

List of Tweeps most often included in weekly Best Tweets for Writers (always under development)
Writer's Digest list of publishers on Twitter (let us know who we missed)
Writer's Digest list of agents on Twitter (let us know who we missed)

Best of Best

The top 5 Secrets to Getting a [nonfiction] Book Deal
(by editor Alan Rinzler)
@mariaschneider

Rights and copyright are often confused. Writer Beware attempts to clarify.
@victoriastrauss

Good post on word counts for novels [by an agent]
@KimsCraftBlog

100 online lectures that will make you a better writer
@motsjustes

Stand Alone

Allow backstory to come out as visually as possible, in small bits, throughout the story on an as-needed basis.
@RachelleGardner

Never, never, NEVER query if you are not ready to send requested partial that very same day. Or even full ms.
@RachelleGardner

REMEMBER NaNoWriMo only gives you a skimpy first draft - it takes months of editing to make it publishable!
@eelkat

Authors: there really is no need, AT ALL, to call my office after I request your partial MS to ask about "format." Really. NO NEED.
@ginger_clark

Getting Published, Agents/Editors

Types and meaning of rejection letters
@inkyelbows

An agent's perspective on accepting a manuscript.
@jjdanz

Craft & Technique

A Dozen Ways to Create an Opening Scene
@CPatrickSchulze

"Doorways of no return" are the key to solid story structure.
@jamesscottbell

Good short guide to 3-act structure with helpful definitions + links
@dbschlosser

How to Create a Pageturner
@BubbleCow

10 proven ways to create tension in your stories
@ajbarnett

An editor weighs in on what "well-written" means in #publishing
@ElizabethSCraig

Great video with GREAT advice for all writers (Vonnegut)
@BubbleCow

Publishing Biz, Trends, Future of Publishing

The Day Publishing All Changed
@ftoolan

Forget Everything You've Heard About Book Publishing
@fastcompany

Book reviews don't sell books anymore
@fastcompany

Nice post from an agent about what happens when your book goes out of print
@BubbleCow

Marketing/Promotion

The Five Steps to Beginning a Social Media Strategy: "A strong social media presence takes time."
@DigiBookWorld

Using Social Media to Build Your Author Brand
@MichaelHyatt

Free report: The Truth About Book Marketing
@copyblogger

Pimp My Novel answers marketing questions from a [trade book] sales view
@srjohannes

Self-Publishing and E-Publishing

Good thoughts on design + formatting using word processors in "From Word to Kindle"
@dbschlosser
[Note from Jane: Most impressive step-by-step I've seen on topic]

How to sell all copies of your self-pub book & *still* lose money
(& how to not)
@indieauthor

Blogging

A good post from an agent about writer blogs and websites
@BubbleCow

Great blog post about turning your blog into a book, from @alexisgrant
@QuipsAndTips

Twitter on Twitter

15 (More) Twitter Users Shaping Future of Publishing
@bookoven

Twitter Chats for Authors & Publishers
@highspot

Resources and Tools

Thinking of buying an e-reader but confused by options? Here's a cheat sheet by @HarryMccracken
@inkyelbows

Fun

Does your book title have what it takes to be a bestseller?
[Lulu's Titlescorer]
@david_hewson

From Writer's Digest (or linking to Writer's Digest)

A Pitch vs. A Synopsis: The Difference
@eelkat

How to write a novel using the Web (great list of tools from @mashable)

Looking for more?

Join us for the next Writer's Digest Editors' Intensive (Dec 12-13) and get an editor's critique on your first 50 pages during 30-minute appointment
Follow us on Twitter: @writersdigest @JaneFriedman @brianklems @robertleebrewer @alicepope @kmnickell @jessicastrawser
Become a fan at our Facebook page
Join our online community, kind of like Facebook for writers
(1,200 members and growing)

The Battle of Resistance

Jane — Fri, 30 Oct 2009 14:15:02 GMT

This is a guest post from monthly contributor and storytelling genius Darrelyn Saloom. Follow her on Twitter. The photo above shows Darrelyn's youngest son, Jesse, emerging from battle to hand his mommy a pink crayon and a gardenia on his first birthday on May 28, 1987. (For more great stories from Darrelyn, click on "Guest Post" in the categories column to the left.)

Miserable, this past September, I perused Twitter in search of relief. And found it. Steven Pressfield was guest author for a literary chat called LitChat. Wow! Steven Pressfield, author of The Legend of Bagger Vance, Last of the Amazons, Tides of War, Gates of Fire, The Virtues of War, but also a jewel of a book I’d not yet discovered, The War of Art.

Writers on Twitter questioned Pressfield for an hour. I managed to contribute a tweet or two, but awestruck, I froze up. Fortunately, other writers had their wits about them and asked excellent questions. And the author’s answers cut to the core of my suffering. A former Marine, he said his service “taught him to be miserable—a crucial skill for a writer. Seriously, not to complain but to keep doing it.”

I’d been complaining to my husband for weeks. Maybe I better just shut up and get back to work. Good advice. And wouldn’t that make my husband happy. And then Pressfield explained Resistance, the subject of The War of Art: “Resistance is that negative force that tries to stop us from doing what we know we should—write, work out, etc.” Bingo! My problem exactly.

In misery, I’d found so many excuses not to write: I’m out of ideas; I don’t feel well (four rounds of antibiotics, two cortisone shots, and I was still sick). I’m in menopause and about to turn 54. Yikes! My pity pot was endless. Okay, so I’m not in the Marines. I’m not sitting in a foxhole, in the rain, dodging bullets. I have a chronic sinus infection for goodness sakes. I’m running out of hormones.

But illness was not the enemy. Resistance was the enemy and had found a petri dish to blossom in my neurotic thinking. As soon as LitChat concluded, I ordered The War of Art. Overnight delivery, please. This was an emergency. By the next day, I was armed with a Pressfield paperback and found more on the subject of art and misery and even the Marines. Pressfield writes:

The artist committing himself to his calling has volunteered for hell, whether he knows it or not. He will be dining for the duration on a diet of isolation, rejection, self-doubt, despair, ridicule, contempt, and humiliation.

The artist must be like that Marine. He has to know how to be miserable. He has to love being miserable. He has to take pride in being more miserable than any other soldier or swabbie or jet jockey. Because this is war, baby. And war is hell.

Hell, indeed. But so far so good, I had the misery part covered. Reading further, Pressfield named my enemy: Resistance. But he did more than name it. He defined its insidious personality, its wily disguises, its teaching abilities. That’s right, teaching abilities. Because the news here is not all bad, the infallible enemy is also a teacher:

Like a magnetized needle floating on a surface of oil, Resistance will unfailingly point to true North—meaning that calling or action it most wants to stop us from doing.

We can use this. We can use it as a compass. We can navigate by Resistance, letting it guide us to that calling or action that we must follow before all others.

Rule of thumb: The more important a call or action is to our soul’s evolution, the more Resistance we will feel toward pursuing it.

Well, my current memoir collaboration must be aligned with the stars. Never in my life have I battled such Resistance. And for anyone who’s in the midst of her own battle, who struggles to get down to work, doubts she is good enough, blows her nose a lot and stares blankly at a computer screen, wonders why she bothered to wake up, this is for you:

Resistance is directly proportional to love. If you’re feeling massive Resistance, the good news is, it means there’s tremendous love there too. If you didn’t love the project that is terrifying you, you wouldn’t feel anything. The opposite of love isn’t hate; it’s indifference.

The more Resistance you experience, the more important your unmanifested art/project/enterprise is to you—and the more gratification you will feel when you finally do it.

So take comfort in knowing you’re on the right track. But don’t let your guard down. Not for a minute. Arm yourself with a copy of Stephen Pressfield’s The War of Art; don your camouflaged helmet, your flak jacket and weapons. Battle Resistance every day, in spite of excuses, no matter what, by giving birth to the work you are meant to do.

The Day I Picked Up a Hitchhiker

Jane — Thu, 29 Oct 2009 18:51:48 GMT

Risk more than others think is safe.
Care more than others think is wise.
Dream more than others think is practical.
Expect more than others think is possible.

—Claude Bissell

There's a story I love to tell in the presence of The Conductor, because it upsets him so much (in a cute way).

When I was 17, I spent a summer working in northern rural Indiana, at a Kentucky Fried Chicken.

One day, on my way to work on a 2-lane country road, I spotted a male adult hitchhiker. He had a large metal lunch box, like what coal miners used to carry.

I stopped and told him I could take him 10 miles to the next town, where I worked. He was headed to the same town, so climbed in.

When we reached KFC, it turned out my female boss was an old friend of this hitchhiker. They had a brief chat, but immediately my boss pointed a finger at me and said, "Don't you EVER pick up a hitchhiker AGAIN!"

The man grinned and said while he was grateful for the ride, he agreed with my boss.

When I left KFC that summer for my first year of college, my boss gave me a going away present that included a key chain with pepper spray on it.

I think she knew I would not be playing it safe.

It's always more fun to take the risk—and more enjoyable to expect the best of people.

Photo credit: Photofarrell

The Age-Old Battle Between Author & Publisher

Jane — Wed, 28 Oct 2009 20:23:18 GMT

To write what is worth publishing, to find honest people to publish it, and get sensible people to read it, are the three great difficulties in being an author.

—Charles Caleb Colton

Almost anyone can be an author; the business is to collect money and fame from this state of being.

—A. A. Milne

Publishing is no longer simply a matter of picking worthy manuscripts and putting them on offer. It is now as important to market books properly, to work with the bookstore chains to get terms, co-op advertising, and the like. The difficulty is that publishers who can market are most often not the publishers with worthy lists.

—Olivia Goldsmith

One of the signs of Napoleon's greatness is the fact that he once had a publisher shot.

—Siegfried Unseld

Publishers are all cohorts of the devil; there must be a special hell for them somewhere.

—Goethe

As difficult as it is for a writer to find a publisher - admittedly a daunting task - it is twice as difficult for a publisher to sort through the chaff, select the wheat, and profitably publish a worthy list.

—Olivia Goldsmith

One should fight like the devil the temptation to think well of editors. They are all, without exception - at least some of the time, incompetent or crazy.

—John Gardner

If you've been following industry chatter, you may have seen some conversations lately about whether authors need publishers (or vice versa). Plus there's now a Twitter tag for the discussion, #publishersmatter

To catch up, you can read these 3 pieces:

Do Authors Still Need Publishers?
by Mark Coker of Smashwords (e-publishing service)

What Do Authors Need?
by Kate Eltham at Queensland Writers Centre (Australia)

Do Publishers Still Need Authors?
by Guy Gonzalez, my colleague and audience development director for Digital Book World (My views align closely with Guy's.)

Aspiring writers and authors can be extremely mistrustful and suspicious of publishers— creating a group only too eager to join the revolution where writers/authors have power and publishers become obsolete.

Those who can never get inside the pearly publishing gates feel marginalized and like they never got the attention they deserve, while those who do break in feel exactly the same way. As Daniel Menaker has said:

Many of the most important decisions made in publishing are made outside the author's and agent's specific knowledge. … [Publishing] silently colludes in trying to ignore the obvious … that the first printing of your book will be three thousand copies, that it will not have full-color galleys, that no advertising or tour is planned, and that it has been assigned to a publicist who up until yesterday worked in the Xerox department. Why the collusion? Because this is a business fueled largely by writers' need for attention, and no one wants to crush any writer's dreams before a book is even published. Especially since every now and then they actually come true.

Today, many authors are left out to sea as soon as the book hits store shelves, a critical moment in the life of many books. By the time the author realizes what's happening, the window of opportunity has vanished—that moment when you can ensure stores/retailers see the book as a quality and profitable item, leading to a good model (number of copies per store).

Other authors get turned out by their publishers when their books don't sell, even if they could've been a quality midlist author with more time and investment. (Most publishers don't have the luxury of waiting.)

Obviously neither of these phenomenon help the author OR the publisher.

I wonder if successful publishers of the future will attract quality authors mostly by …

the deep reach of their distribution (especially if to a particular audience)
their editorial/curation prowess and stable of quality authors
the support and service they provide authors

Publishers have done a poor job, at best, in the support and service role.

How many publishers actively support their authors when it comes to teaching them online marketing and promotion practices? How many will analyze their authors' efforts at platform and branding? How many will give them the education, tools, or resources they need to be true partners with the publisher? How many will—at the very least—provide clarity on what the publisher will and will not do for the author, or explicitly convey their own strengths and weaknesses, so the author goes in eyes wide open?

While publishers of the future need to distinguish themselves by the quality of their partnerships, the quality of their audience reach (community), and the quality of their curation, I bet there will be publishers who become known for support and service, and attract quality authors like bees to honey—and be more successful because of it.

What do you say?

Writing & Publishing: More Than a Patience Game

Jane — Tue, 27 Oct 2009 17:53:13 GMT

My partner in crime, The Conductor, recently forwarded me the following, from an interview with Lost Producer Damon Lindelof:

In today's film and television industries it seems like there are far fewer writers willing to take risks for originality's sake. What advice do you have for aspiring writers who are passionate about a particular story, even if it risks not being given a chance by today's audiences? -- Josh G.

As clichéd as it sounds, if you have an original voice and an original idea, then no matter what anybody says, you have to find a way to tell that story. My only advice would be you have to exercise patience. I think the freshman mistake is you feel such passion for something that you need to tell it now, as opposed to saying, "Let me establish myself, and five years from now when I'm a little bit older, a little bit wiser, a little bit more experienced, maybe that's the time to tell that story."

Sometimes you get a present for somebody a month before their birthday and you just want to give it to them immediately. But timing is everything. So I would say it might feel like your idea is a hard sell now, but maybe in a couple years the timing will be right. Whatever you do, don't give up.

Whenever someone asks for my autograph in my book, I usually add my 2 biggest pieces of advice:

Be passionate. Be persistent.

Perhaps persistence is a type of patience. Persistence adds a level of push, of proactiveness, of energy. The wrong kind of patience will lull you right into complacency and inactivity (and waiting to be "discovered").

Yet: Some people are so pig-headed in their persistence that they can't discern when it's time to change course or adapt to changing times.

I recently read about the importance of context, which applies to writing and publishing more than ever. Some writers remain blind to issues of context and can't grow.

Passion & persistence best serve people who know how to grow, which Lindelof advises: get wiser and more experienced. I couldn't agree more.

AND—it crushes my heart to witness: A person with unlimited passion who lacks the focus or discipline to do the hard work of realizing the Big Dream she has.

Sometimes, it's all about who is working hardest, and can devote the most time and energy to their endeavor, and knock on more doors. Not who's most talented.

For those who are talented and never gain appropriate recognition, you can blame it on bad luck, bad timing, and unfairness, but I'd ask myself: Am I working harder than everyone else?

Photo credit: The Rocketeer

Your Simple Checklist for Getting Known & Getting Readers

Jane — Fri, 23 Oct 2009 15:38:24 GMT

There's such a wonderful comment on yesterday's post that I wanted to bring attention to it (slightly modified to apply to all genres). Thank you, Banana the Poet (aka Michele Breton)! Follow her on Twitter or visit her site.

Simple Checklist for Getting Known, Getting Readers, Building Platform

Blog your work and gather readers (Michele blogged for three years)

Join Twitter (and/or Facebook) and make friends with like minded people

Contribute & comment regularly on blogs and sites (like Writer's Digest Poetic Asides prompt challenges)

Start publishing company (optional, but great route for poets)

Release poetry book (possible to accomplish for free and with little or no technical expertise, through services like Smashwords, Lulu, Scribd)

Format for Kindle and release

Get onto the Barnes & Noble Nook system

Ask hubby to turn my book into an iPhone application

What other steps would you add, or have you found to be critical?

Turn Your Book Into an iPhone App

Jane — Fri, 23 Oct 2009 00:39:38 GMT

This is a story about an energetic author who deserves an award for truly living by the adage, "There Are No Rules." In fact, I shall start an honorable group, "There Are No Rules Crown Club," for people who live up to this moniker, starting with Al Katkowsky.

Al e-mailed me over the summer and suggested that he might be a valuable speaker at our annual conference in NYC. I agreed, and he spoke about his success in transforming his book, Question of the Day (self-published), into an iPhone App that now ranks as one of the Top 25 book apps and has been downloaded more than 80,000 times.

I asked him to answer some questions that would give you an idea of how you can accomplish something like this too. You might also want to read this other article he penned for Teleread.

So at first you were initially skeptical if turning your book into an iPhone app was a good use of your time and energy. But ultimately you decided to go for it. What did that process look like, e.g., how long did it take, what resources did you need, and how much did it cost?

The process of building the first version of the App occurred over a six-week period. This was with Daniel, who was simultaneously working a 60-plus hour work week, and had previously committed to other outside work. It needn't take that long. The work came in between $500 and $1,000 total, but there is more work to be done [for another version].

For authors, I would say keep in mind that the improvements I am about to take on fall further and further away from the presentation of a book, and don't necessarily reflect the amount of work that any author needs to take on. However, your App must "do tricks." This is iPhone, not Kindle—you're competing with Tetris for attention. That's why I wisely got into the Books category [for iPhone apps], and left Entertainment!

What are some practical steps that an author can take to launch their book as a successful iPhone App?

We've been studying this for a long time, listening to experts in the field and watching what authors and publishers are bold enough to do, and what they are afraid to do. I recommend putting out two thirds of your content for free, perhaps more.

The publishing world is currently focused on how to move into the digital domain while minimizing the threat of piracy. They do need to be addressing this. So the idea of increasing the release of free content is, well, freaking them out. Yet, it is exactly what they need to be dealing with.

Free content is part of the glue of "tribes", as Seth Godin might say. Understanding the true ratio between free content and paid ensures a healthy, continuous relationship with customers.

Thinking about preparing for the future when it's already here is like preparing for a flood when you're already drowning. They're doing too little, and it may already be too late. They've begun to release one free book of an author, or of a series, to promote interest in the rest. What if you're a first-time author, with only one book?

Lite versions of apps fall into a great literary tradition: generating enough interest to facilitate purchasing the next installment. The classic example is "A Tale Of Two Cities", which was originally published as part of a literary journal, in installments. Pick it up and pay attention to the end of each chapter, the way things are summed up.

I want to recommend three operable models here for the first time, for fiction writers:

1. Release a lite (free) version chapter by chapter. Every four to six weeks, update your App with a new chapter. There will be a push notification through the App Store that your book has added a new chapter; iPhone users love updates of their favorite Apps. Whether your App was pay or not, updates are always free.

Some people don't update right away. But you can track the amount of updates on a daily basis to see how many people are actively keep up with your new additions.

After updating the app to Chapter Seven of your ten-chapter book, that's it. Game over. Now, at the same time, release your full pay app version for purchase. They can pay now.

2. Release a lite (free) version with somewhere between 60% to 80% of the content. Less than that may engage them, but that amount will really seal the deal. If they like what they've seen, they will pay for the rest. If you give away too much, they may pick up your book somewhere and check the last five pages for the ending.

3. Have you begun podcasting? I've spoken to best-selling authors whose hands are tied; they are not permitted by their publishers to put out iPhone versions of their books. One of these is a very well known podcaster.

You can create first-time integrated experiences for your readers. This author should have been the first to do this, but instead, it could be you. At the top of the page, a choice in media:

"Chapter 4: Would you like to read, or would you like to be read to?"

We've all had to discontinue reading before we've felt like it. In this format, you could offer your reader the option of plugging their iPhone into the car stereo and reading to them at the point where they had to stop reading on their own.

What's been most surprising about the experience?
That major publishing houses are nowhere near me [in the iPhone app rankings]. One James Patterson book came close for a while. I'm at number 23 today, he's at 53. We're both free. I'm also surprised by the fact that the other apps that are near me are compendiums, reading apps, etc ... no actual print books.

It surprises me that people are impressed that I got the Apple Store event dates. Again, is anyone even trying?

The acceleration of Books within the App Store is surprising and even a little shocking. When I got in in April, there were 3,000 book apps. Check this out: on September 7, the books category hit the 10,000 mark. On October 7, it hit 12,000, a full 20% growth in only one month. That's staggering, and you can't tell me that people aren't paying attention to the potential of books within the iPhone format.

When you spoke at our conference, you said that you weren't quite ready to be looking for an agent on the print edition, even though QotD has been downloaded more than 80,000 times, and currently in the Top 25 out of over 12,000 titles in the Book App category. What benchmark are you waiting for? OR, are you waiting to be approached?

I walked into the conference thinking that I had something going for myself, but that there were a lot of people in the business who either think nothing of it, aren't aware of it, or don't understand the value of it. These feelings were confirmed and magnified at the conference. Several respected industry people told me that I have a huge platform now. I did, in fact, meet up with an agent who was enthused about what I'm doing. She sees "huge" potential, and doesn't think that others in the biz see it that way. We'll stay in touch, and that's a good thing.

Industries won't change until they see money flowing into someone else's pockets. If industries can't create money flow, they will certainly follow it. They are forcing me to grow. And that is a good thing.

The next time I update, it will be like tapping over 80,000 people on the shoulder. They love their apps. They are going to listen. And here's the kicker: I asked about a hundred people to download my app. The rest found me. It's a marketer’s dream. How can you not see the value in that?

You've had some tremendous success without any mainstream or “traditional” assistance (or that's my impression?). What advice do you have for others who may be pursuing an indie path?

The main thing I had to do was to get right with myself, and my answers are based on that.

First of all, if you need to write and be read, and selling thousands of books is not a major concern, don't let anyone tell you you aren't serious.

For the rest of us:

People often do things like self-publishing without fully realizing why they did it. It serves to make them feel good about themselves, temporarily. It is exactly like when someone you work with or go to school with loses weight. They needed to do it, it was a lot of work, they feel a feeling of satisfaction and they get a lot of compliments. After a while, they don't get compliments and they still have to give up the Twinkies. Are you kidding? What kind of rip-off is that? A total rip-off! A few weeks later, the Nordic Track gets parked in the garage. They quit as soon as it stops feeling good.

I always say, "Know what's driving you." Why are you doing this, and is that driver enough to get you through rejections, confusion, boredom and that lost in the woods "what do I do next" feeling? You need to know, but there will be tough moments when even the drivers leave the room, and you'll really want the Twinkies. Starting at that moment, every little thing you do for your self is a huge victory. The down feeling will go away, something will turn in your favor, and then "perseverance" is not just a word anymore.

So, know your drivers, know that you will change course many times, and be ready to divorce your naysayer friends in a split second. Some people keep them around as motivation, but to me, they are poison. You can't afford the time it will take to figure out why they give with one hand, and slap with the other. You don't know why, and they don't know why. And they're not going to stop. They don't need to change, but your environment needs to change. You're doing something much riskier and more difficult than most of the people people you know. Distance, immediately!

Every day that you recognize that something is off course, and you don't initiate work on a solution, you're blowing it. You may as well quit and start to like working for somebody else, because you are not being true to yourself, and your babies are dying. You are killing them with inattention.

I'm fairly easy going, but I have a pretty big ego. As a creative person, I know that my ideas are my life blood. I did create Question Of The Day, but making it into a book was not my idea, and neither was the iPhone App. My indebtedness to others teaches me a lot.

There will always be a right time to jump from "indie", whether it means hiring staff and becoming a startup, or going with a publishing house. Your ideas will always be your own, but you can never achieve as much by yourself as you can with other people.

What are your next steps, let's say in the next year? Do you have any longer range plans or goals?

Question Of The Day will remain a free app. Not a "lite" version, but a full version that is free. We are now putting together a companion pay app, built from suggestions of QotD downloaders. This version will have twice as many videos, and I am also weighing the possibility of adding half of the questions from the next book, which is already written.

We are planning a social networking version, where people who are playing with the app can locate and communicate with others playing with the app, and play together. At their option, they will be able to see each other's location in the world on a map.

Ultimately, I'd like this to do well enough so that I can put it behind me and focus entirely on music. In one way or another, I'll always have something to do with Question Of The Day, but I have to get back to what I was doing before I got here. Not that I'm not working on it, but it really needs my full attention. I need to be doing it all the time, like I was.

--

My indebtedness to Al for sharing these thoughtful, thorough answers (and also thanks for his enduring patience). And to all iPhone users: Go download that app! (I did, and it's wonderful.)

So, for readers, does this raise more questions for you? What do you think the big surprise is? Let's hear it in the comments!

Achieving a Dream of Mine

Jane — Wed, 21 Oct 2009 16:46:39 GMT

Years ago, back when I was directing the trade books and market annuals for Writer's Digest, I would often have a conversation with author Christina Katz that went something like:

CK: Hey, you guys should bundle together XYZ!
Me: Yeah, I wish we could! We're not set up to do that, though.
CK: You should also sell combined subscriptions to the magazine and WritersMarket.com.
Me: Yeah, that would be great! We're not set up to do that, though.
CK: Have you ever thought about creating XYZ package of services for one low price?
Me: Sounds cool. We're not set up to do that, though.

Back then, Writer's Digest operated in fragments, depending on what division of the corporation it belonged to (book division, magazine division, education division, event division, etc). Each division focused on selling a particular book or product or service, rather than developing an integrated community serving up solutions directly to an audience of writers.

When I talk about publishing changing, this is what I mean: We (authors + publishers) must have conversations with audiences/readers to learn how to serve their needs, rather than try to push a specific product-widget. And "serving needs" is that remarkable mix of content, service, packaging, design, personalized interactions, digitized or interactive formats, conversations, community—whatever it is that offers the best solution.

But it's hard to do that when you're a magazine focused only on selling more magazines. You look at everything through the lens of how to keep the magazine alive.

And it's hard to do that when you're a book line only focused on selling more books, and are rewarded only by book performance.

And so on.

A year ago, F+W took the step of reorganizing its business based on interest area. And I took the lead for the the Writing Community.

It's been quite a year, and many things have changed behind the scenes, including how we run our eCommerce and direct-to-consumer business. (E.g., we no longer have a mail-order club, but we do have Writer's Digest Shop.)

And now, as of this week, Writer's Digest has integrated its two most popular services into one full-service plan (with perks!).

We're calling it the VIP program and it includes a one-year subscription to the magazine and a one-year subscription to WritersMarket.com. As a VIP, you get 10% discounts all year for WritersOnlineWorkshops.com and Writer's Digest Shop (which already offers Amazon-like pricing), plus a free webinar recording on marketing/promotion. (VIP price tag: $49.99. Amounts to 75% discount off retail, monthly rates.)

It may seem like a small thing to people outside of the business. But it's a symbolic step on our path to a truly audience- or reader-driven approach. And it's light years of progress from when I started at F+W Media in 1998. Consider what's changed:

Our reach is widest through online channels, which didn't exist in 1998.
Writers can have conversations with our staff instantly through social networks, which didn't exist even a couple years ago.
Our editors work on content and service, rather than focusing on books or magazines. They are also active partners in the conversations that market and promote those products.

From this perspective, it's a good time to be in publishing. There are unlimited opportunities for those who can directly reach their audience, have the energy to engage, and are willing to experiment with new business models.