When I signed my first publishing contract with Health Communications over a decade ago, I was a bit of an anomaly. I didn't have any experience in the field I wrote about. I had no platform and I made every mistake in the book. But I was persistent. I took advice to heart. I found co-authors with the writing chops and expertise I lacked. And my kooky idea of a book on transforming anger through "Anger-obics" and laughter became a reality.
In one way, publishing hasn't changed that much. Writers lament that it's "impossible" to get a book deal unless you're a celebrity. Others complain that you can't land an agent unless you know the right people. Don't listen to them. You can still get published. I work with first time authors all the time and many of them are still landing book deals. Others are self-publishing for a variety of reasons--and successfully publishing award-winning books.
Yet, publishing has undergone an enormous change--and the savvy author will take advantage of this huge transformation of the industry. Here's what's changed and your savvy strategies to benefit:
Trend 1: Fierce Competition: If you're looking to traditionally publish, competition has heightened, since fewer books are published by the top publishers.
Be Savvy:
- Grow your platform as an author, since a large, loyal platform often translates into book sales.
Trend 2: Cost Cutting: Certainly many quality books are still being published. However, there is a trend towards cost-cutting. This may result in less attention and fewer resources for editing, promoting, designing and printing your book. I recently bought a writing book published by a respected publisher. The paper was newsprint quality and the design of the book did nothing to "woo" me as a reader or make the reading experience more inviting and satisfying.
Be Savvy:
- Find an Agent who shares your vision and is willing to bat for you: An agent carries more weight than an author, particularly a first time author, and may be able to insure that sufficient resources are spent on your book, including quality design and printing.
Trend 3: Digitality: Ebooks offer many advantages--from zero printing costs to no need to stock inventory or pay for shipping. In addition, technology adds texture and functionality.
Be Savvy:
- Be resourceful: Link to resources--on your own site and elsewhere--for readers who want more. Referenced sites may even support your book promotion.
Be Savvy:
- Go for Quality: Research quality editors, designers and printers. Your book represents your brand. Get it right.
Trend 5: Amazonation: Whatever your sentiments about Amazon, readers buy more books there than anywhere else.
Be Savvy:
- Be keyword-rich: What keywords do your target audience enter when searching Amazon? Use these keywords when listing your book on Amazon. Make sure your publisher is Amazon-savvy.
Trend 6: A Crowded Market. With so many books, authors, blogs, tweets, posts and updates, how can you get discovered and shared by your potential readers?
Be Savvy:
- Start today: Developing community takes time. The sooner you start, the easier it will be to gain a loyal following that translates into book sales.
