Self-Publishing Your Book - a Concise Training Course | Part 1 - Preparing Your Manuscript

You decide to self-publish your book. Or you may want to self-publish a training course, series of video clips, CD-ROMs or DVDs. Although this mini-course appears to focus mainly on self-publishing a book, you can draw up a similar check lists for other types of publication and some of the information below can be cross-referenced to those too.

Taking the decision to self-publish can bring you greater rewards financially, help you learn about the publishing process, and can bring increased risks - for the hope of a larger "chunk of the pie."

If we plan and prepare well, the process can be refreshingly straightforward. However, lack of knowledge and / or insufficient planning can result in a nightmarish experience and an expensive learning lesson. To help put you on the right course and prevent a bad outcome, consider the following self-publishing guidelines:

Preparing Your Manuscript:

• Determine the primary tool that you're going to use to create your publication. Most people create the manuscript for their book using word-processing software on a personal computer. Some may still use a typewriter or even write out long-hand. Although you can use whichever method suits you best, usually, the cheapest, most flexible and trouble-free option is write using a proven word processing or desktop publishing software.
• Get familiar with your favorite book creation software. Train yourself to use the software you'll use to create your book. This step is crucial. Become practiced in your skill. The good news is, since you'll most likely use the same few commands repeatedly,  you'll most likely only need learn about 25% of what your software is capable of.
• Liaise with your printing company early on in your book production phase, so that you use a format that is compatible with them and you understand the cycle of printing timescales.
• Agree with your printer on the layout, type of fonts, sizes and text spacing.
• Establish in what format you'll deliver your text. Most printing companies prefer to receive text in a format that is compatible with their systems. However, some will accept hand-written submissions, although an additional charge will almost certainly apply to convert hand-written manuscripts to a compatible electronic format.
• When finished, check, double-check and triple check your work. Before sending your completed manuscript to your printer, you'll need to check your work carefully and correct any errors. Most printers will simply print what you send.
• Establish the formats you'll need for both the electronic and hard copy versions. Whatever the electronic format you use for your manuscript, you'll almost certainly need to also provide a "hard copy" printout as well to your printing company.
• Create your own general checklist. Here's a general list of things to consider before sending off your manuscript to your printer (check with your printer for precise formats and conventions they use):
• Permissions. If you are using anyone else's work, whether written or graphical - make absolutely sure you have written permission to use each and every entry within your book.
• How to show alterations. If you make any alterations to your typed copy, include each alteration above the line.
• How to indicate italic and bold words and phrases. Clearly indicate any words or phrases in italics or bold using the method or system your printing company requires.
• Total page numbers. Estimate the number of pages in your book. Don't forget to consider any preliminary and end pages.
• Preliminary pages. Within your submitted publication file to your printer, include all preliminary pages that you want used.
• ISBN number. including the ISBN if you have one.
• End pages. Include any end pages in your publication.
• Images and illustrations. If any illustrations are to be used which are not already part of the electronic copy of your publication, include copies of these too, with details where in the publication these illustrations are to be used.
• Front and back cover content. Include the front and/or back cover illustrations. Include the back cover blurb text, or the equivalent desktop published design file.

Marketing and Personality Type

• Underestimating the task. We can easily underestimate the amount of marketing, selling and persuasion that may be required to make a self-published book profitable. At this stage, just be aware of this potential pitfall. Why? Awareness is 50% of the solution.
• Do you like selling? Some writers and authors while superb at writing and communicating, may not be suited to the fields of marketing and selling. Therefore, as soon as possible, be honest with yourself and establish how the marketing of your book is best done. If you believe marketing is not for you, than you can contract another party to complete the promotion aspects, while your focus on your core preferences: writing and production.
• Outside marketing or DIY? Third party marketing promotion will have some associated costs. If you don't have sufficient funds to employ an outside marketing agent, even if you have never marketed or sold a book, with an open mind and a willing heart, these skills, like any others, can be learned. However, if you're not keen on getting involved in the practical marketing aspects that are essential to the commercial success of your product, think twice about self-publishing.
• When to start marketing. Unless your book is especially time-sensitive, I suggest that you should never start marketing until you have the finished printed copies within your possession. Why? To prevent wasting time and resources. Wait until you have the goods since you may receive orders immediately. If you can 't deliver while the customer is in a buying frame of mood, you could lose sales.

Your Publishing Imprint

• Establish your imprint. if you're working on your first self-published book, create a name for your publishing project - to become your publisher's imprint.
• Make sure your preferred imprint name is not already taken. Carry out some basic research to make sure that you don't use the name of any existing publisher.
• What not to use for your imprint. To maintain credibility, don't use your own name for your publisher's imprint. Why? Just doesn't seem to quite work when we see an author's name on the front cover, then discover that the "publisher" is also the same party.

Your Book Title

• Consider a title for your book. Titles are incredibly important. Sometimes, a title can make or break a book. Think of catchy, memorable words and phrases. In your title, certainly provide a clue as to what your book is about.
• For novels, often short one- two- or three-word titles work best for modern fiction.
• For "How to ..." books, a longer more explicit title can work better.
• Decide whether a Sub-Title is required. In many instances, a single, carefully considered title is sufficient. However, sometimes, the title you choose may not fully portray the topic of your book, therefore, you can include a subtitle to give more "meat" to you main title.

ISBN

• Do you want an ISBN? Decide whether you'll need an International Standard Book Number (ISBN). You can learn the key details about ISBNs in this website: just use our Search tool to find relevant articles and information or check out the "Related Items" links  at the bottom of the page. We'll provide a later article that explains the basics about ISBNs.

Barcodes

• What is a barcode? A barcode is a series of vertical bars of variable width usually printed on the back cover of a book and other consumer product packages. When scanned by a laser and fed into a computer, the barcode contains identification and price information for the book and so allows publishers and retailers to manage their inventory of stock.
• How to determine if your book needs a barcode. If you're hoping to sell your book to conventional bookshops and online retailers, you're going to need a bar-code for your book.
• Why include a bar-code? Retailers use bar-codes to help process payments and track book sales. Also, a barcode makes a self-published book look more professional and credible as a publication. A book that doesn't have a barcode can be seen as "amateurish."
• How do you get a barcode? Your printer can generate a barcode for the back cover of your book that matches the ISBN number of your book (see previous item above).

Publisher's Terms like Recto and Verso

• When you become involved with self-publishing, you'll come across a range of publishing terms. I recommend that you take some time to learn and understand each of the most used terms. See two common examples below.
• Recto is a term that refers to right-side (facing) pages.
• Verso refers to left-side pages in a two-page conventionally printed book.

Preliminary Pages

Pages that are included in a publication before the main text of a book are considered as preliminary content. Standard rules and conventions have been developed about the order of preliminary pages that are used in a professionally produced book. For example, items below marked with an asterisk (*) are considered essential; other items are optional:

* Half-Title

Options include: 

• Title of the book only.
• Position: Recto.

* Reverse of Half-Title

Options include:

• Blank.
• A relevant illustration, or
• A list of author's previous publications.
• Position: Verso.

* Title Page

Options include:

• Contains: full title of the publication and optionally any subtitle.
• Name of author or pen-name, and
• Name of publisher (imprint).
• Position: Recto.

* Reverse of Title Page

Contains:

• Publication date.
• Publisher's contact details, name and address.
• Copyright information.
• Printer's name and address, and
• ISBN.
• Position: Verso.

* Contents or Table of Contents

Contains:

• List of chapter headings or poem titles.
• Position: Recto.

* Foreword

Contains:

• Snapshot introduction to the book written by someone other than the author.

• Position: Recto.

* Introduction:

• An introduction to the book that is written by the author of the work.

• Position: Recto.

* Acknowledgments:

• Contains: information that recognizes and thanks those people who have helped with the book.

• Position: Recto.

* Dedication:

• The name of the person to whom the book is dedicated.

• Position: Verso.

Start of the Book Text:

• Position: Recto.

End Pages:

Includes pages that follow the main text in your book. End pages are optional and may include the following (shown in the sequence in which they should appear if used):

• Appendices: must start on Recto.
• References and Bibliographies.
• Index.

Book Text:

To calculate the cost of printing, first estimate how many pages you'll need. To help you, consider the following guidelines:

• Prose: allow approximately 375 words to each page, plus, allow one extra page for each chapter or short story.
• Poetry: a good guide is to allow about 36 lines to each page and make sure each new poem starts on a separate page. When estimating page count, don't forget to consider the size of the gap between the poem title and the start of the poem, and the gaps between the verses.

Illustrations:

• Black and white: can include sketches, drawings or photographs. Black and white illustrations are the most cost effective.
• Color: same options as for black and white, however, cost considerably more.
• Get quotations from your printer for the kind of illustrations you want to use.
• Make sure you have permission or copyright to use any illustrations that you do not already own. Keep written records of all permissions.

How Many Books Will You Want Printed?

• The quantity of books you want printed is very important when considering costings.
• Also, you need to be realistic as to how many copies you think you can sell.
• If the book offers something unique and valuable the reader, the wider the market for you book, the more copies you can expect to sell.
• For first-time self publishers, probably 200 - 400 copies is a sensible option.
• Later, if you know the book sells, you can print in larger quantities to gain lower unit pricing.

Your Book Price:

To calculate your book price, consider the following guidelines:

• Compare how other, similar books are priced. Why: to get a feel for how much readers are prepared to pay for the kind of book you are writing.
• The price of your book needs to cover all of your expenses and make you a profit. Estimate the minimum number of copies you expect to sell to ensure you cover all of your expenses, in order to work out your break even cost.
• Remember to include in your expenses calculations: postage and packing, leaflets, flyers, and any brochures you may create, review copies, and any other expenses.
• Bookshops and online retailers expect a minimum discount, which can vary between about 35% - 50%. If a large book-chain agrees to sell your book, you may consider that even further discount is worthwhile, but consider further discounting carefully: after all, you are entitled to make a profit and you need to make a profit from your efforts.

Your Book Cover:

The design of the cover of your book is particularly important to gaining the attention of prospective buyers. Consider the following:

• Remember too, by "cover", we mean both the front and back covers AND the spine of the book.
• Certain color combinations stand out better and can make a difference to the number of sales.
• A specialist book printer can design a cover for you as part of their "package". Or you can contact a graphic designer. However, you need to make sure any outside graphic designers talk with your printer to ensure what they produce is compatible. Usually, the safest option is to use the graphic design services of a specialist book printer.
• If you provide a cover illustration or photograph, make sure you either "own" the image or have written permission to use the illustration. If you took the photo yourself, make sure you keep any negatives or maintain copies of date and time-stamped digital copies.
• You may also need to provide the "blurb" text that goes on the back cover - a short piece of text that summarizes the book and is designed to persuade prospective customers to buy your book. Think benefits - from the potential buyer's perspective. This is where you can sell your book, so time and effort spent on every word that makes up your blurb, is time well spent. Get second opinions.
• To get ideas of how your blurb should appear, see how at the blurb used on similar, popular books - ideally bestsellers - is written. Scrutinize every word.
• If you have quotes or testimonials of previously satisfied readers, or favorable reviews, excellent! By all means, include these, or the key parts of them.
• Before final publication, you'll need to make sure your printer agrees to send you a "proof" copy of the cover design, so that you can evaluate and make any corrections before final printing.
• Book printers can nowadays routinely finish your book cover with a glossy laminate, either as standard or for a small extra cost. This helps make the printing look brighter and your books clean.

Backup Copies 

• Before sending your manuscript to your printer, always keep at least one other backup copy - preferably keep several backup copies with at least one copy at a separate location.
• Never send or post the only copy of your manuscript to your printing company - or anyone else.
• Let whoever you send your copy to that you have original backup copies.
• If you cannot deliver your manuscript by hand, make sure you use registered post or recorded delivery type postal services.

How Your Book is Made

Here is a general overview:

• Once your manuscript has been sent to a printer, the cover of your book is printed on card, which may then given a laminated finish.
• The inside pages of your book are printed on the appropriate quality book paper you chose.
• High quality printed text is almost certainly achieved using the latest Print On Demand (POD) digital technology. Your books are then bound ready for dispatch.
• The finished books are usually dispatched to a single agreed address using reliable courier services.

The Printing Cycle

Below outlines a typical sequence of how your book may be completed, with particular emphasis on timings. Remember, our example timings are based on "working days", so do not include weekends, public holidays or other times when the printing company may be closed. Also remember, a desktop published document has a different sequence. Check with your printer for details:

• After you have liaised with your printer and prepared your manuscript to match their requirements, you complete your order form and send both along with your deposit to your printer. 
• Your printer may then typeset and format your book according to agreed requirements, then send you a typeset copy to evaluate. Allow 14 days for this stage.
• When you receive your typeset copy, you'll need to check it and clearly mark any corrections needed, before returning the corrected copy to your printer. If you have an ISBN, ideally forward the number to your printer at this stage, or as soon as possible. Allow a further 14 days for this stage.
• Your printer then make the required corrections and send you a proof copy. Also at this stage, your printer may send you a proof copy of your book cover. Allow another 14 days for this stage.
• Once you receive the corrected proofs, including the book cover, you'll need to mark any final corrections and return to your printer. You'll also probably need to enclose the balance of remaining payment at this stage too. Identifying any remaining errors is vital at this stage, to avoid further costs, so double-check everything before you return your copy to your printer. Allow a further 14 days.
• After all the text has been approved, any illustrations required are usually added. Your printer may send to you a further proof including the illustrations and showing how they will appear in your final book. Likewise, as in Step 5, you'll need to mark any errors. You may be required to approve this final draft before printing begins. Allow a further 14 days.
• Your printer will make any final amendments before printing, binding and dispatching the copies of your book. You may need to allow 21 days before your books are ready during this stage.
• After you receive your books, you can start your marketing and promotion campaign.

Marketing, Promotion and Selling Your Book: Consider the Following Guidelines:

• Imagination, persistence and effort are usually required to publicize your first book. For subsequent books, as you become more well known, promotion and publicity opportunities can emerge more easily.
• When contacting free sources about publicizing your book, empathize with your recipient. Always try to put yourself in the position of the person whose support you're trying to gain. Ask yourself: what do they want, then look for ways to meet their requirements. Famous US publicity expert Paul Hartunian (Hartunian.com) suggests that if you give journalists the kinds of stories they want, you can get all the free publicity you need. That's not to say, using this method is easy.
• Ideally, get a quantity of one-page leaflets printed that briefly provide details of your book and what the book is about. Ensure that an order form makes up half of this leaflet and contains your full contact details and simple order instructions.
• Make a list of all the people you know, with addresses. Then send your leaflet to all those on your list.
• Ask your friends and personal acquaintances to tell their friends about your book. Talk to family members far and wide. Tell your work colleagues, and so on. Always keep a number of leaflets with you as you talk to people and travel around during your daily activities, ready to hand out a copy to anyone who is interested.
• Consider the value of local media PR. Local newspapers are usually interested in interesting local news, and can lead to news sources further afield also contacting you. Think from a human interest story angle.
• Don't forget about magazines: they too might be interested in the topic that your book examines. Especially consider special interest magazines that focus on the areas that your book covers. Check sources such as your local library, appropriate media directories, The Writers' and Artists' Year Book and The Writer's Handbook. Make a list of magazines that might be interested in your book. Again, find an angle that might interest them. Consider a plan before contacting editors.
• Local, regional and even national radio stations might also be interested in your book. Ask around. Make exploratory phone calls, remaining upbeat and polite whatever the reaction. Sometimes, a PR source that may not want your piece today, may remember your "sunny personality" and phone back next week, so try to create a favorable impression always.
• Write several press releases - ideally about four - all variations on a theme - with different headlines. Ideally, find a way to tie in your book with current events. Send out one press release say every two weeks. Press releases that are faxed to key PR sources usually work best. Don't fax a press release to a named person - that person may be "out" or ill, or absent. Instead send to the correct office fax number.
• Phone several prime sources from the suggestions above who can help promote your book, get the names of key contacts, then send each a review copy of your book. You may want to include a cover letter explaining that you are available for interviews, and provide a phone number and email address. Ideally, don't use an answer-phone during this period: simply be ready to answer the phone or ask a responsible family member to perform that role when you're out. Ensure no background music or noise is present when the phone is being answered.
• Speak to the head librarian of your local library and ask if they will purchase some copies of your book. Local libraries tend to be sympathetic to local authors - especially if your book has a local flavor.
• Also visit local and even regional bookshops and likewise ask if they will purchase some copies of your book.
• Think "outside of the box" to come up with new and unusual ways of gaining publicity. For example, consider: social and hobby clubs, trade associations, shops other than bookshops, petrol stations, garages, gift shops, markets, schools, writers' groups, women's institutes, and church groups.

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