A couple of weeks back, I had an Options Review Session with someone who wanted to publish a book. He’s written the 12,000 word manuscript in a week. I asked how many revisions he did. Zero. I suggested he revise a time or two or three and then get professional editing. He said that his wife was an English major and “she looked at it and thought it was OK.”

I left the call thinking, “There is a recipe for disaster and heartbreak. It will not end well.” That fellow should read a recent post by Suw Charman-Anderson on the Forbes web site titled “Don’t Publish that Book.” Here’s a core quote:

“If there’s a common flaw in self-publishing, it’s that too many books are published too soon. Experienced voices across the publishing world continually advise self-publishers to get help with editing, and not just copyediting but story editing too. It’s difficult, if not impossible, to properly edit your own work. But the siren call of the Kindle store is often too seductive. The urge to finish your first draft, chuck it through a spellchecker and release it in to the wild is often far too strong for eager writers to resist.”

This is a great post, in part because Suw and a couple of other writers share what it feels like to see something that embarrasses you in print. I’ve had that experience. You don’t want to.

There are two important things you can do to prevent embarrassment.

1. Revise your writing when your ardor has cooled.
2. Get professional editing.

Remember that in today’s digital world, your writing lives forever. That means embarrassment can live forever, too, unless you prevent it.

McGraw-Hill has just published Mark Schaefer’s book, Return On Influence: The Revolutionary Power of Klout, Social Scoring, and Influence Marketing. Mark wrote an excellent blog post about the process, titled “Getting your first book published: Lessons learned!” Here’s the lead.

“Do you dream of writing and publishing a book some day?  It was always something I’ve wanted to do and I was so fortunate to have the opportunity to do it this year.  Here are some lessons that you might find helpful from my journey with Return On Influence.”

There’s a lot of good advice there for you if you’re thinking about writing and publishing a book. I’ll highlight two of several important points.

As Mark notes, he was in the position where publishers approached him about doing a book. That may not have been planned but it was not accidental. Mark has a successful blog and a following. He writes well. He had self-published a book on a related topic, The Tao of Twitter, so McGraw-Hill knew he could get his head around a book-sized project.

That’s not either quick or easy, but it set Mark up to succeed. Becky Robinson likes to point out that the time to create a social media presence is not right after you publish your book, it’s way, way before that. Take Mark as a good example.

Take a lesson from Mark’s description of how he chose a topic. You’ll find he passes what I call my PEN test. He’s passionate about the subject. He was already an expert, but the book helped develop that expertise even more. And it looks like there are people who will want to buy the book.

There’s a lot more in Mark’s post about the writing process, editing, promotion, and whether he expects to make money from the book. Give it a read.

Hat tip: Thanks to Jane Perdue whose tweet pointed me to Mark’s post.

Dan was excited. He convinced his whole family to give him Amazon gift cards for Christmas. He was going to use those cards to buy books for his new Kindle. But he wasn’t going to buy any new titles.

Dan is like a lot of business book readers. He’s recreating a large chunk of his business library on his new e-reader, a Kindle in Dan’s case. It’s déjà vu all over again.

When CDs were introduced in the early 1980s, people began buying CDs to replace the vinyl records they already owned. CD sales shot up, but many of the sales were replacements for vinyl records purchased years before.

That’s what’s happening today with Kindle and Nook editions of business books. I haven’t done a scientific survey, but business friends I’ve chatted with seem to be doing what I did.

When I got my Kindle, my first purchase was a copy of my favorite business book of all time, Peter Drucker’s Effective Executive. I went on a buying spree. Not every title I loved came out in electronic form right away, but when they do (as with Jim Collins’ Good to Great) I snap them up.

That means that the e-book sales numbers will probably be inflated by replacement purchases for at least a couple of years. That’s not really important, because the trend to e-books for business and technical books is solid, upward, and underway.

If you write a book, though, this should be another reason to make sure you create an e-book version in at least Kindle or Nook format. Business book buyers like the portability and searchability and that won’t change.

Daniel Lawrence Whitney’s character, Larry the Cable Guy, would be really frustrated with Lucy. Lucy went through a two year graduate program and took an incomplete in every class. Every one.

Lucy was a perfectionist. She always imagined one more way a paper or a project could be improved. She didn’t want to submit it until it was as good as possible. So everything was late.

Don’t act like Lucy. Take the advice of Larry the Cable Guy. Get ‘er done.

A book you haven’t finished won’t boost your reputation or your fees. A blog post you never post won’t dazzle anyone. Get ‘er done.

Bottom Line

The only projects that make a difference for you are the ones you finish. Get ‘er done.

I love poking around in “antique” stores. I was doing just that in a giant, barnlike structure in Southern Virginia. I asked the proprietor if he had any books. “We’ve got lots of books upstairs,” he told me.

I thought he meant “lots of different books,” but I was wrong. Upstairs in that giant antique barn there were thousands of books, but they were all the same. Shrink-wrapped books on shrink-wrapped pallets covered the floor from wall to wall.

I pried a book off one of the pallets. The copyright date was in the 1980s. The book was an unremarkable story about how to be successful in life. I figured that I knew the story of the pallets at a glance.

The author decided either that he had a wonderful and unique story to tell or that he could make a lot of money by writing a book about how to be successful. He may have tried to sell his manuscript to a traditional publisher. In the end, he decided to publish the book himself.

That took a lot of money in the 1980s, surely five figures worth. So our hero plunked down the money and soon enough a truck showed up at his door, filled with shrink-wrapped pallets of shrink-wrapped books. There were too many for the garage.

He had to arrange for storage. I found out later that was how the books wound up on the second floor of the antiques barn. The proprietor had been charging the author storage fees for more than twenty years.

The author also had to arrange for distribution. It wasn’t easy then, especially if you weren’t a “real publisher.” So, probably, he sold some books to his family and friends, gave some away as Christmas presents, and wound up writing everything off.

The fellow at the antique barn gave the author credit against storage fees for every book sold through his shop. I asked how many the store had sold. The owner nodded at the book in my hand.

“You going to buy that one?” he asked. I said “no.”

“That would have made five, I think.”

It’s easier and less expensive today than it was thirty years ago. But the basics haven’t changed.

You still have to write a good book, one that people will want to buy and read. And, you have to sell it. Books don’t sell themselves.

Bottom Line

The basics of what it takes to make a book project succeed haven’t changed. The barriers to entry are lower than they were and so are the costs, but you still have to write a good book and figure out how to make money from it.

The self-publishing boom resulted in an explosion of firms that claim they can do a good job of producing your business book. Many of them can. Many of them don’t. How do you tell the difference?

The answer to that one is simple: buy copies of business books they’ve published. Do not depend on a publisher or printers marketing copy or references. Invest some money and buy some of the business books produced by the publishers on your short list.

Examine the books. Ask yourself if you will be happy with a book that looks like the one in your hand representing you to the world.

Bottom Line

The book that a reader holds in his or her hand represents you to the world. Make sure the publisher you choose produces books that are what you want your book to look and feel like.

© 2013 Wally Bock's Zero Draft Suffusion theme by Sayontan Sinha

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