We laugh at the old story of the foreign driver who asks for directions and encounters that response from the local farmer. But when someone asks me how to get their book published, in all seriousness it’s how I feel like responding. Frequently, they’ve poured their heart and soul into ‘their baby’, in their mind the manuscript is ready for publication, and only now do they wonder how to find a publisher. They are usually surprised by my response, which is to ask them some specific questions in a definite sequence:
To start with:
- What sort of person might want to read your book?
- Who might be helped by your book?
- Who is your ‘target reader’?
Then if they are clear on those questions:
- How do you envisage your book reaching that reader?
- What is your ‘route to market’?
They usually haven’t thought that they need a route to market, so I usually outline some options, and suggest that we meet again to consider more questions when they have given this some consideration.
If a book has value, then the right publisher will recognize that. Most publishers are very clear about the type of book which they will commission. Eg I would not suggest approaching a theological publisher with a fiction manuscript, or a reformed publisher with a charismatic manuscript. A corollary of this is that I know which publishers to approach if I am looking for new titles in a particular genre. Eg if I could do with refreshing my children’s range, then I ask the sales agent for a children’s publisher to call – or at least pre covid-19 that’s what I did!
Most fledgling authors imagine that publishing is little more than book printing, but it is so much more than that. A good publisher will have a well established route to market, with eg pre launch marketing, and sales agents who know the Christian Bookshops and will only present the book to buyers for whom it will be suitable. We are blessed in the Christian book trade with sales representatives and sales agents for whom what they do is as much ministry as work. On occasion, I have asked about a title, and instead of them seeing a potential sale, I have been told that it would not be popular with my particular customers. You might be surprised to learn that I am usually informed about titles up to six months ahead of release. But sometimes I am so excited by an upcoming title that I make the mistake of telling customers about it right away, only to regret fuelling impatience on their part.
Occasionally an author has self-published their book, and only then discovered that they don’t have a route to market. If they have not already financed a big print run, now may be the time to approach a publisher. If so, the process is little different to that of presenting an unpublished manuscript.
A good publisher will also have efficient distribution channels and logistics. Once the publisher has completed the final typeset manuscript, there is a whole network through which the book may pass before reaching the Christian Bookshop and ultimately the reader – the printer, publisher, wholesaler, distributor, and carrier. I certainly prefer ordering from those efficient publishers whose logistics are seamless and speedy.
In my next blog I will write about questions to consider before approaching a publisher, and the ongoing process with your publisher if your manuscript is accepted.
But first a word about what is called ‘vanity publishing’. This may seem a cruel term, but I don’t believe that it is usually meant as such. Typically this refers to a book recounting an author’s own life story. In reality, such a book is of interest to the author’s own family and friends, and they may sell some additional copies if they secure some local speaking engagements. If such an author is realistic about the sales prospects, this can work well, and there are specific publishers which will facilitate them.
However this sort of self publishing, comes with several health warnings. it’s important to remember that the author must pay for at least the minimum steps in the publishing process, such as typesetting, proof reading, cover design, and printing, and none of these come cheap. This means that the book tends to be too expensive to be taken up by even your local Christian Bookshop. In addition, it is the author who makes the decision and takes the risk on how many copies to finance. This is probably where the term vanity publishing originated, for it is not uncommon for authors to vastly overestimate the number of people who will want to buy their book. While what God has done in their life is very important to them, and is of interest to their immediate circle, it may not seem so interesting to those in far flung locations who have never heard of them, nor of the events and places of which they write. In that case, I am sorry to say that the financial cost of the author’s ‘vanity’ can prove very high.
Click here to read my follow on Blog – So you’ve decided to approach a publisher?