Publishing on a shoestring budget

For the longest time, there were only two paths to publication.

The first was the so-called "traditional" route, in which an author spent months or years searching for an agent, who then spent months or years shopping the book around to various publishers, in the hope that one of them would purchase it and publish it after several more months or years.

For those that did not want to wait that long, there was the self-publishing option. However, this option was an expensive one, and the upfront expense was entirely the author's responsibility. Most authors could not afford such an endeavor, and so they put their dreams of publication on hold.

Thankfully, the past few years have brought around a revolution in the publishing industry. The Internet, eBooks, and the rise of print-on-demand publishers have helped to remove the financial barrier to self-publication.

Lack of money is no longer a barrier to publication. To be published nowadays, one merely needs to invest the time.

Here are some tips for publishing on a shoestring budget. These tips assume that you have already done the hardest part of the entire process - you've finished writing your book (perhaps using something like My Writing Nook?) and are ready to share it with the world.

Layout, Formatting & Cover Design

The layout and formatting of your book depends on how you plan to publish it. If you are planning to use a print-on-demand company, you'll need to layout your manuscript in a format suitable for publishing. Thankfully, these companies make the process as easy as possible. For example, Lulu provides a template for designing your cover as well as a Word document template with the margins and spacing already configured. CreateSpace offers their layout guidelines here.

If you don't have Word or another word processing program that allows you to format your document, I'd suggest checking out Google Docs. You can upload your manuscript, format it appropriately, and even export it as a PDF document file.

The saying goes "Don't judge a book by its cover," but the fact of the matter is that most people do. An amateurish cover design may cause people to dismiss your book outright.

If you have an artistic flair, you can design your own cover using a free image editing program such as Paint.NET. If you prefer an online option, check out Pixlr.com.

If art isn't your thing, you can visit sites like 99 designs or crowdSPRING to crowdsource the design of your cover. These sites won't get you a cover design for free, but they allow you to control the entire process, and really provide a great bang for your buck.

Publishing

Publishing a book requires very little upfront money. There are several different options for publishing your book.

You could choose to publish your book via a blog. Many authors have started to publish their novels online as webserials. If you choose to this route, there are several blog platforms to choose from. Blogger is the platform run by Google, is easy to use, and has the best integration with Google's other services, such as AdSense, Analytics, and AdWords. WordPress is another strong option. If you'd like to host your blog on your own site, WP is probably the best way to go.

If you'd like to publish real, physical books, then print-on-demand publishing is the way to go. PoD publishers will store your book in digital form until someone purchases it, at which point they will print a physical copy of the book and send it to the customer. The author can set the price of the book, thus determining how much in royalties they earn per sale. Royalty rates from PoD publishers are much higher than those from traditional publishing companies, with the author earning a greater portion of the proceeds (as it should be!). PoD books can have their own ISBN, and can be listed on sites such as Amazon or B&N.

There are two big players in the PoD space these days. Lulu had been around a bit longer and is very author-friendly, providing downloadable sample templates for cover and book layout. CreateSpace is newer, but is owned by Amazon, arguably the biggest book-related company in the world.

If you're looking to publish eBooks, both Lulu and CreateSpace offer this option. If you're looking to target the Kindle, you can publish your eBook via a catalog like Smashwords, or you could get in the Kindle store by working with Amazon directly.

Once you've gotten your book published, it's time to let your audience know about it. If you don't already have an audience, you need to grow one. That means marketing, which calls to my mind well-dressed, fast-talking, brash young salespeople. People-people. If you're the type of person that thinks "I could never be in sales," I'll help to disabuse you of that notion in my next post.

In my next post, I'll tackle marketing yourself and your book on a shoestring budget. Stay tuned!

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5 tips to help authors compete for shelf space on the Internet

1. Have an author site

This will provide you a platform that you can use to promote yourself and your books. Don't use the site just as a place to hard-sell your books, provide a place where your audience can get to know you. If they feel a sense of connection with you, they will be more likely to buy and recommend your books.

Ensure that the content is relevant and current. Visitors can spot stale content a mile away, and they will leave. Forever. What's relevant? That depends on what you write about. By knowing your audience (#3 below) you will be able to determine which content is most relevant to your visitors. Watching the analytics (tip #5) will also help you refine your content.

Don't use an ad-supported hosting service (a service that hosts your site for free in return for your allowing them to place ads on your site). This looks unprofessional, and will reflect poorly on you. Site hosting is incredibly cheap these days, so there's no reason to use an ad-supported hosting service. I'll have more to say about ads in a bit.

Make sure you have your own domain name. Your domain name is part of your brand, so put careful thought into choosing one that fits.

I plan to cover author website design in more detail in a future post. Stay tuned for that one.

2. A blog is essential

Be sure that your blog is linked to your author site, so that you can use each to direct traffic to the other. Have a prominent link to your blog on your author site. On your blog, have a permanent link to your author site, but also mention it from time to time in your posts. This will remind your readers about the site, will also allow search engines to create an accurate profile of your sites.

Your blog is an excellent way to form a relationship with your audience. Allow visitors to comment on posts, and engage in the conversations that ensue.

Update regularly, with interesting posts that are relevant to your target audience. Blogs and websites that are updated more often get crawled and indexed by search engines more often.

A word about advertisements. If you're just starting out, just say no to 3rd party advertisements on your author site or blog. You want your visitors to focus on you and your work, not be distracted by some 3rd party ad. In my opinion, the risk of turning off a potential reader is not worth the trickle of pennies that 3rd party ads may bring in. Once you have an established and sizable readership, you can reconsider this decision.

Associate your blog with your domain. If you've registered www.myauthorsite.com, then have your blog live within that domain, for example blog.myauthorsite.com or www.myauthorsite.com/blog. This strengthens your brand, and is essential for good Search Engine Optimization (SEO).

3. Know your target audience

I think that this is something that you should know before you ever start writing your book, but it's certainly essential when it comes to marketing.

Once you know who your target audience is, you can figure out where they live online. What social networking or community sites do they hang out on? Are they more likely to be on MySpace or Facebook? Do they use Twitter? Are there forum sites in which they congregate? All this is critical information that once gathered will allow you to focus your marketing efforts. And focus is critical, especially if you are looking to do marketing on a shoestring budget.

Knowing your audience will also allow you to tailor your content and your blog posts to be more interesting and relevant.

4. Become intimately familiar with all the popular social networking and media sites

Well, OK. Maybe not all of them, because there are a lot of them. But become familiar with the ones most frequented by your target audience. Sign up for account on each, with a username that ties into your brand.

Don't sign up for an account and then immediately start shamelessly promoting your book. That will certainly annoy the other members, and could even get you banned on certain sites. Learn what it means to be a good member of each community. Know the proper etiquette for each site so that you can avoid a damaging faux pas. What types of self-promotion are allowed? What's allowed in your signature? Are there special areas of the site that are specifically designated for self-promotion?

Use the sites as a tool to engage your audience. Get involved in the discussions. Become known as a respectable member of the community. This will help to build your personal brand.

5. Watch the analytics

Know exactly how much traffic you are getting, and where it's coming from. Which marketing efforts are driving traffic to your site, and which go unnoticed? Which pages on your site are visitors most interested in? Having this knowledge will allow you to tweak your marketing to maximize its effect.

So how can you see your traffic? I suggest you set up two different site monitors.

Google Analytics is really good for looking at the big picture, and for enabling traffic analysis of weeks or months at a time. But statistics are only compiled once per day, so it is not good at real-time analysis. For that, you'll want something like StatCounter. StatCounter has a limited log size (although you can pay for larger logs) but will allow you to get up to the minute information about the traffic your site is getting.

With either site monitor, you'll be able to see how people are getting to your site, when and where they are, and what pages they're looking at. And better yet, setting these monitors up is free. Both also offer enhanced services for reasonable fees, but the free services should be plenty to get you started.

Bonus tip - be patient

Sometimes it takes a while for marketing to become effective. Audiences aren't formed overnight. You need a marketing plan. Instead of staging an all-out blitz, aim for a longer campaign of continuous improvement. Learn what works, what doesn't work, and adjust as needed. Don't give up if you aren't seeing instant results.

For an amusing take on all this newfangled Internet marketing stuff, check out this article from the New Yorker.

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Need motivation to finish those edits? Publish your book.

Writing a novel is hard. First, a writer must complete a first draft - hundreds of pages of creative output that more often than not results in a steaming pile of crap. In her book Bird by Bird, Anne Lamott refers to this as a "shitty first draft." Once the first draft is complete, the writer is faced with the daunting task of editing their work.

For many writers, the process stops here. It takes an enormous amount of effort and dedication to finish the first draft, and many writers cannot gather up enough motivation to take the necessary next step of editing.

I've found something that helps me when I'm in this position, and I'm sharing it in the hopes that it will help others to rekindle their motivation. When faced with the long, often tedious road of editing, I publish my book.

You heard me right. Let me explain.

When I say publish, I don't mean publish to the public. Publishing a first draft to the public would be a horrible mistake. No one gets it right the first time - I don't care how long you've been writing. I'm talking about publishing a very limited edition private print run - of 1.

I suggest that you use Lulu, CreateSpace or some other print-on-demand publisher to print out a single copy of your first-draft manuscript in book format. If you've got some cover art in mind, use it, but cover art isn't essential at this point. Just make sure that the title (or working title) of your book and your name appear prominently on the cover and spine.

These publishers should have a setting that allows your book to remain completely private and unavailable to the general public. Make sure you set up your book this way. Upload your book and cover, and order yourself a single copy. It shouldn't cost you more than $20.

The process of preparing your book for print can be motivating in itself. Maybe you'll find or create some really cool cover art that provides inspiration. Maybe just thinking about your book in printed form gets you fired up. If so, run with it and dive into those edits!

However, the real flood of inspiration will arrive when your printed book arrives. When you see your name on the cover and spine, and you hold the manifestation of countless hours of hard work in your hands, it's truly motivating.

It works for me, at least. There's just something about actually seeing my manuscript in printed form that fills me with enough motivation to tackle the editing process. Every time I feel my motivation start to ebb, I look at my "published" book sitting on my bookshelf.

Then I get back to work.

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