Lesson #4 - Publishing Strategy
 
Early December on note a single flake of snow in Wisconsin!  Can you imagine?  No, there’s no such thing as global warming.  I miss when facts and data were used to determine rational policy – but I digress.

Previously I’ve noted that my publisher, Henschel Haus Publishing, wants to re-publish my first two novels, Murphy’s Troubles and Out of Darkness.  Initially the strategy was to concentrate on publishing the third novel in the series, Dead Reckoning and follow-up with the re-published books.
In discussing options with Kira Henschel a week ago she suggested we change our strategy.  She believes that publishing all three books in the series at one time will improve sales of all three books.  That makes sense, she even wants to package them into a “box set”.  I know authors like the concept but right now the prospect of getting all that done by end of March is daunting.

After agreeing on a triple strike launch I was asked to give a demographic of my readers.  I have a fairly good idea and gave Kira an outline.  Based on my readers profile she suggested we change the size of the font, the space between lines and the space between paragraphs.  I completely misunderstood the purpose of her question.  However, in reflecting on the interior design of the books he question was obvious and to the point.
​
The next step will be to receive sample interior pages to review and sample book covers.  I don’t pretend to have any basis to make an informed decision on these things.  I do like that I am being asked for my viewpoint but I don’t expect or intend to make the final decision on such things.
Every time I talk with or email Kira Henschel I learn something new and I deeply appreciate her professional guidance.    

The ARC

Have you ever wondered where those laudatory quotes come from on book cover jackets or the inside pages or the back cover of a paperback book?  Do you read those quotes?  Do the quotes influence your decision to purchase the book?

I confess, I read the quotes even though in most cases I have no idea who the person is offering their opinion.  I’ve often wondered if those people are paid for their words of praise – maybe per word or something.  I can’t say that I’ve purchased a book because of the quote but certainly it offers some reassurance that someone else has read the book and thought well of the story or the writing or the plot or the characters or some aspect of the book.  Our human instinct is to implicitly trust an honest opinion or viewpoint.

Where do those quotes come from?  Lesson #3 – they come from offering an Advance Readers Copy (ARC) to people who you believe will make a favorable comment about your book.  When I completed the Henschel Haus marketing survey I had to provide a list of potential ARC readers.  I chose people I know well and people that have read my other two books and past teachers.  I’m assuming that at least Wisconsin readers will be familiar with their names.  At least all of them have serious writing chops so their opinion will be honest and credible.

I have yet to learn where in the traditional publishing process an ARC is created and sent to readers, or how much time a reader is given and offer their publishable viewpoint.  I’m guessing that adding those quotes comes near the end just prior to the publication date. 
​
The arc of my learning experience is steep. 

In today’s publishing world it doesn’t matter how you publish from self-publishing to the BIG 5 traditional publishers, the author is primarily responsible for marketing.  The publisher takes responsibility for putting the book into the distribution and stream and helping it land in a few brick and mortar stores.

In my presentations I point out that the skills needed to write a good novel and those to market a novel are radically different to the point of being mutually exclusive.  Many authors bemoan marketing and like to pretend the work is below their station in life.  I don’t agree.  I want to market my work as long as someone doesn’t want to turn me into a brand.  I’m not a box of cereal – I’m a person, I’m an author.
​
About 95% of my book sales have been from direct selling.  My Amazon sales are minimal and the few I have had, I believe, are the result of conferences and book sales I have attended.  I honestly don’t have a clue on how to generate Amazon sales.  I advertised on Goodreads for a year and even gave away books but I can’t point to any sales from the effort.  I took out an ad in the Irish American News for a year and again, can’t tell if I sold a single book as a result.
I am honest enough to admit I don’t have any idea how to market a book series.  In wide, wide world of readers who will buy three books from Rex Owens?  I admit, I need help.  My solution is to seek help from a professional.  I know I will need to determine a budget for marketing services.
 So the question becomes – how much do I invest in myself?  How much am I worth?    
If there are authors reading this blog who have used professional marketing services, please email me at:  [email protected] and share your experience.

I just got up to dash off this blog and then dive back into my electric blanket warmed bed because I’ve been under the weather the past few days.  Today the idiom “under the weather” means feeling ill.  As are many things in the English language the meaning has changed dramatically.

Originally, the idiom referred to being seasick or affected by bad weather.  I don’t have a clue about how the phrase evolved to its current meaning. 
​
There you have it. 

​I have already experienced several lessons about book traditional book publishing.  When I first met Kira Henschel at the Wisconsin Writers Association we were sitting at our table selling books at the conference.  She picked up each of the books, looked them over, a quizzical look slid across her face.  “These don’t look the same,” she observed.  “I thought they were a series?”
I explained that my original intent was not to write a series, however, the books evolved into a series and the publisher of Out of Darkness added a front page that said:

Also by Rex Owens
Book I of the Murphy series
Murphy’s Troubles
 
With that introduction two books became a series.  I don’t recall that front page in the proof copy but it must have been there.
Kira asked how each cover was designed and I explained the images were ones I selected and graphic artists completed the actual design.  She didn’t say more on the topic that day.
When she offered the traditional publishing contract she asked if I would be open to changing the covers to the two books.  Of course, I responded because covers are not really in my skill set.  Then in an exchange of e-mails she asked if I would be open to having Henschel Haus re-publish the books with new covers.  I agreed without hesitation.
When Kira and I met last week to sign the contract for Dead Reckoning she explained she would draft separate contracts for Murphy’s Troubles and Out of Darkness.  Her plan is to publish Dead Reckoning by March 2018 followed by the other two books.  She then asked if the size of the books could be changed – again to be consistent.  Again I agreed. 
“You know, when I first saw your books I thought they were historical romance by the way they looked.”  Her comment deflated me like a bicycle running over a rusty nail on a country road.  I explained that I would always accept her recommendations on things like book covers, size, fonts, etc. because it is clear I have no talent for such things.
This was lesson #1. 

​A week ago Kira Henschel of Henshel Haus Publishing sent me the standard contract; I found a quiet place and read every word, later re-read it and with the third reading took notes on questions I wanted to pose.
When she e-mailed the contract she indicated she wanted to meet in person to sign the document and would let me know when she would be in the Madison area.  The worry wart that I am, my reaction was to stay calm and wait because there was a message in wanting to sign a hard copy contract in person.
It was another sign that I was with the right publisher for me.  It could have been a publisher in another state and the signatures would be electronic and you would never meet the person face to face.  Kira isn’t like that.  It is clear that we are partners who look each other in the idea, discuss things, exchange ideas, compromise and make a joint decision.  Refreshing.
At Kira’s suggestion I agreed to have both Murphy’s Troubles and Out of Darkness have new covers designed, change the book size and be re-released under the Henschel Haus Publishing moniker.  She will write a separate contract for each book and that work will be done after releasing Dead Reckoning  in March 2018.
We also talked about hiring a publicist I have gotten to know through my radio program, ‘My World and Welcome to It’.  The publicist, Sharyn Alden, has years of experience and has suggested several authors she represents to be guests on my radio show.  I met with Sharyn to talk about how to market a book series.  Kira was very supportive of working with Sharyn and even has other authors she will refer to Sharyn.
Kira likes to produce audio books and told me she is always looking for talent to read.  Of course, I suggested my actor friend, Michael Herold and they have already been in contact.
Kira asked me what date I wanted on the contract October 31 or November 1.  Because I write with an Irish theme I told her the 31st is samhain a Celtic festival holiday marking the end of one year and the beginning of the next.  “Of course, we must sign on October 31, 2017.”  Kira laughed, “I’m not surprised.”
So on November 1 I mark the beginning of a new year in my writing life.  I am immersed with new partners and an ever growing network.
It just can't get any better.      

​You just might get it.  Are you familiar with this common idiom?  I spent just a few minutes researching the source of the idiom and at best it is unclear but it certainly is ancient.
Since I started attending Wisconsin Writer Institute conferences in 2000 a dream has been to be traditionally published.  My path to that goal has been, at best, indirect.  In 2013 I landed a standard publishing contract with a micro publisher (10 books or less per year published) in California for Murphy’s Troubles.  After a year I couldn’t get a committed publish date so I cancelled the contract.
I then turned to Create Space and had a very good experience and the cost was reasonable.  I proudly accepted the mantle of independent publishing.  Learning the technical side of publishing was difficult and not something I enjoyed. The desire for traditional publishing lingered.
With my second book I turned to my friend, editor and assisted publishing guru Christine Keleny.  Christine skillfully guided me through the process and Out of Darkness was launched under the name of CKBooks Publishing.  Again, I found the cost reasonable.  The desire for traditional publishing lingered.
After completing the rough draft of the third book in the Ian Murphy series, Dead Reckoning I undertook rigorous editing, used beta readers and had a professional critique of the last chapter by Christine DeSmet.  I decided to turn again to editor Christine Keleny – she was kind.  Based on her edits and suggestions I cut about 6000 words from the original draft. 
At that point I decided to try again to find a traditional publisher.  I covered the details of that journey last week.  Since posting the blog ‘The Contract!!!’  fear lodged deep in my psyche.
Someone was betting on me.  A publisher had faith enough in my writing and marketing prowess to want to sign a publishing contract.  That means I have responsibilities to another person – not just myself.  I will have to perform, I thought.  Independent self-publishing means you only answer to yourself and now I had turned my back on that world.
For a week I was frozen.  Henschel Haus Publishing requires specific formatting guidelines when submitting a manuscript.  I printed the guidelines and began the task of making formatting changes.  I couldn’t do it.  My brain stuck in neutral.  I was terrified that I wouldn’t complete the job correctly and my manuscript would be rejected and the offer of a contract withdrawn.  Panic nestled deep in my chest, my breathing was labored.
I hired Christine Keleny to make the changes needed to complete my submission to Henschel Haus Publishing.  Christine is very adept at all the technical aspects of publishing and I knew she would do it right.  She got the job done in a week.
My fear is all internally generated.  I’ve tried to “think” my way out of it.  Today my anxiety is less than was it yesterday.  On October 31st Kira Henschel and I will meet face to face to sign the contract.  I like the personal one on one approach.  We could have electronically signed the contract and moved on but that would be emotionally void.
So . . . be careful what you wish for because you just might get it.  I have, everything will be fine, in time.           

​When I began the first draft of my third novel I decided I would try to find a small, independent publisher.  I self-published my first novel, Murphy’s Troubles, through Create Space.  I purchased services from an assisted publishing company, CK Books Publishing.  I felt I had to attempt to market my work directly to small publishers.
I used Google to develop a list of publishers that would accept unagented, unsolicited manuscripts.  I was impressed that I ended up with a list of about thirty publishers.
Next I worked on my query letter.  Over the years I’ve sent out more than 250 query letters so I felt confident that I could write a strong letter that would attract publishers.  Different from my first query letters in 2012 I now had a track record of publishing two books, a website, an author facebook page and four years of direct marketing and selling.  I had my good friend Marshall Cook read the draft query letter and as expected he made several excellent suggestions.
I sent out my first shotgun shot of query letters the week of Sept. 25th.  Based on a radio interview of author Eric Schlehlein I sent a letter to his publisher, Deeds Publishing Company in Georgia.  After having coffee with fellow author Nick Chiarkas I sent a letter to his publisher Henschel Haus Publisher.  In a two week span I sent out eight query letters.
The response was – in a word overwhelming.  Of the eight publishers, five requested the full manuscript.  One publisher took a unique approach.  Kira Henschel of Henschel Haus Publishing requested a face to face meeting.  We were both presenting at the annual Wisconsin Writers Association Annual conference the first weekend of October and agreed to find a time to talk.
Of the five requests for the full manuscript I learned I didn’t do a good job of selecting an assisted publishing firm versus a traditional publisher.  I also learned that the model for independent publishers included both traditional publishing and assisted publishing services.
The owner of Deeds Publishing also wanted to have a discussion and we set up a call one Wednesday afternoon.  I learned that he too offered both traditional and assisted publishing services and he explained that he only published a few books traditionally based on the strength of the writing and market appeal of the book. 
Another firm requesting the manuscript turned out to offer only assisted publishing services and I had to respectfully explain that I was on a quest for a traditional publishing contract.  They were gracious and understanding.
Kira Henshcel and I had immediate chemistry.  She asked a lot of questions and encouraged me to submit my full manuscript and complete a marketing survey she uses to determine an author’s willingness to market their work.
On Monday following the conference I sent Kira a copy of the poster for a presentation I would be making at the Sun Prairie Public Library on October 16th and invited her to attend.  She responded the same day and her e-mail said “I am inclined to offer you a traditional publishing contract – would you be interested?  Please send me your mailing address and I will mail a contract this week.”
The week passed and a contract didn’t arrive in the mail.  On Monday, October 16th Kira sent me a draft traditional publishing contract.  She asked me to review it and respond with any questions.
What a whirlwind experience!  It took me several hours before I had the composure to print and read the contract during a perfect Wisconsin autumn morning in the solitude of our sun porch.
Best of all?  My library presentation was titled:  My Life and Welcome to It – A Writer’s Life sponsored by the Friends of the Sun Prairie Public Library to kick off National Friends of the Library week.  I changed my closing remarks to announce accepting a traditional publishing contract from Henschel Haus Publishing.
The contract includes a paragraph on Duty to Publish by March 31, 2018.  It just doesn’t get any better.        

​Before all my international trips I have had great expectations about what I will learn, the sights to view, new people to meet, and the joy of traveling.  London did not disappoint.
I found that I was not well informed about the British culture.  I now have a firsthand appreciation for the damage done in the blitz in World War II and the extraordinary effort the British have made to reclaim their history.  I recall walking into one cathedral that appeared to be built around 1100.   On the walls was a picture of the cathedral after the blitz, it was a pile of rubble.  The building had been carefully reconstructed to its original stone work – it was a miracle.
I visited Churchill’s war rooms to learn how small a space it was and how few people directed the war effort from a bunker near 10 Downing Street.  We have never experienced extended foreign war on our soil and I hope we never do.  We are still suffering from the remnants of the Civil War and the self inflicted damage is truly beyond belief.
Of all my impressions of London I have two words that come to mind.  First, endurance.  London has been inhabited for almost 2000 years continuously.  The human spirit has endured in that place.  The second is the well earned reputation the British have for emotional reticence.  I learned that quality may be the key to their success throughout history.  Keeping the “stiff upper lip”.
Go to London if you ever get the opportunity, you will not be disappointed.  
  

​The first oddity is, of course, that they drive on the wrong side of the road.  The first thing any and all Londoners will tell you is that they drive on the right side of the road and the rest of the world is wrong.  This leads to the second oddity, British arrogance.  The British are uniquely arrogant and seem quite proud of it.  To their credit, the streets all have signs which read LOOK THIS WAY.  Now to my simple American mind, if you need a sign on your streets which reminds you which way to look, that is a backhand admission that you’re backward in comparison with the rest of the world – just saying.
London is famous for its Indian restaurants.  We dined at an Indian restaurant one evening and were delighted there was no steam table.  Three different staff waited on us and we were given an appetizer without paying for it.  It was the best Indian meal I’ve ever eaten and probably ever will.   The oddity is that the British brutally ruled India, yet the Indian people moved to London and make a fine living sharing their culture and cuisine.
We enjoyed a traditional high tea at a French restaurant within a block of our hotel.  Why would a French restaurant serve high tea?  I was too timid to ask at the restaurant.  Of all the English restaurants we visited, and the hotel, not one offered a traditional high tea.  Sometimes, you to rely on the French for culture – even British culture.
There is a room, a very large room at the British Museum devoted to replicas of famous art works, like the David.  The British are so determined to have examples of classic art that if they can’t have the original – they have a fake.  At least our guide was honest enough to point out that all the art in that room was fake.  I find it odd for a world class museum to have a room devoted to fake art.
Speaking of the museum, in their entrance they have one of the heads from Easter Island.  Our guide admitted that the government of Easter Island is demanding that the head be returned since it was taken without their permission.  The museum curator adamantly refuses on the grounds that a million people would view it while at the British museum.  If the head were returned to Easter Island, very few people would see it.  So goes the logic of the British – uniquely self serving.
Finally, there is the relationship between the British and the monarchy.  If you know any British history you know that through time it has been a rocky relationship.  In the 21st century it is an odd anachronism that the British cling to as if their daily existence depended on it.  Our guide exclaimed that they are not “citizens” they are “subjects of the queen.”
The list of oddities could go on and on.  I’m not judging, really I’m not, just pointing out a view of the British from another perspective.