Self Publishing slush: A case study

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AP7

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My novel was rejected by about 120 agents as well as a couple of editors. I wasn’t able to get many editors to look at the book unagented, but the two who did are both big players in the SF, Fantasy and Horror business. I’ve spent the last decade trying to become a career novelist, or at least land a mass market deal, and I haven’t succeeded. I’ve written five novels, had two agents and accumulated hundreds of rejections. I’ve heard it said that with perseverance a good manuscript will eventually land a deal. A lot of people automatically assume that either I don’t have the talent, my book isn’t good enough, or I’ve done something wrong. I don’t accept that the science of slush is so exact. I realize this tack won’t endear me to some but I want to make a few things clear. I don’t think these 120 agents and 2 editors are idiots, or evil or incompetent. I just think they passed on a potentially profitable book, and I’ve decided to put my money where my mouth is. There’s no vast conspiracy to see me fail, merely indifference. That’s understandable; the slush piles are tremendous, people are inundated and overwhelmed. But the question for writers trying to build a career: Is our best chance at success sitting passively in the slush pile or actively taking our work directly to the marketplace?

Let me answer some anticipated questions. I spent $300 on cover art and $69 on formatting. I did not pay for editing, however the book was read by many including a Stoker-award nominated editor and a well-known published author, along with a number of regular folk. Their suggestions helped improve the manuscript immensely. I wrote this book in 2008, trunked it for a couple years after failing to place it, and then reread and polished it another dozen times in the last month or two. My brother proofread the book for me; he is a Columbia University and NYU Law graduate and a voracious reader but has no publishing background.

I’m doing eBook only for starters. This is not a vanity project. If there’s interest in a print book, I’ll do one.

Why didn’t I try the small press first? Because I’ve published a novel, novella and collection already with three different small presses. I learned a lot and enjoyed all three experiences, but also realize I will always be a hobbyist following that route and I have loftier aspirations.

Why not write another book and shop that? I’ve written 5 novels, 2 since shopping this one and it’s only getting harder to get consideration from the big houses, assuming that’s your goal. I believe my best chance to succeed in the current market is going it alone.

So, at $369 of overhead, my breakeven point is not hard to reach at all: 177 copies. What would make this a success? For starters breaking even, and then hopefully far beyond.

We all want to believe the cream will eventually rise to the top, but if that’s true in the slush pile, why is that any less likely if we go directly to the consumer? I’ve read on this very board: “There is no luck involved in the slush pile.” Human nature coupled with the law of large numbers makes that statement utterly ludicrous. If we agree that 95% of slush isn’t suitable, what about the other 5%? My guess is there are a lot of people here in that other 5%. My success or failure is my own, but it does have implications for many who frequent this board. My book has just gone live. We’ll see how it goes. Thanks for reading.
 

Al Stevens

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I’m doing eBook only for starters. This is not a vanity project. If there’s interest in a print book, I’ll do one.
Why not do both? POD is virtually free.
 

DreamWeaver

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Think your estimate is a bit low...more like 99% of slush isn't suitable would be my guess. The problem as I see it, is that with a commercial publisher someone is given the job of wading through slush to find the gems. So far, readers haven't show a great desire to do that job for free.

On the other hand, if good word-of-mouth about your book gets going, the word-of-mouth effectively takes the place of the lowly slush reader in raising your book above the crowd. Then the chances of your book really taking off improve exponentially. I'm wishing you luck!
 

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I think to do this in the way that will give your book, and you, the most opportunity, you need to get it up on Amazon for Kindle, on iBooks for ePub, and on Lulu or some other similar POD service that will not require you to order in bulk, or ship product.

Create a static page on your Web site *just for this book* and include the usual sales materials—author bio, cover screen shot, blurbs, and links to purchase the book in various formats.

Get on GoodReads and LibraryThing. Try to get reviews.

And I wish you lots and lots of luck!
 

thothguard51

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Adam,

I am sort of in the same boat but have not taken the self publishing plunge yet. Why? It has to do with something you said...

So, at $369 of overhead, my breakeven point is not hard to reach at all: 177 copies. What would make this a success? For starters breaking even, and then hopefully far beyond.

You feel your outlay is a mere $369, but what is your time worth? This is what I see over and over, again and again. Authors talking about the small cash outlay they spent and they only have to sell this many to break even. To me, its a shame that the writer is not thinking about what their time is worth.

I know every writer has a different goal, different expectations and such. Some writers have told me that Self publishing levels the playing field. Some tell me its better than the book sitting and collecting dust. Other tell me I have to build a platform. What none of them can tell me is what their time is worth...

Anyway, not meaning to derail your thread and I really do wish you luck on this endeavor and hope you keep us updated. I might finally decide to take the plunge if I can figure out what my time is worth...
 

AP7

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Thanks for the good wishes. I really appreciate it.

Nick, I dont agree with your logic. When you write on spec, you know going in you may not see a penny for your time. And even if I did land a typical midlist advance, the hourly rate would be a pittance. Would my time be more valuable if the book was sitting in my harddrive? Or sitting in a slush pile? I think the best way to value my time is to seek the path that affords me the greatest chance at success for my work.

Hal, the marketing plan is a work in progress. But it started with the product itself, making it as tight and professional as possible both inside and in the presentation. Updating my website. Getting my online presence active. Facebook, message boards, GoodReads. I've reached out to some reviewers who've liked my past work, and I'm approaching indie blogs. I'm working on a sequel, which isnt directly marketing, but is valuable in its own right. Other than that, I'm watching what successful self publishers are doing and hoping to emulate them.
 
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AP7

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The problem as I see it, is that with a commercial publisher someone is given the job of wading through slush to find the gems. So far, readers haven't show a great desire to do that job for free.

The person with the job of sifting through slush is generally the lowest person on the foodchain who also has many other tasks. Readers are sifting through "slush." Mainly, I believe because indie books are less expensive, but also perhaps out of a desire to discover something fresh and new.
 

Deirdre

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Adam, a few suggestions (worth what you paid for them):

1) The book cover links on the top of the first page of your site are not live.
2) The buy links are at the bottom of the page in the reading sample. I'd put them in the upper right just before the sample (if you can get small icons for them or super-small text).
3) Try to find a background that tiles so there's not the visible vertical seam.
4) Your name has the jaggies. A better image would look more professional.
5) Given your site's red, black, and white theme (classic for horror), I'd use a red drop shadow rather than a white glow for the book covers. The cut-off-corners of the highlight is weird.
6) I'd make the rules between the blurbs and the blurb authors red. Though, from a usability perspective, it makes more sense for the rules to be between blurbs rather than inter-blurb.
 

veinglory

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I would suggest making clear in the blurb whether the book subtitled "A Hank Mondale..." is the first in the series.
 

spacejock2

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Adam,

I am sort of in the same boat but have not taken the self publishing plunge yet. Why? It has to do with something you said...

So, at $369 of overhead, my breakeven point is not hard to reach at all: 177 copies. What would make this a success? For starters breaking even, and then hopefully far beyond.

You feel your outlay is a mere $369, but what is your time worth? This is what I see over and over, again and again. Authors talking about the small cash outlay they spent and they only have to sell this many to break even. To me, its a shame that the writer is not thinking about what their time is worth.

I know every writer has a different goal, different expectations and such. Some writers have told me that Self publishing levels the playing field. Some tell me its better than the book sitting and collecting dust. Other tell me I have to build a platform. What none of them can tell me is what their time is worth...

Anyway, not meaning to derail your thread and I really do wish you luck on this endeavor and hope you keep us updated. I might finally decide to take the plunge if I can figure out what my time is worth...


What if you spend two years writing a novel and three years writing, refining and mailing queries in the attempt to find a publisher? And then, once published, you still have to do 95% of the promotion yourself anyway.

I agree there's a time cost in self-pub, but you have to put it in context with all the other massive time costs involved in writing and attempting to sell a novel.
 

Anne Lyle

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If you don't mind dropping another $5-10 on investment, John Locke's non-fiction book is an interesting read. The guy's a bit of a **** but he has some useful techniques - heck, I'm not above stealing a couple of his ideas myself, and I have a bona fide publishing deal :)

http://www.amazon.com/dp/B0056BMK6K/?tag=absowrit-20
 
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Anne Lyle

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Heh, none of it's rocket science ;)

I think Kristen Lamb's book "We Are Not Alone" is also good, in that it provides a very structured framework for anyone feeling overwhelmed by the whole "platform" thing (although her outdated obsession with MySpace should be taken with a large pinch of salt!). It got me blogging regularly and in a more focused fashion, and my hits have definitely gone up. People now comment on my blog and everything :D
 

AP7

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If you don't mind dropping another $5-10 on investment, John Locke's non-fiction book is an interesting read.

Is it worth the five bucks? I have to admit, it bugs me a little that he's charging writers five bucks to learn how he became a success at 99 cents. There's some kind of irony there. But if the book is good, I'll pick it up.
 

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If you don't mind dropping another $5-10 on investment, John Locke's non-fiction book is an interesting read. The guy's a bit of a **** but he has some useful techniques - heck, I'm not above stealing a couple of his ideas myself, and I have a bona fide publishing deal :)

http://www.amazon.com/dp/B0056BMK6K/?tag=absowrit-20


I have to agree. I bought it just to see what he had to say, not really expecting much because to be honest, I've been studying internet marketing for several years now. But he actually had a good Twitter plan that I've been checking out. Also his blogging plan was a new twist too. i can see that working.

I have no problem paying for someone's expertise and 5 bucks is nothing.
 

Anne Lyle

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I agree that 99c is too little for a novel - but I also agree with the comments to that article, pointing out that readers don't want to pay hardcopy prices for a book they are, in effect, renting. Commercial publishers who don't understand that are going to struggle in the new market.
 

AP7

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Just throwing this link out there (in response to whether or not Locke is on to something), and I admit up front, I am in the camp of DWS when it comes to this: http://www.deanwesleysmith.com/?p=5002

Thanks for posting the link. Dean’s position is that Locke’s books are good, so he should have charged more for his books and would have made more money. But I don’t think that’s a fair conclusion. That’s basically the cream rises to the top argument. How can you say that with any certainty without a crystal ball? He may well have been lost in the “tsunami of crap” we keep hearing about if it wasn’t for his 99 cent shtick. We all want to believe the cream will rise to the top with perseverance and time, but think of the magnitude and size of all the books in that “tsunami.” You can’t possibly conclude that every good book is successful, or even discovered.
 

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Dean has an interesting point, though. Had Locke priced his books at 4 or 5 dollars, he would have had to sell only 1/10th of them to earn the same money.

So it comes back to an author knowing what he or she wants. Some writers prefer the widest possible audience, like Locke, and were willing to make sacrifices to make it happen. If he's happy and his readers are happy, then he's doing the right thing for him.

The sheer amount of sales needed at .99 to make money are entirely overwhelming to me, though. Granted, so are sales at 2.99 or higher, but the difference between .35 a copy and 2.04 a copy is pretty big.

As a reader, I've never searched for books by price alone. I find what I want to read, on my e-reader, and if I like it enough to get through the sample (which doesn't always happen) I just buy the thing without really looking at price, so all the hubbub about 99 cent books is just a bit strange for me.

AP7, keep us posted on how self-publishing works out for you. I'm always interested in threads like these.
 

Anne Lyle

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Locke isn't going for the widest possible audience, by his own admission. His audience is quite modest in size, but he pumps out loads of books and his adoring fans buy them all because they're so cheap. That's his strategy - another variant on Seth Godin's "1000 true fans" theory. It only works at Locke's price point because he writes so many books.
 
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