the path to publishing - siggis.com · what path to choose? •self-publishing •hybrid publishing...

The Path To Publishing

September 20, 20181pm EST / 10am PST

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gail gonzales

• vp, director of publishing strategy at penguin random house clarkson potter, harmony books, rodale books

• previous publisher of rodale books, rodale kids

• over 15 years in publishing

overview

• why publish

• honing in on your message and growing your platform

• various paths: self publishing, hybrid publishing, traditional

• publishing houses, agents, book deals, and proposals

• the writing process: querying and proposal writing

why publish?

• credibility factor

• speaking opportunities

• you can’t find the content you need in the marketplace

• expand your influence, platform, and reach

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priming the path

• what is your end goal?

• who is your audience and what is your vision for them?

• what sets you apart and why should people listen?

• can you distill your idea down to a 30-second pitch?

• what is the promise?

the 30-second elevator pitch

quick tips for your own elevator pitch

• who are you trying to reach?

• what problem is being solved?

• why should people care?

your platform

• getting clear on your idea and your platform will dictate your publishing path

• be honest with yourself

• social media following

• tv, print, or online media hits

your platform

• can you focus on a couple of areas to build?

• what does your engagement look like?

• how are your nurturing and growing your following

non-negotiables

• web presence

• strong social media following

• testimonials/endorsements and partnerships

• unique take on an idea/content, different angle

• voice

not to worry

whatever your situation may be,

there is a path to publishing for you

what path to choose?

• self-publishing

• hybrid publishing

• traditional publishing

self-publishing aka DIY

• writing, editing, proofreading - all on you

• cover design and file prep

• limited distribution

• marketing

• pricing

self-publishing

• immediate• control• higher royalties• retain all rights• could lead to a traditional book deal

• possible costs• no advance• responsible for all aspects• limited distribution• product can be subpar• book can get lost in the shuffle

self-published success stories

self-publishing outlets

hybrid publishing• sometimes referred to as ‘vanity publishing’ or ‘partner publishing’

• paid services

• distribution

• marketing services

• can appear as if they are traditional publishers but you are still paying for services and not receiving an advance

hybrid publishing

• usually quick to market• more support • high royalties• retain all rights• marketing services• could lead to a traditional book deal

• high cost/very expensive• no advance• poor reputations/bad reviews• limited distribution

hybrid publishing success stories

hybrid publishing outlets

traditional publishing

• the ‘Big Five’

• independent houses/presses

traditional publishing

• advance• dedicated team• wide distribution – sales team• credibility• media relationships

• lower royalties• do not retain full rights• long timeline• less control• marketing and pr can still be

largely up to you for heavy lifting

• can be difficult to get published

traditional publishing – decision makers

• editors and agents constantly do legwork to find the next big thing– scouring the internet and researching bloggers, instagraminfluencers, youtube stars

• direct submissions/the slush pile – not a promising path, though

• agented submissions

• how an agent can help you

traditional publishing – decision makers• revisit your vision/your idea – what has been published that is close to or in the neighborhood of your vision?

• which authors do you admire in the health and wellness space?

• two tactics: read acknowledgements in back of books you have singled out and/or subscribe to publishersmarketplace.com (paid subscription)

• become familiar with the health/wellness imprints

• you do not need a fully written book – non-fiction books only need a proposal

traditional publishing – decision makers

• authors ALWAYS thank their agents

traditional publishing – decision makers

• authors ALWAYS thank their agents

traditional publishing – decision makers

traditional publishing – decision makers

• familiarize yourself with health and wellness imprints

traditional publishing – to publish or not?• many stakeholders

• curation of list- what is already on their list to publish?

• comp titles – what titles are similar to yours that have had a successful track?

• voice, angle, and promise

• strength of your following/reach and subject matter (trending?)

traditional publishing – to publish or not?

• agent will set up in-person meetings or calls

• meet with editor – perhaps publisher, marketing, and pr team

• p&l is put together – offer/advance based off of p&l

• preempts and auctions

traditional publishing – recent frenzies

traditional publishing – recent frenzies

traditional publishing – the financials• no costs to the author for any creation of production of the work, although publisher may ask you to hire additional pr support

• publisher pays an advance against royalties

• hardcover royalties typically 10% of list price and escalate

• paperback royalties typically 7.5% of list price

• agent typically takes 15% of advance and royalties

traditional publishing – agents and proposals

• querying an agent – one page pitch letter

• business letter format, 3-4 paragraphs

• opening hook – compelling stat or problem you are solving – grab the reader – overall narrative of the book (remember your elevator pitch!)

• specifics of the book: genre, length title/subtitle

• who is your target market/reader?

• overview of your bio, strength of platform and credentials

• have your proposal ready to send once you hear back

traditional publishing – the proposal

• 20-30+ pages

• it’s basically a business plan

• chapter synopsis

• sample chapters

traditional publishing – TOC• overview

• about the author, including platform

• publicity and marketing

• testimonials

• proposed table of contents

• chapter synopsis/summaries

• sample chapters (1-3)

• comparable titles

• *if your book is highly visual/illustrated – you’ll want to include a few sample spreads

traditional publishing

traditional publishing

traditional publishing• you may not hear back from anyone – and that’s ok

• the most important area to focus on is growing your following – this is what publishers are counting on you to bring to them

• a small press or independent publisher is usually more willing to accept unsolicited proposals

• yes, this is a lot of work to just get to the starting line

• promoting and marketing your book is just as much, if not more work – make sure you commit to the process

closing thoughts

• many authors have worked very hard over a number of years to get to just the first step in the publishing process

• you have an important message that will help people

• keep working at building your platform

• there is always a path to publishing

questions?

Thank you!