Two Roads Diverged: Understanding Traditional and Self-Publishing Differences by Todd Rutherford

Photo by Fergal Claddagh

The publishing world has experienced change over the past several decades as all industries have, but the next 10 years will be a cocoon altering it into a different species altogether. Many major print publishing houses have either merged, or acquired smaller houses, and the net result is that there are fewer traditional channels for getting your book published. However, this only means that the nature of the challenge of getting a book published has changed. It does not mean that the challenge has become insurmountable.

The traditional publishing path of the past has been described similarly by many sources. Write a book, send query letter and/or book proposal to agents, get picked up by an agent, get sold by agent to a small-to-medium-size publisher, pray that your book takes off and garners attention from a big publisher who pays you a six-figure advance in return for the rights to your book.

Nathan Bransford, a literary agent with Curtis Brown, discusses going from small presses to big publishers. I agree with many of his points on the difficulties of being recognized by a big publisher. His advice is very similar to my premise, if your book is really good, well edited, designed, printed, distributed, and promoted, it will succeed.

Today, the traditional publishing path is in upheaval and turmoil. The economic downturn has caused many small publishers to shut their doors or, at best, significantly decrease their new release budgets. The emergence of the Kindle, Nook, and other Ebook readers has stirred things up. Publishers of all sizes are more carefully scrutinizing new authors, primarily seeking to invest in less-risky authors with established platforms. Gone are the days of a publisher investing marketing dollars to help an author develop their platform.

The new traditional publishing path is emerging as more of a partnership between author and publisher with the responsibility for marketing and publicity resting on the shoulders of authors. If you bring a viable manuscript to the table with a sound marketing plan and/or platform, the publisher will invest in editing, design, printing, and distribution, the rest is up to you.

The exciting game-changer for the unknown author is the advent of affordable self-publishing options. Self-Publishing should not be confused with the deplorable practice of Vanity Publishing where an author is charged seriously inflated prices for editing, design, printing, and/or marketing services while giving up 80% or more of profit and/or rights to their material. True self-publishing is where the author handles editing, design, printing, distribution, and marketing for their book or hires professionals to assist with the process while experiencing control, speed to market, ownership of rights, and max profitability.

The self-publishing path has existed since the dawn of time. Dan Poynter lists 155 best-selling books that started out being self-published. In the past, the editing, design, and printing of a book could easily run $15,000 or more because of minimum print runs of 5000 being required. With the advent of print-on-demand merged with distribution channels, the cost of the entry toll on the path of self-publishing has diminished significantly. And publishing a Kindle version of your book doesn’t require an investment of money whatsoever.

I’m not preaching against the traditional publishing model. I cut my teeth in traditional publishing. My family was in the traditional publishing business for nearly 25 years. I started at the bottom in the warehouse of a traditional publisher picking and packing orders. I eventually worked my way up to running a subsidiary of this same publisher. Throughout my career, I kept seeing countless numbers of authors turned down because we simply didn’t have the budget to add them to our production schedule. I have studied the self-publishing industry in great detail. I became passionate about being a part of an author-empowering movement to publish and promote quality books that otherwise may have been unrecognized without modern advances in the self-publishing industry.

The old-school mindset that says to avoid the stigma of self-publishing is quickly becoming a whisper in the wind. More unknown authors are starting out self-published for the first time in history. I believe self-publishing is the democratization of the publishing industry. Any unknown author now has a chance.

In my seminars and workshops, I tell authors to treat their book like a business. If you want a real chance, you must treat your book like a big publisher would. When naysayers point to the statistics that say self-published books average less than 200 units sold, I can rebut with a missing link in the formula and Poytner’s list. Remember, if your book is really good, well edited, designed, printed, distributed, and promoted, it will succeed, regardless of the road taken in the yellow wood of publishing.

If you need help with writing, editing, publishing, or book marketing, email me: thepublishingguru(at)gmail.com

Writing for the Ravenous: The Ingredients of a Cookbook

By Todd Rutherford

Cookbooks have emerged as a very popular book choice in recent years. With the emergence of cable channels for cooking, alongside a growing interest in all things culinary in the country, cookbooks have been flying off the shelves in recent years. However, they are a very special form of book writing, and they have their own special requirements.

First, the creative aspect of the cook book is not so much in the book, but in the cooking. Creativity typically takes a backseat to communicating the useful technical information required to help the reader successfully replicate a recipe. Cookbooks certainly can be creative, but most of this is confined to the layout, organization, and photography in the book. Cookbooks are first and foremost, user manuals, though there is a special category of cookbook that is as much an art book as a manual.

Clarity in communication is important in a cookbook. For those with a lot of experience in the kitchen, the hard part of writing a book can be in determining the difference between what they know and what is known by the typical reader of their book. You want to ensure that cooking instructions are clear, concise, and can be easily followed. Of course, different books are written for those with differing levels of kitchen expertise, so the key is to make sure you understand what your audience does and does not know.

One method used by cookbook writers is to have the recipes tested by people with the level of expertise to which they are writing. This helps them to identify where changes need to be made for clarity or conciseness.

Photographs are a huge component of cookbooks. Not only to do they help the reader to visualize how a recipe is supposed to look when complete, they are inspiring and often beautiful to look at when done well.

Ghostwriting - Writing Coaching - Editing - Design - Printing

Distribution - Marketing

Call us for a free consultation 918-394-2665

Off Into the Wild Blue Yonder: Writing a Travel Book

by Todd Rutherford

For many writers, and for many travelers, the notion of writing a travel book is the perfect dream. What could be better than combining the love of writing with the love of travel? And in truth, for those who both write and travel, the life is a good one.

Writing a travel book is much like writing a user’s manual, or a cookbook. There is certainly room to exercise your writing skills, but much of the value of the book for the reader is how well researched the destination is, and in how well you are able to write about their particular travel needs within the context of that destination.

Writing a travel book typically starts with selecting a destination. Though there are books written on the broad topic of travel, generally speaking, they focus on a destination spot or region. A good deal of time must be spent at the destination, because a great amount of information must be gathered about lodging, restaurants, local customs, currency issues, laws, travel options, and entertainment venues.

Much of the information about the specifics of hotels, eateries, and so on can be gathered through simple research, and much of that can be done from your computer at home. The real value of a travel book is in providing the readers some sense of what to expect. Is the high-priced hotel worth it? Is the low-priced lunch at the tucked-away restaurant a hidden gem or a land mine? Is the bus that runs out to the countryside dependable or not? These questions are the ones that people who buy travel books want answers to, and the answers to those questions can only be had through direct experience.

Travel books also are enhanced by going beyond the usual listing of food, lodging, and entertainment options. The best of these books provide history, photographs, stories from locals, and other things that give the reader a sense of the place they are about to visit.

Ghostwriting - Writing Coaching - Editing - Design - Printing

Distribution - Marketing

Call us for a free consultation 918-394-2665

Will that be Paper or Plastic? – Choosing How to Document Your Thoughts

by Todd Rutherford

Writers struggle. There are two ways about it. Though to the mass of the uninitiated, writing might seem like a lovely little traipse through the flower-filled corners of the mind, such is not the case. Writing is work; time-consuming, often frustrating, all-too-often at least seemingly unproductive, always unquestionably solitary work.

If there are things that can be done, tools that can be employed to ease the stresses associated with writing, it is well worth it to explore them a little. One such question centers on how best to get the thoughts in the writer’s head out into the world and documented in some fashion. In other words: keyboarding or dictating?

To a very large extent, this will be a matter of preference. There is nothing to say that the choice has to be one of either/or. You’re the writer; you can decide to do one, the other, or both; whatever works best for you.

However, there are a couple of pros and cons to consider with each. First, dictation can be a useful tool for eliminating some of the actual time (and potential hassle) of using a keyboard. Back in the day, the state of the technology was just that using a recording device was a very compelling option, because typewriters were great if you were a good typist and a torture machine if you were not.

Many people think faster than they can accurately type, so a recording device can allow a writer to get more ideas out of his head and safely documented somewhere before they fly away never to be seen or heard from again.

On the other hand, writing and talking are very different activities, and ultimately the words must get to the page in the best way possible. From this standpoint, dictation begins to lose its luster because someone then has to take the time to sort through the recording and type up what was said. If you are fortunate enough to be able to afford a typist, this is less of an issue, but most writers do not have staff.

Ghostwriting - Writing Coaching - Editing - Design - Printing

Distribution - Marketing

Call us for a free consultation 918-394-2665

Professional Press Release Example

Contact: Todd Rutherford

FOR IMMEDIATE RELEASE

Phone: 918-394-2665

http://www.coachjc.com

27 DAY GAMEPLAN PROVIDES THE SECRET TO REAL WEIGHT LOSS SUCCESS

Experienced Lifestyle Transformation Coach Writes New Book to Help Build A Success Mindset

Tulsa, Oklahoma, USA: A brand new book aimed at helping overweight Americans regain a slimmer, healthier life is about to be released.

Written by life coach Jonathan Conneely, the book is called “The Secret to Real Weight Loss Success”. It provides a complete twenty seven day body transformation game plan that people can use to change the way they think about food, health, and the way they eat. He has made the book available on his website CoachJC.com.

“The book is a mindset, weight loss, personal development success book,” says Jonathan. “It is a 27 day transformation game plan that will coach you and motivate you to change your thinking so you can have anything you desire in life – especially that weight loss.”

Jonathan goes on to say that “there are some great workouts and nutrition programs out there. But none of these will work without conquering your mindset.” This is what his book aims to do.

The principles included in the book are backed by Jonathan’s ten years of experience working with people from all walks of life. His background as a lifestyle transformation coach, lifestyle fitness expert and strength and conditioning coach give him the unique perspective to write a book that will appeal to millions of people across America. Jonathan states that he has drawn on “my experience of dealing with people on a daily basis and coaching people for years.”

“The Secret to Real Weight Loss Success” does not contain a diet. Instead it has three distinct parts to the twenty seven day game plan that focuses on transforming thinking, eating, and the body. As Jonathan says, “the secret is the mindset!”

The book is aimed at anyone who wants to lose weight, get fit, take control of their health, and live a better life. It also contains testimonials from people who have already tried the plan and made it work for them. Furthermore results have been achieved not just with weight loss but with other areas of people’s lives. The changed mindset can achieve many goals. Jonathan adds, “You will hear from real life people on how these principles have transformed their life forever.”

Jonathan does not claim that losing weight with the help of his book is easy. But he does describe the process as simple once the basic mindset is discovered and understood. Everything that is needed is in the book. Nothing else is required.

Jonathan Conneely is the founder of Bootcamp Tulsa, the area’s first outdoor fitness program, and he also runs the website www.coachjc.com. Visit the website to find out more about his book “The Secret to Real Weight Loss Success – Your 27 Day Body Transformation Gameplan”.

Media inquiries should be directed to Todd Rutherford at 918-394-2665.

Hey Waiter, I'll Have What She is Writing: Using Quotation in Your Book

By Todd Rutherford

Have you ever struggled with finding the right words to illustrate a point? On these occasions, integrating quotations into your book’s content can help bridge the gap between what you want to convey and how you want to be understood by the reader.

Quotations are used to rephrase a concept in a different light, to make a connection between something in the book and something previously not thought of as relating to the subject of the book, or simply to add emphasis and perspective to the subject matter in the book.

There are a couple of things to keep in mind when using quotations in order to maximize their benefit and avoid their pitfalls. First, the source of the quote matters. The source of the quote will convey the associations tied to that source. You might have run across an insightful quote that fits your story, but if it was uttered by Adolf Hitler, the quote will carry with it associations, actions, and history. And this might not (or might) be your intent.

Second, make sure that you understand what the connection is between the quotation and what within your work the quotation is supposed to connect with, so that the reader can make that connection. The connection does not have to be overt and literal (it is often more interesting if it is not literal), but the connection needs to be understandable.

Avoid the most obvious sources, such as Shakespeare and Mark Twain. While sometimes these will be the perfect sources; they can be perceived as uninventive.

Need help with writing, editing, design, or marketing your book? Call us for a free consultation. 918.394.2665

Red Pencil, Red Pencil, Let Down Your Hair: Choosing an Editor for Your Book

by Todd Rutherford

The relationship between the writer and editor is a special one, and can have a significant impact on the overall shape of the work that is ultimately published. The editor you select will be of profound importance in the success of your writing.

There are many different ways to find potential editors for your work. They can be identified through simple online searches, by searching through the Acknowledgement sections of books, and by attending any of the numerous conferences common to the publishing industry.

Finding an editor, and finding the right editor for you and your work are different issues. There are some guidelines to consider when evaluating the right editor for you. Editors vary in their skills and styles, and the key is to find the right one for you and for your work.

The following are some simple tips for hiring an editor:

Aim for a Specialist: Look for editors that specialize in your type of work, and the more specific you can get the better. If you write books about female detectives, look for fiction editors who specialize in mysteries, and if possible mysteries that center on female detectives.

Read their Work: One of the advantages of the writing world is that you can try before you buy; you can evaluate previous work.

Interview: Editing and writing are acts of collaboration, and it helps as a writer to have an editor who you can work with comfortably. Finding the right mix of skill, talent, and personality will be a personal matter, but it is worthwhile to spend a little time ensuring that a good fit is likely.

Ask for References: Using references is never a guarantee, but it is a step that should be taken. First it gives you the opportunity to help validate the credentials of the editor and secondly, it helps you to get insight into the editor’s working style.

After almost 30 years of vetting editors with this method, we have assembled a team of editors spanning every genre. Call us for a free consultation regarding your editorial needs. 918-394-2665