Are You Making These Pro Moves or Amateur Mistakes?

Last month, I was invited to speak at the Hill Country Inklings Writers Retreat.

I arrived at Camp Buckner in Burnet, Texas, to find authors curled up in quiet corners of the property. They wrote, rested, and recharged, savoring time away from their busy lives to make progress on their manuscripts. 

They were a mixed group of both published and aspiring authors. So I explained the five steps of publishing a book. Then, to meet their varying needs, I shared a pro move, an amateur mistake, and a marketing opportunity for each step.

Take a look at the list and see how you stack up to other authors. Are you working like a pro or an amateur? And are you seizing these marketing opportunities along the way?

Step 1: Materials Development

Step 1 is about developing and finalizing your story and images. It includes writing, developmental editing, copy and line editing, and proofreading. It also includes optional elements like image selection and organization, permissions, and citations. 

Pro move:

Use beta readers. They’re people who access your manuscript ahead of the book release to give feedback. They play a valuable role in shaping a book into its best form. Here’s everything you need to know about working with beta readers. 

Amateur mistake:

Don’t neglect your publishing path. Get educated on your options and select your publishing partner for early support and guidance. Here are some tips on choosing your pathway.

Marketing opportunity:

Plan your promotional pages. Define the calls to action you want to inspire in your readers, consider how you’ll measure success, and collaborate with your designer to include call-to-action pages in your book.

 

Step 2: Graphic Design

Graphic design is about presenting the beauty of your story. It includes the marketing copy and cover design for all formats of your book. It also includes interior formatting, image editing, and design of marketing assets.

Pro move:

Discuss a design brief. Compile all the marketing angles and specifications of your product into a creative brief, and then schedule a meeting with your designer to walk through your vision for the best results.

Amateur mistake:

Don’t forget to request your native source InDesign files. Many authors are provided PDFs of their cover and interior, but you’ll need editable files if you ever need to make future changes to your book and you can’t track down your designer.

Marketing opportunity:

Involve your audience early and throughout the publishing journey. One approach is to ask for their input on your book cover design samples. 

 

Step 3: Printing

Printing is about producing your materials in book form. It includes on-demand or offset printers and print-ready book files. It also includes digital proofs, print proofs, and your final book order. 

Pro move:

Prepare for printer account setup by gathering all necessary information before starting the process. Your publishing partner can help you round up the essential information to ensure a smooth setup. 

Amateur mistake:

Don’t underestimate the timeline, especially if you’re planning a book event. Allow time to print, ship, and proofread your paperback print proof – longer for a hardcover. If you make revisions, you may need to print a second proof to ensure that no errors were introduced. And then you’ll need time to await the final book order. If you’re aiming for a book by Christmas, submit your files by Thanksgiving to beat the holiday rush.

Marketing opportunity:

Leverage direct sales by inserting bookmarks that contain calls to action. 

 

Step 4: Distribution

Distribution is about sharing your book with the world. It’s a process that coordinates your printers, distributors, and retailers. It involves metadata like ISBNs, book descriptions, pricing, categories, and keywords. It may also include a PCIP block, Library of Congress Control Number, and U.S. copyright registration.

Pro move:

Pair two or more distributors for optimal reach.

Amateur mistake:

Don’t use free ISBNs. Here’s why the hidden cost of “free” ISBNs is freedom.

Marketing opportunity:

When you’re ready to announce your book release, don’t copy and paste the long URL from your browser. Instead, share a unique Amazon link that counts each click as a unique visitor. Here’s how.

 

Step 5: Marketing and PR

Marketing is about spreading the word about your book. There are six aspects to book marketing, including building a buzz-worthy book and reaching your circle of influence. Marketing also includes navigating media, launching your book, and keeping the momentum.

Pro move:

Learn the book marketing landscape. We love to implement campaigns for our authors, but for the most bang for your buck, we can equip you or your team to execute your marketing plan. Here are our marketing services so you can compare prices.

Amateur mistake:

Don’t expect effortless sales. Book marketing isn’t easy. For most new authors, and even pros who’ve been at it for years, sales results can be disappointing. Factors include your market, audience, materials, competition, and commitment. You must work extra hard to earn every single purchase. Your challenge is to convince readers that your book is worth their limited reading time.

Marketing momentum:

Consider a launch event. Whether it’s a house party, bookstore signing, or business summit, an event is an effective way to celebrate your milestone and spread the word about your book. Here are five tips to make the most of your big day.

 

 

The Top Pro Move

Want to know the top pro move an author can make? Commit to a plan to make your book happen. 

That’s why I was impressed by the authors who attended the retreat. They were so serious about their work that they dedicated a weekend to focus.

For most authors, a writing plan includes defining a regular time and a favorable space. Your regular time might be 15 minutes every morning before work or every night after the kids go to bed. Your favorable space might be at your desk or by the pool. 

 

For some authors, a writing plan means enlisting the help of others. You can ensure momentum and accountability by hiring a ghostwriter. Or you can join writer’s groups and webinars to learn the craft and get encouragement.  

You can read more about the retreat and committing to a writing plan in Judy Lane Boyer’s blog post, “3 Lessons Every Author Needs from My Recent Writers Retreat.”

 

Big News!

Speaking of a writing plan, I’m excited to announce that my own manuscript is two-thirds complete! It’s all thanks to my co-author, Judy Lane Boyer. 

Judy is the owner of Audience Granted Ghostwriters and the host of the Hill Country Inklings Writers Retreat. She has a heart for educating authors and has organized various podcasts, courses, and classes. 

Judy approached me earlier this year with an idea to collaborate on a manuscript for authors about writing, publishing, and marketing books. By combining her writing expertise with my knowledge of publishing and marketing, Judy has steadily scribbled chapter after chapter, despite her busy schedule. 

Want to be part of our launch team and access a free early digital copy of the book? Hit reply and let me know! We’ll send it to you when it’s ready.

Thanks for your hard work, Judy!

Ella Ritchie (below, right) is the founder of Stellar Communications Houston, the “missing piece” in premium, end-to-end nonfiction publishing, marketing, and PR team for self-publishing memoirists, business leaders, nonprofits, families, and corporations. Subscribe to the blog at https://stellarwriter.com/blog.