Russell Brunson is the founder of ClickFunnels and the author of three books: Dot Com Secrets, Expert Secrets, and his most recent book, Traffic Secrets. He was also a guest on episode three, where he talked about how to outline a book. To date, Russell has sold hundreds of thousands of copies of his books. Today we are going into how Russell is conducting his launch for book three of his trilogy.
As ClickFunnels grew, his business became less challenging and less exciting. For Russell, “Selling books extend my message more than anything else I’ve ever done.” Although never planning to write a trilogy, however, when he was offered to purchase Traffic Secrets from another offer, he realized he could easily create a trilogy series.
Russell brings us through his journey of writing, rewriting and republishing his books in hardcover. He tells how he revised his first two books while publishing the third in his series. Then, with his first advance from his new publisher, he realized he had to buckle down and write the third book by the deadline.
Although COVID has affected his book launch, his click funnel is sending thousands of people to his site, which is converting at a rate of 20,000 books per month sold for his latest edition. His book launch includes three phases, which involve social media, interviews on podcasts, and long-form content.
Listen in to find out how COVID affected his book launch, how he is using his click funnels, and the types of ads he is using for his funnel. Learn how Russell is using the content of his book to drive traffic to his book, the short term and long term strategies you can use to promote your book, and Russell’s plan to add radio, infomercials and social media buys into his three-phase book launch.
[02:37] Why books are the hardest project for Russell to make happen.
[03:46] Did Russell plan to have a trilogy from the very first book?
[06:06] Each book has its own stand alone funnel and how he manages his book funnels.
[08:25] How he manages so much content in a very short amount of time.
[11:12] Russell’s team and how they assisted him in writing his book.
[13:48] The launch plan for his new book Traffic Secrets.
[15:49] Phase II of his book launch and how COVID affected his launch, focusing on email traffic.
[17:29] Phase III of his book launch, which includes interviews on podcasts and social media.
[18:49] Short term and long term strategies for promoting your book.
[20:50] How to buy ads to target your market on other channels and platforms.
[25:43] Email marketing and click funnels.
[26:42] Russell’s thank you pages and how they lead into more sales.
[27:39] How Russell and his team have designed click funnels to be mobile-friendly.
[30:12] Lessons he has learned from writing his three books in his trilogy.
Learning how to create an online course is becoming more and more relevant as time goes on, and the coronavirus pandemic has proven just how valuable that is.
While we here at Self-Publishing School hopped on this trend much earlier than the pandemic by creating our Course Building for Authors program, we thought it would also be helpful to break down some tips for creating an online course for all of you.
While we obviously can’t give away all of the secrets for how our students of that program are launching their courses to $10,000+, we can give you a step-by-step rundown of how to create one for yourself.
Learn the strategies we’re teaching our students RIGHT NOW to use to take their knowledge and expertise, build an online course, and launch it to $10,000 and beyond…without massive lists, affiliate connections, or sales experience
How to Develop an Online Course With NO Content Yet
If you have nothing and are starting from scratch, you’ll likely be a little more behind than others.
This blog post will help you but most of the time, having some sort of blog or a published book will make creating an online course much easier, faster, and overall better.
Our Course Building for Authors students often either come to us with a book published or another asset they’d like to turn into a higher revenue-generating business.
This gives them a solid base of content to turn into a course outline, an email list generated through a lead magnet inside their book, or a popular blog or other content asset they’ve been making for a while.
That said, if you truly don’t have any content, you can still learn how to create an online course! You’ll just have to understand that it may take a little longer to generate a solid outline.
Online Course Platforms to Use
While we’ll get into more of this specific step later (and how our students save 50% off a high-rated online course platform’s annual pricing), I wanted to drop a few options for you when it comes to where your course will live.
It’s important to have a reliable, trustworthy, and customer-service centered course platform in order to ensure your customers’ needs are met.
Here are some of the top online course platforms to consider:
There are plenty of more out there, but those are the best from our research.
How to Create an Online Course Step-by-Step
So you have your idea, you know you want to use a course to create a passive income revenue source, and you’re ready to go!
Let’s get into how to create an online course that does well and sets you up for success when you launch in order to build your online business.
#1 – Make a plan
You could just put some content together and run with it, but we’ve found this is why most people fail with their online courses. They have the desire but don’t plan appropriately.
You should be aware of what you need, the expenses involved, and how you’ll make a return on that investment (ROI).
Do you have a platform with people asking for a course?
Do you have a platform to sell to? (We teach you how to do it without one in our program!)
These are just a few of the items you want to plan for while thinking about creating an online course.
From there, you should build an action-plan to tackle some of these prior to launching your course (though you can start developing the outline and content before).
#2 – Know what you want the course OUTCOME to be
Most people don’t think about what success looks like for their customers before they develop the course. This is a huge area of importance we cover in-depth in our Course Building for Authors program, mostly because it sets you up for the long-term.
The more of your customers who find success, the more likely they are to refer, give you a high rating, and ultimately grow your business.
After all, the course is about them. Not you or what you’ve made. It’s about their struggles and how you’re solving that problem for them.
So ask yourself: what will the outcome be? What will be changed from starting the course to finishing? What will they have when they’re done?
You can use our program promise as an example: Turn your book into an online course and get your first 10 sales.
The result of this program is that our students will walk away with a complete course based on their book, and a guaranteed first 10 sales (because we also cover how to SELL your course).
If they don’t receive that, then we have some serious making up to do.
This also gives us a clear line of sight into what success means, which allows us to track this in order to make sure our students are getting what they paid for.
#3 – Get feedback about your idea
This is most helpful if you have an actual platform to go to. One of our Course Building for Authors students had a bit of a large Facebook group, and she was able to use that to ask them exactly what they wanted.
While we don’t necessarily advise people to make a course only to give people what they want, you should absolutely make sure that what you are covering is needed.
If you create a course on how to create a solid morning routine when what your audience really needs is a method of getting their tasks done throughout the whole day, it won’t perform as well.
Ask your friends and family, search forums, take to social media and research the need for what you want to create. If there’s a great need and little help, that’s the idea to go for.
FREE ONLINE TRAINING
The Strategies To Launching A 10K+ Course
Learn the strategies we’re teaching our students RIGHT NOW to use to take their knowledge and expertise, build an online course, and launch it to $10,000 and beyond…without massive lists, affiliate connections, or sales experience
#4 – Decide if you want guidance creating your course
You’ve already read all about how we help people build online courses with our program. But this is where you should decide if you want that help, or if you want to risk the odds alone.
You can check out that program page linked all over this post, and you can also research other methods of creating an online course.
All I can really advise you on is this: if you want to succeed, to make money from your course, and create a course that truly makes a difference, getting guidance from someone experienced will make a difference.
Imagine yourself without any help, trying to navigate this by Google search…and then imagine if you had a program walk you through step-by-step how to make it, with 1-on-1 coaching for specific questions, as well as a large exclusive community to support you.
You can absoutely have success without going to a coach or program to teach you this. However, it’ll likely take a lot longer and you’ll have to put forth much more work.
As a company that’s gone from $0 – $16 Million in 5 years from online courses, we know a thing or two…or ten 🙂
And we’re teaching you our exact methods, our sales tactics, and more.
If you have a book, this step is likely a lot easier, though there are some major differences between a book’s content and a course’s content.
That being said, creating an outline is super important. Think of each line item in this outline as a module for your course.
Having a clear plan with your destination (what you’ve determined “success” to be for your course) will help you create a better course, faster.
And in the age of time being the most valuable resource, this is really important.
Here are the steps for outlining your course:
Create “modules” for each section that differentiates from the one before it
Then go through and list 2-5 topics for each module
Then go deeper and indicate the biggest “takeaway” for those unique topics as well as for each module
Don’t forget to make a section for proof, examples of someone or yourself accomplishing what you’re asking them to do
Review your outline to determine if it needs anything else in order for people to succeed in your course promise
#6 – Develop the entire course content
Now’s the time to dig deep and make your content!
There are a few options you can use to put the course together:
We here at Self-Publishing School recommend have all three available. But first, start with the written content (unless you’re more of a speaker, in which case record, then transcribe).
The reason for having several different types is because people learn in all sorts of ways.
By giving them choices, you create a better user experience and will be more likely to have people succeed and then leave positive reviews, boosting your course sales (not to mention the testimonials you can use for marketing).
Remember to be clear with your instructions, use metaphors to make it easier, and use examples from your own life. People love authenticity. Be real about what you did and how it worked in order to get them to take action.
#9 – Launch to a BETA group
Before you go live, you should always launch your course to a beta group at a lower offer price than you plan to go public with. This is super important for setting your course up for success later on.
It can be hard for those of you without a platform, but even offering a discounted price and letting people know it’s for a testing phase can help you get conversions through your website.
This stage is really vital for understanding what people are actually getting out of your course. Much like with writing a book, you can’t always tell what’s working and what’s not because you created it.
Have others go through, let them tell you what’s confusing, what didn’t work, and what was even hardest for them.
This gives you a list of “fixes” you can make before launching publicly that will give your new customers the most success.
#10 – Make any adjustments from the beta group
This is pretty self-explanatory, but make those changes! Don’t just ignore the feedback you get.
While you don’t need to change everything, especially if only one person had an issue and others didn’t, you do want to make sure you’re adjusting things that several people spoke up about.
Make your course the best it can be for your customers, and remember you can always make tweaks and updates later on as well.
#11 – Launch & Sell!
Now’s the time! We know these are a lot of steps, but they’re necessary to build a course that will perform well and bring you and your customers success.
That being said, selling it all on you. Whether you’re selling straight from a landing page or you’re getting on sales calls, the important thing is to focus on their need and how your course helps them solve it.
In our course building program, we actually have an entire section on selling and how to do it without feeling “salesy,” with our own blueprint for what we do here at Self-Publishing School.
Jon Gordon, an author of 20 books, speaker, and consultant, comes on the show today. His clients include Los Angeles Dodgers, Miami Heat, and Publix. Over his career, he has used books for his business marketing. Books have also been a big driver for clients and businesses.
He always knew he wanted to be a writer and a speaker. However, he had a very negative mindset. Until one day, when his wife told him to change his mindset or their relationship was finished. Jon researched ways to be more positive and began his journey of writing with a newsletter, “A Weekly Positive Tip,” with five subscribers, all of which were his family and friends.
A publisher came across Jon’s weekly newsletter and reached out to him to write a book. His first book, “101 Ways to Get Addicted to Positive Energy,” was tip-driven and did not go well. Another publisher brought him to the Today Show, and his second book, “The Ten Minute Energy Solution.” His career started to slump, then one day, while walking and praying, he came up with the idea for his next book, “The Energy Bus.”
Writing this book in three and a half weeks, his book was rejected by 30 publishers. This is the book that started Jon’s career. Jon’s advice is to continue to do the work, continue to write, and eventually, you’ll find your voice. He discovered his voice when at a book signing with the author of Marley and Me, he realized he wanted to try and write a story. Jon explains how the characters took on a voice of their own while he was writing his book.
Listen in to find out Jon’s trigger point for the Energy Bus to take off, when and how Jon gets his best ideas for books, and the types of positive impacts made when you author several books. Learn why you shouldn’t write to make money, why speaking and consulting assist you with book writing ideas, and why you should think about additional sources of revenue when writing your book.
[01:53] Jon remembers his first book and what spurred his motivation to write his first book.
[05:00] He comes up with the idea for the book, “The Energy Bus”.
[06:42] How Jon found his voice with his books and realized he needed to make a shift in his genre.
[08:13] What Jon put in place to get the The Energy Bus written in under one month.
[10:02] The differences between writing a story and his first two book genres.
[12:48] How his business came from writing his book.
[15:32] Jon’s favorite book that he has published and why this book is his favorite.
[17:52] Was there a correlation between The Energy Bus sales and previous books?
[20:10] Why he thinks his book The Energy Bus sells so well.
[20:22] Jon doesn’t write just to write, he writes because he loves to write and what he is meant to share.
[24:12] Do what you are called to write is Jon’s message to other writers.
[26:26] How Jon and Chad Morris became a team from Chad’s training camp.
[30:33] Chad’s training camp videos and Chandler’s take on the videos.
[34:24] The power of writing and why more people don’t become authors.
[37:48] While writing, think of an additional source of revenue such as a playbook.
[40:12] What happened to Jon’s business when COVID hit.
[43:35] The effects of Jon’s books on other leaders in business.
When it comes to your career, your business, and even your author goals, learning how to become a speaker at events might be on your mind.
After all, thousands of people go to events to hear from authorities on topics they’re interested in learning more about. In order to place yourself as that authority, speaking at these events is important.
Over the past couple years, I’ve spoken at over 40 events on the topic of writing and publishing a book successfully.
This had brought in over 7-figures for my business, not to mention all the people who are now aware of me, what I do, and Self-Publishing School as a whole.
We recently launched a new product here called PR & Speaking for Authors on this very topic, with even more information. But in this post, I’m going to unveil our own process for becoming a speaker at events.
Learn the exact step-by-step methods I’ve used to speak at over 40 stages and generate more than $1.5 Million in revenue over the past two years. I’m giving away my secrets!
How to Get Paid to Speak at Events
This might be a hard pill to swallow but the truth is that if you want to get paid to speak at events, you have to have experience, a message worth the price tag, and authority.
Usually, people pay to speak at events when they first start. Sometimes you pay to “sponsor” the event, which you then get to speak at.
Until you become someone who has a platform and can bring more people to the event. In most cases, being able to show extreme authority in your field can also benefit getting paid to speak at events.
And for authority, we always recommend at a minimum, publishing a book. Being a published author is like having an immediate “authority” stamp on your forehead.
Here are other ways you can get paid to speak at events:
Publish that book 😉
Grow your platform
Build a resumé of high-quality events you’ve spoken at
Network with people who can vouche for you
How to Become a Speaker at Events: Our Foolproof Methods
I’m basically handing you our playbook for booking stages and becoming a speaker at events. Most of this was formulated by my Head of Business Development, Pedro Mattos.
He’s been largely responsible for this process and booking speaking engagements that have generated over $1.5 Million in sales for our business.
You’ll see a couple different types of steps for becoming a speaker at stages. These are separated by “networked” steps as well as “cold”.
For those of you who may be unfamiliar, networked steps involve getting speaking gigs from people you’ve met and connected you to the right people whereas cold research and outreach are the opposite, where you find the information and reach out without having any prior connection to the event or coordinator.
Both are really important, though networking will usually get you the most bang for your buck down the road. When you’re starting out, cold outreach will be your most lucrative, since you likely don’t know many people in the event business…yet 🙂
#1 – Finding events to speak at through networking
Say you’re in a position where you’ve been able to connect with people who are in the event business. By that, I mean they either work at events, throw them, or speak at them regularly.
These people can also be a past or current client, colleague, or strategic partner or someone’s event you’ve already spoken at.
Here are some people you can get in touch with in the “event business”:
associations you’re a part of
online groups or forums
experts you know
We recommend listing some names you can think of and putting those all in one place where you can track the progress of this before actually reaching out.
Organization is KEY for becoming a speaker at events. You’d be surprised how many opportunities can fall by the wayside without organized outreach and follow up, which we’ll cover.
For Self-Publishing School, we use Asana’s “Board” structure, as you can see below:
This way, it’s super organized. You know exactly who is in what stage so you know which steps you need to take next to become a speaker at their event.
You can also create something similar in a spreadsheet if you don’t want to use other software. Either way, make your list, label each step, and keep track!
#2 – Finding events via cold research
This is where the majority of you will likely fall if you’re just getting into the speaking world. You’ll do “cold” work when you don’t have any prior connections to people who work at the event, the event itself, or speakers.
Most of this requires good, old-fashioned online research, and we have a few tips for that.
This will take some work. It’s not an instant result. That said, it’s worth it and you’ll likely make some connections within your niche that allows for other opportunities as well.
Keep track of these events and contact information in a spreadsheet or task organization software like Asana.
#3 – Outreach for networked events
You should have two lists at this point, one for people you know/of and another for cold outreaches. Once you’ve got that research down, start with the people know you, since these are usually the best chances of becoming a speaker at events.
When getting in touch with these people, there are certain methods that work better than others.
Reach out via channels in this particular order until you get a response:
Text (ideally voice memo)
Direct mail via a hand-written letter
Here’s an example of a message Pedro sent out about an event.
We like to follow a specific formula for outreaches that we’ve figured out gets the most responses.
Here are a few things to remember for this:
Mention how you know them
Don’t ask for a referral, instead ask where they are going (and give a reason for your ask)!
BONUS: End by asking for their address and sending a gift
#4 – Cold outreach to speak at events
Your cold outreach will be a little different than messaging those you already know. While a little more of an uphill battle, there are a few ways you can put yourself ahead of others.
Knowing event planners main problems can help you craft your outreach to get attention.
Here are their 3 main problems:
They need to fill their event (aka sell tickets)
They need to provide amazing content that solves a problem for their audience
They need to cover their overhead / make revenue from the event through means other than ticket sales (sponsorship revenue, back-end sales revenue, etc)
With that stuff in mind, you need to at least mention and cover one of those needs in your first outreach, specifically how you can solve that problem.
Remember that with an initial outreach, you are not selling the event planner on having you on their stage. You’re selling them on getting on the phone with you for a 15-minute call.
Here are all of the components I would cover in the initial email:
Direct subject line that talks about the opportunity of you and them working together. Ex: Partnership Opportunity
In the first line two lines, explain who you are and why they should care (hit on one of the 3 pain points above)
In the next line, explain why you believe that would be a good fit for their stage, and what your ideal scenario would look like.
End with a CTA to book a short 15-minute call or an opened ended question asking if they have completely filled their speaking slots (this really works)
Add a PS. with a link to something that proves your credibility (if you have a book, this should always be linked in your signature to begin with)
#5 Following up with initial outreaches
Follow-ups are arguably even more important than anything else. If you don’t bake this into your system, you’ll lose out on a lot of opportunity.
Our philosophy is “the money is in the follow up”.
If you are not getting a response, it’s probably one of three reasons:
Your message is not relevant for them right now
You are not talking to the right person
You are not using the right medium (Facebook vs. email vs. text)
With that said, it is important to address all three of those points in your follow up – which means:
Reach out to different people in the organization and ask to be directed to the correct person
Change your ask, subject line, etc
Try multiple mediums until someone replies (but don’t annoy them, spread out your contacts over some time to give them a chance to look at your messages)
#6 – Navigating your first call with event coordinators
We’ll cover two things in this point: how to schedule your first call and how to execute it to book the event.
How to Schedule Your First Call
If and when someone replies to your initial outreach positively, you’ll want to get on an actual phone (or video chat) call with them as soon as you can to close the deal while you’re fresh in their mind.
Your initial outreach should have included something about hopping on a quick call to chat details (since that was the purpose of it). Now when they respond, try to make that call happen in the next 48 hours to increase your chances of booking the event.
From here, you’ll include a link to a calendar where they can book, or you’ll confirm the time and send out a detailed calendar invite.
You’ll see an example of a Google invite below:
What to do While on Your First Call
The goal of this call is to familiarize yourself with the meeting planners and get a better understanding of their goals, challenges, and really anything you could help solve.
The second purpose is to get some logistics around stages and offer a solution that includes you speaking at or “sponsoring” their event.
Here’s an “outline” of what you should be shooting for during this conversion:
Step 1 – Introduction and rapport
Ask where they’re from
Introduce everyone on the call and provide:
Context for who you are and what you’re doing
How what you do relates to them and their event
Step 2 – Give context and figure out their goals
“It’s so great to connect, and I really appreciate you taking the time to hop on this call. I know we don’t have a ton of time scheduled and I want to be respectful of yours, so to give you some context…”[give context around the call, sample below]
Provide them with some more details about your mission, passion, and overall purpose, as well as why you want to grow our event connections and speaking resumé
End this bit with: “So with that said, I’d love it if you could give a quick overview of the top projects / goals you’re working towards over the next few months, and we can see if there’s a way we can help.”
Step 3 – Let them know what you’re working on and why you’re building partnerships
Give an overview of a few projects we have in the works that lend themselves to partnership opportunities
Start off with a content sponsorship pitch “I think one easy win to start this relationship off is to start with a sponsorship. I’m sure you’re always looking for new sponsors, we’d love to see what would make sense”
Go with an assumptive / “this-is-a-no-brainer-and-the-obvious-next-step” tone and you’ll pretty much get a 100% conversion on this
Then ask them what it would look like to have you do a 45-60 minute presentation on your speech topic
Finally, if it’s a fit and they have a decent-sized list (10k+ for bigger platforms, smaller if you’re just starting out), pitch an affiliate webinar:
“Last thing that I think could be really cool for your audience and this relationship, is I’d love to do a live training around [your niche topic/speech]. We’ll set it all up, your audience gets access to some great content, and the best part to you is you get $x for any person you send to the training who becomes a student. Is that something we could get on the calendar in the next couple of months?”
The idea with these steps is to move through the conversation seamlessly and in a way that makes sense to them.
As with any professional call, don’t interrupt or ignore questions, etc. You want to have a cordial conversation that’s upbeat, fun, and makes them want to be around you, which will help with their decision to include you in their speaker lineup.
#7 – First call recap email
Yes, even your call needs a recap email. This helps to clear up any confusion and have a physical reference for both of you for what needs to happen next.
Ideally, this recap email should be sent to ALL relevant parties less than 3 hours after the call takes place.
It should recap EVERYTHING that was discussed, and specifically note dates, percentages (for discounts), specific next steps, and the names of people responsible for those steps.
If additional intros need to be made (content teams, for example), include everyone on the recap email, and indicate that the introductions will be made in a separate thread.
Be hyper-specific here. It might feel unnecessary or OCD. It almost certainly won’t come across that way.
Here’s an example of a solid recap email:
#8 – Confirming the event!
Now, don’t just go taking any event you can. It’s tempting but remember, you’re also vetting the event owners, their mission, and ensuring it aligns with what you’re doing.
BUT, if the event checks all of your boxes and meets all the requirements you set up for yourself, here’s what you’ll do next:
Email the meeting planner confirming that you will be attending the stage
Send an email to connecting anyone within your business (if there’s more than you) to the event planner
Add the event to your personal calendar so you don’t forget
Move this event over in your planning / tracking software or spreadsheet
Transfer all known information, contracts, etc into the task you have in order to have all the info in a single place.
That’s how you become a speaker at events! It seems complicated, but this process isn’t as simple as sending one email.
We’ve nailed down this process and our Head of Business Development swears by it. Let us know how it works for you!
When you make the decision to write and publish a book, for whatever your unique reason is, like growing your business, establishing authority, or just wanting to make an impact, having the right program to assist you makes all the difference.
You can do it all by yourself. But the level of success you have will mostly depend on the strategies you implement.
And if you’ve never done this before, you’d want to work with someone who has to get it right.
We’ll cover some of the best publishing educational programs over a few different fields and certain publishing software programs, along with what you should look for in one to make it worth your time, investment, and effort.
What’s the difference between a book publishing program and a publisher?
A book publisher will basically do everything but write the book for you…including taking the majority of your royalty earnings.
On the other hand, a book publishing program that’s education-based, meant to teach you how to do it, shows you the process and allows you to keep all of your royalties.
If you’re looking for a publishing program like a software that helps you take your book from a document to a published piece of work, that’s a whole other set of needs you can learn about below.
What’s the difference between a publishing course and a publishing program?
Some people use the term “course” and “program” interchangeably but they’re actually very different.
A book publishing course is often pre-made or pre-recorded that you can go through in your own time without the assistance of its creators or support.
A book publishing program, on the other hand, often has the course plus other materials or assistance, like our Become a Bestseller program that has 1-on-1 coaching along with group coaching calls, a community, and more.
So the main difference is the level of content and assistance you get with each. A book publishing program will likely be more interactive with support and interaction whereas a course will likely only be online content with nothing else, unless it’s an in-person course like at a college.
Book publishing program for education or a book publishing software program?
You may be in both camps or you may just be in one. Are you looking for a computer software to help you publish? We’ll cover that here!
But we’ll also go into some book publishing programs that are actually education-based where you’ll learn the entire process, start to finish.
Obviously you want to make sure you get what you need in order to publish a book successfully. But what we’ve learned through working with thousands of students is that most don’t exactly know what they should be looking for.
It’s one of those “you don’t know what you don’t know” situations, and we want to clear up a few things.
Here’s what you should look for in a book publishing program for education:
A community of some sort
Thorough, up-to-date content
Lifetime access to the information
NO royalties taken (if you self-publish, you should never sign over royalties to a company with a publishing program–those are YOURS)
Here’s what to look for in a book publishing program software:
Ease of use
Outlining capabilities (for the writing–a “nice to have”)
Lifetime access to online step-by-step program materials
Exclusive Mastermind Community Facebook group
Up to 4 additional free coaching calls within the community weekly–including 1 per week with Chandler himself
Expert interviews by industry experts in the Mastermind Community
From blank page to published author, and everything in between
Over $1000 in exclusive Self-Publishing School author discounts for services like editing, cover design, and more!
We truly believe our program is the best out there (and was one of the very firsts!), and we continuously upgrade and improve our programs in order to ensure this by keeping track of industry trends, Amazon’s updates, and listening to the needs of our authors.
Check out the image below for a sneak peek of a portion of our program (we don’t share these often!):
Our specialty here is 1-on-1 coaching as well as a Bestseller status guarantee on Amazon (in as little as 90 days if you follow the program!), which increases exposure, boosts your book in Amazon’s rankings, and helps you sell more!
If you’re searching for publishing options and programs, you’ll likely come across Balboa Press at some point.
This publishing program has several options, including “done for you” services that allow you to sit back and let someone else take care of the majority of the work, aside from the actual book topic and contents.
Below is a chart for their services along with price points.
This publishing program has services from hardcover publishing to copyright information, social media setup guides, and more depending on the package you choose to go with.
Outskirts Press has been around for a long time, another publishing company taking advantage of the self-publishing boom since 2002.
They offer a variety of services, including publishing, marketing, and book production assistance.
I had a hard time finding any prices for Outskirts Press and their website was a little hard to navigate, making me think I’d likely have to go through channels to get prices for what they offer, and even find everything they offer.
Below you’ll see a screenshot from their “All Publishing Packages” menu item in the “Publishing” dropdown menu item.
If you do some digging, you’ll be able to find the pricing for specific packages, ranging from marketing information to genre-specific “done for you” services, as you can see in the images below.
As you can see, it looks like pricing for their services ranges widely, from a few hundred dollars to thousands, depending on what you’re looking for.
On the other side of book publishing programs that are full of educational materials and “how-tos” are the software programs you can use to write, edit, format, and even upload to Amazon.
Let’s take a look at some of the best publishing programs out there.
#1 – Scrivener
If you’re starting to write a book but haven’t heard of Scrivener, I’d be surprised! This is one of the most popular writing softwares out there right now.
If you want to keep your writing highly organized, outline it effectively, and write directly inside the software, this is a great one for you.
We’ve got a video detailing a few of their features below:
#2 – Blurb
If you’re looking for more of a book formatting software, and not necessarily a writing one, BookWright by Blurb.
This publishing program boasts features like customizable templates, really high quality, and that it’s free! You can upload the content you need, add images, and formulate a layout that works for what you want.
If you head to their “Sell & Self-Publish” menu item, it’ll show you the various things you can do with this platform.
Check out the image below for a few ideas:
From what I could conjure, this service really does look free. Blurb doesn’t charge fees for using its platform for distribution. However, if you sell through the Blurb Bookstore, they’ll obviously take a cut of your royalties there, similarly to Amazon and other retailers.
Here’s another handy comparison chart on Blurb’s website that compares its services to other book publishing programs.
#3 – KDP Wizard
KDP Wizard is a publishing program that keeps all your KDP data, books, and information in a single place for you to keep track of it.
It saves data ranging from descriptions to reviews to categories, and more, all in one place.
You can see the pricing and plan options below:
While these are monthly subscriptions, you can actually get the entire thing for a lifetime for $699. So if you’re looking to be a career author, this might be an option worth considering.
#4 – Press Books
If you’re looking for a quick publishing program that allows you to upload, “click a few buttons,” and have a great looking book, Press Books allows for just that.
Here’s an image of their prices if you want the paid options:
As you can see, they’re pretty affordable and according to them, super easy to work with.
College Book Publishing Programs
There are more and more courses being developed at colleges for learning how to publish a book successfully. While you’re probably already aware of creative writing or journalism majors, book publishing programs are newer in terms of their content.
More and more, universities are including content surrounding self-publishing and the know-how surrounding this.
If you’re going to college or you want to and publishing is your focus, know that you can get the information you need with online programs, unless you want to end up at a traditional publishing house. In which case, it helps to have a degree in publishing.
Ultimately, the publishing program that’s best for you will meet your unique needs as an author or author-to-be.
The only reason you’d need to learn how to get a book deal is if you’re pursuing traditional publishing, which means not self-publishing.
Book deals are when a traditional publishing company offers you a contract selling your book to them under certain conditions, like an advance, a specific royalty rate, and other requirements and specifications.
Ultimately, it means you’re going to be a traditionally published author!
But it typically takes a long time to land a book deal and if you’re writing a nonfiction book, it’s even longer with fewer chances you’ll be able to publish. Either way, our hopes are to detail the process for you so you really understand everything that goes into traditional publishing…
Everything that you could avoid if you were to self-publish a book (but that’s a topic for this blog post).
Which Is Better For You Based On YOUR Author Goals?
ANALYSIS: Self Publishing vs Traditional
Get a full, deep-dive self-publishing vs traditional publishing analysis including royalty rates, book sales, marketing details, and more! Make an informed decision and set yourself up for success with your book.
Self-Publishing VS Traditional When it Comes to Book Deals
You only need a book deal if you’re traditionally publishing, so that’s what this blog post will follow. And while we self-publish books here at Self-Publishing School, we ensure to know and understand traditional publishing in order to better help our students (many of whom come to us after waiting years with no word on a book deal).
Here are the main differences between traditional and self-publishing:
What You Get
Sole control of your book's outcome
Sole control of your book's rights
Control over the story
Control over the cover
100% of royalties
How do book deals work?
A book deal works by a writer querying an agent for representation, that agent pitching the project to traditional publishers, and publishers buying the rights to that book from the author.
There are a few main components of getting a book deal we’ll go over in this post:
Your agent pitching your book to publishing companies
The publishers either accepting or denying the proposal
This is a very simplified explanation, which we’ll explain in much further detail below.
How long does it take to get a book deal?
It can take anywhere from a few months to a few years to get a book deal, so it varies greatly. Because of the long process and subjectivity within the traditional publishing industry, there are many hands your proposal must “pass through” before you can get a book deal.
While you should not query a book that’s self-published, you can pitch a brand new book to an agent and provide details about your book sales, email list, and overall platform size, which can increase your chances of an agent taking interest in you.
More than ever, both agents and publishing companies are looking to your online platform/presence in order to determine if you’ll be a good “bet” to publish.
How much do you get for a book deal?
Most first-time authors with a traditional publishing company will get between $5,000 to $10,000 as an advance. While outliers do make much more, those cases are very far and very few between and their advance is often the result of a “bidding war” between publishers.
The more offers you get for your book, the bigger your advance. This only really happens if you have the next big book idea or series and your agent is very well connected.
But ultimately, your first advance likely won’t be enough to quit your job. You’ll usually have to keep a full-time job while finishing your book and waiting for publication.
How to Get a Book Deal: Step by Step
The time has come! Let’s get into the details about how to get a book deal, broken down step by step so you can ensure the best chance of getting published.
Remember, some of these steps may vary per agent, but the overall structure of the process is the same.
#1 – Be 100% sure of your publishing decision
Nowadays, the biggest publishing decision you’ll make is choosing self-publishing or traditional publishing.
The self-publishing industry is soaring, it’s growing, and it’s very lucrative for people now. It’s nothing like it was when it first started, where books were of poor quality and anyone with Microsoft Word uploaded ramblings they called a book.
So why would anyone want to traditionally publish then?
Well, there’s the lure of the NYT Bestsellers list, for one. As well as the “prestige” still connected to traditional publishing because of the fact that your book has to pass through several hands, making people think your book is “better” than others.
The above is the main reason people still want to traditionally publish.
But if you’re a business owner looking to grow your business with a book or a nonfiction writer in general, self-publishing is almost always the better route unless you’re famous, very highly known, or have a massive platform.
So before going through the work and time to traditionally publish, make sure it will really work for you.
Which Is Better For You Based On YOUR Author Goals?
ANALYSIS: Self Publishing vs Traditional
Get a full, deep-dive self-publishing vs traditional publishing analysis including royalty rates, book sales, marketing details, and more! Make an informed decision and set yourself up for success with your book.
#2 – Write a killer book proposal
You want your book to sell, right?
Then you need to have something that will sell it. In this case, it’s a book proposal. This is what will convince the people with decision-making power to give your book a chance, to prove that it will sell.
You want a combination of your personality, writing skill, and a strong book description in this letter.
#3 – Find a book agent / Query and agent
This is a really long, arduous path to traditional publishing that does take some luck and situational advantages into account.
The truth is that a lot of the time, knowing someone who knows someone who can get you in touch with an agent is the quickest way to find out. Otherwise, you’ll be left with the old fashioned method, which is somehow finding agents online, getting their contact info, and sending a query letter.
What’s a query letter?
A query letter is something a writer sends to literary magazines, literary agents, or other publications in order for them to request their full work. This query letter is essentially “selling” both you and your work so they’ll want to know more.
There’s a specific structure that works best for query letters in order to better sell your idea.
Here’s a basic structure of a query letter:
Opening: Start with any credentials, awards, and more that would basically “qualify” you as someone worth taking a chance on.
Describe your book, but the main hook! What will set your book apart from something else? Make this concise and yes, you can include some spoilers here. Overall, you should communicate who the main character is, why we care about them, and what the overall plot is.
Write a short bio with details like other published works, self-published books, what you do, maybe even a fun fact about you.
Conclude the letter with some more details about if you have a series in mind, and any other requirements listed if there are guidelines for that specific agent available.
Follow. The. Guidelines. You should do enough research about the agent to know if they have certain guidelines. Follow these. It only increases your chances.
If you want to increase your “luck” in terms of landing an agent, network. Figure out where these agents and editors are hanging out and make yourself available to connect with them.
Tips for networking to find an agent:
Go to writing conferences where editors frequent
Ask great questions at panels
Get on Twitter! So. Many. Agents.
Participate in writing-related hashtag games on Twitter
Embed yourself in the publishing world
Guest post on authority websites around writing and publishing (to increase credentials)
Ultimately, querying can be difficult and it’s all up to whether or not the agent is interested in your idea…or how well connected you are to people in the publishing world.
#4 – Wait…and wait…and wait some more
It’s a torturous part of the book deal process, but you do have to wait a while.
For the agent to check their email and get back to you.
For any agent to show interest.
And even for the agent to read your full manuscript if they requested it, which is something that may happen and is a great sign! It means they liked your query and book idea and want to see your overall writing abilities and how the story you told them about plays out.
If you get an agent, congratulations!!! That is a very difficult step some writers never, ever get to. Many give up before this happens.
Having an agent means that you will most likely sell a book, but not necessarily the one you pitched to them. After you land the agent, the ball is in their court and now they get to do what they do best: their job, selling your book.
#6 – Push your proposal out via your agent
You do nothing right now, except maybe work on the second book (if this is a series) or move on to your next project.
Let your agent do their job, check in with them to see if they need anything, and keep doing what you have been and keep writing!
#7 – Wait and wait for a publisher to pick up your book
It’s a waiting game, like I said earlier. I’m not an agent and have not worked with an agent, so I don’t have all the details about how they go about selling your book, how long this takes, and what that process looks like.
The overall process is this: the book agent typically knows editors at publishing houses that specialize in the books they usually represent (which is also your book). They send these manuscripts off to them in order to gauge interest in the project based on market trends, current events, and what’s simply “hot” right now.
#8 – A deal has been offered!
If your book has interest from a publishing company, your literary agent will do the negotiating. This is another thing that comes in handy with an agent: they have the sales skills to get you the best deal.
And they will, because their pay comes as a result of your overall deal. The more you get, the more they get.
If your book has interest from more than one publishing house, a bidding war could commence! And this is great, because that’s how you get those massive, 7-figure advances.
#9 – Book deal acquired
Once you and your agent are good with the contract, you sign and BOOM, you now have a book deal!
After this, you’ll likely work with an editor, meet deadlines, and then wait until your book is up next in the publishing queue. This can take up to two or three years at times, depending on how much work the book will take to get publish-ready.
Usually, you’ll have to wait over one year minimum after you have a book deal in order for it to launch.
That’s how you get a book deal. Remember, it can take years to get a book deal for a single piece of work. Oftentimes, writers query a project while working on another project so if they don’t hear back, they can query another project.
This is one the longest processes for publishing a book and usually, publishers don’t take nonfiction books unless you have serious clout or backing.
So good luck, and let us know if you have any tips below in the comments!
An author bio is a paragraph or so about you, your credentials, your hobbies, and other information you wish to share with readers.
It’s how readers get to know you beyond the pages of your book. While your books are a great way to introduce yourself, an author bio can set you apart, bring in more fans, and even sell more books if you know how to write it correctly.
That’s what we’ll teach you here today.
How to Write an Author Bio That’s Impactful
So you’ve finished your draft and are ready to tackle the next steps of putting it out there in the world. (Promise me that you’re not procrastinating by reading this blog! If you are, get back to writing right now!)
The first step is to figure how who you want to be perceived, how you want to brand yourself, is in your author bio.
This is the blurb that will go on your Amazon author page, your Book Bub author profile, your Goodreads page, your author web page, on the back of your book and so forth. It’s a really important little piece of work that you want to get right!
While your book cover design is the most important tool when marketing a book, your author bio is easily number two. This is where you convince your audience why you are the best person to tell them about the matter at hand.
It’s a place to connect with your readers and build your legitimacy.
You’ll want to stay factual while interesting. You want to make yourself approachable and toot your own horn, just a little bit.
Here are some tips to master these.
#1 – Author Bio Formatting
Although you are writing the author bio, it still needs to be written in the third person no matter how quirky it is. In other words, avoid using “I” as your sentence subject but utilize your name or last name instead.
Additionally, you’ll have many drafts and varieties of this author bio. You’ll want to change it up depending on the application.
You may have a punchier version on your website while your bio for that speaking engagement session at a writing conference that you’re leading (and we’re confident that will happen for you!) will be more serious.
Today, we’re working on the basic draft that you can tweak as needed.
Remember to keep the bio short, less than 300 words. It seems that three sentences is a well-tested length (more on this later). Your author bio is not an entire list of every single award you’ve won or your life story.
Even if you did win the “Young Writer’s” award in middle school, unless you’re still in middle school, this little known fact probably doesn’t deserve to be on the back of your book.
Feel free to have a “full accolades” section on your author website where you can list every single thing you’ve ever done, won or written.
Your mom will be super proud of this list but readers browsing Amazon don’t need to get into the major details.
Here’s how to format an author bio wrapped up:
Use third-person POV when writing it
Keep it under 300 words
Add relevant/recent achievements
Minimize the number of sentences within those 300 words.
And remember: an author bio longer than 300 words or so will take up too much space and become an oversell.
#2 – Know Your Readers
Your bio is an extension of your book.
Write it for your audience. Keep the same writing style and connect this text to your subject matter.
If you wrote a book on productivity, a lengthy sentence about your lazy vacations doing nothing is not relevant and in fact, can persuade readers to avoid your books because they’ll think you to be uncredible.
Here are a few tips for getting to know your audience:
Interact with your readers on social platforms
Listen intently to the feedback during the beta reading process
Run your author bio by a group for feedback and adjustments
Ask people close to you if the bio embodies your personality and is accurate
#3 – Include Your Background
In order to sell yourself to new readers, you will want to include your pertinent background. If you happen to have other books, do include their titles and how many languages they have have been translated into or how many countries they’ve been sold in.
List your related education and memberships. Any higher education beyond college is usually noteworthy too.
Keep your lists short though. Only list three books, for instance, and a couple of memberships. A list of ten books, three degrees, and five memberships will only be skimmed by potential book buyers at the very best.
A huge list like this will become white noise so only include the most important and interesting stuff.
Your fanboys and girls (and your mom’s friends) will look to your aforementioned author website for more info and you can keep the tidy, complete list there.
#4 – Stay Factual
Statements like, “has always dreamed of writing a book,” while certainly may be true, are hard to back up and aren’t going to help sell your book.
Stick to the facts and to what you can prove.
Another reason for this is if you claim achievements that aren’t true or invalid, there will always be someone there to point it out in an attempt to cut you down.
This can reduce your credibility, and therefore, readers’ trust in you.
#5 – Use your personality
One of the best things about being an author is that you get to put your personality, views of the world, values, and more into your writing.
What some don’t understand about authors is: if a reader likes you, they’re very likely to enjoy what you write, because your essence bleeds into the pages.
Being able to showcase this with your personality can do worlds for your readers connecting with you and wanting to read your book out of curiosity if nothing else.
Here are a few tips to add personality to your author bio:
Exaggerate your tone just a little in order for it to be more evident
Be goofy and creative with how you describe yourself (See Jenna Moreci’s example in #11)
Have fun with it!
Throw a joke in your bio
#6 – Include an achievement or award
In addition to your backlist of books, your awards, and education, you’ll want your readers to know any higher-profile stuff you have going on.
Be sure to cover your awards, your following, and any big deal author interviews or features.
Again, if any of these this happened decades ago, it may not be relevant. But if you have a quarter-million followers on Twitter or on your blog, this will sell your authority (and yeah, a quarter-million sounds better than 250,000 but are the same number!).
If your writing has been nominated for awards but didn’t make the cut, that is often fitting for an author bio too. “Award-nominated” anything is pretty cool!
#7 – Get personal in your author bio
Provide a bit of personal information to connect with your audience. The reason for this is if a reader sees something they have in common with you, it’s an automatic bond and gives them more of a reason to buy.
It’s standard for authors to share where they live and what their family make-up is.
A few non-divisive hobbies and interests are also often included. If you have experiences that are related, such as extensive travel or extreme situations, they may relevant to share as well.
Again, know your audience and choose wisely. Maybe (terribly) you were part of a cult as a child?
That’s really interesting but unless you’re sharing this story in the book or proves your authority on the subject at hand, skip including it in your author bio!
Bonus Author Bio Tip: Keep these bits broad enough to include a larger number of people. For example, if you play the flute, simply mention that you’ve been playing an instrument for however many years as this is more inclusive, and there’s a higher chance of others connecting with you.
#8 – Author Bio Example – Chandler Bolt
We all known and love Chandler Bolt, Self Publishing School Founder. We wouldn’t be here learning about writing without his hard work and book writing methods. Chandler’s author bio on the back of his book Published is only three sentences long but packs in a lot of authority building, states facts plus toots his horn a bit.
These three sentences along with the killer book cover art work well to sell Chandler’s mastery of book publishing.
Chandler’s Amazon Author Page is another version of his author bio. Here, Chandler gets really personal stating that his birth was almost miscarried!
He also gives some background about his entrepreneurial experience and awards.
#9 – Author Bio Example – Joanna Penn
Joanna Penn is a New York Times and USA Today bestselling thriller and nonfiction author who also writes under the pen names of JF Penn and Penny Appleton.
She’s written and self-published nearly 30 books so she really knows what she’s doing. On her Book Bub author page, Joanna’s short bio is only (surprise!) three sentences.
It concisely tells potential readers a short version of her accolades and narrows down her writing style quickly. Then it tells us where she lives and one of her favorite drinks.
On her own website, The Creative Penn, Joanna provides a different three-sentence version of her short bio and then gets into the details about all her books, the many awards and best-selling experience she’s had plus where she lives and her favorite wine (a different drink mentioned here!)! Joanna’s short bio on her page is three sentences and shoves in a ton of accolades into a small space.
Here she tells about her family, her gymnastic prowess as well as her authority and love of athletic mental training. T
his all builds strong authority for her book and brand.
On her Goodreads page about the same book, she sells the book by telling prospective readers that she’s been where they are and know “what it feels like to try your best and to fail.
I also know how it feels to work hard to achieve your goals.” She sells her wisdom and experience. Note that it is the norm to write in the first person on Goodreads but this is a big rule breaker everywhere else.
All of these examples have variations of author bios written in just a slightly different way for different applications. They all say very similar things about the same person.
Not only does Moreci have ample experience when it comes to self-publishing, but she’s also among one of the best examples of how to market your book effectively, including how she’s written her author bio.
Here’s an example of her Amazon author page with her bio:
Notice how Moreci keeps it short, brief, but very clear with who she is, what she writes, and even has enough personal information to let readers into her life at an appropriate level.
If we take a look at her personal author website’s “about” page, we’ll see she has something similar, but with a few more additions, including her books and more.
In this example, Jenna has also doused us with her personality, giving us insight into how she operates and therefore, the tone of some of her books.
More Ideas for Writing an Author Bio
Know the very essence of your book and find keywords that your readers may search for to find your book. When crafting your author bio, use these keywords that search engines can catch.
Although it may be irrelative in some bio spaces, add links to any free giveaways (we’ve got some ideas on that here..) on your website, your newsletter, social media or whatever web presence you have.
Also, feel free to add a call to action where applicable.
Final Author Bio Thoughts
Remember that there is no perfect bio, and there are no two alike. Although these are all good ideas, it’s not an exact formula. Your author bio will be unique and will change as you write more books and gain more accolades (because we know you will!).
Now tell me the truth. Is your book really done? We can help you finish your manuscript and really make use of this carefully crafted author bio! Check out the training below to get started!
Do you have more author bio tips to share with our writing community? Do you think bios should be longer than three sentences or do you like this standard size?
So you wrote your novel. If you haven’t learn how to plan a novel first. You put in the time, got your story structure down, and are likely finishing up revisions or self-editing while working on the next phase in your author journey. In this guide we’ll show you how to self-publish a novel.
But how do you take your novel to the next level? What do you need to prepare for and set up.
We’ll explore how to self-publish your novel and market it to the audience you desire.
The fact is that you know you want to publish this piece of work and I’m here to steer you in the right direction, being a published author myself.
If you’re actually ready to learn how to successfully market and publish your booktoday, this training is by far the best place to start.
Here’s what you’ll learn about how to publish a novel:
In the writing world years ago, you only had one option: find a publisher who wants it. If no one wanted to buy and publish your book, you were out of luck. Onto the next manuscript, toss that one in the bin.
Fortunately, things are different today.
The great thing about being a modern author is that you’ve got options! Gone are the days of mandatory querying, submitting, waiting, rejections, and repeat. Now you can take your book and your publishing experience into your own hands with self-publishing.
It really depends on your goals and resources. In this blog, we’re going to discuss the differences between traditional and self-publishing, the pros and cons of each, and what you should consider when making this decision.
Pros and Cons of Self-Publishing: A quick overview
Creative control. With self-publishing, it’s all up to you! You maintain all creative control. Write any story you want, include whatever characters you want, market however you want, put your own face as the book cover if you want—it’s all your decision.
Business control. You get to decide everything on the business side too! Cover design, marketing, book trailers, promotions, advertisements—you’re in control and can do whatever you’d like. For example, I was able to offer a free ebook of my short story collection to encourage people to stay home during the COVID-19 outbreak. My goal was to calm people down and provide a distraction. But some unexpected benefits for me were extra Amazon reviews, hype about my next book, purchases of the physical copy, and word-of-mouth advertising that I couldn’t have created on purpose. This isn’t something I could have done with a traditionally published book, because the publisher has control of pricing and promotions. NOTE: Business control could be a con if you don’t have a background in business, don’t take the time to research beforehand, or if you’re just not interested in running the business side of a writing career—so keep that in mind.
Higher royalties! Book royalties for a traditionally published book usually range between 8% to 12%. For self-published books, the range is much higher. For example, publishing a paperback with KDP gives you a royalty rate of 60%. That’s a significant difference, and certainly something to keep in mind.
You pay for everything.Editor, cover art, marketing, copyright—all you, boo. There’s no publisher there to pick up any of the financial slack.
No advance, so no guaranteed payment. With traditional publishing, as we’ll cover in a little bit, you typically receive an advance, which is an upfront payment for your book. This guarantees you make something for your efforts, at least so long as your book sells (otherwise you often have to give that advance back). No such luck with self-publishing. You either sell enough copies to recoup costs, or you eat the loss.
Self-publishing your novel might be the route for you if you:
Want to retain creative and business control
Have the money to invest in producing the book
How to Self-Publish a Novel
If you’ve discovered this is the right direction for you, here are some steps to get you there.
#1 – Produce the book
Write the book
Whichever publishing path you choose, ya gotta write the book. There are many processes and strategies, and it will look different depending on the author and their preferences.
Edit the book
Just like writing, there are several different processes and strategies available for editing your book. Ideally, you’re going to go through multiple rounds of edits. For example, a lot of writers will edit their book in this order: developmental edits, line edits, and copy edits.
You might try in-house editing. This isn’t recommended. Even writers who are also professional editors would be better off hiring an editor for their book. It’s just so easy to miss things when you’re close to a story. It takes an outside perspective to spot mistakes, especially in developmental edits.
You might do this in-house, or you might hire someone to do it for you. If you have the ability to invest in something, I recommend investing in a cover. This is your customer-facing element and a major marketing tool, so investing makes sense!
This is something else you could do in-house, but you should consider your skill level and amount of time you’re able to invest. Think about what you have more of: time or money. If you have more time, maybe it’s worth it for you to learn to format the book yourself. If you have more money and less time, it might be worth the financial investment.
Publish the book
There are many options for indie authors to self-publish with. KDP, IngramSpark, iBooks, Kobo, and more. Each has different levels of accessibility, different learning curves, and different requirements. There are also differentiation between your publishing and licensing rights between them, so research carefully before making your selection.
Self-Publishing School also has step-by-step processes for publishing through each of the above in their Become a Bestseller program so you don’t have to waste the time learning on your own.
#2 – Market the book
Build a platform
Possibly the most powerful marketing tool to sell your book is having an audience—your author platform—ready to buy it before you’ve finished writing it. There are many things you can do to build a platform for your book. Jenna Moreci’s Skillshare class is a great place to start.
The most crucial time frame to market your book is before and during its release. Don’t miss out on this opportunity to hype the art you’ve been working so hard to create! Jenna has another great SkillShare class all about book launches.
Giveaways and promotions
Hosting giveaways on social media is a great way to build hype for your book and platform.
You might buy ads to run where your demographic might see them. For example, if you’re writing romance novels for the age demographic of 40+ readers, a Facebook ad might be a great investment. If your target demographic is teenagers, a Facebook ad would be virtually useless (unless you’re targeting their parents!).
Does self-publishing work? Of course! Is it worth it? That’s up to you. Let’s look at traditional publishing to see if that’s a better fit for your writing goals and resources.
Pros and cons of traditionally publishing a novel
Traditional publishing might seem like an unattainable dream. Or maybe it seems like the PERFECT way to launch your writing career! Let’s look at it objectively with some pros and cons.
Pros of traditionally publishing a book:
Less financial investment up front. Your publisher will cover expenses like editing, cover design, and interior formatting. You don’t have to worry about putting your own money on the line. If your book doesn’t sell, you still make off with your cashbag.
The cashbag (guaranteed paycheck). While self-publishing provides you with significantly higher royalties, traditional publishers often offer the incentive of an advance payment, which typically ranges from $5,000 to $20,000. Advances are not a guarantee with every publisher, so always be sure to read your contract. Royalty payments for traditional publishers kick in if and when the book has sold enough copies to surpass the advance. (Most books never meet that threshold and never start paying royalties to the author.)
Cons of traditionally publishing a novel:
Traditional publishers don’t have your best interest at heart. They’re a business. They have goals and standards that have nothing to do with you. Sure, they’re there if you have questions, and they have the industry know-how, but your book is just another product and you’re just another writer. In some cases, publishers will buy rights to a book they never intend to publish, just to keep another publishing company from getting their hands on it. This is a business practice in many industries—it’s a way to minimize competition. While this isn’t the likeliest drawback of traditional publishing, it is an example of how they’re not “on your side”. They’re running a business. NOTE: Vanity presses are technically publishers, and they certainly don’t want what’s best for you and your book. Vanity presses are publishers who charge writers to publish their book—they don’t care about quality because they’re not making their money off of readers: they’re making their money off of you.
Publishers maintain creative control. If you have specific ideas about how you want your book to be presented or marketed, if you have a picture of what you want the cover to look like, if you want to write about something extremely controversial or that there may not be a market for—you’re going to be disappointed. Publishers know the industry, and they have their own goals with your book: they’ll do what they want with it. They can even control the content of your story. If that bothers you, this probably isn’t the publishing option you should take.
Publishers maintain business control. Just like creative control, the business control lies with your publisher. Like I said earlier, I was able to offer my ebook free, just because I felt like it. With traditional publishing, you don’t have a say in how your book is sold.
While you typically have a guaranteed paycheck in that initial advance, it often isn’t much! If you’re getting $10k per book, and that’s all, you have to have a day job or make sure you stretch that $10k until you can rip out another book fast. While self-publishing doesn’t promise a lucrative life right away either (unless you know how to work the algorithm and gain exposure, which is taught in Self-Publishing School’s Sell More Books program), keep in mind that advances—especially early on—just aren’t that much.
Traditionally publishing a novel might be for you if:
You don’t mind giving up creative and business control
You don’t have the money to invest up front
You’re okay with receiving smaller royalties in exchange for the publisher covering production costs
You understand that they don’t have your best interests at heart, and you’re ready to proceed with a business frame of mind, taking the necessary precautions to protect yourself and your work
How to Traditionally Publish a Novel
If you think traditional publishing might be the right move for your book, let’s look at the steps to do it!
Most of the traditional publishing process is spent waiting. Some writers can wait for months or years trying to snag a literary agent. You might even end up tossing your manuscript and trying again with the next one.
TIP: Try to use this time productively, like by working on your next manuscript!
If/when you find an agent, you’ll go back and forth with your agent and editor to edit your manuscript over and over again, until it’s right!
Once your book is edited, you wait for publication. Again, this could be months or years, but once it happens, time to market.
Unfortunately (and contrary to popular belief), being traditionally published does not guarantee that your publisher will market the book for you. In fact, they almost definitely won’t.
Unless you’re an established author, publishers really don’t benefit from spending money making sure your book sells. They’ll invest their marketing budget on authors who have already proven to be profitable.
The one guaranteed element from a publisher that you might consider marketing is the book cover (which you have no say in designing). This doesn’t mean publishers are evil and they want you to fail, but they have no incentive to spend any of their marketing budgets on a new author or a debut book—it won’t make them any money, and they’re just running a business.
Self-Publishing A Novel In Conclusion…
To sum up, there’s no one-size-fits-all publishing solution that will work for every writer. Consider your goals, your expectations, your strengths and weaknesses, and the amount of time and resources you’re ready to commit to publishing your book.
Do you want to invest less time and money for a smaller reward? Traditional publishing might be your route.
Do you want to invest a little more initially for potentially a more profitable long-run? Self-publishing might be your route.
What’s the difference between a book blurb and a synopsis?
A blurb serves you on the consumer marketing front, giving a glimpse into your story with just enough information to entice, holding back enough to avoid spoilers. It’s a teaser of your book, not a summary.
A synopsis will be part of your press kit and applications for things like reviews, interviews, literary agents, editors, and publishers. A synopsis summarizing the twists, turns, and conclusion of your story.
It’s essentially a condensed version of your book.
Book Blurb and Book Synopsis Examples
This is often easier seen than taught. Below are a couple of screenshots of the Amazon page for both a fiction and nonfiction book.
As you can see, the content readers use to decide whether or not they want to purchase the book is actually a blurb.
Oftentimes, synopsis (where there are spoilers and deeper detail) is usually used more to sell the book to a traditional publisher than for selling your book to readers (or for a homework assignment from school!).
What is a book synopsis?
A synopsis is a one to four page summary of your novel. The synopsis should explain the plot, main character arc, and conclusion of the book.
A common method of writing a synopsis is in a three-paragraph format.
First paragraph: introduction of character, setting, and conflict/inciting incident.
Second paragraph: major plot points, conflicts, and characters that are required for the conclusion to make sense.
Third paragraph: how the conflict is resolved, how the character changes from the start of the book.
Tips for writing a novel synopsis:
Use active voice instead of passive voice. This makes the synopsis more interesting and engaging.
Use third person point of view. This is standard.
Consider your synopsis as a representation of your writing skills. Don’t just summarize the book–summarize it in a way that portrays your writing style.
Write clear and concise copy. If your synopsis is too long or rambly, you’ll lose the reader’s interest and they might assume your novel is also too long and rambly.
Don’t try to cover too many things or include too many details. Your main plot points and character arc are all you need in a synopsis. Don’t try to include every beat and character in the book.
Don’t try to write an intriguing or mysterious hook–simply give the information required. Don’t hold something back to be mysterious. That’s something for your book blurb, which we’ll tackle below.
What is a blurb?
Often referred to as a “book description,” a blurb is a short piece, around 150 words, to promote your novel. You find blurbs on the back cover of paperbacks, the inside back cover of a hardback, and on book description pages in online stores.
Think of this as the elevator pitch of your book.
Unlike a synopsis, a blurb does not outline every major plot point of your story, and it doesn’t give spoilers.
Blurbs are extremely important to market your book. They’re for “selling” the book to the consumer.
How to write a book blurb
Let’s go over the structure, formula, and some tips for writing a good book blurb.
Here’s the structure of a book blurb:
Snappy opener. You usually have to catch the reader’s interest within the first sentence for them to continue reading the blurb.
Character introduction. All you need is your main character! Don’t worry about introducing every named character in your book. Don’t include more than two characters.
Presentation of stakes. What’s at risk in your story? What questions can you present that will make people want to read your book to find the answer?
Keywords. Especially if you’re selling online, keywords do a lot to help potential readers find your book. Make sure you’re using accurate and effective keywords for your book and genre.
A hook–why should readers buy this book? What’s the cliffhanger?
Book Blurb Formula
Most fiction blurbs you’ll see follow this kind of format:
Situation–introduce your character. Who are they, where are they, what are they up to?
Problem–what pressing issue does your character have to face? This is often the inciting incident.
Obstacles–what’s stopping them from solving the problem?
Stakes–what does the character have to lose? The last bit should also set the mood for your book.
Here are some more tips for writing a book blurb:
Read a ton of blurbs, especially blurbs from successful books in your book genre.
Work on a great first sentence. Like I said earlier, if you can’t catch interest with the opener, your reader likely won’t finish reading the blurb.
Use audience-catered language. This includes keywords, but also the way your blurb can relate to your audience. Age demographic is a great thing to consider when you’re crafting language for your particular target audience.
Offer setting. With description, word choice, and tone, let the reader know when and where the story is set.
Keep it concise. 200 words max!
Get others to read and critique your blurb. Feedback on any piece of writing is important, especially something that can make or break book sales like a blurb. Get several sets of eyes on it, and listen to the notes people give you.
Write a few different versions and experiment. You might surprise yourself with how creative you can make it.
Don’t give spoilers! That’s synopsis content.
Avoid comparing your work to a famous author’s work or a famous piece of literature. If you welcome a comparison, people will take you up on it…potentially in the reviews, and you don’t want that.
Good Book Blurb Examples
Let’s look at a few examples of blurbs from popular novels.
Rachel takes the same commuter train every morning and night. Every day she rattles down the track, flashes past a stretch of cozy suburban homes, and stops at the signal that allows her to daily watch the same couple breakfasting on their deck. She’s even started to feel like she knows them. Jess and Jason, she calls them. Their life—as she sees it—is perfect. Not unlike the life she recently lost.
And then she sees something shocking. It’s only a minute until the train moves on, but it’s enough. Now everything’s changed. Unable to keep it to herself, Rachel goes to the police. But is she really as unreliable as they say? Soon she is deeply entangled not only in the investigation but in the lives of everyone involved. Has she done more harm than good?
The first paragraph introduces the situation. The character, her current state, the premise, and the setting.
The second paragraph gives us the problem (she sees something shocking), the obstacles (she only gets a glimpse, she might be unreliable), and the stakes (has she harmed something?).
Some genre keywords we get are: police, investigation, shocking
And what mood are we left with from this blurb? Intrigue, mystery, and the promise of a possibly unreliable narrator make this an exciting blurb.
Sometimes a quote from the novel works as a blurb itself. Let’s look at this example.
Second, there was a part of him—and I didn’t know how dominant that part might be—that thirsted for my blood.
Third, I was unconditionally and irrevocably in love with him.
The situation is that our character lives in a world where vampires exist, and they’re in close proximity to one. The problem is that the vampire wants to eat them. The obstacle and stakes (ha ha) is a wrap-up in the fact that they’re in love with the vampire that wants to eat them.
Some genre keywords we get are: vampire, blood, and love.
The mood this blurb gives us is, “Oooh, dangerous. But like, in a sexy way?”
Tobias Kaya doesn’t care about The Savior. He doesn’t care that She’s the ruler of the realm or that She purified the land, and he certainly doesn’t care that She’s of age to be married. But when competing for Her hand proves to be his last chance to save his family, he’s forced to make The Savior his priority.
Now Tobias is thrown into the Sovereign’s Tournament with nineteen other men, and each of them is fighting – and killing – for the chance to rule at The Savior’s side. Instantly, his world is plagued with violence, treachery, and manipulation, revealing the hidden ugliness of his proud realm. And when his circumstances seem especially dire, he stumbles into an unexpected romance, one that opens him up to unimaginable dangers and darkness.
Situation: Tobias is to compete for The Savior’s hand in marriage, and he absolutely doesn’t care.
Problem: Tobias has to fight for his life in a tournament.
Obstacles: Everyone’s trying to kill, manipulate, and betray him.
Mood: This blurb leaves us with a sense of urgency and danger.
If you plan to sell a book, you’ll become intimately familiar with the process of writing a compelling synopsis and blurb. They’re essential elements in a book marketing plan, and they are cornerstone elements of presenting your book to multiple levels of the book publishing industry.
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