What Does It Take to Be a Publisher?

Publishers come in all sizes, from huge New York houses to one-man bands who form their own companies to “publish” one or two books. In between are what is called independent or “indy” publishers who cater to certain specialized niches. Assuming the big ones are well versed in their craft and the indy publishers are expanding their education through the Independent Book Publishers Association (IBPA), I am going to focus on small, less experienced publishers.

Just saying you are a publisher is not enough to make you one. Most authors who decide to self-publish often have no idea what is involved in the process or what the requirements of the job are. To clear up any misunderstanding on this issue, the board of directors of IBPA drafted a checklist for publishers, posted it on its Website, and summarized it in an article in the IBPA newsletter. Added to that list are several important tasks suggested by author and self-publishing expert, Dan Poynter. Some are the responsibility of any publisher; others are implemented in concert with the author.

Technical Aspects

• Have manuscript edited and copy edited by two different editors before it goes into design.
• When the book is complete, send it out for review to peer reviewers. Take their critiques to heart and make changes.
• Have page proofs proofread by a different editor.
• Send out review copies of galleys to appropriate publications and reviewers. Mark them as Reader’s Copies. (Don’t send a printed book.)
• Secure an International Standard Book Number (ISBN) and an EAN bar code from R.R. Bowker.
• Apply to the U.S. Copyright Office for a copyright.
• Develop a business plan with a budget,
• Create a contract that spells out what the author does and what the publisher does.
• Deal with appropriate, industry-related vendors.

Printing & Distribution

• Get competitive quotes from printers (Be sure they are all bidding on the same specs), and choose the one that best meets your author’s needs, including, but not limited to, price.
• Research all options on digital printers, POD companies, and offset printers (for more than 1,000 book).
• Decide how you want to handle storage and distribution. You can do both if you have room and time, but choosing a professional distributor and fulfillment house may be a better alternative. (LightningSource, which deals only with publishers, is owned by Ingram, which is the largest distributor in the country. Most POD companies print and send books when they are ordered. Larger print orders usually require a distributor and fulfillment services.)
• Go over the printed books with a fine-tooth comb for appearance, quality, pages, printing—in short, everything. Don’t settle for less than perfect. The author assumes final responsibility by signing the printer’s release form.

Promotion

• Write a marketing plan. In its simplest form, a marketing plan starts with an overall goal for what you want to accomplish, strategies for how you plan to do it, and specific tactics or actions you will take, with target dates and estimated costs.
• Create a promotional piece, bookmark, or brochure.
• Put together two mailing lists—one for regular mail and one for e-mail. You should already have one, but this is the time to hone and add to it.
• Develop a Website before the book is published to build an author platform and interest in the book.
• Create a blog to build interest for the book’s topic and keep readers informed of the author’s progress.
• Request testimonials to include in the book, on the cover, and in promotional materials.
• Do a promotional mailing to snail-mail and e-mail lists to announce publication of the book.
• Set up a “media room” on your Website so that media people can find the information they need in a form they can use.
• Encourage author to write articles on the book’s subject; submit to print publications and on-line article sites. There are countless such sites, but the undisputed leader of the pack is ezinearticles.com.
• Explain to author that book promotion as an ongoing, full-time job. The more promotion, the more successful the book will be.
• Work with author to develop fresh ways to repackage the content; develop “spin-off” products (CD, DVD, reports, mini-books, Podcasts, eBooks, Website content).

There are many books and Websites on publishing and self-publishing. This list covers the basics. As a publisher, you should work closely with your authors to produce a quality book and let the world know it exists.

[Video] 5 Reasons Wordpress Should Be Your Author Website Platform

This is a guest post from Russ Henneberry. Russ writes, speaks, consults and executes on Internet marketing strategies that make mighty profits for tiny businesses. You can read Russ's Internet marketing blog here or learn more about his Wordpress Website Design here.

Growing an author's platform starts with a powerful and simple to use website platform. It is the "hub" of activity for you as an author. This 8-minute video and the article below it details 5 reasons Wordpress should be your author's platform.


Reason 1 - Wordpress is Flexible If you need to make a change to the text, images, video, etc., on your Website you will want to be able to make those changes yourself. Wordpress is the most intuitive and user-friendly platform available. In addition to making edits, you will also want to be adding new pages, articles, videos, and images to your Website. A living and breathing Website that is growing over time will build a community around you and your work.

Reason 2 - Wordpress is Discoverable Google is a powerhouse, and you can grow your author's platform by taking advantage of the traffic that Google will send your way. Wordpress makes it easy for both humans and search engines like Google to "discover" the content of your Website.

Reason 3 - Wordpress is Shareable The real power of the Internet is the remarkable speed and efficiency with which we can share things of interest and value to us. Wordpress is able to add the functionality needed to spread your message across the Web.

Reason 4 - Wordpress is Interactive As an author, you will want your fans to be able to interact with you and with each other. Wordpress can be configured to be as interactive as you want it to be with commenting, voting, surveys, forums, and more.

Reason 5 - Wordpress can be Automated When you add new articles, videos, and images to your Website you will want to let the members of your social networks (Facebook, LinkedIn, Twitter) know that you have something with which to interact or share. Wordpress can automate the "pushing" of this new content to your social networks. Learn more about Wordpress Web Design here.

(Not So) Secrets of a Great Website

After years of having what is known as a “billboard in the middle of the Sahara desert”—a website nobody ever saw—I finally did something right. I created a website that does what it’s supposed to do: inform, educate, help, and attract people. I certainly would never claim to have done this alone. I had a great deal of help on the technical and marketing side from an expert who brought me from dark ages into the 21st century.

Change takes place on the Internet faster than the speed of DSL, sound, or light. I am not technologically gifted, to say the least. Nothing about computers, the WWW, RSS, SEO, web design, blogging, podcasting, tweeting, getting around Amazon, or even writing on someone’s wall in FaceBook comes naturally to me. It is not intuitive; it is learned. Then, as soon as I learn something, it becomes obsolete; and I have to learn something newer, more sophisticated, and usually more complicated. It’s a daily battle, but a necessary one if I am to remain competitive in my field.

My website could certainly use improvement, I know. Yet, bells and whistles don’t seem to be the criteria Web surfers demand. The question is what is it that garners good ratings in the search engines; encourages casual visitors to click on links and read articles; e-mail with questions about book coaching, ghost writing, and editing; sign up for a newsletter; or add a book to their shopping carts.

Here are some of the lessons I have learned along the way. An effective website should do the following:

1. Have a clear, consistent theme.
Does your site have a single identifiable message? Will readers get it immediately or feel confused by too much variety? Web surfers have short attentions spans. If they are overwhelmed, they will move on.

2. Be easy to find.
Search engines find your site in many ways, but the most important is keywords. If you want Google or Yahoo to know you can help write or publish books, your site should be liberally sprinkled with keywords, or clues, that lead them right to you.

3. Be easy to get around once someone finds it.
Nothing is as frustrating as being lost in a sea of words and pictures and having no idea how to find the information you want. Your website should not be a scavenger hunt; it should be a transparent map that takes you directly to what you’re looking for.

4. Make sure your links work.
Almost as frustrating as being confused about content is, knowing exactly where you are and where you want to go, clicking on an obvious link, and finding there is no such page, or you ended up on the wrong one. Check your links often.

5. Convey your professionalism, trustworthiness, and credibility.
What does your website say about you? Of course, you would like it to shout out that you are good at what you do, you have experience and expertise, you are the expert the reader has been looking for. How do you do that without actually saying all those things? There is a rule in creative writing classes: show; don’t tell. Make that your mantra.

6. Establish a relationship with the reader.
Web 2.0 is all about relationships. It is no longer a one-way monologue; it is now a dialogue between you and your visitor. Your website is a way to say, “Hi, I’m __________. Let’s get to know each other. What interests you? How can I help? Let’s interact.”

7. Answer the WIIFM (what’s in it for me) question.
This should not be news to you: Your website is not about you; it is about your readers. What do they need and will they find it here? What is the benefit in terms of information, entertainment, enlightenment, or take-aways? Why should they hang around a while?

8. Add new features or update information frequently.
Think about yesterday’s newspaper. It may still have uses, but keeping you up to date on the latest news isn’t one of them. Things are happening in the world and in cyberspace. “Inquiring minds want to know.” So does Google, which thrives on new material.

9. Be packed with useful information.
The Web is the world’s biggest library, the encyclopedia of everything you could possibly want to know. When you stop to think about it, that’s pretty amazing. So, where do you and your little website fit into that enormous picture? You are a source of information someone is looking for. It’s up to you to provide as much as you can.

10. Give stuff away FREE.
Don’t hide your light under a bushel. Let it shine. Then, offer it to your reader. You will make a friend or at least a grateful Web surfer who will return. You cannot give away too much. You know more than you think you know. What good is it if you don’t share it?

11. Avoid being an obvious commercial for products or service.
Few things are more annoying than searching for information and finding, instead, one long ad for something to buy—a training program, a series of videos, books, tricks on how to increase traffic to your blog … you get the idea. These sites have lost sight of rules and 9. Be packed with useful information and 10. Give stuff away FREE.

I didn't learn these common sense rules early or easily. I read them; I heard them; I observed them on other people's websites; and, often, people gave them away for FREE. What a concept.

Follow the Bouncing E-mail

My daughters have been complaining about not receiving my e-mail attachments. Now, they tell me they are not even receiving my e-mails. They have a lot of company. My e-mails are bouncing back faster than I can hit “send” — well, my emails to anyone@charter.net, anyway. I had no idea how many people are on Charter. This is not good.

Nothing that involves the Internet is easy. It always has multiple steps, and this is no exception. I start by calling Charter, who tells me, “It’s not our fault. If your e-mail comes from your website, you will have to call your website host.” My website host says they can’t find anything wrong on their end; I should call Charter again. This gives me an instant stomachache.

Being technologically advanced, Charter has a female computer that tries to read my voice by asking me ridiculous questions to which there are no correct answers. Eventually, I give up and say “representative.” Wrong word. How about “operator”? Still wrong. “Agent?” Bingo.

Next step: the endless wait. Despite the fact that my call is important to them, I go into a loop that plays endless commercials for Charter, until a human being finally shows up and asks me for my PIN, which I don’t know. Somehow, he accepts one of the numbers I give him and tries to identify my problem. The agent gives up, says he will connect me with a supervisor, and puts me on perma-hold. The supervisor does not appear. Eventually, I am cut off.

This goes on for a while until I have a tantrum and actually get to speak to a real, live supervisor. I try to explain that all of my e-mails are coming back with an error message that indicates I’m sending SPAM. He suggests I forward the offending message (which one?) to postmaster@charter.net. "How can I do that if I can’t get through to Charter?" I ask. He prevails upon me to try. My e-mail bounces back. He gives me his private e-mail address and finally deduces that Charter doesn’t like my e-mail signature with its little ghost and links to my website, blogs, and twitter.

"Do my daughters really need my signature?" he asks. "Can I write the postmaster@charter.net from another e-mail address?" These suggestions are followed by a serious explanation of SPAM with which I am quite familiar, since a lot of it gets through, although, of course, not my little ghost logo or twitter link.

That whole procedure (four phone calls) takes over an hour, and I still haven’t begun to implement the supervisor’s multiple solutions. At the moment, I am too tired to even try. I only hope no one from Charter is expecting a reply to his or her e-mail message before tomorrow, or, perhaps, ever.

4 Ways to “Self-Publish” Your Nonfiction Book

Time magazine had an article in its most recent edition about self-publishing, and I think every one of my clients has read it. While the article dealt mostly with fiction, there is no question that self-publishing is also a viable option for nonfiction authors. So, in response to all the questions arriving in my e-mail, here are some things you should know about self-publishing.

You do everything a publisher does, and you pay for all of it. On the other hand, if there is a profit after expenses, you keep it. you are in control, creatively and financially. The book is yours; you make all the decisions. Depending on the approach you take, you can make a lot of mistakes and spend a lot of unnecessary money if you don’t know what you’re doing. Finally, no matter how you plan to publish, to attract buyers, your book must have a catchy title, eye-catching cover, solid content, and excellent writing. Here are four approaches:

Self-publishing: the "right" way
There are many steps involved in this approach. As a self-publisher, you are responsible for printing, warehousing, marketing, and distributing your books. For help, check out Independent Publishers Association (PMA) or its local chapter in your city. The guru of self-publishing is Dan Poynter, whose book, The Self-Publishing Manual: How to Write, Print and Sell Your Book, has become the bible for self-publishers. He describes this process in great detail.

Technical steps

• Begin by forming your own publishing company. Create a fictitious name to lend it some credibility.
  
• Download or send for copyright forms; file them with U.S. Copyright Office .
  
• Check into the need for local business licenses; apply for them if necessary.
  
• Secure an ISBN (International Standard Book Number) and an EAN bar code from R.R. Bowker.
  
• Get competitive prices from printers.
  
• Decide how you want to handle storage and distribution.
  

Creative steps

• Start with a great title and subtitle. You might want to hire an expert to guide you. One of the best is Sam Horn.
  
• Have your book cover designed by a graphic designer who specializes in books.
  
• Have your manuscript edited and copy edited (two different processes).
  
• Send bound galleys to peer reviewers.
  
• Request testimonials for various promotional uses.
  

Marketing steps

• Write a marketing plan. It is never too early, and you can always add to it as you go along.
  
• Create a promotional piece or brochure. Have your book designer do it.
  
• Put together a mailing list.
  
• Do a promotional mailing.
  
• Develop a website for your book.
  
• Create a blog about your subject matter.
  
• Write articles, and submit them to print publications ans online article sites, such as EzineArticles.com, Amazines.com, or ArticleSnatch.com.
  

Print on demand (POD/Subsidy Publishers/Author Services)
POD is a digital technology that prints anywhere from one to 1,000 books at a time. The rest of the time, your book is stored as a digital file on a large server. This eliminates the need for large press runs and storage space. The appeal of POD companies — such as BookSurge (owned by Amazon), AuthorHouse, iUniverse (owned by Barnes & Noble), InfinityPublishing, LuLu, Xlibrus, and PublishAmerica — is that they offer a variety of packages to authors. The set-up fees and cost per book or per page vary from publisher to publisher, so it’s a good idea to shop around. Obviously, the quality of the books produced this way runs the gamut. It is up to you to ensure that your book meets the same high standards demanded by conventional publishers.

Here are few other things to keep in mind:

• POD companies charge an up-front fee, which can be as high as $1,500.
  
• Most POD companies have strict guidelines for format, size, and pricing.
  
• There is an additional charge for editing and marketing; and, in some cases, purchase of the marketing package is mandatory.
  
• If the company designs the covers, it owns the cover design.
  
• Wholesalers and retailers may not buy POD books because they are non-returnable, higher in price, and often lower in quality.
  
• The ISBN number is often in the company’s name, not the author’s, making the company the publisher of record.
  
• After an initial number of complimentary books, you must purchase copies of your own books at about 40 percent of retail.
  

Start with a printer
This is something you would do as a self-publisher, of course, but it’s a less complicated process. Some printers provide the ISBNs and bar codes at a slight additional cost. One is NoWaste Publishing in Fenton, Missouri, which printed the last two editions of How to Write a Nonfiction Book: From Concept to Completion in 6 Months. You can do as much or as little of the self-publishing process as you like with this option. I uploaded my book to amazon.com, featured it on my website, made it the centerpiece of my blog, wrote articles based on its content, and printed only what I could afford and store.

Use LightningSource
LightningSource is a digital printer that prints books for publishers, as opposed to individual authors. You would have to create a publishing company to take advantage of their services. Ironically, the big POD houses farm out their printing to LightningSource, so they may be printing your book whether you realize it or not. LightningSource:

• is owned by Ingram, the largest book wholesaler in the US
  
• will automatically get your book into Borders, Barnes & Noble, and Amazon
  
• charges a single, upfront set up fee of $500, and then you only pay for what you print
  
• sells internationally
  
• prints in black and white and color, hardback or softback
  
• will print anywhere from one book to 10,000
  

To Blog or to FAQ?

Meet our guest blogger, Anne Wallingford, as she shares her musings on whether to launch a blog (She has at www.permissionsplease.today.com) or focus on frequently asked questions about the business of freelancing (She has done that, too, at www.aw-wrdsmth.com/faq.html). Anne is an experienced freelancer and an expert in permissions editing who integrates information from many sources into one viable marketing tool. She works with various publishers, development houses, and businesses to write and edit a wide range of material, including science articles, catalog copy, permissions, and journals.

My thanks to Bobbi for inviting me to write a guest blog. I’m fairly new to the blogging world; I’d put off undertaking this ‘new’ computer skill because, as I kept telling myself, I didn’t have the time. But once I caught up on my work and met my deadlines, I ran out of excuses for procrastinating. Except for one excuse that I think is still valid—my own web site.

I’ve had my own web site for several years now, and I’m proud of the fact that my site covers many different aspects of my life, from career through personal. There is one common thread though, that connects all the pages of my site, and that’s my love for writing. Which brings me back to my dilemma of blog or FAQ?

One section of my site is called Freelancer’s FAQ, and I’ve spent a lot of time and energy over the past few years in creating this page. My goal was to address many of the questions fellow freelancers have asked me, and topics include writing contracts & proposals, setting rates, and other issues related to the business side of freelancing.

Within the past year, though, I’ve had several colleagues say to me, “You should write a book” when I’ve told them stories about my work in permissions editing. Write a book? That sounds like too much work. Besides, would the people I wanted to reach ever buy the book? And this is when I started to think seriously about starting a blog.

With a blog, I could share my stories as well as important information about copyright and permissions. Since blogs are popular these days I could also tell colleagues about my blog and they would be more willing to browse to it for a look-see. My hope was that if I wrote something worthwhile about this topic, word would get around to others working in the copyright/permissions field and my blog would accomplish my goal of instructing while entertaining.

And that brings me to what I’ve found to be the biggest difference between writing my blog and writing FAQs for my web site. Writing a blog, for me, is like talking to someone, and offers a chance for immediate feedback. Writing a FAQ is definitely more ‘third person writing.’ So for now I’ll keep both my blog and my FAQ page. Hope to see you around at one of them!

Stop the Background Music

My father used to dislike the word “bored.” So, just to be contrary, I had my boyfriend paint a sign that said in huge, mock-typewriter letters, “I am bored.” Today, as I was going on and on about my latest project — a PowerPoint presentation — my sister remarked, “Well, at least you’ll never be bored.” I guess as long as there are new subjects to write and new ways to write about them, she is right. I won’t be.

I fall into bed at night, or rather escape into it, just to stop working. Not that all those words on my computer screen are necessarily work related. Many of them are just busy-ness that pass for work but are really play. If I billed for every hour I sit there, hunched over my keyboard until my muscles scream, I would be a wealthy woman. The question is what do I actually write?

Well, there are e-mails; blog posts; “tweets” and postings to various other social networking sites; responses to comments on my blogs or website; articles for online article sites; other marketing-related “stuff”; replies to requests for information on coaching, editing, and ghostwriting; plans and handouts for teaching; some volunteer efforts; and notes to go with mailing labels for my books. Of course, none of that includes anything to do with my other life (what other life?). If there is time left over, I do actual work.

There is something amiss here. Once upon a time in another life, my husband walked in the front door of our apartment and was bowled over by a blaring stereo. “Bobbi,” he remarked (at the top of his lungs), “don’t you think the background music is a little too loud?” Well, yes, it was, and it is. All the things I spend prime time on (did I mention addictive reading?), added together, comprise the background music of my life. And they are taking a considerable chunk out of my waking hours.

Of course, they are not all a waste of time. One must market, and many of those activities are part of marketing. But many are not. If I can design something, even if it’s totally unnecessary, I’ll spend hours designing it. I will play on Photoshop. I will illustrate things that could well remain un-illustrated. You get the idea.

This begs the question: Why? I’ve been pondering the answer all evening, and I think I have figured it out. If I don’t keep my fingers and mind occupied every single moment, I’m afraid I’ll be bored.

I wonder if I should send this to my sister, who is unlikely to stumble on it if I don’t. But, first I have to proof it; then, I have to find some clip art to illustrate it; then, I have to post it on my blog; then, I have to send it. Whoops!

Podcasting Lessons

Every time I think I’m getting proficient on the computer, I run into something that absolutely stumps me. So it is with podcasting, which is beginning to drive me absolutely crazy.

I probably wouldn't have undertaken it at all if I hadn’t bought a new Mac and signed up for the $99 offer of a lifetime — Apple’s one-to-one training program. Along with individual training sessions, I received a little box of tiny manuals on topics to cover. After the Mac genius solved all my software problems; got my mail program to work; and taught me iPhoto, iPod, and iChat, it was time for Garage Band.

Garage band is mostly about making music, but it has other functions, as well. One of them is recording audio or video podcasts. Now that I’m blog savvy, I decided it was time to enter the world of podcasting.

Let me say out the outset that I am not Garage Band-literate or intuitive. It’s pretty much a mystery to me, despite four of one-to-one sessions on the subject and a book that a third grader could understand. After many false starts, I have managed to record one so far, but the second one isn’t going too well. In fact, I’ve recorded it five or six times and thrown it in the trash every time. While I know there are ways to split the recording, rerecord corrections, get rid of the mistakes, and drop in the new material, I can’t seem to do any of those things.

Frustration doesn’t even begin to describe my feelings on this subject. I want to scream and throw the microphone across the room (yes, of course, I bought a microphone). But wait. Let’s think this through. Since the late eighties, when I got my first computer — an Osborne — I have learned three different word processing programs, Excel, Photoshop, Quark Xpress and InDesign, several versions of Photoshop, Illustrator, Acrobat, two website design programs, time and billing, and mind-mapping. I’ve designed my own website, set up my blog, and become a fixture on on-line article sites.

In short, I am no cyber-slouch … except for this one elusive, little skill. I don’t understand it, and neither do my one-to-one trainers. But failure is not an option here, so back I go this week to revisit what we did last week. I wonder if five sessions on podcasting are some sort of a record.

The Fifth Edition: Five Times Tougher Than the First

The good news is that my little book, How to Write a Nonfiction Book: From Concept to Completion in 6 Months, is selling on Amazon and my website. The other day I counted my remaining copies and realized it is time to start thinking about the next edition. That’s about all it took; I haven’t thought about anything else since then. The seed was planted.

So, I packed up my new MacBook and went off to my latest dog-sitting gig, full of ideas for what I might add to the content. It seems the longer I teach, the more I realize how much I have to learn. The article sites I contribute to are goldmines of information, new perspectives, and advice on how to get from your first book-thought to your first book-signing. I read other people’s wisdom and find myself newly inspired. There is so much to share with aspiring authors who buy my book or sit in my classes.

Every time I revise what was once a pretty thin eight-and-a-half-by-eleven-inch workbook that focused primarily on how to write a book proposal, I add more to the other key aspects of writing, publishing, and promoting a nonfiction book. There are so many good books and so many experts, it’s a bit intimidating to publish what I want to say. Yes, it’s true; even veteran writers feel that way!

The first questions I ask myself are what do authors want to know? What are my students, clients, and book buyers asking me, and have I answered their questions in this book? I look for gaps in the text, and I find them. Why do I have to write a proposal? Do I need an agent? How do I find one? What should I send to a publisher? What is involved in writing a memoir? What’s the difference between POD publishing and self-publishing? And on and on.

Yesterday, I received an e-mail from a member of my writers’ group with her query letter to a publisher attached. “What do you think?” she wanted to know. “Let me get my thoughts together,” I wrote back and immediately set off on a research and writing journey that culminated in an article, as well as a new section for my book. This was undoubtedly much more than she ever wanted to know; but, when I tried to answer her question, I realized I didn’t really know enough about book query letters to do so.

The first edition of my little book was easy as pie to write; the second a little more difficult; and so on. It has taken me five editions to realize that the best way to learn about your subject is to write about it. I am dedicating this book — if I ever finish it — to my writers group, students, clients, and book buyers. Thank you all for continuing to ask questions I can’t answer without some serious thought.

10 steps from obscurity to #3 on Google (under “book writing coach”)

I’ve heard it said that having a website no one knows exists is like having a billboard in the middle of the Sahara dessert. I believe it. I’ve had a website almost as long as I’ve been in business, and it was the world’s most expensive (and confusing) online brochure. Now, it generates viable leads every week. It didn’t happen overnight. It took time, advice from experts, lots of learning, and, most of all, doing.

1. It began at an SLPA meeting at which a marketing expert named Bobette Kyle knocked my socks off with her presentation. She offered the audience a free marketing workbook and 30 minutes of consulting time. I signed up. Her first suggestion was to redesign my website to reflect my new goals.

2. I’ll spare you the details of starting over from scratch. It was a series of false starts and frustrations. In the end, I bought DreamWeaver and did it myself. Of course, there were so many things I didn’t have a clue about, such as how to do, like making buttons for my navigation bar or settin up a template. Basic stiff.

3. I hired Pat Weaver, a computer wizard from the Webster school district. She became my fixer and teacher. If I wanted to learn DreamWeaver, she was the best.

4. Finally, I went back to Bobette for a brainstorming session on marketing planning — an essential step! I had to have a marketing plan, and it really wasn’t all that mysterious to write one when a marketing exert was asking all the right questions, and all I had to do was think through the answers.

5. My overall goal was to build my business as a ghostwriter, book-writing coach, and editor. One strategy was to expand my online presence. Tactic #1 was to write and submit articles in my area of expertise to online marketing sites. So, that’s what I did. I wrote them; Bobette submitted them to about 30 online sites, including EzineArticles.com, the gold standard. At the bottom of each was a little blurb explaining what I do and how to contact me. At this point, there are close to 60 articles, which are also on my website in two formats: web pages and PDFs.

6. In the meantime, I kept adding to and improving my site. I did the design and writing; Bobette did her magic behind the scenes. The key was obtaining quality inbound links from authority Websites, like relevant directories or topical Websites. This helps search engines find and list my site and potential clients find me. A novice could do that, I suppose, but it’s so worth it to pay a consultant who knows what she’s doing. I started showing up on search engines, and potential authors started contacting me. To me, that was a miracle.

7. Tactic #2 was to join social networking sites like Gather, LinkedIn, FaceBook, and Eons, among others. That took a lot of time; and, truthfully, it is my weakest link. Networking sites can become so addictive and time-consuming that I forget to work. Obviously, I still have a lot to learn about that aspect of Web 2.0.

8. There has to be a way to encourage people to e-mail and then capture their addresses when they do. And, even more important, then, I have to give them something free — information, reports, eBooks, anything that will benefit the reader and compel them to make contact. So, we set up a way to do that on my home page. The e-mail addresses go to EzineDirector, which automatically sends out the eBook I offer. It will also send out a regular newsletter and do all kinds of other things, automatically, if I set them up.

9. I struggled with the idea of doing a newsletter. I feel that a newsletter should be full of news and other helpful messages. Doing the requisite research is a big job, so I finally decided to send one only when I have something worthwhile to announce or share.

10. I don’t know what took me so long, but, eventually, I discovered blogging; and I love it. I set up my blog on BlogSpot, which is free, easy, and basic. I keep discovering new things I can do and adding them to my blog. My topic, of course, is writing; but, unlike articles, I find blogging gives me more flexibility. It is personal, so I can reflect on a whole range of writing-related topics that don’t fit in the article format.

Those are the basics. In between the numbers are all the things I have done wrong while learning to do them right, and, believe me, there have been many. There is so much to learn and so much to do, it could consume most of my day. But, when you are a writer who sells services as well as words, that is your full-time job. Marketing is how you get to do it.

What to do first, what to do next

More than anything, I want to work. I love what I do and always have. In fact, I am addicted to it. It’s like chocolate or, in my case, strawberry shortcake (my other addiction).

“Do you have time for a project?” someone asks, and I automatically reply, “absolutely.” “I am writing a book and need some help,” appears in an e-mail and, without a moment’s hesitation, I respond, “What kind of help do you need? Why don’t you give me a call?” The phone rings with a request for an editor. If the caller says, “I’m looking at your website right now,” I’m a goner.

Lately, my website and little videos on YouTube seem to have hit the charts, and people are actually finding me. It’s a heady feeling to be needed — so heady that I tend to forget time and energy are finite. When it runs out, and I fall off the chair, I'm pretty much good for nothing. Nonetheless, I find it difficult to say, “No” or “Not at this time” or anything that might make the other person think I don’t want the work or can't handle the work or don’t have time for the work.

I mentioned this to my Web marketing guru, who seems to work 24/7, and asked her how she does it. “Priorities,” she said. “You have to set priorities!” I looked it up.

priority |prīˈôrətē|
noun ( pl. -ties)
• a thing that is regarded as more important than another : housework didn't figure high on her list of priorities.

I am taking her advice very seriously. As soon as I finish this post, I’m going to empty the dishwasher, fold the laundry, clean off my desk, water the plants, and set some priorities.