Lisa Tener

Book Writing Coach

How to Get Published

Questioning Your Book

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Lisa Tener
Lisa Tener
I received an e-mail today from someone who was looking for an editor–sort of.

In her e-mail she complained that she’d already spent thousands of dollars on a book proposal that agents told her was terrific but that there was no market for–unless she was someone famous. [Note: I had not helped her with the book proposal–someone else had done that–she came to me looking for an editor so she could self publish].

She also wondered whether she was smart to even be looking for an editor. Was the book really as good as people said it was? Was she wasting her time and money?

I gave her the name of a terrific editor who was within her budget. But I also offered a bit of unsolicited advice, which I then decided to share with my writing blog readers. This author was wise to get writing feedback from experts and her audience. It’s important to see where you’re on track with the writing and where it doesn’t work for readers. Yet, it’s equally important not to look for validation from others for what you know in your heart.

Yes, get an editor or expert to provide detailed feedback, but don’t allow criticism to penetrate so deeply that you lose faith in your project.

In my experience, writing a book brings up a person’s past issues. Writing a book is about fully expressing yourself, being big in the world, being seen, being in your power. If you sometimes got stuck in victim mode in the past, or your parents or teachers gave you the message to suppress your brilliance, writing a book is going to bring up those old tapes.

Time to release those old messages around self-esteem, personal power and self expression.  Step into your power. The faster you release the past, the faster and easier will be your rise to success.

Enjoy your brilliance. Write. Publish. And have a great day.

Please share your experiences as a comment to the blog!

Author’s Platform? What’s That and How Do I Get One?

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If you’ve spent any time around people in the publishing industry, or attended a conference about getting your nonfiction or how-to book published, you’ve probably heard the term platform. An author’s platform refers to your fan base, and the media vehicles you already use to reach people with your message.

Your internet platform includes your blog, online articles you publish, your presence on facebook(pages, profile, friends, groups), your twitter presence, blogcasts, an internet radio show, videos on youtube and other sites, your website and the amount of traffic it gets. When people visit your website they should have the opportunity to become part of your community or fan-base. Perhaps they subscribe to your blog or newsletter. Maybe you offer a free tip list or mini-course in exchange for their e-mail address and first name. Here’s an example of how to enroll people in a free course.

Your platform also includes everyone on your mailing list. You want to build that list through your website, speaking engagements, courses, and however else you can. Ideally, you aren’t just collecting names. You communicate with your mailing list and offer value to them.

Another area of platform is your traditional media base–articles in magazines and newspapers that have featured or quoted you, TV or radio interviews, as well as any articles you’ve written and published, or radio or TV shows you host.

The term actually comes from the speaker’s podium, or platform, and public speaking, teaching workshops or seminars and other public appearances also compose your platform, as do any memberships you have in local, regional and national organizations.

If you don’t have an extensive platform and you want to get published or promote your self-published book successfully, it’s time to develop it now.

The Squirtgun Approach to Motivation

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Donna Montalbano Uses the Squirtgun Approach
Donna Montalbano Uses the Squirtgun Approach

Many writers find it challenging to sit down and write at will. They might schedule the time in their calendar to write, but when the time comes, they suddenly notice the grimy buildup inside the stove (time for some steel wool) or they head to the fridge to fix themselves a snack–anything to avoid writing.

It can be even more challenging if you are writing a book that brings up emotionally challenging issues. My friend and colleague, Donna Montalbano, recently shared a terrific secret with me. After completing The Shop on Wickendon Street, her sequel to the local phenomenon (Providence and Rhode Island), The House on Benefit Street, Donna realized the sequel needed rewriting.

The problem was, it had been an arduous process to write the book through a challenging time in her personal life. The character’s experiences often wove together with Donna’s painful personal experiences. The last thing she wanted was to revisit such agony…and yet, she owed it to Angie’s fans, who begged for more.

At first, she tried the squirt gun approach to motivating herself to write: “If you don’t write now, Donna, your eyelashes are going to fall out.” Having experienced such effects from menopause, this actually did motivate her in the short run. Then she realized that her eyelashes didn’t fall out whether she wrote or not. Uh oh. Time for a new trick.

Donna decided to use her fan base for motivation. She serialized the sequel on her website. Fans come from all over the world–her biggest hubs of fans being Chicago, California and New York. Now she has to polish and publish a chapter a week or she’ll disappoint her fans. The motivation works.

You might worry that serializing your book could eat away at your reader base, but serialization can actually catapult a book to instant fame and blockbuster sales. A Gentleman’s Agreement came out in 1947, after being serialized in Cosmopolitan. The book sold out its first printing of 30,000 books in three days and was number one on the New York Times Bestseller list for weeks! Just one example in a long history of serialization success–from Charles Dickens to Stephen King.

Are You Writing the Next Blockbuster?

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The Wall Street Journal had an interesting article this weekend addressing the huge advances that publishers will pay for a title that goes to auction. Why, in this economy, are they taking such risks? And how can you have it work to your advantage?

Anita Elberse, author of the article and associate professor at the Harvard Business School, points to the fact that blockbusters often bring in the lion’s share of profits at a publishing house. If a publisher backs out of the big auctions, those agents who tend to find the gems won’t include them in the next big opportunity. In essence, they get shut out in the future.

Makes sense, but how do you capitalize on this opportunity? First, you need to gain access to those top agents. Second, you need to convince them that your book is a future hit. Your query letter and book proposal can accomplish this.

Elberse gives the example of Dewey: The Small-Town Library Cat Who Touched The World, a book by a first-time author that attracted a seven figure advance. The book was touted by the agent as “Marley and Me for cat lovers.” Is there a bestseller you can compare your book to?

You’ll need a combination of compelling writing, an entertaining and powerful story (think laugh out loud funny and moving at the same time) and a popular or intriguing subject. And that special ingredient that makes people talk about and share it with others.

It’s exciting to think in terms of blockbuster status–a book so exciting that the publisher will pay seven figures and then spend their own money to promote it heavily in order to recoup the advance and more. However, as a writing coach and book coach, I still encourage aspiring authors to stick to the basics that agents are looking for:

1.  Work on your author platform: Grow your mailing list, create an internet presence, speak to audiences, get your articles printed in national magazines or get yourself some good national publicity on TV, radio, newspapers and magazines, if you can.

2.  Make your book fresh and exciting:  Research what’s already out there and find out what’s missing that your audience needs or wants.

3.  Understand your audience:  You’ll hit the mark if you know exactly who your audience is, where your readers are coming from and what they most want and need.

4.  Create a powerful book promotion plan:  Publishers are companies looking for a solid investment. If you show them a compelling book promotion plan for your book, you’re much more likely to get them excited about your book.

Let’s hear from you:

* Is there a bestseller you’d compare your story to?

* Do you have a question on how to entice literary agents and publishers with your book?

* Have concerns about whether your platform is adequate, or whether you really need a platform with your specific book?

Share your ideas and questions for this writing coach as comments to the blog. I’ll be sure to respond and would love to hear from you.


Small Publisher or Work on My Platform & Hold Out for the Majors?

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What would you do in her shoes? Today I received an e-mail from a client asking me “writing coach” advice. I’ve changed a few details to protect her anonymity. It’s the kind of question you might be asking yourself, even if you don’t have a publisher yet.

“Lisa, I was offered a “direct” publishing contract for my book by a small independent publisher.  They were very excited about the book…(came to me through a friend) and though they don’t do a lot in my genre, they want to use my book to break into this market.

“They offered me a very small author’s advance ($16K).  My agent advised that I turn them down…and work to build my platform [national audience, mailing list, reach]– then go to a bigger, brand name publisher, where I might get better attention and more money.

“What do you think?  I’m torn…would love to get the book published and ‘out there’ … but also like the idea of getting a better known publisher behind me…even though this will take more time and effort on my part.”

My answer isn’t cut and dry.  Is $16K a bad advance? Not for a first book. In fact, a typical advance for a first book is around $3K – $4K. Could this author get a bigger advance? Yes. Is it worth waiting? Maybe. Let’s look at the issues: effort, money, timing.

Effort: Either way, she’ll need to build her platform– before or after the book deal–if she wants to sell books.  So the platform will need to be built. That effort remains equal.

In terms of effort to get books into bookstores, she needs to get a better sense of the sales force and past performance of this publisher. How big a run are they planning? How effective is their sales force? To whom does the sales force sell? Is it a match? If not, this author may have to spend alot of time trying to get her books in stores.

In terms of publicity, she can probably expect to expend equal effort with either publisher, but she shouldn’t assume that. She should ask the small press what they would do. Perhaps, if they want to get into this market, they’re willing to do more publicity than average.

Money: Yes, she could make more money with a big publisher, certainly in the short run with her advance.

Timing: Does she want to have the book out within a year? Will it help her reach other current goals, such more public speaking, more consulting clients? If so, the small press might be a good bet.

But if she wants to have a bestseller, she probably needs to focus on building her platform before the book comes out. Of course, even if she signs a contract today with the small press, she has some time before publishing to focus on building her platform. Yet the waiting strategy would probably provide time for a bigger, more solid platform.

What would you do in her shoes?

Free Publicity to Expand Your Platform or Promote Your Book

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I have a great free publicity tip for you today and it can work whether you’re working on creating more of a fan base and platform before your book is even published, or you’re looking to promote your just-published book.

A new client recently called me for help with his book–an MD with prestigious credentials but not much of a “platform” in terms of mass media or internet publicity.  His first challenge was in deciding whether to self-publish or traditionally publish.

He took my web-based course designed to help you make your Publishing Decision. The class made his decision clear–traditionally publish–but the course also made it clear he needed to have a following and some national presence.

His book concept is catchy and has huge potential, but in this market, that’s not enough. He needs national exposure in the press and/or the internet.

I planned to suggest that he do some work with my friend and colleague, Lisa Sussman. She could help him get articles published in national magazines. When I called Lisa, she pointed out an additional terrific avenue for free publicity.

The AMA, APA and other professional organizations all have PR offices. When a journalist is writing an article, particularly a young journalist with fewer connections, they often call the APA or AMA asking them to suggest a credible expert to interview. My client could call the publicity department of the APA, or whatever national organization he belongs to, and ask them to keep him in mind as an expert on his subject.

You don’t need to be an MD, PhD or psychologist to use this free publicity strategy. If you belong to any regional or national organizations, or even a local chamber of commerce, let the publicity folks know that you are available as an expert and resource to speak to the press on a number of issues (and give them a list of the possible areas and issues for reference).

Try out the strategy and let me know how it works for you!

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