With Writers and Publishing, Success means Always Learning

W. Terry Whalin, a
writer and acquisitions editor lives in Colorado. A former magazine editor and
former literary agent, Terry is an acquisitions editor at Morgan James Publishing. He has written
more than 60 nonfiction books including his newest: Jumpstart Your Publishing Dreams and
Billy Graham. To help writers (fiction
and nonfiction), he has created 12-lesson online course called Write A Book Proposal
. Check
out his free Ebook,
Platform Building Ideas for
Every Author
. His website is located
at:
www.terrywhalin.com.
Connect with Terry on Twitter, Facebook and LinkedIn.
* * *
Always Learning
The world of book publishing is ever-changing.
The world of book publishing is ever-changing.
What was effective five years ago to reach readers is different today.  These changes aren’t new.  I encourage you to locate and read former
Simon and Schuster Editor-in-Chief Michael Korda’s Making the List, A Cultural History ofthe American Bestseller 1900-1999. Publishers, editors and agents are
always trying to pick books and authors which will sell enough copies to make
the bestseller list.        
           
“The bestseller list is full of surprises, too.
Publishers have always bemoaned the fate of the dreaded “first novel,” but the
bestseller lists are full of first novels by unknown authors that sold hundreds
of thousands of copies—even millions of copies—and made their author, and
publisher, rich and famous; Margaret Mitchell’s Gone With the Wind is the example that comes to everybody’s mind,”
Korda writes (p. xiii) And a little later, “Editors cling to the advice that’s
always worked for them, when dealing with authors—‘Concentrate on story, story,
story!’ ‘Show, don’t tell!’” (p. xxv) 
           
Now as an acquisitions editor, authors often want
me to predict whether their book will be a bestseller. While I can recognize a
well-written book, I learned years ago it is unwise to predict which books will
bomb and which will become bestsellers.
           
Bookstores expect authors to promote their books.
As we tell our Morgan James authors, every bookstore
buys books based on their perception of what the author is going to be doing to
promote the book. We have a system established to regularly take the reports
from our authors and feed it to the bookstores to keep our books selling in the
stores. I recommend every author find out how to report their regular activity
to their publisher.
           
My watershed moment as an author came at Mega
Book Marketing University in 2007. I attended as a literary agent and listened
carefully to each session. I had written over 55 books with traditional
publishers yet I was doing almost nothing to promote my books. Yes I had a personal website but I had no teleseminars, a few entries in my blog and no twitter followers. I decided
to change and take action. I became actively involved in the promotion of my
books and building an audience of readers with a newsletter and
regular communication. I would not delegate or outsource this activity to a designer
or a webmaster but I did it myself. I’ve built a large digital footprint—and
here’s the good news: you can do it too.
           
Every author is surrounded with opportunity
(even if you don’t know it). The activities to build an audience don’t have to
consume your life or prevent your writing—but you do need to take consistent
action. I am constantly learning about publishing, bookselling and marketing.
There is always more to learn and I will never figure it all out.
           
Here are nine principles as I’ve engaged the
market (and expanded in Jumpstart Your Publishing Dreams):
  1. Always be prepared.
  2. Decide to be consistent.
  3. Decide to be generous and help others.
  4. Count the cost of new activities.
  5. Gain knowledge before you leap into an activity.
  6. Look for ways to automate.
  7. Be open to new tools.
  8. Don’t neglect old fashion print tools.
  9. Create a clear goal for each new tool.

I wish I could say that I have it all figured
out—but I don’t. I’m still growing in my daily knowledge of this publishing
business. I wouldn’t have it any other way because I have chosen to follow my
passion for the printed page every day. I know books change lives. Many years
ago, reading a book changed my life.
     
What principles do you use to engage the
marketplace?