APE: Author, Publisher, Entrepreneur—How to Publish a Book
Guy Kawasaki and Shawn Welch
(Nononina Press, Kindle)
Okay, confession time. I know a bit about the book business—what used to be the book business.
Years ago, I was a freelance developmental book editor for a trio of well-known publishing houses; I’ve had a couple of book agents; books I wrote have been put into print by not-so-major publishers (and later dropped out of print); I’ve written hundreds of book reviews; and I’ve self-published a few books and ebooks: nonfiction, fiction and poetry.
To misquote the late actor-comedian W.C. Fields, on the whole, I’d rather be in self-publishing now. There isn’t much of an alternative.
And not just basic self-publishing but artisanal self-publishing, which Guy Kawasaki and Shawn Welch define, in their well-written and well-designed new book, as “a new, cool form of publishing…authors lovingly crafting their books with total control over the process.”
Many writers, of course, already are trying to do that, often with abysmal results, because it’s not enough to commit a book to print (or its digital equivalent) and then wait for the world to recognize your genius and surge forward to buy it on Amazon.
To succeed in self-publishing, you really do have to be, as Kawasaki and Welch contend, an APE: an author, a publisher, and an entrepreneur.
With APE, Kawasaki and Welch aim to “help people take control of their writing careers by publishing their books. The thesis of APE is simple but powerful: When a self-publisher successfully fills three roles—author, publisher and entrepreneur—the potential benefits are greater than with traditional publishing.”
There’s plenty of truth in that. Three publishers turned down my Vietnam War memoir Dark Signals, even after it received a prestigious award. And several other publishers did not bother to respond to my queries. So I published it myself as a CreateSpace paperback and Kindle ebook, both available through Amazon.
It has not been a runaway best-seller; I knew from the outset that I was writing for a limited audience: readers of military memoirs. Yet several hundred copies have been ordered thus far. And a book that I really needed to push out of my soul finally is out there for posterity, with five-star reviews.
No doubt I could have sold more copies at the outset if I had had APE in hand. Knowing the traditional book business is one thing. Knowing the new ways of book creation and marketing are quite another.
Filling the three roles — author, publisher and entrepreneur — is “challenging, but they are not impossible—especially if people who have done it before explain it to you.” That’s the key premise behind APE. Kawasaki, a successful author, has become a successful self-publisher with help from Shawn Welch, and together, they are now offering up their hard-earned secrets in a 300-page book that many authors will want to read, repeatedly.
Indeed, many of us likely will value APE as a Chicago Manual of Style for self-publishing that also has entertaining writing and dozens of how-to tips thrown in for added value. APE is comprehensive. And it’s very realistic about what it takes to succeed as a self-published author.
Three points in particular stand out for me.
- Yes, I have been a professional editor and proofreader of books. But I still should never do the final edits and proofreading of my own text. (Neither should you.) “The self-edited author is as foolish as the self-medicated patient,” Guy Kawasaki points out. Indeed, I have had to create new editions of at least two of my ebooks, because I found glaring typos that I had completely overlooked while doing my “final” edits. As Kawasaki notes: “The going rate for copyediting is $35 per hour, and copyeditors can work their magic at the rate of roughly ten pages per hour (although this can vary depending on the complexity of the material), so you’ll pay approximately $1,000–$1,500 for a three-hundred-page manuscript. This is one of the dumbest places to try to save money, because poor copyediting destroys the quality of your book.” (Unfortunately, you will have to sell a lot of ebooks to cover that cost.)
- At least two of my CreateSpace books have boring covers. I am not a graphic artist, and I should not attempt to save money in the future by “designing” my own book covers or settling for one of the available “standard” covers. As Kawasaki notes: “Not to get too metaphysical, but a cover is a window into the soul of your book. In one quick glance, it needs to tell the story of your book and attract people to want to read it. Unless you’re a professional, hire a professional to create a great cover because, in spite of how the old saying goes, you can judge a book by its cover. Or at very least, people will judge a book by its cover.”
- While I have dabbled at business for many years, I am not much of an entrepreneur. And I don’t have the soul of a self-promoting guerilla marketer. I grew up believing modesty is a virtue. (Or, perhaps I merely had that notion spanked into my britches when I was an Eisenhower-era kid.) In any case, when my first books were published, others hired by the publishers did the editing, bragging, selling and distribution. Sometimes I talked to small groups of people and signed a few autographs. But mostly, I just stayed home, started a new project, and waited for the (small) checks to arrive. Now, in APE’s chapter on “How to Build an Enchanting Personal Brand,” Kawasaki states: “Call me idealistic, but your platform is only as good as your reality. If you suck as a person, your platform will suck too.” Cool. Memo to self: Improve personal enchantment platform immediately. (By the way, Guy and Shawn, I would add a comma between “suck” and “too.” You’re welcome.) Seriously, if we self-publish books, we have to sell ourselves to readers, right along with, and often ahead of, our books. And the eight chapters of APE’s “Entrepreneur” section provide excellent guidelines on how to do that.
Even if you already know a lot about self-publishing and self-marketing books, if you’ll go APE, you can learn some profitable new tricks from Guy Kawasaki and Shawn Welch.
— Si Dunn