May Program:
A Book in the Oven:
Iris Waichler Shares Tips for First-Time Authors
Twenty years ago, Iris Waichler sent out her manuscript for Patient Power: How to Have a Say During your Hospital Stay to only five publishers. Quickly, Betterway Books picked it up and published it. Now, past the millennium, she realized getting a book published quickly wasn't as easy. "I sent my manuscript out to fifty publishers and nothing."
What are aspiring authors to do? At CWIP's May 2008 program, Waichler, a co-author of A Book is Born: 24 Authors Tell All, shared a step-by-step process of how to get published. She wove in her story about her latest book, Riding the Infertility Roller Coaster, and the journey she took to get it published.
When she wasn't progressing with any publishers, Waichler wrote to Nancy Cleary, a publisher for mom writers, and was invited to join a co-op of mom writers. In this co-op, authors assisted each other through the publishing process, addressing queries and concerns. Eventually, this group of twenty-four authors created and published A Book is Born.
At the beginning of Waichler's journey to publish Riding the Infertility Roller Coaster, she researched the market to check out what other infertility books were out there, if any. She didn't find a book that was remotely comparable to her own, and so her passion and her fight for its publication strengthened. "[You] must be passionate about your book and be able to talk to others about your book." When speaking to agents or publishers, Waichler said, "You have to pitch yourself in thirty seconds."
A key point Waichler stressed was the use of exposure when creating a platform and presenting yourself in a way that will attract a publisher. A great marketing tool for this, she shared, is the Internet, such as utilizing YouTube and MySpace to reach out to a wider audience. Waichler showed the commercial she launched on YouTube to promote Riding the Infertility Roller Coaster. Presented like any commercial on the radio or TV, it informed viewers about infertility, showed why her book is the best for this subject matter, and stated why one should buy it. This is an inexpensive way to expose and promote yourself and your book.
Waichler advised first-time authors to consider the following questions:
- How big are my dreams?
- How far do I want my dreams to go?
- How far reaching do I want my book to go?
- How much effort am I willing to put in to expose myself and my book?
- How much money am I willing to spend?
Waichler explained four principles of publishing: a well-written book, a well-built platform, a good pitch, and a means of publishing. Authors need to do their homework and research the market. As obvious as it may seem, authors should only submit to publishers for whom they qualify, otherwise it is a waste of time for both parties.
The final advice Waichler gave covered what an author needs to consider when mapping out their book plan. Once a publisher has accepted the book for publication, the author should create a marketing calendar as a roadmap to stay on track with the essential processes.
- Start by determining publication date, which is generally six to seven months from when the contract was signed.
- Five to six months from publication date: create a wish list of reviewers and endorsements, write the book foreword or introduction, and have a completely edited manuscript ready.
- Four to five months from publication date: create a list of print media target markets for book excerpts, finalize advanced review copy, and prepare electronic gallery and mail to major reviewers.
- Three to four months before publication date: follow-up on endorsements for back of book, target radio and TV shows, and think about media lead-generating options.
- Two to three months before publication date: contact local bookstores about author events; pitch TV, radio, and Internet reviewers; and post press release.
- One to two months before publication date: mail books to reviewers, submit book and application materials to copyright office, and mail copies of book and pitch letters to local media.
- One month before publication date, post press release (if author writes own press release, could cost $80 to $90) and begin media interviews.
- After publication date: subscribe to newsfeeds, Google alerts, and PR Web alerts to get publicity leads and maintain a heavy marketing campaign.
Rachel Winokur graduated from Columbia College Chicago in 2006. She is currently a Project/Editorial Coordinator at Pearson Education.