Just Another Whiny Indie Pub Rant

It appears that the American Christian Fiction Writer's Association is jumping on the bandwagon. 

The Indie Author bandwagon, that is.

It's not surprising.  One by one,  industry moguls are moving over to the other side of the Indie publishing debate.  Self-publishing has come of age.  

One of the latest big shifts came when Jerry Jenkins, best-selling author, with Tim LaHaye, of the Left Behind Series finally "saw the light."  

Some months ago, on Facebook, I jokingly suggested to him that he review my indie-published novel in exchange for the pre-publication review I gave one of his new police thriller manuscripts.  He wrote back with a "no" to the review request (surprise, surprise), a passionate diatribe in support of traditional publishing, and a categorical relegation of all indie published books to the file 13 slush pile.  

"If your book is really good," he said, "you should find a traditional publisher."

I thanked him for his advice.  I didn't bother telling him I was foot-sore from pounding the pavement to the doors of traditional publishers, and on crutches from getting that same foot smashed by those doors, which always slammed halfway through the first sentence of my elevator pitch.  

Then, lo and behold, in March, 2013, we get a news flash.  Jerry Jenkins has started his own self publishing company.  He actually said, on Facebook, "I saw the light."  Now he's charging big bucks to help independently published authors "prove their worthiness in the market."

I wish I could say he saw the light because he saw my manuscript.  Alas, he hasn't read it yet, and I can't afford the fee he would charge me to do so. But his conversion experience is indicative of where the industry is going, and has been going for the last several years.  

So back to the ACFW.  Below are excerpts from an e-mail they sent me this morning in response to my recent cancelation of my membership in their organization.  If you're a Christian Indie author you might be interested.
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Dear Ginny,

It’s great to connect with you again through email. Whether your affiliation with ACFW was long-term or short-term, please know you have been missed.

Life sometimes takes us in different directions than we expect, or even different from what we want. That may have happened to you. But sometimes it brings us back full circle. If you’re still interested in writing Christian fiction, consider joining ACFW again. ACFW continues to offer quality skill training for novelists, as well as education in the industry.

We wanted to make you aware of some recent and upcoming changes in ACFW that are tailored to meet a wider range of needs.

When ACFW first began, the organization focused solely on helping authors improve their craft with the goal of signing with a traditional publisher. Times have certainly changed! Many authors are now either publishing independently or are “hybrid” authors—involved in both independent and traditional publishing. The ACFW Executive Board agreed ACFW needs to be an organization that helps all novelists, regardless of which path they choose.

In full recognition of changes within the industry, independently published books will be allowed entry into the Carol Awards beginning in 2015.
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This is a good first step.  It might be useful to some Indie authors. But it's only encouraging if you've already done, by yourself, the marketing work a traditional publisher would normally help you do.  

Read on. 
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In fairness, independently published authors must also meet a certain standard to enter the Carols: a “Qualified Independent Author” status. The QIA status will require the author to show proof of a minimum of $4000 earnings within a consecutive 12-month period on one independently published Christian novel. Once the status is reached, it is permanent.

These requirements are in keeping with standards currently used within the independent publishing industry. And they are designed to level the playing field between traditionally published authors, whose path includes successfully navigating through professional channels, and independently published authors who successfully navigate the challenges of publishing on their own.

The same qualifications for the Carol Awards will apply for those wanting to list their novels on Fiction Finder: traditionally published books must be released by an ACFW recognized publisher, and independently published books must be from an author who has achieved the Qualified Independent Author status.
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I'm not complaining about these stipulations.  There's still a need to screen self-published books and the ACFW needs such guidelines to maintain professional standards. If they didn't they'd be in danger of becoming bedfellows of vanity presses.  

But it's still hard for those of us who have well written books and don't know how to get them noticed in the marketplace.  It's not our manuscripts that are being screened in this case, it's our marketing success level.  

And that's fair too.  We can't expect anyone to lift us out of the promotion difficulties every author, and publisher--traditional or indie--has to deal with.  And I'm not knocking the ACFW either.  It's a great resource and support for any Christian writer, as Robin points out.   

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ACFW is the place to be if you’re writing Christian fiction. Veteran writers and relative newcomers are improving their craft, understanding the needs of the market, and going on to publication and award honors.

We’d love to have you rejoin the circle and help form part of this vital community focused on fiction.

Robin Miller
ACFW Executive Director 
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Next post I'll give my reply to Robin's invitation, explaining in greater detail some of the difficulties Christian indie authors face, and talking about my experiences with editors at ACFW conferences.

The Mystery of Marketing

Since the debut of Zinovy's Journey in October, 2011 (Has the book really been out that long?) I notice that all my posts on this blog have veered over toward the marketing department, either directly or indirectly. 

The Authorial Process

When the authorial process begins, all the action takes place in the writing department.  But it very quickly (don't ever use either of those two adverbs, especially right next to each other) moves over into the editing department, and the two department heads (or the two-headed monster, whichever analogy seems appropriate to you) wrestle back and forth with each other until both are exhausted and left, sweating and panting, on the editorial floor.  

At this point the publishing department (in my case the self-publishing department) picks up the manuscript, wipes away the blood, sweat and tears, whips the product into a more-or-less presentable condition, and puts it on Amazon.com.   

From there, the product moves into the marketing department, and it stays there forever. 

Marketing--The Great Mystery

How does marketing work?  Is it magic? Miracle? Or just more blood, sweat and tears?  

I asked my friend and mentor, Jeff Gerke, for advice on this mystery.  He's young, bright, excited about writing, imaginative and experienced in all aspects of the writing process, so I figured if anyone could solve this mystery it would be him. 

Here is. . .

Jeff Gerke's Marketing Formula:

I'm a believer in what I call the 30-to-1 Marketing Plan.  You have to do 30 things to market your book before 1 of them works. 

The problem is that you don't know which one it was, and if you did it again, it wouldn't work again.  So you have to keep doing those and 30 [other] new things to get a new 1.  Do that enough times and your 1's will finally begin to add up. 

There really is a correlation between elbow grease and results, when it comes to marketing fiction.  My authors who do less to market their books tend to sell fewer copies than my authors who work longer and harder to promote their books.

So there it is.  Jeff would be the first to say that magic plays a part.  He is, after all, a fantasy writer.  And he believes in miracles as well.  But bottom line, like any other great achievement in life, it's the well-greased elbow that gets the job done.

I'm pushing up my sleeves as we speak.

P.S.  If you're a writer of faith-friendly books who is considering self-publishing, I highly recommend Jeff Gerke's services.  He is a well-respected fiction-writing jack-of-all-trades, with experience in all aspects of publishing. He was invaluable in my process, as a consultant, an editor, a typesetter, a cover designer and, through it all, an encourager. 

7 Essential Steps Toward Marketing For the Christian Author

These seven steps toward book marketing for the Christian author may seem obvious, but sometimes we need to be intentional in our thinking about what's most important. Please comment. Let me know your thoughts on this topic. Agree or disagree. Add to or subtract from this list.

1.  Pray for guidance.

Prayer for guidance has to be the first, and single most important marketing "tool" for the Christian author. 

Finding a market for our books is like finding the proverbial needle in the haystack. Unless you believe in luck, there's no way to find that needle in today's marketplace without specific guidance. Every step of the journey in the writing of my book, so far, has been taken prayerfully, and I have convincing evidence that my steps have been directed. Why would I now expect to take the marketing steps on my own, without that guidance?

Remember those times you asked the Lord to help you find something you'd lost?  Do it again. Ask Him to help you find your audience. The Bible says, "Your ears will hear a word behind you, 'This is the way, walk in it,' whenever you turn to the right or to the left." (Isaiah 30:21). Commit your way to the Lord and then tune your ear to 'the word behind you.'

2.  Proceed gently.

Proceed gently, probing patiently for that jewel of a connection that will bring your book to the attention of readers. 

Just as the writing of the book was a process--a series of small, seemingly insignificant steps down a long and dusty highway--so will be the marketing.  Think of the marketing goal you are pursuing as if it were a rare orchid, or a precious archeological find. You wouldn't go after either of these treasures with a bulldozer.  

So, too, in your marketing endeavors, don't rush headlong in every direction.  Listen for the quiet Voice and obey, even when it looks like you're going nowhere.  Even when you don't see a clear destination.  Even when you're tempted to forget that you're following an all-knowing Guide.

3.  Value every step.

Not every connection you make, through social media or personal contact, will necessarily lead to a viral presence on the internet, but every connection will be meaningful. 

Every person you connect with is an eternal being, of great value to God.  Each person is, in fact, more valuable than the piece of writing you are promoting, even when the writing has an eternal purpose. 

Never let your goal of promoting your work overshadow your goal of interacting with and loving people to the glory of God.  And remember that people can sometimes be angels unawares.

4.  Listen to advice from wise persons.

Others who have been on the journey before you are great resources.  Collect tips from successful writers and publishers and follow up on the ones that seem most relevant to your situation. 

Michael Hyatt and The Passive Voice are two blog sources of marketing/publishing information that I read constantly for help on this journey.  Michael Hyatt is helpful because he speaks from great experience as a publisher, but he never lets his experience overshadow the wisdom of the Great Communicator.

The Passive Voice is useful because The Passive Guy collects the best information from a variety of other sources and puts them in a form that is easily accessible.  I don't have to surf for the best information, particularly on self-publishing. 

Look for your own favorite sources and pay attention to them.

5.  Use your own common sense.

God anoints common sense that is attuned to the sound of His voice.  Advice from wise persons may not always be wisely applied to your own situation.  Sometimes your own instincts are better. 

Pay attention to your own inner instincts.  If you are following all of the above steps, your common sense will be a reliable source of wisdom, and a gold mine of inspiration for the journey.

6.  Trust your Guide.

Anointed common sense may or may not follow logical or worldly-wise road signs.  It might lead you on detours that take the long way around.  That's okay.  In marketing, as in writing, the journey is part of the destination.  And you have no way of knowing what time-consuming obstacles those detours might be saving you from. 

Trust your Guide to use your instincts to accomplish the right purposes.

7.  Journal your journey.

Keep track of the progress you make, the steps you take and the places those steps lead you.  Do this for two reasons: 

First, so you can look back one day and see how beautifully you have been led. 

Second, so your journey can be an encouragement to others who are coming along behind you. 

You are in the process of becoming one of those "wise persons" you are now listening to.  Record the wisdom, for your sake and for the sake of others.  For the sake of God's Kingdom.

So the gist of this advice?  Pray.  Be patient.  Listen to the right voices. Enjoy the journey.  You will never pass this way again, and this way is glorious.

Looking for more specific, practical advice?  Next post will give 7 Practical Ways to Market Your Self-Published Book.  

I'm not promising when that post will go up, but I do promise I will plod doggedly down the road toward that next little writing goal!

May God bless you as you do the same.

A Bad Choice

"That goat's milk was a bad choice!"

You don't have to watch my granddaughter's first comedy video to understand this blog post, but it will help.

Well, okay.  Watching the video won't help, but it's kind of fun, anyway.

This post is about bad choices.  Specifically, bad marketing choices.

Two years ago, almost to the day, I wrote to John Kehne, author of the official website for December 21, 2012, asking if I could place an ad for Zinovy's Journey with him.  It seemed like a great idea at the time.  His site was about the-end-of-the-world-as-we-know-it and so was my book.  People interested in that topic were already flocking to his website, even though the fateful end-of-time date was over two years away.  He confirmed, in our e-mail correspondence, that his site was receiving, at that time, over 6,000,000 page hits a month!

That's a huge target audience. 

Even considering that only a few of those six million readers would notice an ad, and not all of them would hit the view button, and even fewer would actually choose to buy the book, that's still a sizable market of potential buyers.  I was excited about the possibilities.

I gave John Kehne my elevator pitch, and he seemed to think Zinovy would fit in with other products he was selling, so I stashed the idea away in my file of marketing ideas and plunged on with the publication process.

Now, two years later, the book is published and ready to sell.  A few days ago, when I decided the time was right, I clicked into the 12/21/12 website and applied for a $150 banner ad. I'd already created a banner to the specs he required.  I was ready to go.

But the timing was not so right after all. 

The end of the world is now three months away. 

The topic is hot, and getting hotter all the time. 

And all the ad spaces in the website have been sold.

Now you might think, at this point, that my bad choice was to wait so long to place the ad.  That was my first thought.  But deeper in my consciousness an uncomfortable idea had been squirming around for quite some time.  

Almost from the beginning, I'd wondered about the wisdom of advertising a book set at the time of the coming of God's rule on earth on a website that said the world would end on December 21, 2012, just because the Mayan calendar ended on that date.

In my author's notes in the book I say that anyone who predicts a specific time for the end of the world is either deceived or deceiving. Strange bedfellows, my book and the December 21, 2012 website.

Sometimes what looks like a good idea, from a human perspective, is not a good idea from God's.  I believe my book has a future.  I believe it will find readers.  But I'm actually relieved this marketing door has slammed shut.  There will be other ways to get the word out.

I suspect every writer is confronted with the temptation to prostitute her work, or herself, at some point in the process of writing, publishing and marketing a book.  Perhaps at many points.  What that looks like will be different for every person.  What I might feel is prostitution might simply be good sense to someone else.  But the issue needs to be considered, for every honest writer.  

How much personal integrity am I willing to sacrifice to make my book a success? 

We need to consider that what appears to be a very sensible idea could end up being a bad choice.