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by Jason R Rich Self Publishing FOR DUMmIES How This Book Is Organized 3 Part I Do It Yourself Getting Started with Self Publishing
Self Publishing,by Jason R Rich,Self Publishing For Dummies. Published by,Wiley Publishing Inc,111 River St,Hoboken NJ 07030 5774. www wiley com, Copyright 2006 by Wiley Publishing Inc Indianapolis Indiana. Published simultaneously in Canada, No part of this publication may be reproduced stored in a retrieval system or transmitted in any form or. by any means electronic mechanical photocopying recording scanning or otherwise except as permit. ted under Sections 107 or 108 of the 1976 United States Copyright Act without either the prior written. permission of the Publisher or authorization through payment of the appropriate per copy fee to the. Copyright Clearance Center 222 Rosewood Drive Danvers MA 01923 978 750 8400 fax 978 646 8600. Requests to the Publisher for permission should be addressed to the Legal Department Wiley Publishing. Inc 10475 Crosspoint Blvd Indianapolis IN 46256 317 572 3447 fax 317 572 4355 or online at http. www wiley com go permissions, Trademarks Wiley the Wiley Publishing logo For Dummies the Dummies Man logo A Reference for the. Rest of Us The Dummies Way Dummies Daily The Fun and Easy Way Dummies com and related trade. dress are trademarks or registered trademarks of John Wiley Sons Inc and or its affiliates in the United. States and other countries and may not be used without written permission All other trademarks are the. property of their respective owners Wiley Publishing Inc is not associated with any product or vendor. mentioned in this book, LIMIT OF LIABILITY DISCLAIMER OF WARRANTY THE PUBLISHER AND THE AUTHOR MAKE NO REP. RESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CON. TENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES INCLUDING WITHOUT. LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE NO WARRANTY MAY BE CREATED. OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS THE ADVICE AND STRATEGIES CONTAINED. HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION THIS WORK IS SOLD WITH THE UNDER. STANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL ACCOUNTING OR OTHER. PROFESSIONAL SERVICES IF PROFESSIONAL ASSISTANCE IS REQUIRED THE SERVICES OF A COMPE. TENT PROFESSIONAL PERSON SHOULD BE SOUGHT NEITHER THE PUBLISHER NOR THE AUTHOR. SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM THE FACT THAT AN ORGANIZATION OR. WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND OR A POTENTIAL SOURCE OF FURTHER. INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMA. TION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE. CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ. For general information on our other products and services please contact our Customer Care. Department within the U S at 800 762 2974 outside the U S at 317 572 3993 or fax 317 572 4002. For technical support please visit www wiley com techsupport. Wiley also publishes its books in a variety of electronic formats Some content that appears in print may. not be available in electronic books,Library of Congress Control Number 2006926374. ISBN 13 978 0 471 79952 8,ISBN 10 0 471 79952 1,Manufactured in the United States of America. 10 9 8 7 6 5 4 3 2 1,1O RV QY QW IN,About the Author. Jason R Rich is the bestselling author of more than 32 books including a few. self published titles He has also ghostwritten several additional books for. business leaders and well known experts in their field As a journalist Jason. continues to contribute articles to numerous national magazines and major. daily newspapers and he works as a freelance public relations and marketing. consultant for companies in a variety of industries. Some of Jason s recently published books include The Unofficial Guide to. Starting a Business Online 2nd Edition Wiley Pampering Your Pooch. Discover What Your Dog Needs Wants and Loves Howell Book House The. Everything Family Travel Guide to Walt Disney World Universal Studios and. Greater Orlando 4th Edition Adams Media and American Idol Season 4. Official Behind the Scenes Fan Book Prima Random House Jason is also. writing a series of personal finance guides for Entrepreneur Press the pub. lishers of Entrepreneur magazine His most recent self published book is The. Bachelor s Guide to Life iUniverse, Jason lives just outside of Boston with his Yorkshire Terrier named Rusty. www MyPalRusty com Yes Rusty has his own Web site Please check it out. You can also visit Jason s Web site at www JasonRich com or e mail him at. jr7777 aol com,Dedication, This one is for Ferras Mark Ellen Sandy Emily Ryan and my family. Author s Acknowledgments, Over the years I have read a handful of For Dummies books I am very proud. to now have the opportunity to contribute a book to the popular series I. hope you the reader find this book helpful on your quest to become a pub. lished author, Thanks to Mike Lewis at Wiley for inviting me to work on this project Thanks. also to Georgette Beatty this book s project editor for her hard work and. guidance The work of Carrie Burchfield copy editor and D Patrick Miller. technical editor are also very much appreciated Many people work. extremely hard to make the For Dummies series so successful I d like to offer. my sincere gratitude to everyone involved including the editors illustrators. designers proofreaders reviewers editorial supervisors and the sales team. This book truly is a team effort, On a personal note my never ending love and gratitude goes out to my close. friends Ferras Mark and Ellen as well as Ellen s family who are all. extremely important people in my life I d also like to thank my family for all. their support Congratulations to Ferras on signing a major record deal and. having the opportunity to pursue his dreams I am so proud of you Ferras. Publisher s Acknowledgments, We re proud of this book please send us your comments through our Dummies online registration. form located at www dummies com register, Some of the people who helped bring this book to market include the following. Acquisitions Editorial and Media Composition Services. Development Project Coordinator Tera Knapp, Project Editor Georgette Beatty Layout and Graphics Andrea Dahl. Acquisitions Editor Michael Lewis Denny Hager Clint Lahnen Barbara Moore. Copy Editor Carrie A Burchfield Barry Offringa Melanee Prendergast. Jill Proll Heather Ryan Alicia B South,Editorial Program Coordinator Hanna K Scott. Proofreaders Leeann Harney Jessica Kramer, Technical Editor D Patrick Miller Christy Pingleton Techbooks. Editorial Manager Michelle Hacker Indexer Techbooks. Editorial Assistants Erin Calligan Nadine Bell,Cover Photo Alamy. Cartoons Rich Tennant www the5thwave com,Publishing and Editorial for Consumer Dummies. Diane Graves Steele Vice President and Publisher Consumer Dummies. Joyce Pepple Acquisitions Director Consumer Dummies. Kristin A Cocks Product Development Director Consumer Dummies. Michael Spring Vice President and Publisher Travel. Kelly Regan Editorial Director Travel,Publishing for Technology Dummies. Andy Cummings Vice President and Publisher Dummies Technology General User. Composition Services,Gerry Fahey Vice President of Production Services. Debbie Stailey Director of Composition Services,Contents at a Glance. Introduction 1,Part I Do It Yourself Getting Started. with Self Publishing 7,Chapter 1 Welcome to Self Publishing 9. Chapter 2 Understanding the Pros and Cons of Self Publishing 17. Chapter 3 Equipping Yourself with the Write Stuff 35. Chapter 4 Creating a Winning Manuscript 49, Chapter 5 Fine Tuning Your Work with Careful Editing 69. Part II Pulling Together the Details,Administration and Design 79. Chapter 6 Setting Up Your Self Publishing Business 81. Chapter 7 Tackling Book Specific Tasks 95, Chapter 8 Coming Up with Creative Page Design and Layout 111. Chapter 9 Judging a Book by Its Cover 131,Part III Start the Presses Examining. Printing Choices 149, Chapter 10 Trying Out Traditional Offset Printing 151. Chapter 11 Print On Demand for Demanding Self Publishers 163. Chapter 12 Checking Out Some Non Traditional Printing Options 179. Chapter 13 Working Successfully with Any Printer 189. Part IV Making Your Book a Bestseller,Distribution Methods 197. Chapter 14 Selling Your Book through Popular Online Booksellers 199. Chapter 15 Distributing Your Book through Traditional Channels 211. Chapter 16 Getting a Grip on Warehousing Order Fulfillment and Shipping 225. Chapter 17 Selling Your Book to the Big Boys for Better Distribution 237. Part V Creating a Buzz Publicity and Marketing 247. Chapter 18 Crafting Publicity Materials for Your Book 249. Chapter 19 Publicizing Your Book for Free with the Media s Help 275. Chapter 20 Marketing Your Book with Paid Advertising. and Promotional Tools 291, Chapter 21 Maximizing Your Marketing Power in Cyberspace 313. Chapter 22 Expanding Your Income with Spin Off Products and Services 327. Part VI The Part of Tens 339, Chapter 23 Ten Self Publishing Mistakes to Avoid 341. Chapter 24 Ten Useful Resources for Self Publishers 345. Table of Contents,Introduction 1,About This Book 1. Conventions Used in This Book 2,What You re Not to Read 3. Foolish Assumptions 3,How This Book Is Organized 3. Part I Do It Yourself Getting Started with Self Publishing 4. Part II Pulling Together the Details Administration and Design 4. Part III Start the Presses Examining Printing Choices 4. Part IV Making Your Book a Bestseller Distribution Methods 4. Part V Creating a Buzz Publicity and Marketing 5,Part VI The Part of Tens 5. Icons Used in This Book 5,Where to Go from Here 6,Part I Do It Yourself Getting Started. with Self Publishing 7,Chapter 1 Welcome to Self Publishing 9. Figuring Out Whether Self Publishing Is the Best Option for You 10. Gathering the Right Publishing Tools 10,Putting Together a Winning Manuscript 11. Editing Your Work Effectively 11,Dealing with Administration and Design 12. Checking Out Your Printing Options 13,Delving into Distribution 13. Getting the Word Out with Publicity and Marketing 14. Surveying a Brief Self Publishing Timeline 15, Chapter 2 Understanding the Pros and Cons of Self Publishing 17. Why Should You Even Consider Self Publishing 17,What Are the Benefits of Self Publishing 19. Self publish any type of content 20,Maintain control over the entire process 21. Quickly get your book into the hands of readers 21. Achieve your career related goals 22,Earn more royalties 23. Save money without a literary agent 24,x Self Publishing For Dummies. What Are Self Publishing s Drawbacks 24,Recognizing the time and costs involved 24. Encountering specific distribution snags 26,Hiring all the help you want and need 27. Do You Have the Skills that All Self Published Authors Need 28. Being willing to work hard 28, Catering to your audience with the right writing style 29. Injecting creativity and personality into your work 29. Honing your organizational skills 30,Being self motivated 31. Can Self Publishing Be a Full Time Gig 32, Chapter 3 Equipping Yourself with the Write Stuff 35. Fix It Up Creating Your Ideal Writing Environment 35. Deciding where to work 36,Controlling your environment for maximum comfort. and productivity 37, Minimizing distractions and drains on your time 38. Throw Away the Hammer Assembling the Writer s Toolbox 41. The office equipment you need 41,Tools to enhance your creativity 45. Chapter 4 Creating a Winning Manuscript 49, It s Not Always About You Considering Your Audience Upfront 49. Targeting certain readers 50,Choosing appropriate content 51. Don t Be Sketchy Creating an Outline 52,Understanding an outline s importance 53. Ordering your topics 54,Formatting and polishing your outline 54. Dig for Facts Doing Research 58, What Meets the Eye Adding Visual Interest to Your Manuscript 60. Put the Pieces Together Examining Other Book Elements 62. Copyright page 62,Author acknowledgments 62,Table of contents 62. Foreword and or Preface 63,Introduction 63,Appendixes 64. Bibliography 64,Glossary 64,About the Author 65, Keep It Legal Obtaining Permission to Use Other People s Materials 65. Interviews 66,Foreword 66,Table of Contents xi,Photographs 66. The concept of fair use 66,You re Not a Copier Avoiding Plagiarism 67. Chapter 5 Fine Tuning Your Work with Careful Editing 69. A Bird s Eye View of the Editing Process 69,Editing your own work first 70. Understanding an editor s responsibilities 71,The Nitty Gritty of Hiring an Editor 73. When should you hire an editor and how long,should the editing take 73. How much should hiring an editor cost 74,Where can you find an experienced editor 75. Do you also need a technical editor 76,Part II Pulling Together the Details. Administration and Design 79, Chapter 6 Setting Up Your Self Publishing Business 81. Understanding the Benefits of Establishing a Publishing Company 81. Taking Official Steps to Create a Company 82,Starting with a name and an image 83. Developing a business plan and securing financing 84. Legally establishing the right type of business 85. Organizing your office 86,Keeping Costs Tracked and Under Control 89. Listing your expenses 89,Formulating a budget 90, Finding Additional Expert Advice on Your Business Adventure 93. Chapter 7 Tackling Book Specific Tasks 95,Obtaining an ISBN for Your Book 96. An ISBN What it is and why your book needs one 96,How and when to register for an ISBN 97. Ordering a Barcode for Your Book 100,Filling Out the Advance Book Information Form 101. Securing a Library of Congress Control Number 103,It s Mine All Mine Copyrighting Your Work 104. Including a copyright notice in your book 104,Registering your copyright 105. Increasing Profits by Setting the Right Cover Price 106. Calculating your publication costs 106,Predicting demand 107. Considering wholesale and discounted pricing 108,xii Self Publishing For Dummies. Determining your book s perceived value 108, Putting everything together to come up with a magic number 109. The Right Time Selecting Your Book s Publication Date 110. Chapter 8 Coming Up with Creative Page Design and Layout 111. Delving into Do It Yourself Page Design 112,Setting your type in a word processor 112. Making some upfront design decisions 112,Building the body of your book 114. Laying Out Your Book with Popular Desktop Publishing Software 121. Surveying software packages 121,Using templates for maximum layout ease 123. Converting Laid Out Pages into Printer Friendly Files 124. Portable Document Format PDF files 124,PostScript PRN files 125. Hiring a Professional Graphic Designer 125,Finding the right expert 126. Supplying your layout preferences 128,Chapter 9 Judging a Book by Its Cover 131. Constructing a Catchy Title 132,Keeping your title short and clear 132. Making your title stand out 133,Keeping a Close Eye on the Front Cover 134. Showcasing the front cover s text 135,Using attractive images 137. Choosing colors carefully 138,Pulling together the overall design 139. Turning to Your Book s Back Cover 141,The elements of a back cover 142. The overall look of a back cover 145,Remembering Your Book s Spine 146. Working with a Design Expert to Create Your Cover 146. Part III Start the Presses Examining,Printing Choices 149. Chapter 10 Trying Out Traditional Offset Printing 151. The Basics of Working with a Traditional Offset Printer 152. The pros and cons of offset printing 152,Finding reputable offset printers 152. Choosing the Features of Your Traditionally Printed Book 153. Trim size 154,Hard covers versus soft covers 154,Cover stock and coatings 155. Table of Contents xiii,Binding types 155,Paper weight and color 156. The use of color in the interior 157,Interior art photos and illustrations 157. Inserts 158, Hiring the Right Offset Printer for Your Needs 158. What are a few upfront considerations 158,How is the customer service 159. Is the price right 160,What happens after you hire a printer 162. Chapter 11 Print On Demand for Demanding Self Publishers 163. Taking a Quick Tour of Print On Demand Technology 164. Looking at the Pros and Cons of Print On Demand 164. The benefits of Print On Demand 164,The drawbacks of Print On Demand 166. Surveying the Print On Demand Process 167,Looking at the major steps 168. Knowing what a POD company needs to get rolling 169. Picking a Great Print On Demand Company for Your Book 171. Finding and thoroughly researching companies 171,Working with companies to manage money issues 173. Checking Out a Few Prominent POD Companies 176,iUniverse 176. Trafford 177,Wheatmark 178,Chapter 12 Checking Out Some Non Traditional. Printing Options 179,The Basics of eBook Publishing 179. Examining eBooks setup and audience 179,Understanding eBook benefits 181. Recognizing potential eBook drawbacks 181,The Details of Putting Out eBooks 182. Formatting your eBook 182,Pricing your eBook 184,Distributing your eBook 184. Heading to a Local Print Shop 186, Knowing when to use and when to avoid a print shop 186. Maintaining a professional look 187, Chapter 13 Working Successfully with Any Printer 189. Walking through the General Printing Process 190,Getting on the Same Page with Your Printer 191. Asking appropriate questions 191,Becoming technically savvy 192.