Thanks for this well done piece Cole. It was validating and clarifying.
Validating because I'm following the same plan. Self-publish as much as possible. Generate massive leverage. Then get a book deal. This is how it works in the music industry, too. Remember when Justin Bieber uploaded videos to YouTube? Or when Taylor Swift sang country song covers (and her own songs too). This became their leverage. It set the foundation for the stardom they have today.
It was clarifying because I never understood what a book advance really was for before reading this. I knew some of the budget went to marketing. But had no idea it was so much.
I've seen so many online celebrate book advances as a payday that it gave me the impression some of that money was compensation for the author's work and IP.
I'm not surprised to learn I was wrong.
The big publishers have the difficult job of sifting through thousands of potential books (investments) to find the few that will make bank to keep their whole operation afloat. They know most books will fail. But they have to constantly search for new ones (all books have a limit on how long they can be big earners). This is especially true now since self-publishers have so many more options for wide distribution, which cuts into their profits. The VC analogy fits perfectly.
I wish I'd read something like this years ago when publishing my first novel. It's a gut punch to see book publishing for what it is. But it helps set expectations for how a writer should define success for their work.
Every writer who aspires to write a book should ask themselves: why am I really doing this?
Is it getting the book on a shelf (get "status")?
Is it sharing unique ideas?
Is it getting paid?
This article makes it crystal clear what you should do depending on the answer to the question.
Thank you for all of the years, experiences, hardships, excitement, planning, writing, negotiating, analyzing, drafts, editing, re-writing all of your books and this article. You’ve clearly given the roadmaps and “decision trees”. Every career should have a breakdown for their field like you’ve provided. I am sure I will consult what you wrote again.
Then there’s the “published legal author experience” I went through in 1978 as a law student when I wrote a chapter in a “land use planning” text overseen by my professor, James Jay Brown” (Dec’d.) at Nova Southeast University Law School where as a temporary student “on leave” from Cleveland Marshall Law School where I got my degree.
My topic, “Planned Unit Developments and “Cluster Housing”* was approved. (I chose it because of my then 8 year interest in affordable housing from when I lived in a boarding house run by students and sponsored by the Methodist Church in Gainesville, FL and when I was on the “Affordable Housing Committee” at the Univ. of Florida.)
[My interest in the topic and in affordability continues, but is now centered on a hybrid populated by “Tiny Homes” and “co-housing”. ]
(*As to the still-existing communities described then, think “apartment and town house and “master planned developments primarily.)
In any event: there were no personal computers. I planned my writing and wrote on legal pads and index cards and typed the draft for a professional typist to take over after the professor approved my work.
Six months after the class I opened a package in the summer of 1979 while finishing my degree in Cleveland. I got one copy of the book that had no ISBN number and no “cataloging in print” information and no imprint by a University Press. I was not offered more copies for free or purchase and I did not think to ask.
But I was and am “an author” in that field --and an author of much legal writing in the form of work for trial and appellate courts in the field of “workers compensation defense” and my legal writing for appellate courts over the past 45 years is still available as published by first, “West Publishing” and their successors and competitors. And my work is available online throughout the world. (I am referring to the Briefs and Motions I wrote and filed in the various courts in Florida.)
Every trial and appellate lawyer’s work is available in tge sane way by way of “West” and other legal Publishing houses, including by some states. In general, none of us hold the copyrights and none of us get royalties, much less were paid for the published works other than by salaries or “by the projects.” And all of our work is available worldwide going back through the history of this country and starting in England.
And my 1978 work and all succeeding work was valid and useful, but surely needs to be updated. All of the topics are still valid and useful and that’s saying something. (Maybe the book is still in the Nova Southeastern law library! I’ll check one of these days!)
Evidence that even if not recognized in the ways authors in general publishing or “self publishing” might be that “old legal work” is still something to be proud of? How’s this:
In the “Dobbs Opinion of the Supreme Court last year in which “Roe v. Wade” was overturned, some hardworking lawyer from the 14th Century had his work cited by Justice Samuel Alito!
I leave it to others to decide whether lawyers and law students have gotten a raw deal. Maybe at some point we should have unionized and negotiated, but that point was likely at least hundreds to a thousand years ago.
There are also still controversies among lawyers, law firms, legal authors whether the large publishing houses --many multi-national--and states may “monopolize” because the current systems result in make legal research in the official books and on line unaffordable for many lawyers. (Doctors and scientists have the same issues about their work.)
Oh yes I forgot: Of course no one that wrote chapters in the text book had been paid to begin with, but we all got “A’s” for our our 3 months work. Our work also helped our professor “publish or perish”. Our professor, a great guy, moved on to Stetson University Law School but we did not stay in touch and I should have given my continuing interest in the field where my interest even extended to zoning, planning, and commercial land investment by way of work in two land use planning & developer law firms starting in the 1970’s and then more directly through investments at one point in the mid-1990’s to mid-2,000’s.
Finally, the field of “legal writing /authorship” is nothing to be scoffed at even if most if us hold no copyrights and get no royalties. For example, I was involved along with many other lawyers in one class action between 1987 and 1994 all the way up to the Florida Supreme Court. There were years of hearings and depositions and expert witness meetings and a “30 day “straight through” trial with 80 witnesses.
When we won at the trial level, we announced the win to our clients on TV accompanied by our written work we “legal authors” had worked on through that point. The work was piled up more than 6’ high! And then the years of post-trial and appellate work began with more legal writing...
Very informative and thought provoking. I never knew much of this, and after reading I feel a more "of course, it's common sense" type of feeling and belief towards a traditional publisher. I wonder though, are small publisher start ups predatory and scammy as well to those who don't meet the requirements?
I learned a lot from this, Nicolas. Thank you! I wonder if there are any emerging self-published authors who have hit big without the backing of the Big Five. How did they do it?
I know my specialist business area is niche so will end up self-publishing. My hubby though has written a beautiful YA book and is figuring out what route to take so have forwarded him this to help him decide so Thankyou.
Wow! MANY, many thanks for posting this. I had no idea the figure for *New York Times* best-seller list is in the $250,000 range! However, I have often wondered why the author, who may have received a horribly modest advance (e.g., $1,000-2,000) or no advance whatsoever should assume 100% of the costs for marketing yet receive only a small percentage of the returns.
You have given us some food for thought. Of course, there are some secondary considerations (e.g., those relating to content that Amazon et al. take from a publisher and not from self-published author), but self-publishing generally looks more attractive.
Thanks for this. I’ve self published a memoir but I’m trying to get an agent for my next book because I’d like to work with someone on the book in terms of developmental editing and feedback. Based on your lists I should self publish again - it’s a niche book (sone elements of personal development in there thought) and I don’t fit the criteria you laid out.
Rightly or wrongly I’m going to give it a go, not least that because writing the proposal is providing clarity on where the book fits, it’s purpose and structure. If I fail I’ll self publish.
Using “startups” as an example is great. Understanding the book game has allowed me to rethink my strategy and build a portfolio of ip before going to the big 5.
Thanks for this well done piece Cole. It was validating and clarifying.
Validating because I'm following the same plan. Self-publish as much as possible. Generate massive leverage. Then get a book deal. This is how it works in the music industry, too. Remember when Justin Bieber uploaded videos to YouTube? Or when Taylor Swift sang country song covers (and her own songs too). This became their leverage. It set the foundation for the stardom they have today.
It was clarifying because I never understood what a book advance really was for before reading this. I knew some of the budget went to marketing. But had no idea it was so much.
I've seen so many online celebrate book advances as a payday that it gave me the impression some of that money was compensation for the author's work and IP.
I'm not surprised to learn I was wrong.
The big publishers have the difficult job of sifting through thousands of potential books (investments) to find the few that will make bank to keep their whole operation afloat. They know most books will fail. But they have to constantly search for new ones (all books have a limit on how long they can be big earners). This is especially true now since self-publishers have so many more options for wide distribution, which cuts into their profits. The VC analogy fits perfectly.
I wish I'd read something like this years ago when publishing my first novel. It's a gut punch to see book publishing for what it is. But it helps set expectations for how a writer should define success for their work.
Every writer who aspires to write a book should ask themselves: why am I really doing this?
Is it getting the book on a shelf (get "status")?
Is it sharing unique ideas?
Is it getting paid?
This article makes it crystal clear what you should do depending on the answer to the question.
great breakdown appreciate you putting this together. id much rather be self published and sell way fewer books personally.
A hard cold shower.
Excellent essay.
Tens of thousands of people will still sweat for months writing nothing more than a query letter, while others will make thousands coaching them.
Thank you for all of the years, experiences, hardships, excitement, planning, writing, negotiating, analyzing, drafts, editing, re-writing all of your books and this article. You’ve clearly given the roadmaps and “decision trees”. Every career should have a breakdown for their field like you’ve provided. I am sure I will consult what you wrote again.
Then there’s the “published legal author experience” I went through in 1978 as a law student when I wrote a chapter in a “land use planning” text overseen by my professor, James Jay Brown” (Dec’d.) at Nova Southeast University Law School where as a temporary student “on leave” from Cleveland Marshall Law School where I got my degree.
My topic, “Planned Unit Developments and “Cluster Housing”* was approved. (I chose it because of my then 8 year interest in affordable housing from when I lived in a boarding house run by students and sponsored by the Methodist Church in Gainesville, FL and when I was on the “Affordable Housing Committee” at the Univ. of Florida.)
[My interest in the topic and in affordability continues, but is now centered on a hybrid populated by “Tiny Homes” and “co-housing”. ]
(*As to the still-existing communities described then, think “apartment and town house and “master planned developments primarily.)
In any event: there were no personal computers. I planned my writing and wrote on legal pads and index cards and typed the draft for a professional typist to take over after the professor approved my work.
Six months after the class I opened a package in the summer of 1979 while finishing my degree in Cleveland. I got one copy of the book that had no ISBN number and no “cataloging in print” information and no imprint by a University Press. I was not offered more copies for free or purchase and I did not think to ask.
But I was and am “an author” in that field --and an author of much legal writing in the form of work for trial and appellate courts in the field of “workers compensation defense” and my legal writing for appellate courts over the past 45 years is still available as published by first, “West Publishing” and their successors and competitors. And my work is available online throughout the world. (I am referring to the Briefs and Motions I wrote and filed in the various courts in Florida.)
Every trial and appellate lawyer’s work is available in tge sane way by way of “West” and other legal Publishing houses, including by some states. In general, none of us hold the copyrights and none of us get royalties, much less were paid for the published works other than by salaries or “by the projects.” And all of our work is available worldwide going back through the history of this country and starting in England.
And my 1978 work and all succeeding work was valid and useful, but surely needs to be updated. All of the topics are still valid and useful and that’s saying something. (Maybe the book is still in the Nova Southeastern law library! I’ll check one of these days!)
Evidence that even if not recognized in the ways authors in general publishing or “self publishing” might be that “old legal work” is still something to be proud of? How’s this:
In the “Dobbs Opinion of the Supreme Court last year in which “Roe v. Wade” was overturned, some hardworking lawyer from the 14th Century had his work cited by Justice Samuel Alito!
I leave it to others to decide whether lawyers and law students have gotten a raw deal. Maybe at some point we should have unionized and negotiated, but that point was likely at least hundreds to a thousand years ago.
There are also still controversies among lawyers, law firms, legal authors whether the large publishing houses --many multi-national--and states may “monopolize” because the current systems result in make legal research in the official books and on line unaffordable for many lawyers. (Doctors and scientists have the same issues about their work.)
Oh yes I forgot: Of course no one that wrote chapters in the text book had been paid to begin with, but we all got “A’s” for our our 3 months work. Our work also helped our professor “publish or perish”. Our professor, a great guy, moved on to Stetson University Law School but we did not stay in touch and I should have given my continuing interest in the field where my interest even extended to zoning, planning, and commercial land investment by way of work in two land use planning & developer law firms starting in the 1970’s and then more directly through investments at one point in the mid-1990’s to mid-2,000’s.
Finally, the field of “legal writing /authorship” is nothing to be scoffed at even if most if us hold no copyrights and get no royalties. For example, I was involved along with many other lawyers in one class action between 1987 and 1994 all the way up to the Florida Supreme Court. There were years of hearings and depositions and expert witness meetings and a “30 day “straight through” trial with 80 witnesses.
When we won at the trial level, we announced the win to our clients on TV accompanied by our written work we “legal authors” had worked on through that point. The work was piled up more than 6’ high! And then the years of post-trial and appellate work began with more legal writing...
Very informative and thought provoking. I never knew much of this, and after reading I feel a more "of course, it's common sense" type of feeling and belief towards a traditional publisher. I wonder though, are small publisher start ups predatory and scammy as well to those who don't meet the requirements?
I learned a lot from this, Nicolas. Thank you! I wonder if there are any emerging self-published authors who have hit big without the backing of the Big Five. How did they do it?
This is so well-written and helpful! Thank you for taking the time to write this, Nicolas.
Fantastic article. I restocked it twice while reading. 👏
This the best article on the subject. Very informative and helpful !
I know my specialist business area is niche so will end up self-publishing. My hubby though has written a beautiful YA book and is figuring out what route to take so have forwarded him this to help him decide so Thankyou.
Wow! MANY, many thanks for posting this. I had no idea the figure for *New York Times* best-seller list is in the $250,000 range! However, I have often wondered why the author, who may have received a horribly modest advance (e.g., $1,000-2,000) or no advance whatsoever should assume 100% of the costs for marketing yet receive only a small percentage of the returns.
You have given us some food for thought. Of course, there are some secondary considerations (e.g., those relating to content that Amazon et al. take from a publisher and not from self-published author), but self-publishing generally looks more attractive.
Thanks for this. I’ve self published a memoir but I’m trying to get an agent for my next book because I’d like to work with someone on the book in terms of developmental editing and feedback. Based on your lists I should self publish again - it’s a niche book (sone elements of personal development in there thought) and I don’t fit the criteria you laid out.
Rightly or wrongly I’m going to give it a go, not least that because writing the proposal is providing clarity on where the book fits, it’s purpose and structure. If I fail I’ll self publish.
Using “startups” as an example is great. Understanding the book game has allowed me to rethink my strategy and build a portfolio of ip before going to the big 5.
Very useful advice!