When Bad Publishers Happen to Good Writers

Back by popular demand...

Publishing warning signs for Dummies (and newbie authors)

If you’re a writer, I don’t have to tell you that writing a book is hard work and getting published is even harder. Publishing companies are inundated with submissions, and more and more small presses are popping up. Unfortunately, some of them prey on new and hungry writers. If you’re not careful, your hopes and dreams can turn into despair and nightmares.That's what happens when bad publishers happen to good writers.

Anyone can call himself a publisher. All you have to do is put up a website, spout promises, and declare yourself a publisher. The desire to be a published author can sometimes cause writers to don rose-colored glasses that color their judgment. Before signing with a publishing company, interview them, so to speak. They will be, after all, working for you. Just because someone offers to publish your work, it’s not a given that they’re legitimate or that they’ll be fair. If you’re not careful, you could end up signing away your rights to your characters, settings, and future books.

It's easy for rogue publishers to be less than truthful to new authors. They think they can (and often do) tell an unpublished author anything, because newbies don't know better. Since true learning comes from life experiences, it would be nice if newbie authors could learn from the mistakes of others.

I'm not a lawyer, and I don't play one on the Internet. But I have heard enough horror stories to compile some dos and don’ts you should know about before you sign on the dotted line. Some of these will be easy to spot when you're offered a contract, and some will take some investigation. Trust me, it’s worth the time and effort. And if red flags start popping up, then run.

DO:

•    Look at the publisher’s online presence. Scrutinize their website and social media pages. What sorts of things do they post? They should have a solid social media presence with both quantity and quality posts. Publishers should have active, engaging websites, Facebook, Twitter, and Goodreads pages. Their websites and posts should be professional, nit free, and up to date. 

Note: this step should be taken before you submit your work. It’s much easier psychologically to cross a publisher off your query list than to turn a publishing contract down. Once you get an offer, those glasses turn rosey.

•    Google, research, and investigate the company and the people associated with it. Do an Internet search on the publisher’s and the company’s name. How long have they been in business? Check to see if they’re listed negatively on Preditors & Editors, Writers Write, Absolute Write, or other online writers’ forums. “But they may have changed their ways since that was posted,” you say. Yeah, and Elvis might still be alive.

•    Look for positives as well as negatives. How do their authors feel about the publisher? Verify positive experiences. Contact other authors who have had works published by them. Yes, someone has to be the first author for companies just starting out. But don’t let it be you. If you find negatives, can’t find positives, or can’t find anything about the publisher at all, then run like there's no tomorrow.

•    Verify quality for yourself, don’t take someone else’s word for it. Examine books the company has published. At the very least, read an excerpt from Amazon’s “Inside the Book” feature. Are there nits? Bad grammar? Poor formatting? Poorly written work? Make sure the editing and the product is quality.

•    Be clear on their royalties policy. You’ve worked hard and deserve to be compensated, so make sure the wording in the contract specifically states how the publisher pays royalties and on what royalties are based. In a perfect world, all authors would be paid royalties based on list price. But unless you have a book in every bookstore in the country, that probably won’t happen.

Beware of a clause that waives royalties on a certain number of books. (See the Don'ts section.)

Take note of wording. If a contract says you'll be paid 50% of net profits, you're thinking that's really sweet, right? Think again. Most small presses pay royalties on net income or net profit, which are two different things. Net income is the money publishers receive after bookseller discounts have been subtracted, which is a sweeter deal than net profit, which is what the publisher makes after any number of expenses are deducted. Are taxes, editing, printing, shipping and handling, marketing, distributor fees and/or their dry cleaning deducted? If production costs aren't defined, they could feasibly count anything they do as a production cost.

Do they require you to buy books? Do they withhold royalties until a certain number of books are sold? Make sure production costs are clearly defined.

One more point on royalties: Watch for a clause stating the publisher will freeze royalty payments in the event of a legal dispute. If a publisher does something to cause an author to take legal action, or if they take legal action against the author, the publisher will still get paid, but the author will not.

•    Be cautious if there's no advance offered. An advance simply means the company has faith in the author. Rogue publishers might say they don’t pay advances so they can keep overhead low and be able to pay their authors more. Probably bologna. They might say no advance is standard for first-time authors. More bologna.

Note: there are many legitimate small presses that don’t pay advances, so no advance isn’t always a red flag. If your royalty percentage is higher than average, it may offset no advance. It's just something to consider.

•    Beware of mumbo jumbo. In addition to looking at how royalties are paid, take notice of verbose or overly complicated wording in a contract. Smoke and mirrors, people. 

Read the terminology carefully.

Look at this clause:
Work Expenses means all reasonable amounts actually incurred by [Publisher] in connection with the exercise of the Granted Rights that are identifiably attributable to the Work as a standalone work, to a maximum amount equal to 25% of Gross Work Revenues. By way of example only, Work Expenses include the costs of creating versions and copies of the Work (including, without limitation, manufacturing costs related to the Work and the costs of manufacturing ancillary products), shipping costs, advertising expenses related solely to the Work, and charitable contributions derived from sales of the Work, but do not include expenses related to the general overhead costs of Publisher."

Say what?

Or this one:
We calculate net property by taking the Sale Price minus retail discount minus production costs aggregated across the minimum print run: SP-RD-(PC/MPR)=NP.  This is split 50/50 with the author so the Author’s Royalties are 50% of net profits.

I wonder if the writer of that clause even understands what it says. Walk away from mumbo jumbo clauses.

•    Watch out for bait and switch. Verify that the promises the publisher has made on the website, in emails, or in person are also in the contract. Sadly, people break promises. They even break clauses in contracts. But the law is on your side if all expectations are in writing. For example, the publisher may talk about obtaining reviews for the author, but is it in the contract? They may say they’ll do the editing for free, but is it in the contract? Ask them to be specific.

•    Beware of smoke and mirror marketing claims. Enticers are proficient at wording things that can be interpreted differently by different people. 
An example might be:

“The Author hereby grants the Publisher the rights to publish the characters found within the Work and the setting established therein for the purposes of marketing and promotions.”

See what they did there? They mentioned marketing and promotions, so you think that’s something the publisher will do. Read it again. All that clause says is that you grant them the right to use the characters and setting in marketing—-there is no promise of a marketing effort. What is their marketing plan? Is it only through social media and book signings? If the publisher offers no marketing or nothing more than marketing that you can do yourself, or if the wording is ambiguous, or if they require you to pay for services, then run. Because you might as well be doing it yourself and reaping all the profits.

•    Beware of publishers preying on newbie authors. If a publisher contacts you or advertises for submissions...run. Legitimate publishing companies have so many submissions they don’t have to look for authors. Don’t buy the line that they want to help first-time authors, or your work is so fantastic they just have to publish it. It’s just that—-a line.

•    Verify their employees’ experience and that they even exist. Anyone can claim anything on a website. They have five editors with a combined twenty-five years experience? What exactly is their experience? Where did they get it? The school newspaper? They're writers themselves? What have they written? A grocery list? (And notice the word "writers" instead of "authors.") Who are these employees? Are they even real people? Verify. It's entirely possible their editor, Arlo Cooper, is the combined names of their dogs, Arlo and Cooper. Don’t take their word for it. Google. Research. Verify.

•    Ask who will print the book. Some companies use CreateSpace. Don’t give away royalties for something you can do yourself.

•    Verify the publisher’s address is an actual address. It's a big red flag when a publisher lists their address as a post office box. If there’s an address listed, Google the address and see what comes up. Google map it and go to the street view. Is the address a reputable building or a mail store in a strip mall?


Look at this bogus address:
Rogue Publishing
123 Scumbucket Lane, Suite 666,
Scammers RS, 12345.

What’s wrong with that? Looks legit, right? Wrong. “Suite” can also mean “box.” Who knew? 
Do they list a phone number? Google it. Call it and see how it’s answered. If it’s not an actual business address or company phone line, then run like heck. Sure, some brand new publishers may start with a home office. But why didn't they list that address? They're probably trying to appear like more than they are, or they're hiding something.  

•    Make sure there are no hidden costs. Does the contract clearly state the editing and formatting of the book are services provided by the publisher free of charge? No legitimate publisher charges for editing and formatting.

•    Ask about the distribution plan. Will the publisher get your book in brick and mortar stores? Will it be available on the distribution lists that go out to all booksellers and librarians? Will it be available for order outside of Amazon.com and Barnes&Noble.com? It’s hard to sell books if your book isn’t distributed properly. Make sure the distribution plan is in writing.

•    Be certain who pays for review copies. Make sure the contract states who will be responsible for sending the book to reviewers—-you or the publisher? That should be part of the production cost. If they require you to foot the bill or offer no assistance, then you should probably run.

•    Make sure the contract states in what forms the book will be printed. If the clause says “May be” or “At the publisher’s discretion,” request the wording be unequivocal. They may promise an eBook or a hardback, but unless it’s in writing, they don’t have to honor their promises. Don't sign a contract in which the wording is vague, or two clauses contradict themselves.

•    Ask for a galley proof. Is there a clause in the contract stating the author will receive a galley proof at the publisher’s expense? Don't assume. As the author of the book, you have every right to see a galley, and it should be part of the production cost. (When you upload a book to Amazon, you have the option of getting a free .mobi copy so you can proofread. Note: free. Your publisher should forward that to you.) It's your book and your name on the front. A galley or .mobi should be offered--get it in writing.

•    Keep every email or letter you receive from your publisher or liaison. You never know what you may need in the future to prove a point of contention. Keep everything.

•    Negotiate the contract. You should see a huge red flag waving in your face if the publisher refuses to negotiate. If you’re uncomfortable about something, ask, and don’t buy the line, “it’s standard in publishing contracts.” Contracts are meant to be negotiated so they’re fair for both parties. If you ask questions and get mumbo jumbo answers, or are asked to sign the contract as-is, instead of signing, you should be running.

•    Hire a lawyer or agent to look at the contract before you sign. Yes, lawyers are expensive. But which would you rather do: spend money up front to make sure the contract is fair, or spend money later to get you out of the contract you didn’t fully understand? Be clear on what you're signing, because rogue publishers count on duping newbie authors with double talk and mumbo jumbo.

DON’T:

•    Do not, under any circumstances, sign a contract with a clause giving the publisher first rights of refusal on subsequent works. If this becomes a major sticking point, then a) run like a house afire, b) ask for a two-year opt out clause, where you can at least get free and clear after two years. Legitimate publishers will work to retain your loyalty. Dubious publishers will force you to publish with them or not at all. If the publisher does his job to your satisfaction, then by all means sign a new contract with them. But if their work was unsatisfactory, or your relationship turns sour, you need to be able to walk away. If you’ve granted a publisher first rights of refusal, it may be years before you can publish another book because you’re sure as heck not going to give some #@&*^ more of your work to screw up—-right? Run, don’t walk, away from first rights of refusal clauses.

•    Don’t give the publisher exclusive rights to publish works based upon characters and settings of the work for the duration of the contract. Never, never, never agree to that. If things go horribly wrong, you’ve lost control of your work. If you'd intended on writing a sequel or a series, someone who might be unscrupulous and vindictive could hold your work hostage because of one stinking clause. If you don't want them to publish subsequent works, your choice is to wait years until the contract expires and you can publish again, or spend thousands of dollars suing to regain your freedom. Run from the term "exclusive."

•    Don’t accept free books in exchange for royalties. You're in red flag city if a clause in the contract states you will not be paid on the first 100, 200, or any mumbo jumbo number of retail copies sold of any edition.

An author deserves to be paid for every book sold. If a publisher wants to give you free books in exchange for royalties on a certain amount of books, just say no. Publishers should give authors free books for promotional purposes—-period. Publishers pay authors, not the other way around. Run like crazy away from a clause that cheats you out of hard-earned royalties.

Note: If a contract has the double whammy of no royalties on the first X-number of books, and they pay on net profit, from which they deduct production costs, run to the law, because you're about to be robbed.

•    Don’t agree to a book purchase requirement, even at a discount. Just don't. There's no reason you should be required to purchase a certain number of books. None. That's a huge red flag.

•    Don’t sign multiple contracts until you have one book under your belt. Even if the publisher produces a quality product, what if your relationship goes south? Protect yourself.

Note: Publishers do take a risk on first-time authors, and the more books the author writes, the better the first book will sell, so ideally it’s only fair to reward a publisher’s faith in you by publishing multiple books with them. If you’ve done your homework, and the publisher is solid with no other red flags, signing a two-book contract is a show of good faith in each other. Just don’t sign away an entire series. Stuff happens. And it wouldn't hurt to have an opt-out clause just in case.

After you sign on the dotted line...


Verify, verify, verify:

•    Verify promises. If the contract states the publisher will have the work copyrighted within a certain amount of time, verify that he has done so. Just because the contract says he will, doesn't mean it will happen. Protect yourself.

•    Verify formatting quality. Formatting should be included in any service a publisher offers. But just offering it isn't enough. Readers notice sloppy formatting. If the eBook formatting isn’t done properly, insist it be fixed and don’t take anyone’s word for it. Verify. If it’s not fixed after a reasonable amount of time, Amazon might pull it for review, and you will lose sales. A badly formatted eBook will affect your reviews, ratings, and reputation.

•    Verify sales. Would you believe there are some rogue publishers who try to falsify sales reports? Shocking, but true. Since Amazon doesn't allow authors to see Kindle sales (can someone please explain to me that decision?), the author must trust the publisher's reports. But watch your online sales closely. If you feel you've been given an incorrect report, verify.

•    Verify facts. Take screen shots if you believe your publisher has violated the contract and there is online evidence. You may need it at some point in the future. Be a boy scout. Be prepared.

"It is better to look ahead and prepare than to look back and regret.” ~ Jackie Joyner-Kersee

Final thoughts

I'm certainly not disparaging all small presses or pointing fingers at any specific publishing companies. I believe there are a number of great Indie publishers out there doing really fine work. But I've heard so many stories about publishing nightmares, I think it's worth writing about to hopefully keep other authors from falling victim to a rogue publisher. Have you had a nightmarish publishing experience? Leave an anonymous comment so others can learn from it.

If you're comfortable with some of the red flags above, that's your decision. It's up to each individual author to decide what he/she can live with in a contract. But I believe the more informed you are, the better able you are to make educated decisions.

It’s sad that sometimes lessons are learned the hard way. The above points are not melodramatic or overly cautious; and what's worse is, I'm sure it's not comprehensive. Bad things happen, even to nice people and good writers. Don’t disregard red flags or fall for false promises. Be aware. Protect yourself. Investigate. Verify. If you see the warning signs, prepare to run, because chances are, if you don’t run away, you’ll be running into a stonewall.

Featured Author: Troy Jackson

I'm happy to be talking with Troy Jackson today, the author of The Elementals, a fantasy novel. In addition to the standard interview, Troy also took the challenge and answered my Dirty Dozen. Troy is also my 100th post on this blog. Thank you, Troy!

About the book:

Upon unifying the seven warring states under one banner, the First Emperor of China began solidifying power for what he envisioned as a thousand-year reign. Using those he conquered, the Emperor began a series of arduous projects, including the first Great Wall, the Linqu Canal, and a national system of highways. Ignoring the physical and emotional toll exacted upon the people, his insatiable desire to further his own power has led to a growing, and secretive insurgency. One such organization is the Dragon's Spite who wishes to usurp control of the throne by nearly any means. But first they must marshal their forces strewn throughout the kingdom. More importantly they seek out three extraordinary girls who hold vast supernatural powers that can tip the balance in their favor. But do these unknowing heroines realize the talents that they possess? Will the Dragon's Spite reach them before the agents of the Emperor?

Interview with Troy

How long have you been writing, and how did you start?

I have been writing ever since I was a child. I have always enjoyed writing books. But professionally, I would say the past few years.

What do you like best about writing?

Putting pen to paper, and when a scene goes according to plan.

What’s your least favorite thing?

Editing. I cannot STAND editing. *shiver*

I'm totally with you on both accounts! How did you come up with the title of your book?

The supernatural twist to The Elementals is that certain individuals hold vast powers within them in the form of the primary elements (in Chinese lore they would include Fire, Earth, Water, Wood, and Metal) or secondary elements (lightning, spirit, and others). The three young heroines unknowingly hold these powers, and they must be guided or risk destroying themselves. Through training they will transform themselves into The Elementals (which is along the same vein of a comic book story).

How would you describe your book in a tweet? (140 characters or less.)

As one reviewer of The Elementals once said, “This novel has something for everyone!” So I would saying along those lines.

How did you create the plot for this book?

The novel always played in my head as a movie. The opening scene played out like a scene from the movie ‘300’ with someone leaping high into the air in slow motion. From there the pieces fell into place rather quickly. After doing the research I was able to plot things out, and as it turns out I had enough material for at least three books!

Cool. Do you outline, write by the seat of your pants, or let your characters tell you what to write?

When I first attempted to write The Elementals I tried to plow through it without any outline, and it was a total disaster.  It was terrible. So after about 5 or 6 chapters, I stopped and made the decision right then and there to plot it out. This took me about 8 months to come up with, and some of the scenes/chapters I nearly wrote as I plotted it out. It was also where I realized I had more than one book on my hands.

Did you have any say in your cover art? What do you think of it? Tell us about the artist.
Having self-published my novel, I could have used certain templates for my book, but I never once considered that. From the very beginning I had a vision for it, including the exact cover that is on it today. A friend of a friend was a graphic artist (Scott Bradford or Bradford Ink) and after telling him what I wanted he was excited. After a few weeks, and going back-and-forth a few times we had the finished cover. He absolutely nailed it!  Outside of having a sound, entertaining novel, the cover is probably the second most important part of any book. Some might even say #1A, because it is the first thing that a potential reader sees. So having a cover grab someone’s attention is HUGE, and I think Scott did a fantastic job. Wait until you see book 2 and 3’s covers!

What books have you read more than once or want to read again?

The Wheel of Time series (all fourteen books!), The Lord of the Rings, and The Hobbit are the ones I have re-read.  It’s a very rare occurrence that I re-read something. It’s just how I am.

What’s your favorite line from a book?

“There are neither beginnings nor endings to the turning of the Wheel of Time. But it was a beginning.” ~ One of the opening lines of each novel in the 14-book Wheel of Time fantasy series.
When you start a new book, do you know what the entire cast will be?

When I started writing The Elementals, I did have each character planned out. Because I plotted out the entire trilogy ahead of time, I know most of the characters that will appear in all three. However, as I write book 2 there are some minor characters that I had not originally planned on including that have been written in.

Which character did you most enjoy writing?
The Meng brothers – Meng Na, Meng Fei, and Meng Wen. They are cunning and lethal adversaries.

If you could be one of your characters, which one would you choose?

I am a listener, much like Jin Wei (known also as Master Jin). He is the spiritual leader of the Dragon’s Spite.

Tell us about your favorite scene in the book.

My favorite scene would definitely be the very first chapter in the book. It is what replayed in my head thousands of times over the course of the years it took to put it all together. It played out like an epic scene in a movie.

What song would you pick to go with your book?

I like many different types of music, and I always listen to something while I am writing. For the opening chapter, a song called Points of Authority by Linkin Park would play in my head over and over. If this were a movie, then Aurora Borealis and Through the Gates by Celldweller could easily be used as trailers for it. And while the ending credits are rolling, Play With Fire by The Birthday Massacre.

Who are your favorite authors?

J.R.R. Tolkein, Robert Jordan, Brandon Sanderson, and a host of others.

What book are you currently reading and in what format (e-book/paperback/hardcover)?

I read this when I was young, but after finally finishing The Wheel of Time series recently, I caught the fantasy bug and decided to pick up Pawn of Prophecy by David Eddings (which is book one of The Belgariad series).

Is there anything in particular that you do to help the writing flow?

I watch movies that inspire me and conjure images that remind me of my own book, such as Crouching Tiger, Hidden Dragon, Hero, Road to Perdition, American Beauty, and others.  I also listen to music by certain artists such as Steve Roach, Thomas Newman, and Robert Rich.

What’s one of your favorite quotes?

Funny quote: “Evil will always triumph, because good… is dumb!” ~ from the movie Spaceballs
Serious quote: “He who knows, does not speak. He who speaks, does not know” ~ Lao Tzu (which is quoted at the beginning of chapter one of my book).

What three books have you read recently and would recommend?

Towers of Midnight and A Memory of Light by Robert Jordan/Brandon Sanderson.
The Secret History of the World: As Laid Down by the Secret Societies by Mark Booth

What are you working on now?

Book two of The Elementals.

About the author:

Born in 1974 in Grand Rapids, Michigan, Troy Jackson moved to the great state of Georgia with his family at the age of three where he has lived ever since. Currently he resides outside the city of Atlanta with his loving wife and daughter. His passion for history, fantasy, and science fiction began at an early age with a little nudge from his older brother. Attending Georgia College and State University in Milledgeville, Georgia, he received a Bachelor's Degree in History and a Master's Degree in Teaching. In his spare time he enjoys being with his family, watching and partaking in sports. Although new to the profession, he intends on writing about subjects that have always fascinated him, including fantasy, adventure, science fiction and history.

The Dirty Dozen Daredevil Award!

I am happy to give Troy my very first Dirty Dozen Daredevil award for his bravery in answering my dirty dozen questions.

 1. Name one thing you couldn’t live without.

     My daughter.

 2. If you could only keep one book, what would

      it be?

     The Hobbit.

 3. Your last meal would be…

     Steak.

 4. Would you rather work in a library or a
     bookstore?

     Bookstore.

 5. You won the lottery. What’s the first thing
     you would buy?

     A new house.

 6. Would you rather be stranded on a deserted
     island or the North Pole?

     Island – I would rather take clothes off
     then bundle up.

 7. You’re given the day off, and you can do anything but write. What would you do?

     Watch movies.

 8. You’re driven to a private plane and told it will take you anywhere your want to go.
      Where would it be?

     Australia – always wanted to visit there.

 9. You can be any fictional character for one day. Who would you be?

     Gandalf the Grey in The Hobbit and The Lord of the Rings.

10. Where would your dream office be?

     My home.

11. If you could do only one, would you rather read or write?

     Write.

12. One of your main characters has to die. Which one would you kill off?

     I’d rather not say, because he/she just might!

Connect with Troy:

Website / Blog / Facebook / Goodreads / Twitter

Buy the book:

Amazon

Guest Blogger Holly Worton on Social Media

I'm happy to have Holly Worton as my guest blogger today. Holly helps authors sell more books by using social media to build their author platform. She also writes a personal development blog at Ready To Bloom. In this post, Holly answers the question most authors ask:

How can an author stand out in the crowd in social media?

I often get asked how authors can stand out from the crowd on social media. The “author platform” is the big buzzword these days, and every author knows they need a platform...even if they've been putting off getting started. So if most self published (and traditionally published) authors are on social media, what can you possibly do to stand out?

You may have noticed that Amy started a campaign called “Authors Are Weird Too,” because it’s the new authors, especially the new Indie authors, who need support. To me, standing out in the social media crowd is all about embracing your “weirdness.” And by weirdness I mean your USP, or unique selling point.

There are three main questions you need to get clarity on so you can make sure you stand out from the crowd: Who are you? Who are they? And where are they? If you don't know the answers to these three questions, your social media efforts are likely to be a waste of time.

Who are you?

Start out by Googling yourself, to see what's already been said about you and your books online. Set up regular Google Alerts so that you're notified each time your name (or your books' titles) are mentioned. Scott Cook said that, “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” So it's vital to know what others are saying about you.

You are your brand, and your consumers are your readers. The thing is, if you're a new author, readers have yet to understand what your brand is all about. If you like horror novels, you know you'll probably like Stephen King. And you wouldn't buy one of his books expecting a steamy romance, would you? That's because his brand has been clearly defined over the years. 

This is something that you've got to start working on as an author. Ask yourself some questions, and make notes of your answers. What makes you unique? What makes your books different?

What do friends/colleagues/readers/family say about you? How would they describe you to someone else? How do these qualities show up (or not) in your writing? How would others define your writing?

Do you have a tagline? How would you describe the overarching theme of your books (or the books you've got planned)? How do you want to be perceived as an author?

Look at other authors in your genre, and see how they brand themselves. What do their bios say? What's their tagline? How do they use social media? Make note of what things you have in common with them and how you're different. Focus on the differences: what makes you unique. Be sure to express that on your website and on your social media profiles.

If you don't already have an official bio written for your website, do that now. Your bio is something that can be adjusted as you clarify your brand, but you've got to start somewhere, and your first version of it doesn't have to be perfect. Writing your bio can be very helpful in getting clear on your personal brand as an author, and it's important to project a consistent image of yourself on all of your social media profiles.

Next, create a tagline for yourself. You may or may not decide to use it on your website, but it's a great way of defining yourself and your writing in a brief phrase.

The most important thing is to be your authentic self on social media: don't hide behind a mask. Be who you really are, not who you wish you were. The authentic you will always be more powerful and attractive than a fake version of yourself, and you'll be more likely to stand out from the crowd.

Who are they?

Once you're clear on who you are as an author, focus on your readers. Who are they? If you haven't yet published your first book, who are your potential readers? Who are you writing for?

It's important to narrow it down to a clearly defined group. Some people are hesitant to do this, but the more clearly you define your reader, the easier it will be for you to stand out from the crowd. Certainly, people from outside your target market of readers will purchase your books, and they may like them, but there's a core group of people who are most likely to enjoy what you write.

Let's put it this way: would you rather be a big fish in a small pond, or a small fish in a big pond? You're more likely to be successful if you choose the former, and you're more likely to get positive reviews online for your books if you clearly identify your readers.
So, who are your ideal readers? What are they like? How old are they? Are they male, female, or both? What's their income? Profession? Religion or spiritual beliefs? Are they into politics, and are they of a particular political preference? What are their problems in life? How might they define themselves?

What keeps them awake at night? What beliefs do they have? What are their aspirations in life? Who are their role models? What do those role models have that they want? What's most important to them in life?

And, most important: what other authors do they read? What are their favorite books? Favorite genres? Write down all of the answers to these questions, as it will help clarify who your ideal reader is and what they're like.

This may sound silly, but it can be helpful to create your ideal reader on paper, as if they were a character in one of your books: give them a name and write about them in the first person, using your answers from the questions above. When you're getting started on social media, imagine that you're speaking to this person: post things that might be of interest to this ideal reader.

Once you become more active on social media, you'll start engaging with others, and if your message is clear, you'll attract more people like your target reader. These are the readers who are most likely to read (and enjoy) your books. And by engaging on social media with a target reader in mind, it will help you stand out from the crowd. Which leads me to the final question...

Where are they?

Your target market of readers is already out there. You just need to find them. Think back to your ideal reader. Where does this person hang out, both online and offline?
Start with where they spend time offline. Do they regularly go to the gym? Are they into meditation groups? Fishing? Sports? If so, which sport? Are they crafty? Are they a member of a knitting group? What's the point of all this, you may be asking? It's all about helping you get clear on where you can find your ideal reader, because in order to reach your readers, you need to know where to find them. And knowing where they hang out offline can help you get clear on where they spend time online.

Then ask yourself where your ideal reader hangs out online. Are they on Facebook? Twitter? Pinterest? Instagram? Google+? Reddit? LinkedIn? Goodreads? YouTube? Are they big readers of blogs? Which ones?

You've probably read all about how the biggest social media sites to be on are Facebook and Twitter, and how your blog is an important part of your author platform. But in reality, you need to focus on where your target readers are hanging out online. If you're a romance writer, your readers probably aren't discussing the latest juicy book covers on LinkedIn. If you're a travel writer, your readers are likely to be on Pinterest and Instagram, where they can follow people sharing images from their travels. If you're writing a personal development book for corporates, your readers won't be baring their souls on a Facebook page. 

Does that make sense? Find out where your target readers hang out online (and just as important, where they aren't spending time online), and focus your efforts where they're most likely to be. That's the best way to stand out from the crowd. You've identified your small pond, and now you're ready to make friends there.

I hope that clarified how to stand out in the social media crowd. There are no secret tricks. You just have to embrace your own personal “weirdness” and get clear on what makes you uniquely you, both as a person and as an author. Then clearly identify your target market of readers and where they hang out online. Focus on those types of people and on those places.

You know how a lot of authors feel like they have to get involved with social media for marketing purposes but don't know where to start? Or even worse, they set up a bunch of accounts and start tweeting and posting random things without even knowing what they're doing? Don't let that be you. Get clear on who you are, who they are, and where they are, and you'll be a lot more successful in your social media efforts.



Holly Worton owns a company called Tribal Publishing, which helps authors plan and implement their online marketing and social media strategies to achieve their business goals. She also blogs at Ready To Bloom, a personal development blog, and she's working on a book by the same title.


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