Becoming PublishedgOLLI Presentation

by Joseph W. DeCarlo, MBAReal Estate AuthorReal Estate Author

Adjunct Professor of Real EstatePresident of JD Property Management, Inc.

joe@jdproperty.com www.jdproperty.comj j p p y j p p y

Brain Teaser

Which would you rather have?y

1¢ per day doubled for 30 Days1¢ per day doubled for 30 Days

OR

$100,000 cash today?

ANSWERANSWER

I =   100%

PV =    .01

N = 30 Days

FV ?FV =     ?

Answer: $10,737,418   

LEARNING OBJECTIVESLEARNING OBJECTIVES

• Gain the understanding of time, costs & success toGain the understanding of time, costs & success to self publishing

• How to self publish & organize the bookp g

• Being able to find a printer, distributors, wholesalers

• How to advertise & promote your book

• Prepare a book proposalp p p

• Fining a self publisher support group ‐ OLLI

MY BOOKSSELF PUBLISHED

Real Estate Adventures, Principals & Practicean Educational Romance Novel

Property Management in California, 11th Ed.T tb k d i 40 ll dTextbook used in over 40 colleges and 

correspondence courses

For Real Estate License Renewal

MY BOOKS PUBLISHER PUBLISHED

Property Management  Prentice Hall $50.00 How to Manage your Rental Properties &

Comply with Tough Laws & Regulations 

Warren Gorham & Lamont

Property Management in China

2. Why Do I Want to be Published?

Benefits From My Self PublishingBenefits From My Self Publishing

Expert Witness assignments

Helped me get new business

Provided me more credibility

Lead to contracts with major publishersLead to contracts with major publishers

Made money!

USA Today Article February 2, 2011

Amanda HockingAmanda Hocking

Sold 164,000 self published books in 2010 at99¢ to $2 99 price range In January 2011.99¢ to $2.99 price range. In January 2011she sold 450,000 copies of her 9 novels 99%were E Bookswere E‐Books.

She aggressively promotes her books ongg y pFacebook, Twitter and Word of the Month

Amanda Hocking’s Profit BreakdownAmanda Hocking s Profit Breakdown

$At $2.99 per book, Amanda keeps 70%

30% to Online Book seller

To make $20 000 she will need to sell almost 10 000 booksTo make $20,000 she will need to sell almost 10,000 books

99¢ per book, Amanda keeps 30%99¢ per book, Amanda keeps 30%

70% to Online Bookseller

To make $20,000 she will need to sell over 66,000 books

Other Success StoriesOther Success Stories

J A Konrath Novelist sold more than 100 000 selfJ.A. Konrath, Novelist sold more than 100,000 selfpublished e‐book.His blog .. Jakonrath.blogspot.com

Oliver Potzsch, German Novelist sold more than100,000 copies as part of Amazon Crossing,, p p g,Foreign Language e‐book

H P Malloy e‐novelist sold over 100 000 e‐booksH.P. Malloy, e novelist sold over 100,000 e booksand signed a book contract with Random Housefor 3 e‐books. He sold over 100,000 e‐books in 6monthsmonths

Leaving a Memorial & MemoriesLeaving a Memorial & Memories

Greg Chica wrote “A Life to Remember”Greg Chica wrote  A Life to Remember  

In which he recounts his life from the dungeons of communism to the American Dreamof communism to the American Dream

Vanity PressVanity Press

PRINT ON DEMANDO1. To simply get into print “I am an author”2. Have an existing book where sales have2. Have an existing book where sales have

dropped off and want to do a less expensiveversion

Submit as MS File & Vanity Press Co., typesets, designs cover and loads it into system

POD Business ModelPOD Business Model

• Up front costs usually cost between $1,000 ‐$1 500$1,500 

• Average author sales are 100‐200 books

• 200 books = $7.50 per book and you get the royalty

POD SuccessPOD Success

60% of books are purchased by the AuthorBookstores shy away due to higher costs and inferior qualityAuthor House;www.authorhouse.com $599.00iU i i i $599 00iUniverse;  www.iuniverse.com $599.00

20% Royalty rate to Author Lulu; www.lulu.com;

RoyaltiesApple ‐ 30% Author ‐ 50%Lulu ‐ 20% 200 books of 200 pages$7 89 book$7.89 book 

Questions ?

Sh h & h bli h dShare why & how you were published

Michael ColeMichael Cole

3. Self PublishingA.  Develop an outline for a book

1 Number of Chapters pages illustrations &1.  Number of Chapters, pages, illustrations & designs

Time Schedule & Budget

Time: 6 months to 1 yearTime: 6 months to 1 year

Budget: $5 – 10,000 

not including your time & effort

Formatting

Need Word for MS Files

Font: 12 pts is easier to readFont: 12 pts is easier to read

Cover DesignCost is approximately

$500 to $1 500Cover Design $500 to $1,500

3. Self Publishing

B.  Finding a Printer & Wholesale

Printing, Shipping & Storage

Print from an out of state (Georgia, Michigan) vendor

1,500 copies ($5.00‐$6.00 per copy)

Shipped on pallets pre‐boxed (usually 20 per box)Shipped on pallets pre‐boxed (usually 20 per box)

Keep under 30 lbs for UPS re‐shipping to storesstores

Need a warehouse or storage unit

Ship out book rate by Mail or UPS Ground

D I YDistribution / Bookkeeping

Do It Yourself … software programs 

($200 ‐ $400)

www.myrlyn.com

www ronwalters com/RonSoft 5 htmwww.ronwalters.com/RonSoft 5.htm

Resources & TipsResources & Tips

LMP (Literary Market Place)LMP (Literary Market Place)

R.R. Bowker Co.

Annual Directory of who’s where information on book manufacturers, reviews, publishers, wholesalers,manufacturers, reviews, publishers, wholesalers, etc.  $399 per year ‐ $24.95 one week

ll bl hSmall Publishers Association   www.spanpro.org

annual fee $75.00 semi monthly newsletter

Book WholesalerBook Wholesaler

Do little promotion outside of catalog & change o tt e p o ot o outs de o cata og & c a geapprox 55%.  Most bookstores only buy from 

wholesalers.  Pay in 90 days

Ingram Book Co.‐Largest wholesaler to independent bookstores Over 2 6 million titles in stockbookstores.  Over 2.6 million titles in stock www.ingrambook.com

Baker & Taylor:  Major wholesaler & largest library wholesaler.  www.btol.com

Book DistributorsBook Distributors

Most book distributorsMost book distributors have sales reps and work on consignment Majorityon consignment.  Majority of them have a catalog & promotions howeverpromotions, however dealing with them most likely will requirelikely will require exclusivity.

Book DistributionBook Distribution

Books to Market New DistributionBooks to Market New Distribution

www.bookstomarketnow.com

Independent Publisher Group

i b kwww.ipgbook.com

ll bSmall Press Distribution

www.spdbooks.org

ISBN NumberISBN Number

You will need an International Standard BookNumber (ISBN), a 13 digit number that identifies thetitle, edition and publisher of the work.

Applications can be obtained at:Standard Book Numbering AgencyStandard Book Numbering Agency

R.R. Bowker co.205 E. 42nd Street205 E. 42 Street

New York, NY  10017www.bowker.com

CopyrightCopyright

www.copyright.gov

Publications, click on the short form

Y ill b i d t d iYou will be required to send in 

2 copies of your book

3. Self Publishing3. Se ub s gC. Radio & TV Interview Report.  

Bi‐monthly newsletter sent to 4,700 radio & TV producers / www.rtir.comp /

3.C Radio Interviews via Telephone3.C Radio Interviews via TelephoneEasy & effective way to promote your book.

Interview is via your phone in the convenience of your hoe or office, directly to local radio ration i.e., Missoula, Montana or Syracuse, NY

Less expensive as you don’t incur travel costs (tip: get a headset)

Easy to arrange and few time conflicts but time zone challenges, don’t be late!late!

Prepare a list of questions for them to ask & send it prior to interview.

No payment to you for interview, also no cost or fee  .. You need to create a “hook”  i.e.,  “_____ live longer”

Book PromotionsBook Promotions

FacebookInternetAmazonTwitter

Book ReviewsBook Reviews

Publishers Weekly:  Trade Magazine for b k ll b & bl h hbooksellers, Librarians & publishers.  They review approximately 5,000 books per year.  All types of books are reviewed. Get 4 free issues.books are reviewed.  Get 4 free issues.  www.publishersweekly.com

Booklist: Published biweekly by the American Library Association.  They review approximately 7 000 books per year that would be of interest to7,000 books per year that would be of interest to the general public library.  www.booklistonline.com

Book Review IIBook Review II

Library Journal:  Published monthly for the public y y plibraries & reviews approximately 5,000 books per year.  www.libraryjournal.com

New York Times:  Published weekly as part of the Sunday Edition. They review approximately 3,000Sunday Edition.  They review approximately 3,000 books per year.  www.nytimes.com/pages/book/review/index.html

Broadcast Interview Sources:  Paid listing.  Yearbook of experts www imcusa orgYearbook of experts.  www.imcusa.org

Book ClubsBook Clubs

List on www literarymarketplace comList on www.literarymarketplace.com

www.amazon.com/adventure

This program sells new, used and slightly damaged booksg

c. Book Signingc. Book Signing

Ego Builders NOT Profit GeneratorsEgo Builders NOT Profit Generators

Sell 10 books at $15.00 less 55% discount

Shipping about $6.00 per book or $60.00 

for the night

Seminars: Sell books at a Seminar  (back of  the room)

lf bli hi3. Self Publishing

D. Bookstores & Outlets

1. Trade Shows: PMA www.pma‐online.org

2. Publishers Weekly: www.publishersweekly.com

3. Libraries: www.quality‐books.com (Distributor)

4. Amazon: www.amazon.com/advantage/ g

5. Book Stores: 30% return rate – 65% commission

4. Finding a Publisher4.  Finding a Publisher

A. Large vs. SmallA. Large vs. SmallB. Query letter to prospective publishersC ContractC. Contract

1. Royalties: 10‐15%2 Retainer: Established Authors2. Retainer: Established Authors3. Legal clauses4 Small publishers association: www spanpro org4. Small publishers association: www.spanpro.org

Do I Need an Agent?Do I Need an Agent?

Agents through their contacts can sell yourAgents, through their contacts, can sell your book through wholesalers and stores. They will usually charge you 10‐15%will usually charge you 10 15%

S lf P bli hi ll d iSelf Publishing usually does not require an Agent.

5. Book Proposal5.  Book Proposal

Who are competing books: Research online andWho are competing books: Research online and Barnes & Noble Bookstores

What is the price range?

How is your book different?

“The Hook” Keenager (seniors) FinancialThe Hook   Keenager (seniors) Financial Survival Guide.

What is the size of the k f b kmarket for your book?

Libraries

Trade or Industry Groups

Back of the room sales (Seminars)( )

Online

Pricing of your BookPricing of your Book 

E books less expensive – sell more books

Figure in discounts to wholesalers & bookstores which will run approx 70%which will run approx. 70%

China Property Management BookSold over 5 000 at $3 00 per bookSold over 5,000  at $3.00 per book

Property Management in California Book $35.00 less 30% 

Discount to college book stores

6. Financing6. Financing

A Where are you getting the money to financeA. Where are you getting the money to finance your book?

B Keep your present job if your still workingB. Keep your present job if your still working

C. Write at home, you don’t need an office1. A quite area to concentrate

7. Time Line7. Time Line

A Do you have discipline & passion to completeA. Do you have discipline & passion to complete a book?

B This will probably be a 6 month to a yearB. This will probably be a 6 month to a year project

C H ill i ff l & f il lif ?C. How will it effect your personal & family life?

ReferencesReferences

Complete Guide to Self PublishingComplete Guide to Self PublishingTom & Marilyn Ross

1001 Ways to Market your Books1001 Ways to Market your BooksJohn Kremer

Handbook of Publishing LawgJonathan Kirsch

*The Well Fed Self Publisher• Peter Bowerman

Small Publishers Associationwww spanpro orgwww.spanpro.org

Questions & AnswersQuestions & Answers

Self PublishingSelf PublishingChangeableChangeable 

FlexibleAdaptableAdaptable

Dinosaur Cockroach

BE A COCKROACH!

CASHCASH

C k hCockroaches 

AAre 

StillStill

HHere