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Book Authors, Your Publisher Will Not Handle Your Book Publicity for You. Only You Will.

A few days ago, I spoke with two different people who were ready to publish their very first book. They wanted to know how to find a publisher that would handle their book publicity for them.

“Oh, your publisher won’t promote your book for you,” I said.

“Really? I thought the publisher handled all of that!”

“No, not at all. Unless your last name is Grisham or Patterson, your publisher won’t do shit for you.*”

* (Technically, that’s not true. Your publisher handles all editing, page layout, and cover design. You pay for that if you self-publish.)

It’s inescapable: When you write a book, you need to do your own promotion, or you need to hire someone to do it for you. Your publisher won’t do it, your agent won’t do it, your friends won’t do it. (Hell, they’ll barely buy your book!)

And people will not flock to your book just because you wrote it.

Your book may be great, but no one will care.

That’s because there are close to 1 million books published in the US each year. And if you count self-published books, that number is closer to 4 million.

Also, if you do manage to find a publisher, there’s only a 1% chance that your book will reach a bookstore.

Out of the 1 million books published this year, only 10,000 will make it to a bookstore. (My last edition of Branding Yourself was not placed in Barnes & Noble, even though they carried the last two editions plus my other book, No Bullshit Social Media. My publisher said Barnes & Noble just wasn’t a viable partner for them anymore. One of the biggest biz-tech publishers in the country, and they no longer worked with Barnes & Noble.)

So, your book is not going to magically sell just because you wrote it. If it did, we’d all be rich.

Which means you need promotion and publicity.

But your publisher is publishing dozens, if not a few hundred, books per year. Do you think they have the time to devote to your book and ignore all the others?

Absolutely not. If your publisher can put any weight behind the promotional efforts, it will be a few hours of sending a generic press release to all the same media outlets, blogs, and podcasters they send all other book announcements to. And then it’s on to the next book. And the next one. And the next one. And soon, your book is forgotten along with all the others they just promoted.

In fact, when you submit your book proposal or manuscript to a publisher, they’ll want to know the size of your social media footprint and newsletter subscription list. And if it’s not “a lot,” then they won’t publish you. It doesn’t matter if your book is the second coming of Confederacy of Dunces, they will give you a hard pass.

Which means you’re on your own.

Which means — and I cannot stress this enough — you need to do your own book publicity.

Let me say that again but in a bigger font.

You need to do your own book publicity!

If you don’t do it yourself, your book will not get promoted.

Oh sure, you could pay someone to do it, but you won’t get good publicity for less than a few thousand dollars per month.

It’s a question of time versus money: If you don’t have the time, then you need to pay someone to do it. If you don’t have the money, then you need to do it yourself.

Without explaining how to do it all (because there are several good books on the subject (affiliate link)), your publicity efforts should include:

  • An email newsletter campaign.
  • A social media campaign (Twitter and/or Facebook, plus maybe TikTok).
  • A book reviewer/blogger campaign.
  • A podcast interview campaign.
  • A paid online advertising campaign.
  • An email-your-friends campaign. (Email each of them, one at a time, ask them to buy.)
  • A convention/conference campaign.

You don’t have to do all of these things, but you need at least two of them — the first two — because they’re the easiest, they can be automated and scheduled, and they’re free. (Sign up for Mailchimp or Moosend; they have free starter options.)

I don’t care if you hate social media. I don’t care if you don’t know how to do an email newsletter. I don’t care if you hate having to email 200 book bloggers one at a time.

You have to do it. You have to do it. You have to do it.

Because your book won’t sell otherwise. Period, end of sentence.

Otherwise, your book will be the greatest thing you’ve ever done that no one will ever know it. You’ll sell it to a few friends and family members, and your partner will secretly buy three copies and give them to friends. But it will be just a tiny drop in 4-Million-Books-Published-Each-Year Ocean.

So let me say it again, but in red: You need to do your own book publicity!

“But I don’t like social—”

I don’t care. Get over yourself.

“But I don’t know how—”

I don’t care. Figure it out.

“But I don’t have the ti—”

I don’t care. Make the time.

“But I—”

Knock, knock.

“Who’s there?”

I don’t care. Do you know who else doesn’t care?

Everyone!

You need to do book publicity to make them care. You need to promote your book until you’re sick of it. And then you need to promote it some more. And when you think everyone else is sick of it, promote it some more.

Bottom line: You’re going to spend 90% of your time writing your book. And you’re going to spend the other 90% promoting it.

Because if you don’t do it, no one else will. No one will care as much as you. No one is invested as much as you.

You can either pay someone to do it, and they won’t spend as much time on it as you want.

Or you can suck it up and do it yourself.

Because your publisher will not promote your book for you.

Final note

All of this is not to discourage you into giving up or not seeking publication. You absolutely should. Submit to agents and publishers and get your book out into the world. You deserve to be published! People should read your work. Just be aware that your work is not done once you write The End. It’s only beginning.

Photo credit: Dimhou (Pixabay, Creative Commons 0)

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How to Work With a Ghostwriter

I’ve been a ghostwriter for over 10 years, working on blog articles and even books with people who have a story to tell. I’ve worked with dozens of clients and have written over 3,500 articles in that time, as well as eight books, including my new novel, Mackinac Island Nation.

My clients have ranged from CEOs of Fortune 500 companies to entrepreneurs running one-person operations, both in the United States and overseas, in a staggering variety of industries. I’ve been able to learn from all of them, and — I hope — they’ve been able to learn from me.

For those of you who are thinking about working with a ghostwriter, whether it’s for corporate blog articles or even your own memoirs, there are a few things you need to realize before you start.

It’s going to cost money.

You can tell this is an old photo (from 2004) just by the Compaq logo in the bottom corner.
Writers need to eat. We have to pay our mortgages. We have to take care of our families. We don’t write for the promise of royalties or the exposure. This is not a hobby, this is our job. And just like any skilled position, the better the writer is, the more it’s going to cost. Things will get done faster and they’ll be done better than if you go with the less expensive option.

So while many people who want to write a book have a fascinating story to tell, a good writer is not going to want to spend 3 – 6 months working on your book in the hopes that they’ll get something from your efforts. It’s impolite to even ask, so if this is your plan for paying them, either save up your money or start writing it yourself.

Typically, a ghostwriter will ask for half up front and half at the end, but my practice has been to ask for half of the fee up front, one-fourth when we reach the halfway mark, and the remaining fourth when the final chapter is delivered and/or the manuscript has gone through one or two rounds of edits. For corporate ghost blogging clients, I typically work on a retainer basis where there will be a set number of articles written each month, and the client is invoiced on the 1st.

Be prepared for some give and take.

This is a collaborative process, and the manuscript will be evolving and changing. When the ghostwriter gives you the first draft, that’s so you can make the big changes, like rearranging sections, clarifying details, and rewriting problem sentences. This isn’t the finished product, so don’t get upset that your writer just handed you a pile of garbage. Your job now is to go back and read it and make sure everything is correct and you’re satisfied with the direction this is going.

That first stage is also not the time for fixing typos and punctuation or spelling errors. That will come later. Like I tell my clients, there’s no point in polishing a turd, let’s make it a not-turd first. Make all the major revisions and changes before you start fixing the tiny errors.

Similarly, you will have to call it done at some point. Yes, you want this to be perfect, and you want it to be polished to a high sheen, but that’s not always going to be your ghostwriter’s strong suit. Their job is to write the manuscript, make some revisions, and get it to a reasonable state where a copyeditor could take it over.

So be sure to work out in advance how many revisions and changes you can ask for. No writer wants to spend 12 months polishing and changing your manuscript, so save your revisions for one major passthrough rather than trickling them in. Typically, you should be able to get to the copyediting stage with no more than two revisions. If you’re not getting there, then one or both of you are the problem.

Leave the mechanics to your writer

There’s a very good chance that you’re good at punctuation and grammar, but there’s a very good chance that your ghostwriter is a nerd about it. That means that they know whether the grammar rules we learned in school are totally bogus..

For example, I was working with a client who tried — rather smugly, I thought — to correct me on a preposition I had used at the end of a sentence. So I explained to him:

This is a rule that should never have been in existence in the first place, but it had been created by an 18th-century Latin scholar named Robert Lowth in his book, A Short Guide to English Grammar. Lowth had read a similar admonition in a commentary by a 17th-century poet and scholar named John Dryden.

The problem was Dryden and Lowth were applying Latin rules to English, even though English didn’t actually need a few of those particular rules. It has been unnecessary for centuries, and most grammar nerds will never expect someone to contort their sentences just to follow that rule.

I could tell by the reaction from the client that he hadn’t expected any of that.

“Oh,” was all he said, and he never brought up grammar issues again.

The moral of the story: When someone starts spouting 400-year-old grammar history knowledge, he probably knows when you can break the rules.

So let him.

Don’t feel guilty that you’re working with a ghostwriter

Look, if you could write, you’d be a writer. If you had the time, you could do this yourself. But chances are, you’re working with a ghostwriter because either writing is not your forte or you just don’t have the hours and hours to put in the work.

This is the same reason you don’t change your own oil, fix your own leaky plumbing, re-roof your own house, or do your own taxes. You want a professional who’s good at what they do so you can look great at what you do.

Once, when I was ghostwriting a speech for a client, they felt embarrassed to have someone writing for them, like they weren’t important enough to need a speechwriter. I told them it wasn’t a question of being important, it was a question not having the time.

“Do you have four hours to devote to this project?” I asked.

“No, I barely have four hours to do anything,” said the client.

“Well, I do,” I said. “This doesn’t make you too big for your britches, it keeps you from looking unprepared when you give this speech.”

This is true whether you need a speechwriter, blog writer, or book writer. It’s not a question of whether you’re too important or have more money than sense. It’s a matter of helping you present your best story, whether it’s in a book, your company blog, or even a speech.

You need a professional who understands the subtleties and nuances of language, can tell your story in a clear and compelling way, and can do it in a timely manner.

So if you ever need to work with a ghostwriter, be clear and upfront with your expectations, and ask your ghostwriter to do the same with you. Don’t get bogged down in the process and let them do their job, while you do yours.

Photo credit: hobvias sudoneighm (Flickr, Creative Commons 2.0)

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Erik’s Rules for Writing Short Books

A few days ago, I had to confront my elitist attitude toward books and whether or not I think a book can be anything less than 50 pages that gets spit out over a weekend.

It’s not.

But I also had to rethink my attitude toward any book that was not traditionally published, shorter than 200 pages, and didn’t take several months to produce.

I realized, thanks to my friend, Jim, that these short books — they’re called “novellas” in the fiction world — can actually serve a very useful purpose in helping someone develop their personal brand.

And that helped me to realize that I just need to get over myself and my attitude and learn to accept the newer definition of what a book is supposed to be.

BUT if you want to write a book, even if it’s a short book, there are a few things you need to do to make your book good, no matter how long it is. Otherwise, you’re just creating junk and you’re watering down what it means to write a book and to be an author.

1. A book does not take a weekend to write.
You might be able to write the first draft in 48 hours, but it’s nowhere near ready. Don’t even think about publishing it. You’ll hear people brag about how they wrote a book in just a weekend or just a couple of days. Good books don’t take this long, so don’t ever be satisfied with the work you produce in a day or two.

This is supposed to be your major marketing tool, your calling card, your social proof that you’re an expert at what you do. You can’t produce that in just one weekend, and whatever it is you produce in that time won’t be good enough to serve that purpose.

2. Make it longer than 50 pages, please.
Expertise is deep and involved, and it has a lot to say. So your book, no matter the topic, should be more than 50 pages long. In fact, the deeper you dive into your topic, the longer it’s going to be. The broader and more general your topic is, the less there is to say about it. The more focused it is, the deeper you can dive.

For example, I could write a book about Marketing in general, and I would run out of things to say in about 30 pages. But I could write a book that focuses on content marketing for enterprise-level companies and come up with volumes of information — wait, I totally did that, and it was 236 pages long.

Dive into a niche, explore every important fact that you can, and add that to your manuscript. If your book is becoming huge and unwieldy, break it up into manageable sections, and flesh out each one thoroughly. Turn them into separate books and sell them as smaller volumes. Your book doesn’t have to be 300 pages, but it should never be shorter than 75. Otherwise that’s just a pamphlet.

3. Revise, revise, revise.
Honest to God, if you publish your first draft, you deserve any and all ridicule and shame because it’s just going to be bad. Ernest Hemingway said, “The first draft of anything is shit.”And I’ll bet that’s what your first draft is. Listen, I’ve been writing for 30 years, and I still write shitty first drafts. So don’t fool yourself into thinking that yours is fine.

Revise your manuscript, then revise it a second time, and then you’re ready to start thinking about final edits and publication. You’re not there yet, but you’re ready to start thinking about it.

4. Take time between edits.
You need to wait several days between revisions. Reread your manuscript and make sure you’ve covered all the pertinent information and fixed all the errors you can find. That takes time. We all get used to seeing what we’ve created, especially if we try to revise right after we’ve written it, and so we gloss over actual errors. Our mind just fills in what we expect to see, not what’s actually there. But you’ll catch your errors if you can separate yourself from your work for several days.

Your book should get at least two revisions with at least three days between each one. A week would be better, if you can manage it.

5. Get beta readers.
Send out PDF copies to friends and ask them to read it. Ask them to find holes, typos, unanswered questions, and missing information. I know a guy who wrote a short book about college financial planning. After he ordered his first 30 copies from CreateSpace, someone asked whether it included information about 529 Savings Plans.

It did not. So he burned his first 30 copies, made the additions that ended up being another major section of his book, and ordered 30 more copies.

This guy had basically produced his book in a weekend, done some editing, and then uploaded it for printing. No beta readers, no expert input, no major time between revisions, and so he missed a very important part of college financial planning. This is why you need extra eyes on your work. Sure it’s going to add time, but your book will be better for it.

6. Hire a professional editor.
If you’re going to use this as a business card or a brochure, then it had better be great. You can’t have typos, you can’t have mistakes, you can’t have anything that makes it look half-assed and flawed.

There are people who say “perfect is the enemy of good,” but those are people willing to settle for “good enough.” And good enough is terrible. So do everything you can to make your book great.

That means don’t do the editing yourself. No one is good at editing their own work, even copy editors. Hire someone. For a 75 – 100 page book, you can find a decent copyeditor for a couple hundred bucks. Or you can find a great copyeditor for several hundred dollars. Even a recently-graduated creative writing or English major would be delighted to edit your work for $200, and they’ll do a fantastic job of it.

7. Get a professional cover.
CreateSpace has covers available, but you’ll be much better off if you can hire someone to do your cover design for you. If you’re not a graphic designer, this is not the time for you to take a stab at it.

Get someone with some decent design skills to put one together. It doesn’t have to be fancy or be a $5,000 masterpiece.. If you want some ideas, go to the bookstore and study the book covers in your particular field. Note the design trends, font choices, whether they used photos or illustrations and what kind. Get an idea of what you want your book cover to look like, and then ask your designer to create it for you.

8. Do not, do not, DO NOT screw around with font size and margins in order to boost your page count.
This isn’t high school. Those tricks you did when you had to write your papers to meet word and page count — lots of adverbs, squeeze the margins in to 1.5″, line-and-a-half spacing, 14 pt. type — only make your book look like a complete scam and like you’re deliberately trying to be tricky.

Real books are single spaced, 12 pt. type or smaller, and have 1″ margins or less. A few years ago, I met a guy who bragged about turning a 20 page manuscript into a 30 page collection of words — I won’t call it a “book” — and he advocated screwing with the fonts and margins to make the book thicker.

If you have to do that, just delete your work. Delete it and go back to the drawing board or the classroom, because you clearly don’t have what it takes to write a book in the first place. Because that’s not writing, and it doesn’t demonstrate expertise. That’s dishonest garbage. If you have to lie about how long the book is, I won’t trust a single word in it.

I’m learning to change my way of thinking and my elitist attitude about being a book author. But you have to meet me halfway. Anything that’s less than 30 pages, is poorly written, unedited, and is a stinking word turd is not a book.

Slapping a collection of pages between two pieces of card stock doesn’t make it a book anymore than me wearing bread earmuffs makes my head a sandwich.

So do the work, take the time to make it good, produce something of value, and make sure there’s enough in it to actually be proud of. When you look at it five years later, you don’t want to be embarrassed by a comedy of errors and bad writing that you could have easily prevented with just a little more time..

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Writing Books for Personal Branding

I have a confession to make.

I’m a snob when it comes to being a book author. To me, a book has gravitas. It’s more than 200 pages, it’s been properly edited and revised numerous times, and it takes several weeks and even months to create. And, if I’m being honest, it exists in a printed form, having been printed by a traditional publisher.

This puts me at odds with a lot of people, because the modern definition and process of creating a book has changed, thanks to new technology.

  • Word processors let us write and revise manuscripts instead of rewriting them. Forty years ago, you typed a manuscript, made edits, and then retyped it.
  • Ebooks has changed book lengths. Now, we can churn out short stories and novellas, and publish them online and sell them for as little as $1.
  • Short-run self-publishing lets us print a few books. Rather than buying 2,000 copies from a vanity publisher, and having 1,990 copies sit in our garage for years, we can print out a few books at a time.

All of this has democratized the book industry.

The last time we had technology this disruptive was when the printing press was invented. Instead of waiting for a monk to copy a book by hand, you could gather a small group of investors, buy a printing press, and go into publishing yourself, and print whatever the hell you wanted.

That world grew and grew to the point where publishing was huge and unwieldy, and only very special writers could get books published. And then, like most everything else, the Internet broke that system.

Now, not only do the very special writers get books published, so can everyone else.

On most days, I embrace democratization of any elitist system. I’m all for tearing down walls and letting everyone be awesome and cool.

Want to write your own book? Awesome! Cool! There are ways you can get that published and you don’t have to be a part of that stuffy old elitist system! Power to the people!

Except I finally got to be special this time. I co-authored three books that were published by Real Publishers, and I won’t lie. That feels pretty good. (I co-authored a fourth book that was self-published, but I feel a little self-conscious about it.)

So I roll my eyes whenever someone holds up a 50 page stack of papers and says “I wrote a book!”

Because that’s not a book, that’s a pamphlet.

“I wrote it over a weekend,” they boast.

I want to shout. “That should be a warning, not a brag!”

“And you can too!”

“Like bloody hell you can,” I want to say, but I never do.

And so my protective instincts kick in and I want to stop people watering down what it means to be an author, or promoting this crazy notion that you can just spit out a book over a weekend.

Except I’m rethinking my whole attitude.

I have seen the light!

I was at a networking lunch recently where someone was talking about how “easy” it is to write your own book. It happened a day after I heard a podcast interview about the very same thing.

“Just take a talk you like to give, and record yourself talking about it. Or come up with 10 – 12 questions and record yourself answering them. Get that audio transcribed, edit it into something readable and coherent, and upload it to CreateSpace. Bada-bing, bada-boom, you’ve got a book!”

Look, a good book is not that easy. And something that easy will not be good.

All of my books have taken two people four or five months to write. The last edition of Branding Yourself took four months, and I worked on it for 10 – 15 hours a week. I was supposed to cut it down to 300 pages, and instead, it weighs in at 380 pages. But it’s good, and I’m very proud of it.

Because writing a book is hard work, it takes time, and you have to know your subject and you have to be able to write about it well.

And it has to be thick, right? Right?

Maybe not.

“These short books are a good personal branding tool, aren’t they?” asked my friend, Jim. We were sitting together at the networking lunch. “They show that you have some expertise about that topic and they give you some credibility.”

I stared at Jim, stopped in my tracks, mouth open a little. “Well. . . maybe,” I said begrudgingly

“They don’t all have to be big thick tomes, right? I mean, this is the kind of information you’d share with someone in an hour-long conversation over coffee.”

I stared a little more. “I guess,” I pouted.

I hate Jim.

It was in that moment, mouth open and staring, that Jim’s question was my epiphany. Books aren’t just meant to be read. They don’t exist independently of the author. They reinforce the author’s expertise and make them look like geniuses about their particular field. They support the writer’s personal brand better than a business card or even their social media accounts.

That’s when I realized books don’t have to be 380 page bludgeoning weapons. They really can be smaller, shorter, and less in-depth than my “proper” book that I toiled over for nearly half a year.

I really hate Jim.

One guy who spoke at the networking event had just published his own book. In fact, it was his third attempt, because his very first attempt was over 200 pages. Then he revised it and cut it down to 100. And then he dumped that version and wrote it in 75 pages.

Because — and this is important — his subject matter didn’t need 200 pages.

Pat used to own a high-end AV company that helped event, conference, and meeting planners put on big stage shows. And he knew how to grow other AV companies to become successful.

That kind of knowledge is really only useful to other AV company owners, and most of them already have a lot of the knowledge that Pat has. Which means he doesn’t have to explain the basics, and he can get right to the point without any fluff and extraneous bullshit.

And that only takes 75 pages.

It didn’t need to be any longer. Anything more would have just been wasted space and wasted effort and it wouldn’t have added anything of value.

Which means I have to rethink my attitudes about books and what a “real book” can and should be.

Stupid Jim!

But that doesn’t mean you can slack off! There are still certain rules and expectations we all have.

I mean, we’re not graphic designers, for God’s sake!

I actually came up with 8 Rules for Writing a (Short) Book. But this post ran on too long, so I decided to cut it here, and I’ll run those 8 rules in a day or two.

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Do You Even Need a Style Guide? Not Necessarily

What’s the proper way to make an apple pie? Are they shredded, diced, or sliced apples? Do you make your own crust or buy pre-made crusts? Do you have a fancy lattice top or the Dutch apple crumble top?

And whose recipe do you follow? Is it the first one you Googled, or is it Memaw’s secret family recipe handed down from generation to generation?

Ask this question on Facebook, and you’ll have plenty of strong opinions from plenty of people, and about 12 back-and-forth arguments before someone is calling someone else a Nazi.

Style Guides Are Like Apple Pies

This is how people, especially writers, feel about their style guides.

To them, their style guide is the One True Guide, their Bible about how issues and misunderstandings about language, punctuation, and even grammar are to be handled.

There are a few dozen style guides, including ones from the Associated Press, Chicago Manual of Style, American Psychological Association, Modern Language Association, Turabian, Council of Science Editors, and even The Elements of Style.

And you’ll find outspoken proponents of every one of them.

Each person will insist that their style guide is the right one and will argue with those heathens who don’t agree to worship The One True Guide.

Except there’s no One True Guide.

No one is able to lay claim that their guide is the definitive way to punctuate sentences, abbreviate states, or denote time (a.m./p.m. versus AM/PM).

(But you can have my Oxford comma when you pry it from my cold, stiff, and dead fingers, Associated Press!)

Each guide is assembled by learned editors who have heated discussions about each new entry and change in their guide.

They’ve discussed and debated new issues as they come up, they look at how language is being used and written in society, and they update the guides to reflect those changes when necessary.

In May 2012, the Associated Press said they would no longer object to using the word ‘hopefully’ at the beginning of a sentence, rather than making people say ‘I am hopeful’ or ‘It is hoped that.’

People went nuts. They howled in protest, they screamed and tore their garments, and the Internet burned for three days. People said they were going to die on this hill and they weren’t going to let any stupid Associated Press tell them how to use English when Mrs. Kugelschreiber had drummed this rule into them so many years ago. They were going to stick with the “right” way to do it, despite what these so-called experts said.

Ahh, innocent times.

Of course, the angry mob missed two important points:

  1. It was a made-up rule to begin, having been created in the 1960s. Before then, it was acceptable to start sentences with “hopefully.” Besides, there’s no rule about starting sentences with other floating sentence adverbs like “sadly,” “unfortunately,” and “surprisingly,” so this one was just something people latched onto without understanding why.
  2. The rule only applied to writers and editors who worked for the Associated Press. It had nothing to do with general language usage. People were free to start or not start sentences with “hopefully” to their heart’s content.

This is the important thing to remember about style guides: While these are prescriptive guides, they are by no means the official rules for The Way English Is Done. These guides are only for a particular job, field, or organization.

The Associated Press Stylebook tells writers about the rules they must follow when writing for the Associated Press, although many non-AP journalists use it. The New York Times Manual of Style and Usage is only meant for writers and editors at the New York Times. The APA Publication Manual from the American Psychological Association is written for academics in social sciences, like psychology, speech communication, linguistics, and sociology.

And if you’re not part of those organizations, you are not bound by those rules.

Which Style Guide Should I Use?

Bloggers and content marketers can argue about which style guide is the best, but there’s no right answer. I always recommend bloggers use the AP Stylebook, because it’s small, inexpensive, and addresses 95% of our issues.

I also like the AP Stylebook because many bloggers act as citizen journalists, which means we should follow the guide that most other journalists use.

However, there’s no real guide for bloggers to use. We’re free to pick and choose, but we do so voluntarily, not because there’s an official Way English Is Done.

Bottom line: As long as you spell words right and put them in the right order, the rest is up to you. The benefit of a style guide is that it helps you be consistent throughout your writing. It means you always know where to put punctuation, whether you’re going to follow the postal abbreviations for U.S. states, and how to capitalize headlines.

And whether you should use the Oxford Comma or if you’re a filthy, godless monster.

This means you can pick one you like the best and are most familiar with, or you can even create your own style guide. Just make sure you follow it consistently and apply it to all of your business writing — blog articles, web copy, brochures, emails, letters, and even internal communications.

Photo credit: FixedAndFrailing (Flickr, Creative Commons 2.0)

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A 25 Page Booklet is not a Book

Maybe I’m being elitist, but I’m getting annoyed at what people call “books” these days.

I can’t tell you how many times I’ve heard a so-called expert advise a room full of people to “slap together a short book to demonstrate your expertise on a topic.”

“It doesn’t actually need to be that long — 30, 40 pages tops. I churned mine out in a weekend,” one expert said a few years ago. He was giving a talk about how writing a book can get you speaking gigs and TV appearances.

As a real book author, this bothers me. It bothers me because it cheapens what I do. It turns the several hundred hours I’ve spent on my four co-authored books into a weekend errand you tackle between washing the car and getting a haircut.

I’ve lost count of the number of times I stayed up well past 3:00 am, writing until I fell asleep at my keyboard only to wake up and still be typing.

But here’s this guy telling me you can just barf out a random assortment of words on any topic in a few hours, upload it to CreateSpace, and bada-boom bada-bing, you’ve got a book!

But my rant is not against self-published books. In fact, one of my books, The Owned Media Doctrine, is a self-published/traditionally-published hybrid of sorts. The others were published by Wiley and Que Biz-Tech (a Pearson imprint). And they’re all 250 pages and longer. So you’ll understand why I get annoyed when someone equates a 30 page weekend project with an actual book.

These stacks of paper aren’t books, they’re booklets. The -let comes from French and means diminutive or small. It’s literally a “little book.”

“If you run short of material, just bump the font size up to 13, set the line spacing to 1.5 lines, and bump the margins in a quarter of an inch,” said the guy. “I turned a 20 page book into a 35 page book that way,” he boasted. (I actually groaned out loud at that, and people looked at me funny.)

And punctuation and grammar? Don’t even get me started on punctuation and grammar! I’ve only ever heard one booklet advocate suggest getting someone to proofread the manuscript. The others recommend giving it one more read through on Sunday “with fresh eyes.” My books went through four read throughs before they were ever printed, and we’re still finding issues.

The whole reason for writing a book is to demonstrate your expertise on a topic. It implies that you have a depth and a breadth of knowledge that the average industry member does not. That you study and research more than the rest of the people in your field. (Whether you do or not is a different matter entirely.)

This is important if you ever want to get speaking gigs, especially paid ones. The idea is that you just wave your book in front of the conference organizer, and they’ll believe your expertise, and boom, you’re hired.

The problem is that 1) the minimum acceptable standard of what we call a “book” is slipping, and 2) our guy’s advice implies conference organizers are easily distracted by jangling car keys in front of them.

Booklets Play an Important Role

Look, these booklets might be fine for sharing with potential clients. You could even sell them for $.99 or $1.99. I know one guy who has made a decent living by writing ebooks and booklets about specific elite athletic techniques and selling them for $10 or $15.

He even goes so far as to break them out, chapter by chapter, and sells those for $.99 apiece. If you can do that, more power to you. This guy has a specialized piece of knowledge that, frankly, doesn’t need an entire 280 page book. It can be explained in a few thousand words with some pictures and diagrams. It doesn’t need to be any more than that.

There are booklets out there for launching a business, passing specific industry certifications, repairing appliances, cast iron cooking, and changing the oil in your car. There are short 15,000 word novellas and poetry booklets that take up 25 pages.

In the fiction world, these booklets are called chapbooks. Historically, those meant small pamphlets containing ballads or tracts, and they were sold by peddlers called “chapmen.” To modern creative writers, chapbooks are small paperback booklets usually containing poems or short stories.

And the chapbook authors are appropriately humble about their work. They recognize that this is a tiny work and not on the same level as a regular book. But they’ve also spent hours and hours on it, after spending years honing their craft to even start writing the book. It’s not something they “slapped together” one weekend either.

You Should Still Be Proud

Don’t get me wrong. What you’ve done is impressive, and you should be proud. You’ve strung together 4,000 – 5,000 words about an area you’re an expert in. I’ll bet 95% of the US population can’t say that. You have done something that only a few million people throughout history have ever done. And I’ll even say this qualifies you as a “writer.”

But that’s the first step. You’ve got a lot more knowledge rattling around in that great big brain of yours — at least another 55,000 words on that subject. You know about the history of your industry, the important issues of the day, the major themes, the political ramifications, and the tax implications.

You know the inside baseball, the little rules, the big problems, and what it all means for the beginner and expert in your industry. You could talk for hours and hours about the things you know and the things you’ve seen, and if we wrote it all down, we’d have 200 pages on the subject.

And that’s a book.

Your book should be thick. It should have heft. It should thunk when you drop it on your desk. It shouldn’t fit in your pocket. It’s the thing you’ll spend a few hundred hours on, wavering between pulling out your hair and setting your hair on fire. And when you’re done, it will be one of the proudest moments of your life, when you see that something you created occupies a physical space in the world, and will be around long after you’re gone.

If you want a real weekend project, write an outline of the book you’d like to read on your particular topic. Break it up into chapters (at least 12, no more than 16), sections, and sub-sections. And then write one sub-section for at least 1,000 words.

Then fill out the rest, one section and one day at a time. If you can write one section a day, at least 1,000 words per section, you should finish it in less than six months.

Then you’ll have a real book — something you can boast about and be proud of.

And I want a signed copy.