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Self-Publishing Secrets

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1. A book flyer always with its ISBN number and Ingram notice 134 Self Publishing Secrets 135 Selling from your own website Up to now we ve spent a great amount of time describing the mechanics of book production Which is OK but self publishing is really about sales And the most profitable sales by far are author direct Books you sell personally or sell from your own website Years ago some guys at an ad agency in New York realized that 20 of all beer drinkers drank 80 of all beer sold Which led to a great ad campaign Shaeffer is the one beer to have when you re having more than one Sold a lot of six packs and then 12 packs you get the idea But self publishers are up against a negative 80 20 rule Printed books take up 80 of our time and effort while generating only 20 or less of our profits So should we stop making printed books No not yet The world s not ready You can t dump 2 000 years of paper book acceptance overnight Nor should we Because being able to wave an actual printed book at a potential customer can lead that customer to an ebook purchase on your website Which is what we want to do Because ebook production costs are zero as in nothing Sales overhead costs are very very low about 8 for an order fulfillment service vs 55 for the standard paper book trade discount plus printing costs 136 Self Publishing Secrets Sales from your own website are th
2. from Latin auctor inventor creator that s you For now that s enough about ebooks We ll look at multimedia PDF ebooks later on where you can really control page layout and typography But next now that you ve made your Kindle ebook we re going to print to take your material and turn it into a beautiful paperback book 67 Print format and PDF the interior There will come a day when you ll know it s time to move your completed ebook or your rough text from an editor compiler like Jutoh to a word processor like Writer to start making a printed book This means going from just writing to a mix of writing and formatting You can export directly from Jutoh into Writer You ll format the text in Writer You ll send PDFs of your work to your book s printer This chap ter will cover formatting and PDF production of your book s inte rior all the inside black and white pages Most of the information will help you set up for print production which is more complicated than setting up an ebook Printed book interior layouts You can study any book to get an idea of standard layouts half title page right side page reverse side left blank title page right side page reverse side left side page copyright and ISBN CIP information dedication right side page reverse side blank 68 Self Publishing Secrets m foreword starts on right side page contents starts on right sid
3. Now B amp N has a Small Press Department at Barnes amp Noble Inc Small Press Dept 122 Fifth Ave New York NY 10011 and they are the part of B amp N that can order your book for all their stores Get in touch AFTER you print a book via LSI the buyer will want a sample copy and AFTER you make a market ing plan see previous chapter and a book flyer aka sell sheet Selling in person 127 Who to contact Try Eric Burger Vendor Manager 212 633 3357 eburger bn com or Diane Simowski Small Press Dept 212 633 3549 dsimowski bn com or their boss Joseph Gonnella Vice President Adult Trade Barnes and Noble jgonnella bn com People can change rapidly in the dysfunctional book business but someone will answer the phone Walmart start here http walmartstores com Suppliers 252 aspx remember that Walmart has a very aggressive cost reduction pol icy they will try to drive down your book s price and there s absolutely nothing you can do about it Books a Million 200 stores start here http www booksamillion com Target 1750 stores Ccorporate headquarters in Minneapolis They buy from Levy Home Entertainment a distributor supply ing Target and other national retailers with books http www levy books com publisherlink html 128 Self Publishing Secrets PX Post Exchanges The Army and Air Force Exchange Service AAFES runs more than 3 100 PX Post Excha
4. and why it was all Jimmy Johnson s fault OG ieee f Jonathon Donahue nm The Akagi Baseball Young US Navy ballplayer Matt Matsuo is marooned in wartime Japan on a secret mission that lands him in the battle of Midway The Russian Baseball A great gift for any baseball From the Winter Palace to Babe Ruth s fan Look for it on Amazon first pro home run a century old secret threatens of ask your local bookstore to the peace of the world order it from Ingram Jow Donahue Full book information and eBook available at tripleplay heliohost org A books business card Size 344 x 24 9 up on 8 x 11 card stock printed at my local FedExOffice What s miss ing My e mail address which I added really fast after a book buyer asked where it was Selling in person 133 Flyers can be handed to bookstore owners or snail mailed See publisher flyer examples http www ibpa online org publishers flyer asp A flyer doesn t need to be fancy Include a headline some text about the book a quote from a friend about how good it is and a cover picture Add your name and e mail address and the internet address of your book s webpage Most important to the bookstore buyer is a statement that your book is available from Ingram THe Play Products trom Jonathon Donahue exam jem Triple Play Three Exciting Baseball Adventures the perfect gift for boys teens and Dads Interna
5. Profits Well time is money and I want to spend my time writing developing new books Selling my ebooks only through Ana zon Kindle really simplifies the production process Since Kindle 64 Self Publishing Secrets has free viewer software for all platforms PCs Macs iPads Android devices it just makes sense to me to publish once to Kindle and be done with it KF8 Epub 3 and the future So far we ve looked at creating ebooks for e ink Kindles that also run on new Kindle Fire Jutoh also makes ebooks that run on Nooks iBooks iPads and Android tablets the Jutoh produced epub file is truly cross platform KF8 the Kindle Fire and future Kindles will use the new Kin dle Format 8 filetype rather than the Mobipocket filetype KF8 like Epub 3 is based on HTML 5 and CSS 3 Happily it supports all existing Mobi 7 Kindle books without the user having to do any conversions KF8 is a major improvement over Mobi with 150 new formatting styles including embedded fonts drop caps and CSS selectors such as line spacing alignment justification margin color style and borders From Amazon It enables publishers to create great looking books in categories that require rich formatting and design such as children s picture books comics amp graphic novels technical amp engineering books and cookbooks Kindle Format 8 replaces the Mobi format and adds over 150 new formatting capabilities including fixed layouts
6. Make the inner margin 1 inch and the outer margin 75 inch Justification Most books have fully justified text like this where the text is even flush against both the left and right margins This is an old tradition that goes back to abbey manuscripts where the scribes ran each word into the next a style they called scriptura continua written withoutspacesbetweenwordsandwordsjustbr okewhen they hit the right margin and wrapped to the next line without hyphens Hard on the reader but it saved expensive parchment Eventually reading evolved with spaces and hyphens But full justification remains particularly for books Most publishers feel that a book should be fully justified because that s what book readers expect If your text has full justification use a fairly small font size 11pt or less Otherwise the text will look ridiculous 70 Self Publishing Secrets with big gaps between words And you will want to go through the book and maybe make a few paragraphs left justified particu larly if they contain long hyperlinks As for hyphenation it s OK if your font size is 12 point or less but with larger text there will be too maany hyphenated words for easy reading Headers footers and page numbers Left side pages should have a header with the page number and the book s title Right side page headers should have the chapter title and a page number Forget footers your printed book may dou
7. Watch what hap pens But don t make it too contrasty just like ink xerox fused toner will add a little contrast all by itself Mix full color and black and white put a color image on two layers Desaturate the bottom layer so it becomes black and white Go to the top color layer and use the point to point lasso Illustrate your book 31 tool anti aliased feathered at 1 or 2 pixels and get rid of the color areas you don t want Interesting for your ebook readers who will view your work in onscreen color Free illustration software Paint Net http Awww getpaint net a very good bitmap editor Not as complex as Photoshop but it has layers the sine qua non of any art program Gimp http www gimp ora a complete alternative to Photoshop And equally hard to learn and master Inkscape http inkscape org an open source vector drawing program A little awkward to use but you can t beat the price Symbol Selector http www brothersoft com symbol selector 1465 html opens up all those interesting fonts like Wingdings with hun dreds of useful icons and symbols Plus Word and Writer s Insert gt Special Chaacter opens up many more Unicode characters in some foreign languages plus special math and currency symbols Arabic letters A Uw a Get free art from Word and PowerPoint and also from Open Office lots and lots of very useful arrows boxes and designs An arrow f
8. it was the epoch of belief it was the epoch of incredulity it was the season of Light it was the season of Darkness it was the spring of hope it was the winter of despair Charles Dickens A Tale of Two Cities Hard times in printed book land Publishing s Big 6 Hachette Book Group HarperCollins Publishers Macmillan Penguin Group Bertelsmann AG Random House and Simon amp Schus ter have gobbled up all the small publishing houses And large retailers like Borders Waldenbooks are no longer with us Thanks to the internet Amazon is selling more ebooks than paper books ebooks that display on their own Kindle reading devices and also on Kindle software for PCs Mac iPads and Android tablets and selling more printed books than B amp N Corporations like Barnes amp Noble and Sony are fighting back introducing their own electronic readers Apple is also selling ebooks through their iBook store Like the revolution in printing this is a revolution in communica tions It is fast moving like Sidney Carton s French Revolution and as then it eats its own children La r volution d vore ses enfants Danton just before his own execution First bulletin boards Then AOL And now e mail becomes old as Facebook 20 Self Publishing Secrets and Twitter move in Next flavor of the month Who knows This is a time of change But for self publishers it s the best of times We can sell directly
9. mailing lists htm But the best way to sell to a bookstore is to walk in with your book ask for the local author representative or the book buyer or the owner and say Hi I m Rosemary Maryrose and Pd like to sell you my book I m the author Let me show it to you Pulling the book out of your bag and handing it over so they have to take hold of it A disapproving look particularly if you dress like I do then Wait don t bother We don t buy books from authors just from distributors You ll have to get a distributor Do you know what a distributor is Umm like Ingram Yes actually my book sells through Ingram And instantly the mood changes It s like waving a magic wand The self publisher s Abracadabra is INGRAM Yes You are now taken seriously very seriously particularly after you give them your book s flyer and mention how well it s doing on Amazon thanks Ingram at Barnes amp Noble thanks Ingram plus PDF ebook sales from your own website 124 Self Publishing Secrets Ask them if you can see Ingram s iPage screen for your book Bookstores subscribe to iPage and there it is Thanks Ingram Let s see says the buyer Well you re doing evertything right pointing to the screen Here s our standard Ingram discount and you re allowing returns Good Those two things are more important to bookstores than anything else on this scree
10. short movies Unfortunately like print subsidy press companies there s no software available so you can make a vook yourself You hire them and their associated video production company to make the vook for you Video vanity press Before POD printing changed everything vanity publisher was always a derogatory term used to imply that authors who pub lished with such a service were only publishing out of vanity and that their work could not be commercially successful However in the nineteenth and early twentieth centuries it was common for legitimate authors to pay the costs of publishing their books Such writers could expect more control of their work greater profits or both Among the authors taking this route were Lewis Carroll who paid the expenses of publishing Alice s Adventures in Wonder land and most of his subsequent work Mark Twain E Lynn Har ris Zane Grey Upton Sinclair Carl Sandburg Edgar Rice Burroughs George Bernard Shaw Edgar Allan Poe Rudyard Kipling Henry David Thoreau Walt Whitman and Anais Nin also self published some or all of their works More recently Ste phen King and other popular authors are successfully self pub lishing over the internet 164 Self Publishing Secrets In the non digital world it is always hard to find a publisher Most of the well known and well connected publishing houses will not even consider unsolicited manuscripts unless submitted by reputable literary
11. when you ll use Adobe Acrobat Pro s Tools gt Multimedia menu Do a File gt Export As PDF and uncheck the General gt PDF A 1a box The simple SWF above was set to play one time only and then ask you to click a button to play it again Suddenly you have an interactive ebook It s the future here NOW in your ebook For the simple Click to start Flash demo above you can use Xara Designer www xara com to make the SWF animation Xara is MUCH easier to use than Flash Professional and a lot less expensive Although it is an illustration program Xara can also make multi page PDF documents with embedded Flash SWFs But multipage in an art program like Xara sort of means 4 8 maybe 16 pages for booklets and brochures For a true multipage multimedia ebook 100 pages you ll want to use Adobe Framemaker 7 8 9 or 10 with its SWF embedding capability http www adobe com products framemaker htm If you want to include complex ebooks like eLearning material Flash SWFs with sound synched to graphics without having to know Flash get Adobe Captivate 4 or 5 http tryit adobe com us captivateS sdid EQFPW amp again costly but easy enough to use You don t need to be a Flash programmer to Ebook make a multimedia PDF 95 make professional looking SWFs that you can embed in Frame maker generated PDF ebooks Drawbacks Captivate is very hard to merge with Actionscript see below
12. you ll sell You could also create your own get togethers at Star bucks and your public library free meeting rooms Send out e mail invites Ask teenagers and 20 somethings for help with social media Get them to pitch your book s website in their posts But don t be too surprised if Facebook or Twitter prospects won t show up in person at meetings or if they don t visit your website as often as you expect But keep trying person to person inter action is much better at motivating people to go to your website where you ll have a good chance that they Il buy your book And again never never stop trying to get links to your page on other people s static page not blog websites The more real links you get the more business you ll have A final powerful technique serve as an expert question answerer on public forums which will give you another chance to men tion your book and its website to people you ve just helped solve related problems That s it Good luck getting qualified leads And here s to your successful future creating a line of interesting profitable books 140 Self Publishing Secrets 141 Self publishers and the IRS Do you have to file a tax return Yes if you made more than 400 net income your sales minus your expenses from your book business in the last tax year Key point if you need to file always report a profit however small and pay taxes on it Always report all your inc
13. 79 Lightning Sources css scctanasie EEEE T E TST 79 Lightning Source POD manuals and guides 80 Estimating printing costs 0 cece ee eee eee 81 Uploading your book files 0000 020s 82 Ebook make a PDF electronic book 83 PDF the universal ebook format 00 83 Making ebook PDFs 000 sees ee eee 84 Three ebook possibilities 000 0c eae 85 Ebook margins and pagination 00000 86 Contents 9 Ebook colors 63 335 Paul ede 4 Laan dood Ms a helene 86 Selling your PDF ebook on Amazon not 87 Make a PDF ebook for Kindle and other ereaders 88 Ebook make a multimedia PDF 91 Flashranimati One vesns na gare AEREE ork ig 8 yr E KA 93 Embedded video and audio 00005 95 S tup an online store sss e selec nent eee tees oe 97 Online vendor order fulfillment 00 97 Online printed book payments 20002 98 Improve your website nes ee eda eee ae nee 101 Metadata SEO and SMO 0 2 00 00 ccc eee 101 Free web development programs 103 Revised webpage design 0 ee eee 103 Advertising sa paced a3 bee C6 RSSS EAT n CBR Sh RRS 105 Publicity ont wale dl Bei ei hee dae Vikan ecapee SH4 107 WH6 t0 Contach 35 2 ve rbar sas Reese neice de sues 108 Sample press release 0 cee ce
14. Best average cover price But then that s not our problem We re in this now that we re wearing our sales hats to make money as much as we can Given that let s make an average rule our average cover price will be no less than 15 00 This average could take in the 19 95 full retail price on a non fiction how to paperback and also the 8 to 15 cover price for a downloaded ebook As time goes along as you focus on promoting author direct website sales you ll see an increase in net income But at first sticking to the no less than 15 average will serve you well Never lose your focus on author direct sales There s only so much time in the day and you want to spend yours selling sell ing selling and avoid being bogged down in all the details of publishing into a low net distribution system Aargh Sales motto More than yesterday less than tomorrow Inspired by a beautiful and romantic French poem by Rosemonde G rard called Les Vieux which she wrote for Edmond Rostand It comes from the sentence Et comme chaque jour je t aime davantage Aujourd hui plus qu hier et bien moins que demain and it means And because I love you more and more each day today more than yesterday but less than tomorrow Or for guys Jamais contente Never satisfied which was the name of Camille Jenatzy s racer when it became the first vehi cle to go over 100 km h 62 mph It w
15. Court of Appeals found no support for this contention and believed as a policy matter that such a position would have an unwarranted and undesirable chilling effect on budding authors who are seri ous in pursuing a writing career In Churchman v Commissioner 68 T C 696 1977 a case involving an artist with a ten year history of losses the court treated the lengthy loss period as less significant because of the lengthy period before a struggling artist can achieve sufficient public acclaim to generate a profit In Sherman v Commissioner T C Memo 1989 269 the court found that a taxpayer who had only sold one manuscript in seven teen years wasn t engaged in the activity for profit During that time he only presented one manuscript for publication Dreicer v Commissioner 665 F 2d 1292 D C Cir 1981 on remand 78 T C 642 Wealthy gourmet denied deductions for writing He was a writer lecturer on tourism and dining who incurred losses in world travel He did not have an honest objec tive to make a profit 148 Self Publishing Secrets Hires v Commissioner T C Memo 1980 172 Botanical expert couldn t deduct substantial losses from writing and publishing five volume series She didn t expect profits she didn t conduct activities in a business like manner didn t properly appraise profit potential and didn t get expert advice In Dickson v Commissioner T C Memo 1986 182 the taxpayer was allowed deductions for
16. The premiere voice advocate and thought leader for the informa Industry links 153 tion and communications technology ICT industry http www itic org index php National Association of College Stores NACS Leading resource and advocate for the higher education retail market http www nacs org National Association of Independent Publishers Representa tives NAIPR Trade association of more than 200 commission sales reps and 500 publishers and other Associate Members http www naipr org National Association of Wholesaler Distributors NAW Encompasses over 100 national line of trade associations http www naw org Periodical and Book Association of America Non profit organization for publishers distributors wholesalers retailers consultants and industry service providers http www pbaa net pbaa index asp_ Small Publishers of North America SPAN Non profit trade association dedicated to advancing the interests and expertise of independent publishers and authors through edu cational opportunities and discounted services http www spannet org index htm Women s National Book Association Promotes reading and supports the role of women in the book community http Avww wnba books org 154 Self Publishing Secrets Costs 120 page book Here s a list of all the costs for a 5 x 81 2 paperback book Cost per title Fedex Office two drafts for editing stapled 20 00 Bowker Identifier Sv
17. and the SWF files Captivate produces are very large compared to those made by Flash Professional or Xara Designer To make truly interactive Flash content with Actionscript vari ables that can store calculate and act on user input you ll need Adobe Flash Professional which has a steep learning curve Embedded video and audio Your word processor will never let you directly embed a video in a document that will still play after the document is turned into a PDF Instead you ll put a big empty rectangle graphic on the page where you want the video to appear Make the PDF and 96 Self Publishing Secrets then in Acrobat Pro import the video and size it to the rectangle When you save the PDF it will be embedded You can also follow the same technique to embed a sound file with its audio controller leave an empty space in the document and add the audio file later when working with the PDF in Acro bat Pro Here s a small video view with Acrobat Reader 9 or above Move the cursor over the bottom of the video to see the controls which Acrobat Pro adds when you embed the video in your PDF _ __ _ _ There are multimedia tradeoffs with video filesize vs play ability Compatibility Reader 9 will always play H 264 videos also known as MPEG 4 But if I embed a Windows WMV video can you watch it playing from the PDF via Acrobat Reader on your Mac Test And as the author you ll
18. area go into bookstores and say hi to the owner Show them your book explain how they can get the books anytime from Ingram leave a flyer with the book s ISBN number and ordering information Bookstores look at the www bookmarket com bookstores htm book store list lots of info has a list of the top 25 bookstores plus a searchable list of all 5 000 ABA member bookstores This site also sells a info list of the top 700 bookstores email contact person etc 40 Newspapers check out http www abyznewslinks com they re all here in the US and overseas Newspaper book review editors http www bookmarket com newspapers htm Press releases http www ducttapemarketing com Instant Press Release htm also http Avww prlog org Publisher marketing http publishingcentral com subject html sid 17 amp si 1 And if you want to mail a brochure about your book Publisher flyer examples http www ibpa online org publishers flyer aspx remember printed mailings are expensive Try to stick with personal e mails phone calls and press releases Publicity 109 Sample press release Here s a short press release that we e mail to bookstore owners FOR IMMEDIATE RELEASE Triple Play at Ingram San Diego CA Jan 11 from Jonathon Donahue My new book Triple Play Three Exciting Baseball Stories is available at Ingram with a full trade discount for bookstores see attached
19. design Well the picture should relate to what the book is about Colors As above if the book is a romantic novel maybe pale pastels lavenders like that Not dark blue with yellow text save that for your sports friends 76 Self Publishing Secrets Font and color choices Cover art for your printer Make your cover art in an illustration program EXACTLY to the template supplied by your printer Print On Demand POD ser vices like Ingram Lightning Source will generate you a cover art template after you give them the book s page size number of pages and whether you want it on cream or white paper For example the cover art template we got from Lightning Source is pre set for an art program page size of 15 x 12 It has guidelines that show the exact width of the book s spine based on the number of pages we said would be in the book And more guidelines that show how far to bleed the cover art Comes with full instructions Works like a charm if you do exactly what they want If you don t know anything about producing graphic art get a friend to help or anyone who knows Photoshop or Illustrator Print design and PDF the cover 77 Jonathon Donahue ih Cover artwork on a printer s template Cover artwork on a printer s template Your POD printer s website will have PDF instructions on how to set up your files for printing Download and read carefully Cover artwork elements Front cover title sub title
20. for children s books perfect for com plex medical or technical books Actual printing costs are pushed to the customer who may print your ebook out on paper if desired You can give the customer a better price on a PDF ebook because you have zero printing costs and no need to stock inven tory Also you ll net more money because you don t have to give a cut to the distributor or a discount to the bookseller We ll go over all this in detail in the chapters ahead But for those of you who want to just go at it immediately read the Quick Start guide in the next few pages It covers the 12 essential steps you ll take as you self publish your work your 12 steps to success 23 Quick start 12 steps to success There are 12 steps to set up and sell your book both in print and on the web Do the following step by step as listed 1 Write your book Free text software Writer Wordweb Symbol Selector Free art software Paint Net Inkscape Or get a copy of old Photoshop 7 it s all you really need 2 Price your book Examples 14 95 for a 5 5 x 8 5 trade paperback sold through Ingram to bookstores 9 95 for a PDF ebook delivered from an online store 7 95 for an Amazon Kindle ebook 3 Make a website for the book Register your site name with Network Solutions add content as your book develops book information plus sales links to Ama zon Plimus etc 4 Get an ISBN number 125 and ISBN barcode art
21. includes positions as an ad agency artist copywriter art director and creative director More recently he worked as a technical publications writer illustrator and then as an elearning multimedia designer for a Fortune 500 telecom corporation Long term career theme creation and packaging of words and images whether in print or onscreen Jon has a deep interest in the history and development of illus trated books He hopes that the new digital technology will be a way for authors to break free of design limitations imposed by mechanical press restrictions Outcome a modern return to the conceptual elegance of old Irish manuscripts where words and images were once seamlessly intertwined and shall be again in our near future If you enjoyed SELF PUBLISHING SECRE You ll want to read Drawing for Money by Jonathon Donahue at www jon404 com
22. nested tables callouts sidebars and Scal able Vector Graphics plus video and audio delivery plus Android tablet touchscreen support As of February 2012 we don t know much else about KF8 The KF8 publishing tool KindleGen 2 will be available soon says Amazon as will a new viewing tool Kindle Previewer 2 But some information is coming out like a partial list of supported HTML S and CSS 3 code elements 65 Epub 3 Will KF8 be fully compatible with Epub 3 Apparently not Each variation of HTML 5 includes code elements that are unique to the different platforms This is like early web days where you had to write HTML code that recognized the user s browser and then went to sub code written just for that browser Can o corn the ball sky high as the crack of the bat reaches the outfield Japanese haiku circa 1930 Hot summer day freshly mown emerald green grass deep deep blue sky A high lazy fly ball coming right at you Just hold up your glove Can o corn in baseball slang Easy Like using Jutoh to make basic Kindle and epub ebooks But there s another saying Can of worms And that I fear may be what we re fall ing into with the new KF8 and Epub 3 ebook code lanuages In time programs like Jutoh inexpensive and InDesign expen sive will reconcile the differences and once again make it easy for the author But it may take a while Right now developers like Jutoh a
23. on your life It s the most practical thing a businessman can employ You get the idea Ads exist to bring people to the point of sale But can advertising increase sales of your book If in your role 106 Self Publishing Secrets as a small publisher you decide to commit precious capital to an ad campaign for your book will you see a return on your money Well no You won t And as a long time ad guy it hurts me to say it But ads won t help you sell books Think about it When was the last time you bought a book off an ad Never But wait you ll say Don t big book buyers for chain stores pay attention to book ads in say the New York Times Sunday book section Or book ads in Harper s Or in the New York Review of Books I doubt it My instincts are that book ads are a waste of money that you ll never recoup your advertising investment Publisher ads are preaching to a book industry choir but with no effect on the actual book s customers on actual sales And there are no reli able book ad to sales statistics to base an ad buy on But don t give up hope Low cost PR public relations is another story altogther and one we ll take up next As a consumer this Chevy Volt print ad graphic interests me Book ads dont 107 Publicity At 18 I had the perfect job Public Relations Assistant at Radio City Music Hall in New York City Translation gopher Run ning coffee for
24. pitch a SHORT succinct summation of what your book is about One of the most important things an author can do especially when in sales mode is learn how to speak about their book to others Being able to sum up unique aspects of the book in a way that excites others should be a funda mental skill Mine goes something like this Like to write Want to know how to publish your own book and add extra dollars to your income Here take this card It s about my book It s really good At this website etc etc etc It is very easy believe me to be enthusiastic about your own work the subject you know best Talking with prospects face to face is absolutely the best way to generate web sales Which brings us to the remarkable story of Joe Girard 139 Girard was probaly the most successful car salesman the US has ever seen In his fourth year Girard sold 614 cars in contrast I sold 87 in 11 months at Miramar Lincoln Mercury slightly above average at the time Joe Girard s sales techniques are still incred ibly effective today I ve put some high points on my website at www jon404 com dload girard pdf Follow his techniques Pass out your cards Work with local bookstores to have meet the author gatherings where you answer questions about your book s topic Get involved with local book clubs Go to related interest professional association meetings The more people you get in front of the more books
25. s press release which will direct them to your website of course If you send a copy of your book to a reviewer note that it is a review copy not for distribution or sale In my opinion I don t believe that the time effort and cost spent pursuing book reviewers pays off Maybe the New York Times Book Review http www nytimes com pages books review or the New York Review of Books http www nybooks com But do what ever you can to get a review from the Library Journal www library journal com which acts as a sort of catalog for librarians Libraries buy a lot of books Email and PR links http www sendblaster com emailer and http www constantcontact com index jsp email marketing Press releases http www ducttapemarketing com Instant Press Release htm and an online generator form at http www ducttape marketing com IPR htm also_ http Avww prlog org 113 Marketing and sales The book business is all about marketing After you get past the fun stuff writing the book designing the cover POD printing your first few copies it s time for the real work marketing and sales Here are your goals in order of importance Goal 1 Drive visitors to your book s web page Your net income is much higher on books that you sell directly to buyers Goal 2 Get people to look up your book on Amazon You make more money from Amazon sales than from sales to bookstores Go
26. t have to be an expert Not you Hate PCs or Macs Don t want to learn how to use basic text and graphics programs You can still self publish your book without a computer Read pages 159 to 161 first The rest of the book s informa tion about self publishing still applies even for handwritten or handdrawn books Contents Introduction coves svssdedeseacesseceureevbeiasis 11 Self publish Why oreren iiaee nit Ara e cece eee ees 13 Revolution POD and ebook 0 200 17 POD Print On Demand 00 0 t ee eee 17 E books and the internet 0 0000000 19 Ts anebook a DOOK 460 0540 Sasha s Guess 20 Ebooks and the self publisher 00000 22 Quick start 12 steps to success 00000 23 Write your book ui ks enprene ded Gtedn weds naii 25 Free writing programs 0c cesses bak 26 Illustrate your book sos need edad acon ese areas 27 Images for POD printing seat aerae aeren RHR 28 Images for ebooks 000 e eee 28 Graphics tips from a multimedia designer 28 Free illustration software 0 c eee eee eee 31 Art software worth buying 000005 32 Price your book vais pean eed aad eta deci ees bey 33 Pricing printed books 0 0c cece eee eee 33 Pricing ebooks fis 2 2 ageaig gant niuni Gs bon eea hahh hanes 34 Make a website for the book 00 0 000 37 G
27. to Acrobat Pro s PDF x 1a 2001 setting and ask the guys at FedExOffice Kinko s to run a copy for you on their large CMYK behind the counter printer This will give a reasonably close color approximation Later after you ve submitted your cover and interior PDFs to the POD printer you ll get back a printed proof copy for approval Except for artwork of food or faces don t worry if the color s a lit tle off it s not worth the extra cost to get it exactly right Remember each time you send back a proof with a change there s a rework charge 79 Print work with a POD vendor To most people a printed book is a real book One you can hold in your hand With a format evolved over 2 000 years that allows easy reading in any light full portability no hardware depen dence and best of all no battery A book Making a printed book of course plunges you into the world of Real Book Hell Because it isn t simple to make or to sell unlike the new ebooks You will spend far more effort and make far less money per book sold But since that s what you want here s how to work with the key piece of the printed book puzzle your POD print on demand printer Lightning Source In my opinion the best place to get your book printed is Light ning Source the largest POD printer in America Lightning Source is owned by Ingram Industries Inc making it a sister com pany to Ingram Book Company the largest book distributor in
28. when you order Self Publishing Secrets above PrintColor pd shows 247 web colors with named color DodgerBlue RGB 30 144 255 and hex code 1E90FF notation in CMYK and RGB selections Comes with NeiColochtm to let you match RGB screen color with CMYK digital press color or with RGB inkjet color author direct 9 95 f you want to buy it just by itself more information order page www jon404 com with more info and order page links 105 Advertising Your website is an ad The last sales message they ll see before purchase Design First simple sells better Overly pretty overly complex graphics may win Webbie awards but they take away from your sales message Second don t spend endless hours revising your website Waste of time Once it s up you ll want to spend every spare minute driving people to it My first career was in advertising I started at Doyle Dane Bern bach in NYC as an junior artist then later became a copywriter art director and creative director So I can go on about advertising based on high level practical experience I loved making ads and am still a passionate disciple of Bill Bernbach The purpose of advertising is to sell That is what the cli ent is paying for and if that goal does not permeate every idea you get every word you write every picture you take you are a phony and you ought to get out of the business Is creativity some obscure esoteric art form Not
29. 25 at Bowker amp Co http myidentifiers com 24 Self Publishing Secrets 5 Get a Library of Congress listing free Apply here for your PCN LCCN number http pcn loc gov 6 Apply for your copyright 7 Produce the ebook version Make an ebook version for Amazon Kindle or other vendors Or make a PDF of your book for eStores or CD sales 8 Print version edit format and PDF your book Use 5 2 x 8 2 or 6 x 9 page size to set up for a standard trade paperback Make headers footers page numbers 9 Design the cover 10 Work with a POD print on demand printer Use Ingram Lightning Source https www lightningsource com 11 Setup an online store Use Plimus http www plimus com or PayPal to take online orders accept credit card payment and deliver your PDF ebook 12 Publicize book If print use e mail flyers and personal visits to contact review ers bookstores and libraries If ebook use e mail and social media Facebook Twitter to drive potential buyers to your book s internet website Baker s dozen 13 Sell and deliver product 25 Write your book There are a thousand books that will teach you how to write This isn t one of them It s about self publishing And I can safely assume that you already ARE a writer since you wouldn t be reading this if you weren t interested in gaining increased control over the design and distribution of your own work I m
30. F from Open Office Writer or Micro soft Word etc and do not have Acrobat Pro choose PDF A la and Export Bookmarks on the Save As PDF gt General tab 74 Self Publishing Secrets Selection Images Lossless compression JPEG compression Quality I Reduce image resolution General IV POF A ta F Tagged POF TF Create POF form Submit format FoF 7 I7 Export bookmarks Writer 5 Save As PDF control The PDF A 1a setting is an international standard for archived documents It will automatically embed all the document s fonts into your PDF It will also produce a PDF with image quality that is high enough to look OK on a printed page However if your printer has any problems with your PDF A la file you ll definitely want to get a copy of Acrobat Pro older version 8 works fine and output your book in PDF x 1a 2001 format 75 Print design and PDF the cover I can t tell you what is a good design as opposed to a bad one That s up to you But there are a few things to consider Cover fonts Use a font that s appropriate to the book s subject matter Example for a romantic novel which font would you pick Uy Summer LEDLOM My Summer Season If the book were about baseball of course you would reverse your font choice The cover should feature the title of the book followed by a sub title if needed Exception if you are a famous author then your name goes at the top in big letters Artwork
31. Free Adobe Reader will let the viewer zoom in on a PDF page at up to 6400 not a typo You can easily enlarge text for reading But much more interesting you can greatly enlarge pictures if they are vector line art Vector line art can be enlarged without distortion but not photos bitmaps just pixelate as they get big ger But there s a problem many programs like Writer convert the line art to a bitmap as they export the PDF From here on out you ll need to spend some money on software for multimedia ebook production Start with Adobe Framemaker version 7 and up Frame comes with Adobe s Distiller software that makes true PDFs Frame version 7 and up also lets you import and work with PDFs as if they were regular art files like JPGs and PNGs 92 Self Publishing Secrets You can make line art in an illustration program like Xara Illus trator or Inkscape If you export your vector artwork as a PDF and then bring that PDF onto a Frame ebook page as an illustra tion it will retain full zoomability Pa eneper fer Landon Line art example London subway map If you are reading this as a PDF ebook use Acrobat Reader s Zoom tool to look at any area of the above map in detail Do View gt Zoom gt and select Marquee Zoom Then drag the Zoom box over part of the image to enlarge it Simply put Acrobat s extreme Zoom is a benefit for readers something that is absolutely impossib
32. House was near the top of my Mom s publishing pantheon I called the book s editor I know it s wrong he said But we can t afford to reprint it We re broke no more money for proofreaders Can I send you a Word doc with the corrections You were lucky to call today we just got taken over by a big conglomerate and they are laying me off tomorrow Which is when I realized that if I ever wrote a book I d better learn how to publish it myself Out there in publisher land it had all come apart and like Humpty Dumpty traditional publishing wasn t about to get better any day soon 12 Self Publishing Secrets This book in its ebook version has a wealth of instantly use ful hyperlinks as well as PDF multimedia demonstations If you are reading the paperback version please download the ebook at no extra charge so you can use the hyperlinks as you start your own project using free Acrobat Reader And hopefully you ll be inspired to build vector art Zoom and Flash content into your own work Self publish Why What Me a publisher Why Two reasons First because you can easily get your work into the printed book selling system These days the internet makes it easy for anyone to become a publisher Second because you can also sell your work over the internet in ebook format for increased profits The book business is a consignment game The publisher sells the books to a distributor who se
33. Ingram Catalog 60 00 Total all costs 449 29 Pricing Retail list 14 95 trade discount 8 22 55 printing charge 4 02 net to publisher 2 71 Sold direct as ebook 9 95 less 2 00 approximate Plimus order fulfillment charge net 7 95 156 Self Publishing Secrets Costs and the future of books It s called the China price The reduction in costs when you off shore production Recently I bought a beautiful book 500 Cam eras at Barnes amp Noble Thick high quality paper color photos on each of its 480 pages 15 95 What Checked the barcode sure enough 15 95 Full retail not discounted Looked inside and sure enough Made in China What s next Maybe large publishers like Bertelsmann AG will move their headquarters to Shanghai why not Own that press But printed book producers face an even greater problem Ebooks are a real game changer Production and distribution costs are a minimal fraction of print costs But they come with a matching race to the bottom reduction in retail prices Example Amanda Hocking who hit it big with vampire ebooks the My Blood Approves Series the Trylle Trilogy and the Hollows and others Retail prices 99 to 2 99 You can t even print a comic book for 99 anymore Will printed books survive Of course You can t evaporate 2 000 years of physical book tradition overnight even in the internet age Will the print book percentage of all b
34. Our authors and publishers will only be able publish dig ital books in the Kindle format for sale on the Amazon Kindle Store 88 Self Publishing Secrets We apologize for not being able to assist you on this If there s anything else we can do help please let us know Thanks for your understanding So that s that Unless Amazon has a change of heart we re out of luck and will have to find other outlets for our ebooks in PDF ebook format Like our own website or via Plimus and PayPal Make a PDF ebook for Kindle and other ereaders You don t have to convert your PDF ebooks into Kindle HTML because Kindle Nook and Android owners can copy PDFs from PCs or Macs to their devices It s much better to make PDF ebooks that display nicely on Kin dles as well as on other small screen ereaders It s easy just make your page size 4 4 x 514 with 1 4 left and right margins 14 top and bottom for a 4 wide by 514 high text column block Sell the Kindle sized PDF ebook from your own web site The PDF is easy for Kindle owners to use just drag or copy it from the PC to the Documents file on the USB connected Kindle PDFs on a Kindle let you the author publisher use any fonts you want embedded in the PDF as usual You are no longer limited to Kindle s default PMN Caecilia font You can use foreign fonts or show complex mathematical formulas it s a PDF 3AMEYTATEJIBHO Ebook make a PDF electronic boo
35. POD PDF Kindle KF8 iBook Mobi Nook Epub 3 HTML5 CSS 3 Jonathon Donahue PDF Self Publishing SECRETS Freedom of the press is guaranteed only to those who own one A J Liebling Self Publishing SECRETS 12 Steps to Success Jonathon Donahue moms om For Michael and Peter SELF PUBLISHING SECRETS 12 STEPS TO SUCCESS Copyright 2011 2012 by Jonathon M Donahue All rights reserved No part of this book may be used or reproduced in any man ner whatsoever without written permission except in the case of brief quotations embodied in critical articles and reviews and short excerpts for educational purposes Library of Congress Cataloging in Publication Data Donahue Jonathon Self publishing secrets 12 steps to success Jonathon Donahue P cm ISBN 978 0 9833191 0 8 1 Self publishing United States I Title Desktop Publishing Computer publishing etc Publishers and Publishing Handbooks manuals etc Printing Practical Handbooks manuals etc Authorship handbooks manuals etc Z285 5 P69 2011 070 5 93 0973 de21 Library of Congress Control Number 2011901791 AR WN Printed in the United States of America READ THIS FIRST This book assumes that you the reader are somewhat familiar with computers and that you know how to use a word processing program like Microsoft Word Open Office Writer or Apple Pages even at a basic level you don
36. Unless your partner is a bonafide employee regu lar paycheck tax deductions all that The following pages go over this in more detail with some Tax Court ruling affecting authors and publishers The Internal Revenue Code of 1986 provides gross income means all income from whatever source derived including but not limited to royalties LR C 61 a 6 Writer is defined in the Internal Revenue Code in the section exempting free lance authors from the requirement of capitalizing expenses associated with producing property The term writer means any individual if the personal efforts of such individual create or may reasonably be expected to create a literary manuscript I R C 263A h 3 A When an author writes a book the literary ideas embodied in the manuscript are property Lewis v Rothensies 61 F Supp 862 E D Pa 1944 affd per curiam 150 F 2d 959 3d Cir 1945 When she sells it in exchange for royalties her interest in the con tract by which the royalties are paid is also property in the nature of a chose in action Reece v Commissioner of Internal Revenue 24 T C 187 1955 affd 233 F 2d 30 1st Cir 1956 An expense a business expense if it is incurred while carrying on a trade or business Section 162 allows an individual corporation Self publishers and the IRS 143 or partnership to deduct from gross income the ordinary and nec essary expenses of carrying on a trade or busine
37. accomplish what are your sales goals 2 Book Description book synopsis format page count ISBN etc 3 Features and Benefits what the book covers and how it benefits readers 4 Competition direct and indirect competitors and their characteristics 5 Author Platform qualifications prior media experi ence speaking skills social networks blog readership 6 Target Audiences primary and secondary audi ences their characteristics wants and needs where to reach them 7 Sales Channels distributors wholesalers retail bookstores online bookstores direct sales bulk sales other channels 8 Finance pricing re seller discounts payment meth ods order processing 9 Additional Revenue Sources spin off products affiliate products advertising sponsorships Marketing and sales 121 10 Online book promotion e Author blog and website Ezines and email marketing Relationship marketing Affiliate programs and joint ventures Article marketing e Social networking and social media e Amazon promotions e Virtual book tours e Audio and video promotions e Online advertising 1 an Traditional book promotion e Testimonials and endorsements e Book reviews e News releases e Radio and TV talk shows e Book signings Speaking e Advertising and direct mail Tradeshows book fairs and festivals Book clubs Flesh out the outline points that work for you each book s situa ti
38. agents Trying to find a respected literary agent who will represent your work is even more difficult The good ones are seriously overworked and an unscrupulous agent can actually do you more harm than good Even if you manage to impress a legitimate literary agent it may be years before he or she can strike up a deal with a publisher Then you still have to wait for that publishing house to put your book into production and promotion channels while you still make zero dollars from non existent booksales Happily POD printing has leveled the playing field Anyone can self publish and any author can promote and sell as well as any mainstream publisher It s your game now so hit a home run The impact of ebooks Like others I ve posited a glorious future for ebook readers with embedded videos and animations audio sparkling graphics and active hyperlinks to anywhere and everywhere But as Seneca said 2 000 years ago the man who is everywhere is nowhere All the digital enhancements that make an ebook so special are also interruptions to our ability to read in depth By contrast paper books without the plethora of digitally enhanced interruptors create a state of mental calm that allows reflection on what we ve learned Deep reading This makes it easier to transfer the material from short term to long term mem ory which is the point of all learning And speaking as a profes sional with solid experience devel
39. al 3 Sell to Barnes amp Noble corporate headquarters and also to individual Barnes amp Noble bookstores Goal 4 Sell your book to city county central libraries Fewer returns than from bookstores There are three basic ways to sell your book 1 Asa printed book through Amazon Books Ingram to bookstores and Baker amp Taylor to libraries with orders fulfilled via Lightning Source POD print on demand 2 As an ebook a PDF ebook through your own website via an online store or as an HTML ebook through Amazon Kindle Nook Sony and other online ebook vendors This is a complete selling system covering major US markets and freeing you up to promote your work without having to pro 114 Self Publishing Secrets duce or deliver it yourself unless you want to which is the third way to sell 3 Personal sales as a CD ROM ebook which you can make yourself and sell to friends and acquaintances And you can sell your printed book youself ordering a few cop ies at a time from Lighning Source and selling them before ordering more No garage full of unsold inventory Know your numbers You ll find cost breakdowns on pages 154 and 155 for 5 x 8 paperback books with 120 and 240 pages As the author publisher your net retail less discount and print ing cost is higher to the extent that you raise your price and reduce the number of pages You can charge more money for pro viding information that helps oth
40. also assuming that you know how to use a computer And that you know how to use a word processing program Doesn t matter what it is like Microsoft Word or Open Office Writer or Apple Pages Whatever It also doesn t matter how good with a computer you are This is about writing and maybe later adding some pictures and we ll go over all that You don t have to be a computer guru to self publish a book If you re organized you can start with an outline Or you can just start writing and let the chapters and story line fall into place as it goes along Doesn t matter What s important is that you just write WITHOUT FORMATTING Use the simplest possible text edi tor to write I use Jutoh http jutoh com which lets me rapidly make ebooks first and then later export them to Open Office Writer or Framemaker to start making the printed book version When you write try to avoid full fledged word processors or you ll spend all your time fussing with font selection font size 26 Self Publishing Secrets margins headers all the stuff you should do later AFTER you write the book As your book progresses there ll come a day when your working title becomes final and when you ll be able to write a short para graph describing the book like a short review That s the point when you ll want to get an ISBN number more about that later What do you need to write the book Well nothing Every PC and Mac comes with basic
41. also read the page s main content header tags like lt h1 gt lt h2 gt and lt h3 gt For example you ll want to use the lt h1 gt tag to restate the title of the page even though it s also in the lt title gt tag in the metadata section lt hl gt lt font face Arial Black size 4 gt Triple Play Products from Jonathon Donahue lt font gt lt h1 gt Similarly the lt h2 gt and lt h3 gt tags are used to indicate important information like product names in descending importance lt h2 gt lt b gt Triple Play Three Exciting Baseball Adven tures lt b gt lt h2 gt Next your product description is enclosed by lt p gt tags lt p gt lt font face Arial size 2 gt Three baseball adventure stories in one easy to read eBook package Two PDFs one for full page printing the other for eReader displays nbsp amp nbsp lt br gt Retail 14 95 lt b gt author direct 9 95 lt b gt lt font gt lt p gt Between them these tags give the search engines plenty to work with and you can be sure that people will be able to find your site without too much trouble To help make sure that your webpage is actually listed by the majors use their own self listing services Google http www google com addurl continue addurl MSN http search msn com docs submit aspx Yahoo https siteexplorer search yahoo com submit You should also get a link to your page put on a page that is already s
42. and Epub 51 The DRM dilemna I know that as an author you don t want to let your readers give your book to others who didn t pay for it But that s what your e readers expect Once you move away from a printed book you re in Software World The printed book has the obvious copy pro tection of time and effort it s a hassle to photocopy or scan But software is inherently different And software owners remem ber Napster just expect and assume they can copy and share anything they buy What s best Put your customer first Let the buyer copy without restrictions Let them move the file from one PC to another as long as they don t give or sell your work to others Be their friend not their enemy And make your money by flooding each and every sales channel with your ebooks to get as many sales as possible from new buyers Ingram Digital PDF ebooks without DRM Here s good news for PDF ebook authors Ingram Digital will distribute your unencrypted multimedia embedded PDF to its roster of digital ebook vendors And you retain all your rights to sell your ebooks yourself like from your own website when you work with Ingram Digital same as your Lightning Source POD printing deal see later printing from PDF chapters Ask your Lightning Source Ingram Digital rep to manually put your unencrypted PDF ebook into their system This solves a BIG problem for me Because PDFs encrypted with Adobe Digital Editions c
43. annot contain video or audio see the ADE website FAQ page Epub type ebooks can display multimedia however Personally I don t want my readers to have to install Digital Edi tions in order to read my heavily illustrated PDF ebook Why 52 Self Publishing Secrets bother Regular Adobe Reader works just fine shows multime dia and is on just about every PC Mac out there Kindle ebooks and DRM At the start of a new project I make a Kindle ebook later I con vert it to a printed book Why Kindle Because Amazon lets me create and sell Kindle ebooks without DRM So when you buy one of my ebooks it s yours no restrictions beyond the same copyright protection as a printed book The second reason I only make Kindle ebooks is simple Why burn what little writing time I have struggling to produce the same book in different formats After all the reader can down load free Kindle viewer software for PCs Macs iPads Android devices as well as using my ebooks on their Kindle devices A third reason is that Amazon Kindle doesn t require that I let them into my bank account unlike Apple iBooks and Barnes amp Noble Epub ebooks and DRM Adobe Digital Editions is also your default reader for DRM pro tected Epub ebooks if you have a PC or Mac If you are making an epub type book for Apple s iBook store or for Barnes amp Noble s Nook or for any other device that displays encrypted epub type ebooks you can test i
44. ant to gamble on unknown authors The numbers are not in a traditional author and publisher s favor The average US lifetime sales for a book are about 2000 copies And that includes the best sellers Realistically not counting best sellers true average book sales are less than 1000 This is why the traditional publishing system is such a train wreck The money just isn t there And now that internet ebook sales are increasing there s even less profit It s too bad At Folio Books my mother thought that traditional publishers were next to God since they risked their own money to prepare and print works by unknown authors writers like Hemingway Faulkner Self publish Why 15 Steinbeck But that was then Today forget it Even if you could get a publishing house to take on your book why would you want to You ll be fighting the publisher for your share of the small amount of money left after the considerable expenses of tradi tional publishing There has to be a better way There is You can write and illustrate the book yourself and then publish it yourself thanks to a new technology called POD Print On Demand Suddenly the eco nomics start making sense for you anyway Author publishers Customers Today authors act as their own publishers risking very little money on design and low cost Print On Demand digital printing paying only for a very small print run in order to have distribution 16 Self P
45. ar list prices Besides Lightning Source PDF books the EBM connects to Google Books If you re with Lightning ask for and fax back an EBM Addendum so they can EBM distribute for you Not with Lightning Source There s an EBM at McNally Jack son Books in NYC http mcnallyjackson com print demand and they are immediately using it to allow instant print on demand for anyone who sends brings them PDFs So are others like the Riv erside CA County Library Prices are reasonable up to 300 pages 8 301 600 pages 10 and 601 800 pages 15 There s an old tech world truism plan three years ahead Get ahead of the curve If you re a self publisher build EBM to cus tomer sales into your marketing plan from day 1 If a local book store doesn t carry your book send them to the nearest EBM And something that warms my heart it turns out that there are three EBM printers at the Alexandria Library in Egypt http www bibalex org Home Default EN aspx which brings us full cir cle back 2 000 years to the time when the Library was the one place in the world where all the books that existed all mankind s knowledge could be found And now again see http en wikipedia org wiki Library_of_Alexandria 159 Afterthoughts Don t know how to use a computer An often asked question Can I become a self publisher if I don t know how to use a computer Yes If you re one of the 25
46. aries range from 30 thousand to over 4 million This is why we put the Library of Congress Selling in person 129 data in our book to help these folks this huge market order our book and shelve it easily Example Library of Congress Cataloging in Publication Data Donahue Jonathon Triple play three exciting baseball adventures written by Jonathon Dona ue p cm SBN 978 0 615 42840 6 Baseball fiction 2 Baseball stories American I Title PS648 B37 2010 813 0108355 de22 796 357 de22 Library of Congress Control Number 2010918798 City and county library systems often purchase 50 or more copies of a book Individual libraries may also buy multiple copies of the same work one for the reference collection and others in gen eral circulation Library sales are not subject to returns and libraries usually never fail to pay their bills Focus on city and county library central office collection devel opment departments people who can buy for all bramches and for reference departments You can also work with your local public library to talk about your book s topic using for free one of their meeting rooms Same deal share information answer questions and sell your book Either directly from your publisher s copies or by send ing them to the nearest Barnes amp Noble or EBM machine And make sure each person in the audience leaves with a flyer about your website a f
47. as an electric car with light alloy torpedo shaped bodywork Jenatzy s land speed record was set on May 1 1899 at Ach res Yvelines outside of Paris Interesting that today a century later the new Chevy Volt tops out around 100 No Moore s Law here Marketing and sales 119 His speed record is symbolic for me of both courage and always trying harder to do better Imagine just imagine going 62 mph on dirt in this thng Bon chance Jenatzy in La Jamais Contente Know your markets Immediately we re back to this wonderful bookselling paradox high profits come from selling ebooks which are easy to make while low profits come from selling printed books which are harder to create and much more expensive to print and distribute To paraphrase Jenatzy s motto we could say Jamais oublier Never forget that the money s in ebooks you sell yourself A previous chapter covered the mechanics of press releases Next let s look at your different book and ebook markets the people you will send the press releases to The people who can buy your books your customers 120 Self Publishing Secrets Write your book s marketing plan Large chains like Barnes amp Noble will want a copy of your book and a marketing plan which should be somewhat more than I want B amp N to sell a lot of my books Here s an outline to start with 1 Goals why did you write this book what are you trying to
48. at home writing and mail order activ ity Lack of profits in first year and otherwise busy schedule didn t show lack of profit motive She spent substantial time on the activity had demonstrated abilities and did not derive pleasure or recreation Burrhus v Commissioner T C Memo 1986 430 Deductions denied for story writing activities Taxpayer lacked profit motive had no experience kept no records and did not conduct activity in a business like manner Callahan v Commissioner T C Memo 1996 65 Deductions denied for writing activities no profit motive Taxpayer deducted over 95 000 in expenses over a six year period reporting no income from writing for those years As a result of her Schedule C losses she paid no taxes for six years She self published two pamphlets one on how to organize and use grocery coupons another on how to win sweepstakes and other contests IRS agents and the Tax Court judges are very suspicious of deductions taken for travel especially travel to fun places For example in Nemish v Commissioner T C Memo 1970 276 the taxpayer and his wife traveled to Reno and Carson City Nevada Monterey and Carmel California and the Lake Tahoe area of Nevada and California The Tax Court said Self publishers and the IRS 149 We are not convinced that petitioner s travel expenses are deductible The evidence does not establish any proximate rela tionship between his travels and his writings In respo
49. ater add text more pictures or pages 30 Self Publishing Secrets the anchored image will move with the text rather than floating loose on the page Some word processors will let you add a big empty frame anchored to a paragraph This is good because you can put an image a caption and arrow callouts or other graphics all in the big frame and the whole collection will move along with the text if you make edits Use layers your bitmap editing program Photoshop Paint Shop Pro Gimp Paint Net lets you create an image using layers Each layer can contain its own image that can be made partially transparent to reveal all or part of the image on a layer below Or a layer can contain a effect that acts on the levels below it One effect is called Multiply If you put a black and white image like a grid of black lines on a white background on a layer above an image of say a color landscape and set the line layer to Multiply its white background will disappear leaving the grid of black lines superimposed on the landscape You can then reduce the opacity of the Multiply layer to make the black lines fainter Use levels here s how to get your black and white images to really pop In your bitmap editor start with a color image Use the Saturation control to totally desaturate it to make it gray black and white Then open the Levels box and pull the left and right side sliders just a little way in from the edges
50. author s name publisher s logo Back cover retail price reviewer s quotes book description brief author s bio publisher s logo and the ISBN barcode The barcode should go onto a 1 75 x 1 white box Look at other books and you ll see what s typical You can use the barcode you bought from Bowker or use the one that POD printers like Light ning Source supply for free with the template Spine title sub title if it fits author s name publisher logo 78 Self Publishing Secrets Cover art for printing PDF output As with the interior text file you ll use the Acrobat Pro PDF x la 2001 setting with a Custom Postscript Page Size of what ever the printer s template is set for in the above case 15 x 12 PDF x 1a 2001 automatically embeds all fonts used In the case of a non standard font it will give an error message so that you can pick a different font that will go through the PDF process Cover art for printing editing and proofing As with your interior text check your work before sending it to the printer The printer is NOT responsible for mispeHings misspellings wrong prices or artwork that prints in a different color than what you expected This is a common problem The RGB colors that you see onscreen or output from a home inkjet can be quite different from those output from a high speed digital CMYK printer Cover art for printing CMYK color check Make an 8 x 11 version of your cover print it
51. b lisher So for our 14 95 paperback you would get about 1 05 OMG not This is terrible Let s do better We ll set a sales gross profit target of 12 000 per year per book Money in pocket after printing and distribution costs but before other costs like taking the Queen Elizabeth to Southampton to pitch our work in London This still isn t enough to make a living but once you have five or six books selling at this level you re set 12 000 a year is 1 000 per month If we average a net return of 33 from our mix of distributor and direct sales we need gross sales based on cover price of about 3 000 worth of product book and ebook or about 100 in gross sales per day For our example at a cover price of 15 per book ebook that s 7 units sold per day or 200 per month Or at a cover price of 10 per book ebook that s 10 units sold per day or 300 per month And at a cover price of 20 per book ebook that s 5 units sold per day or 150 per month You get the idea As cover price goes up and printing distributor costs go down the number of books you need to sell each day goes down down down By comparison our author working with a traditional publisher at 1 05 net per book would have to sell 952 books per month or 32 books per day to end up with 1 000 a month in pocket Almost five times more gross sales than the self publisher to net the same money 118 Self Publishing Secrets
52. ble as an ebook and it s easier to know where you are in an ebook if the top of the page has the page number Paragraphs Format gt Paragraph add a little more space between lines than normal and some space below each paragraph In Writer 08 below paragraph and line spacing at least 0 21 with the font size set as below In Adobe Framemaker an excellent writing pro gram try 6pt below paragraph with line spacing at 1 Spt Interior fonts I suggest 11 point Times New Roman it is what we are all used to the default font for years now on PCs and Macs which makes it great for a book because we can just read without being dis tracted by a distinctive body text font This invisibility of a book s typeface is VERY important Print format and PDF the interior 71 And it has a history Times New Roman is a serif typeface com missioned by the British newspaper The Times in 1931 created by Cameron Latham at the English branch of Monotype to allow maximum readability for text in newspaper columns It is a nar row face you ll get more letters per line than with a wide face Very very successful over the years for printed products and now on PCs after Microsoft licensed it for all their print and web products Times New Roman with the extra line spacing is also very easy to read in your ebook s PDF format Page count Ebooks can be any length there are no physical production requirements to worry about B
53. book Stress that you re a local author Selling to Barnes amp Noble Ingram won t sell your books directly into large chains like Barnes amp Noble But they will get your book into the B amp N com puter system which is almost as good If you re visiting your 126 Self Publishing Secrets local Barnes amp Noble and yov re talking with the manager guess whose book will show up on their B amp N system screen Thanks Ingram Key point at B amp N the day or night store manager has the authority to short list order your book right then and there If the manager doesn t decide to order your books right away ask her to order short listed which means ordering them from the B amp N system even though they are not yet in physical inventory and also set up a store meet the author gathering After your books come in you can sign them and ask to have them faced on a shelf cover showing out and could the manager please put some on their New Author table in the Power aisle in the center of the store B amp N will be glad to help you sell Selling to the whole Barnes amp Noble chain Here you ll approach their central buying office and try to get an order into all their stores Start via this link http www barnesandnobleinc com for_authors how to work with bn how to work with bn html FYI your Ingram LSI books comply wth all B amp N safety and environmental standards
54. ce eee eee eee 109 How to write a press release 0 eee eee eee 110 Press release tips incendie ead eget ed cea es Oh aes es 111 Book reviewers Email and PR links Marketing and sales 00 cece eee eee 113 Know your numbers porasi ha ee eee 114 Trade discounts i usarse ayeee Case g Ca alee ee 115 Maximize profits si ea 03 24 soa d doen ge pea tie oad 115 Sales targets viro cation w a aeees dad AER kad es 116 Bestiavetage cover price e 05 kas Reese OR S 118 Write your book s marketing plan 120 Alternative sales channels iniata Enia iA 122 Selling mipersons i cece oa eposs ate eee DES eee Altes 123 Selling to bookstores 0 00 eee cece 123 Bookstore meet the author gatherings 125 10 Self Publishing Secrets Selling to Barnes amp Noble 0 0 00 c cece ee 125 Selling to the whole Barnes amp Noble chain 126 Other distributors oL cow tae eae He So Steeda erate He 128 Libraries 3 ds ci c ccgeeied ed hte ata ede eee eee 128 Corporations and companies 0 0 eee 130 CHROM sales 4 5 ss ies vated eae omede nani 131 Cards and Bly ers exec eae Peers irik ee ea ghey DEON E 132 Selling from your own website 000 135 Extemalslinks ows aS eA Geet teas dae as oa 136 Goople Analytics os snes Gives ENERE Sak veh baa Rte 137 Hits and Misses o rata coven ds ques pee HES IE STS Tee 137 D
55. computer side of all this You don t have to Just show this book to any desktop publisher and you re set And you re in good company The handwritten book tradition goes straight back to the first books with actual pages Roman codexes around the time of Christ Because the author has com plete control over the page you like the Romans or the 9th cen tury Irish can mix text and pictures just as easily as you can write and draw them together on a page And in this wonderful 21st century your handwritten book will be available online to anyone in the world 162 Self Publishing Secrets Self publishing compared to vanity press Self publishing is somewhat similar to vanity publishing because the author pays the costs of printing the work and takes charge of promoting and selling it The self publisher undertakes the func tions of a publisher for his or her own book The classic self pub lisher writes edits designs markets and promotes the book relying on a printer only for the actual printing and binding with tie ins for distribution This book is for self publishers author publishers who want to create and produce their books themselves But after writing you may decide to hire others to help produce your work people with design editing and proofing publishing and marketing skills Low cost any junior college will connect you with high quaity low cost graphic arts students who can create illustrat
56. continual losses from his writing realizing a profit only twice in the twelve years preceding the taxable year 1957 He had a profit of 254 38 in 1946 and of 1 500 31 in 1957 Although continuity and efficiency of operation are criteria which would tend to support the existence of a trade or business Self publishers and the IRS 145 we cannot agree with the taxpayer s contention in the instant case The totality of circumstances surrounding Lamont s background his interest in the wide dissemination of his ideas his activities and financial status justifies the conclusion of the Tax Court that a profit motive was lacking Stern v Commissioner 71 1 USTC 9375 D C C D Calif 1971 The taxpayer had been engaged in the business of writing since 1926 He had authored numerous newspaper stories magazine articles and screenplays and had frequently been compensated for his writings The expenses claimed by the taxpayer as a deduction were incurred while researching writing and arranging material for a book on D W Griffith The taxpayer lived in Los Angeles and traveled to New York City where the papers of D W Griffith were located Details the plaintiff was a resident of Los Angeles in 1965 In that year he spent 335 days in New York City preparing a book He claimed a deduction for his 1965 taxable year in the amount of 6040 00 covering travel expenses in connection with his stay in New York The deduction was disallowed an
57. cover JPG My name is Jimmy Johnson says a boy at the start of each of these three stories The first The Magic Baseball solves the riddle of how Don Larsen pitched a perfect game in the 1956 World Series a baseball secret unknown until now The second story The Russian Baseball is about Jimmy Johnson s grandfather Jack Johnson At the age of ten Jack finds himself in Czarist Russia returning in 1914 with a secret gift from the Tsarevitch Alexei that holds the key to the future of Russia itself until Babe Ruth comes into the picture with his first professional home run The third story The Akagi Baseball is told by Jimmy Johnson s father John Johnson How when he was in the Navy in World War Il his ship rescued a young Japanese sailor who has his own tale to tell about baseball in Dai Nippon espionage and a secret that may have decided the battle of Midway Each story has an intriguing what if what would have happened if but I m getting ahead of myself These are three exciting adventures for boys teenagers their Dads and Granddads for baseball fans just in time for the upcoming season The author lives in San Diego is a lifelong baseball fan and works as a multimedia designer for a major telecom corporation 110 Self Publishing Secrets Triple Play Three Exciting Baseball Stories ISBN 978 0 615 42840 6 LCCN 2010918798 Contact Jonathon Donahue jon404 yahoo com more book informati
58. cs ISBN number 25 00 cost of one ISBN as part of a ten ISBN package Library of Congress Copyright 35 00 US Post Office mailing book to Copyright Office 12 00 US Post Office mailing bk to Library of Congress 12 00 Lightning Source Digital POD catalog fee yearly 12 00 Title setup and proof 145 00 sub total 157 00 Print deliver 10 copies to publisher short run 37 77 note the 2 70 price per to publisher is slightly more than price to distributor Lightning Source total 194 77 Ingram Listing in Ingram Catalog 60 00 Total all costs 358 77 Pricing Retail list 19 95 minus trade discount 10 97 55 and print ing charge 2 46 net to publisher 6 52 As ebook sold direct net 19 95 less 1 60 8 order fulfillment charge 18 35 net to publisher Much better 155 Costs 240 page book Here s a cost breakdown for a 5 x 8 2 paperback 240 pp book Cost per title Fedex Office two drafts for editing spiral bound 51 50 Bowker Identifier Svcs ISBN number 1 of 10 25 00 Amazon Services Kindle test order 7 95 Library of Congress Copyright 35 00 US Post Office mailing book to Copyright Office 12 00 US Post Office mailing bk to Library of Congress 12 00 Lightning Source Digital POD catalog fee yearly 12 00 Title setup and proof 145 00 Second proof cover revision 30 00 Print deliver 10 copies short run 58 84 Lightning Source total 245 84 Ingram Listing in
59. d taxes and interest were paid in the sum of 1114 77 Plaintiff was an expert on the life and work of David Wark Griffith a deceased film director Plaintiff spent many years studying and arranging the papers of said D W Griffith located in the Museum of Modern Art in New York City The court first determined that Stern was in the busi ness of writing in 1965 and therefore that The expenses were ordinary and necessary expenses of carrying on plaintiff s busi ness of a writer and hence are deductible under 26 U S C 162 a Citations omitted Plaintiff s expenses were for meals 146 Self Publishing Secrets lodging and travel these are expressly provided for in 26 U S C 162 a 2 Gestrich v Commissioner 74 T C 525 1980 The Tax Court held that the petitioner was in the trade or business of being an author He wrote scripts advertisements and worked on a book All his works during the taxable years before the court were unfinished and or unpublished through at least the time of trial We believe that petitioner was engaged in the trade or business of being an author during the taxable years before us He clearly spent a significant portion of his time working on his book and other materials While petitioner has been paid for his works in years past he earned no income from the sale of his works during the taxable years before us Nonetheless the petitioner was attempting to get his book published and was th
60. e Holy Grail Or the 11th Commandment etched in stone with a fiery laser Tow DINUPNT INN DNIU ODO A7 Sell eRyooks from your own website y So saith Google Translate But selling on the web isn t easy For tunes have been lost trying to make money on the internet Each year it seems that there is a new meme a new viral concept that will solve the problem for self publishers Like blogs Oh we ll write all this interesting content and readers will then buy our valuble books Well no Static web pages outdraw blog pages 25 to 1 because blog content changes continually And that s not what you want in a selling situation I d rather have a single static web page about my book than a blog with hundreds of well writ ten fascinating posts in an endless scroll that takes the customer away from not towards a transaction Blogs for an author are perhaps the greatest time waster since absinthe There s nothing wrong with including some free web site material that can help your customers This information can go on different web pages but all your web pages should have the same set of links for navigation in the same place on the page You can also create content as PDFs that open in new windows so your customer doesn t get completely taken away from your selling message And ALWAYS have links in any PDF back to your website External links New customers will mostly arrive at your website following links found on
61. e a clue about HTML and don t want to learn find a friend Get help and get the webpage up and running Super simple doesn t have to have any active links at this time just get it up and make a record of the webpage URL the http webpage address such as http ion404 com We ll get back to your webpage later adding more information and several e commerce improvements But right now there are a few other things to do first 40 Self Publishing Secrets 41 Get an ISBN number After you ve put up your website it s time to get your book s ISBN number You ll need an ISBN number to sell any printed book And you may need another ISBN number to sell an ebook version of your work through some retail channels You do NOT need an ISBN number if you sell it yourself in person or on your website or via a Plimus or Paypal online store But for all regular books you need an ISBN number Welcome to the printed book racket There s only one place to get an ISBN number Bowker company a government allowed monopoly Ka ching Cost 125 for one ISBN number or 250 for ten num bers in case you plan on printing more than one book The ISBN number is expressed by the barcode on the back of all books At Bowker add 25 per ISBN number for ISBN artwork get PDF format that you can use on your book s back cover in your art program you ll put it in a 1 75 x 1 inch white box Note Your printer may supply a barcode for fr
62. e ebooks for Kindle or for the Apple Nook Sony readers Is the effort worth the money Sure is Our book Triple Play Three Exciting Base ball Stories sells on Amazon Kindle for 7 95 Amazon keeps 2 40 and pays us a Kindle royalty of 5 55 This isn t bad compared with printed book economics But I have one serious concern about the Kindle and Nook book deliv ery platforms Their base model black and white e ink screens are great for reading but terrible for showing beautiful color pic tures The e ink devices also can t display Flash animations or video and audio the multimedia features that can really make your ebook special and unique and that you can include in a PDF ebook This is changing as new readers like the Kindle Fire and Nook Tablet come to market devices which will use HTML 5 for multimedia delivery In a later chapter we ll look at whether future authors will also have to be programmers Example if your customer touches the picture of the lion on her tablet to make it leap and roar some body you will have to write the underlying code that makes it happen And future pricing will have to reflect additional pro gramming costs unless very easy to use ebook animation authoring programs are available Book pricing to sum up price as high as you can and sell direct 36 Self Publishing Secrets 37 Make a website for the book After you ve written the book but before edit
63. e page introduction starts on right side page chapters each starts on a right side page index starts on right side page The above list does not start with Cover Your word processor file will be the interior only we ll make the cover art later sepa rately in an illustration program Right now you re writing and formatting the interior in most books all the inside pages that are printed in black and white on cream or white paper Again take a few minutes to look at some books and copy the formatting of the one you like Page size for printed books I recommend a 5 4 x 84 page size This is the standard size for trade paperbacks It is the least costly to print ebook note PDFs made from books with this page size display easily on PCs Macs iPads and ebook readers And if the PDF ebook is unsecured a customer can print it at Kinko s on 8 x 11 paper single or double sided in order to have a paper copy Book length When bound your book must have a spine to display when shelved That means a minimum page count of 84 pages Best 150 is optimum for the smallest page count that still looks like the other books in the store Fewer pages means lower printing cost Print format and PDF the interior 69 Print margins Writer and Word let you set up different margins for left and right side pages So you can add some extra space on the inside of the page which is a big help with a printed book
64. e text Just write and let Kindle handle the display It s not bad The exception to the left justified fully justified issue set your normal paragraph style to a left indent of at least 5 where the Kindle will indent as little as possible paragraphs with a small left indent will left justify Lists Bulleted lists work well with tabbed indents But numbered lists not so well The first tab should produce an a the second tab a i Nope You ll have to do any numbered indents by hand 60 Self Publishing Secrets Tables You may be able to copy pasted HTML table code into Jutoh I use Front Page 2003 to make tables Code lt center gt works mar gin left works but not margin bottom And you can t use HTML to change the table text font After you paste in the HTML code select it then choose HTML from the Jutoh Style box Try to keep table width at 400px or smaller Images Click Jutoh s Insert Picture icon to open the image file selector and import JPGs or PNGs Artwork make your story graphics the pictures that will go inbetween text paragraphs wider than higher to avoid a ten dency by some ebook readers to put a tall graphic on its own page without surrounding text Size graphics at maximum 340px wide by anything smaller in height like 250px Never more than 450px The smaller the height the more the text will surround the picture on the page The 340px width limit should help ensure
65. eal differ ences between RGB screen color and CMYK printed color RGB has a wider gamut a greater range of colors Screen transmit ted light color is purer than color reflected from printing inks or toner particles Solution make an 8 4 x 11 PDF X of your color cover art take it to FedEx Office and have them print it on their biggest CMYK color xerox copier behind the counter You ll get a pretty close approximation of what will come back from your CMYK POD printer This will work for just about everything except images of makeup or food where you ll really want to take a good hard look at the proof from your POD printer For everything else if the proof color is a little different than what you expected roll with it Making proof after proof to get it just right isn t worth the money or extra effort Save your JPGs at 300 dpi Later after you have brought them onto a page and resized them smaller to fit within the margins and then made the ebook PDF the ebook viewer will be able to use Acrobat Reader s Zoom tool to clearly see parts of your bit map image If you save it at 72 or 96 dpi it will pixellate break up when magnified Anchor frames when you bring an image onto a word proces sor page you can fix it anchor it to the page or to a para graph Always try to anchor it to the paragraph that will be above the image Click just after the last character in the paragraph then past the image in If you l
66. ed maybe only once or printed maybe only thrice you ll need Adobe Digital Editions ADE You ll sell your PDF ebook through a vendor who applies ADE to your ebook as it goes through their sales system After the book s buyer installs the free ADE viewer it s like Adobe Reader but more limited they can download a ACSM file which tells their PC s Digital Editions library that it s OK to go to the internet and retrieve a temporary copy of the ebook from the vendor To read the buyer can click on the ebook s icon for as many times as you the pub lisher allowed when you set the ADE security provisions More on ADE see http www adobe com products digitaleditions be Digital Editions READING Symbol Selector aah brothers com nmbs srr 455 hint opens up all those interesting fonts like Wingdings with hun dreds of useful icons and symbols Plus Word and Writer s Insert Special Chaacter opens up many more Unicode characters in some foreign languages plus special math and currency symbols Get free art from Word and PowerPoint and also from Open Office lots and lots of very useful arrows boxes and designs Write your book Illustrate your book Price your book Make a website for the book Copyright your book Get an ISBN number Get a Library of Congress listing Print format and POF the interior Print design and POF the cover An ebook page in Digital Editions Ebook DRM
67. ee check it out You can get an ISBN number and its barcode art right away at http myidentifiers com the Bowker website for ISBN generation Do it now This number is makes your book as real as any other it gets you in the system IMPORTANT 42 Self Publishing Secrets ISBN 974 0 615 42840 b il 9 7806 15 428406 Our Triple Play barcode key to the distribution system Books In Print Bowker also publishes Books In Print the online Bible used by all bookstores to find out if a book exists and where to order it To get a listing into the Books In Print database go to http bowkerlink com it s a free service and VERY IMPORTANT since otherwise bookstores won t know you exist You have to be in Books In Print A Books In Print data screen 43 Get a Library of Congress listing If you look inside the title page on any book you ll find the copy right information along with some mysterious stuff that looks like this Library of Congress Cataloging in Publication Data Donahue Jonathon Triple play three exciting baseball adven tures written by Jonathon Donahue p cm ISBN 978 0 615 42840 6 1 Baseball stories American I Donahue Jona thon PS648 B37 2010 813 0108355 dc22 2010540387 What does this mean It is information for librarians and helps them categorize and order books You can make your book with out it but since every printed book shows CIP data yours migh
68. er selling a printed book through a distributor Well the distributor moves your book into the system book stores libraries EBM machines like that Which to some makes you a real publisher It s worth doing another way to make money while you sleep even though you won t make much In any event you will definitely want to have some printed copies of your work to show people even though you will focus your sales efforts on your ebooks For many a printed work establishes you as an author Lightning Source will happily print and sell you as many copies of your book as you want for a little bit more than the printing price on books sold to Ingram your distributor Here for a 10 book order your books cost you the publisher 58 84 to print and deliver to you residential ground shipping or 5 84 per book Now if you sell these printed books yourself for 14 95 each your net is 9 11 per book much more than the 2 71 you make selling through the distributor Overall marketing strategy focus on improving author direct sales from your website while contining to use traditional paper back distribution channels Sales targets It s estimated that true average US book sales are about 1000 per title after you take out the small number of best sellers and run the numbers on all the books that are left And typically an Marketing and sales 117 author will get about 7 of the cover price from a regular pu
69. erefore holding himself out for the sale of goods or services We conclude on the record before us that petitioner was in the trade or business of being an author during the taxable years before us E Synder v United States 674 F 2d 1359 10th Cir 1982 The taxpayer was a practicing attorney In 1972 he began work on a book of photographs of the Colorado high country He expected to publish and sell the finished product He devoted about 30 hours a week to taking pictures He kept detailed records of tech nical data regarding his photographs He sent letters to publishers soliciting their interest in his book Six or eight publishers expressed an interest but none offered to buy or publish his book The District Court judge concluded that the taxpayer was not engaged in the trade or business of producing a book but he did Self publishers and the IRS 147 not make formal findings of fact and conclusions of law He stated that the taxpayer did hope to make a profit The Court of Appeals said that the profit motive finding sup ported a conclusion that the taxpayer was in the trade or business of producing a book but that the trial court s findings of fact were not sufficient to guide the appellate court in rendering a proper decision The case was remanded to the trial court for further fac tual findings In Synder the IRS argued that an author cannot be in the trade or business of writing if he has not yet produced a book The
70. ers make money You can charge a LOT of money for high value unique specialized informa tion mainly information about how to make money but also information about solving problems romance diet get a better job etc You can also charge more for timely information Example com puter books that teach how to use complicated programs like Photoshop Since Adobe releases a new version about once a year you ll have a steady market of graphic artists who feel that they have to keep up with the new features Downside your book will have a short shelf life as time goes by and its information becomes less valuble In any case as your book s price goes up the number of buyers shrinks as the information you provide becomes more special ized and hence more expensive Marketing and sales 115 From this you ll find a sweet spot where the number of sales at a certain price maxes out your gross profit based on the different kinds of books you are qualified to write like fiction all of us and your professional specialty Run your own numbers you may find it more profitable to write a romantic novel than a 49 95 tome on high altitude anesthesiology that will sell only to a small number of people Trade discounts Print the standard trade discount is 55 That s what you the publisher sell your book to your distributor for That s a lot of money your price for getting into the bookselling system You must also al
71. essional association of academic librarians and other inter ested individuals a division of the ALA http www ala org ala marps divs acri index cfm Association of American Publishers AAP Washington DC Trade association for US book publishers http www publishers org Association of Booksellers for Children ABC http associationofbooksellersforchildren com 152 Self Publishing Secrets Authors Guild Leading advocate for writers interests in effective copyright pro tection fair contracts and free expression http www authorsquild org Association of Education Publishers AEP National non profit professional organization for educational publishers and content developers http www aepweb org Book Industry Study Group Non profit trade association working to create a more informed empowered and efficient book industry supply chain for both physical and digital products http www bisg org Christian Booksellers Association CBA Trade association for the Christian Retail Channel http www cbaonline org Educational Paperback Association An association of distributors and publishers of trade paperback books and audio materials to the school college and or library markets http www edupaperback org IBPA the Independent Book Publishers Assoc Largest non profit trade association representing independent publishers http www pma online org Information Technology Industry Council ITI
72. et an ISBN number 02 cece eee eee es 41 Books In Print eraser rnn AEEA aed ENE 42 Get a Library of Congress listing 00 43 Copyright your book eissam aprii renina eee eee 47 Ebook DRM and Epub 2 c205s sea0xs e008 oseeeu 49 DRM Digital Rights Management 0 49 Adobe Digital Editions and PDF DRM 50 The DRM dilemna 000 cece eee eee 51 Ingram Digital PDF ebooks without DRM 51 Kindle ebooks and DRM 00 cece eee ee 52 Epub ebooks and DRM 0 0 cece eee eee 52 Ebook publishing to Epub 0 000 53 A format in flux ess age an ee oe KER ied Sea eoe 53 Ssshi Here s a Secret vis Reavy tates BoE cad Wee s 54 Ebook publishing to Kindle 0004 55 Tuto Oo Kindler giant et ETE ETIA TESTET TTA 55 FOS 2 563 godals cing IERS EPAIA AR EAAS 56 FOnt S1ZOS 200 05 25 4 awl tras ae Bad HN dae de MUON pane stad ah 57 Unicode characters lt 5 20 cni0 5 sta vie deine Boat oak ere 57 AN ATMEL dine os os cece cece hans ae one eee ey ea eke 58 Paragraphs cairo eh ives we Mowe abe E ae 59 TAStS spa sisis p dodges aang 2h a T HETERO AGS 59 WADIES seg is cunt EPONE O slg hase AE DE EEEE 60 TMA SOS EE VENEET ea dat T SEAS TENENTE 60 Toate sigs ch se aba OE A E ETIE Agen kbc I EE 62 OC ATI AE EPITEET AA a NE 62 The hard Way seess sent iio beg ca eee ai ad algae 63 KF8 Epub 3 and the f
73. eveloping qualified leads 000 000002 138 Self publishers and the IRS 00000 141 Some Tax Court decisions 0 0 000 cece 143 Audits aian naana aser he Lp i nabani n dots 150 Industry links sesa eee TEPE aA 151 Costs 120 page book sii Teyta bs way Sea YS 154 Cost pertitle ras An VEEE EIDE eh teh SERENI 154 Pricing 6 645555 oe open etn ee 44 Ve ET ADE eR ae Le 154 Costs 240 page book iross perpens eee eee eee 155 Cost per title 22225 araia ua eae dass oases 155 Pri Cini Bese nicest eee ler bb tages dasa i pela E 155 Costs and the future of books 000000 156 EBM the future is here 4 v 2554 004s0ie ean des nnee 157 Afterthoughts 3 5 5 rean e a a EE DEES Oe 159 Don t know how to use a computer 00 159 Self publishing compared to vanity press 162 The impact Of ebooks ii ss og oss aegea eeit 164 About the author 6 0 eee eee 166 Introduction I grew up in a bookstore Folio Books on Union Street in San Francisco Helped my Mom carry books from a distributor down town and pack up returns Learned early in life that books were important My mother valued authors and publishers as highly as I respected grown up baseball players Years went by Half a century And one day I bought a hardcover book about colors published by Random House And the index was wrong just plain wrong all the page numbers were off by 14 pages What Since Random
74. fferent ebook industry players lard up the basic standard with their own tweaks and requirements 54 Self Publishing Secrets This can mean that you the author publisher may have to pro duce different Epub versions one for Apple iBooks another for Barnes amp Noble s Nook line and so on Epub s XHTML XML code can be daunting Adobe one of the major Epub sponsors has a solution for you their InDesign desktop publishing program which outputs Epub files that of course work with the Adobe Digital Editions epub reader But Jon you exclaim We can t afford InDesign s 700 price tag I can t either How many books do you have to sell before you get that money back Awful ROI And you re still stuck with a program that will make Epubs that run on Apple s iPad but aren t totally compatible with Apple s iBooks bookstore but you can buy some extra plugins to help make that happen When you have two large corporations who basically hate each other it gets messy Apple iPads won t run Adobe Flash Apple Preview won t display Flash content embedded in PDFs you need free Adobe Reader Future multimedia implementation will probably produce more variations and proprietary problems Sssh Here s a secret There s an inexpensive program very inexpensive the Jutoh editor compiler that easily and instantly produces perfect Epub files that run an ANY device iPads Nooks Android tablets whate
75. have to remember to embed the video as one of your last PDF production steps or you ll have an ebook with a big empty white space When you Save As PDF select High Quality Print instead of PDF X or PDF A The multimedia content will embed with High Quality Print but not with the others Lastly multimedia ebooks demand increased testing before release Testing on a PC Testing 97 on a Mac Testing on a large computer screen and testing on a netbook s small screen Software maxim take the time to test Setup an online store Besides selling your book through online retailers like Amazon Kindle or through distributors like Ingram Lightning Source you ll also want your own online store A place where you can sell ebook versions of your work A place where the storekeeper company takes your order gets the payment emails your ebook software to the customer and then takes their cut less than 10 of the purchase price and sends you a check for the balance This is very cool You can literally make money while you sleep It is the best way to sell your book Online vendor order fulfillment I use Plimus http www plimus com the order is processed and delivered through Plimus which charges a small fee per order For our 9 95 ebook product we net about 8 00 from the sale Others use PayPal httos www paypal com which also takes credit card payment and delivers the ebook for a small fee And there are serv
76. hey will send it to you in 1 to 2 weeks It s free and it s an important part of the CIP block It provides another reference point for librarians to use when they want to find your book Get your PCN LCCN number from hitp pcn loc gov at the Library of Congress and put it in the CIP info block Later when you format the book you ll put the CIP block on the inside of the title page Library of Congress Control Number 2010918798 Like the Copyright Office the Library of Congress will want you to send them a copy of your book Now if you don t want to bother with LOC numbers you can just put the following at the bottom of the CIP block CIP information on file at the Library of Congress And again all this CIP LCCN PCN stuff is only for the benefit of librarians Libraries are a large part of the book market The CIP block helps them categorize your book and helps them decide to order it So make your CIP block and stick it inside the title page so that they will know you re for real 47 Copyright your book By this point you ll be sure of your book s title and sub title if any It s time to formally copyright your work Now it s true that under US law your work is actually copy righted at the time you create it But if there s a dispute how do you prove when you wrote your book And don t tell me that you can mail it to yourself in a sealed envelope That sort of self copyright has been thrown out by court af
77. ices like Kagi http www kagi com _ who take orders but then send the order to you to fulfill to ship your 98 Self Publishing Secrets ebook to the customer They take a lower percentage of each sale but I d rather pay a little more to have Plimus or PayPal fulfill orders for me I want a hands off operation However if you use Kagi you can also work with Cnet s Download com to send the ebook to the customer In a nutshell you ll register as a vendor add products to your vendor s online store and then run a trial order against each prod uct to see exactly what the customer will go through to get your product And don t worry the trial orders do not bill your credit card Why did I pick Plimus Well like Kagi they ve been around for many years specializing in selling software for pro grammers Sure works for my PDF ebooks Publishers upload to Plimus and customers purchase and down load a ZIP file that contains one or more PDFs and other files plus a plaintext file called 1 READ ME FIRST txt with any instructions about viewing the PDFs like how you need free Adobe Reader 9 or above if a PDF has multimedia content or embedded Flash animations As for payment the fulfillment services can send you checks deposit to your bank account or credit your PayPal account whichever you prefer Online software sales terms are REALLY SIMPLE compared to the byzantine world of traditional author publi
78. igital copiers are now installed at major US cor porations for in house brochure report and poster printing And they are used by digital book printers like Ingram Lightning Source The electrostatic dry toner process let s just call it xerox still uses the traditional four CMYK colors cyan magenta yellow and black But each color is fused onto the sheet of paper almost simultaneously the sheet only goes through the press once instead of offset s four passes There is no drying time And just like an offset press the toner printed sheets can be varnished laminated embossed gold foiled etc The xerox process also lets you print one sheet or one book just as easily as 1000 There is no penalty for a short run Once your digital book file is downloaded from your POD printer s digital library to the press the printer can make as many and only as many books as you want Or as many books as are ordered No more no less Sweet At your end is there anything you have to do differently to set up your book for POD printing Well sure But not much And if Revolution POD and ebook 19 you ve run off a flyer or brochure at a copy center in the last few years you re ahead of the curve already Later chapters will detail the few extra things you ll need to know E books and the internet It was the best of times it was the worst of times it was the age of wisdom it was the age of foolishness
79. in a different font maybe for a decorative headine you can set the type in an art program and i bring it in as a JPG picture _ ase Ebook publishing to Kindle 57 B I U You can use bold italic or underline or any combina tion like this That s it for font effects subscript superscript or strikethrough won t work Note on the Kindle s B W screens underlined words look just like underlined hyperlinks To avoid confusion use bold italics or bold italics for emphasis and save underlining for web links Font sizes Kindle has a limited set of font sizes which don t quite look the same as the same sizes do in Jutoh or Open Office Writer or Word But close enough This is 24 point quick brown This is 18 point quick brown fox This is 14 point quick brown fox This is 12 point quick brown fox This is 10 point quick brown fox This is 8 point quick brown fox This is 6 point quick brown fox Unicode characters Kindle can display Unicode characters from Open Office Writer Insert gt Special Characters or Microsoft Word or others This really helps since you can t use the Symbol font or Wingdings or other special fonts 58 Self Publishing Secrets Here from the Special Characters Times Roman unicode Mathe matical operators subset yAov gt And from the Cyrillic subset Bce MOH pOKJAHTCA CBOGOMH IMH M
80. ing formatting it s time to make a simple scratch website about your book Why Because you ll be asked for your website URL address by the ISBN books in print service by distributors and by online pay ment services like Plimus and Paypal Without a website address you can t register as a publisher The good news the website can be as simple as you want One page with only one word on it Doesn t matter when you register just as long as you have your own webpage Make a simple webpage to start showing your book s cover its price and your e mail address so people can get in touch and order it How to get a free no ads website Start at http Awww free webhosts com no forced ads php but you ll do better to buy your own website address To get on the radar with search engines you need to register a com net or org domain name of your own Use Network Solutions http www networksolutions com Search their whois directory to make sure nobody else already has the domain name you want They will also host your website for about 100 per year 38 Self Publishing Secrets The main thing here is to put up a web page fast because you need to have one to qualify as a publisher You ll modify it later on with real web selling info but for now just make a simple one Here s the HTML code for a very basic page lt html gt lt head gt lt title gt Your book or your name goes here lt t
81. ions multimedia production and assist with desktop publishing Look for kids who love Photoshop and Flash and are good with pro grams like Word Framemaker or Microsoft Publisher Need a complete production package There are plenty of subsidy press aka vanity press operations ready to help you out But remember subsidy press is NOT self publishing If the subsidy press gets the ISBN number for you if they buy it from Bowker they are the publisher no matter what they tell you You ll also want to be quite careful about the copyright Whose name will it be in And then there are contracts Read them For example if you pay a subsidy press to make and sell a printed book for you are you also giving up rights to an ebook that might come along later What about rights to sell the book in foreign markets and what about rights for a derivative movie or TV show Google vanity subsidy press issues and be cautious Afterthoughts 163 If you can afford it you could hire a person to produce the book for you and that person could hire all the sub contracters get copyrights make deals with POD printers but all with your money with all purchases invoiced to your name so that there would never be any question about who owns what Subsidy press example Vook com produces ebooks with embedded videos The vook video book is mostly text like a PDF but has clickable links that expand a video pane so you can watch
82. ite pages and color interior pages So remember that even if an inte rior page picture is in color on the interior block PDF you send to the printer in will come out in black and white when the book is printed Think black and white for the inside of the book Images for ebooks No restrictions Any image you want will reproduce just as you created it Because ebooks are designed for onscreen viewing you can have color pictures anywhere you want just like on a web page And like a stained glass rose window at Chartres Cathedral you re working with beautiful wide gamut transmitted light not reflected light from a paper page Run with it For the first time in the history of art you have a full spectrum of colors to design with Use them They re free No cost penalty Graphics tips from a multimedia designer That s me I spent the last 15 years working on internet and intra net webpage designs plus elearning and printed material design for two Fortune 500 corporations So I can share with you what works in practice Luckily for self published books there are very few technical issues when it comes to images Illustrate your book 29 RGB vs CMYK for ebooks If your ebook color images come out looking strange make sure the PDF color setting is for RGB or convert all colors to sRGB not CMYK RGB is screen color and that s what you want for your ebook Color check your printed book cover there are r
83. itle gt lt head gt lt body bgcolor lightsteelblue gt lt center gt lt p gt lt img src images main png gt lt p gt lt body gt lt html gt This is as simple as it gets The webpage shows a picture main png Where does the picture come from From you Triple Play a great new book in time for the season TRIPLE PLAY Jonathon Donahue ry Only 14 95 from Jon Donahue jon404 yahoo com Internet ordering coming soon Make a website for the book 39 Make a picture in an art program 900 pixels wide by whatever high Save it as main png and put it in your website s images folder On the picture show the book s cover price a brief description and your email address in case anyone wants to buy it we ll add internet payment options and search engine meta data later Don t have a picture of the book s cover Start designing one Any image will do it doesn t have to be your final design Use a front cover page size of 5 5 x 8 5 inches your most economical trade paperback booksize choice for printing later Or use 6 x 9 Can t do art Get a friend to help anyone who knows Photoshop or other computer art programs Save the code above as Index htm to your website s root folder That s it If you use use a free website provider you can put your webpage sub domain address on the different forms you have to fill out to be a publisher Free web help from friends if you don t hav
84. k 89 GREENSLEEVES Transcription pour piano facile Anonyme Piano Use Adobe Reader 5 Marquee Zoom tool to look at the notes this illustration is vector art and can be enlarged as much as you want without distortion You can also control line spacing and paragraph formatting You can add graphics easily without going through an HTML conver sion nightmare Of course given the e ink display limits of the Kindle device any graphic will be rendered in 16 gray levels Other ereaders like the Sony Reader and the Barnes amp Noble Nook also let you copy PDFs from your PC to the device As the author you ll use your website to sell your small page PDF to owners of all these ereaders without having to go through the PAINFUL process of re formatting your ebook for each device in Kindle HTML ePub XML etc 90 Self Publishing Secrets A page from the Book of Kells Today 1200 years later PDFs let us once again mix text and images seamlessly Use Acrobat Reader s Zoom tool at 300 to see the details impossible on Kindle or ePub devices 91 Ebook make a multimedia PDF A PDF ebook can include audio video and Flash animations However and this is very important the viewer will probably need free Adobe Acrobat Reader 9 or above to see hear your spe cial content Note Mac s PDF Preview viewer will not display Flash anima tions embedded in PDFs Get free Acrobat Reader for your Mac
85. ke Homer Dickens or Herman Melville Moby Dick you can handwrite your book Most great books were handwrit ten and yours can be too Technically it s not difficult to turn your script into a POD printable computer file 1 eres Ae Kindurito penki yasi poo Bo ied and ebooks VA facaure AAT E EAA OO ar a page POF that Letin xa with atl gaus other page Pofa Le make gasns POD printer ov sell ain Afterthoughts 161 Tips write your manuscript which means written by hand Then you can hire a student to type it into computer plaintext that can later be sent to a desktop publisher for formatting If you want the final work to actually be handwritten use black ink on white unlined paper Like Vladimir Nabokov Lolita you could try writing on 4 x 6 file cards Easy to scan and you avoid whole page rewrites Find a black ink pen you like Bic Crystal Black Medium pens work well and only cost 20 cents Or try a finepoint Sharpie Pen The trick is to find a pen you like and stick with it so that all your pages look the same Have someone scan your handwritten copy at 300 dpi grayscale and then in Photoshop use the Levels control to slightly increase contrast After that each page image is saved as a PDF and then all the page PDFs are combined using Acrobat Pro into one big PDF that becomes the book s interior block that goes to the POD printer Don t worry if you don t know anything about the
86. ke a scrolling web page they have simulated pages But like web pages they let the reader change the text size and margins which makes any attempt at precise page layout meaningless The manuscript flows and resizes with the occasional picture inserted inbetween your text paragraphs This has the advantage of extremely rapid production You have absolutely zero page layout or formatting concerns No page numbers headers footers or margins to set For the e ink Kindle ebooks you can t even pick a font Kindle does that for you As an author this is actually pretty neat for text based books any way You can concentrate on writing not desktop publishing Kindles and Nooks are rapidly evolving from basic black and white e ink devices to full color tablets The new color devices will also show audio and video And new HTML 5 as well as dedicated programming tools like Amazon s Kindle Fire SDK will allow some user interactivity 22 Self Publishing Secrets Ebooks and the self publisher Most ebooks are made specifically for Amazon Kindle or for the Nook Apple iBook market It is remarkably easy to create these ebooks and to self publish them into established sales channels This ease of production has a price a continued reduction in the average Kindle Nook iBook retail price as more and more ebooks flood the internet marketplace For heavily illustrated books you can sell a PDF rather than a paper printed book Great
87. kstore orders come in from Ingram the distrib utor Lightning Source prints and ships to the customer without delay In a later chapter we ll go over ways to stimulate more orders But at this point you re a publisher Congratulations Your printed book has an ISBN number a Library of Congress number a copyright and is available through Ingram to the whole book selling system bookstores libraries and major web vendors Not bad 83 Ebook make a PDF electronic book In an earlier chapter we went over making a Kindle ebook Per fect for novels Perfect for any book that is primarily text with a few pictures here and there But Adobe PDF is absolutely the best format for my kind of ebook one with highly formatted pages lots of pictures anima tions and hyperlinks An ebook that truly extends the reading experience After all printed paper books are the result of 2 000 years of development so just moving a text based book onto an ereader doesn t add much value The paper book is readable in any light is printed at 1200 dpi can be read for hours on non glare paper uses fonts specifically designed for book body text and best of all no batteries PDF the universal ebook format Invented by Adobe Systems and perfected over 20 years Portable Document Format PDF is the global standard for capturing and reviewing rich information from almost any application on any computer system and sharing it with virtua
88. larger than CMYK printed color So if someone says it just doesn t look the same as it did on your website they are right Printed output won t look the same Ebooks design for the screen Ebook make a PDF electronic book 87 Selling your PDF ebook on Amazon not Well you can t Even though there are still lots of PDFs offered for sale You see Amazon used to have something called eDocs but they stopped it These days they want you to take your PDF and convert it to their Kindle format which is ridicu lous the convertor makes a total mess out of any PDF with graphics There is no information on Amazon s site about how to have them sell your PDF as is All you ll find are vestiges of their can celled eDoc service like eDocs gt Formats gt PDF printable gt Business gt Management at http www amazon com gp bestsellers books 583310 ref pd_ts_b nav and you ll find that there are still LOTS of PDF ebooks offered for sale Unfortunately my printer distributor Lightning Source no lon ger puts ebooks on Amazon they burned their bridges after Amazon s eDocs fiasco began They told me to call Amazon directly and that s like talking into a black hole Nobody s home So I sent an email and asked Amazon to let me sell my PDF too And this came back Hello Jon Thanks for your email We no longer accept new submissions for our eBook Store and are in the process of closing it
89. le with a printed book Ebook make a multimedia PDF 93 Flash animation Framemaker also lets you embed Flash SWF animations on any page Just like a JPG or a PNG just like a PDF used as artwork see the map above you can File gt Import the SWF as a graphic When the user clicks on the image of the SWF it will play its animation One thing make the first frame of the Flash SWF a static image like a title frame Because when the user comes to the page in the ebook with the SWF it will be paused at that first frame waiting for the user to click on it If the ebook may also be printed later make the SWF s first frame an image that would make sense on a printed paper page Flash Animation Test click to start When you click on the animation for the first time the PDF will ask the viewer to allow the Flash content to play an Adobe secu rity feature that cannot be removed 94 Self Publishing Secrets The user will need free Adobe Reader 9 or above to view Flash content embedded in PDFs produced with Adobe Acrobat Pro Actually the PDFs are made by a program called Adobe Distiller that comes as part of Acrobat Pro and also comes with Frame maker 7 8 and 9 so if you have Framemaker you don t need to also buy Acrobat Pro You can also make a multimedia PDF ebook using free Open Office Writer Leave a blank area on any page where you want a Flash SWF animation or a video clip to be inserted later
90. lisher you ll get PDFs that clearly detail all the steps in the process of getting your book to print Lightning Source POD manuals and guides Ingram Digital Services Operating Manual for Publisher Customers How to Verify that your fonts are embedded in your PDF How to place an order for your books through Lightning Source How to Set Up Your Titles at Lightning Source Print On Demand Color Book Addendum Print work with a POD vendor 81 and the most important Print On Demand Publisher Operating Manual Which is very well written very clear about the specifications fees and contractural details of POD printing You should also go to the File Creation tab of the Lightning Source website and download their File Creation Guide htto www lightningsource com ops files pod LS _FileCreationGuide pdf very useful And once you know the book s ISBN number number of pages planned page size and choice of cream or white paper you can use the Cover Template Generator at http www lightningsource com covergenerator aspx which will make you an artwork cover template with the spine width correctly cal culated Neat More information about cover creation go to http Awww lightningsource com digital_cover_creation aspx standardBooks More about interior bookblock file creation http Avww lightningsource com digital_bookblock_creation aspx standardBooks As you can gather the
91. lls the books to a bookstore But the bookstore can return unsold books to the distributor who can then either resell them dump them off to a wholesaler at a horren dous discount or send them back to the publisher and get a credit against the next batch of books the publisher wants to sell For the publisher it couldn t be worse What a mess The distribu tor just to start is getting 35 to 65 off the industry standard trade discount is 55 off the cover price Which means that the publisher and the author have to fight over the 45 that s left actually much less after deducting publishing costs In traditional publishing the publisher takes the risk After the costs of book design book preparation printing shipping losses due to returns office costs and taxes there isn t much left for author s advances or royalties The publisher and author are like 14 Self Publishing Secrets gamblers in Vegas hoping against hope for that one big hit where the volume will make up for all the losses And just like losing gamblers they fight a lot with each other Endless accusations and contract disputes it s no way to make a living Customers Authors Publisher O logjam Printer Traditional authors compete to be accepted by publisher who risks substantial money on design and printing and must pay for a large print run to have distribution The high traditional offset printing cost means publishers do not w
92. lly anyone anywhere What is rich information To start with anything you design for a printed page will display correctly via PDF onscreen Also PDFs can include embedded videos audio and Flash anima tions as well as active links to web sources Ebook PDFs can 84 Self Publishing Secrets also present electronic bookmark tables of contents a great con venience for the onscreen reader As a multimedia designer I ve used Adobe Acrobat Pro to make PDFs for many years Today many other programs let you output PDFs like Open Office Writer s File gt Export to PDF com mand and Framemaker s File gt Save As PDF PDFs are a uni versal file format All US government documents and forms are available as PDFs Making ebook PDFs It s easier to make a PDF ebook than to make a paper book An ebook set up for web or eReader viewing and possible user print out on a home or office laser or inkjet printer Here you do not need to buy Acrobat Pro or Framemaker Because the File gt Export as PDF feature in Writer works per fectly well for an ebook PDF which will never be sent to a com mercial printer In Writer when you do File gt Export as PDF make sure in the General tab that Lossless Compression and Export Bookmarks are checked In the Initial View tab check Panes Bookmarks and Page Magnification Fit Width Page Layout Continuous The resulting PDF will have clear pictures embedded fonts and PDF book
93. low returns which will further reduce your profits There are alternatives You can set the discount at a lower per cent like 35 And you can specify no returns This will make you more money per book sold but the total number of books sold through your distributor will go way down And bookstores just won t want to buy a book unless they can return it if it doesn t sell So it might be better to lower your discount percent age while still allowing returns But again whenever you move off the standard trade discount you ll lose bookstore sales Maximize profits Focus your efforts on selling your work as an ebook from your own website no distributor discounts You ll still pay about 8 to an order fulfillment service like Plimus but thats a long way from the 55 you ll pay Ingram to handle a paperback Your net profit selling the 14 95 240 pp work as an ebook jumps from 2 71 to 7 95 We call this the Grateful Dead approach where the band sold their albums directly to their fans outside of the music distribu 116 Self Publishing Secrets tion system They made real profits per record sold and as time went by succeeded in growing an increasing fan base of loyal buyers This is an excellent strategy that starts small with one book and builds over time with several On the 14 95 fiction book example with such a difference between the net from distributor sales and that from your own sales why both
94. lyer with a pitch for your books 130 Self Publishing Secrets Corporations and companies You may be able to sell your book to a corporation either as a gift item that their PR department can give to their customers or as a useful training or motivational book that they can give to their own employees Unlike libraries corporations have lots of money and if you can find the right key you ll unlock really profitable large scale sales Ka ching ATOMIC One of the best salesman I ever met gave away small red hot candies to everyone he met That was years ago I dont remember what he was selling but I remember him and the candy It was fun and his customers looked forward to his sales calls How will they remember you Selling in person 131 CD ROM sales It s easy to make and sell your own CD ROM ebooks Buy some blank CD Rs with plain white faces that you can write on with a black finepoint Sharpie marker Use your PC s software to burn your ebook PDF and any support ing files to the CD ROM Write the book s title on the CD witth the Sharpie Put it in a slim style clear front plastic jewel case witha black plastic back Make a single or double sided artwork for the CD s cover at FedExOffice Kinkos on 32 lb paper Buy some 1 inch round gold envelope seals from Staples seal shut the CD package for get shrink wrapping too expensive and sell the CD ebook to your friends The next step of cour
95. marks in a tree structure that the user can use as an electronic table of contents Note the PDF A an archival format cannot contain embedded video audio or Flash material To make a PDF with embedded multimedia you ll want to get a copy of Adobe Acrobat Pro an older version Acrobat Pro 8 will work quite well See the next chapter for details on making a multimedia ebook Ebook make a PDF electronic book 85 Three ebook possibilities 1 Will your ebook will be read on PCs Macs or iPads but not on eReaders On the Export to PDF gt Initial View tab choose as follows xi General tnitial view User Interface Links Security Range ai C Pages tics Selection Images Lossless compression JPEG compression Quality I Reduce image resolution General PDF A ta Teaged PDF TE Greate PDF form Submit format FoF gt I Export bookmarks I Export comments T Export automatically inserted blank pages Cee J ce tee And when the PDF opens in Acrobat Reader it will show the bookmarks along with the text on the computer s screen This is really neat an electronic table of contents 2 Will your ebook also be read on eReader devices If so under Panes select Page Only Ereader screen are quite small and you ll want to just show the text only 3 Will your ebook be viewed only on eReader devices If so under Panes select Page Only In most cases your printed b
96. my boss and his secretary Lowest of the low and none of the Rockettes would even talk to me I was too young to notice But time went by and I learned how to write press releases and one day my boss let me in on the secret the real secret to success in the PR world Ya gotta call em up kid he said They don t care about your press release Probably threw it in the trash So pick up the phone already Build personal relationships Golden words Back then newspaper editors were buried under a ton of mailed press releases Today they re buried under a bliz zard of e mailed press releases But the phone s still there your secret key to getting your book s press release published by a book reviewer Get on the phone PR is free Unlike advertising which is very costly And if your press release is published it will be more believable than an ad simply because it is not an ad Now don t misunderstand me During my first career in advertising I made ads for Avis and American Airlines and brochures for Volkswagen and Piper Air craft But for books PR is perfect Particularly if you re on a budget You can do PR yourself as well as anyone as long as 108 Self Publishing Secrets you re not afraid to pick up a phone and gently remind people to please read your release this is the author you re speaking to Let me tell you about my book can I send you my release again Who to contact In your
97. n We just won t order books otherwise You wouldn t believe how many self publishers come in with their books and their books may be excellent but this is a business and we just can t afford to work with them And you re standing just thinking how lucky you were to take Lightning Source s advice to give the 55 discount and allow returns Whew You should also speak briefly about how this is a great time to sell your book Ms Book Buyer did you know that April only two months from now is the peak period for home appliance fail ures This is the right time to stock our Trash Compactor Issues just before the rush As an author publisher you can sell them books yourself books you bought at your publisher s price from Lighning Source But it s best to stay in the system and do everything you can to get them to order from Ingram You ll want to use your small stock of publisher s copies as selling samples And as giveaways if you re selling to a large independent bookstore or to a book buyer for a corporate chain give them a book Costs you less than 5 and you can tax deduct the giveaway value as a legitimate marketing expense Sales objections to overcome first the bookstore doesn t sell your book s topic We sell mostly serious non fiction and we Selling in person 125 just don t sell sports books like yours And Business is very bad and we have to be very careful what we o
98. ng metadata information Have a page title Have a sub title for each product Have a pic ture of or representing each product And have some short clearly written descriptive text about each product 104 Self Publishing Secrets Next have a link More information about each product that goes to a different web page on your site with a full product description lt p gt lt a href sortstar htm target _blank gt more information lt a gt The target _blank opens the info page in a new window And have a link to each product s order page on your online store s website lt p gt lt a href https www regnow com softsell nph softsell cgi item 31860 2 target _blank gt order page lt a gt lt p gt Lastly you should also include a link to the payment service itself so that a buyer can reassure themselves that their money is not going to Kazakhstan And you could put a little credit card logo graphic near the order link pees NewS fon iraten Doan A 2 Lite fons05 com 4 SeltPublishing Secrets 12 Steps to Success Step by step self publishing help with your printed book or ebook Up to date 2011 information about ISBN and copyright Print On Demand publishing PDF ebook development ebook creation for Kindle much more author direct 19 95 more information order page includes free WebColor guide FREE webcolor web and print color guide Get it FREE
99. nge facilities including PXs and BXs Base Exchanges at US Army and Air Force bases in more than 30 countries including Iraq all 50 US states and five US territories including 180 retail stores Start selling to them here htto www shopmyexchange com vendors dsd htm Supermarket book shelves hospital gift shops airport news stands ask the managers who their book vendors are Other distributors It s almost oxymoronic since by now you should be synched in with Ingram the largest book distributor in America And Ingram works with Baker amp Taylor America s largest wholesaler to libraries But there are others specializing in different subject areas For example New Leaf Distributing Co in Lithia Springs Georgia claims to be the World s largest new age wholesaler Health metaphysical self help And since astronomer Parke Kunkle recently said that said that the Earth s alignment has shifted enough to warrant a change in the Zodiac dates and a new sign New Leaf should be real busy right about now Here s a wholesaler list htto Mvww morganprinting org Resources 1 html depending on your topic you may find other wholesalers besides Ingram to sell through Libraries From the American Library Association there are more than 117 000 libraries nationwide representing public private aca demic and specialized libraries The library market is over 5 bil lion Yearly book budgets for libr
100. nline and in large bookstores and check prices Pricing printed books As a basic rule price higher rather than lower you ll lose some thing to inflation as time goes by and you re giving a huge dis count to your distributor and more money to the printer so go for every dollar you can get Technical and special interest books can be priced much higher than novels Bought a college textbook lately Or a how to com puter book But for most books like fiction works you can start with 14 95 for a 5 2 x 8 2 trade paperback your most economi cal printing size by the way Here s a cost breakdown example for a 240 page trade paper back color cover B W interior on cream paper Our POD printer Lightning Source charges 4 02 for each book they print against orders from their distributor Ingram Books We the publisher give Ingram a standard 55 trade discount so that Ingram is buying the books from us at 6 73 Subtract 4 02 34 Self Publishing Secrets from 6 73 to get 2 71 our gross profit before expenses per printed book sold through national distribution channels This is not a great amount of money but it s much better than what you ll get from a traditional publisher at best 7 of 14 95 to net you 1 05 per book Optionally we can ourselves buy printed copies from Lightning Source at our publisher s price of 4 50 per book which if we sell the copies at 14 95 leaves a 10 40 per book profi
101. nse to a specific question on this point petitioner testified that he needed background on certain localities but his testimony leaves open the worrisome question why he an airline pilot whose major business is travel needed background only on areas located near recreational resorts where he and his wife journeyed and admit tedly engaged in the activities normally carried on by vacationers He introduced into evidence several short stories which he had unsuccessfully offered for publication but he made no effort to demonstrate how his travels aided in their production And the setting of his projected novels is not in the West where he incurred the disputed expenses but in an entirely different part of the country We do not think the record justifies a finding that the expenses of his holiday excursions were incurred for business purposes From this we may conclude that if there is a proximate relation ship between the author s travel and her book if the author can demonstrate how the travel aided in the production of the book and if the book is set in the area where she traveled the expenses would be deductible Office in the home A free lance author was allowed a full home office deduction for a room in her residence which she used exclusively for business purposes Frankel v Commissioner 82 T C 318 1984 150 Self Publishing Secrets For further tax information go to the IRS website www irs gov lots of form
102. of all adults who don t use computers there s nothing stop ping you from making and selling your own books After all books were made for 2 000 years without computers and quite successfully The SUN Typewriter No 2 gt f p gt P gt x K a R a D PERFECT IN MECHANICAL ACTION It is a type lever or type bar machine It has visible writing in its truest form It has unlimited speed It has an anti ribbon inking mechanism It is a heavy manifolder A high grade writing machine sold for 40 00 Call and inspect or write for catalogue Sun Typewriter Co Me 239 BROADWAY NEW YORK GRE RED LERERE Diy 160 Self Publishing Secrets Not long ago there were devices called typewriters culminat ing in that zenith of electro mechanical perfection an IBM Selectric with its rotating typeball If you still have a typewriter and a fresh ribbon Basically you can type your pages on sheets of white paper type on one side only and then give the typed pages to a desktop publisher like Staples Copy Center or FedEx Office who will scan them into PDFs and then assemble the pages into one big PDF that will be your book Actually the typewriter didn t come along until the 1880s Not that you ever needed a typewriter to write a book although it sure helped Jack Kerouac when he fed a big roll of teletype paper into his Underwood s platen and typed out On the Road Because li
103. ome But since you don t have to report all your expenses only report an amount that still leaves you with a slight profit Why Because the IRS is all over people who write a book deduct everything under the sun and then file a loss You don t want the IRS to declare you as a hobby business if they do you can t deduct anything Report a profit every year and you ll be OK Self publishing is a businesses like any other where you pay taxes on your net profits after expenses Legitimate business expenses are defined in the Internal Revenue Code I R C 162 If the IRS disallows your claimed expenses you can appeal to the IRS Tax Court Over the years the Tax Court has made several rulings about authors self publishers and publishers Most disputes occur when you claim personal expenses as tax deductions If you go on a vacation to Tahiti and later say you re writing a book about Tahiti you had better be a real travel writer with previously published articles or books However given some sort of track record you can deduct travel expenses if they 142 Self Publishing Secrets are for a business activity like selling books or researching books that you have an actual plan to write and sell to make money Because a business must be run for profit Even if you lose money you must be in the game to make money Hobbies don t count and are disallowed Oh and don t claim travel expenses for your spouse
104. on www jon404 com HHH How to write a press release A press release also known as a news release is simply a written statement to the media It can announce a range of news items scheduled events like author signings awards new books etc 1 Write the headline It should be brief clear and to the point an ultra compact version of the press release s key point News release headlines should have a grabber to attract journal ists just as a newspaper headline is meant to grab readers For example Mary Smith s new book Watercooler Adventures available at Ingram Headlines are written in bold in a slightly larger font than the press release text Conventional press release headlines are pres ent tense and exclude a and the and usually forms of the verb to be 2 Write the press release body copy The press release should be written as you want it to appear in a news story Start with the date and city in which the press release is origi nated The lead or first sentence should grab the reader and say Publicity 111 concisely what is happening The next one or two sentences then expand upon the lead Deal with actual facts events products services people targets goals plans projects Try to provide maximum use of concrete facts 3 Communicate the 5 Ws and the H Who what when where why and how Then consider the points below if pertinent What is the actual news Why
105. on is different Keep it short straightforward no fluff 122 Self Publishing Secrets Alternative sales channels Look for sales outlets besides bookstores and libraries For instance your book may have a product tie in with a major manu facturer Perhaps your new title Diets for Diabetics recommends simple dinners consisting of a fresh green salad a piece of whole wheat bread and a Lean Cuisine main course You ve selected this brand particularly Roasted Turkey with Green Beans because it only has 130 calories Also your diabetic friends report that their blood sugar levels rarely go over 120 after eating this feast This one s obvious contact Lean Cuisine Nestl USA and see if they would like to buy copies of your book Directly from the author of course at a special corporate discount that still nets you much more money than selling through your distributor But don t get carried away Next thing you know you ll be writ ing product placement text Oh Sally this Coca Cola is so good it s so hot this summer I don t know what we would ve done without that new Sears bedroom air conditioner Enough said 123 Selling in person Selling to bookstores Here s a great website www bookmarket com bookstores htm lots of info a free top 20 list 40 for a top 700 bookstore list Book buyers _ http Avww beachlistdirect com consumer mailing lists book buyers
106. ook formatting will make a good ebook as well But if you want to re 86 Self Publishing Secrets format your PDF ebook specifically for ereaders like Kindle Nook Sony Reader etc use a 414 wide by 5 4 high page size Set up 4 left and right margins 14 top and bottom for a 4 wide by 5 4 high text column block to maximize screen readability We aren t worrying about the look of the printed page here Ebook margins and pagination For a typical ebook use a 5 x 8 page size with 75 inch left and right margins there is no need to have different margin widths for onscreen reading This page size will also print out OK at Fedex Office if the reader wants to make a paper copy And again use 10 or 11 point Times New Roman fully justified as you will get more characters on a line than with other fonts and better readability Pagination you don t have to have each chapter start on a right hand page but you probably should since the reader may take the book for a paper printout Header Center it with the page number Ebook color Color Ebooks have no production or cost constraints for color pictures or colored text Use all the color illustrations you want No extra charge PDF ebooks are great for highly pictorial subject matter Viewed with onscreen transmitted light unlike reflected light pictures on paper screen colors are rich vibrant and pure The RGB color gamut the range of colors is much
107. ooks sold continue to decline Yes Probably until about 2020 when the decline should flatten out at about 1 4 of all sales Eventually perhaps by 2050 printed books may become a spe cialty item somewhat like letterpress printed books are today or like hand written and illustrated psalters were arouund 1500 Since the start of the Industrial Revolution faster and cheaper has always displaced more expensive but better But not to worry 2050 s a long way off and you ll be selling a lot of books in the meantime 157 EBM the future is here It s an Espresso Book Machine from On Demand Books in NYC Espresso something made to order one at a time at point of sale quickly It will download your book from Lightning Source and print it glossy color cover B W interior spine trimmed etc while the customer waits at your local bookstore The EBM book printer From http vww ondemandbooks com Bookstore quality perfect bound paperbacks at low cost identical to factory made books 158 Self Publishing Secrets printed direct from digital files for the reader in minutes serving a radically decentralized world wide multilingual marketplace The Espresso Book Machine includes custom software called EspressNet EspressNet connects it to a virtual network of print locations content sources and end user search and ordering interfaces EBM books are printed and sold at regul
108. oping elearning material I feel that we should be extremely careful how and where we use this Afterthoughts 165 learning technology Digital enhancements for a how to book may be totally inappropriate for other types of learning Today s student is totally distracted by onscreen buttons icons hyperlinks videos popup windows and the addictive immediate reward response rat lab payoff of internet search engines This increased cognitive load makes it near impossible to achieve deep learning coupled with the ability to reflect on and add per sonal meaning to the material Marshall McLuhan with his medium is the message set forth that our use of machines our media technology actually rewires our brains as we adapt to new neuronic pathways Recent studies have confirmed Mcluhan s theories At UCLA MRI research shows far greater neuroplastic activity in the prefrontal cortex area of heavy digital readers as compared to non computer users Harmful Doesn t seem so Different than before Yes The changes are physical psychological and social all tied together Could it be possible that we are reverting to a 17th cen tury brain state before the advent of widely available printed books Were the last 300 years of widespread deep reading just a blip in human development Stay tuned 166 Self Publishing Secrets About the author Jonathon Donahue lives with his wife in southern California His r sum
109. other people s websites Do everything you can to get other websites to link to your book s page This can be diffi cult because you do not want a reciprocal link deal where you Selling from your own website 137 put a link to their website in exchange But links from blogs won t do you any good in Google s PageRank and they quickly become worthless as new posts drive them into obscurity Google Analytics Google has a free service Analytics that looks at your website s traffic and tells you what s going on and what it means You can sign up for it here https www google com analytics You ll rapidly become much more expert than I am at this Because in the back of my mind I keep thinking that there has to be a better way to make the website into a pure profit machine Hits and misses Our business goal is to sell ebooks from the website Great Now the best current thinking has it that increasing the number of web site visits from external links will increase sales particularly if Analytics shows that visitors are remaining on the website for a while But this isn t good enough I don t care if I get 10 000 hits a day if all it results in is 100 worth of sales What I really want are qualified leads Pure gold for a salesman leads from truly interested potential buyers Books are different than most products Not a must have often an impulse buy Zone around a bookstore until you find something like
110. paBHBIMH B CBOM JIOCTOHHCTBE H IipaBax Even Arabic Say O People of the Scripture Jews and Christians Come to an agreement between us and you that we shall worship none but One God Quran 3 64 oth ele a Highs sh Lal iG ay a Si akii He Lies ba a Y EA Ys al ob ge LG opts LAG eti ts a dle Jl Plus all the other special Unicode characters explore Gaws AQ orm D An HTML line You can use HTML code like this to make a horizonatal line lt hr width 70 gt Ebook publishing to Kindle 59 Paragraphs While writing it s easiest to leave the Jutoh Normal style left justified Whatever s easiest for you to see as you write The Kindle will fully justify all your left justified paragraphs anyway There s a workaround see below Centered paragraphs display correctly As does right justified text Other choices right click on your text and select Paragraph Here s what works for Kindle Page breaks Yes Inter line spacing control No Space after paragraph Yes default is 40 You can indent the first line or you can indent the whole para graph Right indent doesn t work with Kindle don t bother Or you can use the Jutoh Indent More icon to indent the whole paragraph Kindle will also do hanging indents But remember that Kindle gives the user control over font size so you really don t want to waste any of your precious writing time formatting th
111. prove your website Your first scratch website displaying a temporary MAIN PNG image was actually just a placeholder so that you would have a working website URL address to give to others like Bowker s ISBN registration and Lightning Source s new pub lisher registration Now it s time to rework the website so that it will effectively display your products to potential buyers and more impor tantly be very visible to internet search engines Metadata SEO and SMO If you look at the top of a page s HTML code right click View Source in Internet Explorer you ll see a series of meta tags lt title gt Triple Play Products from Jonathon Donahue lt title gt lt meta http equiv Content Language content en us gt lt meta http equiv Content Type content text htm1 charset windows 1252 gt lt meta name classification CONTENT text gt lt meta http equiv subject CONTENT Triple Play Products baseball stories eBooks SortStar PIM personal information manager WebColor web and print color guide gt lt meta name description content gt lt meta name keywords content Triple Play baseball baseball fiction Jonathon Donahue SortStar WebColor gt lt meta name keyphrases content Baseball stories baseball fiction baseball adventure Triple Play RGB and CMYK gt 102 Self Publishing Secrets Search engines like Google robotically read these meta tags They
112. pub If eBook vendors could impose encrypted proprietary formats they would make a lot of money The problem for vendors like Apple and Barnes amp Noble is that their Epub format is way way behind even the most basic Adobe PDF in its ability to accu rately represent a textual printed page And pictures Why bother The e ink reader technology is in its infancy batteries last a long time but the screen is black and white with only 16 gray levels Suddenly it s 1980 DRM Digital Rights Management Major vendors like Apple and B amp N really want to sell encrypted ebooks So you can t give them to someone else Their formats use DRM coding to make sure that you and only you and only you on one PC get to read the book you just bought This is no way to treat a consumer Some ebooks read on a personal computer or an ebook reader typically use DRM restrictions to limit copying printing and sharing These ebooks are usually limited to a certain number of reading devices and some e publishers prevent any copying or printing In contrast PDF DRM can be fairly simple optionally applied by you the author publisher with Acrobat Pro to limit content 50 Self Publishing Secrets copying to clipboard or printing or changing your PDF At the time you produce the PDF you can also add password protection Adobe Digital Editions and PDF DRM But to prevent the PDF file itself from being copied or to allow it to be copi
113. rder we only get best sellers from major publishers now I can t even order extra copies of Goodnight Moon a popular children s book Now being out of money is a serious objection You may just find yourself avoiding small bookstores altogether since they will eat up a lot of your sales time for very little reward Oh PI talk about your book with my partner and we ll get back to you Really You can t make a decision yourself to spend less than 10 on a book buy My advice sell to Barnes amp Noble and to large independents and don t waste your time on the small stores Bookstore meet the author gatherings Once your books come in the manager may want you to come back to sign the copies or to sign stickers they can put on the copies Always ask if the store would like to have you come in for a meet the author bookselling session The store will do a lot of the PR work putting notices in the local paper etc And if they don t you should At any gathering make sure everyone leaves with a flyer that has your website address If you enjoy these ses sions put a schedule of upcoming talks on your website and send out your own press releases about your upcoming events on a regular basis to the media You ll talk about your book to a small audience of interested customers If it s a how to book this can be fun particularly answering questions which can really only be solved when they buy your
114. re is a wealth of valuable information on the Lightning Source website Somebody there really knows how to write explanation guides Estimating printing costs After registering as a publisher you can use LSI s online calcu lators to estimate printing shipping and publisher compensation for different size books and print quantities Lightning Source offers a wide choice of sizes on white paper with fewer sizes available on cream paper 82 Self Publishing Secrets The calculators are easy to use There are no hidden last minute fees or charges here you can be confident that your cost esti mates will be accurate as the book goes forward This is impor tant particularly when you start projecting break even points based on different future sales estimates Uploading your book files After you ve proofed your PDF cover and interior files you will upload them to a secure publisher s area on the LSI website Lightning Source will then make and send you a printed proof copy If you aren t happy with your proof copy s cover or interior or both you can re submit new PDFs and ask for a new proof at a small extra charge This isn t just computer robotic there s a real live LSI rep there to help you and they get back to you right away to work through problems and clear up confusion After you approve the proof your book will be cleared for Print ing On Demand It is stored in the Lightning Source digital library When boo
115. re still waiting for Amazon to ship the KF8 SDK the software developer kit tools that will let them build the programs that will make it easy for you to create KF8 ebooks Meanwhile watch these links Epub 3 http idpf org epub 30 HTML 5 http Awww w3schools com html5 default asp KF8 http Awww amazon com gp feature html ie UTF8 amp docld 1000729511 66 Self Publishing Secrets Plus a book What is Epub 3 http shop oreilly com product 0636920022442 do and stay tuned for future developments The writer as multimedia designer It s a paradox the more we are allowed to format text and pages whether onscreen or in print the less time we actually spend writing As an author you may be judged more and more in future by the bells and whistles in your work rather than by the text itself KF8 and Epub 3 are opening a Pandora s box for Kin dle writers Want that drop cap Sure if you know the CSS 3 code to generate and position it Want that crow to caw and fly off screen right when the user touches its image Better know HTML 5 or hopefully soon learn the new ebook design pro grams that will arrive to assist authors Will you still be a writer Is a book still a book In times of rapid change the words often stay the same even though the underlying reality may be very different One thing I d bet on though for a long time to come they will still call you an author
116. rnet access turned on But the link is otherwise meaningless without showing the actual web address If you want to provide the web URL to the reader go to Project Properties Configura tion for Mobipocket scroll down to Visible URLs and set it to Intelligent Jutoh will now add the actual URL after the link text You won t see it in the Jutoh editor window but you will after it compiles for Kindle Like this Yahoo http yahoo com Do NOT set hyperlinks to open in a new window the Kindle browser can t do that and won t open the link You cannot use HTML code like lt img src gt to display a web image on a Kindle page On the Kindle s B W screens underlined words look just like underlined hyperlinks To avoid confusion use bold italics or bold italics for emphasis and save underlining for web links TOC time Jutoh can automatically build a beautiful table of contents based on your Heading 1 2 3 etc styles Go to Book gt Build Table of Contents and select Create contents with Jutoh s help Check Recreate contents by scanning documents Check Create a con tents page Click Next On the next screen change the Table of Contents title to say Contents may continue on next page Why There s a paradox here You want your reader to have a complete TOC but the small Kindle screen only has so much space and the reader may not Ebook publishing to Kindle 63 realize that
117. rom free Open Office 32 Self Publishing Secrets Art software worth buying Xara Designer htto www xara com us products designer whatsnew this is a tremendous vector art and bitmap art program If I had to buy only one art program this would be it Very easy to use particularly compared to expensive Adobe Illustrator Xara also lets you make simple Flash animations see later chap ter on multimedia ebooks Photoshop version 7 get this old version if you can you don t need anything newer This is a truly wonderful bitmap edi tor It has everything you need to work with photos and other bit map images If you re intimidated by Photoshop there s a simpler program called Oloneo HDR Engine http www oloneo com en page products hdrengine html that lets you alter images very quickly B W Styler http thepluginsite com products photowiz bwstyler index htm this is one of those little programs that are indispensable when you need them It s an inexpensive Photoshop plugin also plugs into Xara Paint Shop Pro etc that gives you added control over black and white photos Traycolor http traycolor com a small screen color picker with RGB to HTML conversion codes Fast neat useful 33 Price your book What s your book worth Study your market By now after you ve written your book you can guess who might buy it men women teenagers whoever Look at other books sold o
118. s and booklets The information above is for illustra tive purposes only It is not complete nor current If you have a tax issue consult a tax accountant or attorney for advice and guidance Audits An IRS audit is actually pretty simple The tax guy will ask to see a copy of your bank records like deposits and records of your expense purchases like receipts or credit card records If your records match your tax statement or if your tax statement lists less expenses than you really had you are OK But if you have tried to conceal income or if you listed phony expenses watch out You ll have to pay the tax you really owed plus a penalty for being a stupid idiot The good news Ask your tax advisor if selling your books at a convention on a US flagged cruise ship is still deductible see http landrykling com planning tools for meetings at sea tax deductibility Bon voyage 151 Industry links American Book Producers Association ABPA Trade association for independent book producers also called packagers in the United States and Canada http www abpaonline org American Booksellers Association Inc ABA Trade associa tion for independent booksellers in the United States http www bookweb org index html American Library Association ALA Non profit trade association which promotes library service and librarianship http www ala org index cfm Association of College amp Research Libraries Prof
119. se is to make a commercial quality CD with a printed label in a shrink wrap full size jewel case package To be part of the commercial ebook sales system you ll need to get an ISBN number for your CD ROM or ebook Mead PLAY Bonn a lt The Russian Baseball 5 E me ei D i ln as A raaa Sr a A i Jonathon Donahue CD cover art Fold in half insert Each panel is 4 4 square 132 Self Publishing Secrets Cards and Flyers In the early 90s tired of making ads and brochures I sold cars for a year a glorious break while I figured out what to do next One tip I got from an older salesman also relates to book sales print and blow out a TON of business cards to anybody every body you can give one to Cards cards cards You can get them made cheap over the internet and you can make a different busi ness card for each book you publish Why Well as my Lincoln Mercury sales manager ex Charger linebacker Mike Green would have yelled at me To help drive people to your web page you idiot Cards Always with your book s website address in the clean easy to read Arial Helvetica font image below shows the URL I began with before I got my own http jon404 com Worldwide Adventure TRPE PL y Three super stories for boys teenagers Dads and Granddads L A Aperen Py The Magic Baseball Asecret revealed How Don Larsen pitched a perfect game in the 1956 World Series
120. se new offset printing was obsoleting their oldstyle letterpress skills Working as an artist at an an ad agency I loved offset an excit ing negative to plate technology that made it easy to use photo graphs in ads and let the ad designer use any typeface whatsoever A revolution that lasted into the 1980s when graphical computers appeared and you could design onscreen But you still had to take your computer file a PDF to a print shop where it was transferred via negatives to metal plates one for each of the four CMYK colors on the offset press And an offset press isn t for short runs You burn through 200 copies just getting the ink right and you have to run each sheet through four times for a color print job So it was utterly impossible for someone to print their 18 Self Publishing Secrets own book unless they or their publisher came up with the money for a print run of 500 1000 2000 books at a time Like anything offset gets cheaper with volume but that didn t do self publishers any good Rich people could afford a garage full of books but the rest of us No way But that was then Just a few years ago like a shark sneaking up on an offset press swimmer the color copier industry finally suc ceeded in marrying their electrostatic printing technology to a computer You see it every day now at places like FedEx Office at Staples Copy Centers But the big news is that very large very fast full color d
121. sharp images as Kin dle will not have to resize the pictures Art preparation use regular color images even though they will display in B W 16 gray levels But if your ebook is viewed on new Kindle Fire or on a PC Mac iPad or Android tablet you ll see the images in color The B W Kindle screen is low con trast the background is light gray and the text e ink is dark gray Not really black and white To compensate increase the contrast in your pictures test the result with Jutoh and the Kindle viewer on your PC or Mac Ebook publishing to Kindle 61 If you are exporting JPGs from an art program save them at 100 quality the highest possible Image sharpening do it as the last art program step after you have resized the image to 340 x whatever and just before exporting the image to Jutoh Once in Jutoh make sure the Mobipocket configuration setting for Image Quality is at 100 If you want a picture caption you can put it on the graphic itself to avoid a text based caption appearing on a different device page than the related image Cover art make it 800px high by 600 wide you ll see on Jutoh how to bring it into your compiled ebook Use this same art PNG or JPG for an upload to Amazon plus Bowker and others as cover art 62 Self Publishing Secrets Links When you make an ebook you can add links that look like this Yahoo easy to use if the Kindle has wireless or high speed inte
122. sher printed book contracts Bye bye Random House Other online payments will come your way from Amazon Kindle and Barnes amp Noble Nook if you ve placed ebooks with them Our Triple Play book sells on Amazon Kindle for 7 95 Amazon keeps 2 40 and pays us a Kindle royalty of 5 55 Online printed book payments Setup an online store 99 As for sales of your printed book they will all be processed through Lightning Source if you select LSI as your POD printer For our 240 page trade paperback Lightning Source charges 4 02 for each book they print against orders from their distribu tor Ingram Books We the publisher give Ingram a standard 55 trade discount so that Ingram is buying the books from us at 6 73 Subtract the 4 02 printing cost from 6 73 to get 2 71 our gross profit before expenses per printed book sold through national distribution channels Besides selling to bookstores and libraries Ingram places our book with internet vendors like Amazon Amazon discounts the book our 14 95 cover price goes down to 11 66 But we as the publisher don t care what Amazon or any other retailer sells our book for Our deal is with Lightning Source Ingram our distribu tor and goes no further Final note you do not earn any money on books that you the publisher order yourself from Lightning Source Next we ll connect your online store to your website 100 Self Publishing Secrets 101 Im
123. ss Royalties paid on the commercial exploitation of a book are tax able to its author Miedaner v Commissioner 81 T C 272 1983 Taxable income means gross income minus the deductions allowed by the Internal Revenue Code LR C 63 a Presumption of profit intent Section 183 d provides for a pre sumption of profit intent if the gross income from the activity for at least three taxable years out of five consecutive taxable years ending with the subject tax year exceeds the deductions attribut able to such activity Some Tax Court decisions Wright v Commissioner 31 T C 1264 1959 affd 274 F 2d 883 6th Cir 1960 The taxpayers were an attorney and his wife who took a trip to Japan to visit their son and continued the trip around the world They wrote a daily diary of their experiences which they com piled in book form and unsuccessfully tried to publish Both the Tax Court and the Sixth Circuit Court of Appeals held that the expenses of the trip and of producing the manuscript were not deductible as ordinary and necessary expenses of carrying on a trade or business The Tax Court noted that businesses had been defined as that which occupies the time attention and labor of men for the pur pose of livelihood or profit and said Some continuous or repeated activity in the literary field coupled with a reasonable expectation of making a profit would be more convincing of an intent to engage in writing as a b
124. t This is excellent if we want to spend our own time selling product After you ve set the price you ll be using it in different ways on your ISBN barcode on the book s back cover in the book s data that you ll send to Books In Print and to your distributor and on mailers and e mails to bookstores and libraries So think hard about what the price should be you don t want to have to change it later Pricing ebooks Ebook pricing is less of a problem as you can easily change it at any time Ebooks cost the buyer much less assume 12 to 7 of the printed book price But then there are no printing costs so you the author publisher can make more money On the example above our 240 pp trade paperback the price is 9 95 when we sell it as a downloadable PDF through our web site The order can be processed and delivered through Plimus which will charge about 2 00 per order and we will net about 8 00 from the sale We can also put our ebook on a CD and sell copies to our friends again at 9 95 and again with about 2 in costs for a blank CD slim jewel case xeroxed CD cover etc Same 8 00 net Price your book 35 Then there are the market leading ebook vendors like Amazon Kindle and Barnes amp Noble Nook I sell my ebooks through Amazon Kindle because they let me sell without DRM encryp tion and because Amazon does not ask for a link into my bank account The Jutoh editor compiler makes it easy to produc
125. t as well too 44 Self Publishing Secrets Let s break down another CIP example Publisher s Cataloging in Publication data 1 Brady Irene 2 Illustrating nature right brain art in a left brain world 3 written and illustrated by Irene Brady 4 p cm 5 Includes index 6 ISBN 0 915965 08 9 7 1 Natural history illustration 2 Scientific illustration 3 Drawing Technique 4 Nature Aesthetics 8 I Title 9 QH46 5 B7 2004 10 508 022 dce22 11 Library of Congress Control Number 2010918798 12 1 Publisher s Cataloging in Publication Data This tells the librarian that it is a CIP block supplied by the publisher 2 This is called the Main Entry Typically it is the author s name and it is one way in which the book is indexed in the Library of Congress s catalog 3 Title statement Notice that only the first word is capitalized This is an idiosyncrasy of the way CIP blocks are written The only words in the title statement that are capitalized are the first word and any proper names in the statement 4 Statement of responsibility This is written exactly as it appears on your title page Get a Library of Congress listing 45 5 This is the physical description of the book but it s typically left blank Who knows why Once librarians have the book in hand they may fill in these details themselves 6 Statement of index and or bibliographical references optional 7 In
126. t with Adobe Digital Editions Of course you can sell an Epub ebook without DRM through Pli mus or PayPal There are lots of free epub software readers like O Reilly s Bookworm hitp bookworm oreilly com 53 Ebook publishing to Epub Epub is an open standard supported by all non Kindle reader devices Epub is an industry standard with wide adoption and is flexible enough for most ebook purposes An epub file is basi cally a zip archive containing your ebook s content in XHTML form plus metadata that describes the content and provides nav igation information An Epub reader such as Apple s iBooks should try to format the book in a standard way but inevitably there are differences between implementations An industry group called IDPF The International Digital Pub lishing Forum develops and maintains the Epub standard for mat for reflowable digital books and other digital publications that are interoperable between disparate reading devices and applications The IDPF also provides a forum that fosters enhanced communication between all stakeholders in the emerg ing global digital publishing industry A format in flux The Epub format is rapidly changing On April 6 2010 it was announced that a working group would be formed to revise the Epub specification More than a year later in October 2011 the IDPF finally approved Epub 3 The problem is that just as with earlier Epub versions di
127. ter court No You need to apply for a US government copyright from the Copyright Office Go to www copyright gow and click Search Records http Avww copyright gov records _ then enter your book s name and click Search the Catalog to make sure nobody else used it before you Copyright United States Copyright Office Help Search t Start Over Public Catalog Copyright Catalog 1978 to present Basic Search Other Search Options Search for Self Publish Secrets 12 Steps to Success Search by Title omit initial article A An The El La Das etc Name Crichton Michael Walt Disney Company ord 48 Self Publishing Secrets Applying for a copyright costs only 35 Start at http www copyright gov eco it s easy You ll have one month from the date of registration to send them a copy of your work which completes the copyright application process They ll give you a shipping label so the book gets to them properly If you re copyrighting a printed book you might want to delay applying until you have completed the book s PDF formatting This should give you enough time to approve a proof and get a few books POD printed so you ll have one to send off before the deadline Securing a copyright is very important You never know your book might get optioned for a major Hollywood movie and you ll own the copyright without any questions 49 Ebook DRM and E
128. ternational Standard Book Number If the book has an ISBN 13 or two ISBNs one for hardcover and one for paperback for example they will both go here You need an ISBN if you want to sell your book through bookstores or distribute to libraries 8 Subject headings These are chosen based on authority records already in the Library of Congress database They cannot be made up you can t invent your own headings but you can pick them off a huge list at the LOC Library of Congress see http authorities loc gov Better yet go to a big bookstore or look at copyright pages on Amazon of books similar to yours same subject topic area and see what they say and copy it 9 Additional entries Usually just says I Title 10 Library of Congress classification number In this case it puts the book next to other books on natural history illustration LOC classification is used by university libraries and other large library systems As above copy the number from similar books 11 Dewey Decimal classification This also puts this book next to other books about natural history illustration The Dewey sys tem is used by public and school libraries and some small college libraries Again copy the number from similar books 12 This is the PCN Preassigned Card Number or LCCN Library of Congress Control Number You can apply for a PCN 46 Self Publishing Secrets LCCN through the Library of Congress s PCN program T
129. text editing programs like Notepad and TextEdit But there are many more tools available to an author like the inexpensive Jutoh ebook editor compiler Best of all many writing tools are free Free writing programs First you ll need a word processor unless you already have Microsoft Word or a similar program If not download free Open Office which includes a great word processor called Writer Get it from http download openoffice org and you re set Second you ll want to run free WordWeb http wordweb info free which is a super thesaurus utility that works with both Treepad and Writer and other text editors like Jutoh and with word processors Third get free Symbol Selector at http www brothersoft com symbol selector 1465 html so you can easily insert special characters whenever you need to j Very us ful That s about it Now use these tools and write your book Again at this point just write don t do any page formatting We ll cover editing as well as formatting for both print and web in a later chapter 27 Illustrate your book There are few constraints when it comes to adding pictures to dig ital books Any image that you can place on a word processor page is faithfully rendered in the PDF file that goes to your POD printer the same file that you can sell as a PDF ebook You ll read how to prepare PDFs for printing in a later chapter Right now let s talk about pictures There are t
130. that And if you re not interested in the topic they have zero value unlike a car which is always worth something You can t even give a book away if the recipient doesn t want to read it Bookstores are like Dick Cheney with a shotgun blast away with thousands of pellets er books hoping you ll hit some thing er sell a book actually he was pretty good with that expensive Italian 28 gauge but hey we all have bad days 138 Self Publishing Secrets It would be so much better if the visitors to our website were there to possibly buy a downloadable ebook if we knew that they were actually interested in our ebook s topic and best of all were thinking of buying the ebook itself if it offered the right information at a reasonable price What s the right information Most probably a topic that solves a specific problem Like how to make more money Or lose weight Or pass an SAT test Or find romance in Alaska Or you fill in the blanks What information can you provide that helps somebody else The more specific your topic the better your chances of successful website ebook sales And your customers will put up with an ebook s screen reading inconvenience if it is loaded with valuble hyperlinks and useful graphics or animations Developing qualified leads Word of mouth is the best medium of all Bill Bernbach Talk to as many people as possible about your book s topic Develop an elevator
131. the country Publishers using Lightning Source gain hands off access to Ingram distribution channels which cover bookstores libraries through Baker amp Taylor and online outlets like Amazon and Barnes amp Noble In a perfect world your book will sell more than enough to cover costs and make a good profit But in any case as long as you pay 80 Self Publishing Secrets the 12 per year fee to keep your PDFs in the Lightning Source library the book will remain in print and be available within a few days to most buyers even if it is selling only one copy a year Go to the Lightning Source website at httos www lightningsource com and click on New Client Read the Compass guide for new customers and then work through the online form to register as a publisher with Lightning Source At some point you ll be asked whether you want to apply for trade credit or leave a credit card number for Lightning Source to bill against We chose the latter as it is simpler and pay as you go But in any case you have to guarantee payment for future Lightning Source LSI services This is normal in business by the way And don t worry you will not be billed for any service you do not approve first Next your LSI new customer rep will email you a PDF of your online application to print out sign and fax or mail back along with an IRS W9 TIN number certification form If you are approved as a new customer as a legitimate pub
132. the Advanced button Then in the Paper Output Paper Size box select Postscript Cus tom Page Size and click the Edit Custom Page Size button Enter 5 50 in the Width box Enter 8 50 in the Height box Click OK to close each dialog box and you re done Adobe PDF Converter Advanced Options xi A Adobe PDF Converter Advanced Document Settings 2 Paper Output a Ha PostScript Custom Page Size Edit Custom Page Size Copy Count 1 Copy Bp scr csom rage sze vetnis T Custom Page Size Dimensions Unt Widh 550 1 00 25000 00 aa ight 1 00 25000 Height 8 50 00 een The PDF x 1a 2001 setting produces a high quality PDF file for both cover and interior Print format and PDF the interior 73 Font embedding It also automatically embeds any fonts used This is important You must send your printer a PDF with all fonts embedded Why is this so important Here s an example if you choose a unique non standard font like Amethyst and that font is not on your printer s computer and also not on your ereaders computers it will display and be printed as Amethyst or worst of all as just a series of blank boxes or dots So always use PDF x 1a 2001 and embed those fonts Note Acrobat may refuse to embed a few strange fonts You ll get an error log message Fix Change the font pick another one that makes a PDF without error messages PDFs from Word or Writer If you are making your PD
133. the TOC continues on the next page if you are going to have a long TOC with many entries later you can also do Edit Styles for this TOC Header style and make it 12 pt if you want it smaller Next enter the number of heading styles you want Jutoh to include in the TOC I leave mine at 3 Click Next click Next again On the Finished screen check Automatically build Advanced Table of Contents Click Finish and you re all done The hard way If you don t want to spend a few bucks for Jutoh Amazon s Digi tal Text Platform http dtp amazon com has a Word and PDF to Kindle convertor Or you may find it easier to use free Mobi pocket Creator an Amazon company product http mobipocket com en DownloadSoft ProductDetailsCreator asp edition Publisher and during the install choose the Publisher instead of the Home version so you can convert PDFs Need to know more Go to Amazon s Digital Text Platform website http dtp amazon com Good luck If you love illustrated ebooks as I do you ll be spending all of your energy working on pictorial PDFs but e ink Kindle s not bad for text based few pix ebooks Not bad at all Value Besides Amazon s library there are hundreds of thou sands of free ebooks for your Kindle try www manybooks net Right now I m enjoying General Ulysses S Grant s memoirs on my basic Kindle 4 and it s a LOT lighter that the paper version
134. this is news The people products items dates and other things related with the news The purpose behind the news Often an editor will copy paste from the top down so make sure your key points are in your top three paragraphs The length of a press release should be no more than three pages If you are sending hard copy text should be double spaced Press release tips If the press release is for immediate release write FOR IMME DIATE RELEASE in all caps on the left margin directly above the headline If you want it printed later put DO NOT RELEASE UNTIL with the date you want the story released A release with no release date is presumed to be for immediate release Research actual press releases on the web to get the feel of the tone the language the structure and the format of a press release 112 Self Publishing Secrets The timing of the press release is very important It must be rele vant and recent news not too old and not too distant A follow up call can help develop a press release into a full story Again get on the phone This is the secret key to PR success Editors are busy Don t write fluff everyone says they re number one the best bigger than better than Stick to facts Avoid adjectives and adverbs a PR release is not an ad Book reviewers Newspapers and magazines print book reviews You should defi nitely contact the reviewers and email them your book
135. tional intrigue three baseball s adventure stories in one easy to read 240 page TRIPLE PLAY paperback Hope you ll like Triple Play It s really a young guy s book three exciting baseball adventure stories set in different countries around the world Each story reveals a baseball secret unknown until now Three Exciti Baseball Adventures C3 o We would appreciate placement in your a 4 bookstore particularly in time for spring Nn training and the new 2011 baseball season Thank you for your attention enjoy the stories Jonathon Donahue Jow Donahue ANN jon404 yahoo com fim sonersosisaznios Worldwide Adventure Available through Ingram Tho Magic Baseball A secret reveaied How Don Larsen Pitched a perfect game in tne 1956 World Series pam Ana why H was ali Jimmy Johnson s fault 1 Baseball fiction 2 Baseball 2 American I Tiie The Akagi Baseball PSese ar 2010 An Ui IA AEA 813 0108355 dc22 marooned in wartime Japan on a secret mission 796 357 dc22 hat tanda him in the batio or Mi Library of Congress Control Number 2010918798 The Russian Baseball Printed by Lightning Source in From the Winter Palace to Babe Ruth s he United States of America y fret pre home run a century old secret threatens Library of Congress CIP Data Donahue Jonathon Full book information and eBook available at tripleplay heliohost org Website orders processed through secure Regsoft com
136. to the customer right from our own websites maximizing profit margins by eliminating the printer the distributor and the book store Author publishers Customers 3oBod And if we also move printed books through the old system the internet really makes it fast and easy for customers to order our products Is an ebook a book Yes and no On the surface yes Virtual pages text images But look a little deeper Your ebook has hyperlinks Simple ones to bookmarks you can set in your reading device to external web links that display in your Kindle Nook iPad or Android browser And whenever there are links there is distraction from the deep reading experience that paper books provide Revolution POD and ebook 21 Ebooks can also contain audio video or animations Soon 3D material Further distractions from deep reading an important skill over the last 500 years since the Gutenberg press invention There are two types of ebooks PDFs let the author control the page layout A PDF displays onscreen exactly as the author wishes and prints exactly as it displays onscreen PDFs are per fect for illustrated books They can easily contain multimedia video audio and Flash animations See a later chapter Ebook make a multimedia PDF The second kind of ebook is the sort that runs on Kindles Nooks Sonys etc These ebooks are HTML based but with proprietary mutations like DRM copy protection Unli
137. ublishing Secrets Self publishing You re in good company with Thomas Jefferson and Benjamin Franklin And never forget the First Amendment to the Constitution declares that Congress shall make no law abridging freedom of speech or of the press A free press can be good or bad but most certainly without freedom a press will never be anything but bad Albert Camus I disapprove of what you say but I will defend to the death your right to say it Voltaire Our liberty depends on the freedom of the press and that cannot be limited without being lost Thomas Jefferson The press is not only free it is powerful That power is ours It is the proudest that man can enjoy Benjamin Disraeli If all printers were determined not to print anything till they were sure it would offend nobody there would be very little printed Benjamin Franklin Revolution POD and ebook Over the last few years two technological revolutions have come together to radically change our concepts of printing and publish ing Both are based on digital information rather than analog data POD Print On Demand Just a few years ago it was practically impossible for an author to sit in Starbucks write edit and format her book and wi fi it to a POD printer halfway across America Humor me let s briefly go back to the good old days 1965 when I was a 20 something in New York and the newspaper unions went on strike becau
138. usiness or profession than does 144 Self Publishing Secrets the isolated effort made by these taxpayers even though it may have been with the hope of making a profit The Tax Court concluded The cost of a trip such as this under taken by petitioners for purely personal reasons cannot be turned into and deducted as a business expense merely by writing in a diary en route with a mere hope unjustified that it might be pub lished and bring in some income To allow the deduction of such expenditures to two people who have never been engaged in the business of writing and have no intention of attempting to earn a livelihood in the future in such business would be an invitation to many taxpayers to convert pleasure trips into business trips at the expense of the revenue Lamont v Commissioner 339 F 2d 377 2d Cir 1964 The expenses incurred by the taxpayer who was a wealthy man with an independent income from investments in publishing books and pamphlets principally on topics of philosophy civil liberties and international affairs were not deductible under sec tion 162 The taxpayer was prominent in the intellectual and academic world and had written many books and pamphlets He conducted his professional activities in a business like manner paying care ful attention to the keeping of books and records trying to mini mize expenditures and maintaining an office at his residence for his writing activities He suffered
139. ut your printed book is different The pages will be ganged up on large parent size paper sheets printed cut apart and bound Your printer will give you instruc tions for page setup and probably tell you that the book s page count should be evenly divisible by 2 4 or six mod 2 mod 4 mod 6 Example printer Lightning Source asked for a Mod 6 page count which worked for me at 240 pages You can always add a few pages to get to the mod count Editing Proofread proofread proofread Again and again Not just on the screen take a PDF over to FedExOffice Kinko s and print it out proofread the paper copy Do not trust your program s spell checker And double check the Contents and Index if any page numbers PDF creation for printed books Get a copy of Adobe Acrobat Professional Not Adobe Reader Get Acrobat Pro It is worth every penny It makes PDF files that output without problems at your printer and also make great 72 Self Publishing Secrets ebooks To save money get an older version like Acrobat Pro 8 You don t need the newer versions Yes I know Writer can export PDFs but you ll want to use Print gt Adobe PDF to get perfect results Acrobat Pro setup for printed books Install Acrobat Pro In Writer go to File gt Printer Settings Make sure the printer box says Adobe PDF Click Properties For the Default Settings box select PDF x 1a 2001 Click the Paper Quality tab At the bottom click
140. uture rea oa ABE Er eee eee 64 Cam O COM peda toh Gna dba Ani DEI Meo Enae 65 The writer as multimedia designer 0 66 Print format and PDF the interior 67 Printed book interior layouts 00 67 Page size for printed books 0 00 ee eee eee 68 8 Self Publishing Secrets Book length 2 6 6 nanns ge webiste dose god oee Nae es 68 Print MarQins 4 esd tpg geen dte aa aai E EOE 69 Justification jis 20 Korena E ABENIRE EPAIA SE TAS 69 Headers footers and page numbers 70 Parapraphst i arrra vie te wan ar EEIE AA IES DERRAT Pe eas 70 Interior fonts oo ssc sors ings nedets Lose aginaene geared i 70 PASS COUN i idx tele areaet ecu NENP ge ee ERTSE te ah EREE 71 Editing salk PDF creation for printed books 00000 71 Acrobat Pro setup for printed books 72 Fontembedding seei cies ccna te ey cane eae es 73 PDFs from Word or Writer 2 0 0 0 0000 reent 73 Print design and PDF the cover 00 75 Cover fonts vide lesen seen tees ts Cover art for your printer Cover artwork on a printer s template 77 Cover artwork elements 0 0000 cee eee eee 77 Cover art for printing PDF output 78 Cover art for printing editing and proofing 78 Cover art for printing CMYK color check 78 Print work with a POD vendor
141. ver Go to http jutoh com and check it out Read the excellent free Jutoh user manual download a trial copy and give it a spin For me this little program is to words what my Xara pro gram is for artwork absolutely essential But although Jutoh makes great Epub ebooks I use it to make Kindle type ebooks instead which we ll explore in the next chapter 55 Ebook publishing to Kindle Kindle devices are optimized for text with occasional illustra tions The basic Kindles have low contrast black and white screens with only 16 gray levels for pictures New models like the Kindle Fire have color displays and multi media capability But for this chapter let s concentrate on making an ebook for the regular Kindle which will also run without problems on the newer devices Jutoh to Kindle The Jutoh program http jutoh com makes it simple for anyone on PC or Mac to to both write and compile ebooks for Kindle Courier Fonts Kindle limits the author to only two fonts think Times New Roman and Courier New That s it Why Because the Kindle devices use a default Serif font actually PMN Caecelia which looks like a cross between Times and Georgia On Kindles everything displays in Serif except for any words and headings that you want to display in This paragraph ie set in Courier New This displays in moncepace characters If younced to sho
142. w something in a different font maybe for a decorative headine you can set the type in an art program and bring it in as a JPG picture tting Fonts slalx t Tools Document Book View Help EELKRIJACZ es Fes azu men loa itwdeontna E roms x AUEN KN 56 Self Publishing Secrets Cross platform Jutoh is very easy to use with a great manual It produces a single Mobipocket type mobi file which you upload to Amazon Kindle when you publish the ebook Your Jutoh produced Kindle ebook structure can be very simple Paragraph styles Heading 1 Heading 2 and Normal may be all you need Since your ebook s reader can easily change font size you don t want to spend even one minute trying to control the look n feel of a Kindle page Unlike a PDF the text flows and resizes But there are a few formatting options that might make your ebook more interesting Where to start Let s look at fonts first Fonts Kindle limits the author to only two fonts think Times New Roman and Courier New That s it Why Because the Kindle devices use a default Serif font actually PMN Caecelia which looks like a cross between Times and Georgia On Kindles everything displays in Serif except for any words and headings that you want to display in Courier This paragraph is set in Courier New This dis plays in monospace characters If you need to show something
143. wept by Google s robots One way is to ask for a listing on Dmoz Open Directory http www dmoz org public suggest pick Improve your website 103 your category carefully and have as many pages as possible on your website If you really get into search engine optimization SEO you can learn about Google PageRank here http en wikipedia org wiki PageRank and here http www pagerank net seo tools have fun You should also google SMO Social Media Optimization the methodical analysis of social media activity Facebook Twitter with the intent of attracting unique visitors to website content Start at http en wikipedia org wiki Social_media_optimization Free web development programs How to make a web page if you don t know HTML Get free KompoZer at http www kompozer net it s a WYSIWYG What You See Is What You Get webpage creator Otherwise spend a little for a copy of old Microsoft Front Page 2000 or 2003 another great visual editor that s particularly good at making tables Don t buy Adobe Dreamweaver confusing long learn ing curve and way way too expensive Learn to use an FTP program like free FileZilla from http filezilla project org download php type client_ to upload your web page files to your website s host server Revised webpage design What the page looks like is up to you But there are some basics to take note of besides the underlyi
144. wo types of computer image files vector and bitmap Vector art line art is mathematically drawn by the PC Your illustration program does all that for you Vector images can be enlarged or reduced without breaking up or getting fuzzy File types AI from Adobe Illustrator XAR from Xara Designer and interestingly PDF where you use a PDF image on a page that will become part of a larger book PDF You can also create line art with Microsoft Office drawing tools like all the useful arrows and boxes you ll find in PowerPoint Bitmap art think of photographs Made of a zillion tiny dots pixels that when viewed from a slight distance give the illusion of a continuous tone image Filetypes JPG for the smallest file size PNG also for small filesize and when you want parts of the image to be transparent this may not work too well with some forms of PDF like PDF A 28 Self Publishing Secrets Images for POD printing High speed POD book printers use traditional CMYK color Cyan Magenta Yellow Black These colors combined make all colors at least all colors that a press can print on paper You ll make a full color cover PDF for your POD printer This CMYK cover PDF can be whatever you design with your art programs You ll also make an interior block PDF all the book s inside pages These print in black and white unless you pay a lot more for all color pages You can t have a mixture of black and wh

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