Dana Lynn Smith – The Savvy Book Marketer (Interview, Part 1)

Over the last couple months, I’ve been digging into the publishing (and self-publishing) industry from various vantage points in order to get some insider info for the writing community I’m a part of.

That journey has included speaking with Boyd Morrison, top-selling author of the Ark, who told me about his forward thinking self-publishing story;  Michael Prescott, top-selling author of The Shadow Hunter, who recounted his self-publishing journey; Joanna Penn, prominent writing blogger and consultant based out of London who provided insights for aspiring writers; comments from friend and bestselling author Donald Miller; publishing visionary Kevin Smokler and the experience of 5 “average” people who self-published their books (including costs and sales).

Today, I’m pleased to bring you the first piece in a two part interview with Dana Lynn Smith, the Savvy Book Marketer.

Drawing on her 17 years of publishing experience and degree in marketing, Dana Lynn Smith’s The Savvy Book Marketer blog was named one of the Best Websites for Independent Authors by the Association of Independent Authors in 2012.

Sarah: The media often latches onto the rare self-publishing projects that seem to generate “overnight success”. But obviously these are often the exception, not the rule. In your experience, what is the normal person’s experience with self-publishing?

Dana: Many of the highly successful indie authors making headlines today have spent years perfecting their writing craft, writing numerous books, and in some cases, piling up rejection letters from agents and publishers. These authors have attracted media attention because of their recent success (usually in Kindle ebook sales), but of course only a small percentage of indie authors will sell a million books.

It’s hard to make generalizations about the typical self-published author experience, but I think there are basically three categories:

• Some self-published books sell few copies because they are not well written or produced, the books lack a viable market, and/or the authors lacks the time or skill to promote them effectively.

• Some self-published books sell pretty well and generate a supplemental income for their authors.

• Some authors earn a full-time living from their content. Successful nonfiction authors often write several books and sell their content in multiple formats, such as books, ebooks, training programs, and speaking. Top earning novelists usually have multiple books, often written as a series. The most successful authors are skilled in producing good books and in selling them.

Sarah: If an aspiring author came to you and said they were weighing self-publishing options against traditional publishing, what advice or questions would you suggest he/she consider?

Dana: That’s a complex issue, and depends on the type of book and the goals and resources of the author. There are really three options available: traditional publishing (a publisher buys your manuscript and publishes it), independent publishing (you hire the editor, designer and printer, and act as publisher), and publishing through a subsidy publisher (you pay a “self-publishing company” to publish your book).

There are pros and cons to each method, and I urge aspiring authors to get a good understanding of the options before making a decision. Subsidy publishing can be a good option for some authors, but be cautious and do your homework, especially regarding the profit potential.

I recommend this article to get a better understanding of printing and distributions options available to independent publishers.

Keep in mind that it may not be possible to work with a traditional publisher due to the sheer volume of book proposals and manuscripts being pitched to agents and publishers. Publishers can accept a relatively small number of books each year, so many good books are rejected. Another thing that many authors don’t realize is that even if they have a traditional publisher, they will still be expected to do most of the book promotion.

Stay tuned! Part 2 in my interview with Dana will be posted tomorrow!