Dana Lynn Smith – The Savvy Book Marketer (Interview, Part 2)

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 second piece in a two part interview with Dana Lynn Smith, the Savvy Book Marketer. (Read Part 1 here)

Sarah: What is the biggest mistake you see people make when trying to self-publish? 

Dana: The single biggest mistake is not taking the time to learn about the publishing business. Too many authors spend months or years writing a book, then fail to do the research necessary to make informed decisions on how to best publish and promote their book.

Other common mistakes include failing to hire an editor and proofreader, poor cover design, and the lack of a compelling title and strong sales copy. It’s important to produce a professional product.

Another area that authors struggle with is how to successfully promote their books. Many authors need to learn new skills in this area, and they are often surprised at the amount of time required to promote a book. My mission is to help authors learn how to promote their books successfully.

Sarah: In your opinion, does it make sense for authors to publish only e-books? Or do hard, print copies of books still represent a viable market?

Dana: It depends on the type of book, what formats are most attractive to the target market, and the sales potential of the book.

I’d say that all novels should be published in e-book format because fiction is hugely popular with ebook readers. It’s generally a good idea to also publish in print, but you can use an ebook to get a feel for the sales potential before investing time or money into print production.

If you don’t have a printed book, you lose out on a certain percentage of your market who prefer that format. The lack of a print book can limit you in other ways, such as the ability to get reviews. But of course some authors have had huge success without print books.

Many nonfiction books are being published in e-book format only, sometimes because they are too short to print in paperback or they serve a small niche market. Some books don’t work as well in e-book format as they do in print, while others can be enhanced through e-book features like color illustrations and live hyperlinks.

Sarah: Can you share any general philosophy or wisdom you would give to the aspiring writer, especially in relation to the way the industry is changing via the digital revolution?

Dana: People write and publish books for many different reasons, but if you’re trying to make money from your book or use it to promote a business or cause, then you need to treat it like a business. The most successful authors have clear goals, a solid publishing strategy, and a written marketing plan.

E-book sales are growing at an incredible rate and it’s crucial for authors to embrace digital publishing. It can be a challenge to keep up with changes in technology and the publishing industry, so I recommend following some top publishing blogs and newsletters to keep up to date.

I encourage writers to take a look at the articles and resources on my Aspiring Authors Resource Page. There are several excellent self-publishing guidebooks listed there, and I recommend reading one or more of them to get an understanding of the publishing business. You can learn more about ebook publishing at www.SavvyEbookPublishing.com.