Becoming the Total Package
BY JENNA GLATZER
Being a great writer is no longer enough if you plan to score a big
publishing deal, especially as a nonfiction author.
Particularly if your book idea falls into the how-to or self-help
categories, you not only have to sell your terrific writing, but you also
have to sell yourself as the books conduit to the world.
Publishers want to minimize their risks, so they
don't haphazardly award
big book contracts to unknown writers unless, that is, the writer is the
total package. What constitutes this package?
Platform
Increasingly, publishers look for authors who have platforms. A platform
is your megaphone to shout your books message to a mass audience. Famous
people have automatic platforms; if Julia Roberts were to decide to write a
book tomorrow, you can bet that shell have publishers clamoring. Why?
Because they know that the media will go wild to tell the public about it,
and shell have the ability to get as much air time as she wants all over TV
and print.
But let's assume you're not quite so famous.
That's okay. You can build a
platform in a number of ways; a good start is by writing articles for
newspapers and magazines. Work toward becoming a columnist (even at a
freebie community paper), then work on syndicating your column.
Although some writers will thumb their noses at this suggestion, if your
main objective is platform-building, I advise that you get your column out
there to as many publications as will have it, whether they pay well or not
at all.
Other ways to build platforms:
- Host a radio show
- Get a program on public access TV
- Become a regular guest on a radio/TV show
- Become a public speaker
- Have your own e-zine (must be popular to count!)
- Moderate a popular forum or e-mail list on your books topic
- Become involved with well-known charities, nonprofit organizations, or
professional organizations, preferably as an officer or spokesperson
- Teach teleclasses or webinars
- Write a free e-book
Media Expertise
It's not unusual for publishers to ask for proof of your media
capabilities before buying your book. One publisher asked me for a 5-minute
videotape that showed clips from my appearances on Lifetime TV and news
programs. I also included a copy of a radio show where I'd recently been a
guest, and a headshot; publishers don't need beauty (unless you're writing a
beauty book!), but they do like to see that your appearance won't make people
scream with abject horror if you do public talks.
To become more media-savvy, you can practice your speaking skills at a
local
Toastmasters
club, an international association
meant to help people overcome public speaking fears and speak more
effectively.
You can also practice by having a friend ask you questions on cassette or
videotape, then paying attention to any bad habit's you have (y'know, umm,
fiddling with your hands, running your hands through your hair, babbling).
Work on your sizzling sound byte (the few sentences you want to get across
to entice someone to hear more; or, if that's all the time you'll have, to
entice them to run out and get your book to read more!).
The keys to being a great interviewee? Be passionate. Be enthusiastic.
Speak clearly and in short sentences. Let your body language and/or voice
reflect a well-collected, happy, engaging attitude. Don't refer people to
your book or website every three seconds; be there to genuinely teach the
audience something, and know that if you enthrall them, you wont have to do
a hard-sell to get them to follow you. Dress well for TV interviews (avoid
white and beige if you have a light complexion; head for blues, purples, and
pink; avoid flashy prints; avoid jangly, reflective jewelry and other
distracting clothing and accessories; you want the attention on your words,
not your wardrobe). Know how to lead an interviewer to ask the right
questions if he or she goes off topic, and to turn negatives into positives.
If youre interested in media training resources or coaching, try these:
Proven Professionalism
How will the editor know that you will turn in your work on time, that
you will not be a huge pain in the rear to deal with, and that your work
will be clean, on target, and on word count? If you have no other book
credits to your name, you'll need other credentials that show you know how to
be a professional.
Credentials that prove you're an expert are one thing-- having a special
degree, professional association membership, or teaching expertise can help
establish that you know your subject matter, but you still need to prove
that you know how to handle the writing and publishing process.
Articles in impressive publications certainly help. A regular column
helps even more, because it shows an editor that you were able to meet
deadlines week after week or month after month and that another editor liked
you enough to want to work with you regularly. A contributing editor spot on
a magazines masthead works in your favor, as does any prior experience on
staff in the publishing world.
Although rarely requested, nobody's ever
hurt by a letter of recommendation — er, testimonial — from a past editor or boss in a
publishing field. I've been known to throw in a few sentences from my editors
that comment on how easy I am to work with, or how reliable I am, or how
their audience always loves my work.
Eagerness to Help
Even if your platform leaves something to be desired, you can make up for
it with a solid publicity plan and an eagerness to take an active role in
publicity and marketing. Give concrete plans for who will interview you,
review your book, or otherwise give you a spotlight... and why. Telling your
publisher that you're sure this book is perfect for Oprah or that it'll be
right up the New York Times alley is useless unless you have a reason for
them to believe you, such as a contact at these places.
They are more impressed with solid plans, such as the fact that
you've
already spoken with local librarians who want you to come speak, the YMCA
has asked you to come teach a seminar once your book comes out, two local
colleges have courses in your subject matter and have agreed to check out
your book for possible classroom use, a business organization is interested
in buying copies in bulk, and you're happy to do a book tour of the southwest
on your own dime (or will split expenses with the publisher).
If you plan to hire a publicist, that's usually a plus (rarely, the
publisher would rather not have an outsider interfere with their publicity
departments efforts). If you're going for media coaching, willing to attend
book fairs, happy to do signings and readings, planning to buy many copies
of your own book to sell during your seminars or workshops, etc. — all of
these are positives in a publisher's eye.
Remember that you will wear many hats as a successful writer. To make it
big, recognize that you are also a businessperson, a salesperson, and a
public relations expert on your own subject matter. Work on becoming the
total package, and you'll cast your book proposal in a much more attractive
light.
Copyright © 2004 Jenna Glatzer
Jenna Glatzer is the author of
Make a Real Living as a Freelance Writer, which comes with a free
editors' email cheat sheet directory for a limited time! Check out
her website for details. She's also the editor-in-chief of
Absolute Write, a popular online magazine for writers.
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