Using Lightning Source

Well, we're deep into winter. I don't know about you, but visions of daffodils are dancing in my head. OK, maybe not literally, but you know what I mean. To distract us from the dull month of January, let's see what Michael Marcus can tell us about the experience of using Lightning Source to print his books.

Lightning Source serves many major publishers when they don't need to print lots of books, but the company will also work with self-publishers – IF you know what you are doing.  They are not set up to provide much hand-holding, and expect to deal with knowledgeable publishers, not just writers.

To do business with them, at a minimum you'll need a credible business name (not Sally's Book Company) and will need to know how to produce (or pay someone to produce) PDF files of your book's cover and interior text. It's not difficult to master the process. I've done it for six books so far, and I'm getting better all the time. There are various programs (some free) for producing PDFs. The most dependable is Adobe Acrobat Pro. New version (#9) costs up to $699 depending on version and discount. With the "education discount" you can pay as little as $159.

Older version #5 is now available on eBay for about $100. Version #8 sells somewhere between the prices for versions #5 and #9. Keep checking for the best deal, and be careful not to buy an upgrade if you need the full version.

You can have someone produce your PDFs but I strongly recommend that you get your own software. It's common to produce several versions of the PDF of your book's interior, and you'll waste a lot of time if you keep having to ask someone else to do the work, and then wait for it.

When you are satisfied that your PDF is ready to become a book, it takes just a few minutes to upload the separate cover and interior files to the Lightning Source website. Before doing this, you must register and become a customer. There are no tough questions to answer.

When you are ready to upload your first book, you will pay $87 plus $12 per year to maintain the files for one book. The fee for a proof shipped for next-day delivery is $30.

Two or three days after you uploaded your files, the man in the brown truck will deliver your first proof. You'll be thrilled and proud to hold the book in your hand and see your name on the cover.  Then you'll start flipping through the pages and your mood will quickly change as you are horrified to discover all the stupid errors that you and your editor had missed.

No book is perfect, and first proofs — especially from new self-publishers — are less perfect than others. The bigger the book, the more errors there will be. You should expect to go through from three to six generations of proofs (at $30 each) before you decide you are ready to start selling your books. Even after you start selling, you will discover more errors, but with POD you will not face the horrifying knowledge that there are 5,000 defective books sitting on the shelves of an expensive climate-controlled warehouse. With POD, you can make repairs or updates any time you want.

The cost to print a 300-page paperback book via offset would probably cost about $1.50 - $2.50. With POD from Lightning Source, you'll pay  $5.40, but you won't have inventory unless you want it. The price includes the charge to ship a book to a bookseller or to the seller's customer.

Amazon.com will accept a "discount" of 20% off the cover price. If your book has a cover price of $20, Amazon will pay $16 to Lightning Source. A few months later, Lightning will pay you the $16 less the $5.40 cost or printing, or $10.60 per book. Now you are a professional self-publisher.

(Michael N. Marcus is now completing his fifth and sixth self-published books. His "Become a Real Self-Publisher: Don't Be a Victim of a Vanity Press" has been on two Amazon bestseller lists for business books. He recently founded the Independent Self-Publishers Alliance. His blog about writing, editing and publishing is Book Making Blog. His publishing company website is Silver Sands Books.)

Options for Printing My Own Book

Wow! It's really bustling in the coffee shop, today. Everyone pull your chairs closer to the table so people can get past it a little easier. Now that we're having a break in the frigid weather, we all want to get out of the house while we can enjoy it.

Speaking of enjoying, I brought Michael Marcus with me, again. Michael is breaking our trail through the confusing jungle of rumors, facts, deceptive practices and unknown pitfalls for those of us considering self-publishing. Sit back, sip your café au lait and enjoy Michael's words of experience.

Electronic "eBooks" and the compact readers that store and display them are efficient, exciting and "green." A hundred years from now, paper books ("pBooks") may be as obsolete as parchment scrolls are now. But for the foreseeable future, traditional printed-on-paper books will continue to be the dominant format. Any writer who publishes only with electronic media will miss many potential readers, and substantial potential income.

In self-publishing paper books, there are two printing methods to consider. First, I'll discuss the one that's least important to self-publishers. Most books produced by "traditional" publishers are produced on offset printing presses. These huge machines can rapidly print many thousands of books at low cost.

Offset printing is the right choice if you think you can sell at least 500 books in a year. Price-per-book decreases as printing quantity increases, and it can be tempting to order a large print run to boost the potential profit on each book you sell. Keep in mind, however, that you will have to pay "up-front" to print books that may not generate revenue for a year or longer, you'll pay to ship them and store them, conditions may change that will make your stored books obsolete or inaccurate,  and if you don't sell as many books as you plan, the entire venture may be a money-loser. It's much safer to use print-on-demand (POD).

As the term implies, POD books are printed after demand has been demonstrated. They don't exist until the publisher (maybe you) or a bookseller or bookseller's customer places an order. Unless the publisher specifically chooses to do so, there is no inventory of obsolete unsold books that can deteriorate into moldy mouse food because nobody wants to buy them and read them.

A POD printing press is like a giant photocopier. It uses digital technology, and toner rather than ink, to produce a printed book from a digital file at the rate of hundreds of pages per minute.

The vast majority of POD books are printed by Lightning Source, even if you use a pay-to-publish company such as Outskirts Press.

Lightning Source is part of Ingram Books. Ingram is the largest book wholesaler in the United States, and the connection between Lightning and Ingram means that all books printed by Lightning Source are available to bricks-and-mortar booksellers like Barnes & Noble, Borders, and the shrinking number of small, independent stores.

More important for self-publishers, however, is that books produced though Lightning Source are AUTOMATICALLY listed on the websites of Amazon, Barnes & Noble, and dozens of other online booksellers worldwide.  A self-publisher using Lightning Source doesn't have to do any work to have her book available to millions of potential readers."

Next time, Michael will go into detail on using Lightning Source to print your book.

(Michael N. Marcus is now completing his fifth and sixth self-published books. His Become a Real Self-Publisher: Don't Be a Victim of a Vanity Press has been on two Amazon bestseller lists for business books. Check it out at http://www.amazon.com/dp/0981661742. He recently founded the Independent Self-Publishers Alliance. He blogs about writing, editing and publishing at Book Making Blog and his publishing company is Silver Sands Books.)   

Self-Publishing and Paid Marketing

Hi, everyone! Let me unbundle - that wind is really whipping out there. You can see that I brought company with me, today. Pull up a chair for Mr. Michael Marcus. I invited him to talk to us because he has a unique voice in the on-going discussion about how to get your nonfiction book published. (Link to Writer Beware! Blogs to view a summary of some of the discussion.) Mr. Marcus had books published by both large and small traditional publishers, but was unhappy with the books and the income. As a businessperson, he is skilled at finding solutions to problems so he applied his abilities to finding a more effective way to publish his books. In 2008, he formed Silver Sands Books through which he has published five books to date. His book Become a Real Self-Publisherhas been on two different Amazon bestseller lists for business books. His blog for writers and readers is http://BookMakingBlog.blogspot.com

A Christmas gift to one of our followers will be a copy Become a Real Self-Publisher. The only requirement for being eligible for the drawing is to "follow" and be a member of the community by December 31, 2009. (Sorry Marsha Moore, you won our first drawing, so you're not eligible for the rest of the year. Yes, folks, I'm making up the rules as I go along, so let me know if I get too far out with them.)

Mr. Marcus will pick up where Marsha left off last time with marketing your book. Marsha talked about free services, Michael will tell us about his experience with paid services.

"When your book is ready to go on sale, use a paid-for press release distribution service. I've been quite pleased with PR Newswire and PR Web. Both companies offer various packages with different prices based on distribution and the included photos, audio or video. PR Newswire can even display giant photos in Times Square in Manhattan. The prices at PR Web range from $80 to $360. At PR Newswire, you can spend from $680 to several thousand bucks. If you are only interested in state or regional coverage, you can pay less.

With press release services, as in most things, you get what you pay for. The free press release services are pretty much worthless.

"Late last year I self-published a humorous memoir called I Only Flunk My Brightest Students: stories from school and real life. I chose the top-level $360 package from PR Web and was amazed by the performance. Within an hour of the distribution, Google showed many news websites picking up the story. After a week, there were about TEN THOUSAND links in media all over the world. Some of the links were on my own websites or on the sites of stores selling my book, but the vast majority were the results of my $360 payment to PR Web.

"I started writing -- and promoting -- my Become a Real Self-Publisher back in February. The number of Google links grew gradually by about 10, then 20, then 30 per day. On November 6, I had 971 Google links. My book had an official pub date of October 15, but the final version was not available until about November 10, so that's when I launched my paid PR campaign with a release sent out through PR Web.

"Today, Google shows about 8,300 links! That's a big number and certainly shows the power of PR, but links to a book title are only meaningful if people are searching for that title. I'm more interested in capturing potential book buyers who are searching for a topic that's covered in my book. But a popular title helps that too. A search for part of my title, "real self-publisher," shows four links -- but they're all for my book. A search for "self-publisher" has my book on the first and second Google pages. It changes frequently and has had the top two positions on many days. A search for "self publish" puts my book on the fifth page. That's not page one, but it's better than six, or 14.

"Earlier this year I published a book titled Phone Systems & Phones for Small Business & Home. Its title is well suited for a key word search, and comes up on the first Google page for "small business phone system. It's important to keep in mind that non-fiction books can reach potential purchasers who are not planning to buy books. If you've written a book on do-it-yourself bicycle repair, you might sell a book to someone searching for information on patching a flat bike tire, or someone who wants to buy a headlight or helmet.

"I really don't know how many people use Google to search for books. A study three years ago showed that Google had 91 million searches per day, so now the figure could be 100 million, or more. I'll gladly settle for a tiny percentage of 100 million -- especially since I spend so little to get Google to notice my books."

By using the power of marketing, you can make a significant difference in the number of people who read your book.