Creating a Self-Publishing business is not for everyone, only those who:

• are unshakable in their conviction that their book must be published–that the world needs it
• are undeterred by rejections from traditional agents and publishers
• are intelligent enough, and with enough moxie to promote their book themselves, and by themselves if necessary
• have, or can get together the funds for the art, editing, and printing of the book, and
• will not settle for a second rate product that demeans them, and tarnishes the reputation of self-publishers everywhere
• understand that writing the book was the easy part, selling it takes major time commitments
• are tenacious as a pit bull
• know that they will earn more money by keeping the profits on each sale
• are smart enough to set aside funds for future reprints of the book
• are determined to operate their businesses in wise and irreproachable manner

I was tempted to elaborate on each of these ten points, but I think they stand on their own. Those who would be self-publishers must know that they are starting a business. Just like any other business endeavor, they must create a business plan, a marketing plan, and make plans for distribution.

The traditional publishing industry laughs at self-publishers because most will sell 100 books or less. They think that it proves self-published books are inferior. I don’t share that point of view. Sales figures reveal nothing about the quality of the writing, or the thinking behind it. I read a lot, and I’ve read many traditionally published books that were a waste of paper and ink, but they got through the system because they would sell. Publishing is still a business even at the loftiest and most snobby levels. A book that won’t sell is of no value to them, and is valueless to a self-publisher as well.

Vanity publishing is a different thing altogether

Some books are a vanity effort never meant for mass distribution. I’m not speaking of those. Authors who are writing for their friends and families are not obligated to the rules of business. Their reward is not profit driven and I honestly praise them and wish them well. “They’s good people,” as grandma would say.

Forty Thousand Dollars and nothing to show for it

I do feel bad for an author who puts all of her hopes and dreams into a book and believes that the world will beat a path to her door. It won’t.

I also feel bad for aspiring authors who are so book hungry that they are ready to believe any snake oil salesman that comes along. This past year I was introduced to a woman who had spent over $40,000.00 with an Internet firm who promised her the moon. $40 grand later not one copy of the book was printed. She was referred to a friend of mine who helped her with the editing, page layouts, and cover design. Then they came to me for the printing. For about one-quarter of the cost she now has a garage full of books that would proudly sit on any bookstore shelves alongside traditionally published volumes. Is she happy? You bet she is.

A new business is like a new baby

I keep pounding this drum, but The Red Hen Association of Self-Publishing Authors is being created so that we can steer each other toward reputable services, and away from the disreputable. The association is determined to provide educational opportunities for authors to learn everything they need to know to successfully run their self-publishing businesses. There is no magic wand. Anyone who promises miracles should be suspect. Successful self-publishing, assuming you have a market worthy book, can bring you an excellent, and even superior living, but you have to work it like a business. And a new business is like a new baby, it requires all the time, money, and energy you can muster, but end the end the rewards are worth it.

I’m proud to announce the beginnings of a new movement toward achieving credibility and respect for self-publishing authors.

Manifesto

for

The Red Hen Association of Self-Publishing Authors

We, the members of The Red Hen Association of Self-Publishing Authors, witnessing a decline in publishing opportunities, the rapidly changing habits of the book buying public, and the unwieldiness of the traditional publishing industry, are seizing control of our own destinies and banding together for the purpose of increasing our credibility, respect, and profitability. We are not expecting or demanding that anyone else have as much faith in our work as we do, therefore, we will not shy away from the challenges and costs of self-publishing including production, marketing, and distribution, but:

1. We abhor prejudicial rejections. Self-publishers are never too old, too new, too unproven, too innovative, or too risky. We refuse to be disrespected, dismissed, or ignored. Our success or failure is determined by our own efforts, and the marketability of our work.
2. We understand that traditional publishers seek manuscripts with high potential mass audience appeal, but we know that reasonable profits can be achieved even in limited markets. Money isn’t necessarily the only goal, sometimes the appreciation and gratitude of our readers is its own reward.
3. We may be small individually, but by banding together we will have access to the finest minds in book production, public relations, marketing, etc. The finished work should reflect our highest dreams and aspirations and stand proudly with the best the publishing industry has to offer. We refuse to ever be ashamed of our products because of shoddy, or low quality workmanship.
4. We insist that those who are recommended to assist us in our endeavors are trustworthy, competent, of have the highest standards of integrity. We reserve the right to accept or reject a recommendation from the association because we are first and foremost independent business people and will keep our own council.

Like The Little Red Hen in the children’s story:

a) We will prepare the ground by learning all we can about self publishing, marketing, and distribution.

b) We will sow the seed by using every means available to establish credibility for our own work and increase respect for self-publishing.

c) We will water and fertilize by blogging, using press releases, doing book signings, appearing on television and radio, and all manner of self-promotional activity. By our efforts we achieve success and inspire others to do the same.

d) We will thin and weed concentrating our efforts on successful methods and discarding those less productive.

e) We will harvest our crop using proper accounting and other business means to create  firm bases of operations.

f) We will employ the miller no matter how competent and capable we are, there are some steps we cannot do by ourselves. We recognize these steps and rather than botch the job, are willing to hire professionals with the talents, knowledge and abilities we need to supplement our efforts.

g) We will make the bread through our individual efforts we will print, publish, and sell our books, choosing the avenues and manner of distribution, and standing behind our work until our audience finds us. We have no respect for the practice of floating new books for only 30 days, then pulling them from the shelves. We will work our titles for as long as we are willing and able.

h) We will eat the bread and happily enjoy a much greater profit on each book sell than we would have earned with just royalties alone.

i) We will save some seed from every crop to plant, and harvest again because we are writers and writers need to be read.

Therefore, The Red Hen Association of Self-Publishing Authors is formed for the purposes of:

1. assisting authors/members by offering all or part of the following services as requested: to professionally prepare their works for printing or electronic production, to manage the production process including finding the least expensive methods, to provide marketing assistance from instruction to implementation, to developing business plans, and any other services needed to assist authors to achieve their personal and business goals.
2. offering courses and learning opportunities to instruct authors in self-reliance by every means from recommending books, to on-line courses, to personal coaching.
3. giving author support, The Red Hen intends to establish quality and professional standards to provide author/members the peace-of-mind of knowing that recommended sources bearing The Red Hen seal have earned the respect and backing of the organization.
4. helping members  rise to meet high standards for business ethics and quality levels. Only those who are worthy will be given the right to use The Red Hen seal in their marketing efforts.
5. furthermore, The Red Hen Association of Self-Publishing Authors will actively represent the collected authors and promote its members in any, and every way possible, from marketing opportunities to the lobbying for fair and equal treatment under the laws. We affirm that self-publishers rights  will not be diminished.