I started Polished Publishing Group (PPG) as a “digital publishing” company in November 2009. In retrospect, I didn’t fully understand effective digital publishing at that time. Nine years later, I can confidentally say I do, and the way I run my company is evolving as a result.
Like many others in my generation and older, I come from a traditional publishing background. I cut my teeth on paperbacks, hardcovers, and offset printing at a small literary press back in 1993. We put all our authors’ books through a thorough, substantive editing process followed by an even more fastidious graphic design and proofreading regimen to polish them to perfection. Then we “sold” (and I use that word loosely) our books by mailing out printed press releases and review copies to all the relevant media in our area, entering some books into contests, arranging the occasional breakfast launch or evening wine and cheese reading event for others, and shipping part of our inventory to various Canadian distributors to house for us. Other than that, we relied on standing orders and word of mouth to “sell” our books to the masses. Once the next season of frontlist titles came out six months later, the latter became part of the dust-collecting backlist.
An Early Education in Traditional and Digital Publishing
It was an eye-opening experience for someone like me who took this job straight out of college thinking I was going to learn what it takes to become a bestselling author from the inside out. (Even just writing that sentence makes me chuckle now.) As detailed in the introduction of How to Publish a Book in Canada … and Sell Enough Copies to Make a Profit!, I quickly learned the realities of this industry. I came to see that our top authors were the ones who bought wholesale copies of their books from us and worked tirelessly to sell them out. They saw themselves as entrepreneurs, and they treated their books as their businesses.
Small Canadian presses aren’t alone in this. Far from it. In fact, the “Big Five” international trade publishers—Penguin Random House, HarperCollins, Hachette, Macmillan, and Simon & Schuster—also admit to focusing primarily on their frontlist titles for only a short period of time. Once those books fall to the back list, the responsibility of continued promotion falls to their authors as detailed in this excerpt from Merchants of Culture: The Publishing Business in the Twenty-First Century by John B. Thompson (16-Mar-2012) Paperback:
As soon as a book shows signs that it’s going to take off, the sales, marketing and publicity operations mobilize behind it and look for ways to support it with extra advertising, trying to get more radio and TV appearances, extending the author’s tour or putting together a new tour to cities where the book is doing particularly well, and so on. … the sales, marketing and publicity operations are geared and resourced in such a way that, when they see that a fire is starting to ignite, they are able to pour generous quantities of fuel on the flames. … But if further appeals fall on deaf ears and sales fail to pick up, then the marketing and publicity effort will be wound up pretty quickly – ‘In two to three weeks we might pull the plug,’ … So how long does a book have out there in the marketplace to show signs of life? How many weeks before it becomes a dead fish that will be left to float downstream? … I would say the life of a book today is about six weeks. And quite frankly it’s even shorter than that, but you probably have six weeks and that’s it. (Thompson, 2012)
Unless you’re selling it yourselves, authors. Sell it yourself and your book will have a much longer shelflife. As long as you stay focused on selling on any book, it will remain a frontlist title for you. That’s a fact.
I knew that much nine years ago. I had also learned how to sell after leaving my job at that literary press to begin a lifelong career in corporate sales with some of the most prominent industry leaders in print media, office supplies, and multi-function digital and offset printing. I had a strong grasp on digital communications and how easy it now is to communicate and do business with people all over the world so long as each party has a proper WIFI connection. So, in my mind, I was a “digital publisher” because I operated in a virtual office environment, and because I not only had the experience and expertise to help authors produce trade-quality books; I could also teach them how to sell their books worldwide both offline and online.
But Here’s the Problem With That
I now know effective digital publishing requires a little more finesse than simply intermingling yesterday’s offline sales and marketing methodologies with today’s online techniques. Doing so can acutally be counterproductive because the latter requires patience while the former requires momentum. In the traditional offline world, authors must appeal to the interests of people such as agents, booksellers, reviewers, and publicists to help you move more books on their schedules; but, in the online world, you’re working with impartial algorithms and search engine optimization (SEO) tactics to increase your exposure as detailed here: https://blog.polishedpublishinggroup.com/2018/06/a-shortlist-of-googles-top-ranking-factors-an-excerpt-from-search-engine-optimization-seo/. In other words, if you want to succeed at selling books in this day and age, you can no longer “waste precious time” by publishing only one book per year or one blog entry per week and promoting it on someone else’s timeline. The Internet rewards speed and productivity, and the Internet is your greatest sales tool.
How much speed and productivity are we talking about? There are literally millions of new books published around the world every year now. The playing field has drastically changed from when my publishing career began 25 years ago. It is far more competitive and nearly impossible to stand out among the crowd if you’re doing things the traditional way. I’ve come to see that my approach has to change with the times if I’m to survive in this new digital arena and all my authors—myself included—are to thrive. More and more, I’ve also come to see that it’s necessary to embrace a digital revolution known as “rapid release” publishing, as discussed in my latest book titled How to Publish a Book in the East That You Can Sell in the West. You can reach people worldwide now, but there is a right way to do it that will improve your odds of success. This is the new publishing model I’m now developing for PPG’s upcoming authors.
How do I know this works? I’ve watched the PPG Publisher’s Blog increase from a mere 1,000 registered users in early 2017 to over 5,000 a short year later (and still growing) by doing all the things I recommend to you in my new book. I’ve also seen downloads of my backlist books on Amazon, Kobo, and E-Sentral collectively increase from under 5 books per month to over 300 per month on average (and still growing) within the same time period. That’s my firsthand experience with this to date, but that’s nothing. You’re sure to be inspired by many even greater success stories contained within the book. And once I’ve grown my own numbers to a “respectable” level by today’s North American corporate standards, I plan to package the program to help you achieve the same effective digital publishing results with a dedicated team by your side.
For those of you who are public speakers and business professionals selling your books at trade shows and conferences, the traditional publishing methods still apply. You’ll find the first two books mentioned above are still helpful. For everyone else, stay tuned for more details in the coming weeks.
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