Authors and even for very seasoned authors, their new first choice is to use the services of a self-publishing company or co-publishing company.

They pay these companies to walk them through the publishing process. Many of these companies do not offer editing services, but give the client a list of possible editors whom they can hire on their own to edit their work. Some companies will edit the manuscript, but with a very hefty price tag attached. After the manuscript is edited, they will use a software program (often without human hand’s and human oversight) to typeset the manuscript into a book. In the end, it is not unusual for an author to end up disappointed with the overall quality of the book and frustrated with the entire process.

While most self-publishing companies do offer to assist the author with marketing for additional fees, their help in this area is usually minimal. Some of them will see that their book is listed in the Ingram Distributor’s Database (which then goes to bookstores), and then make sure the book is listed on Amazon.com, Barnes and Noble, and other related book-selling sites. Other companies will only list the book on their own website where it is unlikely that many people will actually find the book to purchase it.

While many of these companies feel proud of themselves for doing all this “marketing work,” authors soon learn that they will have to “peddle their book on street corners.” The harsh reality is that listings in the Ingram Database and on book-selling websites do not necessarily translate into book sales. Unless authors are willing to do their own marketing work, the prospects of people knowing about and buying their book is grim. Those who have their own website, send out their own review copies, schedule their own public events, and perhaps have their own following due to being on the radio, or sending out a newsletter. etc. will have a better chance at getting their book into circulation.

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Publishing religious books is very tricky. Somehow, religion as a subject became a double edged sword. On one hand, you may expect that your book has a steady stream of clients amongst your co-believers. On the other hand, unlike mainstream books which have a broad range of clients, religious books only appeal to a number of people. Due to the differences in religion, it is safe to assume that the population of non-Christian faith is not as interested as you are in the book you wrote. While this drastically cuts the market for your material, it also provides some very useful marketing strategies for a successful career in book publishing. This is how you will be successful in this career.

Identify your market

Authors and publishers have the tendency of writing about too broad a topic in order to get more audiences. However, a more successful strategy to use is to identify a target market and create a product that will satisfy the needs of that market. A good example is the Chicken Soup for the Soul series. There are thousands of inspirational stories, testaments, and bible verses that may be crammed in one single book which will cater to all people” students, parents, teachers, grandmothers, athletes. But what Chicken Soup did was that it categorized its list of inspirational stories and created separate books for these categories. The result is that we now have Chicken Soup titles for: the Teenage Soul, the Grieving Soul, the Single Parent’s Soul, the Entrepreneur’s Soul, and so on.

Always aim for a second book

Like how movies are often extended up to a trilogy, publishers have the power to tell whether the same author will be given another chance to write a continuation of the book. Depending on the profit derived from the authors first book, another proposal from the publishing house might or might not come. Rhonda Byrne, has her claim to fame after the publication of her best-selling book The Secret. Afterwards, the publishers decided to let Byrnes author two other books entitled The Secret Gratitude Book and The Power. Now, there is really no formula which will make sure that you will author a second book. But here is a rule of thumb: do your best on your first book and if the readers loved what you wrote, you can very well expect a second book.

Extend the “shelf life” of your book

Books are non-perishable items but they also have some sort of shelf life. There are books that have the characteristic of becoming an all-time favorite or something that your grandchildren will enjoy reading as much as you did-five decades ago. Think of topics that will never be out of season. Include your personal stories. Theoretical knowledge is best explained in a personal point of view and people can never contest it because you personally experienced these things.