National Writers FOrum: Publishing Tips

The National Writers Forum
17 – 18 September
University of Auckland Business School

I arrived at the inaugural National Writers Forum (NWF) with a sheath of beautifully printed pitch documents and visions of pressing them into the open hands of delighted publishers.

By the end of the first session I knew I would be doing no such thing – but I also knew I was in for an enriching, enlightening two days. The NWF had a practical focus on improving your writing, placing your writing, building your reputation and finding an audience. A collegial tone was set by keynote speaker Chris Cleave (UK), who spoke of the importance of storytelling and supportiveness in our turbulent times. (You can read Chris’s full speech here. It’s well worth your time.)

During most time slots there was a choice of three different sessions. I’m currently finishing the illustrations for a children’s picture book I’ve written, so I choose the sessions that related to publishing. I wanted to find out more about how to pitch to traditional publishers, and how to self-publish. Below are the key messages I took away from the sessions I attended. 

The Perfect Pitch
Melanie Laville-Moore (Allen & Unwin), Duncan Greive (The Spinoff), Kevin Chapman (Upstart Press), Harriet Allan (Penguin Random House), Scott Pack (Unbound). 

• Publishers differ in the genres they represent and in how they’d like you pitch to them. Check their website before submitting 
• Your email / covering letter should be succinct, interesting and personalised to the publisher
• Include a small biography and a short synopsis (less than one page)
• Don’t decorate your submission with glitter or stickers – keep it professional
• Let them know if you’re submitting your manuscript to multiple publishers 
• Feel free to follow up, gently, after 3 – 4 weeks 
• Be gracious if rejected
• If you’re writing for an overseas market, get an agent 

Copyright and Contacts

• A contract is a starting point – you can negotiate
• If you sign your copyright away, you won’t get it back
• It’s common to licence publishers so that they are licenced to use the work for a certain timeframe in certain parts of the world

The Future of Publishing
Scott Pack (Unbound), Dominic Hoey (Boosted) 

• Finding distribution is the key 
• When you’re working out your self-publishing costs for a platform like Kickstarter, figure out your costs (publishing, distribution, publicity, marketing, accounting, design, 10% kickstarter fee...) – and add 15% idiocy padding 

Publishing 101: Making a book
Kalee Jackson (Kalee Jackson Design), Karen McMillan (Publicity), Malcolm Nell (Kobo), Martin Taylor (digitalpublishing101.com), Jenna Todd (Time Out Bookstore)

• If you’re self-publishing, make sure you own the copyright at the end
• Start at the end of the process. What’s your desired outcome? How are you going to get there?
• Don’t print physical copies without a plan and a distributor 
• Be aware of global prices when pricing in overseas markets
• Make sure your name and the book’s title are on the book spine 
• Make sure the book is durable and the design is incredible
• Make sure your book is listed on Nielsen 
• Give your designer a brief focusing on what the book is about and who your audience is 
• Begin publicity 2 – 3 months before launch
• Get a professional author photo taken
• Use the internet to participate in conversations 

Masterclass: Publicity
Elizabeth Heritage, Publicist

• What is interesting, noteworthy, timely and special about your book?
• Make a media kit that’s available online. Include a media release, a blurb, cover image and professional author photo in both jpgs and tiffs (clearly labelled, with rights statements and in two different sizes), puff quotes and key details (author, ISBN, title, RRP, availability for sale, publication date, number of pages, format, location)
• Build the cost of review and giveaway copies into your budget 
• Make audio file of someone interviewing you so people know what you’re like on radio
• Approach people individually by name, do your research, be specific about what you want, eg I’d like you to review this book
• Be professional, courteous, specific, persistent, easy to work with, gracious, grateful  

Support, sustain, survive
Siobhan Harvey (Writer), Malcolm Nell (Kobo), Anne O’Brien (Auckland Writers Festival Director), Rachel Jean (South Pacific Pictures)

• Submit your work globally. The more you submit, the more likely it is that fortuitous things will start happening
• Take the business side seriously
• Be part of communities of interest 
• Collaborate
• Be curious – don’t have pre-judgements
• Assume you have the right to enter any world
• Back yourself and be tenacious
• Contact festivals
• If you write for free, you need other things to sell to your readers

I wish I knew when I didn’t know…
Patricia Grace, Stephen Daisley, Kate Pullinger, Chris Cleave, Paula Morris 

• Don’t be naive about publishing -  it’s an industry that you’re dependent upon
• Librarians and booksellers are important – they are your friends 
• When you have writer’s block, think deeply about what is causing it

Along with these notes I also took away new ideas, new confidence and new friendships. The NWF was superbly well-organised and well worth the time and money.