All posts by Michael Burge

Journalist, author, artist

Writer, format your paperback!

“Nothing screams ‘self published’ louder than an author trying to economise by squashing too much text on a page.”

CREATING a book for readers to hold in their hands is a craft. For independent publishers, it’s a chance to lovingly nurture our manuscripts into three dimensions, but can also lead to much hair-tearing angst, so it’s best to keep things very simple. Here are the basics you’ll need to get across in order to format your titles for a print on demand (POD) service.

Processing your words

Whether your computer is a PC or a Mac, you’ll need word processing software that can paginate a document and export it as a PDF (‘Portable Document Format’). Apple Pages and Microsoft Word are the main options that come with most desktop computer systems. Tablet computer versions of this software do not have all the components required to format paperbacks, so be aware when starting out that a desktop system will give you more options. All word processing software has a help tool to assist you in finding answers to questions. Use it, or Google what you’re after and someone in the world will tell you what you need to know!

Sizing up your book

Your preferred POD service will offer standard book trade sizes. Use your word processor’s page setup function to set the size of your paperback (your cover will need to match this exactly). Every page of the document will assume these dimensions automatically.

Breaking your sections

Paperbacks are divided into three main sections – front matter (introductions, copyright statements, etc.), body matter (often divided into chapters), and end matter (references, acknowledgments etc.). Check this guide to book sections for a broader description. You’ll need to divide your document into sections using your word processor’s section break tool. These breaks allow the addition of page headers (see below) and sequential page numbering (see below) and blank pages where required.

Why blank pages?

Have a look at a traditionally published book. There are always a few blank pages throughout, sometimes to ensure that chapters start on the right-hand page, or towards the end of the book. A blank page in a word processing document is achieved by making it a section all on its own – it’s just a section with no information on it!

Your front matter

Front matter is usually short and concise, in a different font size and style to the body of a book. Here’s the place to include a short biography about yourself and list your other works. Your disclaimers and copyright statements can appear on another page. It’s a legal requirement that you contact your state and national libraries to donate paperback and eBook copies of your titles. They will add it to their online catalogue, creating more metadata on you and your book, and the national library will email you a logo to place in your front matter.

Your body matter

The best rule of thumb is to ensure your work is legible. Font size is not the only consideration here – make sure you have generous margins (check the minimum with your POD service provider) and the words don’t jam up the whole page. Count the number of lines of text on one page of your favourite book and ensure yours is similar. Nothing screams ‘self published’ louder than an author trying to economise by squashing too much text on a page with small letters and margins.

Your page headers

Traditionally published books use page headers. They are part of a reader’s experience of books, but independent publishers often leave them off. There are many header variations. Page headers that run throughout a book are known as ‘running headers’. Usually, the author’s name runs throughout on the left-hand header and the book’s title on the right. Short story collections can run the collection’s title name on the left, and the story title on the right. Look at traditionally published books for ways to achieve effective headers.

page-numbers1Your page numbering

In the English-reading world, a book’s first page numerically is traditionally the first page of the body matter, and takes a right-hand page. This embeds odd numbers on the right-hand page throughout the publication. Front matter is either un-numbered or uses Roman numerals in lower case (i, ii, iii, iv, v etc.). Blank pages often don’t carry a page number, although one is allocated for them sequentially. This is where section breaks will assist. You word processor will allow you to tailor each book section with certain characteristics, including a check box for whether you want to start that section with new numbers and headers, or to continue with the numbers and headers from the previous section.

Your book has how many pages?

When quoting the number of pages in your book to distributors and your POD service, it will be the total number of pages in the entire document, which will always be more than the number of pages bearing a number. Add your front, body and end matter together for the full number of pages in the document. Your word processing software will tell you how many pages there are in the entire document.

Page numbering and your paperback cover

When ordering your paperback cover template, remember to allocate the total number of pages in your word processing document, plus any extras your POD service asks you to allocate. This is usually required to be an even number, with one blank left-hand page at the end of the file for the POD service to insert printing information on. If you alter the length of your manuscript, it will alter the width of your paperback and you’ll have to apply for a new cover template and adjust your paperback cover design accordingly.

“Formatting is a laborious, detailed process. Give it time.”

Your widows and orphans

In typesetter parlance, small numbers of words on a line by themselves at the top of a page or the end of a paragraph are considered as forlorn as widows and orphans. Invariably, as you begin to format, you’ll come across some in your book and you’ll need to deal with them by using your word processing software’s ‘pagination and break’ tool to pull them back to the previous page or paragraph, or push more text across to join the ‘widowed’ or ‘orphaned’ words, leaving them less ‘forlorn’.

widow-orphan

When is an orphan really an orphan?

As a general rule, when the last line of a paragraph appears at the top of a page or a column, if it takes up less than half the line, the words are orphans. If it takes up more than half the line, the line can stand as it is. Very often, there is simply no way to logistically deal with widows and orphans, and you’ll need to edit your work down, or add to it, to lose them. This happens on every print edition of a newspaper or magazine, every day of the week.

Your book styles

Looking at your favourite books, notice whether each chapter has a capitalised word or words at the start. How did the typesetter deal with a break in the text? Experiment with your word processing software to achieve the look you want with your body matter. Traditionally, the text in a published book is justified (lined up) on the left- and right-hand of the page.

Your multi-format consistency

If you’re planning to create an eBook of your book, the formatting will be different, and Write, Regardless! will cover this in a future post. For now, get into the habit of ensuring that whenever you make changes to your manuscript, you make them to each version: paperback, eBook, and any other version you have backed up. This is the start of being an effective proofreader and editor of your work.

Recap

write-regardless-cover
BUY NOW

When embarking on the formatting of your book, my advice is to work out the dimensions very early by pasting the entire manuscript into a document set at your desired dimensions and line spacing. See how many pages it will be (including front and end matter) and order a free cover template from your POD service. They’ll get back to you, usually in a matter of hours, and you’ll be able to see how thick your paperback will be. Make the adjustments you need in scale and thickness until you have your ideal final book size before embarking on any more detailed formatting. Formatting is a laborious, detailed process. Give it time, take care and remember to save and back up files regularly.

An extract from Write, Regardless!

© Michael Burge, all rights reserved.

Much more than a drag: Michael Burge de-frocks The Bard #Shakespeare400

It took him a decade to research and write, but Australian journalist and writer Michael Burge was not about to let his transgender Shakespearean tale languish in the desk drawer. He talks to LGBTicons about his latest book Merely Players: Acting Like Shakespeare Really Matters, searching for queer stage icons, failing gloriously and why Germaine […]

via Much more than a drag: Michael Burge de-frocks The Bard #Shakespeare400 — lgbticons

Writer, get to market!

“Courageously generate your own media in order to cut through the prejudice.”

AS an independent publisher of your own books, you’ll quickly discover how marketing and promotion takes up as much time as writing. Don’t despair, just dive in and stay on track with these handy tips on planning and running an effective marketing strategy.

Get your timing right

No publisher in the world completes a book and then starts a marketing campaign for it. The promotion of a title begins long before it hits the online marketplace or the shelves in high-street bookshops. Whenever you need a break from complicated publishing processes, make a cuppa and turn your efforts to marketing for a while. By the time you’re ready to hit the publish button, your marketing plan will be well under way.

They said what about you?

One of the handiest marketing tools is a bunch of quotes about your book and about you as a writer. If you’ve benefitted from beta readers, it’s entirely appropriate to ask them to furnish you with a snappy promotional quote about the title, and to approach journalists you already know within your social media platform. Printed books are replete with testimonials about the writer’s previous or current work, they give readers confidence in the author’s abilities. Work some great quotes into your printed book’s cover design.

Coming to you this summer…

In order to roll out an effective marketing campaign, you’ll need plenty of support materials. Key to this will be your book trailer. In just the same way as movie trailers tease audiences with forthcoming films, effective book trailers provide a taste of a book’s content. Don’t think a book trailer needs to be a Hollywood epic – many of them are as simple and subtle as others are bold and brash. Check out my book trailer page for how I approach this challenge differently each time, using the basic video editing software that was included on my 2010-model desktop computer. Keep trailers short, simple and evocative, and upload them onto your YouTube account. From there, you can share them on your social media platform. Book trailer services can be accessed online, but, as always, agree on all the contract parameters before handing over any money.

Trailer for Closet His, Closet Hers by Michael Burge, utilising a slide show technique, titles and copyright-free music and images on Apple iMovie.

Who are you and what do you look like?

Readers love to know more about writers they admire. If you have not already included a biography on your website, publish one well in advance of your book with an honest photograph of yourself. Author biographies are required by almost every online book-selling and bibliographic platform, so keep it short and consistent. Have a high-resolution jpeg of your author photo handy, at least 500KB in size, for when you are asked to send one by a newspaper or an online publisher.

Let them know all about you

Online book industry sites offer free author pages to writer-publishers, allowing you to share your story with readers, upload book trailers and aggregate all your books in one easy-to-see place. Create an author page on Amazon and Goodreads. Other distribution and bibliographic sites will publish your biog from your print on demand service.

The world wants to know you too

The global book trade makes use of bibliographic databases to promote and distribute new and forthcoming titles to book-sellers internationally. One of the biggest is Nielsen, which has country-specific services in most publishing territories, but allows independent publishers to upload book entries for free via their international portal Nielsen Title Editor. As soon as your ISBN, book cover, author biography, blurb and social media platform is ready, upload an entry onto this service with your publishing date (ensuring you give yourself plenty of time – my advice would be to make it at least three months away).

Getting your great metadata

Nielsen will send details of your book into global book distribution networks, so make sure all information is definitive and accurate. You can edit your entries, but they take days to update. This process will add to the web of metadata on you and your published titles, and raise your online discoverability long before your book comes out. Occasionally, bibliographic services will offer you paid extras, but these are not compulsory. They’ve operated for decades with traditional publishers but only recently opened the gate to independents, so their interfaces can be hard to navigate. If in doubt, ask for support via their excellent online help services, which can take days to respond.

Your browsable online bookshop

Long before you publish, create an online bookshop on your website, with cover shots, advance quotes, and an idea about when interested buyers can expect your titles to be published. As material becomes available, such as your book trailer, or finished sections of your book, publish extracts that can be accessed via links from your bookshop to generate interest and build buyer expectation. When your book is available, change ‘coming soon’ to ‘out now’ with links through to your range of booksellers. Here’s my online bookshop.

“If you want complex and effective media on your book, you’re going to have to create and distribute it yourself.”

Your book is ready for launch

Book launches and author tours are traditional publishing tools that put writers in touch with their audiences. Form an ongoing relationship with one or more local bookshops – many of them will host a regular program of book events for their customer base, and usually charge authors a fee to staff the event, offering wine and light food for guests. Go to a bookshop’s event when deciding on how and where to run yours. The best book launches are not overly long or late, have a point of focus (such as the author in conversation with a relevant guest commentator, or a book reading) and a book signing. This is your chance to make a splash and sell a few copies of your book, but keep things achievable and realistic – it’s tough to get people out for any event these days, and give yourself plenty of lead time so that you are not rushing your book into print. To get more value out of your launch, have it recorded, even on your smartphone, and create an clip of it to share with your social media platform.

Audio clip of the launch for Michael Burge’s Questionable Deeds edited on GarageBand and uploaded on SoundCloud.

Your brilliant book media

Let’s be real for a moment. Really, really real. The media will take absolutely no interest in a new, independently-published writer’s book. The mainstream media has been blasted apart by the internet and social media and relies on free book-related content from traditional publishers to fill their pages. If there’s anyone left in the newsroom to see your press release, they’re likely to think it’s not a proper book if a publisher hasn’t picked it up. Getting coverage in national media is incredibly tough and may require paying a publicist, and even that is no guarantee. If you want complex and effective media on your book, you’re going to have to create and distribute it yourself.

Getting into your local paper

“Someone once said: ‘Send yourself roses’ and I have a similar take on interviews.”

A press release about you and your work, sent to your local newspaper, is likely to get a run, but ensure you include a call to action, such as asking people to your book launch, and at least one excellent high-resolution photograph. Don’t rely on journalists to create effective stories out of your press releases. Rather, build the story for them, based on a strong angle. The best way to create an angle is to write a headline – ‘Novelist turns tables on ageing process in new love story’ or ‘Writer’s stories not short on suspense’ – and then write a full article (around 800-1000 words) below it. A good journalist will build on your press release by extracting the series of quotes you have provided, talking about your book and your work. Double-check all details in a press release before sending it – you’ll only get one chance to have it noticed and picked up.

Your book featured in an article

There are masses of traditional and independent news sites hungry to publish content daily. Trouble is, they can’t afford to employ enough journalists to keep up with reader demand. This is where you come in, as a journalist for your own work (here’s a reminder about how you should get over your blocks and just start doing it). Create a full-length feature article (1000-1200 words) about the primary subject matter of your book, positioning yourself as an expert in the field, and offer it to the editors of related news sites and blogs in exchange for a plug for your book. Don’t rely on them to insert the plug – write a short paragraph about your book at the end and include a hyperlink to your online bookshop.

A guaranteed interview about you

Someone once said: “Send yourself roses” and I have a similar take on interviews. In today’s media, there is a tried-and-true, easy method of publishing interviews with a question and answer (Q&A) approach. Celebrities are often interviewed by email in this manner, with the questions published above each answer, and you can do something similar by interviewing yourself. You get to set the agenda, so make it relevant to your book and explore how and why you wrote it. Make sure you include a hyperlink back to your online bookshop, and send the entire interview and your author photo to blogs and sites that publish content about books, ensuring that you offer the content free in exchange for a plug for your book. Once it’s been published somewhere else, publish it to your own site with a link back to where it first appeared. Here’s one I did.

Your reviews are in

They’re highly effective word-of-mouth, but if you ever work out how to get readers to leave reviews, please let us all know. You’ll make a fortune.

Tell your tribe

Whenever you get an article or review published about you and your book, ensure you tell your social media followers by posting it on your Facebook page and the pages of any Facebook groups you’re a part of. Make it relevant to them with a short blurb above the post. Think about having a simple flyer or postcard printed with details about your book, upcoming and previous titles, and all your contact information, and hand it out to interested readers. I pop one into every paperback I sell from my home office.

Hand selling

Have you ever been in a bookshop when the salesperson recommends a title to a customer, and they buy it on the spot? That’s hand selling! Help your bookshop contacts do this for you by popping in, signing copies of your book, and posting pics to social media.

At least one place wants your book!

As a legal requirement of copyright law, most national and state libraries must be in receipt of free printed and electronic copies of your new book. Send and upload these to them, as their catalogue entries about your books make for great extra metadata on you and your work.

Recap

write-regardless-cover
BUY NOW

Marketing a book is an enormous task traditional publishers will spend plenty of money on, usually engaging a publicist to get the news about new books into the mainstream media. Independent publishers can have a very rough time of marketing, since our books are often stigmatised as somehow not good enough for coverage or support. Courageously generate your own media in order to cut through the prejudice, and start the process long before you hit the publish button on your book.

An extract from Write, Regardless!

© Michael Burge, all rights reserved.