1. Ebook Publishing 101 An Introduction to Indie E-Publishing October 28, 2012 Mark Coker Founder, Smashwords Twitter: @markcoker

2. My Backstory

4. We were repped by one of the top NY literary agencies

5. Publishers Said “No” Despite great efforts of our agent, every major publisher said NO (TWICE!)

6. I imagined hundreds of thousands of other writers just like us Silenced

7. Is it possible our book sucks? Do we suck?

8. The Problem with Traditional Publishing 1.Publishers control * the printing press * the distribution * the knowledge to professionally publish 2.Publishers reject most authors 3.Publishers judge books on perceived commercial merit 4.Publishers decide what readers can read 5.Slow production cycles (12-18 mo) 6.Print books too expensive 7.Books forced out of print early 8.Authors earn only 5-17% of list price

9. My Answer: Smashwords, a More Democratic Form of Publishing 1.Authors gain access to: * a FREE ebook printing press * distribution to major ebook stores * the knowledge to professionally publish 2.Authors free to publish what they want 3.Instant publishing 4.Readers choose what they want to read 5.Immortal ebooks, never go out of print 6.Low cost ebooks increase affordability 7.Authors earn 85% of the proceeds

10. How Smashwords Works 1.UPLOAD Upload a Microsoft Word file, formatted to our Style Guide Ready for immediate sale online 2.DISTRIBUTE Distribution to major retailers 3.GET PAID Author receives 85% of net = 60% list from major retailers

11. Indie ebooks published at Smashwords 140 6,000 28,800 92,000 175,000 + (October 2012)

12. LET’S START WITH AN OVERVIEW OF THE EBOOK MARKET

13. BIG TREND: Reading is Moving to Screens

14. Screens are the New Paper

15. Ebooks as a percentage of US wholesale trade market Source: Association of American Publishers, publishers.org. 2012 Smashwords estimate

16. Ebooks to overtake print Print books Ebooks UnitsDollars

17. Why readers love ebooks Many readers now prefer screen reading over paper reading Changeable font size A A A A Portable and compact Ebooks offer better consumer experience Lower price than print Convenient sampling and purchasing Huge selection

18. Self-Published Ebooks Change (almost) Everything for Writers

19. Ebooks Enable Democratized Publishing and Distribution Instant publishing Democratized distribution The knowledge to professionally publish is yours for the taking Greater creative freedom

20. Indies are Now Out-Publishing Big Publishers Indies scaling all the bestseller lists Multiple Smashwords authors have hit NY Times list Today: S.H. Kolee’s Love Left Behind #3 bestselling title at US Apple iBookstore, #1 in Australia Indie author advantages faster time to market greater creative control lower prices to consumers lower expenses better distribution to global market never go out of print earn more per book

21. Indie Ebook Authors Earn Higher Percentage of List Price Indies earn more at lower prices Indies earn more selling a $.99 ebook ($.60) than a traditional $8.00 MMP ($.40) Lower price = reach more readers = more sales at higher profits per sale 60-80% 12-17 % IndieTraditional

22. Big Publishers Have Lost Their Monopoly Printing press is free to all Distribution free to all Knowledge to publish, distribute and market high-quality, professional books is free to allKnowledge to publish Professional authors asking: “What can a publisher do for me that I can’t do for myself?” “Will a publisher actually limit my ability to reach readers?” Publishers overprice

23. Stigmas to reverse? Aspire Traditional Aspire Indie Today? Aspire Indie Aspire Traditional 4 yrs ago Future?

24. Planning your move to ebooks

25. Checklist for Publishing an Ebook Finish a super-awesome book Format the book prior to conversion Prepare cover image Prepare the metadata Ebook conversion to multiple formats Pricing ISBNs Copyright Distribution to retailers, libraries Piracy Marketing *

26. Finish Your Super-Awesome Book Ebook publishing tools make publishing fast, free and easy, but… They don’t make it easy to write a great book You’re the publisher, act like one Edit, edit, edit, revise, revise, revise Involve beta readers (then revise again) Hire professional editor if necessary

27. Ebook Formatting

28. Formatting is the layout and design process to prepare your book for ebook conversion

29. Formatting for Smashwords 200,000+ Downloads!

30. Formatting Secrets Forget (some of) what you know Don’t try to make e- look like p- Ebooks consumed differently than print Less = more with ebooks Remove narrative from images Liberate text from complex formatting and layout Design for reflowability, small screens

31. Reflowability: Ebook devices (and customers) shape shift text Example of Smashwords novel, All Good Things Die in L.A. by Anhoni Patel iPhone, using the Stanza reader. User- selected options: Font: Verdana; Background pattern: Stone carving; text color: Dark Violet; Font size: larger than normal

32. Cover Image

33. Create Your Ebook Cover Covers are important First impression Covers are both marketing and content Make it: engaging, matched to target audience professional good as thumbnail good as B&W, greyscale

34. DIY Cover, or Hire Professional? Unless you’re an expert graphic designer or cover designer, it’s best to hire Email list@smashwords.com for low cost cover designers and formatterslist@smashwords.com It’s inexpensive: $50-$100 (Mark’s list) or $100-$300 elsewhere (still cheap!)

35. Most of us design terrible covers

36. So I Hired a Pro for $45.00 Send email to: list@smashwords.com for “Mark’s List”

37. Metadata

38. Metadata is information about your book Metadata enables Categorization Discovery Sales reporting Author payments Some metadata you or your publisher will create Some is auto-generated

39. Metadata = Data About Your Book Auto-generated post- publication: Publication date Sales rank People who bought X bought Y People who viewed X viewed Y Reviews Page views Sales data You Determine: Book title Contributors Book description Tags Category Price Cover image ISBN Language Formats

40. Ebook Conversion

41. Conversion = Turning your formatted manuscript into an ebook file readable on multiple ebook reading devices

42. E-reading Devices

43. Ebook Conversion Options Conversion Options 1.Automated (Smashwords, Amazon) 2.DIY conversion tools (Calibre, Sigil: Google ‘ebook conversion tools’) 3.Hire ebook formatter/ designer/coder (Complex books)

44. Pricing

45. Determine objective Platform building, sales, or both? Think like a fisherman Blended strategy of chum and hooks, low prices and higher prices Non-fiction supports higher prices than fiction

46. Considerations Beyond Price

47. Quality, reader passion Length Author platform/brand Earn reader trust at each step? Marketing that builds urgency Series or not Perceived value More info: Download The Secrets to Ebook Publishing Success

48. ISBN

49. What’s an ISBN? What it is: Unique digital identifier A 13-digit number Helps supply chain communicate about book Required for distribution to Apple, Sony, Kobo What it is NOT: Does not connote ownership or copyright Does not imply “professional” or “real” Not a common discovery method

50. Where to Obtain an ISBN Go to Bowker.com Expensive unless you purchase blocks of 10+ Lists you as “publisher” in Books in Print Go to Smashwords FREE ISBNs

51. Copyright

52. Copyright Simplified By publishing something you created, you have copyright Copyright entitles you to an exclusive bundle of rights The notation of © is optional For best legal protection, go to Copyright.gov and register copyright online Learn more at the Copyright Clearance Center at www.copyright.comwww.copyright.com

53. Distribution to retailers

54. Ebook retailers want indie ebooks

55. Support ALL your retailers Diversify your exposure, avoid exclusivity, think globally

56. Two options for getting your book on a retailer’s virtual shelves 1.Use a Distributor Upload one file, distribute to many retailers Benefits: Centralized sales reporting and payments, simplified tax reporting, time savings from centralized publishing, distribution and metadata management. 2.Direct to Retailers Format for each specific retailer Upload to, and manage each retailer separately Apple, Amazon, Pubit and Kobo offer direct platforms Sony, Diesel, Libraries usually require distributor

57. Distribution to libraries

58. Libraries and ebooks Libraries are important to the future of books. Libraries… Make books available and accessible to everyone Help kids develop a love for books Promote literacy Facilitate community around books Bring readers face to face with authors Beginning to offer ebook lending

59. Libraries Drive Discovery Libraries help reach new readers 41% of library cardholders who read ebooks purchased their most recently read ebook (Pew)Pew 50% of library card holders go on to purchase books by authors they discovered at the library (Library Journal, Bowker)Library Journal, Bowker

60. Big publishers are not friendly to libraries Big publishers refuse to sell ebooks, or charging up to triple the print price Publishers fear Library ebooks will cannibalize print books Library ebooks will cannibalize retail ebook sales Library ebooks don’t wear out

61. Smashwords and our 50,000+ authors and publishers see opportunity Smashwords library initiatives: Custom library pricing Smashwords Library Direct (direct sales to libraries) Library aggregators Baker & Taylor Axis 360 3M Cloud Library Overdrive (coming soon!)

62. Piracy

63. Everything you need to know about piracy Don’t worry about piracy Obscurity is your biggest risk Black hat pirates who steal your book wouldn’t have purchased it anyway Most piracy is accidental – it’s enthusiastic fans marketing your book for you Combat piracy by making your book easier to purchase than steal

64. Irrational fear of piracy leads leads to obscurity The only reliable method of avoiding piracy is to NEVER PUBLISH Anti-piracy measures such as DRM only limit availability, accessibility and enjoyment Fear gone too far will scare readers: Bio: Dear all, Mohammad Nashir is a poet, foreign language poet and writer. Laws: If you have been found stealing or maintaining theft of any of this material you will be taken to court, have an injunction be contacted by fraud squads or have the police at your door.

65. Marketing

66. Traditional marketing isn’t as important as you think it is Marketing is a catalyst, not fuel Your book is your best marketing Reader word of mouth determines your success Viral catalysts amplify word of mouth Build permanence Platform building Platform is your ability to reach readers, or people who can help you reach readers

67. The Plan Forward

68. The Publishing Industry is in Flux. These changes will… Benefit Indie Authors Disadvantage Some Traditional Authors

69. You are the future of publishing

70. Your words have value

71. You possess stories and knowledge that deserves to be shared You have a right to publish

72. You are your own gatekeeper

73. YOU decide when your manuscript graduates to PUBLISHED BOOK

74. Honor your readers

75. Give readers great books that are as good or better than those released by Big Publishers (and do it faster with lower prices)

76. The task before you is not easy, yet…

77. The Opportunity to Reach Readers Has Never Been Greater

78. You’re in charge now.

79. Key things to remember Free tools make ebook publishing fast, free and easy to publish a book If someone’s telling you it’s difficult, they’re trying to sell you something Although it’s easy to publish, it’s difficult to write a great book Honor your readers with a great book! A great book is your best marketing Study and implement best practices

80. Free Ebook Publishing Resources NEW! Secrets to Ebook Publishing Success (best practices of successful authors)Secrets to Ebook Publishing Success Smashwords Book Marketing Guide (how to market any book)Smashwords Book Marketing Guide Smashwords Style Guide (how to format an ebook)Smashwords Style Guide

81. Thank you for considering the future! Q&A Connect with Mark Coker and Smashwords: Web: www.smashwords.comwww.smashwords.com Blog: blog.smashwords.comblog.smashwords.com LinkedIn: linkedin.com/in/markcokerlinkedin.com/in/markcoker Facebook: facebook.com/markcokerfacebook.com/markcoker HuffPo: huffingtonpost.com/mark-cokerhuffingtonpost.com/mark-coker Twitter: @markcoker@markcoker