Respect Your Buyer with Interior Book Design

The following scenario is familiar to every book designer. As happens quite often, I received a call from a prospective client who had just finished writing her book.

“I’m brand new at this,” she admitted. “I’m not even sure what questions to ask, but your site feels very welcoming, and your promise of hand holding is exactly what I need.”

I thanked her for the kind words, assured her that most of our clients were new to publishing, and that we’d be happy to guide her every step of the way. I assured her that we would recommend only services that were needed, and we would never “upsell” services that were not necessary, as many “self-publishing companies” do.

After learning that her manuscript had already been edited by a pro, and that her goal was to sell books on Amazon in a very crowded genre, I recommended book cover design, interior layout, and proofreading. I told her an index probably wasn’t necessary, given that her book was divided into 10 lessons, but in its place a detailed table of contents might be useful to the reader.

So far, so good. Then she uttered the words that send book designers everywhere over the edge: “I layed out my book in Word, 6×9, and it came out to 365 pages. It looks just fine, and I don’t want to spend that much money for you to design and typeset it. Would you look at what I did and let me know what you think?”

“Sure,” I said. I braced myself for the promised email with her “layout.”

When it arrived, I was not surprised to see that every single rule of book design was broken. I couldn’t find even one aesthetically pleasing element in the book, and except for the page size, it looked exactly like a manuscript.

The text was set in 12-point Georgia, with 1.5 line spacing, and it was not justified.

Quotations and their accompanying citations, an essential element of this self-directed Bible study guide, were set exactly like the surrounding text and difficult to find.

Chapter titles were bold, but the same size as the text. They were placed at the top margin, not moved down on the page, a standard technique that gives the reader a visual cue that a new chapter is at hand. No extra space was added between the chapter title and the first paragraph of text.

There were many instances of double spaces between words and I found half a dozen typos in just a quick scan though the document. Clearly, this book needed more proofreading than had been done to this point.

I sent an email with my assessment to give the author time to think and respond.

“You’re about to make a terrible mistake,” I wrote. “A very common mistake made by self-publishers.”

I explained that if she went forward with this Word layout (assuming it could even be printed) that reviewers and retailers would immediately flag her book as a homemade job and reject it out of hand.

I added that reviewers on Amazon would deduct stars for the typos and the difficult to read text, and that this would affect sales.

Last, I explained that this homemade layout would cost her extra money for every copy printed, because a typesetter would choose a more efficient font and adjust the line spacing to reduce the page count considerably.

I attached samples of similar books we had designed to demonstrate what a well-designed book interior looks like, took a deep breath, and hit the send button.

I’m delighted to report that this story has a happy ending; the author ordered interior design. I tell this story because for every author I convince, there are probably hundreds of others formatting their book in Word right now, and someone has to stand up for the book buyer.

Don’t you feel betrayed when a company uses a pretty package to entice you to buy a poor product? I do. When authors wrap a good cover around a poor interior, they’re committing the same offense. How many times can this happen before buyers conclude that books are not worth the risk?

It wasn’t so long ago that book buyers could count on a well-researched, well-edited, beautifully designed and carefully printed book for their money. Do we really want to change that expectation?

And what about the ambitious new publisher, whose high hopes are dashed when the bad reviews on Amazon start rolling in? Too many self-publishing “gurus” are teaching new authors that it’s OK to abandon traditional publishing standards. I think there’s something terribly sad about that, and I hope you do, too.

Excuse me while I talk to this author about proofreading…

Mistakes Love to Play “Hide and Seek”

We all make mistakes

Everyone who writes understands the importance of proofreading. Whether you have just finished your first one-sheet or your twentieth 50-page report, you WILL find errors in it, guaranteed.

Book publishing is no exception. It’s truly astonishing how many mistakes come out of hiding every time you read your manuscript, no matter how many times you read it, even after it has been edited by a pro. Authors everywhere scratch their heads and ask, “How could I have written that?” and just as often, “How could I have missed that?” This is why professional proofreading is a must if your goal is to release a quality book.

You can’t outwit the human brain

It’s not enough to read your own work, or ask friends and family to do the same. The human brain is a funny thing. Once we read material more than once, we see what we expect to see. We know what we mean to say, so when we read our own words, the message is perfectly clear. Outside proofreaders, preferably specialists in book publishing, are a stand-in for your eventual reader. In addition to finding errors that almost got away, an experienced proofreader will zero in on text that may not be clear to someone reading it for the first time.

Publishing methods evolved for a reason

This is a message we deliver over and over again to our clients. We almost beg them to edit their manuscript and proofread it, multiple times, before interior design begins. Then we recommend an additional round of proofreading after the book has been layed out. Why? If you think errors hide out in Word, you won’t believe how they’ll pop up in text that has been carefully formatted in InDesign.

The standard work flow in book publishing has always been: edit, proofread, typeset, then proofread one final time before printing. Unfortunately, this quality control process has too often been abandoned by self-publishers, with the result that many books on the market today are riddled with errors.

Book publishing should be fun, not a nightmare!

For the good of your book, as well as to deliver true value to your readers, please invest in professional editing and proofreading before book design begins, and again after your book has been designed. You won’t believe how many errors will be found. Your readers will appreciate the quality, and post good reviews on Amazon instead of complaints.

Book Design Demystified

I Need a Book Designer?

Seven years ago, when self-publishing was just beginning to take off, I talked with author Jane Kimball, who had recently learned from a book printer that the services of a book designer were required before her book could be printed.

Thus began our nearly year-long association to design her masterwork, Trench Art: An Illustrated History, a 400+ page, full-color book featuring more than 1,000 items from her personal collection of war souvenirs. These artifacts, collectively known as trench art, were meticulously crafted by soldiers from spent shell casings and other materials beginning in World War I.

“I didn’t even know there was such a thing as a book designer!” she quipped.

“That’s alright,” I replied. “I didn’t know there was such a thing as trench art!”

I relate this story because at the time I was taken aback by Jane’s comment. Until then, every customer who came to us already understood what we did. It wasn’t necessary to explain our services. The landscape, I realized, had changed, and it remains so to this day.

In subsequent conversations, Jane taught me that book design and production is a very scary subject to many first-time authors, who worry that hiring experts will cause them to lose control of their “baby.”

What follows is a brief description of a typical book design project that will hopefully put your mind at ease. Far from losing control of your book, you’ll actually collaborate closely with experts every step of the way to make your book the very best it can be.

6 Steps to a Quality Book

Step 1: Cover Design

The first task in preparing a book for publication is Book Cover Design. The designer will ask for a synopsis of your book and ask about your goals and your intended audience. He/she will then find appropriate images and fonts, and create a design that is in line with similar bestselling books on the market. This ensures that your cover will look as good as, or better than, the competitive titles that will displayed alongside it online. A good cover is absolutely essential to the success of your book. Cover design is not the place to save money. Most designers will adjust their services to your budget, if you ask.

Step 2: Manuscript Editing

The benefits of Professional Editing, offered by an experienced book editor, cannot be overstated. When we read our own writing, we know what we mean to say, so our brain fills in the gaps. The fresh eyes of an outside editor will find and correct these gaps for a smoother reading experience, without changing your style or your voice. Authors can always decline the editor’s suggestions, but most are pleasantly surprised at the skills an editor brings to the table.

Step 3: Interior Layout (aka Typesetting)

When editing is complete, the next step in book production is Book Interior Layout, also known as Typesetting. Designers usually show one or more sample interior designs to give the author an opportunity to compare different type fonts, type sizes, chapter openers, sidebars, and other decorative elements that may be employed to enhance the appearance of the text. Once a sample chapter has been approved, the rest of the book is typeset to match. You’ll be amazed at how much better  your text looks, compared to the original Word document, when it is designed by a pro.

Step 4: Proofreading

After Interior Layout, the next step in the book production process is Proofreading. Proofreading should always be done after the book is typeset (as well as before). Those pesky typos, extra word spaces, and unnecessary tabs that escaped detection in Word stand out like a sore thumb in typeset text. Many self-publishers unfortunately decline this service, thinking it’s not needed, to the detriment of their book. I can attest that we have never once proofed a book without finding errors, sometimes hundreds of errors, even when the manuscript was previously edited.

Step 5: Corrections and Final Review

Once Proofreading is complete, and the errors identified by the proofreader are fixed, it’s time to read the book from start to finish one final time. Yes, I know, you just can’t stand to read it one more time . . . but you must. There’s an old saying in publishing, “You don’t complete a book; you declare an ending.” The proofreading and correction process never really ends, but at some point you just have to go to press.

Step 6: Digital File Prep

The final step in the production process is to prepare the digital files for printing. You can relax at this stage, because this behind-the-scenes geeky stuff is entirely the responsibility of your designer. This final step ensures that your book will print successfully.

So, How Long Does All This Take?

It’s always good to schedule far more time than you think you’ll need for book production. I recommend at least 2 weeks each for steps 1-5 above, though some services, such as cover design and editing, can be worked on concurrently. If you must have books in hand by a specific date, be sure to tell your designer, so the two of you, along with the eventual printer, can create a schedule with milestones to make it happen.

How Much of My Time is Required?

That depends on your experience, your personality, and your available time. Many authors relish the “hands-on” approach and enjoy the prospect of talking with multiple providers. Others prefer to hand the project over to a company that will manage the entire project for them. Fortunately, providers are available to suit every preference.

Experts = An Enjoyable Process and a Better Book

The fear of losing control prompts many first-time authors to adopt the “do-it-yourself” approach, or to sign up with huge “self-publishing factories” who produce terrible work for very low fees, but both of these approaches are usually a mistake. Experts abound in every area of life, from medicine to pest control. Their knowledge and experience, even in areas that may seem low skilled or mundane, enhance our lives and give us far better products and services than we can ever hope to produce on our own. Book design is no exception.

If you’re about to enter one of the most brutally competitive industries on the planet, I hope this post has helped to clarify the process so that the book design process is an enjoyable one and the book you eventually offer to the public will be the very best it can be, and one that you will be proud to market.

Book Design and Self-Publishing Questions? Ask Them Here.

New self-publisher have questions. Lots of them. This post is an experiment. Ask your question here, and we’ll do our best to answer it, or find an expert who can. Your question can be on almost any topic related to book design: covers, interior design and typesetting, editing, indexing, best POD printer, whatever is on your mind.

1106 Design works with authors, publishers, business pros, coaches, consultants, speakers . . . anyone who wants a beautiful book, meticulously prepared to industry standards. Top-quality cover design, beautifully designed and typeset interiors, manuscript editing, indexing, title consulting, and expert advice. All available from one convenient source. All offered with our most important service, hand-holding. Attractive pricing choices to fit almost any budget. Prompt, personalized service. Satisfaction guaranteed. We’ll take better care of you and your book than any “self-publishing company.” How may we help you? Post your comment here or email us at office@1106design.com

8 Simple (but False) Steps to Self-Publishing Success

I recently came across the web site of yet another “POD Publisher” that listed eight steps to successful self-publishing. Here’s some of the text (including the original typos and grammatical errors).

Does it sound overwhelming to learn how to publish a book?) It doesnt have to be! Remember, a journey of one thousand steps begins with one. Book publishing and marketing them online is a wonderful job and moreover, it has consistent revenue potential, if done in the right way.

Whether you are a high powered executive self publishing books for a corporate organization or a stay at home mom self publishing books for family, xxx.com has resources to help you. There are many options for self publishing.

8 Simple Steps to Self Publishing Books with No Upfront Costs:

1. Choose a topic of the book, preferably one that audience would like to read about

2. Write book in a word processor (i.e. Microsoft Word) and format it as per the book size

3. Covert the Book into readable PDF format

4. Design your book cover

5. Choose a self publishing company

6. Upload files and approve the proof copies, if applicable with self publishing company

7. Market book and start selling copies online and/or at events.

8. Last of all, Format book into an ebook, Kindle book, and audio book to sell online.

To get started self publishing books today, download the free templates available at xxx.com for both your interior book template as well as your book cover: http://www.xxx.com

Sounds so simple, doesn’t it? Problem is, this list is almost entirely wrong. With minor variations, this advice can be found at most of the so-called self-publishing companies, who have co-opted true self-publishing and turned many an author’s dream into a nightmare. With advice like this, is it any wonder that the average book published by a subsidy publisher sells 50 copies?

As you might imagine, the process described above bears no resemblance at all to the procedure followed by professional (and successful) publishers. The truth is, you don’t need a self-publishing company at all. The real steps to publishing success (after, and sometimes even before, the book is written) look more like this:

1. Research the current market for your book. Who is your target audience? Will your book fill an unmet need for this audience, or will it be one of hundreds or thousands of similar titles? If your book is not particularly unique, how will you convince your prospective buyer that they should spend money on your book?

2. Compare printing methods and estimate costs. How will you sell your book? Online? At the back of the room? Do you know you will sell a certain number of books in the coming year? The answers to these questions will help you determine the printing method (print-on-demand or offset) that delivers the lowest financial risk per unit cost.

3. Interview editors and designers to determine the most qualified candidates for this particular book. Do-it-yourself editing and design are not going to cut it. Subsidy publishers know you are desperate for an “easy” way to publish, and they’re willing to lie to you to provide it. If your goal is a professional book, review editor and artist portfolios to evaluate skills and styles. Set a budget for these services only after you have narrowed the field to a few qualified candidates. Never set a budget first and then hunt for someone who is willing to work for that amount of money. If you do,  you’ll surely find someone, but probably not the best person for the job.

4. Investigate typical online and physical distribution expenses (discounts and returns) and determine how these expenses will impact your bottom line. Also investigate options for bulk sales to special markets, which are typically non-returnable (we recommend Brian Jud).

5. Research traditional and non-traditional marketing options and estimate costs. Social media is free, and is perhaps beginning to replace other forms of marketing, especially print ads. If you enjoy blogging and tweeting, this type of marketing costs only your time. Book marketing firms charge more, of course, and they usually have contacts unavailable to individuals, but nobody can guarantee results. Beware of anyone who guarantees media interviews or promises that your book will become a best-seller.

6. Write a preliminary budget that includes all of the above expenses, as well as overhead, and determine how many books must be sold, at what price, to break even. Make sure this price point is comparable to titles that directly compete with your own. You don’t want to be the cheapest, or the most expensive, book in your category. Aim for a price point somewhere in the middle. For pricing help, see Dan Poynter‘s book, The Self Publishing Manual.

7. Set a production schedule in consultation with your editor and designer that allows enough time for the various tasks to be completed before your desired release date. Allow time for unexpected delays and multiple reviews. If you finish early, you can celebrate. Working at 3:00 a.m. to meet a deadline is not only stressful, it’s a sure-fire way to miss errors.

8. Begin work with your chosen editor and book cover designer. The front cover can be designed while the editor is working, and the cover image can be used to begin pre-marketing your title.

9. Begin work with your interior designer and line up the proofreader who will read the formatted pages. Yes,  you must have a proofreader, even if your manuscript was carefully edited. You won’t believe the errors that magically show up after the text is formatted.

10. Choose a printer. For print-on-demand, we recommend LightningSource.com, the largest POD printer in the country, which is owned by Ingram. LSI is NOT a “POD Publisher” but many POD Publishers actually print books there and mark up the price to you. With offset (ink-on-paper) book printing, paper prices change all the time, so once the page count of the book is known, request a firm quote and lock in the price by signing a contract.

11. Monitor sales and returns (if applicable). Your sales figures will tell you if you should continue moving forward in the same direction, or change course. Changing course isn’t difficult if you have prepared a quality book in the first place; you may just have to tweak your marketing methods. If, on the other hand, you followed the advice of the POD Publisher above, and your homemade book now has a long list of negative reviews on Amazon and in the blogosphere, then changing course may be all but impossible.

This list is not exhaustive. Some steps may not be necessary in your situation, and other steps not shown may be essential. Regardless, if all of the above suggestions sound like a lot more work than the simple list offered by the POD Publishers, that’s because crafting a quality book IS a lot of work.

If your book is your hobby, then by all means use a POD Publisher; they do offer the cheapest way to produce a small quantity of books for friends and family. But if your publishing goals are more substantial, or the purpose of your book is to promote yourself or your business, then it’s important to “go pro” right from the start. The good news is that many experts (including us) are ready, willing, and able to help you produce a terrific book. Isn’t that what you set out to do in the first place?

1106 Design works with authors, publishers, business pros, coaches, consultants, speakers . . . anyone who wants a beautiful book, meticulously prepared to industry standards. Top-quality cover design, beautifully designed and typeset interiors, manuscript editing, indexing, title consulting, and expert advice. All offered with our most important service, hand-holding. Attractive pricing, prompt, personalized service, satisfaction guaranteed. We’ll take better care of you and your book than any “self-publishing company.” How may we help you? Post your comment here or email us at office@1106design.com

Why You Should Proofread Your Book AFTER Typesetting

Some of our authors tell us they don’t need proofreading, because their manuscript was edited, or because they proofread it themselves in Word before typesetting. We just shake our heads and sigh, because we know what we find when other authors DO allow us to proofread their book. Hundreds, and sometimes thousands, of errors.

Before desktop publishing, and before self-publishing, a standard procedure was followed in book publishing: The manuscript was edited and proofread multiple times. Only when all the editors, the author, and senior staff signed off on the manuscript did it go into production (typesetting).

Before desktop publishing, typeset “galleys” were produced, meaning, the type was set in long strips of paper, produced by the phototypesetting machines of the era. These galleys were sent to the author, and reviewed yet again by editors and staff. Corrections were made, and only then was the book “pasted up” into pages and sent to the printer.

While the procedure sounds archaic now, it did accomplish one major goal: corrections after the book was paginated were very rare.

Today, with desktop publishing equipment, pages are made and changed, sometimes multiple times. And sometimes, NOBODY reads the pages after they have been typeset — a dangerous practice indeed.

I’m thinking of this today, because I’m currently reading a book by a well-known book coach. Her advice is rock solid, and I’m enjoying the book immensely, but oh, dear, something has gone terribly wrong. There are errors on nearly every page.

The errors are so numerous, I’m guessing the wrong version of the manuscript was accidentally typeset, and because the pages were not proofread after typesetting, the errors were not discovered before printing.

This author is passionate about quality book publishing; I know she would never approve, and if I were in her shoes, I’d want to know. I’m going to tell her, but not before the Thanksgiving holiday.

In the meantime, please understand that when your book designer encourages you to order professional proofreading after your pages are typeset, there’s a really, really, good reason.

What do you want to know? What topics should we explore together? How can we help you along your publishing journey? Everyone here at 1106 Design wants to help. Post your comment here or email us at office@1106design.com

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