I was reminded of this quote the other day when I opened an email from the owner of a new website that offered designers the opportunity to “upload your works and set prices for each one of them.” A visit to the site revealed that these “works” would be offered to self-publishers who would then “edit the image in our in-browser editor, change the book cover size, and put various text on it.” Then came the comment, “Most self-published books have crappy covers because self-published authors have tight budgets and cannot afford to hire a professional book cover designer.”

There are so many issues here I hardly know where to begin. For starters, the site owner ignores the entire field of typography, and apparently believes that authors can “put various text” on a nice picture and wind up with a quality cover. He and his customers should only know how many hours designers spend on a book cover.

Once a concept is created, it’s not uncommon for a designer to experiment for quite awhile with different font combinations, in different sizes, in different arrangements, using different colors, until the look is “just so”. And that’s before we show the cover to the client, which is often followed by even more adjustments.

In the FAQ section for authors, the site doesn’t explain what happens after authors create their covers and send the resulting file to a printer. Were adequate margins left all around so that the printer will not reject the file? Was the correct amount of bleed added? Is the spine size accurate to 2 or 3 decimal places? Is the image CMYK and in the proper resolution? Does the digital file meet the printer’s ink limit requirement? Is the browser view of the file anywhere near accurate, so that there will be no nasty surprises when the printer’s proof arrives? All of these issues and more are quietly taken care of by a competent book cover designer.

Pity the poor authors who spend hard-earned money on this site because they “know” that “book cover design is easy” and “anyone can do it”. When they send these files to the printer, they’ll be informed that all of the above issues (and more) do matter. Quite often today, the printer is a large “self-publishing company” with tens of thousands of customers, so the bad news will be delivered by a software “robot” that names the problem, but doesn’t explain how to fix it. What follows is often a frustrating loop of file submissions and rejections that can make anyone question why they wrote a book in the first place.

It’s not difficult to understand why authors are attracted to free or low cost design services. Most admit that they’re not sure if the book will sell, so they don’t want to spend money. But this approach can become a self-fulfilling prophecy; a poor book cover can doom a great book to failure when buyers pass it over for another that looks more professional.

Once the writing is done, you’re not an author anymore; you’re a publisher with a different goal…generating sales. To do that, you must “package” your work so that it appeals to buyers.

My advice? Hit the pause button and consider saving up until you can afford to give your book the cover and interior design it deserves…that your buyer demands, knowingly or not.

Please take Mark Twain’s advice to heart. Forget what you “know” about book cover design and consider hiring someone who really does know. Your book will look better, and sell better, and that’s smart business.

1106 Design offers 5 levels of book cover design to meet every need and almost every budget. How can we help you?

I thought:

‘Here’s an author who has spent a long time writing a novel. I’m sure she truly cares about her cover, and wants it to work hard to sell her book. I’m sure she understands that competition in the book world is brutal, and buyers will look at a cover for less than seven seconds before deciding which book to buy. Here’s an opportunity to explain the principles of book cover design, offer suggestions, and help someone succeed in the brutal world of publishing.’

This topic is always a great one for discussion online and so many people did jump in, offering their opinions.

Most knowledgeable people in the business agree that professional book cover design, crafted by someone with experience and training, will give you a better cover than doing it yourself. Unfortunately, there are a lot of uninformed people offering self-publishers the opposite advice.

Here are a few pointers to keep in mind when evaluating a book cover:

Make sure the typography complements the content of the book, as well as the the general appearance of other books in the genre.

Make sure that colors are used wisely. Read books about color harmonies and different methods to choose colors from your chosen image so you’ll know when your cover has that “just right” look.

Ensure, for the good of your book, that the overall composition of the cover is organized and the title STANDS OUT to draw potential buyers away from other titles displayed nearby (online or in store).

Study the bestsellers on Amazon (new releases as well as upcoming titles) and objectively compare the design to professionally designed titles. That’s what your prospective buyers will do.

So, what happened next in the discussion forum, after a number of professional designers offered their advice? Here is the author’s reply:

I took all the constructive criticism into consideration, made a few changes and then went with my gut. I’m not a “best seller” and don’t honestly expect to ever be one. Therefore, paying attention to everyone simply causes over thinking :-}

I left the discussion at this point, but consider this: Shouldn’t everyone involved in the self-publishing industry do their part to advance its credibility? Similar to your eyes being a window to your soul, a book cover is a peek into your writing. But beyond that, good covers translate into sales, and isn’t that one of the reasons you’re publishing a book in the first place?

Free advice is very scarce these days. If you find some, it pays to take advantage of it. When you are fortunate enough to be surrounded with book designers and creative people, it’s wise to listen, take notes and apply what you’ve learned.

At the end of the day, your success as a self-publisher may very well hinge on your willingness to heed the advice of those with experience in design, just as you sought the advice of others about your writing. MILLIONS of books are self-published each year, and a bad book cover should not be the reason you fail to realize your full potential as a writer.

Your turn.

Do you have any book cover design thoughts to share with our readers? Feel free to share them below in the comment section.

I invite you to browse our site for a few minutes, view our portfolio, and download our price list. Then pick up the phone, so you and I can craft a custom plan to put your book ahead of the do-it-yourselfers today!

Why? Because anyone who pours their time, money and reputation into a business understands that success depends on happy customers. Businesses grow when satisfied customers become repeat customers and a steady source of referrals.

So why are very large names in the publishing industry turning a blind eye to these facts and helping self-publishers produce awful books?

Authors are told it’s OK to lay out their own book in Word, design their own cover, and upload text that has not been professionally edited or proofread. This approach may be OK if your book is a memoir to be enjoyed only by friends and family, but if your book is the cornerstone of a new business, it’s the worst possible advice. Those of us who have toiled for decades to produce quality books can only shake our heads in dismay.

For generations, publishers have followed a tried-and-true process to turn rough manuscripts into polished works of art. The need for fact checking, several levels of editing, quality cover design, meticulous interior typesetting, and multiple rounds of proofreading was not questioned.

Today, mix together one part personal computer, one part behemoth bookseller who has abandoned publishing standards in pursuit of the almighty buck, and a horde of gurus who don’t know what they’re talking about, and new self-publishers are served up the perfect recipe for failure.

Every author I know became a writer because they LOVED books. But the wonderful books we all loved in our youth are in danger of extinction. Specialists who know how to produce quality books are buried in search results by huge companies who have millions of dollars to spend on Internet marketing.

Before they find true craftsmen, hopeful authors are reeled in by self-publishing companies offering cheap package deals based on template covers and interiors used on thousands of other books. Nobody explains that these templates will look homemade when the author’s book is displayed next to the bestsellers on Amazon. Nor do they explain that the low prices are a classic bait and switch advertising technique. The moment an author requests changes to the template, the extra charges kick in, resulting in a boring cover that winds up costing just as much as a custom one.

True self-publishing is a worthy endeavor, but self-publishing today has been hijacked. The poor quality books flooding the market have, in many instances, made self-publishing a synonym for poor publishing.

This article isn’t really about technology, or templates, or new vs. old methods of production. It’s about the abandonment of basic business integrity.

At 1106 Design, we’re not going to follow the crowd. We can’t change what others do, but we can offer our clients top quality work, honest advice, and all the hand-holding they need to launch their book. May we help you?

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.

Technically, copyright is automatic, by virtue of the fact that you wrote the manuscript. While copywriting your book is not required, following the simple steps to “deposit” and register your work with the US Copyright Office gives you an additional advantage in the event someone plagiarizes your work.

Your book can be copyrighted either before or after publication, either in hard-copy form or electronically. As you might expect, the electronic alternative is faster, easier, and less expensive. This method also offers the ability to monitor the status of your application online.

Basic instructions from the US Copyright office begin here:

http://www.copyright.gov/fls/fl109.html

This page contains links to other resources that will help you make the decisions that are best for your situation.

Most authors are surprised to learn that only the content of a book can be copyrighted; individual book titles are not protected by copyright law. A quick trip to Amazon will confirm that many books share identical titles. Milions and millions of books have been published. There simply aren’t enough words in the English language for each of them to have a unique title.

Series titles are another matter. These can be protected under trademark law. Trademarks are granted on a first-come basis, so it’s important to conduct a screening search to make sure your intended series title is not already in use.

A discussion of this topic and other publishing-related legal issues can be found at www.copylaw.com and many other websites.

Copyright and trademark issues are much more complex than they seem. It’s possible, but may not be advisable, to “do-it-yourself.” There’s no substitute for a consultation with your own attorney, who will apply his or her in-depth knowledge of the law to your unique publishing situation.

A professionally-designed book cover is absolutely essential when it comes to marketing your book. If your book looks good and stands out from the crowd, it has a better chance to sell.

The exact same principle also applies when prospective buyers are viewing the marketing materials of your publishing company. It’s imperative to cut through the clutter, establish credibility, and help busy buyers pay attention to your sales message.

A “corporate image” is a graphic “plan” that  begins with a professional logo and carries on with consistent use of type fonts, colors, even the arrangement of elements on the page, that will identify your publishing company to the prospective buyer before they have a chance to read one word. For an example of this, notice your own response to printed materials, and how you instantly recognize that a flyer or insert is from a particular store, without the need to actually see the store’s logo.

The same principle can be employed to your benefit as a publisher. It doesn’t matter if you publish one book or a hundred, buyers will likely see your marketing message more than once before they buy. They want to do business with a company that will be there tomorrow. Since they can’t meet you personally, the only way they can judge the reliability of your company is from your marketing materials.

Every contact you make with a potential buyer sends a message about your publishing company, whether it is a postcard, bookmark, sell sheet, book signing announcement, letter, or website. If  all of your materials are designed with a “family look,” you can maximize recognition of your company and communicate to your prospective buyer that you are a stable, reliable source for the information they seek. Plopping a professionally designed cover on a homemade flyer sends the opposite message.

Corporate Image Step One: A Professional Logo

The first step to a professional corporate identity is to design a logo that reflects the vision and purpose of your publishing company. The best logos are simple and should be designed to look contemporary for a minimum of 10 years. Your designer will present a number of ideas and refine them until you are delighted with the result.

A logo isn’t just a design for one purpose today, but also for many purposes in the future, so there are some considerations to discuss with your logo designer as work proceeds. A logo should be designed to look good in black and white first, because that’s how it will often be seen (on faxes and invoices, for example). Color enhances, but is never a substitute for, strong design.  If your logo doesn’t work in black and white, it simply doesn’t work. A strong logo design can be printed in black and white or one color, saving you money on printing down the road.

Logos should also be designed so that they can be used anywhere: on a book spine, on a billboard, on a banner, even engraved in metal for an office sign. Once the basic logo design is established, publishers generally need two or more versions of a logo — a vertical logo for book spines, and a horizontal version for brochures and correspondence.

If you’re tempted to acquire a logo on the cheap from a contest site or $99 logo design sites, be careful. Many customers have presented such logos to us, only to be disappointed when we tell them that the type is unreadable on a book spine, or that the logo has been created in a format that is not easily adjustable for other purposes.

Corporate Image Step Two: Written Graphic Standards

Step two in the establishment of a professional corporate identity is to write down design standards so that all of your marketing materials will have a consistent look. These standards define the size and position of your logo, as well as type faces and colors to be used consistently, so that your marketing materials won’t drift into uncharted territory every time a new item is designed. Your designer can write a graphic standards manual that explains how your logo is (and is not) to be used. With this document for reference, every marketing piece you produce now or in the future, either in house or with the help of an outside designer, will be consistent.

How Can I Minimize Costs While Projecting a Consistent Corporate Image?

A professional corporate identity consistently applied needn’t be expensive. While it’s convenient to call a quick printer every time you think of a new marketing piece, planning ahead can save you significant money on printing. Designers can suggest ways to stretch your printing budget that will still allow you the flexibility to update materials on your desktop whenever the need arises.

For example, if you know you’ll be sending out mailers every two months for the next year, you can realize savings by printing “shells” in color and then updating the message in house on your laser printer.

Another way to save money on printing is to produce bookmarks and postcards at the same time that your book cover prints. Not all book printers will do this, but even if they don’t, you can get the most for your printing dollar locally by “ganging up” your printing jobs instead of ordering each project individually.

Someone once said “the most expensive brochure is the one that doesn’t work.” Reserving a portion of your production budget for a professional logo and designed marketing materials will pay for itself many times over.

Follow Michele on Twitter.

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

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

Most of these articles offer marketing strategies that begin too late. They teach the author how to spend his or her time and money to promote a book that has already been published (or at least prepared for printing). Often, due to the overwhelming amount of bad advice available online, the book has been prepared in a substandard way, and all the marketing in the world, at any price, isn’t going to help it sell.

Book marketing should start before the writing begins. Budding authors should savor that wonderful, initial “Aha!” moment, of course. But then, they should take off the “author” hat and put on the “publisher” hat to conduct some critical analysis. What is my book about? Why am I writing it? Does it solve a problem? Does it offer unique information, or at least a creative twist on an existing topic that will capture the buyer’s imagination? Will anybody but me think it is worth spending money on?

It’s tough to be objective about our own work. We love our own ideas because…well…they are our own ideas. That’s why it’s imperative to seek out objective advice, in publishing and any other business endeavor. When authors decide (or are told by subsidy publishers) that they don’t need developmental editing, copyediting, professional cover and interior design, professional proofreading and a useful index, they are making a decision to produce a terrible book.

Somehow, in all the noise, everyone has forgotten that marketing cannot sell a bad book. Marketing can only bring a book to the prospective buyer’s attention. In an instant, with a quick glance at the cover and perhaps a cursory flip through the pages, the buyer decides whether or not your book is a fair trade for hard-earned dollars. If the buyer decides in your favor and is rewarded with a good book, he tells everyone he knows. If he is disappointed, he also tells everyone he knows, perhaps at Amazon, where millions of others will use his opinion to buy someone else’s book.

If your reaction to the above paragraph is, “I can’t afford these things because I don’t know if my book will sell,” then please reread paragraph three.

The demise of the gatekeepers in publishing is hailed as a good thing. I agree, but only to a point. No good book idea should die simply because it can’t earn hundreds of thousands of dollars for a major publisher. But with freedom comes responsibility. Self-publishers have a new obligation to produce the good book their readers expect and to deliver real value to the buyer. If your book is meant to promote your business or your career, then quality is even more important. A quality book can land you a new client, a speaking gig, or a consulting contract. A bad book can send just the opposite message to your prospect.

Quality book development and design costs money, but it’s money well spent. A solid book concept, carefully planned and edited, with an eye-catching cover, a beautiful interior design, and a useful index will get good reviews and be recommended by buyers to others. Your quality book is your 24/7 sales force, convincing people to buy when you’re not around. Big publishers have their problems to be sure, but this is one area that they always get right, and one area that self-publishers should emulate.

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

I just came across this post by Irene Watson, owner of Reader Views, a long-time and well-regarded source for book reviews in the publishing industry. In it, Irene describes how she was taken aback by an author’s accusation that her staff was not professional for offering an objective opinion about the book:

http://www.bloggingauthors.com/blogging_authors/2011/3/13/authors-tell-the-truth-and-you-will-gain-brownie-points.html

Don’t feel bad, Irene. Welcome to the club. The same thing happened to us last month.

We were hired to design a book cover. It was to be the first in a series, so naturally we  wanted to make sure this first book was as strong as it could be to establish interest in future titles.

As always, we began the job by asking the author for his thoughts. After all, we want to design in the right direction from the start, and nobody can know  a book better than the author, right? Well, in this case, not so much.

The author’s first mistake was a misleading title. It had nothing to do with the content of the book, and it contained a word that any reasonable person would associate with the offerings of  a very large company. Perhaps not a trademark in the legal sense, but certainly an association that could pose a problem. When  I brought this up, his response was, “It will be good publicity for my book if a big company goes after a little author like me.” Hmm.

The author’s second mistake was to choose a cover graphic that had nothing whatever to do with the subject. And I mean nothing. We’ve seen a lot of strange choices in cover graphics over the years, but this was beyond the pale.

Shortly after our conversation, I received an email from the author’s business partner. “Tell us what you really think,” he wrote. “We’re new at this, and we want to be sure we’re heading in the right direction.”

Silly me, I believed him.

I wrote back that we had discussed his title and cover graphic and we didn’t get the connection between the two. We were promptly fired, with the accusation “Well, if you don’t get it, we’ll need to work with someone who does.” Hmm.

I won’t tell you the name of the book, because the author is an attorney, and I’ve got better things to do with my time than defend against a lawsuit. But really, was this response even remotely sensible? Why did he ask for an honest opinion, if he didn’t really want one? And further, why did he hire us if he planned to tell us what to do?

When I was growing up, my parents were in awe of experts: doctors, lawyers, priests. They never would have questioned, let alone argued with, the advice of someone far more educated than themselves.

Today, the pendulum has swung too far in the other direction. Self-esteem has become so inflated that many people won’t believe the advice of others who really do know more.  Like authors who write their own titles, choose their own cover graphics, design their own book covers, and insist that laying out a book in Word is sufficient. A curious blindness sets in, and the amateur results are judged to be “as good as” professional work.

I’m not saying we should go back to the days when experts were all-powerful people who regularly intimidated their clients. But can we take just a few steps back in time, and recognize that we all have different areas of expertise? I think Irene would agree, and I hope you do, too.

As to the author of the above book, you can bet I’ll be watching Amazon to see what happened.

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. 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

1. Not recognizing you’re going into business, you’re not just writing
2. Being undercapitalized (examine the basic costs, $5-10K)
3. Not knowing the last 10% is 90% of the job; you don’t finish, you declare an ending
4. Failure to write a one liner, one graf and one-page description prior to completion
5. Failure to market early and get advanced orders
6. Forgetting you don’t have to write ’em to sell ’em—and not offering a line of books
7. Using small artsy cover text instead of a large and easily readable title
8. Using a local printer instead of a book manufacturer (insufficient margin, do math)
9. Using POD instead of making inventory, limiting (eliminating?) profitability
10. Not identifying your audience carefully in advance
11. Going after general audiences instead of target-rich ones
12. Designing the cover by yourself instead of working with a pro
13. Working in isolation (as in, without your industry’s groups)
14. Picking the wrong cover price (too much or too little)
15. Keeping acknowledgments short instead of recognizing all supporters
16. Forgetting to overrun the covers for promo use
17. Putting out literature, instead of handing out literature
18. Failure to give away books like mad
19. Failure to get Kremer’s book, 1,001 Ways to Market Your Books
20. Failure to have books and promo with you at all times
21. Failure to put your book out where people can see it everywhere you go
22. Failure to inform any interviewer of your one-liner bio and website
23. Failure to write and issue “White Papers” to establish your expertise
24. Referring to your book without using its title
25. Waving your book or failing to hold it next to your face during video interviews
26. Running out of business cards
27. Not having a ready-to-go bag for appearances
28. Not having extra books, promo and biz cards in your trunk always
29. Having no name badge made from your book cover, spare in car
30. Having to fumble to get to a business card
31. Stumbling on your elevator speech, or not even having one
32. After initial-release announcements, make all PR s/b subject not book oriented
33. Remember to get spine width from printer, and use all the real estate for your title
34. Stack book cartons at home in tight piles, wrap in cloth like gifts, use as furniture
35. Get TextExpander and conserve your time and fingers

This list is generally framed as mistakes publishers frequently make. It can easily be reversed and framed positively, as things you should do to help ensure your success. Trying rewriting it mentally, it’s a beneficial exercise.

Alan Korwin
BLOOMFIELD PRESS
“We publish the gun laws—word-for-word, and in plain English.”
4848 E. Cactus #505-440 • Scottsdale, AZ 85254
1-800-707-4020 Orders • 602-996-4020
info@gunlaws.com
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