FREQUENTLY ASKED QUESTIONS ABOUT BOOKS
by Kelly Reno

I've written some frequently asked questions and answers about the publishing industry for you.
My answers are based on my experiences and knowledge in this field. I've covered the basics here
to make some sense out of this business for you. If you have questions that are not answered, feel
free to send me an email.


What is a book advance?
When an author sells a book to a publisher, he very often gets offered advance (money up front
before the book is published). Depending on the size of the publisher, that advance money will
vary. An author gets paid in royalties, meaning so much money for every copy of the book that is
sold. For demonstration, let's say that an author earns $1 per book in royalties and let's say he got
a $10,000 book advance from his publisher. Once 10,000 copies of the book have sold and the book
advance is paid back, the author will start earning royalties. Some small publishing houses offer
no advance while medium and large publishers offer advances ranging from $1000 on up to around
$25,000 and up, again, depending on the size of the publisher and how hot the book is. My first
book advance was $5,000 and I have received substantially more for my other books.

Can first-time authors get book advances?
Absolutely! In fact, I would discourage any author from going with a publisher who does NOT offer
some sort of advance money. Why? Because that advance shows commitment and good faith on
the part of the publisher. If there is money invested in the deal, more energy and thrust will be
put behind that book to make sure it succeeds. The publisher has basically invested in your book
because he believes he can make a profit selling it.

How much do publishers pay for book advances?
An average book advance for a non-fiction book with a medium to big publisher ranges between
$5000 and $10,000, but can be considerably more of the book is really hot property. One client of
mine got a $25,000 advance from a big publisher.

What are royalties and what does the average author make per book?
Based on many different types of book deals, publishing houses and deal structures, an author will
usually make a minimum of $1 per book and this can be considerably higher, on up to a few
dollars per book. I'd say between $1 - $3 is average.

When are royalties paid?
Most of the publishing houses pay their authors every 6 months. You receive a royalty statement
along with your checks which is a detailed accounting statement of how many books were sold, at
what price, in what market, etc.

What is the difference between a hardcover and a paperback?
Both fiction and non-fiction books are published as hardcovers. But most non-fiction books are
published as trade paperbacks. A trade paperback is a large format paperback book. Mass market
paperbacks are smaller books (like the kind you see for sale in the grocery store). Your publisher
will make the decision on the format of your book.

Who will design the cover of my book and set the price?
Your publisher will do this. The big publishing houses have in-house designers and marketing
teams that design book covers and set the price of the book based on what price they believe it will
sell at. Unless you are self-publishing, don't spend a lot of time and energy trying to create your
own book cover or designing beautiful layouts. Concentrate on the text.

Do I need to edit my book before I send it to publishers?
I recommend getting your manuscript proofread before sending it out. But don't get too carried
away with this. The big publishers will assign 1-2 editors to your book once you've made a book
deal. I have an outside proofreading editor I can refer you to who will catch any typos and oddball
stuff so that your manuscript is in great shape when it goes out for sale.

How long will it take for my book to be in the bookstores after I have a deal with a publisher?
Once you sign the contracts with a publisher, the book will be out in the bookstores anywhere
from 8 to 14 months later.

How do publishers sell books to the bookstores?
Big publishers produce catalogs twice a year listing all of their new releases. If you're with a big
publishing house, the big chain stores like Borders and Barnes and Noble will automatically order
2-4 copies of your book for each of their stores. This means BIG sales right off the bat for you.
Once those 2-4 copies are sold, the individual bookstore orders more copies as needed. If the
books don't sell, they are returned to the publisher for a refund after 1 year or so. Smaller
publishers don't necessarily have the same credibility as the larger houses and usually don't have
major distribution lines in place. The bigger distribution - the better! Publishers also attend the
book fairs and have booths set up to sell to chain book stores, independent bookstores, gift shops,
librarians, etc.

Do I need a literary agent to sell my book?
No, in most cases if you're selling a non-fiction book. Yes, in most cases if your book is fiction.
Most of the big publishers work directly with new writers who have written non-fiction books. But
if your book is fiction, you'll find that most publishers like to receive new material through agents.

How much does a literary agent take in commission?
The standard commission is 15% of whatever you earn, including book advances and royalties.

Should I go with a large, medium or small publisher?
That is a personal decision that will be up to you. Personally, I'd go with a medium to large
publisher, even though the small publisher may give you more personal service and attention. But
it's distribution and numbers that's going to be your main concern and many small publishers are
unable to get your books widely distributed. You might get great service with a small publisher and
sell 5000 copies, or you might get virtually ignored with a large publisher and sell tens of
thousands of copies. Personally, I write books with the intention of having them read by as many
people as possible, so I go for the bigger publishers with big distribution.  

What about self-publishing?
That all depends on the content of your book. If you have a book that fits into the mainstream
market (something you'd find on the shelves of the bookstores), BY ALL MEANS - SELL IT TO A
MAJOR PUBLISHER! On the other hand, if you have a technical manual with a niche audience
like 'How to Repair Air Conditioning Systems', you might be better off publishing it yourself and
marketing it by direct mail to HVAC contractors or by taking out an ad in a trade publication. It
costs around $2-3 to self-publish a book (1000 copies plus) and if your market is limited, this is the
route to go. You'll make far more money per book. I have a friend who is a very successful
self-published author. She is a top computer specialist and has a niche market for her books.
Every time she publishes a new book, she has several thousand people who automatically buy it.
Her books are specialized, technical manuals and not the type of book you'd find in a standard
book store. I can help you decide which publication route is right for your book. I've found some
wonderful, trustworthy printers I can refer you to if you decide that self-publishing is for you.

Who will promote my book?
Most publishers, large and small will promise you some sort of publicity campaign, but the truth is,
you'll be doing most of the promotion yourself. Most publishing houses think of a book promotion
campaign as sending a cover letter and a copy of the book out to reviewers and members of the
media. That's it! Promotional budgets are generally spent on promoting already best selling
authors. Therefore, it is vital that you design your own promotional campaign.

How do I set up book signings, seminars and book release parties?
I'll include this information and EXACT steps on how to do this with my consultation package.
This is vital part of being an author - getting out there and promoting your book. I've booked
myself on numerous national TV shows, set up book signings and book release parties and lots of
other fun promotional events. The guys in the publicity department love me and I usually end up
reporting my promotional statistics to them!

How do I get on TV shows as a guest with my book?
You need to know what the TV producers want and HOW to put together a pitch that they can't
resist. I worked in network television before I started writing books and I know what producers
look for and WHERE they go to find the guests on their shows. With my simple write-up on how to
get on TV with your book, you can help yourself to an all-you-can-eat buffet of television guest
spots! This vital information is included in my consultation package.

How can I get national magazines to promote my book for free?
It's easy to use your book to get work writing short articles for national magazines. Over the
years, I've picked up a lot of extra magazine work with my various books. Magazines want articles
from credible, published authors. And here's the best part - not only do they pay you around $500
for each short article, your book gets promoted in national magazines for FREE! I'll tell you how to
do this in my consultation package.

Should I copyright my book before I send it out to publishers or agents?
Yes. Your book should be copyrighted before you send it out to anyone. I'm certainly not paranoid
about someone stealing my books, but I do believe in protecting my work - and standard
copyrighting is the ONLY sure way to protect yourself from theft. You don't have to hire a
copyright lawyer or an expensive copyright service to do it for you. All you have to do is follow my
easy instructions and send your final manuscript directly to the US Copyright Office with the
proper forms. A free package on copyrighting is included with my consultation and ghostwriting
services so that you can do this step yourself. In fact, this is so easy that the entire process takes
less than 10 minutes!
ASK THE GHOSTWRITER