Recap of the 2010 Writers’ League of Texas Agents Conference
Tuesday, June 29th, 2010This past weekend, three staff members from Greenleaf Book Group participated in panels and discussions at the 2010 Writers’ League of Texas Agents Conference. Many lively conversations took place at the conference, providing aspiring authors, publishers, and other industry professionals with tips and insights into writing, book marketing, and the world of publishing.
Greenleaf editor Bill Crawford sat on a panel titled “Editor Q&A: The View From Inside a Publishing House.” The panel focused on the changing world of the editorial process. One major change affecting authors, the panelists said, is the limited editorial staff available at most houses. More often than not, publishers at major houses are encouraging authors to put their work through several high- and low-level edits prior to submission. Many editors encouraged authors to hire their own editors to polish their work—as long as they make sure the editors are qualified and reasonably priced.
According to Bill, editors are positive about the new media change: “No one knows where it is going, but everyone agrees it is all about the content.” Audience members were also interested in alternative publishing models, like Greenleaf’s, especially in terms of finding sponsors to support projects.
Greenleaf’s Business Development Manager, Tanya Hall, participated in the panel “Big House, Little House: What Type of Publisher is Right For You?” The panel discussed the many publishing options available to authors and how to assess which model fits the author’s needs. Tanya emphasized a few important takeaways for authors:
- A good agent will help determine the best match for your manuscript in terms of the size of the publisher, the amount of attention you’ll get from the publisher, and the types of books the publisher has been successful with. It’s a good idea to ask a potential agent these questions before signing on with the agent.
- Neither big houses nor little houses are automatically the best option—good publishers and bad publishers come in all sizes. Do your research before signing a contract with any house.
- A strong sales history with a reputable small press can serve as a stepping-stone towards a bigger house.
- Don’t be afraid to ask successful authors in your genre to recommend agents and editors.
I had the privilege of moderating two panels on social media and marketing as well as attending a very impressive keynote luncheon. The first panel I moderated was called “Why It’s Never Too Early to Start Thinking About PR.” The main point from the panel was that aspiring authors need to start engaging their platform now, even before a publisher acquires their book. Lisa Lawrence of LL PR Media and Public Relations shared three things to consider before you start marketing:
- Know how you can position yourself as an expert. It’s important to do a self-analysis to know your strengths and how you can leverage them.
- Know your audience and tailor your message accordingly.
- Identify your key message(s) and stick to it (or them).
Marilyn Carter, a freelance marketing and communications expert, also brought up a good point regarding marketing. She suggests that authors not focus solely on traditional media sources such as journalists and reporters, but also on other outlets such as individuals, organizations, and other non-media outlets. Such outlets provide unique opportunities to engage with your audience. Jennifer Hill Robenalt of Robin Hill Media stressed the importance of incorporating video into author marketing efforts. Not only is video a quickly and easily consumed media stream—it’s also a great way to demonstrate your speaking and interview skills to potential media outlets and event coordinators.
The second panel I moderated was called “Social Media: How to Make It Work for You—Rather Than You Working for It.” Rusty Shelton of Shelton Interactive, started the conversation by stating, “Social media is more about what you’re saying than where you are saying it. It’s so important to set yourself as a resource online and to think about what value you can bring to people about a specific topic.” Jennifer Hill emphasized that consistency—not necessarily quantity—is key.
BookRix US representative Scott Allen likened social media to more traditional forms of communication, saying, “It’s just another communications tool, and you use it just like you would the phone or mail.” He also advised authors to make sure that the content they post is appropriate for the context or medium used. What works on Twitter does not work on LinkedIn and vice versa. Panelists also stressed that social media is a two-way street—in other words, authors should not look at it as a billboard, but as a way of starting a conversation with people who are interested in your topic.
Lynn Reardon, author of Beyond the Homestretch, stressed the importance of being natural and conversational in the social media setting. As an author, she built an impressive social media following and platform without purposefully implementing a marketing strategy. Her approach entailed simply commenting on things of interest to her and that were also relevant to the topic of her book. All panelists agreed that authors should test to see what works best for them and be realistic about their time restraints, only committing themselves to efforts they know they can manage.
The keynote speech delivered by Calvert Morgan, editorial director at Harper Perennial, not only provided a witty and poignant look at the state of the publishing industry, but also gave authors insight as to what they can do to build their careers. Morgan acknowledged the tendency of publishers to pursue big hits rather than sustainable growth and likened the process to a cross between “a venture capitalist and a drunken gambler” throwing all of his or her money at a dream. He also recognized the challenges facing the industry, saying, “We have secured the storm windows and built an ark in the shape of an iPad.”
In addition to his satirical observations, Morgan offered authors a list of the ten things they need to find in order to build their careers:
- Find time to write: Authors should “turn it into a bad habit.”
- Find the off button on your television: Eliminate distractions.
- Find your way to a good bookstore: Connect with readers, booksellers, and see what’s selling in your genre.
- Find a new writer who impresses you and do it over and over: Move beyond the bestsellers to discover other great voices.
- Find a way to understand why that writer inspires you: Learn the techniques they use to communicate.
- Find a reader you can trust: Not your mom or your spouse, but a critical and constructive source.
- Find a community both online and off: Engage with your audience.
- Find an agent or publisher who believes in you: They should advocate for you.
- Find an editor who understands you: Make sure it is someone you can work with and who gets your voice.
10. Find patience and be helpful to others: Publishing is a collaborative process—treat it like a partnership.
Overall, the conference provided many great tips, plus opportunities for authors and publishing professionals to engage in open and honest dialogue. The biggest takeaway by far is that, yes, the industry is changing—but that doesn’t mean doom and gloom for the printed word. In fact, it represents opportunity for those authors and publishers who are able to adapt and who continue to produce superior content.
Self-published books and authors will finally have the spotlight at the first annual Self-Publishing Book Expo (SPBE) in New York City. Featuring an appearance by our very own Tanya Hall, the SPBE will be a great learning and networking opportunity if you live near New York City or have been thinking of taking a trip to the Big Apple.
‘re excited to announce the Big Bad Story Contest, a new program that will give promising high school students in the Austin community a chance to become published authors. We’ll be inviting schools within the Austin city limits to submit their top essays and short stories composed by students in 9th–12th grades for consideration in the contest. Each school will identify two finalists, and from these finalists our editors will select several stories and essays to be published in an anthology of young voices, which will be made available in retail outlets.
On Wednesday, August 26, our own Tanya Hall will be hosting a webinar for Write Well University and AuthorSmart called Introduction to Publishing Options—Which Approach is Right For You? Here’s a description of Tanya’s session from WriteWellU.com: