I had so hoped to have self-published my second book by now. I have a couple ideas percolating in the back of my head. I’ve even written content for one of them, which I’ve shared here in several posts.
For those of you new to this blog, in April I self-published a book of photographs I’ve taken with my Pentax ME SLR. I bought it on eBay for a mere $16, showing that even the humblest SLR can produce great images.
Click here to see a preview. Click my book’s cover below to buy one on Blurb.com — a paper copy you can hold in your hands for $14.99, or a PDF for $7.99. If you like the photographs I share here every day, I think you’ll enjoy my book.
My book, Exceptional Ordinary, has been on sale for a couple months now. And it’s just not selling.
I’ve managed to sell nine paper copies and two PDFs. Which isn’t bad, considering that I’ve barely marketed the book.
I’ve pitched it here four or five times. I mentioned it a couple times on Twitter. I shared images from it, plus a link to buy it, on Instagram a handful of times.
That was my entire marketing push. Holy wow, does this stuff ever take time. And that’s the lesson learned: marketing takes creativity, effort, and persistence.
It probably also hurts that I chose such a niche topic with no obvious market beyond people who already know and like my work, and perhaps other film photographers and Pentaxians.
It certainly also hurt that I gave away the PDF for two days after announcing the book. But I knew that would hurt. About 50 of you took me up on it. And I figured this book wouldn’t sell well as a result of it.
It doesn’t matter to me. I actually achieved my goals with this book: to experience the self-publishing process. Win!
I have ideas for a future books. I’d like to re-survey the Michigan Road in 2018, which will be ten years after I did it last time, and publish a book of interesting photos from the tour. The market there is people interested in Indiana history, and people who live or have lived on or near the road. I’d also like to do a book about the many farms that lie inside the city of Indianapolis. It’s surprising to many just how many farms have an Indianapolis address! That market could include people who live in Indiana, and people who have an affinity to farms, and people who enjoy landscape photography. And maybe there’s a book in photographs of the repurposed stores of the defunct Roselyn Bakeries of Indianapolis. Their buildings and signs were distinctive; the dozens of them that remain are easy to recognize. Some of them went on to good, noble uses; others not so much. It’s a study in urban architectural reuse, and people interested in that might buy such a book.
So my refinement for my next book is to have an addressable market in mind, and a plan for addressing it, before I publish.
Thanks to on-demand printing, it’s never too late to buy my book. It’s reasonably priced at $15.99 for the paper copy or $8.49 for the PDF. I’d love for you to hold a copy of my work in your hands. You can do that by clicking the cover below.
I created my book about photography with the Pentax ME as an experiment in self-publishing. (If you’d like to buy one, either paper or PDF, click here.) After all, the Internet and print-on-demand technology mean you no longer need a traditional publisher. You can do it all yourself: writing, layout, marketing. But that’s the rub: you have to do it all yourself. It sucks down large quantities of time at things you may not enjoy or be good at.
I’ll do it again. But I’ll do some things differently next time. Here are some things I learned.
A photo from the book
Choosing the photographs was the hardest part of the project. Because this project was about experiencing the bookmaking (and selling) process, I chose to use photos I already made. It was surprisingly challenging and time-consuming to pick through all the photos I shot with my Pentax ME. All of my insecurities as a photographer came out. What if this photo, which I love, isn’t actually all that good? Am I leaving out a photo that is truly good? Fortunately, a reader (who probably wishes to remain anonymous in this forum) offered to edit out the photos that shouldn’t make the cut. That advice was invaluable.
Choosing Blurb as my publisher was easy. I chose Blurb largely because Mike Connealy has published two books that way (go buy them; they’re lovely). My copies of his books are of acceptable quality for the cost. And from his experience I knew that the process for making and selling the book would be reasonable.
Blurb is a decent choice for an image-intensive book. I think there are better choices for text-intensive books. I’ve been investigating CreateSpace, for example, for a text-intensive book I have in mind.
Laying out the book was the least rewarding part of the project. I used Blurb’s BookWright software, which is a lightweight page-layout tool. It works, but it lacks much of the power I hoped I might get based on my past career experience in publishing and technical writing. As I’m still on the tool’s learning curve, I may yet find features I wished I knew about while laying out this book. Primarily, BookWright’s page templates didn’t function as I expected and offered no good way to apply a template change across the book. Blurb allows upload of PDF from other layout platforms and I may try that next time.
I had to rescan several photos because BookWright warned me they were too small for successful printing. I don’t understand that. The film lab scanned those photos at about 1500×1000 pixels, and I’ve successfully printed 8x10s from such scans before. But just to be safe I dug out the negatives and rescanned them at larger resolution on my Epson V300.
I won’t put off titling the book next time. I don’t enjoy writing titles, and when no title easily came to me I decided to figure it out later. Later came right at the end, after everything about the book was finished. I dithered for a week over the title. I don’t love the title I chose, but it is by far the best of a dreadful lot I brainstormed.
The book is priced far higher than I want. Ideally my slim volume would be priced at less than $10. But because Blurb makes its money selling books that people like me create, a book’s base price includes their profit. My book’s base price was slightly more than $10. Any profit I take has to raise that price.
I knew I wanted to make a small profit on each book sold — enough, I decided, to buy myself a roll of Tri-X. That seemed reasonable. That’s why the book is priced at $16, and even the PDF is $8.50. That’s too much, if you ask me.
Pricing is a black art. Even people who do it all the time struggle with it. When I worked in publishing, I remember difficult discussions over whether a particular book should be $14.99 or $19.99. $14.99 might lead to greater volume at lower margin, while $19.99 brought greater margin at the likely cost of lower volume. A wrong choice could cost us big.
Eric over at Little Black Star recently self-published a delightful little book of his recent work. He charged $7. That tiny price made it so easy for me to click Buy! I assume he took on some or all of the printing and binding himself, however, and that’s a lot of work. I bet he also has to keep an inventory. I have none of that with Blurb. When you order, they print one and send it to you.
I’m not enjoying marketing the book. I don’t enjoy sales or marketing and don’t really know what I’m doing with it. I’m hawking my book here (and, by extension, on Facebook, Twitter, and Google+) and am telling friends and family as I see them, and that’s it.
The other book I have in mind would deserve, I think, a more serious marketing push. I’d want to distribute that book through Amazon.com. I might create a Facebook page for it and pay to have posts on that page promoted.
Fellow photoblogger Mike Connealy recently self-published a thin, charming book of film photographs he’s taken with a few of his box cameras.
You might not think that such simple cameras can be used to create fine art, but page after page Mike’s book shows these old boxes’ artful capabilities. You can look at Mike’s book online here. If you’d like to own a copy, you can buy one here for a price so nominal that he can’t be making any real money off the venture.
After viewing and enjoying Mike’s work online for years, I really enjoyed seeing it printed. It’s easy to forget in this age of digital imaging that photographs were, for most of their history, a physical medium. And in printing a photograph, you exert final control over the image, not only in its size but in its density and contrast and how it renders highlights and shadows. An image on a screen is subject to the screen’s vagaries. The screen could be calibrated in any number of ways that affect the photograph and potentially take it far away from the photographer’s intentions.
Mike’s self-publishing experiment has triggered an interest in me in trying the same thing. I’m not entirely sure what I want from it beyond seeing my photographs bound and in the hands of others. Do I just want my printed work in a few peoples’ hands for their enjoyment, or do I want to make a little money off it perhaps to fund further photography? Do I want to do the work of marketing the book, even if only through this blog and Facebook and Twitter? How would marketing my book affect the relationships I’ve built with you here? And would anybody want to buy something that’s not too different, in content and style, from what they get on this blog for free anyway? And finally, where will I find the time for all of this?
I don’t know. But what I do know is that I started this blog on a lark in 2007, unsure what I wanted from it — and with experimentation and persistence, in time its purpose took shape and people like you started visiting regularly and enjoying my work. I can take much the same approach with this venture and see what happens.
If I decide to move forward, I’ll chronicle the journey all along the way here.