There are times when I question the decision I made to attempt self-publishing. But those times are very much the exception because this exciting and challenging mode of producing a book offers a major payoff in financial profit and the satisfaction of real accomplishment.

There is no question that preparing your book during the pre-publication stage demands a great deal of effort as you juggle the myriad tasks that confront you. There are ISBNs to order, barcodes, Library of Congress Cataloguing. You should file for a copyright. And all of this comes as you complete the final editing of the book, launch the search for reviews and endorsements and begin the early stages of promoting yourself and your work.

Help Is Available

Consultants are available to assist you in each of the many required activities or to take over and complete the entire process for you. But as you search the Internet for "Self-publishing Consultants," be wary of those that pose as consultants, but in actuality are Publishing on Demand (POD) companies. Those are two very different positions.

The consultant tackles only those portions of the process that you request and contract for. The POD house assumes the complete responsibility for production of your book. In return, it charges a substantial fee, and then sets the retail costs to supplement that fee rather substantially. Since the POD house controls the ISBN, as most do, it controls the entire financial picture of your book, leaving you with a very modest return if you want your book to be priced competitively. Nonetheless, this form of publishing can be a godsend to the neophyte who has never before tackled book production.

Conversely, when you self-publish, you run the business you have created in its entirety. In addition to the writing, production and promotion of your work, all financial decisions are yours to make. You are now a publisher, as well as a writer. You may decide to farm out a variety of tasks, but in the final analysis, you are the one supervising and responsible for the way each task is carried out.

You Can Tell a Book by Its Cover

Despite the old adage that says you can't, the appearance of your book will make an enormous difference in the rate of sale. Covers, another of your responsibilities, are key to sales. Although templates and other tools are available on the Web to help you design the cover yourself, I urge you to bypass them and hire a professional. Appearance is the last item you should skimp on.

Formatting the text within the book is almost equally important. Quality typesetting helps to assure the reader that the content, like the appearance, is professional. This task too deserves outsourcing to a pro.

Selecting the right printer for your needs is the third component of dressing up your book to attract readers. A poor print job can destroy both a good cover and an attractive interior. The quantity you plan to print will determine whether you need an offset press (more than 2,000 copies) or a digital printer for lesser quantities.

Be certain as you compare printers that the Request for Proposal (RFP) that you send out to those that interest you is identical in all aspect. If not, it will be impossible to compare them.

Reviews are, of course, an essential part of your promotional effort. If you are printing Advance Review Copies (ARCs) in an effort to capture reviews and blurbs early enough to include them in the final printing of the book, you may have to reach out for a separate printer. Your primary printer for the final run may not have the capability to produce runs as small as 50 to 100.

Making Your Book Available         

The final challenge is making your book available to interested readers. All the promotion in the world won't help if you don't make it easy for the public to purchase your precious work. There are two aspects to consider:

You will need a distributor or wholesaler to move your book into retail stores. Wholesalers basically warehouse and fulfill order both large and small. Distributors perform similar functions, but they also maintain a sales team that promotes your book to retailers. Both will dig deeply into your profits with the high fees they charge, but without their effort, you will never gain much ground in the retail world.

The second mode of moving books is called fulfillment. This operation occurs when single copies or very small orders are received. Frequently, readers are urged to order copies from your web site. You have the option of fulfilling that order and shipping it yourself or hiring a fulfillment house to do the job for you. In either case, fulfillment is far more profitable on a per-copy basis than is distribution or wholesaling.

This is just a very basic overview of the challenges and benefits of self-publishing. Future postings will similarly review tradition publishing and publishing on Demand. You can also study outstanding books on self-publishing like Dan Poynter's classic Self-publishing Manual or Peter Bowerman's Well-Fed Self-Publisher. Click on my web site www.retirement-writing.com/publishing to find more in depth articles on publishing.

Far too many people view authors as unique beings that have been blessed with superhuman talent, the kind the rest of the world aspires to, but never achieves. It just ain't so. Yes, some have a remarkable ability to place the perfect word in the perfect spot in the perfect manuscript. But most just plug away to the best of their ability, repaid generously by the satisfaction they savor from sharing their thoughts. For those of us who have reached retirement and at last have the time to devote to our writing, these can be some of the happiest times of our life.

Writers enjoy an easy lifestyle without working very hard - Hardly so. With rare exceptions, the majority of writers eke out a living. Many work a full-time job to meet expenses, and write in their free time. 

The writer's life is glamorous and fun - Only the best seller stars enjoy the elegant parties you read about. For most, the routine is rather solitary. Tucked away to avoid interruptions and glued to a computer, most of us cherish our time alone. That is when we are most productive.

Writers are born, not created - That's nice to think, but not very realistic. Yes, we have different degrees of inherent talent,  but with honest effort and good deal of work at the computer, almost anyone can become a writer. That certainly doesn't guarantee placement on a best seller list, but it can ensure seeing your hard work in print. 

The best way to learn to write is to study the style of a successful writer and copy it - Absolutely wrong. The key is to develop your own unique, individual style. It must come from inside you to be authentic and effective.

There is nothing original left to write - That statement is true, but of little concern. What you must seek is the originality that derives from the unique treatment you give a subject or a story. Even the US government, often insensitive, understands that. That's why you can't copyright a subject, only the way in which you write about that subject.

Teachers seem to teach one style of writing, but often writers break all those rules - So many of the old saws one hears in school are archaic. Following them can make your prose stilted and far too formalized. Here are a few examples: Never start a sentence with a conjunction. Good advice generally, but there are many times when it makes sense to break the rule to help coordinate your sentences and help the flow. Don't use contractions. There are many times when contractions are needed to help convey the character of the speaker. And so on and on. Listen well in school, but then use those rules judiciously. 

Writer's Block, the worst of the myths - This is one far too many authors use as a crutch when words or thoughts aren't flowing well. Sometimes it's the result of a physical condition like exhaustion or a severe distraction. More commonly, it's the tell-tale that indicates the writer hasn't done adequate research, and doesn't know the subject well enough. Go back and fill in the knowledge gaps. Then plunge ahead. Write. Get the words down on paper even if you're not thrilled with them, and soon you'll find they're beginning to flow smoothly. If still not satisfied, work at them again. Rewriting and editing are two of the key tools in a serious author's chest. Use them.

Lots To Do - But It's Really Not So Hard

Nothing's easy! You discovered that during those long years of work prior to your retirement.

Learning to write well enough to see your work in print really isn't that hard. Can you do it? Sure, but it does require a degree of discipline and a willingness to do some serious thinking.

There's no guarantee your book will find it way to the best seller list. Very few ever do. And this isn't a guarantee your article will appear in the New Yorker.

But you definitely can see your work in print, and many will read and
hopefully enjoy what you have to say.

Between savings, retirement plans and social security payments, you probably don't have to worry about finances. Without obligations at the office or plant, you have far more time than you need to become a successful writer and still enjoy all of those fun activities you envisioned for your retirement years.

You're Unique

Most important of all, you are in a unique position, far more advanced than younger wannabe writers. You come to this challenge supported by years of varied life experiences as well as the knowledge gained during your career. That combination allows you to choose what best interests you.

Your understanding of character and personality developed from close contact with co-workers and social friends gives you a substantial head start in writing a novel. Certainly a memoir.

With the skills you have developed in your specialty, you can write for trade
magazines or freelance in the lucrative world of commercial writing.

You may be an expert hobbyist. There are publications that deal with all sorts of hobbies and pastimes, and are eager for fresh articles. You might call upon your expansive knowledge of a sport to craft articles or even a book on the subject. Writing about any of these "passions"- hobbies, pastimes, sports - should be relatively easy and lots of fun. After all, you've been involved for many years and know a great deal about them.

The Game Plan

Step one is to develop the confidence that you too can be a published author. How many times have you started to read an article in a magazine or newspaper, and thrown it down in disgust because it was so empty of information or so poorly written?  I'm sure you've done the same with books as well. You've thought or possibly expressed your feelings to others, "Heck, I could do just as well." And you undoubtedly can. So why not try?

Next, begin thinking about what it is you really want to write. Fiction or nonfiction? Short stories or a novel? Magazine articles or a full-length book? History or How-to? True crime? Now that you're a retired, active senior, you may want to pass personal memories of your own past years or a history of your family on to your children and grandchildren in a memoir.

Many retirees sorely miss the career in which they spent so great a part of their lives. Trade magazines are hungry for articles written by knowledgeable authors. The market for How-to books is robust. Businesses frequently look for part-timers to help them write for their advertising or public relations departments. The opportunities are endless, and YOU are eminently qualified to become a business writer. 

As you start out, a quick and easy, but very efficient source book, is Writer's Market. Every library has a copy, but I am sure you will keep this 1178-page "freelancer bible," on your desk for as long as you continue to write. You'll find 50 different subject categories of consumer magazines from Animal to Women, and 60 categories of trade journals from Advertising to Veterinary Medicine. Reviewing those pages is a great way to trigger ideas that will lead to great articles and books. As a bonus for book authors, there is a lengthy list of literary agents and book publishers.

The Key Is Discipline

The key to opening the door to writing success is very simple: Discipline, Disciple, Discipline. Lawrence Block, author of more than 25 books, states in his book Writing the Novel, "Writing has this in common with most other skills; we develop it best by practicing it. Whatever writing we do helps us to become better writers."

Don't let that frighten you. We're not talking about long hours. If you are disciplined and regularly spend as little as two hours a day at your computer, you can turn out a 300-page book in a surprisingly short period of time. That's an infinitesimally small portion of your retirement day, yet it can produce a superb reward.

BUT, you must keep to your schedule without interruptions.

Retired and an author in your new career...what a great way to spend these wonderful years.

Simplifying Search Engine Optimization  

How do Spiders Evaluate you?
Are They Objective or Subjective?

Believe it or not, 210 Billion searches are conducted every day by close to 1.1 Billion users of the Web scattered around the globe. Can any author who is determined to sell a book or build his/her reputation neglect this superb marketplace? Of course not.   

Even better, it is essentially FREE! That's great news for everybody, but particularly for seniors on fixed incomes who yearn to spend part of
their retirement days writing articles and books.

Easy and Inexpensive

The process is relatively simple. You begin by creating your own web site. That's neither terribly difficult nor expensive with the many programs (Google's program www.blogger.com is one of the best) available on the Web to guide you through the process. Lots of them are free.

Just creating and activating your site is not enough. The secret is to OPTIMIZE it. That means making it better. In digital technology there are very special ways to make it better.

With the majority of Baby Boomers and increasing numbers of seniors and retirees now computer literate, you, like your peers, head to the search engine on Google or Yahoo, perhaps MSN or others to find the information you seek. You know that the listings you find there are sorted by their value. To the search engine, value means the site is the best source for data on the topic.

First 2 pages Are Key

Research has proved that most web surfers never look beyond the first two pages of search results...and that's just a tiny 20 out what can be as high as millions of listings. The Internet marketing company iProspect reports that 40% of surfers never read beyond the first 10 results. Only a miniscule 8% ever go beyond the top 30 listings. So the object of this game is to work your way up through the ranks to the top 10 or 20 if you hope to see a real boost in the number of visitors that come to your site.

That may not seem fair to you. Setting values on all of these sites sounds rather subjective, doesn't it? The answer really is no. But the objectivity occurs in arcane and almost incomprehensible ways. The engine reaches out with an aggressive little widget called a spider that courses throughout your web site evaluating your content. You ask, and rightly so, how this mysterious little gadget makes those judgments? It doesn't, as you will see just a bit further on in this article. Its decisions are amazingly objective.

The Challenge

The challenge to the search engines is to make locating information as easy as possible for their visitors. Their sponsor companies are businesses that need volume to survive. They compete with one another to attract the highest number of surfers. That's why they demand that the sites they feature in their listings produce what they promise and satisfy information seekers.

Although the "natural or organic listings," as they are called, are free, the engines generate big bucks from their advertising. The free search engines bring in potential buyers who are exposed to the revenue producing components of the business. Harald Anderson, a leading SEO (Search Engine Optimization) expert in Florida, labels them "advertising agencies." 

It is commonly accepted in the industry that 99% of Google's revenue is generated by advertising. I am sure you've heard of the Ad Sense program, and probably used it on occasion. Google places its small box ads on willing web sites, and receives a payment from the advertiser each time someone clicks on the ad. The "Pay-per-click" listings that all the major engines offer are highly lucrative as well. Those are the shaded listings at the top and the bottom of each page, sandwiching between them the ten free listings.

The Spider's Task

The search engines depend on their spiders to ensure that the web sites they feature offer value. Spiders crawl through the pages of a web site to determine whether the text is relevant to the subject matter the site announces in its title and headlines.

The title of the site makes a promise by employing "trigger" words that mimic the way a surfer commonly requests information from the search engine. The text must deliver on that promise by providing sufficient information.
 
I am certain almost all of you recognize the term "keywords," one of the two most important components of optimizing a web site to impress the spiders. These keywords are sprinkled throughout the page, and assure the spider that the subject matter in the text conforms to the promise of the title and headlines.
          
There is a second tool that the search engines use to determine the worth a web site, and it is as important as the wording in the text. Some experts believe it is even more significant in determining a site's ranking in the listings. Incoming links from quality web sites, recommending that their readers visit your site for additional information tell the spider that your peers hold you in high regard. That impresses the spider more than any other factor, and helps it make the objective judgment, I have spoken of.
          
Be aware, however, just collecting hundreds of links from other sites is not only meaningless, but can actually penalize you severely in the eyes of these omniscient spiders. The incoming links must be relevant to the subject matter of your site and they must be of decent quality. That means, if you are able to obtain a link from the number one listing on the engine, the spider accepts that as a top notch recommendation, indicating that your site too is of equally high quality.

Quality, Quality
 
So the bottom line is QUALITY. Mount a first class site or blog intelligently filled with appropriate keywords (and phrases). Then reach out to others that you believe are of equally high quality. If you succeed, you can be certain of a big boost in the number of visits your site receives.
          
Your request to the others should point out the uniqueness of your site and the abundance of worthy, fresh information it offers. Just as you evaluate the other site for its quality, so it will assess yours to determine whether it is worthy of bestowing its imprimatur on you.
          
A solid "marriage" will benefit both participants. You will gain traffic through the referrals, and the sending site will gain by offering its visitors another excellent source of information.