Category Archives: Publishing

The Genesis of the Elephant

In the six years since I created Elephant’s Bookshelf Press, I’ve seen my personal writing time winnow down to a dribble.

I’m not making excuses. I chose to focus my creative time on publishing.

This year, however, that has changed. I’ve been working on two different writing projects and one major edit/revamp effort, too. In a sense, I have spawned a similar problem. Once again, I have taken large bites and tried to chew too quickly.

So, with the second quarter of the year a little past midway, I’m slowing things down a little. On the bright side, you’ll probably see more of me on the blog this way.

I want to talk about our genesis. Think of it as a “why we exist” post.

In the beginning was the word… and the word was “elephant.”

When I was a small child, I fell in love with elephants. When I learned to talk, and people asked my name, I would say, “Elephant.” I didn’t have a big nose. I was possibly small for my age, but the name wasn’t intentionally ironic.

I simply loved elephants.

As the son of a scientist who worked at perhaps the premier research laboratory of its day, I grew up among books and learning and smart-ass older brothers. Eventually a smart-ass sister would enter the mix, too. I enjoyed educational experiences that I only learned to fully appreciate years later.

And there were lots of elephants. Stuffed. On the pages of books. (I had a wonderful collection of Babar books, and many of the volumes are in my attic.)

My grandfather bought me a Dumbo that I played with so much his felt wore off, and he eventually wore a baseball-playing elephant shirt that I’d outgrown. My mother even created an elephant pillow that my daughter now sleeps on or cuddles depending on where her dreams take her in the night.

I grew up among loving parents and loving extended family members. We played together (lots of Wiffleball), prayed together, and stayed together. When sad or bad things happened, we got closer. Still do.

As genesis stories go, it’s not much. Just another happy kid from a privileged upbringing with lots of books in an unfair world.

My biggest challenges growing up, I realize now, were related to ambitions. All I wanted to do was write or play baseball.

As hard as I tried, I simply didn’t have the skills to reach the major leagues as a ballplayer. The writing came more naturally.

I’m fortunate that in my adulthood, my ambitions of making a living as a writer never left me, and I should feel proud that I’ve been living my dream of being paid to write. I do. But…

But like most dreams, they’re not quite what you expect. The nightmares are rarely as harrowing as they seem at the time. And the “normal” dreams carry more portent and potential than we might recognize.

Back to Elephant’s Bookshelf Press…

Assuming some of the readers here are friends I’ve made at AgentQuery Connect, you’ve probably heard this before, but I’ll share it anyway.

EBP arose out of e-conversations between several of my fellow moderators at AQC. We decided in 2011 that we wanted to find out what the whole e-publishing revolution was about. And while some of us had gained agents, many of us were finding the reception to our queries not so encouraging.

I couldn’t tell you when I last sent a query to an agent. Struggling with perfectionism, I was still plugging in the electrodes on my moribund manuscript waiting for lightning to strike so I could cry out, “It’s alive! Alive!”

So, I was happy to volunteer to lead the effort that became Spring Fevers, the first anthology from Elephant’s Bookshelf Press.

Initially, it was to be an e-book only, but we decided a few weeks after initially publishing that it would be fun to have a paperback.

I can’t remember which came first, the decision to publish a paperback or the decision to publish a second title, The Fall. Either way, I’d bought myself several ISBNs because I had already decided that mine would not be a one-book adventure.

Unbeknownst to me, I was developing new ambitions.

You see, Elephant’s Bookshelf Press was borne from a desire to help other writers. We wanted a way to share our stories, literally and figuratively. I built a platform, and initially I wasn’t fully aware of what that would mean.

Starting in 2015, but especially last year, I’ve spent a lot more time developing systems for EBP and determining what new products we can create. I’ve looked to develop new services for writers, not just to help them as writers, but also because it’s abundantly clear to me that being a writer in the twenty-first century is not simply about writing.

It’s about creating.

Creating books, sure. Creating websites. Creating blogs. Creating courses, perhaps. Creating partnerships. Creating relationships with readers.

Creating an audience.

Sharing and amplifying a voice.

It has been slow going. Mostly because I haven’t always understood what EBP is really about.

I know what we do: we publish books.

But why?

At Elephant’s Bookshelf Press, we love stories. We love telling them. We love hearing them. We love sharing them.

Stories are as old as humanity.

In the beginning, God snapped a finger and blessed a walking ape with an extra sense of self and a new level of curiosity. That ape started thinking in stories.

Language evolved.

Soon, that imaginative ape attracted a similarly gifted mate, and so sparked humanity.

We’re attracted to authors who tell interesting stories and tell them in an engaging manner.

Like elephants, we tend to travel in herds; at EBP, we call them anthologies. We haven’t published an anthology in a couple years now, but we will in time.

Because Elephant’s Bookshelf Press isn’t just about selling books; it’s about helping authors meet and mingle with their audiences.

Not the end.

A Different Take on Book Launches

No two books are alike, and from what I can tell, book launches are often different.

The latest book from Elephant’s Bookshelf Press is unlike anything we’ve ever published before, and the launch is different, too. Which the Days Never Know: A year in Vietnam by the numbers is the first nonfiction book from EBP.

The name might imply that it’s a memoir, and in a sense that’s correct. But not quite. It contains memories from the author, Dr. Donald McNamara, who walked off his flight home from Vietnam on January 13, 1968; we published the paperback on the fiftieth anniversary of his return home. But the book conveys moments more than memories, impressions rather than intensity.

Which the Days Never Know does not set out to recount battles or delve deeply into personal matters – or even personnel matters. Instead, Don takes the approach of a workaday soldier.

Everything in the Army seemed to have a number, he said, so in his book Don marched through 365 days – the typical one-year term of service in Vietnam – number by number.

From a visual standpoint, he wanted the book to look like verse or poetry.

From a publishing standpoint, I knew right away that we were taking a risk. But I think it’s a risk worth taking.

In launching EBP’s nonfiction division, I wanted something that felt true to what the company has been aiming to accomplish – its mission, if you will. Unlike many EBP authors, Don is not unpublished; he has retired as a professor of literature and during his career wrote academic pieces on Irish language and literature in particular. He also has written countless journalistic pieces, which is how our paths crossed.

But EBP prides itself on helping authors share their voice and helping their stories find an audience.

As a bit of EBP trivia, Don helped me find the voice of my company, years before I knew I become a publisher. He taught me the phrase bionn gach tasu lag, which I used in the first paragraph of the introduction to Spring Fevers, EBP’s first book, back in 2012. For those who do not recall the intro – or might not be fluent in Irish – it means “every beginning is weak.”

And in a mirror image of Spring Fevers, I have decided to publish Which the Days Never Know first in paperback; Spring Fevers was originally planned as an ebook only.

Think of this as a soft launch.

In this age of electronic and independent publishing, we learn to stagger launches every few months – more often, if you’re able to write that quickly – and build up a team of eager early readers. These approaches can work. I haven’t done that with Which the Days Never Know.

As I said above, this is a very different book for EBP — and for me. I’m not sure he’s aware, but Don has been a helpful mentor to me as I’ve grown as a journalist and author. Many EBP authors are people I’ve met maybe once or twice. Most of them I’ve never even spoken to on the phone. Don and I worked together years ago. We even shared office space.

Without a doubt, I aim to build the audience for Don’s book, but I also want to share with this audience. I want to share the book with readers who might be able to use it best; veterans’ organizations, for example. I suspect the paperback version will be better appreciated for those groups, though I’m sure many of those readers also enjoy building their ebook collections.

In fact, for readers who buy a copy of the paperback, I’ll provide them a free ebook version.

So, if you’d like to get a free copy of the ebook, send an email to matt@elephantsbookshelfpress and we’ll make that happen.

3 things I’ve learned about book marketing

In the nearly six years since I created Elephant’s Bookshelf Press, one of the things I’ve had to work on the most has been my book marketing skills. Mind you, since part of what I’d reported on in my day job as a journalist was nonprofit marketing and fundraising, I thought I was starting my company with a solid knowledge base.

Perhaps I was, but it wasn’t enough.

When I was reporting on nonprofit marketing, Facebook and Twitter didn’t exist. The World Wide Web was still in its first decade. Email marketing was in its infancy. Direct mail was king.

Oh my, how the marketing and advertising world has changed!

These days, if you’ve launched an ebook and/or a paperback, you need to be able to boost the book’s visibility all the time. Building awareness requires a well-stocked toolkit. If you’re like me, with a spouse and young kids and a full-time job that keeps me away from them for several hours every day, that toolkit needs to have everything handy and charged up.

I want to share a few ideas about tools I’m using now that are either relatively new or new to me.

To be honest and open, I don’t have any affiliate relationships with these groups (well, I just created my Amazon affiliate relationship this week, but I don’t exactly know how to use that tool yet and I don’t think my mere mentioning of it will do anything that puts money into my account). But down the road, I might do that kind of thing. Again, building affiliate relationships is a potential tool, but I’ll discuss that sometime down the road when I have a better idea what I’m talking about.

Anyway, to the tools: One: Advertising. This may seem obvious, but a lot of authors don’t advertise, and at least as many don’t advertise enough. Honestly, I’m not advertising enough either.

But where to advertise? Sometimes the choice is made for you. For the latest EBP book, Lost Wings, we just launched a countdown campaign, and with it, an ad through Free Kindle Books and Tips. I’ve advertised through that side before, but part of the reason I chose it this time is because it allows books with few reviews to be advertised there. At the time I scheduled the ad, we only had two. I really appreciate that, since so many EBP books are anthologies, which often don’t receive many reviews. And while Lost Wings has nine reviews as I type this, and I have additional ads scheduled for later, I’m sure I’ll use FKBT again in the future.

Two: AMS ads. Yes, this is another type of ad, but it’s inherently different from a book blog ad. It targets different people (people searching for books, rather than readers who signed up for a list to get book ideas pushed to them). I’ve been playing around with these a lot in 2017 and have had some spectacular successes and some total failures. So far, most of the ads have been related to keywords. But I’m experimenting now with the product display ads. Again, I’ll talk more about those down the road once I have some experienced to speak from. But if your books are being sold on Amazon, AMS ads are a must in my opinion. Let’s face it, Amazon is the biggest online bookstore in the world. But if no one can find your book when they’re looking for something, then you owe it to your audience to bring it to their attention.

Three: KDP Rocket. I’ll probably sound like a paid shill, but I’m not. My approach to advertising changed as soon as I bought this product earlier this year. It has simplified my searching for keywords and enabled me to hone my selection process. I’ve learned how to improve the keywords I select for my books through Kindle — and the keywords I chose anywhere, for that matter — and I’ve started to rethink some of my book marketing overall. Once again, I’ll talk about that more down the road, but to give you a sense of why I’m so pleased with KDP Rocket, let me share this:

Our anthology Tales from the Bully Box was released in 2014, and it did ok when we launched, and then it quickly languished. I tried various things to bring it back to life, but they didn’t work.

One of the authors of a story there, Sarah Tregay (who also did the beautiful cover for Bully Box — and Lost Wings, too!) told me she’d been told good things about the book by a friend of hers who was using it in a school setting — which was what it was made for.

That made me smile, but I wasn’t quite sure how to take advantage of it. Then I learned about KDP Rocket, looked into it, and ended up buying it. The first book I tried it on was Bully Box. Within weeks, my AMS keyword ad campaign resulted in doubling the sales of the previous year in a single month.

I realize we weren’t talking about major sales of Bully Box in 2016, but I continued with the AMS ads and using KDP Rocket to craft the keyword selection further. And now Bully Box is the most successful paperback book in the relatively short history of EBP! We’re also paying more for advertising than we ever have, but when they result in success, they’re clearly worth it.

What are you using to boost sales of your books and finding success with? Please share!

The business of being a writer

Not long after I’d graduated from college, I had a phone conversation with a longtime friend. He was heading to med school and was on a path that would lead to his becoming a prominent surgeon. Ever since we were kids, he talked about how he intended to become a doctor. Even as he earned an engineering degree in college, he knew his destiny lay in medicine, and he really believed he would become a surgeon. It’s what he always wanted to do.

I was also certain I wanted to become a writer, and I really believed I would be a novelist. My friend was amazed at my goals of becoming an author. To him, it would be more sensible for me to pursue a career that would be more lucrative and enable me to write on the side. And sometimes when I look at my bank statements and bills, I wonder if perhaps he was right. But that night, after he asked how long it would take to write a novel, I said, “Well, if I just write a page a day, by the end of the year, I’d have a novel.”

The logic of the statement — which was just off the top of my head — surprised me then, and to a degree it still does. The answer encapsulated much of what would lead me to become the writer I am today; it’s my job. I write most every day. You can say it’s a discipline, but I just look at it as what I do. And when I’m not physically writing or typing, I’m often thinking about characters and story arcs.

Frankly, it took me a long time to finish my first novel, which I trunked years ago (though trunks can be opened…) In the years out of college, I spent most of my writing time on short stories, and the novels I began quickly died on the vine. Back then, I spent more time writing songs than novels.

I’m not working on a novel at the moment, either. And if I’m honest with myself, I would say I haven’t worked on one of my own seriously since I created Elephant’s Bookshelf Press. I have only so much time away from work, and I spend what I can with my wife and children. Anyone who’s seen me on the train heading home knows I’m always on my laptop. That’s where the bulk of EBP takes shape: reading stories, editing novels, putting together media packages, recording and analyzing data, and all the other administrative responsibilities I need to address to maintain and build my little publishing house.

To me, being a professional writer starts with those two things: dedicating yourself to your craft – writing every day – and taking a business approach to your craft. It’s your job, after all.
Over the years, I’ve also learned the power of planning. I’m a believer in setting goals – even New Year’s resolutions – and reviewing the progress I make regularly. It may seem like a simple thing, but I’d be lost without a calendar. Yet, even though I write my plans down and review them, I’m still shocked when the fourth quarter of the year begins and I’m still scrambling to finish things that are weeks behind.

Recently, my friend Mindy McGinnis posted a blog about her schedule and all the work that goes into a typical day in her writing career. And this is someone who has a half-dozen novels published, including the recently released This Darkness Mine. It just goes to show that, no matter how much “success” we experience in our writing careers, life is still packed with a lot of unexciting but necessary busy work.

Now that we’re in the home stretch of 2017, what are you doing to prepare your writing business for 2018? Have you found any answers or solutions to the problems that have plagued you this year? What do you need in the new year to accomplish your goals? Maybe we can find a way to help each other. One of my goals in 2018 is to share more. (A goal my daughters have suggested.)

I’m looking forward to sharing with you.

Rowing on the ocean

I was talking with a writer friend recently who was feeling down in the dumps. She had seen her first book published, but the experience with her publisher had not been ideal. Inadequate communication, a lack of a cohesive launch and promotion plan, and ultimately a company that fell apart left her fighting to regain her rights.

A prolific writer, she ended up self-publishing a book that had been committed but not yet published. But that hasn’t been exactly what she hoped for either. She learned what many of us discover: It’s difficult to shift gears from writer to publisher. Frankly, there are different skill sets involved, and it takes a while to develop new skills. Moreover, it’s frustrating, especially when you feel like you’ve failed somehow even though you grabbed hold of the brass ring.

Or to use a different metaphor, imagine discovering that you’ve been set adrift on a raft without a motor. You have a couple oars and you know the basics of setting the raft in motion, but it’s a big ocean and you have no sign of land on the horizon. In my friend’s case, she has some advantages. She has an agent who is providing guidance. For sure, it’s better to have direction and a compass than to attempt to rediscover how our ancestors navigated by the stars, but guidance is not propulsion. Wherever you are on the journey, one thing is clear: Publishing takes energy. Continue reading Rowing on the ocean

Revamping the Elephant’s Bookshelf Blogging Experience

Hey guys. It’s been a while, I know. Though it’s not obvious from the number of posts on this blog, I have been busy, and I believe the busy-ness will become evident very soon.

In a nutshell, I’ve spent the past several months working on expanding and developing Elephant’s Bookshelf Press, especially from a marketing perspective. What this means in the short term is that two books are being made ready for publication this year, with the possibility of a third also (though that one may run into 2018).

I’ve also been rethinking my blogging. Not just my schedule but also my purpose. Continue reading Revamping the Elephant’s Bookshelf Blogging Experience