True story.
“I have good news for you,” the publishing executive announced to me on the phone nine months ago. “While reading through some old books we published years ago, I ran across yours. I loved it so much, we decided to re-issue the book in 2022. Congratulations!”
In 1999, I was trying to catch my breath after pastoring a difficult church situation in Iowa. My wife, two daughters, and I were living in my parents’ basement while I was trying to get my freelance writing career off the ground.
Miraculously, the week I resigned from my church, the traditional publishing company agreed to pick up Prayers to Move Your Mountains. I was ecstatic.
So during the the fall of 1999, I worked on my manuscript. Because my co-author’s wife tragically died the weekend we began, I was saddled with writing almost the whole thing on my own.
It was my first author contract, and I didn't want to mess things up, so I painstakingly chose every word. Some days, I only wrote a paragraph.
And every day, my wife would pester me to “just finish the book.”
“Look, honey,” I explained. “I want to write a masterpiece that will be around for years to come.”
Twenty years later (February 15 this year), my hopes were realized when Battle Prayers was re-released. Hang with me and I’ll explain the title change.
But when the publishing executive called me last year, I felt an extreme sense of ambivalence.
Why?
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Am I Crazy For Feeling Ambivalent??
Today, I’m going to share with you six dirty secrets of the traditional publishing industry. Lest you think I’m bashing the competition to my advantage, know that next week I’m going to share six
dirty secrets of the self-publishing industry.
But consider this: I first dipped my toes into the waters of traditional publishing in 1997, so I can speak from 25 years of experience. I dove into the waters of self- and hybrid publishing in 2012, which gives me 12 years of experience.
In other words, I’ve been in traditional publishing twice as long as the various forms of indie publishing.
Not trying to blow my own horn, but I thought it was expedient for me to show you that I know both sides pretty well.
Okay, here we go…
Six Dirty Secrets of the Traditional Publishing Industry
Secret #1. All too often they bow at the altar of platform and compromise the message.
When I started out in traditional publishing, I ghostwrote books for Christian television personalities (aka televangelists). And let me tell you, sometimes their material was downright stressful.
Time after time, mid-manuscript, I would comment (actually yell), “THIS PERSON HAS NOTHING TO SAY!” As a seminary graduate and theological editor for (eventually) 40 study Bibles, I knew my theology.
Some of these people were making $&!t up.
But the author would also be selling 50,000+ copies to their fanbase. Instant bestseller.
Now, I don’t blame traditional publishers for trying to make money, but sometimes they sell their soul to the devil in order to peddle books.
On the other hand, I’ve read far too many high-quality manuscripts that traditional publishers would never consider because the author didn’t have a big enough platform.
Just recently, a good friend of mine sent me a manuscript sample that addresses fear.
Good writing. Great message. And while I’m rooting for him to garner a sniff, I fear his great idea will be ignored because his platform just isn’t big enough.
Secret #2. They hold the rights to your book for, like, ever
So let’s say you get picked up by one of the big four publishers. Congratulations on a job well-done. Your book sells well for a year or two and then goes dormant for the next fifteen.
Because your publisher has moved on, you email them, asking for your rights back…and get nary a whimper. You email them again. Still, no answer.
That’s what happened to me with Prayers to Move your Mountains.
About five years ago, an agent in Hollywood loved my prayer book and was giving away copies to her colleagues in the industry. Finally, she told me, “Mike, you need to get the rights back to your book. You can make so much more money that
way, and you can update it.”
But as I explained, the publisher ignored my request.
Did you know that with most traditionally-published books, you won’t get the rights back until 70 years after you die? They have every right to bury your manuscript in the vault and do nothing. Your children won’t enjoy the fruit of your labor, but your grandchildren might.
Which brings us to the next secret…
Secret #3. You sign away ALL control to your book
The new release of Battle Prayers looks really, really good. The cover is breathtaking. The interior design is stellar. So I’m not complaining about the quality, but I was never consulted on
the new title, the book cover design, the interior design, or the back cover copy.
Nothing. Nada.
They called me to let me know what they were doing. My experience with the publisher was very positive, so I'm not trying to malign their character.
But you can understand why I felt ambivalent about its release. It definitely fits Illumify’s definition of a transcendent book, and I believe deeply that it will change lives.
Just don't expect that you'll have any control. You won't.
Okay, onward and upward…
Secret #4. Just because they’re a traditional publishing company doesn’t mean they aren’t crooks
Eight years ago, an author asked me to look at her manuscript, and it was really, really good.
“I think you should pitch it to a traditional publisher,” I told her. “It’s good enough to be picked up.”
Six months later the woman emailed me, saying a small traditional publishing company signed her to a contract.
Two years later she called me.
“Mike, can you help me out? I published my book with [publishing company]. My book is selling online, and by the number of reviews, it looks like it’s doing well. But I never received any royalties. Not even any communication. I called
them and left a message, but they won't return my call. What do I do?”
Calling yourself a “traditional” publishing company doesn’t mean you’re honest.
I will say this: If you want to go the traditional route, never, never deal with a publishing company on your own. Always work through a literary agent. They get a 15% cut, but they’ll
be able to help you navigate your way through the industry.
Read that again. There are no exceptions to this rule.
People are people regardless if they're publishers or a pastors. I'll expound on this in next week's post about self-publishers.
Secret #5. They expect you to do ALL the marketing for your book.
If you’ve been around the publishing block a few times, you already know this. Even authors who have sold millions complain about the lack of marketing support. Publicists and book tours are no longer part of your publisher’s marketing
strategy.
You’re on your own.
Finally…
Secret #6. Your royalties will be meager
You know how much I’m going to make on every book sale of Battle Prayers? About fifty cents. Granted, I have a co-author, so we’re splitting a buck for every book sold.
When Tom and I signed the publishing contract to Prayers to Move Your Mountains in 1999, the publisher gave us a $20,000 advance. Today, advances are virtually non-existent unless you’re
famous (see Dirty Secret #1).
Purchasing copies of your book to sell at your speaking gigs will run you about 50% of the retail price.
