How to advocate for your textbook before, during, and after a national sales meeting

Reid Hester, a 15-year veteran in textbook sales and marketing, and Robert Christopherson, a best-selling geography textbook author, share their advice for making the most of your participation in national sales meetings:

Provide specific, actionable information. “If it can be used to sell your book, it’s worth its weight in gold,” said Hester. For example, build sales-ready bullet points about your book’s features. Or track the updates and changes you make to a new edition as you make them. “Your editor and the sales reps will want to know,” said Christopherson.

Using scholarly models for academic writing

I’m not, of course, talking about simple imitation, or worse, plagiarism: the models are not there to replace our voice, but to help us find it. Models can help provide structure and ideas that we can adapt to suit our own ends and intentions.

We have to start writing with our own vision of what we want to accomplish, and our own sense of what is important and interesting. But that’s just a jumping off point. We need to focus these general interests and ideas into a specific project.

Publishing journal articles: Seasoned pros give tips

Jay Black, co-editor of the Journal of Mass Media Ethics, and Charles Holland, professor emeritus of chemical engineering at Texas A&M University, share the following tips for getting published:

Black: “Get familiar with the journal – don’t submit blindly. Skim through several issues and find the journal’s pattern, topics, style, etc. If your article is too long or not in the required style, it shows that its not really focused. Don’t give up. Eighty percent of resubmitted articles are accepted.”

How to determine what and what not to index

A good rule of thumb for deciding what to index, said freelance indexer Kay Banning, is to ask: “Is the user happy to be there when you send them there?” The answer to that question, said Banning, will help determine what to index and what not to index.

Banning said she charges usually charges $3.25 to $3.50 per page, subtracting any pages that don’t need indexing. After receiving the hard copy pages by express mail, she said she does a first read-through of the book to see the “big picture.” Then she reads the introduction and review questions to get the author’s slant for what is important in the book.

How to negotiate the textbook royalty clause

All standard publishing contracts are enormously lopsided in favor of the publisher. In textbook contracts there is no such thing as standard royalty provisions. Having said that, a review of more than 100 TAA author contracts in my files does reveal some common “ranges.”

“Standard” ranges. The concept of “standard” royalties is less common in textbooks than trade books — so much so that it is almost counterproductive to state ranges. I am concerned that young authors may put too much stock in a so-called standard range, while more seasoned authors may find it contrary to their experience. Accordingly, view the following as indicators only, and don’t be afraid to push for royalties appropriate to your stature, leverage and revenue generation for your publisher — even outside the ranges discussed here.