All textbook, book, and monograph authors need a platform to help sell their idea to a publisher and their work to buyers and readers. Gone are the days that an author can ignore marketing.
What is an author promotional platform? Why should you care? How do you create one? And how do you keep it going? These are the central questions answered by publishing consultant, John Bond during his 2021 Textbook & Academic Authoring Conference presentation.
I immediately recognized Marlene’s voice on the phone. She was one of the brightest and most conscientious doctoral students I have ever served in my academic coaching and editing practice. An older student, “nontraditional,” Marlene had returned for her doctorate after three of her four kids were grown and on their own. She held down a full-time job in medical billing, and her youngest was now in high school, so Marlene embarked on a lifelong dream—she enrolled in a doctoral program. We were working together on the first of her course papers.
But now, instead of greeting me, Marlene fumed for ten minutes. Her professor had track-changed almost every page of her essay and added a four-paragraph single-spaced memo stuffed with questions. Marlene shouted over the phone, “I’m calling the doctoral police!”
Although the old adage states “you can’t tell a book by its cover”, in academic writing it is crucial that the title of an article or book “tell” the essence of the work. The title is the first critical decision point for a reader. Its goal is to invite the reader to peruse the abstract, read the article, and, hopefully, cite your work.
The title does a lot of work for your manuscript, and there are many good reasons to pay attention to crafting short, content-rich, and engaging titles. First, for you, the author, spending time crafting a title forces you to distill your detailed, multi-page manuscript into 10 to 15 words, a daunting task.
When we’ve squeezed out a few sentences, a paragraph, or page of the first draft of our current writing project, in our elation we may be tempted to go back and revise. The pull to polish is irresistible. So, we revisit those hard-won sentences and baby them into perfection. Then we sit back and bask with satisfaction.
But what do we have? Admittedly, a start, but really just a few sentences. We know we should have kept going with the fearsome task of confronting the blankness, but we yield.
Project management was originally developed for civil engineering, but even if you are writing a book instead of building a bridge, there are useful approaches to borrow that will improve your work flow. In a previous article, I described that within project management, tools can be roughly divided into “project definition tools” and “implementation tools.” Project definition tools are those that help you determine the scope, the tasks, and the budget (i.e., time), whereas implementation tools are those that help you conduct the work. Here, I focus on the latter, and present two tools from the lens of project management for writing.
An article by TAA member and former Council President Steve Barkan, Professor Emeritus of Sociology at UMaine, and Michael Rocque, Associate Professor of Sociology at Bates College and a UMaine sociology alumnus, received the 2020 Outstanding Contribution Award from the Division of Biopsychosocial Criminology of the American Society of Criminology.
The article, published in Critical Criminology in 2018, is entitled, “Socioeconomic Status and Racism as Fundamental Causes of Street Criminality” [26(2):211-231]
