Marketing your textbook is about author-publisher cooperation, says mathematics author Michael Sullivan. He shares 13 ways authors can market their textbook before the writing begins, as the writing progresses, before publication, after publication and when preparing for the second edition.
10 Marketing tips and strategies for textbook authors
When authors invest the dedicated time and effort to produce a textbook, it’s important that they do it with a goal that it will be adopted and read and that it will provoke learning, said Robert Christopherson, author of the bestselling introductory geography textbook, Elemental Geosystems. “This requires thought throughout the creation process toward our involvement in marketing and how the post-production/sales period will progress,” he said. “Marketing and sales are areas of publisher responsibility for sure, and I respect these editorial channels of authority, however I have learned that the marketing process works best with proactive, aggressive, and consistent effort.”
Christopherson shares the following ten marketing tips and strategies:
Treat authoring like a business: Keep your authoring separate from your full-time job
Treating your authoring like a business means keeping your authoring separate from your full time job as a college or…
Treat textbook authoring like a business: Create a home office just for authoring
Treating your authoring like a business means creating a home office just for authoring, said Robert Christopherson, author of the best-selling U.S. and Canadian geography textbook, Geosystems.
“Prepare your home office and writing studio as if it were a formal business,” he said.
Christopherson had a cabinet maker build a full desk, elevated bookcases, and lateral filing cabinets for storing his preparation files, into his home office. The desk takes up three walls, and in the corner — so no space is lost — there’s a 36-inch lazy susan for storing supplies. The bookcases are elevated to allow room for a 14-foot long cork board for tagging items on. “Around the computer, the cabinet maker built a large theater-organ like console so that the computer screen is surrounded by a workspace where things can be posted and set,” he said. “I work on big broadsheets a lot of
How to make difficult concepts easier to understand
One of the most valuable attributes of a successful textbook author is their ability to present complex concepts in an effective and efficient format.
Mariëlle Hoefnagels, author of Biology: Concepts and Investigations, recommends textbook authors make listening to students a top priority when trying to explain a difficult concept. “Either listen in as students discuss difficult concepts with one another, or ask a student to explain the subject to you,” she said. “Pay close attention to the parts that confuse the students, then make sure the narrative and illustrations in your book confront those potential points of confusion.”
Information key to win-win textbook contract: Play 20 questions with your editor
When negotiating a contract with an acquisitions editor, gather as much information as you can about that person during the negotiation, said Steve Gillen, an attorney with Wood Herron & Evans.
“The more information you can gather about their interests, objectives, constraints, etc., the better armed you will be for the negotiation,” he said. “Ask the editor questions about herself to find out how close she is to reaching her new contract signings goal (and possibly earning a bonus). The higher the advance, the more attention the acquisition editor will pay to your book.”