I was so bummed when my second advance was smaller. But you know who’s not bummed? The me that gets checks every time for that book now!!! Thanks for all the reminders. Sometimes I hesitate to promote my cocktail books to my food-focused audience on The Dinner Plan…but maybe I should.
Yea it can feel weird to promote books that aren’t totally aligned with what someone is focused on now. That said, your podcast and newsletter have likely brought so many new readers and fans to your work. Though bios offer bylines for authorship, sometimes people will be moved to buy a book if the author reminds them why they should. We are never just one thing and I bet you’ve got new fans that want to support you in all kinds of ways!
in the area of publishing I work in, i've learned that its backlist books (and new editions of them) that keep the lights on.
as a self-publisher I have been surprised to find this also to be true. My first core book just keeps finding new readers and when they are new to my work they want that first introductory title.
Irrelevant side note: It makes me wish I'd taken a publishing deal when I had the chance 😫
It’s so much for any one person to do. Regardless of the path. The team is so needed! Hopefully you have some support on the custom publishing side too.
I was thinking about this more (in regards to my day job, not self publishing) and if we only relied on frontlist books to pay the bills it wouldn’t be publishing, it’d be gambling. Authors who keep backing their titles year after year provide true value to their work and to the publisher . All of which is to say this was a really great post about a topic many might not consider!
Bookmarking and coming back to implement your ideas! I have neglected some channels where my cookbook fits really well; thanks for the push.
My cookbook is soon to be five years old, and we earned back our very small advance early in the second year, so royalties have been coming for a while. That's nice, but I'm still in the red on the book.
Wow. This is the shot in the arm (kick in the pants?) I needed. My cookbooks all earned out, and I was a publicity workhorse for them. I continue to work the paperback edition.
My most recent book (2024) was a memoir published by a university press, so no advance--which meant royalty checks right away. But I must admit I've been kind of sleeping on the publicity, as I do tire of the me-me-me aspect of it.
I think it's much, much easier to self-promote a cookbook, as you can always offer people new recipes in the genre of your published cookbook and say "want more?--check out my book!" That is, you can always give people reader service while also promoting the book. But promoting the memoir felt more challenging. (I'm all about reader service.)
That makes sense about the memoir. That said though, my guess is you wrote it because you think your story will resonate with people. Who are those people and how can you authentically promote/reach them?
Also, I wonder if you’ve promoted the memoir to those who have been fans of your cookbooks? Though it’s a very different “product” my guess is your true fans will want to learn more about your story!
Wini, remember that the memoir “gives” just as much as a cookbook recipe. Think about your life experience that has been so hard earned (believe me, I lost a child so I know) and focus on the gift to your reader who lives through it with you. Try switching your own POV: it’s not “me-me-me” that you promote, it’s how you and the reader (the “we”) are changed by what we read.
What an experience to share here. Thank you for your comment and knowing this is a space full of readers that will hold space for whatever you choose to share that you’ve been through.
I'm so sorry for your loss, and truly grateful that you shared this. Indeed, when we write honestly, it becomes a shared perspective. I will take this to heart. Thank you so much for this.
Thanks, Wini and Sally. One shatters and if you work hard, you recombine into something new. That’s why we tell our stories so others can experience how to survive whatever life throw at us.
I’m an outlier to your Substack because I am writing fiction. So what I find funny and terrific is that I learned more from a cookbook specialist who understands her audience than most other Substackers. This should remind all of us that one’s book is a product and promotion can always spin it into new life with a good angle. Thx, Sally. Take it from a marketing consultant, you know your stuff :-) I just talked myself into subscribing. Ha!
That means the world to hear Cynthia, thank you! That’s exactly what I’m trying to do is speak from my niche experience but in a way that people interested in learning about publishing will benefit from. Some newsletters I publish are super culinary specific but even those are meant to have take aways for other genres!
It always made me laugh in my product marketing days when clients wanted “specific experience in OUR business” when there is so much overlap in good marketing principles. That’s isn’t to say that publishing doesn’t have its oddities and weirdness. I also note how culinary often strays into memoir territory. Thx for sharing: it takes a village to launch and sustain a book :-)
I'm in both camps. I have 2 cookbooks with a small publishing house. The first one earned out my very modest advance in it's 1st year. Thirteen years later, it's still in print and I'm still getting royalty checks. I don't promote it nearly as much as I should since I'm plant-based now and the book is not.
My second cookbook, same publisher with same modest advance, did not earn out the advance.
Grateful to have been published, though! I learned so much in the process that I hope to apply to my next project!
There is so much in this post, Sally! I’m in the sort of odd position of having the publication I wrote a cookbook for no longer promoting the book at all. I am still so proud of the book but ultimately that big promo lever is off. I still reference and link to it when it makes sense in my own work, and it’s in my bio. This post is making me think about how I want to be more intentional about ongoing promo.
My book is 15 months old and I have a steady stream of promotional events every month (typically 2 per month) where I sell books and get a speaking fee. If you aren’t selling/promoting… what are you doing!?
The biggest thing I learned from Nosh was - just because you build it, doesn't mean they will come - you can to find the people where they are! I'm hoping that this dedication will come through to future prospective publishers!
"They sign over 2,000 books a year (yea, whoa)." Whoa is right. Assuming this is a Big 5 publisher, that means a combined new book release of 10,000 titles. That seems way high for them.
Certainly they aren't promoting 10,000 new titles. Which begs the question for authors. Who's getting promoted, and who isn't?
Thank you Sally. Numbers get flung around all the time, which don't hold up under scrutiny. I'm not blaming anyone. Or maybe I am : ) Publishing is a very closed industry (what industry isn't?) and even insiders may not know what's going on.
Such a great post, Sally! So much helpful info. My most recent book published last June and I needed this reminder to keep promoting it. Three books, no royalty checks yet, but I went into this (thanks to helpful advice from those before me) knowing that earning out an advance was unlikely. The experience has done so much for me though - ability to help others, credibility with my content development clients and for speaking gigs, as well as credibility in the topic areas of my books. It's all part of a much bigger picture professionally.
What an action-packed post; thank you, Sally! I would say that for the first 3/4 of my publishing career (which has been long and eventful. And which started as a naif in my 20s), my books would almost always earn out. I remember the good old days of hanging out by the mailbox around May 1 and November 1, waiting for paper statements and checks ;-) I also loved the before social media times. Publishers helped a lot more with publicity, though no matter when, the more an author did to promote, the better.
Am I the author you referenced who was furious when a book was taken out of print within a year? Even so, the other 3 books with the same publisher all earned out. What a reminder of how everything has changed in the publishing world. I have a book coming out this Sept. and the following Sept., thanks to NSSA, and am fully committed to helping them earn out their moderate advances and securing their spots on the backlist!
I was so bummed when my second advance was smaller. But you know who’s not bummed? The me that gets checks every time for that book now!!! Thanks for all the reminders. Sometimes I hesitate to promote my cocktail books to my food-focused audience on The Dinner Plan…but maybe I should.
Yay for royalty checks!!
Yea it can feel weird to promote books that aren’t totally aligned with what someone is focused on now. That said, your podcast and newsletter have likely brought so many new readers and fans to your work. Though bios offer bylines for authorship, sometimes people will be moved to buy a book if the author reminds them why they should. We are never just one thing and I bet you’ve got new fans that want to support you in all kinds of ways!
WE ARE NEVER JUST ONE THING. yessss.
Ahh a good reminder for me too. Thanks friends!
:)
in the area of publishing I work in, i've learned that its backlist books (and new editions of them) that keep the lights on.
as a self-publisher I have been surprised to find this also to be true. My first core book just keeps finding new readers and when they are new to my work they want that first introductory title.
Irrelevant side note: It makes me wish I'd taken a publishing deal when I had the chance 😫
It’s so much for any one person to do. Regardless of the path. The team is so needed! Hopefully you have some support on the custom publishing side too.
I was thinking about this more (in regards to my day job, not self publishing) and if we only relied on frontlist books to pay the bills it wouldn’t be publishing, it’d be gambling. Authors who keep backing their titles year after year provide true value to their work and to the publisher . All of which is to say this was a really great post about a topic many might not consider!
So true!
Bookmarking and coming back to implement your ideas! I have neglected some channels where my cookbook fits really well; thanks for the push.
My cookbook is soon to be five years old, and we earned back our very small advance early in the second year, so royalties have been coming for a while. That's nice, but I'm still in the red on the book.
Thanks, Sally.
5 years feels like a meaningful anniversary to push in the ways that feel aligned with where your audience is now!
Wow. This is the shot in the arm (kick in the pants?) I needed. My cookbooks all earned out, and I was a publicity workhorse for them. I continue to work the paperback edition.
My most recent book (2024) was a memoir published by a university press, so no advance--which meant royalty checks right away. But I must admit I've been kind of sleeping on the publicity, as I do tire of the me-me-me aspect of it.
I think it's much, much easier to self-promote a cookbook, as you can always offer people new recipes in the genre of your published cookbook and say "want more?--check out my book!" That is, you can always give people reader service while also promoting the book. But promoting the memoir felt more challenging. (I'm all about reader service.)
You gave me ideas, though--and I'm on it. THANKS!
Thanks for reading, this one was LONG!
That makes sense about the memoir. That said though, my guess is you wrote it because you think your story will resonate with people. Who are those people and how can you authentically promote/reach them?
Also, I wonder if you’ve promoted the memoir to those who have been fans of your cookbooks? Though it’s a very different “product” my guess is your true fans will want to learn more about your story!
You're right--I need to reach those people. Thanks again for lighting a fire under me!
Wini, remember that the memoir “gives” just as much as a cookbook recipe. Think about your life experience that has been so hard earned (believe me, I lost a child so I know) and focus on the gift to your reader who lives through it with you. Try switching your own POV: it’s not “me-me-me” that you promote, it’s how you and the reader (the “we”) are changed by what we read.
What an experience to share here. Thank you for your comment and knowing this is a space full of readers that will hold space for whatever you choose to share that you’ve been through.
I'm so sorry for your loss, and truly grateful that you shared this. Indeed, when we write honestly, it becomes a shared perspective. I will take this to heart. Thank you so much for this.
Thanks, Wini and Sally. One shatters and if you work hard, you recombine into something new. That’s why we tell our stories so others can experience how to survive whatever life throw at us.
I’m an outlier to your Substack because I am writing fiction. So what I find funny and terrific is that I learned more from a cookbook specialist who understands her audience than most other Substackers. This should remind all of us that one’s book is a product and promotion can always spin it into new life with a good angle. Thx, Sally. Take it from a marketing consultant, you know your stuff :-) I just talked myself into subscribing. Ha!
That means the world to hear Cynthia, thank you! That’s exactly what I’m trying to do is speak from my niche experience but in a way that people interested in learning about publishing will benefit from. Some newsletters I publish are super culinary specific but even those are meant to have take aways for other genres!
It always made me laugh in my product marketing days when clients wanted “specific experience in OUR business” when there is so much overlap in good marketing principles. That’s isn’t to say that publishing doesn’t have its oddities and weirdness. I also note how culinary often strays into memoir territory. Thx for sharing: it takes a village to launch and sustain a book :-)
Great info packed post. Idea: NSSA does a shout out of one backlist book at the end of each post. Now, about my basement….
Love that idea!! And yea, let’s head down there and see what treasures are there. 😉
this is SUCH a helpful read for first-time authors like me!
Thank you! That’s what I try to do. Publish helpful info for anyone in the process!
Sally! Staaaawp with this Title
:) you’re the first person to give this title any love and I’m here for it!
I'm in both camps. I have 2 cookbooks with a small publishing house. The first one earned out my very modest advance in it's 1st year. Thirteen years later, it's still in print and I'm still getting royalty checks. I don't promote it nearly as much as I should since I'm plant-based now and the book is not.
My second cookbook, same publisher with same modest advance, did not earn out the advance.
Grateful to have been published, though! I learned so much in the process that I hope to apply to my next project!
Yea I often find that authors are in between these groups or move from one to another.
There is so much in this post, Sally! I’m in the sort of odd position of having the publication I wrote a cookbook for no longer promoting the book at all. I am still so proud of the book but ultimately that big promo lever is off. I still reference and link to it when it makes sense in my own work, and it’s in my bio. This post is making me think about how I want to be more intentional about ongoing promo.
Yea you’re in a very unique position but I’d say once an author, always an author!
Such a helpful post. Thank you for this!
You’re welcome! Thanks for reading, it’s a long one!
Thanks, Sally! All great advice!
My book is 15 months old and I have a steady stream of promotional events every month (typically 2 per month) where I sell books and get a speaking fee. If you aren’t selling/promoting… what are you doing!?
Love this cadence and attitude! Exactly.
The biggest thing I learned from Nosh was - just because you build it, doesn't mean they will come - you can to find the people where they are! I'm hoping that this dedication will come through to future prospective publishers!
"They sign over 2,000 books a year (yea, whoa)." Whoa is right. Assuming this is a Big 5 publisher, that means a combined new book release of 10,000 titles. That seems way high for them.
Certainly they aren't promoting 10,000 new titles. Which begs the question for authors. Who's getting promoted, and who isn't?
It’s not a big 5 actually. But I think the question still remains.
Thank you Sally. Numbers get flung around all the time, which don't hold up under scrutiny. I'm not blaming anyone. Or maybe I am : ) Publishing is a very closed industry (what industry isn't?) and even insiders may not know what's going on.
Such a great post, Sally! So much helpful info. My most recent book published last June and I needed this reminder to keep promoting it. Three books, no royalty checks yet, but I went into this (thanks to helpful advice from those before me) knowing that earning out an advance was unlikely. The experience has done so much for me though - ability to help others, credibility with my content development clients and for speaking gigs, as well as credibility in the topic areas of my books. It's all part of a much bigger picture professionally.
Congrats and exactly! That’s what books are for!
What an action-packed post; thank you, Sally! I would say that for the first 3/4 of my publishing career (which has been long and eventful. And which started as a naif in my 20s), my books would almost always earn out. I remember the good old days of hanging out by the mailbox around May 1 and November 1, waiting for paper statements and checks ;-) I also loved the before social media times. Publishers helped a lot more with publicity, though no matter when, the more an author did to promote, the better.
Am I the author you referenced who was furious when a book was taken out of print within a year? Even so, the other 3 books with the same publisher all earned out. What a reminder of how everything has changed in the publishing world. I have a book coming out this Sept. and the following Sept., thanks to NSSA, and am fully committed to helping them earn out their moderate advances and securing their spots on the backlist!
I love the image of you standing by the mailbox waiting for checks! You’ve certainly been through so much in this industry.
And actually you’re not! If you can believe it I had another book that went out of print almost immediately!
I guess it happens from time to time ... I'm referencing the book we called VOAB! Maybe it was more than a year, but not much more ...