Marketing

This is the last of three posts on crafting your product for the marketplace. Previous posts were “Editing Your Work” and “Who Is Your Customer?”

Writing for peanuts—that’s what you’ll be doing if you sell each article, story, or poem only once. You may be tempted to skip this article if you’re still trying to get your first piece published. Resist the temptation, because, once you do sell something, you can sell it again as long as you don’t sell all rights. Keep submitting according to publisher guidelines, and follow this plan.

Avoid all rights and work-for-hire. If you’ve never been published, and an editor wants to buy all rights, you may decide to agree just to get something in print. There’s no shame in that, but you won’t be able to re-sell that piece, ever. Work-for-hire pays pretty well, but, again, you give up any and all rights to your work.

Submit until you’re accepted. Sell first rights or non-exclusive rights only. Once the first-rights piece has appeared in print, you can sell any number of reprints to others. Some publications will accept simultaneous submissions, but you must inform them when you submit. If it’s a first-rights piece that’s being considered, you can sell first rights to the first editor who responds. Then you should notify the others that first rights are no longer available.

Sell reprints (as-is or piecemeal). Once the piece is eligible for reprint, submit it to other editors with no changes. I’ve found that this is not impossible but definitely difficult. Rarely will you find two publications whose guidelines are exactly alike, but you can find publications that are similar enough that you can submit with minimal changes. Most editors want to know when and where the reprint article has appeared, mainly to be sure a competitor has not used it. In the Sunday School papers market, for example, most readers will not see any paper other than the one published by their denomination.

A 1500-word article might be divided into three 500-word articles and sold separately or as a series. Each smaller article would qualify as a single reprint. Usually, you don’t get paid as much for reprints as for first rights, but this approach might soften the blow a bit. Again, you will have to tell the editor when and where the article(s) appeared.

Submit regularly, and always be on the lookout for markets for your reprint sales. You won’t get rich quick writing for publication, but you don’t have to write for peanuts.

Other Resources:

Details on the various types of rights

Submission Tracking Methods

One Article, Many Checks

This is the first in a series of marketing posts dealing with crafting your product for the marketplace. Subscribe to the blog feed to get the updates as they are posted.

You are a writer. You’d like to get your work published. If you are a beginning writer, your best chance to get published quickly is to submit short pieces to magazines. You might produce articles, short stories, puzzles, and poems. If you’ve had your work published, but you’re not getting regular acceptances, perhaps you need a fresh approach.

Think of yourself as a manufacturer. Most writers think of themselves as artists. If you write for your own purposes, there’s no need to worry about what others think of your work. However, if you want someone to publish it, you enter a different realm, the world of business. Imagine yourself as a manufacturer of a physical product. As you plan and manufacture it, are you thinking about your customer? Are you building something you like, or are you creating a product that people need or want?

The publisher is the retailer. Because publishers can’t accept every piece of writing that is submitted to them, they only buy products that they know will interest their readers. You are the producer, and you have to sell your product to the retailer. Publishers have to know their customers—what they need and want. They will not buy your work if it does not fit the specifications for what their typical reader likes. As manufacturer, you have to craft your product to impress two customers, readers (end users) and the publisher’s representative, the editor.

What does the reader want? Find a one or more copies of your target publication. Use the table of contents to summarize the number and subject matter of articles. Read some articles to get a feel for the preferred style. Find the writer’s guidelines for the publication to get specifics on what the publication wants. Usually, you can find guidelines on the publisher’s Web site. If not, you’ll need to find the listing in the market guide and write or e-mail to request guidelines.

What does the editor want? First, be sure that you follow the guidelines to the letter. Some editors toss every piece that does not comply with guidelines. Don’t shoot yourself in the foot by ignoring guidelines. Next, make sure you offer a quality product. Editors do not exist to re-work your writing. Their job is to find pieces that fill their need with the least amount of editing. New writers, consider finding a freelance editor to critique or edit your work before you submit. You might have to pay for the service, but consider it part of your education as you learn to write for publication.

Yes, a writer who is in business to get published must consider his or her customers from beginning to end of the creative process.

Previous posts on on product quality here.

Next post: Editing Your Work