Cover Story!
Publishing has never been more democratic, and this mom is leading the movement.
COVER FEATURE
Mom Publisher Nancy Cleary
by Kathy Schlaeger
Up before the sun, passionate about her work, Nancy Cleary strives to keep her finger on the pulse of the publishing industry. For Nancy, it's her author's experience that reigns supreme, and her dedication to empowering mom authors has created a worldwide following. Since launching Wyatt-MacKenzie Publishing, named for her son and daughter, Nancy has printed over a quarter of a million books, many of them award-winning, and each of them a career stepping stone for the author. Her own Fall '07 release, A Book is Born, chronicles the publishing journey with insight, humor, and heart. Nancy works out of her home-office in rural Deadwood, Oregon, with her office companion, a chocolate lab appropriately named “Book.”
MWLM: Nancy, after publishing over 100 books, the first one to have your name on the spine came out last Fall – how is your book about publishing different than all the others out there?
NC: “My bookshelf is filled with all of those other publishing manuals and marketing how-to books; I’ve learned a great deal from them! But as an independent publisher who is very close to her authors, I saw firsthand the hole in the market. None of the books I had read on publishing showed the emotional roller coaster I watched my authors endure at every stage of the process. To fill this need I created a co-op for mom writers with the intention to, not only share their emotional journey with each other, but also to document it in a collaborative book. What began as a vision for 10 or so moms grew to 24, and after three years, over 8,000 e-mails, monthly tele-calls, and lots of notes, I compiled A Book is Born: 24 Authors Tell All. From multiple perspectives, not just those of bestselling mega-authors, and from varying degrees of experience, stay-at-home mom to syndicated TV host, we captured what couldn’t be found in the ‘reference’ section – how it feels to publish a book. Also, I don’t think any of those other publishing books divide the process into pre-natal care, pregnancy, childbirth, newborns, and toddlerhood – but you know what, the metaphor works! Not enough writers understand the nine-month gestation of the pre-publication marketing plan, or the post-partum depression of returns and reviews. And, out of necessity, the book is really funny too.”
MWLM: So, the “author experience” is what you captured in your book?
NC: “Yes! Exactly! That’s what it says in my online press kit – I’m an expert in the author experience. I’m more than a publisher and a book designer; I’m a counselor, a coach, a cheerleader, and a teacher of teachers. My biggest goal is to inform and inspire writers – let them learn from our experiences. By knowing what to expect they are able to keep their expectations in check – which can reduce the anxiety and disappointment level dramatically. I help authors find joy in the publishing process by being both prepared and positive with every effort.”
MWLM: Nancy, you emphasize the “why” and “why not” of publishing – can you give us examples?
NC: “I’ll use quotes from two of my authors on the ‘why’ of publishing. Pam Leo, when asked why she published replied, ‘I don’t have to die without ever accomplishing my life’s dream. I can’t tell you what it feels like to get calls from around the world asking about Connection Parenting.’ And Samantha Gianulis, author of Little Grapes on the Vine, touched a nerve in me by saying, ‘This whole motherhood thing could swallow you whole if you’re not careful. When I wasn’t a published writer, I dreamed of being one someday. But sometimes life just gets in the way of everything and my dreams were put on hold. Now that I have this chance, I am holding on tooth and nail. No one ever achieved anything sacrificing themselves or their dreams.’
“These responses fulfill my mission – of not allowing any woman to let go of her personal dreams, to know her ideas are valid, and her efforts are noble, and even honorable, and that she will help others with her words. Not family obligations nor big corporate publishing dynasties will keep us from finding the perfect publishing option and pursuing it with all of the grace, passion, and tenacity we do everything else in our lives and families.
“As for the ‘why not,’ it’s just that. Why not publish your book?”
MWLM: That brings me to your mantra – “There is always potential in the air.” Can you explain it?
NC: “Something amazing could happen for any one of my authors at any moment that could launch them into the stratosphere. And, if it’s publicity, then it will affect ALL of my authors. We’re all one big branded family. I try to keep an atmosphere of accomplishment amongst my authors – we all celebrate with those who have a hit of success, and we all rally around those who have taken a bad blow from a review or contest result.
“I also believe in the bigger picture; here’s an example of how big it gets. One of our parenting books is attracting foreign rights deals, we just signed for her Korean translation. I flashed on how my author and her ground-breaking parenting techniques could help raise happier, more connected children in countries which are both friendly, and hostile, with the United States. The author Pam Leo promises, ‘How we treat the child, the child will treat the world.’ When I realize we could truly change the world – now that’s what I mean by potential!”
MWLM: This all sounds incredible, but what about the complaint of most published authors that they don’t make enough money on each book sold. Can you shine a little light on that?
NC: “I love a term that is gaining more momentum lately, ‘ROX,’ or ‘Return on Experience.’ It’s a calculation that removes the money from the ROI equation. In publishing – royalties are replaced with pride, credibility, elevated notoriety, well, you get the idea. Instead of focusing on the 50 cents the author receives per book after the retailer’s 55% discount, the distributor’s 15% commission, and the returns – authors need to appreciate the process. It’s the journey-not-the-destination principle; what you can learn and feel about yourself when you share your book with others is, on a core level, something so profoundly, deeply, purpose-fulfilling you cannot put a price on it.”
MWLM: So Nancy, what’s the most cutting-edge information you have that writers need to know?
NC: “Now when I look at book proposals I expect them to sing, literally. I expect an e-mail pitch to have a signature with: a great tagline; an intriguing comment; links to sites they’re syndicated on; a MySpace including the author on video, in photos, and in community; and even a ‘connected to’ count from...LinkedIn, Facebook, Gather, and the like. At the very least I want to see an active blog that shows they’re immersed in their market, responding to current news and trends in her unique voice and point of view.
“If a writer doesn’t have a book proposal and is considering using one of the many degenerations of pay-for-publishing print-on-demand middleman companies, or even the free options now being offered by a plethora of outlets, they MUST still adhere to values and strive for excellence on all levels: in the brand or publishing company that will ultimately represent them; in the appearance of their book and the editing; in the marketing assistance they receive, and the experience they will share with this entity taking the treasured role of their ‘publisher.’”
MWLM: So where is the publishing industry going?
NC: “It’s changing by the day. Bookstores are starting their own publishing wings, big entities are merging with even bigger ones or are being purchased by gigantic ones. Literary magazines and book review outlets already overwhelmed with too many submissions are folding or merging, and the already slim opportunities are narrowing to a close. To qualify for a major publishing contract requires a platform of herculean proportion – you have to be a household-name, or at least have a mighty impressive presence when googled. In the past, the corporate powerhouses dictated what mainstream should buy, they poured money into advertising, called in reviews, and their authors paid professional PR agencies their 6-figure advances just to try and make it back again. So where is publishing going? It’s going democratic! Writers can successfully take the power into their own hands now – with a team to help, international distribution at their fingertips, and the ability and energy to generate grassroots buzz online that reaches multi-millions. And, I personally hope it’s lead by women. Women with something powerful, and helpful or entertaining (or both), to say!”
Nancy's TIPS:
1. Show me your platform - I want to see it quickly, all in one place, with video, audio, and links. If you don’t have a blog, get one or make sure your Web site is fresh and current.
2. In your pitches - be succinct, and be relevant, the Webster’s definition says “see relieve” which is perfect. Think of the editor, publisher, or producer and how you can make their job easier.
3. In your book proposal - include concrete marketing plans broken down by venue, pitch, and calendar. Don’t just tell who your market is, show exactly where, how, and when you will get in front of them.
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