Logical Expressions Blog

My wife and I self-publish our books through our company Logical Expressions. We've published 10 books so far using our Publishize method to sell books print-on-demand through our own online store and other online retailers like Amazon.com.

We recently decided it was time to get our books out into the market in digital form.

Susie and I are both rather technical, so the idea of creating e-books was not particularly daunting. We selected one book (Susan's Funds to the Rescue), and started working on it with the ultimate goal of creating a Kindle version.

Here was the original plan when we started:

• Export the book from InDesign in EPUB format.
• Convert the book from EPUB to MOBI using Calibre.
• Convert the MOBI version to Kindle using Amazon's Digital Text Platform.

Sounds easy, right?

The Reality of E-Book Publishing

Thirty frustrating hours later, I had a Kindle book that looked reasonably good, and I learned way more about the digital publishing alphabet soup (OPF, IDPF, NCX, EPUB, MOBI, XHTML, etc.) and e-reader software than I wish I had needed to know. Along the way I produced some pretty hideous looking output and greyed many more hairs.

The fundamental problem is that formatting requirements for content (text and images) in digital form are completely different from the requirements for print. I now understand why people complain that ebooks look terrible: they can't help it. Optimizing a book for a specific digital format takes a lot of technical knowledge and a lot of work.

After exporting a second book from InDesign and seeing an even a worse mess to clean up, I decided it was time to look for other alternatives.

The Smashwords Alternative

As you can probably guess, this is where Smashwords comes in. I had heard about them before, but decided to take a closer look after Dan Poynter mentioned that he uses them during his presentation at the Self-Publishers Online Conference.

Smashwords is the brain child of Mark Coker, a visionary who is still deeply involved in the day-to-day operations of the business (my first email to them was answered by Mark himself -- who was probably knee-deep in BEA at the time).

The idea behind Smashwords is simple: accept a book in a common and easy-to-produce format (RTF in this case), and automate the conversion to the various e-book formats. His "meatgrinder" technology provides the automation, and Smashwords publishes a style guide that helps you craft an RTF file that has a decent chance of looking good in the formats that the meatgrinder produces.

After my experiences with manual conversion, "automation" sounded pretty good, so I decided to try it out. After all, signing up with Smashwords is free, which is another draw: all I had to do was invest some time.

More than File Conversion

Keep in mind that, in signing up with Smashwords, you are getting much more than file conversion services. (In fact, they take it poorly if you do try to use them for just file conversion.) Smashwords also becomes your e-book distributor and retailer, which is where they make their money. They not only sell your books on the Smashwords Web site, but if you do a good job formatting your RTF file, you can get into their Premium Catalog, which is fed out to other online resellers as well. The Smashwords cut is 15% of the net proceeds from the sale. Visit the Smashwords Web site to learn more.

After reading all of the FAQ pages, the style guide, and everything else I could get my hands on about how Smashwords works, I felt ready to set up an account with them. In spite of that research, it didn't take long for me to get myself into trouble.

Signing Up as a Publisher

The Smashwords online account management tools were originally designed for an author to upload their own work for digital distribution. Last year (2009) they introduced "publisher" accounts, which lets a small publisher control the work of multiple authors. Great idea, but not so great implementation (sorry, Mark and Bill). The signup process is still very biased toward creating an individual author account, and you have to "upgrade" your account afterward to a publisher account. To be fair, I'm sure the majority of their users are individuals who just need an author account, so the bias makes sense.

In my zeal to get started, I entered the information requested, including First Name and Last Name, and then upgraded the account to a publisher account. That's when I realized that I had just created a publisher account under my author name, and that's not what I wanted at all.

If you want to set yourself up on Smashwords as a publisher, here's the right way to do it:

• First Name and Last Name need to actually be your company name. In our case it was "Logical" and "Expressions" respectively.
• Your "Screen Name" should match your publisher name. In my case it is "LogicalExpressions." This name is what appears on the URL assigned to your profile.
• Your "Profile Picture" should be your logo.
• All other profile information should relate to your publishing company.
• Add a "ghost" account for every author you publish.
• Add the books you publish under the appropriate author ghost account.

Great Support

Lucky for me, the folks at Smashwords were very helpful at resolving my initial mistake. I was able to fix everything myself except the screen name, which is not a profile element you can change (so get it right the first time!).

Unfortunately, I had already added Susan's ghost account (which I couldn't delete), so I could not follow their initial instructions, which were to just create a new account with the right publisher information. Instead, Bill Kendrick, their technical lead, stepped in behind the scenes and changed my screen name for me. [Thanks Bill!]

The only issue that remains unresolved is the fact that we have co-authored books. Smashwords does not directly support multiple authors attached to the same book, so they recommend you pick a primary author and mention the others in the description and keywords (aka tags).

So that's where I'm at right now. I had some trouble getting started, but I give kudos to Smashwords for their speedy and helpful responses.

Full Speed Ahead

The next trick is to prepare and upload one of our books. I'll let you know how it goes.

It feels like a long time since I've sent out the Publishize newsletter because we switched the dates around due to the Self-Publishers Online Conference.

As an aside, if you attended SPOC, please fill out our survey. (We sent the link to you in SPOC News.) We need your help to make SPOC 2011 even better.

Although attending a conference like SPOC can help you move forward, we've found that many people still feel "stuck" in their book publishing journey and need help getting unstuck. So we're starting up self-publishing training classes. If there's an aspect of publishing you are struggling with, please let us know.

We are setting up classes that help people "get unstuck" so they can produce the best books possible. The more insight we can get from our Publishize readers, the better those classes will be.

This week's article addresses a business issue that many people get "stuck" on: wondering what the heck to do next. With so many choices, the decisions can sometimes seem overwhelming.

How to Figure Out What's Next (or "Help, I Have Too Many Projects!")

by Susan C. Daffron

You can't do everything, but you need to figure out what you are going to do next.

Because we had at least one person who wanted to upgrade her SPOC pass today, but couldn't, we're leaving the registration link and site log-in open through May 31.

The third day of SPOC focused on turning your book into a business with a complete product line. If you joined us, you listened to some big names in the writing and publishing world. Here are a few gems from what they shared, and in case you missed a call, how you can get the audio downloads or CDs.

The second day of SPOC was chock full of helpful ideas for promoting your book to the world. If you joined us, you listened to some big names in the writing and publishing world. Here are a few gems from what they shared, a preview of what's coming tomorrow, plus, in case you missed a call, how you can get the audio downloads, CDs plus other must-have items for the soon-to-be author.

The first day of SPOC was a whirlwind of information. If you joined us, you listened to some big names in the writing and publishing world. Here are a few gems from what they shared, a preview of what's coming tomorrow on Promotion Day, plus, in case you missed a call, how you can get the audio downloads, CDs plus other must-have items for the soon-to-be author.

Here is a short run-down of the agenda for DAY 3, which is all about turning your book into a business. Friday May 14, 2010

Here is a short run-down of the agenda for DAY 2 - Promotion Day, which is all about building a relationship with your target market and ideal readership. Thurday May 13, 2010

Here is a short run-down of the agenda for DAY 1 - Writing & Publishing Day, a day dedicated to showing you how to write and produce a finished book from your manuscript. Wednesday May 12, 2010

Happy Cinco de Mayo! We're happy because on today's dog walk through the forest, we found our first morel mushrooms of the season. We plan to invite them to dinner.

I'm sending out this newsletter a week early because I may or may not get one out next week. Next Wednesday is the first day of the Self-Publishers Online Conference!

As you might imagine, I'm a little nervous about SPOC. I'm quietly hoping everything will go the way it's supposed to and people will love it. But I'll be honest; putting on an event like this is kind of scary. Since it's been on my mind a lot lately, fear is the topic of this week's article.

Do the Thing (or Things) You're Afraid to Do

by Susan C. Daffron

After you've done the scary thing once, you gain the confidence to do it again

It's hard to believe, but after all this preparation, the Self-Publishers Online Conference is next week!

All the excitement got me thinking about my own book-publishing journey. I like to joke that it only took 10 years to self-publish my first book. Maybe you can relate to this ;-)

In 1996, I read a bunch of self-publishing books and became completely overwhelmed. I had piles of notes, no idea how to write the book, even less clue where to get it printed, and zero money for my first print run.

A mere 10 years later in 2006, I released my first book, Vegan Success. By then, I'd written a lot more, more publishing information was available, and the advent of short-run digital printing meant I didn't have to print (or pay for) 5,000 books. Yay!

Now with a total of 10 books to our credit, I have to say that if I'd had access to the incredible publishing minds we're bringing together for SPOC, I don't think it would have taken me 10 years to release my first book. These folks are incredibly generous in how much information they share; I know you'll be impressed.

I hope you're looking forward to SPOC as much as I am!

A Day In the Life at SPOC 2010

We've received a few questions about what it's like to attend a "virtual conference" so James wrote a blog post called "A Day in the Life at SPOC 2010." If you're wondering what to expect, check it out:

http://leiurl.com/?spocday

SPOC Behind the Scenes

For more insight, you also can check out our "Behind the Login" page, which shows you how SPOC differs from a typical "telesummit."

http://leiurl.com/?spocinside

Discounts from Our Sponsors

Keep in mind that not only can you attend SPOC for exactly $0, you can get discounts from our sponsors on various publishing-related services.

For example, Send2Press is offering a discount on its press release distribution services. We're offering discounts on our products and the Small Publishers Artists and Writers Network will let you join at $10 off the regular low membership rate.

To Register for SPOC

If you haven't registered for SPOC yet, click the Register button in the upper right-hand corner, or use this direct link:

http://leiurl.com/?spocreg

If you signed up for a Basic (free) pass and realize now that you want to upgrade your pass to get recordings or CDs, just let us know:

http://leiurl.com/?lecontact

You can get more details about the conference at the SPOC site:

http://www.SelfPublishersOnlineConference.com

Check out the SPOC Speaker Line up:

http://leiurl.com/?spocspeak

View the Agenda:

http://leiurl.com/?spocagenda

According to stats, 80% of people want to write a book. If some of your friends are among them, please feel free to pass on this information to them. Until next time...

Live long and publish!

The Self-Publishers Online Conference is only a little over a week away. We've had a few people ask us what it is like to attend a virtual conference, so we decided to share the experience of a typical "day in the life" at SPOC 2010.

If you want a look at the pages we'll be talking about, please check out the new Behind the Login page on the SPOC Web site.

Are you ready? Okay, here we go...

[All times Pacific]

7:50 AM

The day starts off bright and early with the keynote seminar at 8:00 AM Pacific time, so you head on over to the SPOC Web site a few minutes early to see if there is a handout to download. On the days of the conference, you see a Log In button in the upper right corner of the site header. You click that button and enter the user name and password you requested when you registered. The site takes you to the member welcome page, which has tips for using the member area of the site.

You then click the Seminar link on the member menu near the top of the page. The site displays the Seminars home page, which includes a grid of the conference days and seminar times. It also has links to the individual seminars.

Now you click the link for the appropriate seminar. The site displays the seminar page with a description of the seminar and the speaker's biographical information. If the seminar has a handout, you'll see a link just below the seminar description. To download a handout, you just click the link, and your browser will try to open or save the file. You can save the file directly to your hard disk by right-clicking the link and choosing "Save Link As" or "Save Target As," depending upon which browser you are using.

You also see the phone number and conference ID you'll need if you want to hear the seminar via telephone. Or, if you prefer, you can listen on the Web through an audio player on your computer. Just click the Play button on the player (and make sure your speakers are turned up!) to join the seminar.

8:00 AM

When the seminar starts you'll hear on of us (Susan Daffron or James Byrd) introduce the speaker, and then the seminar will begin. In some cases, the seminar is a question-and-answer format, where the host interviews the speaker. In other cases, the speaker takes off and runs through a prepared presentation.

During the seminar, you can use the Seminar Discussion area at the bottom of the page to post your comments or questions. One of the hosts will be monitoring these posts, and if we can work a question into the seminar, we will do so. You can also engage with other attendees before and after the presentation using the discussion area. Some speakers will take questions at the end of their presentation, which is yet another opportunity for you to get the answers you need. During the seminar, the phone lines will be muted to protect the quality of the recording, so the discussion area is your best means of communicating with us. In some cases, we may open the phone lines for questions after the seminar is over.

While you are listening to the seminar, you click the "Refresh Discussion" button once in a while to see what other people are saying. The most recent posts appear first in the discussion list, so it is easy to keep up.

9:00 AM

The first seminar ends and you catch your breath as you try to assimilate all the great information you just received. The seminar may go on for a few more minutes as we wrap up and potentially get a few more questions answered. We are usually signed off within 15 minutes of the top of the hour.

You now have about 45 minutes before the next seminar starts. If you need to get some more coffee or visit the bathroom, here's your big chance.

You can also use this time to take a look around the Exhibit Hall, which has information about products and services specifically oriented around helping self-publishers produce books. Just click the Exhibit Hall link in the member menu and walk the virtual aisles of booths. Click the links in the shortcut bar on the left side of the page to display the corresponding exhibit on the right side. If you want more information about a specific product or service, just click the Request More Information link at the bottom of the page to take advantage of our "Virtual Badge Swipe" feature, which lets you request information without having to fill out any contact forms.

9:50 AM

Before the 10:00 seminar begins, you log back on to the SPOC Web site and go to the appropriate seminar page. Once again, you download the handout if there is one, and get yourself set up on the phone or Web audio player. You'll be all set for another hour-long seminar packed with information you can use to put your knowledge and passion into words, and get your message to your audience.

11:00 AM

Whew! So much great information in such a short time! After we wrap up the second morning session, you'll have less of a break before the Q & A Roundtable discussion, so if you want to grab something to eat, get on it!

11:30 AM

The Roundtable discussion is a 45-minute, open forum for questions and answers. We had an impromptu roundtable at SPOC 2009 when a speaker had an emergency and was unable to present her scheduled session. The Q&A session went over so well that many participants suggested we do it again this year as part of the regular schedule. So we did! Each day has a Roundtable discussion at mid-day for one-on-one attention from the SPOC hosts.

After the Roundtable discussion, you'll have about a 45-minute break before the afternoon sessions begin. It's another chance to grab something to eat or just stretch your legs.

The afternoon sessions go a lot like the morning sessions. Each seminar goes for about an hour, and then you have about an hour before the next one begins. (See the SPOC Agenda page for details.)

If you are a Standard or Premium pass holder, you'll also be able to download the seminar audio files as they become available. The files are usually ready some time before the next session begins, or within an hour or so after the last session of the day is over.

I hope you enjoyed that little journey through a day of SPOC. It is hard to describe the energy and excitement of learning so much valuable information and sharing the experience with your peers, but if you check out some of the testimonials sprinkled around the SPOC site from last year's participants, you'll get a feel for it.

SPOC 2010 is only a little over one week away now, so if you haven't registered, please do so right now! The Basic Pass is free, and the Standard Pass that lets you download the audio recordings for ALL 15 seminars is only $97.

• Click to learn more about SPOC Attendance Passes.
• Click to Register for SPOC now.

We hope to "see" you at the conference. In the meantime, live long and publish!