I know this is kindof niche and I may not be in a position to entirely deny the Cooo, Sales Opportunity factor, but I re-read this (below) and found it mildly diverting. So revisiting.

It’s the transcript of a talk I gave, coupla years back, to Writing Room (writingroom.org.uk) on the ins and outs of self-publishing. Hoping it may be of interest and if not, there are a couple of laughs and the occasional philosophical insight-attempt. With Beautiful Games now unleashed into the wilderverse, and having grabbed a further bundle of knowledge about The Process of Getting Books Out There, it feels okay to piggyback the original event.

To the underslung, I would add, then:

I still really like the whole notion of self-publishing; the freedoms; the Independent Record Labelness; the relative speed of delivering your missive. In terms of practical minutiae, I *now know* that it’s the online behemoths that push for a pre-order period of a month, to allow time for the book files/cover/metadata/whatever to fully load onto their systems. Seems a bit daft in 2024, but this is just how it is. Amazon (e.g.) can put your book up there on Day One but the info about said book, online, may not be correct, or fully described for some weeks. So they call that faff-abart-time a Pre-Order Period and scramble to get things looking right – whilst obviously improving the groovy-‘early’ sales factor.

I have used Grosvenor House Publishing for Beautiful Games, because the people I dealt with were/are tidy and The Dots Will Not Be Joined felt and looked like a kosher book. (In short, happy to recommend). Costs are pretty much unchanged from those included below, other than the increase in prices for copies *to me*, for my book launch and personal supply. This I expected, given the general hike in printing costs, et al, to the producers themselves. Happy to field enquiries on anything around writing or publishing – particularly, obviously, the self-publishing route.

Here’s the new book – https://www.amazon.co.uk/Beautiful-Games-Rick-Walton/dp/1803817763

The rest I think is here…

ON SELF-PUBLISHING.

Hi & welcome to everybody, wherever you’re ‘at’, geographically or writing-wise. I feel like I should start with a patently, refreshingly un-focus-grouped soundbite so here it is: I’m here to ENCOURAGE. I really am.

Am I an expert? Nope, almost certainly not… but I have gone thru this self-publishing thing. So I will and CAN give you some PRACTICAL INFO as well as waffle or spout opinion extravagantly. Ignore all diversions – there will be nonsense and mischief en route – just hold on and I will prove to you I am kosher in the sense of having self-published a book. Recently. You may, should the thing fall into your hands, powerfully dislike THE DOTS WILL NOT BE JOINED and therefore think I’m an utter fraud as a writer but the process would be the same for your fabulous, authentic equivalent.

Brief WHO AM I?

I’m Rick and I’m a writer and a sports coach/P.E. Teacher – mainly the latter, in fact. I’ve always ‘written stuff’ – whether that be songs/poems or bigger lumps of words. Always. For me. For me this is personal, so if you do take away one message from the following kaleido-rant(s) let it be this: I think we write because we can’t stop. The Rest is superfluous (for me, anyway): whether we’re famous and brilliant or mischievous and obscure and daft. (Guess which end of the spectrum I’m waving, madly, from?) The Doing is the thing. Your contribution is the thing. Please create this stuff. You need it/I need you to do it. You make the world better. Get your writing done.

I love Nearly Man/Nearly Person stories. I’ve got some byooots and if we have time I’d love to hear some of yours. Wozzat all abart? I think We Writing Peeps may need to be kinda durable or ‘philosophical’ but we may also need a sense of humour about the madness and anti-meritocracy of all this, yes? Maybe more of that later…

My story is… in god-knows-when my first play was workshopped at the Nat Theatre Studio, in London. It was entirely possible that I was gonna make it: I do actually remember a director saying “Christ, Rick, you’re gonna be SO-O BIG!!” LOLS! Been getting smaller ever since.

I shook hands with the top man there – Nick Wright – over the fact of an upcoming production of one of my plays, then got on with my life. They had ‘wanted me in the building’ so I wrote something else on a second visit. IT NEVER HAPPENED. Not because they realized I was the mischievous impostor/rebellious jukebox I may have been but because the funding was cut for new writing festivals etc. I imagine half of you have experienced something similar – the new stuff, the risky stuff being cut or excluded. I didn’t care. I just kept writing – kept living my life.

Apologies, know this is indulgent but let me stick with this momentarily on the off-chance that this feel somehow relatable and mildly diverting. I’ll mention in passing that a reader at Hampstead Theatre dubbed me a ‘free-wheeling absurdist’ (always wanted to stick that on my passport) and an equivalent at the Royal Court called me ‘the diamond in the dung-heap’ and I think that gave me enough belief… but know what? All that belief/confidence/vindication malarkey… that could be an endless discussion in itself… mainly I was happy, living in Pembrokeshire, with NO EXPECTATION or AMBITION to be somebody – be that kind of writer or public figure.

Have no regrets about this. Never, I swear sought to push open that metaphorical door: never bought directors coffee. Always knew I was a longshot and an outsider because of who I am, how I write. I wasn’t going to change that; they weren’t going to change that. We’re all wonderfully different (and I know this can sound incredibly arrogant but) for me there was and is no conciliation around this.

Know it’s going to sound weirdly against the grain of what follows here, if I say I’ve never considered the public aspect of publishing important. But I really haven’t. This is personal and I fear it will sound insufferably pompous or something… but I don’t, essentially seek or need vindication. I just write. So yeh – uncompromisingly.

THE PROCESS

Started with having the headspace and time to write a book, instead of blogs. (Am an accredited cricket writer and bloggist – have two websites. Have also had articles published in various papers and magazines; sports-stuff mainly. Wisden). COVID made the first tome possible.

Conversations (with folk I trust), who might know, about agents/publishing/stuff I’d need to aware of.

Some publishers INSIST on agents forwarding work: think that’s bollocks but it’s how it is. Didn’t expect to get an agent but googled them and chose a few. Did the same with publishers, at the same time, because a) impatient b) knew my work too ‘left-field/’unstructured’ to land with most mainstream publishers.

Looked hard at publishers, on t’internet and chose about ten, to forward manuscripts. Most want the opening 30 pages, with a chapter breakdown and/or similar highlights package. Took this seriously but opted to present in my own inimitable style, in the expectation of ‘failure’, but the hope of maybe just hitting a like-minded spirit in their camp. Didn’t!

Most publishers take months to get back to you – if they do so. They then pre-warn that any subsequent publication will take a year or more after that. This was intolerable for me, given my book feels contemporary to that 2019/20 moment – was about that moment. Feels urgent.

IN SHORT I THINK IT’S RIDICULOUS (in any case) that it takes 2 years to publish a book. In 2021/2/3? Madness. Simply don’t believe it’s necessary, in the digital age and it was a major driver in pointing me towards self-publishing.

Wrote the book between winter 2020/21 and early Summer 2021 with a view to publishing that autumn. Timing-wise, felt daft not to try to collar some of the Xmas Market. Lols!

 (It had become apparent, from more conversations and possibly email exchanges with publishers, that even with lockdowns meaning half the universe was writing books, self-publishing could happen start-finish in a matter of weeks/a few months. That was the clincher, for me).

So, basically, I didn’t wait for many agents and publishers to respond. I saw an ad on-line, probably under The Guardian banner, probably on the Twitters, for self-publishing via Grosvenor House. I remember asking my good friend Paul Mason if he had any experience or knowledge around this and he said he was aware of other options, but no. Didn’t recommend his agent, neither did the other guy I spoke to. No easy ‘in’: I emailed Grosvenor House Publishing Ltd.

DETAILS AND COSTS.

Abstract: I wanted complete control of my book. I’m a Stiff Records kindofaguy rather an EMI geezer. I didn’t want proofreading or copy-editing services: I was always going to do as much editing and re-writing as anyone but I wanted to make all the choices. Independent Record Label equivalent. Self-publishing makes that possible. It can be thrillingly punky in a way I like.

In July 2021 it cost me £795 to sign up with Grosvenor House. We had inevitably exchanged some emails – you get an individual assigned to you – which prepared the ground in terms of what the writer gets and what the publisher expects. Then you get a Publishing Agreement, (show it!) with just a few pages of contractual stuff – none of which was too intimidating to a newbie like myself.

What the writer has to do – probably not an exhaustive list!

• Write the manuscript.
• Produce some publicity/back of the book blurb.
•  List the book correctly for web searching (metadata – had no idea myself but not over-taxing). Not *actually sure* how vital that is, but they want you in the right box and some people will probably search.
• Choose or design a cover and internal pics – at £5 per image, from memory. Best part of my adventure: Kevin Little. Somebody I trust, who GETS ME. We talked, I gave him some keys and a picture and away he went. Magic. IT WAS FREE – he understood. He enjoyed it. He brought His Thing. I needed some of his technical knowledge as well as his understanding of me and the book. Find a soulmate in this!
• Take responsibility for slander/liable/originality etc.
• Provide ‘an electronic file in Microsoft Word of the book text plus digitally scanned photographs/artwork in the correct format’.
• Choose fonts and formatting (you’ll get some advice, in my experience). Also matt or gloss, etc.
• Choose what price you want the book to be.
• Allow the publisher to distribute sample copies free of charge. (Not sure if this happened, in my case).
• IMPORTANTLY, THE AUTHOR MUST DO ALL THE MARKETING & ADVERTISING.

What the publisher agrees to do:

• Arrange and provide an ISBN number – essential, people tell me.
• To typeset sample pages and send them out to the author for approval.
• To provide an electronic full proof within 30 days.
• To assemble a cover – either from material the author provides or from a royalty-free website. (Grosvenor House can, for a fee, design your cover).
• MANUFACTURE BOOKS ON DEMAND as orders are received.
• ‘Supply our distributors with your book’s metadata/synopsis’ to ‘all major retailers/wholesalers in the UK and to Amazon.com’. Will list the book with Nielsen Book Data.
• Make royalty payments twice a year – got £640 for my first!
• Provide the author with 5 bound and printed copies free of charge. Supply the six national libraries of the UK with a copy of your book.

IMPORTANT NOTES.

Grosvenor House offer services such as editing/proofreading/design. The base rate for that is about £35 an hour but they will offer you specific quotations for particular tasks. They will professionally check-over your manuscript for about £200, in short. I didn’t want that and couldn’t really afford it, given my confident expectation to lose money at this venture. However, I inevitably missed a couple of typo’s and restoring those cost me about £100, post-publication.

The marketing thing is key. You, the author are doing all the marketing. They effectively produce the book and put it on Amazon. You sell it. I absolutely hated the idea that my only realistic option was to sell via Amazon BUT IS THIS IS PROBABLY HOW IT WILL BE.*

EVERYTHING IS DOWN TO ALGORITHMS AND CLICKS (apparently).

Grosvenor House did advise me that pre-publication sales can be major: if a certain number are sold, early doors, that triggers algorithms (or something) that may release your book into actual shops – or get it noticed by actual shops, who then order copies in. THIS DID NOT HAPPEN WITH MY BOOK -I’m a nobody, why would it? But FIND OUT ABOUT THIS STUFF. Lean on the publisher?

*Or by-pass Amazon, maybe… by buying lots of your own books and touting them around bookshops, yourself. (I am going to seriously consider this for my next book). Grosvenor House told me they would sell me any number of my first book at about £4 each – I bought 50, for the book launch.

 Next book I may contemplate buying many more and going on a road trip: let’s do the math.

Haven’t really thought this through but it may be possible to buy at £4 and sell at £10, having persuaded the booksellers to split that remaining money. If you take £7 & the bookshop gets £3, I make that £3 profit per book, for both of you. You may only need to sell 3 or 400, to break even. Could you face that initial expenditure, that risk, that work – that selling? Could that be part of your adventure?

We’re racing ahead. You need to be cute. You also need to be realistic – or not. I simply accepted the near-certainty that I would lose money on this adventure and daren’t buy 400 of my own books – didn’t really want to charge round the country with a car full of books.

My chosen route may have been something of a cop-out, then. I bought just enough books for the book launch, and to place a few in a local hotel and a couple of local shops.

Re-wind. WHAT I DID cost me around £1,000, trying to keep costs down a bit. The Killer Truth is that if you SELL YOUR BOOK FOR around £10 Grosvenor House will pinch £4-plus of that, and so will Amazon or equivalent. MEANING YOU WILL GET A ROYALTY OF (ONLY) £1.40 for every book sold. Outrageous but true.

I bit that bullet and tried from the outset to a) live with the loss but b) push to sell as many as possible.

MARKETING.

Nobody knows who the f*** Rick Walton is. He has no clout, no real ‘presence in the market’. But he knows a man or two that do(es).

I’m a Twitter fiend and have one or two celebrity Twittermates. Or Twitter Big-hitters. Critically for my ego (maybe) and certainly for any sales, both these guys think I’m a decent bloke and an interesting writer. They have many thousands of twitter followers and they both were kind enough to pump the book just a little, on that sagacious platform. The result was I sold about 5-600 books and gathered about £700 back from my outlay.

CONCLUSION.

I loved the whole process of self-publishing. It suited me. Never for one moment did I think it would make me a profit: I was doing it for other reasons. Primarily, rightly or wrongly, I feel there’s something I have to say. It felt like a next step. If the reality is nobody’s going to take me on – no agents, no publishers – so what? I can do it anyway.

It was a brilliant, gratifying adventure; I strongly recommend it. But think about how you might sell a lot of books. You’ll probably need to sell best part of a thousand to get yourself close to parity, dollars-wise, if you do it the way I did.

So who do you know with 300,000 Twitter followers? That’s, in my experience, the way to go. Or what’s your equivalent to that going to be?