Wednesday, 16 August 2017

SCRIPTORA: assisted publishing with SWWJ

Mary Rensten, Vice President of the Society of Women Writers and Journalists, talks about the Society's assisted publishing arm, SCRIPTORA.

In 2004 my first novel was accepted for publication. What a thrill! After nearly thirty years as a journalist and playwright, I had tackled a new genre ... and found success! I began a second novel, and jotted down ideas for further ones; nothing could stop this roller-coaster. Oh no? What was that saying about Pride coming before a Fall?

The publisher went out of business ... and my manuscript went back to the drawer, where it sat for a couple of years; I went back to writing drama, rather than experiencing it. Forget it, Mary, you are not a novelist.

Hang on, though ... the book was accepted, therefore it must be good enough for publication. The problem was ... no other publisher seemed to want it. So, what now? Vanity, in connection with publication, was a dirty word; but how about self-publishing? Other people, quite reputable writers, were now doing it. It was worth a try. I dug out the manuscript, freshened it up, took it to a printer. Two weeks later I collected the fifty copies I had ordered and brought them home in the boot of my car. My local independent bookshop, now sadly no longer there, agreed to stock the book and gave me a launch, to which the local press came. My photo, and a lovely plug for the book, appeared in the weekly newspaper, The Hertfordshire Mercury, and it was reviewed very favourably in The Woman Writer, the quarterly magazine of the Society of Women Writers & Journalists (SWWJ), an organisation which has been supporting writing professionals since 1894.

I had by now garnered some very useful information about publishing, which would be helpful when I set out to get my second novel into print. But that was not yet: I was only about halfway through! In the meantime though, perhaps I could use my new-found knowledge to benefit others in the SWWJ, members who were seeking publication in a genre new to them, or poets who were finding it difficult to get their work published in book form.

I drafted out a plan for this venture, giving it the publishing name I had used for my own book, and presented it to the SWWJ Council. They liked the idea ... and the name. SCRIPTORA (SWWJ) was born! You won't find the word in any dictionary ... well, not yet anyway! It is derived from scriptor, Latin for writer. Published writers back then being, as far as we know, male, there was no need for a feminine form of the word. No problem: add an 'a', and you have it ... SCRIPTORA!



We published our first book, After The Battle, a volume of poems by prize-winning Sussex writer Fay Marshall, in 2010, and in 2012 , Susato, a semi-autobiographical, lyrical novel by Liverpool poet Alfa, which has since been translated into German. We now have ten titles on our list, and six more - four novels, a book of poems and an autobiography - currently awaiting publication. Yes, it's a small concern, but it is a growing one, and our authors can be proud to have their work published by us, knowing that, before being accepted, it has gone through a rigorous vetting process by professional Readers, as with any submission to a commercial publisher, making this an 'assisted' publishing facility, rather than a self-publishing one.


So, how does SCRIPTORA work? Members send for an Application Form and Notes for Writers, then submit their work, together with the names of two people of literary standing who will endorse it. The manuscripts, preferably sent as email attachments (although hard copy is acceptable), go to two Readers. If both consider the work worthy of publication, it will move on to the next stage, which may well involve some 'tweaking' and/or re-writing; that done, the manuscript has a second round of reading, and if it passes that, it is then prepared for the printer. 

Throughout all this the writer has help, advice and general mentoring from our experienced editorial team, who will ensure that our publications, whether paperbacks or eBooks, meet professional standards in content and presentation. The only charge for this service is, at the moment, an admin. fee of £15! The bulk of the cost, though, aside from the ISBN, is paid by the author. He/she pays for the Readers' assessments - at a special rate to SWWJ members of £12 per hour, with £50 for an initial critique - and then for the printing and any artwork for the cover.

As with all publishers, the writer has to play his/her part in publicising the book; here again we give assistance, through the SWWJ press and social media contacts. Blogs, together with Twitter and Facebook, are proving to be a wonderful, far-reaching, and generally free, way of spreading the word about new work. Writers are, for the most part, retiring, modest people, but we are learning not to be so ... and this beguiling, easy-to-use 21st. century technology is helping us no end to overcome our shyness!

Alfa's Susato has had very good sales, particularly in Germany, poet Doris Corti's much praised Avenue of Days has sold out, Alex Rushton's dystopic novel, Sunrise at An Lac, has had brilliant reviews, and my own novel, the book that started the SCRIPTORA ball rolling, was republished commercially two years ago as Letters from Malta, and became an eBook best-seller in Australia!

I am so pleased that I took that first step into publishing: I love to see other writers being successful and it's good to think that SCRIPTORA is contributing to their success.


For more information and contact details go to swwj.co.uk Click on 'About Us' and scroll down to SCRIPTORA.

Mary Rensten is a Vice-President of SWWJ

Tuesday, 8 August 2017

The Ad Experience

By JJ Marsh

This summer, I published the sixth and last in my current crime series. After spending ten years writing, my aim was to start serious selling. My platform was pretty well established but to change up a gear, I needed to nail ads.

Hello Facebook, hello Amazon.


First I learned as much as I could for free online. I looked at Mark Dawson’s Self Publishing Formula 101 and knew I should understand more about advertising before enrolling on such a course. Otherwise I’d waste both time and money. (Having said that, Mark, James and the team are immensely generous with all their advice via their podcast/books.) Check them out.

So this Scaredy-Cat started with a reassuring Welsh voice: David Penny’s ALLi video on the basics. David’s slow, patient explanation of each step made me confident enough to try it out.

Then Adam Croft’s interview with the ever-helpful The Creative Penn added more ammunition, followed up with Reedsy’s course and various other marketing advisors.

Time to dip my toe in the water.


Lovely ad for the first in my series. But I dropped the price, thinking it would be an incentive. First mistake of many. (See Lesson 1.) In June, my first month of ad spend, I lost around £100. After studying more carefully and making adjustments, in month two, I made a decent profit. Feeling more confident, I tried new ads. Month three, I’ve quintupled my sales and I’m getting an ROI of 40% plus a whole host of new readers.

I am not an expert and far wiser minds will offer more sophisticated and expert advice. So as a seasoned writer but amateur marketer, here are the lessons I learned.

Lesson 1. Ads work best for higher-priced products such as boxsets but rarely for single books or special offers. (Advertising a discounted book is best done on the many freebie/bargain channels.) However, if you have a well-branded series, especially crime/historical fiction/sci-fi & fantasy, it’s worth trying FB/AMS ads.

Lesson 2: Image is crucial - simple, striking designs, featuring the book(s) work best.
On Facebook, you have more design influence. Blue is a bad idea as it blends with FB tones and won’t stand out but orange/yellow work well. Here’s a successful Facebook ad for one of mine, chosen especially to go with a “holiday read” promotion.


Lesson 3: Use congruence – text on ad which matches what the potential buyer sees on your sales page. (In my case; Europe, crime, Beatrice Stubbs, series, detective) Don’t be afraid to use the tagline in your ad or anything that reassures the reader they’re in the right place. And if you’re advertising on mobile/cell phones, make sure the image works in black and white.

Lesson 4: When it comes to Amazon, your only choice is to use the book cover as your image. I know Tread Softly is the most appealing and award-winning cover in my collection, so I chose to advertise that one in addition to my boxset.


The only other element you can control (apart from Keywords - see below) is the copy. You only have 150 characters. Here’s what went with the cover above.
Basque Country, Spain.
A true detective is never off duty.
Beatrice Stubbs is up to her neck in corruption, blackmail and Rioja.
Lesson 5: Link to the Amazon page for the appropriate country – ie, if advertising in the US use Amazon.com and Amazon.de for Germany, etc. You can also use Authl.it to make sure the link redirects your readers to their home site.

Lesson 6: Target carefully. This is IMPORTANT. Make a profile of your ideal reader. Look at Also-boughts of yours and similar writers in your genre. Use Facebook's Audience Insights feature. Amazon offers a variety of tools and suggestions but you know your book and its place 'on the shelf' better than anyone. It sounds stupidly obvious but reach readers who will read and enjoy your work. I write not-gory, intelligent European crime fiction. If I target fans of erotica and sci-fi or slasher horror, I'm onto a loser. If I target fans of Kate Atkinson, Louise Penny, Kathy Reichs or Henning Mankell, I'm far more likely to find friendly readers.

On Amazon, use whole phrases or titles as Keywords and aim for around 200. It will force you to drill down into your niche market if nothing else.

On Facebook, select only their appropriate suggestions and add plenty of your own, based on all the research you've already done. Narrow to your ideal reader by using the Lookalike feature. Facebook can generate similar audiences to those who already like your page.

Lesson 7: Duplicate ads and change one element at a time. Received wisdom says 3 ads per ad set, which costs you no more than one. When you can see which one is working, ditch or change the others. (Leave them for at least 3 days before tinkering. Stats take a while to filter through.) This one for Raw Material took three weeks of refining till it took off.


Lesson 8: Watch what works. Remember you pay per click. Refine and hone.
Check keywords daily on Amazon and change those which get a lot of clicks but no sales.  Also pause those which get few impressions. CPC (cost per click) on Amazon should be $0.70 or less.

On Facebook, watch which ads get most impressions and clicks. After following Lesson 5 above, check which ads are working and either stop or alter the lowest performer. (Tip – what you think is your best ad may not be the same for your readership.) Received wisdom suggests your CPC should be around $0.30.

Lesson 9: If an ad is working – eg you’re selling more than you’re spending, increase your budget by 50%. Remember The Read-Through Effect – if readers enjoyed the first, it results in sales for the rest of your backlist. I’m now advertising only two books and one boxset, but consistently selling all eight (six individual books, two boxsets) every day.

Lesson 10: Respond. If people sign up to your list or like your Facebook author page or have questions, make time for them. Build a relationship and engage. Don’t bombard them but make them feel welcome and part of a community.

Extra tip: Trust your designer.
This is my most successful ad to date – it’s working in the US, Canada, Australia, Europe and is soon to land in India. Thanks to JD Smith Design who rejected my chosen pic and used one of her own.
As always, she was right.