Author Interview with John Holt: 7 Questions about Book Publishing Process & Mindset

 Clearly a good book cover is essential, especially if the book is on a bookshop shelf, says John

In this exclusive author interview series, “7 questions to ask an aligned author“, John Holt—author of The Art of Murder and a long list of crime fiction novels will educate us on his book publishing process and mindset strategies. Read his preceding interview on the book writing process to know more about his success secrets.

John Holt is well-known for his crime and historic fiction novels. His first novel, The Kammersee Affair, was written in 2008 and since then he has never looked back. Adding to his forte was his fourteenth novel An Act of Murder which came out in January 2020. Almost all of his work is available as audiobooks and has been translated into several other languages.

Here a his seven valuable recommendations on book publishing process and mindset you must definitely read.

7 Author Interview Questions about Book Publishing Process & Mindset Answered

#1 Which platforms are your books available for purchase? Are there any relevant costs, limitations or requirements to upload these platforms? 

Through Draft2Digital, several of my books are available on Barnes and Noble; Apple; Kobo; Tolino; 24 Symbols; Bibliotheca; Baker and Taylor; Hoopla; Overdrive; Scribd; and Vivlio. I also have some books available on Pothi.

Many of the books have been translated into several languages (thanks to Babelcube) and 12 of my books are now available as audiobooks (thanks to ACX.com). And, of course, all of my books, and the translated versions, and audiobooks, are all available on Amazon. With all of these outlets there has been no charges made. The translations, and audiobooks, are all on a Royalty Share basis.

#2 In your experience, which platform is most effective with regards to book sales?

At present time, sales are slow on all sales platforms, although one of my books (translated into Portuguese) is selling steadily in Brazil. In general terms the most effective sales platform has to be Amazon. Clearly, it has the widest spread globally.

#3  Have you published an audio version of any of your books? If yes, what was your experience and challenges? Any tips or advice?

Of my 14 books, 12 of them are currently available as audiobooks. The 13th book is currently going through the ACX and Audible quality assurance (QA) checks, and should be available within the next two or three weeks. The whole process, using ACX.com, is simple and straightforward. It is also cost free, and is on a Royalty Share basis between the author, narrator, and ACX.

The only advice I would give is two-fold. Firstly, when you pick your narrator be absolutely sure that the type of voice is exactly what you require. The choice is vast, including male, or female; age group; what nationality; accent. Secondly, visualize how you would want the audiobook to sound, and try to get that across to the narrator.

#4  How much of this metaphorical phase, “Don’t judge a book by its cover” actually applies to book publishing? Why or why not?

With so many new books being published every month, your book needs to stand out from the rest, and receive attention. Clearly a good book cover is essential, especially if the book is on a bookshop shelf. The cover is the first thing that a potential purchaser will see. The image and the title are the only clues as to what kind of book it is. Many potential buyers will, in fact, make a judgment based on the cover image.

#5 What’s the result of asking everyone and anyone for feedback on your book design? In your experience, does it result in more harm or good for the author and how?

Asking someone for opinion about anything will usually get a response, but it might not be the response you were hoping for. You might well believe that the book cover that has been produced is absolutely right for the book. The image is perfect, and the font is magnificent, but sadly it doesn’t appeal to the person providing feedback. Worse than that, if you ask ten people what they think you might end up with ten differing opinions. Some will love certain parts of the cover, others will like other parts. Some will hate it. Furthermore, no one would be able to guarantee that the cover will be a success, and generate sales.

Now you don’t know which way to go, and you wish that you hadn’t bothered asking the question. Or perhaps you are now having second thoughts about the cover that was, a short time ago, considered to be brilliant. There is a saying – you can please some of the people all of the time; and you can please all of the people some of the time. But you cannot please all of the people all of the time. Generally I don’t try to please anyone, except myself. If I like the cover I go with it. I would only ask someone’s opinion if I needed to make a choice between a number of covers. Having made my choice that is it, for better or worse.

#6 What is the most unethical practice in the publishing industry? 

When I was ready to publish my first novel, I naively thought that it would be easy–a publisher would be simple to find, and they would take my book without any problem. In fact, I did receive an acceptance fairly quickly. A publisher in New York loved my story, produced a glowing appraisal, and couldn’t wait to publish. All they wanted from me was an upfront payment of $10000 (I am not kidding).

Needless to say, I did not sign up with them. There were other offers, similar although slightly less expensive. One wanted £2400; another £700; and finally there was one that wanted £400. Becoming more and more despondent with the process, and determined to get my book into print, I did eventually sign up with a Vanity publisher, and handed over the £400. I think I sold 15 copies. Never again, and fortunately I was able to recover the rights to my work.

Vanity publishers demand high fees for doing something that nowadays you can do yourself for very little expense, if any. Even with such a high upfront cost Vanity Publishers charge, you will still be required to do your own marketing. Vanity publishers aren’t really concerned whether your book sells or not. They already have your money, so they have nothing to lose. Self-publishing is now so easy. And if you do everything your self – formatting, editing, and book covers, it is completely free. In my opinion, vanity publishers should be avoided at all cost.

#7 What’s the best advice you can share on publishing books?

In general terms, there are three forms of publishers. The traditional mainstream publisher, the vanity publisher, and self-publishing. Given the opportunity of actually having a choice, I would think that most people would choose to go down the traditional published route. But sadly, we do not actually have a choice. Circumstances will generally determine which way we should, or can, go.

As I have already said I would never recommend using a vanity publisher. And any company requiring payment up front is, by any other name, a vanity publisher. That, therefore, leaves one route available – self-publishing.

Self-publishing gives the author complete freedom to be in control of their own actions. With the likes of Amazon Kindle Direct Publishing, or Lulu, self-publishing is so easy. Just follow the rules, and the book can be published and available for sale within a few days. It is also completely free of cost if you do your own editing, formatting, book covers, etc. Although these items are easy enough to do there are those who may find them difficult, or would prefer the input from a professional for the editing, or book cover design. There are many people who will offer to provide all kinds of services, at various costs.

The best advice I would say is before you agree to employ anyone, before you part with any money, please ask around, get comparisons, most of all, get recommendations.

Answer #5 is my personal favorite. What’s yours? Have more questions regarding self-publishing? Comment below to get them answered. #thealignedauthor

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