Design 101: Typesetting

There’s a lot of thought that goes into self-publishing. If you’re an author, you’ve probably given a lot of thought to a few key things about your book such as the jacket, the title and the content. If you’re a reader, these are probably the things you regularly pay attention to as well. Have you ever thought about the interior of a book? How the pages are laid out, the margins set up, or the style of the chapter headings?

If you haven’t thought about those things, that means that the person behind the book did a good job typesetting. Typesetting is the process of properly setting the text on to the page of a publication. Bad typesetting can completely ruin the reader’s experience and interrupt the flow of the book. The last thing you’d want is for a reader to stop paying attention to your carefully crafted work because the spacing between lines is uneven!

When self-publishing, you will eventually have to deal with typesetting. Here are some simple dos and don’ts of this book design fundamental:

Don’t think it’s a simple job.

Typesetting on the surface sounds like it would be easy. After all, you have probably used word processors like Google Docs or Microsoft Word before. These programs can handle simple design tasks, but when it comes to the nitty gritty, they can’t handle a book interior. Which leads me to…

Don’t choose the wrong software.

It may be easy to try and make a program like Word work for you- you already own it and are familiar with it. However, word processing programs are not built for typesetting. While they may be able to handle some basics such as kerning, margins, and fonts, they are frustrating to use. Bending a program to try and fit your needs is harder than using a program built for typesetting. I have used Adobe InDesign for typesetting in the past and highly recommend it. Other programs include LaTeX, Reedsy Book Editor, or Bookwright by Blurb. 

Do study up on the basics.

There’s probably a lot of terminology and best practices that you won’t know going in. Typesetting is not easy to do well. I suggest looking over Canva’s illustrated typography terms to get an idea of popular terms. Typography and typesetting are different, but they have a lot of overlap! After that, start reading up on things like font choice or industry standards.

Do consider hiring a professional.

Let’s face it: you’ve got a lot going on already when you’re self-publishing. If you don’t have time to sit down and learn how to typeset properly, it might be best to hire someone. A professional will already have the appropriate software, the knowledge of how to use it effectively, and should be intimately familiar with the best practices. There’s a lot of typesetters out there who have a skillset to match your project. It may cost more than DIY, but the result will be less frustrating and more professional. 

If you found this helpful, check out our other blogs on design and self-publishing.

Social Media 101: Snapchat and Instagram Stories for Authors

SnapchatInstagram and Snapchat are popular social media platforms for influencers, especially those who are celebrities or are in the fashion industry. The various Kardashian women are perfect examples of Instagram influencers—follow their accounts to get a rounded grasp of how useful Instagram Stories and Snapchat can be for public figures.

Snapchat and Instagram tend to skew young in terms of who is using these platforms, from teenagers to millennials in their mid-30s. As an author it can be useful to tap into these age groups to cultivate a new audience for your books and/or brand.

How both Snapchat and Instagram Stories work is that you take a photo of something (yourself,your dog, something cool you saw) and it disappears after 24 hours of your posting of it, unlike regular Snaps or Instagram posts. Regular Snaps to friends disappear after they are viewed (if not viewed, then after 30 days); Instagram posts are there permanently unless deleted by the user.

Here are 5 tips on how authors can use Snapchat and Instagram Stories:

Use them for exclusive content. Are you in the middle of writing a new book? Snap or Insta-story a line from a chapter you just wrote. Are you writing a short story for a new anthology? Snap a photo of yourself with one of the other authors or editor with something along the lines of, “Meeting with so-and-so today. Can’t wait to show you our latest project coming soon!” Creating some mystery and suspense will excite your followers.

Snap an immediate and intimate glimpse into your life. We all want to know what our favorite celebrities are doing – and snapping photos of themselves cooking food, out to dinner, enjoying a concert, or reading a book achieve that aspect of making followers feel like they are included in their lives. You can do the same thing as an author by taking a video of a book you are reading or a new recipe you are attempting to cook.

Show off your fun side. With all the funny and cute filters available (making your eyes huge, face swapping, giving yourself dog ears, etc.), showing readers how you can have fun will make you more personable.

Hold a contest. Gain followers on Instagram or Snapchat by holding a contest–with the winner receiving an advanced reading copy of your upcoming book, a box set, or a signed copy of your newest release. Hold the contest only on Instagram or Snapchat, but announce it on your Facebook page or Twitter so that you drive new people to your Instagram or Snapchat usernames. For example, post on Facebook: “New contest on Snapchat that I am announcing in five minutes! Go to [username] to see what I’m giving away this week!”

Engage your followers. Because people can message you back on your Instagram stories or Snapchat stories, post a question: “What are you reading today?” or “What are you doing today?” to engage your followers by having them respond in a message. Respond back so that they can feel that you are engaged with them as well.

Even though Instagram stories and Snapchat are similar, you may find yourself inclined to use one more than the other, and that’s fine. Just make sure to use whichever one you favor on a daily basis so that your followers don’t lose interest.

Read more beginner’s tips for social media here.

Book Marketing 101: Create Visibility for Your Book with These 5 Tips

You’ve written a book and published it — but the sales just aren’t happening. The biggest likely reason for this is that no one knows that you or your book exists, even if it’s been uploaded to Amazon. There are thousands of authors on Amazon vying for people to buy their books. That’s why authors need to create visibility so that they can stick out from the crowd.

It can be really tough to put yourself out there and talk about yourself and your work, but if people don’t know who you are, then they won’t buy your book!

Here are some ideas for authors to create visibility for their books:

  1. Visit your local bookstore, retail stores, or library. Dropping by and leaving a copy of your book for the bookseller or librarian will help them learn who you are as a person and give them the chance to look at your book before deciding to purchase. Many indie authors shy away from selling books on consignment, but sometimes it’s the best that your indie bookstore can do, especially if your book is not available through the proper distribution channels or is unavailable for return.
  2. Have a release party or event. Invite friends and family to celebrate your new book at your house, and have them purchase copies there. Or you can have it at a restaurant where you can incorporate the plate price with the price of the book, so everyone who comes is guaranteed a copy. You can also see if your local bookstore will have an event for you, if you are positive you can get enough attendees to come. (Read more about authors events in this blog post.)
  3. Ask family and friends to review on Amazon or BN.com. Supposedly, those with more reviews on Amazon are more likely to be included in the company’s email newsletters and receive more visibility overall–although to be honest, nobody but Amazon knows how their algorithm works. It’s still worth having friends and family post reviews so that it will generate interest for others to read your book. Books with no reviews whatsoever will likely be passed over by shoppers.
  4. Put yourself out there at festivals and conferences. Start visiting local book festivals and writers conferences and hand out cards or copies of your book. See if any of them will put you on a panel. Many festivals have the option for author signings, although you most likely have to pay for that privilege, at least in the beginning.
  5. Make sure it’s easily accessible for purchase. Even though Amazon is the most popular online outlet to purchase books, readers do have other shopping preferences–whether it’s a local store or a Barnes & Noble. Make sure that your website, blog, and social media pages have links to these sites and to Indiebound, so that your audience can purchase through their favorite indie bookstore.

It’s important to get yourself out there in some way, shape, or form to create visibility–whether it’s by putting yourself out their physically or through online channels. You may not sell hundreds of copies at first, but you’ll be on your way to make yourself known. The readers will come–you just need to put your foot out the door.

If you’re an indie author, do you use any of the above ways to create visibility for your books? Tweet about it to us @McKinneyPR!

Social Media 101: Instagram as an author tool

Instagram LogoIs your New Year’s Resolution to use a different form of social media other than Facebook or Twitter? Instagram is one of the best social media platforms out there, and one of the most popular among 18-24 year olds and 25-34 year olds, according to Social Media Week. If those age groups are your main audience, then utilizing Instagram is an app you should seriously consider. It’s fun, easy to use, and unless you’re Justin Bieber, less likely to be spammed or “trolled” than outlets like Twitter.

For those who aren’t familiar, Instagram is an app that allows you to post photos and graphics with (or without) a caption. It’s different from sites like Facebook and Twitter because you can only post to it if you have a picture to upload.

If you’re an author, how can you use Instagram to your maximum potential?

Use those hashtags. Like Twitter, Instagram allows you to use hashtags so you can search for terms like #ThrowbackThursday with ease. Participate in trending hashtags to insert yourself into the conversation.

Show us what you’re reading. Why not show your audience what books you enjoy or are currently reading? The hashtag #bookstagram is popular, and if you have a bookshelf that’s as grand as the one in Beauty and the Beast, you can even get involved in the #bookshelfporn tag.

Give us a glimpse of your life. Your readers may love your books, but we want to know who you are, too. If there’s anything going on in your life you’d like to share, like showing off your new lightsaber while in line for the new Star Wars movie, your audience will love you the more for it.

Cats, cats, cats! Since the dawn of time, photos of pets are proven to receive the most likes, hearts, and favorites across all social media. It’s okay to upload a photo of your kitty making an angry face worthy of Grumpy Cat, or your dog trying to lick peanut butter off his nose.

Quote your own stuff. Do you have some lines in your new book that you seriously love? Post them on Instagram as a pretty graphic! You never know who will find your book quote inspirational enough to repost.

What social media platform do you find is the best to use as an author? Tweet us your thoughts @mckinneypr!