The Secrets Of Self Publishing
Therone Shellman
ISBN: 9780977100484
Third Eye Publishing
Reviewed By Cary Merriman
Official Apex Reviews Rating: 
It's
the proudest moment of your life: after toiling for years and years,
there you stand, your completed manuscript in your hand, the very
essence of the Great American Novel. Your prose is enrapturing, your
characters leap off the page, and your storyline will have readers
turning page after page in breathless anticipation of what comes
next…there's only one problem, though: how exactly will you go about
getting the book into their hands?
Believe it or not, the vast
majority of authors find themselves in just such a predicament: they're
experts at creating the perfectly engrossing read, but, when it comes
to transforming their writings into book format, they're complete
novices. Thanks to the continued growth and development of the
self-publishing movement, though, the days of clueless ambition on the
part of aspiring authors can finally come to an end – but only if they
know the right places to look in order to get the help they need.
Enter The Secrets Of Self Publishing:
coming in at just over 30 pages, Therone Shellman's detailed guide
provides a much-needed starting point for authors seeking to get their
writings in print, as well as make them available for widespread
consumption. Tackling such topics as networking, distribution, and the
all-important task of Guerilla Marketing, Shellman's booklet offers an
invaluable peek into the business side of the literary world that
cannot be overlooked.
Understandably, Shellman emphasizes the
importance of authors investing time & energy in marketing and
promoting their works in order for them to reach a more widespread
audience; however, he places just as much emphasis on the less sexy –
yet undeniably essential – logistical aspect of publishing, including
maintaining accurate records, detailed bookkeeping, and conducting
thorough research prior to entering into professional relationships
with various vendors (i.e. printers, distributors, book stores, etc.).
By doing so, Shellman provides authors from all walks of life with a
well-balanced, holistic view of the true workings of the publishing
industry, granting them the advantage of avoiding the same "rookie
mistakes" that countless authors before them have made over the years.
Like Dan Poynter, John Kremer, and Tom & Marilyn Ross before him, in The Secrets Of Self Publishing
Therone Shellman has effectively condensed a world's worth of knowledge
into a handy, do-it-yourself guide readily available for the benefit of
the literary multitudes, and any author serious about publishing and
promoting his/her writings would be remiss not to take advantage of his
considerable expertise. Highly recommended.
Official Apex Reviews Interview: Therone Shellman (The Secrets Of Self Publishing)
Apex Reviews: Thanks for joining us for this interview, Therone. We're looking forward to learning more about your book.
Was there a specific incident that prompted you to put the booklet together?
Therone Shellman: I decided to write this work back in 2005 a little while after I published the revised edition of my first novel "Love Don't Live Here". After my unsuccessful experience with "Love Don't Live Here" in 2003, the second time around in 2005 I told myself I would put something together which would help out aspiring authors. I didn't take any notes throughout the years for the project. In October of 2007 I knew I was ready so I sat down, did the outline of topics and wrote the booklet in one week.
AR: Does much of the advice in the book stem from your own personal experiences/misadventures in the literary world?
TS: Yes, I definitely would say this work is based on tried, true, and tested actions. And there are still victories to be gained and mistakes to be made as well. Scared people play it safe. In most cases these are not the people who build bridges, conquer unchartered territories, or do what most consider impossible (I'm speaking in metaphors and parables. I do that a lot, but read in-between the lines, and you'll know what I mean).
AR: What are some of the things that authors should NOT do at their book signings?
TS: In most cases authors should not sit at signings. Well, not unless you have people with you who are ushering people over to you (or you're just that superstar who can afford to sit on their butt and take the chance potential customers will pass you by). African American male authors who write AA fiction should never sit because 90% of the people who buy AA fiction are AA woman. It's rude and impersonal. Authors should never smother people. Introduce yourself and your work, be inviting, but don't force yourself. Most of all you're there to promote your work, so act like you're interested in meeting people. The laptop, newspaper, and the phone will be there for you long after your signing.
AR: Please explain for the authors out there the difference between a distributor and a wholesaler.
TS: A wholesaler may stock a publisher's titles, but in most cases they do this on a limited basis because most do not employ a sales force that pitches the sales of titles to stores, libraries, etc. When sales requests come to them from stores/libraries, they fulfill the orders, but they do not reach out to buyers. A distributor, on the other hand, employs sales staffs who seek to sell your title/titles to store accounts, libraries, etc.
AR: What's your general opinion of the publishing industry as a whole at this point in time?
TS: The publishing industry is designed for independent authors and publishers to fail. This is so because most authors/publishers depend on the mainstream book market like Borders/Waldenbooks, Barnes & Noble, etc., to obtain most of their store sales. These stores, in most cases, will not purchase large quantities of titles unless an author/publisher is dealing with a wholesaler or distributor. So now, not only are the stores getting their cut, but so is a distributor, and then, in some cases, a wholesaler as well. So the system currently in place is basically a monopoly where the big wigs benefit the most. If you're dealing with a distributor, and they stock your titles to sell to the chain retail market, they charge fees for storage and transfer fees. Then you're not getting paid until 5-6 months after a title releases. If you trace the history of some of these companies you will see that they're sister companies (meaning they were started by other companies in the industry). So they all look out for one another. The mainstream publishing market is very much so a fraternity. The publishing world is the last frontier to free-thinking, but behind the scenes there are folks seeking to monopolize it.
The African American book market has been growing because of the street vendor market and the fact that authors/publishers are able to see a return on their money right away. Authors and publishers should look at the industry the same way they would look at their investment portfolio, and invest in all areas. Do not just depend on the chain retail market, or independent store, or the street market to obtain sales. Even though there are obstacles and it is a great challenge, the publishing industry is a secure and stable industry as long as you can find a way to get your work to the consumers. People have been writing and reading since the beginning of the written word. I'm glad to be a part of this, and I welcome all challenges.
AR: If you could give only one single piece of advice to all aspiring authors, what would it be?
TS: Being an author is 10% inspiration, 90% perspiration.
AR: How has the booklet been received, particularly by other authors?
TS: Honestly, the word on the streets is praise from some, and then others whisper and talk under their breath. My journey in the book world, particularly the African American book market, has been every bit controversial. I'm someone who really comes from the streets, but yet that's not the image I strive to portray or the types of books I make a career out of writing. Because I'm so vocal about my social and political views, it has allowed me to become more than just a writer. For some this is seen as being good, for others it's the opposite. One of my author/publisher friends told me that someone (an author) told him that I have not been in the industry long enough to write such a book. He asked him, "How long does someone have to be in this industry to put their thoughts together about their experiences?"
AR: Please share more with our readers about your publishing company, Third Eye Publishing.
TS: Third Eye Publishing was established in 2005 when I published the revised edition of "Love Don't Live Here," my first novel. Our current authors have releases slated for this year from teen fiction to adult romance to mystery and suspense. Three titles will be released this August and four in December. My main goal is to publish books that not only entertain, but educate and inspire as well.
AR: What inspired the name for the company?
TS: I've studied African history since I was 15yrs old. Many people are familiar with The Eye Of Horus because you see the symbol a lot. But most people don't know what it stands for. It represents the Mind, or what some choose to call the Third Eye. Before the modern religions of Islam, Christianity, or Buddhism, people in Africa had a relationship with the creator. The Eye Of Horus to the Egyptians represented not only the Mind in terms of Man but the Mind in terms of God because it was believed that the creator was, in essence, the Supreme Mind (the source from which all things stem from). My company, Third Eye Publishing, is the foundation or source for me to go on and do other things, just as the mind is the foundation and source of all our actions. So, with this said, my journey is a whole lot deeper than just books.
AR: What's next for you?
TS: I won't single out anything, as I have many things going on. But I will say that the company website is being done over right now. When it's done it will not just be the site for Third Eye Publishing, but it will also be an online store for Third Eye Books & Things. On the site we will sell African American fiction, non-fiction, spirituality books, as well as natural soaps, lotions and other skincare products. I will also be opening up a physical location for the store within a few months, as I have many customers who I sell to now by taking orders every week. My first location will be very small and within a local flea market because my goal is to build up my retail and vendor customers within a year and then move into a larger location. Although I will sell urban fiction, I plan to, in the long run, carry a lot of non-fiction books that will help our younger generation and their parents. I right now sell fiction to the women and non-fiction to the fellas. This has been a blessing because a lot of people say black men don't read. Well, that's a lie. I just had "Love Don't Live Here" adapted into a playwright. With 4 titles releasing in Dec of this year, in 2009 I plan to focus mostly on marketing, publicity, expanding my brand, doing lectures and community work like I've started doing and resting up a bit with publishing work so I can invest in other ventures. I will only publish one book in 2009. So maybe this will be a good time to put the play together and showcase it out here in Long Island, NY, which is where I'm from. They have a lot of independent theatres, and they're really big on the arts out here as well.
AR: Where can people learn more about you, your writings, and your other efforts?
TS: People can find me on my author MySpace page: www.myspace.com/theroneshellman
AR: Also, how can people contact you, in case they'd like to ask you specific questions?
TS: People can contact me via MySpace, as I run my own page.
AR: Any final thoughts you'd like to share with our readers?
TS: The only obstacles a man/woman face are the ones they place before themselves.
AR: Thanks again, Therone, and best of continued success to you in all your endeavors!