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Making Publishing Decisions the Frugal Way

The Story Behind My “The more you. Know…” Motto

Making Publishing Decisions the Frugal Way

By Carolyn Howard-Johnson, novelist, poet, and
author of the multi award-winning HowToDoItFrugally Series of books for writers

The internet spreads a cruel notion among new authors. They are led to believe the well-respected publisher they are “sure” to acquire employs a magical entity who will apply literary voodoo to their manuscript and come up with the perfect book they dream of. The truth is authors might achieve that dream better by publishing their book themselves like Faulkner or Hemingway did or hire someone (or many someones) to achieve that goal. To carry that idea a little further, they might have to do much of what they think they’ll avoid with traditional publishers anyway. The stories we hear about the does, don’ts, and what ifs are often fairy tales borrowed from the centuries before this new millennium.

A more practical way to make publishing choices is to make a list weighing the suitability of the title of your WIP (Word in Progress), the author’s preferences, personality, and pocketbook and then break each of those categories into as many as an author can determine are applicable to their project. The graph you build will not make the decision for you—the idea that it’s always your choice is usually a bit of a fairytale, too. But it will give you a more realistic expectation for your WIP as well gaps in learning you still need to do. That process is never ending.

Your list would look something like this.

1.The title.
a. Some genres—even some writing styles—are simply

more difficult to get into print; that range of difficulty can

vary with the different aspects of publishing process from

covers to formatting, to interior design, to developing

index that librarians expect in nonfiction books.

b. Some titles depend on publication within a current

timeframe that cannot wait for the traditional search for an

agent or publisher. Once a contract with a publisher is

signed, it can easily take a year to get a book to library and

bookstore shelves.

2. The author’s personality.

a. How honest can the author be about their own strengths

and weaknesses.

b. How willing is an author to learn what it takes to partner

with publishers or those they must hire.
3. The author’s preferences.

a. How flexible can the author be when they meet unexpected exigencies.

b. Can the author welcome input/demands regarding their creative work, or—minimally—be willing to ask or negotiate with a publisher’s team or those they must hire.

c. Some authors go in search of an agent before they are aware that most take about 15% of the royalty a publisher allots to what they think will be the author’s “share.”

4. The author’s pocketbook.

a. In any publishing scenario, there will be unexpected expenses—sometimes insurmountable. The most disappointing is ending up with a publisher who isn’t a true publisher, that is, it doesn’t cover important needs like marketing or charges hefty fees for what the author could better do themselves.

5. Time Considerations. That would be for the tune the author needs to invest to learn more about the different aspects or the process they believe is right for their situation as well how quickly the book must be available to the public to accommodate current or coming news cycles.

a. This list is long on possibilities and includes most

everything from marketing and PR skills like speaking,

making videos, etc. to the basics of writing a successful

query letter.

b. Most experts strongly suggest that the book cover not be

one of those you hope to do yourself, even if the author is

an artist. Book covers require a graphic artist with

marketing knowledge, knowledge of printing in color and

the delicate mathematics needed to make the cover fit

many elements of a book from book dimension to weight

of the paper to width of the spine.

You can see that both the success and joy of your publishing journey will depend on what you know. I borrowed the phrase “The more you know…” from the hours of TV I spent watching MSNBC on a cruise when their own ad campaign took place of paid ads to meet cruise system parameters. It started to make more sense when I finally turned my computer on to tackle the self-editing project I had planned for sea days. I had already spent a few years trying to sift through rumors at expensive writer’s conferences and critique groups populated by others as new to the publishing industry as I was. I could feel the truth to that MSNBC adage through to my bones.

The two best ways for authors to learn is to eschew how-to books written for everyone. To learn what I needed to know to avoid the publishing potholes I had been falling in. I now tell my clients to take specific classes in writing and other aspects of publishing at accredited universities which is also expensive, but their instructors and information are usually carefully vetted. I also tell them to read books—even used paperbacks from Amazon—written by those same instructors or experts—people with lots of experience learning the stuff our traditional industry expects of us! Eventually I became one of those instructors myself (at UCLA) and started to write texts for my classes and for everyone else including the emerging do-it-yourselfers. You know, not for everybody but books precisely for the needs of publishing authors.

Here is a list of those books and there are more recommendations in the appendixes of each one:

The Frugal Book Promoter, The Frugal Editor, The Great First-Impression Book Proposal, Great Little Last-Minute Editing Tips for Writers from Modern History Press as well as

How To Get Great Book Reviews Frugally and Ethically that was self-published and will soon be available in a second edition from Modern History Press. Hurry! Amazon was showing a 46% discount on the Book Proposal paperback!

MORE ABOUT TODAY’S COLUMNIST

Carolyn Howard-Johnson brings her experience as a publicist, journalist, marketer, and retailer to the advice she gives in her HowToDoItFrugally Series of books for writers and the many classes she taught for nearly a decade as instructor for UCLA Extension’s world-renown Writers’ Program. The books in her HowToDoItFrugally Series of books for writers have won multiple awards. That series includes The Frugal Book Promoter and The Frugal Editor which won awards from USA Book News, Readers’ Views Literary Award, the marketing award from Next Generation Indie Books and others including the coveted Irwin award. How to Get Great Book Reviews Frugally and Ethicallylaunched to rave reviews from Jim Cox, Editor-in-Chief of Midwest Book Reviews and others:

“How to Get Great Book Reviews Frugally and Ethically [and other books in the series] could well serve as a textbook for a college Writing/Publishing curriculum.”

The author loves to travel. She has visited nearly 100 countries and has studied writing at Cambridge University in the United Kingdom; Herzen University in St. Petersburg, Russia; and Charles University, Prague. She admits to carrying a pen and journal wherever she goes. Learn more about her books for writers and her creative work in the media room on her website.

The Magic of Words as Opportunity

Deadlines and Other Powerful Words

Opportunity Writ Large…Again

By Carolyn Howard-Johnson, multi award-winning author of the
HowToDoItFrugally Series of Books for Writers

Deadlines.

I’m not going to give you advice on meeting deadline because I’m in the middle of a booklet for my HowToDoItFrugally Series when I should be nearing the end. I’ve always believed in leaving early for social occasions, and to catch planes. And I’ve never had trouble with deadlines before. Now—suddenly—I’m feeling…inadequate and a little fearful of mentioning the word.

So here I am facing my November deadline for Writers on the Move. I just, well…sorta stole a little segment from the booklet I’m writing to share with subscribers and visitors to Karen Cioffi’s blog as well as her talented slate of regular contributors.

It’s the story of how I came to write a booklet I’m working on. It’s little about deadlines, too, I guess. You’ll have to read between the lines.

Anthropologists tell us we humans have been storytellers since we first gathered around fires for warmth and companionship, long before we entertained the idea of writing. Stories were our entertainment. It’s also how we learned the easy way—from others’ experiences—rather than from our own shortcomings, our own seemingly insurmountable challenges, and our own oopsies. Having said that, when we do learn the hard way, sharing helps us see the value of applying humor to ourselves.

In important moments of working with my first editor, I found myself using the words saying or adage and immediately felt ill-at-ease about my vocabulary skills. I eventually acquired the more acceptable all-purpose word, apothegm when one was suggested in an editing class I was teaching and thereby expected to know about such things. It is somehow both more specific and more adaptable than sayings…and, yes, less humiliating. But it still didn’t let me bore down on the specifics I needed to communicated with editors--nor for my classes and the new book I was writing to use as a text in a class on marketing books. There were available books and texts galore out there but nothing that included public relations for authors, or promotional ideas or getting media attention for books.

In the meantime, apothegms were leading me to all kinds of synonyms with slightly different meanings. They included more precise as well as well as subliminal interpretations for each:

§ mottoes and catchphrases might suggest an unwanted commercialism.

§ proverbs imply a biblical passage; words of wisdom also connote religiosity or a philosophy that might or might not be appropriate for the title in consideration.

§ platitude smacks of cliché, something most of us work mightily to avoid.

§ maxims tend to be about rules of conduct. If an editor suggests you use them to introduce chapters and your book isn’t a “Miss Manners” book, explore the kind of apothegms they had in mind before spending good writing time researching quotations that probably won’t suit the tone of your book.

§ axiom, dictum, adage, and even the word sayings, itself!

As I started thinking of them as synonyms, it occurred to me to use a variety of the ones I was runningacross at the beginning of each chapter and as I found them, the book started feeling like a book rather than a collection of essays. When I couldn’t find what I needed, I started writing some myself. It felt like magic. Earlier this month, Terry Whalin published an article on this blog about grabbing down opportunity when it appears to you, and it occurred to me that was a bit of related magic. Sometimes we don’t recognize opportunity when it comes and perches itself on the bridge of our noses. The article made me realize that one simple word like apothegms isone of those opportune moments--one I nearly missed.

Soon I realized that very few authors use these, ahem!…sayings to make a book work as a full book and that maybe if I wrote a short book of vocabulary words related to the needs of authors, the content could help them apply this technique to their books. Different words might work differently for them, but each could be an opportunity for one of my fellows out there.

I had found a way to make the interior design that would make my book more interesting than a theme paper. It wasn’t a new idea, by any means. But it had become an opportunity that kept growing.

I had to self-publish because I was on deadline for my first class that fall. I started introducing each chapter with an apothegm or one of its semi-synonyms, depending on the topic of the chapter. One opportunity kept leading to others. Thinking of apothegms as opportunity, it’s a wonder they haven’t become an essential technique combined with the merest suggestion of interior design in seminars and presentations at writing conferences! (If you are interested in reading Terry’s article, leave a comment at the end of this article and Terry, Karen, or I will send you the permalink a to make it easier for you to access!)

But back to my story. This one “accidental” piece of knowledge worked in favor of my flagship book, my UCLA Writers’ Department students, and is still making itself useful for me nearly three decades later. If you’re familiar with my how-to books for writers, you’ve probably already run across the motto or tagline I came up with early in the pursuit of clarity to replace my old sayings habit:

“Careers that are not fed die as readily
as any living organism given no sustenance."
~ CHJ

I still try to find somewhere to slip that one into all my how-to books for writers and promotional material. But it’s limited. It only works when I want to convince authors that they’ll need a “to know more about a lot of things they never suspected they’d need or wanted desperately to avoid.” It’s also an example of how the work you put into apothegms for one book might be recycled to benefit many books—even many promotional projects like handouts.

And here’s the icing on the cake. This (unfinished!) book has lead to another promotion I haven’t tried before. WinningWriters.com will be giving it as a gift to all those who enter their 2025 #NorthStreetBookPrize contest. If I’m lucky the contest entrants will tell others about it. Opportunity meeting opportunity. Speaking of opportunity! I mustn’t forget to add WinningWriters’ clever pre-promotional idea to the next edition of my The Frugal Book Promoter. That would be its fourth edition. It seems a single word has more power than even I who love words could have imagined.

PS: Once finished, this booklet full of writer-related words, each a powerful opportunity, will be available from Modern History Press early in 2026.

MORE ABOUT TODAY’S WRITERS’-ON-THE-MOVE BLOG CONTRIBUTOR

Badge created by Carolyn Wilhelm for the HowToDoItFrugally Series of Books

Howard-Johnson is the recipient of the California Legislature’s Woman of the Year in Arts and Entertainment Award, and her community’s Character and Ethics award for her work promoting tolerance with her writing. She was also named to Pasadena Weekly’s list of “Fourteen San Gabriel Valley women who make life happen” and was given her community’s Diamond Award for Achievement in the Arts. Carolyn writes nonfiction for writers, poetry, and fiction and has studied writing at Cambridge University in the United Kingdom; Herzen University in St. Petersburg, Russia; and Charles University, Prague. J. She is especially thankful to Karen Cioffi for letting her share stories like this with her #WritersontheMove audience.

When Words Don’t Say What You Want Them To

How to Avoid Embarrassment Using the History of Words

When Is Nice Anything but Nice

By Carolyn Howard-Johnson, author of the newly released
Third Edition of The Frugal Editor

My favorite resources for keeping up with ever-shifting English grammar appear to be games at first glance, something I prefer not to waste my time on but somehow also get hooked on. Still, I have several quickie newsletters that appear in my mailbox because with the first few—the likes of Word Genius and Word Smart—I realized they were great tools for editors—and for those occasions when all writers choose to break that rule about always hiring a professional editor. You know when you do it, and I know when I do it—usually when I’m in a hurry or when I’m writing promotional material. Ahem!

I sometimes break another rule, too. I subscribe to these letters when new ones arrive unbidden, unannounced, and unrecommended. As an editor who knows that smart editors need to hire editors whenever possible, too, I find they help me keep my skills ahead of the curve. That I have never unsubscribed is informal proof of their value.

Sometime in about 2023 one of these letters asked, “Have you ever stopped to think about the true meanings behind the words we use every day? While we may use these words without a second thought, they often carry deeper significance and historical context that we may not be aware of… .”

That quotation lead me to the word nice which I have long subconsciously avoided. And I have recently been annoyed with a new series of TV ads—probably a very expensive one—that assumes women everywhere prefer the word “nice” over “artistic,” “stylish,” or any of the other possibilities listed in about any thesaurus a writer might use. The producers must have no notion of the word’s history or even a built-in awareness that there might be times it is better avoided.

Of course, we have all used nice to mean something agreeable. But originally it meant something quite different and, as words are prone to do, morphed over time. Think of the word bad as a recent example of just such a change. Occasionally one of those alphabetical generations who began to use it to mean its opposite. I am aware of it, but it still throws me for a loop when they do!

A caveat: When you’re writing, you can’t count on the tone of voice to indicate satire. There are ways to do it with dialogue, description, context. But you have to identify the problem to use one of those techniques.

Nice derives from the Latin nesius which means unknowing or ignorant. That eventually changed to suggest foolish or simple before landing on its current most-commonly used meaning. Still, occasionally we become aware of its double meaning, usually from the tone of voice used to indicate irony as in “Well, ain’t that just nice.” When the word nice comes to mind for us writers, it might be a good time to click on the synonym feature of your word processor to find a word that is less loaded with hidden meanings.

Take special care with some words or phrases being used in the news these days. They have come to be referred to as dog whistles. In politics it might be referred to as code. You might not catch the meaning, but the most radical members will. Some of their history might impart an unintended association with the humankind’s least admirable tendencies. Of course, when you spot one it’s your decision to use it…or not.

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With each issue of Karen Cioffi’s #WritersontheMove blog, Carolyn Howard-Johnson shares something writer-related she hopes might save some author from embarrassment (or make the task of writing more fun or creative). The third edition of The Frugal Editor from Modern History Press includes a chapter on some of the words most misused by the very people whose business it is to know them and to give publishers and authors the exposure needed to reach bestseller status. It is the second multi award-winning book in her HowToDoItFrugally Series of books for writers with lots of those important changes in it like the new uses for gender pronouns and a chapter on how backmatter can be extended to inform readers as well as nudge book sales all within the realm of acceptable practices—ancient or new. Find it on Amazon’s new buy-page offered in for paper, hard cover, or e-book series. (The availability of that new page for book series Amazon offers authors is another of the #FrugalBookPromoterTips she posts on Twitter (X).)

Writers On The Move