How To Publish And Sell A Book That You Are Told No-One Will Want To Buy

“If there is a book that you want to read, but it hasn’t been written yet, you must be the one to write it.” Toni Morrison.

We knew that this book was needed. So many women were approaching us with the same questions: why has my career stalled? How do I get it back on track? What am I going to do for the next twenty years?

And we had the answers. After three years working with women, conducting unique research, advising organisations and reading pretty much everything there was to read on the subject, listening, we had not only some answers but also a plethora of powerful stories. We also knew we could write, having secured a commission to be columnists for an online business magazine.

What could go wrong? Well, we were not famous, we had no hefty PR budget, we were novice authors, we didn’t have thousands of followers, in short, despite having a literary agent, we were not an attractive proposition. Some of the juiciest rejections:

• Career books for women don’t sell
• Arianna Huffington and Sheryl Sandberg have said all there is to say on this subject
• Could you make it gender neutral?

Grrrr – as we like to say. We eventually did receive the offer of a publishing deal. Hallelujah. Or maybe not. The publishers, a well-known and respected business imprint, were prescriptive about what the book had to look like: 60,000 words, no diagrams, no colour and to a specific size and format. Not us, on any level.

Disappointed, but undeterred, we walked away. We had such a strong vision for our book, because we knew what was needed: something highly visual, entertaining, colourful, dip in dip out, handbag sized, with a modern, graphic feel. The type of modern manual that inspires us.

We have grit, we persisted and eventually, we found a young, innovative, like-minded independent publisher who “got us.” Together, we crafted a shared vision for what our book should be like and committed to a very tight deadline. Within three weeks we had nailed the title, the front cover and a visual straw man of the contents. This gave us a road map of how to complete our manuscript.

Conscious of the need not simply to produce a brilliant book but also to reach readers, in parallel with the writing process we set about connecting with our audience.

Building our Social network: We were smart and focused about how to use social media to begin to build our profile and network. We worked out that many of the women we are targeting hang out on Facebook, so we built what is now a thriving group. Another target audience – HR and diversity professionals – favour LinkedIn, so we’re there too, but with a slightly different tone of voice. And wherever we are, we worked out how to amplify our voice through connections with other, shares, likes and comments.

Endorsements: Accepting that we are not famous names, we ruthlessly used our network to seek out people with clout. We didn’t wait until the book was completed, we hustled from Day One. Trust us, Arianna Huffington being on the cover made a huge difference not just to sales but also to the willingness of other experts to contribute to individual chapters.

Working for Free: We offered to speak at events for clients past and present; we made ourselves visible in the ecosystem of “women and work” and built relationships with some of the key movers and shakers in that world.

Relationships with Journalists: We worked out which journalists were writing about our subject matter. We followed them, commented below the line, shared research that we thought could help, wrote letters and generally made a (courteous) nuisance of ourselves.

We learnt: And we continue to learn. When someone told us a couple of months ago that we needed to be on Instagram, our initial reaction was to groan. And then we got straight on to learning how to do just that. Where we weren’t experts, we found people who are and we asked for their help.

We know there is no single channel to market: We know we have to spin as many plates as possible and we are both systematic and pragmatic about getting our message out there. We are selling direct to clients; we are building a team of ambassadors using the 40 plus people who feature in our book; our Facebook group is effectively our sales team; we have even gone into bookshops ourselves.

We’re learning that selling is an art and a skill equal to writing. Why speak if no one listening? We’re succeeding despite the naysayers. And our achievements feel all the more sweet.

She’s Back: Your Guide to Returning to Work is published by Urbane Publications. Out now.

Women’s careers twist and turn. Women step back or step away for so many reasons. Then, let’s face it, returning is tough. Whether you are coming back after a break, or looking to ramp up a level, this book is an essential guide and helps you succeed. You’ll learn the truth about how the recruitment market really works; how to craft a narrative that explains your value; mobilise a network to support your ambitions and find work that will work for you. Examples of real women’s struggles and winning strategies provide inspiration and will enthuse you about how to make your own comeback.

Lisa and Deb draw on years of research across several different sectors and their experience of working with and listening to the stories of thousands of women to provide a fresh, pragmatic and above all useful handbook for today’s fast evolving job market.

In a world of #MeToo and Time’s Up, She’s Back. And so are you.

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About the Authors:

Lisa Unwin is the founder of She’s Back, a business whose purpose is to enable business to access the unique talent in women returning to work after an extended career break. A former partner with Arthur Andersen Business Consulting and Director of Brand and Communication at Deloitte, Lisa had a 20 year career in professional services prior to setting up She’s Back.

Deb Khan combines two successful careers, leveraging her background in the creative arts. She has a proven track record affecting change, winning pitches and competitions across diverse businesses including advertising & media, technology, architecture, luxury brands & the charity & education sectors. Deb is a results driven trainer, workshop leader, facilitator & coach. Deb is the co-founder of She’s Back

Follow her on Twitter https://twitter.com/debkhan

Twitter @shesback

Insta @shesback.co.uk

Facebook group She’s Back

Tags: featured, women writers

Category: Contemporary Women Writers, How To and Tips