Wal-Mart, Chico's, and Nordstrom

When I acquired AuthorSmart from Gail Richards earlier this year, I chose not to make any major changes, especially with regard to the fee structure that was in place, and just concentrated on getting the spring/summer session rolling.

Having done one session and looking at actual revenues, I decided to change the way we offer classes, including the fees we charged.

Interestingly, I can remember back in April saying, "I have a month to incorporate AuthorSmart into Write Well U. I can't recreate the wheel. I'll do one session, and then review how it works." The interesting thing about that? After the session was over, I didn't really do a step-back, big-picture review of how the session worked. I had some ideas for new classes and packaging up the old ones, but I didn't really do the business-owner thing and look at the business. (Bad Dawn.)

It took my being in a business retreat last week and presenting my ideas for the packages of classes I was going to offer, and one of my masterminders going, "How much are you charging for classes? That's ridiculously too low. Do you really want to be seen as Wal-Mart?"

Even though my first reaction was a "I so do not want to rethink all this," that statement hit me hard. No, of course I don't want to be seen as Wal-Mart. I do believe in "you get what you pay for" and the perceived value of things. If these are such great classes, why are they dirt cheap? My time, and my instructors' time is certainly valuable, and the classes are packed with information. This is high-quality, silk-shirt type of material.

So I decided to indeed rethink AuthorSmart. At the very least, I owed a real look at how this last session went as well as where I wanted to go with AuthorSmart. And while, in general, I'm very pleased with how the spring/summer session went, I'm never satisfied with good enough. I'm a maximizer, and I always want to make it ("it" being anything) the best it can be.

Which leads me here, making the AuthorSmart division of Write Well U even better. Are we going to be Nordstrom? Maybe. At the very least, I'd like to be Chico's (with their really awesome collection of accessories).

Why do you care about whether Write Well U and AuthorSmart isn't seen as Wal-Mart? The bottom line is what does this mean to you in your writing and publishing journey?

You should do that same hard look at your book and your business. I've written before about how writing and publishing a book should be seen as a business. Well, what kind of business? Do YOU want to be the Wal-Mart in your field? Would you rather be a Nordstrom? Or something in between, like a Chico's? (Remember the great accessories!)

Of course, books sell at a specific price range. You're not really going to sell your hardcover for $200. However, there are some places where a Wal-Mart vs. Nordstrom attitude comes into play:

1. The book itself. If you self-publish, you do not want someone to pick up your book and immediately know it's been self-published. That means spend the money on an editor, proofreader, book designer.... You don't want your book to stand out as low-quality among traditionally-published books. I can pretty quickly (without even looking at the title page) tell whether a book's been (badly) self-published, from quality of printing, formatting, and editing. There's nothing wrong with self-publishing. You just have to determine if you want your book to look like the high-quality books (in look and format) the traditional publishing houses put out.
2. Your website. Again, I can tell if it's a do-it-yourself website, or one that looks professional. If the only face you have to show to the world is your website, make it look like you're a professional. Make it look like you're an AUTHOR. Don't let your sixteen-year-old nephew do the design. Look big and play big.
3. Your photo. Rethink that picture of you at the party with a martini glass in your hand (unless it's part of your persona). Have high-quality, professional pictures taken. Think about what you're wearing, the background, what you're holding. The picture file (more than likely a digital file in this day and age) needs to be high quality as well. The last thing you want is a grainy picture on the back of your book.
4. Your writing. If you don't have a writing coach or writing group, get one. If you're not a writer, you can still be an author. Look into hiring a ghostwriter to capture your ideas and convey the message you intend to your audience. The last thing you want is to diminish the credibility you've worked so hard to build by shoddy writing.
5. The backend. This can include all sorts of things like query letters and book proposals. While the public doesn't see your initial (or 500th) query letter or proposal, someone will. Whether an agent or a publishing house, come across as a professional, and not a "You'll be doing yourself a severe injustice if you don't publish my book" attitude.

So take some time and think about it. Who are you in your world? If you're writing a book, you want to be seen as an expert. Are you a Wal-Mart expert or a Nordstrom expert? How does that affect your book? What do you need to put in place? Mind you, there are those of us who do shop at Wal-Mart, and I can find some pretty darn good deals there, on occasion. But there are certain things I would never buy there - my shoes, for example, if I want them to last.