Marketing Missteps Episode 1: The Self-Centered Campaign

You’re a self-publishing author, recently come out with a new book, and you’ve already decided to throw yourself into marketing in a serious capacity.  So what next?  Finding that starting point is a tough first act, but it’s always helpful to know a couple of false starts that others have made before you, isn’t it?  That way, at least you know a couple of places not to start, and you can find a path to success that fits your own indie experience, bolstering your skills and steering clear of your weaknesses.

Today, I’m going to begin a new series that will take a close look at several of the most important marketing missteps to avoid; the story doesn’t end here, of course, but hopefully this series will prompt you away from the edge of a few abysses.  One or two of the mistakes I’ll point out may strike you as “common sense” points, but as my dad once whispered to ten-year-old me on a sidewalk corner facing a four-way stop in heavy traffic where nobody could quite figure out the correct right-of-way: “Common sense ain’t so common now, is it?”  Even if a mistake strikes you as obvious, every reminder is a good one!

This week’s post is going to examine one of the most pernicious of all marketing missteps: that of the self-centered campaign.  At its simplest distillation, the self-centered campaign will alienate you from your readers quicker than a ten-year-old at a traffic stop.  Why?  Because readers are smart.  (I find it’s a wise policy to always assume my readers are smarter than I am, and they always seem to notice even the tiniest of continuity errors in my work before I do!)  They will pick up on the arrogance–intentional or unconscious–of an author who makes their marketing campaign all about his or her excellence instead of shining the spotlight on the real stars of the show: the book itself, and the readers who have so cleverly fallen in love with it.

arrogance in marketing

Here’s a hard fact to swallow: Your readers won’t always care about you, the author.  You might be able to persuade them to, a little, over time, simply by virtue of writing excellent social media posts or demonstrating sensitivity to others.  One crucial misunderstanding that self-publishing authors make is believing that they and their readers value the same things.  Hopefully, your readers will care about your humanity and the work you produce, but beyond that is murky waters.  How do we un-murkify them?  By doing the work.  By doing the research.  By figuring out what you do for your readers that no one else can.

To successfully market your indie book, don’t sell the customer your product (or book) … sell them your solution to their needs.  What issues interest your readers?  What subjects compel them?  These are the basic components with which you can build a successful marketing campaign.

Market research, even basic, is more than just helpful.  It’s necessary.  It is the one magical ingredient that will move your strategy away from something self-centered and toward something that is product- and consumer-centered.

But how to get there?  What are the best strategies for research?  One consideration might be to craft a simple survey with SurveyMonkey, or to poll a small focus group.  I recommend steering clear of using friends or family as focus group members, since their personal connections to you will skew how they answer.  And besides, online crowd-sourcing platforms like the aforementioned SurveyMonkey (as well as Facebook Groups and Google Forms) make for an inexpensive replacement for focus groups.  What you ask depends on what you find useful, but it might be worth crafting a few questions that speak to your readers’ genres of interest, the amount of time they spend reading or on social media, and how they like best to engage with fellow fans and their favorite authors.

Whichever avenue you pursue, these basic data-gathering methods should give you new insight into your readers, and help you shape your marketing message to focus less on you and more on the them.


Thank you for reading!  If you have any questions, comments, suggestions, or contributions, please use the comment field below or drop us a line at selfpublishingadvice@gmail.com.  And remember to check back each Wednesday for your weekly dose of marketing musings from one indie, hybrid, and self-published author to another. ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com. 10:00 AM

From the Archives: “Should You Pay for a Book Review?”

Welcome back to our Tuesday segment, where we’ll be revisiting some of our most popular posts from the last few years.  What’s stayed the same?  And what’s changed?  We’ll be updating you on the facts, and taking a new (and hopefully refreshing) angle on a few timeless classics of Self Publishing Advisor.

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[ Originally posted: April 15th, 2011 ]

As an author in the self-publishing industry, reviews for your book are very important.  A book published by an unknown author has little chance of gaining attention, while the same book (and the same “unknown” author) with a number of positive reviews can begin to gain momentum.  Those positive reviews can help persuade potential new readers to buy the book and the word-of-mouth continues.

You may have already received reviews from some of your friends or colleagues, so what next?  There are some free review services where you can send a copy of your book.  These services are a great resource; however, because they are free, the reviewers get inundated with books and can’t review every book they receive.  Their services can also take several months and the reviews are not guaranteed to be good.

In addition to free review services, there are some services available where you can pay to be guaranteed a review.  That said, the review is still not guaranteed to be good, but if you are confident in your book (which you should be, after all you wrote and published it!), you shouldn’t need to worry about that.

Here are three pay-for-review services you can start with:

BLUE INK REVIEW

Standard Review is $395 for the review to be completed in 7-9 weeks.

Fast Track Review is $495 for the review to be completed in 4-5 weeks.

BlueInk considers for review any book that has been published (self-published and indie published).  They review e-books, on-demand books, printed books in any format, English translations and English-language submissions from outside the United States, as well as galleys. They do not review manuscripts pre-publication.

FOREWORD CLARION REVIEW

The cost is $305 $499* and turnaround time is 6-8 4-6* weeks.

Open to all books and publishers, Clarion promises an objective 400 – 500 word review/critique with a quick six to eight week turnaround. The review will be posted on the ForeWord website (if the publisher desires), licensed to the three top wholesale databases, and made available to the book’s publisher. This service is ideal for books that haven’t received review attention elsewhere.

KIRKUS INDIE REVIEW

 

Standard review is completed in 7-9 weeks for $425.

Express review is completed in 3-4 weeks for $575.

The Kirkus Indie program gives independent authors a chance to obtain an unbiased, professional review of their work, written in the same format as a traditional Kirkus review. A book review can be an essential and powerful tool for promoting your book to literary agents, traditional publishing houses, booksellers, and, most importantly, potential readers.

by Kelly Schuknecht

When it comes to reviews, there’s so much to say that it’s almost inevitable that I would have to update and expand upon what I wrote back in 2011–after all, the world doesn’t hold still for anyone, and that’s certainly true of both the internet and the publishing industry, as well!  You will note that I have already made note of several changes in regards to pricing and timing for the ForeWords Clarion review options (marked with an * each time), but what about the larger picture?  Can we still mount a defense for paid reviews in a world where Amazon and Goodreads are king, where product pages provide ream after ream of short, easy-to-digest reviews from laypeople like you and me–and FREE reviews at that?

national review book reviews

If you suspected I might have a simple and short answer for you, I’m sorry to let you down.  Saying “yes” casts aside all of my many thoughts about the value of those unpaid product reviews on Amazon and Goodreads, and saying “no” discounts the ongoing benefits that longform paid reviews still offer.

Let’s start with Amazon and Goodreads.

I’ve written in detail about the virtues of garnering lots of good reviews on Amazon and Goodreads before, specifically in my series on Self-Publishing and Merchandising from May of 2015, where I broke down the distinctions between these kinds of reviews and blog-based reviews.  And the statistics speak with resounding and repeated certainty that readers use the metrics provided by Amazon and Goodreads as one of their first and most important decision-making tools.  If readers search for a title they’re fairly certain they’re going to like, only to find that it has lots of poor reviews on Goodreads or a low star rating on Amazon, they’re not likely to follow through and buy it, no matter what else they’ve read that’s positive.  And if readers stumble across a title by accident that they weren’t actually looking for, but it ends up having fabulous reviews, they’re actually fairly likely to pay money to purchase it!  Search engines like Google have tweaked their algorithms to push books that are rated highly on Goodreads and Amazon to the top of their index, so you should never, never discount the importance of asking friends, family members, and other members of the public to post a positive review to these sites.

And what about paid reviews?

While longform essay book reviews have largely become the province of periodicals with paid subscription models like the London Review of Books or the New York Review of Books, they are far from dying out in terms of popularity–they’ve merely found their niche readership, and a powerful one at that.  It’s hard to estimate the exact impact of one positive longform review, but collectively, consider: the discerning reader needs an evaluation of content, of structure, of tone, and of many other aspects of a book’s nature than what can be provided in a brief burst of opinion on Amazon.  The discerning reader wants to know: what do the experts think?  Not everyone is looking for the lowest common denominator of shared public opinion (or so one of my college professors once opined) … sometimes they want to hear from one learnéd voice, in detail, the full warp and weft of a book.  This is why paid reviews are still worth their money–they reach the discerning reader.  And guess what?  Discerning readers are very likely to be a go-to resource to their friends and families, access points for dozens upon dozens of other new readers.  Discerning readers are amplifiers, advocates, and arbiters of your book’s larger footprint.  So yes, we shouldn’t forget about the paid review.  It has a place in the larger scheme of things, the larger framework of reviews and marketing.

They do not determine or reflect the actual value of your book, but good reviews–both paid and unpaid–do determine who is likely to buy it next.

 

If you have any other ideas, I’d love to hear them.  Drop me a line in the comments section below and I’ll respond as quickly as I can.  ♠

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.

Self-Publishing News: 03.21.2016

This week in the world of self-publishing:

In this March 18th article for Publisher’s Weekly, contributor Jennifer McCartney compiles a list of the titular “house and home” books published so far in 2016 in the tradition of Marie Kondo’s decluttering handbook, The Life-Changing Magic of Tidying Up––a book which became a massive bestseller after its release in 2014.  Of more specific interest to fans of self-publishing, however, is McCartney’s use of an indie favorite to provide context to her list: Francine Jay’s 2010 self-publishing phenomenon, “the minimalist lifestyle guide The Joy of Less,” which according to McCartney “has sold almost 25,000 copies in paperback.”  While Jay’s book has “found a home” with the traditional publishing label Chronicle, and will be releasing a hardcover edition under that same label in April featuring new material, it had its start in the world of self-publishing. “Like many decluttering proponents,” writes McCartney, “Jay is fond of acronyms and advocates the STREAMLINE approach: start over; trash/treasure/transfer; reason for each item; everything in its place; all surfaces clear; modules; limits; if one comes in, one goes out; narrow it down; and everyday maintenance.”  Fans of the original indie pick may be interested to know that the new edition includes a “five-step program” called “the clutter-free family,” which by all accounts “addresses readers at various stages of life, from a newly cohabitating couple to a household that includes teenagers.”  McCartney’s list does not, disappointingly, include any other self-published titles, but you can find out more about The Joy of Less at the book’s Amazon bookpage!

Becky Robertson, in this March 18th article for Quill and Quire, gives a much-needed update on the inaugural Whistler Independent Book Awards, “jointly produced by the Whistler Writing Society and publishing and editorial services company Vivalogue Publishing.” While Quill and Quire, which self-describes as “the magazine of the Canadian book trade,” remains a subscription-only magazine, the full details of the Whistler Independent Book Awards are available from the Tidewater Festival website.  Tidewater, “the first book festival exclusively for independent and self-published authors in western Canada,” now assists in organizing events for the indie publishing across the entire nation of Canada, including the aforementioned Whistler Independent Book Awards, which aim “to recognize excellence in Canadian independent publishing,” and will offer prizes in four categories: fiction, non-fiction, crime fiction and poetry. According to the website, there will be a “single winner in each category, with two additional finalists.”  The awards close for entries on June 3rd, with finalists announced on July 15th and winners announced at a “Literary Cabaret event held as part of the Whistler Writers Festival” in October. If you’re a self-published author of Canadian extraction and are thinking of applying, we’d love to follow your journey! For more information including eligibility requirements and prize details, follow the link.

Taking somewhat of a different tack in her view of self-publishing, Guardian contributor Marta Bausells takes on a specific brand of poet in this March 20th article focusing on Scottish poet Robert Montgomery, who has “consciously made an ‘awkward space’ for himself in between artistic categories.” As Bausells reports, his work “puts poetry in front of people in eye-catching visual formats: from advertising billboards he has covered with poems, to words he has set on fire or lit with recycled sunlight in public spaces––including the Sussex seafront and a Berlin airport.”  Of more recent interest, says Bausells, Montgomery has been working “on tomorrow’s World Poetry Day ‘Pay with a poem’ campaign, through which customers can get coffee in exchange for poetry in cafes across the globe. Montgomery will then collect the public’s poems to create an installation in a secret location.”

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From Bausell’s article: “The People You Love at the De La Warr Pavilion in Sussex, in 2010.”

Fascinating stuff, and definitely of an “indie” bent, but more relevant to us here on Self-Publishing Advisor is Montgomery’s words on self-publishing.  As Bausells puts it, he “celebrates the fact that self-publishing is becoming essential online, and that these peer-to-peer demographics mean poets garner audiences that ‘bring their work alive’ before they get a chance to get published.”  Public poetry, according to Montgomery, is at its best when the barriers between poet and public are finally broken down–and there’s no better manifestation of this trend than in self-publishing!  We encourage you to read Bausell’s full article on Montgomery’s rise in popularity here.

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As a self-publishing author, you may find it helpful to stay up-to-date on the trends and news related to the self-publishing industry.This will help you make informed decisions before, during and after the self-publishing process, which will lead to a greater self-publishing experience. To help you stay current on self-publishing topics, simply visit our blog every Monday to find out the hottest news. If you have other big news to share, please comment below.

KellyABOUT KELLY SCHUKNECHT: Kelly Schuknecht is the Executive Vice President of Outskirts Press. In addition to her contributions to the Outskirts Press blog at blog.outskirtspress.com, Kelly and a group of talented marketing experts offer book marketing services, support, and products to not only published Outskirts Press authors, but to all authors and professionals who are interested in marketing their books and/or careers. Learn more about Kelly on her blog, kellyschuknecht.com.

Saturday Book Review: “Ask More, Tell Less: A Practical Guide for Helping Children Achieve Self-Reliance”

Book reviews are a great way for self-publishing authors to gain exposure. After all, how can someone buy your book if he or she doesn’t know it exists? Paired with other elements of your book promotion strategy, requesting reviews is a great way to get people talking about what you’ve written.

When we read good reviews, we definitely like to share them. It gives the author a few (permanent) moments of fame and allows us to let the community know about a great book. Here’s this week’s book review, courtesy of Parenting Like Hannah:

Ask More, Tell Less: A Practical Guide for Helping Children Achieve Self-Reliance

Ask More, Tell Less: A Practical Guide for Helping Children Achieve Self-Reliance

by Greg Warburton

Publisher: Outskirts Press

ISBN: 978-1478708810

Synopsis:

When faced with a misbehaving child, do you find yourself resorting to lecturing, reminding, or even yelling? Do you sometimes feel helpless and panicky after you have tried everything you know to do and your child still seems “out of control” or withdrawn? Do you feel frustrated when nothing you are doing is moving your children to be responsible and achieve their unique potential? Ask More, Tell Less provides a new model of parenting that can help transform the growing-up years. Life will become fulfilling and enjoyable rather than an ongoing, painful collision of wills. Behavior troubles diminish or vanish when children discover that they have the power to make their lives run more smoothly. These methods are not a “cater to the children” approach. Instead, they take the pressure off parents and put the whole family on a positively different road, traveling together in a land of mutual dignity and respect, maturity, and lasting change. Greg Warburton brings time-tested, practical methods out from behind the counselor’s door to enable you to give your children the greatest gift of all: self-reliance. Through artful questioning, you can give them a clear and compelling road map for getting on with growing up in this rapidly changing world.

Critique:

Have you ever said “What in the world were you thinking” to a child? My guess is you didn’t get a very helpful response. Ask More, Tell Less: A Practical Guide for Helping Children Achieve Self-Reliance  by Greg Warburton suggests asking the right questions can move you and your children from their reliance on your help to make good choices to their self-reliance.

Parts of this book were excellent and even introduced a couple of new ideas to me. I loved the idea of teaching kids not just to be honest with others, but honest with themselves. He accurately pointed out that often we lie to ourselves about our bad behaviors. Those lies keep us and our kids from making necessary changes. That is a perspective I don’t believe I have ever heard before and I believe it could be life changing for many kids (and adults).

I also appreciated the amount of time he put into helping parents understand the importance of really listening to your kids and asking questions that will help them reveal their hearts (my words, not his). He gives lots of examples of questions a parent could ask about a wide range of choices, attitudes and behaviors. While I believe some of his questions are not quite as open ended as he believes, they are definitely an improvement over the questions many parents typically ask.

Where I think the book falls a little short is that the author doesn’t really address Bloom’s taxonomy as it would apply to a child’s improved understanding of his/her behavior. The entire book is an attempt to move children from knowing the rules (facts) to understanding why those are rules and why it is important for them to be obeyed. Because the author doesn’t address scaffolding, he just barely touches on the need at times to “tell and lecture” rather than merely ask questions.

The reality is this method is probably most effective with elementary and perhaps middle school aged children (as it is written). Children of preschool age and below aren’t ready for the type of introspection this method requires. They are also still learning what a rule is and which rules they are supposed to follow. Teens would find many of these questions too childish in the way they are expressed. (Ex: “Are you growing up or growing down?”) I think the concept would still work with them, the questions would just need to be reworded to keep from alienating a teen.

My other concern was the author’s continued insistence on self-reliance. While I understand and agree with him to a point, self-reliance gone too far leaves no room for God.* This method also does nothing to address the need for God’s help in breaking bad habits. In fact, the author makes this method for changing a child’s behavior seem a little too easy. Once or twice he alluded to the fact a child did some backsliding, but I would imagine with any deeply ingrained bad habits the backsliding would be more common than was shared.

I also have a few concerns about celebrating “growing up” behaviors. While I do agree children should be celebrated when they master something like breaking a bad habit, the idea of a certificate for every tiny little step in the right direction seems a bit much. Personally, I skew a little more to the “life will not constantly reward you for doing what you are supposed to be doing” end of the scale. I am definitely an encourager, but I am afraid children who have every tiny appropriate action celebrated will go through life disappointed their friends and co-workers aren’t constantly giving them awards for doing what is expected (much less going the extra mile).

Whether you use this exact method or not, the author is correct in his basic premise. Your kids need to move from depending upon you to help them make good decisions to where they can make those godly choices without your help. The author’s questions are a good way to begin helping them make that transition. Having to answer questions that force them to take control of their actions and attitudes is a good first step..

reviewed by Thereasa Winnett of Parenting Like Hannah  ]

* PLEASE NOTE: Self-Publishing Advisor does not endorse any specific faith ot religion.

Here’s what some other reviewers are saying:

I’ve been a child and adolescent psychologist for 30 years, but must admit I found Greg’s approach with young people and their families to be a breath of fresh air and a resource of fresh, doable ideas. It’s a great book for parents, but child-service professionals certainly would benefit from having it on their bookshelf.

In short, what Greg shares works, and it fosters deeper relationships. Greg understands the frustration of parents who struggle with a child’s behavior, and he shows Mom and Dad how to take a deeper look that, more often than not, reveals how an issue is not an attack against them at all. He shows them a perspective and skills that work to resolve REAL problems experienced by REAL parents.

It’s been long know that the best way to confront a youngster about his or her behavior is with a noncoercive approach, otherwise it’s possible to address one problem and end up with three more. (After all, who really LIKES confrontation?) Greg’s approach on HOW to approach that youngster with questions that don’t threaten but rather open up their ability to reflect on their behavior allows the child or teen to “fix” problems themselves. And that’s every parent’s dream.

– Amazon Reviewer James D. Sutton (5/5 stars)

We as parents have a way of telling our kids what they have done wrong instead of listening to why they did what they did. That ends up hurting the parents and the child and their relationship. Make the question as to why they forgot or why they didn’t do something, a positive thing. Sometimes questions that are asked in an angry tone only get you no where but more angry. It takes a lot of practice to learn when and what questions are right to ask. The more you practice this positive approach, the easier and more natural it becomes. When a child is constantly being yelled at because he hasn’t done what he should have, his self esteem goes lower and lowers. Without self esteem and confidence, a person becomes afraid to try new things. They would rather do nothing instead of try and fail. Failing causes people to yell at you. Communication is very important between people. Not just young people but everyone. When you communicate in a positive way, usually the response is positive. Positive thoughts help create self esteem and with self esteem comes confidence and self reliance. You begin to rely on yourself instead of letting everyone take care of what you should be taking care of. When a parent changes, they will find the child changing too. Parenting skills are not easy to acquire. But it is well worth the effort to keep trying. The family as a whole will become happier and healthier.

– Amazon Reviewer gayle pace (4/5 stars)

Book Trailer:


saturday self-published book review

Thanks for reading!  Keep up with the latest in the world of indie and self-published books by watching this space every Saturday!

Self Publishing Advisor

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Conversations: 3/18/2016

WHAT IF…Reading Became a LOST Art?

Have you communicated with the 30-somethings (or younger) populous by TEXT or TWEET or INSTAGRAM lately? My teacher’s heart cringes and my writer’s heart cries. The art of communicating clearly is taking a big HIT in these times when people believe their time is so limited that they cannot take the time to express themselves well and write out full thoughts and/or sentences. While our (yours and my) children continue to be readers many hold a lukewarm attitude toward the value of reading. They seem to have lost the understanding that their reading abilities will gain them access to the whole world of knowledge. Too many of our grandchildren and great-grandchildren are leaving books on the shelves and accepting “sound-bite” information as the basis for life choices. I have no big answer to this problem other than to encourage excellent writers to KEEP WRITING and KEEP PUBLISHING. Someday, the next generations will return to “the books” to expand their knowledge base beyond song lyrics and media clips.

WAY back in the 1600s a French philosopher named Descartes wrote: “The reading of all good books is like conversation with the finest (people) of the past centuries.” And so it is! From his perspective only the “finest minds” wrote books, and he knew that from them we have the opportunity to learn great things on any subject! Plus he wrote with a passion “as if no one had written on these matters before,” and encouraged other writer/thinkers to do the same.

 rene descartes

IF YOU THINK that being a writer is just a job or a bit of a unique career let me share a few statistics with you…

  • There are almost half-a-million words in our English Language (the largest language on earth) and people (those folks who buy and read our books) really need to know them—their meanings—and usage which will improve their lives.
  • Just 15 minutes a day of reading can expose us to more than a million words in a year.
  • Teachers today can barely find 5 minutes a day to devote to reading with individual students—even those who need help.
  • For a person to participate fully in the world and workplace of 2020, they will need powerful literacy abilities that until now have been achieved by only a small percentage of the world’s population.
  • Currently, more than 20 percent of adults read at or below a fifth-grade level. This is far below the level needed to earn a living wage.
  • IF you’re thinking that the challenge of dyslexia is a major cause of the above statistic you’d be wrong! The majority of dyslexic individuals work harder and more creatively to “learn to read” and because of this have been noticed by some of the largest employers on the planet. At NASA, over 50% of their employees are dyslexic. They are deliberately sought after because they have superb problem solving skills and excellent 3D and spatial awareness.

So, HOW can writers make a difference in the midst of these facts? KEEP WRITING! Make each word you place on a manuscript page zing so that people will be drawn to it whether you’re creating Science Fiction adventures or developing a game to teach world history. With almost 50 percent of our Nation’s unemployed youth (ages 16-21) labeled as “functionally illiterate,” we need to write books (and blogs and vlogs and…) that interest them while teaching them the skills they need to obtain good jobs. AND…should a question about writing rules come up, we always have The Elements of Style by Strunk & White which will take us back to basics with the English language. Together we can save the arts of reading and writing! ⚓︎

RoyaleneABOUT ROYALENE DOYLE: Royalene has been writing something since before kindergarten days and continues to love the process. Through her small business—DOYLE WRITING SERVICES—she brings more than 40 years of writing experience to authors who need “just a little assistance” with completing their projects. This is a nice fit as she develops these blogs for Outskirts Press (OP) a leading self-publisher, and occasionally accepts a ghostwriting project from one of their clients. Her recent book release (with OP) titled FIREPROOF PROVERBS, A Writer’s Study of Words, is already receiving excellent reviews including several professional writer’s endorsements given on the book’s back cover.  

Royalene’s writing experience grew through a wide variety of positions from Office Manager and Administrative Assistant to Teacher of Literature and Advanced Writing courses and editor/writer for an International Christian ministry. Her willingness to listen to struggling authors, learn their goals and expectations and discern their writing voice has brought many manuscripts into the published books arena.