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Helping to Change the World…Word by Word

The Steve Laube Agency

The Steve Laube Agency

Helping to Change the World Word by Word

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Home » Book Business » Page 19

Book Business

The Credibility Gap

By Dan Balowon March 22, 2016
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This was a tough post to write. I felt at times that I was arguing with myself on these issues, but maybe in today’s “journey” through the topic of author credibility you will sense the struggle that Christian authors confront and maybe some truth with be revealed in the process.

If you were a mathematics professor at a junior college and had a revolutionary insight related to something about mathematics, few people would take notice.

If you had the same thought and taught at MIT, it would be published worldwide and considered groundbreaking and important.

It wasn’t the thought, it was the perceived credibility of the person expressing it.

Using the same analogy, if the junior college mathematics professor reminded her students “One plus one equals two,” it would barely register on the thought Richter-scale because it is true and simple.

But along comes an MIT professor who has a complicated theorem proving that “One plus one is three,” and the statement will be discussed in all sorts of venues and media.  One plus one equaled three because a very smart person with impeccable credentials said so. (They are wrong, but we were in awe of the thinking)

Truth with low-perceived credentials is ignored while error with high-perceived credentials is actually considered and discussed.

Now let’s move over to the theological world.

When dealing with Bible truth, often the unaccredited online Bible School with retired ministers serving as teachers are teaching closer to what God had in mind rather than PhD’s at Ivy League divinity schools. In the world of Biblical theology, degrees are not always an indication of orthodoxy. In some cases, it is the opposite.

God’s truth does not require man’s approval and endorsement to make it true and therein lies my struggle. But I can’t ignore publishers and readers who primarily buy credentials, so I require it of authors.

One of the most common reasons I will decline to represent an author of non-fiction is that they are not qualified to write on the subject they want to publish. An insurance underwriter is not qualified to write on the history of nuclear power. Or their qualifications are not considered of the highest order.

So, when we know God’s truth doesn’t need man’s credentials or endorsement to make it true, why is it important to require them for authors and their books?

Non-fiction requires credentials because publishers will promote a book and put the author in various media and frankly, if you don’t have some credentials to go along with your thinking, it would make for an embarrassing situation for everyone. “So, Peter, you are a fisherman?”

You can write a book about marriage principles and never been married.

You can write about raising teenagers today when you never parented any.

You can write about overcoming the challenges of addiction but had never gone through it yourself or with someone close to you.

You can write a book explaining the meaning of a difficult Bible passage without ever taking a class in theology.

But agents are tasked with finding authors that publishers want to publish and readers want to read.

And for them, credentials matter.

Publishers and readers want marriage books from people who have been, well, married and are actively involved in a growing ministry to help marriages improve.

They want a book on raising teenagers from someone who successfully raised a few of them and is actively helping other parents in large numbers.

They want a book about addictions from someone who has gone through it themselves, who have a long track-record of work in the field and certified by some credible professional group.

And they want theology explained by someone who is actively involved in teaching it at a high level and a widely recognized authority in the field.

Try explaining any of these to someone in a rejection letter and some pretty raw emotional reactions will come back in response.

It’s a temptation to lie and just say the book is, “Not my cup of tea,” or something innocuous as that.

I circle back to the fact that God’s truth doesn’t need our credibility to make it true, but agents, publishers and readers do.

Why?

Because that same old thing we’ve mentioned before…competition. There are so many books and authors, we all use the credential issue as a filter to reduce the number of books to consider from thousands down to hundreds, so we can focus more.

I’ve had any number of difficult exchanges with unpublished authors who submit a well-crafted proposal to me. I read the premise of the work and then I look at who the author is and their credentials for writing. If the book concept is interesting I keep going, but if the author doesn’t have the credentials, I stop because there is no reason to continue.

Of course, when I decline to represent the work and the prospective author asks, “Did you even read any of the actual writing sample?” and I reply that I did not, hurt feelings and even anger are evident.

Writing quality rarely survives a lack of perceived credibility and qualifications.

The competitive publishing market (remember those three words) requires that you have all the tools and a track record showing you know how to use them.

Even when we all know that God’s truth doesn’t require an advanced degree to understand it.

 

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Category: Book Business, Career, Platform, The Publishing LifeTag: Career, Credentials, The Publishing Life

2020, Planning a Publishing Odyssey

By Dan Balowon March 15, 2016
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Books are the slowest and least “current” form of communication. News or short-turnaround events are best covered in articles carried in media that can reach an audience quickly. Sure, a book about the Super Bowl can be slammed together with pictures in a few weeks, but it won’t win any awards for literary quality. Indie publishing has given the impression to many authors that the seemingly …

Read more2020, Planning a Publishing Odyssey
Category: Book Business, The Publishing Life, TrendsTag: The Publishing Life, Trends

The Bookstore is Outnumbered

By Steve Laubeon March 14, 2016
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We had a client ask why their book could not be found in the bookstores. It is a common question. One that I tried to answer last year in a post about logistics. Today I’ll approach it from a different direction. The sheer number of books that are being published. Let me start with two sets of statistics. Barnes & Noble (B&N) is the largest retail bookstore in the U.S. Their stores …

Read moreThe Bookstore is Outnumbered
Category: Book Business, TrendsTag: Bookstores, Trends

Publishing Acronyms

By Steve Laubeon February 22, 2016
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After being in an industry for a while there is a natural tendency to speak in code. Acronyms flow freely and can be a foreign language to those new to the conversation. Below is an attempt to spell out some of the more common acronyms in the publishing industry and some specific to the Christian publishing industry. They are grouped by topic in a rudimentary way but in no particular order. If …

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Category: Book Business, Book Business, Communication, Contracts, The Publishing LifeTag: Acronyms, publishing

Zip It Mr. Galilei

By Dan Balowon February 16, 2016
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Did you ever tell someone, “Don’t feel that way” and not get the best reaction? In the same vein is “Don’t be that way.” Honestly, I could never figure that one out. Feels like a philosophical conundrum of the highest order. Telling someone not to be. Four hundred years ago this week in 1616, Cardinal Bellarmine, representing the Catholic Church, issued an order to astronomer Galileo Galilei that …

Read moreZip It Mr. Galilei
Category: Book Business, Branding, Contracts, Economics, Get Published, Humor, Indie, Marketing, The Publishing LifeTag: Book Business, The Publishing Life

Ned Ryerson and the Startled Rodent

By Dan Balowon February 2, 2016
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Much has been discussed about the growth (or shrinking) of digital book content delivery. I figured today was the perfect day to put in my two cents. Here is what happened in the last few years, explaining why digital sales have slowed, as told through a little story I conjured up. Avid book reader Barbara got up early one morning, made coffee and sat down to read with her e-reader. She noticed …

Read moreNed Ryerson and the Startled Rodent
Category: Book Business, Economics, TrendsTag: Book Business, E-Books, Economics, Trends

The Grand Canyon is a Market Reality

By Dan Balowon January 26, 2016
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Some Christian authors desire to one day write books for general market publishers rather than for those who focus only on Christian-themed books. The thought, which is well-intentioned, is publishers focusing on the broader market will reach unbelieving readers, piquing their interest in spiritual things, leading to further investigation and so on. But the strategy is flawed. Publishers don’t …

Read moreThe Grand Canyon is a Market Reality
Category: Book Business, The Publishing LifeTag: Book Business, Christian Publishing, The Publishing Life

Best Selling Books Sixty Years Ago

By Dan Balowon January 12, 2016
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Continuing my early 2016 focus on sixty years ago, today we will look back at the New York Times bestseller list for January 15, 1956. Fiction ANDERSONVILLE, by MacKinlay Kantor (Won the Pulitzer Prize for 1956) MARJORIE MORNINGSTAR, by Herman Wouk (Made into a 1958 film with Gene Kelly and Natalie Wood) AUNTIE MAME, by Patrick Dennis (Made into a 1958 film with Rosalind Russell playing the lead. …

Read moreBest Selling Books Sixty Years Ago
Category: Book Business, Publishing History, TrendsTag: Bestsellers, Book Business, Trends

Fiction: Don’t Order Flowers Yet – An Evaluation of 2015

By Tamela Hancock Murrayon January 7, 2016
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An Evaluation of 2015: Ours is a tough industry. A lot of writers are rejected. Over and over. The journey to publication seems harder than ever. Available slots in a publisher’s list are fewer and harder to secure. It’s more difficult than ever to make books profitable. Competition is tougher. Only the top authors seem to be making money. What year am I talking about? I think it is 1998. Or was …

Read moreFiction: Don’t Order Flowers Yet – An Evaluation of 2015
Category: Agency, Book Business, Career, TrendsTag: Book Business, fiction, Trends

2015 – A Year in Review

By Steve Laubeon January 4, 2016
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I like to take a look at the past year as an exercise in measuring success and failure – all while counting God’s blessings. (If you’d like to look at previous annual reports they can be found here: 2014, 2013, 2012, 2011, 2009.) The Agency Thrives The agency continues to thrive in the midst of some tough economic challenges. It was exciting to secure contracts for over 130 forthcoming …

Read more2015 – A Year in Review
Category: Agency, Book Business, Career, Communication, EconomicsTag: 2015, Agency, Year in Review
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