Author to Reader Promise: Impact of Authorship and Editing on Book Marketing

Five books with the mechanics of editing
~ Liss Caldwell

The Original Three Stages of Editing

Thirty years ago, there were three distinct sequenced areas of editing, Developmental Editing, Structural Editing and Substantive Editing were all commonly understood to relate to the same process and the first stage of editing, which was also the most time consuming. The focus was the big picture, the scaffolding of the novel, the bones which keep a manuscript authentic.

The second stage of editing was copy editing, where editors would hone in on grammar, consistency and sentence structure. The third stage was proof editing which often happened twice, once, pre-print after the manuscript had been formatted by an interior book designer. Then again, after the book had been printed in a pre-proof copy, which was also often used as the arc. (Advanced Reader Copy given for free to reviewers, book shops, librarians, with the hope it would be read, loved, ordered and promoted. Arcs were typically identified on the front cover and by a black or red line down the fore edge pages.)

The 5 Stages of Editing & Specialist Editors in 2024

  1. Developmental Editing – Focuses on the plotting, planning, chapter outlines, story structure prior to and as the initial drafts are written. Developmental Editors spur the writer on, holding them accountable, motivating them and often saving them valuable time, with fewer rewrites due to the clarity established prior to submitting for structrual editing.
  2. Structural/Substantive Editing – commences once you can complete your manuscript to the best of your ability. Focus remains on the big picture, the authenticity of world building, the integrity of characters, the narrative arc, pacing, rhythm, story, plot, commercial viability, reader promise and ensuring that the manuscript reads as the author envisions.
  3. Copy Editing – hones in on grammar, spelling, punctuation and sentence structure, and commences once the author has completed their rewrites, based on the structural editing.
  4. Sensitivity Editing – ensures your manuscript is politically correct in terms of gender, race, nationality, disability etc Often sensitivity editors are familiar with the law, IP and copyright and will also suggest alterations if needed eg in term of reference to brands, and/or real people.
  5. Proof Editing – (pre and post printed copy before print run and publishing release.) Any typos, spelling, grammatical editing that may have changed during interior design and printing or may have been previously missed. As Chief Editor on a few magazines, you are usually provided with a group of proof readers, even with many eyes, mistakes can make it through.

First time authors, whether navigating the traditional publishing route via an agent, or through open submissions with a publisher, aka through the slush pile, as well as indie authors, will engage a Developmental and Structural Editor prior to submission. First impressions last. Indie or self published authors would also need a Copy Editor, Sensitivity Editor and Proof Editor.

For indie authors to self publish aligned with the publishing industry standards, editing is essential, as is interior design, cover design and marketing. Drop one ball, and your book, already falls from the shelf readers are purchasing from. I’m an Editor and I’ve been in publishing thirty years and I still, ensure I contract editors for my books. As an author, you are attached through the ink, sweat and tears you have poured into your manuscript, fresh, constructive eyes, are invaluable.

Reputable editors have university education behind them that is industry relevant eg publishing, literature, editing as well as publishing industry experience. A music teacher, or English teacher is not familiar with the intricacies of the publishing industry, including current industry and commercial standards.

Changes in the Publishing Industry – the last decade.

In the last ten years there has been an emergence of, “book coaches”, a grammatically incorrect term, how ironic is that? Their certification gained not through a university, or even a RTO Registered Training Organisation, but by a self proclaimed “authority” selling a course. Sometimes, they even call themselves a university or college to lure unsuspecting new writers in. I’ve read comments by “book coaches,” stating that they are different to “Editors” because “they motivate, encourage and work with the writer and hold them accountable.” These sorts of comments, further demonstrate their lack of knowledge of the publishing industry and how editors work. Most recently, I’ve seen courses, for “Story Coaches,” perhaps these people are not familiar with the initial stages of editing?

Reader and Writer Beware

YouTube is now the biggest search engine behind Google. AI assimilates all information, the correct and incorrect content, as do the search engines. A top ranked video on YouTube, stated that Sydney is the Capitol of Australia. I regularly see writers comment that they have written an adult novel at 10 000 words, based off what they were told in the results of a google search, or course they paid for. Or that they have written an adult non-fiction of 35 000 words. FYI 35 000 is the length of a middle grade novel ie in primary school. Submissions to traditional publishers for adult fiction, are usually 10 000 words or the first three chapters, as a sample of your work, not the entire work of 10 000 words.

The Silent Author & Reader Promise

Word count is relevant according to the factors of genre eg fantasy, or romance, combined with your target reader audience eg young adult, mid graders, adult. By publishing and promoting an adult fiction novel of 10 000 words, you may sell copies based on your cover if you self publish, however you have broken the silent promise of author to reader. The reader expectation according to the market placement/ audience and genre. Readers are creatures of habit. They choose particular books based on their cover, which also is a beacon to which genre and audience you are writing for. Readers do judge a book by it’s cover.

Authors Breaking the Reader Promise

These elements of genre, audience, cover and the blurb, silently promise the reader of the experience they can expect between the covers of your book. If an author fails to deliver, the reader promise is broken and the reader won’t buy or recommend the author. You are only as good as your last book. Your editors, yes, those with experience and expertise specialise eg they do Developmental and Structural Editing or they only do Copy and Proof Editing. Any reputable editor with industry experience, would advise an author to adhere to the publishing industry standards that deliver the reader promise.

From a author branding, and book marketing perspective, breaking the author to reader promise is up there in the top ten, what not to dos.

Writers, do yourselves a favour, you have invested time, emotion, your imagination and creativity into your manuscript, consider treating it with the respect, both your manuscript and your readers deserve and adhere to publishing industry standards and the author to reader promise. After all, isn’t your story worth it?

Published by Liss Caldwell

Uniting over thirty years as a coach, trainer, teacher and facilitator, with three decades in the publishing and Digital Marketing Industries, I support you to bridge the gap between goals and accomplishments, by navigating your pathways to publishing aligned with your book, business and personal goals. As an author and developmental/structural editor and emerging artist I understand the creatives path and the importance of nurturing your project to completion as you envisage it, whilst combining the marketing strategy, designed for business growth and author brand development. I am passionate about sustainable business development within the publishing industry. I am a disability and inclusion advocate and sit on the Lismore Council, Disability Inclusion Access Group. After learning to walk twice this lifetime, and to read and write three times this lifetime, I am passionate about giving a voice for inclusion and progression. I write social novels woven with folklore, for YA and crossover audiences to initiate conversations and grow communities. An active member of the Landcare network, I am currently rewilding seven acres in the Northern Rivers of NSW. For eight years we have been returning, degraded and heavily eroded grazing land to rainforest and koala habitat. The property, known as The Torr, is home to a diverse range of native flora and fauna many endangered or threatened species, including koalas, yellow bellied gliders, richmond birdwing butterflies, grey goshawks, glossy black cockatoos, as well as bats, many birds, echidnas. The Torr is a recognised women's healing and birthing place by our first nations' people. The goanna and snake are the totems that have returned in abundance. 10% of all exchanges are put back into rehabilitating this land back to it's natural state, with a promise of 95% to be planted and treed by 2030. I look forward to connecting and collaborating with you.

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