library / lib41db1fddfa2f5e7d
Ape
In a sentence
A comprehensive guide for authors to successfully navigate the modern publishing landscape by mastering the three essential roles of Author, Publisher, and Entrepreneur.
In a world where traditional publishing is no longer the only or even the best path to success, authors have an unprecedented opportunity to take control of their careers. 'APE: Author, Publisher, Entrepreneur' is the definitive roadmap for this new era of 'artisanal publishing.' Written by bestselling author Guy Kawasaki and digital publishing expert Shawn Welch, this book demystifies the entire process, from writing a compelling manuscript to producing a professional-quality book and marketing it effectively. APE provides a tactical, no-nonsense plan that equips you to master the three crucial roles you must inhabit: the Author who creates, the Publisher who produces, and the Entrepreneur who sells. If you're ready to bypass the gatekeepers, connect directly with your readers, and build a sustainable writing career on your own terms, this is the one book you need.
The four lenses
- Science
- Statistics
- Systems
- Strategy
The model
This model outlines the process by which an author can achieve success through self-publishing. It posits that by embodying the roles of Author, Publisher, and Entrepreneur, an individual can produce a high-quality book and build a strong author platform. These intermediate outcomes, in turn, drive reader discovery, sales, and ultimately, a sustainable career as a writer.
Authorial Craftdesign lever
The set of activities related to conceptualizing, researching, outlining, writing, and self-editing a manuscript that provides value to readers, whether through knowledge, entertainment, or emotional connection.
Professional Production Qualitydesign lever
The application of professional standards to the editing, cover design, interior design, and formatting of the book to avoid the 'self-published look' and create a product comparable to one from a traditional publisher.
Strategic Distributiondesign lever
The process of selecting and utilizing appropriate distribution channels, including online ebook resellers (Amazon KDP, Apple), print-on-demand services, and direct-to-reader sales, to make the book available to its target audience.
Platform Buildingdesign lever
The set of activities aimed at building a personal brand and establishing a following of readers and fans through tools like social media, blogs, and email lists, based on the principles of trustworthiness, likeability, and competence.
Guerrilla Marketing Activitiesdesign lever
The execution of low-cost, high-impact marketing tactics, such as catalyzing reviews, pitching bloggers, running promotions, and optimizing online product pages, to generate buzz and drive discoverability.
Artisanal Book Qualitypsychological state
The perceived and objective quality of the final book as a product, encompassing the writing, editing, design, and overall professionalism, distinguishing it as a crafted 'artisanal' work rather than a 'vanity' project.
Author Platform Strengthoutcome metric
The size, engagement, and reach of the author's audience across various channels, including social media followers, email subscribers, and blog readers, which provides a foundation for marketing.
Reader Discovery and Considerationbehavioral pattern
The extent to which potential readers become aware of the book and are persuaded to consider purchasing it, driven by marketing efforts, platform reach, and the book's appeal.
Book Sales and Revenueoutcome metric
The total number of book units sold and the corresponding financial revenue generated across all distribution channels.
Author Career Sustainabilityoutcome metric
The author's ability to build a long-term, viable career based on their writing, including the potential for future book sales, building a loyal readership, and creating ancillary opportunities like speaking or consulting.
How they connect
- authorial craft → influences artisanal book quality
- professional production quality → influences artisanal book quality
- platform building → influences author platform strength
- artisanal book quality → influences reader discovery and consideration
- strategic distribution → influences reader discovery and consideration
- author platform strength → influences reader discovery and consideration
- guerrilla marketing activities → influences reader discovery and consideration
- reader discovery and consideration → predicts book sales and revenue
- book sales and revenue → influences author career sustainability
- author platform strength → influences author career sustainability
The story
The reader An aspiring or established writer who wants to publish their book, take control of their creative and financial destiny, and build a sustainable career as an author.
External problem
The author faces the confusing, complex, and often frustrating process of publishing a book, whether it's navigating the gatekeepers of traditional publishing or the technical and marketing hurdles of self-publishing.
Internal problem
They feel overwhelmed, uncertain, and fearful that their manuscript will never be published, or if it is, it will look amateurish and fail to find an audience.
Philosophical problem
It's wrong that talented authors should be at the mercy of an outdated publishing system or be blocked by technical complexity; writers deserve the power to connect directly with readers and control their own success.
The plan
- Master the role of Author by writing a book that enriches people's lives.
- Become the Publisher by learning the tools and processes to produce a professional-quality book, from editing to distribution.
- Embrace the role of Entrepreneur by building a personal brand and marketing platform to sell your book effectively.
Success
- Becoming a successful 'artisanal' author with complete creative and financial control.
- Publishing a professional, high-quality book that you are proud of.
- Building a direct connection with your readers and a strong personal brand.
- Achieving a sustainable and profitable career as a writer.
At stake
- Your manuscript languishes on your hard drive, never reaching readers.
- You publish a book that looks amateurish, gets ignored, and confirms the stigma of 'vanity publishing.'
- You remain frustrated and dependent on a publishing system that doesn't serve your best interests.
- Your dream of being a successful author remains unfulfilled.
Questions this book answers
- Should I write a book, and what are the good and bad reasons for doing so?
- What are the pros and cons of traditional publishing versus self-publishing?
- What specific tools and processes are required to write, edit, design, and produce a professional-quality book?
- How do I convert my manuscript into the required formats (MOBI, EPUB, PDF) for major online resellers like Amazon, Apple, and Barnes & Noble?
- How should I price and distribute my book to maximize revenue and reach?
Glossary
- Authorial Craft
- The set of activities related to conceptualizing, researching, outlining, writing, and self-editing a manuscript that provides value to readers, whether through knowledge, entertainment, or emotional connection.
- Professional Production Quality
- The application of professional standards to the editing, cover design, interior design, and formatting of the book to avoid the 'self-published look' and create a product comparable to one from a traditional publisher.
- Strategic Distribution
- The process of selecting and utilizing appropriate distribution channels, including online ebook resellers (Amazon KDP, Apple), print-on-demand services, and direct-to-reader sales, to make the book available to its target audience.
- Platform Building
- The set of activities aimed at building a personal brand and establishing a following of readers and fans through tools like social media, blogs, and email lists, based on the principles of trustworthiness, likeability, and competence.
- Guerrilla Marketing Activities
- The execution of low-cost, high-impact marketing tactics, such as catalyzing reviews, pitching bloggers, running promotions, and optimizing online product pages, to generate buzz and drive discoverability.
- Artisanal Book Quality
- The perceived and objective quality of the final book as a product, encompassing the writing, editing, design, and overall professionalism, distinguishing it as a crafted 'artisanal' work rather than a 'vanity' project.
- Author Platform Strength
- The size, engagement, and reach of the author's audience across various channels, including social media followers, email subscribers, and blog readers, which provides a foundation for marketing.
- Reader Discovery and Consideration
- The extent to which potential readers become aware of the book and are persuaded to consider purchasing it, driven by marketing efforts, platform reach, and the book's appeal.
Related in the library