A common error that new authors make when working with a ghostwriter or graphic designer is that they don't trust their opinion. This can be costly both upfront and in sales of your book.
When you hire a ghostwriter, you are buying their expertise. They have written and ghostwritten a number of books, and should know the tricks and pits of the trade. They know what sells, and what is cliche.
I try to produce what my clients want, but I also try to guide them through the process. Many authors have strong feelings over cover design and titles. In the world of traditional publishing, authors do often get a choice- a publisher chooses both the title and cover design, sometimes with little or no input from the author. Why? Because a publisher is in the business of making money and they know what sells. They are investing in the author to produce the book, and they want to be sure it sells. They will also have a strong influence over the content and editing of a book.
When a person decides to self- publish, they have all of the control, but that is not necessarily a good thing. They might have a great story concept, but that is not enough to sell a book. They must have a kick ass title and cover to attract consumers. Books are indeed judged by their cover- that is why we still have brick and mortar bookstores. People like to browse shelves and when a cover attracts their attention they will pick it up and flip it over.
A self published author will often hire experts that can write, edit, and design their book, however at times they cannot get out of their own way. They have strong opinions even when the expert they have hired tries to dissuade them. An expert not only has skills and experience, they have perspective. They can look at the book with a trained, objective eye and give advice.
No expert is 100% correct, but if someone hires one.they should at least trust and listen to what they are saying. If a cover concept does not work, the author should take a breath, step back and seek counsel on it. That does not mean friends and family. You need colleagues and professionals that are not afraid to tell you the truth.
In the end, the author must decide on all things if they are self publishing, but if the title is not catchy or is too cliche or clever, people will roll their eyes, but they will not usually buy. If the design is wrong, it may look unprofessional and again a person will pass on the book. If a person opens a book it looks like a document from MS WORD, again the book will not make it.
Authors work hard to earn their money. When they are self publishing, they are making the investment. If you had heart surgery, you would not tell the surgeon how to do it. If you needed repairs on your car, unless you are a mechanic, you would not tell the repair shop how to build and engine. In both cases, you would pay money for their expertise. Why not in book publishing?
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