Top Dog

Top Dog ebook cover
Launched today! Jerry Jay Carroll has reissued Top Dog in a new Kindle format, and I was fortunate to work with him on a new cover, as well as formatting the manuscript for e-book conversion.

Jerry originally had an illustrated cover in mind for this satire. I provided a second option, developed as part of the design process, which Jerry selected with almost no revisions.

Congratulations on the launch Jerry!

Top Dog is available now in Kindle format at amazon.

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Plan a book launch schedule you can actually meet (part 2)

sample timeline
Last week we looked at how to build a schedule.

In last week’s post, we looked at how to break down a book launch into major phases first, then take a phase and break it down into steps.

Major phases for a book launch could be: Pre-production, Book Production, Book Marketing, Launch event(s). Next, you pick a phase and break it down further into steps and figure out how long each step will take (either by yourself or with advice).

Let’s look at some of the steps that could be a part of your book launch schedule, as we break down a phase together.

Example of breaking down a Phase

As a breakdown example, let’s break down Book Production further. Here’s some steps to consider when building your schedule. Each book will have a unique set of steps, so don’t feel you need to do everything listed here, and this isn’t a complete list of steps.

A good rule of thumb for steps: see if you can describe steps as tangible things, like cover design, developmental edit, sample copy, with each having some kind of finished product at the end. Or, see if you can describe steps as action words, like design cover, edit manuscript, get ISBN.

Edit – functional/developmental

Timing: This step is the most difficult to put a time frame on. Freelance editing goddess Annetta Ribken tells me there’s many factors involved in estimating how long a developmental edit will take and that each project will be significantly different. “Developmental edits go in rounds, and typically an edit will go one to three rounds, with the first round as the most intense.” Annetta provides this great advice: “The best thing to do is book with your editor ASAP and set your publishing date when you know the edits will be done.” She also recommends a healthy buffer…a woman after my own heart!
Dependencies: a completed draft.

Tip: good editors book up quickly. Book your editor(s) as far in advance as possible. Don’t assume they will be available when you want them, and book your editor(s) before attempting to set a book launch date.

Edit – Line/copy

Timing: Ballpark 3 to 6 weeks, depending on the length of your manuscript. Of course, this will vary depending your editor’s availability, and how quickly you turn around the suggested edits. Some authors use the same editor for line or copy edits as for developmental/functional edits. Other prefer two different editors.
Dependencies: your completed functional/developmental edits, including making recommended changes.


Timing: Ballpark for 1 – 2 weeks, depending on the length of you manuscript, and to allow time to address questions, etc.
Dependencies: all edits completed and all changes made.

Design cover

Timing: Allow 2 – 4 weeks for custom cover design. If you are commissioning artwork (like physical or digital painting, custom photography or illustration from scratch), you may need extra time, so plan for it with your artist.
Dependencies: Selection of a printer (for a cover template or specifications), marketing copy for the back of your print cover, and an ISBN if you need a bar code on the back of your print cover)

Format and test e-book

Timing: For simple formatting (say a fiction e-book with no ‘bells and whistles’, formatting and testing can usually be completed in 1 week. If you are working on a fixed-format book, or a book with enhanced content make sure you confirm timing with your designer or developer, and don’t forget about time to create enhanced content, if required.
Dependencies: A final manuscript with all edits and proofreading complete, ISBN(s), any images you want included, final front and back matter…basically, your formatter will need everything that goes inside your e-book. For more complicated e-book projects (fixed-format or enhanced), confirm all requirements with your provider.

Tip: If planning both e-book and print versions, in most cases I recommend finishing the print title first, so you can have the e-book formatting done while ordering and reviewing a sample copy of the print title. If you plan to do pre-sales through Amazon or other online retailers, keep your minimum timeframes in mind (For Kindle pre-orders, your final version must be uploaded at least 10 days before the release date you set.)

Design and lay out printed book interior

Timing: For a custom interior design, allow 2 – 3 weeks to complete design, revisions and prep. For layout and final revisions, allow 1 – 2 weeks, maybe a little longer for non-fiction titles that need lots of formatting, tables and graphs, or illustrations or photos. Here’s an example: I recently completed design and layout of a history of the Canadian Coast Guard fleet. That project included 375 images with captions, extensive tables and indices. Each image was hand-placed. It took me 2.5 weeks to lay out the book, and we took another 3 weeks for review and final revisions (in this case, the authors did not use a proofreader on the project, so they got off schedule fixing typos and inconsistencies).
Dependencies: For custom book interiors, I prefer to work with draft content for the design process, so I can get to work while you’re still editing. Other designers may feel differently. For layout, a final manuscript with all edits and proofreading complete, ISBNs, and front matter and back matter required. Basically, your book designer needs everything that goes inside your book.

Order a sample copy of your print title for review

Timing: Allow 1 – 4 weeks to have a sample book printed and delivered to you, depending on where you are, which printer you are working with and what services levels you choose for printing and/or shipping. Double check timing with your printer.
Dependencies: Final print files for the cover and interior completed and saved to specification.

Order printed books for your launch event

Timing: If working with a Print-on-demand service, allow 2 – 6 weeks to get books printed and shipped to you (depending on who you’re working with and where you’re located). If you are working with a short-run printer you may need more time, especially if you are printing hard back books.
Dependencies: Final print files for the cover and interior completed and saved to specification. I also recommend that the sample copy be ordered and reviewed before ordering bulk orders, so you know exactly what you are getting.

Hope this help you planning your book launch. Got a tip to share? Leave a comment below.

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Plan a book launch schedule that you can actually meet (Part 1)


As a book designer, I typically start working with an author toward the end of her/his self-publishing process. Being at the end of the process has one major downfall…rushing to meet to deadlines that may not be completely thought out. It doesn’t have to be that way.

Putting together a schedule will help. It doesn’t have to be fancy or high-tech. There’s no one ‘correct’ tool. A good tool is one you feel comfortable using. A good schedule is one that’s well thought out and organized, and more importantly, visualized in a way that will keep you on track.

3 Project Management principles to the rescue!

Knowing some basic project management scheduling principles will help when building your schedule.


Two activities attached at the hip.

In project manager speak, a dependency is a relationship between two activities in your schedule where completing one is dependent on the other in some way. The most common dependency is a step that cannot start before another step finishes. Here’s an example: you can’t start formatting your e-book until the final manuscript is completed, therefore e-book formatting is dependent on proofreading.

Identify your dependencies as early as you can. Most will be logical, like social media posts for your cover reveal can’t launch without a cover design. Others may not be so clear. If you’re having difficulty, ask your service provider(s) what they need to begin work. Many of the items they need will relate to steps in your schedule, and help you spot dependencies.

Critical Path

Follow the yellow brick road. And by ‘yellow brick road’ I mean critical path.

The critical path is the sequence of dependent items that needs the longest time to complete. If one item in the critical path gets delayed, the end date will also be delayed by the same amount of time. These are the critical things that need to stay on schedule to meet your date. Knowing your critical path is crucial to managing your schedule…it will make your priorities clear.


Crap happens. Buffer helps you plan for it.

Buffer (or ‘contingency’ in project manager speak) in a schedule is time added to allow for things you didn’t foresee. Here’s an example: you’ve confirmed the line edit will take 4 weeks, but you tack on 1 extra week, ’cause it’ll happen in February, and you get the flu every February. You can add extra time to steps, add pockets of ‘downtime’ in your schedule, or you can plan to have everything completed and wrapped up earlier than needed.

True story: I worked on an anthology this summer that had a very specific launch date that could not be moved (it was part of a conference). The publisher wanted a small run of hard back books to give to contributors as a gift, and they wanted to give these gifts at the launch. I scheduled the design work earlier than needed so that the books would be delivered 3 weeks before the conference. There was a printing issue and the books needed to be reprinted, delaying the delivery 1 week. Because the schedule had with a buffer, the books were still delivered 2 weeks before the event.

OK, let’s do this!

Now that we understand these principles, let’s look how they relate to building a schedule.

Break your launch into phases, then break each phase down into steps
Looking at the entire book launch is overwhelming, so borrow this trick from project managers: break it down further and focus on one aspect of the project at a time. Start with breaking your project into the major phases, and look at each phase as a smaller ‘project’. Pick one and break it down into steps and figure out how long they’ll take (either by yourself or with advice). A good rule of thumb: see if you can describe steps as tangible things, like cover design, developmental edit, sample copy, with each having some kind of finished product at the end. Or, see if you can describe steps as action words, like design cover, edit manuscript, get ISBN.

Many people will find breaking down into steps is enough to keep them on track, and more detail would be overwhelming. Steps can usually be broken down even further into tasks that can be performed by an individual (like design mockup, give feedback, revise mockup, etc.). Don’t feel you need to. The key is finding the right amount of detail that works for you.

Major phases for a book launch could be: Pre-production, Book Production, Book Marketing, Launch event(s).

When breaking phases down to steps, try to be as accurate as possible, and keep dependencies top of mind. You don’t necessarily need to show your dependencies, but you do need to know them.

My brain likes to work backwards, so when I’m doing this I start at the end and think to myself Ok, what needs to happen in order for this step to start? Here’s an example: to start cover design, what needs to be finished? Well, to design a cover, a designer would need: basic title information (title, author, publisher), back cover copy, maybe an author bio and pic, any by lines or quotes you want, basically everything you want to appear on your cover. You will also need to choose your printer, because your designer will need your printer’s specifications or templates, so choosing your printer could be considered a dependency. And you’ll need your ISBNs if your designer needs to source your bar codes for you, so getting your ISBNs could also be a dependency.

I prefer to work backwards because I can figure out steps and possible dependencies at the same time. You may prefer to work forwards, so you may need to ask yourself OK, I now have this done…what’s next?

Once you have your steps, add how long each will take, based on your research, previous knowledge or advice from your service providers.

Use the same process to break down the other phases of your book launch.

Add Buffer, get your phases and steps in a calendar and assign some dates
Add in your buffer (I recommend adding buffer so it’s clearly visible). Plot it all out on a calendar, in a spreadsheet…whatever tool you feel comfortable with. You can work from the start date and go forward, or from the end date and work back, depending on your needs. Set due dates for every step in your schedule. Mark the due date of each phase, too. These will give you milestones. Figure out what steps make up your critical path. Highlight your critical path if you can, so it’s clearly visible.

Milestones are higher level dates that also help us stay on track. I like to think of milestones as more firm dates and due dates for steps as more flexible, so long as the milestone date is still met. This kind of active schedule management is much easier to do when you know your critical path and have some buffer built into your schedule.

Tip: When setting dates for steps, remember to skip any days where you (or your service providers) can’t do project work, like weekends, holidays or vacations.

Now you have yourself a schedule and a list of steps with deadlines to keep you on track. You also know all the steps (hopefully) that have to get done to get your book launched, and how those steps relate to each other. Maybe you’ve learned something new about publishing in the process. And, you now have a template to use for your next book launch, too.

Crap! I did it again! I wrote way too much this week, so next week, I’ll break down a phase…or two, if I get carried away again.

Hope these tricks I picked up while earning my Certified Associate of Project Management (CAPM) designation help you planning your book launch (or any project for that matter).

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