J.D. Barker is the NYT and international best-selling author of numerous novels, including the 4MK trilogy. His latest novel, BEHIND A CLOSED DOOR, releases May 2024. He is currently collaborating with James Patterson. His novels have been translated into two dozen languages and optioned for both film and television.

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3 Value Bombs

1) Hearing “no” repeatedly is common. However, all it takes is one “yes” to make progress.

2) The publishing industry needs shaking up, urging a shift towards embracing and integrating modern marketing methods.

3) Believe in persistence, emphasizing the importance of not giving up. Expect rejection from agents and editors, but keep pushing forward.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: Rewriting The Author/Publisher Model with J.D. Barker

[1:25] – J.D. shares some things he believes about becoming successful that most people disagree with.

He believes that in life, and likely in any profession, hearing “no” repeatedly is common. However, all it takes is one “yes” to make progress.

[2:11] – What is a Ghostwriter and what is a Book doctor?

A book doctor is someone who helps authors improve their manuscripts by making necessary changes suggested by agents and publishers. They might shorten the book, improve characters, or combine elements to make it more appealing. They provide a fresh perspective, especially valuable for first-time authors who may be too close to their work.
J.D. worked as a book doctor while holding a corporate job, gaining insights into what publishers and editors wanted. He would receive direct feedback, unlike authors who often receive more positive but less critical feedback from publishers.
This experience helped him understand what makes a manuscript attractive to publishers and editors, influencing his writing style.

[3:49] – What was the path to success in indie publishing your first novel which went on to sell over a quarter million copies?

J.D. got a boost for his book in New England, thanks to Stephen King. In his horror novel, he needed to explain where a character bought a journal.
He used King’s fictional store from “Needful Things” as the setting, expecting to change it later due to legal issues.
However, King kindly allowed him to keep the reference, which helped spark interest in the book. Publishers Weekly covered the story, libraries, and bookstores picked up the book, and word of mouth spread, leading to increased sales.

[5:05] – What were some of the key differences you noticed between the traditional publishing model and the indie publishing approach?

He preferred indie publishing because it offered him more freedom. He could choose the cover and make all marketing decisions himself, which he loved.
In traditional publishing, these decisions are typically made for you, and the focus is on making a big splash during the first week of publication. After that, attention often fades.
Indie publishers, on the other hand, invest time and effort in all their books, focusing on building a strong backlist. They can be more flexible and quick to implement marketing ideas.

[6:45] – After seeing the differences between traditional and indie publishing, what did you do next?

He combined the best of both worlds by adopting a hybrid approach to publishing. While initially going the traditional route with his first few books, he eventually decided to retain English rights for himself while allowing his agent to sell foreign territories.
This led him to establish his own publishing company to release the books in English. Meanwhile, his agent handled sales to publishers in countries like Germany, France, Italy, and Spain.
This approach provided him with the flexibility to distribute his books wherever he desired. If a particular country didn’t secure a traditional publishing deal within a year, he hired translators and independently released the book through his press.
Economically, this strategy proved beneficial, as indie authors typically earn around 70 cents on the dollar compared to 10-20 cents with traditional publishers, despite receiving larger advance payments upfront. While he appreciates the opportunities traditional publishers offer, the growing accessibility of self-publishing platforms has made it easier for indie authors to reach diverse markets.

[9:02] – A timeout to thank our sponsors!

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[12:14] – J.D. talks about his latest novel; BEHIND A CLOSED DOOR and the one-of-a-kind business relationship that developed before the publication.

His agent took the book to traditional publishers, attracting attention from major players like Hollywood, Netflix, and HBO, leading to the sale of film rights. However, warnings from friends in the publishing industry, citing layoffs at big houses like Penguin Random House and HarperCollins, made him cautious.
Concerned about losing editors and risking his book’s fate, he opted to work with Simon and Schuster. They agreed to partner with his publishing company, Hampton Creek Press, handling printing, sales, and distribution while he retained creative control.
This arrangement shifted risk away from the publisher while allowing him a larger share of profits. It also expanded his reach to outlets like drugstores and airports.
He sees this model as a potential future for successful indie publishers, who, instead of seeking big advances, can forge partnerships to access wider distribution without sacrificing autonomy. He predicts such deals may become standard in the industry.

[15:12] – What is the future of publishing?

He believes there will be more models like his emerging. What made him apprehensive was receiving a marketing presentation from a publisher that seemed outdated, reflecting unchanged tactics from years past.
For instance, while a review in a national newspaper is great, it often leads readers to a paywall. In contrast, reviews from bloggers or social media influencers generate more buzz and sales.
He suggests the industry needs shaking up, urging a shift towards embracing and integrating modern marketing methods.

[16:33] – Can you get a little more specific about what you’re seeing them do to disrupt this industry?

They simplify things, recognizing people’s inclination towards convenience. With just a few clicks on their phone, consumers can buy a book they hear about instantly.
Online retailers like Amazon offer competitive pricing due to high volume. Brick-and-mortar stores struggle to match these prices.
Online retailers also leverage data to suggest books based on consumer preferences, which can be helpful but challenging for traditional stores to compete with.

[18:20] – Do you feel like this is kind of a golden age right now for this type of opportunity?

J.D. is involved in eight different projects picked up by Hollywood, each with various stages of development. While options checks are rolling in, nothing has been filmed yet. Witnessing the extensive list of names in movie credits made him realize the immense effort behind every project.
Hollywood is adapting to the changing landscape by speeding up production and exploring new platforms like NetGalley for potential content.
Traditional methods of pitching through agents are giving way to data-driven decisions based on sales trends and social media buzz.

[19:58] – Are you interested in doing a cameo appearance?

He’s eager to revisit his past experiences as a movie extra in Miami and Fort Lauderdale during college. Back then, those areas were booming with film productions, leading him to appear in movies like True Lies and Cape Fear.
Now, he enjoys watching those films with his daughter, pointing out his brief appearances on screen.
If given the chance, he’d gladly dive back into that world.

[20:39] – What advice would you give aspiring authors trying to navigate the changing landscape of the publishing industry today?

Believe in persistence, emphasizing the importance of not giving up. Expect rejection from agents and editors, but keep pushing forward.
Analyze what is selling and what is not, and listen to advice. If someone says no, ask for feedback and use it to improve your work. With determination and adaptation, you can turn those no’s into yeses.

[21:15] – J.D. gives his call to action.

J.D. Barker’s Website – Sign up for J.D.’s newsletter for news, previews, and more!

[21:32]– Thank you to our Sponsors!

HubSpot: Scale support and drive retention and revenue all in one place with HubSpot’s all-new Service Hub. Visit HubSpot.com/service to learn how this all-new solution can help you deliver for your customers!
Yahoo Finance: Yahoo Finance makes it easy to get financial news, data, and insights fast. For comprehensive financial news and analysis, visit the brand behind every great investor, YahooFinance.com!

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Rewriting The Author/Publisher Model with J.D. Barker

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