Every year I start planning my writing year in the fourth quarter. When I used to coach Realtors, my line would be, “The most important quarter of next year is the last quarter of this year.” That way, when you start out January 1, you hit the ground running.
It’s the same for writing. In fact, all my nearly 30 years selling real estate and coaching agents for the top-rated professional coaching organization I was part of, has only underscored these business principles. We think of writing as an emotional journey. People think we writers write when we feel like it, and when “the muse strikes us,” and for some, that definitely is the way of it. But for the successful authors, which I strive to remain part of, it takes prior planning and discipline.
I used to think that writing was different than selling Real Estate. Well, after some 7 years, I can tell you it isn’t. Everything is sales. Relationships are based on sales. Raising children is a huge sales job (and sometimes a battle between who is doing the better sell job on whom). Falling in love is sales. Having clients or fans is sales. Associating with other authors or other business people, is sales. Maintaining your positive energy and mindset is a tricky and important sell job we do on ourselves.
So, once again, I’ve stripped off the cloak of confusion, hiding and secrets, and jump head-on into the Business of Writing. After all, we are not hobbyists with our writing. We are professional authors. And to call us such, we have to have a business plan, a direction and a template to repeat or build on our successes and strive to eliminate what didn’t work well.
In the old days, I started by telling a story:
What Went Right
What Needs Improvement
Then I gave my numbers from the previous year, and used a percentage at the sidebar, stating if it was up (an improvement) or down (a decrease), or stayed the same. I listed my 5 most important goals for last year and how I did on all 5 of them. After all, a year cannot be evaluated based on one thing alone. There are always things that are better or worse than before. It’s never totally a success or a failure, right?
Then I decided what were my new goals for this upcoming year, and the numbers that supported that success. I broke it down to the number of workdays, weeks, time off, conventions and events I wanted to attend, vacations, and came up with a total number of days I wanted to work. I backed the numbers into those days, figuring how many it took of each category to achieve what my goal was. For instance, if I made 42 cold calls a day, for 5 days a week, it automatically guaranteed an income of $X, based on my ratios. I knew how many appts. I needed to make, how many listings I would take, buyers I would have, and how many of those would turn into successful transactions, even figuring what my average transaction income was.
I’ve done the same for my writing year. I know there will be fluctuations in the marketplace, just like there is in Real Estate, and those are out of my control. But I can figure on a general figure, and I usually aim low. I know that certain books will generate what average income, whether it be by genre or length of book. I estimate how much I need to spend to promote and achieve those numbers, but I weigh them not on the promotion costs, but my activity costs. (I’m not buying the business, I’m generating a writing income. I’ve seen writers, as well as Realtors spend money to achieve ranking rather than actually creating it, which is the long-term sustainability goal). A book takes X number of days to write, and X number of days to edit, get the cover done, have formatted and upload. I have to take into account all these time factors to realistically estimate how much time it will take to achieve my goal. I may have to adjust by: being more consistent with my writing day, or, spending less on costs, or learning to write or edit faster, or change the environment around me as far as helpers and people who I pay to help me produce my product. Perhaps I need to trim staff. Perhaps I need to add. Perhaps trim the number of conventions, perhaps increase certain ones. You see how it goes.
And then the fun part happens, I mark it all out on a yearly calendar. I have eBooks, Audio Books, and Print Books. I have swag and other things I buy to promote. I put a budget to all these things, and then track it. And I keep a tight leash on my writing day vs. my promotional part of the day. For me, I like to keep the writing together, and the promotional days together so I don’t have to keep switching hats all the time in the same day.
The last phase is How We Do It Here. I love Michael Gerber’s books like e-Myth. I love the SEALs code of Prepare, prepare, prepare, train, train, train, action. Then aim. I like to aim after I’ve executed. I like to prepare after I’ve trained. I like to prepare for my training, and so forth, working backwards. Saying it more simply:
I dream about what I want to achieve
I plan for success
I train and focus on the plan
I execute** (notice I don’t adjust during execution-“Balls To The Wall”)
I track and evaluate constantly
I adjust my plan
We often see the routes an airplane takes as a straight crescent from Point A to Point B. But in fact, it is a series of hundreds, perhaps thousands of adjustments along the way. If you were to see the path the plane took, it would look like wiggly lines a mouse might make traveling from one place to another, as he makes adjustments and perhaps gets distracted. We are the same as writers!
Why should we plan as writers? Well, my mentor used to say, “You get what you think about most the time.” He’d add to someone in the audience, a male he could joke with, “That means you’d turn into a blonde 30-year-old bombshell.” But in seriousness, we have a plan so we have the vision to achieve it, and the backup to that vision, the way we’re going to make it happen. This way, we get to launch into our next year with confidence. Those first few weeks of our year are like the Honeymoon Event, when everything is possible and nothing hasn’t turned out wrong — YET! But the plan keeps us on track, so we can adjust, perhaps see where we made a miscalculation and make that correction before we have to work out the whole year in a mode that isn’t going to work. Our plan is adjustable, because it’s a working plan.
And any good working plan needs the courage to follow it, to track and look at it critically to make those adjustments. Otherwise, the plan is an exercise in futility. I knew a lot of Realtors who made a plan, but never concentrated on the execution or the little tweaks that could have paid them huge dividends. Writers are the same.
We learned to walk as toddlers by bumping into things and falling on our rears. No plan is perfect. No execution is perfect. But if we focus on it, focus on the training and preparation, the execution will come easier. Or rather, we can execute without second-guessing ourselves in the process. If we prepare and train, we don’t hesitate. If we have a plan for the year, each day becomes more relevant instead of slipping away. Every story becomes part of the fabric of our writing year. Every character sketch or re-write brings us more jewels, more clarity and better books.
And it makes the whole process more fun.
I hope your 2018 is the very best year of your writing or reading life. I hope you and your family have a wonderful Christmas and a New Year that will sparkle with all the magic success brings us all. After all, you deserve it!
***Late Note: Blogger is not allowing me to respond to all your wonderful comments. Just know that I’m reading each and every one of them, and taking them to heart. Feel free to pass along this column if you wish. Merry Christmas and Happy New Year!***