Going Indie

Getting started with self-publishing

by Woolly Wormhead

When I first started designing, some 20 years ago, the climate was completely different. I wouldn't have known where to start submitting designs for publication, let alone have the confidence to lay my creative children on the line. Thankfully now it's a completely different arena.

There used to be a stigma attached with self-publishing, suggesting that those who followed this route couldn't get published by any other means. This couldn't be further from the truth. So let's explore some of the why's, where's and how's.

Why?

The driving reason behind choosing to self publish for me, and many other designers, is to have control over the project. You set your own deadlines. You set your own design briefs (if you choose to) and work on your designs as you envisage them. You choose your own yarns. You know what is going on from the first stitch to the finished pattern.

However, for many designers this doesn't work. There are many people who need the external pressure or an impending deadline to achieve their best. They need the support of a publisher for yarns, marketing, exposure, layout and design tweaking suggestions and so on. There's nothing wrong in that, but you do need to know what works best for you.

I can't work easily under such constraints; I need the freedom and flexibility to work as and when suits me - deadlines cause me to recoil and the little 'rebellion' button in the back of my brain kicks in and hey presto, it doesn't get done. I can't work to a design brief, mine or anyone else's - for me the creativity flows on the needles, not on paper, and invariably a design will develop and grow into something quite different to that initial seed of an idea. This isn't much help to a magazine or book or yarn company, so I think very carefully before submitting a design. I don't want to get a reputation for letting anyone down. I will submit designs for publication, but only when I have the skeleton of a pattern written and a sample produced, and when I know it will likely fit with the theme provided. And so self publishing is absolutely perfect for me.

Where?

So you've figured that self-publishing is something you can do. Or at least want to try. Next you need to know your market - know your design style, who you want your designs to reach, and how you want it to reach them. I'm slightly biased as I prefer to sell my patterns online as a PDF download, but you also have the option of printing and paper distribution. I know of many designers, primarily in the US, who sell their patterns printed successfully through a distributor or directly to yarn stores. Even still, you need to know your market.

Having a website is a huge advantage in this day and age. Even if you follow the distribution route, it gives your potential customers a place where they can contact you, or browse your back catalogue or portfolio. It makes you accessible.

Registering a domain name and building a website can be a minefield and a blog is often used as a starting point. There are many free blog hosts, Blogger being one that springs to mind, and they certainly help you get a few fingers in the pie. In my opinion though, they aren't for the long haul, not as a sales site. A 'real' domain name is perceived as being more professional. Having said that, having your website function well and neatly laid out has much more of an impact than the domain name or type. There are an abundance of website kits and templates to get your website going for the HTML challenged - I use one myself! You don't have to be a master at code. But you do need a clear idea of how you want your customers to feel when they come shopping at your site. As much as it's an old cliché, presentation and first impressions can't be ignored.

How?

If you are going to focus on online sales, are you going to mail out a printed copy or have your pattern as a PDF download? PDF downloads are becoming increasingly popular - the instant gratification is the biggest factor - you can reach overseas customers so much more easily. And there's no shipping cost to put people off. But there's a myth developing that's the PDF's are 'free' to produce. If you are serious about making a go at this, get that idea out of your head right now.

Fair enough, with digital files you don't have printing, paper or ink costs. But you do have software and labour to factor in. You still have marketing and advertising. There are domain hosting costs. And you still spend just as much time working on your design. You will need to check the pattern, preferably have it tech edited by a third party. Have it test knitted, either by yourself or a friend. You still have to account for compensation for these people - you shouldn't expect help from the kindness of people's hearts. Nobody imagines that you will have plenty of spare cash to go around, but even the gift of yarn is better than nothing for someone's time.

It all adds up. Even if you wish to offer the pattern for free (as a marketing tool, for instance) don't skimp too much. A poorly written pattern won't encourage customers to purchase from you. There are thousands of free patterns available online, so you'll need that something extra. A good design isn't always enough - set yourself some professional standards to help build your reputation.

Know your software, too. You don't need to spend a fortune to get started. I can't recommend Open Office enough - it's a freeware compatible with Microsoft Word, it writes PDF's (with compression ratio options - very useful) and works on all the major platforms, including Mac and Linux. Take the time to experiment with how you layout your pattern. A flashy layout maybe seductive but it doesn't always present your pattern and information clearly. Be consistent; that way customers will know what to expect from you with future designs.

Don't forget photographs - good photos don't have to be as snazzy or as stylish as the big design houses produce, but they need to be clear enough to show detail. You don't need an expensive camera, a steady hand and keen eye will work with any model. Keep things in focus - clarity of stitch is a real bonus. Consider your lighting - poorly presented or dark photos do your designs little justice. And of course, think again about your presentation. You don't have to grandly model each piece or have an expensive shoot, just ensure that the environment you choose does your work justice. Don't forget finishing and blocking - I would hope that goes without saying!

Be sure to include as much useful information as possible, and then a little bit more. Gauge, measurements, yarn details, needle requirements, abbreviations, schematics - all things that should be included where necessary. Customers will contact you for technical support, it's one of the appealing aspects to online sales, so be prepared to spend time building a good customer service. The more accessible you make your patterns, the less of a headache your inbox will be. Again, it all takes time, and your time is the most valuable thing you have.

When it comes to hosting your PDF's for sale, there a number of options. ZenCart allows you to host the files yourself, as well as your own shopping cart (PHP support and bandwidth permitting) without any additional fees other than your merchant fees. It takes time to set up, and you need to have some savvy with coding, so it's not ideal for the novice.

The other option is to use an external host - I currently use E-Junkie. They store my files, sort out all the nifty coding that allows automatic download and email delivery as soon as payment is received - all I need to do is copy and paste their piece of code into my website and it's set up. There are a number of companies who offer a similar service - at the time of writing Ravelry are building such a service themselves (now available), so again do a bit of research and see which one will work best for you. They each have different fee scales, some charging on the amount of units you have to offer, others by the amount of revenue you receive each month or the amount of bandwidth used.

Then there is the legal aspect. As much as it's a hot debate, familiarise yourself with the copyright law for your country and set your own limits. Digital delivery makes fraud and copying easier - we all know it goes on but we can go some way to help ourselves. The standard statement 'All Rights Reserved' doesn't seem sufficient any more; it should be but it's a little too vague. Decide what you would be happy with and explain your terms clearly. You will be left to police and manage all this yourself, unless you're successful enough to be able to afford legal help, which many of us aren't, and even then it gets tricky monitoring all activity.

Finally, you have your marketing. It doesn't have to be expensive but it is important. This is where blogs can be used effectively. If you write well or have a catchy style, blog readership will increase and this is all free marketing. Like free patterns, there are thousands out there so developing your own style helps immensely. Consider joining online communities aimed at your product or style - get your name in circulation. Don't spam them though, nobody likes a spammer - let them know you are there, are happy to help and be friendly! Submitting patterns can be an effective tool, especially for the online magazines which are free to the end user. Some don't pay for patterns, some offer some compensation, but when you weigh up the increased traffic and exposure they can work in your favour, particularly if you are focusing on online sales. Paper magazines can be a tougher nut to crack, but if you want to further reach your market, especially those offline, it's worth your time investigating and researching their styles, market consumer and so on.

When you are submitting patterns for publication, all the same factors for self publishing are relevant - style, presentation, clarity, grading/sizing - poorly written patterns or badly taken photos will invariably end in a rejection. Even well written and well presented submissions get rejected - there's a lot of competition out there! Don't give up too easily.

So, the conclusion? Don't wade in without a little forward planning, but at the same time don't be scared of trying. Take it gently, ask for feedback and consider any advice you receive. With self publishing you have to wear many Hats and be a master of many skills, and it doesn't work for everyone. It takes time to reach a reasonable level and build a reputation, and how soon this all happens depends pretty much on you. However the rewards are worth all the effort - you have that satisfaction of knowing you did this yourself, that you're your own boss and that you're an independent designer.

Relevant links:-
www.e-junkie.com
www.blogger.com
www.openoffice.org/
www.mrsite.com
www.ravelry.com/
woollywormhead.com
woollywormhead.blogspot.com