Why Is Successful Publishing Hard?

By Terry Whalin @terrywhalin

Everyone with a computer believes they can publish their writing. With the proliferation of cellphones, everyone has a computer and a way to “publish” and write. Every writer is on a journey to find the right connection and method to publish then tell people about their writing.

The journey to success is filled with wrong turns and failures--hard results for every person. In this article I want to give you a  bit of a reality check about what is happening and then some practical steps you can take to get on the road to success. 

Just because you can type or speak your words into a computer does not mean your writing is well-done or tells a good story. Storytelling involves understanding structure and how to write words which garner attention. You can practice telling a story orally to a friend or relative. As you tell that story, watch how the other person reacts and responds. Sometimes when I tell a story to my wife, she will respond, “Why didn't you say that in the first place?” It shows I did not tell my story in a straightforward or interesting manner. When you write for a publisher, your storytelling or pitch has seconds to grab the reader. You develop this skill through regular practice and experimentation. 

Another important element preventing successful publishing is not understanding or misunderstanding of the publishing market before you pitch. For example, an author sent me a self-published book that Morgan James Publishing could possibly publish. Most publishers would not consider bringing a self-published book into their system. This book had only been published on Amazon which is a big customer for Morgan James but only 24% of our overall business. This author is missing 76% of where we could sell the book. The book had a lot of merit but one glaring problem: it was only 68 pages long or too short. Most books are spine out in the bookstore and I encouraged this author to add content to the book for Morgan James to consider it.

As authors look over the publishing landscape, they understand traditional publishers are looking for people with large connections to readers (often more than they have at that time). Because they want to get their book published now rather than later, these authors will self-publish. What they often don’t understand is that self-publishing creates a sales track record for that book which is publish through Nielson’s BookScan (an expensive subscription but something every publisher has access to use). 

Before you fire off that submission to an editor or an agent, take some time to see what types of books that publisher is producing. For example, I recently got a follow-up message from an author about his submission. I commend the fact that this author followed up because I’ve been traveling and away from my computer at several conferences and not processing my submissions as quickly as some months. 

From his follow-up email, I located his first email, which I had not opened his submission or read. When I looked at his submission, almost immediately I recognized this author's failure in his pitch. It was a page of poetry without anything additional. In response, I asked for clarification to learn what  he was pitching. It could be a children’s book or a gift book or maybe some other type of book. I could not tell from the outset. It is little wonder this author wasn’t finding any interest in his unclear pitch.

Do you know where what you are writing falls into the range of books that are published? Do you have a book proposal or a business plan? Even if you eventually self-publish, I believe successful publishing begins with the creation of a book proposal. Admittedly it is hard work to write this business plan but when you finish, you will understand your target reader and audience, along with your competition and have a written gameplan how you are going to reach this audience. 

Here's the irony related to each of these authors I’ve mentioned above and been in touch with recently: in the signature block of my email, I have a link to a free copy of Book Proposals That Sell. This book has over 150 five star reviews and has helped many people clarify their publishing journey. I suspect these authors didn't even touch the link in my signature or read the free book. 

Every author needs to do the hard work to find the right connection and explore the different types of publishing--including Morgan James Publishing. You can’t understand the details just reading about it online. The key part of the process is to take action and submit something. There is no cost to explore and understand the process. 

Another element for successful publishing is the marketing or selling of your book to your readers. As I taught at the recent Blue Ridge Mountains Christian Writers Conference in my continuing class, each of us have to try many different aspects to reach our target market. This process involves failure and trial and error along with consistency and persistence. If there were a three or four step formula for success, then every published book would be a bestseller (which does not happen). 

Successful publishing is a journey and you have to take consistent and persistent action to find your path in this process. It takes hard work and continued effort but the only way it can stop and fail is if you stop trying.

As a writer, be commited to continual growth and learning about different aspects of reaching readers. Each of us have a wealth of material in front of us. The key is to do more than cram facts into our heads but to take regular action in your journey. Continually build new relationships and learn from experts. Get to a writer's conference and apply what you learn to your own writing. Read how-to-write books and apply what you learn to your writing life. 

I hope I’ve encouraged you to take action. What am I missing in this process and why do you believe successful publishing is hard? Let me know in the comments below.

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My Writing In Other Places:

With these articles, I encourage you to publish your work beyond your blog in other places. Below is an article that was recently published on Almost An Author where I write about different aspects of book proposal creation.

Read Your Proposal Looking for Any Hype at:  https://bit.ly/3HMDFo0 

New Podcasts:

In these articles, I’ve encouraged you to use PodMatch or some similar tool to book and record podcasts. Last week two more podcast recordings launched.

Nyomi Banks (@AskNyomi) and I spoke about “Creativity Unleashed: Publishing Insights and Self-Expression” on The Season of Self Love Podcast. Listen at: https://bit.ly/4jIihxL Then learn more at: http://publishingoffer.com #publishingtip #writingtip

Teri M. Brown (@TeriMBrown1) and I spoke about Ten Misconceptions About Publishing You Can't Afford to Ignore on The Online for Authors Podcast. Listen at: https://bit.ly/3FLIU6T 

Get to a Conference:

One of the best ways to boost your writing life is to attend a writer’s conference. Here’s another possibility for us to meet.

Later this month, let’s meet in Oregon. I will be teaching about how to Jumpstart Your Publishing at the Cascade Christian Writers Conference from June 22nd to 25th plus meeting with authors about their publishing plans. Get registered at: https://bit.ly/3Z5dSNF

Many authors have an unrealistic idea about the details of publishing. 10 PUBLISHING MYTHS is a practical easy reading book to help you. Get my decades of insights in 10 PUBLISHING MYTHS for only $10, free shipping and over $200 of bonuses. 

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Since 2004, I have blogged about The Writing Life over 1,700 entries and one of the top 27 content writers. With this simple form, each week you can get my new articles, encouragement and insights at: https://t.co/W6uU64u6aA

The Important Search Tool

     

By Terry Whalin @terrywhalin

Several times a week, writers will ask a question about something related to writing and I turn to an important search tool. It’s right in plain sight but I suspect few people know about it or use it. In this article, I want to call attention to this important search tool which is on my blog.

To locate this too, you have to go to my blog on The Writing Life then scroll down to find the tool. Here's what you are looking for:

After you find it, change the search button from web to my blog. Then type in your specific word or phrase to locate entries which have this information.

Since 2008, I’ve been writing each week about publishing and the writing life. I’ve covered many different topics from my perspective as a working writer and an acquisitions editor at three different publishers.  Often throughout my week, I will be talking with writers about publishing. I will use this search tool to find specific articles which I email to them.

Over the years, I’ve written about different attributes of writers like consistency and persistence. Also I’ve covered writing for magazines, devotional writing, book publishing, proposals, query letters, work made for hire, contracts, marketing, social media and much more. You can use this search tool to look for these articles and learn for your own writing life. 

No single person has all of the answers to your various questions but I believe we can learn (and continue to learn) from each other. Through the years, I have written about my various editorial and publishing experiences in these entries. I encourage you to tap into this search tool as another consistent source and tool to gain publishing insights and wisdom.

Do you have a search tool on your blog? Why or why not? I encourage you to add it and make it easy for others to search your blog. It is simple HTML which I added to my blog years ago and continue to use often. Let me know what you think about this search tool and how you can use it on your website or blog in the comments below.

Now that you know about this hidden gem, you can use it too.

 

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Writers, Use Your Marketing Assets

By Terry Whalin @terrywhalin

In recent weeks, several unpublished authors have written saying they were pursuing traditional publishing because they were writers and didn’t want to spend their time in marketing and promotion. In my role as an acquisitions editor at New York publisher, Morgan James Publishing, I recognized these authors will have some hard realities ahead of them--especially if they want to sell books and be successful. Whether you publish with a well-known traditional house or independent publisher or self-publish, in this process of selling books and reaching readers, you will have to spend a portion of your time on marketing and promotion. 

During my decades in the book business, I’ve seen many missed opportunities. One of my co-authors was interviewed on The Today Show. Her book was never mentioned and yes, I was shouting at my television while watching it. This author had no media training where they teach you how to create a sound bite with the name of your book and weave that into the conversation (no matter what is being discussed). Our book is long out of print. It is not what you want to have happen to your book but another reality of publishing.

After you understand the importance of marketing and promotion then including it in your regular efforts. You will discover it takes continual work combined with wise actions. Some of your actions will sell books and others will fail. It's all part of the process of connecting with your readers and it is different for every book.

I’ve encouraged my Morgan James authors to promote their book on radio. There are thousands of radio shows and opportunities to be interviewed and promote your book. Sometimes they tell me they tried it but didn’t feel like they sold any books from it.

There are several key actions in this process. First, understand your reader has to hear about your book at least seven or eight times before they purchase it. I’ve seen others say ten to twelve times. A part of what you are doing on the radio is giving your book this exposure which eventually leads to sales. 

When you are on the radio, you need to speak in sound bites and make sure you are sending people to multiple places to purchase your book. Don’t simply send them to Amazon (a word bookstores don’t want to see and hate (yes, hate). You want to give multiple options including their local bookstore or direct from you.

Here’s the actions that my authors who didn’t get much out of radio have skipped--but are critical. After your radio interview, get the digital recording. This recording becomes a  marketing asset but only if you use it. I upload my recording to my own hosting place where it is in my direct control and does not disappear. Then I continue to promote these live recordings on social media. Readers listen to them and buy books from it. 

I want to conclude this article with a personal example. Radio host Bob Crittenden at Faith Radio in Alabama interviewed me about Book Proposals That Sell. I promoted the radio station website through my social media connections. Then I uploaded the recording to my own website where I toll continue to promote this asset. Follow the link to catch this 20-minute interview.  

 

Do you have marketing assets for your book and are you using them to promote your book? Let me know in the comments below. 

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Ideas Are Fragile

 

By Terry Whalin @terrywhalin

Years ago, I took a continuing class from bestselling author and Guideposts Contributing Editor Elizabeth Sherrill. She said, “Writers are swimming in a sea of ideas. You have to carefully select which one to pursue.” While I have forgotten other things from those workshops, this concept has stuck with me and something I want to address in this article. As Earl Nightingale said,  “Everything begins with an idea.” Ideas are fragile and need to be guarded and most importantly executed.

Capture The Idea

As you read books or magazine articles or watch something on television, ideas are swimming through your head. There are many different tools for capturing ideas. Some people use their smartphone to make a quick note. I often use a piece of paper or a post-it note from my desk. The post-it notes are good because after I handle the idea, I will throw it away.

Pitch the Idea 

 

As I’ve mentioned in these articles, timing is a key element with the idea. You have to pitch it at the right time to the right person. Maybe it's a magazine article idea and you write a query letter which you send to several different publications at the same time. Of course, you mention in the pitch that it is a simultaneous submission. 

Or you have written a book proposal which is getting out into the market and getting turned down. The rejections happen to all of us as writers, but you are working for the one person who will say yes to your idea. 

Recently an author signed their contract with Morgan James Publishing. This author has been on quite the journey with his book idea. He had a literary agent who pitched the idea to various publishers but no one offered a contract. Then he hired an editor to write his book manuscript and pitched it to me. I championed the book to my colleagues and this author got a contract and is going to publish his book with us. See the persistent effort in this example? Timing and the right connection are critical for the idea to happen.

Take Action 

The final and important step with your idea is to take action or execution. From my experience, the sooner you can take action, the better. 

To give you an example of taking action, next month I will be teaching at the Blue Lake Christian Writers Conference. I’ve not been to this particular event but I know a number of the faculty. If you can, I encourage you to attend this event since I understand it is a smaller conference. This week the conference director wrote that a broadcaster was coming to the event and could record an interview (an idea). I studied my schedule and looked at the interview calendar. Then I scheduled a time. I pitched an interview about my Book Proposals That Sell book. I have prepared a list of possible questions for an interview and I mailed a book to the broadcaster. 

When the broadcaster saw my interview, he reached out and reminded me of our interview several years ago about Billy Graham. We have never met but we will meet next month during our scheduled interview.  

Will others on the conference faculty, take action and schedule an interview? I have no idea but I saw the opportunity, seized it and took action. It’s the same process each of us have to do with an idea.

What ideas are swimming through your head? How are you taking action as a writer to capture, pitch and execute these ideas? As writers, we have a world of opportunity around us. We need to be constantly expanding our connections and continually pitching and executing our ideas. What actions are you going to take today? Let me know in the comments below.

 

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Elements of Effective Pitching

By Terry Whalin @terrywhalin

Many writers love to crank out words into their computer. They dream of a literary agent or editor reaching out to them with a writing project. From my decades in this business that sort of event rarely happens. That editor phone call or email you’ve imagined coming is a fantasy. If you want to publish a book, you need to effectively pitch a literary agent or an editor. 

 

From my experience in publishing, one of the foundational skills to develop is an effective pitch. Whether you want to write a magazine article or a book or teach at a conference or appear on a radio program or podcast or almost any other activity, it all comes down to your skilled pitch. In this article, I want to give you some of the critical elements in this process so you can be much more effective in this critical process.

 

To write for magazines, you need to learn to write a query letter. I’ve written for more than 50 publications and have written a detailed article about this process (follow the link but also study the contents then apply them to your own writing life). Like with a book proposal, there are different variations on how you do the tool but the key is to send something that the editor or agent wants. How do you learn what they want? You study their guidelines about what they publish or their specialty. It is different for each publication, agent or publisher but they will tell you what they are looking for—and they expect you to do this research before you clog their email box with your pitch. 

 

If you are writing a book, then you need a book proposal or business plan. I undrstand that writing a proposal is a great deal of work but even if you self-publish you need to know the various parts of a proposal. Every author whatever they are writing (nonfiction, fiction, children’s books, etc) will gain value through writing a book proposal.

 

The process of creating a book proposal will teach you about the current marketplace for your book. For example, the majority of publishers are looking for fiction which is 100,000 words or less. Last week I was looking at the submissions for a service to writers. One of the novelists was pitching a 250,000 word novel. Immediately I rejected this author and didn’t approach the author to submit to Morgan James Publishing.

Why? Recently I have had negative reactions when I tell an author they need to divide their story into several parts so they can get to a lower word limit. If the novelist is in tune with the marketplace, they have learned this information before completing their novel and pitching it to possible publishers.

 

Another element in effective pitching is developing your relationship with the literary agent or editor. At the end of the day, you are looking for the right fit. This search will take skill (to learn how to craft a proposal and/or query) combined with persistence and consistency.

 

What are the elements to effective pitching? If I am missing something, please let me know in the comments below.

 

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The Unexpected Value of Free

By Terry Whalin @terrywhalin

It's one of our favorite words: free. When you write any advertising copy for an email or a social media post or an article, I encourage you to use this word because it will attract readers and keep people reading your material. Copywriters use the word free and sprinkle it into their work.

 

I've used this word frequently in my lead magnets which can be an audio file or a PDF document or a teleseminar. For the reader to get the free resource, I ask them to give me their first name and email address in exchange for access. These types of resources are called lead magnets because they drive people to subscribe to your email list—which is one of the most important tools for a writer to create and control. I've written about lead magnets in the past and encourage you to follow this link to see a variety of images and lead magnets which I am using in this area.

 

Besides lead magnets, writers need to develop and grow their email lists. Recently I spoke with an author who told me that she had 250 subscribers to her email list and that she was working to grow it. I also spoke with another author who had an email list of 60,000 subscribers. It's easy to see which one of these two authors would be more attractive to a publisher. I encourage you to be working to grow your email list through events, promotion on business cards, pop-ups on your website and any number of other methods. If you need more help in this area, I have an inexpensive resource called List Tycoon and hope you will check it out.

 

In other articles about the Writing Life, I've told you about the importance of a book proposal—even if you are going to self-publish. Your proposal is your business plan for your book. I've launched a free page for you to get the Ebook version of Book Proposals That Sell. Here's where you can get this free ebook in whatever version you need (Kindle, iPad, Nook, etc). In the process of getting this free ebook, you will give me your email address. Why would I give away a book which came out last October?

If you download the free ebook and begin to read it, statistically there is a high probability that you will buy the print version of the book at wherever you purchase print books. We've learned about this principle from the actions of other authors like Morgan James author Russell Brunson. All over Facebook (and on his own website—just follow the link), Brunson has ads for Dotcom Secrets and Expert Secrets. The ads say if you send me the postage of $9.95 then you receive a free copy of the physical book. Every year, Brunson gives away 100,000 copies of each title. Not everyone buys his book from those Facebook ads. Some people watch the ad and decide to buy the book in their local bookstore. Year after year, Brunson sells a six-figure volume of books in the bookstore and makes royalties on those sales. I tell this story to show you lose nothing when you give away the ebook version. Instead, you build your email list and potentially drive more people to purchase your print book.

 

Are you giving away your book for free? Do you have other ideas about the value of free? Let me know in the comments below.

 

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Get Your Book into Libraries

By Terry Whalin @terrywhalin

Through the years, I've learned libraries have a system to acquire books for their collection. If you put your book in the donate box inside the library, from my experience, those books go into a place the library sells books to the public and not into the collection (where they are available to the public for years). There are over 119,000 libraries in the United States with over 100,000 of those school libraries. Even if you focus onthe 19,000 public libraries, that amounts to many books and I would love to have my books into those libraries. in this article I want to give you some ideas about how to make this happen.

 

I am a regular user of my local library and I hope you are as well. Years ago when my biography of Billy Graham released, I checked with my local librarian about the book and they ordered the hardcover version of my book and put it into the collection. I understand libraries have limited space for books and their collection is always in motion. When I checked this morning, that book was no longer in the collection. I did find my book in a couple other Colorado libraries where people can ask for it and read it.

 

When I searched my local library for my own name, I found one book, 10 Publishing Myths. I noticed they have three copies and all three copies were available. The library allows patrons to rate books—so I added my rating to 10 Publishing Myths (yes five stars).  I also asked to check out my book. Then I searched for Book Proposals That Sell, and nothing came up and I knew my new book was not in my local library. The system offered me to use a tool called Prospector (which searches other Colorado libraries).  I found my book in one library—but the book was my first edition and not my revised and current book.

 

Recently Midwest Review, a respected publication from libraries, reviewed Book Proposals That Sell (follow this link to look at the review in the December issue). Jim Cox, Editor-in-Chief wrote, "If you only have time to read one 'how to' guide to getting published, whether it be traditional publishing or self-publishing, "Book Proposals That Sell" is that one DIY instructional book. "

 

I reached out to my library reference librarian and asked her about how to get my new book into the collection. I sent this quote from Jim Cox at Midwest Review in my request and I took an additional step. I have prepared a one page library information sheet. If you check this sheet, you will see that it is targeted to libraries. Anyone can print this single page, then take it to their local library and request the book. 

 

I have several action steps for you from this article:

 

1. Print my one-page sheet (use this link) and take it to your local library and request my book for your library. 

2. Use this sheet as a template for your own book and make your own book request form, then promote it to your audience and encourage them to request your book in their library.

3. After your book gets in your library, do your best to promote the library book to others, encouraging them to check it out and use the book (which will keep it in the collection). For example, I belong to a local group of writers. Now that I know our local library has my 10 Publishing Myths, I will make a regular effort to tell the group and encourage them to check out the book and use it.  I belong to their local online group and I can post a little note about the group which would include a link to the exact place in the library where the writer can put my book on hold and use it.

 

Libraries have budgets to purchase books for their patrons—especially ones they have requested. As an author and a local user of your library, you can tap into this resource. What actions have you done to get your books into libraries? Let me know in the comments below.

 

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Publish In Many Different Places

By Terry Whalin @terrywhalin

As an author, I encourage you to write and publish in a variety of places. As your work appears in different places, you reach new audiences with your message. In this article, I want to give you several recent examples where I've been doing this process. As you look at the various articles, I hope it will stir you to take similar action for your own writing. The world contains many opportunties for each of us—but we have to actively get our work into the market on a consistent and regular basis.

 

Notice each of these websites have different audiences yet they are all in the area of writing and publishing. It's because the writing community is the audience for each of these articles. Who is the audience for your writing? Who are some of the leading bloggers and communicators in your area? I'm talking about people you read their material and admire their work. In some ways these people could be considered competitors to your work but can you take a different mindset and change them into someone you can cooperate and help. Do they have books you can read, review and promote to get their attention? Do they allow guest bloggers on their website or blog? Do they have guidelines for guest bloggers (be sure to follow their instructions if they do)?

 

I've received email pitches to be a guest blogger. Many of these pitches don't even have my first name in th email and were probably spammed out to many people at the same time. I don't answer these emails but simply mark them as Spam and they are deleted. What does that tell you about successful pitching? Personalize every pitch to guest blog. Use the person's name in the opening line and say something personal about their blog—a new entry you liked or something that shows you know what they are publishing—then you make your pitch.  Capture their attention so they know you are pitching only to them, then make your pitch.

 

While I hope these questions have stirred some ideas and potential places for you to write, I'm going to show you four different places that my writing has recently appeared. As you read these articles, notice my bio and what I've done in each one to provide links to my books to purchase, free information to resources I'm giving away (if they join my newsletter) and links to my social media. I've also provided images in my bio which tie to my writing. You can follow a similar path as you write other places. You are only limited by your own creativity.

 

The Challenge for Every Book Author. Every author faces an important task: deciding how they will publish their book. This process is what I wrote about in this article.

Writers on the Move: Why You Should NOT Be Making

Publishing Assumptions. With a few keystrokes on Google or reading a few online posts, authors make decisions about publishers without actually exploring the company, speaking with the editor and their authors. It's what I wrote about in this article and caution against making these assumptions. 

 

Blue Ridge Mountains Christian Writer's Conference Blog: I'm Tired Of Pitching My Writing. It's a common feeling among writers—whether they verbalize it or not. They are tired of pitching. I tackle this topic head on and explain how pitching is a part of every aspect of publishing. Yes you may be tired of it but if you want to get published, you have to pitch and learn to pitch with excellence. You can read the details in this article.

 

Almost An Author: Thrive In the Quiet Holidays. Every year like clockwork, email and phone calls come to a screeching hault. It's the time of year right before Thanksgiving through New Year's Day. As a writer, do you simply pause during these months? It's not what I recommend in my article. Instead I give some strategies to thrive during this quiet period.

 

From reading these articles, you can see I'm a glass half full type of person. I believe there are many opportunities for each of us to get our writing into print online and in print. The market guides are filled with publications who are actively looking for writers and content.  You simply have to pitch something they want you to write.  

 

Are you strategically trying to get published in different places. Let me know in the comments below.

 

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You Must Do Your Part

By Terry Whalin @terrywhalin

 

As writers, we have big dreams for our work to get into the world. During my years of writing for publication, I understand many aspects of the publishing process are outside of my control. Yet there are many things I can control and that's why I wrote 10 Publishing Myths to help every writer understand some of these aspects and ways they can take action.

 

You may want to publish a book. To get that book published, you have to sit in your chair, put your fingers on the keyboard and write. I like what my friend bestselling novelist Bodie Thoene told me years ago: “No little elves come out at night and write my pages. I have to do it every day out of obedience to my calling.” Whether it is a book or a book proposal or any other type of writing, you have to do the work for it to possibly happen. It does not happen just because you think about it or want it to happen. For each aspect of the publishing process, there is actual work (and some of it hard) involved for it to transpire.

 

Weeks ago before the release of Book Proposals That Sell, I had the idea of publishing a Soapbox column article in Publisher's Weekly magazine. I subscribe to this trade publication and read it every week. A missing topic in this column was something about book proposals. As an acquisitions editor, I've actually been in the pub board meetings where key decisions about books are made. I believed the readers of Publisher's Weekly (like librarians and retailers) who have never been inside this room would be interested in my words about it. While I have written for Publisher's Weekly, it has been many years with different editors now in charge of the magazine. I had to approach them like a brand new author to get my article published.

 

I have been a magazine editor and written for more than 50 publications. While my background is helpful in this process of getting published, it does not guarantee that it will happen. Editors are the gatekeepers and make the decisions about what gets published and what gets rejected. What I'm writing about in this article is the need to do my part as a writer. I wrote my piece then pitched the editor and caught his attention. Even after I submitted it, I knew it could get rejected but last night I got notice the article is online and will be in this week's issue. You can follow the link to read my article.

 

Why did I want to write an article for Publishers Weekly? They are the most influential publication in the publishing industry with a circulation of 68,000 copies and annual readers of 14 million. Use this link to check out their media kit and more information about the magazine.  Libraries and many other places take this magazine. Your local library likely does not have Publisher's Weekly out in their magazine area but ask the reference librarian if you can read it. For many years I went to my local library every week and read the magazine before I became a subscriber.  

 

Much of the publishing world is outside of anything we can control as writers—but we must do our part—keep submitting, keep learning, keep knocking on new doors to see if they will open. Sometimes they happen and I'm celebrating that today.

 

Are y0u doing your part as a writer to open new doors of opportunity? Let me know in the comments below.

 

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Every writer must do their part in the publishing process for it to actually happen. Get some insights and action steps from this prolific editor and author. (ClickToTweet)

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