Podcast #4: You Should Self Publish Your Book
Editor
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Cesar is the author of the standalone novel “The 13 Secret Cities” the book series "How to Kill a Superhero" (under the pen name Pablo Grene). He is also the creator and publisher of Solar Six Books.
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Earlier this month, I launched the beta version of 13SC Clothing, my new label that tells the narrative of my life through archetypal images. Visual artists, from El Greco, to Frida Kahlo, to Cindy Sherman and Jose Clemente Orozco found the courage to tell stories through painting and photography. I too, have this urge to use images to express the deeper parts of my consciousness. The storytelling I am able to do through the designs of 13SC Clothing is very personal for me. I employ archetypal images. These are the symbols and representations of thepeople, events and figures literally threatened to destroy me. These images will also tell you how I was able to face them, and what happened when I survived. The storytelling in the designs of these tees and streetwear is not concerned with chronology. In other words, you don't have to read the images in a sequence to understand their power. In some other instances you will notice that I am using typography as an image. Since I was a boy, I have experienced synesthesia, where I see letters, words and numbers in particular fixed colors. These designs convey that phenomenon.
I am the designer of most of the images you see on the site. In a few instances, such as in Corazones (by JJ Roberson), I have commissioned artists to tell those stories better (because I do have some limitations in my skill as a visual artist, let's get real).
13SC tees are printed on American Apparel tees that are both athletic, durable, and soft. We ship world wide, and my hope is that when you put that tee on, that something special happens for you and to you. I have many designs to come, and if you have questions about the history of these pieces of art, please be sure to contact me.
13SC Clothing continues to move me forward in my journey as a storyteller. If youhave friends who love fashion, design, literature or the archetypal ideas brought forth by scholars like Carl Jung, please tell them to check out my store at 13SC.net. This is a way you can support this independent artist in a way that is different from simply buying one of my books once every couple of years.
I hope you enjoy the designs, and I hope they encourage you to tell your own story someday.
Cesar Torres
Chicago
Back when I started self publishing my books through my company Solar Six, I told myself, "You are NOT allowed to fail." That was about four years ago.
In reality, I have failed many times since then. My hubris led me to many mistakes. My naiveté fooled me. I didn't always hit my targets.
But you know what? That's exactly what was supposed to happen. I was meant to make mistakes, both as a writer and publisher. Just like everyone before me has had to do as they learn a craft, and a skill. Every time I made a mistake, every time I caught a printing error, a typo, or book sales didn't hit targets I fell down. Hard. And that was part of my story.
Whenever I fell, I wiped my face off, dusted my knees and got right back up. I kept on going.
That is how I published four novels via my own imprint, Solar Six Books.
I failed at many things last year: I failed at balancing my life out while living in New York. I failed at delivering the third How to Kill a Superhero book on time (I delivered it one year late). And I failed on finding the right start for my follow-up book after 13 Secret Cities. But I didn't just lament my errors. I sought solutions. I made some changes to my life, my business model, and the way I allocate my attention and resources to Solar Six. As I made each of those mistakes above, and as I got up again and again, I got stronger.
And that, my friends, is how I can happily announce today the title of my second novel. My new book is titled 9 Lords of Night. This book explores the darkest edges of obsession. We will meet men and women obsessed with love, obsessed with murder, and obsessed to a dangerous degree with a sinister piece of art and its creator.
Now that I have moved to Chicago, I have the right level of resources to dedicate to the writing process of 9LN. This means I can now commit to a schedule that will help me deliver the book next year in late Spring. Then the book will go into production (which takes about 6 months) leading up to a Fall of 2017 release.
This is big news I am sharing with you today. If you care to help support the literary arts, I encourage you to become one of my patrons. Other ways of supporting me as a writer include buying one of the new tees from my clothing line 13SC, which I beta launched this month, as well. 13SC Clothing tells you my story as a person through images. My fears, my joys, my sadness, my totems and my archetypal catalysts tell my story through the multiple tee designs you will find there. Your purchases directly contribute to the artistic work behind my imprint. We ship world wide, too.
I am 100 percent independent from the traditional publishing system, and I reach readers thanks to you. I don't do this alone.
Over the next few weeks I'll reveal more teasers and excerpts from 9 Lords of Night. This book is quite different from 13 Secret Cities, and I think you may really like it. I hope you walk down the caverns of obsession together with me.
Thank you again for your help. Those of you who are current patrons make these books a reality, and you provide me with so much strength and love. I am excited for the future. More updates to come.
Cesar Torres
Chicago
After two years of growth as Managing Editor at The Wirecutter and Sweethome, I have moved on this month to head in a new direction. It’s incredibly hard to leave a publication of such energy and innovation, but I am very excited for the path that lies before me. At the moment I am focusing on the writing of my next two novels and continuing to publish them under my imprint Solar Six. I also just kicked off the beta of http://13SC.net, a clothing label that tells my personal story through archetypal images and art. These entrepreneurial endeavors will bring me closer to literary life and art than ever before. I will be operating now from a home base of Chicago, at least until wanderlust possesses me one more time. Won’t be long, I know.
Most importantly, I want to thank all of you for providing me with such love and support as I move forward into a new phase and face new challenges. If you want to grab coffee, a drink, now is the time, since I am traveling often back and forth between NYC and Chicago. If you have any suggestions about ideas I should be exploring, or people I should be talking to for opportunities, please get in touch. I am VERY excited to connect with all of you.
Cesar Torres
Chicago
Kicked off a new podcast, cheers. You should see it appear shortly in iTunes, iHeart Radio and Stitcher. You can play it in the player below, too.
The age of Snapchatting has arrived, friends. Snapchat is fun, fast, and offers two of my favorite features: brevity and stickers. I hear a lot of my peers complain about how it makes no sense, and how silly it can seem to use this social platform originally favored by millennials.
I disagree. There’s some really smart ways to engage with my readers on Snapchat, which is currently my favorite social media tool for engagement.
I post my wordcounts on Snapchat at user killsuperhero
Nieman Lab pointed out in a post last year that relevance and visibility is tough for publishers because of so many platforms on which they need to exist. “This is a winning combination; a distinguishable brand across multiple platforms that speaks directly to a desirable, niche audience will create meaningful exposure to new audiences as well as a pathway for more engaged and loyal readers.”
Now, before you begin your complaint about exhaustion, let me put a finger to your lips. Chill. I have stressed to many authors before that their individual brand relevance determines the number of social platforms they will need to maintain. In other words, you don’t have to be on every single platform. If you have taken the time to understand your audience, and quantify that audience using analytics of some kind, you will logically toss away a few social platforms in order to focus on where your readers thrive. Work smarter, not harder.
For example, if you write paranormal romance novels, and your readership is made of female readers between the ages of 25-45, you can already start deciding on some platforms, such as Pinterest and Instagram, over others. Better yet, if you have ever surveyed your readers, asked them questions about what sites they use or investigated some of their habits causally, you can make that list of sites even more specific. In some cases, that data may lead you to Snapchat.
Snapchat matters right now because people (especially users older than the original Millennial first adopters) are starting to adopt it. Statista published projections of Snapchat user penetration for the US from 2012 to 2020, and it’s clear to see that it’s likely to stay very relevant.
So, if you have determined that your readers are using Snapchat, then it’s time to use it. In my case, I have a lot of anecdotal data to show that many of my readers who connect with me on Twitter and Facebook are also on Snapchat. I have also learned that part of my following includes males who are early adopters of technology; during the years I was social editor at Ars Technica, I think a few of those readers came along for the ride with my novels.
A great example is wonderbruno. He’s one of my most engaged readers. We met during his trip to NYC in 2014. He lives in Sao Paolo, Brazil, and he’s an avid reader of gay romance, paranormal, sci fi and fantasy. He’s also very funny on camera, and he has an amazing collection of Wonder Woman paraphernalia. Bruno is exactly the kind of reader that I need to engage in Snapchat.
Bruno often sends DMs on my Snaps to interact back with me, and I have learned more about his reading tastes through his Snaps than his Instagram. He has given me valuable feedback about my books in DM, as well, and that kind of interaction is gold for any author. I also get a very honest window into Bruno's life in Sao Paolo. He's one of many readers who really connect in a deeper way with me thanks to this platform.
Here’s my strategy in using Snapchat with my readers:
Leverage the levity and ephemeral nature of the medium: Quick snapshot of city scenes, interesting graffiti and people watching lets my readers know that I don’t sit at home all day and that my gaze catches many odd things in the street.
I publish posts about progress in my books, such as word counts. This keeps me accountable, and you would be surprised how many readers love seeing the daily word counts whenever I post them.
I Snapchat at live events, particularly book readings and lit events. I use the geofilters and also post to the story for my city to also make contributions to local Snapchats.
I post snaps of my sketches for landscapes and creatures from my books. Because the images vanish so quickly, they provide some intrigue for my readers, and it’s precisely these sketches that spark the most interactions for me.
Run promotions for free books, discount codes and Snapchat exclusives. This is a great tactic, but please be sure you have enough of a following on Snapchat if you will invest the time in this. And by enough, I don’t mean thousands of followers. Just make sure that the readers who follow you on Snapchat are likely to engage with promotions, sales and coupons. Nothing worse than people feeling like they are being spammed.
Like with any new platform, you should feel free to experiment, and please, please, write down you results and milestones. Don’t just Snapchat without rhyme or reason. Keep your Snaps relevant and also honest, and you’ll have a lot of fun. Be sure to view your analytics for your posts (you can tap your snap history to see who’s viewed your snaps). And if by adopting Snapchat you have to retire another social platform to protect your valuable time, be ready to do so.
Got questions? Leave a comment or send me a tweet at @13Secretcities.
You can follow me on Snapchat at the user name killsuperhero. See you on the other side.
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I serve as Managing Editor at The Wirecutter and The Sweethome, sites that recommend the best gadgets, gear and products to make people's shopping easier, and I am happy to announce the publication of our guide on the best personal lubricant, which I wrote. It was an amazing experience, and I learned a lot from our panel of seven couples who tested the various lubes. This guide is not safe for work (NSFW), but that shouldn't stop you from checking it out at your leisure. Lube is a great and necessary for all adults, and you don't need to struggle to find the best one.
The Best Personal Lubricant at the Sweethome
Dear readers,
We're excited to announce that based on the success of the amazing cover art on the Kindle versions of How to Kill a Superhero by artist JJ Roberson, we're going to re-release all three paperbacks in the series featuring his powerful llustrations on the covers. How to Kill a Superhero is the erotic sci-fi series I write under the name Pablo Greene.
Starting today, the paperbacks in the Amazon store will be unavailable for about 7-10 days while we revamp the covers in the Amazon Store. This means that you will only be able to find the paperbacks from used re-sellers. Please be patient with us while we do our transformation work behind the scenes. We promise that the paperbacks will come back at their regular prices as soon as we update the designs.
The previous yellow and red covers that many of you own will now become limited-edition collectors items that we'll re-release sometime in the future. Don't worry, those will continue!
Don't forget that the Kindle version of Book 3 is available for pre-order now, and the paperback arrives in the Amazon store on March 22. You can take a look at all 3 covers with JJ Roberson's art below.
-Cesar Torres
This page is perpetually being updated, like a wiki. If you would like to suggest additions to these lists, please leave a comment. -Cesar Torres
Those of you who haven’t heard from me in some time, listen up. I’m alive and well, living in New York City. Working, writing, working, writing and publishing, in iterative loops.
It’s good to see you. You look good. Pull up a chair. Come see the show.
When I started my quest in self-publishing at the end of 2012, I did so as an experiment. Did you know that? No, of course you didn’t. That’s because I haven’t written about that story until now. Of course, there are those in the industry who do know. After all, among writers, editors and publishers, people know that I chose the independent route to publish my books.
The idea to self publish arose from a conversation I had at the time with my friend and colleague Jacqui Cheng. We set out to write some short pieces of fiction (tipping our hats to Mary Shelley and her writing contemporaries). And over the course of 2012 and part of 2013, I wrote and published a book.
It was a weird book, and it wasn’t meant to be a novel. Instead, I designed it as interlocking short stories. That didn't turn out as I expected. When I finished, I had a novel, and not a handful of stories. It was a filthy book, and a transgressive one. It blended eroticism with a narrative about transformation and the occult, and though I felt passionate about the project, the honest truth is that I didn’t think anyone would really want to read it. I called that book How to Kill a Superhero. That was the first book that I self published, and the one that kicked everything off.
Looking back, I definitely can see that I didn’t believe in the book’s viability in late 2012, when I was writing it. Yet, I had the urge to experiment with self publishing using tools from Amazon, Apple, Smashwords. And I went for it. I used every bit of knowledge I had from working in newspaper and web publishing, and I asked many questions about what I didn’t know about book publishing. I hired an editor. I had the book copy edited. I hired a designer, and I bought a URL. In the course of about 9 months, I had a paperback that looked nothing like a typical erotica or fantasy book. Its cover was a throwback to classic James Bond novel covers from the 60s, though the content of the book was intense enough to make everyone blush. I used a pen name at the time, as a way to explore ideas about identity and superhero themes, but very soon, I regretted having done so. Why? Because people started reading the book, and they started talking about the book. It caught on with a certain subset of gay men who had grown up with superhero stories but didn’t see their desires and identities expressed in fiction.
That book opened doors for me. As readers came across the novel, people came knocking at my door. I was invited to podcasts, leather conferences, author signings. The momentum created by Pablo Greene’s book about an occult book and the nurse who absorbed its powers led me to write a second book in the series, called World Without Daylight.
And all through this time, I still didn’t really believe in myself. Yes, that’s what I am telling you. I lacked so much confidence. Despite making sales, generating revenue and talking to my readers about a book they loved, I still didn’t have the confidence in myself to let the world see what I had done. None of it felt “real” enough, successful enough. So I kept my Pablo Greene identity secret.
I don’t recommend shrinking away from the world during moments of doubt. I don’t recommend shrinking away from who I am. Not at all.
By the time the second superhero book published in early 2014, it was apparent to me that this was going to be a tetralogy. I knew I could publish a professionally edited and designed book and e-book using my own name, and something told me to push, to make it a reality, to use the powerful tool of creation in my mind and make my debut novel under my regular name a reality. I would not wait for an agent to come and rescue me and validate me (because I had tried the agent route for years).
In 2014 I launched my debut novel 13 Secret Cities as a serial, in a similar vein to John Scalzi’s 2013 serial, Old Man’s War. Writing that book almost killed me. I wrote each of the four parts in real time, getting each section edited and produced and launched every 2-3 months, all the while working my regular job. I went through various cover concepts with two designers, and I ran into major issues in the Amazon store, but each serial piece released starting in early summer all the way through winter of 2014, and in December, a paperback edition collecting them into a single novel also launched.
I tried my best to promote this new novel, but the schedule for its release almost killed me. And then, 2015 started, and I felt so scattered, so utterly exhausted from releasing two books in one year, that I basically forgot to promote my books. I was burnt out, and my health started to diminish as a result. I started losing sleep, and nerve pain in my limbs started to affect my daily life. This condition of mind and body, which some people call sciatica, but which health experts refer to as PPD (or psychophysiologic disorder), almost destroyed my everyday life. Dealing with pain on a daily basis became a full time job, and I am still dealing with pain currently. The response in the body is real, but attacking the source, which in my case comes from life stress, is a bitch. And it all stems from emotions like fear. As I battled each day just to get out the door of my house and go to work, I was afraid, more afraid than I had ever been before. It was as if I had wandered into the woods and could no longer find my way home.
Well that was then. That was a time when I couldn’t reconcile both halves of my publishing career. I write novels as Cesar Torres and as Pablo Greene, and I have been too careful in the past in curating those two images as separate people. Each one of those writers is one and the same.
And you know it. I know it.
At New York Comic Con October 8-11, I will be there promoting both book series: 13 Secret Cities AND How to Kill a Superhero. The superhero books that I write as Pablo Greene are explicit, filthy, and they combine elements of violence, BDSM, religion and sex, and I don’t give a fuck who they offend. They are as much a part of my imagined worlds as the universe I created in 13 Secret Cities. They have things to say about the human condition and the nature of the universe as much as anything else I have ever written in my fiction. I have wanted to show the world that those superhero books have a place alongside my other published books, 12 Burning Wheels and 13 Secret Cities.
Those main characters from each series, Clara Montes and Roland, deserve equal respect and readership.
And so, when I attend NY Comic Con, I put on a superhero costume, because that’s a habit I started as Pablo Greene. It was something that came naturally to me the first time I attended an event as the author.
And I haven’t stopped. Fuck tweed jackets, fuck sensible reading glasses, and fuck all the conventions of what an author is “supposed to do.” I put on a superhero’s tights, and I sign books, I talk to readers, and I have a great time.
My life as Managing Editor at The Wirecutter is a busy one. My hours are long, and I love that job. But it doesn’t leave a lot of free time to promote my books. And so, the events that I choose are very strategically chosen. That’s why NY Comic Con is something I attend every year. I don’t have to travel far, and I get to meet readers in a way that allows me to get the best results as an independent publisher and author.
I don’t even have a booth as an exhibitor at Comic Con. Did you know that? Yeah, it’s true. The people I meet, the readers I talk to — those interactions help my books get read by readers. I also use my experience as a journalist, to talk to other people about their books, and the ideas they care about. This year I will be doing several daily interviews on both my Cesar Torres and my Pablo Greene YouTube channels, to show once again that books are alive, and that geek and book culture have a lot to offer the overall global culture.
I will do all of this while dressed as a superhero. Like I ALWAYS do.
I am not after fame or the NYT bestsellers list. What I am after is my existing readership. There are people who love 13SC, and there are people who love How to Kill a Superhero. So far, they have been mutually exclusive audiences. But not anymore. In just a few years I have gone farther in self publishing than what many traditionally published authors will ever do.
And there’s more to come. Transformation Fetish, book 3 in the How to Kill a Superhero series, will publish this Fall, and the sequel to 13 Secret Cities is on its heels. That book is slated to arrive in late 2016. This, my friends, is a dream life. It’s more than I could have ever imagined when I was just a boy using his father’s Olivetti typewriter in Little Village in Chicago in 1987.
So join me. If you love or you hate my books, please tell people about it. The word of mouth is what makes indie books grow and flourish. But don’t be surprised when I show up at city near you hauling a box of books dressed like Superman or Venom, talking about cosmic horror, mirrors and the craft of writing.
If you’re attending NY Comic Con in person, let’s hang out. If you won’t be there, watch my YouTube videos. They will not be boring.
It will be a good meeting of my mind with yours. We’ll have a laugh. And you’ll see the real me.
A good fiction writer never stops asking himself or herself the question, "How will I ever accomplish this?"
That is for sure.
No matter how experienced a fiction writer may be, doubt will always haunt every writer when it comes to art, craft, and business of writing. I am no exception to this. In earlier stages of my development as a writer, I too wondered whether I would ever finish a novel at all, or whether my words would be on a bookshelf with my byline.
For me, this question started at the age of 12, when I already knew I wanted to write short stories using my parent's Olivetti typewriter. I am not going to add glamor to this tale, because there are a few million writers who have already made that anecdote into a cliche (one of the starry-eyed dreamer who had a vision). These writers reminisce about the smell of paper, the reams of bond that they used when they wrote their first manuscript, and about the ever-so askew letters on those typewriters when they hammered out their opus. They recall that typewriter fondly, as if she had a personality all her own, and they tell this tale over and over, awaiting the praise of other writers for finding their calling.
Well, I call bullshit.
Writing is hard work, and even when you aren't sure it's going to be published, it's just fucking hard work. It's not romantic at all. In fact, romantic notions don't ever really come into my mind at all when I'm writing. Those can only take place when one is sitting around doing something other than writing. And even after a person has finished a book, the memories of sitting around, waiting for the muse to arrive -- are pretty much bullshit and all too reductive.
I believe writing is actually a challenge that a writer has to meet each day, instead of the author waiting for it to arrive on angel wings. Writing is hard, writing is painful, and writing, doesn't always seem to have an immediate result that one can consider positive.
And yet, we do it. We want to do it. Some of us even consider it a vocation. Yes, I said vocation and not a calling. If this is dismantling your castle of fairy tales and Prince Charmings, then you better go grab a fucking wheelbarrow, because the biggest fucking pieces are about to fall.
My vocation is not mystical, and instead, it is more practical. Writing is sometimes grueling, but I found that it has made me a better listener, a better friend, and even a better human being (though not always). To become a better writer, I have had to train to be a better writer. Training involves hard work, it can sometimes be painful, and just like I said above, it doesn't always have an immediate result that one can consider positive.
Then why do it at all? Well, that will always depend on the writer, but I do it because I must do it. I must investigate the universe through narrative, and in order to investigate well, I have to write well. What's more, I have to get better at writing over time, because it's not a static process. That means that I expect to make gains in strength and skill as I work at training my writing over a lifetime.
This series of posts is called Strength & Skill, because I believe you need both in order to succeed. You don't need MFAs, writing workshops or certificates to develop this type of strength and skill. Over the next few weeks I will talk about how you can build habits for yourself that increase these two virtues in order to help you write full drafts, re-write your books and stories, and even push you into published life. I am not going to teach you craft. I don't believe craft can be taught. However, I will show you examples of what worked for me to build better habits, motivate myself, stay organized, and strive for balance between artistic vision and publishing concerns. These examples are very individual to my own life and experiences, and that means that they may or may not work for you.
This is what most writing classes and teachers don't ever have the balls to tell you: "This may not work for you."
But I am not going to hesitate to say it.
That's why I think approaching writing and publishing from a training point of view will get you better results. When you train hard, and when you train every day, sometimes you fail, and sometimes you look foolish as fuck, and sometimes, you have to change your gameplan. That right there is the way to succeed as a writer. And don't let charming snake oil salesmen, marketing gurus or even well-known novelists (with nefarious motives) sway you from your goals. Thinking critically about the artistic process and business side of writing is up to you, and the more critical thinking you can apply to it, the more successful you will be at completing your work and sending it out for publication. In some cases you will even publish it yourself. But none of this can happen unless you are willing to challenge many of the romantic notions about writing and the business of publishing books.
In this series, I will also get personal, and share with you personal anecdotes from my history as a writer. You will learn about the people that encouraged me to keep going, you will learn about those that have tried to stand in my way, and you will also learn why I am more successful and well-adjusted today as a self-published author, and why I chose not to go the conventional route for my books. You will even learn in this series about how I conceived of a pen name for a separate series of books, and what that did for me as a form or training.
Yes, it's all training. If you train your writing with strength, and skill, you will be simultaneously finding a balance between personal power and cleverness.
Merriam Webster defines strength as: the quality or state of being physically strong; the ability to resist being moved or broken by a force. Apply that early on to your writing life and you'll see how greatly your tap into your potential.
Merriam Webster defines skill as: the ability to do something that comes from training, experience, or practice.
Remember those two definitions, because we will be coming back to them very often. Get ready to train, and train hard.
As the creator of Solar Six Books, I firmly believe in sharing knowledge about publishing to dispel myths and make it more transparent. Thanks to the tools that are available today for authors, self-publishing is a viable route for writers who want to publish their own work. For a small subset of these authors, it's possibly even a way to get paid for their writing.
This page will be constantly update over time as I expand my series. So far, you can view Self Publishing 101: Do It Like a Pro on YouTube as on ongoing series (which will consist of about twenty episodes). I am also kicking off a resources section at the end of this post that can also help you find more resources to get you started.
Part 5: Design
The Author Earnings Report -- I highly recommend subscribing to this incredible free resource. It contains detailed title-level analytics on book sales, aggregated data (from Amazon e-book sales, other retailers and more), as well as insights into book buying trends. Our secondary mission is to call for change within the publishing community for better pay and fairer terms in all contracts.
This guide is published as a free resource from Solar Six for other authors to self publish. To learn more about Solar Six and its published titles, please visit solarsixbooks.com.
Are you a Photoshop-based artist that can draw, ink and color superhero figures? If so, please get in touch for an upcoming book project from Beast Within Books, the imprint under Solar Six Books. We are looking for a unique illustration style that can invoke a superhero comic-book covers but also shows the artist's unique style. We are looking specifically for human figures.
Email us a link to your samples, Deviant Art, portfolio or Tumblr at editor@beastwithinbooks.com and put "Artist" in the subject. This is a paid project/commission.
New beginnings.
In order to simplify the way readers can reach me, I have kicked off this new site under the domain cesartorres.me. We are redirecting from cesartorres.net, so no worries, you can still find me.
Welcome to the new site!