Writing Textbooks That Sell

Writing Textbooks That Sell Joe McVeigh Ian Martin Janet Aitchison Stephanie Karras Irene Frankel Daphne Mackey

Panelists
Janet Aitchison
Stephanie Karras
Ian Martin
Irene Frankel
Daphne Mackey

Writing Textbooks That Sell Session overview
Introduction & thanks
Presentations by the panelists
Questions from participants
PowerPoint slides available:
www.joemcveigh.org/resources

Writing Textbooks That Sell Session overview
Thanks to the Materials Writers Interest Section of TESOL.
Thanks to the photographers on Flickr who share their work using a creative commons license.

Getting in the door

Looking for opportunities

Listening to teachers

Filling a need

Constructing the content

Predicting the future

Taking risks

Dealing with an uncertain economy

Finding the right market

Calculating potential sales

Janet Aitchison Publishing Director, ELT/ESL

Getting Started in Textbook Writing Janet Aitchison Cambridge University Press

Cambridge University Press

The stakes are high in ELT publishing

Getting your foot in the door

Don’t pitch a book – pitch yourself!

The perfect author

Stephanie Karras Publisher, U.S. American ELT

What’s the Story?

How can you contribute to a strong story?

Know the market

Know the competition

Be clear about what you’re writing

Be open and flexible

Ian Martin Director of Global Marketing

Irene Frankel Editorial Director, U.S. Adult ESL

Meet the needs of the market
Who is “the market”?
What do “they” want?

No PARSNIPS P A R S N I P S olitics lcohol eligion ex udity srael ork moking

Meet State Standards—especially California’s
Standards for Evaluating Instructional Materials for Social Content
http://www.cde.ca.gov/ci/cr/cf/documents/socialcontent.pdf

Avoid advocating a point of view
Replace a reading that argues a point of view with a “neutral” reading, followed by a discussion question that lets in all opinions

Be sensitive to cultural issues
Replace culturally unacceptable content with globally acceptable content

Check the expiration date
Avoid presenting material as new or trendy. What is currently new or trendy will likely be old hat by the time the book is published

Daphne Mackey Lecturer and Author

A Writer’s Perspective
When you’re writing

When your book is published

When your book is published
When you’re thinking about your next project

Thank you Download the PowerPoint slides www.joemcveigh.org/resources

Writing Textbooks That Sell

by Joe_McVeigh on Mar 29, 2011

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Writing Textbooks That Sell — Presentation Transcript