Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Writing Textbooks That Sell


Published on

A panel of publishers and authors share advice for writing ESL/ELT textbooks. Handout downloadable at

Published in: Education, Career
  • Be the first to comment

  • Be the first to like this

Writing Textbooks That Sell

  1. 1. Writing Textbooks That Sell Joe McVeigh Ian Martin Janet Aitchison Stephanie Karras Irene Frankel Daphne Mackey
  2. 2. Panelists <ul><li>Janet Aitchison </li></ul><ul><li>Stephanie Karras </li></ul><ul><li>Ian Martin </li></ul><ul><li>Irene Frankel </li></ul><ul><li>Daphne Mackey </li></ul>
  3. 3. Writing Textbooks That Sell Session overview <ul><li>Introduction & thanks </li></ul><ul><li>Presentations by the panelists </li></ul><ul><li>Questions from participants </li></ul><ul><li>PowerPoint slides available: </li></ul><ul><li> </li></ul>
  4. 4. Writing Textbooks That Sell Session overview <ul><li>Thanks to the Materials Writers Interest Section of TESOL. </li></ul><ul><li>Thanks to the photographers on Flickr who share their work using a creative commons license. </li></ul>
  5. 5. Getting in the door
  6. 6. Looking for opportunities
  7. 7. Listening to teachers
  8. 8. Filling a need
  9. 9. Constructing the content
  10. 10. Predicting the future
  11. 11. Taking risks
  12. 12. Dealing with an uncertain economy
  13. 13. Finding the right market
  14. 14. Calculating potential sales
  15. 15. Janet Aitchison Publishing Director, ELT/ESL
  16. 16. Getting Started in Textbook Writing Janet Aitchison Cambridge University Press
  17. 17. Cambridge University Press
  18. 18. The stakes are high in ELT publishing
  19. 19. Getting your foot in the door
  20. 20. Don’t pitch a book – pitch yourself!
  21. 21. The perfect author
  22. 22. Stephanie Karras Publisher, U.S. American ELT
  23. 23. What’s the Story?
  24. 24. How can you contribute to a strong story?
  25. 25. Know the market
  26. 26. Know the competition
  27. 27. Be clear about what you’re writing
  28. 28. Be open and flexible
  29. 31. Ian Martin Director of Global Marketing
  30. 32. Irene Frankel Editorial Director, U.S. Adult ESL
  31. 33. Meet the needs of the market <ul><li>Who is “the market”? </li></ul><ul><li>What do “they” want? </li></ul>
  32. 34. No PARSNIPS P A R S N I P S olitics lcohol eligion ex udity srael ork moking
  33. 35. Meet State Standards—especially California’s <ul><li>Standards for Evaluating Instructional Materials for Social Content </li></ul><ul><li> </li></ul>
  34. 36. Avoid advocating a point of view <ul><li>Replace a reading that argues a point of view with a “neutral” reading, followed by a discussion question that lets in all opinions </li></ul>
  35. 37. Be sensitive to cultural issues <ul><li>Replace culturally unacceptable content with globally acceptable content </li></ul>
  36. 38. Check the expiration date <ul><li>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 </li></ul>
  37. 39. Daphne Mackey Lecturer and Author
  38. 40. A Writer’s Perspective <ul><li>When you’re writing </li></ul>
  39. 41. A Writer’s Perspective <ul><li>When you’re writing </li></ul><ul><li>When your book is published </li></ul>
  40. 42. A Writer’s Perspective <ul><li>When you’re writing </li></ul><ul><li>When your book is published </li></ul><ul><li>When you’re thinking about your next project </li></ul>
  41. 44. Thank you Download the PowerPoint slides