The Shout Process(ES)
BOOKS
Mainstream Publishing:
The traditional publishing process begins with a concept. Book ideas must be well thought out and marketable to interest a mainstream publisher.
A proposal is essential. Agents and acquiring editors require a standardized book proposal that follows a long-established format. It must include a compelling sell argument, deep-dive market and audience analysis, a compelling concept summary, and a sample chapter. Proposals use hard data to argue for why the book will sell, and run 25 to 40 pages. They are a lot of work, and both art and science. Ghostwriters charge for the proposal. Chris has written 14 proposals, of which 12 have sold—an enviable hit rate.
Once sold, book writing and development begins. Chris interviews the subject, writes first draft copy for review, and revises based on feedback. He guides the manuscript through agent and editor reviews. Having worked as an editor early in his career, Chris understands exactly what work publishers want at different stages, and how to make the process as easy as possible for clients.
Self Publishing/Hybrid:
Chris has deep experience publishing through non-traditional channels. He often assists clients in refining the initial concept, writing the manuscript, and trafficking it through the various stages prior to publication. Those usually include working with a line editor, a proofreader, a designer for layout and pre-press prep, and more. Chris makes the process fluid and easy for the client, whether the client is using an online publishing aggregator such as Kobo or BookBaby, or going direct to a platform such as Amazon KDP or IngramSpark.
CONTENT
Content development is a bespoke process that must take into account the clients unique needs. It starts with Discovery—in which Chris interviews the client to learn more about brand and business goals, existing messaging and identity, and client preferences.
Chris then dives into research to assess the competitive landscape and focus on ways (style and substance) to separate the client from the pack. Execution is the final piece of the puzzle, and involves actually translating all that knowledge into the particular format the client desires—whether it is a social media post, LinkedIn article, or business plan.