writing textbooks that sell

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

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

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Page 1: Writing Textbooks That Sell

Writing Textbooks That Sell

Joe McVeigh Ian Martin Janet Aitchison Stephanie Karras Irene Frankel Daphne Mackey

Page 2: Writing Textbooks That Sell

Panelists

Janet Aitchison

Stephanie Karras

Ian Martin

Irene Frankel

Daphne Mackey

Page 3: Writing Textbooks That Sell

Writing Textbooks That SellSession overview

• Introduction & thanks

• Presentations by the panelists

• Questions from participants

• PowerPoint slides available: www.joemcveigh.org/resources

Page 4: Writing Textbooks That Sell

Writing Textbooks That SellSession 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.

Page 5: Writing Textbooks That Sell

Getting in the door

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Looking for opportunities

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Listening toteachers

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Filling aneed

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Constructing the content

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Predicting the future

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Taking risks

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Dealing with an uncertain economy

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Finding the right market

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Calculating potentialsales

Page 15: Writing Textbooks That Sell

Janet AitchisonPublishing Director, ELT/ESL

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Getting Started in Textbook Writing

Janet Aitchison

Cambridge University Press

Page 17: Writing Textbooks That Sell

Cambridge University Press

Page 18: Writing Textbooks That Sell

The stakes are high in ELT publishing

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Getting your foot in the door

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Don’t pitch a book – pitch yourself!

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The perfect author

Page 22: Writing Textbooks That Sell

StephanieKarrasPublisher, U.S. American ELT

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What’s the Story?

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How can you contribute to a strong story?

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Know the market

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Know the competition

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Be clear about what you’re writing

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Be open and flexible

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IanMartinDirector of Global Marketing

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IreneFrankelEditorial Director, U.S. Adult ESL

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Meet the needs of the market

Who is “the market”?

What do “they” want?

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No PARSNIPS

PARSN IPS

oliticslcoholeligionexuditysraelorkmoking

Page 35: Writing Textbooks That Sell

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

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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

Page 37: Writing Textbooks That Sell

Be sensitive to cultural issues

Replace culturally unacceptable content with globally acceptable content

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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

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DaphneMackeyLecturer and Author

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A Writer’s Perspective

When you’re writing

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A Writer’s Perspective

When you’re writing

When your book is published

Page 42: Writing Textbooks That Sell

A Writer’s Perspective

When you’re writing

When your book is published

When you’re thinking about your next project

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Page 44: Writing Textbooks That Sell

Thank you

Download the PowerPoint slides

www.joemcveigh.org/resources