writing textbooks that sell
DESCRIPTION
A panel of publishers and authors share advice for writing ESL/ELT textbooks. Handout downloadable at www.joemcveigh.orgTRANSCRIPT
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Writing Textbooks That Sell
Joe McVeigh Ian Martin Janet Aitchison Stephanie Karras Irene Frankel Daphne Mackey
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Panelists
Janet Aitchison
Stephanie Karras
Ian Martin
Irene Frankel
Daphne Mackey
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Writing Textbooks That SellSession overview
• Introduction & thanks
• Presentations by the panelists
• Questions from participants
• PowerPoint slides available: www.joemcveigh.org/resources
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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.
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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
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Janet AitchisonPublishing Director, ELT/ESL
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Getting Started in Textbook Writing
Janet Aitchison
Cambridge University Press
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Cambridge University Press
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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
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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
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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
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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
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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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Thank you
Download the PowerPoint slides
www.joemcveigh.org/resources