This case study features a book I worked on with businessman, speaker and now author Aaron Montgomery called Suspend Your Disbelief. Aaron shares how he was surprised how many contributors were involved in his book project and how, after he finished his manuscript, it still took another six months until his book was out in the world. But all the hard work and patience was worth it; Aaron's book is now available as a print book, ebook and audiobook!
I worked with Aaron on both cover and interior layout of this full-colour, easy-to-read memoir with accompanying cartoons targeted at young adults.
Aaron says: “I wrote this book to give back to the next generation.
I wanted to share the life lessons I learned that no one shared with me."
Aaron’s Book Done Timeline
🐣 Idea hatched: After a speaking engagement, when several attendees said “you should write a book!”
✍️ Writing started: Christmas 2019
🎨 Files ready for editing, design and layout: July 2020
✔️ Book done (released): December 2020
Aaron’s Book Done Take-Aways
Here are my questions for Aaron about self publishing and reaching book done.
Tell me about how you came up with your book's title, “Suspend Your Disbelief”.
It took some deliberation, but ultimately I went with my gut and used an expression that had a special meaning to me. So far I've been convinced that it was the right decision, or at least I'm more comfortable with my choice than I would have been if I chose something more market-y or cliche.
Tell me a bit more about the cover concept and design you chose.
Julie and I worked together on the cover concept. “Suspend your disbelief” is a theater term and the 3D glasses evoked that sense for me, but on that deeper level 3D glasses enable you to suspend your disbelief more easily. They allow you to literally see things differently, and that's the point of the book. Look at your life experiences not as discrete events, but as lessons. Learn whatever you can so that your next choice is better than the last one.
What was your biggest surprise during your book project?
How many contributors would be involved. It was an amazing experience and it taught me a lot about project management, trade offs, and collaboration. In addition to working with Julie on interior layout and cover design, I had a copy editor, a proofreader, half a dozen artists, 20 members of a test audience, a social media manager, a marketer, a printer, a web designer, a fulfillment company, etc.
Knowing what I know now, perhaps some people could have worn multiple hats or I could have outsourced the process to a firm that serves self-published authors. For my first outing, though, I preferred being more hands on.
You got some custom cartoons made for your book. Could you tell me more about that process?
When I was a kid I loved reading comic strips. The Sunday paper, The New Yorker, Reader's Digest...any I could get my hands on. I wanted to evoke that same sense in the book, but I also wanted to add something that I didn't see much as a kid—diverse representation. I partnered with some talented and prolific artists—who had worked with Marvel, Disney, the top newspaper syndicators and distributors, and the like—to bring that vision to reality. They really delivered and they all had different styles, so even the cartoons themselves represent a kind of diversity, too.
Eline shared her story on Instagram: @postripneg
Which part of your book project took longer than you expected, and why?
I thought writing would be the 90% and publishing would be the remaining 10%. But it was probably right at 50/50 by the time I was done and that was a big surprise. The book was "finished" from a writing standpoint about six months before I was able to release it.
I noticed that you released your print book before the ebook and audiobook. Was this planned or simply a matter of which you got ready first?
Despite the fact that I actually read mostly on tablet readers and audiobooks, I'd always primarily envisioned a print book for my debut project. I knew I would eventually release it in other formats, but the physical copies made the project "real" for me, so I started there.
Which part of your book project was the most fun or rewarding? Which was the most challenging?
The testing was the most fun for me. Sending it out and getting external feedback was so important to me because it helped me shape the tone, message, and marketing.
Writing was the most challenging. Even though it is a relatively short book, deciding what to include or remove and making the stories “pop” was challenging. Being sure I hit the important points was hard because I never really felt done. I more or less just got to a point where I decided I was done!
When you write another book, what will you do the same way? What will you do differently?
I'd probably try to partner with a publisher next time, but if it didn't come together in a way that made sense, I'd absolutely go the self publishing route again. My reason for going the publisher route is that I'd hope it would give memore time to work on the content vs. all the other logistics that come with shipping a book.
What is your best advice for book marketing?
Don't be passive. If your tendency is to be humble or passive, hire a "hype person" who can market your book for you!
Have you had any new opportunities come up because of your book?
I have. It's been a very pleasant—though unintended—consequence of writing a book. I really didn't write about the topics that I teach or speak on, but I think the book gives people an introduction to how I think and communicate, so in that wayit's created lots of new opportunities and deepened the relationships I already had.
Is there anything else you want to tell me about your book project?
It was a lifelong dream. A bucket list item. And since I pride myself on actually doing the things I say I'm going to do, I'm very proud of it. I shipped over 1,000 copies in the first two months and the feedback has been incredibly encouraging. I always wanted to be an author, and here I am!
Aaron’s Book Done Technical Details
Your printer needs these kinds of details to give you a quote for printing a similar book.
Quantity ordered: 2,500
Page count: 130
Dimensions (page size): 5.5 x 8.2 inches
Binding: Paperback
Interior details
Ink colors: Full color
Paper: #60 uncoated
Bleed: Yes
Cover details
Cover stock: 100# paper with matte finish
Ink colors: Full color
What’s next for your book?
I hope that reading about Aaron's experience has been helpful on your own journey to #bookdone. The articles section of my website has lots of helpful information for getting your book or journal done. If you have more questions, get a free consultation or go ahead and send me what I need to give you an estimate and timeline to #bookdone! ✔️