Go Creative! Glossary: Creative Business

The Go Creative! Glossary (Creative Business) is a collection of the words, terms and phrases a digital creative entrepreneur needs to know.

The Go Creative! Glossary (Creative Business): A

see Audiobook Creation Exchange

Recognition or honor given to people who have influenced the creator

Acquisitions Boards
Group of people who work for a arts and other organizations, who make decisions about which works to acquire

Audiobook Creation Exchange (ACX)
An Amazon-owned marketplace that matches authors with professional narrators for the creation of audiobooks.

The payment that a publisher makes to an author, usually in exchange for the rights to sell and publish their book.
advance review copy

advance review copy (ARC)
A draft of a book distributed to beta readers or reviewers prior its publication. Compare: proof.

Advance Information Sell Sheet (AIS)
Provides basic book details and information about your book’s availability and ordering.

Advance Print Run


The attitudes, beliefs, concepts, denials, expectations, fears and guilts that shape our experience of life. In the Go Creative! method, we regularly explore, observe and interrogate our abcdefs.


Things (e.g. property), persons (e.g. patron) or processes (e.g. copyright) that have agreed value. (See: financial asset.

Attractor Asset:

Product or service offered to potential followers in exchange for something, often an email address. [See also core asset, gifts, premium product}

The Go Creative! Glossary (Creative Business): B


Identity or image regarded as an asset

Brand Ambassadors:

People who spread the word about your work and your brand.

Business Funnels:

The pathway a potential follower takes from first reading about your products or projects to taking the action you want them to take.

The Go Creative! Glossary (Creative Business): C


Money you or your business can withdraw immediately, as needed.

Core Product:

Primary product or service around which you build your  business and its other products and projects: e.g. for an author, the core product is books; for an educator, it’s courses; for a healer, it’s clinical sessions; for an activist, it’s campaigns.

Creative Business:

A passion-powered enterprise that aims to do creative business the creative way. [See creative way below}

Creative Business Plan:

Document that sets out a business’s intentions and the processes that will achieve them

Creative Way:

To take the creative way is: 1. To live from defined creative intention; 2. To express your truth, passion and mission;  3. To espouse change; 4. To value process as much as product. 6. To explore and experiment, innovate and play; 6. To welcome diversity and difference; 7. To experience challenge and adversity as an opportunity for growth; 8. To show up for daily practice; 9. To be alert to the outer senses (sight, hearing, taste, touch, smell) and inner senses (perception, emotion, intuition, imagination and inspiration); 10. To reside within paradox and mystery.

The Go Creative! Glossary (Creative Business): F

Financial Asset:

Thing, person or process that yields money over and above the time and effort needed for its set up and maintenance.

Flow Practice:

Practices like inspiration meditation, f-r-e-e-writing and effortless exercises, practiced with the intention of fostering creative flow

The Go Creative! Glossary (Creative Business): G



Objects or experiences given or received, with no money and no other strings attached.

Gift Product:

A product you develop to freely give away, free of charge, no strings attached (e.g. no email address). Given for the fun of giving.

Gifts Received Inventory:

A “Creative Appreciation” exercise where you list gifts given to you, by nature and by other people.

The Go Creative! Glossary (Creative Business): H

Holy Grail

Your ultimate intention or ambition, the end to which you are devoting your life’s work

The Go Creative! Glossary (Creative Business): I



The amount of money your business generates. Distinguished from your profit, salary, dividends


People with large or highly honed followings, particularly in your genre, niche and micro-niche

Influencer Media

Audio, blogs, books, documents, explainers, films, infographics, magazines, newspapers, podcasts, trailers, TV, videos, white papers etc owned and produced by influencers

The Go Creative! Glossary (Creative Business): M


Marketing & Promotion Assets: 

Logos, identity, branding, ideas, straplines, philophies  that help people to recognize your business, products or projects and what they stands for


Your business’s purpose or calling (See also “Mashion”)

Mission Statement

A statement that captures, in a few succinct sentences, the essence of your creative business’s intention, process and philosophy.

Owned Media

Audio, blogs, books, documents, explainers, films, infographics, magazines, newspapers, podcasts, trailers, TV, videos, white papers etc produced and owned by you

The Go Creative! Glossary (Creative Business): P

Partnership Assets

Business assets that arise from partnering with other people or organizations.


Xxx Measured by the depth of pleasure you take in doing the activity. (Mashion:)


People or businesses who donate money to enable you to do  what you do

Premium Product:

4th product type. Exclusive. May include access to you.


The percentage of money you remove from your income account before paying your salary or business expenses

Promotional Channels

The platforms and media you use to tell people about you and your work. Includes owned media, social media and influencer media.


To make an idea, story or poem public through Audio, blogs, books, documents, explainers, films, infographics, magazines, newspapers, podcasts, trailers, TV, videos, white papers etc.

The Go Creative! Glossary (Creative Business): R



What others say about you, on the record: customer feedback, testimonials, complaints, social media commentary, book reviews etc.

R n R:

Rest and recreation, rock and roll: your idea of fun, relaxation, play time. Core part of the creative process

The Go Creative! Glossary (Creative Business): S



The money you pay yourself for operating your creative business

Social Media:

Online platforms that enable users to network with others and share audio, video and text.


Person, company or organization that pays for, or contributes to the costs involved in running an event or organization in return for publicity



















































Printing of a book completed before the book’s official release date.
A service provider that publishes books to a variety of distributors. Compare: distributor.
A process or set of rules that is followed in a calculation, and book retailers like Amazon use an algorithm to calculate your book’s sales ranking.
Amazon Author Central
A free resource that allows you to publish your Author Profile and feature your books that are available on Amazon.
Amazon Marketing Services (AMS)
An Amazon program that allows sellers to bid on advertisements displayed alongside search results, product listings, and customer review pages.
Amazon Prime
A subscription service for Amazon customers.
Amazon Standard Identification Number (ASIN)
A unique, 10-character identifier for an Amazon product.
Part of book that follows a chapter (end-of-chapter appendix) or, more commonly, that comes after all the chapters (end-of-book appendix). An appendix contains supplemental material, such as tables or source material, which does not conveniently fit into a chapter.
assisted publisher
also assisted self-publisher
A company that provides book production, distribution, marketing, and other services to self-publishers.
An Amazon-owned company; the largest audiobook producer and retailer in the US.
Author Brand
A representation of your identity and image, and helps your readers connect with you and your books.
Author Bio
Should include a summary of your books, interests, and achievements
author collective
A group of authors who band together for support. See also: author cooperative
author cooperative
A group of authors who work together to leverage the skills of the group in order to advance members’ publishing efforts. See also: author collective
Author Platform
An ability to sell books because of who you are or who you can reach.
Author Solutions, Inc. (ASI)
A notorious vanity press operating under a variety of imprints.
A professional self-publisher writing for profit.


back matter
The sections of a book following the last chapter.
An author or publisher’s older and sometimes out-of-print titles.
Back-of-the-Room Sales
Sales made at a book table or booth that is set up at an event.
Bar code
Common on many retail products – an image made up of lines which encodes a book’s ISBN. Normally printed on the back cover of a book. Essential to bookshops when selling or tracking books.
The second largest book wholesaler in the UK.
best seller rank
See: sales rank.
beta reader
A person who provides an author with early feedback or critique of a book prior to publication.
Big 5
The five largest, New York-based traditional publishers: Hachette, HarperCollins, Macmillan, Penguin Random House, Simon & Schuster. Formerly the “Big 6,” until the merger of Penguin and Random House in 2013.
To extend outside the normal trim area of a book’s page for print purposes.
A regularly updated section on your website and is a useful way to help you establish your subject matter expertise and connect with your readers.
Blog Hop
Also known as a Link Up and allows bloggers to add their blog link to a list of other blog links.
Blog Tour
A series of pre-arranged blog posts, usually scheduled during the months just before and just after a book launch.
Book Block
PDF files that comprise all book content except the cover.
Book Blurb
A short description of a book.
Book Bub
A free daily email that notifies readers about deep discounts on ebooks.
Book Fair
An exhibition and convention for publishers, authors, or booksellers.
Book Review
A critical summary of your book written by a reader or media professional.
Book Trailer
A video advertisement for a book, much the same as a film trailer.
An ebook publisher and aggregator.
A widget offering samples from your book side-by-side with social links.
book doctoring
See: content editing.
Booksellers Association of Great Britain and Ireland (BA)
The trade association for booksellers.
Books In Print
A catalog, usually in digital format, primarily for use by bookstores and libraries, which contains listings of millions of books with ISBNs. Books In Print is published by Bowker.
A for-profit corporation which is the sole provider and registrar for ISBNs in the US.
brick and mortar
Having a physical presence; said of a retailer, in contrast to online operations.

Case Bound
A type of binding and the industry term for a book in hardback/hardcover format.
Call To Action (CTA)
The part of a marketing message that attempts to persuade a person to perform a desired action.
The process of clicking on a hyperlink or online advertisement to the target destination.
Click-Through Rate
The average number of click-throughs per hundred ad impressions, expressed as a percentage.
Click-Through Open Rate (CTOR)
Metrics used to measure the effectiveness of your email marketing campaigns
Initialism that refers to a system of color specification that uses four basic colors: cyan (C), magenta (M), yellow (Y) and black (K) as subtractive (rather than additive) elements. RGB colors do not conform to CMYK specifications.
A percentage of book sales paid to the author. Often used interchangeably with royalties.
Co-op Advertising
Advertising whose cost is shared between or among different companies. Such advertising is especially advantageous to smaller companies with limited budgets.
Content Marketing
The creation and sharing of online material like videos, blogs, and social media posts.
Content Editor
The person who edits the content (subject matter) of a book in addition to its form (sentence structure). A content editor often recommends substantive corrections to a manuscript, such as those affecting presentation, veracity, relevance and so forth.
content editing
Editing with a focus on broad issues like pacing, character development, and internal consistency. Also known as substantive editing, developmental editing, book doctoring, and manuscript appraisal.
The process of translating a manuscript into a digital format suitable for use by a publisher. For example, this may involve converting a Word document into an EPUB file.
copy editing
Editing with a focus on syntax, grammar, verb tense, word usage, punctuation, etc. Also known as line editing.
Copy Editor
Person who edits or redacts copy (manuscript material) submitted by an author. Such editing has the goal of correcting grammar irregularities and inconsistencies and of correcting punctuation, spelling, usage and style.
The exclusive legal right to publish, perform, or record a literary work, to profit from it, and to authorize others to do the same. Compare: licensing.
Originally this term referred to the bibliographic information printed at the end of a book, the term is now used almost exclusively for the device or logo of the book’s publisher or author.
Undertaking whose costs and responsibilities are shared by more than one company or publisher.
Cover Design
Aesthetic layout on the covers of a book, usually intended to be attractive or alluring to the eye.
Cover Spread
The entire cover of a physical book, from the front, including the spine, to the back.
Credit Line
Line of text that assigns credit to the owner of the copyright of the material it refers to.
Cost Per Click (CPC)
1. An internet advertising model in which the advertiser pays when the ad is clicked.
2. A measure of an ad’s effectiveness calculated by dividing the total cost of the advertisement by the number of clicks it generates.
Compare: Cost Per Impression (CPI), Cost Per Mille (CPM)
Cost Per Impression (CPI)
1. An internet advertising model in which the advertiser pays each time the ad is displayed.
2. The cost to display an ad to one viewer.
Compare: Cost Per Click (CPC), Cost Per Mille (CPM)
Cost Per Mille (CPM)
1. An internet advertising model in which the advertiser pays each time the ad is displayed.
2. The cost to display an ad to 1,000 viewers.
See also: Cost Per Impression (CPI).
Customer acquisition cost (CAC)
Measuring how much money a new customer cost you.
An Amazon-owned publisher and distributor of self-published print books.
A prefix used to denote a collaborative effort by a group.
Funding a project by raising small donations from many contributors.
Gathering information, feedback, or work on a project by requesting input from a large number of contributors.
An interface, usually web-based, that organizes and displays information on a single screen.
Part of the front matter that dedicates a book to a specific person, place, or thing.
Demy Octavo
The name for a very popular book format, which measures 216 x 138 mm.
Developmental Editor
Person who deals with the overall organization of a book’s manuscript rather than with changes such as wording of sentences within paragraphs.
Deep Linking
The term used for linking to a web page other than your site’s home page, and is used to direct your site visitors to specific web pages more easily so they don’t have to navigate from your home page.
developmental editing
See: content editing.
The process of making something discoverable for consumers.
A service that makes books available for purchase by brick-and-mortar or online retailers. Compare: aggregator.
Domain Name
A registered Web address or URL of a particular party.
DPI (Dots per Inch)
Convention expressing graphic resolution of a graphic file, resolution of a computer monitor or potential printing density of a computer printer.
A Microsoft Word file type.
A popular ebook aggregator and publishing service.
Dust jacket
A detachable outer cover that protects the book, printed with the cover design. Usually for hardback/hardcover books.
editorial review
A professional critic’s opinion of a book published online or in a periodical. See also: review.
Email Marketing
The promotion of products or services to list subscribers via email.
Endorsement Quotes
Short reviews of your book written by a well-known author, professional or personality in your author niche.
To license a right to another party, thereby creating restrictions on how that right may be used in the future.
A common ebook file format.
A synonym for digital publishing; the publication of digital works such as ebooks and audiobooks.
Economy of Scale
Savings in per-unit cost achieved by mass production.
An online retailer.
Part of a publishing contract which binds the author solely to one publisher. In the self-publishing industry, it means being exclusive to one particular store or retailer.
Facebook Ads
Advertising via Facebook that allows you to choose your target audience based on demographics, behaviours or contact information.
first rights
The exclusive right to publish a work for the first time.
The process of designing a book; laying out text and images.
front list
Traditional terminology meaning books in their first year of publication.
front matter
The sections of a book following the last chapter.
A reference citations and supplementary information that appears at the bottom of a book page.
Places where people with common interests or backgrounds come together to find and share information and discuss any topics of interest.
galley copy
See: proof.
A general category for a creative work, such as romance, science fiction, mystery, etc.
Writing all or part of a book on behalf of a collaborator whose name will be listed as the author.
go direct
To publish books to a retailer without the use of an intermediary service like an aggregator or distributor.
go wide
To sell books through a variety of retailers; the opposite of “staying exclusive,” in which books are sold through one retailer.
A social media site owned by Amazon, which is just for books. Readers connect with friends, get book recommendations, write reviews, and make reading lists.
Goodreads Advertising
A Pay Per Click advertising model. You can include an image and short ad description to entice potential readers to visit your book’s Goodreads page and mark it as “to-read”.
Goodreads Giveaway
An online book giveaway hosted on Goodreads that any Goodreads member can enter.
Google Play
An ebook retailer which, although still in operation, has been closed to new authors for several years and is not expected to reopen.
Google Adwords
With text-based search ads that show up next to Google search results, graphic display ads that show up on websites or apps, or YouTube video ads that show up during videos, authors have a variety of different ways to reach their target readers using this advertising method.
Google Preview
Google Play’s interface for viewing excerpts of an ebook before purchase. Compare: Look Inside The Book
An image solely composed of black and white colours.
Guest blogging
Writing a post (or short article) for someone else’s blog.
A method of representing the colors of an image with dots of varying sizes.
Hard return
Pressing the enter or return key at the end of a line of text instead of allowing the text to naturally move to the next line.
Hardback / cover
A book with a hard cover, rather than a paper cover.
A professional looking photograph of yourself used for promotional purposes.
A request made to a web server for a file such as an image, a script file, or a web page. A single visit to a web page may generate many hits as the various components of that page are retrieved.
House Ads
A self-promotional ad that you run on your own website to sell your own products.
hybrid author
An author who uses both traditional and self-publishing methods. (Not to be confused with hybrid publishing, a synonym for partnership publishing.)
hybrid publishing
See: partnership publishing.
1. iBooks Store, an online publisher and retailer for ebooks.
2. The application used to read books downloaded from the iBooks Store.
A streamlined way to send book copies to reviewers, beta readers or bloggers by providing a link for people to download your book for free.
A single display of an advertisement or web page.
A name used by a publisher to identify their books. Imprints are frequently genre-specific, and a single publisher may have multiple imprints.
1. Not involving the “Big 5,” the largest five publishing corporations.
2. Self-published.
Inbound Marketing
A model that relies on the initiative of your customer to find and purchase a product by using content marketing, social media marketing, and search engine optimization.
Professional book formatting and design software produced by Adobe.
Like a table contents, an index directs readers to specific subject matter in the book.
indie author
An author who acts as the creative director of their own books, whether through self-publishing, assisted self-publishing, or traditional publishing. Compare: self-publishing, traditional publishing.
A large publisher and distributor of print-on-demand and ebooks.
All content within a book. Refers to everything except the covers.
International Standard Book Number (ISBN)
A unique, numeric identifier for a particular edition and format of a book. ISBNs have two versions, a deprecated 10-digit version (EAN-10), and the current 13-digit version (EAN-13), which can be translated back and forth as needed.
IPR License
A UK-based rights management service and marketplace.
See: International Standard Book Number.

The paper cover wrapped around a hardback.
joint venture
See: partnership publishing.
KDP Select
An optional program under Kindle Direct Publishing that requires exclusivity in exchange for promotional tools and enrollment in Kindle Unlimited and Kindle Online Lending Library.
Kindle Direct Publishing (KDP)
Amazon’s publishing and distribution platform for ebooks.
A word or phrase used by search engines to identify matching subjects. For example, an edition of Moby Dick might have assigned keywords like whaling, revenge, and nautical themes.
Amazon’s line of proprietary ebook readers.
Kindle Owners’ Lending Library (KOLL)
A program under Kindle Direct Publishing that allows Amazon Prime subscribers to read one free ebook per month. Enrollment in KOLL is mandatory for KDP Select enrollees. See also: KDP Select, Kindle Unlimited (KU)
Kindle Scout
An Amazon program in which readers nominate books for publication under the Kindle Press imprint. Winners receive a five-year contract, 50 percent royalties, and a $1,500 advance.
Kindle Singles
Amazon’s digital, curated imprint for short works (primarily novellas, short fiction, and long-form journalism).
Kindle Unlimited (KU)
A program under Kindle Direct Publishing that allows subscribers to read ebooks in the KU catalog for free. Enrollment in KU is mandatory for KDP Select enrollees.
See also: KDP Select, Kindle Owners’ Lending Library (KOLL)
Kindle Worlds
Amazon’s digital publishing platform for fan-fiction.
A popular online discussion forum dedicated to publishing on Amazon.
A Toronto-based digital publishing platform, initially meant to service users of the Kobo e-reader.
Launch party
Can be hosted at any location, but popular spots include bookstores, libraries, coffee shops, or the author’s home. You can also host a virtual book launch online.
Library of Congress Control Number (LCCN)
A unique identifier assigned to books by the US Library of Congress.
legacy publishing
A somewhat derogatory term for traditional publishing.
Legal permission granted to someone other than the original holder of a right; for example, permitting a publisher to print a work for which one holds the copyright. Compare: copyright.
line editing
See: copy editing.
Limited edition
A book printed in limited numbers, usually for special editions.
Literary Agent
Person who functions as intermediary for an author in transactions with the publisher.
List price
The recommended retail price of a book. Set by the author or publisher and often referred to as the RRP, or recommended retail price.
Look Inside The Book
An Amazon feature that allows customers to view excerpts from an ebook or print book before buying. Compare: Google Preview.
manuscript appraisal
See: content editing.
manuscript conversion
See: conversion.
Complete version of a book (often as an electronic text file) as prepared by the author.
Mass-Market Paperback
Smaller, less expensive version of a book that is usually printed well after the hardcover and trade paperback versions have been made available.
Marketing plan
A strategic plan that details all of the activities you need to deliver to promote yourself and your book.
Makeready Stage
Point in the printing process when a publication is ready to be printed.
The details of a book other than its actual text, such as the author’s name, the publisher, the book description, and its keywords.
Media List
A collection of media outlets and contacts that you reach out to in order to increase awareness of your book.
Media Kit
Your press kit simplifies the dissemination of key information to media or journalists, retailers, book bloggers, event planners, editors, or anyone who plans on writing about you and your book. It can include an author photo and bio, a book cover image, a full synopsis of your book, a one-sentance book description, book details, frequently asked questions, a book excerpt, and reviews or media coverage.
Media Outlet
Any method of disseminating news about your book such as Newspapers, magazines, radio shows, TV shows, online news sites, podcasts, blogs.
A common digital format for ebooks.
The sole registrar for ISBNs in the UK and Ireland.
Expanding one’s social network or sphere of influence by initiating mutually advantageous new relationships with people.
News Wire Distribution
Circulation of a service that an organization of journalists provides for the sharing of news reports among different media outlets.
An online book reviewing site. Book reviewers, librarians, booksellers, educators, and media professionals request complimentary ebooks to read in exchange for their reviews.
Niche refers to a specialized target market characterized by a particular interest, topic or subject.
Nonexclusive Contract
Legal agreement in which the publisher does not exercise exclusive rights over the materials published in the author’s book.
Barnes & Noble’s line of e-readers and associated retailer.
Off-the-Book-Page Attention
Mention made of a book in the media outside the context of a book review, for instance, a celebrity plugging a book on a talk show.
Online Bookseller (Online Retailer)
Bookstore on the Web that sells books and other publications to the customer at retail or discounted prices.
Online Marketing
Advertising, selling or dispensing products through the Internet.
Out of Print (OOP)
Book no longer in a publisher’s book inventory (and for which there are no republication plans).
Offset printing
Printing technology where ink is transferred from a roller to a printing surface, and then to a page of a book. Used for large print runs.
partnership publishing
A publishing arrangement in which the author and the publisher both contribute financially to the book’s production, sharing risks and rewards. Sometimes used as a euphemism for vanity publishing. Also known as a joint venture, hybrid publishing, shared publishing, or subsidized publishing.
Portable Document Format (PDF)
A file format popular for its cross-compatibility among different computer operating systems. PDFs have the ability to embed fonts and graphics, which make them the preferred file format for some digital publishers.
Pay Per Click and Pay Per Impression
See Cost Per Click and Cost Per Impression
1) Agreement from a copyright holder that permits the reproduction or publication of copyrighted material. 2) Process of securing agreements from copyright holder.
The state of being permanently free through online retailers; a strategy used to increase an author’s visibility and gain new readers by giving away a book, e.g., the first book in a series.
Perfect bound
A type of binding where a glue/adhesive attaches the pages at the spine. Usually with a paper cover, hence the more-common name ‘paperback’.
A cohesive system of processes and technologies.
Plant Costs
Initial costs incurred by a traditional printer in preparation for the first printing run of a given title.
Flow or succession of actions in a story.
Audio broadcast available on the Web to the public for free downloading to a personal computer or a digital audio player.
Pitch emails
Authors use pitch emails to target media contacts to get coverage for their book. Your pitch email should include key points about the book and author.
press release
An official announcement that provides information about an event to reporters, bloggers, and other media outlets.
Prime Reading
A program that allows Amazon Prime subscribers to read free ebooks from a catalog of approximately 1,000 titles selected by Amazon.
print on demand (POD)
A technology that allows books to be printed as needed.
Print ready
Final PDF files of a book that have been flight-checked and are ready to go to the printer.
Print run
The number of copies printed in a single order.
An ebook publisher and aggregator acquired by Macmillan in 2016.
A marketing tactic used by authors to offer readers the opportunity of reserving a copy of their book prior to its official release date.
also galley copy
A copy of a book printed for final inspection and correction of errors. Compare: advance review copy.
Editing with a focus on correcting typographical errors, misspellings, and the accuracy of captions, headings, page numbers, etc. Proofreading is usually the final step in the editing process.
Publication date
Official date when a book is to be released to the public.
Professional who promotes a book, often by generating free advertising. A press agent.
Publicity Tour
Public circuit an author makes to publicize a book, either prior to or soon after the publication date.
A US-based rights management service and marketplace.
QR Code
A machine-readable code that consists of black and white squares and is typically used for storing URLs. These codes can be read by the camera on a smartphone.
also territory
A geographical area served by a retailer. For example, Amazon operates separate regional websites for the US, Canada, Mexico, the UK, India, France, Germany, China, Japan, Italy, Spain, the Netherlands, Australia, and Brazil.
Books that are returned to the publisher after not having sold, often offered for later sale at a discounted price.
A book returned to and refunded by the publisher after failing to sell in a bookstore.
The process of reclaiming rights licensed to a publisher.
1. editorial review
2. A customer’s opinion of a book published on a retailer website or similar venue.
Return on Investment (ROI)
The amount you spend versus how much money you earn.
A percentage of book sales paid to the author. Often used interchangeably with commission.
sales rank
also: best seller rank
A ranking calculated by Amazon on the basis of daily sales and downloads of a book.
sales funnel
Creating a process that moves your online visitors from website and social media visitors into paying readers, by leading them down the path to purchase your books.
sales handle
A one-sentence “buy me” for the back of your book, which is frequently used in online marketing.
Popular editing and organizational software designed specifically for writers.
search engine optimization (SEO)
The process of making a web page more easily indexed by search engines or more relevant to particular topics in order to attract more visitors.
secondary rights
The right to resell a work after its first publication.
A form of publishing in which the author oversees the publishing process, retains control over creative decisions and disposition of publishing rights, and bears the costs of production.
Supported self-publishing
Method of self-publishing espoused by AuthorHouse, through which an author has access to many of the services found in a traditional publishing house (e.g., editorial services, marketing copywriters, Internet sales) provided through an upfront cost or available à la carte.
Sell sheet
A concise, one-page document (resembling a flyer or brochure more than a press release) that provides details about a book.
shared publishing
See: partnership publishing.
Short Discount
Smaller-than-typical discount on books purchased by retailers and wholesalers.
Shelf Life
The time an unsold book remains on the shelf of a retail store before being replaced by fresh or better selling stock.
slush pile
The unsolicited manuscripts submitted to a traditional publisher for consideration.
Small Press
Smaller publishing house that releases books often intended for specialized audiences.
Spine Width
Width of part of the book that is visible on a bookshelf. The spine connects the front and back covers.
Spiral bound
When wire or plastic is spiralled through holes punched along the binding side of a book.

Split A/B Test
A/B testing (sometimes called split testing) is comparing two versions of a something to see which performs better. It could be a website landing page, a book cover design, your ad copy or images, or the subject line in your emails. But the key is to measure the success of each to see which version gets the better reception or higher conversion rate, so that the version you’re using is the most effective.
A popular ebook publisher and aggregator.
Style Sheet
Document prepared during a copyedit, which enforces the standards and consistency of how numbers, abbreviations, word usage and punctuation are to be handled.
subsidiary right
also sub-right, sub-lease
The right to publish a work based on the original material. but in a different format (e.g., translations, audiobooks, film).
subsidized publishing
See: partnership publishing.
This introduces your main characters, the main conflict, and basic emotional arc of your story.

Target Audience
A specific audience that is most likely to buy your books and is usually based off demographical information or their areas of interest.
Table of Contents
This section, always called “Contents,” appears in the book’s front matter. It lists the book’s chapters and their opening page numbers.
Termination Clause
Section in a contractual agreement that specifies particular behavior, actions or events that would result in nullification of the contract.
See: region.
A small representation of a larger image, intended as a preview.
trade paperback
Bound with a paper or heavy stock cover, usually with a larger trim size than that of a mass-market paperback.
trade publishing
See: traditional publishing.
traditional publishing
A form of publishing in which the author submits a work to a publisher, who decides whether to publish it, controls some creative and marketing decisions, and bears the cost of production in exchange for a significant portion of the sales of the book.
Trim size
The dimensions of a print book, specifically the page size.
Formatting a book on a computer so as to result in the desired layout, font and appearance on a printed page.

Universal Links
Allows you to simplify the process of author discoverability so that your book customers are directed to their preferred online retailer.
University Press
Publishing house owned and operated by a university. Such presses typically issue academic material, often including the works of professors at the institution.
Unsolicited Manuscript
Manuscript sent to a publisher who did not request it.
Unit cost
The production or base cost of a printing and putting together a book.

vanity press
See: vanity publishing.
vanity publishing
A generally exploitative form of publishing in which the author pays to have their book published, often with high fees and substandard service.
Videos displayed on websites can not only increase traffic, but keep visitors engaged longer, which is why many authors are turning to videos and “vlogging” to replace long articles of text. We know the written word can never be replaced, but video can be a creative way of delivering information and reaping the rewards.
A blog that contains video content. This growing segment of the blogosphere devoted to vlogs is sometimes referred to as the vlogosphere.
An individual who accesses a website.
Virtual Book Tour (VBT)
Advertisement strategy centered on publicizing a book on the Internet, including ads on Web sites that the target audience frequents and book give-aways.
A company that sells products to retailers, often in bulk and at a discount.
Word of mouth
Considered to be the most effective form of promotion, Word of Mouth is when a satisfied reader recommends your book to their family, friends, or anyone else who is listening to them. “Readers trust other readers.”


A free video sharing website that makes it easy to watch online videos. You can also create and upload your own videos to share with others.