Tips for Breaking into the English Language Market
mindsets to adopt as you seek your first publication in English
Many of the people who approach me with requests for me to translate their books are looking to make their first break into the English language market. Over the years of working in the capacity of helping publishers and writers who are in this situation, I’ve found that there are often very different assumptions between the publishing scenes for different languages. I thought it might be helpful here to compile a few tips for writers and publishers working in other languages to consider as they seek to make their way into the English language market – these same tips are useful for new writers working in English who are hoping to get their works published for the first time.
Be selective. Don’t just get your work published; get it published with the right person who will work with you to showcase and distribute your work in the way (and with the reach) you hope to see it presented. Find the place that is going to fit you and your work, not just the first place that shows an interest.
Be open minded. Though it pays to be selective, that doesn’t necessarily mean you only hold out for the biggest name in the publishing industry – in fact, that is often the opposite of selectivity. A big name publisher is usually at the top of a writer’s wish list, but that may not be the best fit for a particular writer or a particular work. When that is the case, it is important to be open minded about possibly going with a smaller publisher. Other opportunities should not be dismissed either. There are so many media platforms available, and this has led to big changes in the publishing industry over the years, creating new avenues for getting your work into the hands of audiences that you might not have really considered. Perhaps your work fits a serialised platform better, or perhaps a medium other than books, such as film (big or small screen), podcast, or even video games. There are many ways to tell your story. If you approach it with an open mind that is committed to being selective enough to find the right fit, you’ll increase your chances of getting your work picked up dramatically.
Be ready to learn. If you are an established writer in your own language, the English language market likely functions differently from the market you are used to working in, at least in some ways. Be quick to listen and quick to practice what you learn from others in the scene you hope to break into. It might be little things, or it might be bigger shifts in mindsets that are required. Two of the biggest disconnects I’ve encountered in the language pairing I work in are connected to how one secures a contract in the first place. The first disconnect between the Chinese and English language markets is the handling of rights and who owns/retains what in a typical publishing contract, and the second is related to the need for an agent (many Chinese writers and publishers are very suspicious of the idea of working with an agent). Considering the first issue – the differences in how rights are viewed in the two markets – it seems that resolving the second issue might go a long way towards solving both problems. My advice is to seek out an agent and then trust them to do their job.
Be patient. Rule of thumb in the publishing industry: if you need an answer right now, the answer is no. Don’t forget that. No is the easy answer. It takes time and thought to give a yes. If you want a positive response from someone, give them the space to consider their resources and how they can put them to work for your book.
Be humble. I have frequently worked with authors and/or publishers from the Chinese market who want to second guess every piece of advice they have received from me. I understand the impulse – they know their own market very well, and some of the advice they receive feels counterintuitive to them. But that is precisely why they have sought out my support and advice in the first place. It is important, when entering new territory, to trust those who are there to guide you through the landscape. There may very well be old habits picked up in the original marketplace that need to be unlearned in order for the author or publisher to find success in the new market. It is a tough process, but when you hire a translator or agent to function on your behalf, it is important to remember that the person you’ve hired is acting in your interest. After all, if you don’t win, they don’t win either. While I won’t say nobody’s out to get you, it’s not the majority of people who are. When you work with someone who has a good reputation in the industry and who has been doing it a long time, it’s most likely that they are doing their job right. It’s a field built on relationships, and those who don’t manage relationships well generally don’t last.
Be polite. I never quite get over the surprise I feel at the lack of common courtesy that some people will display when asking for help. When you, a new author (at least to this market), approach someone in hopes that they will open doors for you, it is wise to remember that the same person who can open doors for you is also well positioned to close them. If you fail to be polite to someone from whom you need help, don’t be surprised if you don’t get the help you ask for. After all, none of us want to pass along a troublemaker to our friends and colleagues in the industry, as that doesn’t do anyone any favours. If you want someone to advocate for you, it is always wise to be polite and respectful when you deal with them. This cannot be overemphasised in an industry like publishing, which relies so heavily on connections and networks between individuals who trust one another.
These are some of the general rules that will help you get into the English language market. If you do the hard work of writing well and if you follow these tips in your interactions with people in the industry, you’ll be surprised at the path that will open up before you.