Why Expert Guidance Matters
For many writers, the journey from manuscript to publication feels like uncharted territory. The challenge isn’t just writing a great book—it’s understanding where your work fits, how to pitch it effectively, and what to expect from publishers.
With thousands of books published in Australia each year, breaking through can feel overwhelming.
One of the biggest hurdles writers face is the lack of transparency in the publishing industry. From the outside, it can seem like a closed world with unwritten rules, shifting expectations, and a steep learning curve.
This uncertainty often leads to missed opportunities, costly mistakes, or signing deals that don’t serve authors well in the long run.
Common Challenges Writers Face
Many writers find themselves grappling with big questions:
- Is my book idea strong enough?
- Should I self-publish or seek a traditional deal?
- What do publishers actually look for?
- How do I craft a compelling pitch?
- What should I watch out for in a publishing contract?
Without insider knowledge or trusted guidance, these questions can feel paralysing. Writers often spend years second-guessing themselves, sending out pitches blindly, or making career-defining decisions without fully understanding their options.
Understanding the Publishing Landscape
While every writer’s path is different, there are some key industry insights that can help demystify the process:
- Publishing is highly competitive – In 2022, Nielsen BookScan tracked 896,000 individual book sales in Australia, with 7,300 new books released by Australian authors alone. Knowing how to position your book is crucial.
- Your pitch matters as much as your manuscript – Publishers and agents receive hundreds of submissions a month. A strong, well-crafted pitch can mean the difference between getting noticed or getting lost in the slush pile.
- There is no ‘one-size-fits-all’ path – Traditional publishing, hybrid models, and self-publishing all have pros and cons. The best choice depends on your goals, audience, and level of control you want over your work.
- Contracts require careful review – Many first-time authors don’t fully understand the rights, royalties, and obligations in their contracts. A publishing deal isn’t just about getting your book printed—it’s a business decision that affects your long-term career.
How to Access Expert Advice
This is where industry expert Lou Johnson comes in. With over 30 years of global publishing experience, Lou has worked across all facets of the industry—from Managing Director of Simon & Schuster Australia to founding her own literary agency, Key People Literary Management (KPLM). She has helped hundreds of authors shape their careers, navigate the publishing world, and find the best path for their books.
Each year, Lou also plays a key role in the Writers’ Studio Annual Pitching Day Workshop, giving emerging writers the opportunity to test their ideas with publishing professionals.
If you’re looking for clarity on your publishing journey, Lou offers one-on-one consultations to help writers make informed decisions—whether it’s about pitching your book, choosing a publishing path, or reviewing a contract.
Lou offers two services:
1. ASK LOU ANYTHING: Your Publishing Questions Answered
The publishing world can be opaque, but knowledge is power. In this 40-minute session, you’ll have the opportunity to ask Lou anything about the publishing process.
Whether you’re:
- Refining your book concept
- Practicing a quick and dirty pitch
- Demystifying the why, what, and how of publishing
- Exploring the best publishing path for your book
- Understanding the fine print of a publishing contract
Lou provides expert, unbiased advice to help you navigate the industry with confidence.
2. SO, YOU’VE GOT A BOOK DEAL OFFER—NOW WHAT?
Receiving a publishing offer is exciting, but before you sign anything, you need to be sure it’s the right deal for you.
Publishing contracts are legally binding agreements that impact your rights, royalties, and long-term career. Many authors sign too quickly, only to realize later they’ve missed key details or compromised their creative control.
With years of executive-level experience across multiple publishing houses, Lou Johnson offers independent, industry-insider advice to help you:
- Understand your contract – What are you signing up for? What does it mean for you and the publisher?
- Confirm expectations – Are the publisher’s terms reasonable?
- Identify red flags – Spot potential risks before you commit.
- Ask the right questions – Ensure you’re on the front foot in negotiations.
- Explore other options – If the deal isn’t right, Lou can suggest alternative publishing paths.
What Industry Leaders Say About Lou Johnson
“Lou Johnson is the first name that comes to mind when I think of the leaders of influence in publishing. She provides an unparalleled blend of industry knowledge, hands-on leadership, extensive networks, and strategic prowess. Choosing to work with Lou is like getting a masterclass in navigating the publishing world.”
— Ali Green, CEO & Co-Founder, Pantera Press
“Lou is a remarkably talented visionary who helps creatives hone their big ideas. She’s a consummate connector, with a unique ability to guide writers through the publishing process in the most fruitful way possible.”
— Kathy Caprino, Senior Forbes Contributor & Author
“Lou is that rare combination of a strategic thinker and a hands-on executor. She’s smart, kind, entrepreneurial, and driven.”
— Christopher McKenney, CEO, Mango Publishing Group
Taking the Next Step in Your Writing Career
The publishing world can be complex, but with the right guidance, you can take control of your journey. Whether you’re pitching your book, choosing a publishing path, or negotiating a deal, understanding your options is key.
For more insights or to connect with Lou Johnson, visit their website – www.keypeoplelm.com or email info@keypeoplelm.com
