As a publisher, I have received numerous queries and manuscripts from writers seeking publication, but there are some things that aspiring authors always seem to get wrong. This is the first post of several on the topic of the many pitfalls of aspiring authors.

Not reading the submission guidelines

This has got to be one of the biggest pitfall of any aspiring author. They see a potential publisher's website and find out that submissions are being accepted; they are so caught up in the moment of excitement, they rush to email or post in their manuscript. But guess what, they didn't read the submission guidelines to find out the exact requirement of the publisher.

Imagine you want an Islamic fiction e-book published, and you find that a certain publisher publishes Islamic fiction - great, huh? But you didn't read the guidelines to ascertain whether the publisher publishes eBooks or not, but you send them your manuscript anyway - not great. What will probably happen? Yes, you guessed it - a rejection!

Not following the submission guidelines

Another common mistake made by aspiring authors. Submission guidelines are not only there to be read, but also to be followed. How does this differ from the first mistake?

Just envision your beautifully crafted manuscript; you spent months nurturing it and moulding it to be as good as any other best selling book. You find the publisher you were looking for, read the submission guidelines, but in your haste you didn't follow the guidelines as they should have been.The publisher wants manuscripts to be formatted in Times New Roman, 12pt, double-spaced with a large left margin. But you thought that that was all too pedantic, and sent in your manuscript using Arial, 10pt, single-spaced with equal margins. What do you think will happen? It will most likely go into the trash can!

Bugging the publisher

I can almost assure you that sending numerous emails or continuously calling a publisher will most certainly not guarantee a speedy decision about your manuscript. If anything, it will annoy the publisher so much they may even reject it on the premise that a pesky writer before publication may be the sign of a pesky writer after publication. Any business relationship between author and publisher should be a positive one, not one marred by constant badgering.

Poorly written and un-formatted manuscript

Ever heard of this one? Many new aspiring authors fall into this hole: not formatting their manuscript according to the publisher's requirements. Worst still are the cases of poorly written manuscripts that contain obvious spelling mistakes and lack of basic editing. Both are sure-fire ways to have a manuscript rejected. To avoid it, make sure you either have your manuscript edited by a book editor (recommended) or go through it with a fine tooth comb by printing it out, editing it on paper and then amending the typed form.

Shooting arrows in the dark

Yet another common mistake by the aspiring and often desperate author. Sending manuscripts to just any and every publisher is not only time-consuming, but also unwise, and will only make the author feel discouraged.

Narrow down the lists of possible publishers who may be interested in publishing your work, and monitor any responses received. Most publishers send a generic rejection letter, but some send a personalised letter detailing why manuscripts for the rejection. If points are raised in the letter, the advice should be paid attention to and even implemented, if possible.

Not knowing anything about marketing

Yes, another misnomer! When authors are asked what their marketing plan is for the book they wish to have published, most cower into a cave of confusion, as they become overwhelmed.

"Don't publishers do the publishing and marketing?" Yes, they do, but they only market books to a certain extent, the rest is actually up to the author. The overall success or failure of a book is down to how much marketing effort the author puts in. While the publisher ensures that a book reaches the correct distribution channels (bookshops, retailers etc.), how will people know that the book is out there if the author doesn't jump on a few soap boxes (and send out emails, do book-signings etc.)?

Not knowing the audience

"Pardon?" I hear you say..."audience?" That's right, audience!

When a writer writes a book, the audience should be clear from the onset. Is it a children's novel, or chic lit? Will it be for adults, or teens? Having a clear vision of who the audience of the book will be is a bonus point when selecting a publisher - vital, in fact. If you don't know who your audience is, who will the book be marketed to? Remember, no shooting arrows in the dark! It's a recipe for failure.