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Anthony Haynes
Writing Successful Textbooks
Reviewed by Irina Weisblat, Ed.D.

Anthony Haynes practices what he preaches. His Writing Successful Textbooks, published in 2001, is a constructive, specific, and inspiring book. It meets all six requirements of a successful textbook that Haynes identifies for aspiring authors. Haynes makes it perfectly clear what he means by success – success translates into the bottom line.

Yes, Haynes means business. His advice to textbook authors is founded in his expertise of a commissioning editor for education and professional subjects at the Continuum International Publishing Group. The know-how he provides to textbook authors is designed to deliver this message: No one reads textbooks for fun, and no one writes textbooks for fun. Both textbook readers and writers alike have their own purpose. Textbook writers must understand the readers’ needs and their unique learning styles in order to compose a textbook that will sell successfully and, maybe, even live through several editions.

When I took on this review of Writing Successful Textbooks, I did not realize that this book was exactly what I needed. An aspiring textbook author myself, looking to publish a textbook for the first time in my career, I did not even know where to start, until I opened Haynes’s book. One important feature that struck me as a unique attribute of this book is its utility, an extra-added value that any author – a novice and a seasoned one – can benefit from. Not only does Haynes teach writers what do to, but he also explains how to do it right, and why one should follow his advice. Because Haynes offers his advice from the publisher’s perspective, he convinces me to trust him. He guides his readers through the entire book-writing route by applying the commissioning editor’s viewpoint and criteria to the process of selecting a successful textbook for publishing. Haynes’s book, I imagine, will be also an invaluable tool for those authors who had been published before, but still need to polish their writing style, time management skills, familiarity with IT (information technology) and research methods, or simply to make an informed decision about other publishing options, such as online publishing, for example.

Haynes guides his readers through three essential stages of textbook writing: (1) preparation; (2) composition and design; and (3) taking it further. The preparation part contains some invaluable insights into qualities that define a successful textbook author. According to Haynes, a good textbook should be authoritative, comprehensive, pitched at the right level, clear, organized, and up to date. More importantly, Haynes emphasizes the idea that a successful book is a product of successful writer. Incidentally, successful writers are those who possess all of the aforementioned characteristics of a good textbook themselves.

In addition to the six-item list of characteristics critical to success of textbooks and their authors, writers must also possess:

• Knowledge of the context in which a textbook will be used (in other words, they must intimately know the market for which their textbook is intended). That’s why professors who have experience in teaching a certain subject in the classroom often make better textbook authors than the leading experts in a particular field of knowledge.
• Project management and information technology skills
• Effective time management skills and self-discipline
• Clear and realistic idea about the market the book will sell to
  

The value of research cannot be overestimated in the preparation stage, as it may often define the intended market, the context in which the textbook will be used, address the strengths and weaknesses of the competition, analyze what competition does not offer, and, thus, fill the gap in the market offering. The key to a competition analysis is to apply the same six criteria of a good book. The first part of the book climaxes with the practical counsel on selecting the right publisher for your book, and wise recommendations about the proper way of approaching the publisher, followed by one of the three ways of proceeding: an inquiry, a prospectus, or a proposal with sample chapters. As a bonus, alternative methods of becoming known to the publisher were also offered, and some practicalities related to the contract and negotiation of royalties, advances, and free copies were mentioned.

The second section on composition and design is the most important part of the book. To me, it was a real eye-opener. Advice on the proper usage of language and style, ways of presenting visual materials (graphs, diagrams, or photographs), or methods used to increase the overallbook’s readability, was expected. The part that contains some unique views on how to meet the readers’ needs and how to structure the book materials was surprising. It appears that authors who understand how people learn and distinguish between the four types of learning styles are more likely to satisfy their readers’ needs. In one way or another, each successful textbook incorporates materials that appeal to all four types of learning styles.

Although the shortest section in the book, the third part reveals some substantial findings. One such discovery addresses the future of digital textbooks. As we all experience the overwhelming effects of technology developments on a daily basis, many questions arise about books in the electronic age. Haynes addresses these queries authoritatively and comprehensively. As a good researcher, hetakes a non-biased position, while offering all the pros and cons of electronic publishing. Haynes summarizes perspectives of all major stakeholders: the publishers, the distributors, the writers, and the readers of the electronic books. After a thorough analysis of all perspectives, Haynes offers his informed prediction of the future of electronic books, leaving it to the author to accept or reject his position.

Haynes skillfully builds his volume of recommendations to textbook writers by first introducing his vision – the six-item list of winning characteristics of a good book. When the foundation is laid out and the essentials of composition and design are identified, the author moves on todiscussing the book’s future in the end. In his final chapter, Haynes shares two secrets to keeping a book in print. One is to help your publisher to market the book, another – to prepare new editions. What differentiates Haynes’s book from other similar texts is his philosophy of treating a textbook as an individual, or a live organism. That is why his recommendations not only relate to conceiving a great idea for a project, writing a quality text, and publishing a successful textbook, but they are also concerned with the sustainability of your book’s success. Haynes discusses how to take your product one step further in the product life cycle and keep it in print in the future.

About the Reviewer

Irina Weisblat, Ed.D., holds a doctorate in Educational Leadership from San Diego State University (SDSU), a Global MBA from National University, San Diego, and a BA in English from St. Petersburg University, Russia. She teaches Educational Leadership in Master’s and Doctoral programs at SDSU, and International Business and Marketing at the university and community college levels, as a part-time professor. Her research focuses on educational effectiveness and development of basic skills and global competencies. Dr. Weisblat’s academic writing includes topics of student learning, sustainability of the curriculum, and workforce development for the green economy. Dr. Weisblat presented at the state, regional, and bi-national conferences.