Tuesday, August 31, 2010
ISBNs Don't Matter As Much As You Probably Think They Do, But You Might Want To Start Owning Your Own Anyway
In the case of an individual author who only self-publishes his own manuscripts (as opposed to someone running an imprint, publishing works by other authors) what does it matter, really, who's the registered owner of the ISBN on a book? There's no legal or regulatory tie between ISBN ownership/registration and copyright or intellectual property rights. ISBN registration only designates ownership of the ISBN, not ownership of the content of the book to which the ISBN has been assigned.
I've used Createspace's free ISBNs on all of my self-published books to date, and while this technically makes Createspace the 'publisher of record' in the ISBN records, I still retain all rights to the published material and I still own the copyrights. CS's terms of use state this explicitly, and CS is also very adamant that their company not be listed as Publisher on their clients' books' copyright pages.
ISBN ownership can help to establish the legitimacy of a publisher's claim to profits from a given book in a legal challenge situation, but given that CS has made it abundantly clear it never wants to be named as the publisher of record for any of the books it prints and distributes, the likelihood of CS trying to usurp my royalties seems pretty remote. Also, since copyright is the most meaningful measure of intellectual property ownership in the case of a book, and I own the copyrights on my books, the fact that CS is the registered owner of my books' ISBNs wouldn't allow CS to claim my intellectual property rights, either. One caveat: the financial and legal waters would be a bit murkier if I were running an imprint and publishing other authors' works as well as my own, and in that case I would absolutely want to purchase and register all the ISBNs in the name of my imprint.
While not being the registered ISBN owner prevents me from listing the books with wholesale catalogs myself, since Createspace now offers to create wholesale catalog listings as part of their service, it's a non-issue for me. My CS books are available on Amazon, Amazon UK, through Barnes and Noble, and through every other bookseller and retailer that stocks its inventory via the Ingram or Baker & Taylor catalogs, and that's most of them.
Borders is a special case, in that its online and in-store inventory is stocked from an internally-maintained catalog; the only way any publisher, indie or mainstream, gets her books listed with Borders is to get one of Borders' buyers to add them to Borders' internal catalog. Since my CS books are listed in the Ingram and Baker & Taylor catalogs, from which Borders draws entries for its internal catalog, I could approach a Borders buyer and inquire about getting my CS books added to Borders' catalog if I wanted to, but I haven't bothered.
True, my books aren't available through European wholesale book catalogs (since only the registered ISBN owner can list books with those catalogs), but since I'm not promoting my books in foreign markets nor releasing them in foreign language editions, I don't think I'm missing out on many sales there. Amazon UK is the #1 bookseller for English-language books in Europe, and my CS books are already listed on that site.
While not being the registered ISBN owner also prevents me from registering my books with the Library of Congress, I don't really care about that and I don't think anyone else does either---with respect to my books, anyway. It would matter if I were trying to get my self-pub books stocked by public and institutional libraries, but let's face it: self-pub books, novels especially, aren't likely to be stocked by those libraries anyway.
If I self-publish anything new in the future I'll most likely purchase my own ISBN/barcode blocks for the new projects, but only because "premium" or "expanded" distribution options offered by print and digital publishing service providers increasingly require that the author/imprint be the registered owner of the ISBN. Since this is already a requirement for Smashwords' premium ebook catalog, I expect it's going to become commonplace for ebooks to have ISBNs just like print books and hard media audiobooks.
Even so, I still see the whole thing as little more than an administrative hoop through which I'll soon be forced to jump and an extra expense I'll be forced to shoulder to make retailers' lives easier. Cost of doing business, and all that. I'm still not likely to list my self-published books with European wholesale catalogs, nor Borders' internal catalog, and I definitely won't bother registering them with the Library of Congress.
I have always maintained, and still maintain, that ISBNs are merely tracking numbers used by retailers, libraries and government agencies to organize, and retain control over, their inventory of books---nothing more, and nothing less. Some people (and I'm not talking about Joel Friedlander or anyone who's commented on his article) treat ISBN purchase and ownership like some kind of mark of legitimacy, and others even go so far as to tell self-publishers that if your book's ISBN isn't registered in your name, that fact alone makes your book a "vanity" project and you an amateur who doesn't deserve to wear the name "author".
Horsefeathers. There may be compelling business reasons for this or that indie author to purchase and register his own ISBNs, and there are definitely compelling business reasons for imprints to do so. But that's all they are: business reasons.
Tuesday, August 24, 2010
Whither The Author-Artiste?
These are authors of seminal literature which has inspired whole generations of writers, thinkers and artists, and their works will continue to inspire thought and action for generations to come. Yet somehow I doubt any of them would've been very excited about, or done very well with, something as worldly and mundane as author platform. And this begs the question: where, and how, is the important and challenging literature of tomorrow to be discovered and brought to the public's attention? Will it be lost to the ages for want of a Twitter account and Amazon Rush?
I'm not saying the rise of indie authorship has somehow created this problem. If anything, indie authorship has opened a door of opportunity for those few authors of literary fiction and philosophical or metaphysical nonfiction who are also web savvy and/or highly motivated to get their work out to the world. After all, it's not as if mainstream presses have been clamoring for more edgy, unclassifiable, non-commercial manuscripts. Trade publishing in the United States hasn't been primarily about enlarging the canon of quality American literature for quite some time.
While there have always been passionate and compassionate editors, agents and others willing to champion this or that "great" book, regardless of its apparent commercial potential, these have increasingly been diminished to the role of mere voices in the wilderness. Because the publishing business is, first and foremost, a business, and there's nothing wrong, illegal, or unethical about that. A book that doesn't look like a substantial moneymaker isn't likely to be picked up by a big, mainstream house. Small, independent presses can bridge the gap between art and commerce to some extent, but those presses have to turn a profit to survive too. Great reviews and a slew of doctoral theses based on a given book won't pay the rent.
I've turned this over in my head again and again, but there are no easy answers. Plenty of people have gone through the exercise of sending some literary classic or other to a mainstream house or agent under a different title just to get it rejected and then knowingly blog about the generalized cluelessness of trade publishing (and in so doing, entirely overlook the fact that publishers are engaged in a for-profit business), but this exercise barely pays lip service to the larger issue. If we agree as a culture that important, if non-commercial, literature deserves wide exposure, study and discussion, who's supposed to foot the bill for getting it out there in front of eyeballs?
Indie authors like me who've worked long and hard to master platform and publishing skills may feel some righteous indignation at the notion of our artier, less business-savvy counterparts getting somewhat of a free ride when it comes to the labor involved in indie authorship, but we should try to get past this tit-for-tat mentality and look at the big picture. I know all kinds of things about self-publishing, trade publishing, setting up and maintaining an author platform, and the business side of indie authorship, and I'm a pretty good writer of entertaining little novels and instructional nonfiction, too. But I'm no Salinger, O'Connor, Dostoevsky, Garcia Marquez or Camus, and I never will be.
Is it better for the culture at large if the only new authors to achieve any meaningful level of exposure or acclaim are like me, succeeding largely for reasons having at least as much (if not more) to do with our business and marketing skills than our writerly gifts? I'm thinking, no. I have come up with some ideas to address the problem, but it's a woefully short list. Feel free to add your own suggestions in the comments area.
1. Introductory self-publishing, author platform and publishing business courses should be added to the core curriculum of all creative writing degree programs; many students in such programs may have no intention of ever self-publishing, but these subject areas are so commonplace in the publishing world of today that to be ignorant of them is indicative of an incomplete education.
2. The National Endowment for the Arts has grants on offer each year, but admittedly, they're limited to pretty specific categories and putting together an acceptable grant proposal is scarcely easier than setting up and maintaining an author blog and Twitter account.
3. Anyone who's mastered a crucial publishing or author platform skill like podcasting, ebook creation, book cover design or the like should share the wealth of those skills by providing some free instruction to their fellow writers in the form of how-to videos, articles, or podcasts.
4. Any author or publishing pro who's in a position to give wider exposure to a deserving non-commercial manuscript, book or story should do whatever they can to lend a hand to the writer in need.
Remember: it was probably some classic of literature, not a NY Times Bestseller, that originally inspired you to become a writer in the first place. Let's all do what we can to give that same gift of meaning and inspiration to future generations of writers, thinkers and artists everywhere.
Wednesday, August 18, 2010
When Redesigning Your Site Or Blog, Don't Forget To Grandfather
Some of the content on your site may be quite popular, with many links, tweets, backtracks and so on all over the web. Check your site statistics or pageviews to get a quick read on which pages or articles are getting the most traffic, check for backtracks/backlinks on any of your content (backtracks and backlinks are instances of other sites linking to yours) and also take a trip down memory lane to remind yourself which pages or articles you have heavily promoted in the past. Be particularly alert to any content that has been mentioned in the media or highlighted on others' websites and blogs.
When revamping your site or blog, be sure to keep that popular and much-linked content, and keep all of the associated web page addresses and links intact. After all, you've already put in the effort to create the content, and it's bringing new visitors to your site or blog on a regular basis. Why on Earth would you want to toss that valuable information and goodwill asset on the junk heap?
In the case of my old site, there was a very popular page containing a BookBuzzr widget which displayed the first edition of my book, The Indie Author Guide, online in its entirety for free, as well as a free guide to Kindle publishing. This page has received numerous positive mentions (with links) in the mainstream media. It was no cakewalk building my author platform up to a point where outlets like The New York Times, MSN Money, CNET and The Huffington Post were sending new site visitors my way, and the articles in which my guide had been mentioned will still be on the web for years, or even decades, to come. Even though that Kindle publishing guide is currently out of date and I'm in the process of updating it, and an updated and revised edition of The Indie Author Guide is on its way as well, it would've been a mistake to completely eliminate the page and leave a slew of broken links in the wake of my site redesign.
It so happens that I didn't intend to include this specific page in my new site. I'd created a new organizational scheme and the page just didn't fit. However, I didn't want to turn away any new visitors who might discover me through all those links to the page.
So I created a new version of the old page, to match the new site design, and ensured it had the same title and web address. I added a statement indicating I'm in the process of updating the guide and when I expect the new version to be posted, plus a statement with information about the revised and updated edition of The Indie Author Guide, so anyone landing on that page will get the most up to date information.
Note to those who actually write the code for their sites or blogs: even though the new page didn't have any need for HTML anchors to be included on it, I ensured all anchors present on the old page were included in the new one, so that any links pointing to those old anchors wouldn't be broken, either.
I didn't include this page in my site's navigation bar, because again, it just doesn't fit the new scheme. But anyone who clicks on one of those old links will not be disappointed, and since the navigation bar for my new site is on that "secret" page too, it's possible new visitors may click around a bit and learn more about me and my books.
Thursday, July 29, 2010
The 70 Per Cent Solution
No, I'm not talking about the 'delivery price' factor, which dictates the fee Amazon will hold back on your 70% royalty Kindle book based on the book's file size. Despite all the panic-mongering on that point, and all the worry about whether Amazon may choose to increase that fee at some point in the future, I think it's really no big deal. What I'm talking about is this little nugget from the terms of the 70% offer:
"Under this royalty option, books must be offered at or below price parity with competition, including physical book prices."
What this means is that if your book is being offered anywhere else, in any format, at a lower price than the price you've listed for your Kindle book on Amazon, Amazon will reduce your Kindle book's list price on Amazon to match the lowest price at which your book is being sold elsewhere. You'll still get your 70% royalty, but it will be on that lowest price. It's kind of hard to extrapolate all that from this one-liner in their terms, but I've learned it the hard way.
When I opted in for the 70% royalty and raised my Kindle book prices to $2.99 on Amazon to qualify for the program, I didn't remember my ebooks were being offered on Smashwords and Scribd in non-Kindle formats for $.99. I didn't realize my error until I was reviewing a sales report a couple of weeks later. So I immediately changed the prices on my Smashwords and Scribd editions to $2.99, and waited for Amazon to catch up. And waited. And waited some more, as every single day, I lost royalty money on every copy sold.
After a week I contacted DTP support, and it took another week to get their conclusive response: that my ebooks were still listed on Barnes and Noble's website at a price of $.99. See, B&N is among the expanded distribution resellers which carry Smashwords books when the author of the book in question has opted in for expanded distribution on the Smashwords site---which I had. Even though I changed the prices of my books on Smashwords, it can take weeks, many weeks, for those changes to propagate out to all the expanded distribution resellers. This isn't Smashwords' fault or doing, it's just the reality of waiting for outside companies to make database changes according to whatever processes they have in place. And like most things in mainstream publishing and bookselling, it's a very, very slow process.
So it actually would've been wiser for me to stay out of the 70% royalty option until after I'd raised my book prices outside Amazon and waited for those changes to propagate across all distribution channels. Since I didn't, all I can do is either stay with the 70% on a $.99 pricetag while I wait however long it takes for B&N to catch up, or change back to the 35% royalty option so Amazon will only base my royalties on my Amazon prices.
I chose the latter, but it's still going to cost me. You see, every time you change the price on your DTP Kindle book, or your royalty option, or pretty much anything else about it, you are forced to "re-publish" that book before your changes will be applied. Re-publishing makes the book unavailable for purchase for a minimum of two business days, and sometimes when you re-publish, the book gets stuck in a 'pending' status. When that happens you have to contact DTP support to resolve the issue, all of which means more days your book is not available for sale. When I re-published to opt in for the 70% royalty, my books all got stuck in the 'pending' status; one of them was unavailable for purchase on Amazon for seven calendar days.
Today I started that clock all over again, and I am again running the risk of my Kindle books getting stuck in 'pending' status---all just so I can get back to the 35% royalty option.
Now, don't misunderstand me. I am not saying this is all Amazon's fault, nor that any of it is Smashwords' or B&N's fault. All of my lost royalties in this are ultimately the result of my original oversight.
However, I DO think Amazon should be a little clearer about the full implications of their "price parity" policy, and the importance of matching your Kindle book's price across all resellers---including expanded distribution partners---before opting in for the 70% royalty. I also think the DTP should not require re-publication of a Kindle book when the author/publisher wants to make changes only to its price or royalty option. Why is it necessary to take the book off the virtual sales shelf for these things?
Here's hoping I don't get stuck in 'pending' again.
Sunday, July 11, 2010
A Good Edit Would've Fixed That
Mind you, I'm not talking about the occasional typo or missing space between words. Most of you would think those things are nits, just as likely to have been introduced in the typesetting phase as to have been overlooked in a prior editing pass, and I'd agree with you. No, I'm talking about a pervasive inattention to detail, improper usage or faulty constructions running throughout a given book's pages. Has your work fallen victim to any of the following problems?
Repetitive Usage - Do you have certain pet expressions or turns of phrase? It's fine to use them, but use them sparingly. In one of the books I've read this year, the phrase "that's the point" (and its many variants, such as "that's the whole point," "but the entire point of...", etc.) appears so frequently as to be distracting. Variations of the expression are spoken by every character in the book and turn up all too often: in one case, three times on a single page. On another page the phrase appears in two consecutive sentences, spoken by two different characters. Perhaps in that latter case, the author made a purposeful choice to be repetitive. If so, the desired effect isn't apparent.
Convoluted Sentence Structure - If I have to re-read many of your sentences or passages repeatedly to comprehend their meaning, your work fails the clarity test. This seems to be a particular bugaboo of fantasy and science fiction books. Perhaps in trying to achieve a certain tone of scientific realism or mythology, the authors simply go overboard with stilted language. Using big words, lots of technical, philosophical or religious jargon, or many made-up words doesn't automatically inject realism into your work. It's far more likely to introduce confusion. Also, as a rule of thumb, if you find a sentence you've written has more than two sub-clauses or phrases offset by commas, you probably need to think about breaking it up into multiple, smaller sentences.
Losing the Thread of Tense - If your character is recalling or retelling something that happened in the past, the recollection or retelling should generally be given in past tense---and stay in past tense. Consider this (totally fabricated) example:
I will always remember that summer. We went out on the boat nearly every day, and wished we'd never have to go back home. That year, my goal was to catch the biggest bass so I go to town one afternoon, I buy new bait and stronger fishing line. I get out on the water the next morning, earlier than anyone else. I cast my line and wait.
The first two sentences are in past tense, which is fine. The third sentence begins in past tense (goal was to catch the biggest bass) but then switches to present tense (I go to town, I buy new bait) and tense remains in the present for the rest of the passage.
Switching tense correctly is particularly important when the narrative is intended to go back and forth between past and present tense, such as when a detective is investigating a cold case and has to interview a bunch of people about their memories of the events in question. When tense changes, is the interviewee still talking about his past experience, or sharing some new realization with the detective in the present day? Tense is what's supposed to clue the reader in on this sort of thing, so if you're switching tense incorrectly or unintentionally, you're confusing the reader.
Using Internal Monologue for Omniscient Exposition - An internal monologue is nothing more than a character talking to him- or herself. We've all talked to ourselves at some point, we all know what it's like and how we "sound" in our heads when we're doing it.
We talk to ourselves to cogitate on things, refresh our memory of events, go over mental to-do lists and the like, but real-life internal monologues are not like journal entries. They do not provide a factual accounting of events, because the person experiencing the internal monologue already lived those events and knows what happened. They also cannot provide a factual accounting of events that were not witnessed personally by the individual having the internal monologue. Look at the following two examples---again, examples I've constructed just for this blog entry:
Mike couldn't stop obsessing over the events of that night. Three a.m., and his mind was still spinning.
Garrett refused to stop drinking, and I knew I shouldn't let him have his keys back, but I was afraid he'd shoot me if I didn't hand them over. He was doing about eighty when he hit that curve, still swigging from a bottle of Jack. He never knew what hit him. The funeral's tomorrow. I know what everyone there will be thinking, and they'll be right. It was all my fault.
Guilty or not, Mike knew he'd be expected to make a showing at the memorial service.
Compare this example to:
Mike couldn't stop obsessing over the events of that night. Three a.m., and his mind was still spinning.
What was I thinking?! I never should've given Garrett his keys, whether he was waving a gun in my face or not. Now he's dead and it's all my fault. How can I face everyone at the funeral tomorrow?
Guilty or not, Mike knew he'd be expected to make a showing at the memorial service.
In the first example, the author is using an internal monologue to present expository (factual or background) information from an omniscient point of view: the point of view of someone who knows, and can see, all that's happening or has happened to anyone involved in the story or setting, and also knows what any character is thinking or has thought at any given time.
The first monologue relates factual information Mike has no reason to be re-stating in his own head. It also reports on events which occurred outside Mike's presence; Mike might've learned how fast Garrett was going from a police report or news story, but how could he know Garrett was still swigging from a bottle when he hit the curve? And how could he know Garrett "never knew what hit him"?
The second monologue is more realistic. In it, Mike doesn't report on events, he reconsiders his role in them. He expresses his feelings about the events, and fearfully anticipates what's coming next.
This blog post is getting pretty long, so I'll wrap it up for today and report on some other common problems in a future post or posts. Bottom line: if my allotment of books from the contest gives an accurate indication, about 19 out of 20 self-published books need a professional edit---and aren't getting one. It's a real shame when a self-publishing author gets the tough stuff right (believable dialogue, pacing, plot, characterization) but releases a book that's still hopelessly marred by problems like those above---problems that could've been easily remedied by a good edit.
Monday, May 17, 2010
What's That?
Anyone who follows this blog knows that I'm not big on rules of writing. But in my experience as an author, a reader, and an editor, I've found that the word "that" is one of the least-needed, that it is among the most overused and misused words, in all of modern literature.
Notice how the "thats" add nothing to the passage. They don't clarify, they don't improve flow, and they don't reflect any sort of stylistic choice, either. They're just taking up space and bloating word count. The word "that" is only rarely actually needed in a sentence, but for some reason, an awful lot of writers are in the (bad) habit of peppering their prose with this largely superfluous word. Consider the following, typical constructions:
He knew that I wasn't going away.
vs.
He knew I wasn't going away.
She was sure that everything would be fine.
vs.
She was sure everything would be fine.
You get the idea. When you find yourself tempted to include a "that" in a sentence immediately following a verb or adjective, try the sentence without the "that" first. In the vast majority of cases, you'll find your meaning is perfectly clear, and your prose much tighter, without it. Now look at these constructions:
None of the cars that we saw were suitable.
vs.
None of the cars we saw were suitable.
The books that I needed weren't in stock.
vs.
The books I needed weren't in stock.
Again, the "that" adds nothing but characters on the page. As with "thats" following a verb or adjective, try any sentence where a "that" follows a noun without the "that", and see if it doesn't read tighter.
So when is it appropriate to use "that"? When it's needed to clarify your meaning:
As a pronoun - That is the hotel where we stayed last time we were here.
As an adjective - I'm pretty sure that book belongs to Jimmy.
Or to improve the flow of your prose, as a stylistic choice:
As an adverb - It didn't matter all that much.
(compare this to)
It didn't matter much.
The judge that heard the case was biased.
vs.
The judge who heard the case was biased.
All the kids that came to the party had a good time.
vs.
All the kids who came to the party had a good time.
Presumably, the judge is a person, not a thing. Kids are people, too. People are "whos", not "thats".
However, both of these examples illustrate the case where a relative clause requires an object to restrict an antecedent, which is just a fancy-pants grammarian way of saying a "that" or "who" really is needed to clarify the meaning of the sentence and make it grammatically correct. Just be sure to use "who" in reference to people, and "that" in reference to things.
One more thing: are you mixing up your "whiches" with your "thats"? Consider:
The dog that was found in her yard was a stray.
vs.
The dog, which was found in her yard, was a stray.
Note the difference in meaning. In the first sentence, the fact that (<-- see, even I think they're necessary sometimes!) the dog was found in her yard is an important detail. The use of "that" makes the subject, "dog", more specific. We're not talking about the dog she saw in the park, or the dog on the corner. In this type of usage, the phrase, "that was found in her yard" is called a "restrictive phrase".
In the second sentence, the fact that the dog was found in her yard is incidental. The sentence could be shortened to, "The dog was a stray," with no loss of meaning or clarity. In this type of usage, the phrase, "which was in her yard," is called a "nonrestrictive phrase". The phrase does not exist to better specify a particular dog, it's there to provide additional information about the dog.
It can be a tricky distinction. Let the comma be your guide when choosing between the two words. In general, if the desired meaning or emphasis of a given sentence is best conveyed when a descriptive phrase within it is offset by commas, you're looking at a nonrestrictive phrase and "which" is the right way to go. Conversely, if such a phrase is not surrounded by commas, you're looking at a restrictive use and can safely go with "that".
Also note, what's grammatically correct isn't always a match with the most commonly-accepted usage:
The puzzle pieces which we couldn't find this morning turned up under the cushions.
Gah! This sentence is like fingernails on a chalkboard to a grammarian's ears because it uses "which" as part of a restrictive phrase. Yet the sentence will seem correct to most readers because most of them think the rule used to divide the "thats" from the "whiches" is based on whether or not the noun in the sentence is plural. Look at the grammatically correct version of the same sentence:
The puzzle pieces that we couldn't find this morning turned up under the cushions.
It sorta kinda doesn't "sound" right, does it? It's because the incorrect usage has become more ubiquitous than the correct one. You can moan and complain, stamp your little grammarian feet, and even threaten to pull out your Chicago Manual of Style, but about 99 times out of a hundred you will lose a bar bet on this. It's usually fine to go with the more common, incorrect usage in such a case, but better still to avoid the whole kerfuffle and dispense with both words whenever possible. Remember, most often, you'll find a given sentence is just fine without either one:
The puzzle pieces we couldn't find this morning turned up under the cushions.
But if you should find yourself in a bar with nothing better than grammar to bet on, whip out your web-enabled phone and bask in the victory round - Grammar Girl's got your back.
Sunday, May 2, 2010
When Editing & Critiquing, Check Your Personal Opinions At The Door
I've been on the receiving end of revisionist edits and notes which were based entirely in matters of the reader's personal sensibilities, and it's an experience that's annoying at best, downright offensive at worst. Imagine having your independent, feminist protagonist watered down by a reader who feels such traits are unattractive in a woman. Or getting the note that there are too many references to liquor and bars from a reader who happens to be a recovering alcoholic. Such notes aren't helpful, because while they demonstrate very clearly how to alter the manuscript to better suit one specific reader's tastes, they don't offer any guidance on how to improve the manuscript in a way that will make it more appealing to the general public.
Editing and critiquing demand judgment calls from the reader, but it's a very narrow kind of judgment which should be based only in matters of linguistics and literary form. For example, it's fine to suggest the author eliminate a lengthy passage of navel-gazing on the part of the indecisive protagonist because it brings the story's pace to a crawl, but it's not okay for the editor to make the same suggestion merely because she has no tolerance for indecisive people in real life.
It can be a very fine line to walk, because the nattering observations of an indecisive person truly will seem to bring the story to a crawl for a reader with no patience for such people. But it doesn't mean a reader who doesn't share that particular pet peeve would suggest the same change. This is one of the many reasons why authors should seek out multiple reads from different people, and one of the many reasons why those readers should approach their task with self-awareness and humility.
In the end, matters not specifically pertaining to rules of grammar, spelling and proper usage are all matters of opinion, and this is something authors, editors and critiquers alike should never forget. What one reader finds distasteful, another will find fascinating. What one finds boring, another will find lyrical.
For authors, the trick is to work toward some kind of majority consensus. For editors and critiquers, the trick is to remember that their proper role is merely to bring the author's vision of his ideal manuscript into sharper focus, not to alter it, editorialize on it, or make it more closely resemble whatever vision the editor or critiquer may have in his own life or philosophy.
So, while I may not agree with an author who says [insert viewpoint to which you are strongly opposed here], it's still my job as editor to ensure his message is communicated as clearly and forcefully as possible. If I've done my job well, by the time I'm finished I will have helped the author win some converts to his cause---just as I've been won over to various causes by well-written treatises. And if I have a problem with that, I shouldn't be editing his manuscript in the first place.