Navigating the World of Self-Publishing

“Authors only self-publish because their books aren’t good enough for a real publishing company.”

“Authors only self-publish because they think they’re better than anyone and their manuscript doesn’t need any changes.”

Maybe you’ve heard those statements before. Maybe you once believed them. Maybe you still believe them.

Here are some other statements you may have heard.

“Authors get higher royalties because they self-published.”

“Authors own their content because they self-published.”

“Authors found their books on bookshelves sooner because they self-published.”

Here’s the thing, the two sentences I mentioned first aren’t wrong, but they’re also not 100% right.

Marathons and Sprints

Getting traditionally published is hard. It’s an ultramarathon, or if there’s a longer marathon than ultra – it’s that. Authors have to get past the most gatekeepy of gatekeepers, and that can be very difficult. The publishing industry is also very . . . problematic. It still skews white and male. For authors who don’t represent that very narrow field, they find their options a bit limited.

Do I have clients who have been and still seek to be traditionally published? You bet! That’s a decision they made, they worked very hard, and they were pragmatic about their journey. I also have clients who have successfully self-published. We don’t have to deal in absolutes here – we’re not Siths. What works for you is what works for you.

Self-Publishing Talk

Let’s talk about self-publishing though. This is not meant to be a chapter and verse guide, merely an overview to help you feel a bit more comfortable in whatever decision you make.

Self-publishing means you the author are doing what traditional publishers do. It is your responsibility to make your book available to readers. For some self-publishers, that begins and ends with Amazon.  At the time of writing, it is free to upload a book to KDP (Kindle Direct Publishing), and Amazon will even provide you with an ISBN* – which all books in all formats require. They even have a small directory of free-to-use images for cover pages. While for some the ease in which they can get their book out there is very attractive. For others, it’s not enough. Amazon has a long reach, but not everyone shops for books via Amazon. Authors will then publish wide. That means they’re going to get their books in as many stores (either online or physically) as they can.

*Canadian authors have access to free ISBNs, and it’s highly recommended you go that route. You want to own as much as you can – there will be limitations using Amazon’s ISBN, so be aware of those before you make any unalterable decisions.

If You Write It, Will They Come?

Just because your book is out there doesn’t mean people will read it. That’s true regardless of self-, hybrid-, or traditionally publishing. Self-publishers have to think very critically about their marketing plans. Authors who traditionally publish don’t get a pass here; they’ll have a responsibility to market as well, but at least they’ll have some support from the company they’ve signed with.

Some authors will decide to hire a marketing professional/firm to help get the word out. Others will take on the tasks themselves. There’s no right or wrong answer here, either. Just know it’s a lot of work. Authors have to be experts in more than just writing. We have to be experts in the craft of writing, what we’re writing about, and of course marketing!

So how does one market? Look, I’m not an expert here, but I will say that you have to know who your ideal reader is, and where they congregate online. You might not be able to avoid using social media – regardless on your opinion, but you also have to know that social media can’t be your only platform. Because we don’t own social media, it can go away at the whims of you-know-who and we’ll have lost access to all our followers. Use social media AND create an email list. Consider working with a business coach because if you’re an author, you’re essentially running a business.

The Tunnel is Long, But It Doesn’t Have to be Dark

Are you overwhelmed just reading this? I don’t blame you; it’s a lot! Maybe you don’t even know what publishing path you’re going to take. That’s okay. I have a FREE resource for you: Ready, Set, Publish! Not only does it provide more information on the different journeys, it outlines red flags to look out for, and there’s a quiz to help you determine what’s best for you. Just fill out the form to receive it.