- Vet Your Manuscript
- Set a Budget
- Create the Product
- Establish Goals
- Choose a Platform
- Devise a Marketing Strategy
- Enjoy the Ride
Self-publishing is an option pursued by poets and writers who feel that traditional publishing—for whatever reason—isn’t for them. Though the option does allow for greater independence and creative freedom, it also requires self-discipline, professional diligence, and a realistic understanding of the literary landscape.
Before deciding to self-publish, writers should understand the colorful and complicated history of self-publishing. The past two decades in particular have brought massive changes to traditional and self-publishing, largely because advances in technology have transformed the way consumers shop for, purchase, and read books—and e-books.
Traditional publishing once owned nearly every facet of the book making and book marketing business models, from agents vetting manuscripts to sales strategists determining which books land coveted spaces in the glowing windows of major bookstores. Thanks to the digital revolution, however, today’s writers—regardless of their publishing history, sales potential, or talent level—can write, publish, and market books on their own.
While many readers and writers celebrate the limitless possibilities that self-publishing offers underappreciated and overlooked writers, others view self-publishing as a chaotic, lawless realm overrun with untalented, unprofessional writers. A convincing case can be made from either perspective. The truth—as is often the case in such disputes—is in the middle: Self-publishing is for literary heroes and literary hacks alike, and probably always will be. Where you as a writer fall in that spectrum is entirely up to you.
Regardless of a writer’s particular reasons for going the independent route, the process of self-publishing necessitates the following steps, in one form or another:
Vet Your Manuscript
Writing is a solitary venture, and such isolation can lead to flawed assessments of one’s own writing—overestimating one’s literary genius, for example, or underestimating one’s potential readers. Seek input from candid, knowledgeable readers and editors. Write, edit, and rewrite until the manuscript achieves its full potential. Consider hiring a freelance editor who will perform a developmental edit, a line edit, or both. Hiring a trustworthy proofreader can also be a worthwhile investment. Books that contain grammatical errors, typos, or poor plot and character development will not resonate with readers. Writers with an unprofessional understanding of their own work set themselves up for disappointment.
Set a Budget
Professional editors, graphic designers, and independent publicists vary in price, so authors must thoroughly research consultants and check references. Self-published writers must exercise due diligence every step of the journey, particularly when money is involved. Know how much money constitutes a realistic budget and abide by it. Writing is art. Self-publishing is an entrepreneurial business endeavor that requires fiscal accountability and sober economic planning.
Create the Product
Though the writing process may be completed, the business of self-publishing requires authors to develop an actual product—which means choosing font styles, formatting layouts, and creating a cover design—among other optional features such as blurbs, an author photo, and a bio. Many writers choose self-publishing because it allows them to create a personal product that reflects their literary and artistic sensibilities. Others, however, choose to outsource these facets of the process.
Whether the objective is to give copies of a poetry chapbook to loved ones, sell 250,000 copies of a self-published novel to a global readership, or attracting the attention of a commercial publisher, managing expectations is critical. Dreams of fame and fortune are the trademark of a writer ill prepared to self-publish. Research the reality of your particular literary category and set goals accordingly. It is natural to dream, but dreams are an extension of reality, not the absence of it. Every self-published author should have a clear goal, regardless of scope.
Choose a Platform
The self-publishing options available to writers are many and varied and will certainly continue to proliferate. However, typically, self-publishing alternatives can be divided into two distinct categories: self-publishing services and print-on-demand (POD) services.
Self-publishing companies are companies that charge authors a fee to publish their books. Print-on-demand companies are companies that—again, for a fee—store electronic copies of books and print and bind them, in specific quantities, only when orders are received.
Both types of companies differ from traditional publishers in that the writer, not a company, is the publisher of the book. The writer invests in his or her own work, absorbing all losses, enjoying all benefits, and retaining the ownership and distribution rights of the book. The writer is responsible for marketing and distribution. Typically, distributors, bookstores, and libraries won’t carry self-published books. Furthermore, book reviewers won’t review them. Slowly this is changing (check out our Book Review Outlets database) and self-publishing has been receiving positive attention in the national media.
A word of caution: Most self-publishing and print-on-demand companies don’t edit or copyedit the material they’re given, and if the writer doesn’t take the responsibility of getting the book copyedited, the result can be a shoddy product. It’s recommended that writers get references from other writers who’ve worked with the company in question.
Devise a Marketing Strategy
Cross-reference your literary goals, platform decisions, and budget to devise a marketing strategy that may resemble anything from a humble lemonade stand to an exciting transcontinental book tour. Marketing, like writing, requires time, energy, and imagination. Define your audience and create a marketing game plan that will most effectively reach prospective readers. Invest time to research before investing your money. Then choose a strategy the best suits your life and goals for your writing.
Enjoy the Ride
Don’t forget what led you to words, books, and writing. The literary life is a privilege and books—no matter how, why, or where they are published—should be revered and enjoyed. Especially your own.
* Note: For more information, please visit our Speakeasy Message Forum, where we encourage writers and publishing professionals to address the challenges, rewards, and trends that are impacting this growing industry.