Let’s talk about self-publishing. Sure, I know what you are saying, there are thousands (if not millions) of articles already out there about self-publishing a book. Before we get ahead of ourselves and pretend like you didn’t already scour the interwebs for every self-publishing scrap of information you could, we will assume that you are pretty well versed in the self-publishing world already. The last thing we would want to do is insult your intelligence by publishing content that is just a pieced collection from other articles, with nothing to take away from it except a healthy hatred of popup ads.
I would rather approach this topic in a more macro way–that is, a conceptual, large-scale perspective of what is happening in the self-publishing world.
Self-publishing questions everyone asks
Before you go jumping around looking for quick answers (I know, I do it all the time), consider taking your time with these questions.
#1 How do I make my self-published book successful?
Welcome to the club of hundreds of thousands of other writers asking the same question. I don’t mean to be rude or crush your dreams of being a full-time writer, but this is something you need to first understand. Competition isn’t like it used to be. It’s fierce. And it’s cutthroat.
In the past, authors didn’t write a book, pick out a pre-made book cover, perform a little formatting with a magical program, then upload it to KDP. They submitted manuscripts to publishers, who rejected most, only publishing a few of the better ones.
Today, literally everyone can do it. When I published my first book, The Watcher Key, I was congratulated on almost a daily basis. Of course, I ate every bit of it up, soaking in the praise for my accomplishment. It wasn’t until book three that I began to realize that I wasn’t really that special, and certainly not in any sort of elite group. Not only that, a few bad reviews on Amazon reminded me that I needed to work on my writing as well.
So now that I’ve pointed out the negative, let’s talk about the positive. Below are some points that I’ve learned through the years (and still learning) that can help you not to get lost in a sea of other authors.
- Keep writing. There are few “One-shot-Wonders” in the self-publishing world. Those that are, mostly likely are already known and have a massive following. For many self-published authors (even traditional ones), it can take several published titles before larger masses begin taking notice. Write, write, write. Not only does it make you a better writer, but the more titles you have available, the more likely you will catch an audience’s attention.
- Begin building your (loyal) readership. Start collecting organic readers loyal to your writing. They are literally your greatest asset to publishing.
With that said, the self-publishing industry is wrought with authors struggling to put you on their newsletter list. Reader magnets, launch teams, ARC readers, beta readers, street teams, super-readers, newsletter swaps, group promos…the list goes on nearly forever. I hate to be the downer of the recent “launch tactics,” but already these strategies are starting to saturate the market and tick readers off. “STOP SELLING ME YOUR BOOK. Just let me take notice, read the back, and take a gamble on you as an author. If I like it, I will pursue you.”
In order to avoid the “let me put you on my newsletter gambit,” let readers come to you as much as possible. I’m not saying don’t have a newsletter, I believe it is necessary to keep in communication with your readers. And go ahead and offer your book for free, or provide a reader magnet on newsletter swaps. Join group promos. Send newsletter & author updates. Do the things they say, just don’t lose your soul while hustling. You want organic readers. Loyal readers, not email subscribers. Connect with readers, and learn their names. Hear their stories, and send them swag. - Connect with other authors. No, that means you cannot be a hermit, avoiding everyone and typing world-changing on your keyboard. Find author venues, meetups, writers conventions, and local brew shops with other struggling self-published authors. You’ll be amazed how connections can lead to other opportunities, and how collaborating can lead to success, even if it means networking with your competition. Don’t slack on this one. Get out there. Not to sell yourself to other authors, but to make authentic connections. Don’t forget to praise their success.
- Be bold. Be original. Stop mimicking other successful authors and book designs. Sure, you want your content and designs to be professional, but don’t be afraid to jump off a ledge and be adventurous. Just like the plots and characters in your books–they should be original, and unique. Forge new paths in publishing, and writing. Don’t let anyone tell you that you can’t put your page numbers in the middle of the page.
- Focus, Grasshopper. Remember your true passion–writing. Don’t let the humdrum of “launch strategies” keep you from doing what you do best (and what you love to do), writing amazing books. Carve out time to keep your creative fingers dancing on the keyboard.
- Consider the professionals. Often success means giving someone else the reins. Seeking professionals to edit, provide awesome cover designs, and remember all the details (like Library of Congress numbers. Who remembers that?) can save you time, and money in the long run. Sure, you don’t want to fall prey to the scammer vanity presses, but searching out great people to help you reach your dreams can be the best thing you ever did. Of course, Descendant Publishing can offer you some help in that area:) Also, see this link from Kindlepreneur to help you find the best resources.
#2 How do I get my book into bookstores?
Two main ways: Publish with a large, traditional publisher, and by clawing your way to the top of the self-publishing world. Both are difficult to do. Unless you are famous, already published with a big-name publisher, or have oodles (yes, I said “oodles”) of money, it will be a long, hard road.
Traditional Publishing. Is cutthroat, just like self-publishing. You can send out a hundred inquiries and receive back three, who all reject you. Then you rework your manuscript, hire an agent, and still get rejected. Why? Because publishers are out to make money. If you have no readership, no following, or mediocre, non-world-changing content, you’ll sit on that manuscript for years with no success. Now, with that said, it’s not impossible. If you are that good, you will get noticed. So become that good of a writer. When you figure out how, let me know. And if you are already that good, submit a manuscript to us. We’d love to scoop you up! In any case, start with the list above. Connecting with other authors, reading other successful books, and continuing to polish your writing will only help your cause and give you a better chance with traditional publishing.
Self-publishing. This is the route to guarantee you will get your book published. Sure, it may cost you an initial investment, but it’s a guarantee. Except for one thing, it doesn’t guarantee thousands of sales and your book in a bookstore. For that, you have to do the hard work of marketing. There are thousands of resources out there to help you achieve your goal, but no one is going to hand it to you (Unless you are friends with Brandon Sanderson. Even then, it probably won’t happen). Plan on spending hundreds of hours planning, connecting, sending out sell sheets, asking for reviews and recommendations, and anything else that goes with book marketing. Still, it’s not a success, and you are never guaranteed your book will sit on Barnes and Noble’s bookshelf. With the right tools, a crap-load of patience, and a little inspiration, however, you can do it.
How to get started
If you are considering self-publishing, you are walking an incredible journey. Not only will you be able to have control of your published work from start to finish, but you will be incredibly knowledgeable about publishing by the time your first book is complete.
Self-publishing is a wonderful experience, but it isn’t for the faint of heart. If you have read the questions and suggestions above, you already know what it takes to be successful. Hard work, and perseverance. Below, I would like to leave you with a few bulleted suggestions to get you started on your journey. There are resources, links, and advice within these points you may want to consider before jumping in head-first like I did. Had I read this article first, I could have saved myself hundreds of hours and thousands of dollars–and of course plenty of headaches. Do your due diligence before taking on this task. Research as much as you can, talk to other self-published authors, and spend some time in prayer prior to beginning your journey. It will make the process much more enjoyable, and hopefully more successful. I bid you well on your journey!
The self-publishing "get started" list
- Learn how to write a book. Sure, I know, you already know this. Do you know what a dialogue tag is? Protagonist? Sub-plot?
If you do, great. You’ve already done some research. Keep honing your craft to get better. If you don’t know these terms, it’s time to learn. There is nothing more frustrating than learning your editor is going to charge you more because there are so many “mistakes” in your writing. Not to mention that your editor isn’t a miracle worker. The more editing they have to do, the more chance they will miss some things.
Pick up a good book about writing. Brush up on your grammar. And use resources like Grammarly and writing programs like Pro Writing Aid and Scrivener. I promise, you will thank yourself later. - Manage your resources. Start a OneNote, or list to keep track of book publishing resources. Keep track of cover designers, illustrators, editors, newsletter and book promo sites, ISBN account information, Copyright info, Library of Congress number, Barcode generators, Distributors, publicity venues, launch strategies, etc. Wow, there’s a lot. Make sure you keep it organized.
- Remember your audience. Don’t write sophisticated content and dialogue for a middle grades book. Keep in mind the age group, reader demographic, and topics in demand for your audience. Writing an Amish love story for teen boys wouldn’t be the best pairing. Also, remember, that girls are heavier readers than boys. Most of the subscribers on my list are young and middle-aged women.
- Create unique plots. It seems as though every plot has already been done.
I used to think there was absolutely no way new music could be written because it’s already been done. But every year, there are new songs, new sounds, new tunes that artists create.
The same goes for book plots. There’s always space for a new character personality, book ideas, or unique plot twists that challenge the current market offerings. Although you can’t completely remove the influences from other books and movies from the past, do your best to stretch the possibilities (Within reason, of course). - Don’t give up on your writing. My first review was terrible. I almost gave up after reading it. But you know what? The reviewer was right. I needed to change some things in my book.
Fortunately, I didn’t give in. I pushed forward, and revised my first book. Twice. I shortened the chapters, fixed some problem plots, and clarified some sentence structure. Although it isn’t perfect, it’s much better now.
Failure is only a reminder that success is possible.
Some final thoughts to lead you to safe harbor
As I mentioned before, the self-publishing world is changing rapidly. What was once a significant barrier to publish, is now open to anyone with a little bit of technical knowhow. In order to stay up on the competition, methods in which you market your book will need to change as well. What works now, may not a few years from now. And as I assume like what happened to media companies with the rise of social media, or the rental market with companies like Airbnb, there is no doubt more changes will come. I urge you to be on the cutting edge of whatever that might look like. Don’t be afraid to try something new to stand out. Remember, failure is only a reminder that success is possible.