The Ultimate Guide to Self-Publishing: Everything You Need to Know

Are you an aspiring author ready to make your mark in the literary world? Self-publishing may be the route for you! In this guide, I’ll provide tips, discuss different angles you’ll want to consider, and set you up with everything you need to know to successfully navigate the self-publishing journey. From writing and editing tips to cover design and distribution strategies, I’ve got you covered.

Throughout this guide, we will talk through common questions such as how to choose the right self-publishing platform, the importance of a professional-looking book cover, and how to effectively market your book to increase sales. Whether you’re a fiction writer, memoirist, or non-fiction author, I’m here to help you take control of your publishing destiny.

What is Self-Publishing

Self-publishing refers to the process of authors independently publishing their work without the involvement of a traditional publishing house. Traditional publishing usually involves querying an agent (er, many agents, as any author who’s fought in the query trenches can tell you), who will then strive to find your book a home. Once a publishing house takes it on, editing, cover design, and so on often fall within their wheelhouse. With self-publishing, authors have full control over the creative and business aspects of their books. It offers a viable alternative to the traditional publishing route, where authors often face numerous rejections and long waiting periods.

Personally, I chose to self-publish for two reasons. For one, I had many agents tell me that they simply didn’t think they could sell the book in this current climate. Here are a few samples of literary agent rejections, with names excluded to protect their privacy: 

I hope this note finds you well. Thank you for thinking of us for Industrialized. It truly sounds terrific, but I’m afraid we’ll be scaling back on considering submissions in the sci-fi category. It’s a genre we haven’t had much luck with recently, so we’ll be shifting our focus to other subjects. We’ll be updating our website and reopening soon. We’d love to see more of your work then if it aligns with our preferred genres.

Thank you for sending in your material to us. We have read and considered your proposal carefully, and while we did enjoy it and applaud your writing style, we do not feel it is something we could place successfully in the current publishing climate. Unfortunately, in a post-covid world, darker stories just aren’t selling as well. We hope you’ll consider us for more light-hearted projects in the future.

While I enjoyed the sample you provided, I am afraid I have to step aside, as I have not had much recent luck in championing SFF/dystopia. As I’m sure you know, the publishing industry changes swiftly now, as do readers’ tastes and trends. As a result, our own agents’ needs shift and change, as well; therefore, we would like to encourage you to consider querying us with future projects as you may deem appropriate.

I received many replies just like that. Rather than waiting for the industry to shift, I decided to champion my own story and push it to the finish line. However, I also made this decision because I’m a marketer in my day job, and I wanted to retain control of my brand.

One of the primary benefits of self-publishing is creative control. You have the final say in the content, cover design, and marketing strategies for your book. Additionally, self-publishing allows you to earn a higher percentage of royalties compared to traditional publishing deals. But that comes with a huge caveat – you have to sell books, which is easier said than done. We’ll get to that a little bit later.

While self-publishing can be a rewarding experience, it requires careful planning and attention to detail. Let’s talk about some of the considerations you should keep in mind before you start your journey.

Writing and Editing Tips for Aspiring Self-Published Authors

When it comes to self-publishing, the quality of your writing is crucial. Readers expect professional-level content, and ensuring your manuscript is well-written and properly edited is essential for success. For one, readers often leave reviews, and any reviewer is more likely to leave feedback if they’re dissatisfied. Unfortunately, a long-held stigma of self-publishing revolves around the fact that anyone can do it, and you’ll definitely see reviews out there that mention a need for further editing. Once you have that reputation built up, it’s hard to break away from it. This can hurt the success of future book launches, so you want to do it right from the get-go!

Here are some tips to help you polish your work before tapping in an editor:

1. Write with purpose and clarity: Before you start writing, define the purpose of your book and the message you want to convey. This will help you maintain focus throughout the writing process and ensure your book resonates with readers. I recommend writing an outline that encompasses your main story points, then writing to fill in the gaps.
2. Create a writing schedule: Consistency is key when it comes to getting a manuscript to the finish line. So set aside dedicated time to work on your book! Even if it’s just an hour a day, regular writing sessions will help you make progress and avoid procrastination.
3. Edit, revise, repeat: Once you’ve completed your first draft, it’s time to edit and revise. Read through your manuscript multiple times, focusing on grammar, spelling, and sentence structure. Read it out loud to ensure it sounds conversational and flowy. You can check out my article on writing a book in six easy steps to explore other nuances that you should keep in mind as you’re polishing your work-in-progress.

Remember, writing is a craft that requires practice and continuous improvement. Don’t rush the process, and take the time to refine your work before moving on to the next stage. Some of the best advice I’ve heard is to leave your book on the backburner for three to six months after completing it, then return with fresh eyes. It’s a great way to approach your work more as a reader, placing some distance between your creative juices and the actual finished product. 

I’ll also add one more anecdote before we get into the importance of editing – it is so, so, soooo important to consume stories in your genre. Whether you listen to audiobooks or flip through pages, this is the ideal way to understand what reader expectations look like. 

Alright, now let’s talk editors. There are different types of editing you may consider, including:

• Line editing: This style of editing involves analyzing the language used to tell your story, often taking a look at sentence variation and structure. Really, this type of editing helps you nail down tone, striking the perfect balance for your various scenes and for your audience.
• Developmental editing: This type of editing, often referred to as structural editing, assesses everything from the pacing of your story to the ordering of scenes. This massive undertaking often involves rewrites and restructuring, but it’s key for getting your story to the best possible format for your audience.
• Copy editing: This is the type of editing that focuses on grammar, spelling, and so on. There may be some overlap with the other types of editing here, as copy editors do tend to make recommendations to improve clarity. 

After any and all edits, be sure to proofread your manuscript, or tap in a professional proofer. Errors can creep in when you’re constantly poking and prodding a piece, so keep your eyes peeled and never assume you’re wholly perfect and ready to launch.

Now, I know you’re wondering… do I need an editor for my book? Really? The truth is, editing can be an expensive undertaking. If you’re serious about your writing, it’s something that should be baked into your go-to-market plans. However, you might be able to take care of copy editing with a careful combination of Grammarly analysis and reading aloud, for example, so you can focus on line or developmental editing with a professional.

Designing or Acquiring a Professional Book Cover

While the saying “don’t judge a book by its cover” holds true in many aspects of life, it doesn’t apply to actual books. Think about it – how often have you not picked up a book after seeing a bad cover?! Before you even read the title, the cover is almost always the first thing to catch your eye. When you’re thinking about what you want the cover to look like, consider:

1. Researching book cover trends: Take the time to research current book cover trends in your genre. Look at successful books in your niche and analyze their cover designs. This will give you an idea of what works well and help you create a cover that appeals to your target audience. However, it may also give you an idea of what an oversaturated and indistinguishable cover trend looks like. Have you ever seen books that look so much alike that you’re surprised they’re not from the same author? If that’s the case, you might consider exploring another trend in your genre that’s poised for better success.

2. Hiring a professional designer: If you have the budget, hiring a professional book cover designer is highly recommended. They have the expertise and experience to create captivating covers that align with your book’s genre and theme. Look for designers who specialize in book covers and have a portfolio that resonates with your vision. While DIY covers are always an option, they’re often recognizable… they may contain stock elements that any author or content creator can acquire, or they may come across as amateurish or messy.
3. Purchasing a pre-made cover: This is one I’ve never done, but I think it’s fascinating. From Etsy to small storefronts, many graphic designers offer pre-made book covers that are one and done. Essentially, you buy the art, they plug in your title and book description, and bam! You’re done. The trick is finding something that visually aligns with your story, so this isn’t an option for everyone.
4. Using self-publishing platforms with cover design tools: As a final outlet, some self-publishing platforms offer built-in cover design tools that allow you to create your own cover. While these tools may not provide the same level of customization as a professional designer, they can still help you create a visually appealing cover. Just make sure to use high-quality images and follow design principles for a polished result. Personally, I’d consider using your own creative assets, if at all possible. 

Of course, if you have design skills, creating your own cover is a possibility, too. For Industrialized, I made the cover. I bought a wig and a few sciencey-lookin’ thingies from Amazon, threw in a few miscellaneous knickknacks from my house, and set the DSLR on a timer. I also purchased the fonts I used to ensure I wholly owned the branding. I then photoshopped my face to look more like my main character’s. I opted for a DIY-route because science fiction and dystopian covers often hearken back to old movie posters, and I wanted that vintage feel. On the other hand, my next book fits in the fantasy genre, and I’ve already partnered with a designer I adore to bring the cover to life.

Remember, your book cover is your first impression on potential readers. Invest time and effort into creating or choosing a cover that accurately reflects the content and entices people to pick up your book.

Self-Publishing Platforms and Distribution Options

Choosing the right self-publishing platform and distribution options is crucial for reaching your target audience and maximizing your book’s visibility. Some of the more popular options include:

1. Amazon Kindle Direct Publishing (KDP): Amazon’s KDP platform is one of the most popular choices for self-published authors. It allows you to publish and distribute your ebook on the Kindle store, reaching a vast audience of Kindle users. KDP also offers paperback publishing options for authors who prefer physical copies. KDP Select has a strict exclusivity clause, however, so that’s something to keep in mind if you go this route. 
2. Draft2Digital: Draft2Digital is another platform that helps authors publish and distribute ebooks to multiple retailers. It offers a user-friendly interface and provides tools for formatting and converting your manuscript into ebook formats. Personally, I went with this option for my books because they also make it easy to complete your audiobook and print copies in one place. 
3. IngramSpark: Ingram is the largest wholesale distributor of books in the world. If you publish with the other options on this list and choose to offer print copies of your story, then you can most likely expect print to be handled by Ingram. They have wide distribution available for print and ebooks, and tools in the website make publishing easy. 

Research capabilities and royalties with each platform before you dive in and commit to one. Truthfully, there are pros and cons to each. Going KDP-exclusive is great since they’re the biggest supplier of ebooks and have excellent marketing tools, but the thought of tying my entire income to one ebook publisher made me nervous. I’ve seen many authors have their Amazon accounts closed without warning, leaving them unable to collect that much-needed royalty flow.

When choosing a self-publishing platform, beyond considering royalties, you should also take a look at distribution reach and ease of use. Research each platform’s terms and conditions to ensure they align with your publishing goals and preferences.

Marketing and Promoting Your Self-Published Book

Sales don’t happen overnight, baby. It takes a bit of work to get eyes on your story, especially in an industry that’s constantly changing and welcoming new authors. Once your book is published, marketing and promotion are absolutely essential. You should consider:

1. Building an author platform: Establish an online presence through a website, blog, and social media accounts to connect with readers and build a community around your work. Share updates, engage with your audience, and provide valuable content related to your book’s genre. Bookstagram is my bread and butter, and I schedule out my posts and monitor performance in a separate management platform. I’ve met many readers (and incredible authors) just by having conversations online.
2. Leveraging book review sites and influencers: Reach out to book review sites and influential bloggers in your genre to request reviews or features. Positive reviews and endorsements from trusted sources can significantly impact your book’s visibility and credibility, and if you’re lucky, you just might go viral. Keep in mind that not all services are free, so you may have to carefully weigh the pros and cons of paid initiatives. Also, don’t expect every reader to love your story. Negative reviews are a possibility, so keep that in mind as you’re reaching out.
3. Running targeted advertising campaigns: Platforms like Amazon and Facebook allow you to run targeted advertising campaigns to reach your ideal readers. Research effective advertising strategies and optimize your campaigns to maximize your return on investment. I cannot say this enough – A/B test! Never put all your eggs in one basket. Test different creative treatments with the same text as a control, or different pieces of supporting copy with one consistent image. Whatever you decide, this will help you narrow in on how to effectively meet the needs of your audience.

Remember, marketing is an ongoing process. Explore various marketing tactics, monitor their effectiveness, and adjust your strategies accordingly. And keep in mind that some marketing tactics, like SEO, are a long-term play. With organic and paid initiatives, you’ll find the right rhythm for you. It all boils down to building a strong author brand and consistently promoting your work.

Embarking on Your Self-Publishing Journey

From writing and editing tips to cover design and distribution strategies, you have the knowledge to embark on your self-publishing journey with confidence. However, keep in mind that this guide is meant to introduce you to the nuances of what goes into taking a book to market. There’s always more to discover, and each individual author journey is different.

Remember to continuously refine your writing skills, invest in a professional book cover, choose the right publishing platform, and actively market your book to increase its visibility. With determination and perseverance, you can make your mark in the literary world and achieve your self-publishing goals.