How to Self-Publish Your Book

by Lana Jordan

Below is a brief overview of the self-publishing process...

1. Write the book.

Click here for helpful hints on writing books.

2. Edit the book.

Hire a professional editor if necessary. Critique groups are helpful, but may not be as thorough as an editor. Don't skimp on this step. One of the biggest (valid) criticisms of self-published books is the fact that they tend to be poorly edited. If you're going to the expense of printing and promoting a book, you should make sure it's done right. At the very least, have the manuscript proofread. Typographical and spelling errors reflect sloppiness and leave a bad impression. If you can afford the added expense, then go ahead and splurge for a complete editing job.

3. Find a printer.

Do the research and decide which company best suits your needs. Print on demand (POD)printers will print copies of your book in quantities as low as you want. However, the "set-up fee" is usually quite high — it can be $400 or more. And you only get a handful of books for that initial investment. You can order additional copies at a discount from the printer, but they set the retail price, which tends to be substantially higher than comparable books put out by traditional publishers. For example, if you have a full-color children's book, a POD printer may set a retail price of $17.95 for a 32-page soft cover edition. The going rate for a 32-page hard cover in the bookstores is $14.95. It's hard to be competitive when you're asking people to pay $3 more for a lesser quality binding. Also, POD printers generally have non-returnable terms, which makes it difficult, if not impossible, to sell to bookstores.

Traditional printers set minimum quantities of 100 or more (varies by printer). Digital printers set minimum quantities of 20 or more (varies by printer). Both also require more work on your part. It is your responsibility to provide the printer with camera-ready copy, usually in the form of a PDF file. This means that your book is already formatted in an acceptable computer program such as PageMaker, Quark, or Adobe InDesign and saved to PDF.

Some printers offer template choices for front and back covers. If not, you may have to hire a book designer to create your cover ... or you can make your own if you have the right software and know how to use it. Again, don't skimp. It's worth doing the thing right!

This is the stage where you need to go over everything with a fine-tooth comb. What you see is what you'll get. Check the margins; the text; the pictures; etc. Once you get a proof back from the printer, every change you make will cost extra.

Prices for traditional and/or digital printers vary. Shop around. One constant is that your per-book price will go down as the quantity goes up. For example, you might pay $5 per copy for a print run of 100 books or $3 per copy for a print run of 1,000 books. The price breaks usually get better with higher quantities. Also, the per book price generally goes down on the second printing. The printer already has everything set up, so it's cheaper to just print additional copies. If you sell out of your first printing, you'll get the next one at a lower per-book price. The exception to this rule is digital printing, which requires little or no set-up. Basically, it's a tradeoff: digital printers are able to offer better prices on lower quantities; traditional printers are able to offer better prices on higher quantities. You have to decide how much you can afford to spend and how many books you think you can sell, then go from there. 

4. Do you need an ISBN?

Yes, you definitely need an ISBN (International Standard Book Number). If you go through a POD, they will usually provide that number for you. It will identify them as the publisher. If you go through a publishing service such as Jorlan Publishing, they will provide the ISBN and register your title. Again, it will identify them as the publisher. If you opt for an independent printer, you will have to obtain your own ISBN, which means you will have to create your own publishing company.

There are many different business formats such as sole proprietorship; partnership; limited liability company; and corporation. You may need to consult an accountant and/or an attorney for assistance in setting up the type of entity that's best for you. Once you have your company, go to www.bowker.comand apply for an ISBN Publisher Prefix. This will cost $244.95 for 10 numbers with regular (10-day) processing. If you're in a hurry, the price goes up for expedited processing.

After you assign a number to your book, log into your Bowker account to provide information about the title. The ISBN will identify your company as the publisher of your book.

5. Do you need a bar code?

Yes, you do. Bowker also offers an EAN bar code service. Alternatively, many printers and book designers do, too. Some may include a bar code in their quote; others may charge an additional fee. You should expect to pay $50 or less for a bar code.

6. Do you need a distributor?

Most likely. But be careful. Often, distributors will ask for a certain number of complimentary copies then turn around and sell them to retailers on the Amazon Marketplace. If you've set up an Amazon Advantage account, these retailers will attach their lower-priced offerings to your listings.

Some distributors even charge a fee for their services. Avoid these. A legitimate distributor will only ask for a discount (percentage of retail price) on books sold.

7. Sell your book.

Even authors who have contracts with large publishing houses have to help sell their own books. But self-published authors carry the entire marketing burden themselves. There is no big publisher behind you, including your book on the New York Times bestseller survey forms. There is no big publisher behind you, scheduling interviews on all the major talk shows. There is no big publisher behind you, organizing a nationwide book signing tour. There is only you. And if you aren't willing to get out there and sell your book, then you're in the wrong business. Publishing is not for you.

Admittedly, this is the part of the publishing process that I struggle with the most! If I had my way, I would just shove the completed manuscript under the door and move on to the next one, never having to show my face in public. I have a very hard time getting out of my comfort zone ... but I realize that it has to be done if the books are going to be sold.

Marketing is a lot of work; in fact, it's probably more work than all the other steps combined! If you think that people are going to line up outside your door to buy your book as soon as it comes off the press, you'd better think again.

Get your own website. Join Amazon's Advantageprogram and Barnes & Noble'sonline store. Solicit book reviews. Set up book signings. Get your book out there. Purchase booth space at events. Make contacts ... by that, I mean meet as many people as you possibly can. I don't mean run around and badger other writers to sell your book for you. They have their own books to sell. Respect that. If you are professional and courteous, they will be more inclined to offer advice than if you are pushy and demanding. No one is looking to sign on as your fairy godmother. If you want someone to wave a magic wand over your book, you'll have to earn it.

Have you ever heard of Eragon? It's a very popular fantasy novel originally self-published by Christopher Paolini, a teenaged home-schooler. He got busy hand-selling it at various events. He also got busy placing it in local stores. An established author took an interest in it when his nephew bought a copy from one of those stores while they were vacationing together. He sent it to his publisher. The publisher offered Paolini a contract. It happens. But it doesn't happen often and it doesn't happen overnight. And it ain't easy.

I highly recommend John Kremer's 1001 Ways to Market Your Books. Study this and other resources, then start selling. Good luck!

Copyright Lana Jordan

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