How to Self-Publish
By Mary Kole
Mary Kole is a former literary agent, freelance editor, writing teacher, author of Writing Irresistible Kidlit, and IP developer for major publishers, with over a decade in the publishing industry.
Gone are the days when traditional publishing was the only way for writers to get their work into readers’ hands. Today, choosing to self-publish has become a viable and potentially lucrative option for writers who want to take control of their own careers and build a loyal readership. However, the decision to self-publish should not be taken lightly, and writers must consider several aspects before embarking on this journey. In this article, I’ll cover what writers must think about when choosing to self-publish. From keeping an eye on quality to building an author brand, I’ll dive into several key facets.
Quality is Key When You Self-Publish
Writers who self-publish are not always collaborating with a literary agent, acquiring editor, and publishing house sales and marketing team. With this in mind, writers must keep a rigorous eye on quality, because you are the last word before your book hits digital shelves. It is important to invest in professional editing and proofreading to ensure that the manuscript is polished and error-free, or you’ll hear about it in your book reviews. The book cover and design must also be visually striking and unique to stand out in a crowded marketplace.
Freelancers Are Your Friends When You Self-Publish
Working with qualified freelancers is an important consideration when you self-publish. If you are not an expert in a particular area, such as cover design, formatting, or book marketing, it is better to outsource this work to a talented professional. Entire industries have sprung up to serve writers who self-publish. This not only saves time and effort but also ensures a professional outcome. Many platforms offer the services of vetted freelancers, making it easy to find the right talent.
Self-Publish with Market and Tropes In Mind
Success when you self-publish is not merely about writing and producing the finished product, but more importantly, it's about finding readers who will love your work. Writing to market and using relevant tropes for your target audience is crucial if you want to stand out in a crowded marketplace. You must know your readership and their preferences, read widely in your genre, and study the bestsellers to understand what works. This doesn't mean succumbing to formulaic writing, but rather crafting stories that are unique and compelling while also catering to the audience's tastes.
Build an Author Brand
An author brand is your visual identity as an author, as well as the vibes you bring to the table. It encompasses your book cover, website, author bio, social media presence, and all aspects that embody you as an author. Building a strong author brand helps you attract and retain a loyal readership. It also creates a personal connection with your audience. A professional and consistent brand helps you stand out in the crowded marketplace, and provides a unique identity that will help readers remember you and your work. This can also extend to your writing style, the themes you cover, and your sensibility for plotting, dialogue, or character development.
Marketing Makes or Breaks the Decision to Self-Publish
The most challenging part of choosing to self-publish is marketing and growing your readership. With so many books being released every day, it's essential to make your work visible to potential readers. Since you are not working with a traditional publisher, you will have to hustle to overcome the relative lack of distribution and discoverability available to self-published projects. This involves using social media, book promotion sites, email marketing, and paid advertising. While marketing requires effort and resources, writers who self-publish must view it as an investment in their careers. Building a loyal readership takes time, patience, and perseverance, but it is possible with the right strategies and tools.
The choice to self-publish is not an easy route to success, or a shortcut to shelves when you’ve been rejected by gatekeepers. It is, however, a viable option for those willing to put in the work. Writers must consider several aspects to ensure that they stand out in a crowded marketplace. Keeping an eye on quality, working with designers and editors for hire, writing to market, building an author brand, and marketing their work are just a few of the many aspects that writers must consider when self-publishing. If you self-publish, you can potentially unlock many opportunities if you are willing to learn the skills and put in the work.
Click here to purchase Writing Irresistible Kidlit, my book on fiction craft for MG and YA novels, out from Writer's Digest Books. This will show you my writing craft philosophy and give you lots of valuable advice, including tips for the novel revision process and self-editing. There are over 35 example novels cited and discussed throughout. It’s a valuable resource for any writer’s toolkit.
Click here to purchase Successful Query Letters, my book on query letters, including over forty examples with comprehensive notes on each one. There’s a ton of submission advice, best practices, and insider information in these pages, and you’ll really enjoy seeing what other writers are doing in the slush.