The 3 Biggest Mistakes that Self-Publishers Make

As a book coach, I begin with clients by recommending that they examine their motives for publishing, assess their personal and business skills, and consider how publishing their book may impact their lifestyle. 

The next, and most important task I recommend is to undertake a careful and critical examination of your manuscript. You want to carefully vet your work as a valuable step in quality control—and also to protect your investment and professional reputation. When you write a book and share it publicly, you enter into a contract with your readers to do your best work. 

Yet, it may be surprising to know how many would-be authors gloss over this important step in their rush to see their book in print…

Mistake #1: Publishing a book that has not been professionally edited.

It’s never too early to show an outline or rough draft of your manuscript to a trusted writing partner, a mentor, or a developmental editor. If you are still working out your concept or prefer to show a completed draft to your first readers, then follow your instincts. No new author should risk criticism—even constructive criticism—until her or she is ready to receive and respond to feedback. 

Many self-publishers reading this article have probably already begun a manuscript, or perhaps have already completed one and saved it on their hard drive. But unless you’ve been working with an editor or you are a seasoned, published author, it’s best to consider your current manuscript a working draft. Your manuscript may seem polished and complete after your many rewrites and corrections, but until it stands up to scrutiny by book professionals and a stable of readers, you’ve only just begun. 

Don’t fall in love with your prose. There are always ways to improve it. And a good developmental editor can help correct fundamental errors early on that may determine the success or failure of your book. The structure, order, voice, and many other considerations that go into writing a long-form narrative are critical to how well it will read and flow, and whether it will connect with readers.  

Please, I implore you…hire the best help you can afford to edit your book! You may think your manuscript is fine just the way it is and you may want to save some money by skipping this critical step on the way to publication. A good developmental editor can bring insights, suggestions, and improvements to your work that will reflect on your reputation, plus give your book the best chance of success in a crowded marketplace. 

IT’S WORTH. EVERY. PENNY.

Mistake #2: Publishing a book that has not been professionally designed. 

Excellent book design requires a basic understanding of book publishing and an in-depth knowledge of book structure and composition. All self-publishers should work with a designer to get their artwork prepared for the printer, so it’s best to hire a designer who has technical expertise in designing books and a substantial portfolio. Professional, polished editing and design are benchmarks against which your book will be judged in the marketplace—and are the two areas where you should buy the best help you can afford. 

Commercially published books set the bar high for content and design, reflecting more than a century of experience in taking books through editorial production. The exciting news for self-publishers now is that authors can access editing, design, and marketing consultants to give their works the same polished quality—and new avenues for distribution are emerging every day.

Graphic design costs for books and book covers can range from quick-and-dirty to exorbitant. You get what you pay for, so search out professional designers who have experience designing books, and a solid portfolio. With clear communication and a willingness to be flexible, self-publishers can collaborate with designers to come up with an effective design that reflects all your hard work. Don’t let your standards slip when you’re almost to the finish line! This could be one of the most critical decisions you make. 

Mistake #3: Publishing a book without a solid sales and marketing plan.

Your manuscript may be only an outline or you may be close to completion, but it’s never too early to put time into your sales and marketing plan.

Successful book promotion—whether the book is commercially published or self-published—comes down to the author. Others may provide specific services to support sales channels and opportunities, but authors must learn to tell their own story in a compelling way that motivates others to buy their book. And it takes time to get the word out on a new title. 

Be prepared to spend some time every day—for at least two to three years—to establish sales channels and make contacts to sell your books. You’ve spent valuable time writing your book and have invested money to get it properly edited and into print or digital formats. The last leg of the journey is just as important and the reason to publish in the first place: to connect with readers. Just as a business owner creates a marketing plan and budgets for it, authorpreneurs need to do the same. Whether or not you’ve had experience in promoting or selling before, you will shoulder the responsibility of developing a marketing program and selling books. 

It will take time, education, and effort for most people to master marketing— especially on the Internet. Start with a solid foundation and then strategically plan how you will expand your reach over time. Pace yourself and plan ahead!

The volume of self-published books is growing thanks to new technology, yet the degree of difficulty inherent in producing a well-written, polished book is a challenge to many self-publishers. Skimping on editing, amateurish design, poor print quality, missing identifiers, and a lack of marketing experience hinder most self-published books from gaining media or market attention. Through diligent preparation and planning, and by enlisting the help of book professionals, your self-published book can rise above the competition. 

If you’re not sure if your book is a good idea, or you don’t have a clear plan, download my FREE GUIDE. 

If you want guidance and help creating a plan, schedule a FREE DISCOVERY CALL with me to see how I can help. 

Plan for Success!

Lindsay