Taming the Octopus: How to Self-Publish Without Getting Squeezed

You wrote a novel! Now what? NaNoWriMo’s “Now What?” Months are here—this February, we’ll be helping you guide your novel through the publishing process. Today, author Ruth Kaufman shares her self-publishing wisdom on taming the denizens of those stormy writing seas:

Some authors love having control that goes along with self-publishing, but the self-pub industry sometimes reminds me of a giant octopus: Each waving tentacle is a different facet of the publishing process. I struggle to tame the octopus in an endless sea of information and options, beneath a learning curve stretching well beyond the horizon. 

When I finished my novel, I thought I was ready to go, but found that before I could step forward, I had to take several steps back–and that most steps took longer than I thought. Through my experience, I learned a few key components of self-publishing. Here are some questions you should answer as you work toward your self-publishing goals. I could give a workshop or two on each one. I hope these help you on your journey! 

1. Create a business plan.

Congratulations! You’re an entrepreneur. Consider money and time budgeting: how much can you do yourself, how much will you farm out, and to whom. What are your goals: holding your book in your hands, seeing it online, or earning money? On that note, what does “earning money” mean to you: covering costs, paying yourself a salary? Schedule your publications–decide how many projects you’re working on, what genres they’ll be, and how often they’ll come out.  

2. Get your book ready to publish.

Yours shouldn’t be the only eyes on your manuscript. Decide how many beta readers you want, and who they will be. Decide which kind(s) of editor(s) you need and reach out to them (You DO need one or more editor(s): developmental, content, copy, line and proofreader). Who will handle your book’s formatting? (The options are different for e-book and print, and even sites like Amazon, B&N, Apple). Choose keywords. Create front and back matter (such as blurbs, author bio, etc.)  

3. Create a cover design.

An amazing cover is vital. Study where your book fits in online stores and lists; look at the competition in your genre(s) and sub-genres. Just as important, learn what you like and don’t like: what kinds of covers do you find yourself drawn to? You can find a designer via recommendations and/or browsing portfolios, and work with them to choose elements from tone to colors to cover models to images to fonts. (Chances are this will take longer than you think, and the designer you want might not be available when you’re ready.) Pro tip: How does the cover look in thumbnail size, which may be the only thing most readers see? 

4. Consider distribution.

Figure out whether you would like to publish in E-book, print, or both. Who will produce them? Options include IngramSpark, Amazon’s CreateSpace and Kindle Direct Publishing, and Draft2Digital. What price will you charge? Will you go wide (requiring some knowledge of the options) or be Amazon exclusive (so you can be in KDP Select/Kindle Unlimited), Who will handle the uploading? Are you trying to get into stores? Libraries? Available for pre-order or not? 

5. Plan your release and discoverability. 

Publicity matters! You have many tools to use toward this end: promotion, marketing and networking, website, social media, local press, blogging/guest blogging, etc. Set up your pages, such as Amazon Author page and your Goodreads profile. Newsletters are a surprisingly effective tool. You can research how to grow and manage your list, what to put in a newsletter to increase your open rates, and which provider to use. 

Do you want ads? if so, where and how many? (Facebook, Amazon Marketing Services, Goodreads, etc.). These don’t just have to be for your book: they can be for signings, giveaways, or contests for readers and reviewers. Reviews are helpful, but most well-known publications/bloggers require a proof copy months in advance. Figure out what you can do to stand out amidst the thousands of new releases every month. 

6. Go it alone or partner with other authors. 

Sometimes, you can share the heavy load of time, cost, and decision with other authors. You can consider releasing boxed sets of both your works, joint promotions and/or giveaways, co-hosting events, and group blogs. Not only do you cut the work in half, but you both broaden your audiences. I’ve had more success when partnering than on my own.

7. Keep up with the fast-changing market. 

Find informative Facebook groups, blogs, podcasts, and Twitter accounts to follow. Often, authors or publishers will have a newsletter you can subscribe to that will share the tips and resources that they use. Consider signing up for workshops or classes that could help you build skills you feel less confident about. Mark Dawson is one name that keeps coming up, and JA Konrath is another. 

8. Consider next steps. 

Novellas and short stories can be a way to increase your output in less time. You can make something perma-free, or temporarily free, and use InstaFreebie or BookFunnel. You can also use Amazon features such as Kindle Worlds or Kindle Singles. 

Analyze the success that you had from your last project. Did you accomplish the goals you set out to make? If not, what could you/are you willing to do differently next time around? Maybe you would like to try pursuing traditional publishing, or a hybrid of traditional and self-publishing. Try to expand your reach (and maybe get a contract) via sites like Kindle Scout or Wattpad. 

Ruth Kaufman is the author of the Wars of the Roses Brides trilogy and My Once & Future Love. Accolades include 2016 Booksellers’ Best Awards Best Historical and Best First Book winner, and Romance Writers of America® Golden Heart® winner. She’s also an actor and voiceover talent, freelance editor, and storyteller with a J.D. and a Master’s in Radio/TV. She enjoys peanut butter and chocolate milkshakes and singing in a symphony chorus. Learn more at www.ruthkaufman.com and www .ruthtalks.com. You can also visit her Amazon Author Page, Blog, Facebook, Twitter, and Goodreads.

Top photo by Flickr user Ray Sadler.