The Twelve Days of Self-Publishing
In celebration of the final 2018 Tip of the Month, I am about to disclose some rare secrets about the self-publishing industry. Tips and tricks I’ve learned from experience. Consider this my gift to you, my fellow author friends!
For the past four years, I have served as the publisher for a small poetry press on Cape Cod. But this fall, I decided to go one step further, and publish a book of my own!
There is definitely a learning curve when it comes to the art of self-publishing, and nothing is ever black and white. What worked for me might not suit your book, your goals, or your comfort level. And that’s okay!
My hope is that this blog post will offer some guidance to anyone seeking to explore the world of self-publishing. I am the map, but you are the captain. You get to decide where you want to go with the resources I provide you.
So let’s get started!
Day One: Options
You have the perfect gift in mind. You can see the joy on your loved one’s face as you present it to them. Now comes the tough question: where to go to find it?
There are a lot of options out there when it comes to self-publishing. Some authors will swear by Amazon, while others prefer sites like CreateSpace or IngramSpark.
For my self-publishing experience, I opted to go with Amazon. Amazon’s Kindle Direct Publishing is free and relatively simple to use. Both Kindle and Paperback editions are possible through Amazon, but authors seeking to publish hardcover books will want to look elsewhere, as that still isn’t an option with Amazon. The site offers 35-70% in royalties for Kindle eBooks—depending on where you price your book—as well as 40-60% royalties for paperback—depending on whether or not you choose to go for expanded distribution. I opted in on expanded distribution, and saw my royalties plummet (I’m talking chump change, people). However, expanded distribution opens your book up to a world of possibilities, so if you’re looking for far-reaching distribution, it’s worth a try.
Through my poetry press, I have published several books using IngramSpark. While I found the price to be surprisingly affordable, the oversized handbook on formatting and submission regulations can be quite daunting, particularly for first-timers. However, once you get the hang of it, the process goes quickly, and the end result is a solid product pleasing to the eye. IngramSpark also offers some great benefits when it comes to distribution.
Day Two: ISBNs
An International Standard Book Number, or ISBN for short, is a unique identifier that retailers, libraries, and book buyers will use when ordering, cataloging, and selling your book. The ISBN plays a pivotal part of getting your book into stores, onto shelves, and into the hands of your target readers.
A single ISBN runs for $125 on Bowker, the sole authorized agency selling ISBNs for U.S. products. You can also buy a group of 10 for $295.
Amazon offers a free alternative to the ISBN called an ASIN, or Amazon Standard Identification Number. While this option will save you considerably (you’ll need a different ISBN for each edition of your book: hardcover, paperback, Kindle, etc.), it is not the smartest approach. ASINs will only get you so far, because they are restricted to Amazon retailers alone. If you want your book sold in that cute bookshop down the road, they won’t settle for anything other than an ISBN. So cough up the dough, take the plunge, and give your book a real shot at an expanding readership.
Day Three: LCCN and PCN
Ah. More acronyms. The LCCN, or Library of Congress Control Number, is what identifies your book’s bibliographic record. Unlike the ISBN, you do not need a separate LCCN for each edition, and also unlike the ISBN, the LCCN is free! (Hallelujah!) However, you will need to mail a copy of your book to the Library of Congress upon its release.
For self-published titles, the LCCN is referred to as a PCN, or Preassigned Control Number. It’s basically the same thing, so don’t worry too much about the formalities. But do your book a favor and apply for the PCN, because hey, it’s what all the pros do, and it’ll grant potential buyers easier access to your book.
Day Four: Copyright
This is a sticky subject. Technically, your book is copyrighted the moment you put pen to paper. But unless you like to live on the wild side, I always believe it’s best to copyright your work using the U.S. electronic Copyright Office (eCO). It’s not too expensive, and think of all the money you’ll save on hiring a lawyer down the road!
Day Five: Barcodes
Wait. Isn’t that the same thing as an ISBN?
Nope!
While the barcode is generated based off the ISBN, it is in fact a separate element of the book’s identifying information, and comes with its own separate cost. Barcodes are required for all physical renditions of your book (paperback, hardcover, audiobook, etc.) because they are what the retailers use to scan your novel as it’s being purchased. An electronic version of your book (such as the Kindle edition) does not require a barcode. And you’ll find that Bowker offers great package deals that combine ISBNs and barcodes into a single discounted purchase.
Day Six: Copyright Page
So now that you’ve done the work to get your book copyrighted, paid the $35, and slushed through page upon page of legal material, let’s not forget to write that copyright page!
This is the page immediately following your half title and title pages, and it contains the copyright logo and statement, along with the copyright owner’s name and year of copyright. If your book is a work of fiction, you may also want to include a statement about that, in case your ex decides to read your book and sees that you’ve created a character remarkably similar to him … and then killed him off!
Take a look at my copyright page below for a sample of what every copyright page should entail:
Day Seven: Cover
Although society tells us not to judge a book by its cover, let’s face it. We all do.
By far the biggest indicator of an amateur writer is a mediocre cover. You need a cover that will attract not only your target audience, but anyone browsing the new releases on Amazon or the local authors section of your favorite bookstore. You need a cover that sells.
Fortunately, there are ways to achieve said cover without breaking the bank. If you don’t have the money to hire a great graphic designer, and if you’re highly skilled with a computer, I suggest you check out Canva.
I used Canva to create my cover, and I think it came out pretty darn good. See?
The site is free, easy to use, and comes with some amazing features that will help your book stand out before a page is even turned.
Day Eight: Marketing 101
So you’ve done the hard work of writing your book, making it accessible to everyone from Brooklyn to Beijing, and now you’re ready to throw it onto the web and see what happens. Right?
Wrong!
As a self-publisher, you are your own publicist. You alone are responsible for marketing and promoting your book.
How do you do that?
Start by creating a killer website. Or, if you already have one, create a page that features your work as an author. These days, all authors have blogs, and you’d be doing yourself a disservice by not getting on the bandwagon.
For my website, I use WordPress. While it comes with a small annual fee, the benefits far outweigh the costs. And it’s fairly easy to use, which is how I was able to design Fine Tuned Editing’s site all by myself!
Once you have your site up and running, let everyone know about it! Study SEOs (would you quit it with the acronyms already???) and learn about how to garner online traffic. The more people view your website, the more people will know about that awesome book you’ve just released and is currently available on Amazon for only $14.99! (See what I did there?)
Day Nine: Social Media
For some, social media is an addiction. For others, it’s the bane of their existence. No matter where you stand on the matter of social media, if you want to be a self-published author, you’re going to need to learn how to tweet. However, don’t overwhelm yourself by joining every social media platform known to man. That will drive you crazy. Stick to Facebook, Twitter, Instagram if you’re a photo nut, and maybe one or two others. And have fun with it! Social media is all about showing your human side, the person beneath the mask. Don’t just use it to drive your friends crazy with self-promotion. That’s the quickest way to lose friends, and fans.
Day Ten: Book Trailer
Ever dream about becoming a YouTube sensation? Well, now’s your chance!
Not really. But you can use YouTube to your benefit by creating a killer book trailer a few weeks before your big debut. A book trailer is kind of like a movie trailer, only dialed back about 50%. You want to share a bit about the plot of your book and when/where it is available, but the most important thing is getting your viewers invested. Pique their interest by painting a portrait of your book’s tone, themes, and best qualities. But by all means, don’t overdo it. You’ll inevitably fall short, and there’s nothing worse than a book trailer that makes a mockery of itself (unless that is the tone of your book, in which case, bravo!)
CLICK HERE for an example of the book trailer I produced for Assignment.
Day Eleven: Newsletter
Have you ever signed up to be on the mailing list for a store, company, or individual? Maybe your favorite musician sends periodic emails when a new release is due, or KOHL’s lights up your week with that awesome e-coupon.
Well, now it’s time to start your own newsletter. Keep your fans updated on your latest releases, author talks, television appearances (it can happen), and more. Build your fandom by offering them exclusive sneak peeks, just for signing up.
You’ll probably only have a handful of subscribers at first, but keep at it. You’d be surprised how your following grows.
I’ve found MailChimp to be an excellent source for quality newsletters. And what’s more, it’s free! Sure, you have to pay once you reach Hamilton status, but by the time you’re at Lin-Manuel Miranda’s level, you’ll be rolling in the dough, your own private assistant drafting your newsletters and paying your bills. A win-win, am I right?
CLICK HERE for a newsletter blast I sent out prior to my book’s release.
Day Twelve: Giveaways
This is the part that makes us all uncomfortable.
You want me to give away a copy of my book? Like, for free?
Yes. Yes I do.
When you offer a promotional giveaway, say a free bonus chapter to your newsletter subscribers, you are getting a lot more back than you are giving away. It’s like karma; we all want free things, so why not sign up for a free copy of this shiny new vampire saga? Oh look, I actually love it! When can I buy the sequel?
It might be hard at first, but trust me. It’ll be worth it. And to prove it, I’m offering a free bonus chapter from my new series to anyone who signs up for my newsletter. CLICK HERE to sign up and claim your freebie!
That’s all I have for this month, and this year! Thanks for reading, and may your days be merry and bright!
