1. I knew my interest in writing wouldn't survive years of chasing after publishers.
2. The idea of producing my own work excited me.
3. I wanted to be able to test my ideas in the market as they developed.
4. I had the know-how.
What is the most difficult part of publishing your own books?
Editing. I'm sure you've heard this before, but self-editing is almost impossible. I can write a book in two to four weeks, but it takes the better part of a year to edit that work into something I feel comfortable publishing. Even then, flaws have an ingenious way of hiding themselves until a book is printed.
I'm occasionally asked why I don't hire an editor. There are many reasons. Cost. A determination to become the best editor I can be. The satisfaction I get from being able to say that the book is mine - from cover to cover. The fact that many customers have told me they don't see the problem, that they enjoy the books, that I worry too much. And then there's my Contrarian nature (I often choose to do things others avoid).
The most rewarding aspect of self-publishing?
The satisfaction of becoming an entrepreneur. Let me put it this way... Writing is something I'm driven to do; it satisfies me at a fundamental level. Self-publishing, on the other hand, is something I do for no other reason than it's fun.
What methods did you use to test the marketability of your book?
I tested my first book, How To Get What You Want From Life, by delivering the product to various markets, having the individuals in these groups complete a questionnaire about the book, then analyzing the results. The testing showed that while my book was generally well-received, small business owners/entrepreneurs were the preferred target market. A secondary study confirmed these results.
Realizing that I was looking at a niche market and that building volume was going to demand national and international distribution, I continued to write while researching the industry and testing various marketing techniques. What I learned wasn't encouraging. Booksellers are inundated with book offerings from their chosen distributors and (in general) aren't willing to add to their workload by setting up independent publisher/author accounts. Then there's the risk factor. Most booksellers and distributors don't want to deal with self-publishers because of profitability and risk issues. You can have a great book - one that's well written, is a quality production and that people enjoy reading - and still be shut out of the market.
I'm a stubborn guy. I decided to proceed anyway, choosing to sell my books through non-traditional channels like seminars, adult education classes, school programs and other author events. Sure, a distributor would be welcomed, and I contact booksellers as time permits, but my business isn't dependent on them.
What have been some of your most successful book marketing techniques?
I would have to say they're all successful. You see, marketing is about consistency. Decide what your message is, then put it out there - consistently. Do something every day to promote yourself, your company and your products. Never stop trying to capture a position in the minds of the people you want to do business with.
That said, any technique with the potential to multiply your efforts should be placed at the top of your to-do-list. Marketing is necessary if you're going establish yourself in the mind of your prospective customer, but there's no reason why such a program can't also pay for itself. Introductory phone calls to associations and schools created the opportunity for me to sell product by the case, generated paid speaking engagements and resulted in having my books added to a number of curriculums. Boudoir advertising attracted business people who bought books as gifts for their clients. Author tables at high traffic summer festivals produced consistently high sales while generating "buzz." Email campaigns and a web presence allowed me to complete more sales in less time and at a lower cost, yet their function was, and is, one of market exposure.
Do you feel it is important for an author to have his or her own Web site?
Absolutely. I register thousands of page views per month. Some of these people become customers.
In what ways has your Website helped you with promoting your work?
My website allows potential customers to preview my work and contact me at their discretion. Many existing customers have told me they visited the website before purchasing one of my books. Business associates, booksellers, reviewers - all access the site when deciding whether or not to do business with me. It's a marketing tool.
In your opinion, what are the pros and cons of self publishing?
The pros... Complete artistic license, a constantly shifting array of tasks to keep you interested, the potential for greater profits and, for me, feelings of independence, satisfaction and joy.
The cons... You're responsible for everything.
What precautions can you give to aspiring authors who are thinking about self publishing?
Don't self-publish because you think it's easier than finding an agent and a publisher. I can guarantee you that self-publishing as a paying career is the most difficult choice you could ever make. I've been at this since 1994, yet I couldn't tell you when I'll make the transition to full-time writer. Not only do you have to build a company from the ground up, but you have to fight the publishing establishment every step of the way.
You should also be aware that a self-publisher will have a lot less time for writing than a typical author. Who else do you think is going to do the editing, layout, cover design, marketing, selling, packaging, distributing, etc? Yes, you can outsource these services, but it wreaks havoc with the bottom line.
My advice would be that if you want to write, choose the traditional route. If you want to be an entrepreneur who also writes, then welcome to the club!
Can you share some "inside secrets" that you have learned along the way with regard to self publishing?
1. If at all possible, avoid POD companies. The most profitable way to produce a book is to hire a printer, preferably one with both digital and offset capabilities.
2. Have the courage to write, publish and act as you believe. After all, your critics aren't the ones with their money, time, reputation, career and enjoyment on the line. I simply do the best work I can while also having fun. My paying customers are the ones who decide if that's enough.
3. If you want to make money as a self-publisher, consider producing gift books. There seems to be a strong market for such products, and you won't have to rely on the tough-to-access traditional sales channels (booksellers, libraries, etc.).
Any general advice for writers?
Writing is about writing. Self-publishing is a business. You'd be wise to remember this distinction.
Contact Information:
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