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If you’ve ever wondered, ‘How do I self-publish a book?’—this guide is for you.
What is Self-Publishing Exactly?
There was a time, not so long ago, that if you wanted to publish your book, you had to mail your paper manuscript directly to a big publishing house. If you weren’t a celebrity or didn’t have an agent, your manuscript more than likely ended up in a stack of other unsolicited manuscripts, affectionately known as a “slush pile.” The chances of being discovered and ultimately published were slim to none. It was like finding a needle in a haystack. This traditional gatekeeper model made it nearly impossible for the first-time author to get published or realize their dream of a career in writing. There were self-publishing companies, back in the day. However, printing your book is one thing, distributing and marketing your book is a whole other story (pun intended). Luckily, self-publishing today offers authors many digital tools to write, edit, format, market, and distribute their book.
How Print-on-Demand (POD) Revolutionized Self-Publishing
One of the challenges of traditional publishing was, when printing a book, the publisher would need to speculatively print thousands of copies, based on dubious projections (that often proved to be wrong), to make the print per copy costs economical. After printing, the books would sit in a warehouse (taking up space and costing money) until sold. If they didn’t sell, they would either be destroyed or sold at a discount to a book wholesaler. (This background gives you a better idea of why publishers are less likely to take a chance on a new unknown author.) This all changed in the late 1990s and early 2000s. Print-on-demand technology allowed for individual copies of books to be printed. This technological breakthrough paired with the unparalleled reach of Amazon.com was groundbreaking. The rise of eReaders (such as the Amazon Kindle and the Barnes and Noble Nook) also drove increased sales of eBooks. The direct-to-consumer model bypassed traditional publishers, democratizing the book world, giving authors unprecedented control over their books.
Why Self-Publishing Is a Great Option: The Top Benefits for Authors
Self-publishing your book on both the Amazon KDP and IngramSpark platforms offers many benefits to authors.
- Creative Control: You are the publisher, which means you control every aspect of your book — from the story and design to the pricing and marketing. You maintain full control and ownership of your intellectual property.
- Higher Royalties: Traditional publishing typically offers an 8-15% royalty rate. Self-publishing with Amazon, for example, offers up to 60% of royalties. With IngramSpark, your royalty is the amount left after the wholesale discount and printing costs are subtracted from the list price.
- Faster Publishing: Publishing houses sometimes take months (or even years) to review, accept, or schedule your book. Self-publishing lets you control the timeline. Books on Amazon are often available for sale a few days after uploading to the platform, while IngramSpark can take up to a few weeks to reach independent bookstores. This feature allows authors to capitalize on timely topics and connect with their readers more quickly.
How to Self-Publish Your Book: A Step-by-Step Guide
Step 1: Write and Edit Your Manuscript
Many authors are tempted to act as their own editors. After all, who knows their books better than they do? However, this familiarity is exactly why authors are ill-equipped to critically evaluate their own work. A professional editor will give your book the fresh perspective that you (as the author) are incapable of giving. An editor can catch errors and provide valuable feedback, such as correcting plot inconsistencies or refining character voice, that can elevate your book from good to great. Ultimately, the investment in a professional editor is a commitment to quality and gives your book the best chance of success.
Step 2: Choose the Best Self-Publishing Platform for Your Book (KDP vs. IngramSpark)
There are two main players in the self-publishing space: Amazon and IngramSpark. You can choose either or both. There are pros and cons to each service. Which you choose depends on your goals. Here’s a brief summary of each.
- Amazon KDP
Amazon KDP (Kindle Direct Publishing) is Amazon’s self-publishing platform. Publishing on KDP allows your book access to Amazon’s global marketplace. With KDP, Amazon not only posts your book to Amazon.com, but they also print, ship, deliver, and handle customer service. The royalty split between the author and KDP is currently a 60% royalty rate if the list price is at or above the marketplace-specific threshold (e.g., $9.99 USD on Amazon.com). Amazon also offers free additional marketing space on your listing page, which they call A+ Marketing.
- Ingram Spark
IngramSpark is a competing (or more accurately, a complementary) self-publishing platform. IngramSpark differs from KDP in that they will make your book available to other online retailers like Apple, Kobo, and Barnes and Noble, as well as independent bookstores, and libraries. IngramSpark will also distribute your book to Amazon.com, but they’ll take a portion of your Amazon royalty payment.
Many authors decide to use both platforms to get the widest possible distribution for their book.
Step 3: Format Your Book for Both Print and eBook Publishing
You’ve finished writing, now it’s time to take your manuscript and transform it into a beautiful book, ready for sale. While there are many tools available for do-it-yourself formatting, the process can be challenging, frustrating, and time-consuming. Using a professional service like Sprig Publishing Solutions is a wise investment for many authors. One of the many benefits is that a professional service will ensure your book meets all the technical specifications required by retailers like Apple, Amazon, and IngramSpark. Professional formatters can also produce files that are free of the common errors that can lead to rejection or poor reader experience. A professionally designed and formatted book looks polished and functions properly on different devices—a critical detail, especially for eBooks. Hiring a professional formatting service will allow them to handle the technical details while the author focuses on writing.
Step 4: Design a Book Cover that Sells
Despite the old adage “don’t judge a book by its cover,” most readers do. A professionally designed book cover is arguably your book’s most important marketing tool. In a very crowded and competitive marketplace, your book cover is the first opportunity to grab attention and connect with readers. A great cover’s use of typography, color, and imagery signals to the target audience that this book is for them. A poor cover can make (even a good book) look unprofessional and less credible. A professionally designed cover is a critical investment that reinforces the author’s brand, increasing your odds of being discovered and purchased. Professional publishing services like Sprig Publishing Solutions can design a beautiful and polished cover for you that will help your book shine.
Step 5: Upload Your Book and Optimize Metadata
This process is the equivalent of a brick and mortar bookstore adding your book to their shelves. The description text acts as the back cover copy of a printed book. The metadata includes the descriptive information about your book, including the title, subtitle, author name, a compelling description, and the categories it belongs to. The keywords are words or phrases that you anticipate potential customers will type into the search bar. The more closely your keywords match those typed in the search bar, the better your chances are of being discovered.
Step 6: Choose the Right Price for Your Book
Choosing the right price for your book can make or break its sales. Generally speaking, as new authors, you’ll want to price your book at or below the category average. A competitive price analysis of similar books is therefore recommended. Of course, your book’s page count and other factors, such as number of colors and page dimensions, will also affect the price. Fortunately, Amazon offers online tools to determine what your book will cost, and what your royalty will be, before you even print your book. These added costs are not a factor for eBooks since they are digital products and don’t incur the added printing and delivery costs of a printed book. If you’re fortunate enough to have steady sales, Amazon allows you to increase your book’s price. Conversely, you have the ability to lower your price as well.
Step 7: Market and Promote Your Self-Published Book
Now that your book is available for sale in multiple markets, the question is how do readers discover your book? Here are some (but certainly not all) ways to market and promote your new book:
- Build Your Author Platform: Setting up an author website and growing an email list are great ways to expand your audience. You can also join online communities (Goodreads, Facebook groups, Reddit) and contribute value without spamming.
- Social Media: Building your author platform without social media is like throwing a party but forgetting to send out invitations. Many authors are building large engaged audiences (and email lists) using YouTube, Instagram, and TikTok. These platforms not only build real connections between author and readers, but the comments section allows authors to hear feedback (both positive and negative) directly from readers.
- Optimize Keywords for Online Discovery: Boost your book’s visibility by using targeted keywords, writing compelling descriptions, and choosing niche categories. Many tools, including Publisher Rocket, make finding profitable keywords easier than ever.
- Utilize Amazon A+ Content: Amazon offers this free service that allows authors to add custom marketing assets, such as custom images, banners, side-by-side product comparisons, and lifestyle images showing your book in use to further promote sales.
- Amazon Ads: This subject deserves its own article, but, in a nutshell, you pay Amazon to rank your book higher in the search results. For example, if your book is about coping with anxiety, you can bid on related search terms so your title appears more prominently when shoppers search for books in that category. However, ranking higher doesn’t guarantee success. You’ll still need a compelling book, great cover, and enticing description, at the very least.
Ready to Publish? Your Journey Starts Now
Publishing your story is easier than ever, thanks to the tools and platforms available to authors today. By following the steps above, from meticulously editing your manuscript, designing a compelling cover, and strategically marketing your book, you can successfully navigate the self-publishing world. Of course, partnering with a service like Sprig Publishing Solutions can make your journey less stressful and more rewarding. But whichever path you choose, the ability to put your book into the reader’s hands is easier and more rewarding than ever.
