Starting a Self-Publishing Business

Publish the books that you write
By Judy Artunian, Freelance Writer When you become your own publisher, the good news is that you’re responsible for deciding what to write about, how your book will look, who prints it and how it’s marketed. That can also be the bad news if you’re new to publishing. Like any business, book publishing—even self-publishing—takes time and patience to master. Become a student of the publishing industry before you launch your self-publishing enterprise.
 
Important factors to consider:
1. Do you have enough funds to finance your venture? Talk to a book publishing consultant or an experienced self-publisher about the costs involved.
2. Be prepared to spend huge chunks of time getting your books into the right hands. To compete with mainstream publishers, self-publishers have to become master marketers.
3. Ask yourself if your book ideas will appeal to a broad audience. If you only want to write about obscure topics that fascinate you, you’re not likely to sell many books.

Learn publishing’s do’s and don’ts

Get up to speed on book publishing trends by talking to people in the field and reading the trade journals.
Try:  BookExpo America, the U.S. publishing industry’s largest conference, is open to book-industry professionals only, but as a self-publisher you can qualify. Publisher’s Weekly and Publishing Trends are great sources for book business news and features. When you’re ready to become a publisher, join the Independent Book Publishers Association where you can network with other small publishers and take advantage of special marketing programs and other services.

Consultants, ghostwriters and editors

Not sure how many books to print? Worried that you don’t have the writing skills to produce a marketable book? Book publishing consultants, ghostwriters and other professionals can help you navigate your way through this world.
Try:  Hire a self-publishing consultant, such as Peter Bowerman, who is a self-publisher and author of “The Well-Fed Self-Publisher” or veteran consultant Ellen Reid. If you want help that is focused on writing and editing, check the American Society of Journalists and Authors membership list, or look for services that specialize in ghostwriting or editing books, such as The Editorial Department.

Take a look at book designers

A poorly designed book reflects poorly on you because it screams “amateur.” Your book’s cover and interior pages should be designed by the best professional book designers you can afford.
Try:  Conduct a Web search for book designers. Among the accomplished book design firms to consider are Lightborne and Knockout Books. You can also find book designers on sites such as Dexigner.com, which lists graphic designers.

Contact printers

Decide whether short-run offset, web offset or digital printing is best for your needs, then get quotes from multiple book printers.
Try:  The FAQ page at SelfPublishing.com contains an informative overview of the most common book printing processes. If printing terminology has you scratching your head, consult the glossary of printing terms at BooksJustBooks.com. At SelfPublishing.com and Printellectuals you can provide your printing specifications and obtain quotes from several printers. Many self-publishers swear by BookMasters a one-stop shop that not only takes care of the printing, but also handles everything from editing your manuscript to book distribution.

Get into bookstores

If you want your book to be available to the major bookstore chains, it needs to be carried by a trade wholesaler or distributor.
Try:  Make your books available through Ingram, the major trade wholesaler, by signing on with one of the company’s preferred distributors. 

Sell to libraries, gift shops and catalogs

You don’t have to be in Barnes & Noble to generate impressive sales. There is a huge non-bookstore market that can be a boon to self-publishers.
Try:  Libraries order from wholesaler Baker & Taylor, while gift store buyers order from Ingram as well as gift product wholesalers. Para Publishing sells low-cost, downloadable guides on how to get your books into gift stores and catalogs.

Publicize your book

Spread the word about your book without spending a bundle.
Try:  Make yourself available for media interviews. Start with your local print, radio and TV outlets. Send them a press release about your book and your company. To find contact information for local and national media outlets, consult Bacon’s Publicity Checker at your local library. If you’ve never written a press release, learn the basics at Press-Release-Writing.com. Go directly to readers who might be interested in your book by posting announcements on Internet newsgroups. At Yahoo.com you can search for groups by keyword. It may be tough to get a full-blown book review but you might get into a book review column. Para Publishing offers a mailing list of book review columnists. If you’ve got the funds to hire a publicist, look for one who specializes in book publicity. Ask other self-publishers for referrals, or post a “help wanted” ad on  Public Relations Society’s Job Center.

• When you pick a name for your company, leave your own name out of it. That way, book reviewers and others won’t jump to the conclusion that your book is self-published, and therefore assume that it’s not worth paying attention to.
• If you plan to self-publish a novel, don’t expect much of a pay day. A “how-to” book is likely to be a much bigger seller. It’s easier to identify the market for a book that offers practical advice about a specific topic.
• Unless you’re a “name” author, you probably won’t sell many books at a book signing. You can generate more interest by doing a reading from your book or giving a presentation on a topic that is related to your book.