Basictraining 101

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SELF-
PUBLISHING
Setting you up for self-publishing success.
SHANNON ONEIL
Self-Published Author
TONI TESORI
Design Geek
COPYRIGHT, LEGAL NOTICE AND DISCLAIMER:
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Please note that much of this publication is based on personal experience and anecdotal evi-
dence. Although the authors and publisher have made every reasonable attempt to achieve
complete accuracy of the content in this Guide, they assume no responsibility for errors or
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ticular situation may not be exactly suited to the examples illustrated here; you should adjust
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Finally, use your head. Nothing in this eBook is intended to replace common sense, legal,
medical or other professional advice, and is meant to inform and entertain the reader. So have
fun with Self-Publishing Basic Training, and get published!
Copyright 2011 Duolit Publishing, LLC. All rights reserved worldwide.
3 SELF-PUBLISHING BASIC TRAINING
SELFPUBLISHINGTEAM.COM
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DONT WORRY WELL GO EASY ON YOU.
Whether youre new to the self-publishing process or a veteran looking for a re-
fresher course, weve created this eBook to give you an overview of the self-publish-
ing process from start to fnish.
Along the way, weve put together resources to share as well as a couple of interac-
tive sections where you can start brainstorming your way to self-publishing success.
WHO WILL BENEFIT FROM SELF-PUBLISHING BASIC
TRAINING?
Although geared mainly toward authors completely new to the process, this step-
by-step walkthrough ofers authors at any stage in the self-publishing process an easy
way to see where they are and where to go from that spot.
While we dont dive very deep into any one topic, we provide enough information
on the basics to help your self-publishing process move forward smoothly without
overwhelming you with tons of information at once.
If possible, read through the entire book before starting your personal self-publish-
ing journey. Youll fnd the information builds upon itself and, when youre fnished,
youll have a great idea of all thats involved to get your book published and sold!
OVERVIEW OF SELF-PUBLISHING BASIC TRAINING
Each chapter will be devoted to one portion of the self-publishing process heres
how itll shape up:
CHAPTER 01: DECISIONS, PART I PRE-PLANNING
1
Covering the initial concept, target market research and planning/out-
lining of your book. Well give you questions to ask yourself before you
even put fngers to keys while taking note of the fact that many authors
will likely, at this point, still be eying traditional publication.
CHAPTER 02: THE WRITING PROCESS
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How can you make the writing process go more smoothly? Is it neces-
sary to to keep to a schedule? Is there one pefect writing process? How
do other authors do it? Shannon shares her insight and some DOs and DO
NOTs of the writing process.
CHAPTER 03: PROOFREADING & EDITING
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Good editing sets many traditionally-published books apart from their
self-published counterparts. Shannon discusses both content and copy ed-
iting, and shares the importance of securing professional sources for both.
Dont skimp in this area!
CHAPTER 04 DECISIONS, PART II BIG DECISIONS
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Your book is complete now what? We discuss a bit about the reasons to
choose self-publishing over traditional publishing as well as tips for choos-
ing the self-publishing service thats right for you.
CHAPTER 05: DECISIONS, PART III SELF-PUB DETAILS
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In the self-publishing process, many little details exist that can trip you
up if youre not aware of them ahead of time. From ISBNs to return op-
tions, from price-setting to eBooks, we will take you through 6 details to
watch out for.
CHAPTER 06: THE IMPORTANCE OF DESIGN
6
Efective design goes a long way toward putting you in the leagues of
traditionally-published books. Toni will discuss the process of choosing a
designer or design service that fts your needs (and budget) and how to get
the most bang for your buck.
CHAPTER 07: PUBLICATION & MARKETING
7
Your book is ready to be published, but the hard work is just beginning!
Well share nine marketing tips (including a few you can put to use BE-
FORE your book is published) to get those presses turning.
Put on your boots, recruit! Its time for Self-Publishing Basic Training. If we ask
you to drop and give us twenty, were probably asking for twenty traits of your target
market instead of twenty push-ups. So sharpen your minds and your pencils and lets
get to work!
Decisions, decisions.
Whether or not you know from the beginning that
youre going to self-publish, there are a number of deci-
sions you should make before you even begin writing
your book. From the basic planning elements to essen-
tial marketing needs, ironing out these details before you start writing
will give you a good head start and provide your project with a clear
direction.
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DECISIONS, PART 1:
WHAT THIS SECTION COVERS
By the end of this section, youll understand:
What questions to ask yourself to make sure your writing project starts of
on the right foot.
Why having a specifc, measurable goal for your book is so important.
Tat having a target market in mind before you begin writing is of utmost
importance.
How knowing where your book will stand out and ft in will help you sell
more copies before even writing a word.
Why its important to set writing goals and objectives to stay on track.
01
In order to make the process of answering these important questions less over-
whelming, weve created a list of questions to ask yourself before you put fngers to
keys to begin writing your book.
Note: Weve included space here for you to work out your answers. If youd like a sepa-
rate worksheet, however, take a trip to the bonus material page (35) for information on
how to download a PDF version. Weve also included a planning sheet thats already
flled out to give you an idea of how to answer the questions if youre stuck.
PRE-PLANNING QUESTIONS TO ASK: OVERALL
WHAT IS MY GOAL?
Tis is perhaps the most important and most ofen forgotten question of plan-
ning. Do you want to write a book that will sell millions? Or appeal to a specifc
group of people? Do you want to be literary or commercial? Do you want to attract a
specifc agent/publisher?
Remember: the best goal statements include steps for getting there. It answers, at the
very least, the questions what? and how?
Heres an example of a good goal statement: My goal is to write a bestselling novel by
focusing on two of the hottest trends right now, YA lit and vampires.
Heres an example of an excellent goal statement: My goal is to write a YA novel in 26
weeks and sell at least 2,000 copies by focusing on one of that genres hottest trends,
vampires.
Te more specifc and measurable your goal, the better!
My goal statement:
HOW WILL I GET THERE?
Now that you have your goal statement, its time to lay out the steps for how youll
get there. Tis is really an extension of the how portion of your goal statement, just
a little bit more feshed out. Tink of these as your daily/weekly/monthly reminders
of what you should be doing to keep on track with regards to your goal.
I will achieve my goal by:
01
PRE-PLANNING QUESTIONS TO ASK: MARKETING
Before writing even a word, its important to fgure out who will buy your book.
Afer all, were assuming youre looking for a market beyond your family and friends.
Taking the time to plan for this before writing will help you tailor your book more
efectively to your audience, as you can keep them in mind WHILE youre writing.
WHO IS MY TARGET MARKET?
Who is going to buy your book? Be as specifc as possible knowing the demo-
graphics and traits of your readers will give you a better idea of how to efectively
market your book (see the resources for a target market cheatsheet).
My target market is:
HOW WILL MY BOOK STAND OUT?
Go into your local bookstore and look around at the hundreds (if not thousands) of
titles stacked on shelves and tables. If youd rather stay at home, check out the best-
seller lists on Amazon.
Ask yourself the following questions: What will make your book diferent? Why
would someone want to read it? Cover not only the writing style, plot and character-
ization but also the aesthetic details and notes.
My book is diferent because:
WHERE WILL MY BOOK FIT IN?
Now that you know what makes your book diferent, you also need to know what
makes it similar to other titles, even if its something as general as a genre.
Knowing what your book shares in common with others, especially successful titles,
can help you get some ideas of whats worked in the past for marketing other books.
My book is similar to:
WHATS YOUR ELEVATOR PITCH?
You should be able to describe your book in 30 seconds or less, with just enough
detail to piqu the listeners interest. Your pitch includes why your book is diferent,
what other books/authors it can be compared to, and of course, what its about!
My 30-second pitch:
01
Note: Answering these marketing questions now allows you not just to stay on track with
your writing, but also enables you to do marketing WHILE writing your book. Start a
Twitter account for a character, yourself or your book and build a following among your
target audience. Itll make getting those initial sales that much easier!
PRE-PLANNING QUESTIONS TO ASK: WRITING
Taking the time to plan the details of how your book will be written will help im-
mensely in the writing process both by helping you keep your creative focus and
continuing forward progress toward your goal.
WHEN/WHERE AM I GOING TO WRITE?
Create a spreadsheet of your weekly schedule and pencil in all your normal activi-
ties (eating, sleeping, working, watching Keeping Up with the Kardashians, etc.) then
fgure out when you will be able to dedicate time to writing. If it seems like theres no
possible time available, make time. Even if its just 30 minutes a week, you deserve it.
Some people prefer to write at the same time every day, but for some people sched-
ules dont allow such luxuries. Be realistic about how much time you can devote to
writing, all of us get just 24 hours a day no negotiations.
Note: Check out the resources for a blank spreadsheet for you to make a plan.
HOW LONG IS IT GOING TO TAKE?
Based on the daily number of hours you think you can realistically devote to your
project, take out a calendar and schedule out rough milestones and word count
goals.
If you set your objectives on a weekly basis, youll keep to a stricter schedule than
with monthly goals. Again, be reasonable with your goals in regard to the amount of
time you have to spend on your writing.
Note: Again, check out the resources for a blank 2011 calendar on which you can keep
track of your goals.
WHAT STYLE WILL I WRITE IN?
Tis question is tied back to your marketing question about your target market.
Knowing who your target reader is will help you determine your writing style and
vice-versa.
Do you aim to create a commercial piece (heavy on plot and action) or a literary
piece (heavy on characters and descriptions)? Both have their own merits and draw-
backs, so just make sure you pick the one thats right for you.
01
HOW WILL YOUR BOOK UNFOLD?
Some authors thrive on a detailed outline while others prefer to have the story
come to them one day at a time. It can be advantageous to have an outline (even if its
a loose one) to keep yourself accountable, focused and to stave of that nasty writers
block.
An outline also helps if you prefer to write out of order, so you can pick and choose
which sections you want to write based on your inspiration.
Take some time now to begin your outline. Make it as detailed as is comfortable for
you just be prepared to be fexible if your story changes as you craf it.
A FINAL NOTE
Dont skimp on spending time in the pre-planning process! Take at least a month
to give your brain time to change its mind. Te more time you take here, the less time
the writing process will take but thats for the next chapter!
RESOURCES
Personal Goal Settin g [mindtools.com] : Pay particular attention to the informa-
tion under the Goal Setting Tips heading.
Six Steps to Finding Your Target Marke t [selfpublishingteam.com]
How to Craf a Killer Elevator Pitch Tat Will Land You Big Busines s [dumb-
littleman.com]
Five Tips for Finding Writing Tim e [copyblogger.com]
Outlining Your Novel: Why and Ho w [thecreativepenn.com]
WHAT WEVE LEARNED
In Decisions Part 1: Pre-Planning, we learned:
Having a specifc, measurable goal for your books and knowing the steps
to get there will keep you on track in the publishing process.
Taking the time to make marketing decisions before you write a word will
allow you to tailor your writing to your target market.
Its imperative to sit down and plan, even if its very general, when you will
write in order to reach your word count goals.
Having an outline prepared can help keep you motivated and inspired
and may even stave of writers block!
01
CALLING YOURSELF A WRITER IS EASY; THE
ACTUAL WRITING PROCESS IS HARD.
Ive been calling myself a writer since third grade when
the greatest teacher Ive ever had put a pen in my hand
and told me to set free my imagination.
Te result was my frst self-published book entitled, Neighbors from
Outter Space (which I suppose is the opposite of inner space) which fea-
tured a scintillating storyline along with magic marker illustrations and
a glitter-coated cover. I thought it was pretty amazing, as did my target
audience of classmates, teachers and friends.
But it wasnt until 2008 when I began scripting my frst full-length novel
that I felt the true pains of an author and it all started with my pro-
cess.
[TheW
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By the end of this section, youll understand:
How writers are like snowfakes no two have the same process.
Why resisting the urge to immediately read back through your work can
result in stronger writing.
Tat writing out-of-order isnt just a luxury; for some its a must!
How important it is to go with the fow when writing dont be afraid of
change!
Tat resisting the urge to share your work too early can be a good thing.
Why you can never save too ofen.
02
PART OF THE STRUGGLE IS FINDING THE WRITING
PROCESS THAT WORKS FOR YOU.
Many writers have a strict writing protocol they stick to, ofen writing at the same
time every day no matter what their mood or motivation. I wrote my frst novel in
just about six weeks, ofen starting around ten oclock at night and writing straight
through til dawn (those are the kind of hours you can keep while unemployed and
living at home with Mom and Dad). Im a night owl by nature and so it is that I tend
to do most of my writing afer sundown.
I had the pleasure of meeting one of my favorite authors, Joshilyn Jackson, who
passed through Books-A-Million in Jacksonville Beach, Fla. while promoting her
title, Backseat Saints. In a recent interview for her new book on the blog All Tings
Girl, Joshilyn discussed her actual lack of a writing process:
Oh Lord, I wish I had a process. It would be so much more efcient.
I write on three diferent computers and mail the updated fles to my g-mail ac-
count to download the latest every time I switch. I write at home in bed on my
ancient craptoposaurus, at home in my ofce on my desktop, and I drag my little
netbook everywhere to write in cofee shops and carpool lines and while waiting on
a folding chair for my youngest to fnish her ballet lesson.
I do not have set working hours, either. I write in seizures, disappearing to bor-
rowed vacation homes, of season, to draf twenty thousand words in four days,
and then I dont open a single fle again for two weeks, then Ill be up at three am
for nine days in a row, revising.
Its a ridiculous, stupid way to work, and I cannot recommend it. Its also the only
way that works for me.
Would Joshilyns writing process work for you? What about mine? In the last chap-
ter, we talked about setting up a realistic schedule for getting your writing done. Will
your process be dictated by your schedule or vice versa?
02
DOS AND DO NOTS OF THE WRITING PROCESS
Whatever your process might be, I have some general Dos and Do Nots that have
helped me get through the process in the past:
Resist the urge to read back over your work immediately. Let it
marinate for at least twenty-four hours before you make assess-
ments and edits. I fnd if I dont, I get too critical and wind up
deleting my progress out of fatigue instead of necessity.
Feel like everything is set in stone. Even with a
detailed outline, fction ofen takes on a mind of
its own when its pouring out of your fngertips.
If theres a twist even you didnt expect, you can
always go back and adjust the rest of the story ac-
cordingly.
Write whatever chapter you want to write, when you want to
write it. Dont feel like you have to write everything in order.
John Irving always writes the last line of his book frst.
Share your work with someone else too soon.
Feedback is great, but sometimes other peoples
opinions can derail your concept early on and
make you lose motivation.
Keep a writing utensil on hand at all times. Whether its a note-
pad next to your bed or a netbook tucked in your bag, never let
yourself get far away from the tools of your craf. You never know
when a great idea will strike and there is NOTHING more frus-
trating than not being able to remember a great concept.
Forget to save and save ofen. Although comput-
ers are handy tools for writing, they can be your
worst enemy the day your hard drive crashes and
you lose 300 pages of work. Save your writing of-
ten and back it up on a fash drive or external hard
drive just in case. You can never be too safe.
02
RESOURCES AND TIPS FOR YOUR WRITING PROCESS
Here are a few great (and interesting) resources that can also help you identify a suc-
cessful writing process for yourself:
Te Writing Process from DailyWritingTips.com [dailywritingtips.com]
Six Ways to Start the Writing Process by LifeHack.or g [lifehack.org]
Ernest Hemingways Top 5 Tips for Writing Wel l [copyblogger.com]
Writers on Writing: Twelve writers discuss the writing process . [grammar.
about.com]

WHAT WEVE LEARNED
In Te Writing Process, we learned:
Your process doesnt have to be like any other authors process. Find what
works for you, and dont be afraid to change it up if need be.
Avoid reading back over your work immediately. Wait until a new day to
look at it with a fresh pair of eyes (and a rested brain).
Write in any order you wish. If youve taken the time to plan your sto-
ryline, you can feel free to write for any chapter you feel inspired.
Dont share your work too soon. Give your ideas time to breathe before
soliciting a second opinion.
Keep a writing utensil on you at all times and SAVE SAVE SAVE your
work!
02
GET PAST THE STEREOTYPES.
For many authors (myself included), the editing step of
the publishing process can seem a tad intimidating. It is
the frst part of the writing experience in which you have
to take the piece of word art youve poured yourself into
for months (or in many cases, years) and do the absolutely
unthinkable: Let someone else read it.
[Proofreading&Editing]
WHAT THIS CHAPTER COVERS
By the end of Proofreadng & Editing, youll understand:
Te diference between the two types of editing: copy editing and content
editing.
Who to contact to help you with the editing process.
Why its important to fnd a qualifed, professional editor.
Tat editing isnt necessarily criticism of your work its another pair of
eyes making it better than it already was.
03
Wait! Dont head for the hills just yet! Tey say that the joy of love is only so great
because we take the ultimate risk to fnd it, putting ourselves out there and taking the
chance of getting hurt. Tis is no diferent. Your success will mean even more because
you know how easily it could have gone the other way.
To be more specifc about this topic, there are two types of editing we need to ad-
dress, because they are very diferent but of equal importance.
COPY EDITING: PROOFREADING FOR GRAMMATICAL
ERRORS AND TYPOS
At least one (preferably two) qualifed individual(s) should read over your manu-
script from cover to cover in an efort to seek out those nasty typos and misspellings
that your word processor didnt catch.
Te key word in the previous sentence was qualifed. Im sure your mom would love
to read your book, as would your signifcant other and that overly friendly neighbor
who brings Jell-O salad to block parties. But unless one of those three people is either
an English teacher or a professional editor, you cant rely on them to truly proofread
your book. Try to fnd a local high school or college English teacher who would be
willing to copy edit your work (Lord knows most of them could use some extra cash
on the side) or track down a copy editor online.
BONUS TIP:
Find someone who can accept an electronic version of your manuscript. Use a
program like Microsof Word if you can so you can see the edits that have been made
when the fle is returned to you and decide if there are any you dont want to make.
CONTENT EDITING: MAKING SURE YOUR BOOK HAS A
GREAT FLOW
You also need to have at least one qualifed individual read over your manuscript
for content issues. Tis can be anything from problems with your timeline or general
book fow that might cause confusion to lapses in tense and point of view distrac-
tions. Tey can tell you if your opening chapter will really grab people, if your scenes
are lacking emotion or if your characters arent quite strong enough.
Tis is the part that can really sting, but if you take it as constructive criticism and
really open your mind, I think youll fnd that a qualifed editor can make your manu-
script even better than it already was.
BONUS TIP:
Read this great article by Victory Crayne (PDF) about the diferences in copy and
content editing for more details on both.
03
FINDING A CONTENT EDITOR
Content editing is an important job that requires a very qualifed person, and it can
be difcult to fnd an experienced, qualifed content editor. But fear not! We do have
some great resources where you can fnd qualifed editors to look over your project:
Jason Boog recently posted this list of Te Best Book Editors on Twitter with
short blurbs and contact information for a variety of editors you can meet through
Twitter.
Edit 91 1 is one of the most professional editing companies weve come across on
the web. Tey have 52 PhDs on staf and promise both speed and quality every
time, 100% guaranteed.
If you have experience working with some great editors, let us know and well be
sure to include them in future editions!
You can certainly fnd additional editing resources through a Google search, but
be sure to check their credentials and get a few references before you sign on to do
business. Just like graphic designers, its important to fnd the editor whos the right
ft for you. Find someone who will understand your voice and your goals so they can
help you make sure that both come out crystal clear.
RESOURCES
T e Diferences in Copy and Content Editing (PDF) by Victory Crayne
Te Best Book Editors on Twitte r [Jason Boog]
Edit 91 1 [edit911.com]
WHAT WEVE LEARNED
In Proofreading & Editing, we learned:
Copy editing is proofreading your work for typos, misspelling and gram-
matical errors.
Qualifed sources for copy editing include local high school English teach-
ers or professional copy editors.
Content editors check for fow, tense agreement, and other more advanced
structural issues with your work.
Qualifed content editors can be more difcult to fnd for independent
authors, so its very important to request credentials and references.
03
In our frst chapter on decisions, we gave you the op-
portunity to make some basic choices prior to starting
your writing process. But if youre following our step-by-
step process, by now youve written your book and hired
someone to proofread and edit it.
Sonow what?
Well, now were going to count up reasons, tips and details to consider
when you decide how you want to go about publishing your book: self-
publishing or traditional publishing.
[B
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DECISIONS, PART 2:
By the end of Big Choices, youll understand:
Why self-publishing may be a good choice if you have a small target mar-
ket.
Tat self-publishing gives you a chance to build your fanbase while wait-
ing for a traditional publishing opportunity.
If youre a control freak, self-publishing is for you.
What to keep in mind when choosing a self-publishing service.
How to compare self-publishing providers.
04
REASONS
We understand that most writers start the process with the intention of going the
traditional publishing route. It is the established path to success for most authors,
but its not the only way to do things.
4 REASONS TO SELF-PUBLISH
1
Your target market is too small for traditional publishing.
Sometimes you can have a great, well written book with a specifc target
market, but that market is too small for a traditional publisher (even a small
one) to make an investment. Whether your book is fan fction or a very
specialized research text, if you have a well planned marketing outline and
money for the upfront costs, self-publishing is a way for you to reach your
customer market and still achieve success without the backing of a tradi-
tional publisher.
2
You want to build your fan base while waiting for a traditional publishing
opportunity.
Sometimes, literary agents and traditional publishers want to see that an
author has a group of established followers to bring to the table before they
commit to an investment. A great way to build up this following is through
self-publishing. Release a frst edition of your book and market yourself on-
line to generate a fan following who can help you make a convincing argu-
ment to an agent or publisher that youve got what it takes to succeed.
3
You need to promote your business with a published book.
Small businesses need to use a variety of promotional tools to get their
name out there and show potential customers that they have the expertise
to get the job done. Whether you are a caterer with a cookbook or a C.P.A.
with a personal fnance book, self-publishing is a great way to do all of the
above while also creating a new revenue stream for your business.
4
You want more control and more proft share from your book.
Traditional publishing has a lot of positives, but while you might be able to
sell a greater volume of books via the traditional route, self-publishing will
award you a much higher proft share and more control over your work.
Aside from printing costs, recurring fees (distribution, shipping, etc.) and
the percentages taken by some of the larger self-publishing houses, you get
to keep the profts. As an added bonus, you also get more control over the
presentation and marketing of your book.
TIPS
Once youve decided to go the self-publishing route, youll want to begin conduct-
ing research on which self-publishing company is right for you. Its a daunting task
there are dozens of them, small and large, accessible by the web (Duolit included!).
04
How do you know what criteria to grade them on? Weve got fve tips for getting you
pointed in the right direction and in the next chapter well have six more details that
are critical to picking the best self-publishing service.
5 TIPS FOR COMPARING SELF-PUBLISHING SERVICES
1
Know your rights!
Te absolute most critical question when considering a self-publishing ser-
vices is this: Do you maintain the rights to your work? In most cases, you
do, but you should always ask and get a defnitive answer before turning
your project over to someone else.
2
Time is money.
How long will it take for your book to be published and distributed? Most
print-on-demand publishers can have your book available for ordering in
days, but to get it on distribution lists and available at major online stores
can take anywhere from a few weeks to a few months.
3
More is not always better.
Are you forced into buying a package even if you dont need all the included
services? If you have a friend who can design a great cover for your book
(like I didthanks, Toni!) then you wont want to pay for that service in a
package deal. Look around for a publisher who can ofer individual services
instead of or in addition to packages (Hint: Duolit ofers both!).
4
Ease of communication.
Do you have an assigned representative to contact? Are you easily able to
call or e-mail someone directly about your project? Te main reason why I
decided not to use Lulu.com again for my second round of publishing was
because they changed a lot of their communication processes. Go on any
self-publishing services website and see how many clicks it takes to fnd a
phone number and e-mail address to contact. Its also an asset to have one
specifc person who will help you through the process instead of getting a
diferent employee every time you have a question.
5
Conduct some reputation research.
Google the name of a self-publishing company followed by sucks or ri-
pof and see what kind of results come up. Of course, you have to take the
negative stuf with a grain a salt (because people are less likely to go online
and rave about a good service than they are to publicize a negative experi-
ence), but its good to know what negative experiences some people have
had to avoid the same pitfalls.
04
RESOURCES
Last, but certainly not least, weve put together a few recommended resources for
fnding more information about self-publishing:
Book: Te Complete Guide to Self-Publishing by Sue Collier and Marilyn Ross
Book: Guide to Book Publishers, Editors & Literary Agents by Jef Herman
Article: Comparison of Self-Publishers by Dog Ear Publishing
SHOP AND COMPARE
To help you accurately compare self-publishers, weve created a table with each of
our fve criteria so you can make notes on each one. Visit page 31 for a link to the
chart in downloadable form (PDF).
WHAT WEVE LEARNED
In Big Choices, we learned:
Te reasons you may want to choose self-publishing over traditional pub-
lishing: a small target market, the ability to build a fan base while waiting
for a traditional publishing opportunity, to promote a business or knowl-
edge area and to have more control over the publishing process and its
decisions.
Te critera to use to compare self-publishing services: rights management,
lead time, service availability, ease of communication and reputation.
Its important to take the time to compare all of the self-publsihing provid-
ers to fnd the one thats the best ft for you and your goals.
04
Tere are so many things to consider when choosing a
self-publishing service that we decided to divide up our
advice on choosing a self-publisher into two chapters with
three diferent lists. In the previous chapter, we discussed
the 4 Reasons to Self-Publish and 5 Tips for Comparing
Self-Publishers. Tis chapter will cover 6 Details to Con-
sider When Self-Publishing.
[Self-PubDetails]
DECISIONS, PART 3:
By the end of Self-Publishing Details, youll understand:
What an ISBN is, and how many you must have for diferent versions of
your book.
How to get your book into Amazon, Barnes and Noble and Books-A-Mil-
lion.
Pricing details to consider that have a big efect on your proft!
How return options can get your book into brick-and-mortar stores.
How publishing an eBook can net you more profts and less hassle.
05
6 DETAILS TO CONSIDER WHEN SELF-PUBLISHING
1
ISBN
An International Standard Book Number (ISBN) is your books fngerprint.
Every version of every title has to have its own unique ISBN and barcode. If
you have a hardback, paperback and eBook version of your title, you MUST
have three diferent ISBNs. Tis thirteen digit number identifes your prod-
uct in every book market from brick and mortar stores to online vendors.
When you self-publish, make sure you know who your ISBN is registered
toyou or the company youre publishing with. Most large self-publishing
houses ofer both options for diferent prices.
2
Distribution
How is the self-publishing service going to make your books available for
sale? Tere are several diferent distribution services for books, but the larg-
est two are: Baker and Taylor and Ingram. You want to make sure that your
services include distribution, otherwise theres no point. Youve got to get
your book out there in the market!
3
Print quality
Will your book look professionally printed on good quality paper with a
glossy cover? You need to know. Ask your potential self-publishing provider
about the weight of the paper your book will be printed on and the fnishing
of the cover. Try to fnd a sample product produced by your publisher or
printer so you can see for yourself what kind of quality you can expect.
4
Price
Do you get to set the price? Do you have fxed printing costs that you can
use to calculate the price? Ideally, you need to know exactly how much your
per unit print costs will be and what percentage of your profts the publisher
plans to keep so you know how to set your price. Also take into account that
many of the online sites like Amazon buy your book at as much as a 50%
discount, which can seriously cut into your proft.
5
Returns
No franchise brick and mortar store will even consider ordering a copy of
your book to sell in stores without a return option. Tey dont want to eat
the cost of your book if nobody buys it. Find out if your distribution deal
includes an option for the retailer to return the book if its not purchased.
Otherwise, the only way your book is getting into a brick and mortar store
is if someone comes in and specifcally requests a copy.
05
6
eBooks
Publishers are putting more emphasis on the web these days. Consider cre-
ating an eBook version of your title, but know that would need its own
ISBN and a secure way to distribute it. Services like SmashWords can help
you publish and protect your eBook. Te best part of an eBook is that you
get to keep even more of the proft because theres no printing cost but
you still need a designer to lay out the book for easy reading online or with
an eReader.
If you couple together the details above with our lists from the previous chapter,
you should have a very good analysis of all the available self-publishing frms so you
can determine which one is best for you.
RESOURCES
What is an ISBN? [wikipedia.org]
Where can I fnd an ISBN ? [myidentifers.com]
How to set your pric e [writing-world.com]
What is an eBook ? [wikipedia.org]
WHAT WEVE LEARNED
In Self-Publishing Details, we learned:
Every edition of your book must have its own unique ISBN and barcode.
To get your book into stores, you must have distribution options and re-
turn ability (for brick and mortar stores only).
When setting price, keep in mind that some stores purchase your book at
a discount of as much as 50%.
eBooks can take much of the hassle out of printing physical books and can
even improve your proft!
05
[Go
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THE IMPORTANCE OF
Riddle time! Whats the frst thing readers will notice
about your book? (Hint: its also the frst way it will be
tested for self-publishing stigma).
Te answer is design. Kinda obvious since its the title
of the chapter, huh?
As with almost everything involved in self-publishing, design can be
complicated. Some authors spend too much time here, while others dont
spend enough the ideal is that perfect middle ground of a great-look-
ing book that doesnt cost you a fortune or take months to complete. To
that end, we now present our list of things you should know about book
design:
By the end of Te Importance of Good Design, youll understand:
How to make the choice of whether to do-it-yourself or call in a pro.
Tat book design is more than just cover design.
How design infuences printing costs.
Why its important that your books design appeals to your target market.
Tat a well-designed book can be your best marketing tool.
When design is done right, no one will be able to tell your self-published
book from one that was traditionally published.
06
7 THINGS TO KNOW ABOUT BOOK DESIGN
1
You Dont Have to Leave it to the Pros
Great design doesnt just come from the pros. While they have the tools,
time and experience to make your book shine, you can produce similar
results on your own.
We dont want to mislead you; if you really want your books design to com-
pete with that of traditionally published books its going to take quite a bit
of time and research into book design techniques and best practices. But,
no fear it can be done!
2
Leaving it to the Pros Might Be Your Best Option
You might fnd that it makes more fnancial sense to fnd a pro to do your
book design and, truthfully, its a great investment. Teyll know exactly
what to do to make your book stand out from the self-published crowd.
Te best part: it really doesnt cost a fortune. Check around for designers in
your local area or search online, but make sure you fnd the designer thats
right for you.
3
Its More than a Pretty Cover
Cover design (understandably) gets most of the book design attention and
love, but the truth is the interior layout makes just as much of an impact.
Its where your readers spend the most of their time, so make it readable
and professional.
4
It Infuences Your Printing Costs
Its an ofen-overlooked fact, but design can infuence your printing costs.
For the cover, the weight and type of cover stock (paper) used make a dif-
ference. For the interior, spacing, fonts, font sizes and margins all afect the
number of pages in your book which has a direct correlation with the
cost to print each book.
Strive for a balance here 8pt type may save you some money on printing,
but it will cost you in readers abandoning your book due to headaches!
5
It should be Appropriate for your Target Market and Genre
Would a photo of a sexy female vampire on the cover of a non-fction book
about World War II strike the right chord? Eh, probably not.
As discussed previously in our Cover FAIL series, youll want to spend
some time examining other books in your genre to see how theyre de-
signed. Te goal here is to ft in WHILE standing out.
06
6
A Well-designed Book is your Best Marketing Tool
When we see authors out and about, whether its on TV, at a bookstore or
visiting a blog their book is never far out of reach for this reason its in-
tegral to take design seriously!
Your cover will be seen in the vast majority of your promotional materials,
and many readers will thumb through the interior or even read a chapter or
two before deciding to purchase. Make sure theyre focusing on your writ-
ing not subpar design.
7
If its Done Right, No One Will Know
When design is done properly, it will allow your words to shine even bright-
er. Te best design is unnoticed and serves its purpose silently, efectively
convincing readers that youre the real deal!
AVOIDING THE SELF-PUBLISHING STIGMA
Many indie authors worry about their book looking self-published or about the
stigma attached to self-published work. Professional editing and design are two of
the best ways to avoid this seriously. If your book looks and sounds like those that
are traditionally published, the vast majority of readers will have no clue that it was
self-published.
RESOURCES
Te Book Design Revie w: Although now on hiatus, it remains a great resource of
book design examples and information.
Self-Published Design Revie w: Reviews of the design of self-published titles.
Basic Book Desig n: A Wikibook ofering up the basics of, well, book design.
Te Book Designe r: Rich resource for indie authors on all aspects of book de-
sign.
WHAT WEVE LEARNED
In Te Importance of Good Design, we learned:
Tat the choice to do-it-yourself or hire a pro depends upon your goals,
target market and pocketbook.
Te interior design of your book is just as important as the cover.
Your cover must appeal to your target market.
Since the design of your book will be seen throughout all of your market-
ing, its important to make it the best it can be.
06
AHHHHHHHH. BREATHE A SIGH OF RELIEF!
If youve been following along with each step and corre-
sponding chapter in our Self-Publishing Basic Training
eBook, then youve planned, written, edited, designed
and made decision afer decision about your self-pub-
lished book and now, fnally, it is fnished and available for purchase.
Prop your feet up and relax. All the hard work is overright? Right?
WRONG!
[M
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PUBLICATION AND
By the end of Publication and Marketing, youll understand:
Why the hard work isnt over afer your book has been published.
Marketing isnt something to dread this is the most exciting time of the
publishing process!
Tat no matter your book or personality type, theres marketing methods
that will work for you.
Te more work you can do before your book is published, the better.
Tere are a variety of low-and-no-cost ways to market your book. Many
take nothing but a few hours of your time!
07
YOUR WORK IS JUST BEGINNING.
Now that your book is out, its time to sell some (hopefully, MANY) copies. Tis is
the longest (and most arduous) part of the self-publishing process. Its hard. Youll
want to give up; throw in the towel; say that self-publishing was a horrible idea
DONT do it!
Its hard work, to be sure, but its also a total blast afer all, youre fnally getting
to experience the moment many authors dream of: to see readers pick up and pur-
chase copies of their book. Tis is where you gain lifetime fans and readers. Tis is
where it all comes together!
Luckily for us, the days of lonely book signings are (mostly) over. In todays digital
age, there are more ways than ever to market your book. No matter if youre an intro-
vert, extrovert, traditional or a little wacky theres a method of marketing thats right
for you (and your book).
9 WAYS TO MARKET YOUR BOOK
1
Build your fan base BEFORE your book release.
Te bigger your backyard is, the easier it is to sell, so start early (during
or even before the writing process) to build your following (online and of-
fine).
Online, start that Twitter or Facebook account, visit writing forums, or be-
gin blogging. Ofine, join a writing critique group, become friendly with
your local independent bookstore, or start a relationship with your local
newspapers book reporter.
2
Start in your own backyard.
Were talking backyard in the loosest sense of the term here whether
its your physical backyard (friends/contacts in your city/town) or your vir-
tual backyard (Twitter followers, Facebook friends, blog buddies), begin
the tough process of marketing by reaching out to those who know you.
Selling to them will allow you to build your confdence and (hopefully) rack
up some easy sales (and reviews).
3
Take pre-orders.
Build up anticipation (and boost your sales) by taking pre-orders for your
book. Whet your followings appetite with sample pages or chapters and, as
an incentive, give a discount to those who pre-order.
07
4
Go on a blog tour or interview.
Many writing and publishing blogs are eager to hear from new authors
contact a few of them before your book is released and see if theyd consider
having you stop in for a blog tour or interview.
5
Mobilize friends and family.
Ask friends and family to recommend your book to those they know. See
who has a celebration coming up and suggest your book as a gif (if appro-
priate, of course). Word-of-mouth can be the best selling tool!
6
Solicit independent reviews.
We all love receiving glowing reviews from friends and family, but indepen-
dent reviews from respected reviewers can go a long way toward convinc-
ing readers to give your book a try.
Whether its your local papers book reviewer or top reviewers on Amazon,
start early to rack up these reviews plus, they look great on a book cover,
press release or website!
7
Hold Contests or Giveaways.
People love free stuf. Give away copies of your book on Twitter or your blog
and watch the comments fy in! Its great publicity and, again, can get your
name out to a wider audience.
8
Write a press release.
We discussed this a while back, but writing a press release is an easy way to
get news of your books release out to local media outlets. And, as a bonus
it looks very professional on your website.
9
Create a self-hosted, professional website.
Speaking of websites, you do have one right? A Twitter profle, Facebook
page, blogger.com, or wordpress.com account doesnt sufce! If you want
your web presence to be taken seriously, cough up the $10/yr for a domain
and $5-ish/mo for hosting. Youll have total control over your web presence
and a more professional image to boot.
07
RESOURCES
If you need a little more assistance putting together your book marketing plan,
check out one of these resources or check our blog for frequent advice and tips on
book promotion.
Pre-publication Book Marketing Tip s [blog.marketingtipsforauthors.com]
Blog Tour Primer [thedabblingmum.com]
Marketing Your Book By Giving Away Free Stuf [bookbuzzr.com]
WHAT WEVE LEARNED
In Publication and Marketing, we learned:
To get excited about the marketing process. Tis is where you share your
hard work with the world!
Building up your fan base before your book is released and taking pre-
orders give your book a head start towad success.
If your book has a local or regional focus, ofine marketing may be for
you.
Social media opportunities like Twitter, Facebook and blogs can help your
book reach more people than you dreamed.
A self-hosted, professional website is a must for any author to truly build
their following and web presence.
07
AT EASE TROOPS, YOUR JOURNEY IS COMPLETE.
Congratulations! You have successfully survived Duolits Self-Publishing Basic
Training course! Our overall goal was to give new authors and veterans a step-by-
step guide to follow from the early planning stages to the fnal marketing process and
hopefully weve achieved that.
For more information, tips and advice on the world of self-publishing, visit our
website. We update our blog each week with more details and resources to help au-
thors navigate the road to self-publishing success.
YOUR FEEDBACK IS IMPORTANT!
Did you enjoy this eBook? Are there any tips or resources youd like to add? Were
always interested in what you have to say! Share your experiences with us via e-mail
(team@selfpublisingteam.com), on Twitter (@duolit), or in the comments on our
blog.
If youve got some really great points, we might just add them to future editions of the
Self-Publishing Basic Training eBook (and give you full credit)!
A SPECIAL OFFER
We know that there may be some steps in the self-publishing process that you
dont want to take alone, whether its due to lack of time, skill or confdence. Tats
why were here! If you need help with anything in the self-publishing process, from
complete publishing plans to branding, or from design to marketing we can help!
For more information, visit our website and be sure to mention that you purchased
Self-Publishing Basic Training youll receive a 15% discount on all Duolit ser-
vices!
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CONCLUSION
In early 2010, longtime friends Shannon and Toni joined forces to form Duolit Pub-
lishing, a full service self-publishing and marketing frm. Te business has quickly
gained momentum in the writing community and now boasts a large following of
aspiring authors all over the world.
SHANNON ONEIL
SELF-PUBLISHED AUTHOR
Having survived two cycles on the confusing carousel of
self-publishing herself, Shannon felt like other authors could
beneft from a small, more personal company that could help
them see their dreams through to fruition. Although Shan-
non enjoys helping other authors navigate the muddy waters
of the self-publishing industry, she also continues to work on
expanding her own writing career in the self and traditional
publishing realms.
TONI TESORI
DESIGN GEEK
Toni started dabbling in web and graphic design in mid-
dle school. Her foray into book design began in 2008 when
she created a cover for Shannons debut novel, Ill Be Home
for Peacemas. Since then, Toni has immersed herself in the
writing community where her perspective as a designer and
a reader have become highly valued and well received. Toni
continues to expand her design skills into a broad set of mar-
keting and branding expertise.
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Here we present all of the resources we discussed in the book for easy reference. If
you fnd any of the links arent working, please let us know so we can fx it or fnd a
replacement. Enjoy!
PRE-PLANNING
Personal Goal Settin g [mindtools.com] : Pay particular attention to the informa-
tion under the Goal Setting Tips heading.
Six Steps to Finding Your Target Marke t [selfpublishingteam.com]
How to Craf a Killer Elevator Pitch Tat Will Land You Big Busines s [dumb-
littleman.com]
Five Tips for Finding Writing Tim e [copyblogger.com]
Outlining Your Novel: Why and Ho w [thecreativepenn.com]
WRITING
Te Writing Process from DailyWritingTips.com [dailywritingtips.com]
Six Ways to Start the Writing Process by LifeHack.or g [lifehack.org]
Ernest Hemingways Top 5 Tips for Writing Wel l [copyblogger.com]
Writers on Writing: Twelve writers discuss the writing process . [grammar.
about.com]
EDITING
T e Diferences in Copy and Content Editing (PDF) by Victory Crayne
Te Best Book Editors on Twitte r [Jason Boog]
Edit 91 1 [edit911.com]
[R
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BIG SELF-PUB DECISIONS
Book: Te Complete Guide to Self-Publishing by Sue Collier and Marilyn Ross
Book: Guide to Book Publishers, Editors & Literary Agents by Jef Herman
Article: Comparison of Self-Publishers by Dog Ear Publishing
SELF-PUB DETAILS
What is an ISBN? [wikipedia.org]
Where can I fnd an ISBN ? [myidentifers.com]
How to set your pric e [writing-world.com]
What is an eBook ? [wikipedia.org]
DESIGN
Te Book Design Revie w: Although now on hiatus, it remains a great resource of
book design examples and information.
Self-Published Design Revie w: Reviews of the design of self-published titles.
Basic Book Desig n: A Wikibook ofering up the basics of, well, book design.
Te Book Designe r: Rich resource for indie authors on all aspects of book de-
sign.
MARKETING
Pre-publication Book Marketing Tip s [blog.marketingtipsforauthors.com]
Blog Tour Primer [thedabblingmum.com]
Marketing Your Book By Giving Away Free Stuf [bookbuzzr.com]
[M
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Teres a bunch of additional information we just couldnt ft into the eBook, as
well as some nify worksheets and other goodies we created to help you on your self-
publishing journey.
Since its much easier to keep a website updated, simply visit the address below and
type in the password lefrightlef (lowercase) to access more great Self-Publishing
Basic Training information.
Te page will also have a form so you can let us know what you thought about the
book, pass along any additional tips, share any errata you notice or even tell us about
your personal self-publishing experience.
BONUS MATERIAL PAGE LINK
http://selfpublishingteam.com/self-publishing-basic-training-bonus-material/
[B
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[B
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SELF-
PUBLISHING
Setting you up for self-publishing success.
THATS ALL FOLKS!
Tanks for reading! For more about Duolit, Shannon, Toni
or our services, check us out:
Web: www.selfpublishingteam.com
Twitter: @duolit
Email: team@selfpublishingteam.com
Shannon: www.shannononeil.net / @shanwrites
Toni: www.tonitesori.com / @ttesori

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