Self-publishing a book is a huge task. Not every book will become a huge success, and a lot of this has to do with marketing. With traditional publishing, things from cover design and launch parties are taken care of by the publishing house; with self-publishing, you have to do everything yourself, and this can be a daunting task.
So, what are some of the things self-publishing authors forget or trip over in the publication process? Below, you will find twelve common pitfalls in self-publishing.
Contents
Don't forget to have a look at this extensive self-publishing checklist.
Skipping professional editing
Hiring a professional editor to developmental edit, copyedit, or proofread your manuscript can be expensive, causing some self-publishing authors to publish their manuscripts unedited or edited by friends and family. While this may work for some, most self-editors are too close to their project or do not know what to look for and can easily miss glaring errors, which results in bad reviews and fewer sales.
It can be helpful to think of these expenses as hobby investments; after all, if you were to take up ice skating, you'd have to fork out for new skates, a trainer, and regular trips to the ice rink. If you were to take up cycling, you'd end up paying for a good and reliable bicycle. So it makes sense that when you take up writing, editing costs are part of your hobby's expenses.
For more information, read these blog posts: Can I proofread my own text, or do I need to hire a proofreader? and What to check when proofreading your text.
Neglecting cover design
A good cover can make or break a book. We always say, 'Don't judge a book by its cover', but, boy, do we judge covers! A good book cover entices the reader to pick up your book and read the blurb.
For example, your book is in a bookstore. Your cover is the first thing a potential reader sees. Hence, it's an important step in your manuscript's marketing campaign.
Your book needs to tell a story; it needs to stand out, so potential readers pick up your book and not the one sitting next to yours.
So, have a good look at other books from the genre you write in, take notes on what stands out to you and what the common denominator is, and then have a go at it yourself.
For more information, read this blog on how to create an eye-catching book cover.
Ignoring formatting
Formatting issues are a big no-no! For readers, inconsistencies in formatting can be very distracting and confusing. Did you know that the industry standard for novels is to use justified text? If you have excess spacing in your manuscript, or on one page your text is justified, and on the other, it is not, you create an unusual reading experience, which may result in readers putting your book down or leaving negative reviews.
Inconsistencies in dialogue tags or paragraph indentations can create reader confusion, as the reader may not know which character is talking anymore.
These images are taken from an ARC of a book I read (I finished it, but it was a struggle! You can find a full review here). Note the difference in justified and unjustified text, inconsistencies in line spacing, and inconsistencies in punctuation marks (curly quote marks vs straight).
For more information, read this blog post: How to format your book. Let's get it ready for publishing.
Lack of marketing plan
'Will my book not sell itself?'
'No. No, it won't.'
By following a marketing plan, a writer can promote their novel, build a loyal readership, and establish a strong foundation for future publications. It is a must-have for long-term success.
A marketing plan consists of the following:
Market analysis
Genre research
Competitive analysis
Audience analysis
Target market
Positioning and messaging
Marketing mix
Budget
Metrics and evaluation
Inadequate ISBN and distribution knowledge
'I'm getting a free ISBN from Amazon; I don't have to buy one!' It's true, you do not have to buy an ISBN if you don't want to. But I recommend reading up on the best way to distribute your book because you may decide you need to buy ISBNs for extensive distribution and/or higher royalties.
Choosing a distribution strategy and whether to buy ISBNs or not depends on your circumstances and how you want your book to get into the hands of readers.
For more information, read this article (How Authors Use KDP Print and IngramSpark Together) or this blog post: What is an ISBN, and how do I get one?
Underestimating the importance of a launch strategy
People won't buy your book if they don't know it exists! A great launch strategy starts before your launch date and continues after launch day. It is a great way to get your new novel in the hands of already-excited-to-read-your-book readers and to keep the momentum going: think book trailers, book clubs, and press releases!
For example:
Pre-launch phase (3–6 months before release)
Finalise the manuscript
Build an online presence (author website, social media)
Start a blog or vlog
Create a mailing list (lead magnet, email marketing)
Network with other authors and influencers (engage with book bloggers, etc.)
Plan your launch events (virtual launch party, book signings)
Launch phase (release day)
Post-launch phase (1–6 months after release)
Poor pricing strategy
Does your 'Whodunit?' detective novel, a paperback of 70,000 words, cost £10 more than the similar-sized detective 'I Dunno Whodunit?'? Unless you are a well-known writer, you'll find that most buyers will opt for the cheaper book.
There are a lot of pricing strategies out there. Here are a few:
Competitive pricing: Research your competitors. Check prices of similar books in your genre and set your price within that range. Always adjust for the quality and length of your book compared to competitors. For example, if your book has a lot of images, the printing price will be much higher, and your price should reflect this.
Promotional pricing: Offer potential buyers launch discounts or limited-time offers. You can offer a lower price or a free period (e-book) during the launch to attract initial readers and, hopefully, reviews. You can also offer special discounts from time to time to boost sales, for example, during holiday periods and for special occasions.
Tiered pricing: Different formats are often priced differently. E-books are generally much cheaper because there are no printing costs involved. Hardcovers look lovely on bookshelves and are generally more expensive than paperbacks. If you have a series, you can offer the first book in the series for less money to entice readers to give your book a chance. Once they're hooked, they'll (usually) happily pay the full price for the next books in the series. This is a great tactic to use with e-books; many authors offer the first e-book in a series for free.
Kindle Unlimited: If you enrol your book in KDP Select, you can offer your book 'for free' on Kindle Unlimited. Readers do not pay to read the book (they have a Kindle Unlimited subscription), but you will still get royalties (based on the number of pages read). It is a great way to promote your book, as readers are more likely to give your novel a try when they feel they're not put out.
Failing to understand the self-publishing process
Jumping into self-publishing without fully understanding the process can cause issues down the line. Depending on the self-publishing platform you have chosen and what you want to achieve, there are important things to consider.
For example, do you understand that Amazon and IngramSpark may have different margin requirements for formatting? And what about your cover? Also, when you upload your manuscript, your keywords and (sub)genre choices can impact your novel's visibility in the marketplace, and don't forget that choosing wide distribution and sticking to one platform may mean fewer royalties than when you publish with multiple platforms. Some authors choose to upload their e-books on each platform separately (e.g., Apple Books, Barnes & Noble, Amazon) and their print-on-demand books with a single printer/distributor for maximum royalties.
It is important to research the self-publishing process so you can choose what's best for you and maximise your return on investment.
The self-publishing checklist may come in handy here.
Ignoring feedback
Not seeking or ignoring feedback from beta readers can have significant repercussions, including poor reviews, low sales, and a damaged reputation. While an author’s vision is crucial to the story, respecting and incorporating feedback so it works with and enhances the author's vision is often key to a book’s success.
Beta readers may point out the following issues:
Pacing issues
Character development
Plot holes
Dialogue
If you'd like a comprehensive beta reading report, get in touch now or click here for more information on what to expect from a beta reader.
Expecting instant success
Self-published book sales can range from a few dozen copies to millions, depending on various factors: for example, genre, marketing, quality, platform, and pricing strategy.
Self-publishing success is possible. Take, for example, Fifty Shades of Grey. This book by E. L. James was originally self-published as an e-book and through print-on-demand. It was a self-publishing success, which led to a traditional publisher buying the publishing rights for subsequent editions.
However, many self-publishing authors may sell fewer than 100 copies of their book, which can be soul-crushing. I have heard of many authors putting their manuscripts away, never to be seen again, after not achieving instant success or after receiving a bad review. Have faith, though! Take all the self-publishing pitfalls from this post into account and work on them until you achieve your goals.
Overlooking legal issues
Not understanding copyright laws, contracts, or rights management can cause issues after publishing your manuscript. Did you use someone's REAL name in your memoir? Depending on the content, you may be sued for defamation. I have listed some of the legal issues you should keep an eye on before publishing your manuscript.
Copyright As the author, you automatically own the copyright to your work once it's created. However, registering your copyright with the U.S. Copyright Office (or equivalent in other countries) provides additional legal protection and makes it easier to enforce your rights. 'There isn’t a register of copyright works in the UK.' Avoid using copyrighted material without permission. This includes text, images, music, and other media. Even brief quotes or excerpts can require permission if they are not covered by fair use or public domain. Due diligence is the key here.
Trademarks While titles and character names generally cannot be copyrighted, they can be trademarked if they are distinctive and used in commerce. Ensure your book title and character names do not infringe on existing trademarks. If you create a logo or brand name for your author platform, always check for existing trademarks to avoid infringement.
Defamation and privacy Avoid making false statements that could harm someone's reputation. 'These are the types of changes you should employ any time you’re making embellished, disputable, or untrue claims based on a real person, whether you’re writing a novel, a memoir, or anything else.' (Writers Digest) Be cautious when writing about real people, especially if you include sensitive or private information. Obtain consent when possible. 'Even if everything you write about someone is completely true, you still need to consider her privacy. Invasion of privacy occurs when you publicly disclose private facts not related to public concern. As with defamation, only living people can sue for invasion of privacy.' (Writers Digest) For more information, read this blog post: https://www.writersdigest.com/publishing-faqs/defamation-and-invasion
Contracts Read and understand the terms and conditions of any self-publishing platform you use (e.g., Amazon KDP, Smashwords). Pay attention to royalty structures, distribution rights, and termination clauses. If you hire editors, cover designers, or other freelancers, use contracts that outline the scope of work, payment terms, and ownership of the final product.
ISBN and barcodes Every country has different ISBN regulations. You may be able to get a free ISBN and/or barcode for your book, or you may have to buy one. Read up on your local ISBN rules. Also, even if you can get a free ISBN (for example, through KDP or IngramSpark), decide whether a free ISBN works for you and your manuscript because your royalties and the distribution of your book may benefit from a paid-for ISBN. For more information, read this blog post: https://www.ready2publish.co.uk/post/what-is-an-isbn-and-how-do-i-get-one
Taxes Income from book sales is generally subject to taxation, so always keep accurate records of your earnings and expenses. Every country has different tax regulations, so have a look at your government's website for more information.
Distribution rights Decide whether to grant exclusive or non-exclusive distribution rights to platforms. Exclusive agreements often come with higher royalty rates but restrict you from selling your book elsewhere. For example, KDP offers Expanded Distribution, which means Amazon 'will make your book available to distributors so booksellers and libraries can find your book and order it'. However, there are drawbacks to this and ticking the Expanded Distribution box means you get 40% royalties on sales instead of 60%. Distribution can be tricky to navigate, so do your homework. Consider where you want to sell your book before choosing a self-publishing platform and ensure your distribution agreements reflect your preferences.
Accessibility and compliance Ensure your e-books are accessible to individuals with disabilities. One example of ensuring accessibility is by providing compatible formats for e-book readers. By only allowing a PDF download of your book (instead of an ePub), you restrict certain readers from reading your book, as a PDF is not easy to read on an e-reader; the text size and type can not be altered, etc. It can be argued that an e-reader can zoom in on text and, therefore, all readers can read your book, but in reality, not everyone has the mobility to do this. If your PDF has a dyslexia-unfriendly font, people with dyslexia will struggle to read your book, but with an ePub, they can choose a font type and size that works for them. Also, if you collect personal information from readers (e.g., through a newsletter sign-up), you have to comply with data protection laws.
Not setting realistic goals
Having unrealistic expectations about sales and recognition can impact your self-confidence and stop you from writing more books or promoting your book(s). Unfortunately, this is the truth for many self-publishing authors who had negative feedback (even just one time) and decided they shouldn't continue; putting their lifetime dream on hold.
It's important to write down why you want to publish your book. If it is just a hobby, or you want to share your experiences with people who may benefit from reading your story, you may be content with a few sales. If your goal is to make a lot of money from your books and even, eventually, become a full-time writer, you need to create a marketing strategy that matches these goals.
Do not let a slow start hold you back. Some books are not picked up by potential readers for months or years, and that one interested reader who leaves a good review on Goodreads or Amazon may get the ball rolling. Lots of books that have been published for a long time and that weren't getting a lot of new sales have recently become popular due to viral TikTok videos. So, do not give up on your dream!
See the video below about a BookTok success story, where an old thriller was revived and had even more success than when it was first published.
Did I miss anything or do you have a question? Let me know in the comments. Happy publishing!
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