Why self-publishing authors are their own worst enemy

I just redid my website design. Pretty slick huh? I also rewrote a lot of my “sales copy.” I’m realizing that my tone often sounds harsh, judgmental, critical, rather than loving and supportive.

But after working with self-publishing authors for several years, this is why:

Traditionally published authors don’t have control over the final product. This means that the publishing company can hire book editors, book doctors and book designers to polish everything up and make it into something that will sell. The publisher spends a lot of money. They want a return. So obviously, they don’t ask the author, who has no experience in design, marketing and sales, for his/her feelings or opinions.

Self-publishing authors, on the other hand, have total control. They can hire the best designers, formatters, and then tell them exactly what they want. If they’re lucky, the person they hire will give them something different, but much better, than what they asked for.

If they’re unlucky, they’ll get someone who listens to them and does whatever they want.

I’m somewhere in the middle: after all, clients are my customers. They tell me what to do, I recommend something else. I tell them what I would do, or the cover design I would choose. Some listen, some don’t. But as a whole, self-publishing authors are by far their own worst enemy. Their book is a vanity project: they trust their own judgment and wishes and feelings more than the cold hard facts of market research, testing and professional experience.

I don’t hate authors. I love authors. I want to help them succeed. That’s my job, my duty, my passion: to make your publishing journey successful. I do the best I can… but sometimes you oppose me. There’s a conflict of interests. Not always. Some authors are brilliant marketing strategists who know everything about publishing and make smart, purely pragmatic, decisions.

Just be careful you know which kind of author you are.

See? There I go sounding harsh and judgmental again! Apologies. 🙂