Self-Publishing Guide

Self-Publishing Guide Part 5: Marketing Resources

by Chelsea

If you’re just here for a list of great marketing resources, this is your lucky day. I’ll re-iterate what I said in the first piece of this marketing discussion: If you haven’t planned your marketing, you should do that first. Take a look at part 4 of this self-publishing guide for an overview of how to think about marketing your books and think about the elements discussed there before picking among the resources below.

Marketing Tools

  1. Social Media. Yes, I know, many of us hate the concept of becoming engaged in social media, but here’s the thing. You don’t have to do much. I’m occasionally on Twitter, by which I mean, maybe 3 posts a week and sometimes I don’t even open the app for a week, mostly my comments are responses to other people in the writing community. I have like 300 followers (which is basically non-existent in the marketing world). But my tweets about my book have gotten some attention, so it’s working for me (sort of). This isn’t about becoming a social media giant, it’s about finding a small group of people you can connect with somewhat regularly and then occasionally mentioning your book in relevant posts. And you don’t have to be on every platform, just the one or two that work for you. If you happen to be someone who loves making videos, go for YouTube. If you love creating interesting photos to convey a message, Instagram. When in doubt, join the Twitter writing community and answer writing tweets that sound interesting to you. The key here is to have at least half, preferably 2/3rds of your posts have nothing to do with anything your audience has to pay for.
  2. NetGalley. A lot of people don’t even know what this is until they start researching publishing. Netgalley is basically a web site that helps authors distribute advance copies of their books to readers for free in return for a review. Now, you won’t get 100% return. I got 362 readers and about 40 reviews… and that was a pretty good return. Still, this is the web site traditional publishers use, and if you go for discounts through BooksGoSocial, ALLI, or even just the listing offered through membership in the IBPA you can get listed for a reasonable price. If that’s still out of your range, there are other options for this type of service, but they don’t have as good a reputation in the publishing field. I genuinely don’t know how good or bad those other options are.
  3. Bookbub. This is a featured listing you purchase through the company after your book is released. You are not guaranteed a spot and if you get selected, the cost is relatively high. For a fantasy book, for example, buying a feature costs between $480 and $2500. While I haven’t directly used this company, I’ve heard very, very good things about them from those who have, including that they made way more money than they spent on the listing. But nothing is a guarantee. You could easily drop a thousand dollars here and make less than a quarter of that back in ROI.
  4. FreeBooksy/BargainBooksy. These are the same website, just slightly different services based on whether you’re offering a free or reduced price book. It’s basically the same deal as BookBub but way, way cheaper and with more flexibility. You can choose to list your book for between $45 to $110 dollars, or you can request a spot as a deal of the day (if you meet their criteria) for between $100 to $170, or you could promote an entire series (if you have more than one book out) for about $170. The subscriber lists for their fantasy genre are not much lower than Bookbub, though they are lower. Despite that, I know a few self-published authors who swear by advertisements on these sites.
  5. Amazon/Facebook/Bookbub ads. Purchasing advertisements can be a good plan, but there’s a few caveats. First, this is rarely worth the money before you release your first book. For the most part, an unknown author buying ads for their debut novel’s pre-order is just throwing money away. Once you have a couple of books out as a backlog, though, buying ads to spotlight a pre-order for the next book in the series might work. For those of us releasing a debut, ads after release might do some good. What I’ve heard is that the targeting algorithms may need regular tweaking, you may need to spend a decent amount on ads to get much return, and it’s hard (but not impossible) to make this worth the investment when you only have one book released. Since my book isn’t out yet, I can’t give you personal experience, but that’s what others say who have tried this.
  6. Emailing reviewers personally. Reviews are the lifeblood of any self-published book’s success, so including reviews from well-known reviewers is a great marketing strategy if you can get the people in question to try the book. This will also be the single most work-intensive portion of any marketing campaign that includes it. The reason for that is that you probably don’t want to just blast a mass e-mail at these reviewers. Instead, you want to evaluate the options and pick only the people who will be good for your book’s image—and between blogs, YouTubers, review magazines, and other social media, there are tons of reviewers to comb through, and some of them won’t accept self-published books so sending to them is a waste of time. As well, you want to give each reviewer a reason to care about picking up your book, which typically means explaining how your book fits in with the other content on their platform. That only works if you know what content they have on their platform, so there’s another mountain of research. That also means you have to write a slightly different form letter for each reviewer—and yes, use a form letter with a couple sentences of personalization. A personal letter to everyone will take you several months. But if you can get a few well-established reviewers to give you reviews (say, Fantasy Faction, The Fantasy Inn, or Fantasy Book Critic), people will definitely notice your book.
  7. SPFBO (or SPSFC). These are contests created by a couple of established members of the publishing industry specifically to help good self-published fantasy and science fiction books get more recognition… You know, because some people are fucking awesome. SPFBO was the original, standing for Self-Published Fantasy Blog Off and created by Mark Lawrence to get ten different well-known fantasy blogs to evaluate and discuss self-published fantasy books. This year is the first year of the spin-off, SPSFC, which I believe stands for Self-Published Science Fiction Competition (or maybe Contest?) to give the same voice to science fiction books. The submission windows are small (submissions rarely stay open for an entire day), but if you catch it and have a qualifying book, it can be great for your publicity.
  8. Foreword Reviews. Every self-published author should be submitting to Foreword Reviews. It’s free and while they might not choose to review your book, if they like the book and give it a review, it’s a huge step in the right direction. Again, reviews are the lifeblood of a successful book launch. This does not hold true for their affiliate, Clarion Reviews, which is probably perfectly reputable but is not free. Clarion reviews is a paid editorial review site. There’s nothing wrong with these, but there’s a time and a place for them and it’s not for everyone.
  9. Kirkus Reviews. Kirkus Reviews is another paid editorial review site. They have a pretty big reputation in the publishing world, so you may want a review from them. But they aren’t quite the giant they used to be. These days there are several editorial review sites, and many of them are cheaper (Clarion Reviews, Blue Ink Reviews, etc.). Before deciding which company to use, first decide if you want an editorial review. One of the best uses of this type of review is as advanced marketing to gather some feedback you can quote either on your book cover or in a “readers said” page in your opening pages. This requires you to have a book ready to submit in time for them to read and review the book before you start your marketing in earnest. Completely honestly, the reason I didn’t do any of these type of reviews is that I mis-timed my release and wasn’t able to submit a copy early enough to get the review for my marketing. There are other uses for these reviews (Amazon has an entire section where you can add editorial reviews of your book to build hype) and they aren’t useless, but I simply wasn’t willing or able to pay the prices required to get one when I couldn’t add the quotes where I wanted to use them. These range from about $300 to $600 per review, depending on the site and the length of review.
  10. Building a mailing list. This is a big, big deal in a lot of writing circles. The main piece of advice I hear from a lot of successful authors on how they built an audience able to support themselves is that they built a mailing list and started a newsletter to keep the interest of their audience. If you look around my site, you’ll notice I don’t have one. I may start one, but so far I haven’t known what I’d even say in a newsletter. I have no desire to spam anyone’s inbox with junk mail, so I won’t start a newsletter until I have something to say. That said, a lot of authors insist this is the number one marketing tactic that worked for them. I doubt they’re all lying. If you can create meaningful content for a newsletter without losing all your writing time, this is a good tactic. You can even get help building your newsletter subscribers with the service AuthorsXP, and possibly save some money doing that through an ALLI discount code.
  11. Submitting to competitions. I’ve mentioned SPFBO and SPSFC by name, but there are plenty of other reputable competitions you can submit your books to for visibility. A couple reputable ones I know of are IndieBRAG and the Foreword INDIES. If you google self-published book competition, you’ll find a ton, and probably half to two thirds of them will be scams. I use the ALLI listing of competitions (found here) to evaluate any competition before I decide to submit to them, and if it isn’t there I typically assume the worst. It might be fine, but I’d rather not be the example that teaches others about a poor decision.

Now I’m sure this is not an exhaustive list of marketing tools. ALLI has some discount codes for a few other providers that I haven’t even mentioned and there are plenty of things not listed on ALLI’s web site. But this should definitely get you started.

As a quick reminder. Many of the above resources only work if you’ve done the work to create a quality product targeted at the right readers. Keep in mind at every stage that self-publishing has a reputation of being lower quality, so any defect someone finds is likely to be added to the heap of “self-published novels suck and no one ever edits them” that plagues everyone who tries this route. I’ve had reviews that claim my book needed a good editor because the reader didn’t like the pacing, but my editor (who was a former employee of a traditional publishing house before she went freelance) thought the pacing was perfect. Anything you can do to look more professional (read: more like a traditionally published novel) will make you look more legitimate to readers on the fence about your book. Within reason. At the end of the day, every reader who loves your book has just as valid an opinion as those who don’t, so when you feel like crap about a bad review/comment/whatever, remember: Listening to only the negative comments disrespects every reader who loves your book. Don’t disrespect your readers. Trust them when they praise something in your book and focus on those elements when finding new ways to talk about your book. Use their words if you can (with permission, of course). Honest readers are the best marketing simply because money can’t buy their opinion.

Self-Publishing Guide Part 4: Marketing Planning

by Chelsea

One week until my book releases! Thanks to everyone keeping an eye on my blog. I’m very excited. Over the next couple weeks I’ll be trying to release a few additional posts to help build some additional visibility. Speaking of that…

We’ve finally reached the end of my personal self-publishing guide. Today we’re focusing on a thing that frustrates most self-published authors (including me): Marketing. This topic is a little different from the others in this guide for a few reasons. First, there is no “correct” way to do your marketing, because a strategy that worked for one person will rarely work for a second person, sometimes even in similar genres. Second, we’re going to start with a paradigm shift about your book as a whole, and discuss some things you may want to think about before you ever get to the actual selling your book stage. And third, I’m nowhere near as confident in my knowledge of the practical elements of this area as I am about the others in this guide. That said, I’ll tackle this as thoroughly as I can and hopefully be of use to others trying to build a career in self-publishing.

Since I got a little more long-winded than usual this time (and marketing is a complicated topic), I’m actually breaking this into two posts. Below is an overview of the things to do to prepare for your marketing journey. In a couple days I’ll be releasing an additional post in this guide, which will outline specific marketing resources and their pros and cons. I highly recommend taking a look at the content below and making a plan before moving on to the next one. Using good resources poorly will hurt you more than using the wrong resources. Why, you ask? Because good resources will get you in front of readers, and then those readers will think your book is bad. Bad resources will simply waste money and get you little to no visibility.

So, to start off, let’s look at some basic principles of good marketing. You need to have a good product (write a good book), have good packaging (buy a well-designed cover), and present the product in an interesting way to the right people (properly identify your genre and sell it well). Each of these is its own mini challenge, and we’ve covered some of them in the previous few posts. You may see some repeated messages (do not skimp on editing), but remember that in this post we’ll be talking about the effect of each of these on your marketing, as well as looking at some ways to utilize those earlier decisions in your presentation of the final product.

Before we go any further, please take note: your book is a product. It is not your personal baby or your journey to self-discovery or your dissertation on how the world should change. It can be any or all of those things in the writing and editing stage, but when you’re ready to sell it, your book is nothing more than an object that some people might want to purchase. If it doesn’t give a particular reader the experience they wanted, then it was not a good product for that reader. It will almost inevitably be a great product for a different reader. Your job, as a marketer of your book, is to get your book in front of the readers who will consider it a good product.

Where Do I Even Start?

The first step of marketing your book is determining who to market it to. Many successful marketers will tell you to determine your readers before starting your book, and to some extent you should, but as a discovery writer I tend to lean away from that sort of pre-determination. I sat down to write an epic fantasy novel. The fact that it became a character-heavy, slow-burn political epic fantasy with LGBT+ characters was just something that happened along the way. Despite that, when I started planning marketing, I needed to know that I had a character-heavy, slow-burn political fantasy to know how to sell the book. I’ll address the LGBT+ aspect in a moment.

The value of determining your readers is that it let’s you determine what they consider a good book. Every reader group will have a different definition of this, so it’s important to know who you’re targeting so you can see what other books they’ve enjoyed. This will determine what types of edits to make. An epic fantasy audience is far more likely to enjoy longer scenes with subtle character work and expansive descriptions. A more traditional high fantasy audience probably wants a faster pace, fewer descriptions or more minimalistic narration, and slightly less subtle plot. Whether or not a particular passage is an info-dump will largely be determined by your target readers, not your editor and definitely not the publishing world as a whole. Your readers’ favorite books are also a great source of cover art information to help you determine what elements work best as visuals for your packaging. There’s a few static things all readers like (books without copious typos and covers that look like the elements go together, for example), but a lot of things will vary by target audience. So know your audience before you start trying to sell the book (preferably before you edit the book).

Determining your readers is best done through beta readers. They are the ones who can tell you if the story fell flat for their expectations and what they wanted out of the read. You’ll probably start out with just a few close friends or family, or maybe even members of your writing group, as members of your beta team. It’s a great idea to find additional sources of feedback from places like Scribophile, paid readers from Fiverr, or maybe even twitter or discord groups. This can give you a much broader view of the work you’re creating so you know who to target it toward.

What genre am I, really?

Once you think you know your genre, it’s time to decide how to target your descriptions of the book. As I said, I started with “epic fantasy” and ended at “character-heavy, slow-burn political epic fantasy with LGBT+ characters.” That second level of specificity is something you need to convey in your marketing text without dropping the entire description every time you mention the book, and it’s important that you target the book at that subset as precisely as you can. Here’s why.

My book currently has a 3.5 star rating on Goodreads. The reason for that is that it was characterized in a way I didn’t expect in some of the early reviews. They referred to the book as a “queer political fantasy.” Many of these reviews were extremely complimentary and I love how many of them engaged critically with the book and discussed both positive and negative elements they encountered. I, personally, recommend the review by “Lexi” on Goodreads to anyone wavering on whether or not they’d like my book. I think they did an excellent job, highlighting reasons why someone might or might not enjoy the work. But I would never pitch my book as a “queer political fantasy” because, to me, that implies that I addressed serious issues related to LGBT+ relationships, lifestyles, or just in general focused the plot line around LGBT+ interactions. That’s not my book. My book is about a man who is technically considered a traitor trying to keep peace against a nobility that dislikes him for fighting against the previous emperor in a civil war. The fact that my main character is a gay man in an established relationship with another man is largely a sidenote to the plot (although I am genuinely humbled by people who point to my book as an example of positive LGBT+ representation). However, because of the label “queer political fantasy,” a number of readers came to my book expecting a heavy focus on the LGBT+ relationship, expecting a homo-normative world, or potentially just not really excited by slow-burn, character heavy political epic fantasy but still interested in what this book was doing. Predictably, my book did not connect well with those readers, and they left honest (and universally extremely polite) negative reviews. I appreciate those negative reviews for helping to clarify what my book isn’t and helping guide the right readers to the book, but let’s be honest. Sometimes it hurts to see the lower rating. And, of course, that’s not the only negative reviews I’ve gotten. No book is right for every reader.

But this brings me to a very important point about choosing your readers. At the end of the day, the readers define your genre more than you do. I wouldn’t define my book as queer political fantasy, but a lot of readers have, so I have to accept that label. A similar situation happened with Daniel Greene, a popular fantasy YouTuber. He released his debut novella back in March and was surprised that it was rated among the “dark horror” genre. Now, from what little I know of the book, it should be, but he didn’t think to categorize it that way. Nonetheless, his book is in that category because it’s the category that his readers use to tell others like them what to expect. This is actually a story that I’ve heard several times among self-published authors: they wrote a book, pitched it to their audience as one thing, and after release or in ARC reviews got feedback that it didn’t fit that thing but worked well as something else. So, be aware that the elements you include in your story may define it in ways you don’t intend. Have a gay protagonist? It’s LGBT+ regardless of your intentions. Have a mutilated baby in the first few pages? It’s dark horror (and why did you think that wasn’t, Daniel?). Have a book that centers around two characters starting a romantic relationship? You’ve written a romance, whether you intended to or not.

So, when you’re planning your marketing copy, consider what elements you want to highlight as central to readers and what elements you won’t be able to escape. From that you can start deciding how to pitch the book to readers. And that pitch is critical.

Finding the Right Pitch

The primary marketing text for your book is the description on the back of your book. This has several different names depending on the circle you’re talking to. I’ve heard it called the book blurb (or back cover blurb), the synopsis (a real synopsis for a literary agent is a VERY different thing), or even the book catchline (also a different thing). I think the proper term is back cover blurb (from my connections in the publishing industry) so feel free to call it whatever you want, but that’s what I’m calling it here.

One of the most common mistakes that debut self-published authors make in preparing their books for release is not creating the back cover blurb well. I have no statistics to back that up, but this is a hill I will die on. A massive number of self-published novels have back cover blurbs that say things like “[Novel Name] is a thrilling new mystery featuring [plot element 1] and [plot element 2]!” Traditionally published novels don’t have back cover blurbs that read like this because all that says is that the author of the blurb (likely the author of the book) thinks the book is good. The point of a back cover blurb is to tease the feel of the book, not explain the idea behind it. Read the blurbs of some traditionally published novels to see what I mean. There may be lines that say things like the above quote, but those are always attributed to a different person that the author, often a well-known review site or another author. These lines aren’t actually part of the blurb but are actually cover quotes, often also called “blurbs” by traditional publishing in what sometimes feels like an intentional attempt to be confusing. But they are never written by the author. The blurb on the back of your book is basically the same as the blurb you’d write for a query letter. Here’s a few tips:

  1. The back cover blurb is almost always in third person, present tense. This is true even when the book is in first person and/or past tense. There are a few examples of blurbs in different tenses that work, but they are mostly gimmicks that work once or blurbs that work for a specific type of book but not in general
  2. The blurb follows an established formula: introduce character along with some hints of inner conflict—>introduce central conflict of the book—>hint at difficult choice character will have to make. If you have multiple important characters, introduce them in the order that makes sense for the flow of the blurb and then make sure your conflict and choice paragraphs address both characters. If you have more than two important characters, find a way to cut it down to two. Maybe three characters can work, but that’s pushing it.
  3. Make sure your blurb has a mini-plot arc of its own to tell. That arc has a beginning in the character description, a turning point in the central conflict introduction, and a cliff-hanger resolution in the choice paragraph. If those elements don’t flow from one to the other like a story, then you’re blurb is either confusing (and probably focusing too much on small details) or boring (and probably glossing over things too much).

Keep in mind that editing is just as crucial here as it is in the rest of your book. If you have clunky sentences or confusing wording in your blurb, most people won’t even give the book a shot.

A Final Warning

A last thing to remember. A lot of sources will recommend that you start building a following on social media, a blog, or on some other platform before you ever reach the point of discussing a book release. Be careful how you do this. I’m going to use Daniel Greene again as my example here, because I was really excited for is book until I learned what it was about.

Daniel Greene has built a reputation as a YouTube book reviewer, fantasy commentator, and all around SF/F buff. I came pretty late to his channel, but some of his favorite series are also some of my favorites. So when I heard that he was writing a book, I assumed that it would be in the genre that he built his reputation around. Admittedly his world is fantasy, but as discussed above, it’s also horror. And not just horror, but semi-modern fantasy horror surrounding detectives investigating a murder. Nothing could be further from the books I came to his channel to hear about (and still be in the fantasy genre, at least). His “marketing” tricked me into assuming his book was something it wasn’t, and I was very disappointed and may never even attempt to read his work (not because of some personal offense, but because I just can’t handle horror stories).

A similar story is true of both the iWriterly channel and Jenna Moreci’s YouTube channel to lesser extents. They were both more clear about what type of books they were creating, but their YouTube content has nothing to do with their book topics. Someone who came to their channel for writing advice would have no reason to think their books would appeal to them and vice versa.

To be clear, none of these authors have done anything wrong, per se. I picked three relatively popular YouTubers who had released books precisely because they are examples that it can work to build an audience from unrelated content. But it’s worth considering if that’s the audience you really want.

That wasn’t the audience I wanted, so my solution was this blog. Half personal experiences with publishing that even non-authors might find interesting and half fiction bits taken from world-building for my novels.

Find the middle ground that you enjoy and believe in and stick with it.

Self-Publishing Guide Part Three: Final Packaging

by Chelsea

Welcome back to my self-publishing guide, driven by my personal frustration with finding useful resources when planning my own self-publishing journey. Today I’m going to examine topic number 3 of my guide: Finalizing Your Book for Release. This is a topic that is going to cover several smaller elements that are often brushed off in other self-publishing resources. “Once your editing and cover design is done, you’ll need to get the interior formatted, file for copyright, and upload the files for distribution.” Awesome. How does all that work? How do I get my book in the hands of readers and how do I make sure the interior looks appropriate? Do I need a copyright?

I’m going to break down these elements here, discussing tools I’ve found useful in this process, costs to expect, and what elements of each are important. This one got a little long, so use the headings to find the piece you need to know about.

Formatting

By far the single most important piece of this step is the interior formatting, but that doesn’t mean it has to be difficult. As well, the complexity of your formatting will vary depending on what formats you are releasing your book in, so let’s start there. Are you releasing a print book? A hard cover? Just an e-book? You’ve probably thought about this before (at least, I hope you thought about it when considering cover options), but this is the first place where your decisions will be different based on what formats you want to release.

If you’re releasing a print book and an e-book, the formatting for those two formats is pretty different. I did this formatting myself and it’s entirely doable, but there are also a number of other options for getting formatting done. Here’s a few of the options:

  1. Some distribution options allow you to use their system to auto-format your interior content. I know that Smashwords, does this and I am pretty sure that Amazon has a system for this as well. Check with your distributor to see if this is an option, to take this step off your hands entirely. Many of these are free for using the distribution system.
  2. Some software exists that will do formatting for you, allowing you some pre-set choices to customize your book without any real effort on your part. The most obvious of these is Vellum, but it’s Mac specific.
  3. Some more complex software exists that will let you do complete customization of your formatting if you learn the way the tool works. The most popular of these is Adobe InDesign. While this is a tool that can be learned relatively quickly and there are some pretty good tutorials on YouTube, this is the option that risks you being able to really screw up your book if you aren’t careful.
  4. You can hire a professional formatter to lay out the interior of your book. This is relatively inexpensive, running somewhere between $100 to $300 depending on the vendor. Also, some cover artists will include interior formatting as an add-on to their cover design services. In the instance of formatting as an addon to cover design services, it’s somewhat common to get a discount on the formatting cost for pairing the service with covers.

Personally, I feel like there are too many options to get your own interior formatting done to justify hiring a separate formatter just for interior design. If you’re getting a good deal by pairing it with your cover design then go for it. It can be a bit of a process, so if it’s cheap to take the process out of your hands, go for it. If, however, you are looking for it as a separate service, check out the softwares and auto-formatters before you look at vendors. The best reason to hire a professional formatter is that you need some customized formatting but you can’t learn to do it yourself in the more complex formatting softwares that exist. Mostly, this means you’re picky about what your interior looks like or you have a lot of pictures in your book. If you choose to do this work yourself, it is entirely doable, but the tools available to you will vary by what computer system you use.

If you’re using a Macintosh, you have an awesome tool available to you: Vellum. I tested this one despite using PCs myself and it’s a great tool. You can play around with all the formatting you might want before you pay for the software, resulting in the best trial of a piece of software I’ve ever seen. When you’re ready to create the final files to upload to your distributor, it’s a one-time fee of $250. That cost allows you to format as many books as you want without any additional fees. I love any software that has a one-time cost instead of a subscription system. As well, Vellum is particularly good at simple, well-crafted formatting that makes both print and e-books look great. The two downsides are very situational, but can be pretty frustrating if they affect you. First, you can’t use Vellum on a PC. While you can rent time on a Macintosh server through services like Mac-in-Cloud, that adds to the cost and adds back in the requirement to manage time carefully when doing your own formatting. Second, Vellum doesn’t work great for picture-heavy books, like illustrated chapter books or picture books.

If you’re using a PC there are fewer softwares that will just do this for you. I’ve heard rumors of a few that are in production, but nothing that is solid enough I’m willing to mention it here. I’ll be keeping an eye on this and will update the blog if I find something on par with Vellum for the PC. On PC, the best software is actually Adobe InDesign. While it can have a bit of a steep learning curve, the YouTube tutorials make it easy to get basic formatting done for print books. Translating that print formatting into e-books can be challenging, but again, YouTube has tutorials. My personal favorites for YouTube tutorials are here for print and here for e-book. The most frustrating elements of this software are the subscription model, which means the longer it takes you to learn the software the more it costs, and the risk that the flexibility available will let you screw up your formatting. Always check proofs before finalizing anything with using InDesign.

Copyright and Other Registrations

Do you need to copyright your work? Yes and no. Your work is automatically copyrighted when you wrote it, so technically filing for copyright is redundant. That said, when you file for copyright, it makes a legal record of the work as belonging to you. That can matter if you ever need to defend the ownership of the work. So how likely is that to happen? Honestly, pretty unlikely. Most authors never have to think about defending their work from plagiarism. But it does happen, and if you do a Google search, you’ll find dozens of instances, including a slew of reports related to an early review distribution site where some people were apparently registering, taking the work from the review site, and publishing it on Amazon as their own. The author can contest that and should win, but it’s messy, especially if they hadn’t yet filed for copyright. Personally, I just created the book in the appropriate distribution sites and didn’t release it, so anyone trying to do that would find the book already exists there. My book hasn’t been pirated, but I couldn’t tell you if that’s related to my copyright, my pre-creation of placeholder versions, he security of the particular review site I chose to use, or just because no one knows who I am and so hasn’t bothered to pirate my book. You are probably in the same boat as me. You can take a dozen precautions, you’ll almost certainly never see any issues, and you’ll never be able to know if that’s because you were careful or because no one cared.

All of that said, I do recommend you copyright your work. It’s cheap, it’s easy, and if you do get hit by thieves you’ll kick yourself for not having the legal documentation. So, if you want to do so, here’s the process.

First off, you don’t want to copyright your work until after you’ve done 98% of all edits and adjustments you will make. This is because you need the file you copyrighted to match the file you released. If you rewrote five pages of chapter 7 after filing for copyright, then chapter 7 isn’t covered by that copyright filing. The exact threshold is somewhat vague, but in general, copyright as late as possible, but before you send the book out for ARC review readers. And if you don’t know what that means, don’t panic. I’ll discuss ARC reviews when I get to marketing, because they’re really a pre-release marketing tool. Typically proofreading is minor enough that you can do that after filing for copyright without risking issues, but copy editing is too much editing to do after filing.

Once you’re sure the book is ready to file, you go to the web site of the United States Copyright Office (or if you’re outside the US, you find your local office for registering creative works). Once there, you create an account and click the buttons to file for copyright of a literary work (even if you’re writing trashy romance—they aren’t judging the literary quality, they’re categorizing what item you own). The forms are pretty self-explanatory, but you will have to upload a copy of your work, so make sure you have a digital copy. You can also send in a physical copy, but I recommend just sending the PDF from your formatting. This costs $65 (I was quoted $55 about 6 months ago, so I think this recently went up). The catch is that you do have to include the contact information of the owner, which is stored in their database. You may want a separate entity like a single-member LLC to own the work if you’re concerned about personal privacy. Other than that, it’s a very simple process. There exist companies that will do this for you, but they charge an extra fee for doing the work and it’s very simple, so I would tend to do it myself rather than hiring a legal services company to do it. Save the $50 or so.

On a similar note, this is a good place to discuss ISBN numbers. These are a separate thing from copyrights, but the copyright office will ask for one. The ISBN is just a unique number that identifies your book. You need one per type of book you are releasing—i.e., one for print, one for audiobook, and one for e-book, but Kindle e-book and Nook e-book can use the same one. Some people have run into issues using the same ISBN for Nook and Kindle e-books, but it appears to be a mistake in how they were filing through various distributors. You can use the same ISBN. ISBN numbers cost about $100 each, or you can buy a block of ten for $300. Sometimes there are sales on blocks of numbers, but not always, so it might be worth keeping an eye out in earlier stages to find a good deal. ISBN numbers never expire, so buying a block is worth the discount either way if you can afford it. ISBN numbers are another place where you are required to list your personal information as an item of public record. So, again, if you’re concerned about privacy, creating an LLC might be the way to go. There’s a lot more involved in that than just filing, though, so look into it before doing so. Unfortunately, I decided not to, so I don’t have a lot of great advice on that.

Some people will tell you to just use the free ISBN that Amazon will offer you. If you’re only publishing an e-book you can do this and there isn’t a penalty, but it does limit what you can do with that book. You can’t use that Amazon-provided ISBN no Barnes & Noble Press, for example. It belongs to Amazon. If you want everything to be Amazon exclusive (and there are reasons to do so), then this is a perfectly reasonable option. Just know what you’re giving up to do so.

Distribution

Finally, let’s talk about distribution for your book. Basically, this is just about deciding how readers are going to find your book. There are two major categories for distribution: Print distribution and E-book distribution.

E-book Distribution

The vast majority of self-published e-book sales are purchased on Amazon. I don’t know the exact number, but it’s something like 90% of all e-book sales. That said, there are other distributors. Barnes and Noble has its own self-publishing platforms and Amazon doesn’t make your book available there (or, probably more likely, Barnes and Noble doesn’t choose to pay Amazon to carry their books). Kobo is a popular platform in Canada and Amazon doesn’t distribute through Kobo. Many libraries can’t list your book as an e-book if it’s only distributed through Amazon. But only Amazon has Kindle Unlimited, which is a service which lets people pay monthly for as many books as they can read. Kindle Unlimited is a great way to get people to give your book a shot, since it costs subscribers nothing to take a peek inside.

One of the other very popular methods of listing e-books is through a distribution conglomerate. Two of the most popular ones are Smashwords and Draft2Digital. These are services where for a small fee (often charged as a percentage of your royalties rather than an up front cost) they will send your book to various other distribution channels. As a result, you can use one location to distribute to Amazon, Barnes and Noble, Kobo, and libraries. Awesome! But, there are some drawbacks there as well, primarily that Amazon won’t let you earn the 70% royalties they advertise when you’re selling through a conglomerate. So, do you use a distribution conglomerate or Amazon or some combination thereof?

When I was first investigating self-publishing, someone told me the best path was to list on Amazon and Barnes and Noble personally, then use a distribution conglomerate for the rest of the platforms. That is no longer the case. I don’t know if the person in question was right at the time—it was several years ago now—but this is not true right now. The reason for this is that Amazon does not allow you to run a discount promotion on your book if you aren’t listing exclusively through them. As a result, if you want to use a conglomerate, you should list there exclusively, because you can run a discount through that service which will apply to Amazon. But if you listed separately on Amazon, then your Amazon book doesn’t get the discount.

But I just said that you don’t earn 70% royalties on books sold on Amazon that are distributed through a conglomerate, didn’t I? This is true, but you are getting 35% royalties and that 35% isn’t reduced for delivery costs. Most people don’t realize that the 70% royalties on Amazon aren’t really 70%. Instead, Amazon charges a distribution cost which it deducts from your 70% royalties. Now, for most e-books that distribution cost is around fifteen to thirty cents, so that my $5.99 e-book makes me $4.10 instead of $4.25. But if your e-book is much cheaper than mine, that distribution cost can be more significant. It’s worth noting at this point that Amazon doesn’t allow 70% royalties on books listed at less than $2.99 (unless it’s a temporary promotion), so if you are listing your book at $0.99 you won’t be paying for distribution.

All of this is going to be a matter of personal preference, but here’s the best, simplest way to think about the options for e-book distribution:

  • If you want to be available at multiple different vendors, expect to have significant sales in foreign countries, or expect significant visibility from libraries, use an e-book conglomerate.
  • If you plan to rely heavily on Amazon because you expect primarily US based sales, or if you are doing rapid release strategies (I.e., releasing 3-5 books over the course of a single year at regular intervals to build hype) and therefore need to rely heavily on Kindle Unlimited, or you are a genre that traditionally does very well on Kindle Unlimited (most YA and a lot of romance), then go Amazon exclusive.
  • Only do a hybrid release where you are manually uploading to Amazon and Barnes and Noble separately from an e-book conglomerate if you do not intend to ever do a price promotion (which would probably be poor marketing techniques, but it depends somewhat on your release plans).

Print Distribution

Print distribution is much simpler than e-book distribution. There are only a couple of common vendors that do print on demand options, and the most common ones are Amazon and Ingram Spark. The print quality for these two options is actually pretty similar, although at one point Amazon had a reputation for being a bit lower. That doesn’t seem to be the case now, but the reputation still lingers and has come repercussions.

At a base level, Amazon is much easier to use for creating books that Ingram Spark. The Amazon system is streamlined and user friendly, and it has plenty of info boxes and helpful features to make the process easy. The Ingram Spark system is complex in part because it’s the same system they use for smaller publishing houses which use them, many of which need the more complex system to record all the data they use to identify and categorize their books.

Still, the most significant of the differences between Ingram Spark and Amazon print copies is the ability to get your book placed on some bookstore shelves. Larger chains like Barnes and Noble won’t tend to carry books printed by Amazon regardless of quality. That might be a competitor thing, but they cite quality in most discussions about it. If you have a local indie bookstore you want to place your book in, I’d talk to them in person and see if they have a restriction. It may be harder for them to order books when printed through Amazon since Ingram Spark is a more well-established distributor of print books to physical stores. Another major reason for Amazon being refused by many retailers is that Amazon won’t let you discount your book for other vendors where Ingram Spark does. Most retail locations require you give them a discount of approximately 50% on the list price so they make a profit on selling the book.

Another difference is the cost to you for copies you might want to distribute. Amazon has slightly cheaper author copies than Ingram Spark, and in some cases is quicker at printing and shipping them to you. As an example, my book costs $6.76 to print on Ingram Spark and $6.03 to print on Amazon. That difference actually has a pretty significant effect on profit, especially if you want to give a discount for any reason.

As a quick guide, if you want physical copies to give to friends, sell at conferences, and let people order physical books online, Amazon may be the best option. If, however, you want to have a chance of seeing your books on bookstore shelves, you probably need to use Ingram Spark.

Publishing Services

The one thing I haven’t mentioned in this list is publishing companies that offer to create your book and distribute it for you. Many of them often offer marketing services as well. Some examples of these are Bookbaby or Lulu. I’ll briefly address those services here, but I am a poor resource for that, so if you’re interested I recommend finding reviews on those types of services and looking for others who have used them to discuss.

The concept behind companies like Bookbaby or Lulu is that they offer a collection of services (often cover design, editing, formatting, printing, and distribution all in one, as well as marketing in some cases) and charge the author for those services. Typically you can buy the entire package or just a subset of the services offered. The marketing for these services typically says things like “All the benefits of traditional publishing and the control of self-publishing!” Sounds great, right? But the thing to keep in mind is that these companies aren’t similar to publishers. They don’t make money by selling your books, they make money by selling services to you. This point was driven home to me best by a demonstration I saw at a conference. The presenter opened a web site for one of these conglomerates, selected “create book”, told the system that he had a cover already made, had formatted his own files, and needed no services from the company, and the cost to publish an e-book on Amazon was $200 despite them selling him none of their services. Uploading those files to Amazon yourself is free.

Self-Publishing Guide Part Two: Covers

by Chelsea

Welcome back to my self-publishing guide, driven by my personal frustration with finding useful resources when planning my own self-publishing journey. Today I’m going to examine topic number 2 of my guide: Cover Design.

Let’s start with a quick overview of the process, and then I’ll take an in-depth view into some of the important things to know about cover design. I’ll also include some specific resources at the end. Spoiler: One of those resources is the Alliance of Independent Authors!

How does cover design work?

The basics of cover design go something like this. First, you have a book mostly written and decide you’re going to self-publish. Then you google “book cover designer” and get several hundred results with prices ranging from $200 to $2,000 and maybe beyond (or occasionally less). You have no idea what you’re doing, so you send a bunch of questions to a few designers you like. Make sure to ask details of their process at this stage so you know what to expect. This includes number of revisions and what you’re allowed to do with the final images if that information is not clearly conveyed on their web site. Eventually, you pick someone in a price range you like with covers that you think look decent and you hope things work out. That designer probably books three months to a year out, depending on how popular they are.

Did you read my editing post a couple weeks ago? Noticing a trend in timing? Don’t ever expect to book custom services less than three months out unless you’re paying for a rush job. It’s extremely rare to find someone with good experience with an opening right when you contact them.

When time comes for your design, you have a design meeting. You and your designer will discuss your vision for the cover and typically some details that help the designer get a feel for the genre, themes, and tone of your book. The process from there will vary depending on your designer’s process. Mine sketched an initial concept on a video call with me right there. It was some seriously impressive work, even though it was understandably rough. Others will take some time to create a couple mock-ups and get your feedback. You can provide some feedback here, but once a concept is agreed on you typically can’t change the broad strokes of the cover idea. Then the designer sets to work. Throughout the process, make sure you give specific, thorough feedback on adjustments with as much detail as possible (and images when able) to help your designer create what you want. The more information they have, the better product they will create for you. Also remember that you are the customer in this transaction, so asking for a change isn’t an inconvenience. It’s literally what you’re paying them for.

A good designer will give you regular updates on a schedule you know ahead of time. My designer took about five weeks and gave me three updates in that time. He also did the text layout on the cover (i.e., the title and author text and the back cover copy). Make sure you know if your designer will do the text layout for you. This is an important step that you need the right software to do well or you’ll ruin your beautiful cover. When this is done, you’ll receive final files ready to include in your final packaging.

Now, everyone knows that covers are important to a book’s success, but what that actually means can be a bit vague. In my experience, most newer authors (and some experienced self-published authors) make one of several mistakes when planning their cover design.

  1. They don’t understand what the cover is really for.
  2. They bring ideas that are either too specific or trying to convey too many things.
  3. They don’t understand the different styles of covers and what they do.

Let’s take a look at these mistakes and how we, as authors, can be better prepared for our cover design.

What is the cover for?

A lot of authors have very romantic ideas of what their cover is and how it might look, but at the end of the day, this element is a very practical thing. The book cover is marketing imagery. It is not there to add context or details to the story. It’s not intended to give readers visuals on certain moments or characters. And it’s definitely not there to make the author geek out about how cool it is to see a scene or character or setting from their book drawn out. This may seem somewhat counterintuitive, since for many of us our favorite covers feature dramatic moments from the story. But take a moment, pull out one of those favorite covers with a scene from the novel, and compare it to the actual description of the moment in the text. I bet it’s very different. There’s a few reasons for this.

First, the cover isn’t for your readers. It’s created to entice other people–people who haven’t read your book–to give the story a try. To those people, the inaccuracy of that scene is meaningless. They don’t know if that’s what happened or not. All they know is if the scene gives them the type of feeling that makes them want to open the book.

Second, the cover must convey your genre and some approximate themes or feel of your book. Can you name a single scene from your book that accurately gives an impression of genre, theme, and feel of your book? Few books actually have that scene, and for those that do, the scene in question generally falls into the too complicated category that we’ll discuss in the next section.

Third, most books that have any sort of scene on the cover like to include the major characters. Does you book have an Avengers: Assemble moment? If so, honestly, maybe consider if it comes off as too cliché. It might be fine, but it probably doesn’t also include an enticing representation of genre, theme, and feel. There’s other reasons why our favorite scene-specific book covers are often inaccurate the the moment in the book, but it boils down to one thing.

Good book covers are complicated endeavors trying to sell the book in a dozen tiny ways, and that job is typically not done well by any given scene within any given book.

What book covers are good at is getting attention. They need the right color contrasts to catch the eyes of appropriate readers. Dark fantasy shouldn’t have bright yellows and golds and romances shouldn’t be all muted greys and browns. At least, not without a major contrasting theme to draw the eye. Whether or not your cover has characters on the front also depends on your genre and the focus of your book. Is it a character-driven political fantasy? Give us an image of characters with obvious tension (but probably not any weapons in hand). A fun-filled sword and sorcery? Cue the lightning bolts and fantasy creatures. Steamy romance? Someone better be half-naked on the front.

The point of all of this is to create an image that you can share as widely as possible which makes the right readers excited to pick up your book. No one wants a reader looking for political fantasy writing a review of the steamy, contemporary romance novel. Maybe they’ll like it, but that’s not who you wrote it for.

Bringing the right ideas to the discussion.

Now that you know the point of the cover, let’s discuss what cover ideas are useful in selecting your cover. This is important both for choosing your designer and for your first discussion with your artist. In your initial google search for cover designers, you probably noticed a trend. Most books had one, maybe two, characters on the front with some sort of dramatic scene behind them. If they didn’t have a character on the front, they no doubt had one central image with a secondary image behind that contrasted the first image. The reason for this is that design is all about drawing the eyes to the right places. Many authors come into the process wanting some complex scene but that defeats the purpose of the cover. It makes every part of the image important, so the browser can’t focus on what the cover is saying.

In the last section I said that your cover needed to convey three things to be effective. First, the genre. Second, the theme. And third, the feel (or tone). There’s a hierarchy to these three things, and honestly, my list is out of order.

The most important thing for your cover to show is your genre, and I don’t mean “fantasy.” My political epic fantasy has a very different cover from Patricia Brigg’s newest contemporary shapeshifter fantasy for very good reason. Her cover needs to convey a fast-paced actiony genre while mine should look like a methodical, and possibly dangerous, dance of manipulation.

After the specific genre, your cover needs to convey tone of the book. Using my own as an example again (viewable on my books page here if you want to check it out), the lighting streaming from the windows contrasted with the shadowy figure on the side gives a sense of danger approaching. As well, the presence of the sword without it being directly active adds to that tone. There’s no open conflict on that cover, which fits the pacing of my book, but there’s definitely tension in the image. I’m quite happy with my cover, but that’s as much because it’s a good representation of what the reader can expect as because of the quality of the art.

Lastly, theme or a hint of the theme or plot is common in cover art. For mine, a reader would realize that the shadowy figure is my secondary protagonist, Niamsha, while the main figure on the throne is my primary protagonist, Arkaen. Those facts aren’t critical to my cover being strong, but it adds a little hint extra, juxtaposing the two primary characters before you even open the book and giving the reader a sense of what is to come. This element is less important enough that it can easily be omitted without harming the quality of the cover. And that is why covers so often feature scenes not present in the actual book, or present only with significant alterations. The cover isn’t trying to give you a visual prologue, it’s trying to tell you what type of book this is.

What cover style is right for you?

By now, some people are confused by what I mean when I say “style” of cover. Aren’t I talking about themes, or whether or not to include characters, or how to convey genre? No, although some of those decisions will affect this one. I’m talking about a fully illustrated cover versus a photo-conglomerate cover. My cover was fully illustrated, it’s beautiful, it fits my book perfectly, and I paid a pretty penny for that thing. You can get cheaper fully illustrated covers, but I loved this designer and I have to say, he didn’t disappoint. I already have 25-ish reviews and the book doesn’t come out for just over a month yet. That’s not my advertising at work. That’s the cover.

But for some books, a cover like mine would be a terrible idea. A great example is Jenna Moreci’s The Savior’s Champion. It’s basically The Bachelorette meets Gladiator where the competition winner gets to marry a magic goddess–with some fun plot twists, of course. The feel of that book is more modern than mine in a lot of ways (despite it still being a low-technology setting), and as a result, a photo-conglomerate cover was perfect for her work. The covers of that series rely heavily on symbols with the scenes more as background shots when they’re present at all, and they look amazing.

She does not pay anywhere near as much as I did for my cover. Like, probably half of what I did and she got exactly what she needed. But my book wouldn’t have thrived on that style of cover design.

And this is what I mean by style of your cover. This is something only you can decide, and unfortunately, I don’t have a lot of tips. The best I can do is drop you some cover resources and suggest you consider which artist is making covers that might be next to yours on a bookstore’s shelves.

  • The Creative Penn. I mentioned this site for editing resources. She also has a great listing of book cover designers.
  • The Alliance of Independent Authors. I told you you’ll hear a lot about them in this sequence. They’re the resource I wish I’d checked out before making a bunch of decisions. I might have still used my designer (I mean, that cover…), but this is a great place to check for discounts and find reliable vendors.
  • The resources page of my cover artist, Jeff Brown. I hate to be that person that raves about someone then doesn’t recommend him, but he charges $2k. You probably don’t have that cash. I didn’t have that cash until a family member saw his work and donated the money to help me get the best. But Jeff understands that his prices might be out of your range and maintains a listing of other cover designers that he considers good alternatives if you like his style. But if you do have that cash and you want an illustrated cover, Jeff is amazing.
  • Reedsy. I haven’t used their cover design but they do operate a marketplace of cover artists just like their marketplace of editors.
  • Artstation. This is another place that I have heard about and have no direct experience with. A lot of people found great artists here. Daniel Greene, for example, found his cover artist here (Felix Ortiz, I think?). I have heard of other artists through other connections. It’s a good hub to check out.

Let me leave you with one final piece of information: A rough guide to cover pricing.

Photo-conglomerate CoverFully Illustrated Cover
Premade CoverRanges from $75-ish to $300-ish, depending on coverRanges from $250-ish to $500-ish depending on cover
Custom CoverRanges from $150-ish to $800-ish; prices depend on complexity, number of elements, number of revisions, and types of covers (e-book, print, audiobook, etc.) Ranges from $500-ish to $2,000-ish; prices depend on complexity, number of elements, number of revisions, and types of covers (e-book, print, audiobook, etc.)
Additional offeringsSometimes will offer formatting included or for small additional fee, also often have addons like banner images or ad design from the cover image for $25-$75 per item.Rarely if ever offer formatting services, more expensive packages may include banner images or ad design from the cover image; may also offer these separately or as addon services. Some illustrators also do character art and/or map drawing for additional fees.

Self-Publishing Guide Part One: Editing

by Chelsea

It’s official! My debut epic fantasy novel, Wake of the Phoenix, releases in eight weeks! This blog will have an eight week build-up even featuring in depth information I learned while tackling self-publishing interspersed with a series of fiction blogs from the four POV characters of my novel.

Several months ago I released a post comparing self-publication to traditional publication and looking at the challenges inherent in each path. While the discussion was a little tongue in cheek at times, it also captured some of the unexpected stresses I encountered after choosing self-publishing for my own path. Having now been through the majority of the process, I want to take a little time to evaluate those experiences and share some gained wisdom. I know everyone does this, but none of the YouTuber “My Self-Pub Path” videos did me any good while researching the process. As a result, I’m looking into four primary categories of self-publishing in detail over the next two months: Editing, Cover Design, Final Packaging, and Marketing.

Where to Start

One of the great challenges of producing a quality book through self-publishing is ensuring your editing is of high enough quality to keep readers entertained. There are several aspects of this struggle. First, knowing what editing you even need. Second, knowing how much to pay for editing (and having the money to pay it). Third, finding the right editors for your project. Fourth, scheduling edits at the right time in the process with enough leeway for unexpected turns. And fifth, knowing when your editing is done. There are other, smaller issues that I’ll also address in this discussion, but these are the major ones. And let’s be honest… I’ll no doubt miss some things, as well. No one’s perfect.

So to get this started, let’s define the types of editing. In order of when they should be completed, the types are Developmental Editing, Line Editing, Copy Editing, and Proofreading. For those who know these definitions a bit, yes, proofreading is a bit different, but I want to emphasize the importance so I’m including it.

A development edit is one that looks at big picture pieces. This is the time when you’ll change character arcs, re-imagine how your plot goes, make changes to the fabric of your world, magic systems, or political standings, and remove (or add) entire POVs. You should not spend any time at this stage evaluating if a particular word is used correctly, if you could improve your minute descriptions, or if your comma placement is right. Any—and often all—of those details may change by the time you’re done with your developmental edits. Almost every book will need developmental edits, but not every book will need to be edited by a professional developmental editor. The decision on whether or not to hire an editor for this rests heavily on how thorough and diverse your critique partners and beta readers are.

Line editing is the next type of editing and that covers looking at the structure of your sentences, the clarity of your writing, and your word usage. It will also include small amounts of rewriting—a paragraph that is confusing might get rewritten, but if it’s a couple pages you’re back in developmental editing territory. This stage is sometimes (honestly, in self-publishing, often) combined with copy editing, which looks at internal consistency of details and technical grammar. However, these are different edit types and you should ensure that any editor claiming to do both at once is actually doing both. This is best handled with a sample edit, which most reputable editors won’t have any issues providing. All books should go through these edits using a professional editor well-tailored to your book. No exclusions. Trust me, you’ll be shocked by what they find.

The final type of edit, proofreading, is technically not an edit pass so much as a polishing sweep. This sweep focuses exclusively on typos and missed punctuation and is unique in that it can be done after typesetting so the proofreader can also catch oddities created by the formatting. All the other edit types should be completed before you start finalizing covers or formatting. The proofread is another area of uncertainty somewhat like the developmental edit. Every book needs a proofreading pass (or five), but there are a number of ways to do this without hiring a formal proofreader. That said, if you can afford a formal proofreader, it’s better to spend the money. I opted not to hire a proofreader and use volunteers from my network and I have been very, very frustrated with constantly catching typos that got missed as I prepare the manuscript for release. Nothing frustrates readers like a novel riddled with typos, and this is the stage that fixes that.

Planning Your Editing

In my personal research, the definitions above were the end of the discussion about how to select your edit types. But that doesn’t tell me anything about who to hire. So, in an attempt to create the resource I wish I’d had, let’s look at ways how you decide if you need a developmental edit.

Most authors don’t know if their plot arc sags or their characters fall a bit flat. They rely on critique partners and beta readers to tell them if their writing has issues, but finding good critique partners and beta readers can be challenging. So here’s a flowchart to help you decide if you need more developmental edits.

If you’re having trouble finding independent readers, you can try a few options. Reddit has a beta reader subreddit. Several book reviewer YouTubers have discord channels that help you connect with similar readers and you can find beta readers there (I use Jenna Moreci and Merphy Napier). Local writer’s groups are typically big on supporting critique partner swaps. Twitter has been known to help people network within the writing community. NaNoWriMo forums can be a great place to find like-minded writers. And if you can’t find anything else, I always recommend Scribophile. It’s where I started getting good feedback on my work that helped me focus on the type of writing I wanted to create.

When considering line editing and copy editing, remember that every book should have these done, preferably by an independent, professional editor. Line editing can maybe be handled by a robust critique partner group and an editing software like Prowritingaid but that’s riskier and if you’re going that route I highly encourage you to use an editor that does line edits and copy edits together. I do not recommend Grammarly—Prowritingaid is much better for fiction writers. I’ve already addressed proofreading. You need to do it, if you can afford to pay for it then do, but it can be done yourself.

The Cost

The next step in planning is deciding how much you can spend on editing. If you need a developmental editor, be prepared to save some money. For line editing, copy editing, and proofreading, keep in mind that skimping on those costs can really bite you later. That said, prices are very, very confusing in this field. A quick search will tell you that editing prices run between 1 cent per word for the low end of copy editing rates to 8 cents per word for the high end of developmental editing. Personally, for my 130k word novel, I paid $2500 for a combined line edit and copy edit (2 cents per word). However, I know indie authors who swear that’s insanely high and insist that edit should have cost only $800. So, it matters where you find your editor and what you’re looking for. Here’s a few resources to help you out.

  1. Reedsy—I used Reedsy and I was happy with my editor, although I do think the rate ended up being a bit high for the work she did. She herself said my line edits were very light because my writing was strong. That said, she wasn’t on the high end of Reedsy quotes. Don’t expect to get an editor from Reedsy that charges much less than I paid, and they may charge more. It’s a great network of professionals that can really help you get a selection of options, but it won’t be on the low end.
  2. I’ve heard very good things about Kimberly Cannon, although I haven’t personally used her. She’s on the lower end (0.6 cents per word) of copy editing and I’ve read some books she edited that had high editing quality. That said, I can’t tell you if those well-edited books were due to her work or not, only that the author of those books recommends her.
  3. The Editorial Freelancers Association has a listing of editors and you can post there requesting editors. When getting bids like this, make sure everyone is willing to give you a sample edit. That will (hopefully) protect you from scammers claiming to be editors who don’t really have the credentials or skill needed for the job.
  4. The Creative Penn is a web site with a ton of useful information on various aspects of self publishing. Her resource on finding editors is listed here. As with the above listing, I encourage you to ensure the editors you consider are willing to do a reasonably sized sample edit before committing to one.
  5. The Alliance of Independent Authors. I wish I’d found this organization before I booked my editor. They have a community you can talk to when you have questions and offer discounts on some editing services. Most of their editing is on the lower end of pricing anyway. This is another great resource and I highly recommend them for a variety of reasons. They’ll come up several times in my self-publishing discussions.

The Editing Process

Now you’re ready to schedule your edit. First, look at your timeline. If you’re doing a professional developmental editor, you’ll want at least six months from the start date to complete that process and maybe longer, depending on the length of the novel. You’ll be booking that edit at least three months out, maybe longer depending on the editor’s backlog. If you’re starting at line and copy editing, that typically take one to two months and gets booked three or four months out. Proofreading you want to book at least three months in advance as well, and just as a reminder, all other edits need to be done before you get to that stage.

Once you have your timing decided, pick the right people. This starts with sample edits. You can also ask for other books they’ve edited and look at the quality of those (either from online samples or, if they’re in your genre, support your fellow authors and give the book a shot). As much as possible, I encourage using developmental, copy, and line editors who tend to work within your genre or similar genres. An editor who usually works on contemporary romance is going to be less valuable on a grimdark fantasy than one who usually works on urban fantasy. This isn’t the case for proofreading, since proofreading shouldn’t be subjective to genre at all, and is less true for copy editing. But it is something to consider. Also, make sure that the types of edits they’re suggesting fit your vision. One of the reasons I chose my editor is because I inquired about a developmental edit and she read my sample, was intrigued by my sample, and encouraged me to go for a line and copy editing instead of developmental because she thought the development was strong. Look for someone who’ll give you that type of honest opinion on your work.

And finally but most importantly, remember that the book is yours. If the editor you’re considering is telling you to make major changes to voice or book content that don’t fit what you want, find someone else. I promise you, there is someone else. If five different editors all tell you to make the same changes, maybe consider why they’re saying that, but never change your book to please one person. All editing is subjective.

The Final Challenge

I said above that one of the challenges of editing for self-publishing is knowing when the editing is done. I don’t have any tips for that one. Barely four days ago I was debating with my entire support team (my husband, my parents, and my discord communities) over whether or not to write, edit, and proofread an extra thousand word epilogue to add to my book in response to my ARC reviews because several felt that the ending was a bit rushed. I talked it over with everyone, got mixed responses (split about half and half), and finally re-read the ending. It ends where I wanted it to, and leaves the right feel at the end, at least for me. As a result, I’m not changing it. Part of that is because I like the end, but most of it is because I realized that those ARC readers aren’t getting what I am, so if I tried to “fix” their frustration with a new ending, they wouldn’t feel what I did there, either.

You may get your edits back and love them and never be concerned. Or you may hate everything the editor said and argue with yourself over every decision. But if you worry that this round of edits is maybe not enough for the next stage, or maybe you need another change before release, or whatever insecurities nag at you, consider this: I almost restructured my entire ending to include a new last scene on a whim eight weeks before my release day because I, like all authors, struggle to know when the editing is done. Sometimes you just have to let it go.