All Common Self-Publishing Mistakes and How to Avoid Them

Pre-Publishing Mistakes

Mistake #1: Poor Manuscript Preparation

Skipping manuscript assessment, a step often overlooked, can lead to early rejection. Traditional publishers reject about 80-90% of unsolicited manuscripts, and manuscripts typically require four to six revisions before publication.

Solution: Comprehensive Manuscript Evaluation

A professional manuscript assessment is invaluable as it identifies critical areas for improvement. This process enhances the manuscript’s overall appeal and provides specific guidance on structure, content, and clarity. It streamlines the revision process, reducing the number of revisions needed and increasing the manuscript’s market readiness. This tailored feedback ensures the manuscript meets industry standards, significantly improving its chances of acceptance and success in the competitive publishing market.

Mistake #2: Lack of Target Audience Insight

Ignoring the target audience in self-publishing can severely hinder an author’s ability to build a platform and effectively engage readers. Knowing the target audience is necessary for the editor, cover designer, and marketing team to create content that truly resonates.

Solution: Develop a Strategic Action Plan

After the manuscript assessment, a strategic action plan must be developed. This plan helps authors define and understand their target audience, ensuring the manuscript meets reader expectations and guiding targeted marketing strategies. It provides a clear direction for the editor, designer, and marketing team, enhancing the book’s appeal and success.

Publishing Mistakes

Mistake #3: Choosing the Wrong Publishing Path

Whether paying a publishing company that could be financially unstable or opting for a traditional publisher without adequate research—can severely harm an author’s career. Some publishing companies may have low publication standards, damaging an author’s reputation, and may lack the resources to produce, market, and distribute a book effectively. Traditional publishing is equally challenging, with only 1-2% of authors getting published and only a tiny fraction securing a second book deal. Many authors do not “earn out” their advances, impacting future deals as publishers consider sales performance and market trends.

Solution: Choose a Credible and Supportive Publishing Partner

1. Research Thoroughly: Investigate the company’s history, reputation, and financial stability. Look for reviews and testimonials from other authors to gauge their experiences.
2. Understand Their Business Model: Ensure the publisher’s business model aligns with industry standards and your goals as an author. Finding a publisher with whom you can grow is important for first-time authors.
3. Evaluate the Quality of Services: Assess the quality of their editorial, design, and marketing services. A reputable publisher should provide comprehensive support to enhance your book’s quality and market reach.
4. Check for Transparent Contracts: Review the contract carefully. It should clearly outline the services, costs, and revenue sharing.
5. Verify Financial Practices: Confirm that the publisher has a sound financial record.
6. Seek Author Support: Choose a publisher committed to building authors’ careers. They should provide developmental feedback and support for improving the quality of your work rather than just publishing anything that comes their way.

Mistake #4: Not Choosing the Right Publishing Team

Taking on the entire publishing process alone and selecting an inexperienced team can severely hurt your book’s quality and marketability. Poor editing, unappealing design, and ineffective marketing lead to negative reviews and low sales. Studies have proved that professionally edited books see significantly higher sales and engagement. Even if you are traditionally published, authors will not get to pick their team.

Solution: Evaluate Proposals for the Best Fit

Create a detailed proposal from potential publishing team members. Each proposal should outline the candidate’s strengths, relevant experience, and why they are a good fit for your project. For example, an effective proposal includes specifics on an editor’s notable works, their approach to enhancing manuscripts, and how their experience aligns with your genre.

Evaluate each proposal by considering the following:

1. Track Record: Review the candidate’s past projects and success stories. Look for evidence of their ability to handle similar projects effectively.
2. Approach and Methodology: Understand their editing style, design philosophy, or marketing strategy. Ensure it aligns with your vision for the book.
3. Genre Experience: Prioritize candidates with experience in your specific genre, as they will be more attuned to your target audience’s expectations and nuances.
4. Pros and Cons: Assess each candidate’s strengths and weaknesses. Consider how their skills and experience will complement your project’s needs.

Mistake #5: Not Hiring a Publishing Consultant/Project Manager

Skipping the inclusion of a publishing consultant can lead to project mismanagement and subpar results. Without a consultant, authors might struggle to ensure professionals add value, adhere to the scope, and not mislead them—especially if the author lacks experience in publishing.

Solution: Appoint a Publishing Consultant

A publishing consultant oversees the entire process, ensuring that all professionals involved—editors, cover designers, and marketers—contribute effectively and stay on track. Here’s how a consultant adds value:

1. Validation of Contributions: The consultant ensures that each team member delivers high-quality work aligned with industry standards and project goals.
2. Scope Management: The consultant maintains the project’s defined scope, preventing scope creep and ensuring tasks align with objectives.
3. Expert Oversight: With their experience, a consultant can identify underperforming team members or those misleading the author, ensuring the team is genuinely elite.
4. Coordination and Communication: They facilitate communication between all parties, ensuring everyone is aligned, and any issues are promptly addressed.
5. Timeline Adherence: A consultant ensures the project stays on schedule, meeting all deadlines efficiently.

Mistake #6: Poor Cover Design

A poorly designed book cover can severely impact a book’s success, serving as the first point of contact with potential readers. Additionally, a bad cover can derail a marketing campaign before it starts, as top publicists and PR firms are selective and may reject poorly packaged books.

Solution: Optimize Your Cover Design

1. Genre Matching: Ensure the cover reflects the book’s genre to attract the right audience.
2. Emotional Impact: Use color, action, and imagery to evoke emotion.
3. Thumbnail Effectiveness: Design covers to be clear and readable as thumbnails for online platforms.
4. Simplicity: Avoid clutter; focus on engaging visuals over complex details.
5. Uniqueness: Research and use unique images to stand out.

Post Publishing Mistakes

Mistake #7: Not Building an Author Platform First

Failing to build an author platform before publishing can severely limit an author’s ability to reach and engage their target audience. A robust platform is essential for effective book marketing, creating a loyal readership, and achieving long-term success. With a well-established platform, marketing efforts may stay strong, and the book may gain traction.

Solution: Build an Authentic Author Platform

Building an author platform involves understanding your own personality and choosing methods that resonate with you, ensuring authenticity, as inauthenticity can be glaringly obvious to audiences. Here’s how to build an effective platform:

1. Identify Your Unique Voice: Understand your strengths, interests, and what makes you unique as an author. Authenticity is key; choose methods that feel natural to you.
2. Choose the Right Channels: Whether it’s social media, blogging, podcasting, or public speaking, select platforms where you can genuinely connect with your audience.
3. Engage Consistently: Regularly share content that provides value to your readers. Consider including behind-the-scenes looks at your writing process, personal stories, or insights related to your book’s themes.
4. Network with Other Authors and Influencers: Building relationships with other authors, bloggers, and influencers in your genre can help expand your reach and credibility.
5. Collect and Utilize Reader Feedback: Engage with your audience to gather feedback and use it to improve your content and approach. Show readers that you value their input and foster a sense of community.

Mistake #8: Inadequate Metadata Optimization

Failing to optimize your book’s metadata can significantly hinder its discoverability and sales potential. Metadata includes BISAC codes, keywords, descriptions, and audience categories, which help potential readers, booksellers, and librarians find your book.

Solution: Optimize Your Metadata

1. BISAC Codes:
   Accurate and Specific: Ensure your BISAC codes are accurate and specific to your book’s content. It helps place your book on the correct virtual and physical shelves. Use all available BISAC codes to increase visibility. For example, if your book blends genres, choose codes that best represent each aspect of the book.
2. Keywords:
   Relevant and Comprehensive: Use relevant keywordsthat potential readers might use to search for books like yours. Optimize your keywords to include up to the maximum number of characters, first focusing on the most important terms.
3. Audience and Regional Subjects:
   Targeted Audience: Specify the correct audience, considering age and education level. If your book’s setting is significant in a regional subject, include relevant locations to enhance discoverability in those regions.
4. Thema Codes:
   Descriptive Thema Subjects: Use Thema subjects and qualifiers to add more descriptive labels to your book. It is particularly effective for international markets and helps libraries and retailers categorize your book more precisely.
5. Annotation (Full Description):
   Compelling and Clear: Your book’s description should provide a quick understanding of what readers will get out of the book. Avoid overly detailed character synopses. Instead, focus on the reader’s experience and why the book is compelling. Comparing your book to popular titles can help readers determine if it fits them well.

Long-Term Publishing Mistakes

Mistake #9: Failing to Plan for the Long Term

Failing to plan for the long term can severely impact an author’s success. According to industry insights, consistent and ongoing marketing efforts are necessary for maintaining book sales and reader engagement beyond the initial launch period. Authors who neglect long-term marketing often see a sharp decline in sales after the initial burst, hindering their overall success.

Solution: Develop a Long-Term Marketing Strategy

Marketing doesn’t end after launch day; it continues. Many books rise to success more than three months past their launch date. Implement a strategy that includes:

1. Continuous Marketing Efforts: Use email marketing, media outreach, podcasts, and events to keep the book in the public eye. Engage with book clubs and book buyers to foster community support​​.
2. Build and Engage an Email List: Directly communicate with readers, offering updates and exclusive content, fostering a loyal reader base​​.
3. Leverage Social Media and Content Creators: Platforms like TikTok’s “BookTok” can drive sales, maintaining relevance and visibility​.

Mistake #10: Giving Up on Publishing Because It Seems Too Complicated

Abandoning publishing a book due to perceived complexity is a significant mistake. Failing to publish means missing out on various benefits, including cultural contributions, personal fulfillment, and potential income.

Solution: Embrace the Publishing Journey

1. Cultural Contribution: Books enrich culture and imagination, fostering diverse perspectives and knowledge.
2. Personal Fulfillment: Writing and publishing can be therapeutic, offering a creative outlet and personal satisfaction.
3. Side Hustle: Publishing can provide supplementary income, especially with accessible self-publishing platforms.
4. Community Impact: Books build communities, connecting readers with shared interests.

Empower Your Publishing Journey

Don’t let the complexities of publishing hold you back. Skipping manuscript assessments, failing to identify your target audience, choosing the wrong publishing path, or neglecting long-term marketing can derail your book’s success. Embrace the publishing journey for cultural contribution, personal fulfillment, and potential income. Your story matters—make it count. For professional guidance, explore Izzard Ink’s services to ensure your book reaches its full potential.