HOW TO PICK A SELF-PUBLISHING COMPANY

A Plan That Aligns With Your Goals

Any publishing plan should be built from the ground up, around the specifics of an author’s book and what they want to accomplish with it. For example, the same vanity press mentioned above failed to offer any details on what kind of editing a book will receive, or on who their editors are. This key aspect of publishing is never one-size-fits-all. An author’s needs, their book’s genre, and their goals will determine what kind of editing is needed.

Copy editing and proofreading are just the basics. Line editing provides a line-by-line edit to the language of a book. Content editing works on broader elements to make sure that a story holds together, or a non-fiction book offers clarity. A developmental editor supports a writer during the writing process, with a focus on the structure of a book. Fact-checkers verify each claim in a non-fiction book, particularly important for authors aiming to establish themselves as experts in a field. If a publisher offers “editing” without any details, they’re most likely spending as little as possible and preying on authors that don’t know the difference.

Likewise, if a publisher won’t be specific about who exactly will be working on your book, it’s not a good sign. We spoke to one vanity press that would only say they’d select an editor. They didn’t say how they’d choose, they didn’t specify what type of editing, and they didn’t offer credentials to show authors they can trust the editor. The right self-publishing company will at least name an editor and explain why they’re qualified to work on your book, or better yet, let you choose one yourself based on their experience and expertise.

The principle is the same for every aspect of the publishing process. The right choices on design, printing, marketing, and distribution will all hinge on details like your target audience, genre, and goals for your book. Don’t accept a publishing plan if it doesn’t take your goals and unique situation into account.

Collaborative Publishing

When choosing an editor, you should have the chance to see a trial edit. It’s absolutely essential that you work well with an editor, and share a vision for your book’s overall direction; and they should be allowed to give honest, if difficult, feedback. When choosing a designer, you should look at their portfolio to see if their style is right for your book, and if they have experience with your genre. A collaborative publisher will help select candidates that are appropriate for your genre and goals, but will let you have the final say in building a team.

It’s also worth noting that many publishers will call themselves "collaborative" publishers without really walking the walk. Make sure they offer specifics on how they’ll help achieve your goals, find team members that are right for you, and focus on editing and content above all else—without quality content, the best promotional strategies in the world won’t get you far.

Quantifiable Processes

Make sure you understand what you’re paying for and how to know if it’s worthwhile.

What is the structure of the publishing process?

How does a publisher get the best people working on your book?

There are two elements here.

• First, make sure they’re offering what you need, as we discussed earlier. But it’s equally crucial to make sure they’re not selling you extraneous bells and whistles that won’t pay off.


• Will marketing strategies work without a plan to draw traffic in the first place? Do you really need a movie trailer for your book?


• A press release won’t have much effect if there’s no way to make sure it reaches your target audience.


• Particularly when it comes to marketing, make sure you’re paying for plans that have a realistic path to boost sales, and a way to track whether they’re doing so.


• Don’t be fooled by smoke and mirrors, and don’t overlook the nuts and bolts in favor of flashy extras. If a publishing plan offers a video trailer, but no details on editing and cover design, or hundreds of bookmarks but no help to get book signings—look elsewhere.

Tells the Truth

Sometimes, it’s hard to hear criticism on a project that’s close to your heart. In one of our books, a seasoned editor found serious flaws. It was a personal project in which the author was emotionally invested with over nine years writing, and the criticism didn’t sit well with them at first. After a year, the author came back to us and acknowledged that the book sorely needed those improvements. It would have been much more effort to publish the book with its problems and be forced to clean up the mess later on.

Likewise, watch out for unrealistic promises. One vanity press which called themselves a “collaborative publisher” guaranteed that every author would be an Amazon “bestseller.” This is misleading. In the right niche with the right timing, authors can be labeled an Amazon bestseller in their highly specific category, and only sell three or four books. Others told us a successful book could be published in 90 days no matter what. Publishing is tough, and real success depends on a mixture of hard work, smart choices, and luck. As PGA Hall of Famer Annika Sörenstam says, “There are no short cuts to success.” Don’t be misled.

Accountability

One large vanity press told us to ignore negative reviews, saying they’re unreliable since anyone can post reviews online, even their competitors. And yet, when we asked to speak directly to past clients, they pointed us to the same reviews they had just discredited moments earlier. They may also tell you they’ve published 250,000 books from 200,000 authors—revealing how few authors publish more than one book with them.

If a publisher believes in their own process they should be happy to connect you to authors that have worked with them in the past. Talk to these authors, find out whether a publisher offered continued support, or published a book and let the chips fall where they may. If a book is struggling, do they try to market to different audiences, help with book signings, and try a new approach?