Self-Publishing: Stepping Stone to Greater Success

By Michael Drew - Dec 12 , 2007

Prospective publishers are like prospective employers in that both want you to have experience, but neither wants to be the one to give it to you.

“Have you been published before?” the publisher asks.

“Not yet.” you answer. “But I really think I have a great book here that, given the opportunity, will . . . .”

“What’s your platform for communicating with people? How many people know of you, and what do they know you for?

“Well, I own a small consulting business. I write a weekly newsletter and send it out through my website. I wouldn’t say I have a huge circle but . . . .”

“Okay. Tell me about your marketing plan.”

“To be honest, I haven’t had much of a chance to think about that. Between writing and my business . . . . ”

“I’m sorry. The manuscript reads well, but it’s not our kind of project right now. Come back to me with a platform and a plan and maybe we can revisit things.”

That’s the way it often goes. Maybe it’s the reality check a novice author needs. Not many people just decide to write a book, land a publisher, and gain national bookstore distribution. Those occasions are about as rare as exceptional customer service.

Most of the time you have to build your reputation locally and then expand your influence as an authority figure. And that takes time. Then maybe you’ve established enough of a following to convince a publisher that your book would generate big sales numbers.

Of course, you could certainly publish your book yourself and use it to build some recognition and you might even sell a few copies. Most huge success stories are made of humble beginnings. Ice cream icons Ben and Jerry didn’t start with placement in national grocery chains. They converted an old Burlington, Vermont, gas station into an ice cream parlor and sold it there for ten years before finally earning the shelf space they enjoy today.

Fortunately, technology makes it possible to do the book equivalent of converting a gas station into an ice cream parlor. You can publish your book electronically and then use your website to get it into the hands of your audience. And as word-of-mouth spreads online, so will your reputation as a difference maker.

Now, don’t get me wrong—I’m not promoting self-publishing as a means of by-passing publishers and getting into bookstores. You need to see your self-published book through the eyes of a bookstore buyer: You’re talking local ice cream parlor and they’re focused on national grocery chain.

But, at the same time, by no means should you look at it as a failure if you have to go this route. Self-publishing can be rewarding in several ways. For one thing, you get to retain creative control over the book. Plus, you get to keep all the profits from any books you sell on your site and at seminars. And you’ll forever have something to be proud of – writing, publishing, distributing, and selling your book yourself.

If you do choose to self-publish, look at it as a stepping stone to greater success. Sell it directly as you expand your platform and develop your marketing plan for your next book. You’d be amazed how that changes your conversations with prospective publishers.

Self-publishing questions may be directed to Michael R. Drew at the Austin, Texas, headquarters of Promote A Book: 512-858-0040. You can also contact Michael via email at michael@promoteabook.com.