Before You Self-Publish: Experts Answer Your Top Questions on Editing, Marketing & Design
So you’ve started writing your book and you want to self-publish…now what?
Let me guess—you’ve been struck with inspiration and have eagerly started writing your book. You already know waiting years for traditional publishing isn’t for you, so self-publishing feels like the perfect fit. While there are many steps to self-publishing (including finishing that first draft you’re working so hard on), this post breaks down four key steps to help you get your book out into the world with pride:
Working with an Editor
Using Social Media to Market your Book
Designing Book Covers that Sell
Author Website Design & Strategy
Ready to learn from the experts who’ve been there and done it? Let’s dive in and get your book one step closer to success!
Working with an Editor with Mandi Andrejka of Inky Pen Editorial Services
Meet Mandi Andrejka, a full-time freelance editor with a background in English lit, creative writing, and years of experience in the book world. Whether working with independent authors or traditional publishers, she brings a unique blend of creativity and strategy to every manuscript she edits.
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A good sign that you’re ready to bring on a professional editor is when you’ve incorporated all the feedback you can from friends and family to revise your manuscript and are starting to feel like you’re stuck or don’t know what to do next. If there are still things you’re tweaking or playing around with, then keep at it! The time to work with an editor will come when you’re ready.
Another sign that you’re ready to work with a professional editor is that you’ve taken care of some technical cleanup: Is your manuscript within its genre’s suggested word-count range? Have you fixed any typos or minor errors in the document? Those are easy elements for you to tackle yourself before bringing in a professional for editorial work.
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Let’s say you’ve completed those early steps in your own self-editing work. Woo-hoo! You’re ready to work with an editor! …What does that mean exactly?
The editorial process can vary among editors, publishers, freelancers, and others in the industry, however in general there are four main stages:
Developmental Edit
Line Edit
Copyedit
Proofread
Want to learn more about each of these steps?
Check out Mandi’s guest blog post: Making Your Manuscript Shine
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There are lots of resources available to help you do just that!
Many freelance/independent editors (myself included) are members of associations, such as theEditorial Freelancers Association or Professional Editors Network, and you can search for editorsin those groups via their directory or place your own job posting to have editors apply to you.
You can also look to social media! You can follow editorial hashtags or search for editor profiles and check out their posts to see if they seem like a good fit for you.
Lastly, don’t forget to check the books of your favorite indie authors!
Many self-published authors include credits and/or acknowledgments for their publishing team in the front or back of their books. It doesn’t hurt to check your favorite authors’ books to see if their editor(s) may be right for you as well!
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Once you’ve identified a few editors you’re interested in working with, do some research!
Make sure they work in your book’s genre and age category. Many editors list their full offering of services and rates on their website, so you can take a look in advance to see if they’re in your financial range. If not listed, you can certainly reach out to ask for an estimate!
Other things to look for in an editor? Experience—do they have professional training or background in publishing? Have they taken classes or received a degree related to publishing/editing? Have they worked with authors or publishers that put out the quality of work you’re looking for?
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At the end of the day, an editor’s goal is for you to come away from working with them feeling like your book has gotten to the place you want it to be and that you’ve become a stronger writer for it.
Want to dive into the topic of working with an editor more? Read Mandi’s full article here: Making Your Manuscript Shine with Mandi Andrejka
Marketing Your Book on social media with Jenn Depaula of Mixtus Media
Meet Jenn Depaula, a marketing and social media expert with over 24 years of experience helping authors and creatives shine online. From working with New York Times bestselling authors to self-published newcomers, Jenn has guided countless clients to success.
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Social media is really an awareness building tool - it’s how people can connect with you and become aware that you and your book exist. It’s really an introductory tool.
Think of it like you’re walking down the street and you see someone holding a book that you loved. You would stop and say, “I loved this book! Are you enjoying it?” And you start a conversation - you see what they are interested in (or they see what YOU are interested in) and a connection is made.
When we connect with readers as a fellow reader (and as a fellow human being) FIRST, they like who you are as a person and consider you a friend.
Friends want to support their friends - so when they find out that you are a writer and you’re working on a book (or have a book) they are excited to read and share it with their friends.
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The first thing I would focus on sounds kind of crazy but it’s true: dumb it down and repeat.
We sometimes approach our content like it needs to fit every single answer or bit of information inside a single post. Nope - focus on ONE point - whether that’s one unique character trait, one situation, one location, one tip, one question answered - and repeat.
Repetition is the key to marketing. It takes a minimum of 8 impressions in order for people to take action. Not everyone is going to see your post when you post it. So repeating your content (maybe changing up the presentation, like turning a Reel into a Carousel post, or changing up the background image, etc.) is going to help you save time but it’s also going to get branded in your readers mind.
Next, I would suggest cycling through three types of posts: connection posts, promotional posts, and nurturing posts.
Connection posts do just that - they connect us with our readers. Share what you're currently reading, discuss your favorite genres, or reveal the stories that inspired your writing journey, offer tips or insights. For example, you might share a photo of your current read with a quick thought about what drew you to it, or post about a reading habit that others might relate to.
For Promotional Posts, it’s not an author saying, “Buy my book!” It’s more about focusing on the experience readers will have with your book. You can highlight the emotional journey they will experience, you can share specific insights or lessons from your book, or you can feature compelling quotes or scenes that caption the feelings and emotions your story holds. If your book isn’t ready yet, offer a free incentive to get readers on your newsletter list (like a collection of your favorite books in your genre, a short story, a prequel to your current book, etc.) to begin to build your newsletter list and nurture those connections.
And finally Nurturing Posts help you build community. By starting discussions about topics related to your genre, creating interactive content like polls and asking for feedback, asking questions about books or reading habits is a great way to build a solid and growing community.
But what really rounds all of these post types out is to have a call-to-action (CTA) for every single post. We never want to assume that readers will know what you want them to do next. We need to be intentional with every single post. So I like to cycle through three types of CTAs:
1 - driving them to your website to read a blog post, to your sales page, etc. , 2 - to your newsletter incentive. I have found that readers take action if they are offered a free download (to get them on your newsletter list) rather than being prompted to purchase your book in your CTA. We always want to drive social media connections off of social and into or newsletter list to stay in touch with them. And the 3rd CTA is for engagement: as a question, tell them to “save for later” or share it with a friend. These three CTAs help us accomplish our goals on social media and drive traffic where we want it to go.
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We have multiple resources, but the two that I would highlight are our membership -The Author Circle- and our digital product Stand Out Social Media for Authors.
I love The Author Circle because it’s a library of resources that help you find readers on and off of social media, and it’s an incredible community of authors that you can engage, connect with, and learn from. Authors are your greatest allies in publishing! :)
And our Stand Out Social Media for Authors provides you with the content strategy that will work specifically for you and your book as well as a system to simplify creating content. It’s a fantastic tool to help authors get started growing their author platform.
We also have book marketing tools as well as newsletter building tools to help authors with their overall marketing strategy. Everything can be found at JenndePaula.com :)
Loving learning about book marketing? Visit Jenn Depaula’s website to learn more!
Working with a Book Cover Designer with Ashton Smith of Ashton Smith Designs
Meet Ashton Smith, a book cover designer who’s been obsessed with beautiful books since her middle school library days. From running a book blog to selling books and designing for a publishing house, Ashton now brings her creative talents to indie authors online.
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While DIY book covers are great options for an author looking to cross "publishing a book" off their bucket list, if you want to market your book to a broader audience, a DIY design isn't going to set you up for success.As much as we would all like to recite the age-old adage to "not judge a book by its cover," we must face that it's probably something we follow for everything except books.
The good news is that the continuing rise of self-publishing in the book world means that access to professional book cover designers is no longer limited to traditional publishing. When you invest in a professional designer, not only are you investing in their technical graphic design skills, but you're also able to tap into their wealth of knowledge about the publishing market and design trends.
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Before working with a book cover designer you'll need to prepare the following:
Finalized Cover Copy: This will include the main pieces of copy that will go on your cover, such as a synopsis and author bio. Some authors may also include a quote from the book and/or advanced reader reviews. Research other books in your genre to see what is standard.
ISBNs: These affect the final barcode printed on your cover, which your cover designer will get when they create your final files with your chosen self-publishing service.
Printing Specs: Decide what formats you'd like to publish your book in (ebook, paperback, hardcover, and or/audiobook) and the final size of your book. Sizing standards can vary based on country and genre, so you can research what will be best for your story or consult your cover designer during your project intake process.
These are just a few of the main things you'll need when working with your designer. Download my free guide, The Complete Cover Prep Checklist, for the full list. It walks you through gathering all the necessary information before the design phase.
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When working with a cover designer, you'll want to reach out to them ahead of your ideal start date for the design process. Timeline length varies by designer, but you can expect the actual design process to take around 6-8 weeks. Be aware that your dream designer may book out way ahead in the year, so it's better to communicate early to ensure your project stays on track to release on your chosen publishing date.
Want to dive into the topic of book cover design more? Check out Ashton’s full article here: Creating a Book Cover That Sells with Ashton Smith
Example of Ashton Smith’s Book Covers
Building a Website Readers can’t resist with Kate Cross of Guided Web Design
Meet Kate Cross, a web designer who helps authors create stunning websites that connect them with their ideal readers. Now, Kate specializes in building websites that aren’t just beautiful but work hard behind the scenes to grow your audience while you focus on writing your next masterpiece
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For self-published authors, your website is the heart of your marketing efforts. Not only does your website allow you to create a space where you can create long-term relationships with your readers, but you can even sell your books directly from your website.
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I highly suggest at a bare minimum that indie authors include a home page, about page, book sales page and contact page. Though, if you want to have a website that works as hard as you do, you’re going to want to add a separate newsletter signup page, and a shop page with your books listed in that shop. This allows you to have a website that can market and sell your books as you sleep!
For a more in-depth explanation of the exact pages and content your author website should have, download my free guide: Author Website Blueprint!
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This is the top question I’m asked when I discuss websites with indie authors and here are my top aesthetic tips.
Less is more when it comes to your website copy (even book reviews should be brief and to the point). People skim websites…looking for information that pops off the screen.
Stock Images: If you choose to use stock images on your website (these can create a cool vibe around your books) be sure to use images by the same photographer. My favorite stock image website is Unsplash because it allows you to find images grouped into collections by the photographer. Why does this matter? Images in the same collection will naturally have a similar look & aesthetic meaning they will create a cohesive look across your website.
Headshots: Yes… you need to put at least one picture of yourself on your website! Your readers want to see you and I highly suggest investing in professional headshots for this purpose, or watching some youtube tutorials on how to take awesome headshot pictures with your cell phone.
Applying Branding: Your brand designer will give you fonts, colors and a logo for your website. But how do you actually apply these to your website? Honestly…this depends on YOU and what kind of vibe you want.
Want lots of color on your website, then go for it! Want your website to be more simple and just have splashes of color? Then use the bright colors for buttons and keep the rest white and black. It’s really up to you.Just make sure that your website is easy to read and feels right for your brand.
PRO TIP: Fancy script fonts should only ever be used sparingly for one or two words.
Mobile Optimize your website: Don’t forget to check how your website looks on mobile before publishing. You’ll likely have to design the mobile separately from the desktop view.
Need help with designing your author website? Check out my author website templates or website design services.
Author Website Design by Kate Cross of Guided Web Design
Actually Publishing your Book:
Once you’ve set yourself up for success with a book that’s been beautifully edited, a book cover that wows and a website & marketing plan that will allow eager readers to follow your publishing journey, it is now time to actually publish your book. There are so many options for this step but the three most popular these days seem to be:
Visit the above websites to learn more about what you can expect! You can pick your format (print or ebook) and other ful options like how you’ll actually get paid (woo woo!) You’ll have to do a little research and decide which self-publishing platform works best for you.
You can do it!
Self-publishing a book is an exciting journey, but it can feel overwhelming without a roadmap. The good news? You don’t have to do it alone. By connecting with industry experts, like Mandi Andrejka, Ashton Smith, and Jenn Depaula, (or myself) you gain valuable insights that will help you navigate each stage of the process with confidence.
Remember, self-publishing is not just about completing tasks—it’s about creating an experience for your readers and establishing your presence as an author. With the right tools, team, and strategies, your book can shine in the marketplace. So take a deep breath, embrace the learning process, and know that each step brings you closer to sharing your story with the world.
RESOURCES MENTIONED IN THIS ARTICLE:
EDITING SERVICES
BOOK & BRAND DESIGN
The Complete Cover Prep Checklist
BOOK MARKETING
Stand Out Social Media for Authors.
AUTHOR WEBSITE DESIGN
Author Website Design Services
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