How To Self-Publish A Book: A concise step-by-step guide
- Fiction Yogi
- Nov 11, 2024
- 15 min read
Updated: Feb 3
Download to read later:
In this article we'll consider:
Finalizing your manuscript
Designing your book cover
Preparing your book blurb
Formatting your manuscript
Researching metadata
Choosing your publishing platforms
Setting your price
Marketing your book
Launching your book
Developing effective systems
Self-publishing has opened doors for fiction authors that traditional publishing once guarded. But while there are more opportunities to see your book published than ever before, the effort required to successfully self-publish can become overwhelming.
However, armed with foreknowledge, patience, a systemized approach, and a desire to learn as you go, you can get your stories into readers’ hands, build your brand, and generate revenue - all on your own terms.
While this is not an all-encompassing, comprehensive guide - there are too many variables involved in self-publishing, and we’d need far more space to cover them all - it is enough to get you started and provide you with a firm foundation. Throughout the guide, you’ll also find links to articles that delve into some of the topics deeper.
Here we go then. Let's self-publish!
Step 1: Finalize your manuscript
Self-publishing novels your readers will love begins with a quality product. Skip this stage and risk your readers' wrath. If they are investing their time and money into your book, they want you to do your part and deliver them an enjoyable experience.
Rewrite and edit
Draft, redraft, and self-edit until you can do no more, or until your rewriting is starting to harm the story rather than help it and you're tying yourself up in knots.
Take a look at Finding Balance, for tips on how to start self-editing and when to stop. And also the Self-Editing Printable Checklist, a PDF download to guide you through the process.
Beta readers
This is an optional stage. Not every writer uses beta readers (for various reasons, such as they prefer to go straight to hiring a professional editor instead, and/or they find the feedback too subjective or unreliable); other writers, however, wouldn't be without them. Their feedback can reveal issues you might have missed.
Beta readers might be friends, family or acquaintances who enjoy your genre - or they may be willing individuals you find on platforms such as Goodreads, Facebook groups, or other book communities.
Hire a professional
Self-editing has its limits, so a fresh set of eyes can make a significant difference to the quality or impact of your book. If possible, hire a professional editor to refine your plot, strengthen your characters, and eliminate inconsistencies - and/or hire a proofreader to catch small but critical errors and give your book a polished finish.
Some freelancers, myself included, will offer to proofread your manuscript following a copyedit, at a discounted rate.
To learn more about the different editing stages and types of editor, plus their rates, take a look at: What Kind of Edit Do I Need; Why Fiction Editing Will Not Make Your Novel Perfect; and also The Cost of Book Editing.
Step 2: Design your book cover
The hard truth is that readers do judge fiction books by their covers, especially online. Your book cover is the first touchpoint to your potential readers, so it needs to speak volumes.
Hire a designer
Where possible, hire a professional. Look for someone who understands your genre’s visual trends and conventions. The initial outlay is worth it to wrap a high quality, professional-looking cover around the book you've spent months slaving over. A good designer will have an eye on the market, and will know how to make your book both fit in and stand out within that market.
Just as with editors, rates vary between cover designers. The very best will charge a higher premium, but there are more budget-friendly options, and even reasonably priced packages that include ebook/print/audio formats plus promotional materials for social media.
DIY options
If hiring a designer isn’t feasible, tools like Canva and Book Brush offer templates and features to create covers yourself. Research other books similar to yours that are selling well, and ensure your design still looks professional and reflects your genre accurately. A poorly designed cover is highly likely to cost you valuable readers.
All online bookstores have their specific requirements for cover sizes and file types, so confirm the technical specs before uploading.
If you decide to go the DIY route, you may want to take a look at 8 Top Tips for Book Covers That Sell.
Step 3: Prepare your book blurb
After your cover design, your book's next touchpoint with potential readers is your blurb: the description traditionally placed on the back cover of a print book, but also now on book retail platforms to inform readers what the book's about and entice them, if appropriate, to purchase.
Above all else, your blurb needs to represent your book's genre and narrative style. Ideally, it will be concise, providing potential buyers with pertinent information only, raising questions that invite them to purchase the book to get the answers.
The goal is not to convince as many readers as possible to buy your book, but rather for readers to know immediately if it's the right book for them. If you give your book to everyone, they won't all like it - but when your book finds its audience, your readers will leave positive reviews and do the work of promoting it and you via word of mouth. That's known as good karma!
For a more in-depth look at crafting concise and compelling book blurbs, go to Crafting Captivating Book Blurbs.
Step 4: Format your manuscript
Your book’s layout and font choices are critical for readability. Some proofreaders may work on your book's formatting as part of, or in addition to, their job scope; but you'll still need to ensure you have the correct format ready to upload, in line with your chosen platform's file requirements.
Remember, too, that ebooks and paperbacks have very different layouts. Ebooks are reflowable so that they can adapt across various devices, which makes them a little easier to format. Whereas, paperbacks are fixed - the formatted file you upload is precisely the formatted file that will be printed, including page numbers, line spacings and chapter styles, etc. So it needs to be accurate.
Though it often involves a fair bit of trial and error, it is possible to format your book files yourself, as long as you are aware what your publishing platform requires and have the time to learn. Otherwise, there are tools and freelancers who can help.
Formatting tools
Book formatting programs like Vellum (for Mac), Scrivener (affiliate link), and Atticus offer user-friendly templates and customizable options, helping you prepare your book specifically for upload to your chosen publishing platform.
Hire a formatter
If you'd rather not DIY, there are many freelance professionals specializing in book formatting. This is especially useful if your book includes complex layouts, illustrations, or poetry. You can find formatters via online directories such as Reedsy, or freelancer platforms such as Fiverr.
Test on multiple devices
Whether you've hired a professional or formatted your files yourself, it is crucial to test how the uploaded file will look once it's published.
After you have uploaded your file to your publishing platform, e.g. Amazon KDP, use their preview feature to view how the entire book looks from start to finish. Check the formatting is clear, consistent, and free of errors or missing pages.
For print books, ensure the pages are numbered correctly, the layout is clear, and there are no chunks of blank space or blank pages. If there are, you'll need to go back into the file, readjust, and try uploading again. (This is where having the right tools or outside assistance can save a lot of time and hair pulling.)
For ebooks, check the ebook on different devices to ensure it displays well across platforms. Do this either by accessing a preview, or downloading a copy of the book to your own devices. This is essential for ensuring reader satisfaction, especially for an audience that will access your book on tablets, e-readers, and smartphones.
Other formats
Aside from ebooks and paperbacks, there are many others formats you may wish to convert your book into, either now or in the future - such as, hardback, large print, audio, translations, illustrated, special edition - and each of these naturally requires specific styles of formatting.
Step 5: Research metadata
Your book's metadata is important for enabling publishing platforms to know where to place your book in their store, and for the algorithms to direct your book to readers who might be interested. You'll be asked for some of this metadata when you upload your book file.
Book categories
This can be generalized, like Romance, or it can get quite granular, such as Kindle Books>Romance>Paranormal>Werewolves & Shifters. The more granular the better, as then the "right" readers for your book are more likely to find it.
Each publishing platform allows you a number of categories you can enter your book into (e.g. Amazon KDP currently allows up to 3 categories), and varies on the range and titles of those categories. The key is to find the ones that match your book as closely as possible.
Keywords
These are words and phrases that potential readers may search for when looking for a book like yours. This could be something like: "smart female sleuth" or "angry teenage vampires" (who knows?).
Research manually, by entering keywords associated with your book into, for example, the Amazon Kindle Books search bar, and seeing if the books that come up are both similar to yours and selling well (i.e. ranked high up the charts, with lots of reviews/ratings).
Or you can use research tools designed specifically for this purpose, such as Publisher Rocket. Publisher Rocket allows you to research relevant categories and keywords and gives you the statistics on which of them are competitive and could be right for your book. Just to note, the above link is an affiliate link, but I only promote tools I use myself and am comfortable recommending as helpful, practical resources for writers.
Comparative authors
Most platforms won't ask for this when you upload your book, but it can be useful for you to identify authors with books similar to your own, for advertising and marketing purposes. For example, you may target comparative authors in a paid advertising campaign; and/or promoting your book as similar to another author's can help readers assess if yours is a book they'd be interested in.
Step 6: Choose your publishing platforms
Different self-publishing platforms have different benefits. Choosing the right one for your book comes down to what your goals are, both in the short term and over the long term. Take a look at Distribution & Marketing Strategy for a deeper dive into what to sell, where to sell, and how to sell your books - but in the meantime, the primary self-publishing options are:
Amazon Kindle Direct Publishing (KDP)
KDP is still by far the most popular platform, reaching a huge audience through Kindle and print options. KDP Select, an optional program for ebooks, lets you promote your books through Kindle Unlimited, though you must be exclusive to Amazon for ebook sales.
It is not a requirement to be exclusive to Amazon in order to sell your ebooks on the platform - but if you enrol in KDP Select, it is their requirement that you don't also sell the same books elsewhere. It's fine to have some ebooks exclusive to Amazon and others not. And, of course, print books are not part of the KDP Select program, so you can publish those on other platforms as well as Amazon.
Or you may wish to forego Amazon as a selling platform altogether, as some authors do for personal, ethical reasons. Self-publishing means all decisions are yours alone, and you can build the business model that suits you best.
Other platforms/multiple platforms (wide distribution)
Consider going “wide” (non-exclusive) by distributing your book to platforms like Apple Books, Barnes & Noble, and Kobo (as well as Amazon or instead of Amazon), either individually or through an aggregator like Draft2Digital.
This way, you can reach readers beyond Amazon, including: through online libraries; non-exclusive subscription platforms; those in countries Amazon doesn't yet reach; or even sell direct to existing fans and new readers via your own ecommerce store.
My own fiction ebooks are in multiple stores, as well as available to purchase direct. Selling direct enables me to earn a greater percentage of royalties from purchases, but also to offer exclusive discounts and sales to my newsletter subscribers at my discretion. Like everything else, it does require a learning curve, and ideally a list of subscribers you can promote to - but it may be something you consider as one of your long-term goals. My bookstore is here.
Learn more about selling direct with Joanna Penn of The Creative Penn, at How to Sell Ebooks and Audiobooks Direct with Payhip and BookFunnel.
Print-On-Demand (POD)
POD services like Amazon’s KDP Print, IngramSpark or Draft2Digital Print allow you to offer print books without inventory costs. Your book is only printed when a customer places an order. These companies each have pros and cons, and cost implications, so research carefully to see which one aligns with your goals for print sales.
Step 7: Set your price
Pricing a self-published book can be tricky, but finding the sweet spot is the goal.
Research your genre
Look at other books in your genre to see typical price ranges. Romance ebooks, for instance, often price lower ($0.99 to $4.99), while longer fantasy novels may go higher. Also take into account the length of the book, and your status as author. If you're a new author, for instance, you may prefer to set a lower barrier to entry for your books until readers get to know you and your work.
Experiment with promotions
Run periodic sales or free promotions to attract new readers. This could be around the launch of a new book in your catalogue, or simply to nudge backlist books during quieter periods when you are writing rather than publishing.
Experiment with pricing strategies; for example, “permafree” (making your first book in a series permanently free) can be effective in keeping your book visible to new readers and driving read-through sales of the other books in the series.
Consider royalties
Publishing platforms (plus aggregators if you use them) take a percentage of sales, so factor this in when setting your price. On Amazon, for instance, you’ll typically earn 70% on ebooks priced between $2.99 and $9.99, and 35% otherwise (as of November 2024).
For print-on-demand books, you'll also need to factor in the printing costs. Naturally, these vary according to the length of your book, but will be flagged as you're setting your prices. From this, you can try to gauge the sweet spot between earning a profit and remaining competitive with other print books in your genre.
Step 8: Market your book
Even the best books need promotion to reach readers. While marketing might feel like kryptonite to authors, it doesn't need to be complicated. The key is to start slowly, test often, and build your marketing efforts and system over time.
Build an author platform
An author website - a place where readers can learn more about you and your books - is fundamental to your marketing efforts. It is your home base. So begin by setting up your website (paid or free), then look into starting a mailing list to keep you in touch with readers, and stay active on social media. By engaging with your readers and other authors, you can increase visibility and build a supportive community and loyal fanbase.
For more on author websites, social media platforms, and mailing lists, take a look at Build Your Reader Fanbase.
ARC (Advance Reader Copy) campaigns
Send ARCs to reviewers, bloggers, and/or influencers who can help create buzz for your book before its release. Honest reviews on platforms like Goodreads and Amazon can add credibility and lead to finding readers and increasing sales.
For more on finding ARC readers and managing campaigns, take a look at How to Build and Manage an Effective ARC Team.
Book promotion services
Services like The Fussy Librarian, BookDoggy, and Freebooksy offer paid promotions that can introduce your book to thousands of targeted readers. They vary in entry requirements and cost, so research their potential impact first.
A quality, curated list of promotional sites can be found at author and book marketer Nicholas Erik's website here.
Paid advertising
Amazon, Facebook and BookBub offer paid ads that allow you to promote your book on their platforms, targeting specific metrics, such as keywords, genre, or other authors. This can be particularly effective if you know your target audience, but it requires a lot of learning, mastering, testing, and - in the beginning - money you're not afraid to lose.
Each platform is different. So be patient, and test one at a time until you find the ads platform you're most comfortable with, if any.
If you do get to grips with ads, they can be very lucrative in terms of reach and/or sales revenue - but be prepared for your ad success to fluctuate. In other words, avoid relying on one platform or one means of income; a tweak in the algorithms behind the scenes can mean ads no longer work as well, and so further testing or an alternative advertising strategy will be needed.
Remember, when you rely on another company's platform, you're always at their mercy. The only business you can truly control is your own - so consider carefully how you can maintain or diversify your income even if the likes of Amazon or Facebook make changes, as they inevitably (like all businesses) will continue to do.
Step 9: Launch your book
Like every aspect of running your author business, your book launches are likely to evolve over time. Some may be more successful than others, but your goal for each launch, however, is likely to be maximum impact for your new book, and that requires careful planning.
As a guide, a suggested timeline for a successful launch might be something like:
3-4 months before release
Begin promoting on social media, building anticipation amongst existing subscribers/fans, gathering new email sign-ups (perhaps via an enticing free giveaway), sending ARCs to early reviewers, and booking promotional slots for the week of the launch.
1 month before release
Finalize your marketing materials (e.g. social media promotional images), give ARC readers updates on where they can leave a review, and post teasers or sneak peeks.
Top Tip: Post teasers and sneak peeks to your social media followers only after your mailing list subscribers have had exclusive access to them first. This builds gratitude and loyalty amongst your subscribers/fans, keeping them on your list and rooting for you and your books.
Launch day
Announce the release across all your channels, hold a virtual launch event if desired, and interact with early readers and reviewers to keep up momentum.
Post-launch
In the weeks after the launch, monitor and record the results of booked and organic promotions, including sales revenue and reach. Thank your ARC readers for their reviews, and your subscribers/fans for their support, informing both what they can expect from you next and when.
Step 10: Develop an efficient system
If you aim to publish more than one book, developing an efficient system is key to keeping on top of things and... well, staying sane. Record the steps you take to publish each book. Keep an eye on what works well, what doesn't, if you reached your goals or didn't, and assess how you could do it differently next time.
As we alluded to at the beginning of this guide, it's easy to get overwhelmed or burn out while self-publishing. You're juggling all the departments of a publisher (Editorial, Design, Production, Sales, Marketing & Promotion, Finance, Legal, IT, and so on), as well as, oh yeah, writing the books too.
Aside from enlisting external help where needed, make things easier for yourself by planning your schedule months in advance, and producing task lists that align with that schedule. This alleviates the stress of worrying you'll forget something important.
Each book, the writing and publishing of it, is a project. If you have a clear project outline, with set tasks to be performed on set dates, it becomes more manageable. And, crucially, when you have a written record (or Excel spreadsheet or fancy calendar, whatever you prefer) of your schedule, it will no longer be necessary to hold those to-do tasks in your head - you'll find it easier to switch off in your downtime and forget about it all.
So plan ahead as best you can, and create guidelines or adaptable templates for as many tasks as possible, such as: your book formatting, emails for your newsletter list (regular updates, as well as those emails building towards launch), your ARC team emails, and even for your promotional materials.
This is stress-reducing and a huge time-saver, meaning you can move much more quickly through your publishing tasks. But bonus… adjustable templates also mean you stay on-brand across all your promotional materials and marketing communications.
Lastly, techniques, strategies and templates can save you a tonne of time and work, but also be prepared for things to change. You will grow and evolve as both an author and a publisher, your methods of working will adapt, and also the industry itself never remains static; promotions that worked on one book, may not on another. So always be recording the results of your efforts, and be ready to switch things up or experiment where necessary.
Finally...
Self-publishing gives you control and flexibility to carve out your author career in a way that suits you best. But in return it demands discipline, organization, and a proactive approach. While there are many variables and options to publishing your book, by following these fundamental steps you’ll be well on your way to getting your book into the hands of eager readers.
Remember, the key to self-publishing success lies in balancing creativity with business acumen, persistence, and a touch of patience. Happy publishing!
Download the Fiction Yogi Self-Publishing Checklist here.
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Tina Williams of Fiction Yogi is a copyeditor and proofreader who works with writers at all stages, giving them the tools to improve their manuscript and level up their writing so they can meet their publishing goals.
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