christopher ming lee

Here are some bullsh*t advantages some might try to sell you about self-publishing. There’s nothing false or wrong about any of the statements, which makes them so deceiving. However, I’d hardly call them advantages:

“You design your book, so you have total control on how it looks!”

Oh, splendid, because between honing my writing and learning about system design, marketing, and distribution models, I also had time to squeeze in a night class on book design.

Yes, you have total control. An oral surgeon with Tourette’s Syndrome and a two-year degree in Phys. Ed might have “total control” over my root canal, but that doesn’t mean I want him operating in my mouth. Book design is a new skill you’ll either need to learn, or pay someone else to do for you. The same goes with cover design. Let me be clear: book (and book cover) design can be learned, but a lot of self-publishers don’t have the time or desire to master the skills; they’re writers, they’d rather be writing. More often than not, you’re better off finding a freelancer to do the work for you.

“You set the price on your book! Make as much money (or as little) as you want!”

Some people try to convince you that because you can set the price, you can guarantee a higher profit margin. In theory, I suppose its true; if I charge $100 a book, my margin would be, like, OMG A WHOLE LOT OF MONEY! Higher margins, however do not come from just a higher price, they come from cutting costs / middle men.

It’s a fine line, but it’s important to understand the distinction. You can charge a higher price, but if you perform the tasks of the middle men ineffectively, then any advantage from the higher price is offset by higher costs. You need to understand how to minimize your costs in printing, distribution, marketing, (and the killer - book seller discounts) - all of which can be learned, but it takes time and effort.

Price setting isn’t an advantage - control over your costs is.

(Quick side note: I do love the unnecessary “You’s” these lists use. They make me feel very empowered and full of vigor, ready to take on the world!)

“Self-publishing puts you on the same level as any publishing company.”

I’ve walked through cow farms and encountered less bullshit.
Seriously - there are many cows in upstate New York.
When you self-publish, you are at the bottom of the totem pole. That’s the truth. You can rise (I believe you can rise to the top, even) but it requires specific business skill sets: proper management of freelancers, system design in your printing, distributing, and marketing to keep costs low, superb marketing ability. Each of these areas have their own subset of skills you need to master - and all this applies if you have a marketable book and the writing talent to make a compelling read.

I don’t know why people offer such optimistic “advantages” of self-publishing. (Well, I can guess: they might be selling their printing or coaching services.) If you’re offering information, it’s got to be real information. (Cheryl Pickett offers real information. How do I know that? She spends time on writer forums, and offers her knowledge for those who are still navigating the system (like me.) I used her site to ask her a follow-up question, and she responded in a day.) The reality is that self-publishing is hard motherf*cking work. Reality also dictates every one of the “advantages” above can ultimately work against you, so do your homework, and be prepared for a steep learning curve.

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