Caution: Learning Curves Ahead

by Christina Lay

So you’re thinking about self-publishing, or possibly other-publishing and you’re getting ready to take the plunge. The whole world knows how easy it is these days: write an amazing novel, proofread the heck out of it, maybe pay a professional editor, get it into a printable format, cajole an artistic-minded friend to create an awesome cover, upload the docs, and voila, your book exists.

Depending on your goals, for some people the process can be almost this simple. If what you care about most is getting the book out there and you aren’t overly concerned about how it looks on every device, availability across various markets, the overall professional quality of the end product, building a reputation as either an author or a publisher or both, selling in bookstores and at conferences, the degree of control you have over your product, etcetera, etcetera, then creating a clean Word document and an eye-catching cover will be your main hurdles.

However, the chances are that once you dip your toes into the world of publishing, you will be swept away in a tide of choices you had no idea existed, and the decision making process is not made any simpler by the fact that the rules and the markets are always changing. Be warned, if you know some authors who are self-publishing and decide to ask for their advice, they will all tell you something different. Any topic you Google will bring up several blogs with conflicting opinions. Know this, and prepare yourself for a wild ride.

The most important thing you can do for your sanity is to set some clear goals for your project. Is this a one-off, something you’re doing purely for your own satisfaction? Then a lot of the decisions won’t torment you too much. You can happily use Create Space and all the easy-peasy options they offer. If you are building a career or a business, then things get trickier.   Are you content with selling ebooks only, with maybe a few print-on-demand sales on the side, or do you want to get into bookstores, organize readings, sell your book at conferences? Answering one of these question will inevitably lead to several more.

Because I am naturally a benevolent sort, I thought I’d organize my recent experiences in launching the Labyrinth of Souls fiction project and write-up a short list of things you will need to understand and make decisions about. The short list quickly became long, and so this post is a very abbreviated overview of the business side of things. A shot across the bow, if you will. I won’t even get into design and formatting issues.

First of all, why not use Create Space for your print book? (KDP is the ebook side of things). Amazon’s self-publishing print book service is very user-friendly, and Amazon rules the world, so many people consider using any other option akin to shooting oneself in the foot. But there are other considerations. For instance, the rest of the bookselling world sees Amazon as a Borg-like entity and everyone else as a loosely knit Federation of booksellers valiantly struggling against being assimilated, so not everyone plays nicely with Amazon and therefore your innocent Create Space book might never escape its Amazon.com orbit. So what, you might ask? 97% of book sales happen on Amazon, right? The answer, which is actually a question is, do you want your book in bookstores? Barnes and Noble won’t order Create Space books, or at least, they wouldn’t when I put out ShadowSpinners Press‘ first book, A Collection of Dark Tales. Amazon promises expanded distribution, so imagine my surprise when I lost the chance at a B&N book signing because they couldn’t (read, didn’t want to) order from Amazon.   The lesson I learned (don’t forget, things are always changing, so I’m giving you my latest experience only) is that if you want to do readings and have your book carried at conferences, you need to go through Ingram.

Ingram? What the hell is that? Well, they are the major source of print books for the print book buying world, and most bookstores order through Ingram’s catalogue.   If you’re an indie publisher (read, poor) then Ingram Spark is the way to go. Lightning Source is Ingram’s program for the big boys (once upon a time indie publishers were allowed to sign up with Lightning Source, but now they will politely direct you to use Ingram Spark). The final word on the Create Space vs. Ingram Spark debate seems to be you need to use both. Yup, both, because you don’t have enough logins and passwords to keep track of yet. This of course doesn’t get into the issue of The Others; Smashwords, book services like Book Baby, and so on. You’ll need to make the service provider decision separately for your ebook. Again, KDP is not the only game in town.

Here are some articles on ebook and print on demand services I found helpful:

http://www.newshelves.com/2016/05/21/why-you-need-lightning-source-and-createspace/

https://kindlepreneur.com/smashwords-vs-draft2digital/

http://selfpublishingadvice.org/watchdog-ingram-spark-vs-createspace-for-self-publishing-print-books/

If you decide you want to go with a plan that includes print books in bookstores, you’ll need an ISBN for each book. Again, Create Space will give you one for free, or sell you one that gives you a little more control, but Create Space will always be listed as the publisher, which again, could lead to issues with bookstores. If you want to be listed as the publisher and be viewed in a more professional light, you’ll have to bite the bullet, go to Bowker and purchase an ISBN. A single ISBN costs $125. Ten cost $300. A hundred costs $500 and so on. So you can see it’s a scam in which the big boys get a great deal and the little guy gets screwed. But it’s important, so don’t blow it off. By the way, Bowker will try to sell you a barcode. You don’t need it. Create Space and Ingram will automatically generate one for you when they produce your book.

Here’s a pretty good break down on the ISBN question. https://selfpublishingadvice.org/isbns-for-self-published-books/   Have fun with that rabbit hole.

Here’s another fun conundrum: Pricing and Discounts. Opinions are all over the place on this one. Low prices draw more buyers, but you want to make money, right? You want to be able to offer a discount to bookstores, right? This is something that only research and a clear-headed look at your own finances and goals can answer. Ingram has a pretty good break down of the discount issue here: http://www.ingramspark.com/blog/heres-why-you-should-discount-your-book

And a publisher compensation (royalty) calculator here https://myaccount.ingramspark.com/Portal/Tools/PubCompCalculator

Create Space has one too, of course. Most of the POD services have pretty good resources available.

As you can see, this article is already pretty long and I haven’t even touched on these questions:

*Keywords and Categories: How to position your book so the mighty search engines will find them.

*Online marketing: Virtual tours, FB and Good read ads, social networks and how to exploit them without losing all your virtual friends, and so on.

*Copyrights. OMG, do I really have to fill that out?

*Fun with Legal Questions and Taxes. Am I a business? Do I need: a lawyer, a Tax Identification Number, to register my business name, to write contracts, to issue 1099s, and so on?

*Webpages and domains. Should I use WordPress or Go Daddy or Bob’s Discount Web Pages, hire a professional to build it, buy my own domain name, buy every .com, .net, .org I can get my hands on? Become an Amazon affiliate? Sell books via my website? Use Paypal or Square?

All right, I can go on and on, and maybe someday I’ll write down everything I’ve researched and learned, but for now, I hope this gives you a helpful glimpse at the many learning curves ahead. If you’re still crazy determined enough to move forward, you can start making decisions before you start the publishing process, and therefore not break your brain in a rush to make all the right decisions,  like I fear I might have.

Good luck and Godspeed in all your publishing endeavors.

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