Is Self-Publishing Worth It?

If you’re like many first-time authors considering your publication options, you might be wondering, “Is self-publishing worth it?” The answer depends on what “worth it” really means to you.

Different authors have different goals, and no one-size-fits-all solution can meet the needs of every author. Measuring your success means understanding what you really hope to achieve with your publication and how your book fits into your overall personal and professional goals.

Topics Covered in “Is Self-Publishing Worth It?”:

Traditional Publishing: The Original Model of Success
Independent Publishing: A New Path
Three Different Authors, Three Definitions of Success
Author 1: Speaker or Business Owner
Author 2: Writer with Insight or Knowledge to Share
Author 3: Series Fiction Author
Is Self-Publishing Worth It for You?

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Traditional Publishing: The Original Model of Success

For many of us, the clearest and most obvious models for “success” are the traditionally published authors we grew up reading. Look to authors like Michael Crichton or Toni Morrison for inspiration, and your idea of success might look like this:

• books on the shelves at major bookstores
• a mailing list with thousands of subscribers
• a top slot on the New York Times best-seller list
• selling out an initial print run of thousands and immediately recouping production costs
• a large advance on your next book
• a robust marketing campaign

But traditionally published authors who achieve this level of success aren’t doing it alone. They’re partnering with highly efficient teams of editorial, design, marketing, and finance people, all of whom are invested in the success of their books. If you’re an independent author looking to achieve the same level of success, this is a journey you’ll be taking all on your own (or with the people you hire out of your own pocket).

With few exceptions, this type of author story is extremely difficult to replicate—not to mention expensive—for someone without the network and creative and financial support of a top publisher. In today’s crowded market, this traditional idea of publishing success is not feasible for many authors.

But here’s the good news for independent authors: it doesn’t have to be. When you self-publish, you define your own success.

Independent Publishing: A New Path

It wasn’t so long ago that print-on-demand technology lowered the barrier to entry and changed the independent publishing game forever. Today, self-publishing has become a legitimate vehicle for creative professionals committed to taking charge of their work.

And that’s not the only benefit for independent authors today. Others include:

• no large minimum print runs
• no warehousing costs
• total creative control
• ability to focus on the long game vs. high initial sales
• the ability to make immediate updates to your book, sales pages, and categories
• the ability to target potential clients with your marketing and promotional efforts
• direct access to your publisher accounts
• higher per-book royalties
• direct royalty deposits into your bank account monthly

There are certainly pros and cons to self-publishing, but independent authors today redefine success on their own terms.

Three Different Authors, Three Definitions of Success

Self-publishing may not be a magic bullet to the top of the New York Times bestseller list, but that’s only one definition of success. If you’re one of the following three types of authors for whom success looks a little bit different, you may conclude that self-publishing makes sense for you.

Author 1: Speaker or Business Owner

Not every author defines success in terms of book sales alone. Self-publishing is a fantastic opportunity for entrepreneurs and business owners especially to share their knowledge. For instance, one of the most effective ways to market a book is to incorporate it into an existing business (or use the opportunity to start a new one!).

If you’re a speaker or business owner looking to connect with future clients, you might define success like this:

• the ability to print great-looking books at cost, with no print minimum, to sell at upcoming speaking or sales events
• social proof of your status as a thought leader
• an impressive-looking Amazon page with powerful editorial blurbs, positive reader reviews, and strong branding elements
• the ability to target a niche segment of readers when positioning your book’s sales pages, categories, and metadata
• the ability to create special workbook or curriculum editions to sell as part of a larger course or workshop
• a strong marketing strategy and clear call to action leading to a steady pipeline of new clients
• becoming an Amazon best-selling author

If you’re like these authors, it’s not strictly about the individual sales; it’s about the steady growth of a new or existing stream of income.

Do you have an entrepreneurial mindset, industry experience and insight into what your clients need, well-tested materials to draw from, and a network of clients and other professionals ready to buy and help market your book? If so, you are in a powerful position to diversity your existing businesses (or start a new one!).

Author 2: Writer with Insight or Knowledge to Share 

Other nonfiction authors may not have an existing business or a large network, and building a business may not be their goal. Some have gone through a painful journey of discovery and know they have an important story to share. They may be less concerned with the immediate financial outcome; instead, their main concern is that their story is told professionally but authentically in a book they can be proud of for years to come.

If this journey feels familiar, your version of success might look like this:

• the opportunity to put your experiences and life lessons into words and share them in a professional way with your family, friends, and social networks
• emails from new readers thanking you for sharing your story, possibly leading to long-term connections between like minds
• channels for inspiring new audiences by contributing guest posts or articles to nonprofit groups
• book signings at local libraries or independent bookstores
• the freedom to distribute free or discounted books to your personal network or professional organizations
• the ability to reach new readers instantly with e-books
• new collaborations and shared promotional efforts with others in your industry
• unexpected opportunities to speak at events or in classrooms
• becoming an Amazon best-selling author

For these authors, success means more than a certain number of per-unit sales per month. They cherish the ability to connect on a personal level with just the right reader, maintain complete editorial control over their words, and open themselves to the possibilities that come with building an author platform and sharing their story with the world.

Author 3: Series Fiction Author

Of course, self-publishing isn’t just for nonfiction authors. Fiction authors who are truly committed to building their author brands and directing their own publishing journeys know that one book isn’t likely to skyrocket them to the top; with multiple books, each new offering has the potential to bring new readers into their unique world (and help them discover their growing back catalog).

If you’re a fiction author working on a series, you might consider self-publishing worth it if you achieve the following:

• maintaining your own mailing list and newsletter that connects you directly with your most engaged readers
• the ability to create special color or hardcover editions for book clubs, events, and supporters
• direct access to sales reports and 100 percent of royalty payouts
• the ability to use “price-pulsing” and other creative methods to package and market your books
• fostering a community of authors and other industry professionals through networking, book promotion events, and mutual support
• managing a team of publishing professionals who can supplement your strengths while you maintain full creative control over your books
• possible future book deals from traditional publishers
• becoming an Amazon best-selling author

Successful independent fiction authors know that a single book is unlikely to make them an instant sensation. Instead, they look at publishing as a journey that starts slow but gets easier with each step. They’re not just selling a book; with every new book, they’re selling an introduction into their world for new readers.

When you’re clear about your publishing goals and what type of author you are, you’ll be able to put the strengths of self-publishing to your advantage, decide what success looks like for you, and build a plan to get there.

Is Self-Publishing Worth It for You?

Publishing a professional, high-quality book costs money, and when you’re in charge of your own journey, that burden falls on you. Only you can decide whether that investment is worth it to you.

If you’re wondering whether self-publishing is right for you, ask yourself these questions:

• Is this the book by which I will define success, or am I content to put my head down and start writing the next?
• Is success determined by an arbitrary period of time after my launch date, or do I look at publishing as a long-term game?
• Does my success have an expiration date, or is each book just one more step in a lifelong journey?
• Am I committed to creating a complete professional experience for my readers, or will I cut corners?
• Does my book deserve to be published?

The question isn’t whether self-publishing is worth it. The question is: Is self-publishing worth it to you?