Self-Publishing:
What to Realistically Expect

For most serious writers, the dream is to see their book in print. Self-publishing can absolutely make that dream a reality. But here’s the catch: if you’re not disciplined enough to do it right, that dream can quickly turn into a nightmare. The hard truth is that most self-published books just aren’t very good.

Michael Garrett, Stephen King’s first editor and publisher, speaks from experience of having been both commercially and self-published. He’s walked both paths and offers the following honest observations on what each one truly offers.

Everyone thinks they’ve written the next great American novel. The reality? Only a tiny fraction possibly have.

It’s easy to self-publish and, as a result, the marketplace is flooded with slick-looking but poorly written books. Covers may look professional, but the content inside often isn’t. And here’s where the old saying rings true: you can’t judge a book by its cover.

If you haven’t done the hard work—self-editing, rewriting—your self-published book might look great on the outside but end up embarrassing you on the inside.

Anyone can fill pages with words,
but few can write something worth reading.

Self-Publishing Itself Is Easy.
Selling Self-Published Books, However, Can Be Difficult.

Most writers focus on the cost of self-publishing and forget about the enormous investment of time and effort it takes to actually sell books. Despite what some companies might suggest, self-published books don’t magically sell themselves.

Here’s the hard truth: nobody knows your book exists until you make it known. That means you’ve got to hustle—attend trade shows, set up book signings, land TV, radio, or podcast interviews and get active online. That takes time and effort.

And don’t expect your publisher to sell even a single copy for you. The responsibility is entirely yours.

If you don’t have the time and money to promote your book, it simply won’t sell. Period. Marketing takes serious effort, and it can be both challenging and exhausting.

So, before you dive in, make sure you’ve got a clear plan for how you’ll generate publicity. Know where and how you’ll promote your book. Because if you can’t effectively market it, you shouldn’t expect it to sell.

So How Do You Begin Your Self-Publishing Experience?

First and foremost, your manuscript must measure up to the standards of traditionally published books. Self-publishing is not a free pass to ignore commercial expectations. Too many authors make the fatal mistake of thinking they can do everything their way. Yes, you can, but when your way runs dramatically against the grain of traditional publishing, readers notice, and usually not in a good way.

Take one extreme example: a writer once self-published because she wanted complete control. Her book had strikingly impressive front and back covers, but she printed the entire manuscript in a script font. Who would want to suffer eye strain reading it?

Her project screamed Amateur the moment anyone flipped through its pages. Sometimes “doing it your way” backfires.

If you want assurance that your book meets professional standards, you need the guidance of a professional manuscript critique. That determines the difference between a book that embarrasses you and one that earns respect.

The Self-Publication Dilemma

Self-published books carry a built-in stigma. When readers learn a book is self-published, many assume it wasn’t good enough for a “real” publisher. That perception is difficult to overcome, especially when it comes to publicity. Media outlets are often reluctant to promote self-published work unless it’s endorsed by someone of serious authority.

As for sales, be ready to do it all yourself. Don’t buy into claims that a publisher will help you sell your book. Their ability to move copies is limited because their business is basically printing, not marketing. If you want sales, you’ll need to hustle.

But never rush the process. If you don’t take the time to get everything right—self-editing, rewriting, formatting, cover, metadata, marketing—you’ll regret it later. Patience and polish are your best defenses against the stigma.

The Biggest Mistake That Self-Publishing Authors Make

One of the biggest problems with many self-published books is the lack of seeking professional advice. Too many authors, trying to cut costs, decide that paying for a manuscript critique is an easy expense to skip. Instead, they turn to articles and guides on “how to self-edit” which, frankly, is hogwash. Not only does this shortcut fail to produce a professional result, but it also disrespects the editorial and consulting professions.

If you’re planning to self-publish, the worst mistake you can make is avoiding professional services. Skilled feedback gives you the opportunity to rewrite and refine your manuscript so it can stand alongside traditionally published books. Without that step, your work will almost certainly fall short.

Of course, finding the right professional is its own challenge. Not every editor or consultant is suited to every genre, and not every professional has the experience to elevate your manuscript to commercial standards.

Self-publishing can be a wonderful opportunity for the right author but only if you take the time to educate yourself about the process and invest in the professional support your book deserves.

Is Kindle Direct Publishing a Good Option?

Yes. you can publish through Amazon’s Kindle Direct Publishing (KDP) at no cost. There are limitations, but it’s true: you can get your book on Amazon at no upfront expense.

I know this firsthand. I published my novel CAPTIVE through KDP in both eBook and print formats. KDP is definitely worth considering.

But here’s where things get tricky:

• Covers The free cover options on KDP look amateurish. If you want a competitive, professional cover, try using Canva as described below and design one yourself. You’ll be pleasantly surprised at how well you can do.
• Formatting Kindle’s free formatting software can be frustrating. I had Mercie’s Secret perfectly formatted using their own development tool, but when I uploaded it to Amazon’s platform, spacing errors appeared that I couldn’t fix. As a professional consultant, it was maddening, and I’ve heard other authors complain about the same issue.

Here’s the truth: if you want your self-published book to compete with traditionally published titles, it must look professional. Spacing errors, sloppy formatting, or weak covers are dead giveaways that a book was self-published.

On the upside, the financial rewards are significant. Instead of the 10% royalties you’d get from other printers, self-publishing through KDP can earn you 60% or more of each sale.

Another Highly Recommended Option

When I self-published Mercie’s Secret, I took a different route, and I was highly pleased with the results.

For the eBook version, I used Draft2Digital, and the process couldn’t have been easier. First, I designed my own cover using Canva, a user-friendly online design platform with drag-and-drop tools, templates, and stock images. Even with the free version, I was able to create a professional-looking cover far more easily than I expected.

From there, uploading and formatting through Draft2Digital was a breeze. Best of all, they distributed my book worldwide at no cost. For eBooks, I’ll be sticking with Draft2Digital from here on out.

The print edition, however, was a different story. I went with IngramSpark, and the experience proved far less satisfying. Uploading the cover to their specifications was a nightmare, and I seemed to hit stumbling blocks at every turn.

For my next book, Taken, I’ll almost certainly look elsewhere for print distribution.

How Can You Know if Self-Publishing Will Work for You?

Self-publishing can be a great opportunity but only if you approach it the right way. Success depends on discipline, preparation, and a willingness to invest in your book. It can work for you if:

• You choose your publisher wisely. Not all publishers are equal, so do your homework.
• You have the patience and determination to make your manuscript the best it can be before publication.
• You invest in a professional manuscript critique by a qualified consultant and commit to a thorough rewrite.
• You create a clear marketing plan before your book goes live.
• You have the time and money to devote to sales. Promoting your book can be the hardest work you’ll ever do.

Self-publishing isn’t a shortcut; it’s a serious commitment. But if you meet these conditions, it can open doors that traditional publishing may not.

Seriously, think about it for a second.

The Marketing Challenge

With the ease of self-publication now, there are a ton of books out there. And what does that mean for readers? Way too many options! It also means that a lot of those self-published books aren’t exactly top-notch, which leaves readers feeling pretty let down. Plus, the media gets super hesitant because, let’s be honest, self-published books have a bit of a tricky reputation.

So, if you’re a serious author, how the heck do you cut through all that noise? It comes down to elbow grease and smart spending.

Once your book is finally out, brace yourself. You’re going to get hit up by social influencers and so-called “marketing experts” who’ve supposedly read your novel and see golden opportunities. Their pitch will likely sound amazing, as if a dream come true, as if they truly get your book and know the exact way to get it into readers’ hands.

Don’t fall for it. The real marketing rockstars—those who can actually make your book a success—aren’t hunting you down. You have to find them and convince them to take you on. Real professionals don’t chase clients.

Just stay sharp, be cautious, and try to keep those dreams realistic!

Traditional Publishing?

Let’s be honest. Traditional publishing is a long shot. So long, in fact, that I hesitate to recommend it.

Success in this arena requires exceptional talent, incredible patience, relentless determination, and perhaps most of all, an enormous amount of luck. If you want to pursue this path before considering self-publishing, I suggest joining a local writers’ group, attending writers’ conferences, and building meaningful connections with people in the industry.

Just remember, the odds are heavily stacked against you.

That said, I hope the self-publishing advice I’ve shared helps clarify your options and gives you the perspective you need to make a wise decision about your book’s future.