Why self-publish?
After all, it’s called a vanity press for a reason.
Well, perhaps that pejorative term was applicable when only
the rich could publish their own books, which typically didn’t set the industry
on fire.
But now, if you’re armed with a good idea or a unique point
of view, the tools to help you publish a book are readily available.
Whether it’s an ebook or a traditional book printed on paper
and bound, you have a better chance to be successful in the marketplace than
ever. While Borders went under and publishing houses band together for
survival, books are selling as well as ever.
What does that say about publishers? Author and entrepreneur
Guy Kawasaki says that when readers
contemplate buying a book today, they often
don’t even notice the publisher. They look instead at the ratings and reviews.
The New York Times notes that a writer turned down by
traditional publishers, or someone purposely avoiding them, now has a range of
options. Among them are self-publishing a manuscript as an e-book only, or
self-publishing through companies such as the Jenkins Group, which can assist
authors with everything from editing to marketing.
Marketing is a two-fold activity. There is marketing the
book, and there is using the book for marketing.
The former involves a host of public relations and
advertising activities, including in-store signings, getting reviews, praise
from others for the jacket, making the book available online and at activities
such as conventions and business meetings where a ready audience may be found.
The latter involves ways the book itself can enrich the
prospects for the author’s continued success. If he’s a business person, then
using it to illustrate and extoll his company’s virtues is advantageous.
If she’s a chef, having authored a cookbook confers expert
status. If the authors are dermatologists writing about skin care, the tome
reinforces their expertise.
One of the keys to success in self-publishing is that the
author must embrace roles beyond just that of writer. Without the crutch of a
publishing company behind her, she must take on the roles of marketing and
business expert.
While it’s absolutely essential to have a good book, having
the wherewithal to tireless promote yourself and the book is a key to its success
when self-publishing.
According to architectural photographer Patricia Bean, there
are many good reasons to use a book for marketing and publicity. For designers,
using books to portray their business in a visual way helps them in building
their brand-building and supporting their marketing message. For artists,
published portfolio books enable them to more easily sell themselves to
galleries, and including a bio and descriptions of the works and their
inspiration can give more depth to their work. Instructional books can be great
to establish you a leader in your field and give you great visibility in
business.
