Guest Post: Some Timely Advice for Self-Published Authors

by | May 18, 2010 | Book Marketing Basics

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I want to make a few observations and comments about why it is so difficult for self-published authors to successfully attract the attention of book reviewers, distributors, wholesalers, and retail booksellers. And then offer some suggestions on what to do about it.

The Globe Bookstore
Image by brewbooks via Flickr

As well as authors that set up their own publishing company to produce their books, I include in the category of self-published authors those that utilize POD companies like iUniverse, AuthorHouse, Trafford, Infinity, BookSurge, Outskirts Press, PublishAmerica, Lulu, Vantage, Tate, and the dozens of other companies who, for a price, will take any author’s manuscript and turn it into a book.

It is very well known (or should be) that the Midwest Book Review has championed self-published authors from our very beginning in 1976 down to the present day. And will continue to do so for as long as I remain its editor-in-chief.

Our current book review publications for May 2010 feature reviews for 47 POD published titles and reviews for 6 books whose self-published authors didn’t even bother to create a publishing company name for themselves and so were identified in the ‘info block’ that is a part of all our reviews as being ‘Privately Published.’

There’s about a half-dozen reviews for self-published books that didn’t even have snail-mail addresses available for their ‘info blocks’ – only email ones.

Those self-published authors who did make up their own company names (complete with intact address contact information), the number of reviews runs to somewhere around a hundred or so.

Therefore my comments on why self-published authors tend to labor under a prejudice within the publishing industry are well-meant by a truly sympathetic observer.

Here they are:

1. Substandard covers which render a book to be uncompetitive on esthetic grounds to the casual bookstore browser. You can have pure literary gold inside, but if the outside screams ‘amateur’ or is otherwise repellent, it will get passed over as its competition on the shelf proves more attractive in seducing the buyer’s attention. This lack of competitive appeal also applies to reviewers, bookstore managers, and everyone else in the between the publisher and the reader, when considering to accept or reject a title.

2. Interior flaws that run the gamut from excessive typos, to grammatical errors, to exasperating font selection.

20070609 - Book
Image by Giandomenico Ricci via Flickr

3. Content categories that are flooded in the marketplace with competition and/or have limited mainstream audience appeal. The market for poetry is minuscule. The demand for personal memoirs of overcoming medical, psychological, or flawed upbringing adversities is even smaller. Because of the ease of desk-top publishing, each year sees works of general fiction increasingly flooding a marketplace where each of those years sees a smaller percentage of people spending their leisure time reading general fiction.

4. Ignorance and/or naivety in dealing with the various elements of the publishing industry and therefore coming across as non-professionals. With respect to reviewers, this is often displayed by inadequate review copy submissions where the requirements were not met. With respect to booksellers it is very much the same.

5. When it comes to reviewers, the single most grievous thing a few (and in my experience, very few) self-published authors do to ‘spoil it’ for all other self-published authors is to harass a reviewer about the review process – that is, persistent and frequent questioning as to when their book will be reviewed, why their book was not selected for review, taking personal offense with respect to the actual review when one is done. It only takes a handful of such experiences to sour a professional reviewer or a book review editor into not wanting to deal with someone who is not a seasoned, experienced, professional author. For wanting to avoid authors who are so emotionally and/or financially invested in their self-published book that they become rude, and even down right abusive.

And please believe me when I say that in the 34 years I’ve been doing this I’ve had these kinds of encounters more times that I can count.

So how can a self-published author overcome this publishing industry reluctance to get involved with a self-published book?

1. Appear and act as professionally and maturely as you possibly can in every aspect of your contacts with reviewers, booksellers, and everyone else in the publishing industry you encounter, solicit, or market to.

2. Insure that your book is flawless with respect to what’s inside, and competitive in terms of its outside appearance.

Will Storr Vs. The Supernatural, published by ...
Image by Francis Storr via Flickr

3. If your book is in a category where the numbers of competing titles is enormous, concentrate on marketing your title as if it were something very special, identifying and capitalizing on something that would make it ‘stand out in the crowd.’ If your book is in a category of a minimal or a specialized readership, target your marketing efforts directly to that niche group.

4. Don’t expect to make a profit, or even recoup your initial investment, in the short term. Be prepared to engage in a long-term effort, one in which the months will turn into years, and the years into decades – with you plugging away in your marketing efforts throughout it all. And expect to learn new (and hone existing) publishing and book marketing tips, tricks and techniques throughout it all.

Reprinted with permission from the Midwest Book Review. Jim Cox is Editor-in-Chief and founder of the Midwest Book Review from 1976 to the present day, producing nine monthly book review publications and a major provider of reviews for and library systems across the country. The Midwest Book Review is dedicated to promotion literacy, library usage, and small press publishing. Visit the Midwest Book Review at

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  1. Autumn Washington

    A very good marketing strategy is very important in promoting your products both online and offline.;`*

  2. Marilyn Orcholski

    I haven’t visited your blog in ages, but really enjoyed this post! Makes a welcome change from the usual stuff I’ve been RSS’ing lately. Can I ask where you got the idea to write about this?

  3. Paula


    Thank you! This is a reprint of an article that appeared in the Midwest Book Review’s latest newsletter. We felt the message was so timely and pertinent that we asked editor-in-chief Jim Cox if we could run the piece and he gave us his permission.



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