Self-publishing offers authors a tremendous opportunity to bring their stories to life and share them with the world on their terms. However, the road to self-publishing success is filled with potential pitfalls, especially for new authors.

In this post, I’ll highlight nine common mistakes that can derail your journey—and, more importantly, how to avoid them. 

1. Skipping the Editing Process

Mistake: Many new authors think they can edit their work or rely on friends and family for feedback. While well-intentioned, this often results in a book that isn’t as polished as it could be. Similarly, many writers believe their friend or even themselves can proofread their novel. This is highly misunderstood. A proper proofreader is well-versed in the Chicago Manual of Style editing rules, the specific editing rules for trade books.

My advice: Hire professional, vetted editors. An experienced editor will catch errors, suggest improvements, and help you refine your manuscript into something exceptional. However, how do you know who to trust and who to work with? That’s where I come in. I partner with vetted, trusted, personable editors who are great at what they do. Regarding proof editors, we test and vet them to ensure they know the Chicago Manual of Style editing rules.

2. Choosing the Wrong Cover Design

Mistake: Don’t judge a book by its cover? Readers do. A poorly designed cover can make even the best book look amateurish, costing you sales. When self-published authors try to cut costs, they often visit freelance websites such as Fiverr or 100covers.com. If your goal is to keep your book in the family or do only a little marketing, then sure, get a less expensive cover design.

My advice: If you want to do the best job possible with your book and plan to market it, you should look into hiring a professional cover designer. Prices often range from $600 to $1000, depending on the designer, number of revisions, and genre. A professional designer will understand your genre and audience, significantly boosting your book’s appeal.

3. Neglecting Proper Formatting

Mistake: Improperly formatted books can frustrate readers and lead to negative reviews, especially in the digital space, where formatting issues can stand out. Trust me, your friends will not tell you that your book looks bad, but they will come to me and say, “So there’s a guy in my writing group who published his book, and the interior looks horrible.” True story!

My advice: Use professional formatting software or hire a formatter to ensure your book looks great in print and digital formats. Also, keep to the conventional rules of book formatting. A good rule of thumb: if you don’t see it in any other book, you shouldn’t do it in yours.

4. Underestimating the Importance of a Marketing Plan

Mistake: Many authors believe a good book, on its own, will lead to sales. Without a marketing plan, your book will merely reach your friends and family and sales will drop after the initial launch.

My advice: Develop a comprehensive marketing strategy that includes social media, email lists, press releases, and promotional efforts. Start building your platform before publishing your book, and strap in for the long haul. At My Word Publishing we offer three 1-hour book marketing consultations, designed to be peppered throughout the production and publication process of your book. At the end, you are left with a customized marketing plan and tangible steps to take to move your book forward.

5. Ignoring metadata and keywords

Mistake: Overlooking the importance of metadata (title, subtitle, keywords, categories) can make your book hard to find in online stores.

My advice: Research relevant keywords and categories to ensure your book appears in the right searches. How? I use Publisher Rocket, a database tool that pulls inaccurate data based on Amazon search results. As your consultant, I build this research into every project and optimize every book I work on. Once the book is out, I optimize my client’s ISBNs and Amazon Author Central page.

6. Setting Unrealistic Expectations

Mistake: Expecting overnight success can lead to disappointment. Most self-published authors need time to build their audience and see significant sales. Unrealistic expectations damage the author’s motivation to continue their book marketing efforts.

My advice: Set realistic goals and understand self-publishing success often comes from persistence and consistent effort. Authors should think of their book launch not as the one day it goes live and is finally published but the ensuing first year of its release. Extending the book launch period can help shift an author’s marketing mindset.

In addition, authors should find a group of other authors to meet with weekly or monthly to stay motivated and accountable in reaching their marketing goals. For this reason, I created the Ink and Influence Club offered through My Word Publishing, an author marketing group that meets once a month, comes with a workbook, and private coaching.

7. Pricing Your Book Incorrectly

Mistake: Pricing your book too high or too low can hurt sales. New authors often need help finding the right balance.

My advice: Research the pricing trends in your genre. Some factors to consider are: genre, competition, page count, royalty rate, and format.

8. Neglecting to Build an Author Platform

Mistake: Many authors wait until after their book is published to start building their platform, which can significantly limit their reach. They think they have something to share once they have a product to sell. Not true!

My advice: Begin building your platform—whether through a website, blog, social media, or email list—long before your book is released. Engage with your potential readers early. How? Start talking about themes and topics that will be in your book. For instance, if your book is a memoir on self-growth and personal development, help others better their lives by creating content that connects with themes found in your book.

If you are a fiction writer, find ways to create entertaining content. After all, fiction lives in the entertainment space. Make potential readers interested in your content early.

9. Failing to Learn from Feedback

Mistake: Ignoring reviews or reader feedback can prevent you from improving your craft and future books. Similarly, taking your editor’s advice will help your book in the long run.

My advice: Any time a creative is going to produce a work for an audience, it is critical to integrate feedback to balance what is in their head and how others are receiving it. Be open to constructive criticism and use it to improve your writing, marketing, and overall approach. Engaging with your audience and learning from their feedback can make you a better author and marketer.

Final Thoughts

Self-publishing is a rewarding but challenging journey. By avoiding these common mistakes, you can set yourself up for success and create a book that stands out in the crowded marketplace. Remember, every step in self-publishing is an opportunity to learn, grow, and connect with your readers.

If you’re ready to take the next step in your self-publishing journey, I’m here to guide you through the process—from editing to marketing and everything in between. Let’s turn your manuscript into a published book you’re proud to share!