Self-publishing has earned and continues to uphold its reputation for substandard books. This, unfortunately, arises from authors practicing false economies.
In traditional publishing (the model in which publishing companies pay authors to publish their books), the publishing company employs a variety of professionals, including different kinds of editors, book designers, graphic artists, and proofreaders. The company pays these professionals regular salaries, which makes the work of acquisition editors critical: they must select manuscripts that are the most likely to generate profit. This is why authors who have the great fortune to be accepted by traditional publishers earn such low royalties.
Authors who self-publish pay for the assistance of professionals out of their own pockets. As one’s own publisher, one bears the cost of professional services—and professional services aren’t cheap. The cash-strapped author who intends to self-publish then attempts to economize by doing as much as possible oneself.
This attempt may be best labeled as a false economy. Saving money before publication often results in substandard books that lose money. Here’s how that scenario works:
Author relies on editing software and himself for editing and publishes the book. Intrigued by the book’s description, Reader purchases the book and begins reading. Soon, errors large and small accumulate, leading to an overall disappointing experience. Reader notices misplaced or missing punctuation, misspelled words, malapropisms, faulty grammar, plot holes big enough to drive a car through, overuse of passive voice, disjointed transitions, unnecessary repetition, and inconsistencies.
Disappointed by the poor quality of the book, Reader decides not to purchase any other book by that author again. In addition, Reader posts a critical review of the book, warning potential readers not to buy it.
In short, the false economy of saving money by doing everything oneself costs authors a lot of money in lost future sales. Unfortunately, there’s no way to calculate the immensity of lost revenue because the author doesn’t know how many potential readers would otherwise have purchased the book.
Think of it this way: If you purchase a poorly made, defective product from a company, would you be inclined to purchase another similar product from that company again? Probably not. Because that company did not invest in quality, it lost what could have been a repeat customer. In fact, you might also advise the people in your social network (friends, family, acquaintances) not to purchase that product due to its poor quality.
This is why I say editing has a hidden ROI. The author cannot directly link purchase of a book to the quality of well-edited, well-presented content, but that quality does affect whether a reader becomes a repeat customer. A disappointed reader has no incentive to repeat the experience.
An author’s best customers are repeat customers, which is why series fiction tends to do better than one-off stories. When a reader enjoys the story and the quality meets the reader’s expectations, then the reader is more likely to purchase the next book in the series and even investigate and purchase from the author’s backlist of other books.
A book’s cover is its most important marketing piece, but a stellar cover can’t make up for poor quality content.
To give your book its best chance of success:
- Have the manuscript professionally edited. This may entail multiple levels of editing and multiple editors. The three basic levels of editing are, in order of sequence, developmental editing, line editing, and copy editing.
- Have the book professionally designed. The presentation of your story directly affects readers’ experience with it. If you’re not expert in page layout, hire a pro.
- Have the cover professionally designed. The cover is your book’s most important marketing piece, so it behooves you to have a cover that both aligns with genre expectations as well as stands out as unqiue and intriguing.
- Have the entire package proofread. A proofreader will review the front and back covers (including blurb) as well as the content and design of the interior pages. This is the final step of quality control and not time to make substantive changes.
Remember, professional services aren’t cheap, so save for the expense like you’d save for any other major purchase. Some editors will negotiate reduced services to accommodate a restricted budget. Other editors will accept payment plans. It doesn’t hurt to ask. If nothing else, payment by credit card enables you to make payments after paying the editor(s) in full.
Don’t complain about self-published books’ collective reputation for poor quality. Do something about it by raising the quality of your books one step at a time.
If you have a manuscript you want to publish and need thorough, detailed sentence-level editing (and book design) service, then contact Hen House Publishing at (937) 964-5592 or henhousepublishing.com. Don’t lose out on all those future sales by practicing false economies.