Self Publishing vs. Traditional Publishing: The Pros and Cons

by Glen C. Strathy

Many would-be book writers today are turning to self publishing out of frustration with the amount of time it can take to find a publisher. But before you go this route, it's worth considering some of the pros and cons of getting published in the traditional way.

Getting Paid

When you sell your book to a publisher, you get paid a royalty for each copy that is sold. Moreover, you get an advance on those royalties when you sign a contract. Generally, the size of your advance is related to how many copies the publisher thinks it can eventually sell, which is in turn related to the publisher's distribution and how many fans you have. If it is your first book, you are not famous, and you sell to a small publisher, your royalty won't be huge. However, at least it means some cash in your pocket, whereas with self publishing, you pay all the costs upfront with no guarantee of making money.

Incidentally, most books do not sell well enough to give you much in the way of royalties beyond your advance. The good news, however, is that the publisher cannot ask you to return part of your advance if your book does not sell as well as expected.

Editing & Design

Working with a traditional publisher means your book will benefit from the services of a professional editor, book designer, and copy editor. In the majority of cases, these professionals will help you improve the book's content, and make sure the finished product looks better and is free of errors that could undermine your credibility.

If you self publish, you can hire an editor, designer, proofreaders, etc. However, you will have to pay them upfront. Many writers who self publish a book try to do all these jobs themselves, even if they have no training. Consequently, a lot of self published books look amateurish and are riddled with errors – features which fail to establish you as a serious writer.

Promotion

No matter what publishing route you choose, you naturally want to sell as many copies of your book as possible. Selling a lot of copies requires a promotional campaign that lets potential readers know your book exists.

You probably know that when you self publish, you will need to conduct all your own promotion. Sadly, the same may be true even if you sell your book to a traditional publisher. Publishers these days feel obliged to devote the bulk of their marketing dollars to the handful of writers whose books they expect will sell very well – the ones whose last book sold very well, or who are already famous because of something else they've done. Unless the expectations for your book are exceptional, the publisher will not put a lot of money into promotion, leaving most of it up to you.

Distribution

You may ask yourself, “If I have to do my own promotion anyway, why don't I just publish and market my books myself?”

One answer is that a good publisher will provide a distribution system that will put your book into bookstores nationwide or even internationally. The bigger the publisher, the better the distribution. Distribution is necessary so that everyone who hears about your book can find it easily, which increases your sales. It also means more people will stumble upon it accidentally in a store and buy it.

Of course, there are some writers who already have a large distribution system of their own. For instance, if you currently make your living performing before large audiences, or you have a business with thousands of customers, or a blog read by thousands of people each day – so that you can reasonably expect to sell thousands of copies of your book on your own – then you might be satisfied with self publishing. Your profit per book may actually be higher if you cut out the publisher as the middle man.

On the other hand, getting published by a regular publisher can expand your distribution beyond the market you could reach on your own, so your profits might be higher using this route. It really depends on just how big a distribution system you have, and how mainstream your book is.

Ironically, if you have your own distribution system, a publisher is more likely to be interested in publishing your book and offer a bigger advance, since the publisher can expect more copies of your book will sell.

Credibility

Probably the biggest benefits to getting published by a traditional publisher relate to legitimacy and credibility. The fact that a professional editor felt your book stood out from the thousands of others stacked in her office as being worthy of being published says something about your skills as a writer. It tells the world that you can write a good book – and not just in your own opinion.

Similarly, the fact that a publisher is willing to take a financial risk publishing your book also says something about the marketability of your ideas.

Self publishing offers you considerably less prestige. Anyone can self publish without having to be a good writer, or having expertise, or unique experience, or anything else that would make a book worth reading. What's more, most people know this.

That said, there are a some instances where self publishing can make sense.

1. If You Have Your Own, Sizeable Distribution System.

As I mentioned above, some people have their own distribution system. For instance, professional speakers, consultants, or business owners may find it worthwhile to self publish a non-fiction book and sell copies to their customers. Sometimes, giving away a non-fiction book for free can be an effective marketing tool for promoting the author's business.

Some established authors turn to self publishing as a way of increasing their profits from their books. They can do this successfully if they already have a large fan base, a way of communicating with this fan base (e.g. website, newsletter), and a way of selling to them directly (ecommerce). By self publishing their next book or ebook, established authors cut out the publisher as the middle-man.

It may also be that you have access to a niche audience interested in the type of book you are writing – which a mainstream publisher may have trouble targeting. For instance, if you belong to a nationwide organization of chainsaw sculptors, you might be in a better position to sell more copies of your book on chainsaw sculpting than most bookstores ever would.

2. To Gain More Creative Control Over Your Book.

Since they are paying the costs, publishers exercise a lot of control over a book – including not just editing the content but choosing the title, writing the jacket copy, commissioning artwork, deciding on the format, etc. Usually they know what they are doing, but not always. There are cases where the author knows best and publishers refuse to listen.

If you are 100% convinced that you know how your book should be designed, edited, and promoted, you may be tempted to self publish. Of course, you may be wrong. However, if you feel strongly that you are right, self publishing will give you control over all aspects of your book.

If you go this route, just remember that if you want your book to sell, you also need a large distribution system and some skill at marketing.

3. As a Step Towards Getting a Traditional Publisher to Buy Your Book

Let's say you tried to sell your book to a number of publishers who all rejected it. You may think that if you self publish and sell a lot of copies of your book on your own, traditional publishers will become more interested in publishing another edition of your book. After all, you will have convinced them there is a market for it. Certainly some self published books get picked up by publishers, especially if they sell well.

Of course, the risk is that the publishers who rejected your book were right in their assessement, in which case you will go to a lot of work for little return. But if it's true that you just have not found the right publisher yet, self publishing could be an additional way of getting found.

4. It's Quick and Easy

If you thought writing a book was tough, getting published by a traditional publisher can seem even tougher. At least, it can be a lengthy ordeal that demands a lot of patience and offers no guarantee of success. You may get many rejection letters before you sell your first book, which can feel like having a series of gorgeous people tell you bluntly that they have no desire to go on a date with you.

It may be that you are not interested in a career as a book writer. Maybe you have a book that will never be a commercial success, but means something to you – a book you want merely to give to friends and relatives. If that is the case, self publishing may make perfect sense for you. It's fast, it's easy, and these days it's not even expensive.

For more information on self publishing vs. traditional publishing return to Getting Published

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