Do’s and Don’t’s of self-publishing by Polly Trope, indieberlin literary editor and self-published author
There are many amazing success stories of self-published writers. They seem most encouraging. Other writers self-publish, and none of the amazing stuff happens. You have a closer look, and notice that the authors already had a sizeable following thanks to their previous, traditionally published works. Another set of writers pumped in large amount of money to have a great marketing campaign, which helped things immensely.
Put the case that a writer has neither of these two things: a thumping fan base all ready to buy the next product from their favourite author, or a competent marketing team lined up to do the publicity. How will they break the ice?
Self-published authors enjoy, at best, a mixed reputation. Between self-righteous critics positing that self-publishing means you couldn’t get a publishing deal, and that not getting a publishing deal means your book must be pretty bad so you better buckle down and start over, and underground prophets hailing self-published books as the ugly ducklings of post-modernism whose beautiful psychedelic swan of a genius will rise tomorrow from the ill-adjusted, brilliant pages that aren’t getting the acclaim they deserve, you as a self-published author must find your seat — between these two oh so flattering chairs.
Advice bit number one : Unless you’re a masochist, don’t let a conservative twat tell you your work sucks. And unless you’re
truly into it, don’t jump onto the dark and opaque boat of subaltern movements you know nothing about. The beauty of being self-published is that you can do anything you like, so why put on yet another uniform?
Advice bit number two (I’ll give you ten, and then it’s over) : Don’t give up. The difference between successful people and unsuccessful ones is that the successful ones are able to take rejections in their stride and keep going. You definitely won’t find your true audience if you let the sceptics shut you down.
Three: About the fanbase that you haven’t got yet : sorry, you’ll have to build it. Go to parties and networking events. Mingle. Have a business card. Have a copy of your book with you. Be prepared to deliver a little reading or to give a quick and sparkly summary of your book. Don’t drone on about it, obviously. Don’t put on airs and
graces — unless that’s part of your act. Your thing.
Be interesting in real life. Do use social media to reach more people, meet more like-minded people, or make new contacts. Be focused on your work and talk about it, show your dedication to your work and your enthusiasm and your great skills — but don’t be a broken record. Social media is your chance to learn about yourself and others. Not your chance to go on a public ego-trip.
Celebrate what you love doing. Don’t behave like a celebrity or an advertising agency on facebook. Talk to individuals, see what you can do together. You’re a new red-hot talent at the start of your career. Not a superstar with their nose up in the air. You get the idea.
Four: About the marketing team that you haven’t got: try PR. Try to get people who you know and who are on the same wavelength as you, to champion your work. Give them
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