If You Understand Self-Publishing There's Money to Be Made
How I learned to quit complaining and create a publishing empire (MOL)

The self-publishing landscape has dramatically changed how we authors bring our stories to life. No longer confined by traditional gatekeepers, we now hold the reins of our publishing journey. However, a deep understanding of the process and realistic expectations are essential to successful publishing.
Mull this over: Amazon pays $520 million in royalties to self-published authors yearly. More than 1,000 of those authors made $100,000 last year. Somebody is buying self-published books. A LOT of somebodies.
Selecting the ideal self-publishing platform
When I embarked on my self-publishing journey, I was daunted by the overwhelming options. I researched and compared platforms, each with unique strengths because that's how I roll.
Amazon Kindle Direct Publishing (KDP) stood out for its vast audience reach, but I was also tempted by Apple Books’ attractive royalty rates and Kobo’s global distribution. After thoughtful deliberation, I diversified my strategy: using Draft2Digital to distribute my book widely while maximizing KDP’s benefits.
I realized that aligning my platform choice with my long-term goals was crucial, rather than simply following the most popular option. Now, I use Barnes and Noble, KDP, Gumroad, and PayHip, along with my backup singers Substack and Medium.
Polishing your manuscript to avoid rejection
I discovered that formatting a book was more complex than converting my Google Doc into an ePub or PDF file. Tools like Vellum simplified the process, yet each publishing platform has proprietary formatting rules, and I had to learn and follow them. I soon grokked the significance of a professional-looking book cover; an eye-catching cover could make the difference between a reader scrolling past or stopping to buy. With a meticulously formatted manuscript and a visually appealing cover, I took the plunge.
Strategizing pricing and royalties
Pricing my book posed another hurdle. I wanted my book to be both affordable and profitable. KDP’s 70% royalty rate was enticing but required pricing within specific limits. Conversely, Apple Books and Kobo offered competitive royalties without exclusivity clauses. I weighed the pros and cons of KDP Select, which demanded a 90-day exclusivity if I wanted Kindle Unlimited benefits.
KDP POD (print on demand) was my first choice, and I went back often. Sometimes, I publish on more than one venue.
Ultimately, I opted for an experimental approach—starting with a discounted launch price before settling on a pricing strategy that balanced accessibility with profitability. Amazon offers ways to explore books similar to yours and their pricing and metrics.
Explore: Amazon ASIN (free) to understand categories and keywords. Look into BookBolt (not free, but free trial available) if you have zero self-pub experience. You'll learn a lot. Read some reviews.
Amplifying visibility and marketing
Without any doubt, no writer can say, "I don't like marketing," fold up their tent, and slink off into the desert, which is precisely where their unpromoted book will land. If you want to be seen, you gotta make some noise, like it or not.
Effective and consistent marketing matters. I optimized my book’s metadata, selecting keywords and categories that enhanced discoverability. I solicited early reviews to build credibility and engage with readers on social media platforms.
Establishing an author website and an email list helped me connect with my audience, but later on, I undeployed the websites recently because Substack does a better job of making me visible. And it takes less work and it's no cost.
To gauge effectiveness, I explored advertising, testing, Amazon, Google Ads, and Facebook promotions. Those ads work once you understand how to structure them. Facebook's strength is expanding your following, while Google Ads ( a bit more costly) converts lookers to buyers. Internet gurus say you must spend thousands, but I am living proof that a $5/day ad budget brought me a great return.
Reaching out to book bloggers, joining genre-specific communities, and blogging about my book's themes further boosted my visibility. I use social media, but quite sparingly.
I also found platforms like Medium and Substack are great for sharing shorter works and driving interest to my published books. Each marketing effort incrementally increased my book’s traction. I spend about an hour or two per week on these tasks.
Self-publishing options
Over a few decades, I have used several options with varying results. KDP, Gumroad, and Payhip are my go-to choices. I'll admit it took some time to learn the ropes.
When I began publishing with KDP, my manuscripts got rejected for formatting issues, and you may find that's true with other platforms. Some writers get all snarky and vow never to step on those doorsteps again. However, you have to follow the instructions because the AI that screens and selects manuscripts can't deviate from the protocols.
You will read people who declare you can't make money self-publishing.
But I say this, you'll get back what you put in. The average self-pub book sells 250 copies, meaning a fair number sell more, and some sell far less. The average selling price is between $3.99 and $9.99 for ebooks and between $9.99 and $19.99 for paperbacks (the author sets the price).
If you multiply 250 copies by the $10 price and apply a 70% royalty with KDP, you net $1750. If you apply that formula to eBook sales at Payhip, for example, the "royalty," your cut goes up to 95% with a net of $2250. You'll encounter other minor expenses like a fee for Stripe or PayPal at some venues.
I'm sure J.K. Rowling wouldn't be knocked for a loop by such sums, but publish multiple titles, and you can at least continue to afford eggs in the U.S.
Aside: Two books I published 20 years ago still provide royalty annually. They don't pay the mortgage, but it's great fun money.
Here, then, are some of the most popular places to self-publish.
Substack (for writers growing their presence & monetizing)
Amazon Kindle Direct Publishing (KDP) (for self-publishing eBooks & print books) – I receive payouts twice a year for the books that live here.
Draft2Digital (for wide eBook distribution) – In 2024, I put a book here. Sales are consistent.
Smashwords (for self-publishing and distribution) – Used it years ago, but found the rules to be restrictive.
Barnes & Noble Press (for self-publishing on Nook) – ONe book there now, slow earnings.
Kobo Writing Life (for self-publishing on Kobo) –
Reedsy (for book editing, design, and self-publishing support) – Haven’t used it, but reviews rate it pretty well.
Gumroad (for selling eBooks directly to readers) –
Payhip (for selling eBooks and digital products directly to readers) – Easy-peasy, great tools, solid sales, author controls it all. (My store)
PublishDrive (for global eBook, audiobook, and print distribution) –
BookBaby (for self-publishing services, including print, eBooks, and distribution) –
StreetLib (for global distribution of eBooks, audiobooks, and print books) –
I'm still satisfied with self-publishing
I've had some good-selling titles traditionally published, and at the typical traditional publisher royalty rates, I make 5% to %16 of the cover. I have to do a lot of promoting, selling, and networking. It's not my favorite route.
Aside: A number of best-selling authors have dabbled in self-pub ventures: Andy Weir, The Martian, originally released his block-buster in serialized form on his website. E. L. James posted Fifty Shades of Grey on her website and other fan fiction sites first. Think Substack! Beatrix Potter was rejected by traditional publishers in the early 1900s and then self-published 250 copies of Peter Rabbit. And Mark Twain often chose that route for his work because traditional publishers aggravated him. That was in the 19th century.
Every day, disgruntled writers whose books don't sell post negative articles online. They condemn self-publishing as a waste of time with no return on investment of time and effort. I can't overstate this: Writing for a living is not easy or quick.
You must treat the process as a business and be willing to break a sweat as you build a following, promote your work, and use good marketing practices. Why on earth would anyone think writing would be different from any other commodity?
At first, decades ago, my self-publishing journey felt like chewing my way up a mountain of marshmallows. Being as stubborn as a cat being dragged into a bath, I stayed the course and adjusted my trajectories.
I learned which platforms suit which projects, and I meticulously prepared my manuscripts according to their rules. I learned to set strategic prices. Marketing became a regular component, and I built a loyal readership (or following). Self-publishing transcends merely uploading a book—it only succeeds through continuous learning, adapting, and fostering connections and relationships.
Here's an insider tip—you don't have to be Ernest Hemingway to earn by writing. You have to know what works and what doesn't. You have to discard the idea of "I made $1M in three days by self-publishing" and set your controls for I earn a satisfying revenue stream by understanding the realities of writing as a business.
If you’re ready to start your self-publishing adventure, thoroughly research your options, devise a clear strategy with reachable goals, and take that first bold step toward meeting your goals.
These kinds of inside tips make the difference between a stagnant writing journey and a lucrative revenue stream. Keep us up and running—drop your loose change into our tip jar (click the jar).
POD (print on demand) is my favorite flavor. There seems to be no downside.
Excellent ideas. I definitely need to come back to this article!! 🙂