How to Avoid Self-Publishing Heartburn

Over the years our society has become increasingly reliant on "fast and easy" ways to accomplish things. We have created a persona that the more we do the better off we will be. Many companies have started adapting the fast food industries so called "drive-through experience". The world of publishing is one of the many industries trying out a faster and easier approach to getting the job done. Now with self-publishing and electronic books, writers have the option to publish their books in almost no time at all, but at what price?

A recent study showed that sales for drive-through establishments were up 3% in 2011. American culture is busier than ever, and businesses are cashing in. But at what cost?

When you think drive-through restaurants, do these words come to mind: quality, nutrition, atmosphere, or romantic? How about fast, convenient, and cheap? Yep, that’s more accurate.

Self-publishing Heartburn

Drive-through sales are up because we all live busy lives, and time and money is limited. This lifestyle has given rise to a new breed of self-publishing options. The publishing market today includes everything from e-books to hard copy, from print-it-quick to traditional publishing houses. Unfortunately, for many anxious authors who desire to have book in his or her hands, fast and cheap is today’s mantra. But, again, at what cost? Authors may save a buck, but then spend it later on heartburn (or ache) medicine to soothe their drive-through experience.

A poorly published book lasts for years, not hours like a hamburger. By going cheap, that poor book won’t reach store shelves, will cough up typos at the worst moments, and will probably have a cover or typesetting that make you feel as awkward as wishing you had skipped the greasy drive-through.
Heartburn Warning Label!

Here are eleven “dining” considerations to protect yourself from drive-through publishing heartburn:

Health inspection: Will a publisher read your manuscript before accepting it or does it pass the test?

Nutrition information: Does the publisher require editing? If not, how do either of you know what’s in that burger?

Packaging: Will they accept any cover idea you throw out? If your meal bag had crayon scribble all over it, and the cashier winked at you and slid the bag O’ burgers your way, how tempting would that first bite seem? The same is true for book covers–the first glance leaves lasting impressions.

Buns AND meat: Are all the major publishing elements included? A burger just isn’t a burger without those buns. Likewise, a book just isn’t a book without the a bookstore returns program, copyright service, great editing, and cover revisions.

Management: Will you have a Project Manager talking to the various departments, or will you run around behind the counter collecting the burger, fries, and coke. Yes, this really does happen to authors.

Hours of operation: Can a customer call an 800# and reach a real person when ordering your book? Will your book be available through Ingram, and other major distributors? Hey, a fast and cheap meal does you no good if you can’t pick it up when you or your friends are hungry.

Minimum order: Understand what books will cost you. Do you have to purchase 500 or 1,000 books to receive 60%? Do you really want to find out at the counter that there is a special on higher quantity purchases?

Marketing menu: Can the publisher offer help marketing your book? By help, I don’t mean a teen pointing to the menu and grunting.

Actual sizes may vary: Are those juicy chicken tenders on the drive-in screen actually the size, or will you really receive popcorn chicken size portions? In short, if it sounds too good to be true, it most likely is untrue. Publishing companies, like any business, cannot provide lots of gratis services and keep their doors open. They can, however, zoom in so little things seem big, giving you a false sense of receiving more than you do.

Outsourced: Does the publisher actually produce and manage your book, or do they follow the popular trend of putting their name on it while hiring a secular or overseas company to publish? Most fast-food places sell product produced by one food service that prepares, packages and sticks each restaurant’s logo on the bag. Few exceptional fast-food places hire enough staff to chop, cook, and prepare fresh food, instead of microwaving a packaging company’s product. Yes, this happens all the time in publishing. Authors think they receive the service of the company they chose, but in reality another outsource company has produced the product with little or no care for editing, appearance, content, or the author’s goals.

How fast is fast?: Can you actually communicate with your publisher or you just a number in their queue? Fast and cheap is fine at times, but when the girl at the counter forgets the napkins, and slams the window in your face just as you ask for them, you’d naturally pay more for some friendly personalized service.

Are there aspects of a prospective publisher that you’ll regret later, or in drive-through terminology, will give you heartburn? Are you cutting corners on cost and inadvertently sacrificing quality, service, and success? Choose a publisher that will best represent your message, and offer real help, not a menu to confusing menu of random choices. Fine service and excellent publishing always treats you better than fast and cheap.