Important Decisions Before You Start Publishing Your Book
It's exciting to think about getting your book out into the world, but there are several decisions you need to make first. Bonus: free workbook for members!
When self-publishing your book, you have complete control over production, pricing, and distribution. However, this also means you need to make critical decisions before the process even begins. Planning ahead can help you avoid costly mistakes and maximize your book’s success.
I know you probably want to just jump in, but before you do, take a look at these key considerations.
Kindle Unlimited or Wide?
One of the biggest decisions you’ll make is whether to go exclusive with Amazon’s Kindle Unlimited (KU) or publish “wide” across multiple platforms. KU can be great for reaching voracious e-book readers since you get paid based on how many pages they read.
But going wide—publishing on platforms like Apple Books, Kobo, and Barnes & Noble—means you aren’t tied to Amazon’s exclusivity rules and can reach a broader audience.
Which is better? That depends on your goals, your genre, and how you plan to market your book.
It’s important to note that Amazon’s KU exclusivity requirement only applies to e-books.
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KU or Wide?
To Pre-Order or Not to Pre-Order?
Pre-orders let you build buzz before launch and can help with rankings on release day. But they also require you to stick to a deadline, and if your book isn’t ready, you could be scrambling at the last minute.
Some authors love them, others skip them entirely. If you have a solid plan and your book is nearly finished, a pre-order can be a great tool. If you’re still in the early stages, it might be better to hold off.
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Publishing Format
Are you releasing an e-book only, or will you also offer a paperback, hardcover, or audiobook? E-books are the easiest and cheapest to produce, but print books are great for in-person sales, and some readers prefer them.
Audiobooks are growing in popularity, but they require extra investment. Think about your audience and where they’re most likely to buy your book.
Pricing Strategy
Pricing is tricky. Set your price too high, and readers might pass you by. Too low, and you could undervalue your work. Research what similar books in your genre are selling for and consider how different price points affect sales. Some authors start with a lower launch price to attract early buyers and then raise it later.
Wholesale Discount
If you want bookstores and libraries to carry your book, you’ll need to offer a wholesale discount. Most retailers expect a 40–55% discount off the retail price.
This means if your book is priced at $15, you might only get $6–$9 per copy sold through a bookstore. Some self-published authors skip this entirely, while others factor it into their pricing.
ISBNs and Ownership
Do you use a free ISBN from Amazon (or another platform), or buy your own? A free ISBN limits where you can sell your book, while buying your own (through Bowker in the U.S.) gives you full control and lets you distribute your book anywhere. If you plan to publish multiple books, it’s worth investing in your own ISBNs.
Metadata and Categories
Your book’s metadata—title, subtitle, keywords, and categories—determines how readers find it. Choosing the right keywords and categories can make a huge difference in your book’s visibility. Amazon lets you select up to three categories and seven keywords, but there are strategies for getting placed in even more. Research similar books and test different keyword combinations.
Book Cover Strategy
Your cover is the first thing readers see, and it needs to make an impact. Are you hiring a designer, buying a pre-made cover, or designing it yourself? A professional cover that matches your genre is one of the best investments you can make.
If your cover doesn’t immediately tell readers what kind of book it is, they’ll scroll right past it.
Interior Formatting
Your book needs to look good inside, too. Are you formatting it yourself using tools like Vellum, Atticus, Word, or InDesign? Or will you hire a professional? Formatting affects readability, so things like font choices, line spacing, and chapter layout matter. A well-formatted book keeps readers engaged and looking forward to your next release.
Marketing and Launch Strategy
How will you get your book in front of readers? Are you running ads, building an email list, using social media, or sending out advance review copies (ARCs)? Marketing starts before your book is published, and a solid launch strategy can make a huge difference. The more you plan ahead, the better your chances of getting those first crucial sales.
Publishing Platforms
Where will you sell your book? Amazon dominates the market, but platforms like IngramSpark, Draft2Digital, and direct sales (Shopify, WooCommerce) give you more options.
If you want to get into bookstores, IngramSpark is your best bet. If you just want to focus on e-books, Amazon KDP or Draft2Digital might be enough.
Audiobook Plans
Are you producing an audiobook? If so, who’s narrating it? You can hire a professional narrator, record it yourself, or use AI-generated narration.
Then there’s distribution—will you use Audible, Findaway Voices, or sell directly to readers?
Audiobooks are a great way to expand your audience, but they take time and money to produce.
Pen Name vs. Real Name
Are you publishing under your real name or a pen name? If you write in multiple genres, a pen name might help keep your brands separate. But if you want to build a long-term author career, using your real name can help with recognition and credibility.
Long-Term Publishing Goals
Are you writing a standalone book or starting a series? Series tend to sell better because they keep readers coming back for more. If you plan to write multiple books, think about branding—consistent cover designs, pricing, and launch strategies all play a role in long-term success.
Legal Considerations
Should you register your copyright? Do you need an LLC? Most authors don’t need a formal business structure right away, but if you plan to publish multiple books or make a full-time income, it’s worth looking into tax and liability protections. If you’re co-authoring or using freelancers, having clear contracts is a must.
Key Publishing Decisions at a Glance
Kindle Unlimited vs. Wide: Choose between Amazon exclusivity or broad distribution.
Pre-Order Strategy: Decide whether to build pre-launch buzz or publish immediately.
Publishing Format: Pick e-book, print, hardcover, audiobook, or all of the above.
Pricing Strategy & Wholesale Discount: Set your price and decide if bookstores are in the plan.
ISBN Ownership: Use platform-assigned ISBNs or buy your own for full control.
Metadata and Categories: Optimize keywords and categories for better discoverability.
Cover Design: Hire a designer, buy a pre-made cover, or DIY.
Interior Formatting: Use professional formatting or DIY tools.
Marketing and Launch Plan: Set up ads, newsletters, and social media promotion.
Distribution Channels: Decide whether to publish only on Amazon or go wide.
Audiobook Strategy: Choose whether to invest in an audiobook and how to distribute it.
Pen Name vs. Real Name: Think about branding and privacy concerns.
Long-Term Goals: Plan for a one-off book vs. an ongoing series.
Legal Considerations: Understand copyright, business structures, and contracts.
Making these decisions early will set you up for a smoother publishing process and a more successful book launch.
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