The Self Publishing Checklist

If you’re just getting started on your self-publishing career, it’s equally important to focus on both the logistics of running a self-publishing business and mastering your writing craft. Building a strong foundation in both areas will ensure that you can create great books while also managing your time and resources effectively to reach your goals. Balancing these priorities from the beginning sets you up for long-term success.


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Get Your Head on Straight

1. Set Your Income Goals and Budget

First things first, figure out what you want to earn and how much you’re willing to spend. This isn’t just about dreaming big; it’s about avoiding stretching yourself too thin and setting goals you can actually hit. Be brutally honest with yourself here. Overly optimistic goals can lead to frustration and burnout when things don’t go as planned, and overly humble goals will hold you back. Do you want to do this as a career? If so, start thinking like a business owner from the very beginning! 

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2. Decide What You Can Do Yourself vs. What You Need to Outsource

Part of your plan should include figuring out what parts of the process you can do yourself and what you’ll need to hire people to do.  At the very least, get a professional editor to polish your manuscript and a pro cover designer to make your book stand out—unless you’re a graphic designer. This way, you can focus on what you do best: writing.

Oh, and to answer your question in advance:  yes, you CAN hire someone to market your book, but make sure your book, your email list, and your author network (website / social media) are set up properly first. Do not skip this step!

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3. Set Your Publishing Goals

Before diving into the publishing process, take a moment to reflect on your goals. Ask yourself: What are your objectives for this book project? Are you writing purely for personal fulfillment, or are you aiming to establish a foothold in a specific genre or market? Are you hoping to turn this book into a bestseller, build an audience, or use it as a stepping stone for future projects?

Consider your long-term writing career goals. Is this book a standalone piece, or is it part of a series? If it’s part of a series, how does it fit within the larger narrative? Are you planning to build a recognizable brand around this series, and how will this book serve as a foundation for future releases? These questions can help shape your strategy and ensure your efforts align with your overarching vision.

Next, establish a timeframe for this book’s launch. While it’s natural to feel excited and eager to share your work, it’s crucial to set realistic deadlines that allow for each step of the process—writing, editing, formatting, cover design, marketing, and more. A rushed book launch often leads to missed opportunities and preventable mistakes. If you’re planning a pre-order or release during a specific season or event, build in plenty of buffer time to accommodate unforeseen delays.

One vital piece of advice I have for you at this stage is: DO NOT RUSH IT. A successful book launch hinges on following a well-thought-out plan, and skipping steps in the publishing process can result in subpar quality or poor reception. Use this checklist as a roadmap, and approach each step with care and intention. Thorough preparation and patience will yield a more polished product, a stronger launch, and a greater chance of reaching your goals.

Setting clear, achievable goals will not only keep you focused but also make the publishing journey more rewarding. Remember, this is your book and your career—building it thoughtfully and intentionally is always worth the extra time.

Resources:
What are your publishing goals?
The Foolproof Writing Plan for Prolific Indie Authors

Do Your Market Research

Market research is crucial before you start writing. It helps you find an existing audience that’s hungry for the kind of books you plan to write. Here, we’re focusing on Amazon, since it’s the biggest marketplace and doesn’t use BISAC categories.

4. Perform Category Research to Find Relevant Subcategories

Knowing what readers want and spotting the common tropes in your subcategory is your golden ticket to writing a hit. Start by diving into the top-performing books in your chosen subcategory. Pick a few from the Top 100 and really immerse yourself. Take notes on recurring themes, subjects, and topics to get a solid feel for what defines the subcategory and what readers are craving.

But don’t just read the books—scroll down to the reviews and soak in both the praise and the complaints. Positive reviews tell you what readers love, but it’s the negative ones that are pure gold. They highlight the gaps and annoyances your book can swoop in to fix. Maybe readers find certain tropes overused or dislike how some stories end. Whatever it is, use that feedback to make your book stand out and address those pain points.

5. Determine Subcategory Profitability

Once you’ve zeroed in on some subcategories, estimate how many sales you need to hit the #1, #50, and #100 spots. Knowing these numbers helps you predict how much money you can make and how much you can spend before turning a profit. It’s all about balancing potential earnings with your investment to see if a subcategory is worth your time and effort.

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6. Understand Reader Expectations & Subcategory Tropes

Knowing what readers crave and recognizing the prevalent tropes in your subcategory is your secret weapon to writing a market-ready book. Start by immersing yourself in the top 100 books of your chosen subcategory. Make notes of common themes, subjects, and topics to grasp the overall vibe.

Don’t stop there—dig into the reviews. Pay attention to both the love and the hate. Negative reviews are pure gold because they reveal exactly where you can make your book shine. Address those pain points and watch your book stand out from the crowd.

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7. Determine Popular Covers in the Subcategories

Let’s face it, we all judge a book by its cover. Your book’s cover is a powerful marketing tool—it needs to tell readers what kind of book they’re about to dive into and who the author is. Browse through the Top 100 covers in your subcategory to spot common elements. Miss these, and your book launch might flop right out of the gate.

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8. Determine Popular Titles & Blurbs in the Subcategories

Titles and blurbs are like the bait that hooks readers. They need to scream what your book is about without giving away the plot. It’s okay if they sound a bit stereotypical—sometimes that’s exactly what sells. Tailor your titles and blurbs to meet reader expectations, and you’ll increase your chances of snagging those sales.

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Create Author Assets

Building a unified author brand is key. Gather all your author assets—like logos, author bios, and social media graphics—before you publish. The great thing is, most of these only need to be created once, setting you up for a consistent and professional presence.

9. Decide on Your Author Name

Choosing your author name is a big deal. Do you go with your real name or opt for a pen name? Some authors want their real names attached to their books, while others prefer the mystery of a pen name. Whatever you choose, make sure it fits the genre you’re publishing in.

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10. Set Up Social Media Profiles

In today’s influencer-dominated online world, your social media presence is non-negotiable. At the very least, set up a Facebook page to start running ads for your books. If you go further and create more profiles, keep your branding consistent across all platforms.

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11. Create Your Reader Magnet

A lead magnet is your ticket to building a targeted mailing list. Offer something valuable to prospective readers in exchange for their email addresses. For fiction, free prequels or bonus epilogues work like a charm because they tie directly into your book.

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12. Set Up an Author Website / Landing Page

For non-fiction authors, a website is a must for content marketing. Even for fiction authors, a website offers benefits like direct sales, retargeting with Facebook pixels, and online shops for additional products. It’s your hub for everything you do as an author.

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13. Set Up Your Mailing Lists with Autoresponders

Your mailing list is your lifeline. It’s the direct line to your readers, and it’s crucial for building a fan base. Pair your mailing list with your lead magnet to quickly grow your audience. Remember to separate your list into two groups:

  • Paid Audience: These are folks who grabbed your lead magnet but haven’t read your books yet. You need to warm them up with a series of engaging emails to turn them into loyal fans.
  • Organic Audience: These subscribers have read your books and are already fans. Nurture them to keep them engaged and excited about your future releases.

Set up distinct automations for each group to keep your communications relevant and effective.

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14. Create an Advanced Review Copy (ARC) Team

An ARC team is your early review squad. These are readers who get a sneak peek of your book before it’s officially released in exchange for an honest review. Aim for 20, 30, or even 40+ reviews to build social proof. This boosts your book’s credibility and cushions against any negative reviews that might pop up later.

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15. Set Up Publishing Accounts and Amazon Author Central Account

You’ll need to set up your publishing accounts on all the marketplaces you plan to use. Even if you’re going exclusive with KDP Select, having other author accounts ready lets you go wide after the 90-day exclusivity period. Don’t forget your Amazon Author Central account—this is where you can manage your author profile, add meta-data, and update your book descriptions.

Note: Author Central only lets you have 3 pen names per account. More? You’ll need multiple accounts.

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Produce the Book

Before you can publish, you’ve got to write. Here are some resources to help you stay on schedule and within budget.

16. Decide on the Production Method

Most people type their books, but dictation is becoming a popular alternative. It can help you hit your word goals faster, following strategies like Chris Fox’s 10,000 Words per Day method. Just be prepared—dictation software takes some getting used to.

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17. Write the Book

If you haven’t started writing yet, there’s tons of advice out there. The key? Be consistent and track your progress. At 2,000 words a day, 5 days a week, you can crank out a 100,000-word novel in about two months. It’s not too shabby.

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18. Prepare Book Content

Once your book is written, it’s not launch day yet. You need to make it look professional. The self-publishing world is competitive, and amateurish books won’t fly. Prepare your content meticulously to ensure your book is polished and appealing.

Write Front Matter and Back Matter

Front and back matter make your book look professional. This includes copyright pages, about the author sections, and links to your other books. Doing this right helps sell your other books and grow your mailing list.

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19. Edit the Book

Nothing screams amateur like a book full of typos and grammatical errors. Always hire an editor—not just to catch mistakes, but to provide valuable feedback from a fresh perspective.

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20. Format the Book

A professionally edited book can still look amateur if it’s not properly formatted. Tools like Scrivener and Vellum make eBook formatting easier, but if you’re not comfortable, outsourcing is a smart move. Don’t forget to include your front and back matter during formatting to attract new fans long-term.

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21. Create a Book Cover

I don’t have to tell you need a killer book cover. Remember, your cover is a marketing tool, not a piece of art. Hire a professional designer to ensure your cover stands out, looks professional, and fits your genre.

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22. Write the Blurb

Your blurb is your book’s first impression. It needs to let readers know what to expect without giving away any plot twists. Focus on highlighting the tropes and hooks that will attract your target audience.

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23. Perform Keyword Research

Keywords are your book’s secret sauce for visibility on Amazon and Google. Use them wisely within Amazon’s 350-character limit across seven keywords to maximize your book’s discoverability. This is especially crucial for non-fiction books to rank well in relevant searches.

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24. Create & Deliver Advanced Review Copies (ARCs)

Have your ARCs ready and sent out a couple of weeks before your launch. This gives your ARC readers time to read and review your book, building up those all-important early reviews that boost your book’s credibility.

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25. Determine a Launch Strategy

A solid launch strategy is key to a successful book release. Decide on your pricing, whether to offer pre-orders, and if you want to join programs like Kindle Unlimited. Your mailing list will be the heart of your launch plan, so make sure it’s ready to go.

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26. Join Author-Collaboration Campaigns

Networking with other authors in your genre can skyrocket your book’s visibility. When they promote your book to their readers, it signals to Amazon’s algorithms that your book is a good fit for those audiences. Plus, collaborations can lead to boxed sets and even bestseller list spots.

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27. Set Up Paid Newsletters & Other Paid Promotion Campaigns

If collaborating with other authors isn’t your thing or you don’t have a big mailing list yet, consider paid newsletters and other promotion campaigns. Just don’t overdo it—these can offer diminishing returns if used too often. Think of them as a way to grow your mailing list, not a primary sales driver.

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Publish the Book

Launching your book is nerve-wracking but exciting. Publishing on platforms like Amazon KDP and Apple Books is straightforward, but a successful launch involves more than just hitting the “publish” button. Here are the basics to get you started.

28. Upload Your eBook to Marketplaces

Amazon KDP dominates about 80% of the online book market, but don’t put all your eggs in one basket. Publish on other channels too to diversify your audience. The main perk? Avoid relying solely on Amazon. The downside? You’ll need to handle your own marketing on these platforms.

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29. Publish Your Paperback

Want a physical copy of your book? Go for print-on-demand paperback publishing. It’s a great way to boost your income, but remember, paperback royalties are lower overall compared to eBooks—even if each sale earns you more. Make sure you understand the specific formatting rules of your chosen platform before you start.

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30. Use KDP Support to Add Other Details

Did you know you can have up to 10 different categories for your books on Amazon? When you publish, you can only choose two. To add more, reach out to KDP support. They can also help set up your books in a series, request dedicated series ASINs, and more to make your book shine.

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31. Update Additional Details on Amazon Author Central

Once your book is live, claim it on your Author Central dashboard. Add editorial reviews, update your book description with accolades like “Now a Top 100 Bestseller in ____,” and keep your author profile fresh. Remember, you can only have 3 pen names per Author Central account, so manage them wisely.

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32. Begin Audiobook Production

Audiobooks are booming, and jumping in now can set you apart from the competition. Allocate at least one to two months for production. Ideally, have your audiobook ready before or right after your eBook and paperback are out.

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33. Get Your First Sales from Your Mailing List

Your first sales should come from your dedicated fans. Ideally, have your mailing list set up before your book is available. If not, at least have your emails ready to send out once your book is live. Remember, a successful mailing list campaign is ongoing. Tailor your emails to fit the engagement levels of different subscribers.

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34. Schedule Outgoing Social Media Posts

Prep your social media posts before launch to build hype and buzz. It’s a great way to boost your author brand, interact with readers, and get everyone excited about your release. Consistency is key, so schedule those posts ahead of time.

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35. Start Running Ad Campaigns to Support Your Launch

With self-publishing getting more competitive, launching with ad campaigns is a must. These promos can kickstart your sales, trigger Amazon’s recommendation algorithms, and help you climb the bestseller lists. Start your ads about a week into your launch and gradually increase your budget over two weeks to maximize impact.

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Post-Launch: Provide Support, Engage Readers, Manage Promotions

After launch, keep the momentum going by providing support and engaging with your readers. Maintain a promotional strategy to leverage your current books and make launching future titles easier. Remember, first-time authors rarely make a profit on launch alone. The goal is to build a fan list that fuels future sales at lower costs.

36. Manage Active Ads

Ads aren’t set-it-and-forget-it. Actively manage them right after launch. Pause the ones that aren’t converting and pump more resources into the ones that are. Spend at least 15-30 minutes each day reviewing your ad performance to stay on top of things.

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37. Review Your Launch and Plan Ahead

About two weeks post-launch, evaluate your results. Decide if you’ll push your book with extra marketing or cut your losses if it’s not profitable. If your book is picking up steam, don’t hesitate to invest more. For successful launches, start building a long-term sales funnel using tools like Free Promotions, Kindle Countdown Deals, and Perma-Free books.

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38. Manage Your Mailing List

After your book launches, keep a close eye on your mailing list. Prune the unproductive subscribers and keep those who will keep buying your future books. Remember, it’s not about having a massive list—it’s about having an engaged one. A small list with high engagement beats a huge list with no interest.

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39. Build Long-Term Sales Funnels for Your Backlist Titles

Your backlist—those older books that aren’t fresh on the market anymore—can still work for you. Instead of letting them gather dust, use them to build long-term sales funnels. This way, you’re continuously growing your revenue stream without relying on just a few books.

40. Join Relevant Communities

No matter how hectic your schedule gets, stay active in relevant communities. If you’re part of an author collaboration group, show appreciation and offer your help. Helping others increases the chances they’ll help you in return. We’re all in this together!

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41. Write Your Next Book

Congrats on launching your book! Take a moment to celebrate, but don’t linger too long. Strike while the iron is hot and start working on your next book ASAP. Keeping the momentum going is key to building a successful self-publishing career.

By following these steps and leveraging the recommended resources, you can navigate the self-publishing landscape with confidence. Whether you’re aiming for personal fulfillment or professional success, having a clear plan and sticking to it will set you up for a rewarding and prosperous journey as a self-published author. Let’s get started and make your publishing dreams a reality!

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