From Rejection to Revenue

Turning Publishing Setbacks into Self-Publishing Success

Although the author and publisher have made every effort to ensure that the information in this book was correct at press time, the author and publisher do not assume and hereby disclaim any liability to any party for any loss, damage, or disruption caused by errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause.

© 2026 by Deardurff Press

Illustration Copyright © 2026 by Frank E. Deardurff III

Cover & layout design by
Frank E. Deardurff III

Preface

There’s a moment, somewhere in the early stages of writing a book, when it hits you, this isn’t just about getting your words on the page. It’s about putting something into the world that reflects who you are. Your ideas. Your values. Your voice.

And when that realization lands, so does the next one. How do I publish this thing in a way that does it justice?

For a long time, we were taught there was only one path. Find an agent. Pitch a publisher. Hope you get chosen. Wait for the industry to hand you a golden ticket. But that’s not the world we live in anymore. And for many of us, that’s a good thing.

I wrote this book because I believe self-publishing is not a backup plan. It’s not a compromise. It’s a strategic, powerful, and when done well, highly professional choice. One that puts the author in control. One that allows entrepreneurs, experts, and creatives to build authority, connect with an audience, and turn their knowledge into long-term value.

For me, publishing independently was never about doing it the “easy” way. It was about doing it the right way  with full ownership, clarity, and creative freedom. And over the years, I’ve learned what works, what doesn’t, and what every aspiring author should know before they launch.

This book is everything I wish someone had handed me before I published my first title. Not just tactics and tools, but mindset. Strategy. Confidence. A full picture of what it looks like to bring your book to life without waiting for permission from anyone.

If you’re reading this, I’m guessing you’re ready to share something meaningful. Maybe it’s a story. Maybe it’s expertise. Maybe it’s a message you can’t hold back any longer. You’re not here to test the waters. You’re here to make an impact.

My goal is to help you do exactly that with a book you’re proud of, a brand that supports it, and a platform that carries it forward for years to come.

Let’s get started.

 Frank E. Deardurff III

Chapter 1:
When the Door Slams Shut

My story started a little differently than the usual publishing journey. I knew I wanted to publish a book, but I always thought traditional publishing was out of reach for reasons like cost, access, and simply not knowing how to navigate the process. So, I made a decision: I was going to self-publish.

Now, self-publishing wasn’t exactly easy back then, this was twelve years ago, and the tools and support available today didn’t exist. But I figured it out. I put in the work, published my book, and started getting it into readers’ hands.

Ironically, after I self-published, a publisher from New York discovered my book. We met in person at a large marketing event, and after a brief conversation, they offered to become my publisher. They told me they’d never had an author come to them with a finished book, already polished and ready to go. At that point, they were able to do more for the book than I could have done on my own, and that partnership helped move things forward in a way I couldn’t have imagined.

Since then, the landscape of self-publishing has changed dramatically. And I want to be clear; this book isn’t here to talk you out of working with a traditional publisher. If that’s the path you want to pursue, I support that. What I am saying is this: no matter what your publishing journey looks like, you have more options today than ever before.

Maybe you’ve submitted your manuscript and received that dreaded rejection letter. Or maybe, like me back then, you simply didn’t have the financial resources or industry connections. Either way, you’re not stuck. You’re not without a path forward.

To be completely honest, I’ve never received a rejection letter myself. But I’ve worked with many authors who have. As a designer, I’ve helped create book covers for both self-published and traditionally published titles. I’ve witnessed firsthand the heartbreak some authors feel when they get that no, the manuscript they poured their heart, soul, and energy into is suddenly met with silence or rejection. It’s devastating.

Sometimes it’s a deeply personal story. Other times, it’s a powerful business strategy they hoped would help someone launch their dream. And sometimes it’s a fictional escape meant to offer joy and relief. Regardless of the genre, that moment of rejection can feel like the journey ended before it even had a chance to begin.

And if you’re an online business owner writing your first book to build credibility and generate leads, that can feel like a direct hit not just to your project, but to your brand and your confidence.

But here’s what I want to tell you, and I truly mean this: that rejection? It might just be the best thing that ever happened to your writing career.

Let’s not sugarcoat it. Rejection hurts. It stings because we’ve tied so much of our self-worth to that yes. But rejection is also a mirror. It forces us to ask the hard questions. It makes us look at what we believe about ourselves, our message, and our ability to make an impact without needing someone else’s approval.

And when we finally move past that roadblock, we ask the question that changes everything:

Why do I need someone else to validate my voice?

That moment, the moment you ask that  question, is when everything begins to shift.

Understanding It’s a Business, Not Personal

Here’s something traditional publishers won’t put in their rejection letters: it’s not about your writing. At least, not entirely. Publishing is a numbers game. It’s a business. If your book doesn’t fit a very specific slot in their sales forecasts, it doesn’t matter how brilliant your writing is.

And that’s when we need to stop taking it personally. It’s not that I wasn’t good enough, it’s that I didn’t fit the mold they were trying to sell. But that doesn’t mean there isn’t a market. It just means they weren’t willing to take the risk.

Think about it like this, A car dealer has so many parking spots on their lot that they need to fill up with the best potential to sell. When they look at recent sales, they see that Compact SUVs are out selling full size SUV’s and even sedans. So obviously, they’re going to add variations of the Compact SUV. While your car is a well-maintained full-size SUV that is going to take longer to sell.

Their job, just like the publishers, is to send to market what people are looking for at that moment. Granted your offering will sell it would require more effort and resources to make it happen.

Let me ask you this: when was the last time you let a corporation tell you what you were allowed to build? As a business owner, you don’t need permission to solve a problem. You see a need, you meet it. The same is true for books.

Your audience doesn’t care if Random House published you. They care if your words move them, teach them, help them, or inspire them. And guess what? You don’t need a gatekeeper for that.

Recognizing the Hidden Gift in “No”

There’s a strange freedom that comes after rejection. Once we accept that the traditional route wasn’t going to open its doors, we feel… liberated. Suddenly, we are free to write the book we wanted  to write, not the one some editor thought would be more “market- table.”

That was the moment we pivoted.

I started learning everything I could about self- publishing, not as a plan B, but as a powerful, entrepreneurial choice. I realized I could own my words, my brand, and my audience. I could build something that wasn’t diluted by someone else’s marketing strategy or editorial bias.

That need made me resourceful. It made me fierce. It made me an author-publisher. And that’s a title I wear with pride.

Using Rejection as Motivation, Not Proof of Failure

There’s a quote I once heard: “Rejection is redirection.”  I clung to that phrase when I was building out my self-publishing path. Each “no” became fuel for my fire. Not in a spiteful, angry way, but in a way that reminded me I still had something worth saying.

The truth is, rejection is not a verdict on your talent. It’s often a reflection of timing, trends, and a team that didn’t know how to position your brilliance. That doesn’t mean you stop. It means you shift. You pivot into possibility.

When I launched my first self-published book, I didn’t just release a manuscript, I launched a business asset. I owned the sales funnel. I built an email list. I retained 100% creative control. And when the royalties started coming in monthly, without splitting them with a publisher, it became clear: I didn’t lose anything. I gained everything.

Redefining Success on Your Own Terms

That rejection letter that once felt like an obituary. Now it feels like a birth certificate.

You get to define what success looks like. Maybe it’s 10,000 copies sold. Maybe it’s one person sending you a heartfelt email because your story changed theirs. Maybe it’s using your book to generate leads for your coaching business, or to land your first podcast interview, or to walk into a room and say, “Yes, I wrote the book on that.”

Whatever your version is, it’s valid. It’s powerful. And it’s yours to own.

This chapter of your journey doesn’t start with a yes from a publisher. It starts with a deeper yes, to yourself. To your story. To the people who need it.

And that, yes? No gatekeeper can take it away from you.

The Author’s New Landscape

If you had told me twelve years ago that I’d be running my own publishing operation from a laptop, I would’ve laughed. Back then, the only path to becoming a “real” author seemed to be through a literary agent, a publishing house, and a lot of luck. But everything has changed. And I mean everything .

We’re living in the golden age of author independence. The gatekeepers no longer own the keys. And honestly? That’s the most empowering thing about being a writer right now. You can take your book directly to your audience, on your terms, with your message intact, and without waiting two years to see it in print.

I started seeing this shift when I noticed how many of the books I was reading, loving, and recommending weren’t coming from the Big Five publishers. They were coming from people like you and me, entrepreneurs, creators, consultants, people who had something to say and refused to let rejection keep their story locked in a drawer.

When I first dipped my toe into self-publishing, I was stunned by how accessible everything had become. Print-on-demand. Global distribution. Ebook formatting tools. Audiobook production platforms. You no longer need a million-dollar budget or a team of ten to launch your book. You just need clarity, commitment, and the willingness to learn.

And here’s what I discovered quickly: most readers don’t care who  published your book. They care if it’s good . They care if it helps them, entertains them, or shifts something inside them. The credibility? It comes from your content, not your publisher’s logo on the spine.

Traditional vs. Self-Publishing: What Really Matters

Let’s get something straight: traditional publishing and self-publishing both have their pros and cons. But when you peel away the mystique, the differences come down to control, speed, profit, and ownership.

With traditional publishing, yes, you get professional editing and maybe some bookstore access, but you give up so much. You hand over the rights to your work. You lose control over cover design, title, and pricing. And unless you’re a celebrity, don’t expect a big marketing budget. You’ll still be responsible for your own promotion.

Self-publishing, on the other hand, flips the power dynamic. You keep the rights. You control every decision. You publish when you’re ready. And you earn far more per sale. That’s not just liberating, it’s smart business.

I looked at it like this: why would I give up 85–90% of my royalties and creative control just to say I got a “book deal”? Especially when I could produce a book that looks and reads just as professionally on my own.

That was the turning point for me. Not when I realized I had been rejected, but when I realized I didn’t need  to be accepted.

Debunking the Myths About Self-Publishing

Here’s what I used to believe: that self-publishing was the last resort. That only people who “couldn’t make it” in traditional publishing went that route. But let me tell you, that idea is outdated and flat-out wrong.

Some of the most successful authors today, financially and otherwise, are self-published. They chose to own their platforms instead of renting space in someone else’s system. They treated their book not as a lottery ticket, but as a business asset. That mindset shift changed everything.

You don’t need to be chosen. You need to be strategic . You need to be excellent. And you need to be visible. That’s it.

One of my favorite moments was when a traditionally published author asked me how I was making more per month in royalties than she was in a year. She had the glossy deal. I had the hustle, and full ownership.

Success Stories That Redefine the Game

I think about people like Joanna Penn, who turned self-publishing into a career with multiple streams of income. Or Mark Dawson, who built a seven-figure publishing business. These aren’t flukes, they’re pioneers who embraced the author-as-entrepreneur model.

Their stories taught me this: you don’t have to wait for opportunity. You can create  it. And when you combine a clear message, solid writing, and a focused marketing strategy, you don’t just publish a book, you launch a movement.

My own story isn’t flashy, but it’s real. I turned my first self-published book into speaking opportunities, consulting clients, and a flagship product that supported my business for years. That book didn’t just sit on a shelf, it worked for me, opened doors, and became a powerful part of how I served and connected with others.

One thing that I often like to share is the credibility a book brings to your industry or those who follow you. When someone asks, “do you know anything about X” you can say “Well, I wrote the book on it!” And that changes everything. Suddenly, you’re not just another voice in the crowd you’re the authority. People listen differently when they know you literally wrote the book on the subject.

What Readers Really Want

Here’s the truth most writers miss: readers aren’t checking the publisher imprint before they buy. They’re asking, “Is this going to help me? Is this going to entertain me? Is this worth my time?”

If your book answers those questions, clearly, beautifully, and powerfully, you’ve already won. Whether you’re on the shelves of Barnes & Noble or the front page of Amazon, your impact is what matters.

And in the world of self-publishing, impact is unlimited .

The Self-Publishing Mindset Shift

There’s a moment that happens, quiet, but powerful, when you stop waiting for someone to give you a chance and start building your own table. That’s what self-publishing did for me. It wasn’t just about producing a book. It was about claiming ownership over my voice and treating my work with the respect it deserved, even if no one else had… yet.

I used to think writers were supposed to be soft. Humble. Grateful for scraps of attention. But once I made the decision to publish my own book, something inside me snapped into place. I didn’t just feel like an author, I felt like a business owner. I was no longer begging to be let in. I was building my own platform, brick by brick.

That shift didn’t happen overnight. It took reprogramming the stories I’d believed for years. Stories like: Real authors get published by big houses.   Marketing is for salesy people.   Creative people don’t care about profits.  I had to burn those old beliefs down so I could build something new, and sustainable, in their place.

Taking Full Ownership of Your Book’s Journey

Self-publishing demands more of you, but it gives you so much more in return. The day I stopped saying “I got rejected” and started saying “I’m publishing it myself,” I felt a strange surge of authority. I was responsible for everything now. Not just the writing, but the editing, design, launch, marketing, and reader experience.

That might sound overwhelming at first, and sure, it can be. But it’s also exhilarating. Because suddenly, no one’s gatekeeping your ideas. You are the greenlight. You are the strategy. You are the brand.

And once you step into that role, you start to think differently. You’re not just writing a book. You’re building a product. A platform. A business model. That shift in perspective is what separates hobbyists from professionals.

Building Confidence as an Author-Entrepreneur

Let me be honest with you: my first attempt at self-publishing wasn’t perfect. I made mistakes. I hired the wrong editor (myself). I fumbled my first book launch. But I kept going, and with every step, I got stronger.

Confidence isn’t something you wait to feel before you act. It’s something you build by doing, adjusting, and showing up again. Every page you write, every reader you reach, every lesson you learn, it stacks up. It reinforces this one unshakable truth: You are capable.

The more I leaned into the entrepreneurial side of authorship, the more I started enjoying the process. The writing was still my passion, but now it had a purpose, a system, a strategy. That’s where the magic happens.

Shifting from Validation-Seeker to Value-Giver

Rejection made me realize I’d been chasing approval instead of focusing on service. I was writing to impress; to prove I was worthy of a book deal. But when I turned inward and asked, “ What does my reader truly need from me?” , the whole game changed.

I started writing with a sense of generosity, not desperation. I thought about the person on the other side of the screen, searching for answers. I asked myself: How can this chapter help someone today?  That mindset not only made my book better, it made it matter .

When you focus on delivering value, you stop obsessing over who’s validating you. You already know your work is needed. And when readers start reaching out, telling you your book helped them through something? That’s the only validation that ever really counts.

Embracing Resilience and Long-Term Thinking

Rejection teaches you short-term pain. Self-publishing teaches you long-term perspective.

This isn’t about overnight success. It’s about building a body of work, one book at a time, one reader at a time. The moment you stop trying to “go viral” and start thinking like a legacy builder, everything shifts. Your goals become bigger. Your patience deepens. And your impact grows, organically and powerfully.

I often say that self-publishing isn’t a shortcut, it’s a different road. One with freedom, flexibility, and yes, a few potholes. But it leads to a destination where you  call the shots. And to me, that’s worth every step of the journey.

Laying the Foundation

When I finally stopped spinning from rejection and started thinking like a publisher, I had to ask myself a question I had somehow skipped for years: Who exactly am I writing this for?  Not in a vague, “anyone who needs inspiration” way, but specifically. Tangibly. Personally.

That question changed the game.

So many authors, my past self-included, write in a vacuum. We assume people will want our book simply because we poured our heart into it. But books don’t sell on passion alone. They sell on clarity, positioning, and value. You’ve got to start with the foundation: your audience, your message, your brand, and your long-term plan.

Defining Your Target Audience with Precision

Here’s something no publisher ever asked me to do in detail, but every successful self-publisher does: define the exact  person I’m writing to.

Not a demographic. A person. I gave them a name, a job, a set of fears and goals. I imagined them scrolling through their phone late at night, looking for answers, or walking through an airport bookstore wondering if a title might speak to what they’re going through.

The more I wrote with that person in mind, the stronger my book became. It stopped being about me and started being about them. And readers can feel that shift. They can tell when you’ve written for  them instead of at  them.

Clarifying Your Book’s Core Message and Promise

What transformation are you offering? That’s the question every book must answer whether it’s a personal memoir or a tactical how-to guide. If someone picks up your book, what are they walking away with?

When I finally nailed the core promise of my book, everything got easier. The chapters flowed. The structure took shape. My marketing became more targeted. And most importantly, I felt proud pitching it, because I knew what I was offering.

Think of it like this: your book is a bridge. One side is where your reader is right now; the other is where they want to be. Your words are the planks. The clearer you are on that path, the more people will trust you to guide them across.

Positioning Your Book in the Market

This was another shift for me: realizing my book wasn’t just creative expression. It was a product.  A product that needed to compete in a noisy, crowded, distracted marketplace.

So, I studied the books that were doing well in my genre. Not to copy them, but to understand how they positioned themselves, through titles, covers, descriptions, and messaging. I looked for gaps. For conversations not being had. For ways to stand out without shouting.

I asked: What makes this book essential, not just interesting?  Because “interesting” doesn’t drive clicks or sales. “Essential” does.

Creating a Brand Around Your Author Identity

This is where things got fun. I realized that as an online business owner, I already had tools that traditional authors rarely use. Email lists. Social media platforms. A personal brand.

So instead of separating my book from my business, I fused the two. My book wasn’t a side project; it was an extension of my mission. My content. My voice.

And suddenly, people weren’t just buying my book. They were joining my world. Following my work. Booking my services. Recommending me to others.

Your book isn’t just a standalone object; it’s part of your brand ecosystem. It speaks for you when you’re not in the room. So, make sure it sounds like you. Looks like you. Feels  like you.

Planning With Your Long Game in Mind

Here’s where I’ll leave you at the end of this chapter: don’t treat your book like a one-time launch. Treat it like a foundation . The beginning of something bigger.

My first self-published book wasn’t perfect, but it gave me the confidence, tools, and audience to write the next one. It opened doors. It became a digital calling card. It proved I didn’t need permission; I just needed a plan.

And that plan started the day I stopped thinking like a writer and started thinking like an author- entrepreneur.

This is your moment to do the same.

Chapter 2:
The Author’s New Landscape

I used to think publishing was like getting into an exclusive club. You needed the right agent, the perfect pitch, and a lot of luck. The doors felt closed, the rules unclear, and the people inside. Silent. But something changed over the past decade. And if you’re reading this now, you’re standing in a completely different reality.

You’re not just an author; you’re a publisher in a world that no longer waits for permission.

There’s something thrilling about that. And if you're coming from an online business background, you already know the power of controlling your platform. Now, apply that same logic to your book. You're not just creating content. You're building leverage. You're turning your knowledge, story, or method into a product with infinite reach.

Let me walk you through what’s changed, and why you’re exactly where you need to be.

How Publishing Has Changed in the Digital Age

It used to be that getting published meant handing over control to a team of strangers. They chose your cover, rewrote your title, and slotted your book into a release calendar that could stretch out for years. And the payout? Pennies on the dollar.

But then technology did what it always does: it democratized the process.

Print-on-demand services eliminated the need for warehouse inventory. Digital marketplaces like Amazon made global distribution possible for anyone with a Wi-Fi connection. Audiobook platforms boomed. And now, anyone can publish their work professionally and reach readers directly.

What that means is this: the old power dynamic is gone. You’re no longer at the mercy of gatekeepers. You are the gatekeeper. You are the brand.

That shift is huge, and it’s irreversible.

Traditional vs. Indie: A Business Decision, Not an Identity

I know authors who still whisper the word “self-published” like it’s something shameful. But let me ask you: is it shameful to own your business? To keep your profits? To control your creative process?

Not anymore.

Going indie isn’t a fallback. It’s a strategic move. The same way a startup might choose to bootstrap instead of chasing venture capital, self-publishing gives you speed, autonomy, and profit. You decide what your book becomes, not a sales committee in a New York boardroom.

Traditional publishing still has its place. There are certain genres and audiences where it makes sense. But for business-minded authors, especially those with an online presence? Self-publishing is often the smarter play.

I’ve seen it firsthand: the flexibility, the agility, the ability to pivot. You can publish faster, update content anytime, and integrate your book into your sales funnel seamlessly.

You’re not chasing a book deal. You’re building a content empire.

Why “Looking Professional” is No Longer Optional

Here’s the flip side of this new landscape: the bar has been raised.

In the early days of self-publishing, people got away with sloppy covers, poor formatting, and typos on every page. Not anymore. Readers expect, and deserve, a product that looks just as good as anything they’d find in a bookstore.

And the good news? You can do that now. The tools exist. The freelancers exist. The templates, platforms, and training are all within reach. You just have to commit to treating your book like a professional asset.

When I published my first book, I created my own cover since I have a long history in the graphics field. I did, however, run marketing campaigns to see which cover had the greatest appeal. I worked with a friend for the editing, not an AI tool as they weren't around at that time. I pretty much did it all because of my background as a technical illustrator and desktop publisher. But the result? Readers didn’t even know it was self-published until I told them.

That’s the goal: to create a book so good, people assume it’s traditionally published, but it’s not. It’s yours.

The Rise of Author-Entrepreneurs

The most exciting thing happening in publishing right now isn’t happening in New York. It’s happening in coffee shops, coworking spaces, and spare bedrooms where writers are becoming business owners.

You’re not just writing a book. You’re building a brand. You’re creating intellectual property that can be monetized in a dozen ways, courses, keynotes, podcasts, licensing, content marketing, consulting.

I’ve watched authors turn one book into six-figure businesses. Not because they had the best prose, but because they knew their audience, owned their message, and leveraged their book as a launchpad.

That’s the kind of landscape we’re in now. And it’s wide open.

Your Place in the New World of Publishing

If you’re holding this book after being rejected by traditional publishing, I want you to see that rejection not as a closed door, but as a release. You’re no longer waiting for approval. You’re not chasing validation. You’re stepping into a world where you lead.

You already know how to build things. You know how to launch, to market, to connect with customers. Now it’s time to apply those same principles to your book.

(If you’re unsure of how to build your business check out my book 50 Biggest Online Business Mistakes.)

Think of your book as the next product in your business line. One with staying power. One that builds authority. One that keeps working for you long after the initial launch.

The author landscape has changed, and you’re ready for it.

Chapter 3:
The Self-Publishing Mindset Shift

Before I ever hit “publish” on my first self-published book, I had to unlearn almost everything I thought I knew about being a writer. I thought being an author meant writing a great manuscript, handing it off to a publisher, and waiting for someone else to take it across the finish line. I thought marketing was someone else’s job. I thought profit was a nice bonus, not a goal.

I was wrong on every count.

The moment I made the decision to self-publish, the rules changed, and so did the stakes. I wasn’t just writing a book anymore. I was launching a product. I was building a brand. I was stepping into the role of author-CEO. And if I wanted my book to succeed, I needed to shift from artist mode into entrepreneurial mode.

That shift? It changed everything.

Taking Full Ownership

I want to be completely honest with you: taking ownership is both terrifying and exhilarating.

When you self-publish, there’s no one to blame but yourself. That’s the scary part. But here’s the upside: there’s no one holding you back either.

I remember sitting down and listing every part of the publishing process, editing, formatting, design, distribution, marketing, and realizing I had to be the one to make it happen. No one was coming to rescue me. No one was going to magically “discover” my book. And weirdly, that was the most empowering moment of my career.

You don’t need a publishing deal to take your book seriously. You just need a commitment to excellence, and a willingness to treat your work like it matters. Because it does.

Building Confidence Through Action

I didn’t wake up one morning suddenly confident as a self-publisher. I earned that confidence by taking small, consistent steps. I researched. I tested. I asked dumb questions in Facebook groups. I invested in courses. I experimented with different tools and platforms. I failed. I learned. I grew.

Confidence isn’t a prerequisite. It’s a result.

The moment I saw my first book live on Amazon; something shifted inside me. I had done it. It wasn’t perfect, but it was real.  People were reading my words. People I didn’t know. That first 5-star review from a stranger? I screenshotted it and kept it as proof that I didn’t need someone else’s approval to be legitimate.

You build confidence by doing the work. Period.

Rewriting Your Inner Narrative

Let’s talk about the real battle, the one inside your head.

If you’ve been rejected by a publisher, chances are you’ve internalized at least some of that rejection. I did. I told myself I wasn’t good enough. That maybe I didn’t have what it took. Maybe I should “stay in my lane.”

But self-publishing forced me to reframe all of that. Instead of asking, Am I good enough for them?  I started asking, “ How can I serve the people I’m meant to help?”

That’s the mindset shift: from insecurity to impact. From waiting to leading. From “pick me” to “watch me.”

You are the only person who needs to believe in your book right now. Everyone else will catch up when they see what you’ve built.

Treating Your Book Like a Business Asset

This was one of the most powerful realizations I had: a book isn’t just a creative project; it’s a business tool.

I stopped thinking of my book as a one-time thing. I started thinking of it as a salesperson  that works 24/7. As a speaker  that opens doors to interviews, stages, and networking events. As a lead magnet  that introduces my work to potential clients. As a credibility marker  that sets me apart in crowded online spaces.

That’s what self-publishing lets you do. You’re not just shipping content, you’re building capital. Intellectual capital. Emotional capital. Financial capital.

Once I began treating my book like a business asset, everything changed: the way I marketed it, priced it, talked about it, and integrated it into my brand.

This is where the author meets entrepreneur. And this is where you get to lead.

Playing the Long Game

The biggest difference between traditional publishing and self-publishing isn’t the platform, it’s the mindset.

Traditional publishing is often about the short game. Pre-orders. First-week numbers. Awards. Headlines. But self-publishing? It’s about legacy.

You’re not trying to make a splash. You’re building a library. You’re creating intellectual property that compounds in value. You’re building relationships with readers that last longer than one launch cycle.

I still make money from books I published five years ago. Not because they were bestsellers, but because they were positioned well, marketed with intention, and connected with the right people.

That’s the beauty of the long game. It’s slower, but it’s also deeper. More honest. More sustainable.

You’re not here to get lucky. You’re here to build something real.

And the first brick in that foundation? Is mindset.

Chapter 4:
Laying the Foundation

After that first wave of inspiration and rejection, I sat down and did what every business owner eventually has to do: I got honest about what I was really building.

I didn’t want just a book.

I wanted a book that positioned me as a leader. A book that opened doors. A book that readers didn’t just finish, they remembered.

But getting there required more than passion. It required precision.

Self-publishing isn’t about throwing a manuscript onto Amazon and hoping for the best. It’s about planning like a strategist and executing like a pro. And that starts by laying a rock-solid foundation.

Who Are You Really Writing For?

Before I wrote another word, I had to answer this: Who is this for?  And not in the vague, “people who want to grow” sense. I mean exactly who.

I pictured them: what they looked like, where they worked, what podcasts they listened to, what they feared when they stared at a blank screen. I gave them names. Backstories. Struggles. Goals.

This isn’t just a branding trick, it’s survival. When you know your reader intimately, every chapter becomes sharper. Every title is more magnetic. Every piece of your launch is more effective.

You’re not writing for everyone. You’re writing for one person , multiplied across thousands. And that makes your book irresistible.

Clarifying Your Core Message

This was where most of my early writing fell apart. I was too broad. Too nice. Too vague. I wanted to say everything, which meant I said… nothing anyone remembered.

So, I stopped trying to write a book for everyone and got painfully specific about the one promise I wanted to deliver. One clear transformation. One urgent message.

Once I nailed it, everything aligned, chapter titles, structure, marketing copy, even the tone of voice I used. Because now I wasn’t rambling, I was guiding.

Ask yourself: If someone reads this book cover to cover, what do I want them to say at the end?  That answer is your compass.

Finding the Right Position in the Market

This is where the business brain kicks in.

You’re not just publishing a book. You’re entering a marketplace. And markets respond to positioning.

So, I researched. I read competing books. I scanned bestsellers. I studied titles, subtitles, reviews, and category rankings. Not to copy, but to understand what was working and where I could carve out space.

If the market was full of “how to write a book” guides, I asked myself: What’s missing?  Could I speak to the emotional aftermath of rejection? Could I tie it to entrepreneurship? Could I bring in a different perspective?

Positioning isn’t about being louder, it’s about being clearer. The goal is for your reader to say, “ Finally, someone wrote the book I’ve been looking for. ”

Branding Yourself as the Author

This part scared me at first. I thought it was arrogant to “brand” myself. But here’s the truth: readers don’t just buy books. They buy authors.

And especially for online business owners, your author brand is an extension of everything you already do.

So, I stopped hiding. I put my face on my website. I shared behind-the-scenes writing updates. I told the story of my rejection publicly. I became the voice  behind the book, not just the fingers typing it.

You don’t need to be everywhere. But you do need to be visible . Readers want to know the person behind the pages. So, show them. Not the polished, performative version, the real one.

Planning for the Long Game

This is where most first-time authors fall off: they see their book as a one-time event instead of a long-term asset.

When I planned my book, I thought beyond the launch. I mapped out how the book would integrate into my business funnel. I created worksheets and bonuses. I planned to speak on podcasts, write companion content, and eventually turn the material into a course.

Every chapter I wrote was a piece of a larger system. I didn’t just want readers. I wanted relationships . And that meant playing the long game.

So don’t rush. Don’t wing it. Build this book with the intention of using it for years, not just for a launch week dopamine hit.

Because when you treat your book like a business pillar instead of a bucket list item, it becomes a legacy tool.

Now that your foundation is solid, we’re ready to move into the writing process itself.

Chapter 5:
Writing Like a Pro
(Even Without a Deal)

Let me say this first: I didn’t feel like a “real” author when I started writing my book. I felt like someone who was pretending. Someone who had been told no  and was now trying to make it work on the side, late at night, fueled by caffeine and ego and stubbornness.

But over time, that feeling changed.

It didn’t happen because someone gave me permission. It happened because I treated the work with respect. I created habits. I brought discipline to the table. I started writing like a pro, even when no one was watching, even when I didn’t know if anyone would ever read it.

That mindset, that consistency, is what separates authors who finish from authors who fantasize.

Here’s how I made the shift. And how you can too.

Crafting a Writing Routine That Works

I used to wait for the perfect conditions before I wrote. A clean desk. The right playlist. A fresh cup of tea. The right mood.

Then I realized: pros don’t wait for ideal conditions. They write anyway.

So, I created a routine. Not a rigid, joyless one, but one that gave me structure. I blocked time on my calendar like a meeting with a client. I showed up even when I didn’t feel like it. I gave myself word count goals and small rewards for hitting them.

I also gave myself grace. Some days I wrote 1,000 words. Some days I stared at the screen and changed a single sentence. But I stayed in motion. And that motion added up.

Consistency builds momentum. And momentum is how books get finished.

Getting Serious About Editing

When I finished the first draft, I felt this rush, like I had climbed a mountain. But then I read it again… and realized I had only reached base camp.

Writing a book is only half the work. The other half? Editing. Sharpening. Rewriting. Killing your darlings and polishing what’s left.

Now, a lot of people will tell you the next step is to hire a professional editor. And honestly, that is great advice if the budget allows for it. In my case, it didn’t. So I worked with the tools I had. I leaned on Grammarly, the editing tools inside Google Docs and Microsoft Word, and I asked a friend with a good eye for detail to read through the manuscript. It wasn’t fancy, but it worked.

More importantly, the process taught me something I didn’t expect. I had to stop protecting every sentence like it was sacred. Instead, I started looking at the book the way a business owner should look at any product and asking a much better question: Is this clear? And is it better for the reader?

Editing isn’t about perfection. It’s about clarity. And clarity is what keeps readers turning pages.

Structuring Your Book Like a Journey

The biggest mistake I see self-published authors make is thinking their book should be a collection of thoughts. It shouldn’t. It should be a guided journey.

Every chapter should have a clear purpose. Every section should build on the last. Every insight should move the reader from confusion to clarity, from problem to possibility.

So, I mapped it all out. I built a skeleton: 12 chapters, each with five major points. I thought of the book as a story, with a beginning, a middle, and an end. I gave the reader a reason to keep going. I gave them momentum.

This kind of structure doesn’t cage your creativity. It channels it.

Building a Voice That Connects

You don’t need to sound like someone else to be taken seriously. In fact, the more “professional” I tried to sound at first, the less impact I had. I was writing like I was trying to impress my high school English teacher.

Then one day, I wrote a paragraph exactly the way I speak. It felt risky. Casual. Personal. Like I was breaking some sacred rule of authorship.

But that paragraph? It was the one everyone quoted. The one readers screenshotted and shared. Because it sounded real.

That’s when I decided: no more pretending. I’d write the way I talk. Smart, clear, bold, but personal. And you should too.

Your voice is your secret weapon. Don’t water it down. Don’t try to mimic someone else’s style. Readers connect with honesty, not polish.

Inviting Feedback Early (But Not Too Early)

Once I had a solid draft, I reached out to five people I trusted, not to flatter me, but to tell me the truth. People who were in my target audience. People who’d be honest if something didn’t work.

Their feedback helped me tighten things up. But I didn’t share the draft too early. That’s important. Share too soon, and you’ll second-guess everything. Wait too long, and you miss the chance to adjust before launch.

You need feedback that’s specific, not generic. Ask: What part lost your attention? What confused you? What did you love?  Use that to make the book better. But don’t let it derail your vision.

At the end of the day, it’s your  book. Own it.

Writing like a pro doesn’t mean being perfect. It means showing up with intention. Crafting something you believe in. And building a process that supports you through the hard parts.

Because once you do, the next step, publishing like a pro , becomes not just possible, but powerful.

Chapter 6:
Building Your Indie Dream Team

There was a point early in my self-publishing journey when I thought I had to do everything myself.

Now, in my case, I actually had the background to do a lot of it. Before I ever started publishing books, I spent nearly a decade working in a desktop publishing office and as a technical illustrator. On top of that, I had already been doing graphic design and art most of my life. So, designing a cover, formatting pages, and working inside layout software wasn’t new territory for me.

But here is the part that matters.

Just because I could  do those things didn’t mean it was always the best use of my time. And it definitely didn’t mean that every author should try to go it alone.

When you are this close to your own work, you miss things. Typos slip through. Sentences that made perfect sense in your head don’t always land the same way for a reader. And the hours you spend trying to polish every detail are hours you are not spending writing your next book or growing your audience.

That experience taught me something important. Independence does not mean isolation.

Even self-published authors need help. Sometimes that help is an editor. Sometimes it is a designer. Sometimes it is just a second set of eyes who can see what you cannot.

You do not need a traditional publishing house to succeed. But you do need the right people around you. The right partners. Your own version of a publishing team.

Why You Shouldn’t Do It All Yourself

Your book is more than a creative project, it’s a product. And high-quality products require expertise in more than just one area.

You might be an amazing writer. But that doesn’t mean you’re a designer. Or a line editor. Or a typesetter. And when you try to do it all, you dilute your strengths and damage the end result.

The truth is, your book will be judged, harshly and instantly, on how it looks and reads. A weak cover? Readers scroll past. Typos in the first chapter? They close the Kindle. Amateur formatting? They refund the paperback.

I learned this the hard way. Once I focused on improving the quality of the book using the tools and experience, I had, everything changed. The book felt more professional. Readers noticed. And I felt confident sharing it everywhere. But I’ll be honest. That approach isn’t for everyone. My background in desktop publishing, illustration, and graphic design gave me a head start most authors simply don’t have. For most people, the process is much easier and far less frustrating when the right people are involved from the start.

You’re not just building a book. You’re building a brand experience. And that means choosing excellence at every step.

Finding and Vetting Your Freelancers

I started by making a short list of roles a self-publisher would need to fill:

Editor

Cover Designer

Formatter

Proofreader

Because of my background in desktop publishing, illustration, and graphic design, I was able to handle many of these tasks myself. But through my research and conversations with other authors, I quickly saw that most people find the process much easier when specialists are involved.

If I could give you one piece of advice here, it’s this: don’t just go with the cheapest option. Go with someone who understands books , not just words or design in general. You want people who live in this world. Who knows what sells. Who knows what looks professional on Kindle, in print, and on a Barnes & Noble shelf.

I did test projects. I paid for samples. I asked specific questions. And when I found the right resources, it was like magic. They made my book better in ways I couldn’t have done alone.

Managing Your Book Like a Project

As I studied the publishing process and looked at how successful self-published authors work, one thing became clear very quickly: the book needs to be managed like a project.

That means creating a simple timeline and mapping out the major milestones. The first draft gets finished. The manuscript goes through editing and revisions. The cover design is completed. The interior gets formatted. The final version is proofread and uploaded for publication.

Each stage builds on the one before it.

When multiple people are involved, clear expectations become important. Deadlines need to be set with a little padding built in. Communication needs to stay open, so everyone knows what stage the book is in and what comes next.

Is it extra work to think about the process this way? Yes.

But treating your book like a business project helps you avoid last minute chaos. It keeps the process organized and moving forward. And in the end, it leads to a finished book that looks professional and reflects the vision you had when you first started writing.

Understanding Each Contributor’s Role

Here’s how I think of it:

The Editor  makes the writing stronger, fixing structure, flow, tone, and clarity.

The Proofreader  catches typos, grammar errors, and inconsistencies, after the final draft is done.

The Designer  makes your cover sell , because yes, people do  judge a book by it.

The Formatter  ensures your book looks perfect on every device, in every format, eBook, print, and even audiobook scripts.

Every single one of these roles matters. And if you’re tempted to skip one? Don’t. You may not notice the difference, but your readers will.

Setting a Realistic Budget and Timeline

Let’s talk about money.

Self-publishing can be done on a budget, but not on the cheap. If you want your book to stand tall next to traditionally published titles, quality still matters.

As I researched the self-publishing process and talked with other authors, I started seeing fairly consistent price ranges for the services most books need. While I handled many of these pieces myself because of my background, here are the typical price ranges authors often invest when building their publishing team:

$600–1,200  for editing (developmental + line)

$300–700  for cover design

$100–300  for formatting

$100–200  for proofreading

That investment may not seem small at first, but quality books tend to earn it back. When a book looks professional and reads well, readers trust it, and trusted books are far more likely to sell.

Think of it like a startup. You’re not spending for vanity. You’re investing in credibility, sales, referrals, and long-term revenue.

Plan your timeline carefully, too. Most books take 3–6 months  to go from final draft to launch. Rushing this part is where mistakes happen. Give yourself the time to do it right.

Here’s the bottom line: you’re not just publishing. You’re producing.

And when you treat your book like the professional product it is, your readers feel the difference and respond accordingly.

In Chapter 7: Designing a Book That Sells , I’ll walk you through the most overlooked sales tool in your arsenal: your cover, title, subtitle, and back cover copy.

Chapter 7:
Designing a Book That Sells

I used to believe that content was king. That as long as my words were strong, readers would find them, love them, and share them. But after self-publishing my first book, I learned a hard truth: most people never even read your content if the design doesn’t pull them in first.

Your book’s design is not about aesthetics, it’s about trust. And trust, when it comes to books, starts in milliseconds.

If your cover looks homemade, your title is confusing, or your interior feels clunky, readers will assume the content is equally underwhelming, even if it’s not. That’s why design isn’t decoration. It's a strategy.

This chapter is your crash course in creating a book that doesn’t just exist, it sells.

Why Cover Design Matters More Than Ever

Your cover is your first impression. It’s your storefront window. And it’s often the reason a reader clicks… or doesn’t.

Think about your own habits. When you scroll through Amazon or walk past a bookstore shelf, what stops you? It’s not the author’s bio. It’s the cover . Clean, bold, modern design stands out. Cluttered, DIY covers disappear.

If you hire a designer who specializes in nonfiction books, give them a mood board of covers you love and explain the emotional tone you want to convey. Ask for a few concept options and test which one resonates the most.

That’s something I recommend to every author: test your cover with real people. Post in author groups. Email your list. Ask, “ Which would you click on? Which one makes you curious?”

Personally, I like to set the designs at arm’s length and see which one appeals to me strictly from a design standpoint. You may not be able to read the text at that distance, but balance will be obvious.

Don’t design for your ego. Design for your reader’s attention.

Crafting a Magnetic Title and Subtitle

If the cover stops them, the title seals the deal.

The title is your hook. It should spark curiosity, emotion, or urgency. It should make a clear promise or challenge a belief. Your subtitles? That’s where the clarity lives. It tells people exactly what they’re going to get.

My rule for nonfiction titles is simple: aim for a combination of punch + precision.

Your title might be bold or metaphorical, but your subtitle must deliver the “what” and the “who.” Think of it like this:

Title:   From Rejection to Revenue
  Subtitle:   Turning Publishing Setbacks into Self-Publishing Success for Online Business Owners

Punch. Clarity. Relevance. That’s the formula.

Don’t be clever at the expense of clarity. Clever might get a smirk. Clear gets a sale.

Designing the Interior for Maximum Readability

This is where most self-publishers cut corners, and it shows. Your interior design is just as important as your cover, because it’s what readers interact with most.

Good formatting isn’t flashy, it’s invisible. It makes the book easy to read, scan, and absorb.

I worked with a formatter who knew the difference between Kindle formatting and print layout. They added consistent chapter headings, clean margins, professional fonts, and spacing that didn’t feel cramped or sloppy.

The goal isn’t to impress, it’s to invite. You want your reader to glide through your book without even thinking about the design.

I also considered accessibility: font size, contrast, and spacing all play a role. The easier it is to read, the more likely they are to finish. And the more they finish, the more likely they are to recommend.

Writing Back Cover Copy That Converts

Ah, the back cover, your book’s elevator pitch.

This is the space that turns browsers into buyers. It’s where you answer one burning question: Why should I read this?

The best back covers are short, sharp, and benefit driven. They open with a hook, outline the transformation the reader will experience, and end with a clear takeaway or call to action.

Here’s a structure I used:

Headline:  A bold promise or challenge

Body:  A few lines describing the problem, the promise, and what the book delivers

Author bio (optional):  Just enough to establish credibility, not your whole resume

It’s tempting to make this section about you . Don’t. Make it about them . What do they get from reading this? What pain does it relieve? What outcome does it unlock?

Make it irresistible and then back it up with your content.

Creating a Book That Feels Traditionally Published

At the end of the day, your book should look like it came from a major publishing house, even if it came from your living room.

Here’s what I did to ensure that:

I used a professional trim size (not 8.5x11).

I ordered proofs and adjusted spacing and bleed before the final print.

I matched the layout of the top books in my category.

I reviewed everything , from spine alignment to ISBN placement.

None of this is about vanity. It’s about believability.  When your book feels pro, readers trust it more. They read it. They share it. They recommend it.

And that’s when your book stops being just a creative project and starts becoming a movement.

Chapter 8:
Publishing Platforms & Print Options

I’ll never forget the first time I saw my book listed on Amazon. My name, my title, right there next to books I had admired for years. It felt surreal, and, frankly, a little scary.

Up until that moment, it was all behind-the-scenes work: writing, editing, designing. But once you hit “publish,” the book is no longer yours alone. It belongs to the world. And getting it out there the right way, the professional, scalable, future-proof way, matters more than you might think.

So, let’s talk about platforms, formats, and the fine print of publishing smart.

Understanding Your Publishing Options

When you self-publish, you’re no longer limited to one route. There are many  platforms available, but the two major players you need to know are:

Amazon KDP (Kindle Direct Publishing)

Ingram Spark

KDP is the dominant force in self-publishing. It’s free to use, fast, and gives authors immediate access to Amazon’s global marketplace. For many first-time self-publishers, it becomes the starting point for both eBooks and print-on-demand paperbacks.

Ingram Spark serves a different role. It provides access to libraries, bookstores, and retailers outside of Amazon. Many authors use it when they want expanded distribution or additional print options like hardcovers.

A common strategy among independent authors is to publish through KDP for Amazon sales while using Ingram Spark to reach libraries and bookstores. It’s a platform I’ll be exploring further as I continue expanding distribution options.

The key is understanding that this isn’t a choice between one or the other. It’s about strategy.  Use both but use them for what they’re best at.

Choosing Between Exclusive and Wide Distribution

Amazon gives you the option to enroll in KDP Select , which requires your ebook to be exclusive to Amazon for 90 days at a time. In exchange, you get perks: Kindle Unlimited access, promotional pricing tools, and visibility boosts.

It’s tempting. But here’s the trade-off: exclusivity means you can’t sell your ebook on Apple Books, Kobo, Barnes & Noble, or your own website.

If your primary audience is on Amazon and you’re early in your author journey, KDP Select can give you a strong launch. But if you want long-term independence or have a global, non-Amazon audience, going wide  might serve you better.

I started exclusively, built traction, and then went wide later. That gave me the best of both worlds.

Understanding ISBNs, Barcodes, and Legal Details

These little technicalities matter.

If you publish through KDP, they’ll give you a free ISBN, but they become the “publisher of record.” If you want to maintain full control and professional branding, I recommend buying your own ISBNs through Bowker  (in the U.S.) or the appropriate agency in your country.

It’s a small investment, but it allows you to list your  name or brand as the publisher. That’s especially valuable for business owners or authors building a series.

Barcodes? Usually auto generated when you upload your ISBN during the publishing process. Just double-check that it’s correctly sized and placed during the final cover upload.

Also, be sure to register your copyright. In the U.S., copyright protection is automatic, but formal registration through the Library of Congress gives you legal benefits if infringement ever becomes an issue.

Setting Pricing That Makes Sense

Pricing is both an art and a strategy.

Most self-published eBooks land between $2.99–$9.99 . That range keeps you eligible for Amazon’s 70% royalty rate. If you price outside that range, your royalty drops to 35%.

Print pricing depends on page count, size, and color (black & white is way cheaper than color interior). I aimed for a sweet spot between affordability and value: $12.99–$17.99  for paperback, $20+  for premium or workbook editions.

But here’s what I didn’t realize until later: I could also sell directly  from my own website, bundle the book with digital products, or create premium packages. That’s where real margin lives.

You don’t need to sell millions of copies to make money. You need to sell smart.

Uploading and Publishing Like a Pro

This is the moment it all comes together.

I remember holding my breath as I uploaded the final files, interior PDF, cover spread, and metadata. The platforms walked me through it, step by step. It wasn’t complicated, but it was exact.

Everything needed to be formatted precisely. The margins. The spine width. The bleed settings. The keywords and categories. I triple-checked everything before hitting publish.

Once it was live, I ordered a proof copy immediately. No matter how confident I was in my digital file, there’s nothing like holding it in your hands and spotting what you missed  on screen.

Only after I approved the print version did I announce it publicly.

Trust me, take your time here. It’s better to be slow and solid than fast and flawed.

Publishing your book isn’t the end of the journey, it’s the beginning of your public  journey.

Chapter 9:
Pre-Launch Strategy

I used to think launch day was everything. I imagined flipping a switch and watching the sales roll in. I believed if I shouted loud enough for one glorious 24-hour window, the book would magically take off.

Spoiler: that’s not how it works.

A strong book launch doesn’t start on launch day, it starts weeks  earlier, sometimes months. It’s in the whispers, the seeds you plant, the subtle hints and early invitations. The best launches I’ve ever had didn’t feel like explosions. They felt like waves , quiet at first, then rolling into something powerful.

If you want your book to land with impact, don’t just think about selling. Think about warming up  your audience, building anticipation, and making them feel like they’re part of something from the beginning.

Here’s how I did it, and how you can too.

Build Your Launch Team
(Your Early Advocates)

The smartest thing I did before launching was invite a small group of people behind the scenes.

I called them my Launch Team . You might call them beta readers, ambassadors, or hype squad. Whatever the name, the idea is simple: give people early access to your book, involve them in the process, and ask them to support your launch when the time comes.

I sent them early PDFs. I shared the cover reveal with them first. I asked for their feedback, their blurbs, their honest Amazon reviews.

In return, they got first access, special bonuses, and the pride of being “in the room” before the world knew what was coming.

Here’s the key: your launch team isn’t about numbers, it’s about alignment.  Ten enthusiastic readers are more powerful than a thousand indifferent followers.

Create Buzz Without Burning Out

You don’t have to flood your feed with “buy my book!” posts to generate excitement. In fact, that’s the fastest way to make people tune you out.

Instead, I dropped breadcrumbs .

A behind-the-scenes photo of my manuscript. A poll about cover design. A quote I loved while editing. A confession about how nervous I was to share this work. All of it was honest, and all of it invited people into the journey.

People love to be part of something in progress. When they’ve seen the messy middle, they cheer louder when you cross the finish line.

Think of your pre-launch content like a slow build. Curiosity. Connection. Value. By the time you’re ready to publish, they’re already invested.

Use Pre-Orders Strategically

Pre-orders can be a powerful tool, but only if you use them with purpose.

Platforms like Amazon allow you to set your ebook for pre-order up to 12 months in advance. This gives you time to:

Collect sales early (which count toward launch day rankings)

Gather reader interest before the book is done

Offer bonuses or incentives to pre-order

For one of my launches, I offered an exclusive live Q&A for anyone who pre-ordered. All they had to do was send me their receipt, and I gave them access. It cost me nothing, but built major trust and buzz.

You can also use pre-orders to get valuable data: which headlines get the most clicks, which bonuses attract the most interest, and what pricing sweet spot your readers respond to.

Don’t launch blindly. Launch with feedback.

Stack the First Reviews

Let’s be real: Amazon reviews make or break early momentum. The more you have (especially honest, detailed ones), the more the algorithm notices you, and the more new readers trust you.

So, I planned for reviews before  launch.

I gave my launch team specific instructions: please post your honest review within the first 48 hours of release. I made it easy. I shared the link. I even sent a few reminders.

Here’s the thing: you can’t pay for reviews, and you shouldn’t fake them. But you can  encourage the people who already believe in you to speak up. Their words are your proof of concept.

By the time my book officially launched, I had multiple reviews live. It looked legit. It was  legit.

Tease the Transformation, Not Just the Title

This is one of the biggest lessons I’ve learned: people don’t care that you wrote a book. They care what the book will do for them.

So instead of shouting “Book coming soon!” Every week, I focused on the outcome. I teased the transformation. I asked questions like:

“Have you ever felt rejected by gatekeepers?”

“What if your biggest ‘no’ was actually your greatest opportunity?”

“Imagine launching your book on your terms, with total freedom.”

Every post pointed to a deeper story. And by the time the book was ready, people didn’t just want to buy it. They were ready  to.

That’s the power of a thoughtful pre-launch.

Chapter 10:
Your Author Website, The Home Base of Your Book’s Success

Right around the time I was preparing to launch my book, I realized something kind of embarrassing. I’d been building buzz, talking about the project, lining up social posts and emails... but I didn’t have anywhere to send people that truly represented me as an author.

Sure, I had a website for my business. But not a place that was specifically designed to showcase the book, my story behind it, and what to do next once someone felt inspired by the message. It hit me: if people were actually interested, where was I leading them?

That was the moment I understood that my author website wasn’t a nice-to-have. It was non-negotiable.

This isn’t about having a digital brochure. It’s about creating a home base. A place where the energy you’ve been building has somewhere to land. Because you’re about to put a lot of effort into promoting your book. People will click your links. They’ll Google your name. And when they do, what they find should reinforce the authority and intention behind your work.

Your website becomes the doorway to everything else. If someone hears you on a podcast or sees your book on LinkedIn and wants to know more, that site is where they go. If a media contact wants to quote you or feature your work, your website should have what they need without them having to ask. If a reader finishes your book and wonders how to go deeper, your website is where that connection becomes something lasting.

I built mine with one simple goal in mind. I wanted it to make people feel like they knew me within ten seconds of landing on the homepage. Not just professionally. Personally. I added a short welcome video, a clean book summary, links to buy the book on whatever platform they preferred, and a form to grab a free bonus resource in exchange for an email. That way, even if someone didn’t buy right away, I wasn’t losing the connection.

And here's what surprised me. That email list? It didn’t just grow. It deepened. The people who opted in after visiting my author site were more engaged. More invested. More ready to share the book, write reviews, even hire me or invite me onto their podcast. And all of that came from a website that wasn’t flashy or complex. Just clear. Just honest.

You don’t need fifty pages. You don’t even need to blog unless you want to. You just need a place where people can learn what the book is about, why you wrote it, where they can get it, and what they can do next.

You might be thinking, “But isn’t Amazon enough? Can’t I just link to my product page and be done with it?”

Well, you could. But when you send all your traffic to Amazon, you give away control. You give away the ability to connect directly with your audience. You give away your data, your list, your leverage. I didn’t want that. I wanted a relationship with my readers that didn’t depend on someone else’s platform.

That’s what an author website gives you. It gives you control. It gives you flexibility. It lets you build your brand on your own land, not someone else’s rental space.

And trust me, when you start showing up in interviews or promoting your book on social media, you’ll want a link that feels like home. Something you can say out loud without hesitation. Something that’s clean, simple, and fully yours. Not a long string of characters or a generic product page. But something like yourname.com or yourbooktitle.com. Something you’re proud to put on a podcast, a presentation slide, or even the back of your business card.

Creating your author website isn’t about perfection. It’s about presence. It’s about planting a flag and saying, “This is me. This is my work. And this is where you can find more.”

If you already have a business site, you don’t need to reinvent the wheel. You can create a page or a small section just for your book. But make it feel distinct. Make it feel intentional. Give it its own voice. Let it reflect who you are as an author, not just a service provider.

When people land there, they should feel something. They should feel clarity. Confidence. Curiosity. That’s what your site is for. Not just to sell, but to serve  the people who are already leaning in.

So, before you hit launch, make sure your foundation is ready. Not just your product. Your platform. Give your book a home that reflects the care and purpose you put into writing it.

You’ve already earned the spotlight. Now give people a front-row seat.

And here’s the part that most first-time authors miss your website isn’t just for readers who already know you. It’s for the ones who haven’t found you yet.

I didn’t fully appreciate this until a few months after my book had launched. I was checking my site stats out of curiosity and noticed a steady trickle of visitors coming from Google. People were searching for things like how to bounce back after a book rejection or how to self-publish after a failed book deal. And there I was right on the first page of results.

That’s when it really hit me. This site wasn’t just a digital business card anymore. It was a discovery engine.

That’s the power of SEO (search engine optimization). When you set up your website thoughtfully, with clear language around what your book is about, who it’s for, and the problems it solves, you start showing up in front of people who are literally typing their pain points into a search bar. You’re meeting them right in that moment where they’re looking for hope or direction or answers. And your book becomes the answer.

Now, I’m not saying you have to become an SEO expert overnight. But I am saying a few simple tweaks can go a long way. Like making sure your book title appears in your page title and meta description. Or using keywords throughout your site that match what people might search for things like how to self-publish a book, what to do when a publisher says no, or how to publish a book after rejection.

Even writing a few blog posts about your journey, your writing process, how you dealt with rejection, what self-publishing tools you used can help. Because search engines love fresh, useful content. And those posts? They live forever. Long after your launch is over, someone can discover you, your book, and your voice, just because you took the time to write one honest piece that helped someone solve a problem.

And it’s not just readers who find you this way. It’s hosts. Organizers. Conference planners. Podcast producers. People who are looking for speakers and authors who have something meaningful to say on a subject their audience cares about. I’ve had multiple podcast invitations come from people who found my site through a blog post or even just a well-written About page.

That’s the beauty of setting your site up with search in mind. It keeps working for you. While you sleep. While you’re writing your next book. While you’re out living your life. Your website continues to show up, to introduce you, to build your brand without needing your constant attention.

It’s like planting seeds that keep growing while you focus on what you do best.

And one last thing. If someone is searching for your name after hearing about you on a show or seeing your book on social media, you don’t want them landing on a cluttered Amazon page or a random third-party blog. You want them landing on your  site. On your words. In your world.

Because when they land there, they don’t just find a book. They find a brand. A voice. A potential guest, speaker, collaborator, or expert.

All from one website. Built with purpose. Powered by presence.

So don’t think of your site as extra work. Think of it as a quiet partner, one that works around the clock to bring your book into the hands, ears, and hearts of people who need it most.

This is how you scale your story before your next story is even written.

Chapter 11:
Launching Like a Marketer

I used to think launching a book meant posting “It’s live!” on Instagram, hitting send on a newsletter, and hoping for the best.

But hope is not a launch strategy.

The truth is, if you want your book to actually reach people, real people, not just supportive friends and relatives, you need to think like a marketer. Not a desperate seller. Not a spammy hustler. A thoughtful, strategic marketer who understands attention, timing, and trust.

The best book launches don’t feel pushy. They feel everywhere.  Not because they go viral, but because they’re intentional. They reach the right people, in the right places, with the right message.

And that’s exactly what I set out to do.

Launch Day Starts Before  Launch Day

Here’s what I learned fast: launch day isn’t the starting line, it’s the showtime  moment. Everything before that is rehearsal, testing, momentum-building.

By the time I launched, I had:

Warmed up my audience for weeks

Pre-loaded reviews through my launch team

Scheduled posts, emails, and interviews

Made it ridiculously easy for people to share

On launch day, I wasn’t scrambling. I was executing.

I’d written and scheduled at least three emails in advance: one for the morning announcement, one for midday excitement, and one with a personal thank-you and call to review. I had pre-written social media captions, quote graphics, and even behind-the-scenes photos of the book arriving in my hands.

That preparation made all the difference. It let me enjoy the day instead of stress over it.

Use Your Email List Like a VIP Lounge

Your email list is gold. Social media is great for reach, but your email subscribers? They’re invested . They trust you. They’ve given you space in their inbox.

I treated my email list like a backstage pass.

Days before launch, I gave them exclusive early access, a personal note about what the book meant to me, and a “thank you” bonus just for being on the list, an audio note, a worksheet, something small but thoughtful.

Then on launch day, I wrote to them like I was writing to a friend: no hype, no pressure, just honesty.

That email got more clicks, and more reviews, than any social post I made. Because readers who feel seen  don’t need to be sold.

Work the Amazon Algorithm (Without Gaming It)

Amazon is both a bookstore and a search engine. And it rewards momentum.

Your goal in the first 72 hours? Sales + reviews + traffic.

So, I encouraged people to buy and leave a review on launch day. Not just because it looks good, but because Amazon notices.  The more activity your book gets early on, the more likely it is to show up in “Customers Also Bought,” “Hot New Releases,” and search suggestions.

I picked two categories for my book that were competitive but realistic. I didn’t aim for “Bestseller” as a vanity metric. I aimed for visibility.  I wanted Amazon to connect the dots and start surfacing my book to new readers.

The result? A steady trickle of new traffic I didn’t have to pay for.

It’s not magic. It’s momentum.

Lean on Your People, But Don’t Pressure Them

Yes, you should tell your network. Yes, you should post on social media. But here’s the key: make it about them , not just about you.

Instead of saying, “Buy my book,” I shared:

A lesson from the book that helped me through rejection

A quote that readers had highlighted in their early reviews

A message to other business owners struggling to be heard

And then I asked: Do you know someone who needs this?  If so, please share.

I didn’t beg for attention. I invited people to help.  And people love to help when the mission is clear.

Some of the best support came from unexpected places: past clients, podcast listeners, old colleagues. They saw themselves in the book’s message, and they wanted  to be part of it.

You’re not selling a book. You’re building a bridge.

Don’t Just Launch, Leverage

The smartest authors don’t launch and disappear. They leverage  the launch into long-term opportunities.

I used my book to:

Pitch podcasts

Reach out to online communities

Book speaking engagements

Offer exclusive workshops

Create an evergreen funnel

The book wasn’t the end. It was the start  of deeper connections. Because once someone reads your book, they don’t just know your content, they trust your voice .

And that trust? It opens doors money can’t buy.

Your book deserves more than a quiet, one-day debut. It deserves to land with impact. To be talked about. Shared. Quoted. Remembered.

And when you launch like a marketer, not just a writer, you make that possible.

Chapter 12:
Long-Term Book Promotion

There’s this funny thing that happens after your book launches.

The adrenaline fades. The notifications slow. You’ve refreshed your Amazon page one too many times. And you start to wonder… Now what?

I’ve seen a lot of self-published authors disappear after launch week. They burn bright for five days, then vanish. They think the book will just “sell itself” now. But that’s not how it works.

The authors who win in the long game? They don’t just launch  books. They live  with them. They talk about them, build around them, expand from them. Their book becomes a content engine, a lead magnet, a signature story.

This chapter is about making your book not just a product, but a platform.

Keep Talking About It (Without Sounding Repetitive)

You wrote the book because it solves a problem or tells a story worth sharing, right? So keep sharing it. Don’t worry about sounding repetitive. New people are always discovering you, and old followers need reminders.

But don’t just say, “Buy my book.” Instead, pull lessons from  the book and turn them into content.

I often posted quotes, excerpts, or even screenshots from Kindle readers who highlighted certain passages. I turned chapters into mini blog posts or podcast talking points. I went live and answered questions the book raised.

The key is to make the book feel alive.  Like it’s part of a bigger conversation, not a static product that sits on a digital shelf.

Repurpose Your Book Into Other Formats

One book can become a dozen  pieces of content.

Here’s what I did:

Turned chapters into blog posts, each linking back to the book

Recorded a behind-the-scenes podcast series about the writing process

Used quotes as Instagram carousels and LinkedIn posts

Took sections and taught them as short YouTube lessons or webinars

Created a “book club” series for my newsletter, unpacking a chapter each week

When you break your book into smaller, snackable formats, you extend its lifespan and reach new audiences who might not buy a book but will click a video.

Use Your Book as a Lead Magnet

If your book supports your business, it can become your best lead generator.

I created a free chapter download on my website in exchange for email addresses. Inside the book, I linked to free resources (like a workbook or bonus training), which sent people to my site and into my ecosystem.

It wasn’t “cheap”. It was valuable.  And because they got the book first, they arrived with trust.

That’s what most authors miss: your book doesn’t end at the final page. It should lead somewhere, into your email list, your services, your world.

Treat your book like the beginning of a relationship, not the end of a transaction.

Book Interviews and Speaking Gigs

A book is your best PR pitch. It proves you’re serious. It gives you a “hook” to offer podcasts, summits, and conferences. And when you show up with a clear message and compelling story, doors start to open.

I created a simple press kit: book title, short bio, key talking points, and sample interview questions. Then I started pitching.

Not to the biggest podcasts first. To smaller, niche shows where my topic fit . The hosts were grateful. The interviews were rich. And guess what? Those listeners bought the book, and shared it.

The same goes for speaking. Your book gives you authority. It anchors your talk. It’s something people remember, and buy, after you leave the stage.

Run Small, Smart Ads

I avoided ads at first. I thought they were too expensive, too complex. But then I learned: you don’t need a massive budget to run effective ads. You just need the right  ones.

Here are a few ad ideas:

Amazon ads targeting similar books in my genre

Facebook ads offering a free bonus chapter

Retargeting ads for people who visit your site but didn’t buy

Each campaign was simple, low-budget, and targeted. My goal wasn’t to sell thousands of books overnight. It was to keep my book in motion, visible, discoverable, and consistent.

Ads aren’t a silver bullet. But they’re a smart tool in your long-term toolbox.

Here’s the truth: books fade when authors do.

But when you keep showing up, when you weave your book into your brand, when you treat it like a living message, your book stays alive, too.

Chapter 13: Scaling the Self-Publishing Ladder

When I hit “publish” on my first book, I thought I was crossing the finish line.

But a few months later, something unexpected happened: the book didn’t end my journey. It expanded  it. Readers started asking for more. More resources, more tools, more depth. Clients came from places I hadn’t even marketed. Opportunities showed up because I had written a book, not a blog, not a post, a book.

That’s when I realized: self-publishing isn’t just a way to get your message out. It’s a strategy for scaling your entire brand, business, and impact.

One book can start an empire. But only if you know what to do with it.

Turn One Book into a Brand

The best books don’t live in isolation. They build something bigger.

When I looked at my own book, I asked: What’s the bigger idea here? What do I want to be known for?

The answer became my brand message. The title became a signature talk. The subtitle became a tagline. The content became an online course, a workbook, and a lead generation machine.

It didn’t feel like “recycling”, it felt like resonance.  One clear idea, amplified across platforms.

Think about how your book can become:

A podcast theme

A series of workshops

A branded YouTube channel

A group coaching program

A flagship service or digital product

You don’t need to write another book right away. You need to expand the one you’ve already written.

Create a Product Suite

This was one of the smartest things I ever did: I turned my book into a ladder.

At the bottom rung? A $12.99 paperback. Then a $49 digital workshop. Then a $97/month membership. Then a $297 group program. Then a $2,000 mastermind. All built from the same core message.

Your book doesn’t need to be your only offer. It just needs to be the starting point .

And because readers already trust you, every new product you launch feels like a natural next step, not a hard sell. They’ve heard your voice. They believe in your ideas. They want  more.

So, give it to them. Not with pressure. With purpose.

Use Your Book to Build Your Business

Your book isn’t separate from your business; it’s fuel  for it.

If you’re a coach, consultant, or service provider, your book becomes your most powerful positioning tool. It shows authority. It answers objections. It builds trust while you sleep.

I’ve landed clients who told me, “I read your book and knew I had to work with you.” Not because I pitched them, but because the book did.

You can:

Hand your book to leads instead of sales brochures

Bundle it with services

Use it as a bonus for email signups

Send it to podcast hosts or potential partners

Your book becomes a business card people don’t throw away.

Keep Writing, but Smarter

The best part about publishing a book? You get better.

You learn what works. You hear from readers. You see where the momentum lives. So, when it’s time to write your next book (and yes, it probably will be), you don’t start from scratch.

You start from experience.

I kept a running list of ideas sparked by reader questions and Amazon reviews. I watched which chapters got quoted most on social media. I used all of that to shape my second book, and the one after that.

Each book is built on the last. Each one fed into the brand. And each one was a little faster, a little cleaner, a little more me.

That’s how you scale: not by sprinting, but by stacking.

Build a Legacy, Not Just a Launch

At some point, it hit me: this isn’t just about selling books. It’s about leaving something behind.

Books outlive algorithms. They travel to places you never will. They show up on desks, in airports, on nightstands. They meet readers at moments you’ll never see and sometimes change them forever.

You may never hear about those moments. But they happen.

And they happen because you said yes  to yourself when someone else said no.

That’s what this book was always about. Not just writing. Not just publishing. But owning your voice, building your platform, and realizing that rejection doesn’t mean the end, it means a new beginning.

You don’t need permission to be powerful.

You just need to keep going.

THE END
  (Or maybe, just the beginning.)

Afterword:
When You’re Ready to Go Pro

If you’ve made it to this page, first thank you. Thank you for believing in your book, for choosing the independent path, and for trusting this guide to walk beside you on that journey. You didn’t just write a book. You built something brave. And I hope every page helps you see just how capable and qualified you really are.

Now, maybe you’re at the point where you’re thinking, Okay, I’ve written the book… Now I want it to look like it belongs next to anything on the shelves at Barnes & Noble.

If that’s you, I want to personally invite you to check out our services at Author Design Studio .  Online at https://authordesignstudios.com

I founded it for people just like us self-publishing authors who are serious about quality and want their books to look and feel as professional as the message inside. We’ve all seen books that were clearly self-published in the worst way possible. Bad covers. Cluttered layouts. Formatting errors. You can have the most brilliant content in the world, but if your book looks  amateur, it gets treated like one.

That’s why we focus on beautiful, strategic design  that builds trust, authority, and connection before a single word is read.

At Author Design Studio, we specialize in:

Book cover design  that doesn’t just “look good,” but is designed to sell

Professional interior layout and formatting  for Kindle, print, and beyond

Marketing graphics and launch visuals  to make your book stand out online

Author websites  that elevate your brand and give your readers a place to land

Everything is built with a clear goal in mind to help your book succeed and represent you with excellence.

What makes us different? Well, this isn’t a big faceless design firm. It’s a small, author-led studio grounded in over 30 years of design and publishing experience. We’ve been where you are. We’ve heard the “no” from publishers. We’ve made the mistakes and figured out how to do it better. And now, we help other indie authors do the same with less guesswork, less overwhelm, and a lot more confidence.

So if you’re ready to make your book shine and you want a creative team who gets what you’re building I’d love to connect.

You can learn more at:
👉   AuthorDesignStudios.com

Whether it’s your first book or your fifth, you deserve a final product that looks just as good as it reads.

And if I can help bring that vision to life, I’d be honored to be part of your team.

Here’s to your book, your voice, and everything you’re building next.

– Frank

About the Author

Frank Deardurff III has spent nearly three decades helping businesses, creators, and entrepreneurs turn ideas into income online. Known by many as “That One Web Guy,” Frank built his career at the intersection of design, marketing, and publishing—long before self-publishing became the powerful path it is today.

Over the years, Frank has worked with hundreds of authors and small business owners, helping them design book covers, format manuscripts, build author websites, and launch books that actually sell. Through his company, Author Design Studio, he has guided writers through the often-confusing process of turning a finished manuscript into a polished, professional book ready for the marketplace.

Through years of working with authors, Frank has seen firsthand that rejection from traditional publishers doesn’t have to be the end of the road. For many writers, it becomes the moment everything changes. Self-publishing opens the door to creative freedom, faster publishing, and the ability to turn a book into a real business.

In From Rejection to Revenue, Frank combines decades of real-world experience with practical advice to help authors stop waiting for permission and start building momentum. His approach is simple: create a professional product, understand your audience, and use the tools available today to take control of your publishing future.

When he isn’t designing, writing, or helping authors launch their next book, Frank can usually be found working on new creative projects, speaking about online business and publishing, or exploring new ways creators can turn knowledge into income.

Self-Publishing Success Checklist

A Practical Guide From Idea to Launch

Use this checklist as you move through the process of turning your manuscript into a professionally published book.

Part 1: Mindset and Foundation

Before writing or publishing, make sure the foundation is solid.

Clearly define who the book is written for

Identify the specific problem your book solves

Write a one-sentence promise of transformation for the reader

Research other books in your category

Identify how your book is different or positioned in the market

Decide how the book will support your larger brand or business

Choose a working title and subtitle that communicates value

Part 2: Writing the Manuscript

Create a system that helps you finish the book.

Create a consistent writing schedule

Outline the structure of the book

Break the book into clear chapters

Write the first draft without over-editing

Review the manuscript for clarity and flow

Edit for structure, tone, and readability

Use editing tools or trusted readers for feedback

Revise the manuscript based on feedback

Part 3: Building Your Publishing Team

Decide what you will handle and what you may outsource.

Determine which roles are needed:

Editor

Proofreader

Cover Designer

Formatter

Research freelancers or resources

Review portfolios and past work

Ask other authors for recommendations

Request sample work or test projects

Set clear expectations and timelines

Part 4: Design and Presentation

A professional look builds reader trust.

Create a compelling book title and subtitle

Design a professional book cover

Test cover concepts with potential readers

Write persuasive back cover copy

Format the interior for readability

Choose appropriate fonts and spacing

Review layout for both print and ebook formats

Order and review a proof copy

Part 5: Publishing Setup

Prepare your book for distribution.

Choose your publishing platform (KDP, wide distribution, etc.)

Decide between exclusive or wide distribution

Purchase ISBNs if desired

Prepare book metadata (description, keywords, categories)

Upload manuscript and cover files

Review digital proof

Order physical proof copy

Make final corrections before release

Part 6: Pre-Launch Preparation

Build interest before the book goes live.

Create a small launch team

Provide early copies to trusted readers

Ask for honest early reviews

Share behind-the-scenes progress online

Reveal the book cover to your audience

Offer pre-order bonuses if applicable

Schedule launch day emails and posts

Part 7: Launch Strategy

Make your launch intentional and organized.

☐  Send launch email to your list

Share launch announcement on social media

Encourage launch team to post reviews

Appear on podcasts or interviews

Run limited promotions or discounts

Direct readers to your website or landing page

Part 8: Long-Term Promotion

The real growth happens after launch.

Continue posting content related to your book

Repurpose book ideas into articles or videos

Pitch yourself for podcast interviews

Speak at events or workshops

Use the book as a lead magnet

Bundle the book with courses or services

Begin planning your next book

Final Reminder

Remember: your book is not just a project. It is an asset that can support your brand, authority, and business for years.