Public Relations & Social Marketing Insight

“I just wanted a story with a nice guy.”In late 2012, author H. M. Ward had an experimental manuscript collecting proverbial dust on her computer. It starred a woman named Sidney and a man named Peter—an impossible nice-guy combo of handsome, strong, smart, patient, and, oh, super wealthy.

Ward had been writing since 2010 and had been down the traditional publishing route before, finding an agent and shopping her work around. Her instinct told her that publishers would have no interest in Peter. “If you take a nice-guy book to a traditional publisher,” she says, “They’re like, ‘That’s weird. Nice guys are boring.’”

So in April 2013, she published her manuscript online on her own. “I just put it up out of curiosity to see what would happen,” she says.

Despite reports that e-books are dying, Ward’s chance paid off, and continues to pay out today. According to the author, Damaged shot to No. 6 in Amazon’s Kindle store within a few days and held the No. 1 spot for several weeks. It spent a month on the New York Times bestsellers list for combined print and ebook. It was the first in two series of nice-guy books that would go on to sell 12 million copies in three years.

Publishers took note. In the year after Ward published Damaged, she was offered a series of deals from various publishers totaling $1.5 million, by her estimate. She turned them all down, and by the time she said no to her last contract, she was making eight figures as a self-published author. “It would have been a colossal mistake to sign with them at that point, financially,” she says....

At every writers conference or self-publishing panel the question that almost always inevitably comes up is: “How much will self-publishing really cost me?”

Because the book publishing industry is one of the last industries to go digital, it’s going through a quick transition. As a result of this shift, authors no longer need to go through the traditional gatekeepers to publish high-quality books and are instead moving toward self-publishing. Launching a book is like launching a startup.

Putting together a quality book involves not just writing it, but getting it edited, then formatted, designing a cover, and having a marketing strategy around it.

"Not having an editor is like not QA’ing a software product or not testing a drug before it goes out into the marketplace." 

Below, I break down the costs of how much professional services will cost you for a high-quality book.

(For the purposes of calculation we’ll assume you have a manuscript that is 70,000 words.)...