Self-publishing is a marathon, not a sprint.
This is said about nearly everything, but it’s especially true for self-publishing, one of the most crowded niches in the world. Such a marathon can be frustrating if you have high expectations or a low threshold for disappointment, but this doesn’t mean you shouldn’t self-publish at all.
Rather than discouraging you, I want you to be realistic, understand what you’re up against, and stay motivated despite the challenges you may face.
I, personally, see these downsides as inspiration to work harder. They also remind me that even if I don’t feel like I’m doing great, I’m doing much better than many others. I’m giving it my all even if I haven’t achieved worldwide fame.
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Expecting instant success is the fastest way to burnout.

In fact, expecting success at all will make you mad when it doesn’t show up. You hit “publish,” maybe crow about it on r/selfpublish, and expect the sales to roll in. But they don’t. Because no one knows to look for you, and there are millions of other titles for them to read, and they skip over you because they don’t recognize your name.
And they especially skip over you if you have a cheap Kindle Create cover that took you five minutes to make. I’m sure there are total gems sitting in those piles of auto-generated covers, but is anyone going to actually check them out? Probably not.
I get so frustrated with people who complain that pointing out these facts is pouring cold water on their dreams. “You’re just bitter because you haven’t been successful so you’re trying to drag the rest of us down! I’ll be different!”
Not at all. I want to succeed, and I want you to succeed too. However, success does not come from a place of delusion. True, lasting accomplishment is born of hard work over many years – and from understanding what you’re up against.
What I share here hasn’t discouraged me, and I hope it won’t discourage you either. In any business endeavor, we need to understand the market, identify the challenges, and pursue the opportunities. That doesn’t mean telling ourselves we’ll make it no matter what.
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You are competing with millions of titles, many of which have far larger budgets than you.

While data varies on exactly how many books are self-published every year, this estimate of 500,000 titles is the lowest one I have seen. Some say it is as high as 4 million. The reason for the disparity is that digital-only books don’t have traditional ISBNs that can be tracked and tabulated (my books don’t).
And then we have the tradpub books; there’s about 10,000 new titles by the Big 5 every year across all genres. While tradpub has pushed a lot of the work off on the authors nowadays, they do get the benefit of some marketing plans and access to physical bookstores. Most importantly, their books are given professional covers, which is one of the biggest expenses for self-published authors other than marketing.
These are just the new titles. Every reader has access to over 156 million books, some a few years old and some a few centuries old. Many, like those out of copyright, are free.
Why would they want to spend their hard-earned money on your book? The short answer is that they probably don’t want to.
If they’re looking for a literary masterpiece, they have access to the whole canon at a click. These books have been around for decades or centuries; readers already know they’re good because they’ve been told so.
Good books don’t have an expiration date, and the longer something has been out, the more of a reputation it has built up. Tradpub books from five years ago have hundreds of Goodreads reviews, so readers can decide for themselves whether these books are worth the higher expense.
Those wanting a simple popcorn read can dive into the thousands of freebie titles. These are usually terrible, but they are also fun and mind-numbing.
So, no matter how good you are, your book is already at the bottom of the pile for choice, based on both minimal (or no) reputation and the price point.
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Readers are automatically leery of self-published authors.

With a sea of self-published stuff, readers have come to understand that many of them … are bad. Just really bad.
You see this moreso in the nonfiction space. For a while, grindset money bros were obsessed with “low content books” that could be made within a few hours and contained pretty much no information at all. Now you have thousands or millions of these essentially worthless books floating around, often with relatively polished looking covers. Readers who have bought those and been disappointed are unwilling to get scammed again.
And with fiction, there are a lot of writers who could never hack it in traditional publishing, now armed with easy access to instant gratification. They just spend a bit of time formatting their book, buy a cover, and then slap it up on Amazon.
Spelling errors? Who cares; this is a work of genius. Beta readers? Never heard of ’em. Their opinions don’t matter because this author’s book is perfect in every way and anyone who disagrees is stupid.
These books could have been better if the author did their million words of practice, but they didn’t want to wait and struggle. They wanted the dopamine hit now now now. And then they put out a bad book, and no one wants to read it. If readers do try it, they quickly realize it’s awful, and now every other self-published book must be bad too.
With all this slop floating around, readers are going to scrutinize you even harder than a tradpub book because they know for a fact that many (I’d even argue most) self-published books are terrible.
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Artificial Intelligence is making it harder than ever to break through.

AI can generate a whole book in a few minutes, or a few days if the “writer” is prompting carefully to avoid plot holes and repeats. Still, that’s much faster than the months it takes me to finish a draft. Funeral of Hopes, my third book, took me three months just on the writing, not to mention the prepublishing stuff – and I’m considered a fast writer.
And now there are companies, like Spines (I refuse to link them) that are promising to speed this up even more. These trash mills are churning out hundreds or even thousands of books a year, flooding the market with stupid nonsense that some unwitting readers will purchase and hate.
Readers will realize that these things are garbage, and again, they will scrutinize real authors even harder, especially self-pubbed ones.
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Jackpot winners can drive you crazy … if you let them.

There are some self-published authors who have made the leap to tradpub and enjoyed wild success, and there are self-pub authors who continued self-publishing and enjoyed wild success.
These folks are incredibly talented, but they are also the outliers. Most self-published authors are grinding away because they like writing and the extra pocket money is nice.
Staring starry-eyed at these people is ignoring the sad reality of survivorship bias. We hear about those who made it big, ignoring that millions of other authors pinned all their hopes on their special book, only to be shot down and ignored.
Because why would we? That’s depressing. It’s nicer to daydream that we, too, will become famous, and then get viciously angry at those who remind us that these authors are the exception.
Reality isn’t always pleasant, but ignoring it won’t get us anywhere, either.
Many of these individuals had strong connections that helped them get noticed. If you’re plunking away at a keyboard all by yourself, you’re unlikely to hit it big because no one knows about you yet. Getting discovered out of nowhere is exceedingly rare.
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Thinking of self-publishing as a business helps quell your frustration.

I have been self-employed for about a decade now, and I have now incorporated my self-publishing into my business. So, the Eirenic Verses really is a business to me: legally, financially, and emotionally.
Everything I spend on the Eirenic Verses is taken as deductions on my taxes and counted as expenses. I don’t spend more than I can afford from my other income streams, and I put it aside when it’s time to work on my day job.
A lot of authors really chafe at the idea of making their book baby into a money-making machine. It’s offensive, they sniff, to believe that art can be commodified. That’s capitalist propaganda.
… Except that’s exactly what you’re doing by selling your books. You want to make money from it, right? Then you have to think of it like a product.
Most businesses, except those with angel capital or enormous backing, really struggle the first few years. The vast majority of restaurants go out of business within five years because they went broke. When you’re building something from the ground up, you need to expect that you’ll be in the red for a while; that’s just how it works.
This is another reason why I discourage you from quitting your job to be a full-time writer. Not only is it unrealistic, but you need that capital to build your business. Budget so you can use your day-job money as funds for your self-publishing.
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For most people, self-publishing is a side hustle.

The average self-published author makes about $1,000 a year. I don’t know whether that’s after expenses or not, but regardless, it’s not life-changing money.
Of course there are outliers. There are people who have quit their job and made this their full-time profession, which drags the averages up and makes it seem like the rest of us are doing better than we are. One of the reasons full-time authors can do that is because they do see it as a business and they understand the market.
If you want this to be your full-time job, you have to treat it like a full-time job. You need to learn marketing, and study the market, and identify opportunities, and make great products, and network, and all that.
But if you don’t want to do that, then you can’t expect it to become your full-time job. It’s a side hustle, and that’s okay. There’s absolutely nothing with that. You’re not a failure for only getting a bit of income from your work because, as I pointed out above, you’re really besieged on all sides here.
I do not like the business side of things, which isn’t really a good thing for a self-published author. Rather than beating my head against the wall, crying and wailing that I’m a failure, I recognize that my disinterest in marketing leads to less interest from the market, too. Novel writing is my ludicrously expensive hobby that makes me happy. I’m okay with that.
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Every sale is a success, and every review is a badge of honor.

Authors often get down on themselves because they refuse to acknowledge that they are highly disadvantaged in this market. Or, they get angry because they can’t see their books as products, and they don’t want anyone else to see them that way either.
But look. With all the depressing info I just gave you, isn’t it miraculous that anyone picked up your book? Isn’t it wonderful that someone took the time to leave you a review? Isn’t that such a gift?
You’re fighting against such major odds, so you must celebrate every success. One sale is amazing. Two sales are incredible. 250 sales does really mean you have beaten the odds, because the average self-published book never sells more than that. Ever. In its whole lifetime.
90% of self-published books never sell more than 100 copies. The vast majority sell none at all.
While 250 books isn’t breathtaking success, it does mean you’ve made something amazing that even a handful of people want to read. You’ve fought your way upstream, and maybe you didn’t get all the way to the outlet, but you did make it farther than a lot of other people. That’s wonderful.
Most importantly, though, you tried. A lot of people don’t ever bother to self-publish at all, much less market themselves.
So, if you’ve sold one singular book, you’re doing a fantastic job, even if it doesn’t feel like it.
I’m proud of you.
Keep a clear head, smile at every sale, and remember that you have to keep going.













