TIP: What's my Best Way to Publish a Book?"

Choosing the Right Publishing Route

When an author first sits down to decide how to bring a book to readers, the decision often feels like a crossroads. The options - traditional publishing, full‑scale self‑publishing, or something in between - are framed by a handful of practical considerations that shape every other choice. The first question to answer is: what do you want out of the process, and what are you willing to give up to get it?

Agents and traditional houses look for stories that can stand out in a crowded marketplace. They are most comfortable with titles that already have a brand attached - authors who have a following, media presence, or a track record of sales. The process from submission to contract can be swift, but once a book is signed, the relationship is usually short‑lived. Most publishers keep a new author on their roster for only a few months before moving on to the next promising project. During that window, the author is expected to produce a tour plan, generate press coverage, and essentially become a public face for the book. The publisher supplies a modest advance, but that money is often tied to marketing budgets that the author must repay. The trade‑off is that the author receives a fraction of the royalties and must work out of a framework that limits creative control over cover design, pricing, and release timing.

Self‑publishing flips that equation. An author keeps 100% of the profit and decides every detail - from the headline to the back‑cover copy. Because the author can outsource everything from editing to design, the only thing that stays in the author’s hands is the vision and the strategy. Print costs are no longer a mystery; a print‑on‑demand service can deliver a book for a fixed cost per unit, and the author can choose how many copies to produce at any time. A print run of 600 copies of a 125‑page paperback might cost around $1,000 in total, which breaks down to roughly $1.67 per copy. With digital publishing, the margin expands dramatically, because there is no inventory to manage.

Another layer to the decision is the type of reader you aim to reach. Hardcovers and paperbacks find their home in bookstores, libraries, and traditional retail channels, but the distribution networks can be restrictive and expensive. eBooks, on the other hand, are delivered instantly to a global audience, with no shipping, no inventory, and no physical shelf space to fight for. That immediacy means that a book can generate income right after the launch, and the same file can be repurposed into audiobooks, translations, or bundled offerings with little incremental cost.

Beyond the mechanics, the emotional component plays a role. Some writers thrive on the support system that an agent and publisher can provide - editing, marketing consultation, and industry connections that are hard to replicate on a one‑person budget. Others find that control over the entire process allows them to experiment, respond quickly to reader feedback, and align every decision with their personal brand. The key is to line up your priorities - whether that means maximum reach with a modest share of revenue, or full control with the responsibility of handling every promotional step.

Leveraging Print, eBook, and Marketing for Success

With a clear picture of what each publishing route offers, the next step is to map out a practical plan that balances profit, reach, and effort. The most common path for authors who want to maximize earnings without the long lead times of a traditional deal is to publish simultaneously in print and digital formats. By keeping the same manuscript, you avoid duplicating work; you can set the same cover art for both the paperback and the eBook, creating brand consistency across channels.

The economics of this dual approach are straightforward. A print run of 600 copies costs around $1,000, as noted earlier, while the same eBook file can be sold on major platforms for a royalty rate of 70% or more. If the eBook sells just 3,000 copies at $9.99, that translates to nearly $20,000 in gross revenue before platform fees. The print side can then serve a different audience - those who prefer a physical object or who might purchase a gift copy at a bookstore. By pricing the paperback at $14.99 and selling 1,200 copies, you add another $18,000 in revenue. Combined, both formats can push a book’s income well into the high four figures with modest marketing spend.

Promotion remains the linchpin of any publishing strategy. Traditional publishers provide a PR team, but as a self‑publisher you must step into that role. The trick is to focus on the most cost‑effective channels: email lists, social media, and content marketing. A well‑crafted email newsletter that announces the launch, shares a free chapter, and invites readers to leave reviews can drive immediate sales. By allocating just 9 hours a week to promotion - completing tasks like writing blog posts, creating a short promotional video, and engaging with readers on Twitter - you can maintain a steady stream of interest without burning out.

Many authors find that a short burst of coaching pays off. Two to three months of focused instruction, meeting once a month, can equip you with the fundamentals of internet marketing: how to write a headline that converts, how to segment your audience, and how to craft an email sequence that nurtures leads. If a full‑time coach feels too expensive, you can opt for a teleclass or a series of expert webinars that cover the same topics. The goal is to learn how to place your book in front of thousands of potential buyers every day without spending a fortune on ads.

One example of a coach who specializes in this blend of writing and marketing is Judy Cullins. With 20 years of experience as a book and internet marketing coach, she guides entrepreneurs who want to influence people, build credibility, and generate steady income through publishing. Her portfolio includes 10 eBooks such as “Write Your eBook Fast,” “How to Market Your Business on the Internet,” and “Create Your Web Site With Marketing Pizzazz.” She offers free resources through her two monthly newsletters, The Book Coach Says and Business Tip of the Month, available at