Self-Publishing without crying (much)

A pep talk for the overwhelmed, confused and/or highly caffeinated writer

So, you’ve written (or you’re writing) a book. First of all—massive high five. That alone puts you in a rare and sparkly group of people who not only had an idea for a story, but also did the thing. Or are doing it. Or are thinking about doing it while secretly watching YouTube videos of people making creative travel journals with copious amounts of washi tape. (No judgment. I’ve been there. I might still be there most Wednesdays.)

But if you’re anything like I was when I first dipped my toe into the icy waters of self-publishing, you might be feeling slightly... panicked. You’ve probably Googled “how to self-publish a book” and found approximately one zillion conflicting opinions, a few terrifying acronyms (ARC? ISBN? KU? SOS?!), and some very expensive-looking editing services.

So let’s talk about it. Let’s take a deep breath together, make a nice cup of coffee (or tea, if that’s your poison), and gently unpick this spaghetti mess of thoughts and worries.

The many, many things that feel overwhelming

Here are some of the greatest hits when it comes to author overwhelm:

1. Perfectionism (aka “Why did I think I could write?”)

That inner critic you’ve been living with for years? Oh, they love to show up during self-publishing. “Is this good enough?” “Will people laugh at my dialogue?” “Should I rewrite the entire book in second person from the perspective of the dog?”

The short answer: no, you probably shouldn’t. But it’s completely normal to second-guess everything. You’ve been staring at your manuscript for weeks, months, maybe years. You’re too close to see it clearly—and perfectionism thrives in that kind of fog.

Let me tell you this now: no book is perfect. Not even the ones in Waterstones. Not even the ones that won awards and made you cry in public. Done is better than perfect. Especially in publishing.

Take a loooong step back. Put your manuscript in a lockable drawer if necessary. Go for a few bracing walks and breathe. Then come back with fresh eyes and realise that actually, you did a pretty amazing thing.

2. Editing (Do I need to pay thousands for this?)

There are lots of kinds of editing—developmental, copy, line, proofreading—and yes, it’s a good idea to get outside eyes on your work. But if you can’t afford a professional editor right now, don’t panic.

There are affordable options:

• Do a self-editing pass with tools like ProWritingAid or Grammarly.

• Swap with another writer and edit each other’s work.

• Use beta readers (more on them in a second).

Would a pro editor help? Absolutely. And you can always delay publishing until you can afford one (and if you do decide to pay, check out Writers Beware and similar sites to avoid the many publishing scams). But not having one won’t necessarily doom your book to obscurity. I promise.

3. Covers (Do I have to become a graphic designer overnight?)

Short answer: no.

Your book does need a professional-looking cover that will attract your target audience. But that doesn’t mean you need to spend $5000 or learn Photoshop by candlelight.

You have options:

• Pre-made covers: Affordable, often under $100, and there are some beautiful ones out there.

• Hire a designer on Fiverr or Reedsy: Shop around. Ask for recommendations from other authors.

• Canva + common sense: If you’re good at layouts and keep things simple, you can design something serviceable yourself, but check the usage terms for images, always.

Please don’t use the default WordArt and a photo of your dog, unless the book is about your dog.

4. Beta Readers, ARC Readers… What Now?

Let’s clear this up:

• Beta readers read your book before it’s published and give you feedback.

• ARC (Advance Reader Copy) readers read your final-ish version before launch and (hopefully) leave reviews.

You don’t need dozens. Even 2–3 thoughtful beta readers can make a huge difference. Look for people who actually enjoy your genre, even better if they’re in your target audience, and will be kind but honest. Not your nan (unless she’s brutally honest and loves space opera).

As for ARCs, you can give away early copies via BookFunnel or a simple Google Form. Don’t stress if you only get a handful of reviews at first. That’s normal.

5. Marketing & Advertising (Do I need a full-blown strategy?)

Nope. Not right away.

You do not need to master Facebook ads, Amazon ads, TikTok trends, Instagram carousels, podcast interviews and newsletter swaps all at once.

You can start small:

• Tell your friends and ask them to tell people they know in your target audience.

• Post about your book on your socials.

• Add a link in your email signature.

• Mention it at that book club you go to (or used to go to before writing consumed your soul).

If you want to learn ads or strategy later, you can. But please don’t try to do it all in one week. That way lies burnout and sad biscuits.

Side note: please don’t ask your Mum, Gran or Uncle to buy a copy of your book on Amazon unless they already buy in your genre - it will screw up the ‘people who bought this’ algorithm and send recommendations to people who aren’t interested in your book (which, in turn, will affect how your book performs).

6. Where to Publish (Kindle Unlimited vs. Wide)

This one can feel like choosing a Hogwarts house for your book.

• Kindle Unlimited (KU) means your ebook is exclusive to Amazon, and readers with a KU subscription can borrow it. You get paid per page read. You can’t publish it anywhere else while it’s in KU.

• Wide means you publish on Amazon and other platforms like Kobo, Apple Books, Barns & Noble, etc using a service like Draft2Digital.

There are pros and cons to both. KU can give you more visibility (especially in certain genres like romance or fantasy). Wide gives you more control and long-term reach.

But honestly? You don’t have to figure this out forever. You can start in KU and go wide later. Or vice versa. Nothing is permanent.

You Don’t Have to Do Everything All at Once

This is the most important bit, so if you’ve skimmed until now (I see you), come back to me for a second:

You do not have to do it all at once.

You don’t need to have a 10-part marketing funnel ready before you hit publish. You don’t need a three-book preorder schedule and a 50-person launch team. You don’t even need to know whether you want to do this full-time.

All you need is this:

You wrote a book. You want to share it with the world. And that is more than enough.

Let publishing your book be a moment to celebrate—not something that needs to be perfect or strategic or forever.

So many people dream of writing a book and never finish. You did. You’re already in the top few percent of dreamers who followed through.

Take a breath. You’re doing great.

Okay, But What Can I Do That Actually Helps?

Glad you asked. Here are a few things you can do after you’ve published (or as you’re about to hit publish), that aren’t too stressful and have real long-term value.

1. Pitch Yourself to Podcasts

Search for indie author or genre-specific podcasts. Listen to the show to make sure you know what their audience expectations are. Then send a friendly email with:

• Who you are

• What your book is about

• Why their audience might enjoy hearing from you

You don’t need to be famous. Just interesting. (And if you’ve written a book, you are.)

2. Add the First Chapter of the Next Book at the End of Book One

This is gold if you’re writing a series. It keeps readers hooked and gives them something to look forward to.

Even if the next book isn’t written yet, a rough draft of Chapter One works fine. It’s like a cheeky trailer for what’s to come.

3. Include a Link to Your Substack

This is one of my favourite things to recommend (and not just because I’m writing this on Substack).

Add a link in the back of your book that says something like:

Want to hear about the next book? Get behind-the-scenes updates, sneak peeks, and bonus content by following my Substack.

Then link it. Simple. No website? No problem. Substack is brilliant for letting readers stay connected without you needing to be a marketing wizard.

4. Join Author Communities

Find one good group—on Substack, Discord, Facebook, Slack, wherever. Lurk if you need to. Ask questions. Share wins. Commiserate over commas. Writing is lonely; you don’t have to do it alone.

5. Celebrate

Honestly. Please do this. Light a candle. Eat too much cake. Buy yourself a way-too-expensive notebook. Post about it online with too many emojis. You did something most people never will.

You made a book. That is a very big deal.

A Final Word from Someone Who’s Been There

When I published my first book, I remember staring at the screen thinking, “Surely there’s more to it than this?” I’d expected fireworks or a choir or at least a notification from the Queen.

But no. It was just me, in my pyjamas, holding a cup of coffee, clicking “publish.”

And that’s sort of the magic of it, too. Publishing isn’t a dramatic finish line—it’s the gentle beginning of a new chapter (pun entirely intended).

You’re allowed to take it slow. You’re allowed to be proud. You’re allowed to make mistakes. And fix them (thank the self-publishing gods).

And you’re allowed to do this your way.

So here’s your permission slip:

Write your story. Publish it imperfectly. Celebrate the hell out of it. Then see what happens next.

You’ve got this. Really, truly, you do.

Got questions about publishing? Feeling stuck in the weeds? Hit reply or leave a comment—I’m always happy to chat and share what I’ve learned (and what I’m still learning, because this journey is never really done).

---

---

New here?

✨Find out what Chapters & Checklists is about

✨Check out the Authors Resource Hub and Behind the Debut podcast

✨ Download my Notion Simple Author Templates