Independent publishing sometimes seems like it’s easier than traditional publishing. There are no editors or other bureaucrats standing between you and your published work. All you need is enough money to publish a few hundred copies and you’re set. However, the reality is that it takes hard work to successfully publish and sell a novel, sometimes even more so than to get it published by a traditional publisher. As an independent publisher, you have to function as an author, publisher, and publicist, and it’s easy to overlook things that need to be done to make your book a success. I learned several things the hard way when publishing Winter’s Silence. Here are some of the top mistakes I made that you will hopefully avoid on the road to success.

1. Being in a rush to get your work into people’s hands.  I published Winter’s Silence in June 2007. I was eager for people to read it, especially because I was finishing up my first year of teaching and wanted to sell some books to my co-workers.  By being in such a rush, I missed out on some valuable promotion opportunities. Companies such as Foreword, which are dedicated to reviewing independently published books, require sample copies three months prior to the book being released to the public. I also missed out on the opportunity to get testimonial quotes for my back cover by selling the book so soon after publication.
2. Assuming you have a built-in audience for your book.  When professionals told me that independently published books don’t sell more than a few copies, I ignored them. I thought that since I knew people through my temple, my school, and so forth, that I would automatically make sales. I did end up selling 150 copies—far more than many independently published novels—but I didn’t sell nearly as many as I could have because I didn’t promote the book enough prior to its release.
3. Publishing the book before securing funding. I used money I had in savings to publish Winter’s Silence. However, I never sold enough copies to recoup my investment, and I hadn’t secured other sources of funding. This makes publishing other works or paying your cover artist very difficult. It makes much more sense to raise funds by selling merchandise related to the book or applying for grants prior to making a commitment to publish.
4.  Ignoring all criticisms and critiques. One of the main reasons I decided to independently publish Winter’s Silence was because the general reaction from editors at established publishing houses was that nobody would want to read a novel for adults written from the point of view of a child. I believed and still believe in the concept behind my book. However, my refusal to consider any editorial suggestions because of this issue was ultimately a mistake. Even a critiquer who misses the mark in her understanding of the work has something valuable to say, and the book would have been stronger or sold better if I had considered every suggestion individually instead of rejecting criticism as a whole.
5. Not treating the publication of the book like a business. It’s easy to have a dream of getting published, especially if you have the money to do it yourself. However, it’s harder to translate that dream into a reality, especially if you don’t have a business plan or a solid understanding of how business works. I wasted a lot of time and money by not doing things the correct way. Before you publish, if you intend to be successful, you should draw up a business plan, sign contracts with anyone you intend to work with, and consult a business coach or other professional that can help you get your business on track.